The Connecticut Community Investment Corp. (CTCIC) was kind enough to invite me to speak to an audience of entrepreneurs about the subject of social media Monday evening.
It was a pleasure and a privilege.
Here's what I learned. Being an entrepreneur is a day-to-day struggle. There's the shaky economy, fierce competition, ability to sustain positive cash flow and the never ending challenge of finding more customers. Such is life when you are in their shoes.
There's another side that is worth noting. The group was energetic, curious, engaging and committed to maintain the title of entrepreneur. Some had come from the other side of the tracks (corporate world) and you could tell there wasn't a desire to go back. Most of them shared a story about a specific challenge, while being determined to somehow, someway make it happen.
The part of the meeting I enjoyed most was when I challenged them to tell me why they do what they do. Not surprisingly there were very different reasons for their motivations. All were fascinating and highlighted their uniqueness and authenticity. Their biggest challenge is not losing sight of why they started their endeavor in the first place.
The entrepreneurial spirit needs to be elevated in this country, even if you have no interest in owning a business. Entrepreneurial people behave differently, tell different stories and approach each new day with a cause and purpose in their lives. Can you say the same thing?
I celebrate the small business owner and wish them the best as they lead us out of our tough economic times!
Showing posts with label social media. Show all posts
Showing posts with label social media. Show all posts
Tuesday, June 19, 2012
Monday, May 21, 2012
Can we change the hiring paradigm?
Those who participate in the Connecticut Re-Employment Group on LinkedIn have seen this subject come up in the past few weeks.
It's important to think of the goal when contemplating change. Job seekers want access. Access to the right people, often hiring managers or recruiters. Access to the right people that will allow them to engage. Engagement means conversations...asking questions and sizing up each other's credibility. It's the basis for all relationships, whether you're at a Town Hall meeting, a Little League banquet...or a job interview. There's no guarantee that you will find work by just getting access. On the flip side, you will get nothing without it.
Businesses are simply a collection of people. IBM, GE, Apple, Chrysler. Call them what you want. They function effectively when they accumulate the best people with the right attitude.
A paradigm shift is needed to allow job seekers more access. In 2012 the resume is still the primary standard of measurement of one's skills and character. Fair or not, that's the way it is. The world is changing and with the evolution of social media we are entering a phase where the resume is going to present itself in other forms.
Now, and in the future there will be an emphasis on establishing an online brand. An online brand is a reflection of who you are today, not a summation of the past 25 years. Are you smarter today than you were 6 months ago? How about 15 years ago? Are you inspired today by the same things that inspired you in 2002? Have you changed careers at any point in your life? When you answer all of these questions ask yourself....am I getting a chance to make these points in my resume?
The basis of the Connecticut Re-Employment Group is to build relationships with people you can help (and vice versa), create a personal brand using tools available and finding ways through your expanding network to showcase your current skills and abilities. This is a first phase of chipping away at the hiring paradigm.
Here's the next piece in changing the paradigm that I hope will reinvigorate the CREG brand. Let's find ways to increase access to hiring managers and recruiters. Step one is connecting the CREG brand with local businesses. Specifically local businesses interested in playing a role in helping the unemployed by hosting meetings. This process is underway. Your thoughts and ideas are always welcome.
Here's where I see CREG in 6 months (or sooner). In addition to having businesses host meetings, participants can request to demonstrate their skills and abilities to the audience. The audience will consist of business owners, hiring managers and recruiters. Imagine that? Rome wasn't built in a day. Making changes to the hiring paradigm will take some time.
Are you on board? Am I nuts? It wouldn't be the first time. I hope that you will embrace this process!
It's important to think of the goal when contemplating change. Job seekers want access. Access to the right people, often hiring managers or recruiters. Access to the right people that will allow them to engage. Engagement means conversations...asking questions and sizing up each other's credibility. It's the basis for all relationships, whether you're at a Town Hall meeting, a Little League banquet...or a job interview. There's no guarantee that you will find work by just getting access. On the flip side, you will get nothing without it.
