social media | i90 MEDIA CONSULTING

Don’t Let Your Customer Service Get ‘Buried’!

Posted on October 4, 2010October 4, 2010 by RichardAKent

Last month saw the release of a new thriller/horror movie by Spanish director, Rodrigo Cortés entitled ‘Buried’.

The premise of the movie is (taken directly from IMDB) “Paul is a U.S. contractor working in Iraq. After an attack by a group of Iraqis he wakes to find he is buried alive inside a coffin. With only a lighter and a cell phone it’s a race against time to escape this claustrophobic death trap.”

The point of this post hinges on you understanding that he has a cell phone, which of course he uses to try and contact the outside world, but that of course, has limited battery life. The movie sounds absolutely gripping, but here is another direct quote from the great Mark Kermode about Buried.

“It’s a film about the horror of being put ‘on hold’. I have yet to see a film that so brilliantly encapsulates the annoyance, the frustration, the terror, the anguish of being ‘on hold’.

Doesn’t that ring true? Excuse the pun.

We’ve all had the opportunity to press 3 by pressing 2 and then being put on hold whilst being told just how valuable we are. So valuable that we can be left in a black hole for 45 minutes – thanks T Mobile!

Customer care is thankfully being redefined. Those amazing CRM systems that were going to rock our world in the nineties and noughties will soon be painful things of the past. All because of the voice that we now have through social media.

I’ve written before about AT&T. They have a terrible reputation in the US. When the iPhone 4 started dropping calls beacuse of the design, who got the complaints – Steve Jobs or AT&T ‘helpdesk”? OK, so Apple took a bad dose of publicity, but on the ground, customers were battering AT&T.

And yet, the great thing about them is that they recognised that the days of leaving people on hold were numbered. They still did it – don’t get me wrong, but by promoting Twitter as a key customer care channel, they have shown that the biggest step in winning on the social web, is accepting the world has changed.

Their strategy for using Twitter to meet their objective is still flawed – nowhere near enough resource and they clock off at 5! Poor Molly, the face of AT&T’s Twitter customer care page seems a lovely lady, with only your best interests at heart, but nevertheless has a thankless task.

If there is a lesson from the last few years experiences surrounding CRM, it’s that peoples expectations are, quite rightly, rising all the time. If your wifi goes down at 3am while working on a presentation, you need help at 3.05.

Customer care can’t take holidays anymore.

Comment on this post and I’ll get right back to you…

Ryder Cup Washout – A Social Disaster and Victory All At Once !

Posted on October 1, 2010October 1, 2010 by RichardAKent

My alarm woke me early this morning. Stupidly early. I was up at 1.45 – why go to bed? The reason was to watch Lee Westwood tee it up at Celtic Manor to try and wrest the Ryder Cup back from the pesky Yanks!

Living in the US gives you a different perspective of these events. Being behind enemy lines makes the event even bigger. Although if things go wrong, (thanks for nothing Robert Green), then it can be twice as painful.

At the time of writing, play has just resumed and the Cup is not likely to be won or lost until Monday!

But the big news of the day, is the rain in Wales. Not just the rain, but the failure of the rainwear chosen by Corey Pavin and the USGA, to keep the US players dry. Once the news was out that Tiger was soaked to the skin and Phil was dripping wet through, attention turned to the manufacturer of this equipment.

The fact that it was produced by a company called ‘Sun Mountain’, should perhaps have given Pavin a clue that these guys weren’t experts in wet weather clothing! The fact that the team then had to purchase new equipment in Wales, that wouldn’t have been designed beforehand, from a company called Proquip, meant that these two brands were suddenly all over the social web having quite different days!

Here it is happening before our eyes! Everything I’ve written about here before now is coming to pass!

Sun Mountain are suffering the worst possible PR disaster, whilst Proquip are basking in glory. And it’s being played out on social media.

Here are a couple of tweets:

“Probably the end of that company. Certainly the USPGA will never use any of their products again. #sunmountain“

“Let’s get some Proquip”

And it spreads wider – Goretex are forced to make a statement that they ended their relationship with Sun Mountain in 2006! Right now Sun Mountain are toxic!

Google news results for Sun Mountain right now and you can see what’s happening. As I’ve said before, “you are what Google says you are” and “you can’t take piss out of a swimming pool”!

If Sun Mountain employ social media listening tools, they will hopefully be on this, working throughout the night and the rest of the weekend to try and address things positively – quite how they do this, I can’t think right now!

