MEGO: My Eyes Glaze Over

My Car Troubles – Not as Bad as it May Seem

Jun 1, 2010 Customer Service

Last Thursday was one of those days I wished was over at least 10 times. It started out pleasant-  the weather was nice for a trip into the big city for a video shoot – and traffic was nothing unusual for big city travel. The video shoot went smoothly and I was even able to leave the city before 5PM.  It was a scorcher so I drove- windows down when I was keeping a good click.

Then the first sign the day was going to turn happened. Urgent work call to ruin my highway sing-song.

Then as I am driving down the highway I make for the pass because other drivers are terribly slow. Eek. The steering wheel seems to have locked up. It takes Herculean effort to turn the wheel just slightly to move into the left lane.  Of course I am also on a conference call so I stay on – not saying a word – although I desperately want to ask someone for assistance. But, I think…I bet I have done this.  I probably forgot to do some regular piece of maintenance and I will get laughed at and later informed I am unprofessional for interrupting an important call.

I continue on driving and talking on the call. The highway is straight. Getting off at my exit had me in a bit of a freak out, so I finally said “I have to jump off the call, having a bit of car trouble.”  Pulled over I call Mazda road side assistance, explain the situation. Tow truck on its way.  I turn car back on to move the car into a parking space in the lot. Steering works! Who knew a car is just like a computer. Reboot!

I call road side assistance and insist I am hunky-dory. They insist they have to get my car, unless I can get to a dealer without going back on highway.  I can’t. They agreed to let me go home where the tow truck would get me. When the tow arrives the pleasant driver tells me he has picked up at least three other Mazda’s with the very same condition. Virus?

After he leaves with my 1 year old vehicle, I call the dealership prepared to beg and plead for a loaner. The receptionist says – sorry we don’t have any loaners. I explain that my car is under warranty and that my power steering is out. She immediately puts me through to service. Odd. Service says no problem we will rent you car. I didn’t need to cry, scream, beg? They tell me they will arrange it all the very next day.

8 am, the dealership calls ME to let me know that they have contacted Enterprise Rent-a-Car. He also gives us a heads-up that they have 15 cars on the lot with the same issue as my car. Pandemic! They have parts arriving on Wednesday, but aren’t sure how many. I guess this is his way of saying- we don’t know how long you will have a rental.  I arrive at the rental place assuming I will need to explain my situation again, but I am in and out of the shop in five minutes.

Thursday ended badly. But, Friday morning the customer service I had from the Mazda Dealership and the Enterprise Rent-a-Car gave me hope for a better day.  I expected the worst (don’t we all, when it comes to service?) and was pleasantly surprised that I didn’t need to pester, harass or plead for what I deserved. Good job Mazda, and Enterprise for playing along as well.

Popularity: 1% [?]

Customer Care Online: Interview with Logitech’s Ben Hong (Part 2)

May 27, 2010 Blogs, Community Management, Customer Service, Microblogging, Social Media, social networks

Earlier this week I published Part 1 of the interview with Ben Hong, Sr. Mgr. Technical Services, Global Customer Care and Digital Home Group for Logitech.The first half of the interview gave you a brief introduction to Ben and his team at Logitech.

This is the final portion of this written interview.

Part Two: People, Process, & Tools- Logitech with Ben Hong

What kind of training is required for team members who are active online? And, does your company have a social media policy in place? Can you tell us a little bit about these efforts and how they help (or hinder ) the team.

We train our team on how to be online ambassadors and effective writers for blogs, micro-blogs and knowledge bases (SEO). So far, training has been extremely important to maintaining consistency and control. Without it there would be chaos. Currently, the online ambassador training provides our employees with knowledge of the social media policy. It’s helpful, not a hindrance.

If you could share your favorite tips, best practices, lessons learned or social media must have – what are they?

• Look before you leap….have a framework and plan before you get started.
• Start with social monitoring. It is incredible what you learn your customers are talking about and provides critical insight about where your early investments should be made.
• If you are managing a social media program for customer service you must be social internally as much as you are externally. Key learning’s and shared insights complement VoC programs.

There are many tools for tweeting, listening, and overall participating in social media – which ones do you use either personally or for your work?

Co-tweet, Radian6, TweetDeck, backtype, delicious, FriendFeed, NetVibes, LinkedIn, Facebook, YouTube, WordPress, Yelp, Flickr, StumbleUpon, Digg, Google Buzz, ShareThis, Technorati

Whether you have your own community on your “dot com” or you participate in existing social networks (Twitter, Facebook, Get Satisfaction etc) – what do you do to build the community and encourage your community members to become ambassadors for the brand?

We have a reputation model in the community that helps us and community member identify and recognize key contributors. Our Logi Legends and Gurus have a close relationship with my team and we work side by side with them in the community. To help them with their work we often send them our products.

Do you reward community members for the work they do? If so, how?

Nothing formal … yet.

When helping customers in social channels do you reply publicly or privately? Does it differ by channel? Discuss how you make this decision.

We reply both publicly and privately. If we are managing a customer escalation in our forums or on Twitter we respond publicly but ask for specific information to be provided privately. We do this to protect customer information. Otherwise we respond publicly to all else.

Is YouTube a part of your support efforts? How do you use this and other video channels for customer service and support? Do you create the videos or is another team responsible for these? Do you engage with the YouTube community? How do you measure success for your video efforts?

Our plans for YouTube are in development. We plan to publish 1-2 videos per month.

Many companies have gone through some highly visible social media gaffs (Dominos, Southwest); while others have seen offline issues go viral due to social media (Graco recalls, Toyota recalls). In your opinion how should a company deal with crisis online? Do you have a process in place that helps you determine next steps in the case of your own “crisis”?

