Customer service is the new marketing

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Freshbooks lives in the open wilds of social media. The officers and employees blog and use twitter. Customers respond in kind. So far, all has been good. But what happens when a disgruntled customer attacks?

Michael McDerment argues that by being transparent and proactively communicating with people, a company like Freshbooks builds up a reservoir of good will that causes most people to hold their fire when the company trips up.

Saul Colt tries to handle the situations in which people are angry. His approach: “First rule, you can never win one of these arguments. So treat people with the utmost class and respect. Never get into a shouting match. Kill these people with kindness. If they have a problem, try to work it out in the most level headed way. Never ignore people. I try to answer any blog post we can find, even if it’s a ‘hey we love you’ post. … We really believe that customer service is the new marketing.”

Saul provides an example of how Freshbooks dealt with an actual disgruntled customer. Watch the video to get the complete story.

Final note. This is the last of the series of posts with videos of Freshbooks’ appearance at Third Tuesday Toronto . I hope that you found them interesting and informative.

Other clips with Freshbooks’ Michael McDerment and Saul Colt :

A Fresh(books) approach to social media by Dave Fleet

Building a Winning Team

Your next great business idea may be staring you in the face

Freshbooks: Don’t talk about the product. Talk about what it means to people

Freshbook Execs listen and respond to customers

Online media deliver results. But traditional media still add legitimacy

There’s no shortcut past setting realistic expectations

You have to trust people

You have to trust people

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It should be apparent from the series of posts about Michael McDerment ’s and Saul Colt ’s session at Third Tuesday that Freshbooks is a very social media savvy organization.

Not only does CEO Michael McDerment blog, but at least five other employees also blog. And there will likely be more.

So the obvious question: What will you do if one of your employees messes up and gives out a company secret or does something to hurt the company? Do you try to curb your employees’ blogging?

Michael McDermont: “It comes back to hiring. You’ve got to find people with shared values. And at the end of the day you have to trust people. … That’s the best you can do.”

It strikes me that this is a problem for large organizations which, by their nature, lose the ability to ensure fit between employees and company culture. But having acknowledged that, for organizations that still are of a size where this is practical, McDerment focuses on exactly the right place – management’s hiring decisions and attitudes.

Other clips with Freshbooks’ Michael McDerment and Saul Colt :

A Fresh(books) approach to social media by Dave Fleet

Building a Winning Team

Your next great business idea may be staring you in the face

Freshbooks: Don’t talk about the product. Talk about what it means to people

Freshbook Execs listen and respond to customers

Online media deliver results. But traditional media still add legitimacy

There’s no shortcut past setting realistic expectations

When hiring a PR firm, there’s no short cut past setting realistic expectations

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The road is littered with disappointed clients and fired communications agencies. One of the primary reasons for this is a failure to establish clear and realistic expectations at the outset.

It’s hard for a company to look a proffered contract in the face and say, “Hold on. Let’s be sure that your expectations are reasonable before we start.” But it’s absolutely essential. And the companies that have the courage to insist on this step will only help themselves in the long run.

This was driven home during Mike McDerment ’s and Saul Colt ’s appearance at Third Tuesday Toronto .
McDerment says of Freshbook ’s first use of a PR agency. “We cut it off after four months. Because nothing happened.”

Picking up on this Saul Colt suggests, “We had different expectations than some of the PR companies we have worked with. We have the greatest story in the world. So we can’t understand why we can’t get coverage in some really desirable places. … PR companies should sit down and say, ‘hey, you’re about to sign a contract and we just want to let you know that you’re not going to be [in all the places you want.’”

Good advice from clients who have seen the wrong side of disappointed expectations.

Other clips with Freshbooks’ Michael McDerment and Saul Colt :

A Fresh(books) approach to social media by Dave Fleet

Building a Winning Team

Your next great business idea may be staring you in the face

Freshbooks: Don’t talk about the product. Talk about what it means to people

Freshbook Execs listen and respond to customers

Online media deliver results. But traditional media still add legitimacy

Freshbooks: Online delivers the results, but traditional media still bring legitimacy

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The essence of the Third Tuesday gatherings are the exploration of social media capacity to build communities of interest. That can be communities that are driven by individuals. It can also be communities that grow around a company or a service.

Freshbooks is a company that has seen a sense of community grow among its users and around it. So, it’s not surprising that several of the questions from the audience to Freshbooks Michael McDerment and Saul Colt related to how they view traditional and new communications channels.

“From day one, we’ve paid for advertising,” says Freshbooks founder Michael McDerment. “Google pay per click, search engine optimization, we baked that into our marketing efforts. That’s our foundation. … Gradually, we started networking and eventually we brought on PR.”

McDerment says that most of the value of Freshbooks’ investments in PR have come from social media. Yes, they’ve been in traditional media such as the Globe and Mail, Profit Magazine, the National Post – and they expect to be in more of this. However, states McDerment, “We see more impact from a blog post than we do from the Globe and Mail.”

