I saw a video on the State of Social CRM post on Web Strategy by Jeremiah Owyang in which Paul Greenberg talks about how companies are having difficulties with cultural changes internally to execute against the new bread of customer, the social customer. In case you don’t know what CRM is, it’s Customer Relationship Management as described in Wikipedia as a “technology that allows companies to organize, automate, and synchronize business processes—principally sales activities, but also those for marketing, customer service, and technical support. The overall goals are to find, attract, and win new clients, nurture and retain those the company already has, entice former clients back into the fold, and reduce the costs of marketing and client service.”
What an ear full!
My version would be just an application that keeps track of customer facing activities so you can find the gaps in your service and make adjustments to be more efficient.
The point both Jeremiah and Paul are making is that businesses are still figuring out how to integrate CRM and Social Media so the combination provides meaningful business value. The shift in how customers use social media is forcing companies to add the social element into their CRM system. They’re both spot on.
It also raises the question that if you’re not in the business of generating value and serving to keep the customer, then what are you in business for?
Social media encourages interaction which leads to generating a new type of intelligence that CRM system were not tracking before. Data such as reactions, activities, sentiments, locations, behavior and preference are converging providing a never seen before clear picture of each customer.
So how does this change the dynamics of your business moving forward?
Well, for one thing you have more leverage as a result of having more available data to target your niche and identify your prospects. In fact, as social CRM matures, I would expect to see companies shift their corporate strategy to ensure that every aspect of customer touch point is aligned with their marketing and sales strategy. And this is the reason why it requires a true “cultural” change, a mindset really, for businesses to not just think from the perspective of their customer but to become their customer, to feel and empathize with them.
Furthermore, this would mean that the employees may have to do the same by constantly thinking and enhancing the customer experience to the fullest. Instead of just using tools to do sentiment analysis by listening in on what customers are saying, companies can anticipate what customers will say and do before they’ve done it.
Checkout how Salesforce is making their CRM social with Twitter.
This would probably be the ideal desire outcome for most businesses: to proactively facilitate prospects and customers toward a market funnel and minimize customer frustration as problems are addressed before they happen.
Imagine a prospect is interested in finding out more about your product before a purchase, not only would you be able to answer questions using social CRM data to anticipate them, but to personalize your communication and create real-time offering to increase the rate of conversion.
By delivering relevant communication crafted with exactly what the customers want at the right place at the right time, this will be the next phase of effective social influence marketing.
The take away: It is important to recognize this emerging trend in CRM and social media. Even though a cultural shake out would be necessary for companies to fully utilize the benefits of social CRM, it would be wise to start making some basic evaluation of how going social may impact your operations and bottom line. What’s needed to make that jump and if you’re already using a CRM system, think how you can rally your staff to start thinking about new marketing processes and research more on how you can streamline social media into your CRM.
Over the past months I wrote about how to find your customers in order to improve your customer segmentation and gain better understanding of your niche market. Everything goes back to connecting with your audience so you can craft campaigns utilizing tactics such as email marketing, SEO and social media. Then as more businesses learned the tools of the trade, I brought up the point of adding value on my last post because ultimately knowledge will be commoditized similar to most disruptive technologies. The trick is maximizing the use of your knowledge (when it’s still valuable) to help you grow your business and become an authority in your domain expertise.
If there is one thing that technology won’t be able to replace (at least not easily) it would be the content of your communication. Every business and individual are elevating the concept of the freemium model, publishing free valuable content on the social web, competing for clicks, eyeballs and engagement opportunities. It’s what Seth Godin calls “permission marketing”, what Hubspot calls “inbound marketing” and what Joe Pulizzi of Junta42 calls “content marketing.”
However you like to label it, it’s basically creating content that communicates the value in which your target audience values then leveraging it as the bait to attract those in need of your solution (products or services). This is a highly targeted approach like design thinking, social design and service design that truly serves up what’s going to solve a problem rather than just bunch of trivia concepts or random thoughts. It’s also a validation on how your content is really worth on the internet where content is the new currency.
And to stay competitive and survive the ongoing challenges marketers and business owners are presently facing, they need to reassess the way they build and maintain relationships with customers. A product or service is merely a means to an outcome. The real core value lies in the story attached and that is where marketing truly shines.
I don’t want to use a microwave – I want the ability to quickly eat hot food so I can get on with my life. I didn’t go to Home Depot to buy paint – I want a painted wall for my new living room. I don’t want to use Google – I want answers to my questions now.
You see, you may be very good at what you do but your communication may not do you justice and as a result you end up with lame content that just sounds like everyone else. And to make matters worse, if you don’t know how to market your content, your content will just sit on the web with little to no traffic.
Unfortunately this is not going to help you in translating how great your product is or how much value you can bring to the table. In this article, I will explain what to listen for and how to take quantitative measures from listening so you can drill down to the minds of your customers. Then I will show you how to communicate effectively so your solution sounds exactly like what’s going to solve your prospects’ problem.
Step 1: Gather Information by Listening
Many people know the concept of listening and yet few are able to do it well (everyday I continue to practice listening). Listening is a form of information gathering which allows you to take in the data, process and abstract meaning out of the dialogue. In a typical conversation people tend to wait for their turn to talk rather than actually absorbing the meaning of the words. We all have some sort of attention deficit as the by product of all the distractions around us from cell phones to emails, from writing a blog article to meeting with your team, from preparing dinner to picking up your kids, we live in a fast pace society.
The trick is to unlearn your habits of making assumptions and let go of as much preconceived thoughts as possible and simply focus on what’s been said at the moment of the conversation. Think of it as taking a training course and preparing your mind to get into the learning mode so you can pay 100% attention during the interaction.
Listen for key emotional phrases that are connected to a person’s problem. Typically it will sound like this: “my business is xxx” or “I want to xxx but xxx is xxx”, try to dig deeper and get the frustration and emotions out of the conversation. This helps you to identity what that person values and where the connection points can be made. Take notes if you have to but avoid memorizing what you want to say (I know you want to help) because you will be interrupting the other person and stop listening altogether. When you try to do anything but listen, you also break the flow of the other person’s thought and the energy of the dialogue making it harder to identify the key emotional points. Take notes and wait until the other person finishes.
Easy right? It takes practice. Plus if you’re good at what you do, you should be able to provide instant feedback by looking at your notes.
Remember, people don’t care what you have to say unless you show how much you care about what they have to say and how they feel. Yes, how they feel is where the connection point can be made. This is why great sales people always listen first and ask questions later allowing their prospects to fully emerge into an emotional output session. This is a skill that takes practice so try it with your friends, colleagues or family as often as possible. You may find that this will help you discover more about them and can also help them to understand you better. It all starts with listening.
Step 2: Pinpoint Signals Avoid The Noise
The key to forging a powerful connection with your audience is to first understand that people simply want to be heard and understood. If you can describe your prospect or customer’s problem better than they can, they will automatically assume that you may have the solution to their problem (most of the time). Even if you don’t have the exactly solution, it’s a great way to establish a common ground for the relationship you’re forging.
And why do we want to connect with others? It’s just how we build trust, the “wow, this person gets me…” or the “OMG, you know exactly what I’m going through!…” emotional connection. Not everyone is good at communicating their problems, thus when someone perceives that you sound and looks like an expert, you may just become the expert that’s going to solve their problem (or maybe you are an expert? But are you just an expert in your own mind?).
Keep in mind that the focus is on validating your assumptions. Ask questions that helps to confirm their pain points, their vision of success or their desired outcome. This requires a lot of critical thinking and again do not formulate conclusions from your assumptions unless you have enough information. Otherwise go back to step 1 and ask more open-ended questions so you can listen again.