Responses should be quick, open and honest. To that end, Logitech was put to the test recently when the US National Labor Committee reported on Chinese labor issues back in April of this year. Joseph Sullivan, our Sr. VP of Worldwide Operations, responded with a letter to the committee and we posted in online. In his letter which he shared, he stated the plain truth. Thankfully we had severed the relationship with the offending factory, however, he was clear to state when and why. It was met with positive comments and response.

What is next for you and your team? What are you excited about today?

Twitter enhancements, YouTube and Facebook integration are on our roadmap. Right now I am working on Radian6 setup and configuration.

What is your favorite social media tool, network or other for personal use?

LinkedIn. I was an early adopter and have seen how it evolved. It helps me keep up-to-date with colleagues, recruit, participate in communities of interest/practice and share what I am working on.

Thanks to Ben for taking the time to share!

Popularity: 1% [?]

Tags: ben hong, community, customer care, customer service, Logitech, support forums, technical support, twitter

Customer Care Online: Interview with Logitech’s Ben Hong (Part 1)

May 24, 2010 Blogs, Community Management, Customer Service, Social Media

Often when we talk about social media in business we talk about “social media marketing” which is a term I dislike for various reasons -one reason being that it supposes it only lies in one department rather than an integral part of how we communicate with customers, employees, and stakeholders.

One area that should be part of the grand scheme when it comes to social media is customer service.  Today many companies are finding ways to connect with their customers directly via the web, often offering support and help. Since this is a focus in my work I wanted to highlight the subject on my blog.  Through my work I have had the opportunity to chat with many others that are using social media for support. I have learned a lot from them and want to share some of these conversations through a short series of interviews. My hope is that you will find this information helpful in building your online customer care communities.

In order to facilitate these posts I sent a series of questions to a few folks and they were kind enough to respond. The first interview is with Ben Hong, Senior Manager Technical Services, Global Customer Care and Digital Home Group at Logitech. Due to the number of questions I have broken this post into two posts. Part two will be published later this week.

Part One: Customer Care Online First Steps- Logitech with Ben Hong

Can you describe your career path that brought you to where you are today?

It has been one focused on creating the best possible experience for customers by implementing service innovations and managing for high performance.

How would you describe a typical work day?

Busy, busy and busy…so it usually starts even before I leave for the office by reading and responding to email, tweets and Facebook. When I arrive, I try meet with each member of my team individually to discuss projects/tasks and provide the team with feedback or direction.  The rest of the day is spent managing programs which normally involve participating or chairing meetings, preparing and delivering presentations, briefs and reports. For the last few months I have also been spending time throughout the day monitoring our discussion forums, Twitter, Facebook and Blogs. Putting into action our social media support program is what excites me about work these days.

What responsibilities fall into your department or team? Where does you team fall in the organizational structure ( eg. customer service? communication?)

My team and I lead social media, knowledge management, VoC and training initiatives within the Global Customer Care and Digital Home Group organizations of Logitech.

How many people work on your team?  What are you able to accomplish with this size team in the social space – e.g channels? quantity of daily responses?

My team is made up of two products specialists, curriculum designer, and various contractors that provide technical writing, training and video content.

• Blogs – We write one Tips and Tricks blog post each week for the corporate blog and respond to on average 2-3 comments each day.
• Customer Forums – We monitor customer forums from 20-30 responses per day for the team.
• Internal Forums – We monitor internal discussion forums for our customer care agents and respond daily to 10-20 posts per day.
• Twitter – We co-tweet with marketing/PR teams and respond to 2-5 customer care or technical support questions each day.
• Social Monitoring – We just acquired Radian6 as social monitoring tool. However, we have been using a variety of free tools to track blogs, twitter, product reviews and other social media. We typically report once a week on social media trends/buzz for our Harmony Remote Controls products.
• Videos – Currently creating prototype videos for publication on YouTube and Viddler. Our plan is to publish 1-2 videos per month.

Social Media plays a large part of your role, but typically people associate the use of Social Media with Marketing, what are the biggest benefits realized by your business due to your team’s participation in social media for customer service?

We are early on in our adoption of social media for customer service, month three. There are two early benefits to our participation in social media responding to and managing negative customer experiences, learning more about our customers through social monitoring. Our long term goals are tied to the mission of delivering an engaging online customer service experience.

How did you initially convince the business that engaging with customers via social channels for customer service was the right strategy?

It’s a work in-progress, but we asked to create an incubator team. Our chain of command from CMO to VP to Directors have all been extremely supportive and eager to see the program grow.

Generally, customers don’t care what department you work in when they connect online. Do you work closely with other internal departments to integrate social media communication efforts? If so, which ones?

Absolutely. We work closely with marketing, sales, PR, CX, QA and product/software engineering teams. Our marketing and PR social media programs are more mature and we have learned a lot by partnering with them.

There are many social channels where your customers will engage with each other – how do you decide which social spaces you will participate in?

Given where we are with the development of our program we have focused primarily on mass social media applications and networks. Social monitoring tools will help us to decide if and where we move next. For us it is critical to look before we leap.

As social channels grow, and customers come to expect businesses to respond online to their requests – there has been a lot of talk about scaling efforts. Is this a concern for your team? If it is how will you scale to meet the growing business? If not, why?

Yes, scale and resourcing is a critical part of our plan, which is why we have decided to take a measured approach to building out the program. Currently we have a small team, with a roadmap for adding resources.

How do you measure the success of your social media efforts?

Success is and will be tied to our corporate and departmental goals. So, NPS and cost will be key measures of our success.

Do you have KPIs for your team (for example time to response) if so can you share what these are and why they were chosen?

We are working on them.

Watch for part two…

In part two I ask Ben questions around the people, process and tools he is using to accomplish the work they are doing online for customer service.

Popularity: 1% [?]