Saul Colt adds: “Traditional media goes a long way toward legitimizing your brand. But our core customer base is living online. … This is where a lot of our success has come from. At the same time, while I consider it “ego advertising”, features in magazines are so important for so many reasons. Besides the warm feeling you get when you buy the magazine with yourself in it, it just legitimizes everything. Because there are tons of people who aren’t in the [online] places we’re in, but could be great for us to know and be top of mind.”

McDerment agrees, “Traditional media helps us to reach other markets.” And he notes that while a blog post may have more direct impact on Freshbooks business, appearances in traditional mainstream media still matters to most people. They think, “You were in that magazine? You must be so successful.”

Other posts about Freshbooks’ Michael McDerment and Saul Colt at Third Tuesday Toronto :

A Fresh(books) approach to social media by Dave Fleet

Building a Winning Team

Your next great business idea may be staring you in the face

Freshbooks: Don’t talk about the product. Talk about what it means to people

Freshbook Execs listen and respond to customers

Your next great business idea may be staring you in the face

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How many entrepreneurs woke up and said to themselves. Eureka! I’ve got a great idea. I’m going to set up a business so that I can spend all my time doing invoices.

The answer? None. Er. Check that. Maybe one. Michael McDerment .

Four years ago, Michael founded Freshbooks which offers small businesses online invoicing.

Look around your current business. You may find a new, better business opportunity

In this video clip from Freshbooks’ appearance at Third Tuesday Toronto, Freshbooks founder MIchael McDerment gives heart to anyone who dreams about leaving behind the sell-it-by-the-hour business model. He was running a services company and found that he needed an invoicing program. So, he built it. And that’s the foundation of what today is Freshbooks.

See other posts and videos of Freshbooks’ appearance at Third Tuesday Toronto:

Dave Fleet had a good overview of the event: A Fresh(books) approach to social media

Freshbooks: Don’t talk about the product. Talk about what it means to people

Freshbook Execs listen and respond to customers

Freshbooks: Don’t talk about the product. Talk about what it means to people.

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Freshbooks has been very successful in establishing an online community of fans, customers and promoters. Third Tuesday Toronto moderator Michael O’Connor Clarke found 1,664 blog posts mentioning Freshbooks. He asks, how has this Toronto-based startup cultivated this level of awareness and attention?

Says Freshbooks’ Saul Colt : “We have a really good product. But we don’t push our product…. We want to tell the stories of our customers and make everything about the company compelling. … We try to push the unique values of our company, the different sort of things that we’re doing and that’s the kind of thing that gets people talking.”

“Invoicing isn’t the sexiest thing in the world. But there are amazing stories that come out of how we are saving people time, how we are making their lives easier. … We’re actually letting people do the thing that they love doing. When you were a kid, no one dreamt of doing invoices. You dreamt of being a PR person, or being a superhero or whatever. So, we’re actually letting you do that stuff and we’re saving you all this time while you’re doing it. We’re giving you your life back. We’re giving you your job back. So that you can do what you actually want to do. And that is why people talk about us, because it’s much more than just a product.”

Later in the evening, O’Connor Clarke asked Michael McDerment to tell The Triscuits story. Brief version: A resident of Fiji responded to a blog post McDerment had written about Triscuits, indicating that he can’t get Triscuits on Fiji, but that he’d love to. McDerment sent him a box of Triscuits. The fellow on Fiji wrote a blog post about McDerment’s gesture which was picked up by other bloggers – and Freshbooks ended up being talked about positively because of it.

Says McDerment, “It was born out of doing just what seemed natural. How would you like to be treated? Well, this is how.”

Adds Colt: “It’s really about being authentic. … Stories like that you do not because you’re hoping it will grow into something. You do it because it’s part of what you are. And that’s really part of the personality of Freshbooks. … And that’s also why a lot of people talk about us, because the company actually has a personality as opposed to a faceless, nameless corporation.”

Interested in reading more about what Freshbooks’ Michael McDerment and Saul Colt have to say? You may want to take a look at: Freshbook Execs listen and respond to customers .

Freshbooks at Third Tuesday Toronto video series

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Freshbooks is an online invoicing and time-tracking service that is making book-keeping and invoice preparation a lot easier for small businesses.

Freshbooks Founder Michael McDerment and Saul Colt , Head of Magic (yep, that’s what his business card says) recently gave the Third Tuesday Toronto participants an insiders’ view of how they have built this Web 2.0 startup.

In the next series of posts, I’m going to publish video excerpts from their presentation, each of which has been edited to capture a single topic or theme. I think you’ll find Michael and Saul’s clips chock full of good ideas and tips for setting up a successful small business and harnessing social media to promote it and connect with users.