Category: Business

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What Is Bad Customer Service Costing Your Business?

Customers often go online to talk about their brand experiences posting on brand Facebook pages and reaching out to brand Twitter accounts. Customer service goes well beyond fixing issues with current customers. It includes helping new customers make purchase decisions and returning customers getting the most out of their purchases. You often only have one chance to help before a customer gives up on your brand. There are a few highlights you should be aware of when it come to bad customer service.

51% of customer only try once to get support before abandoning their purchase. Continue reading “What Is Bad Customer Service Costing Your Business?” »

Facebook Engagement

Is Your Facebook Page Performing Above Or Below Average? [Infographic]

This infographic is presented with the caveat that all Facebook statistics such as engagement vary by industry (not just page size). There is also a diminishing time value of engagement with Facebook fans, which might explain why larger pages have lower engagement rates.
twitter_analytics

Your Twitter Analytics are Broken!

Earlier this week Twitter released their analytics platform to the public. It’s a nifty tool, that allows you to see your 30 day follower gain and loss. It shows your last 500 tweets with stats like link clicks, faves, retweets, and replies. If you’re really jonsin’ for some info it will even show you the demographics and interests of your followers.

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Aside from the analytics being behind many third party options (even free ones), the analytic might actually be broken. The most important information about your content, besides the resonance (number of retweets per tweet per 1,000 followers) is how many people actually clicked on your links! This is the number one action that we as brands, marketers and “internet celebrities” want our followers to take. Its shows that we can drive action and spread information. So, I compared the Twitter Analytics to my Buffer App report and there is a big disparity!

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Although many of my “Top Tweets” from Buffer were also under the “Best” category in my Twitter Analytics, some were not. Such as my tweet to Dabney Porte on Naomi Simson‘s LinkedIn post.

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Secondly, none of the clicks tracked by Buffer App through Bit.ly were tracked by Twitter. At first I thought this was a case of a bit.ly intercepting the click data, but even with links that come from Instagram, Paper.li and others that weren’t put through bit.ly show 0 clicks.

The bigger issue is that when you click “Download CSV” the only information you get is the Tweet ID, Date/Time, Message, Faves, RTs and Replies. It doesn’t include your follower data or your click data.  Twitter has a long way to go with its analytics before they have a platform that can give you deeper insights into optimizing your twitter activity. Where is the RT/original tweet ratio, conversation/push ratio, reach/impressions, even a most used word cloud would be nice – especially for the “Best” category.

Facebook Ads Are Changing, Sponsored Stories, Offers, Questions

Facebook Ruined Blogging… New Ads

Yesterday evening, Facebook announced that it will be changing the they way and types of ads that its offers on the platform. I had a really great four-part blog series on Facebook ads and strategy planned for the next 3 weeks, but since the announcement, it’s all been ruined! That’s just my personal struggle, but here is a recap of how Facebook ads will be changing.

Sponsored Stories 

These little guys are no longer an option. Instead, they will be built into every ad offered through Facebook.  Because Facebook is a social environment, advertisements that include sponsored stories perform the best. Facebook recognizes this by stating “We know social enhances ad resonance; people are influenced by this type of word-of-mouth marketing.” This is actually great news, because it simplifies ad buying.

Sponsored Stories also now have a unified look. Although marketers might not have realized it (I certainly didn’t), sponsored stores were actually presenting in a variety of way – 13 to be exact. These are now all being unified with a bigger image and social context on top.

Facebook Sponsored Stories (Advertising)

No more “Questions”

Questions was a feature that existed for pages. It allowed a page to poll its fans using a unique entry form that tallied up votes. In an effort to “reduce redundancies” Facebook is taking this feature out, point out that brands have used posts to ask questions and post comments to collect answers. However, we no longer get that fancy automatic tally feature, which honest was pretty nifty.

“No more Offers”

Offers was a page tool that allowed marketers to post promotional offers for products directly on the feed. They were presented in a unique way and even had sponsored stories for those that redeemed them. Facebook is removing this option “because marketers have found that using a Page post link ad is a more effective way to drive people to deals on their websites.” Although this may be true, the tracking features and ad report that came with offers did give marketers a nice tool to monitor effectiveness. No word on whether some type of tracking will be built into posts, or if we’ll all need to rely on our own monitoring and short-link tracking tools.

Facbeook Offers Screenshot

Streamlined Offering

Facebook states, “In the coming weeks and months, marketers will start to see these streamlined changes to our ads solutions.” They offer no specifics on how this will change, but I image an ad buying process that has less clicks and thinking involved. Much like the sponsored ads, the coming ads option will likely also be simplified and uniform.

Ads will also be more goal focused. These goals may include in-store sales, online conversions, app installs, “etc.” Currently conversion tracking has been most prominent with Power Editor users. We can only hope that these options are made easier to understand are become part of the front end ad buying experience.

Facebook (Advertising) Streamlined

Some of these changes, such as offers and sponsored stories, are going to begin popping up in July. Over the next few monthly we’ll see the ad option change. Anyone upset or anxious yet?