Businesses are simply a collection of people. IBM, GE, Apple, Chrysler. Call them what you want. They function effectively when they accumulate the best people with the right attitude.
A paradigm shift is needed to allow job seekers more access. In 2012 the resume is still the primary standard of measurement of one's skills and character. Fair or not, that's the way it is. The world is changing and with the evolution of social media we are entering a phase where the resume is going to present itself in other forms.
Now, and in the future there will be an emphasis on establishing an online brand. An online brand is a reflection of who you are today, not a summation of the past 25 years. Are you smarter today than you were 6 months ago? How about 15 years ago? Are you inspired today by the same things that inspired you in 2002? Have you changed careers at any point in your life? When you answer all of these questions ask yourself....am I getting a chance to make these points in my resume?
The basis of the Connecticut Re-Employment Group is to build relationships with people you can help (and vice versa), create a personal brand using tools available and finding ways through your expanding network to showcase your current skills and abilities. This is a first phase of chipping away at the hiring paradigm.
Here's the next piece in changing the paradigm that I hope will reinvigorate the CREG brand. Let's find ways to increase access to hiring managers and recruiters. Step one is connecting the CREG brand with local businesses. Specifically local businesses interested in playing a role in helping the unemployed by hosting meetings. This process is underway. Your thoughts and ideas are always welcome.
Here's where I see CREG in 6 months (or sooner). In addition to having businesses host meetings, participants can request to demonstrate their skills and abilities to the audience. The audience will consist of business owners, hiring managers and recruiters. Imagine that? Rome wasn't built in a day. Making changes to the hiring paradigm will take some time.
Are you on board? Am I nuts? It wouldn't be the first time. I hope that you will embrace this process!
Monday, March 12, 2012
A blog with impact
You never have to figure out Southwest Airlines' mission. It is integrated into almost everything they do. Look at their blog for further evidence.
"Making a Difference in the Lives of Families Facing Serious Illness One Ticket At A Time"
Here's a brilliant example of how Southwest reinforces their company mission, while using social media and their blog to build a strong public relations brand.
"People don't buy what you do, they buy why you do it" - Simon Sinek.
Southwest is more than an airline. In this instance they choose to embrace the idea of helping others who are experiencing adversity in their lives. Not only is it noble, it serves as a way to unite their employees, vendors and customers around goals and objectives of the company. Did you notice I didn't say profit or shareholder value?
Once again, Southwest Airlines shows you what they do well, and reminds you of the importance of demonstrating why you are in business.
"Making a Difference in the Lives of Families Facing Serious Illness One Ticket At A Time"
Here's a brilliant example of how Southwest reinforces their company mission, while using social media and their blog to build a strong public relations brand.
"People don't buy what you do, they buy why you do it" - Simon Sinek.
Southwest is more than an airline. In this instance they choose to embrace the idea of helping others who are experiencing adversity in their lives. Not only is it noble, it serves as a way to unite their employees, vendors and customers around goals and objectives of the company. Did you notice I didn't say profit or shareholder value?
Once again, Southwest Airlines shows you what they do well, and reminds you of the importance of demonstrating why you are in business.
Wednesday, March 7, 2012
This aspect of Twitter surprised me
Athletes tweet. The President tweets. Your friend Sally tweets from Starbucks as she sips her mocha latte. Sally kept me from joining Twitter because it appeared to be one big mosh pit of irrelevant information.
I was WRONG.
After reading a few books and dipping my big toe in the water I saw the light as it relates to the value of Twitter. Twitter became a place to research my favorite topics and engage with experts. Marketing, social media, leadership. You name it...it's there. Twitter for me is a place to become educated.
Twitter is better than your best class in college. You learn from people just like you. They share, inspire and give you a unique perspective. You are welcome to do the same. If you want to jump in and get started I will be happy to assist.
