Archives for posts with tag: social platform

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We wait to win the lottery. The screenplay that will make you a Hollywood star. The blog post that will lead to a book deal and speaking engagement. The woman of your dreams. The dream job. The end of the world.

We tend to waste a lot of time waiting.

Companies wait for the new product to turn everything around. The new marketing campaign will change everything.

It doesn’t work that way anymore.

Brands succeed one person at a time. You make one person happy, they will tell others. Rinse and repeat. If you disappoint your customers, they will leave one at a time. Drip, drip, drip.

One at a time is not as cool as the big bang. But it’s the way the world works now.

Social platforms are “one at a time tools”.

You show up every day. You tweet. You blog. You give to the world. Over time, you build a body of work, leading to trust.

Many marketers want to use these tools for breakthrough efforts. Let’s get a million followers and then convert them into a sale. They don’t understand that you have to build trust, one at a time, to earn the right to make a sale. You need to build that trust over time, tweet by tweet, post by post, interaction by interaction, one person at a time. Trying to build trust right before you want to make the sale is a foolish undertaking.

Build a foundation of trust now before you really need it.

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Or Twitter. Or any other social platform

Everybody has favorite brands. We have preferences when it comes to cars, restaurants, TV shows, movies, grocery stores, bands, authors, bloggers – you name it. You are one of these brands that people like and continue to purchase.

Wonderful.

So, one day you decide to jump on the Social Media bandwagon and develop a presence on some social platforms. Let’s say your first choice is Facebook. And you start to market your Facebook page: “Please find us” or “Like us”. And they do.

Wonderful.

Not really. Wonderful for some customers and brands. The small minority.

The majority of customers hate their favorite brand on Facebook.

Why?

Because you are only focused on the platform and not on the offer.

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The majority of people follow brands because they want offers, are current customers or explore entertaining content that they can’t get anywhere else. People connect with brands because they want something and they expect brands to give them something.

Focus on less on the what. And more on the why.

The social space is littered with brands that never answered the question why a person should connect with them. Marketing on a social platform doesn’t work without the why. Brands need to define their own WHY before choosing a specific platform. Once you determined your why, you can create your strategy: Content to engage people, contests, polls, humor, discounts, coupons – your why has to be aligned with your brand promise and needs to be sustainable for the long-term.

Define your value proposition and communicate it.

Don’t just ask people to like you or follow you on Twitter. Tell them what they get in return, why they spend their limited time with your content, what’s in for them?

Being social is your primary goal. Being a marketer is secondary.

Nothing wrong with marketing on social platforms. Don’t feel guilty about it. But you have to be social. Create compelling content that keeps people coming back. The customers are really the king on social platforms. You’re the servant.

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Maureen Dowd published a piece about verbal abuses and the sprawling gutter of our Internet experience.

“Evgeny Morozov, author of “The Net Delusion: The Dark Side of Internet Freedom,” told me Twitter creates a false intimacy and can “bring out the worst in people. You’re straining after eyeballs, not big thoughts. So you go for the shallow, funny, contrarian or cynical.”

“Nicholas Carr, author of “The Shallows: What the Internet is Doing to Our Brains,” says technology amplifies everything, good instincts and base. While technology is amoral, he said, our brains may be rewired in disturbing ways.

“Researchers say that we need to be quiet and attentive if we want to tap into our deeper emotions,” he said. “If we’re constantly interrupted and distracted, we kind of short-circuit our empathy. If you dampen empathy and you encourage the immediate expression of whatever is in your mind, you get a lot of nastiness that wouldn’t have occurred before.”

Brands have real problems dealing with the bottom feeders

It’s easy to filter out $%#@#@ words, delete spammers, racist and sexist comments. But it’s hard to deal with a disgruntled customer that turns into an abuser once he hits the keyboard.

While I believe that customer service is the new marketing by being public and transparent, I also believe strongly that nobody has to put up with abusive behavior.

Lifetimes ago, I worked as the Station Manager for United Airlines at Heathrow. At last 5 times a day, I had to deal with First/Business Class passengers that assumed they bought the right to turn into a combination of Omarosa and Nikita Krushchev when they purchased an expensive ticket. I saw affluent, normal-looking people open up their suitcases, throwing the content all over the terminal. I saw adult men with beautiful business cards taking off all their clothes because they were enraged that we dared asking them questions about their luggage (Years after Lockerbie.) They weren’t allowed to board. And they swore to call the CEO of United, the US president and the Pope. And they claimed never to fly to United again. Just to show up next day, answering all questions, being polite, doing everything to get on that plane. Because they needed to go from A to B. They had status. And they realized they acted like jerks.

It’s easier being a jerk on the Web

Insert the Social Web. Suddenly, anybody can create a blog about their negative experiences. You can slam brands all day long. You can use your social Klout to get your way. Brands should react to justified complaints. But they shouldn’t run scared of their loyal customers when they turn into jerks.

When disgruntled customers turn your Facebook page into their playground of negativity, block them.

When angry people own your Twitter stream by spamming it with their bad experience, block them.

Make sure to develop procedures in advance to deal with these customers. Things happen. Get in touch with them and offer an opportunity to resolve their issue in a more appropriate environment. But don’t become the hostage of your own social platform.

You didn’t develop a Facebook page to get abused. You developed it to engage with people, understand their concerns, help them. Don’t let others turn them into their abusive playground.