Congratulations to our client Lisa Matzdorff, Director, Customer Experience, at Symantec. She was just named the winner of the Sherpa Award for Innovative Feature Use at the Elevate Customer Summit hosted by RO Innovation.
Lisa uses ReferenceView, an application from RO Innovation, to track recruitment and reference activities. She needed a granular method for tracking and reporting each stage of recruitment to support the volume and multi-step process in place at Symantec. Lisa turned to ReferenceView’s workflow functionality to keep recruitment of new advocates moving at an optimal pace. Notes are captured within each step so that a permanent record remains available.
This approach ensures the recruitment process is as efficient as possible, with a clear view of metrics. The process has enabled Lisa to consistently exceed the security industry’s standard advocate recruitment rate! Congratulations Lisa on both your award and your great results!
We just returned from the Cyber Defense Summit 2017 in Las Vegas. Leading up to the Summit we worked with customers to create videos and quotes that were used throughout the event. Our trip to Australia to film customers resulted in such great content we expedited processes and went from filming in one country to showing our videos on the main stage of the event 12 days later!
Love this photo, Freud Alexandre, the Enterprise Architect and Security Manager for the City of New Orleans, was so happy to be featured he autographed his banner. That is the signature of approval! What we like to see with all our customer deliverables.
Longer attention span: your target audience or a goldfish? Hard to believe but the average person’s attention span is now shorter than that of a goldfish! An article in Time Health quotes a Microsoft study which shows a human will pay attention for 8 seconds and a goldfish for 9!
Our digital lifestyle may make us better multitaskers but we’re also easily distracted. There is a lot of content out there, coupled with short attention spans, it’s not easy to stand out from the crowd.
This post from RO Innovation makes the case that video can be the way to go instead of the case study format. Our brains actually process video faster than text.
Think about how video might work for you as you share stories of your customers and your brand. Our clients have a clear need for written content but we’re seeing an increase in the desire for video. Often times our interviews will become both short and compelling video pieces and a complimentary case study with greater detail. We’re about to send a team to Australia for a second time this year to create video and written case studies for our clients. There are a lot of interesting customer stories among Australian businesses! Whether your customer is in Australia or right next door, think about the format which will tell their story best.
Our partner, Influitive, has a variety of great resources for those in the customer advocacy field. One is recent research from IDC, The Role of Marketing in Customer Advocacy which you can download here.
The world has changed, how buying decisions are made has changed, and customer advocacy is more crucial than ever for continued business success. The report has interesting commentary and charts about how advocate marketing staff splits their time among their many responsibilities and which advocate marketing tactics are most common. There is also discussion of common barriers and suggestions for key success metrics. The research concludes with recommendations for success.
This is worth a read. Let us know if the content resonates with you. Is this is what you are seeing in your industry, with your clients? Interested in your thoughts!
There is a great article from Forbes about the world’s most influential CMOs. They name the top 50. Forbes teamed with Sprinklr and LinkedIn to compile the list. Their criteria included impact on brand performance, impact on brand awareness, external and internal influence, and influence on peers. An impressive list of CMOs indeed! Worth a read for more information about their shared characteristics.
We are proud to say our clients are well represented on the list. 4 of the top 13 are clients, showing their appreciation of and concern for the influence their customers can have. Congratulations to all of course and extra congratulations to our clients!
Good things do come in threes and in our case it means three interns this summer. We have an intern working on a variety of Referential projects. The other two interns are with us courtesy of one of our clients that wanted increased resources for their projects this summer. Each Monday for the last 3 weeks one has started. They are students at St Mary’s, UC Berkeley, and Cal State East Bay, with a variety of majors. We’ve paired them with “buddies” to help train and mentor them. It’s great to add to the pool of advocacy experts.
And in case you are wondering about the phrase ‘good things come in threes’, read this blog post from Historically Speaking. The examples range from the three little pigs, genies always granting three wishes, to a saying from Confucius.
And from StackExchange: Good Things Come In Threes – has a definite positive connotation. From fairytales to Hollywood blockbusters, “the rule of three” (Latin-“omne trium perfectum”) principle suggests things that come in threes are inherently more humorous, satisfying and effective than any other number of things.
We certainly believe that good things do come in threes!
We have two team members headed to Australia for video shoots. They should be there now but their flight got cancelled last night so they have a ‘fun’ day working from LA. Fingers crossed that they jet off tonight. It would be nice to have a day to adjust rather than having to run from a 17 hour flight straight to the customer site!
We’re seeing more and more use of video with customer advocacy, and for good reason. This article from Insivia has some very interesting statistics, 27 Stats About Video in 2017. Bottom line, people are viewing a lot of video, more every day. Executives are viewing and sharing video, 4X as many customers would rather watch a video about a product than read about it, and marketers who use video grow revenue faster than those who don’t. The stats in the article have links to the source so you can learn more. The article has a lot of information which helps reinforce the importance of video.
If you are using video great. If not, give it a serious thought and give us a call so we can show you how effective video can be in your advocacy work and help you join the majority of marketers using video.