All posts by Evan Hamilton

Nobody seems to own retention. Let’s take it on.

Community,

The other day I ran across Bill Johnston’s analysis of a report on customer lifecycle marketing. Next time I see Bill, I’m going to have to buy him a drink, because he’s spot on.

Here are the basic punchlines:

  • Customer lifecycle marketing is one of the hot new things. It’s simple: Instead of thinking about customers just when you’re trying to woo them, think about customers throughout their whole lifecycle with your company.
  • Retention is a HUGE part of that.
  • …but nobody seems to own retention.

This is where community professionals come in.

I’ve long argued that community-building is uniquely suited to focus on retention. What other practice emphasizes long-term gains, engagement, satisfaction, and return business as heavily? None I can think of. There are oodles of professionals focused on acquiring customers, but very few focused on retaining them.

Community professionals should own retention.

Not help out. Not advise. Own. We are the best people to do this, and it gives us a seat at the table that “helping with acquisition” or “decreasing support costs” or “making people happy” doesn’t.

Ask around. Who owns retention at your company? Likely, nobody. Take it on. Do cohort retention analysis. Ask people why they unsubscribe. Plaster “retention” on your cubicle, because this is your chance to make a huge difference, get the attention you deserve, and build some wins for company and customers.

It’s not the big stuff that destroys trust

Customer Service,

We like to highlight the big screwups companies make. Perhaps it’s so we can learn from their mistakes. Perhaps it’s relief that it wasn’t us. Perhaps we just can’t imagine how such a big foul-up could happen.

But honestly? Most of the time it’s the little stuff adding up that hurts a company the most.

The bad customer support interactions, the interrupted service with no communication, the extra charge that takes you 30 minutes on the phone to resolve, the advertisements the company sends you even though you’re already signed up for their service. It all builds, creating a consistently negative perception of the company much deeper than that created by a one-off faux pas.

Then the new guy comes along. He has lower rates, looks great, and when you talk to him on the phone he’s incredibly helpful.

Even if the experience once you sign up might be just as bad as with the old guy, you’re comparing the so-far great new guy to the mental list of all the lame things the old guy did. And then: “What? 50% off my first month? And it’s really easy to switch?” It’s all over at that point.

Sure, have crisis plans and avoid massive screwups. But worry less about the giant disasters. Worry more about death by a thousand papercuts.

Tactic Tuesday: Year-end best-of lists (with a twist)

Community, ,

The end of the year offers ample opportunities for rituals in your community. One of the most effective? Best-of lists.

Whether it’s a poll, a bracket, a forum thread, or something else, asking people what their favorite things were for the year creates great energy. Everyone has an opinion and, if carefully managed*, the disagreements can create in-depth debates that deepen connections between community members. Communities thrive through emotional connections, so don’t forget that fighting can be good.

But I love the twist r/comicbooks is giving it over on Reddit. Instead of just nominating top comic books, artists, writers, and the like they’re also nominating top community members of the year. This strengthens emotional connections, validates community members’ time spent on the subreddit, and shows new members that this is a lively group that values their members. It’s a home run.

*The beauty of disagreement in best-of threads is that you can say “ok, make your own list”. Check out how just such a comment simultaneously empowers the angry community member while stopping a potential slugfest:

Reddit thread fighting about comic books

The themes from Feverbee SPRINT 2015

Community

Last week I had the pleasure of attending Feverbee’s SPRINT conference for the second time. While the fantastic CMX Summit focused more on high-level community thinking and strategic implementation, SPRINT was a much more details-oriented event, focusing on tactics, studies, and how community should interact with the rest of the company it resides in.

A few themes stood out to me.

1. The era of community frameworks is upon is

At least two speakers produced individual frameworks they use when building community. Which is to say nothing of Douglas Atkin’s commitment curve or David Spinks’ concentric circles of community. The bad news? It’s hard to know which to use (or whether to create your own). The good news? We’re moving beyond loose strategies and soft buzzwords to a more standardized and repeatable set of frameworks and processes.

2. Community management is great, but community architecture can be far more effective

One of the advantages community professionals have is that we understand people and how to talk to them and earn their trust. So it’s not surprising that much of community management focuses on interpersonal interactions. And while I love this work and think it will forever be a huge part of what we do, several speakers at SPRINT showed the beauty and power of community architecture.

