The other night I was watching Miracle on 34th Street, the unfortunate color version, and it got me to thinking. No, not about my blog post from last year (shameless plug for interested readers) but about customer service in general. The importance of ongoing communication with your brand ambassadors in the social space is almost immeasurable. Done well and you can have customers for life. Done poorly and you’re looking at nothing but coal tucked in your stocking and thrown at your head. This is pretty much agreed upon across all industries. So then why do some industries spend so much time ducking and weaving and so little time conversing?
There are a variety of factors that contribute to being socially challenged. Take highly regulated industries like pharma, finance, and healthcare for instance. Maintaining compliant yet engaging language can be tough. What’s more, reaching out to followers after listening to their tweets and posts can be even trickier. Tricky but not impossible. Compliance driven brands can develop and sustain meaningful relationships with customers by doing something they are not entirely familiar with – sharing thoughts and updates that have nothing to do with them. Companies in these sectors, especially in recent... Read more
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Tis the Season for Bolstering Your Social Media Customer Service
Tags: customer service, Facebook, holidays, social marketing, Social Media, social networking, twitter
Posted in Opinions, Social Media | 5 Comments »
Social Turf War
Bryan McCleary, Director of Public Relations, Procter & Gamble, Baby Care. “Who should own social strategy?” Brian’s response was interesting and made a lot of sense. His response was “The Brand and Agency should own the social strategy or the “building of the house” and the PR agency should own the “storytelling” and brand reputation management.
Tags: BlackFin360, PR, RedUrban, Social Activity, Social Media, social networking, Social Strategy, TheBlackFin, Tom Edwards
Posted in Opinions, Social Media, Word of Mouth | 2 Comments »
The Soul of the Buyer
Image by Aristocrats-hat via Flickr
The entrance into the social age and the emergence of the new buyer experience economy has challenged our understanding of who the buyer really is. As we entered this year, I predicted that it may very well be the year of the buyer. And the pronounced use of the term buyer has undoubtedly increased substantially. The buyer however can easily be referred to as an object of our inside-out efforts and represent a shell of which we do not really know what is inside. In essence, we do not know the soul of the buyer.
Since post World War II, we’ve engaged in our view of the buyer in a very factual and quantitative way. We could call it something like “object thinking”. We relied on numbers and facts to tell us exactly who buyers are. Treating buyers as objects in the larger scheme of producing products and services where, particularly in the B2B context, we delivered the product or services to the buyer. This seemed to work – merrily in fact for many companies. This all changed when the Internet came along. It seems like slowly buyers were set free from the delivery mechanisms that existed... Read more
Tags: business, Business-to-business, Business-to-consumer, Buyer, buyer experience, buyer experience economy, buyer goals, buyer insight, buyer persona, buyer persona development, buyer personas, customer experience, customer experience management, future, Goal Centric, marketing, Marketing and Advertising, new buyer experience economy, New Economy, Persona, personas, Sales, Salesforce.com, Social Media, social networking, Strategy, The Experience Economy, Tony Zambito
Posted in Social Media | No Comments »
SnapTags vs. QR Codes the Ideal 2D Experience
While QR Codes are gaining widespread option there may be a more robust option for brands.
Tags: Digital Marketing, imedia, marketing, marketing strategy, qr code, qr codes, Red Urban, SnapTags, Social Media, social media strategy, social networking, The Black Fin, TheBlackFin, Tom Edwards, viral marketing, Word of Mouth
Posted in Emerging Platforms, Opinions, Social Media | 20 Comments »
Your Brand vs Product on Facebook
Consider positioning sub-brands via Facebook while not diluting the core brand presence.
Tags: BlackFin360, Digital Marketing, Facebook, marketing, marketing strategy, Red Urban, RedUrban, Social Media, social media strategy, social networking, socialmedia, TheBlackFin, Tom Edwards, viral marketing, Word of Mouth
Posted in Social Media, Word of Mouth | 4 Comments »
