@_IFB: RT @huffposttech: Pinterest’s new tool keeps it real. Real legal, that is. http://huff.to/JeKM0c
Archive for the ‘Branding’ Category
Tags: pinterest, Social media, social media law
Tags: business consulting, customer experience, customer service, Disney, Fortune 100, Fortune 500, Walt Disney
In Business Consulting, Disney’s Small World Is Growing http://nyti.ms/IIRtHm (via New York Times)
Tags: dental, dental practice, great expressipns, teeth
Journal Register Michigan Central ePaper
Tags: digital media, Marx Layne, public relations
@marxlayne Celebrates 25 Years with a Staff Reunion – Farmington-Farmington Hills, MI Patch http://farmington-mi.patch.com/d/articles/marx-layne-celebrates-25-years-with-a-staff-reunion
Tags: carnival cruise
A Break from Social Media Is Killing Carnival Cruise Lines http://twrt.me/3lbaf2 via @ginidietrich
A recent article in the August issue of Direct Marketing magazine caught me by surprise. The publication dedicated space to a case study on a product which allowed email blast list subscribers to take a hiatus from the list, for I believe up to about 90 days, as opposed to simply opting out.
Instead of demonstrating to readers a viable application for the product, they were introduced to an outdoor retailer set in their ways and determined to blast to their customers with a great ferocity. . .whether the emails being distributed were wanted or not.
The representative from the company using the product explained the product was not a stopping point. They intended to advance email software options and allow subscribers greater control over their “opt ins” in the future.
First, if as a company marketing representative, you have to pursue this type of software, your company has a problem. It means that there has been significant backlash from members of your subscriber list-enough that you’ve been motivated to actually take action. As a business, the message is that you’re not doing something right. Perhaps, it would make sense for the company to review the frequency with which it distributes such material. The quickest and simplest solution would be to reduce the frequency of consumer contact.
Secondly, it’s concerning that there is no rush to alter the system and the method for making this transition is piecemeal. The ability to opt in and specify, which blasts you’d like to receive from a singular organization has been available for several years. Not sure why a transition tool would be required. This particular organization sends blasts twice per week. At a time when people are often trying to simplify their in box clutter and remove themselves from e-blast lists, a good web company can make the opt in process relatively painless. At the very least, subscribers can be invited to opt in/out for Monday or Thursday (or whatever day it is these blasts are distributed). More advanced options can be added at a later date as needed. This, to me, would seem like a better start than letting customers take a 90 day hiatus because you’re clogging their in-boxes.
Not a case study of a company with a successful product to help manage email blasts, but an example of a company that doesn’t understand how to review the feedback it gains from its consumers and act accordingly.
Do you agree?
Tags: domino's, pizza
Not sure how this keeps getting a positive spin. Company says ” Hey consumers! We fooled you. We’ve been selling you awful pizza for years, but don’t worry. We’ll make better pizza now. Scouts honor.”
Think there is a serious flaw in this campaign and a huge trust issue. Sends the message that consumers are too stupid to know when the pizza they are eating is tasteless.
RT@ MSUScottW How Domino’s Used Social Media And A New Pizza Recipe To Reinvent Itself http://t.co/5FwLxfE
Tags: Converse, sociial media
Tags: American Airlines, guitars, music, public relations, real-time marketing
While I didn’t have time this weekend, I decided to try to make some progress on my reading list anyway. Picked up a copy of “Real-Time Marketing & PR” by David Meerman Scott. I’ve read other works by him and always found them reaffirming of the work our agency does on a day-to-day basis.
A quick read, this book was reaffirming too. Long after I put it down though, I found myself coming back to one particular case study presented at the beginning of the text. It just bothered me.
The example surrounded Dave Carroll a Canadian singer-songwriter who had his guitar damaged by American Airlines in July of 2009. The airlines failed to respond to Carroll until he released a YouTube video featuring an original song about how they damaged the instrument.
Scott chastises the airline for not responding in real-time and laments that damage to their brand could have been prevented by simply giving Carroll what he wanted right away. In this case, Caroll wanted compensation for the damaged instrument. Was there damage to the AA brand and was how the airline handled the in really that significant in the end?
I informally surveyed some friends.Our conversations generally went something like this:
“Hey. Have you heard of Dave Carroll?”
“You know. The Canadian singer-songwriter?”
“Ummm. . .nope. . .”
“You mean you still aren’t reeling from what the airline did to his guitar a few years back?”
“Um….huh. Why would I care what the airline did to his guitar?”
Scott asserts that the airline did damage to its brand by not responding to Carroll quickly enough, but less than 2 years later, nobody seems to remember, or care about the incident. People aren’t likely to remember it for a few reasons: 1) Wasn’t my guitar 2) I don’t play guitar 3) Don’t fly with American Airlines with my guitar 4) Don’t all airlines damage checked baggage.