Proquip on the other hand may also be listening in and their positive sentiment report will bulging at the the seams! Lots’ of ‘thanks guys’ and if you’re a retailer carrying the Proquip range, ‘here’s a voucher for online store with 10% off Proquip merchandise if you buy before….”, you get the idea!

Anyway, the players are back out – come on Europe!

Financial Services and Social Media

Posted on September 16, 2010 by RichardAKent

After some investigation into the area of the use of social media by those companies governed by the FSA (Financial Services Authority), it is heartening to see that such a heavily regulated industry has some fairly light rules that its members are asked to observe.

Whether this refreshing lightness of touch is down to the firm belief amongst those in the FSA, that by its very nature social media is more volatile than traditional media channels and so needs less guidelines, or whether it’s down to a lack of understanding of the potential pitfalls and opportunities, I’m not sure. But I have my suspicions.

Nevertheless, it would appear that a two page pdf is enough to guide its members at this stage.

It is interesting however that the FSA guidlelines are entitled “Financial Promotions using New Media”.

Why first pick “Promotions”? Surely because the authors assume that this is another push channel for its members. In fact the opening section states, “We have produced this update following a review into the media channels that firms use to communicate financial promotions to customers. In particular, a shift towrds the use of ‘new media’ has been noted”

It sounds like the warnings that parents of teenagers heard in the fifties, when warned of the dangers of this new music called ‘rock ‘n’ roll’!

They do suggest guidelines for “Non-promotional communications”, which quite rightly state that communciations be “..fair, clear and not misleading”.

Finally there is a section called “What should you consider before using new media?”

New media may date more quickly than traditional • media channels, so regular reviews to ensure that information is up-to-date may be required.

It is important to consider whether this channel is a • suitable method for the type of communication. For example, Twitter limits the number of characters that can be used, which may be insufficient to provide balanced and sufficient information.

It is important to consider whether the risk • information could be displayed prominently and clearly using this media channel.

Promotions and communications made using new media must meet the requirements for
stand-alone compliance.

So remember that Twitter can only handle 140 characters! “There will be no dancing in the aisles”!

It seems that as long as companies follow the current guidleines they’re covered. But the lack of detail is revealing.

What’s even more surprising is what’s not covered.

There is nothing here about blogs and Facebook pages that will solicit third party content. Nothing about staff training and supervision on using social media tools, nothing about SMS or chat rooms and nothing about the role of agents of companies governed by the FSA.

By comparison FINRA, the US equivalent of the FSA, have published a lengthy report, also aimed at helping its members.

So, I’m beginning to feel as though the FSA is acting a little like rabbits in the headlights and perhaps hoping this will all go away.

But guess what?

Interestingly FINRA has a blog, several Twitter accounts and a Facebook page.

The FSA doesn’t.

Ping

Posted on September 16, 2010September 16, 2010 by RichardAKent

I downloaded Apple’s iTunes 10 last night, with its new logo and funky new features, the most talked about of which, and the one I was looking forward to investigating the most, being Ping.

Ping is Apple’s ‘social network for music’.

“Now your music is more social. Join the conversation, and follow your favorite artists and find out what your friends are listening to with iTunes Ping”

“Follow your favourite artists and be part of their inner circle”.

“See what kind of music your friends and friends-to-be are into. Then follow them with a click.”

“Check out who your friends are following and who’s following them right back.”

“See what your friends are listening to, who they’re talking about, and what your favorite artists are up to — all on one page.”

I don’t get it.

None of this sounds in any way of interest to me. I don’t want to know what my friends are listening to. I’m not bothered about letting them know what I’m listening to. They don’t care.

Isn’t that the point about music? It’s so personal.

The quotes above all sound as though they could have been written for the Bay City Rollers Fan Club members on an ad in ‘Look In’ magazine circa 1973.

Maybe that’s it! Ping could work for 12 year old Justin Bieber fans – but is that the demographic being targeted here by Apple? As they are also selling film rentals, I doubt it.

Maybe I’m completely wrong, but Ping sounds to me like Apple trying to shoehorn a square peg into a round hole. “We have to get in on this social thing. Come back to me some ideas”.

It’s not a natural fit in anyway.

If I was minded to tell my friends what I was listening to (Billy Bragg and Wilco’s Mermaid Avenue), I’ll do it on this blog thank you very much. Not that you care. I promise I’ll never tell you what I’m listening to again.

