I started my Sunday morning with a workshop at Web 2.0 expo on Community Evangelism with Deborah Schultz and Anil Dash. I thought I can get away without much effort of focus on a Sunday morning and I did not bring my laptop. Well, once you see Jeremiah Owyang running around with a camera video-streaming live the event and Mario Sudhar liveblogging, one cannot get away from the energy those folks generate.
What are the takeaways from this workshop? Why should we care about community evangelism? Here are the ideas that Deborah and Anil shared with us.
Community Evangelism is an ideal customer referral program made feasible to execute via various web technologies like blogs, forums, podcasts and other social sites. It allows companies reaching their customers and transform transactional customers into loyal ones through building the relationship, making an emotional, personal connection.
Persistence and awareness are the key to maintain relationships online. If you ventured a blog for your company, you engage into a social contract, a sort of committment to ongoing conversation with your customers. This implies a continuous sharing of value content. You expand your relationship with a customer into a more enriching experience. Continuity of a two-way communication process provides for creating meaningful life moments that your customer records in his/her memory. A good example would be books, CDs, movies that we buy or get as gifts from other people and might never read, watch but keep being attached to them as they connect to someone we care about. Connectedness, continuity and non-disposability = all due to the value of a relationship that carries it through.
Awareness is not just about notification. Providing your customers with a control to chose how they get information about the product and services – this makes your communications effective. Why? Think about products people absolutely love: iPod, TiVo, Wii. They empower consumers to be in control when to consume content, service, product. So, do the same with your marketing communications to make them more effective – provide those in RSS, blogs or other format that your customer can choose to control both in the reception phase and content scope.
What’s Evangelist? He/she is a
- customer advocate
- among the people interacting with the community where they live
- human face of the company
- cross-functional, not just a marketer
- a foil for the company
Human skills needed to be successful as a community evangelist:
- partial geek
- driven by relationships
Pursue evangelism with passion, be present where your customers are mentally and physically. Use what you got and have fun!
P.S. I just found out how messed up my blog looks like in Firefox! Tried to contact technical support and it is temporary closed! What do I do? I have to fix it, otherwise it is simply embarrassing.