Folbot News RoomHow Folbot Uses the Web to Grow Its BusinessPosted By: Tweeterview- @ireckon9/8/2009 Website: http://www.tweeterview.com/published-tweeterview/4f4441... 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. More on Q2... I saw that. It has a long history starting in the UK? 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 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? 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." More on Q3... of course I learned about FOLBOT from the @fatpaddler and his adventures with Tabasco 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. More on Q3... OK so let's talk more about your social media experiences. 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! More on Q4... so when you mean you 'get it' now, what does get it mean for a business person like yourself? 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. More on Q4... and how many other staff at Folbot use twitter? (if any) 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. More on Q5... That is a serious commitment. How do you manage that internally, or do you have some outside help? 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. More on Q5... On your forum, it has a large wealth of information and participation. How long has it been established? 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. More on Q5... It really is. IS a very early example of great community building from business and a credit to all who participate. 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. More on Q7... Obviously the email goes to existing cutomers and prospects. What drives most new traffic to your site? 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. 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? We outsource our web development and net interface. The Folbot site is extremely sophisticated and we work with a great company, @BlueIon. More on Q7... Great. (loaded question from a web developer). I am assuming this lets you handle the content/customer not the construction? 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. More on Q8... that is where i read the testimonial from Jackie which made a big impression on me about your customer service approach. 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! More on Q9... Cheers David for that. One last discussion then I will let you go..... 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 ..." 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? 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. More on Q10... I can appreciate that, I actually send all new customers a written letter (yes on paper). I think about doing that a lot. Email is a wonderful communication tool, but letters still have incredible value. 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! 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 great job of that already. www.folbot.com Thanks very much. Folbots are very cool. Our biggest challenge is making sure people know they exist. Twitter is brilliant in helping. More on Q11... great. I am looking forward to seeing Sean's when i see him in Sydney. 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 :) 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. 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 ;) 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! More on Q11... And he is pimping it out too. Which is great Raving Fan marketing for you ! 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. More on Q11... I will be following with interest. Still have my basic 'sit on' for now. But am interested. Thanks again David. It was my pleasure. Thanks for asking me -- I enjoyed it. Back to all news |
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