Tag word-of-mouth marketing

Why Customer Experience Is More Important Than Ever Before

Photo credit: Alex Holyoake on Flickr.No matter what product or service you sell, every business is your competition.

While this has always been the case, current trends are forcing companies to face the reality that their customers now have the ability to spend their finite monetary resources in an unlimited number of ways. When they choose to spend their hard-earned dollars on one thing, that money is no longer available to be spent on another product or service.

This means that a company that makes designer clothing not only has to compete with other clothing brands, it is also competing with companies that make smartphones, computers, household supplies, automobiles, and a number of other products that consumers purchase each and every day.

To make matters worse, they also are competing with restaurants, bars, hotels, spas, movie theaters, amusement parks, and a number of other businesses that are selling experiences rather than products. In fact, the statistics show that, in recent years, consumers are more likely to spend their money on these experiences rather than tangible products.

Customer Experience Expectations Have Risen

Your business is not only competing with every other product and service for consumers’ finite monetary resources, your customers are also comparing the interactions they have with your business against every other business that they interact with.

This means that if any business is able to provide a great customer experience, their customers will begin to expect other businesses to do the same, even if they are selling a different product or service.

“Once we experience a standard of excellence, we begin to expect that same standard, circumstances or company policies be damned,” writes Jay Baer in his book, “Hug Your Haters: How to Embrace Complaints and Keep Your Customers.”

“It doesn’t matter what you and your direct competitors are doing, or prefer to do, in the realm of customer experience,” writes Baer. “The greatest businesses in the world are training your customers on what to expect, and they will eventually demand that you also meet that standard.”

Final Thoughts

Every business is your competition.

With this in mind, businesses of all types need to focus not only on creating and selling a quality product or service, but also on making sure that the buying process is enjoyable and that the experience that customers have after the sale is favorable.

This will not only lead to repeat customers, but can also hopefully turn customers into a brand advocates. And, as we know, this is more important than ever before.

Therfore, it’s not surprising that many businesses already recognize the importance of customer experience. And, even more will be putting more emphasis on customer experience in the not-so-distant future.

Photo credit: Alex Holyoake on Flickr.

Chad Thiele

Marketing analyst and strategist, content curator, applied sociologist, proud UW-Madison alumnus, and an Auburn-trained mobile marketer. My goal is to help businesses identify trends that will help them achieve their marketing objectives and business goals. I'm currently looking for my next career challenge. Please feel free to contact me anytime at: chadjthiele@gmail.com.

More Posts

Your Online Content Might Reach More People Than You Think

Photo credit: magicatwork on Flickr.Digital marketers spend a lot of time assessing the effectiveness of their online content by looking at things that can be tracked and measured  (e.g., clicks, likes, shares, comments, etc.)

However, if we only pay attention to online metrics, we are most likely underestimating the reach and efficacy of our marketing messages.

This is due, in part, to the fact that we still “live” most of our lives offline.

Therefore, marketers really need to find additional ways to measure the success of our marketing activities.

However, because a lot marketers still create content for branding purposes, sometimes it is difficult to accurately judge the effectiveness of an individual piece of creative at all, because the influence of branding messages need to be evaluated over a longer period of time.  (This is something that Bob Hoffman, CEO of the Type A Group, pointed out in Episode 413 of The BeanCast Marketing Podcast.)

Most Word of Mouth Happens Offline

In his book, titled “Contagious: Why Things Catch On,” Dr. Jonah Berger, professor at the Wharton School at the University of Pennsylvania, points out that most word of mouth happens offline.

According to Dr. Berger, most people tend to think that around 50 percent of word of mouth happens online.

However, most people are wrong.

“The actual number is 7 percent. Not 47 percent, not 27 percent, but 7 percent,” writes Dr. Berger. “Research by the Keller Fay Group finds that only 7 percent of word of mouth happens online.”

Dr. Berger goes on to point out that even though we spend a lot of time sharing online, we spend more time offline and offline conversations are rarely documented.

Furthermore, he points out that while online conversations could potentially reach a lot more people, many of these potential recipients don’t actually see every online post.

What Gets Shared Online Is Also Shared Offline and Vice Versa

If the content that we create is compelling enough, people will share it.

The problem is, people share content the way that they want to.

That means that after you post something online it might get shared by people online.

However, a person who sees your content on one social networking site might share it on another social networking site.

Or, they might call people over to their computer or smartphone and say, “Hey, look at this.”

They might also just mention it in passing when talking to friends, family, or coworkers in their day-to-day conversations.

And, as other experts have pointed out, what is shared online could potentially reach the right person with the ability to spread the message through other more traditional media outlets.

For example, back in 2012, Tom Webster highlighted the fact that 80 percent of people claimed to have received information from Twitter because it was relayed to them in other media (e.g., television, radio, other websites, etc.) Even back then, 44 percent said that this happened almost every day.

I would guess that both of these numbers are higher today, given the fact that both of the current presidential candidates know that when they post something on Twitter there is a good chance that what they post will be cited in the evening news or in other media outlets.

While most businesses don’t get the attention that presidential candidates do, their posts still have a chance of being shared in many ways once it is posted online for everyone to see.

Final Thoughts

As the saying goes, “What gets measured gets done.”

Since business leaders often need to justify their budgets, it might be more accurate to say, “What gets measured gets funded.”

Because there are so many ways to measure the effectiveness of the content that we post online, measurement has become a very important part of the content creation process.

And, the good thing is that some very smart people are constantly working on ways to improve the accuracy of the analytics that marketers use each and every day.

However, as I have tried to point out in this post, we still have a long way to go, particularly when examining how content is shared.