Ten years ago I wouldn't eat sushi...because it was gross! Ironically sushi and Twitter are now two of my favorite addictions.
I was WRONG.
After reading a few books and dipping my big toe in the water I saw the light as it relates to the value of Twitter. Twitter became a place to research my favorite topics and engage with experts. Marketing, social media, leadership. You name it...it's there. Twitter for me is a place to become educated.
Twitter is better than your best class in college. You learn from people just like you. They share, inspire and give you a unique perspective. You are welcome to do the same. If you want to jump in and get started I will be happy to assist.
Ten years ago I wouldn't eat sushi...because it was gross! Ironically sushi and Twitter are now two of my favorite addictions.
Wednesday, February 29, 2012
Authenticity: It's measured by what you do!
Search #authenticity on Twitter and see what you find...
- Always be yourself; everyone else is taken! #authenticity
- Authenticity is priceless. #authenticity
- “Only the truth of who you are, if realized, will set you free.” ― Eckhart Tolle #authenticity
- Lead while no one is watching and serve when no one expects. #authenticity
Authenticity is important in social media, no different than in business and life. When you share your beliefs, desires and purpose you will showcase your authentic self. When disciplined to do so you will find others who can relate will be attracted to you.
There's no need to "leap tall buildings with a single bound", or boast that "your company is the greatest thing...since sliced bread". We can see what you do...and we can see when there is a disconnect.
What businesses, and which people come across as truly authentic?
Friday, February 24, 2012
Brands and beliefs...can easily go viral
Social media has opened the door for authors who seek outlets to share their content. Today I feel compelled to share a few paragraphs from blogger Meagan Visser and her blog "Where Creative Business and Motherhood Unite". This jumped off the page and bit me in the cheek:
"People are so sick of businesses. Businesses aren't living, breathing beings. You can’t connect with a business in a personal way. On the other hand, people are drawn to other people. That’s why being your brand is so important. People want to see you, talk to you, & hear from you. They want to agree or disagree with you. They want to support you. They want to promote & share you with their friends.
Technology has given you the ability to be your brand & to engage with those who want a relationship with you… if you use it correctly."
Amen Meagan! You are taking conventional wisdom and bending it to make sense for many of us.
We are drawn to people who believe what we believe. Meagan would not have entered my world without social media. Today, she has a new believer.
When you take the time to share your brand and beliefs...anything can happen. What's keeping you from doing so?
"People are so sick of businesses. Businesses aren't living, breathing beings. You can’t connect with a business in a personal way. On the other hand, people are drawn to other people. That’s why being your brand is so important. People want to see you, talk to you, & hear from you. They want to agree or disagree with you. They want to support you. They want to promote & share you with their friends.
Technology has given you the ability to be your brand & to engage with those who want a relationship with you… if you use it correctly."
Amen Meagan! You are taking conventional wisdom and bending it to make sense for many of us.
We are drawn to people who believe what we believe. Meagan would not have entered my world without social media. Today, she has a new believer.
When you take the time to share your brand and beliefs...anything can happen. What's keeping you from doing so?
Wednesday, February 22, 2012
Redefining "mainstream" media
I am a talk radio junkie. I love monitoring politics and current events.
An over used (and increasingly lame) term is "mainstream media" referring to the old standbys of ABC, CBS, NBC, The New York Times and so on.
With all due respect to these hallowed institutions I take issue with their mainstream label. They were mainstream before cable, mainstream before the internet, mainstream before podcasts and last but not least, mainstream before social media.
If you haven't noticed we have lots of "supply" relating to news outlets. People have choices. Mainstream media had its hay day when consumers had few choices.
What is your first source of news and information when you awake? Why is it your favorite? If you are turning to options other than those listed above they will soon become extinct media.
An over used (and increasingly lame) term is "mainstream media" referring to the old standbys of ABC, CBS, NBC, The New York Times and so on.
