So, if you haven’t joined the web is dead train and still want to keep your website, here is one more reason: Relationships.

No, people don’t have relationships with websites. But they do have an affinity with brands. Like a relationship.

Smart marketers use that. They tell you they miss you. Like this:

Smart businesses keep you coming back to their site. They know people are spending time online and not necessarily running out to the mall. So, they invite you to their other storefront. They know that you need a long-term relationship with customers to stay in business.

What do you think? Are websites old school? Do you build customer relationships with your site? How?

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Today

I’ve been thinking about websites and reading posts like these here and here.

What will companies do in the future? Will they rent their web presence on Facebook or keep their own real estate?

Websites have become more useful, interactive, and conversational. But I don’t have an integrated experience. I find information I need on a site, maybe share it, go to my network (another site or app) to learn more, check wikipedia for more info and then go back to the website. Clunky.

In the near future

So, here’s what I picture:
Let’s say I see a link in my social stream about a new productivity app. I click the link and show up at the company site. Since I’m already plugged in (okay this sounds like the Matrix, but stick with me), I get a custom content experience based on my profile. Think Facebook Connect + OpenID. Maybe it’s SocialID?

Next I look around on the site, learn more about the app and how it can help me with my schedule. I see a box on the same site with people from my network and what they are saying about this product. I see 3rd party content (positive and negative) that gives real life reviews. I see a video review from an influencer in my social circle. All of this on the same corporate site.

So, you navigate the web and when you arrive at XYZ company’s website your SocialID plugs in and they serve you a personalized experience. Custom experience marketing.

Too close for comfort? A marketers dream? Or am I a space cadet?

Take a look at this. Not too far off maybe.

Tell me what you think.

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1. User Experience. You can make a site usable, useful, and enjoyable for visitors. Give them a reason to come back.
2. Nouns change. Someday, maybe not soon, Facebook will be the old thing and the new noun will be a platform that companies will be rushing to grab land. Will you be left standing with likes?
3. Rent or own. Do you want to rent or own digital real estate. Renting can be lower cost, but you’re at the mercy of the landlord.
4. SEO. Yes there is value in social media optimization, but people are still searching and you own the SEO strategy when you own your website.
5. Data. When you have an outpost you can mine data, but when you drive people to your site, you own the data.
6. Action. Do you want people to like your brand? Or do you want people to buy your product or service? A website is your homebase and provides your call to action.
7. Depth. It takes more than 140 characters to build a relationship. You can start relationships with clients on Twitter, but for some products and services, especially b2b, you need more content.
8. Branding. Brands live in customers minds and happen online and offline. But a website gives a home to the brand and invites people to come back. Think apple.com.
9. Second impressions. A first impression for your brand might occur in the wild west of social networks, but a potential customer will probably click through to your website. They will get a second impression that is more full and useful.
10. Retention. Most businesses survive because of repeat business. Unless you’re in a purely transactional business, you need people to come back. Websites are the place people return and know what to expect.

What do you think? Are websites really dead? How can we make them more useful with social media?

Image credit: woodleywonderworks

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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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