This of course, applies to all form of conversations including blogging, social media and email exchanges. The idea is to abstract the emotional triggers from the depth and tonality of the conversation so you can fully understand the opportunities to build meaningful connects. If you ask the wrong questions, it just shows you don’t get it and you’re eager to sell yourself, your story and your products. You will get your turn but you must be able to distinguish the signals from the noises.
At this stage, you should still be more reactive allowing your customer to freely express themselves. The most valuable information are those that are freely expressed without boundaries from your prospects. This is also the core value of surveying your customers so you can apply what you’ve learned to improve your product and services.
Step 3: Build Connections That Create Convictions
Once you’ve got solid understanding of the problems your customers want to solve, you then must learn to get into the minds of your prospects so you can turn them into customers. This is the “I heard, I know, I understand, I believe and I do,” steps that lead to actions through the use communication.
Most people are good at passing through “I know and I understand” stage, but it’s the “I believe” stage that communication often fails to connect resulting in no action. You buy a product or change an unhealthy habit because you would only take the action after you become convinced of your decision. Most people don’t realize that a desired action is often brought out through the use of specific communications tools from advertising to word-of-mouth testimonial, or via social proof endorsements. Simply put, people don’t just do what we want them to do because we want them to do it; they need to convince themselves first by having the right information.
And how do they know that it’s right for them? Well it’s by moving through each of these communications steps that people will take action. So if the “I heard” part doesn’t resonate, it won’t move into the next step and in most cases it’s your professional jargon or the inability to identify what it is that your customer really values. So your job as someone with the solution should be to help by facilitating them through that discovery process and not forcing your ideas upon them. Again, it’s not trying to convince them, but helping them to convince themselves.
A great marketer knows how to unleash the power of communications and seeks to understand their target market needs, perceptions and how they like to receive information.
Is it how expensive (monetary value) your products are? Or how much time you’ve invested creating your solution? Perhaps it’s the work and labor you’ve put into your services. Whatever it is, they must do the job of translating why they should take action to contact your or buy your product.
Step 4: Convert With Meaningful Communication
Once your prospect is convinced of their decision, there usually is no turning back as the human brain will attempt to rationalize that decision from the emotions of wanting to feel good about moving forward and the urgent need to solve their problem.
It’s indicative that most “modern” businesses realize that customers respond more to an emotional connection, thus it’s not about selling but educating. And educating requires providing how you are going to make their lives easier from a more personal perspective. This is the part where traditional business owners have a hard time letting go of what they perceive as high value in their knowledge. It’s true that giving away your knowledge can feel like doing something for free that you usually get paid for, the key is figuring out where to draw the “free line.”
However; I’ve found in many instances, people simply won’t do it even if you provide detail step-by-steps. For example, recently I wrote a detailed article on “how to use Goolge and Twitter to find your customers,” and have received many emails from people telling me that I’m stupid for giving out such high value content. As a result not only have I gotten more leads and referrals but I was able to sign up clients while using it to make a case for content marketing, sort of proofing that this stuff works!
You must be able to paint the picture and hit home with what your solution looks like to your prospects, communicate the results they will achieve and the steps they will need to take in order to achieve those results.
Sounds simple but all too often I came across marketing messages full of features and benefits (especially for technology companies or specialty industries) that typically starts with “our innovative products are designed for xxxx,” “our company has xxxx technology that’s xxxx” or the ever popular “xyz company is the leader in xxxx and have xx years of experience…”
So what does it all sound like to the prospect? It’s all about YOU, not them and that’s not going to take you far. Businesses are quick to tell people what they have but forget that their prospects are in different stage of the buying cycle. It’s important to speak the language that they understand and values which is why you need to focus on their needs. So what if you’re an innovative company or a leader in your space? Who isn’t innovative and a leader in their space these days?
The Take Away: The meaning of your communication is the response you get from your audience. If you don’t like the responses you get, you’re not doing a good job of translating your value. If you can do step 1-3 well, you should have good amount of data to start writing great sales copies and headlines that gets inside the heads of your customers.
And by using what Robert Cialdini’s six “weapons of influence” (reciprocity, commitment and consistency, social proof, authority, liking and scarcity), you will end up with powerful communications that gets you phone calls and inbound traffics. The worse that can happen is you actually don’t have a solution but you marketed as a solution, or your product sucks and it doesn’t solve any problem. In that case great marketing can only help you fish for a day because the fish will learn that your bait isn’t a real one.
What do you think? Are you communicating the right way? Leave me a comment below or share your most effective marketing copy.
As a social media advocate I often discuss adding value to the conversations, to the communities or to the relationships. I guess I assumed everyone already knew what the term means and how it applies to them until I started to get questions from people.
So what exactly is adding value and how? Is it just an over-used marketing jargon? An illusion of a feel-good emotion? The more I use the term “value” the more I feel like it’s loosing its soul (I’m guilty as charge at times).
One of my favorite artists, the awesome Hugh MacLeod had a great piece about Adding Value with the quote, “The aim of “adding value” is a hard one to argue with… who doesn’t want to add value to their current enterprise? But it’s also utterly meaningless…”
Well, obviously there are many ways to look at it but here is how I perceive the meaning of adding value.
Let’s face it, most businesses wants to add value to the bottom line which means making sales and growing profits. In sales, adding value used to mean networking in the best interest of your company or your career which is to sell, sell, sell! Today it means helping people to make informed decisions, finding out their needs first and showing an interest to solve their problems not yours. The one way sales pitch broadcasting simply becomes part of the meaningless noise in a sea of noises.
The Meaning of Knowledge
In sales, either the product sells itself (more of an affirmation and emotional validation) or it’s selling via education (information and data). A Porsche salesman don’t sell the 911 Turbo, they sell the experience of buying a Porsche (great products drives emotions). On the other hand, a Honda salesman sells the features and benefits against competitors like Toyota and Nissan (value proposition, more needs than wants).
In both scenarios, the goal is to ensure that the person feels good about the decisions that they’ve made (or going to make) on the purchase which leads to trust building. And trust is built on relationships from knowledge and actions.
The more knowledge you have, the less fear you have, the less stress you feel and the better you feel about your decision making process. You could think of having knowledge as freedom from limitations and having information is empowerment. The ability to make your own decision is valuable because who wants to be pressured into buying?
Emotion Trumps Logic
Now you know the importance of adding value through knowledge transfer, you then need to know how to take actions with your knowledge. Besides physically helping someone, the action part comes down to communication. And because emotions are the essence of the communication, marketers need to focus on the emotional needs of the customers at the time when feelings are vivid. This mean to empathize with your customers and truly focus on how to make their lives better. You can’t make people’s lives better if you don’t understand their lives.
When you solve someone’s problem, they’ll usually remember it not because of the facts but because of how they felt when it was happening. Simply put, memory is tied to emotions and emotions are more real than thoughts.
Now apply that to marketing and you’ll realize that providing useful and meaningful information does exactly that – it makes people remember you if you satisfy their needs by providing value!
This is why the increasingly Social Web is a great place to find those that are in need of knowledge (also why information product sells). When you need an answer, you want it now, you Google it (you can Yahoo or Bing it too of course). The online conversation across all social networks are as authentic as it gets, besides the offline in-person engagements, because it’s taking place when people are still feeling the emotions dealing with their problems – what is, how-to, why is, who can…you get the point.
The rest of it is about the context of adding value, at the right place at the right time. The optimal time to email your subscribers, the suitable LinkedIn group to contribute knowledge or the people you engage on Twitter – they’re all channels to add your value to the conversation within the communities to forge solid relationships.
Motives and Actions
The last point in adding value is the motives behind such actions. Why are you doing this? Why are businesses embracing the freemium model?