With all due respect to these hallowed institutions I take issue with their mainstream label. They were mainstream before cable, mainstream before the internet, mainstream before podcasts and last but not least, mainstream before social media.
If you haven't noticed we have lots of "supply" relating to news outlets. People have choices. Mainstream media had its hay day when consumers had few choices.
What is your first source of news and information when you awake? Why is it your favorite? If you are turning to options other than those listed above they will soon become extinct media.
Monday, February 20, 2012
Social Media and President's Day
What if social media existed during Pearl Harbor, the bombing of Hiroshima, the Cuban Missile Crisis? What would have been written in the first tweets and Facebook posts?
As we honor President's Day we can ponder how much the world has changed because of lightning fast communication. Would Presidents during the aforementioned eras benefit from social media...or was it advantageous to have a delay in news reporting?
For better or worse, the President should embrace social media because the world has embraced it. "When the people lead...the leaders will follow."
JFK relied on communicating his message through the evening news. As the evening news dinosaur dies a slow death, we now hear from our leaders where and when we want to hear from them!
As we honor President's Day we can ponder how much the world has changed because of lightning fast communication. Would Presidents during the aforementioned eras benefit from social media...or was it advantageous to have a delay in news reporting?
For better or worse, the President should embrace social media because the world has embraced it. "When the people lead...the leaders will follow."
JFK relied on communicating his message through the evening news. As the evening news dinosaur dies a slow death, we now hear from our leaders where and when we want to hear from them!
Friday, February 17, 2012
Are you nuts...about Southwest?
Work should be fun. Marketing should be fun. And now, Social Media should be fun.
Southwest Airlines fits the name of this blog as they are a company that embraces social media. If you don't smile and laugh while reviewing their blog (aptly named Nuts About Southwest)...have your sense of humor checked. They love to engage with their customers. Better yet, their customers love to talk about Southwest.
On my first flight with Southwest the aircraft was barely off the ground and the flight attendants sitting in front began throwing bags of peanuts down the aisle while capitalizing on the pitch of the ascending aircraft. Everyone was laughing and making sure that their neighbor received a bag. I had not seen that before.
Their social media presence reflects the personality I experienced on my first flight. They are the airline of the common man. They use a no frills approach that suits the traveler who doesn't want flying to be a painful experience. They have just been named as America's Most Desired brand by Forbes.
The lesson to learn from Southwest is important. Be clear about the personality of your brand...make sure your marketing, operations and your employees buy in to the personality. It's rare when companies can pull it off. Southwest does it with flying colors...and nuts!
Southwest Airlines fits the name of this blog as they are a company that embraces social media. If you don't smile and laugh while reviewing their blog (aptly named Nuts About Southwest)...have your sense of humor checked. They love to engage with their customers. Better yet, their customers love to talk about Southwest.
On my first flight with Southwest the aircraft was barely off the ground and the flight attendants sitting in front began throwing bags of peanuts down the aisle while capitalizing on the pitch of the ascending aircraft. Everyone was laughing and making sure that their neighbor received a bag. I had not seen that before.
Their social media presence reflects the personality I experienced on my first flight. They are the airline of the common man. They use a no frills approach that suits the traveler who doesn't want flying to be a painful experience. They have just been named as America's Most Desired brand by Forbes.
The lesson to learn from Southwest is important. Be clear about the personality of your brand...make sure your marketing, operations and your employees buy in to the personality. It's rare when companies can pull it off. Southwest does it with flying colors...and nuts!
Friday, February 10, 2012
Does your marketing inspire or manipulate?
This question has more to do with marketing strategy than social media marketing. Depending on how you answer this question will determine how you will use social media.
I owe this topic to Simon Sinek, author of Start With Why. His book looks at the tactics used in advertising to motivate consumers to buy.
During the holiday season a noted national retailer featured daily ads with offers such as: "Buy one suit and get 4 shirts absolutely free". The next day it was 4 shirts and 2 pair of pants. By now they must be paying customers to take their goods. The timing and offer manipulate you to act now...while getting used to receiving a lot of free stuff.