Am I completely wrong?

Tell me what you think.

The New Twitter – New and Improved?

Posted on September 15, 2010September 15, 2010 by RichardAKent

Yesterday, the head honchos at Twitter invited a select group to a presentation of the new Twitter.com offering people a faster, but crucially a much richer experience.

Here’s the official line.

Over the next week, they will be inviting you to use the new version on your own Twitter page. So what’s new about it?

Firstly and most strikingly is the format of the new design. The right hand side of the page now accommodates any media elements that were before a click away. So if somebody tweets a video clip or picture, you can now see this without leaving the page. You can also now see the origin of a tweet by clicking an icon that opens up the thread. The threads to direct messages are now also going to be visible.

Additionally, you will now be able to see a greater amount of information about those tweeting.

To make way for this new functionality, Twitter have taken back a large amount of the background. So in future, you will need to sharpen up on your profile biography, the content of your tweets themselves and worry less about your wallpaper imagery.

Just why they have felt it necessary to launch new Twitter, is surely a response to the rise of various Twitter clients – Seesmic, Hootesuite, Tweetdeck etc. etc. They are now trying to keep us at Twitter.com by taking the best of the functionality that these clients offered and appending it to the main site.

And why would they be doing this?

To offer advertisers the amount of impressions necessary to attract the big bucks.

Indeed, co-founder Biz Stone said, the new Twitter opens up “new revenue-generating opportunities.” Well, 90 million tweets a day can’t be ignored.

Here is Twitter’s publicity video for the new format.

I think it all looks pretty cool and I can’t wait to use it myself.

I would love to know your thoughts on the new look and your opinions on the reasons behind the change.

“Doing to is bad. Doing with is good. Doing for is great”

Posted on August 18, 2010August 24, 2010 by RichardAKent

Is the most memorable quote from Stan Rapp at the ‘Engaging Times’ Summit held in Chicago this week:

Two more:

“Today’s consumers are the most narcissistic in history. We’re all looking after brand I.” another from Stan.

“Don’t bother wasting money on social media until your organization can competently handle a customer phone call or email.” Don Peppers

The first is a succinct observation on fact that millions of us now manage our own “I” brand, primarily through Facebook. The second, a warning to those who think this funky stuff looks too cool for school and want to jump straight in.

The link between the two is not just that they are from two of the most important thinkers in marketing in the last 25 years, it’s that those of us with “I’ brands are all too willing to trip companies up when they let us down, don’t deliver and disappoint us. And this negativity can be devastating. Just ask Tiscali Talk Talk and SouthWest Airlines.

Here’s another quote: “Customers wouldn’t feel the need to embarrass us en masse, if our customer service channels weren’t so completely broken.” Bob Knorpp, The Beancast

The marketing buzz in the US right now is about two things – listening and engaging. By connecting the two, businesses and organisations can respond to the conversations their customers and prospects are having. That’s great. But, the real winners are those who have taken an additional, crucial first step; accepting that the world has irrevocably changed forever and that they no longer control the message.

It’s not a comfortable thing for businesses and marketers to acknowledge. But those who think they are in control are doomed. Maggie thinks that by turning her toy steering wheel in the backseat while Marge is in the front, she is driving the car. Some marketers are labouring under the same illusion as little Maggie Simpson, and she never grows up!

The good news is that those who get it – really get it and are prepared to accept the letting go that this entails, can win and win big.

While @ThatKevinSmith and his 1.6m followers are destroying SouthWest Airlines because he was too fat, United are issuing extra airmiles to people tweeting about delayed flights from the departure lounge. By the way that’s ‘delayed’ not ‘adjusted’ as SouthWest refer to their changes in flight schedules!

The thousands of employees that make up Best Buy’s twelpforce are answering customer service issues minute by minute under some common sense and open ended guidelines – if you don’t know, don’t publish, never use the customers name etc. etc.

They have wiped out Circuit City and made Radioshack a virtual irrelevance. Best Buy are now in UK – be afraid!

So whilst there are huge opportunities to grow sales, increase web traffic, develop new products, carry out research, or whatever your objectives are through social channels, the first place to look is your own backyard.

Are all of your customers happy all of the time? Of course not. What aren’t they happy about? Address these things first. Turn negativity to positivity without asking for proof of purchase first!

Whilst the Old Spice campaign was brilliant in its design and execution, don’t get carried away. Make sure your house is in order before you dive in.