Most of the time the objective is to create brand awareness, build credibility and what I keep pounding the table on: to create social proof around the topics of health, wealth and relationships. However; there is always a trade-off, you get free Gmail with all the awesome features of other Google Apps because Google advertises around your inbox. The same applies to most of the social networks like Facebook and LinkedIn. You’re exchanging personal information to use their products.
My take is that if you’re honest about your intentions and focus on serving only those that matters to your business, you will attract the customers you want. Like what Seth Godin wrote in his book Purple Cow, “the key to failure is trying to please everyone.” Well, he’s right, everyone is NOT your customers.
And the science behind motivation isn’t as clear cut as features and benefits or even monetary rewards. Checkout this video by RSA animation adapted from Dan Pink’s talk at the RSA on “The surprising truth about what motivates us.”
The take away: Identify your customer’s problem is where adding value starts. And listening when they talk is your opportunity to fill the value gaps. Think of it as facilitating the process of buying on their terms not yours. You have to create the right environment that entices people, and if you do it well, then they will show up and join the party. It is only by adding value you will be remembered, reciprocated and passed on (via word-of-mouth).
There are simply too much information and too little time. Marketing messages are everywhere and people have developed ad blindness, seeing doesn’t mean retaining.
Social media is changing how businesses find customers and how customers engage with brands. There are many reasons to believe that it will eventually overtake email marketing, but I’m a firm believer that it’s here to stay. In fact, I believe email marketing combine with search (SEO) and social media will the best strategy moving forward.
However; let me get a few things straight. First, email is the original social network. Second, you need email to open social network account and get alerts. And third, search engines (Google, Yahoo, Bing) will continue to index and aggregate social network data not to mention most social network has their own internal search engine as well.
It sounds like there is a lot of cross-over between the three, so how should you use these three tactics to help you strategize your marketing efforts? It’s hard to realize how these tactics can impact your business without some basic understanding of the big three. Let’s look at how each works and what you can do to get the most bang for your marketing bucks.
The Big Three #1 – Email Marketing
Why email – Today it’s hard to find someone without an email account and majority of account holders have had it for a while (I still check my hotmail from 14 years ago) thus letting it go is not likely for most. Account holders may reduce the time they spent on email but it doesn’t have the abandon rate (Facebook, Twitter) like majority of the social networks.
Almost all basic business communications are done via email not via social networks. The perception is that it’s more secure, private and user friendly (centralized contacts, integrates with calendar, easily accessible via mobile devices). Simply put, people will use what’s easy to achieve the same goal – to get work done and to communicate. Another benefit of email is that it’s a direct private channel of communication to alert customers on new product offerings or promotions. At the same time, customers can use e-mail to provide feedback and ask questions.
Done right, you will be kept away from the spam folder and earn a permanent spot on the white list. This is why great email marketers tend to focus on delivering high value content at the right time, with the proper frequency using attractive subjective lines that encourage clicks and forwards.
Building your email list should still be all marketers’ top priority. Give people a reason to subscribe and to remain subscribed is the ongoing art and science of email marketing.
The Big Three #2 – Search Engine Marketing
Why SEO – This one should be a no brainer. What is the first thing you do when you’re looking to buy a product? If you do your homework you would first Google it. This applies to almost anybody looking to learn more about a company, a product or how to do something. Often times, people don’t even question the search results because it’s just easier to trust Google’s rankings and feel good about the decisions you’ve made based on what was found.
It’s no surprise that 79% of United States hiring managers and job recruiters search online information about job applicants according to a recent research commissioned by Microsoft.
This is why smart businesses (and individuals) are putting more emphasis on content marketing and shifting their mindset to operate more like a media company. They understand search engine is catered to “people” and people want relevant, valuable content that’s going to move them a step closer to identify the information they’re searching for.
The key is to create great content around what your customers are interested in when looking for your product; such as how things work (the outcome of your product or services), step-by-step guides or research reports that reveals product comparisons. Then tie these high quality content with relevant keywords and over time you’ll likely to move higher through the non-paid “organic” rankings. And today you can SEO anything from websites, blog posts, videos, images, podcasts you name it.
SEO is one of the key marketing arsenals especially for retailers, direct marketers and authors. The latest Internet Retailer Survey (some sample data below) clearly shows a growing interest and investment in search to drive more online sales. It’s not a matter of why, but how.
There is simply too much information and too little time. Search engine is our instant gratification to today’s ADD (Attention-Deficit Disorder) society.
The Big Three #3 – Social Media
Why Social – If search engine is a way for people to find information, then social media is a way for people to find conversations and be part of them. It adds the credibility fuel to the fire of trust since social media is basically word-of-mouth. Instead of just believing in what you read from company websites or reviews you found online, you can talk to people you trust or listen to experts you follow. Similar to search, you can get people to your site with social media, and it’s a great tool to tell customer stories, demonstrate expertise, and stack up your social proof to win business from competitors.
The goal is to connect with customers on an ongoing basis to further understand their needs, wants and concerns. This will help you to build strong, lasting and engaging relationships with your customers for future business as well as referral opportunities by getting people to share your products on social networks to bring in traffic and find new customers.
And since social media is word-of-mouth, it’s your brand’s reputation on the line. Your digital reputation is your first impression and perception is reality.
How The Big Three Can Work Together
Although you can choose to only do one or two of the three, but to get the most out of your marketing investments, you should consider doing all three.
Here are a few ideas to consider on how to leverage the big three:
1) Create Once, Recycle Many- Focus on content not just promotions and sales, it’s about facilitating people through the sales cycle. People usually don’t buy base on just one piece of data think of it as adding “trust points” to people’s decision to buy. If prospects consumed a great piece of educational content on your landing page, that’s one point. If they read some great reviews about your product from a third party site, that’s another point. If there is more positive comments than negative ones about your brand in social networks, that’s another point. The goal is to accumulate enough trust so prospects feel good about why they’ve made the decision over you than others.
You want to invest your time and money on creating the best blog content, how-to articles, educational videos, whitepapers or anything that will get your audience to bookmark, download and share. Then make sure you optimize the content for search engine with the proper keywords and deliver them to the right people in your target channel via email and social networks.
For example let’s say you have a really good article on how to do something (try not to involve your product first, focus on solving the problem then introduce your product later when appropriate), you can package it in a downloadable PDF put it on a landing page that’s highly optimize for SEO. Then abstract the summary from the content for your email newsletter so you can send your subscribers to that very same landing page, a typical web marketing campaign. But let’s take it a step further by turning that piece of content into a video (using screen capture tools like Camtasia, or with a webcam or FlipVideo) and upload it to YouTube, Ustream or Vimeo to drive traffic back to your landing page. Then post the video on your blog, tweet it out via Twitter, send it to relevant groups on LinkedIn or submitted to social network sites like Technorati, Digg, Reddit or StumbleUpon. Continue to produce great content and after 3-6 month you can recycle that piece of content with some updates and do it again.
2) Streamline with Process – Think about how your customers consume information and respond to connections. It’s NOT jamming the information down their throat like traditional one-way push advertising but allowing them to discover and get permission to establish a relationship. Talk to your customers, ask them what they read, who influence them and why? Understand what they don’t care about (don’t be surprise if it’s a lot of what you do) is just as important as what they care (a lot of what you should know). If you make the wrong assumption it will bring you the false conclusion which will impact on how you strategize your campaign.
For example if you know your customer reads certain blogs regularly, should you advertise on their site or is it better to build a relationship with the blogger? Once you’ve made your decision, focus on identifying the path to your web properties. Take out a piece of paper and map out that path and create a process to streamline every possible step that your customer may take so you can funnel them via your sales pipeline.