It is therefore often necessary to find alternative ways to measure how effective your content is in accomplishing the desired goal in order to justify creating it in the first place.

That said, in some cases it might never be possible to measure all the ways that your content influences your bottom line even when there are some analytics to help guide you along the way.

That is, unless you stop creating content altogether and measure the decrease in sales over time.

The problem with this is that it probably will allow your competitors to grab the attention of your potential customers.

Therefore, this is clearly not the best solution.

Instead, the best solution is often to measure what we can, but realize that our content might be influencing sales in immeasurable ways.

Photo credit: magicatwork on Flickr.

Chad Thiele

Marketing analyst and strategist, content curator, applied sociologist, proud UW-Madison alumnus, and an Auburn-trained mobile marketer. My goal is to help businesses identify trends that will help them achieve their marketing objectives and business goals. I'm currently looking for my next career challenge. Please feel free to contact me anytime at: chadjthiele@gmail.com.

More Posts

Note to Marketers: Holidays Help Connect Us to Others… and Every Day Is a Holiday

Photo credit: Qfamily on Flickr.The idea of creating a marketing campaign that is focused on a holiday is nothing new.

Businesses have been doing this for years.

They do it because it works.

Part of the reason why it works is because people often want to feel a connection to the world around them, and holidays tap into that need.

In a 2013 post on the Everyday Sociology Blog, Dr. Karen Sternheimer, sociologist at the University of Southern California, points out that the rituals associated with the end-of-year holiday season help us feel connected to the rest of society.

As she writes, “Sociologist Emile Durkheim saw rituals as a form of social glue, holding societies together. Shared experiences, like religious and secular celebrations may help create a feeling of commonality. As sociologist Diana Kendall discusses in her book Framing Class, during the holidays media coverage tends to highlight giving to the less fortunate more than other times of year. She found that news stories tend to be more sympathetic and less critical of the poor, highlighting their humanity and stressing our common bonds.”

“Whether the rituals are gift giving, religious worship, or other cultural practices, they serve to unite us with the people we celebrate them with,” she continues. “Wishing strangers “Happy Holidays,” “Merry Christmas,” or “Happy New Year,” extends these bonds beyond our immediate social group.”

Every Day Is a Holiday

While Dr. Sternheimer was talking about the end-of-year holiday season, this enhanced feeling of connection to others as a result of celebrating holidays can happen during any time of the year.

And, marketers are in luck, as there are many reasons to celebrate all year long.

In fact, as you will find with a quick Google search, every day is a holiday.

Sure, you might think that many of these obscure holidays seem hokey or just plain made up. And, it’s okay to think that because many of them are.

In fact, many of these holidays were made up by the man who founded the Foodimentary website.

However, people often celebrate these made-up holidays.

Peeps Aren’t Just for Easter

In an effort to expand their sales beyond the Easter season, Peeps, the brand of marshmallow candies that is over six decades old, introduced Peeps Minis with a marketing campaign that attempted to link the brand to some of the more quirky and obscure holidays.

According to a 2014 New York Times article, “Todd Condie, a copywriter with the Terri & Sandy Solution, said the concept for the campaign sprang from the idea that Peeps were associated with special occasions.”

“What we kept coming back to was that what really defined Peeps as a product was the fact that it was associated with special times, so we tried to figure out what made every day special,” Mr. Condie is quoted as saying in the article. “And it set us off into this world of weird, quirky holidays that really fit the quirky nature of the Peeps brand.”

Fast forward two years and it looks like Peeps Minis did not go over so well.

However, if you visit their Twitter page or any of their other social media accounts, you will notice that the people in charge of marketing Peeps haven’t abandoned the idea of using holidays to sell their tasty treats.

Using Holidays to Fuel Your Social Media Marketing Campaigns

Given the fact that holidays tend to make us feel more connected to each other, it makes sense that brands use holidays in their social media marketing campaigns, as social media is all about connecting and sharing with others.

Therefore, it’s not surprising that in the Market Motive/Simplilearn Advanced Social Media Certification Training, Jennifer Cario, President of SugarSpun Marketing and Author of Pinterest Marketing: An Hour a Day, suggests incorporating holidays into a business’s content mix to catch the attention of current and potential customers.

As she states, “Do you have some type of holiday tie-in? If you sell GPSs, can you do something around Columbus Day that’s got some humor to it? Do you want to push your specific candy as the perfect topper on National Ice Cream Day? There are legions of websites out there that list every single sub-holiday that exists.”

“National Tweed Day and, again, National Ice Cream Day, and Share a Hug Day,” she continues. “There’s millions of those, and there’s the opportunity to produce content around all of them. Then to creatively use some promotion and some viralized concepts and feeding things out to influencers to get people talking just based off the excuse of what’s basically a made up holiday.”

“But, again, if it gets people interested, and it catches their attention, it can be a fun way to put some content together,” says Cario.

Final Thoughts

As Dr. Karen Sternheimer pointed out, the rituals associated with holidays unite us with others and extend bonds beyond our immediate social groups.

This is something that brands have taken advantage of when creating marketing and advertising campaigns over the years.

As experts have pointed out, marketers don’t need to wait until the next big holiday to tap into the positive feelings associated with the major holidays sprinkled throughout the year, because every day is a holiday.

In fact, there is a holiday for just about everything.

While some of the holidays seem a bit hokey or contrived, that’s okay.

If celebrating the holiday fits the brand’s image, creating content built around the holiday can still create the sense of unity.

This will help connect the brand with current and potential and customers in a light-hearted way that will likely be a welcome distraction given some of the more heavy and somber issues that people need to deal with in their everyday lives.

Photo credit: Qfamily on Flickr.