Tags: ben hong, community, corporate blogs, customer care, customer service, Logitech, social media support, support forums, technical support, twitter

FTD = Failed to Deliver

May 16, 2010 Customer Service

Creative Commons (Flickr) - Carlos Lorenzo

My husband ordered flowers on the Friday before Mother’s Day for his mom. He went through FTD because he needed to have them delivered as we wouldn’t be seeing her that weekend.  According to their website if you get your order in by 2 pm – in most cases the flowers could be delivered “same day”. He was pre-ordering for Sunday, so he was giving them nearly 48-hours notice.

From the FTD website:

In most areas of the United States and Canada, orders  placed as late as 2p.m. in the recipient’s time zone can be delivered that day (earlier times may apply to some areas and at holidays).

So, we should have expected that there would be no issue delivering flowers to my mother-in-law on Sunday. But, when he spoke with her that day she had not received the flowers. They chalked it up to the fact that she was out during the day and missed the deliver person.

On Monday there was still no sign of the flowers.

On Tuesday my husband emailed FTD (he prefers email than phoning).

On Thursday morning we received a generic response from them:

Thank you for your recent purchase from FTD.COM for _______. We apologize but the arrangement that you ordered was not yet delivered. Please contact us thru email or call us regarding this concern. Again, we are very sorry for what happened. Thank you for choosing FTD.COM. Sincerely, Princess Email us via this link: http://www.ftd.com/custserv/email.epl?type=email&AID=orderinquiries&nextpage=orderinquiries Call us: 1-800-SEND-FTD (1-800-736-3383) (Toll-free in the U.S. and Canada) 1-630-719-7756 (Outside the U.S. and Canada) Shop with us: www.ftd.com Shop with us: www.ftd.com

So on Thursday he called and FTD finally delivered the flowers – only four days late for Mother’s Day. As an apology for the four days he got 10% off that purchase.  Wow. That doesn’t even cover the taxes. It doesn’t cover the long distance charges between son and mother trying to determine if flowers were received. It doesn’t cover the time he spent online and on the phone sorting the issue out.

What should have FTD done to guarantee they don’t lose a customer? In my opinion, a full refund! If they had come back and said – we are truly sorry this happened and we understand that we were unable to deliver on our promises and therefore we will refund you this purchase. I would consider using their services again…as they would have taken ownership of their mistake. Maybe I am asking too much. So perhaps they could give us 10% and remove the delivery charge…since that was lacking. Instead we got 10% and an excuse – “not our fault” said FTD “the florist lost the paperwork”. Do I care why it happened? No. Do i care if it was Mary’s fault and Flowers R Us? No. I ordered from FTD. When it comes down to it…it is FTDs fault.

For FTD – make these notes in your customer service handbook: Ways to not lose a customer

1 – Take ownership over failures, don’t make excuses and don’t blame someone else

2 – Give the customer a refund worth their time and troubles not one that feels more like an insult.

3- And, even if you must use a generic form letter (obviously they don’t deliver a lot of flowers) have it be from a person. Sign a name. Give me a human to talk to.

Popularity: 1% [?]

Social Networks and the Net Generation at Work

Mar 15, 2009 Blogs, Books, Customer Service, Digital Marketing & Metrics, Internet General, Marketing & Communication, Microblogging, Social Bookmarking, Social Media

When I joined the workforce e-mail was pretty standard as a method for communication and the Internet was commonly used for research purposes. But, in the early days of email many business owners and managers did not allow e-mail in the offices for fear that their employees would not get any work done, they were concerned over how to manage, store and capture e-mailed information, and of course they grappled with security issues surrounding e-mail. Today, business owners and managers have realized that e-mail has increased the speed of business communication, and concerns over data capture and management as well as security have largely been overcome.

Social Networks Stats and Facts

There is a new tool that has caused much consternation and hand-wringing for IT Managers and business owners – social networks and social media.  A new report by Nielson puts social networks ahead of e-mail in online activities according to a recent article in the Globe and Mail.  Neilson found that 1 in 11 minutes online is spent on a social network or blog site, bringing social networks and blogs to the fourth most popular activity following search, general interest portals and software manufacturers. More telling is the growth seen by social networks during the period of the study (Dec 2007-Dec 2008) which saw between 1.4 and 1.9% growth for the top three activities versus an incredible 5.4% for social networking.

There are 150 Million active Facebook users and a recent research study from Pew Inernet shows that 11% of online adults say they have used the social network Twitter. A Netpop report shows that 7 Million people in the U.S. are contributing to content online and that social networking sites have grown a whopping 93% since 2006!

Despite the growth in the use of social media and social networks specifically, many corporations have decided to bury their head in the sand and hope it goes away, much like they did when e-mail came on the scene. Instead of facing the issues these companies have decided to simply block employees access.

Blocking Access

The concerns for social media are similar to those in the 1990s when e-mail entered the workplace: productivity, data capture, privacy and security. The approach the same – block, refuse access, refer employees to old technology (oddly in the case of social media it is often e-mail!). But this is short-sighted, unrealistic and a passive approach that will eventually (if not already!) be seen as anti-productive.

Let’s look at the concerns companies have regarding social media:

Productivity: This has to be the most ridiculous of the reasons. 1) If employees want to be slack off all they need to do is go stand by someone else’s desk, go for a smoke break, chat at the water cooler, close their eyes and have a snooze. Let’s face it if you can’t trust your employees are doing their job…then you didn’t hire the right people or they are bored, unchallenged or unempowered. 2) If employees are allowed to use social media they can actually become more productive! (More on this in next post)

Data Capture/Management: Many social networks are easily followed, stored and saved. People have clearly moved beyond this issue with e-mail – and this can be accomplished with Social Networks. Ownership can be overcome by businesses as well by contracting space on sites for block of space that would be under control of the company as suggested by Salesforce.com precedent. Another alternative is to set up internal IM systems, social networks and Wikis for use with Internal Communication. While this does not help customer and vendor communication it can allow employees some use of tools that will help productivity while maintaining data security and capture.

