'Word of Mouth' Category

The Long View of Customer Experience: Optimizing Engagement

Posted by Greg Kihlström on October 14th, 2014 at 7:00 am

The final installment of a four-part article series on long-term customer experience and customer relationship management, with an emphasis on strategies and tactics to increase engagement among audience types.

The Long View of Customer Experience: Understanding Your Audiences

Posted by Greg Kihlström on October 6th, 2014 at 6:20 am

This is the second in a series of articles about long-term customer experience and how to drive engagement beyond short-term and real-time efforts. In the first article, we introduced the concept of the long view of customer experience versus the more immediate idea of customer relationships and engagement. In the second article, we discussed each of the four steps in more detail.
Introduction
Now that we have an understanding of the long-view customer experience philosophy from an engagement lifecycle perspective, let’s talk more about audiences and expectations. There are four primary expectations that one can have about this type of user experience:

A user’s emotional connection to your brand grows as they progress through the 4 steps
Not all audiences can be expected to reach the end of the process
Each stage in the process takes a considerable amount of effort
How the brand addresses a user’s “filters” determines both short-term and long-term success

Now, let’s go into each in more detail:
1. A user’s emotional connection to your brand grows as they progress through the 4 steps
The explanation here is fairly obvious. As you go from just learning a product’s name, through the purchase process and ultimately to using it on a regular basis, the place that product... Read more

Report: Social Media Analysis – Children's Hospitals

Posted by Doug Schumacher on October 3rd, 2014 at 10:16 am

The Zuum report “Children’s Hospitals - A Week In Social Media” is an example of how to use Zuum to stay on top of the latest content trends in any given industry. See not only which networks have the most fans but also drive engagement. Review the top campaigns, comparing how they perform to other campaigns and popular topics. Assess a brand’s top influencers and how much influence they generated.
Brands analyzed include Children’s Hospital of Chicago, Boston Children’s Hospital, Children’s Hospital of Los Angeles, Children’s Hospital of Philadelphia, Children’s Hospital of Pittsburgh, Children’s Hospital Colorado, Cincinnati Children’s Hospital Medical Center, Johns Hopkins Children’s Center, Nationwide Children’s Hospital and Texas Children’s Hospital.
Data highlights and key takeaways:

37% of all posts were made by the Children’s Hospital of Pittsburgh

49 of the Children’s Hospital of Pittsburgh’s 176 posts were for their #dverockschildrens campaign

Posts requesting donations generated more than 3x the overall per post average engagement

Children’s Hospital of Pittsburgh used the #dverockschildrens campaign to support their fundraising drive

During the #dverockschildrens campaign, Children’s Hospital of Pittsburgh had a noticeable spike in new fans

Social Media Campaign Analysis: Coca-cola's #shareacoke

Posted by Doug Schumacher on October 1st, 2014 at 12:04 pm

Soft drinks are by nature a rather social product. Who doesn’t open a soda and offer to share it with a friend? That’s the central theme of one of the more prominent campaigns this year from Coca-cola. “#shareacoke”
This report analyzes the complete posting activity and impact generated in the campaign across Facebook, Twitter and Instagram. It looks at which networks are generating the best opportunity, how this campaign used each network to make an impact, and community participation in the campaign.
Data Highlights

Facebook is the leading network for fans: Has over 90% of total community in this industry.

Facebook still drives majority of total engagements, although Instagram has a high engagement rate across this industry.

#shareacoke theme was 50% of the brand’s posting effort through reporting period.

#shareacoke generated 75% of the brand’s engagement during the same period.

#shareacoke was one of the biggest social media campaigns from any soft drink brand this summer

Car and Truck Makers Need to Emphasize Their Vehicles Are Digitally Safe

Posted by Neal Leavitt on September 29th, 2014 at 3:09 pm

Watch any NFL game on Sunday, Monday, Thursday, and you’ll see a bevy of commercials espousing that a given car or truck model is sleek, rough, tough, cool, fuel efficient, family-friendly, sporty, ad nauseum. Adjectives like these are music to a car/truck marketer’s ears.
What you don’t see or hear very often is that hackers continue to pose a threat to all sorts of vehicle models – and even smart charging stations for electronic vehicles (EV) may be vulnerable to hacking. Granted, there haven’t been any major security breakdowns and security professionals say that auto manufacturers are making inroads in improving software security. In fact, Andrew Brown, chief technologist for Delphi Automotive said recently that “quite honestly, the vehicles, systems and components today are quite robust and resistant to cyber-security threats. But that doesn’t mean it’s 100%.”
Added Ed Adams, a security expert:
“There’s an awful lot of code throughout the entire supply chain, not just with the auto manufacturers, but with the infotainment systems and applications like Sirius and Harmon. The fact of life is that software is flawed.”
Cheryl Dancey Balough and Richard C. Balough, co-founders of Chicago-based Balough Law Offices, LLC, said today’s cars have dozens of electrical control... Read more