Chad Thiele

Marketing analyst and strategist, content curator, applied sociologist, proud UW-Madison alumnus, and an Auburn-trained mobile marketer. My goal is to help businesses identify trends that will help them achieve their marketing objectives and business goals. I'm currently looking for my next career challenge. Please feel free to contact me anytime at: chadjthiele@gmail.com.

More Posts

Don’t Worry, They’re Just Words: Lost in Translation

Communication is often difficult enough when we are all speaking the same language.

It becomes even more difficult when your target audience is more comfortable using a different language.

A report released by the Center for Immigration Studies pointed out that one in five U.S. residents now speak a language other than English at home. Furthermore, the U.S. Census Bureau reports that this percentage is much higher in several major metropolitan areas in the United States. In fact, in Los Angeles and Miami, over half of the population 5 and older speak a language other than English at home.

The Washington Times article that talks about the overall percentage of U.S. residents who now speak a different language at home points out that English might be spoken some of the time.

According to the article, “Although many of those are bilingual, more than 25 million residents say they speak English at levels they would rate as less than “very well,” according to the report, which is based on the latest Census Bureau figures.”

This can be a problem for communications professionals who are trying to inform and influence customers and prospects about a brand’s products or services.

In many cases, in order to reach some of their potential customers, the brand’s messaging will need to be translated from English into another language.

In some cases, specific ad campaigns will need to be created to appeal to customers of different cultural and ethnic backgrounds.

However, as studies have shown, when translating from one language to another, care needs to be taken as even the structure of another language can change the way the message is received, and thus impact its effectiveness.

Languages Force Us to Think Differently

As a 2010 New York Times article explains, “SINCE THERE IS NO EVIDENCE that any language forbids its speakers to think anything, we must look in an entirely different direction to discover how our mother tongue really does shape our experience of the world. Some 50 years ago, the renowned linguist Roman Jakobson pointed out a crucial fact about differences between languages in a pithy maxim: “Languages differ essentially in what they must convey and not in what they may convey.” This maxim offers us the key to unlocking the real force of the mother tongue: if different languages influence our minds in different ways, this is not because of what our language allows us to think but rather because of what it habitually obliges us to think about.”

For example, English requires that we use tenses, thus communicating whether an event happened in the past, present, or future. In comparison, Chinese does not force people to think about when something happened because the same verb is used to describe an event that takes place in the past, the present, or the future.

As the article goes on to point out, “Again, this does not mean that the Chinese are unable to understand the concept of time. But it does mean they are not obliged to think about timing whenever they describe an action.”

On the other hand, English does not force us to conjugate verbs to show the gender of a person who we are talking about each time they are mentioned. However, this is a requirement for people who are speaking in French, German, or Spanish.

It is interesting to note that in many languages, a male or female gender is also assigned to inanimate objects.

Even more interesting is the fact that this influences how people see these objects.

As the New York times article points out, “When speakers were asked to grade various objects on a range of characteristics, Spanish speakers deemed bridges, clocks and violins to have more “manly properties” like strength, but Germans tended to think of them as more slender or elegant. With objects like mountains or chairs, which are “he” in German but “she” in Spanish, the effect was reversed.”

These are just two examples of how language has an effect on the way that people see the world around them.

If you search on Google, you can find many additional examples.

Final Thoughts

Back in 2012, I wrote a few posts about the important role that the words that we choose to use play in communication.

In particular, I pointed out how changing one word can have a huge impact on the message conveyed to the recipient. In some cases, the omission of a word can also completely change the meaning. I also highlighted the fact that social media is often like the telephone game, where the original message changes as it gets passed from person to person.

As I stated in one of the posts, “At times, the ideas that we are trying to convey to others might not be properly communicated because the intended recipients don’t understand the meanings of the words that we use. (In some cases, the words that we use might actually have different meanings among people with different cultural backgrounds.)”

“In other words, what we are trying to say might get lost in translation even if the people who we are trying to reach speak the same language,” I continued.

As I pointed out in this post, it gets even more complicated by the fact that various languages force us to think about different things, and therefore change the way that we experience the world.

Therefore, businesses need to understand that even though they may intend to send the same message to potential customers when their communications are translated into different languages, the message won’t necessarily be received in the same way because of subtle differences in the way each language is structured.

In other words, the message can truly be lost in translation.

What follows is a Ted Talk given by behavioral economist Keith Chen. In the talk, he explains how these subtle differences in languages correlate with our willingness to save for the future.

Video credit: TED on YouTube.

Chad Thiele

Marketing analyst and strategist, content curator, applied sociologist, proud UW-Madison alumnus, and an Auburn-trained mobile marketer. My goal is to help businesses identify trends that will help them achieve their marketing objectives and business goals. I'm currently looking for my next career challenge. Please feel free to contact me anytime at: chadjthiele@gmail.com.

More Posts

Product Packaging—Valuable Real Estate in a Mobile World

The package that a product is sold in is valuable.

In fact, sometimes it can actually be the reason why a customer chooses one product over another.

Malcolm Gladwell highlighted this in his book, “Blink: The Power of Thinking Without Thinking.”

In the book, Gladwell talked about Louis Cheskin’s work with package design, which on more than one occasion led to dramatic increases in sales.

Paco Underhill also addressed package design in his book, “Why We Buy: The Science of Shopping–Updated and Revised for the Internet, the Global Consumer, and Beyond.”

And, if you look, a quick search on Google could uncover a lot of advice from designers that you might find useful.

But, what I find interesting are some of the things that brands are currently trying that not only can influence sales, but can also provide value to customers, encourage sharing on social media, and can be an additional source of revenue.

