WOMMA (Word of Mouth Marketing Association) posted five tips on becoming a Company Evangelist for your company (dated 5-31-06). Below are Betsy Weber’s five tips.
Betsy Weber was a panelist at the June WOMBAT event (my post about event) in San Francisco. She is delightful and was helpful to everyone at our table—sharing her experiences as Chief Evangelist at the software company, TechSmith.
Betsy’s company makes SnagIt, a screen capture and recording software for individual and professional use. Sounds like a great new tool right? Well it is a great tool—however the product has been making it easier for folks to capture images for about 15 years. (Here is the link Betsy Weber’s Blog)
5 Tips from TechSmith’s Betsy Weber
“The way we look at it, word of mouth is not marketing. It’s building relationships and learning from each other,” says Betsy Weber, Chief Evangelist for TechSmith. “Word of mouth marketing is all about creating deep, authentic relationships and then bringing those conversations inside to TechSmith.”Here, Betsy shares her five tips on becoming a Company Evangelist.
Tip #1. Be a power listener
Listen as much as you talk (if not more). Then, bring those conversations with customers into your company so the user’s voice is heard. Keep the conversations going. Relate the feedback you hear to product teams, be the voice of the customer, and fight for what they want at your company.
Tip #2. Get out of the marketing department
This isn’t a marketing job. This isn’t to create sales. It’s about customer care and customer relationships. Dump the marketing lingo. Be transparent, open and honest. You have to be an extrovert and people person. It’s almost a way of life you’re either suited for it or you’re not.
Tip #3. Get your whole company onboard
It takes more than a Chief Evangelist to create customer evangelists. Every area that the customers interact with must be on board with creating customer evangelists. If one department fails to give outstanding service or gives the customer a negative experience the whole company is affected. Tip #4. Open the front door and be accessible
Give out your direct phone number and real email address. If you hide behind voicemail and an email alias you might miss a great opportunity. Give VIP tours and arrange for customer meet-ups. Customers will appreciate it and it can be a competitive advantage. (If you’re a gadget lover, you’ll be right at home, as you’ll need a BlackBerry or Treo to keep in touch with everyone.)
Tip #5. Have passion
You must love and believe in the products, and you have to be passionate about the people who use them. If you won’t, who will?
So how soon will you begin your Company Evangelist role? If you have experiences blazing the Company Evangelist trail, I’d love to hear them.