Remember, not everyone consumes media the same way, some people like to read while others prefer to watch videos or listen to a podcast. It’s important to have as many media options as possible available to maximize engagement opportunities.
3) Target, Track and Repeat – Without the right data you won’t know where to focus your marketing efforts and no accountability in your actions. What happens after your prospect conducts a search? What actions were taken after consuming your content? Was it shared on Facebook or forwarded to a colleague?
The biggest benefit from tracking your email, search and social media analytics is that you will be able to tie them all together and figure out your ROI. You’ll know where your site visitors are coming from, which email links they clicked on and what gets shared so you can make adjustments to improve conversion rates. Why continue to do something that doesn’t work? You need to know so you can keep doing what works and stop doing what doesn’t. Perhaps Facebook is not the best social network to target your audience or is it because your marketing messages aren’t resonating with them? Marketers must aggregate customer behavior information to build a holistic view of the customer.
This means analyzing quantitative data to measure and monitor customer-related metrics such as customer attrition rate, customer retention rate, number of products purchased, repeat purchases, likelihood to recommend, etc. When you have the right customer insights, you’re in a position to address customer needs, improve processes (to shorten the sales cycle), and to maintain a strong connection for an opportunity to turn customers into fans and fans to brand evangelists.
Do Your Homework, Fish Where Fish Are
Before you start, you should learn where your customers are at, the tools they use and why. This allows you to make better informed decisions and build a framework for your assumptions before you jump in. You can find some valuable research data from the internet and here are two examples I’ve found.
First is the Morgan Stanley Internet Trends Analysis, which has a lot of in-depth information about all things internet, mobile, cloud computing, email, social networks and more. (Check out slide 12 on social networking vs email usage).
The second report is from Edison Research on “Everything You Need To Know About Who’s Using Twitter.” I found it particularly interesting that people actually go to Twitter to learn about products, far more than they do with other social networks. (51% of active Twitter users follow companies, brands or products on social networks)
The take away: Email marketing, search engine optimization and social media are all great, but it takes a combination of know-how and creativity to get people just to open your e-mail, to click on your search results or to retweet your messages. Business owners and marketers need to have some technical knowledge of what methods produce positive results. Your goal should be to have a mix and balance of the big three utilizing content strategy that is useful and easy to share.
Think like a publisher, not only do you have to figure out ways to engage your subscribers (and to remain subscribed) but also prospects, people on the fence and try to sway influencers your way. Yes, it’s time consuming like what Jay Baer mentioned recently but think of it as investing in your customers, you get what you put in. It’s easy to setup your email newsletter, social network accounts and have SEO gurus optimizing your site, those are executions of tactics NOT strategy.
First, learn before you start, listen before you talk and research before you decide. You’re better off investing your marketing dollars to build your own targeted database (and customer segmentation!) with accurate information.
Questions on email marketing, search engine optimization or social media? Drop me a comment below.
There has been a few interesting development recently on the social web specifically with Facebook replacing the ‘become a fan’ phrase with a ‘Like button‘ and launching ‘Community Pages‘; expect all mainstream websites to gradually adopt the like button enabling visitors to see if their friends or family like the content (peer influence) as well as the number of people liking something. The other news is Twitter’s new tool that allows tweets to be directly embedded on third-party sites, making it easier to quote and share content .
This growing trend of the web becoming social will continue to encourage people to use it social. The more social the web gets, the more conversations it generates resulting in a permanent record of everything and anything people talk about, including your brand. Even if you’re not online or don’t have an online business, internet will continue to record down what people say about your brand.
And reputation is word-of-mouth thus it will only benefit your business if you include your community in defining your brand. So how can brands take control of their reputation via the social web?
One solution is through community building, the foundation of your brand’s reputation.
What’s In A Community?
Think of your community as a single platform where people can all gather to interact with your brand and each other expressing their opinions about your products and services. You don’t need thousands or even hundreds of people to start a community, it can be started with just a few people with the same interest and are willing to participate.
When building a community consider the following groups that makes up the community ecosystem:
Prospects – Interested in your product or want to learn more about it Customers - Made a purchase already Employees - Individuals that works for you and/or stakeholders Vendors - You bought from them (suppliers, service providers, operating expenses) Partners - Companies or individuals that you have business relationship with, a reseller or distributor of your products Media - Journalist or publications that covers your industry or your product category Regulators - Authorities or individuals that regulates your industry, could be government or non-government
If you’ve been in business for a while, you should be familiar with the groups above. The idea of having your own online community is to centralize communication via a single platform where you can empower members of your communities to interact with each other and engage with your brand.
How Communities Benefit Brands
Why would companies want to spend time, resources and money on building their community? The answer is simple, community defines your brand, demonstrates social proof and creates business opportunities.
Defining your brand - So instead of trying to control how you want people to see your brand, the ideal approach is to become part of that process by providing a dedicated community. A platform that allows prospects, customers, peers, colleagues and stakeholders to interact with each other, ask questions about your products, comment on their service experience or simply give praises. This is why brands are uniting their customers and fans online using platforms such as an online discussion forum, a Facebook Fan Page, or a LinkedIn Group as their primary ‘homebase’ to build their community. It’s fast, simple and easy to do.
In addition you can expand the community offline or locally adding tools such as Meetup.com, Amiando or Eventbrite. The goal is to provide easy access across multiple channels for your fans to hangout and express their feelings and ideas about your brand.
Social Proof and influence -The best way to change people’s behaviors is through peers that they trust and/or respect. Done right, your community will become one of your most powerful marketing vehicle helping you sell via conversations and defending your brand during crisis. This is also an emerging trend as many brands are leveraging customers and employees as brand advocates to help spread the “brand voice.” If prospective customers read some comments on how great your services are and sees many happy customer feedbacks (via your Facebook wall, Yelp, Amazon or blog), you’re likely to move them further down the sales cycle not to mention the information can be used for marketing as well as support reference.
Even Toyota is bouncing back from it’s PR nightmare because the brand still has a strong following and they’ve earned their customer’s trust over a long time. This is why sports fans are loyal to their teams and often go to the distance to defend their teams/players because they are part of a specific team’s fan community.
Opportunities to improve – Another benefit of building an online community is over time your community will accumulate enough information to enable you to abstract valuable insights to improve your products, services and reputation. One of the more popular approach is using crowdsourced data to help craft marketing campaigns and get the community involve to deepen the trust and create brand awareness.
And with those that are concern about negative word of mouth? My recommendation is to have a plan in place so you can respond in a timely matter with the right social media and crisis management policies. This way, when things go south, you can quickly pinpoint the problem and identify the proper solution to resolve the issue. In fact, it’s an opportunity to turn negative buzz to strengthen the relationship with customers.
As for managing the community it really depends on how your organization is structured for customer engagement. For example, during presale you can task your sales team to answer pre-sale questions and have your customer support staff responsible for postsale engagement. Then categorize and archive the Q&As to be used in the future for prospectives and customers. You can import them into your CRM system or publish them as FAQs.
Keep in mind that managing the community should not be limited to the marketing department, in fact, the marketing department should help facilitate the interaction to improve the brand experience by providing insights abstracted from the community to other department. Product engineers can learn how customers are using the product, sales staff can identify the main concerns of prospective customers and marketers can better position and communicate more effectively.
If your organization needs to hire a community manager, I highly recommend following the Community Maturity Model by The Community RoundTable, a private peer network for community managers and social media practitioners.
According to The Community RoundTable, “this model does two things. First, it defines the eight competencies we think are required for successful community management. Second, it attempts – at a high level – to articulate how these competencies progress from organizations without community management that are still highly hierarchical to those that have embraced a networked business ecosystem approach to their entire organization.”
