Blog Archives

3 principles of realtime interaction in an Always On culture

It’s remarkable how quickly the Always On culture has established. It’s insinuated itself within our lives to the point people often remark they cannot remember what they did or how they coped before it. Social and Mobile are, of course, at the heart of its meteoric rise. The adoption of both as ‘must-haves’ in our lives has changed the way we, as individuals, behave.

As a consequence it has also changed our expectations. Urgency and immediacy are the expected norm. Like much in modern life we want things now. The big difference is that the new channels have given the consumer a voice. The relationship between brands and people has changed. The message – controlled by the brand – has now become a conversation, with the individual exerting more influence than perhaps is comfortable for brands. Brands need the individual. They must work together in collaboration. And that’s not the future, that’s now.

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Posted in Business Performance, Customer Experience, Mobile, Product Development, Social Media

Smile! You’re Feeding the Facebook Machine

Yesterday Instagram revealed that as of January 16th, it will have the perpetual right to sell users’ photographs without payment or notification.

This disturbs me.

I’ve been a fan of Instagram for a long time, though not a prolific user. I admire their journey, how they built this incredibly popular tool and network with just a handful of staff.

The day they sold to Facebook, I had mixed feelings. On one hand, the founders got their big payday, the pay-off for all the hard work they put in. Can’t blame them. On the other hand, I had a sense of dread that Facebook were about to royally fuck it up.

Guess what? I think that just happened.

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Posted in Business Performance, Customer Experience, Social Media

Social Media: Are you listening to the good stuff too?

“Oh no. Have you seen what this guy said about us on Twitter?”

Words to strike dread into any Marketer.

“Stop what you’re doing, we need to fix this. Now”

If you monitor social media mentions of your brand, you’ve probably experienced a variation of this scenario yourself. It’s not fun and depending on what’s happened it can be a small inconvenience or a major headache. Like any good social media-aware marketer this is why you monitor and you know how you need to respond.

You have a strategy for dealing with negative comments and feedback – that’s great, you definitely need one.

But what about your strategy for dealing with positive feedback?

Huh? Come again?

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Posted in Customer Experience, Social Media

Salesperson of the Month: your Customer

Which do you trust more – a brand and its advertising or the opinion of your friends?

Unless you hang round particularly unsavoury types then I’m guessing you answered your friends.

When you buy a product on Amazon do you check the reviews before you buy?

If you’re like me, you do. Why? Social proof. When in doubt, you’re not going to blindly believe in the spiel from the company trying to part you from your cash, you want to see what other people – like you – have to say about their purchase.

So you trust your immediate peers the most but you’d trust a stranger ‘like you’ before you trust a company. That says a lot.

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Posted in Customer Experience

Cut your advertising budget by 10% and invest in customer service

What do you think would happen if you took 10% of your advertising budget and invested it in customer service?

Your immediate reaction might be to think that whilst it’s a nice idea, it’s too risky to cut an advertising budget that doesn’t quite go far enough already. No Marketer in their right mind would willingly give up some of their budget anyway, right?

I’ll be honest, I’d be a little nervous making that suggestion to my Finance Director too. But let’s just play out the thought process here

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Posted in Business Performance, Customer Experience

Hey!

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