Posts tagged Brand conversations
Digital is not a channel; it’s a life-connection tool.
Jun 8th
At the 2009 International Licensing Expo, I watched intently as people from all over the world walked up and down the aisles with their faces literally buried in their smart phones. There were hundreds of exhibitors, featuring some of the most exciting ideas and concepts in the Licensing Industry; yet, I’m sure many good opportunities were lost or simply overlooked because those exhibiting didn’t make an effort to connect with the lives of those attending. Most exhibitors simply were not in the “life stream” of the attendees.
I decided to try a little social media experiment at the Licensing Expo to see if we could get into the attendees life stream and create personal engagement. We advertised our presence on Twitter in print and on signs in the booth, we engaged followers of the Licensing Expo Twitter feed (#LX9) on the floor, and we brought a magician to the booth to create a different life experience on the show floor.
Were we successful?
Our Twitter follower numbers are up modestly since the advertisements began to appear, but the real success comes from the buzz we generated on the show floor. We tweeted multiple times a day, awarding prizes, sharing memorable visits and talking about our booth activities. The folks at the Licensing Expo and others took notice and retweeted. Many booth visitors said the tweets were the reason for stopping.
It seems that we were not only successful in getting into the life stream of attendees, but once we gained their attention we also did well to create a memorable experience (with our magician) when they engaged. This good memory we helped to create launched many deeper conversations about our brand and our opportunities. Although, had we not made good use of the moment when we captured their attention, attendees would have been off to the next thing.
Some have said this was a successful use of the digital channel, or perhaps savvy social media marketing. Maybe, although I no longer believe in marketing channel silos when it comes to building customer relationships (see my 2003 whitepaper, Customers are Channel Neutral for details). Customers effortlessly move between channels, so our old definitions are no longer truly relevant-except to say that the customer experience must be consistent regardless of when and where the customer connects. Today, marketers must subtly connect, be accepted in the life stream, and engage with passion so that it creates a memory for the customer. So, it was not the use of the social media that mattered in our experiment, rather it was the memory we helped to create. Social media and digital technologies are only tools to help spread the message. What is most important for marketers to remember is simply: great stories and memorable experiences spread quickly to build brands–the channel and the tools are irrelevant.
With people from all over the world attending, the Licensing Expo provided a microcosm of what is happening in our culture. Our personal and work lives are intertwined and we engage both regardless of our location. Life is no longer exclusively defined by what is happening in our physical presence. For many of us it resides in the palm of our hands and is illuminated by a tiny screen. As marketers, we must adapt to these changes without being intrusive or obnoxious if we are to keep our brands relevant.
As I see it, this ever-present digital and wireless connection to the world can no longer be called a “channel.” Digital technologies simply and effortlessly extend the connections in our lives; and life connections are not channel dependant.
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People are talking. Are you listening?
Apr 28th
Hearing is a funny thing.
One can hear, but not be listening. One can listen, but not really hear what’s being said. Either way, the conversation goes on just the same. People are talking to you and about you, but you may not be making the connection that its “you” who is the topic of the conversation. Take it from a guy who has had the benefit of hearing impairment most of his adult life.
Those same conversations go on about organizations and brands every day. Everyone talks, but few organizations really listen. It seems to me that most organizations are “hearing or listening impaired,” and the older the organization the worse the problem. Granted, most organizations try to hear what is being said, but some are still using an old-fashioned hearing aid (ear trumpet). There are others who let their hearing aid batteries weaken, or worst of all, still others have removed their hearing aids because they don’t like what their hearing.
Don’t believe me? Do you work for any of these organizations?
The Ear Trumpets
Organizations listening to customers with the ear trumpet funnel many voices down a long tube where only the loudest are heard. In an organization, this is like sending all the calls to “customer service” or the “help desk.” The ear trumpet solution works poorly for the hearing impaired and even worse for organizations. Think about it: just because the organization is not hearing the softer voices doesn’t mean friends, neighbors, and competitors aren’t.
The Weak Batteries
Those organizations that operate on weak batter power for their hearing device miss critical elements of the conversation with their customers. The conversations continue, but the organization picks up only bits and pieces—like a conversation with your mom on a bad mobile phone connection. She keeps talking; unfortunately, you’ve dropped enough of what she is saying that don’t realize you’ve been offered a free trip to the Bahamas… and declined to go. The same thing happens with customers when an organization only hears parts of the conversation—good opportunities are lost.
The Not Listenings
The organization that removes its hearing device, or has decided not to buy one in the first place, does not want to participate in the conversation with its customers. It would rather yell at a customer and hope a few want what it’s selling, than open up a conversation with the customer about needs, values, and expectations. Who likes to be yelled at all the time? Not me, and I’ll bet not you. Aside from great products and exceptional service, all customers really want is to be heard.
Social media tools help level the playing field for organizations that are “hearing impaired.” It’s like having a pair of super-charged, digital hearing aids that help you amplify just those frequencies you need to hear. This ability to listen, hear and actively engage in conversations 24/7 allow your organization unbelievable opportunities to learn from your customers, correct your mistakes, and build a loyal following.
Now, turn on those hearing aids and engage in conversation. You’ll be surprised what you will learn when you start listening again.