This is an excellent way of looking at what’s necessary to build a serious, large scale community. As for small businesses, I recommend to simply focus on 1 or 2 of the competencies below that aligns with your business objectives and just keep working at it. Use a systematic approach to nurture your community and determine how it impacts your business.
Are you ready to start building your online community? Here is 3 areas to think about:
1) Intent vs Outcome – Know why you’re doing this, what the community is about and be prepared to respond to unexpected outcomes. Create policies and define a clear purpose also helps to motivate members by giving meaning to participation and build collaborative work by providing a common focus. With clarity, members will define the purpose on a common ground to grow the community. Once trust and respect are earned from the community, members will be more incline to be loyal to your brand and what you stand for which should be beyond just a profit-making machine. It’s a commitment between the community and its members. Your reward as a business should be fueled by the appeal you have with the community.This is why a growing number of companies are investing in content marketing by publishing free resources to influence the perception of brand value and demonstrate expertise.
2) Communicate with Meaning and Authenticity - The key in building a meaningful community is to be authentic and stay true to you brand. If you ask your customers what your brand means and you don’t like the answer, perhaps you need to rethink your brand strategy, marketing communication and your corporate culture. Effective communities develop leadership teams, equip and deploy members for action, understand and engage with their community purpose to achieve impact. Besides, if you already have customers out there, they may be waiting for you to provide a platform to speak.
Companies are humanizing themselves and to be human is to have a personality. You must accept that you will make mistakes and not everyone is going to like your personality. However, you should be able to demonstrate expertise in whatever it is that you provide via free education and resources.
If you say what you mean and mean what you say, your community will be on your side.
3) Serve First, Sell Later – The perception of an expert is not only to have invaluable knowledge but a positive reputation. Focus on the needs of your members by making things as easy and frictionless as possible. It’s a team effort, the community as a whole never just about one person but a collective effort to keep the community going. The bottom line is community builds trust and it’s not related to making money.
Focusing on financial gain leads to short-term decisions based on cost that’s not sustainable for the future. A focus on the community (or the customer), on the other hand, can lead to happy customers, employees, and partners.
I thought this TEDtalk by Derek Silvers on “how to make a movement” was an interesting way to think about building a community for your brand and why leadership may be over glorified. The video is about 3 minutes long.
The take away: Brands have customers and when these customers have reasons beyond the product and services that they sell, there is a cause. That cause is what motivates people to connect and spread your brand’s idea. The greater the commitment to a cause the greater the commitment to the community. Like the great American cultural anthropologist Margaret Mead said, “Never doubt that a small group of thoughtful, committed people can change the world. Indeed. It is the only thing that ever has.”
Whether it’s in a social network or a weekly local meeting, ALL brands should consider fostering relationships through community building. For me, I have my blog and Facebook Page to build my community.
Do you have a platform to grow your community? Where should your customer go when they want to be part of what you do and what you believe in?
After my last post on “How to use Google and Twitter to Find your Customers,” I’m following up on how to abstract value to improve your ideas; whether it’s for your marketing research or product innovation, the intention for gathering these data should NEVER be for spamming but to help integrate your value proposition into what people are truly interested in.
If you can become part of what people are interested in, you will have a better chance of connecting. Therefore it’s best to utilize permission marketing when executing your communication strategy. Getting more data is great, but it’s not intended so you can just add more people to your weekly email blast. Making quantitative analysis can help you create interesting ideas that differentiate your brand and drive actions.
So how can social media create opportunities for you?
Understand The Social Network Ecosystem
First, learn how each social network ecosystem works and the habits of the emerging “social consumers.” Think of each social network as a town and the ecosystem is basically the infrastructure of the town. Knowing how each social network is used is like having the map of the town. Once you have knowledge of the streets around town, the next step is to find and connect with your customers. This is where my last post comes in handy, if you can identify a social consumer online, he or she is more likely to have multiple social networking accounts which can help you to further profile your target audience. This is especially helpful if you use a CRM (Customer Relationships Management) system such as GoldMine, Dynamics CRM or Salesforce.
Let’s look at B2C (business-to-consumers) social consumers; these are people that are willing to share their personal information on social networks engaging in activities such as updating their Facebook status, displaying their locations on Foursquare, leave their product reviews on Amazon or restaurant reviews on Yelp. If you apply the Pareto principle or the 80/20 rule, you can expect the power users represent 20% of the users that’s generating 80% of the activities. Accordingly to the latest study by Chadwick Martin Bailey, “consumers who are Facebook fans and Twitter followers of a brand are more likely to not only recommend, but they are also more likely to buy from those brands than they were before becoming fans/followers…The study also uncovered perceptions among consumers that those brands not engaging in social media are out of touch.”
The idea is to focus more on the power users that command influence within the social networks. Keep in mind connecting with “medium” and “light” users also helps to earn social proof and trust via the long-tail.
For B2B (business-to-business) the leading examples are LinkedIn, BusinessInsider, StockTwits, OpenForum by AmericanExpress and BusinessWeek’s BusinessExchange to see how businesses building communities that connects and shares information. They represent how social network can be utilize to build a community by providing practical value whether it’s a piece of software, platform, resource center or networking destination, they give back in return to what participants put in.
I recommend doing some in-depth research to get useful data on demographics of your target audience. Then identify the appropriate social network(s) that fits your demographics to go after. The key to success will be your understanding of how your target social consumers think, act and make decisions. What and who influence them? How much research was done prior to the purchase? What was the second or third option?
Implementing Accountability and ROI
Now that you’ve got your customer profiles and social network(s) identified, what’s next? For businesses serious about ROI (return on investment), it’s time to increase accountability of your marketing efforts.
You can do this by using existing data or the customer insights from your research (profiling, surveys, CRM) to create campaign projections, a realistic goal that you aim for. Then create a mix of financial and nonfinancial metrics that you NEED to measure, not what you can measure. This is to help you understand how your marketing activities impact the bottom line and how you can optimize them by doing more of what works and less of what doesn’t.
Make sure you track your marketing cost as well as where the money is coming from to justify true ROI and conduct performance analysis. How much does it cost to run a local campaign vs. national campaign? What results are you getting targeting moms instead of kids? Can you compare the effectiveness of your marketing investments in direct marketing and affiliate marketing?
Another great use of these valuable customer data is to share the insights with your customer service representatives, sales staffs, product development engineers, design teams, or anyone that will benefit from them. If the sales staff knows what words or questions your target audience used most frequently when talking about your product, they can craft a better sales pitch. If product engineers realize how many different ways people actually use the products they create, they can improve and create better products. If the design team identifies how your customers come to visit your page and where they clicked, perhaps they can increase the conversion rate on your next campaign.
You can also involve them in the insight generation process to help increase the adoption and with regular distribution of these insights, everyone will take part to improve your business incrementally.
Ultimately you want to have a holistic view of your customer data so not only do you know what they’ve purchased, but also what they think about your industry, how they talk about your brand, and why they react to your campaign a certain way.
Simply put, it all comes down to keeping up with the shifts in how people think and act as well as the technologies used. If you’re unable to keep up then outsource part of your social media efforts to marketers, consultants or agencies; but make sure you understand the implications.
Here is an short and excellent report on how social media influences paid search by GroupM Research.
The take away: The key to effective marketing communications is to have a solid brand strategy. It’s indicative that social media must work together as an integrated whole of your brand strategy because your brand lives day-to-day in communication platform such as sales presentations, company brochures, product packaging and now the semantic web. Synchronizing these efforts assures consistent communication of your brand’s strategy, helping to create brand awareness and recognition of who you are and why you matter.
Moving forward, there will be an increase demand for marketing ROI as more data becomes available and new measuring tools are developed. As always, focus on the signal instead of the noise, maximize the value of social media to improve your business beyond marketing.