When I use the term manipulation I use it in a "nice" way. Manipulation on its face sounds evil. By no means does this advertiser, nor others using this strategy fit that label.
Let's consider a contrasting message. My favorite charity is the Wounded Warrior Project. Their ad, voiced by country star Trace Adkins features our veterans coming home from war with missing limbs and needing a wide range of services to allow them to transition back to society. WWP asks for a monthly donation to help their cause. If you have any appreciation for the military and the sacrifices they make, you may be inspired to help.
My sense is that marketing that inspires will generate more loyalty than marketing that manipulates. Watch this year's political ads and ask yourself...inspiring or manipulative?
What was the last thing you bought solely because you were inspired?
I owe this topic to Simon Sinek, author of Start With Why. His book looks at the tactics used in advertising to motivate consumers to buy.
During the holiday season a noted national retailer featured daily ads with offers such as: "Buy one suit and get 4 shirts absolutely free". The next day it was 4 shirts and 2 pair of pants. By now they must be paying customers to take their goods. The timing and offer manipulate you to act now...while getting used to receiving a lot of free stuff.
When I use the term manipulation I use it in a "nice" way. Manipulation on its face sounds evil. By no means does this advertiser, nor others using this strategy fit that label.
Let's consider a contrasting message. My favorite charity is the Wounded Warrior Project. Their ad, voiced by country star Trace Adkins features our veterans coming home from war with missing limbs and needing a wide range of services to allow them to transition back to society. WWP asks for a monthly donation to help their cause. If you have any appreciation for the military and the sacrifices they make, you may be inspired to help.
My sense is that marketing that inspires will generate more loyalty than marketing that manipulates. Watch this year's political ads and ask yourself...inspiring or manipulative?
What was the last thing you bought solely because you were inspired?
Tuesday, February 7, 2012
Does this subject Pinterest you?
This is not a typo. The P really should be there.
You may have interest in Pinterest, a relatively new social media platform.
Modeled after the bulletin board in the kitchen or office, Pinterest has emerged as a B2B tool where you can share images of your products in specific categories. It serves as another way to drive traffic to your website. The site has seen massive growth in unique visitors in the past few months. It's worth venturing onto when you have a moment...and sampling to see if you can capture a new audience.
Pinterest is like other social platforms in the sense that is stresses engagement, not aggressive selling and promotion. You will need to set up a profile with the intent that some of your pinnings(?) will go viral. The best part of social media is that you can monitor how others are using the site in order to get ideas.
Check out Pinterest. The visuals will attract you and make you want to see more. Enjoy.
Please share a Pinteresting story if you have one!
You may have interest in Pinterest, a relatively new social media platform.
Modeled after the bulletin board in the kitchen or office, Pinterest has emerged as a B2B tool where you can share images of your products in specific categories. It serves as another way to drive traffic to your website. The site has seen massive growth in unique visitors in the past few months. It's worth venturing onto when you have a moment...and sampling to see if you can capture a new audience.
Pinterest is like other social platforms in the sense that is stresses engagement, not aggressive selling and promotion. You will need to set up a profile with the intent that some of your pinnings(?) will go viral. The best part of social media is that you can monitor how others are using the site in order to get ideas.
Check out Pinterest. The visuals will attract you and make you want to see more. Enjoy.
Please share a Pinteresting story if you have one!
Wednesday, February 1, 2012
To the good people at JETS...thank you for what you taught me!
When given the opportunity to speak publicly I cherish the chance to learn from my audience. Today, I spoke at the JETS (Jewish Employment Transition Services) group in West Hartford. It was another wonderful learning experience.
We discussed personal branding and social media. We focused on using these tools in your job search and career re-evaluation.
What I learned from the group today was quite inspiring.
We discussed personal branding and social media. We focused on using these tools in your job search and career re-evaluation.
What I learned from the group today was quite inspiring.