Here is a list of a few examples that I have found recently, each of which encourage customers to use their smartphones in one way or another and ultimately help get customers talking about the brand online.

While the examples listed do not include packaging found on a shelf in a brick-and-mortar retail store, the lessons learned could easily be applied there as well.

 

A photo posted by Chad Thiele (@chadjthiele) on

Amazon Minions Boxes

When a customer purchases an item from Amazon.com, everyone who sees the product get delivered knows where they bought it. With its arrow that looks like a smile, the Amazon.com logo is easily recognized.

However, when Amazon.com sold the space on their boxes to advertise Minions, it created a lot of positive buzz for the brand and the movie.

Aside from the novelty factor (this was the first time that non-Amazon ads appeared on the boxes,) they also encouraged customers to take a photo of themselves holding the box and post it on social media sites using the hashtag #MinionsBoxes for a chance to win a $1,000 Amazon gift card.

Therefore, they not only generated some extra revenue by selling the space on their boxes, they shared in the spotlight when customers posted their photos on social media.

And, a lot of people posted these photos.

You can still search the hashtag on Twitter and Instagram for examples.

Zappos #ImNotaBox Campaign

As an article on Adweek.com points out, “Zappos wants you to think outside the box. Beginning with the box itself.”

“On June 1, the online retailer will begin shipping some shoes in a very cool new box (designed in-house) that features a collection of template designs printed on the inside—encouraging the recipients to fold, cut and otherwise reuse the box into item [sic] like a smartphone holder, a children’s shoe sizer, a geometric planter and a 3-D llama,” the article continues.

Similar to the Amazon.com box, Zappos is encouraging customers to share the creative things that they do with the box on social media.

The boxes haven’t started shipping yet, but there is little doubt that they will get some people talking about the brand online.

For additional information, go to www.imnotabox.com.

McDonald’s Turned a Happy Meal Into a VR Headset

In March, McDonald’s Sweden launched a promotion that they dubbed “Happy Goggles.”

According to Adweek, McDonald’s Sweden created 3,500 Happy Meal boxes that could be turned into virtual-reality viewers. These special Happy Meal boxes were available in 14 restaurants over the weekends of March 5 and March 12.

“The push is tied to the Swedish “Sportlov” recreational holiday, during which many families go skiing,” states the Adweek article. “With this in mind, McD’s created a ski-themed VR game, “Slope Stars,” for use with the oggles [sic] (though they work just as well with any mobile VR experience). The game can also be played in a less immersive fashion without them.”

As the Adweek article also points out, it is similar to Google Cardboard.

This is just one mobile marketing campaign that McDonald’s has recently tested.

They also recently tested a placemat made from a special paper that works with a smartphone and an app that allows customers to create music while dining at McDonald’s restaurants.

They called this special placemat the “McTrax.”

Alas, this campaign was only available in the Netherlands. Last month.

It appears that McDonald’s lets its European customers try all the cool things first.

Final Thoughts

As a result of Louis Cheskin’s work, we know that package design can have a huge impact on sales.

We also know that smartphones are a huge part of your customers’ lives.

Therefore, it makes sense that brands encourage customers to engage with the brand in various creative ways using the packaging that their products are sold and shipped in.

As with everything that we do in the marketing world, it is important to test and monitor the effects that these creative package designs have on sales. Because, as pointed out, the packaging can influence sales in both positive and negative ways.

That said, if you don’t try new things, you might be missing out on a huge opportunity to create buzz around the brand that can impact your bottom line in immeasurable ways.

Photo credit: @chadjthiele on Instagram.

Chad Thiele

Marketing analyst and strategist, content curator, applied sociologist, proud UW-Madison alumnus, and an Auburn-trained mobile marketer. My goal is to help businesses identify trends that will help them achieve their marketing objectives and business goals. I'm currently looking for my next career challenge. Please feel free to contact me anytime at: chadjthiele@gmail.com.

More Posts

Customers Love Coupons, but Hate the Fine Print

Photo credit: torbakhopper on Flickr.There is a lot of evidence out there that coupons help drive sales.

This is partially due to the fact that customers like coupons.

In fact, I’d even go as far as to say that customers love coupons. They love to receive them and the love to use them.

This is supported by a 2014 study that was conducted by Forrester Research on behalf of RetailMeNot.

According to an article on marketingcharts.com that cites this study, “Some 68% of respondents agreed (top-2 on a 5-point scale) that they are likely to tell a friend about a company that uses online coupons or promotion codes, and an equal 68% agreed that they are more likely to be loyal to a brand that offers online coupons or promotion codes. Lest that loyalty be to price rather than brand, the survey also indicates that half are more likely to buy a product or service at full price later from a company that offers online coupons or promotion codes.”

And, while the percentages vary, most sources indicate that nearly all consumers will use coupons at least once in a while.

Furthermore, according to a press release found on Quotient.com, research conducted by GfK on behalf of Coupons.com found that, “heavy digital coupon users shop 47 percent more often than the average shopper, spending $6,081 annually on groceries and household goods alone — an incredible 114 percent more than the national average.”

Research has even found that coupons make customers happier.

However, while customers do love coupons and even expect retailers to offer them, there is one aspect of a coupon that can provoke ire in even the most loyal customer.

It’s in the Fine Print

If you ask any retail employee, they could no doubt list a countless number of times when customers were happy with the savings that coupons provide.

On the other hand, they could also point out the many times when customers left dissatisfied with the store because they found out that the items that they intended to purchase were excluded. And, the only way to find that out was to read the fine print. Which, by the way, they probably didn’t do, so they brought the items to the register and were forced to pay full price or abandon the purchase.

