Category Archives: word of mouth

How You Handle Social Media With Your Staff Will Become Key To Success With Your Customers

Marketing 101.

Please bear with me. I need to remind you of some of the accepted basics before I try to make my point.

In Marketing 101 we learn that the key to successful marketing is for a Brand to have a clear, quite distinct Positioning which expresses its Benefit, along with a unique Identity which distinguishes it from its competitors.

The Positioning must be relevant to how targets view  the category. The Benefit must be based on insights into what the targets need or want. The Identity and how it, the Benefit and the Positioning are expressed in Marketing Communications all need to work in harmony, informed by insights into how the targets consume Media.

The result is that targets should recognize how our Brand is different from competitors in our category, will see clearly how using our Brand will Benefit them and that they will remember what our Brand looks like and stands for when next they are in the market for the good or service we sell. All this is revealed to them through wisely crafted Marketing Communications efficiently transmitted to them through a cost efficient selection of Media.

Wake Up!

Some time in the near future this is going to sound delightfully quaint when a museum docent is lecturing on marketing history. Why?

We’ve Started Finding & Switching Brands Through Our Social Graph.

The most powerful marketing medium has always been Word Of Mouth (WOM). We generally distrust commissioned salesmen, in person or in the media, but we trust our friends with whom we share a vested interest in mutual safety and happiness.

Nielsen Company April 2009

(Apologies. This is blurry on the WordPress page. Click the image for a crisp view in your browser.)

Now with the social media at our disposal we can very quickly tell our friends, who tell their other friends while people we don’t know at all find our comments through a hashtag and so on and so on… Good news, or bad, it gets out there quickly and with no brakes, parachutes or warnings.

Your Customers As First Line Brand Advocates.

Your brands have always been represented by the very people you are marketing to, whether they speak well, or ill, of your brands. The difference is that now they can tell the world in 5 minutes with a couple of clicks. iWOM.

What they say gets reposted or re-tweeted and soon you have more reach and frequency than you ever imagined. All un-paid for. Earned media. You have no control over the content of those messages once they are out there, but you can build a good foundation to limit the amount of problems you could end up with.

Your Staff, Colleagues & The ‘Net Promoter Score’.

How you recruit and treat your staff and how you engage them with your brands through Internal Marketing needs to become a key part of your earned media marketing strategy. So is loosening up your company’s rules about using social media at work.

Several companies including very large and famous ones have started to use the Net Promoter Score as a measure of how the company is doing. It works like this.

A survey is done throughout the company, anonymously, and it asks only one simple question: “How likely is it that you would recommend our company to a friend or colleague?” The answer is a rating on a scale from 0 to 10. There is a strong positive correlation between high NPS scores and strong company financial performance.

Giving Everyone The Means To Market Your Brands

Your own staff and colleagues can be upgraded from responding to an internal NPS questionnaire to being part of your sales and marketing team because they are people first, before they are employees and they increasingly socialise and comment online.

Treat them well, educate them honestly and transparently about your brands, give them guidance on the verbal branding  – the way your Brand speaks – and they will be able to contribute to, engage with and when necessary rebut anything they find online about your Brand. You won’t have to hire a “social media manager”, dump it on the intern or beg the CEO’s executive assistant.

The reality is, your staff and colleagues are going to do some of this anyway. Wouldn’t you be wiser to equip them properly?

There is one fundamental to all this and it comes down to your organization’s leadership and culture. Hire good people, treat them well, empower them to be Brand Advocates no matter what their job in the company, and you are off to a great start.

Treat them badly, lie to them about your brand, ignore the opportunity to make them online advocates and you deserve to suffer the consequences.

Remember, 5 minutes and couple of clicks is all it takes.

How Service Quality Can Make Or Break Your Brand With A Little Help From Social Media.

One of the last remaining weapons a brand has left to fight competitors with, is service. When there’s no real difference but the logo and the company behind it, it all comes down to how you reward or punish people for choosing you. See, I said people. Not customers, or consumers, or users, or clients. People.

People are real. They have feelings. They work hard for their money and they decide carefully how to spend it on most things. When something goes wrong with the service they paid for or the product they bought, they need help. You owe it to them.

Help does not mean waiting for half an hour in an automated call queue listening to canned muzak and being told every 30 seconds that the next available person will attend to one. Help does not mean getting through to someone in Bangalore reading from a script with no experience of the product or service and no way to solve one’s problem beyond grinding through a script. That is not Help. That is not service. That is torture.

Help is someone coming to one’s assistance who knows what one needs and can deliver on it immediately, or pretty soon thereafter. And get this, Help is part of your Brand.

If you choose the alternate path,  Torture becomes part of your brand.

The reality of managing a brand in the Social Media era is that your efforts to Help or Torture will not go unremarked upon and it is becoming easier to spread those remarks all the time.

They will appear across the Twitterverse, on YouTube, in Facebook, as Foursquare comments and in blogs and forums available everywhere. And there is nothing you can do to stop it.

So be nice. Or Fail.

If you don’t believe me, watch this:

And in case WordPress didn’t serve that to you well, search United Breaks Guitars on YouTube and follow the series.

iMedia Brand Summit 2010 Closing Keynote Talk.

The brand marketers who attended iMedia  2010 were kind enough to vote this the best presentation of the summit. Where I ran videos in the actual presentation you will find pages with the links to the relevant videos on YouTube and, if Steve J hasn’t changed his mind and taken down the iPhone OS 4 / iAd streaming presentation, at Apple.

My thanks once again to:

Ken Mandel of Yahoo and Agatha Yap of McDonalds who recommended me to Ad Tech / iMedia ; Joe at ComScore who provided data; Tom and Jerry (seriously)of MobileNow, the iPhone, iPad & Android app developers in Shanghai for data, insights and magic; Benjamin and Christoph of Wildfire Asia WOM in Singapore and Shanghai for insights, POV and reference leads; Eddie Chau of Brandtology for the topical case study, other great charts and your vision; Josh Sklar of Heresy in Austin, Texas for your insights, the reference links and 15 years of partnership in digital.

It’s all about the Social Graph in action and you guys helped prove it through your excellent input. Again, Thank you all.

There’s a lot happening out there!

View more presentations from Innovize.