The damage, in fact, wasn’t done to one particular airline. The damage was actually being done to ALL airlines. The incident reinforced the stereotype that no airline is capable of handling baggage properly. Not only could American Airlines have responded to Carroll’s online pleas, but other airlines could have responded to show how they handled baggage transport BETTER than the airline shown, possibly admitting that every airline has challenges and how they work to avoid those. They would have also shown people how to pack their instruments properly.
From a customer service standpoint, businesses cannot give every customer what they want. Perhaps it was Carroll’s inability to pack his guitar properly that led to the problem. Why should the airline reimburse him? And if they reimburse him, then they should reimburse/give any current, former or future passenger whatever they want for fear that they might create a YouTube video? Where does a business draw the line? The company could end up spending millions of dollars per year to chase fraudulent customer claims. That expense would have to be passed on to passengers. That would probably result in a better video. . .
From the airlines perspective, an in all reality, while Carroll’s video experienced millions of views, few lasting impressions were actually made. People enjoyed it momentarily because it was clever and took aim at a corporate giant who has “wronged the little guy.” Nearly everbody loves to jump on that band wagon.
The video was then largely forgotten. The greater truth is that airlines destroy bags and don’t want to replace them-and it’s been this way across many airlines for a long time.
I don’t own a guitar and neither do most of my friends. The airlines didn’t damage a multi-media projector of a guy on his to a big presentation-more likely to hit home with us. They damaged a guitar. For musicians traveling by planes with their guitars, it hit a little closer to home. That’s a very niche audience and small demographic.
Also, not everybody flies American Airlines. If I don’t fly with them, it won’t hit home.
So in the end, the airline in question suffered almost no significant damage to its brand and Dave Carroll still hasn’t sprung to the top of the charts.
Just trying to work through the case study. Seemed like a lot was left out of the picture. Always looking for your thoughts. Let me know your take.
Tags: Facebook, NASA, Social media, social media for small businesses
Social media has been sold to the masses as a revolutionary tool for the owners of small and medium-sized businesses. After all, it allows business owners and marketing departments to reach the masses with a few simple key strokes-and at virtually no cost. Most social media sites are easy to use and don’t require much, if any, knowledge of code to get started like complicated websites. Customers can be update instantly and owners aren’t at the mercy of the media to publish “their story.” They can publish their own stories, directly to their customers when they like and message it exactly the way they see it. What a breakthrough!
At CES, I had the opportunity to speak with representatives of companies like NASA and Play Station. Alone, NASA hosts more than 200 twitter accounts and Play Station is huge into gaming. During a panel discussion, speakers echoed a sentiment I too often counsel clients: Content is King. Provide good content to stimulate engage among audience members.
A portion of the discussion can be viewed here:
But after the discussion, I had the opportunity to speak one-on-one with a few of the panelists. The question on my mind? Content is great to KEEP people on your social media sites, but how do you drive people to your site if you’re not NASA or Play Station? I was met time and time again with dead silence. No surprise.
The panelists weren’t ignorant. The difference is they work with iconic brands. When consumers see a NASA logo, or hear someone mention the organization, they immediately make associations. They have familiarity. If a Facebook user sees that his friend is connected to NASA, or a friend suggestion appears, they may decide to become associated with the page without ever looking at it. “Oh. I know NASA. Yup. They’re cool. We should be friends.”
That’s not usually the case with small to medium sized businesses. They have to do a lot of serious leg work in addition to keeping their social media channels filled with great content and engaging their audiences. They have to actively recruit consumers and lobby to attract fans. Certainly, having a loyal customer base who will help spread the word makes this process a lot easier. I often compare this to the question back in the late 1990s business owners asked: How do I drive traffic to my website?
And while nobody wants to talk about it, as I call it Social Media’s Dark Dirty Secret, techniques for driving traffic to social media channels is done in very much the same way as the same business owners worked to let consumers know they had a website (Remember, back in the days before it was assumed EVERY business could be found on the web?). And it takes time. Just because there are people on Facebook doesn’t mean they will seek you out and scream about your business from their pulpit.
Retailers can post signage in their shops and print “Find Us on Facebook’ on their store receipts. Professional service companies may opt to list their Twitter icon on their ad in Crain’s Detroit Business and add their handle to their business card. Word-of-Mouth marketing is still one of the most potent tools to let people know about your company.
I’ve spoken with many business owners who wanted to achieve rock star status on Facebook or Twitter over night. “How do we get to 10,000 followers by tomorrow?”
Just as a journey of 1,000 miles begins with one step, so does the building of a social media audience. You can have 10,00 followers by tomorrow, but 99.9 percent of them won’t care about your message and be even remotely likely to act upon it. 10 relevant followers would win every time. One conversation at a time, one relationship at a time. Business owners have been misled into thinking social media works well for all types of businesses and for all sizes of business. Small/medium companies certainly can achieve success through social media, but it takes time. It grows along with their brand.
Social media can be a viable tool in the marketing tool box of small and medium-sized businesses. It’s just important to understand how the tools function and have expectations realistically inline when forging into the territory.