I will freely admit, without embarrassment, that before I fell in love with Pixies, my favourite band was Iron Maiden. It was the perfect partner for my ‘angry-on-the-inside-blank-on-the-outside’ teenage years. Although the music might not be to everybody’s taste, they are an amazingly successful band, playing to over a million fans over the course of 2013.
So it was with interest that I read this article on Citeworld, about how Iron Maiden is using social media analytics to guide decision-making around its tours; the basic premise being that by looking at this large data set, they can capitalise on download activity by planning opportunities for fans to buy merchandise legitimately.
Like Pixies, it’s great to see a band embracing the changing landscape. It just goes to show that change is not just inevitable, but that it is also the source of opportunity.
*** UPDATE: Since the post was created, an update has been posted on the source article stating that Iron Maiden did not work with the analytics company mentioned. Although its disappointing that the article was not researched correctly, I believe it does show a valid use of data analytics and we will see more businesses using this kind of insight moving forward. I wasn’t the only one to follow up on this article; you can find out more over at Techcrunch. ***
First contact is so important. No, not that First Contact, this isn’t a story about aliens coming to Earth peaceably or otherwise. This is a story about first contact with your brand.
We’d like to think otherwise, but the majority of people make assumptions. and they make those assumptions within the first few seconds of encountering something new. That’s why it’s important to make the right impression straight away; even more so when first contact is made through social media channels. Go back five years and the majority of contact between consumers and brands was at arms length and through traditional media channels. This one-way communication meant that there was a lower expectation from the consumer as to the level of the relationship – there was an acceptance that you (the brand) spoke to them and not the other way around (the only exception to this was through customer support channels, but by that time you’re already a customer). The advent of social media changed this paradigm forever. Now there is an expectation that brands will respond to consumers on their terms, and if they don’t consumers will feel ignored. It’s like going on a first date and having your date sitting in silence looking at the guy on the next table – a real slap in the face.
A slap in the face – the case study
Not me I hasten to add; I’ve never been slapped in the face, although I have had a drink thrown at me (I was innocent-ish). No, this was my first contact with Dollar Shave Club.
Dollar Shave Club is a US-based company that is taking a fresh look at the business of shaving. For a small amount of money each month, they’ll send you a new, simple razor. It’s a refreshing step away from the big brand name razors with all their 7-blade, vibrating, cut-repairing, super shielded, built-in shaving gel monstrosities. I first encountered them through an article online and from there, the Facebook page and their website. Dollar Shave Club have really embraced these platforms as a way to do business, relying on the viral nature of their marketing to spread the word. And, for me, it’s really effective. You can see their video below, complete with swearing, bears and machetes.
As a result of this I was keen to find out more about when the service would be available in the UK, so I tweeted them at @DollarShaveClub. Not just any tweet, but one with a vaguely amusing picture attached (that played up to British stereotypes), I was quite pleased with the result of my efforts. The picture is, of course, the wonderful Terry Thomas (IMDB).
I sat back and waited for a reply, sure that I would get at the very least an acknowledgement or a canned reply. Nothing was forthcoming, so I left it a couple more days, still nothing. In Twitterland, two days is a massive amount of time, so by this time I was pretty sure I wouldn’t get a reply at all. I was disappointed. It had shaken my faith in the brand. If it had been Nestle or Unilever, I wouldn’t have expected anything, but for a company like this – that lives online – I did.
Don’t get me wrong, I still think it’s a great idea, and if they do set up in the UK, I’ll be on the list straight away (I’m terrible at buying new blades, mainly because they are so damn expensive). But they lost the chance to create an real advocate.
There’s a lesson here
Yes, there is a lesson here. Any business that goes online in this way, looking to generate sales through their online presence (and that’s just about everybody these days), has to understand that they’ve opened a communication channel. Facebook pages, websites, Twitter feeds; they’re all part of your relationship with customers and potential customers. As such they have to be given the same level of attention as a any other customer support channel. If I phoned my bank and they just decided not to answer my phone, or worse, answered it and then just didn’t say anything, they would be held up as an example of bad customer service; so why is it okay to do this online? The simple answer – it’s not.