Matt Brownell, consumer and retail reporter for DailyFinance.com, summarized the frustrations that many consumers have in a 2013 post.

In the post, he states, “When retailers run sales and coupons, they include fine print that limits what the deal actually applies to. In most cases, it’s relatively harmless — it defines the effective dates of the promotion, and may exclude select items like gift cards and jewelry.”

“But problems arise when retailers go totally overboard and try to exclude half the store,” he continues. “Department stores like Sears (SHLD) and Macy’s (M) tend to hold sales that exclude dozens of brands from the discount, and earlier this year Guitar Center took some heat for a coupon that excluded more than 300 brands.”

He goes on to say, “Sure, in a perfect world everyone would read and understand the fine print. But it’s not unreasonable for someone to see ‘20 percent off everything’ and assume that it applies to most of the merchandise in the store.”

And, he’s not the only one to point this out.

Here are some of the tweets that I found posted on Twitter in the last few months.

If these people got mad enough to vent their frustration on Twitter, it is more than likely that there are countless others who just walk away feeling a little less satisfied with the store.

Some businesses have acknowledged the frustration that customers have with the fine print by adding a little humor.

It’s Not Always the Retailer that Is to Blame

A 2015 article by John Matarese for WCPO in Cincinnati also highlights the frustrations that consumers can experience when trying to use coupons.

As he points out in the article, “Perhaps it would be easiest if the coupons simply listed the brands where you can use them.”

However, he also lets retailers, in this case Dick’s Sporting Goods, defend themselves.

According the article, Dicks explained that “manufacturers, not the store, make the rules, and typically do not allow markdowns on current season merchandise.”

Nevertheless, most customers don’t know this and it is the retailer, not the brand, that often takes the hit in customer satisfaction, trust, and brand loyalty.

Final Thoughts

Customers love coupons.

Research has shown that not only do they drive sales and lead to increased brand loyalty, but they could also lead to future sales for full-price items. Researchers have also found that customers who are heavy digital coupon users shop more than the average shopper does.

Therefore, there is no question that coupons are good for business.

However, retailers need to keep in mind that when they offer a coupon that excludes too many of the brands that shoppers really want, it can backfire and actually harm the store’s reputation.

Photo credit: torbakhopper on Flickr.

Chad Thiele

Marketing analyst and strategist, content curator, applied sociologist, proud UW-Madison alumnus, and an Auburn-trained mobile marketer. My goal is to help businesses identify trends that will help them achieve their marketing objectives and business goals. I'm currently looking for my next career challenge. Please feel free to contact me anytime at: chadjthiele@gmail.com.

More Posts

User-Generated Content Is Fuel for Recommendation Engines

Photo credit: Andri Koolme on Flickr.By now, most business leaders have heard that word-of-mouth recommendations from friends and family play a large role in the decision making process for many consumers.

With this in mind, many of these same business leaders have also accepted that social media should be leveraged, and have thus established a presence on the most-used social networking sites. Many have even gone the extra mile and actually engage with their customers on these sites.

But, what is often most important is what customers do and say online.

The beautiful product photos, positive reviews, and check-ins that customers post spread awareness about the businesses, products, and services that they use and hopefully like.

What they also do is leave a permanent record of a positive (or negative) interaction that a customer had with a brand.

As you know, if it is posted on the Internet, it can possibly live on forever.

What we don’t often think about is that these posts can lead to future sales by helping recommendations engines provide more targeted and accurate suggestions to future customers.

What is a recommendation engine?

In the context of what I am referring to, it is an information filtering system that helps a business recommend items to customers that they might be interested in. For additional information, Wikipedia has a good explanation.

If you want to see an example of a business effectively using a recommendation engine to help its customers find products, visit Amazon.com. The Amazon.com recommendation engine uses a combination of several input data, including past purchases, product ratings, and social media data.

Social Networking Sites Offer Suggestions

Several social networking sites understand that the data that they collect can be very useful and have harnessed it to offer recommendations to users directly within the site.

Foursquare is a great example.

In his book, “Mobile Influence: The New Power of the Consumer,” Chuck Martin describes how Foursquare is using its data to offer better suggestions to its users.

In the book, Eric Friedman, director of sales and revenue operations at Foursquare, states, “From the very first check-in, we get smarter at what we recommend. If you check in to a series of places, we will make a better guess at what you are looking for. If you love small coffee shops and you go to a city and type in ‘coffee shop,’ guess what we are going to recommend? A small, independent coffee shop. If you are a guy that loves a big coffee house and you go to a different city or country and type in ‘coffee,’ we are going to give you recommendations based on your history. If we were friends on Foursquare and I was in downtown Boston and I saw Chuck had been to a cheeseburger place five times, that is a great signal for me to go to the same place for lunch because I know Chuck and he knows good cheeseburger places and I like Chuck.”

The book goes on to explain other ways that Foursquare is using its app and the data it collects to give its users targeted and relevant suggestions based on their location, past check in history, and the check in history of the people who they are connected to.

If you want another example, check out Yelp.

As you are probably aware, Yelp is an online review site that allows users to review businesses that have a brick-and-mortar location. This data can be used directly within the site to find a specific type of business based on its location and the reviews that it gets from Yelp’s users.

Yelp has an algorithm that that helps surface the most trusted reviews from the most reliable sources.

It is also noteworthy that Yelp reviews often show up in the results that users get when they search for information on Google.

Every Post on a Social Networking Site Could Potentially Be a Source of Data

The examples that I gave demonstrated how social media can be used to help users find businesses based on data collected within the social networking site itself.

However, everything that users post on social networking sites can be used by a third party to help consumers make purchase decisions. (As mentioned, Yelp reviews show up in Google SERPs.)

