So, how do you get people inspired to talk about you? Above all else, bring to market a product or service that is remarkable in and of itself.
Next, recognize that people already are talking about your stuff, both online and off. Some good, some bad.
While it’s tempting to spend all of your time cleaning up the bad, that’s really tantamount to a futile game of Whack-a-Mole. It’s never ending, and every time you quiet some naysayer down, another appears.
Instead, you want to make effort to facilitate and fuel the talkers who are saying good things about you and your products.
How? This may be the $64,000 question, and in some senses this is the hard part. Please COMMENT on this post with better ideas and I’ll add them to this list.
Let’s get started. In no particular order
- Make sure your best customers feel in the loop.
Let them in on your company happenings, and even secrets. Think about MacWorld and the way that Apple makes their best customers feel part of the action every January in San Francisco. In fact, those zealots actually PAY to go to MacWorld.
Since you probably can’t organize a trade show, set up an insider status where you can communicate with your best customers and let them in on progress, updates, and preview the latest features of your product or service. Ask for their feedback, and let them feel part of the action. Have them test new versions of the products they already love. Invite them to participate on a user-advisory board. That sort of stuff.
- Make it easy for them to spread the word.
If you can distill down your core message, that helps a lot. If you can make it easy for them to “share” with their friends, do that. If you do an “email a friend” program, give your users an easy and fun way to personalize it so as to add a human touch. Canned jargon be gone. Just be careful about being too slick about tapping into your user’s contact lists and spamming those folks. No one I know likes to get duped into spamming their contacts.
- Ask them to talk about you.
Some people are shy, and if you ask (authentically) for people to introduce you to their friends, they will. Just be real about it. If you build a referral program, that’s fine, but be sure to be careful about choosing the incentives for the referral. Recognition is better than reward (see below for more on this).
You need to really do a great job of understanding the motivation of your customers in regard to why they might choose to put themselves out there and endorse your product. They must LOVE it, so that their endorsement is credible and authentic and therefore trusted. Recognize that they satisfaction they get from endorsing your product is from the feeling they have (as mavens) of sharing their expertise or insight on something cool. They are helping their friends, not you. If you introduce any incentives that make them feel like they are working for you, it will not only not work, but is likely to have a perverse effect of turning people off.
What NOT to do.
Don’t ever trick yourself into thinking that financial incentives or rewards – coupons, discounts, gift cards, cash – are a good idea. Ever. It may sound smart, but at the end of the day, the issue is that you get what you pay for. Nothing more, nothing less. And, the point is that endorsements are generally free, and when they’re paid, they lose credibility and ultimately their value in the first place. If it feels like you’re bribing or paying or creating monetary incentives, you’re off track. And, do yourself a favor and never use the word incentivize while you are at it.
- Set up some community building structure for your zealots to get organized.
Create a place for your customers to openly and publicly talk about what they love and what they hate about you and your products. Let it flow, and don’t censor their commentary. Keep it real. Make it fun for them to participate in sharing their passion and evangelize your stuff. Recognize (but don’t “reward”) the most active contributors with increasing levels of status. Let these mavens feel like the experts that they are. Let them feel heroic.
- Measure how you’re doing
There’s this great thing called Net Promoter Score that you and everyone in your company should adopt as the #1 metric that you evaluate your success with. It’s also very simple, and there’s no excuse not to make the effort to track your score.
It goes like this. Ask your customers on a scale of 1 to 10 how likely they are to recommend your product. A 9 or 10 is considered a “promoter”. A 7 or 8 is considered neutral. 6 or below is considered a detractor. Your score is the percentage of promoters minus the percentage of detractors (ignoring altogether the neutrals). For a better explanation, Jeffrey Walker’s blog is here to help.
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