If you’re moving your business online and taking advantage of all that social media has to offer (as 90% of US small business are), make sure you don’t make the mistake of leaving your offline experience behind. Your existing customer support processes are just as valuable now as they ever were. Social Media is just one more channel to add into the mix.
Have you had a similar experience? If you’re selling online, how have you adapted your customer support processes to cope? Has it been a smooth transition, or a 24/7 nightmare? I’d be interested in your comments.
‘Does an Effective Corporate Website Really Matter?‘ questions whether an effective corporate digital presence really translates into digital success, or whether pharma companies still need to do more to use digital communications effectively for patients and healthcare professionals.
The 15th April saw my first article published for DoNanza. DoNanza is an online service that helps freelancers find work, providing a range of tools to help them get noticed by potential employers.
“The easy way to establish your expertise using Quora” covers the basics of using Quora to demonstrate your expertise and knowledge across multiple subject areas, and highlights how you can use this effectively in creating your own personal brand – opening up job opportunities.
This article was republished at Unbounce as a different version with a focus on QR codes (it was edited from the original). This article is included here only for the purposes of showing the editorial process – from first submission to published article. As stated in my previous post, I’ll leave it up to you to tell me whether you think the quiz structure works or not.
There are many ways to get people to your landing page, but it’s not the channels that you use that ultimately drive conversions, it’s something else entirely. And that’s where many marketers go wrong. You see that guy in the picture above; you don’t want your users to feel like that do you, just because of something you did, or didn’t, do?
But all this negativity, it’s a bit heavy. Why don’t we lighten it up a bit by taking a little quiz? You know the type: just read the questions, decide on whether you would A, B or C, then total up the number of A, B and C’s. It’s just like reading Seventeen magazine again. Just promise me you won’t look down the page to see the answers…
You’re sitting in your kitchen having breakfast. You’re reading the back of the cereal packet for the third time in the last five minutes, when you see a QR code tucked away next to the ingredients panel. By visiting the site you can find out exactly how many calories are in a single cheerio. Do you:
A. Immediately start looking elsewhere on the box for a URL, spilling cereal on the table when you look on the bottom of the packet, then, when you find it, run upstairs to your desktop PC to find out more.
B. Get your Android phone out of your pocket. Scan the code. Go to the Website.
C. Do nothing. What is this QR code business anyway?
You’re at the store. You’ve got a new box of cereal to replace the one you dropped on the floor during breakfast. Standing in the queue you notice a sign on the counter offering discounts for regular customers, with double-discounts at your local store. All you have to do is check in on their Website. Do you:
A. Steal the sign surreptitiously when the cashier isn’t looking and run home to check in from the comfort of your home. Then realize you left your cereal at the store.
B. Take out your iPhone. Go to the URL. Check-in. Get a discount.
C. Do nothing. Who wants to check-in? Check-ins are for airports.
You’re home from the store–and slightly out of breath from the run–so you turn on the TV. An advert for a new, even bigger TV catches your eye, and they’ve got deals for their Twitter followers. The links to their offer pages are right there in their Twitter stream. Do you:
A. Scribble the Twitter name down on a piece of paper, then hunker down in your home office to follow them on your 32″ widescreen monitor. Yeah baby!
B. Pick up your brand new Samsung Galaxy. Fire up the Twitter app. Search for the account. Follow it. Click through to their deals landing page right there on your phone.
C. Twitter? Why would I want to know what the world is having for lunch?
Okay, that’s it. It’s time to tot up those answers.
How did I do?
If you got mostly A’s:
Okay, those who answered mostly As are online, but missing a big piece of the picture. The good news: of anyone out there, marketers have the most to gain from this audience as it moves from desktop-bound activities to mobile converts.
The way people access the Internet is changing. They’re moving away from a reliance on the desktop browser and moving toward the mobile device. And that change in browsing habits is having a knock-on effect in our offline behavior. We’re much more likely to use mobile devices to inform our purchasing choices, either in-store or in our downtime.
Using advertising at Point of Sale is also a great way to appeal to a captive audience. By catching shoppers at the point of purchase, you have the opportunity to influence the decision-making process. If a customer is already with you, you want to make sure they come back again. The ability to geo-locate customers through their mobile devices can be used effectively to serve local offers and generate customer loyalty. Adidas successfully used geolocation to support six popup stores in Austria, Germany and Switzerland.
