I’m not sure why, but it appears to me, those who teach Social Media are really just teaching people how to use the telephone. Eventually, people talk, and figure things out, SM is not that big a mystery. What is a mystery, is how Social Media Guru’s / Experts don’t agree on the Social Media ROI or what they report to clients. Most report the wrong information, and sometimes….it’s reported on purpose. Social Media GURU’s / Experts, this is for you, and for those wanting to learn, some insight from a real professional.
One of my Favorite quotes from the Social Media ROI book by Olivier Blanchard is:
A Social Media Program Manager who only reports on “social media numbers” is just being lazy. Always keep your eye on the business objectives that your social media program is there to support.
– Gaining real-time insights into consumer preferences and perceptions
– Improving the organization’s crisis monitoring and response process
– Increasing the reach of marketing efforts
– Increasing the impact of marketing efforts
– Reducing customer service costs
– Improving customer service outcomes
– Amplifying a campaign’s impact
– Increasing sales through frequency, reach and yield (FRY) methodologies
– Humanizing or otherwise improving the organization’s image in the eyes of consumers
– Helping reverse an event’s negative impact to the brand (such as PR faux-pas, an ecological catastrophe, or an interruption of service)
– Improving customer relations to help increase customer loyalty
If you must report on typical social media metrics such as net new followers, views, likes, subscriptions, mentions, comments, visits, shares, and re-tweets, do so in context.
If you want the book, and I highly recommend it, go here — http://smroi.net/
I don’t get a kick back, but I do get a name mention in the book, see if you can find it : ) – just buy it, and practice what Olivier preaches.
End of rant : )
The Future Of Business – It Will Get Harder & Harder To Get Attention & Trust. I chat with many who say it’s hard to get attention online for their business. There are many ways to skin the cat, you could spend lots of money trying to do online what you’ve always done offline, but that seldom works. The online world is a unique beast, people don’t want to be sold, they don’t want to be yelled at in Social Networks, but they do want things on their own terms. And that is one of the many challenges business owners are facing everyday, but why don’t business owners understand, because it’s still confusing.
The two biggest reasons it will get harder to get attention & trust, it’s sheer numbers really. The first issue is the noise, I mean the volume of it, and you’re in there somewhere trying to be heard. Let’s look at the noise problem, there are currently 2.2 Billion people on the Internet, almost a Billion on FaceBook, and factor in all the other Social Networks. Each network has an approach on how monetize or generate revenue, and some have models for business owners, you know, FaceBook Pages, Google Plus Pages for business and so on. But 2.2 Billion people are producing a crap load of content (noise), and it’s a tidal wave of information, a giant global wall of noise, it’s already hard to be heard right? The second issue is….Well, there’s still another 3 Billion people coming online, and our tools have not progressed at the rate they need to, so we can all filter the noise effectively.
It is perceived, the larger the following you have online, the easier it is to be heard, and supposedly you are trusted at a higher rate. If we used the Industrial Age way of thinking, that would be true, but it’s not!
Consumers online are much more in control of you and your business than in any other time in history of doing commerce. It takes nanosecond for them to find out how ethical you and your business is, and if it isn’t ethical, you will probably never get heard again. Bad service, bad communication, and bad treatment of customers, are all on hypersensitive mode today.
It is perceived, that if you were an early adopter of any technology, you will be heard and seen as a leader, that too is not true. You may be for a short period of time, but eventually your output of content will be your voice, and if the masses don’t like your voice, you will be ignored. If your product or service does not deliver what it supposed to do, you will be ignored.
What does all this mean? It’s going to get harder and harder to get attention and build trust. The world is getting fussier, more sensitive, and has what some would call hyper sensitive BS protectors on. And that filter will work at a high rate.
So what’s the answer, probably far too many for you to adopt I suspect. Products & Services from this day forward have to be compelling, solve problems, deliver what it claims, and do so at an almost perfect rate. I can’t imagine what that means to be completely honest, a perfect delivery rate, a product or service that never fails, it gives me a headache thinking about it. Oh and BTW, I have the same problem you have, are you hearing me? I didn’t think so, too many people out there disrupting my disruption.
In the end, do the best work you can, deliver the best solutions you can, and be the best person you can…treat you customers the best you can, and above all, support them better than anyone else can. At least then you might have a chance to be heard, and your might be able to build trust through your efforts. You won’t be able to take a day off from these problems, they will be in your face everyday.
Deliver solid customer service and create a buzz, build a tribe, and your tribe will help you rise above the noise, and then maybe, you will have built trust.
The Future Of Business? It will get harder & harder to get attention & trust. Do think it’s getting easier, or harder?
- The Future Of Business – Pay Attention (owengreaves.com)
- The Future Of Business – The Consumers New Found Power (owengreaves.com)
- Can I really trust you? How to build trust online and offline to get referrals (successnetwork.wordpress.com)
- The Future Of Business – Online & Offline (owengreaves.com)
- Is Your Business Community Listening? (owengreaves.com)
- 9 Ways to Improve the Signal to Noise Ratio on Twitter (briansolis.com)
It’s midnight, I’m thinking about the past year, wondering if I made a difference to any business owner in my community, my Twitter followers, my blog readers and….. It’s a fair question, you probably ask yourself the same question many times. In fact, you may spend too much time asking yourself that question. If you truly want to make a difference, Go and make a difference! Go, do that thing you are passionate about, you will touch someone’s life and you probably won’t even know it.
