Posts Tagged ‘twitter’

Is Your Business Over-Automated?

October 6th, 2010

I have never heard anyone tell me that a business is over-automated, but I think it should be a term and concept that should enter into the business lexicon ASAP. I would define over-automation as the mechanical, impersonal, and crappy customer experience that I get when I have to engage with a large enterprise with lots of customers and too many bright people thinking about the bottom line.

I will pick on Blockbuster for a minute. Blockbuster, in its heyday, was a powerhouse in the movie business that is, as of this week, in bankruptcy. As a customer, you could tell that the company designed their customer experiences to maximize profitability; hence the late fee model that made more money than the original rental fees.

On paper, this is a great idea. In execution, it pissed off a lot of customers and, I would contend, led to the gap in trust that opened the door for Netflix. I really like the visceral experience of browsing isles looking at the sea of titles and seeing which one stands out. I like doing the same in bookstores. Online doesn

Social Marketing Is & Isn’t

May 25th, 2010

Social marketing is an “effective way to build relationships over Social Media”

  • Effective – Defined as cost effective, efficient, focused, specific, works
  • Relationships – Defined as having both recognized value and emotional connection
  • Social Media – platform independent; not just LinkedIn, Facebook, or Twitter, but the right platform to support the right interaction

 Social Marketing is not…

  • Just Another Channel – old form over new medium hasn’t worked with the transition from print or TV to internet, why wouldn’t a new form of interaction require new rules?
  • Just about Creative Branding – How many cool TV ads where you can’t remember the company afterwards. Creative just creates awareness, but not necessarily leads to a buying relationship.
  • Build “It & They Will Come” – Despite your brilliance, you still have to build a relationship to the community (credibility) and you have to actively promote your solution(evangelize)
  • Magic Relationship Bullet – just because I connect to you doesn’t mean we are friends, or even acquaintances. Hell, I don’t even know you…. Etiquette rules still apply.
  • SPAM me into a Relationship – “No matter how many times you send it (awareness), I don’t care (interest), don’t want it (relevance), won’t buy it (relationship).”

 Social Media (Marketing) is about having a presence, Social Marketing is about having a purpose….

2010: The Perfect Social Marketing Storm

November 24th, 2009

So, if you believe 2010 is the year of the return, forget the “u” shaped recovery, etc. We are talking the “V” shaped RETURN.” The tsunami of pent of demand, the rise of social marketing as a recognized marketing channel, and the competitive pressures to outperform the market to validate your company’s supreme dominance will be firece. No problem, finding budget for marketing will be the least of your problems. Having to justify social marketing doesn’t seem as daunting when you have budget and sales are coming in… “Cool, where do I sign-up?” If not sure about 2010 being the roaring recovery, read further….

We know that social marketing is becoming mainstream. I think in 2o1o it will become table-stakes. If you don’t have a facebook page, twitter account, and linkedin profiles; you are so 2009…. In reality, we are seeing major brands begin to increase their budgets for social marketing by a factor of 20% – 30% of budgets. One major CPC brand is dictating that a percentage of product innovation come from ideas from their community. Increasingly, we are not having conversations about “Why should I do it?”, but “How do I use it for competitive advantage?”

We know that most companies have stabilized the bleeding even though they had a mediocre year. Sales are off from their height, profitability is down, budgets are constrained, probably a layoffs/backfill hires not made/new positions not budgeted. Entering into another year of a multi-year recession means most organizations now expect that you will figure out how to do more with less and will not accept “the economy” as justification for underperforming results. The expectation is that you will figure out how to outperform the market.

However, the real question is not whether the economy will recover with pent up demand in 2010, but what if it doesn’t? What if the recovery is a real dud? Will the corporate boards be simpathetic to another year of mediocre performance? Will CEOs be calm with back-to-back mediocre years? The average tenure of CEOs. CMOs, and other senior executives is what? Will anyone accept the excuse that it “the economy”? Will the pressure ratchet up even more?

What if the market fundamentally is shifting towards social media and away from advertising and even search engine marketing?,What if I don’t shift our sales, markmarketing and customer management to reflect the market? What if the market slightly improves but we don’t improve with it? What if our competitors find a way to add a lot of new customers and revenue and we don’t?

The best estimate is that it takes 3 to 6 months to establish a baseline measurement program for social marketing. That means that I need to build a program and execute within the first half of 2010 to give me time to see if it will work. That means 2010 is ALREADY HALF OVER in terms of impact.

We are not talking about setting up a twitter account and adding followers. I am talking about getting legitimate lead generation, customer retention, brand reputation, product development feedback, and team productivity using these tools. Someone tells you that you need a branded twitter account, ask “Why?” If you don’t hear a crisp answer related to a strategic initiative, then you should realize your return is probably equated to the time and cost you invested to set it up… Free Twitter Account Does Not Equal to a Gazillian Free Leads…

Here are the Major Questions that you need to ask to determine if you need to invest in a social Marketing Strategy…

We can’t hit the marketing performance numbers? Not Necessarily. Your competitors may be slower to adopt than you.

