I read a great deal in magazines and on-line forums about the latest communications strategies, ideas, tools and their combined effectiveness. What is collectively coined social media dominates the landscape. How are companies using these tools effectively? What works best? Who are the creative leaders? Opinions from experts and self proclaimed social media gurus abound.
I am not a social media guru. I am, however, a big believer in the opportunity social media provides communicators to devise new and exciting strategies to build brand awareness with consumers directly. Meaningful and honest communication can strengthen the bond between customer and company and social media can forge new ways to make that happen.
Recently I read the results from a survey that stated that 78% of executives surveyed thought a social business strategy was somewhat or very important to the future success of their business, but that most of those same executives are still in the early stages of making it a priority.
What was fascinating to read is that in another survey in the same article, social media was low on the list of marketing priorities for US and UK marketing executives for 2011 and 2012. Only 27% listed social business as a top strategic priority. Nearly half admitted a social plan was necessary but not a strategic priority and 19% said social business strategy was simply not necessary.
However, most of the top priorities they identified that were important – customer retention, customer acquisition, branding can be positively supported and enhanced by a well thought out social media strategy. It’s not simple and it’s not free, but it is worth the effort.
There are many examples of companies using social media tools to enhance their brand, engage with consumers, host contests and even corporate community service projects.
Chase Bank launched an extremely successful community giving program on Facebook encouraging fans to help Chase donate $15 million to over 400 local charities with their votes on Facebook. Chase Community Giving provided the guidelines and by using Facebook were able to hear and read about hundreds of local charities they would have never considered using the traditional grant making approach. They also built a highly supportive and engaged community with nearly 3 million fans who now know that Chase is more than a just a big bank who doesn’t care.
Pepto Bismol’s YouTube channel is a great example of a brand having fun with video. Not exactly the most glamorous product, Pepto Bismol connects their product with events that might cause you to use their product – like Cinco de Mayo. They are currently running a contest on YouTube that involves the “Grill Fairy” and your chance to win a new BBQ.
http://www.youtube.com/user/peptobismol#p/u/6/ZFxkd988ayQ
During Cinco DeMayo they blew up pinatas loaded with spicy foods. It had little to do with an upset stomach, but it was damn funny and let the consumer know they are willing to have a bit of fun with their product. After all, they are not working on a cure for cancer.
http://www.youtube.com/user/peptobismol#p/u/10/ObZZlbBLxbI
http://www.youtube.com/user/peptobismol#p/u/8/AakW4-2rxYg
The results are fun and they do an excellent job reinforcing it’s a necessary product.
Twitter provides users the ability to directly engage with companies and vice-a-versa. Several of the leading airlines – Southwest, JetBlue and Alaska Air– have leveraged this channel to provide timely updates to flights and to solve customer service issues on the spot. While Alaska Air started late, both Southwest and JetBlue have over 1 million followers, the vast majority of which are loyal, repeat customers. Other consumer focused companies, including many with notoriously bad customer service – Comcast for instance have successfully used Twitter to enable a direct channel to their customers.
Last week I was at the downtown Seattle Nordstrom store with my daughter. For those of you who have been to a Nordstrom store I am sure you have heard the paging of employees over the speaker system when a customer is on hold. “Jack Jones 62”, “Mary Smith 68”. As I was riding down the escalator I thought they should toss in a famous person’s name from time to time just for fun. Knowing @Nordstrom was active on Twitter I posted a Tweet.
Within minutes they replied! They were listening and responding – both of which are absolutely mandatory to any social media policy or strategy. Mandatory, but you would be amazed at how many don’t want to or are afraid to engage directly.
Here’s the exchange in order of Tweet. My first message was at 11:08 and the last post was at 11:39.
If they responded based on my annual spending at Nordstrom I may still be waiting – but they didn’t and that’s the point. Every customer is an important customer.
Nordstrom is legendary for great customer service and as a lifelong Seattleite the stories are a part of our cities lore. We know the family, people and stories that made the company’s customer service reputation legendary. This little exchange didn’t cause me to spend any additional money during our visit, but it certainly reinforced to me their focus on customer retention, customer acquisition, customer profitability and willingness to use direct channels to speak to customers and potential customers. Which if I’m not mistaking were the leading priorities for US and UK marketing executives in 2001 and 2012 according to the survey from emarketer.com – the same survey that said social media strategy and tactics were at the bottom of the list of priorities.
Maybe some of those marketing executives should re-examine their priorities.
Here I Write 