I attend many events in my community, most are surprised when I show up, but I need the interaction with smart people. You can only speak from a stage, from a microphone, a blog, or even a workshop for so long. Eventually, you’ll want to see eyeballs, hear real stories directly from the sources, maybe in their own surroundings. The words Social Media don’t really say enough about what it really means, we tend to forget the “Social” part, but it’s the best part, it’s the awesome sauce.
I have a few social engagements in my calendar for December, maybe we’ll run into each other, and I’ll bet there’s a great story to share. Make sure you step away from the keyboard, better yet, go master the deadlock on your front door and get out and see the people. The people are what makes the Social in Social Media, media is actually cold and unfeeling, why would you want to just do that?
Social Networks are environments, cultures, and places to learn, because that’s where the people are, and no matter how much you avoid it, the Future Of Business means people. You will never have success without them, and what they want from you is simple, they want access to you. They want to know you, even spend time with you, that’s where the real value is, and eventually, the Gold.
When you get around the people, and you are doing what you were meant to do, you are making a difference. So GO! Be a human business, one that connects with others, one that connects businesses, Go and be with the people, help them achieve their goals, and you will be blessed beyond your wildest dreams. Make that your goal for 2012, I hope you do because I can’t wait to hear your story when you do.
Something is terribly wrong with the business world at large don’t you think? I mean, customer service is still failing and businesses and their owners don’t seem to care! Yes some get it and are doing something about it, but lets be honest here, have you seen a grand scale change of mind and heart on what customers really want from local businesses?
A while back a shared a couple stories with you, one where Black & Decker failed bigtime in my books, one where SAVE-ON FOODS went way out of their way to make my life easier, and then there was the BEST BUY stupidity. I was out with my oldest son this afternoon, he said hey let’s go to Best Buy! My response, why? He looked at me kind of funny and said what? I said these guys don’t get customer service and I won’t buy from them again. Of course he asked what happened and I shared with him, he said I understand. The stupid thing about this experience is that I got more attention from Best Buy USA online staffers and I never did hear from anyone in Canada at the time of my rant. I did get a Tweet from someone a wekk later but that was it, and that person solved nothing, did nothing and didn’t even ask for details. No nothing, no how can we make this right, sorry you had that problem….NOTHING! I won’t be back, That I can control.
Black & Decker made absolutely no effort to fix their website and or make my experience with them a positive one. SAVE-ON FOODS, they were amazing, well one staff person was (Lorna) , they get my business, that store ONLY gets my business unless I’m out of town.
The oxymoron of all businesses is, they ask for our input, how were we today, how can we be better, make a suggestion and so on. But are they really listening, and if they are, they must be using selective hearing. I rarely see improvement from those businesses that blow it and know about it. So why am I pissed? They don’t get it, and I’m not confident that they will anytime soon. They don’t understand that their clients, their customers want to talk to them, and want to be heard. Don’t they know that their customers want that relationship, want to trust that company, want to have a positive experience with their Brand. I don’t get it, why don’t they want to give us what we really want?
Don’t you know – Your Customers Are Dying To Talk To You!
We can all take a lesson from these experiences, I know you have your own stories to tell but somehow the message is getting lost in translation. Is Social Media that confusing they don’t understand what Social Media is all about, I think it is, orherwise we would see more movement for the better.
Am I over reacting? What do you think?
I have been thinking about this question for some time, because there appears to be a gap between IT Departments / Leaders and the rest of the organization. IT departments tend to think in icolation when it comes to the I.T. Plan. I’m generalizing but, this is normal because IT departments believe that the rest of the organization couldn’t possibly understand the complexities of technology let alone know how to implement it. That’s no longer the truth today, everyone has stepped up and learned more and do infact understand far better what technology means and what it can do. That’s not what I want to share with you right now, lets talk about who the I.T. Plan is for.
If the CIO or the person charged with the technology needs of the organization builds an I.T. Plan without consulting all departments and subject matter experts first, should be relieved of duty. The secret to a successful I.T. Strategic Plan is to ensure you have talked with all areas of the organization. It’s a MUST! If you don’t, you have no way of knowing what they struggle with, what they would like to be able to do, and what things they would like you to fix. The subject matter experts in the organization are your greatest allies, they can help you execute incredible customer service. The organization will know you care about each person, that makes buy in much easier when change takes place in systems they use.
Your responsibility is to deliver the right solutions, the right technology and above the best customer service to your organization. It has nothing to do with technology, it’s about people and always will be. The I.T. Strategic Plan is a road map for the IT Staff, it lays out the years work, and how you will serve the organization on a daily basis.
So, who is the I.T. Strategic Plan for? Who do you think and why?