Can we get predictable and measurable results out of just doing tactical social media participation like having a twitter account and a facebook page? I don’t know, can you? How is it working for you now? Getting the results that you want? Seeing the strategic impact on revenues or customers?

Can we build a social marketing strategy on our own? Sure, always a factor of core competencies, time, resources, and money. Give anyone enough time and money and resources and they usually build a plan.

Can my team execute a social marketing program effectively? Are they doing it now? We find with a little coaching, a clear plan, and training that organizations are able to drive execution to meet their business objectives.

Can you tell me if you can tell me the 2010 social media forecast for my market? No, we would have to do a Social Market Audit to get a better idea. We can tell you …

  • If the market is adopting social media
  • How big your company’s footprint
  • How effective is your marketing messaging
  • How well are you doing against your competitors
  • How you can compete over social marketing better
  • Provide you with strategic marketing plan for executing and integrating social marketing

We find that our best partners in this are the folks who are already toe-dipping into social media. They have seen what works and what doesn’t. They recognize a sophisticated program will lead to better, more predictable results.

Self-serving? You betcha…. but also true.

GoDaddy Killed My Email Mailbox: Customer Experience & Social Media Case Study

October 15th, 2009

I have used www.godaddy.com for my web hosting for probably close to 5 years or so. I would say that I am a loyal customer as I have half a dozen domains with Social Gastronomy’s website and email hosting being there, as well.

So, if I am UPSET enough to write a blog post to describe the poor customer experience as a case study of what NOT to do, you can understand the magnitude. Comparably, my wife call the president’s office of a our national bank office when they charged us unnecessary fees from the way that they do their deposit accounting practices.

If you are reading this as of thursday morning, I have been without my social gastronomy email for 22 hours. I don’t mean that I can’t access it, I mean that if you email me, you get a bounce back. The rest of the team can get email so feel free to email them, but I can’t get GoDaddy to fix the problem.

It started with our desire to upgrade our email from GoDaddy’s standard POP email account to the hosted exchange service. We were trying to coordinate calendars virtually which was killing our productivity. Ironic…

We signed up for the product and found out that it woudl take 2 hours to port the MX record over from one product to another. Called customer service and they did it manually. Score one for GoDaddy. Very polite person. Score two.

However, I had a problem with how I set up my particular account, you had to use a weird naming convention till you could port the domain record over. Ok, did it. Didn’t work so she suggested that we delete the particular mailbox. Ever have that “I don’t think this sounds right moment”. It got stuck. She did some checking and found out that we had to delete our mailboxes on the old plan before starting the new one. Ok, that was inconvenient, but was quick. She does email me the instructions for getting outlook to work. Good job.

All of them worked, but mine. She tells me that it takes time for some accounts to populate with the new MX record. Now, having been involved with the web for 15 years as a product manager, marketer, etc.; this doesn’t sound right if all but the one account that was different now doesn’t work. Well, then I do some testing and find out that my particular mailbox is now bouncing emails. She tells me to call back in a couple of hours after the record populates. Then sends me a customer service “how did we do” survey.

Ok, so now I have no email, no plan to fix email, and a nagging feeling of panicked “My email is boucing”. So, I call back in to find someone else. Explain the situation. She tells me that if one works then the others work. So the first person was wrong in telling me to delete AND doesn’t understand how they manage MX records.Cool. However, she can’t access my email address and since I am in a car, I have to call back in after my next meeting.

I get home from my meetings and call again. I explain the situation to the 3rd customer service person that I have now talked with about my lack of email. He agrees with me that this is a problem. He then does some checking and confirms that the reason that I can’t re-add my email account is that it is hung up in the deletion process on the server. He needs to open an escalation ticket to get it resolved. Great! We are making progress….

It will take 24 to 72 hours to resolve. In the meantime, “why don’t you create another email address with a variation of your name…” I explain in a panicked voice that I have all of my business cards and contacts who use this email address and need this escalated faster. “Can’t do it, Sir.” He does very politely send me trouble ticket email.

Trouble Ticket

So 15 hours later…. I call back in to find out how I get email back. I get another customer service rep. No help. I ask to escalate to the group as he doesn’t have access to their work queue. Tells me that it is 24-72 hours. I ask for his supervisor, who he grudgingly connects. Now at Customer Service Rep #5. Who proceeds to tell me can’t help, can’t escalate, can’t provide information, can’t see the queue, and since it is in Arizona, no one is in the office to work on it (implied), but he can’t tell me that information for security reasons.

Beyond Being Angry, What do I Know about What is Going on?

1. Unfortunately, this is pretty common for customer experience across many industries and size companies

2. It is fixable. AND they need to fix it as it a real indicator of potential business issues. If I didn’t think it was fixable, this would be a twitter post on why this company SUX and why I am never using them again… etc. I don’t think that they are bad, just that they have mediocre customer service and antequated support systems. There is a better way.

3. When a loyal customer starts to consider moving their accounts because of poor customer support, ineffective systems, and slow response times; you have a problem. It takes 2 hours to move a MX record (switch providers), but it takes 72 hours to fix a problems. You have a problem…..