Privacy and Security: This is a biggie, and closely related to data capture and management. Panic has ensued amongst business owners with regards to data privacy and corporate secrets. And, of course it can be an issue as more and more employees spend time on social networks discussing their lives (which includes work) with Facebook status changes, LinkedIn profiles, and of course the tweets on Twitter. Companies obviously want to limit and retain close control over sensitive company information, at the same time they also must find ways to engage and communicate directly with their customers (or risk losing them). As social media becomes increasingly interconnected and more customers EXPECT companies to be active on social networks it will become inadequate to simply block social media sites and use URL filtering. Instead companies can help alleviate the privacy and security (and avoid potential lawsuits) issues by creating policies and educating employees on safe data handling. (Note: There are also IT tools available on the market to help monitor, examine historic patterns of leaks and discover and eliminate malware that have in the past been issues with some Web 2.0 sites). Privacy and security is an issue whether your employees are using social media or not – but a easy to understand policy, and a central contact for questions related to privacy and security can help companies avoid future issues.

Net Generation at Work

Companies that decide to limit or block use of social media are not only unnecessarily limiting their communication with their customers through online methods, they are also forfeiting the chance to discover new tools for collaboration within the organization. By closing the company off from social media they are also driving away younger employees who are looking to work for companies whose culture fits their life and ideals.  Don Tapscott in his book Grown Up Digital says the “Net gener [age 18-32] arrives at work, eager to use his social networking tools to collaborate and create and contribute to the company. For starters he’s shocked to find that the company’s technological tools are more primitive than the ones he used in high school…And they are surprised, perhaps naively, to learn that corporations have antiquated ways of working.” These same Net Generation workers can, if given a chance, show companies how to collaborate in new ways more effectively and efficiently. But, these workers don’t stick around long according to Tapscott – they usually only last two years before moving on. Which is too bad since Tapscott’s research shows that those companies that embrace the Net Gen norms perform better than those that don’t..

This generation, of which I am a part of (well I missed it by a month…), view life and work different from other generations according to Tapscott – and that view is defined by 8 characteristics or norms: Freedom, Customization, Scrutiny, Openness, Fun/Entertainment in life and work, Collaboration, Speed, Innovation.

Tapscott definies these characteristics as they relate to work (summary):

Freedom: Net Geners expect to mix work and their personal lives, and this includes choosing when and where they work. They want flexible hours, the ability to telecommute, and other services that make their lives easier.

Customization: They want employers to treat them as individuals and this means giving them learning and development opportunities that are right for them. They want an adaptable work environment, job descriptions that are project based and customized, flexible benefits,  and more frequent discussions on their contribution to the organization.

Scrutiny: How we search for jobs has changed and how we research the company before we make a change has as well.  According to Grown Up Digital 60% of Net Geners check out a company before accepting a job offer. They want to work for companies that are transparent, share information, and have integrity. Tapscott says: “Young people respond well to management integrity…there is greater loyalty and lower turnover, and employees are more likely to do the right thing.” (For example more likely to get their job done even if they take a break to check Facebook, and more likely to hold company secrets sacred and follow company privacy policy).

Collaboration: Net Geners want to work with other people and collaboration is how they get stuff done. To them the workplace should be less about hierarchies and departmental silos and more about connecting with others to solve a problem. Using social networks, social bookmarking, Wikis, aps like LinkedIn Huddle Workpaces or Virtual worlds (Second Life) to meet, collaborate, plan, and execute.

Fun/Entertainment: Fun and work go hand in hand for this generation – they don’t need to be separate. Cultures that allow employees to have a little fun at work end up with more productive staff. We all need a break before diving back into another round of work – and if surfing on a social network is that little bit of fun – why block it?

Speed: This generation is used to speed and instant responses. Why not? We no longer have to wait for dial-up or snail mail! For Net Geners red tape is frustrating, feedback should be in real-time and bureaucracy can mean doom in the market. They use social media tools such as Wikis and IM to speed up communication within the workplace.

Innovation: This is a fascinating point Tapscott makes: “If video games taught this Net Generation anything, it’s that every problem has seemingly endless solutions” and so this generation is looking for new ways to their jobs, to be innovative in their workplace, to challenge status quo. Many of these young workers bring their knowledge of social media to the work place creating new communication channels, building collaborative work systems, and finding new ways to solve a business problem.

In the End

Social media such as instant messaging, blogging and social networks have gained ground as communication tools outside the workplace by leaps and bounds, and it is only a matter of time before they, like e-mail before them, become necessary and an acceptable part of the work place.  The concerns for productivity,  data management, and security and privacy are valid – however they can be overcome by education, corporate policy and new IT tools. Ultimately, if a company hires good people they will need less process and bureaucracy to police the space – as the employees in an open and empowered culture will be more likely to use social media tools wisely. Through using social media in the workplace employees will find new ways to harness collective knowledge, collaborate, and create ways to communication effectively internally and externally.

As always  – connect on Twitter and Google Friend Connet (right hand side). And, if you enjoyed this content – subscribe!

Images from Stocl.xchng (bigevil600, brokenarts, glennpeb)

Popularity: 100% [?]

Tags: facebook, Grown Up Digital: How the Net Generation is Changing Your World HC, linkedin, socia, Social Bookmarking, social media, social network, twitter, Work

Looking for Options: Avoiding Telemarketers and Net Throttlers

Feb 28, 2009 Consumer Brands, Customer Service, Internet General, Marketing & Communication

Prepare yourself for a rant.

For some time now we have been searching for a new Internet Service Provider (ISP), one that doesn’t throttle P2P sites (file sharing sites). Sadly, in Canada it seems this is difficult since while we aren’t forced to purchase our access from the operator (in Canada: Bell, Rogers and Shaw are the most dominant players)- the truth is most flow through their network anyhow.

