Archive for March, 2011

Reaching Beyond Your Own Space

March 23rd, 2011

By Jay Miletsky, Co-Author of Perspectives on Marketing, Perspectives on Branding, and Perspectives on Social Media Marketing

Over the last couple of years, I’ve noticed a very interesting trend among people—small business owners and managers, especially—looking to improve their marketing through social media efforts. They started out skeptical (can this really work for my company?), moved on to anxious (I’ve got to start a social media marketing program, fast!), graduated to proud (I’ve started a blog and a Facebook fan page!), and have now increasingly settled on disappointed (this social media stuff really hasn’t done much for my business).

It’s a sad state of affairs, really, that so many business owners and marketing managers are reaching a point of disillusionment when it comes to their social media marketing efforts. But it’s a virus that seems to be spreading—a quick search on Facebook through practically any industry will show a veritable wasteland of abandoned fan pages that seemed to be launched in earnest, updated with regularity, and abruptly forgotten about when new wall posts failed to generate user interaction and fan counts never reached much beyond an early round of invites to friends and family.

The problem isn’t social media as a discipline, however. The problem is that too many marketers take the lazy way out—or at least fail to realize that small business success in the social space requires more effort than simply launching and updating a fan page and expecting people will engage you there. Even a remote control car only moves when someone’s at the controls steering it.

To gain a following (blog readers, Facebook fans, Twitter followers, etc.), marketers need to reach beyond their own social space:

  • Don’t just write posts on your own blog. Reach out to industry blogs to guest write for them.
  • Read popular industry blogs on a daily basis. Zero in on one or two posts you feel strongly about—or at least have an opinion on—and leave a comment. Make it thoughtful and informative, and, if possible, leave it early in the morning, so it’s one of the first comments of the day. That way, other readers will be more likely to read what you have to say.
  • When you comment on someone else’s blog, always remember to leave a standard signature with your name and company name, as well as links to your site/blog, fan page, and Twitter site.
  • Don’t simply leave wall posts on your Facebook fan page. Look for larger organizations on Facebook that have fan or group pages where you can reach a broader audience. For example, suppose you’re marketing a hospital. Don’t limit your interactions to your own wall and fans. There are Facebook groups on general health topics as well as specific topics like breast cancer that literally have hundreds of thousands, if not millions of followers. Posting topics there or commenting on other posts will help expose your brand page to many of those followers.
  • Find #hashtag conversations on Twitter related to your industry, and join in those conversations to build a following.
  • Check out LinkedIn Groups and see where you can add your thoughts to existing conversations or start your own thread based on topics that will be relevant to you and the group.

Most of all, as with any other form of marketing, success requires a consistent effort. Results are rarely, if ever, seen immediately, and only those who persevere through audience droughts will be around to feel the flood.

Posted in Blogs, Consistency, Disillusionment, Facebook, Hashtags, Jay Miletsky, LinkedIn, Marketing, Twitter | No Comments »

Engage Your Most Dissatisfied Customers for Radical Thinking

March 9th, 2011

By Dr. Philippe Duverger, Assistant Professor at Towson University

I agree with Tom Quinn’s recent post on the SMM Magazine blog—By Invitation Only: Letting Your Customers in Behind the Velvet Rope—where he advocates for a by-invitation-only brand community that leverages customer engagement in a private and exclusive environment. Facebook Pages and other initiatives that inform and lead your consumer base (customers and potential customers alike) to follow your brand and try your services and products is a different strategy than listening to your most valuable customers. Both strategies are valuable and have their place in the social media environment.

A social media strategy using Twitter, Facebook, blogs, and other open-to-the-public environments will raise awareness, trial, and traffic. But it will also allow competitors to listen in on the conversation. If you are in need of radical service ideas and want to mine your customer base or test new ideas, you should create a secluded environment where only trusted and creative clients can participate.

This is where the dilemma exists. Should you invite only your loyal customers to participate in idea generation through online brainstorming sessions? Or should you invite your most dissatisfied customers? I advocate for the latter strategy.

Your most dissatisfied customers are probably thinking about switching providers. They are more likely to feel underappreciated or have experienced sub-standard service from you. They might have logged a complaint, only to receive an unhelpful administrative response, which further enraged them, thereby increasing their dissatisfaction. So it is more likely that they can tell you what is wrong with your business.

You might not want to hear it, or you might dismiss the complaint as a rare occurrence or subjective to the customer’s unrealistic expectations. And you might be wrong. That customer could be a visionary who will feel compelled to find a service provider that will satisfy her needs. If none of your competitors provide it, the customer might decide to provide it herself (assuming she has what it takes), become your competitor, and drive you out of business. Too far, you think? Take entrepreneurs like Richard Branson (Virgin Group), Kemmons Wilson (Holiday Inn), or Howard Schultz (Starbucks). They all have a common characteristic: they did not like what was available in the market and went on to create it for themselves.

Interestingly, Starbucks recently engaged in a Web-based brainstorming exercise where anyone—including its competitors—could participate and watch. Starbucks collected thousands of ideas. Great… except that only one radical idea would suffice to make a winter-coffee company an all-season coffee and smoothies company. The Frappuccino, according to Schultz’s memoirs, was a customer’s idea and now accounts for almost half of Starbucks’ revenue.

Certainly, among the tens of thousands of participants, there are bound to be creative consumers, satisfied or not. But the most dissatisfied and creative ones either won’t participate or will be outnumbered by the conservative, happy, and loyal customers.

Cyberbullying is explained by the balance theory where a customer posting a radical idea might preface it with a complaint, leading others to defend the brand by bullying the culprit out of participating. The solution? Segregate your behind-the-velvet-rope communities between radical thinkers and those who only have improvement ideas. Or, more practically, have a radical-thinking community composed of your most dissatisfied customers. And then listen.

Posted in Blogs, Brainstorming, Competitors, Conversations, Customer Experience, Cyberbullying, Engagement, Facebook, Listening, Philippe Duverger, Relationships, Strategy, Tom Quinn, Twitter | No Comments »