- People want to learn how to differentiate themselves from others when competing for the same job.
- People want to be perceived as having "depth". Depth is often expressed in their unique attributes, passions and interests. We struggle to demonstrate these qualities in a traditional resume.
- People are intrigued by the importance of telling good stories and being conversational. This aspect of managing your career is often what creates the best opportunities.
Judy Rosenthal, Ellen Cartledge and the staff associated with JETS create an atmosphere of quality networking and sharing information. These are gifts that they give to the community. Well done!
Thank you for the wonderful experience. I look forward to having ongoing conversations with all who attended.
Tuesday, January 24, 2012
Your job is easier
Consider this amazing stat: 60% of the "sales cycle" is complete by the time a prospect interacts with your business directly. Social media combined with your website allow consumers and businesses to research every aspect of your offerings without you being involved in the conversation. The catch is that you need to have a presence that can be easily found.
This is mind boggling when you think it wasn't that long ago when we used the Yellow Pages and our local library to get some background info on something of interest.
Are you keeping up with the changes in this new era of marketing? Are you handling the 40% well and converting prospects to customers? Does your marketing strategy (with or without social media) show a measurable return on investment?
Lastly, do you know your cost for acquiring a customer? I will stress this in future posts because the use of social media is making it easier to do so. Anything that can make your job easier should be a priority.
Please share the challenges you have of measuring marketing ROI.
This is mind boggling when you think it wasn't that long ago when we used the Yellow Pages and our local library to get some background info on something of interest.
Are you keeping up with the changes in this new era of marketing? Are you handling the 40% well and converting prospects to customers? Does your marketing strategy (with or without social media) show a measurable return on investment?
Lastly, do you know your cost for acquiring a customer? I will stress this in future posts because the use of social media is making it easier to do so. Anything that can make your job easier should be a priority.
Please share the challenges you have of measuring marketing ROI.
Friday, January 20, 2012
I'm not interesting!
Let me give some context to that statement.
Social media thrives on content. As I type this sentence on this blog post I am generating content. My mother would be proud.
Content is simply your company's, or your personal story expressed in a tweet, YouTube video or as a post on your Facebook page. Content has many dimensions. Often the goal of content is to get someone to share it with someone else.
There are many objections to social media usage. One of the most common is the "fear of generating content". When speaking with individuals about promoting their personal brand it is expressed as "I'm not interesting...what would I say?"
My branding sessions consist of exercises that determine values, mission, unique attributes and ultimately your legacy. We need to get people and businesses to come to grips with why they are special. This is no easy task.
Simple question: Are you interesting? If yes, please tell why!
Social media thrives on content. As I type this sentence on this blog post I am generating content. My mother would be proud.
Content is simply your company's, or your personal story expressed in a tweet, YouTube video or as a post on your Facebook page. Content has many dimensions. Often the goal of content is to get someone to share it with someone else.
There are many objections to social media usage. One of the most common is the "fear of generating content". When speaking with individuals about promoting their personal brand it is expressed as "I'm not interesting...what would I say?"
My branding sessions consist of exercises that determine values, mission, unique attributes and ultimately your legacy. We need to get people and businesses to come to grips with why they are special. This is no easy task.
Simple question: Are you interesting? If yes, please tell why!
Monday, January 16, 2012
FedUp with FedEx? They feel your pain!
Throughout the year we will highlight the many uses of social media. Here's an example of social media usage for customer service.
The story begins with an unfortunate FedEx delivery caught on video. In 21 seconds we witness a FedEx delivery carried out in un-FedEx like fashion when the driver heaves a computer monitor over the gate of a private home. There are few places left to hide in our well monitored society. For that reason businesses have to be vigilant when it comes to protecting their brand. FedEx's image was tarnished because of an unthinking, irresponsible employee.
FedEx's response is an example of the versatility of social media. Instead of letting one bad apple out of 290,000 employees change the perception of the company FedEx used social media to ask for forgiveness from this customer and the thousands who had seen the video. Take a moment to watch the heartfelt apology offered by FedEx.