Frustrated with this service and the fact that every month our bill seems to sneak up a few cents, we had also started to look into alternatives to our phone service.  We spend nearly $170 every month for Phone, Internet, and Television service from one provider. Despite calling to take advantage of new bundle packages (note: they didn’t automatically give me the bundle discount- I had to CALL!) our bill is still ridiculously expensive if you consider the fact that they throttle P2P sites on our Internet, the majority of our phone calls are from 000-0000 and 123-4567, and I can get what good TV shows exist, elsewhere – it really makes me question the money being spent!

Today, after dealing with more telemarketers calling (and, yes I signed the useless “Do Not Call list! Reminds me,  check out this hilarious video from This Hour has 22 Minutes) I decided to call and de-list our phone number, hoping that this might help. I really don’t need to have my phone number listed – any one who wants to get a hold of me can e-mail me if they don’t know my phone number! Guess what privacy costs at the phone company – $2 A MONTH. Are you *&^% me? Why should I pay an additional $2 a month to keep my phone number private? Don’t I already pay over $40 to have a land line? Interestingly, someone on Twitter told me that if I wanted to list my cell phone number I would HAVE TO PAY! I began thinking do I need an expensive land line? If I scan my Caller ID, there are only a handful of calls I actually want to take. My family talks to us on Skype, my friends talk to me on e-mail or Blackberry Messenger, or Gmail, Facebook, or Twitter.  So… to solve phone issue – I am going to get VOIP phone service – apparently some actually have a filter for telemarketers!

Finding an alternative for Internet is more difficult. Currently I have been unable to find any ISPs that don’t use the networks provided by the three big guys who currently are throttling certain sites, or throttling during peak hours. In fact, the CRTC will be reviewing this very issue in July.  So far CRTC has taken a “let’s do nothing” attitude. Go figure, they are the same brainiacs that created the Do Not Call Registry which was oh-so successful! The hearing in July will examine the principle of  “network neutrality” in Canada and whether ISPs will be able to continue to “manage” traffic as they have been for the past year. “Network neutrality” is a principle that obligates the companies that own the infrastructure to “refrain from blocking, degrading, or prioritizing certain content, services, or applications based on their source, ownership or destination” (SaveOurNet.ca).  SaveOurNet.ca has an interesting PDF that outlines the issue, the current laws, the facts vs. fiction.

A couple interesting bits and pieces on the issue from SaveOurNet.ca:

• Tiered, non-neutral networks limits customer choice, and determine which Internet businesses succeed by prioritizing or degrading specific content based on who is willing to pay for it. Large ISPs would use traffic management to charge content providers for speedy access for their web users – therefore smaller companies, start-ups (or blogs!) that couldn’t afford to pay would suffer. Interestingly, ISPs could slow down their own competitors. Bell for example throttles P2P sites, yet it is unlikely that they are slowing down downloads to their new Bell Video Store.
• The major ISPs insist that throttling is necessary in order to offer equal service during peak time to consumers. Yet, when asked to produce numbers it turns out that bandwidth us is actually down! So, if we aren’t short on bandwidth – then the only reason to throttle seems to be to make money, and turn web consumers into a commodity.
• A free and equal platform fosters innovation in Canada:  The Internet provides start-ups, and innovators with an incredible platform to reach their customers at a low price. But, if ISPs are allowed to pick and choose “which content gets to ride in the fast lane, future innovators will have to impress (or pay off) the ‘gate-keeper’ before gaining access to consumers” (SaveOurNet.ca). Which begs the question why you would choose to do business from Canadian soil…
• Many consumers are not aware that their ISPs are slowing their speed of access, and incorrectly assume that it is the content provider instead. Imagine you are watching a live-stream video of your favourite author reading and the picture and sound is splotchy and fragmented, how do you rate your experience? Isn’t your enjoyment of the Internet based on the speed at which you can find and do what you set out to do. Do you visit that site again?
• The ISPs built the infrastructure so it is their belief that they deserve to compensated for their investment. However, as SaveOurNet.ca points out – it would be ridiculous to imagine a hydro company charging a premium to particular customers for “enhanced service” – essentially double-dipping by charging us for access and then the content providers to give customers reliable access to content.
• The Internet is ours. I think this is an important distinction to make – the networks provide the access, but they “contribute very little to the resource” (SaveOurNet.ca) The value of the Internet, the information, the content, the social networks, the communication vehicles available -  those are not due to the work of the ISPs they are authored by other companies, supported by volunteers, or created as a collaborative effort of many.
• If net neutrality is not upheld by public policy we can be sure that the ISPs will manage traffic in a way that best satisfies their bottom line…not ours.

Until Monday the CRTC was accepting public input on the issue to review for the public hearing in July. SaveOurNet.ca sent over 5000 letters from web users as of midnight on the 23rd of February. However, we will have to wait until July to see what happens when the CRTC deliberates the issue. In the mean time, I guess I am stuck paying out money for less than adequate service.

Popularity: 27% [?]

Tags: bell, Bell Video Store, canada, Canadian Radio-television and Telecommunications Commission, crtc, internet law, Internet service provider, law, net neutrality, rogers, shaw, web

Social Media “Marketing”

Feb 22, 2009 Branding, Customer Service, Digital Marketing & Metrics, Marketing & Communication, PR, Social Media, social networks

Some time ago (before my sleepless night) Beth Harte had an interesting post “Is Social Media the Same as Marketing?” She questioned the term “Social Media Marketing” and said “the term social media marketing is not working for me: social media is about sharing and discussing information. It’s communications, not marketing.” What ensued in the comments section was not only a discussion of whether we could call social media – marketing or social media marketing; but a conversation examining the hierarchy and definition of Marketing itself. Now I am a little late jumping into the discussion – believe it or not this has been in the “drafts” for a long time!

