Three Simple Ways to Listen Online

Apr 1, 2013/0 Comments/in Advice, Marketing, Research, Social Media, Strategy/by Strategy Lab

As I hope you’ve read in my recent post, An Urgent Message for All Businesses on Twitter, it’s (still) time to stop shouting about yourself and start listening to others on social media platforms and in life in general. Marketing is now way more about what others are saying about you than it is about what you are saying about yourself. If there’s a disconnect between these two things, people will find out. That’s now easier than ever to do so. Think of marketing as being completely reversed. Advertising and bleeding incessant brand info is the old way. Now, you can be the most effective by zipping your lip for awhile and listening to what others are saying and, whether its positive or negative, using the information constructively to make improvements to your product or service’s core and rectify customer dissatisfaction.

I’ve tweeted my thanks to multiple businesses on this week upon receiving slightly above average customer service and quality repairs. I’ve received a response or acknowledgment roughly one third of the time. Yes, ONE THIRD. ONLY ONE THIRD. I’m basically tossing Jose Bautista an underhanded lob in the middle of the strike zone and watching him refuse to swing. As far as I’m concerned, these businesses who aren’t listening might as well delete their accounts immediately. Their tweets about themselves have very little value and EVEN LESS VALUE if they aren’t going to respond to their satisfied customers.

I’m going to cease this rant to illustrate three easy ways to listen to your customers online:

1: Twitter Search
This is so simple. Search your business name, your product name, or some industry keywords to get a perception of what people are saying. Just be sure you’ve got all your basic bases covered before you do this (replying to those who have mentioned you, thanking people for sharing your information, and acknowledging new followers). Twitter culture allows you to jump in on conversations that pertain to you without being deemed a troll. Try this out and don’t fear negative feedback. It presents a world of opportunity.

2: Net Promoter Score
Net Promoter Score is a feedback system easily added to websites and bricks and mortar businesses that asks customers to answer one simple question: How likely are you to recommend our product or service to a friend or family member? We love it and think no business should move a muscle until NPS becomes their starting point. View a quick slide show.

3. Asking Simple Questions
Sometimes listening and getting feedback is as simple as asking. Don’t be so afraid of the answers you’re going to get that you avoid asking your customers questions. Avoid asking just for the sake of asking or asking questions with the sole intention of sounding like you care. Embrace any information you receive. This is a tactic that will result in valuable information if executed correctly AND create the kind of engagement that will be constructive for your business.

An Urgent Message For All Businesses on Twitter

Apr 1, 2013/1 Comment/in Advice, Marketing, Research, Social Media, Strategy/by Strategy Lab

Professional Stock Photos-the im ammused by a good book

Snapchat. Yay or Nay?

Mar 18, 2013/1 Comment/in Marketing, Research, Social Media, Uncategorized/by Strategy Lab

snapchat

Surprise surprise. Another social media platform is gaining steam. But can you really call Snapchat a platform? I suppose you can but, for those looking to grow their own platform, can it really be of any use? In a recent Six Pixels of Separation podcast (which I highly recommend you check out), Mitch Joel discusses the permanent internet vs. the impermanent internet. Snapchat falls under the category of impermanence.

Here’s a quick rundown for those unfamiliar with Snapchat:
1. A user takes a picture (or short video) using the app (the user can’t use pictures that already exist in your camera roll as you can with Instagram).
2. They can then add rough animated sketches or text to the pictures.
3. A time limit/expiry time is set for the picture – making it only available to be seen for that length of time while the viewer holds a finger on the screen.
4. If a viewer decides to take a screenshot of the picture, they can do so successfully but the viewer will be notified.
5. The picture is then deleted forever.

In a world where many of us work hard to create content that will help us find our voice online and give us permanent credibility, Snapchat seems to be much too fleeting to be instrumental. This skepticism is met with even more pessimism from those who scoff at the app, calling it “sleazy”, “controversial”, and “obviously only for racy photos”.

Let’s consider the good, the bad, and some possible uses.

The Good: Snapchat has continued to bring enjoyment (on somewhat of a surface level) to its users who enjoy giving people a glimpse into their daily lives without worrying as much about how they look or how the Toaster filter affects their like count. And of course, fuelling our dopamine-driven social media world, is the busy nature of a person’s Snapchat inbox due to the ability to mass send pictures. The fact that Snapchat connects people can’t be disputed. It can brighten a boring workday, enhance an event, and give you a laugh you otherwise wouldn’t have had (and who can put a value on that?). My initial concerns were that Snapchat would become everyone’s default photo app – limiting Instagram use and hindering the spread of video apps like Vine. I’m starting to become more optimistic about its effect on apps like Instagram which, in my opinion, are bombarded with those low-quality-look-at-me-now pictures. Now these pictures can be shot out into the Snapchat world and expire like they should – increasing the overall quality of pictures posted to the ‘Gram.

The Bad: As you’d expect, and as the naysayers will attest to, Snapchat does get used for pictures that would otherwise not be taken or sent. It’s almost like “don’t worry, i’ll just snapchat it” will begin justifying things that shouldn’t be justified. Also, the “humour” sometimes goes a bit too far and “fun” is had at the expense of a person being photographed by adding cartoon drawings of things I’m sure you’ve seen or could imagine before the picture’s sent. Here’s a controversy resulting from inappropriate use of the app: Teens’ Nude Photos From Snapchat Lead to Investigation Also in the category of “bad” falls the fact that Snapchat’s impermanence makes it more easily classified as a time-wasting app – increasing doubt as to whether a business could use it in a positive, meaningful way.

Possible Usefulness: On that note, here’s where I’ll make a quick argument regarding its usefulness for a business. I ran into the organizer for the Regina Folk Festival the other day. She was carrying a roll of posters of the 2013 summer festival’s lineup on them. The lineup was to be announced the following day and the group of us sitting near her did all we could to convince her to give us even a one second glimpse. And now I’m sure you can see where this is going. How easy is it for a major festival to encourage people to add them on Snapchat with the incentive of advanced lineup “glimpsing”? I’ve spent minutes looking at full lineups for festivals and failed to notice a band that later sparks conversation with a friend. The amount of conversation resulting from a multitude of people each getting a one second glance at a small picture of the lineup would be an interesting thing to attempt to measure. Even if someone manages to take a screenshot, the idea of a “leaked” schedule can create even more conversation. It’s these kinds of things, that actually add some value for viewers who give companies the permission to speak to them, that will endure as we become more selective about who we follow, like, and listen to.

Conclusion: Check it out for yourself and let me know what you think. Would love to hear your thoughts!