If a tree falls in the woods, does anyone hear it? That philosophy is used by businesses who don't monitor how they are being talked about on social media. FedEx did not offer the "we are sorry but" excuse. They chose to offer a sincere apology and make amends with the customer.
How is your business set up to respond to a negative situation?
The story begins with an unfortunate FedEx delivery caught on video. In 21 seconds we witness a FedEx delivery carried out in un-FedEx like fashion when the driver heaves a computer monitor over the gate of a private home. There are few places left to hide in our well monitored society. For that reason businesses have to be vigilant when it comes to protecting their brand. FedEx's image was tarnished because of an unthinking, irresponsible employee.
FedEx's response is an example of the versatility of social media. Instead of letting one bad apple out of 290,000 employees change the perception of the company FedEx used social media to ask for forgiveness from this customer and the thousands who had seen the video. Take a moment to watch the heartfelt apology offered by FedEx.
If a tree falls in the woods, does anyone hear it? That philosophy is used by businesses who don't monitor how they are being talked about on social media. FedEx did not offer the "we are sorry but" excuse. They chose to offer a sincere apology and make amends with the customer.
How is your business set up to respond to a negative situation?
Wednesday, January 11, 2012
The reason I love social media
I have given this a lot of thought and here's my conclusion for why I love social media:
I love conversations!
This may not sound like a revelation to you. I will make my case by constructing the elements of an effective conversation:
I love conversations!
This may not sound like a revelation to you. I will make my case by constructing the elements of an effective conversation:
- Asking questions
- Listening
- Gathering information
- Re-stating others' observations
- Genuine interest in the person and subject
- Mutual respect
- Discussing solutions or reasons to continue the conversation in the future
Conversations occur throughout the day. How many include all of these elements? Do people talk at you...or speak with you?
The Connecticut Re-Employment Group on LinkedIn has grown to 500+ members. The number of posted discussions has not grown as the group has grown in size. I see this in other online groups as well. People struggle with initiating conversations. Social media has exposed this issue.
Social media is a place to work on our conversations. We don't have the advantage of being face to face, but the opportunity to delve into conversations online is greater now than ever. Quality conversations lead to a higher level of engagement and ultimately quality relationships. We have our own reasons for building relationships. Let's take advantage of these powerful communication tools.
If you like this post...let's have a conversation!
Monday, January 9, 2012
Customer Service and Social Media
Ever heard this stat? If someone has a bad customer service experience they will tell 22 people. A good experience? The number drops to 7.
I don't have actual data to back that up, but it makes sense. Today I heard of two different stories from a good friend that had to do with poor customer service. In one case he was the customer. In the other, his business has a customer who is livid over one of his policies based on a scathing voice message he received.
In the case of his business he has a plan to accommodate the unhappy customer that will likely save the relationship. What he doesn't have is a strategy to monitor customer comments on social media. He estimates that his business has more than 1000 customers.
Humans make mistakes and customers will be upset. Customers are venting on social media unlike ever before. A bad customer experience can be turned around, thus the need to embrace social media.
If my business has 1000 customers it is likely that some of them won't be singing my praises. Social media represents a chance to save relationships that may have been harmed, especially if they are with reasonable, loyal customers who have helped build your business. For the unreasonable people...give them a list of your competitors.
I don't have actual data to back that up, but it makes sense. Today I heard of two different stories from a good friend that had to do with poor customer service. In one case he was the customer. In the other, his business has a customer who is livid over one of his policies based on a scathing voice message he received.
In the case of his business he has a plan to accommodate the unhappy customer that will likely save the relationship. What he doesn't have is a strategy to monitor customer comments on social media. He estimates that his business has more than 1000 customers.
Humans make mistakes and customers will be upset. Customers are venting on social media unlike ever before. A bad customer experience can be turned around, thus the need to embrace social media.
