Archive for December, 2011

A KISS is not enough: How to launch mobile intercept surveys

Posted by Jennifer Okula on December 29th, 2011 at 9:10 am

Are consumers actually willing to take surveys on their mobile devices? Are they willing to take surveys even when they are on a mobile website or in an app? The answer is yes, however some guidelines should be followed for best results. Whether looking for feedback about a site, app, brand, or advertising, following the old adage K.I.S.S (Keep it Short and Simple) is important but not enough.
1) K.I.S.S. - Keeping it short and simple is certainly the golden rule to conducting a mobile survey. No one is going to take the time to complete a long survey on their mobile device. When conducting a survey from a mobile website or app, no more than 10 or 12 questions are recommended. Additionally, don't make the survey too difficult to complete. Eliminate or limit open ended questions and keep question and answer choices short so too much scrolling is not required.
2) Offer an incentive - Where possible, offer an incentive for taking your survey. Even if it's a small incentive, it helps to grab attention and gives users a reason to complete the survey through to the end. On a mobile website or in an app, incentives can increase response... Read more

Brand Experience is Everything

Posted by Daniel Flamberg on December 28th, 2011 at 12:12 pm

Every so often you have an encounter with a brand that reminds you how little marketers think about customer touch points and how difficult it is to control and shape the customer experience.
In an era where each and every customer touch can poison a relationship and where any customer can instantly become a viral critic, its surprising how badly brands are prepared to deal with everyday issues.
Consider two recent examples.
I go to the Citi ATM and the machine dispenses forty dollars less than I asked for. I validate the underage with the branch manager, who can’t or won’t do anything about it. She puts me on the phone, after an extended wait ( evidently there are no internal priority queues) with CSRs in Guatemala and India both of whom offer no resolution and piss me off. When the issue doesn’t self correct in 24 hours as they promised, the online form won’t take and symbols, like a dollar sign or the ampersand for my email address, and the 800 number is continually busy. No wonder we all hate banks!
Similarly I get an e-mail announcing that I canceled by New York Times subscription, even though I didn’t. The special number goes... Read more

Colleges Raising the Bar in Using Social Media

Posted by Neal Leavitt on December 26th, 2011 at 1:45 pm

Odds are you’re using Facebook, Twitter, other social media tools to communicate with your kids, nieces, nephews, etc., that are away at college. I suspect there are quite a few first-year students who might be flabbergasted to discover that they can actually make and receive calls from their cell phone.
Not a major headliner these days, but colleges and universities have been tapping social media for a number of years now to not only reach students, but alumni as well as working adults 30+ who only attend online and/or evening classes.
According to a recent study by the Center for Marketing Research at the University of Massachusetts-Dartmouth, 100% of universities surveyed used social media to communicate with students, up from 61% in 2007-2008. The study also revealed that 98% of the responding colleges have a Facebook page; 84% have a Twitter account.
“Social media is past the fad phase,” said Nora Barnes, director of the center. “The numbers speak for themselves. Many students can’t afford to visit the campus, so they are depending on podcasts and blogs to get answers.”
One San Francisco-based company, Inigral, has created a Facebook app that helps colleges create centralized Facebook sites. Arizona State... Read more

Mobile’s Game-Changing Growth to Continue in 2012

Posted by Mark Friedman on December 23rd, 2011 at 9:57 am

2011 has been quite a year for mobile. Unlike any communications device before it, mobile has opened the possibilities of multi-channel communication to unimagined heights—from shopping to B2C text messaging. According to a CTIA survey, the total number of US wireless subscribers outnumbers the total population of the United States, 327.6 million vs. 312.4 million. I think 2012 will usher in even more significant advances, which will further mobile’s domination. As I peer into my glass ball (there is a mobile app for that) some predictions:
* A road to obtain consent – The key to consumer engagement is gaining express consent, or an “opt-in.” B2C organizations must make it a priority in order to build their mobile databases. As more businesses embrace mobile, more creative means of gaining the crucial opt-in will emerge.
* Further pin-pointing of location —Your customers are checking in… but will they check in with you? Location-based technology will continue to thrive in 2012, as businesses realize the power these applications offer. Customers who earn a discount, coupon or other special offer by simply checking in at your business are instantly engaged and rewarded. Meanwhile, their check-in status is broadcast to everyone in their social network(s),... Read more

The "Wild West" of Social CRM

Posted by Roger Toennis on December 22nd, 2011 at 7:53 pm

Businesses and brands of every size and in every market are desperate to find effective ways to reach and engage with their customers using social media.

But are the "open ranges" of social networks like Twitter, Facebook and other 'person to person' social media landscapes really the best place for businesses to have conversations with their customers?

The answer is "No".