Posts Tagged ‘customer’
Credit: Ariel Waldman
This is part of my ongoing series on Crisis Communications 2.0, which helps companies and marketing professionals learn from each other to more effectively communicate with customers, stakeholders, media, and peers.
I purposely waited to write this post until this discussion cleared techmeme so that I could reach a fresh set of people who could see things clearly, while also calling attention to something we overlook everyday.
Social Media is everything you know and nothing about what you think or do in marketing. Sounds strange eh? It’s true though.
Think about how you approach marketing campaigns today and the picture will become a bit clearer.
- You evaluate target demographics.
- Develop strategic messages.
- Conduct an audit or focus group.
- Revise messages and fine-tune the plan.
- Determine the broadcast mechanisms to push your content.
- Go live.
Engaging with and empowering your customers as an extension of your marketing efforts isn’t new. However, in the era of Social Media, there are new tools and philosophies to more effectively listen and engage with customers and in turn, cultivate a more significant community, enhance your brand, build relationships, and hopefully create evangelists along the way.
Participation is marketing.
Intention is everything.
Actions speak louder than words.
Pierre Far has a thoughtful post asking whether or not Social Media is the final frontier of marketing.
He concludes that if you could answer the question, then you might be the next Seth Godin. Well, not even Google can help me turn up the consensus on the subject. However, the Holy Grail of marketing is an active discussion. To be fair, Pierre’s path to staging the original question and exploring potential answers is interesting and insightful.
I recently hosted a workshop at the Satisfaction event, Customer Service is the New Marketing. The topic I’m focused on was, “How to Listen to the Market and How to Engage Customers Online.”
Fellow workshop leaders include Christopher Carfi, Deb Schultz, Chris Heuer, Jeremiah Owyang, Becky Carroll, and Douglas Hanna.
Empowering your customers to become an extension of your marketing and sales forces isn’t new, but it isn’t widely embraced either. In fact, the function of most customer service has been relegated to overseas companies or even automated as companies seek to reduce the costs of keeping customers happy.
I recently spoke at an SVASE StartUp University event in San Francisco to discuss PR and how startups can effectively leverage the right strategies, tools and tactics in order to gain visibility at every stage of their growth – without breaking the bank.
Early stage and bootstrapped startups must embrace DIY (Do it Yourself) or outsourced PR as their product reaches advanced alpha in order to build strategic visibility without losing precious time.
It all starts with answering a several important questions:
Happy New Year everyone!
The discussion around blogger relations is more relevant now than ever. And quite honestly, with every debate, exploration, and analysis, these conversations only fuel the advancement and improvement of Public Relations overall.
It makes us think.
Lest we forget, there is a significant percentage of bloggers, reporters, and analysts who think we’re useless – we’re merely spin artists who focus on pitching, blasting, and cranking out poorly written press releases. We contact people without caring or knowing their interests or passions without knowing what we’re talking about or why it should matter to them. That’s the perception.
In celebration of Alex Iskold’s brilliant toolbox for startups on Read/Write Web today, I’ve decided to join the conversation to help startups make PR work for them now and in the long term.
PR is one of the most misunderstood disciplines in the marketing department and many startup entrepreneurs and even veteran executives are quick to under estimate and under value it, or on the contrary, expect PR to solve all of their marketing needs all with just one email or press release.
The topic of empowering your customers so that they become an extension of your marketing isn’t new. Transforming people into a surrogate sales force is the dream of any service organization. The difference today is that the landscape has shifted to the point where good customer service is no longer the minimum ante to play the game.
Brian Solis is a digital analyst, anthropologist, and also a futurist. In his work at Altimeter Group, Solis studies the effects of disruptive technology on business and society. He is an avid keynote speaker and award-winning author who is globally recognized as one of the most prominent thought leaders in digital transformation.
His most recent book, What's the Future of Business: Changing the Way Businesses Create Experiences (WTF), explores the landscape of connected consumerism and how business and customer relationships unfold in four distinct moments of truth. His previous book, The End of Business as Usual, explores the emergence of Generation-C, a new generation of customers and employees and how businesses must adapt to reach them. In 2009, Solis released Engage, which is regarded as the industry reference guide for businesses to market, sell and service in the social web.