What do you think? Love to hear your thoughts and feel free to share your ROI metrics.
he study also uncovered perceptions among consumers that those brands not engaging in social media are out of touch. When asked the question “What does it say about a brand if they are not involved with sites like Facebook or Twitter?” they said the following:
The three most important elements when starting out with marketing on the internet is to 1) define success and 2) know your target audience 3) listen to your customers.
Once you form a foundation for your web strategy, the execution becomes easy. The goal is to constantly test and use different campaigns from Search Engine Optimization (SEO) to email marketing in an attempt to achieve business objectives.
I often hear business owners talk about wanting to increase sales and generate leads but fail to define what success look like to them. In order to define success, you must first realize your current state of business from an analytical and financial perspective. Do you have any existing data to help you take the pulse of the business? What kind of financial (Return on Investment or ROI) and non-financial (business impact) objectives and metrics are available?
Without real knowledge of your true costs, you run into a potential misconception of what your real ROI is. Understand that ROI includes not just how much you pay for web hosting or your overheads, but also other costs associated with running the entire campaign such as, cost of time working on the campaign (broken down into average hourly wages), amount of labor burden costs (cost consisting of all indirect labor costs incidental to operations), SEO costs (monthly or accordance with your budget), email marketing costs, technology infrastructure costs etc.
Understand Your Costs and Metric
Once you have a true total cost of you running the campaign, you can run those numbers against your traffic and sales conversion rates to identify your ROI. Here is an example of how you can create a simple metric chart:
Assuming I get those numbers, with a quick glance the data shows that by spending 3 times amount of money on this campaign, the result returns 8 times more sales with the cost per sale reduced by more than half. This is a high level overview to help you define your goals for each metrics. Again, watching your real cost of the campaign will bring clarity to your true profitability.
Using Google and Twitter to Identify Your Customers Online
Once you define your goals and know what success looks like, the next step is defining your customer profiles then search for them online. For starters, you should at least know the age demographic, income level or occupation. After you know who your typical customer looks like, you need to find where they are online and what they’re talking about to get a step closer to engage them.
This is where you should be looking at using some free online tools to help you gather useful data.
Let’s look at using a combination of Google and Twitter to find your customers. As an example, I’m going to assume that you own a local retail apparel store and you want to drive traffic to your store.
First you should come up with a list of keywords that people are searching on Google. The simple and fast way to do it is to use Google Keyword Tool and Google Insights for Search.
Google Keyword Tool
Google offers the keyword tool so you can search and find what popular keywords people are searching around your products or services. I’ve used the keyword “evening wear” and as you can see, it returned all relevant keywords and the volume of searches for the past 12 months. Feel free to make adjustments to show the data in different ways (I’ve sorted the list by Local search volume) and how much people are paying for those keywords.
There is no doubt that “evening wear” is the most popular keyword locally. This indicates that most people simply put in the keyword “evening wear” so if you want to target a narrower range like “evening wear tops” you will have less competition for the same keyword. Click on Add and you can create your list (will be displayed on the right) and when you’re done adding, you can export the entire list in text or excel format.
Google Insights for Search
Once you have a basic list of keywords, head over to Google Insights for Search to compare search volume patterns across specific regions, categories, time frames and properties.
Now you can take popular keywords you’ve found and insert them into the search term area, and you’ll find more information about your keywords. Unquestionably the keyword “dress” out paced all other keywords I’ve insert (evening wear, women’s shoes, handbags). And you’ll also find that New York is the place where people search most for dresses.
Play around with the different settings and you can also export the results in excel format.
Google Wonder Wheel
The Google Wonder Wheel was introduced to simplify and arrange search results. It’s basically a pre-defined mind mapper which helps the user get all the related search results in a wheel shaped like display.
Simply go to Google.com and input your search term, click on the “show options” link and find the “Wonder Wheel” link on the bottom left to get your search terms mind-mapped.
Once you get to the Wonder wheel, you can explore around the related keywords and it’ll expand into another wheel.
I went ahead and clicked on the “discount evening wear” and the most popular and relevant keywords associated with discount evening wear shows up. This is another great way to narrow your search term down to what your customers may be looking for in order to personalize the message.
So if I’m running a promotional campaign or sending out newsletters, I could use content such as:
“Discount designer evening gowns perfect for cocktail parties or formal events!”
Or combine with my findings from Google Insights,
“A night out in New York? Checkout our discounted cocktail dresses from BCBG! Available in plus size directly from Macy’s.”
Combining Google with Twitter
Since Google have no problem indexing Twitter’s data, you can now use Twitter’s search engine to find you target customers using keywords as well as conversational phrases.
First go to search.twitter.com and click on advanced search and start looking for conversations phrases around what people would say when they’re looking for clothing. The example below shows a search for people saying “what should I wear” within 100 miles of Los Angeles, CA. You can also leave it blank for broad search to view everything around the world, perhaps you have an online store so tracking both local, geo-targeted search and broad search make sense.
As you can see, the search result would return a stream of conversations with people saying “what should I wear.” You can take a moment to scan over the conversation, perhaps follow those individuals, checkout their profile and “listen” in on their dialogues.
However, you don’t want to spend all day reading people’s conversations, and searching for the same phrases every time. This is where Google Reader comes in handy. Google Reader is a great tool to aggregate all your RSS feeds into one place and it also has some analytical capabilities.
On your Twitter search results page, find the RSS feed icon on the top right hand corner, right click on it and copy the link address of the feed.
Then open your Google Reader and click on “Add a subscriber” and paste the link into your Google Reader to start building a collection of feeds around your target search phrases.
Once you’ve added the feed into your Google Reader, wait for a couple of days for the data to aggregate before you can start analyzing it (ideally you want to have at least 30 days). You can start checking the data by clicking on “show detail” on the top right hand corner.
You’ll see data for the last 30 days, time of day and day of the week. Depending on how you look at it, you can see which day of the month people start talking about your search term. Maybe it’s the end of the month, everyone got paid so a discussion about shopping starts; or perhaps everyone goes out on Thursday evening in LA so on Wednesday people are talking about what to wear for Thursday. The time of the day is a good area to gauge when these people log on to Twitter to talk about your search term.
Another good use of these data is to figure out when to send out your coupons, promotions and newsletters so your message arrives when people’s minds are on your product or service. Remember, personalized messages delivered at the right place at the right time are key ingredients to conversion.
Search Twitter Profile Using Google
Another method to find your target customer on Twitter is to search through people’s Twitter profile using Google. Go to Google.com click on advanced search and put in
and you’ll find a list of people that indicated they “love shopping” in their bio on Twitter.
Basically intext:”bio*xxxx” tells Google to search for text within the Twitter bio section. So replace xxxx with whatever you like that matches to what your target customer may put in their Twitter bio.
Now that you know from your Google Insights that shoppers in New York have the most interest in searching for dresses, how do we target people who loves to shop and lives in New York?
Notice that there is a minor tweak to the search input. You will need to add – in between the * mark. So intext:bio-*-xxxx intext:location-*-xx where the xx is now searches within that state. Give it a try and you’ll find extremely targeted individuals
I don’t usually do detailed step by step posts, but I had repeatedly explain this to many business owners and marketers so I thought to share some of my tips to help you find your customers online. I hope you find the above information helpful and it’s a very useful way to build your customer segmentation list.
If you’ve got questions or better way to use these tools, feel free to share them here.
Living in southern California I love going to restaurants, cafes and retails stores to experience what companies are doing to attract customers. From merchandising to customer service, I’m gradually seeing three popular marketing trends that everyone is doing to spread their brand voice.