Delivering Message

3 Rules for Delivering Your Passion

Everyone has a passion and often times we want to share this passion with others. Your message is important to you, but when you are delivering your message to others, you must consider where you deliver it, to whom you deliver it to, and how you deliver it. I was on the subway platform this week and I witnessed a woman going about this all wrong.

This woman was standing at the top of the stairs on the subway platform, and as everyone walked by she spoke, in the sweetest tone you could imagine, “Follow Jesus and you will go to heaven.” A valid message, but poorly executed. Most people ignored her. The few that did look her way often looked away as soon as they made eye contact. The worst execution of this message was that she even said it to a group of Hasidic Jew teens.

I stood and I watched as dozens of people came up the stairs to wait for trains and exited trains to go down the stairway and she continue to repeat the message to everyone. She didn’t seem to be connecting with anyone. So how could she have done it better?

Here are three ways:

1. Start with a Conversation
The end goal of her mission is to get people to believe her message, but she skips over all the reasoning. Brands spend a lot of time crafting the perfect message to push into the marketplace, but it is often not received. Today’s technology can leverage your message to start a conversation, which can be continue somewhere else with the people who want to talk with you. This gives you the opportunity to discuss your reasoning, values, goals and garner buy-in from your audience. With social media, even if you only convert a few people, with this method you will have people who have converted because they believe in your message. These people are more also likely to share it and, over time, this will build.

2. Know your Audience
Make sure you are starting a conversation with the right people. Pushing your message on people who are to devoted something else, only positions you for a debate. Converting people who have already bought into your competitors is the most difficult path. It is much easier to converse with people on the fence, answer their questions and help them make a decision. Almost every social media platform can assist with this task.

3. Know your Environment
This woman stood at a bottle neck of the subway traffic during high density travel times. Much like brand XYZ jumping on a social platform and expecting everyone to listen to what it says. It is disruptive, but irrelevant to the audience. Your message must be delivered in a place where people are willing to listen or prepared to listen. Just because you’ve identified a place with high traffic, doesn’t mean that it is the right place for your message. A better qualifier for the placement of your message should be reception, not traffic.

Of course, these rules only apple when you know your values, have goals, and are ready to converse with your audience. Gone are the days of pushing your message on to people. Your marketing is now a conversation, with informed people looking for more answers.

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Adobe Social – Slaps Metrics in the Face!

Adobe recently launched a new metrics tool for social media and they are putting marketing dollars behind the launch. One of the commercials are running on Hulu.com and pokes at possibilty of social media ROI.

How many social media consultants have you wanted to do that to?

Applebees Tweet

Applebee’s Successfully Uses Sarcasm

The big name restaurant chain gets the last laugh after comedian Rob Delaney tweets about his experience in one of their establishments.

The tweet stirred up a flurry of feedback, everything from praise to jealousy. Studies show that the top two reasons user follow a brand online is for either coupons/giveaways and exclusive content. However, this customer service offer was just a joke. Applebee’s successfully used sarcasm on the internet and only upset a few people.

Get Your Google Back

Get Your Google Back

It is a cutthroat market out there! Samsung feverishly takes on Apple after the loss of the law suit with disruptive ads on the day of the launch of the iPhone5, and now, Goole takes on Microsoft head on.

Recently Microsoft launched their “Bing it On” challenge, which does a blind comparison of search results from Bing and Google to prove that you do in fact like Bing! It a very clever campaign – even I came up with a 10% favorable slant to Bing (albeit 3 of my answers were ties).

Now, Google throws a return jab. Just hours after the Windows 8 launch with the Surface tablet, Google releases a video on how to install Google Search and Chrome on your new Windows 8 device.

Apple Announcement Gets Prodded...

iPhone5 announcement gets prodded…

UPDATE:
Samsung is also running a really big ad on Facebook’s home screeen (pre login). With the stats update similar to the Tweet.

Recently Apple won the $1 billion dollar award for Samsungs infringement on their patents. Although, it is NOT true that Samsung attempted to pay Apple in $0.05 cent coins, Samsung certainly isn’t bowing out of the fight with the tech giant.

Today the iPhone 5 will be announced by Apple. Do a quick search for “iphone5″ on Twitter and you’ll see Samsung lurking. Great marketing!

So how about you? Apple or Android?

Viral Videos

PBS Dissects Viral Videos

Viral vidoes, one of the hottest phenomenon on the internet and the ultimate “want” of every social brand. Its been said you can’t “manufacture” viral video. The only element we know that is definitely involved is humor. Brands want this kind of action because its the adrenaline shot that could make or break a product. Let’s face it, Justin Bieber was MADE via YouTube.

PBS has recently released a few videos of viral nature based on their past shows (Bob Ross and Mr. Rogers). They have also taken an in-depth look at the evolution of Viral Videos and the different categories created from them. Check it out:

What are your thoughts on creating viral video?

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