At yesterday’s How To Enchant Your Customers Using Social Media webinar from HubSpot, special guest Guy Kawasaki shared tips on how to become more interesting and more enchanting to your clients. Here are my notes from his talk:
Three Pillars of Being Enchanting
- Be likable
- You need a great smile. You want crowsfeet around your eyes.
- Be trustworthy
- Think like a baker, not an eater
- What can I do for you? How can I help you? (Guy mentioned customer support from Zappos)
- Always default to “yes”
- Be DICEE (Deep, Intelligent, Complete, Empowering, Elegant)
- Have a high quality product or service – it’s much easier to enchant people with great stuff
- Deep: lots of features and functionality
- Intelligent: intelligence applied to the product
- The MyKey system from Ford is a good example of intelligent design. It was designed to help parent encourage their teenage drivers to drive safer.
- Complete: a complete solution
- Empowering: make people more productive
- Elegant: provide a beautiful intuitive user interface
- One of the simplest thing you can do to enchant people is to answer email within 24-48 hours
- Answer consistently. There is no ladder. Everyone deserves an equally fast, frequent, and enchanting answer
- “Nobodys are the new somebodies.” It’s not A-listers who make your product
- The world is flat. Everyone is equal. Respond to an email from someone you don’t know as quickly as you would an email from your biggest client.
How to Enchant on Twitter
- Always link
- Guy says Twitter is a marketing platform (I disagree)
- You will get more followers by being interesting
- Guy has 20 people to tweet links, but he always writes his own replies to tweets
How to Enchant on Facebook
- While Twitter is a link economy, Guy says Facebook is a photo economy
- Best practice: show interesting pictures on Facebook all the time
- Show photos of products, customers, your office
- Always crop pictures on Facebook
- When you respond on Facebook, you’re not just responding to one person. You’re showing all fans you’re responding. It also shows you’re not just broadcasting.
Always Be Thanking People
- Thank people whenever something nice is said about you
- It shows your gratitude and that you pay attention
Always Be Disclosing
- If you have credibility, are likable and trustworthy, people want to know what you’re invested in
- Promote your trustworthiness by disclosing any interests (financial or otherwise) in other companies
Always Be Repeating
- Your followers are not on the same timezone as you and few people go back in time on their stream or news feed
- Repeat your tweet on Twitter and your update on Facebook
- Want to be successful in social media? Be willing to do the dirty work. Find good content, monitor, respond, comment.
- “If it were easy, more people would be enchanting.”
- Restrain yourself from over-promoting. Use the NPR (National Public Radio) model. Earn the right to promote by providing good content.