Discover the Best Bill Letter Format for Marketing

Bill letter format for Marketing

[Music] good morning morning my name is and I am a native New Yorker to be here with so we're going to talk about love and business love the other pull that a word in business I know what so when I told my friends in Brooklyn I was going to go and talk about love and business they looked at me and they said Billy forget about it so in 2013 Ral voice an aggregator of online customer reviews and they go and they aggregate a bunch of B in the second quarter of 2013 they analyzed those posts and seven out of 10 posts were neutral depositors of those posts 30% had the word love 30% had the word love so the question is not is love and business together in the 21st century the question for you in your business is how do you get your customers to be lovers and not haters for the past three years I've been on a quest to understand the online interaction between a company and a customer I've dedicated my study at Case Western Reserve University and getting my doctor to understanding and finding some answers in ways that business can go and create disruption and competitive Advantage around the online interaction so for the last 3 years I've read everything there is to read but there's always more to read we've gone we've interviewed hundreds of people we produced thousands of pages of transcripts coded them understood them and we've had some findings then what we did was we took those findings and we put them into a giant online survey surve a whole bunch of people and then we applied statistical equation modeling to it to go and verify our findings we found three things number one it's not about the C it's about you the customers the employees suppliers they're the ones in charge two companies that co-create online receive online customer level and three companies who are playful when they're co-creating online receive twice as much positive expression or online customer love from their customers so let's take a look at it all right this is New York so we got to keep it real all right so when you think about love what do you think about commitment passion intimacy long term we didn't find this all right we didn't find that now when they're going in their posting online they might okay be passion at that point in time but it doesn't last but what does last is that post it lasts forever it's there for you right and for your company so what is online customer it's a positive expression from your customers when they're at the keyboard and they've had an experience it could be a reaction to something online it could be a reaction to the inuse of the product or service that you go and you provide now why does it matter well you know in in the old days what used to happen was is when they would someone would go and complain or want to go and compliment what do they do they go in they send the letter remember those letters that come in right and you know if it was a bad letter or something like that but you deal with them one-onone all right you had that interaction and that was a one-on-one interaction now the interaction that happens is post onlines and you don't control it you don't control where they post or when they post that customer interaction is what your products and services become we are what a customer say about us or your customer perception is your reality all right let's go on get into the study what we found all right the first piece here um control over versus control with uh we found that you know companies who OD that it wasn't about them that it was about their customers their employees and their suppliers and they let them be free they fed their voice to go and talk about the one they were rewarded with love couple of examples so we were out there we talked to a lot of people I love this quote Best I was a CMO and what she said to me was you know I said how do you feel about the the online interaction she goes well being a control freak quite frankly makes me a little nauseous but you can't be afraid that's the reality we live in today uh we interviewed a number of companies one of the best stories was specialty cleaning company and what they do is their product remove sticky gooey messes right and they would go and you know sticky gooy messes on everything everything from hly Davidson motorcycles to grills so they took the product and they went and they sent it out to their customers bloggers and they said okay let's going to see what happens and it was amazing on him um the best story is the hallway story they went and they sent it to the uh the Blogger who had Hol and they went and they sent the Holly Jack and they went and they drew with magic marker on the back of this uh this Jack um the actual product can remove magic Mar so the first thing he did was is he went and he went and created a video and he says you can't believe what these guys did first of look they send me this jacket and he goes in removes the magic mark but he goes look at what it does to your beautiful fenders on a hall so what did they do they went they trusted and by trusting they were awarded with online customer love control over versus control with all right so here's the next thing online Cod creation we going to take some time with this um so there's four parts to online co-creation online co-creation seek share online co-creation help online co-creation customer advocacy and online co-creation personal interaction so the first one seek share well what is it well we're online and what are we doing we're seeking information and we're sharing information and this is directly with the company good example McDonald's up in Canada they decided they wanted to talk to their customers so they opened up a board so what happened one of the first things they go and they get hey we hear that you guys ground up the hoodes of the cow and they put it in the hamburgers we thought just said no we don't we put all the appropriate Parts in the account it were real it were real it worked came back that's what your customers look just be real with another story in that that experience they said hey you know what your food looks a lot better on TV than it does in the store and I said yeah you're right it does okay but instead of us going and talking about why it looks better let me show you a video of how we go and prepare our food to go and be on TV we spend millions of dollars we want it to look good but by the way it's the same food that's C what you do as a company second one online co-creation help now this is where customers help customers customers help customers a good example of this is on Amazon if you buy a product and you want to ask a question they then go and refer you to 50 other customers that have gone use that problem now what's the benefit of that and why are they doing that well what we found was when the company talks it resonates at about a 42% believability rate when another customer talks or an expert talks it resonates at about a 92% 42 versus 92 that's online C creation he the third one online co-creation customer advocacy now the way we went and discovered how effective or ineffective this was was and think it's the basic question would you recommend us to a family member or a friend now in some marketing circles this is said to be the golden question all you need to do is understand this question and you will win in the marketplace we didn't find that in the online conversation right or in your online interactions in fact co-creation help co-creation seek share and customer advocacy all had about the same effect in your overall brand a little bit different than in what we're seeing in the basic Board of what we're doing today so let's go to the fourth one the fourth one is online co-creation personal interaction and this was interesting and what that is okay is it's being polite courteous kind all good things right we found that this actually has a negative effect on the positive expression of your customers toward you as a company it doesn't make any sense did it and that's what we thought so we had to go back out we talk to a bunch of people I mean you go into a Starbucks they're polite they say thank you they smile at you they lock eyes and wow that's a good experience but in the online environment think about it if you're doing that what you do is you feel that's kind of flack it's rope whatever it's doing it a p and the biggest thing You' got to go and do is you got to be real when you're in the online environment so when you want online customer love what we went and did is you went and you see that you have online co-creation and then so the more online co-creation you have combined with the more you go in control with let your customers be free let your employees be free to express themselves let your supplies to go and talk about you online the more customer love you right and that explains so much so I went out to the West Coast I was actually we did some research with a billion dollar company out there and I showed this to the president he goes well this is really good he goes what's that little thing in the middle you got there connection I said well that's connection that's you know the two of them connecting he goes no no no what do you mean connection what is it clacking rocks down by the river this the west coast is that little this with my customer we know what exactly is that so we said all right I guess we got some more work to do so what we did is we went back out and we took a look at a couple different things we looked at empathy identity authenticity um and we looked at play and what we found was when you go and you're co-creating with your customers and you add play which play is defined as being open flexible creative imaginative spontaneous and playful you do those things double double the online customer love expressed by your customer so the question is what does play look like I'm going to take be a 30 second run through a couple different slides that we thought were affected and showed you what it was to we play so it's all about the love baby right you want to win in the 21st century keep it real with your customers co-create be playful give them control if you give your customers control if you give your employees control if you give your suppliers control they'll build your business thanks so much