First, almost every company is in on the social media bandwagon specifically leveraging Facebook and Twitter to engage with their fans and broadcast their offerings.
Second, companies are finding ways to collect your contact information to build their email list by offering discounts, coupons or customer loyalty programs.
And third, businesses are aware of their reputation online on places such as Yelp, Consumer Reports, OpenTable, BizRate, Amazon and CNET. Some of using these information as a way to improve products and identify service gaps.
All three marketing tactics are proven to be somewhat cost-effective in terms of managing their reputations online while funneling leads and converting sales. There is enough free information out there that business owners and marketing managers can find to start immediately so I’m not surprise that everyone is doing it. In fact, I always check out the Twitter or Facebook page of where I’ve visited to see what level of engagement and following they have as well as to identify how the platform was utilized.
The result I found is that companies fall into two categories of social media marketing buckets. First are the highly engaged profiles with regular updates and a large following that creates instant social proof. Second are the uninspiring profiles with the lack of updates and little to no interactions.
This is the same observations made by Jeremiah Owyang, who recently posted on his blog that, “many brands are jumping on the social media bandwagon, without giving proper thought about the impacts to their marketing effort. In particular, many brands are putting ’social chicklets’ on their homepage to “Follow us on Twitter” or “Friend us on Facebook” without considering the ramifications.”
This is the problem with low barrier to entry tools such as Twitter and Facebook that many brands are using without a real deliberate strategy. I encourage those of you that are serious about your digital marketing efforts to use Jeremiah’s matrix to help make your decisions.
Keep in mind, you must understand not just the rules of the game but also how it applies to your specific industry, your customers and your organization.
There is no doubt that the internet has made it easier to find what you’re looking for while connecting you with like-mined individuals from networking to referrals, relevant information is available in abundance. The questions is where do people get those information and how will these content providers be perceived?
First you need to realize that all of the answers have changed.
Same Questions, Different Answer
Although the internet has forever changed our expectations in media consumption and in communication, one thing remains constant for businesses today: the question of how do we attract more customers to us? How do we get customers to spread our brand? How do we get customers to buy more and buy often?
As a marketer today you must realize that we’ve been asking those same questions for decades and in order to answer them now you must first understand the following 6 fundamental social change in customer perception and behavior:
1. Choice overload: Customers are bombarded with choices; the market is saturated with selection. And people get frustrated when they have to make a decision from tens and thousands of product categories, brands and price points. Everything looks the same, everyone sounded alike and it doesn’t help when people have shorter attention span as we become more distracted everyday.
2. Conflicting information: We’re in a hyper-connected marketplace where people are using social media to discuss new products, do their own research, cross referencing information in the blogosphere and everything goes from frustration to confusion. There is simply too much information and how can an average consumer know who’s right and who’s wrong?
3. Customers know marketing: Over time, customers understood the game of marketing regardless of B2C or B2B. Described by Tom Asacker: We’re no longer passive consumers but active discerners participating in how products are marketed at us. This is why there is an increasing trend in banner blindness and average web users will give you only 8 seconds to decide if they’re going to stay or not.
4. Lack of trust in the marketplace: There is a sense of distrust in the marketplace. People simply don’t trust individuals let alone corporations. We’re conditioned to identify the tactics such as sense of urgency (buy now and save!), risk reversal (money back guaranteed!), or scarcity thinking (for a limited time!). Watch any TV infomercials and you’ll find those tactics in most of them. Simply put, these tactics are losing their effectiveness and even if they worked that led to engagement opportunities, you must meet the customer expectations otherwise it’s hard to fool them twice.
5. People define your brand: Brand messages only sets the initiate expectations of your target audience and ultimately people make meaning out of things themselves. When push comes to shove, people go with what feels right not your product features or service benefits. It’s how you make them feel, not what you tell them how they should feel. If they can relate to your message, it only means they’ll give you a few more seconds to keep going down your path to purchase. Your brand is defined by how you make people feel about the decisions they’ve made not just your messages.
6. The shift towards frugality: This is the simplest concept to grasp as the recession has permanently changed the way consumers behave and perceive value. It goes beyond pricing strategy and product promotions. Whether you’re a retailer, a B2B service provider or a marketer, this means extracting deeper customer insights to build meaningful, differentiated messages that communicates relevancy. This is best described by a recent article “The New Consumer Frugality” in Strategy+Business, by Booz & Company, in which the authors defined six frugal consumer segments.
After a thorough understanding of the above trends, you should also be aware of the fact that brands are becoming publishers creating opportunities that’s leveling the playing field. And in order to be successful moving forward, you either have great content strategy or you have unique customer experience (in product or service innovation).
Content Marketing Creates Relevancy
Recently Joe Pulizzi of Junta42.com, a content strategy evangelist published a post after speaking at the Online Marketing Summit 2010 on how companies focus solely on Search Engine Marketing (SEM) and social media that produce without a real content strategy. Specifically he noted that “any online marketing, whether social media, email marketing, search engine optimization, landing page conversion, etc., does not work without first having content strategy.”
As a brand strategist that focuses on marketing integration, I couldn’t agree more. I’ve heard business owners and marketing executives realize the need to change their strategy, but it’s often due to the need to “keep up” with the current trend. “We must get into social media because everyone’s doing it,” or “We need to engage our customers on Facebook and Twitter.” But what does engagement mean to your organization? How will that benefit your bottom line or increase sales?
It’s easy to setup a WordPress blog, a Twitter account, a Facebook fan page or a LinkedIn Group. The key is what will you be pushing out to generate meaningful conversations? How will you provide value that sparks engagement? Why would people spread your idea or pass on your name? What’s the call-to-action when people get to your website, your blog, or your social media pages?
Product Innovation Creates Loyalty
The other way to win in the marketplace is to deliver awesome products or services that build brand loyalty via innovation. An easy example would be what Apple is doing with their continuous innovation in products from iPod to iPhone to last weekend’s release of iPad. Amazon’s endless pursue to have everything available, fast and easy via their online store regardless what you’re looking for. Zappo’s unmatched customer service in finding and delivering not just the shoes you ordered but what you may also like.
For restaurants, it’s the food you cater, the service you provide, the price tag you put on as the total experience that says “we’re different.” Customers will automatically go on to Yelp and OpenTable to give you reviews and recommendations. Your customer will decide what quality is and what value means to them.
I love what James Surowiecki wrote in an excellent piece in The New Yorker: “the more information people have, the tighter the relationship between quality and price: if you can deliver a product or service that is qualitatively better, you can charge top dollar. But if you can’t deliver the quality you can’t get the price.”
You’re going to struggle if you don’t deliver brand experience that’s worth talking about. Everyone have access to the same tools and resources, if you can deliver a mix bag of value using content marketing strategy on your innovative products, you win.
The take away: Brands must adapt to the new realities that everyone is a content producer and we are no longer competing on eyeballs and clicks only, but value that builds long-lasting relationships in a trust-driven era.
It is essential to establish clear, integrated marketing strategies for various media channels in order to deliver personalized messages that properly aligned with your business objectives. If you don’t know your desired outcome, why are you implementing tactics where you can’t see what success means to you?
If you don’t have exceptional products perhaps its time you should rethink your product strategy.
Are you re ready to get actionable to integrate your marketing efforts?
Recently I purchased a new vehicle and was excited about the whole experience. I’ve had many cars in the past and the part that always annoys me is feeling the pressure to buy from the sales people on the floor.
But this one is different.
It was like two friends talking about cars and with no initiation about buying. She wasn’t worry about selling.
Obviously I purchased the car and about 3 weeks later I had to go in for some service and again the experience was painless and I even got a loaner car to drive for a few days.
