Speek and Your Shall Find: a Good Example of Brand Advocacy


When I read A VC blog, I tend to start from the comments. And for good reason — they are often on point and often contain tips and various points of view — Fred Wilson has created a real community.

Because I read the comments, I usually open the site on my browser. So as I was catching up on conversations last night, I found a good example of brand advocacy from last week.

Wilson was asking# about a Google Hangout permalink feature, a static URL, to use for personal video calls with groups; something as easy to share and link to as the calling bridge he has used for the past twenty years.

First to the comment box was Joh Bracken, CEO of a company called Speek. You can see his comment right here.

JohBracken_CEOSpeek

Now, do that in any other blog, and you are probably either ignored (not enough comments), or worse accused of spamming by talking up your product. Do that with the tech savvy community at A VC, and it is an indication:

  1. you are confident you have a good product that delivers on its promises, and
  2. you get candid feedback about its functionality

In the case of Speek, another product that uses the monkey as symbol (like MailChimp, a solid email marketing provider), happy customers left dozens of replies and comments to attest to the simplicity and ease of use. An impromptu demo was organized, and those who did not know about the product offered to try it out.

The only suggestion I have for Speek with regard to the otherwise positive conversation would be to acknowledge the comment about the lack of clarity in % of calls. It is left there hanging prompting potential questions about the company's service follow through.

Maybe they noticed it and are attending to it and just did not document it in the thread. Yet one comment later, Bracken is responding to something more positive.

Out of 121 comments, 11 customer testimonials and unprompted suggestions to use Speek, one thread to organize a quick demo, a few questions about the product for trial purposes, and a couple of actual answers to Wilson's original question about the Google Hangout feature.

As someone said toward the end of the thread, it does read like an infomercial, courtesy of fans. A good example of brand advocacy. It even persuaded me to write about it, without pitch or personal experience.

Where is the opportunity? Positive word of mouth comes from product satisfaction: focus on the product and service experience.

 

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Valeria is an experienced listener. She designs service and product experiences to help businesses rediscover the value of promises and its effects on relationships and culture. She is also frequent speaker at conferences and companies on a variety of topics. Book her to speak here.


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