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This tweeterview was between:
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How Folbot uses the web to grow it's business
Date: Sep 08, 09 Time: 22:00 Category: General Interview More about this Interview. |
The tweeterview as recorded:
| Q1: | "HI David. Thanks for coming along" |
It's my pleasure.Thanks for the invitation to a Tweeterview.
| Q2: | "Perhaps we can get started with a little background on FOLBOT. You have been owner for 2 years now?" |
Yes, my partner and I bought the company almost exactly 2 years ago. Folbot, however, was founded in 1933.
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More on Q2...
I saw that. It has a long history starting in the UK?
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Yes, Folbot was founded in England in 1933 moved to NY in 1935. It has been in Charleston, SC since 1953. Oldest kayak manufacturer in N. Am
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More on Q2...
And from what I read online it has a solid product range that your customers just love. I am assuming this is part of why you bought in?
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Folbot's customers are a passionate bunch and they LOVE our kayaks. That passion is absolutely 1 of the main reasons we bought the company.
| Q3: | "Great. What drew me to want to tweeterview you was this passion from your customers and how you interact with them and feed that culture." |
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More on Q3...
of course I learned about FOLBOT from the @fatpaddler and his adventures with Tabasco
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Folbot is famous for its customer service, and we want always build on that. How we interact with the customers is critically important.
@fatpaddler is a great example.
He learned of Folbot on Twitter, experienced the other customers' passion for the kayaks and ultimately bought a Cooper - now named Tabasco.
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More on Q3...
OK so let's talk more about your social media experiences.
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Not only is the Cooper a hot kayaks, his is red -- so Tabasco is the perfect name!
| Q4: | "When did you first start using Twitter?" |
I first started using Twitter about 7 months ago, at the urging of one of our marketing guys. I'll confess I didn't get it -- but I do now!
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More on Q4...
so when you mean you 'get it' now, what does get it mean for a business person like yourself?
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It gives me an opportunity to share Folbot with many people at once, but on an individualized basis. I can also show the Folbot personality.
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More on Q4...
and how many other staff at Folbot use twitter? (if any)
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Just one other is on Twitter. Everyone else is busy building incredible folding kayaks!
| Q5: | "LOL. Twitter is not your only Social Application. I have seen your Facebook Group, are there any others?" |
Yes, along with Facebook, we are also on MySpace, StumbleUpon, PaddleFriends, foldingkayaks.org, paddling.net, among others.
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More on Q5...
That is a serious commitment. How do you manage that internally, or do you have some outside help?
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Of course, there is also the Folbot Forum, which is extremely active. One of the busiest kayak sites on the net.
It is a critical commitment and does take time. But, it allows us to directly interface with customers -- what is more important?
I do a lot of it myself. But we have had an intern focused on the internet, as well as help from our marketing resources.
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More on Q5...
On your forum, it has a large wealth of information and participation. How long has it been established?
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The Forum has been around for a long time (in terms of the Internet). It was launched about 8 years ago. It is an extraordinary place.
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More on Q5...
It really is. IS a very early example of great community building from business and a credit to all who participate.
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Yes, Phil Cotton, who owned and ran Folbot for 24 years, saw the power of the net very early on. It hss been critical to Folbot's success.
| Q6: | "so Phil not only has been innovative in your great yaks but also on early web community participation?" |
Definitely. He is the designer of the modern Folbot fleet, and is still our chief designer. But, Phil was using the web well before others.
| Q7: | "Given that you deal predominantly directly with consumers, what is working best for you in online promotion at present?" |
Our website is critical. It is the 1st place anyone goes. But the Forum, Twitter and other online sources of information are crucial too.
We also use a very targeted email list to communicate to customers -- a newsletter, special offers and the like.
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More on Q7...
Obviously the email goes to existing cutomers and prospects. What drives most new traffic to your site?
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Sites like paddling.net send lots of people to us. Also, the search engines are a big driver. But, Twitter has taken on a very big role too.
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More on Q7...
I see you so 'some' paid google ads, but also are optimised. Do you handle most of your web site dev in house?
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We outsource our web development and net interface. The Folbot site is extremely sophisticated and we work with a great company, @BlueIon.
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More on Q7...
Great. (loaded question from a web developer). I am assuming this lets you handle the content/customer not the construction?
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Exactly. Stick with what you know, and get great people who know what you don't.
| Q8: | "What tools on your site (and off site) allow you best to measure your conversion sources (eg. twitter / paddling.net)?" |
We primarily use Google Analytics, although the stats for our blog (which I forgot to mention) are very helpful too.
The blog, From The Front, is also a critical customer interface.
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More on Q8...
that is where i read the testimonial from Jackie which made a big impression on me about your customer service approach.
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Jackie really nailed what we try to do at Folbot. Customer care is so critical. The blog and internet allow us to show that thru her eyes.
| Q9: | "What key points would you have for other managers / owners about understanding how important social media is to improving your biz?" |
1) Know it IS key 2) Don't hard sell. No one will listen 3) Your company's personality is important -- communicate it. 4) Have fun with it.
5) Understand you are communicating directly with a customer. What is more important than that? And lots of people are listening!
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More on Q9...
Cheers David for that. One last discussion then I will let you go.....
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I have all day :)
| Q10: | "Over here a major Telco just closed a customer community site after 4 years, with a " we will build something new soon" message ..." |
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More on Q10...
.. and basically I am stunned they have just dropped the goodwill that was built saying their users will adapt. How do you feel about that?
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It is shocking. If I were their customer I wouldn't feel too good about that. We cherish our customers and try to show it in every action.
Not only do I communicate on a blog, newsletter, website, Twitter, etc, I send every new Folbot customer a personal email just to check in.
I can't imagine treat customers so cavalierly. There is no excuse, and I expect they will pay for it.
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More on Q10...
I can appreciate that, I actually send all new customers a written letter (yes on paper).
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I think about doing that a lot. Email is a wonderful communication tool, but letters still have incredible value.
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More on Q10...
I guess you seem to have struck the right cord with your audience that probably no need to modify what you are doing. For now anyway!
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You can always do better! And we will keep trying.
| Q11: | "David I appreciate you sharing what has / is working for you. I haven't spoken much about your kayaks because I think your site does a gre.." |
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More on Q11...
..at job of that already. www.folbot.com
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Thanks very much. Folbots are very cool. Our biggest challenge is making sure people know they exist. Twitter is brilliant in helping.
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More on Q11...
great. I am looking forward to seeing Sean's when i see him in Sydney
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He certainly used his Cooper well in Alaska. An exciting maiden voyage! We are glad to be a small part of what he is doing.
When you see him, see if he can assemble it in less than 10 minutes yet :)
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More on Q11...
I think he is still a little big in the fingers ;) But I like giving him grief so I will push him.
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More on Q11...
Sean (aka @fatpaddler) just messaged me to say no he is hopeless 'still' and can't do 10 mins, and asked about his forum membership ;)
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Sean is a perfect example of how Twitter and Folbot work together. He had never heard of Folbot until he saw a tweet.Now he owns one.
He is doing great!
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More on Q11...
And he is pimping it out too. Which is great Raving Fan marketing for you !
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it is amazing at how many Folbot owners are "Raving Fans." They are a truly passionate group. We are told that Folbot changes their lives.
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More on Q11...
I will be following with interest. Still have my basic 'sit on' for now. But am interested. Thanks again David.
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It was my pleasure. Thanks for asking me -- I enjoyed it.