Define Marketing…

Some comments on the post placed Communications squarely as part of marketing, others separated marketing and communications as though it were Church and State. The four Ps are mentioned, and then suggested they are an over simplification of marketing.  Marketing runs the show. Communications runs the show. One comment says PR, Sales, Marketing, and advertising are all different disciplines. Another says MarCom and PR are separate but collaborate more often. Still another commenter says that the P for Promotion stands for various communication techniques that would include PR, personal selling, advertising and publicity.

Dale Evans, the author of Social Media an Hour a Day said

“marketing is being defined more and more by what consumers experience and translate into shared content than it is by what a marketer has to say directly”

Walter Pike quotes Peter Drucker:

“The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself”

As does Gabriel Rossi:

“Because the purpose of business is to create a customer, the business enterprise has two–and only two–basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business.”

And Laurie Broderick quotes the AMA

“Marketing is an organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.”

the original market

Ultimately, I don’t think it was necessarily the definition of marketing that was really in question, as all definitions brought up seem to recognize that the role of marketing is to have such solid understanding of their customer base that they strategically create, deliver, and appropriately price the products or services that this customer wants or needs. The original meaning came from literally going to the market to buy or sell goods. However,  I think confusion surrounding the definition comes when we assume that Marketing is just sales promotion.

From the variety of comments it may be that the trouble is not defining marketing, but defining the roles that fall in the umbrella of marketing. In particular, the role of Communication and Marketing Communication.  My understanding has always been that MarCom would fall into “Promotion” – one of the simplified 4P’s of Marketing. In, my working experience it has always been that MarCom and PR have reported into Marketing.  I realize that is not always the case.

Start with the Basics

I took a look at Marketing using the perhaps over simplified 4ps (from my school days, many years ago!):

The Marketing Mix:

Product: Create a product that fits the needs or wants of your customer. Specifications of the goods or services should meet those requirements.

Placement: Otherwise known as distribution and refers to the channel in which a product or service is sold.

Pricing: This is the process marketers use to set the price of a product for market.

Promotion: Textbook definition houses the following in this “P” – Advertising, Sales Promotion, Publicity, Personal Selling (Sales), Branding and other methods to promote product or service.

It is this final P that seems to be the conundrum. Many businesses house these promotional roles in a variety of silos, others have them report directly to Marketing, still others work in tandem with the Marketing group, and of course still others outsource some of these roles to (a variety of ) agencies. Some include only those aspects that would be considered Marketing Communications:

According to Wikipedia: “Marketing communication is concerned with the general behavior of an organization and the perceptions of the organization that are promoted to stakeholders through these touch points. The six areas usually associated in this representation are: Advertising, Public Relations, Promotions, Direct Marketing, Event Marketing, and New Media.”

Others see MarCom as those “selling” aspects of Communication and leave PR out of the mix – seeing it as a Communication role.

Needless to say it is all a bit of a mixed bag.

We also need to examine Marketing as potentially having three additional Ps  (often associated with Service but could just as well work when talking about products):

People: Any person coming into contact with customers can have an impact on overall satisfaction. In the customer’s eyes, the people are generally inseparable from the company and they can therefore highly affect the customer’s experience.

Process: This is the procedures involved in providing a service (or product) which can be crucial to customer satisfaction. Example I buy a new Humidifier at Sears for my baby’s room, take it home and discover it sounds like an airplane jetting off so I take it back – but have to wander the store (with stroller and baby in tow) find an elevator and return it to hardware (where there is no immediate staff member to help) – despite numerous “Service” desks on the main floor.

Physical evidence: To reduce the feeling of risk, thus improving success, it is often vital to offer potential customers the chance to see what a service (or product – especially key for online shopping) would be like. This is done by providing physical evidence, such as case studies, or testimonials. This could also refer, I suppose to the physical appearance of the product – the quality (or lack of) it promises.

Is it Marketing vs Communication?

After reading Beth’s post and the numerous comments I decided I would search about to figure out if there was a rule of thumb for the relationship between Marketing and Communication. It seems once again that there are two schools of thought. In fact- this leads to two possible hierarchies.

1) Marketing is the 1-way, the push, the sell. Communication is two-way. They are two different disciplines. Two different departments.

2) Communication is a piece of the marketing puzzle. It is the tactics used to market and to converse with the target market. Same discipline. Same department.

Hmmm. Doesn’t help does it? While I believe that Communication must work in an integrated manner with the Marketing department, it seems that there are just as many that see the two as very separate pieces of the corporate puzzle.  If separate how do we ensure that all communications are sending the same messages? And, where does Social Media fit in – Marketing or Communications? Both?

The Dreaded Social Media

Like Beth, I dislike the term Social Media Marketing.

Social Media is defined as “primarily Internet- and mobile-based tools for sharing and discussing information among human beings. The term most often refers to activities that integrate technology, telecommunications and social interaction, and the construction of words, pictures, videos and audio.” (Wikipedia). The words “sharing” and “discussing” being an important factor to differentiate the “media” from other one-way channels such as television.

The problems I see with the term “Social Media Marketing”:

It is a name that in a few years will be dated. The web is, and has been for years – social. What happens when every site has some sort of forum, profile sharing, comment field etc. Will we still call it “social”? Or will that be rather redundant?I wonder if the even the term “media” too closely relates it to Television and Print Media which are traditionally used in an interruption method which as of now is a method which has not worked for the web.

and Social Media cannot be seen as only a tool to send simple outgoing marketing messages, as it also allows for two-way communication which can help an organization do much more. Amber Naslund said it best in the comments to Beth Harte’s post:

“Social media doesn’t just need to fit into marketing or public relations or other disciplines that are used to communicate. It’s also about customer service, technology and user experience, client relationship management, product and service innovation. It’s an undercurrent of so many more business touchpoints than we’ve ever seen, and I think that’s causing some consternation. In a good way, but it’s still hard.”