4. If your call center systems and processes are designed to shield your employees and not allow access to people who can actually address customer problems, you have a bigger problem….

5. This is why customers are taking to social media, blogs, etc. to vent and to CIRCUMVENT your antequated customer service infrastructure. Either I get help from someone who actually knows what they are doing OR I am venting because I get the standard call-center “I understand, but don’t really care” response.

6. This is a major concern for a lot of organizations; Customer Service who gets managed against customer ratings, Sales which loses opportunities, Marketing which loses ability to influence the narrative on the company, and the CEO who gets hammered on the web everytime a pissed off customer vents about their poor service.

How does this relate to Social Media?

1. I am actually using this to see if they are monitoring social media and twitter to see if they will respond to a public complaint as I am stymied within their call center.

2. I found 523 GoDaddy current employees near their corporate headquarters on Linkedin; including their CTO…

Linkedin

3. 56,400 hits for “I hate godaddy” on Google

4. GoDaddy Sucks has 64 members on Facebook, GoDaddy had 65 members.

5. Do a search on Twitter for GoDaddy, this is what you find…

Twitter

6.The first 2 pages of search on godaddy is standard corporate messaging from GoDaddy. If I were a new customers, I would discount this messaging and look for the real scoop. Hence a search on twitter, facebook, and linkedin. If I was really interested, I would go to the more technical social media platforms for technical discussions, etc.

7. I am annoyed more than angry, but I want my email account fixed AND I want to see that I can get better attention due to my urgency. Going into the blackhole of customer service is not going to be acceptable as consumers become more adept at researching providers on social media sites to understand the real scoop. Providers will have to become more responsive and understand that a pissed off customer doesn’t just tell 10 people anymore, they tell EVERYONE….

8. I am posting this at 10AM, now down almost 24 hours. Let’s see if they are paying attention. I will update when I hear back and what form they communicate.

One last point, this blog post is hosted on GoDaddy…

Matthew Rosenhaft

Principal

Social Gastronomy

mrosenhaft@socialgastronomy.com (when it works)

In the meantime, you can reach me on twitter: www.twitter.com/mmrosenhaft

4:30PM Update: Got a canned email that they fixed my email. Never got a response from this blog post, tweet, linkedin or facebook status update. GoDaddy is definitely not monitoring social media.

Wish List for Social Marketing Metrics

August 4th, 2009

I get requests to review social media related platforms all the time; functionality, metrics, and integration. Some of these platforms are really good and some of them will die a quiet death. I make it a point to not discuss any specific platforms just because I want to stay strategic in this blog. But, I think there is value in outlining what I am looking for in the way of platform measurement capabilities that will support my social marketing strategy. Here is my wish list of activities that I want to measure and for which I am trying to collect tools; some of which is available and some is still not ready for primetime…

  1. Automatic Chatter Analysis – who, what, where, when, why, and how with comparisons, triggers, analysis, and a dashboard.
  2. Synchronization of My Social Networking Contacts – cross platform and multiple networks with the ability to start with one and find someone on another; i.e. uploading a twitter contact and have the ability to synch with LinkedIn or Facebook or email.
  3. Social CRM – then do that for all of my company’s contacts, dropped into a CRM system which I can then manage multiple contacts, campaigns, and relationships
  4. Online Community Lead Scoring – apply lead scoring to my own hosted community. I want to be able to identify when activities in the community indicated greater interest and send that into my CRM or multi-channel marketing system for follow up.
  5. Multi-Channel Reach Measurement – include social networking channels, twitter, blogs, back links, SEO, & SEM. Not just email and web analytics.
  6. Social Influencer Scoring – compare the various potential lead influencers to compare; blogs, communities, social networks, twitter, forums, sites, etc.
  7. Lead Source Analysis – Need a better way of being able to identify and track indirect sources for leads. I can use the latest web analytic tools to identify pages, but I need a way to elevate that to identify the sources of leads to compare and contract; i.e.  2nd generation re-tweet triggers a wave of people to our website. I want to be able to match the tweet to the twitter user to the lead. This would require some serious integration between social media and web analytics with a healthy dose of marketing legwork.
  8. Strength of Social Marketing Channels – Once you can track, then you can evaluate.
  9. Cost of Lead Acquisition by Social Marketing Channel – This is the Holy Grail; to measure the cost of lead generation by channel. Cross match it to revenue from leads and lead source and you have ROI.
  10. Social Marketing Brand Strength – Measurement of reach, calls to action, and actual action. There are some metrics out there with proprietary formulas, but this is still nascent.

If automatic ROI calculations are still some point off into the future, then what can we measure today and how can we justify our expenditures on Social Marketing? My answer is that it depends on the “how’s”; how big, how complex, how sophisticated, how much is your budget, and how much time? You can track a great deal with the tools currently available which is more sophisticated than much of the traditional brand-oriented mass communications channels that exist today. So, the good news is that we are moving in the right direction, but it is still more art than science. Well, at least until the platform vendors provide the above capabilities.