There are a lot of companies and organizations listening online. Everyone seems to have tools pointed at the web, mining data on their brand and customers. All of this adds up to a lot of information and some good business results. Look at Dell or Starbucks.

So, in all of this listening are customers really being heard?

Listening has the intent of gathering information, connecting, and paying attention.
Hearing is about comprehension, understanding, and perception.

Semantics? Maybe. My point is there are two sides of this online equation. If companies listen. Hopefully customers are heard.

Okay, so not every customer will be heard. But what should a business do?
Here are a few ideas:

• Simply ask. Ask customers publicly or privately if they felt heard.
• Notice customer transformations. Do you see negatives turned to positives in interactions?
• Look for advocacy. If you move beyond paying attention and customers are heard, they become advocates. Are customers acting as your ambassadors, answering questions before you respond, and defending your organization?

Hearing Example:
I wrote this post, mildly griping about AT&T and their customer data. A few days later, someone from AT&T follows me on Twitter. We have an interaction and I get a response.

I feel heard. Closed loop.

How are you tracking Social Hearing?

Photo credit: BL4d3RuNr

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Have you seen the recent Old Spice marketing campaign? Who hasn’t is more like it. If not, take a look. Yes the numbers were huge. Really big.

[Adweek Source]

Was any of that possible though without the brand using traditional interruptive media?

 
I would say no. Further, I would argue that this campaign was not fundamentally social. Old Spice absolutely used social media channels. They also activated the whole "I’m on a horse" idea into mass media long before the real-time YouTube component. Right? Social media was one part of a bigger campaign that was reliant on traditional advertising.

I think the core elements of social media are sharing and conversation. It is a two-way channel. Old Spice for the most part broadcasted and then interacted in a very planned fashion. They extended their reach in a huge way through social media. But remember, this started with a lot of mass media first. Yes sharing happened. Yes some conversation happened, but it was directed from their brilliant agency.

Will they sell more body wash and deodorant? Heck yeah. Is there only one way to use social media? Heck no. I just don’t think Old Spice was aiming for more two-way conversation. They wanted a big splash and they did that by spending a lot of money and using all channels.

What will happen next for them as a brand? How will others try to copy this model of mass media + social media? [Some are calling this trans-media] Was this innovation?

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There is this big company that just started offering "Real Fruit Smoothies." Except their main business is burgers.

Another company, Jamba Juice, maker of real fruit smoothies, recently announced a Cheeseburger Chill Smoothie.

Take a look:

Okay, Jamba Juice is not really making smoothies from cheeseburgers. But they are being creative in reacting to a potential new competitor.

Let’s break down their responsive marketing:

• Humorous video to counter the competitor
• Microsite with messaging that reinforces their brand identity
• Promotional coupon on the mircosite to get consumers to take action

• Shareability on the site to the usual social media suspects

I think it’s an integrated campaign. They are building awareness and driving people to buy more smoothies, the real kind.

SOCIAL MEDIA CHECK-UP:
Facebook: Good (lots of likes)
Twitter: Fair - looks like it could use more engagement.
Email:  Not sure. Could reach out to fans, share the video, and build more loyalty.

What else would you add? Would you take action based on this campaign?

Hat tip to Andy Sernovitz for pointing this one out!

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The buzz today in business is engagement and listening. Social media tools have made it easier for companies to listen to what customers and prospects are saying. Listening helps business monitor complaints, find fans, track competition, and stay in touch with industry trends.

This is great information to have at our fingertips, right?

Here’s the deal though, having spent some time using free and pro listening tools, I see a few problems.

1. Data overload- Yes tools are getting better at helping find data that matters, but there is still a lot of information that needs a set of human eyes
2. Time shortage- Unless you have a huge budget and FTE’s dedicated to online monitoring, you will have extra work on your hands doing this listening work
3. Hearing-impaired- Are we really hearing people on the other side? Or is this like a game of telephone?

We need tools that cut through the data to find meaning. We need technology that helps us connect with relevant conversations. We need deliberate practices that help the human touch come through all of this monitoring, collecting, and tracking.

I’ve yet to find the perfect tool to help a business really hear, unless you count sitting across from a real person.

Any suggestions?

Image credit: dno1967

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How do you know if your message is relevant?

We all get emails from marketers right. Some are spot on and some just don’t make sense.

Like these three, yes three emails I received from AT&T this week:

Not bad messages. Problem is, I live in Minnesota, not Michigan or Indiana. So, these store announcements are totally irrelevant.