Whether it was Richard Millington himself talking about registration CTA locations and examining the community growth funnel or Jeff Atwood impressing (as always) with the depth of thought put into Discourse’s architecture to ensure productive interactions, the most impressive stories at SPRINT weren’t about blog posts or events, they were about building community spaces. We have the interpersonal skills. Now we need to stop being supplemental to the product and insert ourselves and our expertise into the product and design process.

3. It’s time to get professional

“Winter is coming for community professionals.” Richard’s keynote wasn’t meant to depress us, but rather impress upon us that the popularity this role currently holds in tech may fade quickly unless we become more professional, consistent, and scientific. This was the first year there were fewer people joining the community profession, he said. My take? That’s great. There have been far too many social media marketers with the title “community manager” and far too many people asking me how to get into community because “it’s so hot right now”. I’m looking forward to a smaller, leaner, smarter, and more passionate group of community professionals in the future.

Interested in being part of that group? Why not join us at Community Manager Breakfast?

People usually have a motivation

Community, Customer Service, ,

I’m late to the party, but ever since I discovered Alex Blumberg’s StartUp podcast, I’ve been devouring it nonstop. I recommend it to anyone who works in startups, owns their own business, or might do one of those two things at some point.

But I specifically need to recommend episode 9, We Made A Mistake, to community management professionals, PR professionals, and anyone who deals with crises and customer feedback.

The story is simple: Alex and his team are doing documentary-style interviews with Squarespace users to splice into their Squarespace ad spots. It’s unique, it’s powerful, and it’s real. But out of all the people they interview, Alex’s assistant drops the ball with just one. She forgets to clarify that this will be used for an advertisement for Squarespace. Oh, by the way: they’re interviewing a small child. Yeah, that’s a big oversight. And the mother of the child, Linda Sharps, gets very upset when she discovers this is an advertisement for Squarespace, not an interview for This American Life. She makes a big deal on the internet, and a crisis begins.

Alex and his team watch as the anger spreads through Twitter. They communicate with and apologize to the woman on the back-end, but they don’t make a public announcement until some time into the crisis, apologizing for the mistake. The story threatens to grow bigger, but finally dies down.

Now, sure, there are some logistical lessons to learn here. Pretty obvious ones:

  1. Always tell someone what their interview will be used for
  2. For very important bits of communication, create formal language and a checklist to ensure you’ve communicated these elements
  3. Get out in front of a story like this

I’m pretty sure Alex knew at least number one, and had they followed the second it’s unlikely we’d be talking about this.

But we get a rare chance to really understand the motivations of a rabble-rouser because something very unique happens: After the crisis, Alex actually interviews the person who created it.

As the interview began, I couldn’t help but feel some disdain. Linda was a freelance writer and marketer. Of COURSE she was. She probably couldn’t WAIT to make a big deal out of this.

But as the interview went on, I realized that was far from the case. When she got the email, which one could easily misread as an opportunity to be on This American Life, Linda was excited for her son. So excited, in fact, that she Instagrammed a screenshot of the email before even responding. You can imagine her crushing disappointment when she found out it was for an advertisement…from a friend who had heard the ad.

But why did she stay upset, even after the team apologized to her? Why was she so aggressive on Twitter? “I think the reason also I was upset is…I was a little embarrassed!” she says. “You know what I mean? In retrospect, I kind of felt like the part of me that is prone to self-doubt was like ‘of COURSE it wasn’t a This American Life story’.”

This is a key insight, and something we often overlook…especially when we’re alarmed and frustrated by someone complaining about us. The main source of Linda’s anger was not actually the miscommunication and misuse. It was that SHE looked and felt dumb. Gullible. Excitable. And private apologies don’t address how you look publicly.

Every crisis and blowup is different. We often assume, from our defensive perspective, that the person causing it is mean, or stupid, or unreasonable. We often fail to understand WHY they’re so upset and WHAT would make them less upset.

There’s no perfect formula for this, but what StartUp might have done is:

  1. Get Linda on the phone (which they did) and spend most of the call understanding why she was so upset (it seemed like they were more focused on explaining themselves).
  2. Examined how they could address her specific source of anger. In this case, how could they make her look good online? An early public post saying “oh my god, we totally screwed up and can see how this was absolutely misleading” could have helped.

Humans are rarely just plain mean or evil. Usually, there’s something driving their behavior. Taking the time to understand it pays dividends when trying to clean up a mess like this.