Social Media is two-way, it is authentic conversation between customer and company – and in such should fall under Communication. However, look at it in another way it works to benefit marketing in a number of ways:

Let’s just look at a few examples:

Product Idea Generation and Product Innovation

Sites such as My Starbucks Idea and Dell Ideastorm allow customers to work along with the company to develop products and innovations. To work this must be a collaboration between Marketing and the customer. However, as always it must remain “on brand” and conversational – so Communication must also be at play.

Customer Support Forums

Software companies have for quite some time had self-service support forums, allowing customers help other customers. These types of forums allow customers help others trouble-shoot, personalize and understand the product or service. Examples could include Apple iPod Discussion Forum; or the more community oriented Ubuntu site. This type of support can have an effect on how the brand is perceived, and despite the fact these are not employees of the company, on overall satisfaction with the product or service.

Customer Support via Twitter

Many companies are using Twitter to promote products or services, or drive traffic to their website. More effective however, have been the companies such as JetBlue, Starbucks,  and others who have also offered Customer Support through their Twitter accounts.

Corporate Blogs

There are certainly corporate blogs that are using the blogging platform as a tool to promote only, either to solely offer information on products or to drive traffic to their corporate site by optimizing for search using the blog. However, these are generally not successful in engaging their customers.  Other blogs that offer more insight, helpful content, and increased depth of information such as Graco’s Corporate Blog or Fiskars Fisk-A-Teers Blog have helped to build loyalty amongst their target demographic while of course increasing brand awareness. But, once again is this genuwine communication – Marketing? or Communication?

There are an amazing number of examples of Consumer Generated Content (wikis, videos, blogs, even advertising), File Sharing (photos, videos), Fan Pages, Social Networks, desktop widgets, online widgets,  – Peter Kim has an amazing list of social media examples.

Clearly, it seems to me if we treat these social media examples as “marketing”  or a simple tactical tool to sell products or services we are missing out a vast amount of information, we are missing out on a authentic conversation with our stakeholders and customers.  On the other hand, if it lies in Communication – then Marketing can miss out on an incredible space for innovation and collaboration.

This brings us to my 3rd point on why I dislike the term Social Media Marketing

It cannot be a silo. social media needs to fit in the grand scheme of the brand strategy. It needs to be consistent with other communication channels and it needs to work with the 7 Ps of Marketing. Because of this -  hierarchies may need to change.  Perhaps an executive level that joins the discipline of Marketing and Communication, and Customer Service allowing an integrated approach to communicating and marketing to all stakeholders, to all customer touch points.

The problem that Beth Harte recognized is that if we place social media in this type of integrated approach is that “the mashup will allow for people [aka agencies] to offer services like Social Media Marketing or PR Communications or Marketing Relations or… (really, you don’t want me to go on right?) without having a firm grasp on any of the disciplines that they are trying to deliver or implement.”

This kind of approach means that any advertising agency, PR agency, boutique can claim the title of “social media” expert since they work in the realm of communication or marketing, or advertising. The onus is then on us (the “us” that work on client-side) to flesh out the agencies that “know” and those that “think they know” or “don’t know” social media. As Beth says ” the walls need to come down and the need for two-way communications is forcing a sledge hammer through the walls. But at what cost?”.

This comes down to my reason for blogging in the first place. As someone working on the client-side I believe I need to understand what the agencies I work with are trying to sell me. I understand my business best, but if I just take what the agency is telling me without actually comprehending it, and being involved myself then I am not doing my brand justice. So I am involved in social media – social networks, blogging, listening and contributing. We need to be accountable to our brands and unfortunately this will mean sorting out the agencies selling “snake-oil” and those that are true communication “experts”.

As always  – connect on Twitter and Google Friend Connet (right hand side). And, if you enjoyed this content – subscribe!

Images: stock.xchng

Popularity: 42% [?]

Tags: 4 p's, 7 p's, Advertising, amber nasland, Apple, beth harte, business, community, dell, fiskar, graco, Internet, jetblue, marketing & communication, Marketing communications, Marketing Mix, peter kim, Public relations, social media, social network, starbucks, ubuntu

Toronto Twitterers Top Twittersphere

Dec 26, 2008 Customer Service, Digital Marketing & Metrics, Microblogging, Social Media, social networks

Are you a Twitterer who Tweets from Toronto? If so, you top the Twittersphere according to a recent study called the State of the Twittersphere by Hubspot.

The report uses data from Hubspots Twitter Grader which has graded information on over 500,000 Twitter profiles as of November 2008.  The report also used data from Compete.com and Alexa.com.

Twitter doesn’t require that its users give exact location in the “location field” so many people put Canada, or US or USA, or Toronto (even if they live in Mississauga, Oshawa or Hamilton). Hubspot report therefore lists the top 30 “phrases” that appear in the location field. But that said “Toronto” appears pretty high on the list (as does Canada!)

London
USA
San Francisco
New York
Chicago
Los Angeles
California
Toronto
Austin, TX
New York, NY
NYC
San Francisco, CA
Canada
Texas
Atlanta, GA
Washington, DC
UK
Los Angeles, CA
Chicago, IL

Not surprising, I suppose, since Canadian’s have been early and eager to engage in social networks. According to The Meaning of Web blog Canada has the most users outside of the United States, at more than 10.6 million (numbers taken from Facebook’s Ad Network). And, numbers given on SEO & Web Marketing News North indicate nearly 30% of Ontario’s population have a Facebook profile. In May 2007, Statistics Canada speculated that in the span of the previous nine months the site had grown to one in ten Canadian Internet users having a profile on Facebook. Canadians love the social web.