If you want to create relevant marketing, especially in email, make sure you start with good data.

What would you add?

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Our camera battery died and Target doesn’t carry it anymore. My wife goes into National Camera. We had no idea how much batteries were–sheesh.

The salesperson quickly intercepts Heather (possibly on his way to the restroom), finds the right battery, and proceeds to ring up the sale. Funny thing, Heather hesitated with the sticker shock of a battery and mentioned she might just want a new camera? She also told the salesperson that she uses a camera a lot for blogging. A few cues.

 
He didn’t bite, not even in an annoying way. It turns out he just wanted to sell the battery. He barely asked any questions to learn more about the prospect. Once the sale was made he did not ask for an email address. They have a newsletter AND we’ll be in the market for a better camera eventually. I think this person wanted the quick sale (and possibly the bathroom) but missed out an opportunity for a long-term customer. They also missed the opportunity to connect beyond that one battery shopper.

Here are a few ideas for NC:

• Give customers some space and then start with questions
• Listen. Listen some more.
• Know your audience. If you hear words you don’t know, ask questions.
• Be mindful of social media. Here I am writing secondhand about my wife’s experience. People are sharing more and more. You are always on.
• Extend the relationship. NC has mention of email and Facebook on their site, why not ask people to join in the store.

What would you add? How about your business? What are you missing?

Photo credit: Steve Keys

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I know, first impressions count. But what about the second impression?

 
First impression: I was looking for a new dentist last week. My wife left a message. No response back. None. It happens, not great but not the worst.

Second impression: I called them back this week to schedule an appointment. The person who answered the phone put up some minor roadblocks about insurance. I asked some questions. She determined her business would probably be out of network but she didn’t check. No resources offered. Not helpful. Me? Not impressed.

I gave this business the benefit of the doubt on the first call. Maybe the message got lost. Maybe they’ve been busy. I don’t know, it could be cavity season.

When I called them again and gave them a 2nd chance to impress they still didn’t do it. I know it might not have worked out anyways because of insurance (actually it would have), but they gave me the impression that they don’t need my business.

When your business gets a chance to make impressions, how are you treating people? Do you go the extra step? Are you helpful or friendly? For me, it goes a long way and really doesn’t take much.

Photo Credit: alborzshawn

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Where did all my money go?

Yeah, I finally got an iPhone a few months ago -I know, early adopter. When I’m not using it my kids are. I’ve just been sitting here all amazed at how they figure technology out without me showing them one thing. Amazed that is until a few days ago.

I see some charges from iTunes (as my wife said, "it’s not just nickels, people") and think someone has hacked my bank account.

No, I have purchased some very nice gems in a game. Lots of them. Crap!

I realize my daughter (7) bought these when she thought she was spending her virtual money. [Interesting design, but that's another issue]
Total mistake. Totally unintentional.

So, after reading the fine print and finding not one phone number, I email both the app and itunes. Honestly I’m expecting to be laughed at. Well about 24 hours later, I get a nice email from an Apple representative saying they are going to refund my purchase because of the situation.

Wow. I really had low expectations for service, but Apple went above and beyond.
This makes me wonder–

• When do you make exceptions to your policy?
• When do you seek to really understand your customers?
• What are results of giving a customer the benefit of a doubt?
• How are you making bigger fans? 

What do you think?

(Oh and for all of you wanting to tell me, I did figure out that all I had to do was change my settings to No In-App Purchase.)

Photo credit: Greencolander

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Have you heard what Cold Play does for their front row seats? They find people from the nose-bleeds and upgrade them to amazing seats. Whoa. That’s crazy generous. And smart.

I like Cold Play, but if that happened to me I would be an instant evangelist. Especially if the concert rocked.

Imagine the level of energy in those first few rows. Those upgraded fans will be telling the story for life. And they are because that’s how I heard about it.

What can you do to surprise your true fans?

Photo by: Anirudh Koul

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Some businesses focus on goals, results, and ROI (outputs). That’s really important. Without results you won’t be in business long.
I wonder though, do we think enough about inputs?

I did not grow up on a farm, but I believe in the natural law of reaping what we sow (mind, body, work, etc).

What are you planting in your business? What are your inputs?

• Good people (Linchpins)
• Collaboration
• Action
• Courage

Want a great harvest this year? Think about what you’re putting in the ground.

Photo by: Wonderlane

Tags: harvest, inputs.