execution
Quid Pro Quo
This post is part rant, part case study. Lately, I’ve been extremely annoyed by two campaigns on Twitter. The first campaign was by Squarespace. They asked people to use the hash tag #squarespace in their tweets. People could do this randomly and were encouraged to do it as often as possible. Squarespace would select a [...]
Dialing The Social Media Police
Engaging in social media is a risky activity. You never know what to expect from your audience. They can rave about you, but they can just as well cause you the big problems that seriously affect your image. The risk can never be eliminated and the consequences have to be expected, but there are two [...]
Consolidation Is The New Distribution
New social media tools seem to be launching every day. There are different tools that do different things. There are also different tools that do the same thing. It’s difficult to keep an overview of what’s new and what’s useful. The downside of spreading activities over multiple platforms is that you risk losing control of [...]
A Little More Conversation And A Little More Action Please
It’s good to listen to consumers and it’s good to talk to consumers, both online and offline. But as they, talk is cheap. The conversation factor can have a positive effect on your brand image, but it doesn’t always drive the bottom line (and consequently shareholder value). If you don’t know why you’re entering the [...]
Opaque Transparency
Online customer reviews are one of the developments that have raised the popularity of social media. Many retailers offer customers the option to write and read reviews about the products they sell. Customer reviews form a great complement to professional reviews. Whereas professional reviews can tell us how good a product is to use, customer [...]
Good To Great To Gone: Circuit City
For those who have read Jim Collins’ book “Good to Great” (Amazon link), you’ll remember that Circuit City was used as one of the select examples of “good to great” companies. If you haven’t read the book, I can definitely recommend it. Circuit City basically dominated the stock market—beating average performance by 22 times at [...]
Social Media And Your Customer Contact Cycle
With every product/service you’re marketing, selling and servicing, you’ll have a customer contact cycle. The customer contact cycle consists of touch points that represent moments of interaction (contact) with your consumer. There are roughly four stages: Awareness: When a consumer is first exposed to your product. Examples are reading a review or seeing an ad. [...]
Social Media Is The MMA Of Technology
I like Mixed Martial Arts (MMA). While some people see MMA bouts as glorified cock fights, I can appreciate the idea behind it. MMA is what it says it is: a blend of various martial arts. In the same way, social media can be seen as a blend of various diverse technologies, such as publishing [...]