If my business has 1000 customers it is likely that some of them won't be singing my praises. Social media represents a chance to save relationships that may have been harmed, especially if they are with reasonable, loyal customers who have helped build your business. For the unreasonable people...give them a list of your competitors.
Wednesday, December 21, 2011
Brand Recovery: The NBA turns to Facebook
Here's the National Basketball Association's marketing strategy coming out of the lock-out heading into the openers on Christmas:
- We are sorry.
- We didn't take you (our fans) for granted.
- We know the economy still sucks.
- We know you don't like hearing about labor disputes involving millionaires battling with billionaires.
- We are sorry.
Humble pie should be the theme to win the fans back. It will be a slow process with a need for genuine interaction and an appropriate level of empathy.
Attention all social media fence sitters...watch how pros do it.
Although the NBA is way out front in terms of social media usage they will need to ratchet up their "engagement" during the next few months.
Tomorrow evening (December 22nd) the NBA will host a Facebook town hall meeting. Along for the ride will be partners American Express, EA Sports and ESPN the Magazine. If you participate you will be eligible to win tickets, gift cards, video games, magazine subscriptions and much more. Players will participate. They may even say..."we're sorry".
Leading brands understand the pulse of their market. The NBA knew this day was coming where they would have to pull out all the stops to protect their brand. The recovery process is underway. Pay attention. You will learn a lot about branding, listening, engaging and asking for forgiveness.
Friday, December 16, 2011
Broadcast Media and Social Media...do you see the differences?
The differences are vast. One is emerging...one is declining. TV ads are expensive. Facebook pages are not. Broadcast media is valued as a "cost per thousand" commodity. Social media is measured by clicks, likes, friends and page views. The latter can be categorized as "measurable results".
Social media represents an opportunity to speak with your customers as opposed to the alternative of speaking AT them. If you are not interested in speaking with them your competitors will.
"Real communication implies that people speak, and listen". So says Jason Falls and Erik Deckers in their book "No Bullshit Social Media". The game has changed and we will have a new set of winners and losers based on their acceptance of this new paradigm.
Social media (specifically LinkedIn Groups) helped me build a community of job seekers interested in personal branding and expanding their contacts. The group met in person 2-4 times per month. Enter social media. The size of the group soon tripled. What began as a conversation with 6 people at a kitchen table has evolved into an interactive online forum of more than 500.
Effective brand message + vehicle to promote conversations will allow social media to be a marketing staple in society for a long time.
Wednesday, December 14, 2011
Generating buzz for your brand
In the world of social media we hear that "content is king". The thought of generating content often strands a business at the starting gate of social media. Time and inability to write something compelling are often the reasons for lack of execution.
Suggestion: Think about what it is that your customer consumes....beyond your product or service.
Do you sell suitcases? How about a blog that features exciting vacation resorts? With all due respect, vacation resorts are much more interesting than suitcases. Do you sell cookware and silverware? Use your Facebook page to share seasonal recipes. Promote and engage, all while building brand awareness.
In the process you are building a tribe of loyal followers who engage with you even though you are not selling them something. Your focus is on the lifestyle of individuals who will naturally use your services.
You cannot generate buzz without a strategy. The strategy I suggest here is not complicated. It takes planning, discipline, time and execution. Have you had success doing something similar?
Suggestion: Think about what it is that your customer consumes....beyond your product or service.
Do you sell suitcases? How about a blog that features exciting vacation resorts? With all due respect, vacation resorts are much more interesting than suitcases. Do you sell cookware and silverware? Use your Facebook page to share seasonal recipes. Promote and engage, all while building brand awareness.
In the process you are building a tribe of loyal followers who engage with you even though you are not selling them something. Your focus is on the lifestyle of individuals who will naturally use your services.
You cannot generate buzz without a strategy. The strategy I suggest here is not complicated. It takes planning, discipline, time and execution. Have you had success doing something similar?
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