Sometimes a little friendly competition helps bring some new energy to a task you may have done before. Who says sticker charts are just for kids!
For many of our clients we have a focus on recruiting new advocates into their program. Ensuring a robust program membership is the key to finding the right customer for upcoming opportunities. We’ve decided to inject a little competition into the recruiting process for one of our clients.
Sparkly smiley face stickers are climbing up a chart. Three of our team members are in a bit of a race to see who will recruit more advocates this month. It’s fun and it makes the progress visible to everyone. And the person who recruits the most wins bragging rights though when we have other competitions sometimes they have prizes!
How do you put a little fun into your work?
We are interviewing our clients and their customers all the time. Each discussion about how our role with the client might expand is really an interview. Each call with a potential advocacy program member is an interview. Lots of them, every day. This article from the Content Marketing Institute, written by Clare McDermott, “Perfecting The Art of the One-on-One Interview”, is full of useful ideas and links to even more ideas.
McDermott divides the article into sections: how to prepare for the interview, how to begin the interview, and how to hit your stride. Each section has great information. Depending on your level of interview experience this may serve as a refresher or be full of new information. We’re sure that even the expert interviewers among you will learn something new. Reading this article is well worth your time.
Let us know what you learned or how the article reinforced something you’ve always thought important. Leave a comment, below.
Do you use personas to help shape your content and programs? This article by Jessica Vionas on the Business2Community site points out some traps to avoid as you are developing buyer personas. Mistake number one is making assumptions. Many of us have been guilty of that, especially if you do not have funds for research. Ideally you would be able to interview a subset of your customers rather than rely solely on market research. Just don’t skip research! Use that knowledge to create fact based, not assumption based, personas.
Once you begin to develop your personas the article suggests not slicing and dicing too finely. How many personas do you really need? What differentiates one persona from another? Roles are often used but is it really the role the person is in or is it the challenges they face which are the key differentiators of your various personas?
We hope the last mistake covered in the article is not true for you – creating personas and then not using them! As the articles says, that is “just silly”. I suspect some might have even stronger language for that situation!
Do you have fact based personas that you use as you develop content and programs? Share your experiences in how they have helped you be successful.
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!