Other interesting stats from the study:

• 70% of Twitter users joined in 2008
• An estimated 5-10 thousand new accounts are opened per day
• 35% of Twitter users have 10 or fewer followers
• 9% of Twitter users follow no one at all
• Twitter has about 4-5 million users, about 30% are relatively new or unengaged users
• Traffic has grown over 600% in the past 12 months (Compete.com)
• Twitter.com became one of the top 1,000 websites by traffic in May 2008 (Alexa.com)

Many companies are using it as a customer service tool, to promote products, and promotions, and often simply to broadcast marketing messages. Some are more successful than others. (Check out my post on  Some Dos and Dont’s of Corporate Tweeting)

So, given the popularity of Twitter are you Tweeting? Is your company? Why or why not?

As of yet it is unknown how Twitter will monetize (is that truly a word?) its service. Investors don’t seem concerned, apparently the numbers of members (and engagement) is enough to keep them investing millions.

Follow me on Twitter.

Popularity: 17% [?]

Tags: canada, facebook, hubspot, Microblogging, state of twiiter, stats, toronto, twiiter

Monday Mini: Conversations

Dec 22, 2008 Customer Service, New, PR, Short and Sweet

I haven’t written a Monday Mini in quite some time. Monday Mini’s are dedicated to interesting and thought provoking quotes I have read on blogs or in books.

Here is one from Valeria Maltoni at Conversation Agent

“What I think has not hit home, yet, is that if you are in the (fill in the blank) marketing, public relations, social media communications business, you are in the changing the conversation business. And changing the conversation is game changing.”

From post Change the Conversation, Change the Game

Does your company realize that it isn’t business as usual anymore? Are they prepared to connect with their customers in a new, more personal way? Is your company going to participate in the conversation?

Popularity: 18% [?]

Tags: business, conversation, marketing & communication, PR, trends

Tweet This: Some Do’s and Don’ts of Corporate Tweeting

Oct 16, 2008 Blogs, Branding, Customer Service, Marketing & Communication, Microblogging, PR, Social Media

Over a year ago I joined, a then fledgling social network, called Twitter. While competitors to the microblogging platform have appeared on the scene, Twitter still seems to number one in the flock. Likely you know what Twitter is by now, but if not – here was my post a year ago about Twitter.

A social network must have reached mainstream, (estimates are between 1 and 3 million users) when companies pay attention and try to manipulate the space to promote their goods and services. In fact, many companies have set up their own Twitter accounts – Dell, Zappos, Comcast and Whole Foods are just a few examples. But, what is great about this social space is that it isn’t just about selling products to many of these companies, it is about customer service, challenging misconceptions, and an open conversation with their customers.

For example, according to Business Week, JetBlue tracks what their customers are saying about them, and use a scanning tool to find customers who need help on flight information, including delays and cancellations. Many companies recognize – the ability to offer service at the moment of need, and, the potential of an immediate interaction with a customer – can have a very positive effect on that customers perspective. Twitter offers that ability.

Did I also mention that the cost of being in this space is very reasonable? Just the human resources to monitor and ‘tweet’!

Searching Twitter

I scan Twitter on a regular basis using Tweetscan and Summize. I have also just recently tried TweetDeck. These are tools to monitor the Twitterspere! (Wait for a future post on how to use these tools.)

I currently do not “tweet” for work. I simply participate in the community – follow me if you like (I am on on some days, off other days depending on the mood of my children!) I rarely talk shop (work) on Twitter, and have only on occasion replied to a Tweet regarding the brand (but when I have, I have always introduced myself as an employee of the company!) I have set up a Twitter account for the company, and when we launch our new site (more info soon!) I hope we will begin Tweeting as well.

Home Depot on Twitter

The other day, while scanning Twitter for key terms, I came across this “tweet”:

Wow! Home Depot Canada is on Twitter! Apparently, so is Home Depot in the US. Kudos to them! However, I think Home Depot Canada can learn a few things from their US counterparts. Seeing them on Twitter got me to thinking about the do’s and don’ts of Twitter!

Twitter Do’s and Don’ts

* Listen and Participate First

It is a great idea to listen to the conversation first. Scan Twitter for your company and product names. Listen to what people are saying about your brand.
Participate in the community “as yourself” – get a feel for how the network works, and be comfortable in sharing your thoughts, links and reply to people you are following!

Hint for Home Depot Canada – Did you participate before? Did you listen? Remember this is a conversation

* Follow People!

Find people that have similar interests as you and follow them! Twitter is pretty dull if you are talking to yourself and not listening to others. If you follow people – chances are they will follow you (unless you aren’t saying anything interesting!)

Hint for Home Depot Canada – Currently you are only following 3 people. Search Twitter for terms like “renovation”, “DIY”, “drywall”, “painting” etc and add people who are talking about home projects! Your tagline “You can do it. We can help” can be be actionable on Twitter. Be there to help out the Do It Yourself-ers!

* Tracking

Use tools to track brand terms, product names, and keywords to help you find Twitterers talking about your company, or potential followers (or customers!). There are many tools you can use to make the job easy.

* Be responsive and Be a real person

First of all be personable, not a corporate brochure! Say what you would say, not business-speak! Share more than sales information.

Include a name on your Twitter profile. If a variety of employees are Twittering you can either have multiple accounts like Dell or change the Bio to include “On Duty Now” information as JetBlue does.

Connect with people who talk about your brand – both positive and negative through replies and direct messages.

Hint for Home Depot Canada – Don’t just try to sell stuff on Twitter, by posting store specials alone, people will eventually stop following you or not follow you to begin with! Offer worthwhile, brand-related content outside of great deals!
Respond to tweets on your brand and products- try using “@replies” to communicate with followers and non-followers alike! You will not only encourage followers you will build brand loyalty.
And, add a name for the staff running the show! By the way, your US counterparts are already doing all of this…so perhaps check out their Twitter account!

* Do it yourself

Twitter is one thing you shouldn’t outsource! Brand responses should come directly from the brand. Another company would have to come to you anyhow for the brand responses, so why not do the job yourself!

Done right…Twitter can look like this:

Popularity: 12% [?]