To illustrate this further, think about all the photos of the delicious meals that users post on Instagram.

A photo posted by Chad Thiele (@chadjthiele) on

Knowing that people often post photos of their food, the app MyFab5 encourages users to use these Instagram photos to rank the five best places for a specific type of food in a specific city.

The concept is rather simple (i.e., use food photos to rank the five best places for a specific type of food in a specific city.) The app then uses an algorithm to surface the best places to get a specific type of food based on users rankings. For example, according to MyFab5, here is a list of the best places for burgers in Minneapolis, Minnesota.

While this data again leads back to a brick-and-mortar location, it shows that anything that users post is fair game.

Given the vast amount of data out there, there will be other businesses that will harness other types of user-generated content to help make recommendations to other consumers based on hashtags, keywords, geotags, or other data that are included in posts on social networking sites.

Therefore, it is important that businesses find ways to ensure that these recommendation engines find more positive posts than negative ones.

Final Thoughts

As I have pointed out, the product photos, reviews, check-ins, and other posts on social networking sites not only work to influence the people who are connected to the users who create the content, but they also can have a larger impact on future sales when they are used to fuel recommendation engines.

So what can businesses do to help encourage customers to create user-generated content that displays the brand in a positive light?

The answer to that question depends on the situation.

However, the most important thing is to provide great products and services to customers.

Providing excellent customer service is also key.

In the end, businesses not only want customers to use their products and services, but they want the experience that they have with the brand to be positive. So positive that customers can’t help but share the love of the brand online.

Because what is posted online can live on forever and we can’t predict how other businesses will use that data in the future.

Photo credit: Andri Koolme on Flickr and chadjthiele on Instagram.

Chad Thiele

Marketing analyst and strategist, content curator, applied sociologist, proud UW-Madison alumnus, and an Auburn-trained mobile marketer. My goal is to help businesses identify trends that will help them achieve their marketing objectives and business goals. I'm currently looking for my next career challenge. Please feel free to contact me anytime at: chadjthiele@gmail.com.

More Posts

Sometimes It’s What a Brand Doesn’t Do That Loses the Sale

Photo credit: Ron Bennetts on Flickr.In almost every instance where a business is trying to sell a product or service, it takes multiple positive interactions before a prospect becomes a paying customer.

The average number of positive interactions, or touches at various touchpoints, required typically varies by the type of product or service being sold.

Furthermore, while multiple positive interactions with a brand can lead to a sale, the reality is that negative interactions can also prevent a sale from taking place.

Sometimes it is something that the brand has no control over that causes a prospect to choose the competitor’s product or service.

There are some things that can be done to combat this problem. However, it does require some effort.

To illustrate this point, I am once again going to use my recent smartphone purchase as an example.

The Incumbents: Motorola and Verizon Wireless

I have been a loyal Verizon Wireless customer since I moved to Louisiana back in 2006.

When I moved there, I asked some of the local residents what provider they recommended since U.S. Cellular wasn’t an option in the area, at least at that time.

Nearly everyone who I talked to suggested Verizon Wireless, because they felt that Verizon Wireless had done the best job getting service restored after hurricane’s Katrina and Rita.

I took the advice of the residents of Louisiana and 10 years and two states later, I am still a customer.

As for the device, I think that all the cellular phones that I have owned up until this year were Motorola phones. (Some of my earliest cellular phones might have been made by Nokia, but I am not sure.)

Something that I am absolutely sure of is that the phone that I purchased when I move to Louisiana was a Motorola, as were my first two smartphones. And, my satisfaction with the brand was extremely high.

That was, until Motorola and its parent company, Lenovo, announced that they plan to phase out Motorola and only offer the Moto phones.

The Choice: Motorola Droid Turbo 2 or Samsung Galaxy S7 Edge

I was now faced with the option of getting one last Motorola phone or make the inevitable switch to Samsung.

During my initial visit to the Verizon Wireless store, the salespeople who I talked to spoke highly of both phones, but seemed to slightly favor the Samsung Galaxy S7 Edge.

Needless to say, I left the store that day still undecided.

So, I did what many people do and asked for advice on Twitter.

As you can see, the only response that I received was from the Sprint Forward Twitter account.

They recommended the Samsung Galaxy S7.

I then got a promoted tweet from Verizon Wireless offering a free Samsung Gear VR headset with a purchase of a Samsung Galaxy S7 or S7 Edge. (At the time, Best Buy was offering a similar promotion.) (Note: I think that this was the promoted tweet from Verizon Wireless. If it wasn’t, it was very similar.)

That was it, I was almost certain that I would make the switch to Samsung.

I only needed to check out some product reviews from CNET and a few other sources. All of which confirmed that Samsung was the best option available at the time.

The Choice: Sprint or Verizon Wireless

Given my past experience with Verizon Wireless, it was going to take more than a contact on Twitter to get me to switch to Sprint.

That said, if my past experiences with Verizon Wireless hadn’t been so positive, I might have switched to Sprint or even went to Best Buy to purchase the smartphone.

And, Sprint definitely has my attention if for some reason I need to change wireless carriers in the future.

But, Verizon Wireless did offer a good data plan, had a great offer, and has provided excellent customer service—so I remained a customer.

Final Thoughts

Had Motorola reached out on Twitter or if someone would have recommended it, I might have purchased the Motorola Droid Turbo 2, if for no other reason than to get one last Motorola phone. But, nobody did.

And, Motorola already made the decision to phase out the brand that I was loyal to, so it made my decision to switch that much easier.

In this case, the brand lost a loyal customer because of what they did (plan to phase out Motorola phones), what they didn’t do (reach out on social media or anywhere else at right time), and what other people did (recommend the competition.)

