Engage Don’t Describe!

The fun in marketing for the consumer is about engagement, and today that’s more than “liking” a Facebook post or commenting on a post. Consumers expect entertainment, relevance, and capturing their interest—otherwise you are sending out noise.

Walking down the street we are bombarded with signs, listening to noise, and nothing sticks—unless you make it remarkable. Sure, the first place to make your business remarkable is with remarkable customer service.

The second place is to create BUZZ.

Watch this video and see how some businesses are creating real buzz. It’s a video showcasing the wide range of innovative advertising solutions that JCDecaux offers across the world.
Original Source: http://www.youtube.com/watch?v=rC3gmB0aZ1E

The Two Most Important Words in Social Media!

 

Remarkable Service

 

Two words that say it all. 

I can’t begin to tell you how many conferences I speak at, consulting sessions I have, training workshops I hold, classes I teach, in which people constantly want to know the “keys” (this means magic keys) to social media. 

 No matter how much you listen, no matter how well you use the social media tools, none of it matters unless every touch point in your organization provides “Remarkable Service.” That is, customer service so special they will go out of their way to tell others. They may share the story through word of mouth, on Facebook, Tweet, create a video for YouTube, etc.

The first step in every social media plan must be “remarkable customer service.” Why? You can be incredibly responsive on social media platforms, but if someone at your organizations treats a customer “average,” then that person walks away with nothing  to say about your organization. 

The first step, the weekly check, the monthly check, and the constant check, needs to be “remarkable” customer service. That means the best of anyone in your category or channel, at every single touch point. 

(c) Joseph Barnes, http://www.Digital3000.net

This IS The Future of Books!

This is a must read for several reasons:
1. This book is the new wave of publishing. You need to experience how books should be written.
2. There is good content in this book.
In Do or Die, Razorfish chairman Clark Kokich shares his prescription for more effective marketing: moving from just saying things to your audience to actually doing things people find entertaining, useful, and relevant and relevance is the key.
Do or Die, is the first full-length business book published as an iPad app.
You can read Do or Die, listen to it, and watch video interviews with industry leaders, while looking into 8 case studies from enlightened marketers such as Nike, Coors, Virgin America, VW and others. When Do or Die references a company’s Twitter feed, Facebook page, or website, you can see them live right on the page.

See the demo here.

Coca-Cola Campaign Gives Us Hope in People!

There’s a wonderful Coca-Cola campaign that gives us reasons to still believe in people and a better world! It’s the Rivalry Wallet campaign. 

The story goes like this: A wallet is put on the floor in Portugal’s Benfica Soccer club MegaStore, the wallet has a rival club’s ticket inside and it’s just days before a big match. What would you do?

Amazingly 95% of the people returned the wallet. They were given a ticket to the game and were honored on the big jumbo tron. 

Watch the video, you’ll enjoy it! And remember that sometimes the most effective marketing can happen through great storytelling.



Listen, Build Relationships and Empower

Here’s to Manila Austin who has a good commentary in MediaPost about what works and what doesn’t in branding. Here are some excerpts…

Millions of marketing dollars are spent trying to understand and predict consumer behavior. Rather than predicting a consumer’s next move, marketers should focus on forming meaningful brand relationships by listening to and actively engaging consumers.

No two consumers are exactly alike is a given in marketing. Consumers may represent themselves one way in the LinkedIn business network, and another on Facebook with friends.

Marketers need to listen. Listening is critical for a more meaningful relationship between brands and consumers. Before this happens, however, brands must embrace today’s cultural shift toward more open and adaptive communications across the social Web.

Marketers need new strategies and approaches that are built around continuous and programmatic listening.

If you want to understand, engage and sustain, you’ll need to embrace three tenets of new consumerism: listening, relationship-building and empowerment.

Marketers too often confuse willingness to buy as evidence of a relationship; it’s not. Brands must earn the right to have meaningful relationships with their consumers.

Effective listening must be done with sensitivity to nuances and with a finely tuned ear for discovering unexpected insights. One way to effectively listen to customers is through private online communities where brands can begin to understand how customers negotiate changes in their lives.

Empowerment is the final misunderstood tenet of new consumerism. When you master listening and build a relationship with a consumer, you owe them something in return. And, contrary to conventional wisdom, what they want isn’t coupons or free stuff; they want to impact your brand. That’s real empowerment for today’s consumer.

In the end, consumers are most engaged when they realize a brand — perhaps yours — is actively helping them negotiate the changes in their complex lives, from how and where they communicate to what they consume.

Touch Point Opportunities!

How many “touch points” do you have in your organization where you have an opportunity to make friends and influence a potential or current customer/client/patient? Make a list, then do an audit of how well you are executing those. Use secret customer/client/patients and ask them to report their experiences to you. These are golden opportunities do what’s most important in word of mouth marketing: Create Amazing Relationship Experiences (CARE).

I just joined a health cooperative in Washington State (Group Health). My first visit had seven touch points in one visit. Anyone along the line could have dropped the ball or been less than enthusiastic. But no—every single person gave me a smile, cared, and took the time to give me an Amazing Relationship Experience.

Joe