How Customer Advocacy Can Take Your Online Reviews from Second-Rate to First-Class
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Presentation from the B2B Customer Engagement Leadership Series - Atlanta.
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How Customer Advocacy Can Take Your Online Reviews from Second-Rate to First-Class
- 1. How Customer Advocacy Can Take Your Online Reviews from Second-Rate to First-Class Beyond Expectations
- 3. A lifetime of memories…
- 5. Even big business is personal. • Human experiences are what sets companies apart • Engagement/advocacy goes beyond the brand relationship • Companies can overcome the cold “virtual” relationship • Engagement and advocacy can help you cut through the noise
- 6. Who is Code42? • Founded in 2001, HQ in Minneapolis, MN • 430+ employees • Global, enterprise SaaS company • Protect data on employee laptops and desktops • More than 37,000 business customers, including HBO, Adobe, Salesforce, MIT, Stanford University, National Geographic, etc. • Poised for engagement/advocacy success
- 7. The dark ages Resulted in: • Slow, manual process with many disparate spreadsheets • Unenthusiastic sales people • Customers without an avenue for advocacy • Lackluster case studies • Frequent fliers Securing customer references for sales and marketing activities was a struggle.
- 8. Reviews, please The B2B tech buyer: • Skeptical • Suspicious of marketing, trusts peers • Likes to share opinions and expertise • Often cannot publicly endorse a product 60% of tech buyers look for reviews during the buying process. Reviews allow customers to be honest Reviews help companies overcome the testimonial problem
- 9. Customer Validation • Case studies/testimonials/logo usage • Customer bylines/PR placements • TechValidate—customer data points, identify potential evangelists Customer Engagement • Code42 AdvocateHub (Influitive platform) • Code42 global user groups • Customer Advisory Council • Communications—newsletter, release/maintenance notifications, nurturing programs Launching our engagement/advocacy program To highlight the quality and breadth of Code42 customer base To keep current customers connected and engaged with Code42
- 10. Who are the Code42 advocates?
- 11. Who are the Code42 advocates? • IT manager, sys admin, desktop manager • Enterprise or mid-market account • Technical contact at organization • Happy CrashPlan user • Participated, or has shown interest in, engagement activities with Code42
- 12. Want reviews? Just ask! Implemented a customer engagement platform to create a community engaged advocates • Allow us to use gamification to make it fun and to keep them coming back • Issued challenges to advocates, pointing them to review opportunities online • Gave them points for their reviews, which they could redeem for gift cards, Code42 swag, etc. • Keep the ask simple – don’t lead advocates or tell them what to say
- 13. Spiceworks: 69 reviews G2 Crowd: 47 reviews IT Central Station: 20 reviews Glowing reviews for days
- 15. Engagement/advocacy program results AdvocateHub stats after 1 year: • 262 advocates from 178 companies • Over 10,000 challenges completed • 136 online reviews completed • 443 referrals submitted • 2,291 tweets sharing Code42 content • Customer contributions to blog posts, presentations, news releases, bylines, etc.
- 16. Engagement/advocacy program results Tech Validate • Three surveys completed, 2,439 respondents • 522 reference volunteers identified • 244 TechFacts, 19 charts, 354 case studies, 12 portals created
- 18. Beyond the numbers Benefits we didn’t expect: • Increased visibility in our organization • Content/testimonials/challenges from our engagement programs have been used in executive presentations, highlighted to the entire company and featured online • An army to mobilize to combat online trolling or genuine questions • Additional headcount for the advocacy/engagement team • Personal career growth!
- 19. “It’s possibly the best example I’ve seen of a company engagement with its customers in a way that is informative, fun and rewarding for all parties involved.” – Jim, Code42 Advocate
Notas del editor
- Hi, I’m Angela Higgins from Code42. I’m here to share how our advocacy program allowed us to claim the top spot on many review sites. But first, I want to share a story of how engagement can be a tipping point in both business and your personal life.
- Saw our dream home listed online, never thought we could afford it Just happened to drive by the open house, decided to check it out – uh oh Learned it was owned by original, who’s first husband had built himself. Decided to write a letter Nothing manipulative, just wanted to introduce ourselves and let them who we were, and how much we loved the house Made an offer, and reached a standstill after back and forth negotiations both parties walked away, we thought that was it. Suddenly Lois came back and accepted our final offer
- We’ve gotten to know Lois, and many of the stories of the home over its 65+ year history
- There are million of real estate transactions each day. Personal relationships impact these sales every day. Wonderful experience.
- Even large companies with thousands of customers can have personal relationships with their customers and partners. And the very best do. Beyond the brand relationship – I can think of many companies that I still think are “cool” and “hip” but that I’ve had terrible engagement experiences with.
- With thousands of happy customers, we were ready for an engagement program. In my time at other tech companies, I’ve never seen such enthusiatic customers.
- Reviews give customers a way to advocate for a product, even when they can’t do so publicly, in a case study or news release.
- Before we asked our advocates, we did a lot of work to set up our customer engagement platform.
- Side benefits of reviews Many of these vendors package up reviews in a particular category, and offer it for purchase/syndication. Often you’re included whether you purchase the report or not – keeping reviews flowing make sure that you’re well-represented.
- Side benefits of reviews Many of these vendors package up reviews in a particular category, and offer it for purchase/syndication. Often you’re included whether you purchase the report or not – keeping reviews flowing make sure that you’re well-represented.
- We’ve seen results far beyond our number of online reviews.
- We’ve seen results far beyond our number of online reviews.
- We’ve seen results far beyond our number of online reviews.
- We’ve seen results far beyond our number of online reviews.
- We’ve gotten to know Lois, and many of the stories of the home over its 65+ year history
- You never know where engagement will take you!