I was so thrilled that I wanted to endorse them by leaving reviews on their social network profile. Then I discovered a string of negative reviews online and what’s worse is that they received an average of 2 out of 5 stars on multiple websites.
So I called the sales person that sold me the car and she said she will help me pass it to her corporate marketing executive. Below is a slightly altered version to keep both the dealership and sales person confidential:
I’m a happy customer because I had a great experience buying a vehicle from you. It was enjoyable and I felt no pressure or that I wasn’t been judged.
When I came in for a service a month later, your service department was superb not to mention I can talk to the technician forever. The car was serviced promptly and the entire process was painless.
With such exceptional service and people, why is it that your dealership only gets
3 out of 5 stars from Google?
2.5 out of 5 stars from Yelp?
3 out of 5 stars from Edmunds?
The reason is simple. No one is managing your company’s reputation online.
People typically would only review something when they’re either excited, happy, satisfied or vice versa; frustrated, angry or dissatisfied. Looking at some of the reviews you will find YOUR NAME is all over the positive side, which is the reason why not all the reviews are negative.
As you can see the negative reviews out weights the positive reviews. Nobody from your company is defending the dealership brand and it’s unfortunate because your car manufacturer makes a product that practically sells itself.
But does your dealership have any loyal fans that would refuse to go to other dealerships because they love you guys so much? Does your dealership have any advocates internally or externally that promotes the positive things about your company?
Does your management care? And what are they doing about it? Is the entire business run on listing cars on websites, classifieds, and print advertising? Then why should I come back to buy my second and third vehicle from you?
There is NOTHING on your website that shows credibility of your great sales people, hardworking service advisers, happy technicians or a sense of strong community. Just bunch of product photos, inventory listing and resources that every other car dealership has on their website.
How can I trust your brand? I only walked in your dealership knowing there is a deal NOT because I know Jenny Smith, the awesome sales person was there. If your dealership competes ONLY on price, then it’ll be very difficult to build value in the business because there won’t be any long-term customer relationship forged that way. And that’s not what your GM wrote to me in his thank you email.
Unless you’re selling a commodity such as water, people don’t buy what you sell, they buy the experience! And even water brands are working hard to differentiate from the competition, what marketing efforts are you doing to differentiate? What reasons are you giving me to talk about your company and your people?
Now, would I recommend your dealership? Sure but I would tell people to ask for Jenny in sales and Kevin in service.
It should come to no surprise that reputation management is marketing. And crisis management cross over to reputation management as well, thus it should be considered as marketing too.
Take a look at the recent two big crisis for these two brands: Tiger Woods and Toyota. One is a billion dollar personal brand and the other one is a multi-billion dollar consumer products brands.
For Tiger Woods, he opted to go with the silent treatment, laying low to let things wane a bit and the conversation just kept going. Even after his public statement, the damage has already been done, sponsors dropped him and fans still skeptical on his integrity.
With Toyota, it’s indicative that there is no magic solution to fix a fundamental problem on a technical issue on the accelerator. The key is to manage the crisis in a way to mitigate negative press going viral as it did on Twitter just check the #Toyota hashtag.
According to AdAge, “on Jan. 22, the day after the recall, buzz within the social web skyrocketed, with the number of posts about the automaker going from less than 100 to over 3,200. With the stop-sale announcement four days later, online chatter shot from about 500 posts that morning to more than 3,000 by that afternoon.”
In both cases, the respond time is just as critical as what’s been communicated.
As we continue to transition to the social and relationship-focused era, companies will no longer be able to ignore social media and online marketing because the truth of the matter is the more social you are and the more transparency you expose, you’re more likely to convert the sales and retain loyalty.
And if you’re able to provide a community for your fans, customers, staff or even vendors to interact and engage with each other, they’re also more likely to buy repeatedly not to mention providing you with referral business as well.
According to the latest report from Chadwick Martin Bailey and iModerate, “social friends and followers feel more inclined to purchase from the brands they are fans of… 60% of respondents claimed their Facebook fandom increased the chance they would recommend a brand to a friend. Among Twitter followers, that proportion rose to nearly 8 in 10.”
Social Networks Continue to Grow
And it helps that social network giant like Facebook is now just as popular as Google according to Hitwise,”Facebook reached an important milestone for the week ending March 13, 2010 and surpassed Google in the US to become the most visited website for the week… Together Facebook.com and Google.com accounted for 14% of all US Internet visits last week. ”
Just look at the chart below and you’ll see how Facebook have exploded while Google maintains its steady traffic. Why the exponential? For one, Facebook is a great way to get started with social media since most people will already have a couple of hundred friends that they can talk to about anything.
For businesses in the offline world to reach customers they would have to make hundreds if not thousands of phone calls or send out loads of flyers that would cost lots of money and resource. Now companies can do that a couple of times a day for free through a Facebook page or a Twitter tweet.
The take away: All businesses should start exploring with social media to find their sweet spot. Traditional media channel such as advertising on TV, magazines or billboards can still be expensive with unpredictable results. Social media has a low barrier to entry (yes it’s cheap) and allows you to meet people in a fraction of the time that it would take in the real world to start building meaningful relationships.
However; you must factor in the the resources and time spent on social media marketing, because it can get out of hand which can lead to inefficiency and ultimately costing you more.
You don’t even need to have a profile on every social network like Facebook, Twitter or LinkedIn. Simply focus on one that you’re comfortable with, develop a process in which you can implement a systematic approach and see what results you get. If you get the result you like, keep doing it. If you don’t, try something else.
Whether you like it or not, people will continue to talk about your brand and you can either choose to ignore it or do something about it.
I received some feedback and questions on Augmented Reality (AR) after my last post and thought to provide some additional inspiring ideas with regards to where AR is heading. The best example can be seen from Yelp’s Monocle app that allows users to see location-based reviews from their iPhone screens.
The result is crowd sourced commerce with social proof data to enhance purchasing decisions on the spot. It’s an integration of social media with physical space to bring relevant information based of our physical behaviors such as the places we’ve visit or the reviews we’ve posted online.
This new technology integrates real-time social networks, location-based tracking, and the semantic web to aggregate qualitative data. Information you want will run towards you instead of the other way around, fully customized to your personal taste based on your friends, location, and how you search online. The cultural ramifications represents a step forward towards artificial intelligence.
As for marketers, it’s important to monitor how consumers and businesses interact with AR technology that creates deeper and more meaningful engagements which may lead to new marketing opportunities. However, everything does hinges on privacy policy so it’ll be highly regulated on what information can be abstracted.
The fact is, consumers are more incline to take action if the ads are what they want to see from providing coupons to what’s on sale at the moment on location. From a brand’s perspective, it helps to improve data quality to deliver impactful, targeted integrated marketing campaigns enabling a dynamic social commercial connection through multiple touchpoints. It improves the branded experience.
If you haven’t look into AR, I suggest you to checkout some of the examples below.
Here is a demo at TED2010, where Blaise Aguera y Arcas demos new augmented-reality mapping technology from Microsoft. This one shows you how far technology can go, very inspiring.
As augmented reality applications get better, and people have the ability to aim their camera at any real world object and get real-time information on the fly, it’ll be interesting how consumers will take interest in utilizing this feature. Here is an alternative way to improve online shopping experience using AR.
Augmented reality on print is probably the simplest to start, the idea is to integrate the AR with your offline marketing activities as part of the sequential advertising to tell your story like the examples I’ve provided in the last post. For brand experience, a great example is the Adidas Augmented Reality Sneaker Experience.
I think it’s worth reviewing the cost of integrating such concept on a smaller scale just to keep an eye on it. Ultimately it’s another touchpoint marketers can use as part of an advertising campaign but also an added element in abstracting ROI. I welcome any thoughts on this, what do you think?