In contrast, while Verizon Wireless didn’t reach out this time, they at least did use a promoted tweet to get my attention on Twitter and create awareness of a great offer. And, to their credit, they did reach out to me a few years ago when I wrote a post about how access to high speed wireless data can have an effect on a brand’s mobile marketing campaigns.

But, in reality, it was the fact that they have always provided great customer service in the past that kept me a customer. That, and the fact that their data plans are competitive with the other carriers.

What this example shows is that in the same transaction, one brand kept a loyal customer by providing competitive pricing combined with great customer service, while another lost my business because of what they did, what they didn’t do, and what other people did.

As pointed out, sometimes it is something that the brand has no control over that can have a negative effect on a sale.

With a little foresight, there are things that brands can do to combat this problem and bring in new customers and retain existing ones.

However, it does require some effort.

Photo credit: Ron Bennetts on Flickr.

 

Chad Thiele

Marketing analyst and strategist, content curator, applied sociologist, proud UW-Madison alumnus, and an Auburn-trained mobile marketer. My goal is to help businesses identify trends that will help them achieve their marketing objectives and business goals. I'm currently looking for my next career challenge. Please feel free to contact me anytime at: chadjthiele@gmail.com.

More Posts

Luxury Shopping Bags: Status Symbols and Social Media Props

Photo credit: Sofy Marquez on Flickr.People love to shop and they love to let people know about it.

Therefore, it’s not surprising that for many years luxury retailers have given their customers the ability to let their friends, neighbors, and just about anyone else know that they have just spent some of their hard-earned money by providing trendy shopping bags to carry proudly as they walk through a busy mall or city street.

As Maggie Lange pointed out in a 2013 article on The Cut, “The shopping bag isn’t just utilitarian, it’s symbolic of taste, preferences, and pursuits. In his book Living It Up, author James Twitchell compares people holding shopping bags to “the powder on the heinies of migrating bees as they moved from hive to hive.” It’s a souvenir of where you went and a glossy declaration of conspicuous consumption.”

With the rise of image-driven social networking sites like Instagram and Pinterest, the design of these shopping bags might be more important than ever before.

The Shopping Bag Should Reflect the Brand’s Image

In a 2011 Luxury Daily post, Kayla Hutzler highlights the fact that luxury shopping bags are visible to many consumers and therefore should positively convey the image and feel of the brand.

As Chris Turbyfill, executive vice president of sales and marketing at Design Packaging, is quoted as saying, “That bag reminds consumers of the brand and [therefore] it should look like the store. It is all involved in what we call the customer experience.”

“That bag needs to reflect the imagery and feel of the brand,” says Turbyfill. “And when consumers go home and put the bag on the table, it is a subtle reminder of what happened in the store.”

The post goes on to point out that the shopping bag can be seen by many people as customers walk around in public, particularly in major metropolises.

However, the post doesn’t mention another role that the shopping bag can play.

Use the Shopping Bag to Get Included

As Juliet Carnoy, Marketing Manager at Pixlee, writes in a post on the Pixlee blog, “Customer photos of your products are the purest form of earned media. When a customer posts a post-purchase photo of your product on social media, it’s a 5-star visual review of your brand.

For the brands that make the products, this is great.

However, the retailer that sold the products might get left out if they don’t give the customer some way to visually represent the store in the photo. This is where a visually appealing shopping bag can play the role of photo prop and help get the retailer included in the story.

In some cases, if the shopping bag is really visually appealing or is a part of pop culture, customers will post photos of the shopping bag alone just to commemorate the shopping experience.

When a photo of the shopping bag is posted on social networking sites, it will not only be seen by all the people that that customer passes on the way home from the store, it could potentially be seen by thousands of people online.

A photo posted by Chad Thiele (@chadjthiele) on

Personal Case Study

One of the best ways to explain something is to give an example. And, what a better way than to give an example from my own personal experience.

About two weeks ago, I visited the local Verizon Wireless store with the intent of renewing my contract and purchasing a new smartphone.

The phone that I was looking for was actually sold out at the local store. Instead of waiting for the next shipment, I drove to the nearest store that had one available.

The customer service at both Verizon Wireless stores that I visited was excellent, and I walked out of the second store with a new Samsung Galaxy S7 Edge.

In keeping with the current trend, I prepared to take a photo of my purchase so that I could post it on Instagram.

This could have just been a photo of my new smartphone.

However, Verizon Wireless had just given me this beautiful shopping bag with the purchase that just begged to be included in the photo. So, I did just that.

After posting the photo, the marketer in me realized that by giving me the shopping bag, Verizon Wireless had found a way get included in what would have been user-generated content that advertised Samsung. By adding the shopping bag, it made it a user-generated ad for both Verizon Wireless and Samsung, if not primarily Verizon Wireless.

In my opinion, that was brilliant.

If only they had included a hashtag on the shopping bag, it would have been perfect. This not only would have encouraged customers to take photos of the shopping bag, but it would have also helped customers connect with other customers, brand advocates, and the brand.

Final Thoughts

Sometimes, it is the smallest details that can help get customers to mention and indirectly endorse brands on social networking sites.

And, as study after study has shown, consumers trust recommendations from people they know more than other traditional advertising methods that brands have relied on in the past.

By offering customers trendy shopping bags that properly reflect the brand’s image, retailers can now be included in the post-purchase photos that customers upload to social networking sites after a long day of shopping.

Photo credit: Sofy Marquez on Flickr and @chadjthiele on Instagram.

