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Casey Hibbard

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Top Stories by Casey Hibbard

A customer story is one of the most versatile and powerful types of promotional content any organization can create. Here are the top 25 ways you can use case studies or success stories - or summaries of them - to establish or reinforce credibility, educate audiences, and validate products, services and organizations. Note: "Customer stories" refers to customer case studies or success stories. Web sites - Tease and link to customer stories right from the home page, and include customer stories with all relevant product and service pages. Newsletters - Run customer stories in newsletters that go to customers, employees and partners. Direct marketing - Highlight a customer success in a mailer to prospects and customers, either a full story or overview. Case-study booklets - Create booklets that highlight several of your key customer stories. Email - Capture the atten... (more)

A ready-to-use case study – How long does it take?

In the discussion about customer case studies, one question comes up over and over: How long does it take to get a case study done? How many days or weeks are needed to get a completed, approved customer story in hand and ready to use? Unfortunately, the answer isn’t that easy. On average, I would say about one month. BUT, it really depends on the part of the process that makes customer stories different from other marketing projects – the review and approval phase. From the time you interview the customer to completing the draft, video or audio might be a couple of weeks. Then... (more)

Lock Your Customer Case Studies? Then Forget Social.

New Media on Ulitzer Put yourself in these shoes: You just noticed a Tweet, or a LinkedIn or Facebook posting, that’s of interest to you. So you follow the attached link. When you arrive, you hit a closed door – you have to fill out a form with your information in order to go further. Would you leave? Probably. When you follow social media links, you expect that content to be EASY and quick to access. You should be sharing your customer case studies and success stories on social media. Relevant stories spread your ideas and solutions to new people. That calls for keeping them fr... (more)

5 Trends in Customer Case Studies – An Interview with Projectline

  What's new with customer stories and where are we headed? That's the question I recently asked Erica Hansen, director of customer engagement at Projecline. The fast-growing marketing services firm has built a solid reputation by assisting companies like Microsoft with customer references and evidence. I've followed the firm and gotten to know a few folks via social media the past few years. With five offices in the U.S. and London, they see a lot, and I wanted to hear their view on what's happening with customer stories.   Hansen shared five trends she's seeing in customer sto... (more)

The Ugly Duckling of Case Studies – The “Not-for-Public-Use” Story

    I have a not-quite-two-year-old, and thus, spend a lot of time reading nursery rhymes and fairly tales. Most of these catchy or intriguing little stories pre-date our great-great-grandparents, but the lessons are still valid today. Take the story of the Ugly Duckling, a tale released by Hans Christian Andersen in 1843. The ugly duckling, which was mocked when young, grew up to be the most beautiful swan of them all. In the case study world, non-public customer stories are perceived as an ugly duckling of what we do. When you can't post it on your website, spin it into a pr... (more)