And finally, there’s good old social media. Social networks, especially Facebook and Twitter, are becoming an integrated part of many companies marketing strategies, with the importance of these channels increasing year over year. It’s also true that the a growing percentage of activity on both these platforms is from mobile devices (55% on Twitter, 33% on Facebook). Chances are that, if you’re driving people to your social media presence, there is a good chance they are doing it on a mobile device.
If you got mostly B’s:
Well, you may be preaching to the converted here. These customers are true mobile surfers. They may be part of a growing demographic that accesses the Internet primarily through a mobile device, but for marketers this doesn’t always translate into best practice for campaigns unless their landing pages are optimized for mobile browsing. Take a look at your company’s web presence, whether it’s a campaign landing page or the main company website. Would they work in the scenarios outlined in the quiz?
If you got mostly C’s:
Well. Those who scored mostly C’s are in need of a digital refresher course. But don’t worry, more and more become converted online shoppers and eventual mobile users everyday. Keep trying to engage them.
But what has all of this got to do with landing pages?
There’s a change taking place. The way that people access the internet is changing, and with it, the way that they are accessing your Web pages. Mobile devices are becoming more and more prevalent and we can no longer predict how and where users interact with our brand, so we must be prepared to support every potential channel and engage prospects wherever they choose to engage with our products.
The unforgivable sin for a landing page is a poor user experience. If you’ve done the hard work and directed people to your page but the user experience is a poor one, you’re simply throwing away time, money and effort. Creating a strong user experience, regardless of how the user accesses your page, is paramount. By making sure your landing pages are mobile-optimized, you’re giving yourself a head-start on the road to conversions and revenue. By making it easy for you users to read and navigate the content on your landing page you will increase conversion rates. Leave them trying to read tiny type on a tiny screen and you’re fighting a losing battle.
Don’t be left out. Engage the customers who choose B.
This week I attended the Ogilvy Keynote as part of Social Media Week in London. It was a good keynote, full of valid, open discussion around the topic of ‘Socialising the Enterprise’, with contributions from IBM, Ford and American Express. But that’s not what this post is about.
It’s not about chips either, but bear with me, it will make sense eventually.
At the end of the keynote, I was prompted to tweet the following:
Ogilvy keynote just finished. Main thought – people should stop tweeting and start listening… lots of good discussion
What was it that possessed me to make my feelings known, apart from the bloke next to me who spent the entire hour and a half on his iPhone? Simply the fact that if we are not careful, we will be so distracted by technology that it will become our master, rather than our tool. If we as individuals are to make the most out of these gatherings here’s a few reasons why we should think about not tweeting (or posting, I’m social-media-network-agnostic)
1. Tweeting is a distraction
We like to think that we can multi-task, but it’s really not true. By tweeting your way through a presentation you’re not giving it your full attention. If you’re going to make the effort to attend, make the effort to participate fully.
2. Random quotes with no context have little value
Just because someone said something that sounded good at the time, like “culture eats strategy for lunch”, it doesn’t mean you have to repeat it verbatim (or in text-speak) to your followers. 140 characters is not enough to provide any context to what is being said and it just comes over as a bland statement. If I said “long ones are better than short ones” whilst eating a plate of chips, would you tweet that? Why does culture eat strategy for lunch; that’s what people want to know. Which brings me neatly to…
3. Don’t just repeat, think
If you’re attending an event and you’re lucky enough to be in the audience, and even better, the event is really turning out some valuable learnings, don’t just regale us with quotes, give us your opinion. Step back for a moment and think about how those learnings affected you, or your business, or your understanding of the subject. Think about it and then tell us why it should matter to us. It’s too easy to just take what others say as gospel, especially when they are sitting on a stage – don’t fall for it, you matter just as much.
Don’t miss the opportunity
Social Media gives us the ability to communicate. When people communicate we can achieve amazing things (see the ArabSpring for details). However, it’s good communication that we need, not communication for its own sake. Let’s make sure we think before we speak (or tweet), not just for our benefit, but for those that are listening too.