Chad Thiele

Marketing analyst and strategist, content curator, applied sociologist, proud UW-Madison alumnus, and an Auburn-trained mobile marketer. My goal is to help businesses identify trends that will help them achieve their marketing objectives and business goals. I'm currently looking for my next career challenge. Please feel free to contact me anytime at: chadjthiele@gmail.com.

More Posts

Five Basic Things Retailers Can Do to Integrate Social Media into the Offline Shopping Experience

Photo credit: Lisa @ Sierra Tierra on Flickr.A majority of consumers in the United States own a smartphone.

That means that they have the ability to research products, compare prices, and share their experiences on social networking sites while they shop in a retailer’s brick-and-mortar store.

While there are retailers out there that are doing some very cool things to take advantage of the fact that their customers are talking about their shopping experiences on social networking sites, many businesses are missing out on some of the most basic opportunities to leverage the power of social media.

And, by basic I’m not talking about using social media monitoring tools to engage with customers and meet their needs while they are in a store or even a competitor’s store. By the way, this is something that retailers should be doing.

What I am talking about are some of the even more basic things that retailers could be doing to encourage interactions and social sharing that would involve very little effort on the retailer’s part. That said, I have noticed that many retail stores just aren’t taking these basic steps.

Tell Customers Where They Can Connect on Social Media With Point-of-Sale Displays

No matter how efficient the retail store is, it is inevitable that customers are going to have to wait in line for a few minutes at the check-out counter.

Many of these customers are already using their smartphones while they wait.

This makes it the perfect time to mention the store’s social media presence, as they could instantly connect with the store online.

A simple way of doing this would be to have a sign located near the check-out counter that mentions where to find the store on social networking sites. This could also be a place where the store could encourage customers to leave a review on one of the online review sites. (I know waiting in line sounds like a bad time to ask for a review, but customers do expect to wait for a few minutes.) Retailers could also mention the store’s mobile app, if applicable.

It should be noted that if the retailer’s sales staff are providing horrible customer service or there are excessive wait times, this signage could encourage customers to vent their frustrations. However, even bad feedback can be considered a gift if it helps the store identify problem areas and allows them to make corrections.

On the other hand, if the store is providing great customer service, public praise on social networking sites can be some of the best advertising a business can get.

Mention Where to Connect Online in the Mobile App and Mobile Website

If the retailer’s customers have taken the time to download the store’s mobile app, they already have an interest in the store or the store has given them a good enough incentive to do so.

By using the store’s mobile app to let customers know how they can connect with the business on social networking sites, there is a good chance that the store will be able to build relationships with some of its most loyal customers, many of whom have the potential to become brand advocates online.

It is important that retailers test to make sure that their customers find this information useful.

That said, with the right design, the mobile app can be a great way to help increase awareness of the store’s social media presence.

And, given that customers are already using their smartphones makes it possible for them to connect to the store on social media with only one or two taps of a finger.

The same is true for customers who are visiting the retailer’s mobile website.

It is important to note that the mobile website is a great place to be able to connect with customers who might be visiting a store for the first time. By providing them with other ways to connect to the business online can help encourage repeat business and possibly help turn them into brand advocates in the future.

Furthermore, whether it is on the mobile app or the mobile website, if your business provides product information or the option to purchase items online, making it easy for customers to share this information with their network on social media by including social sharing buttons is highly recommended.

Mention the Social Media Presence in Brochures, Flyers, Print Ads, and Other In-Store Signage

If the business uses print advertising, there is a good chance that copies of it will find their way into the store and onto the sales floor.

Therefore, providing information about how to connect online is also a must for many of the same reasons mentioned above.

Encourage the Sales Team to Mention the Mobile App and How to Connect on Social Media

The sales team not only has the opportunity to sell the products the store has on its shelves, they also have the opportunity to create awareness of the store’s online presence, including the mobile website and mobile apps, as well as how to connect on social media.

While it might not be appropriate to talk about how to connect with the business online with every customer, there are definitely times when this knowledge could lead to positive mentions online. This is particularly true when the customer is really happy with their shopping experience.

Therefore, the sales team should be trained about the importance of the mobile website, mobile apps, and social media so that they can educate customers when appropriate.

Photo credit: Simon Yeo on Flickr.

Remember Hashtags are Important

As anyone who has spent any time using social media knows, people like to share photos and information with their network when they find something interesting or get a really good deal. This is particularly true when a customer is a huge fan of the business.

Because customers are probably already sharing photos and information about the products that the store sells, it would be a good idea for the retailer to create a hashtag that allows customers to connect with other like-minded individuals. This will help create a community and possibly increase the demand for the products that the store sells.

Final thoughts

Many consumers are already using social networking sites to share photos and information about the products that they find in their favorite stores.

Therefore, it is in a retailer’s best interest to help create awareness of the store’s online presence and to make it easier to share information about the store and the products it sells.

While there might be business reasons not to do all the things mentioned in this post, many would take very little effort and could help encourage customers to share the love of the store, create a community, and connect customers with brand advocates and other like-minded individuals.

Many retailers are already investing in social media marketing. By taking these small steps they could help increase awareness and get folks sharing the love of their store online.

Photo credits: Lisa @ Sierra Tierra and Simon Yeo on Flickr.

 

Chad Thiele

Marketing analyst and strategist, content curator, applied sociologist, proud UW-Madison alumnus, and an Auburn-trained mobile marketer. My goal is to help businesses identify trends that will help them achieve their marketing objectives and business goals. I'm currently looking for my next career challenge. Please feel free to contact me anytime at: chadjthiele@gmail.com.

More Posts

Copyright © chadjthiele.com
Every interaction with a consumer IS marketing.

Built on Notes Blog Core
Powered by WordPress