!!!!! KICKING THE TIRES AT THE MOMENT, HOPE TO BE DONE SOON !!!!!
BANNER
BANNER
WORDMARK
SEARCH
Search:
SUBSCRIBE
Subscribe:
RSS Feed—
So many companies have ventured into social media (and more will continue to) — Pete's already documented the efforts. But one of the biggest problems we see is that companies implement an initiative and watch to see what happens. And it simply doesn't work very well.
Think about what you would look like if you behaved like a brand. Imagine a party with a group of people standing together talking. You walk up, introduce yourself, and make a statement like, "Barack Obama has no right being our president." Then you walk away. Now, you don't know the political persuasions of the people you just uttered that statement to, but you can't just drop a bomb on a conversation like that and walk away.
Or imagine that you invite a bunch of people you know (some well, some not so well) over to your house for a party. When people show up the door is open, the lights are on, there are music and refreshments inside, but you are nowhere to be found. People might wander in to party anyway, but it just isn't the same.
It just happened recently. Pete's already on top of this Motrin situation, and David Armano has documented the the lack of response (or the default to an older channel to do so).
One of the core components of a social media strategy is to understand that brands are people too. Brands have to respond back and participate in the conversation. Employees will take the actions and interact, but that rolls up as an embodiment of the brand.
I think there are several key elements that dictate how brands must behave that defines their personification within a community. The relationships between brands and customers must be:
My colleagues have already been talking about similar things. As Kate so aptly pointed out, I wonder what kind of identity crisis this will invoke. And I'll let Pete decide how this impacts the Ego Trap.
I totally agree with the point that thinking of brands as persons can provide useful insights and guidelines for relating to customers. Serendipitously, I posted the following last night:
"An experience design strategy that aims to increase brand loyalty and retain customers is more likely to succeed if it displays its own loyalty towards customers, and employees, in all its processes by consistently following through on its promises." There are also some useful techniques in Gerald Zaltman's book, How Customers Think, for eliciting what customers think brands think of them.
Larry, it's interesting we're thinking along the same lines. There are significant implications of what I said on design strategy and designing for experiences, as you've called out.
I think our next step is to start thinking about how existing organizational processes would have to change make this possible — and how can designers play a role.
Haven, I totally agree with your point about the importance of existing organizational processes to the relationship between brands and experience design. I'm working on some ideas that may offer useful pointers on the topic and I'll post them soon. However, let me offer one point that speaks to the issue. The increasing use of social media in product marketing is, simultaneously, creating an organizational recognition that product design and service design complement one another as well as contributing overall to the brand.
Hey Brian – it really does come down to the basic building blocks of fostering relationships, doesn’t it?
Your 6 “keys” aren’t just useful (and extremely relevant) for brands behaving in social media, but also useful for all of us in behaving with our family, friends, and co-workers.
The problem is companies underestimate the time that’s necessary to fuel and energize their customer relationships, especially in Social Media.
As with any relationship, it’s a big commitment and commitments are hard work and long-term.
Thanks Mike, I agree. But you'd think after many decades of operations that companies would figure this out by now. It's interesting how distracted they get by meeting quarterly earnings goals and end up taking their eye off the ball. Thus, we all become their 'transactions.'
Haha. I woke up down today. You've ceehred me up!
This north face apex bionic is just right for the city warrior in relaxed fit and comfortable cotton. The button-tab detail allows you to roll up hem for an edgy look.
The Moncler with safe and reliable materials have known to the world, The Moncler Outlet have more and more customers, in winter, that is to say, the Moncler Sale Season, the Moncler Jackets are always hot, for your whole family, you can purchase the Moncler Kids and Moncler Vest, you can't miss our Cheap Moncler Jackets or Moncler Coats Outlet!
http://www.moncleroutlet-onsale.com/
The Moncler with safe and reliable materials have known to the world, The Moncler Outlet have more and more customers, in winter, that is to say, the Moncler Sale Season, the Moncler Jackets are always hot, for your whole family, you can purchase the Moncler Kids and Moncler Vest, you can't miss our Cheap Moncler Jackets or Moncler Coats Outlet!
http://www.moncleroutlet-onsale.com/
Mulberry Bags Sale keep your like feeling in 2011 . If you have the fashion mulberry bag sales , you will can't help falling in love with confidence that mulberry bags bring to you . As for a world famous brand , Mulberry Bags is keep moving in the fashion world , continues to launch more and more fashion Mulberry Alexa Bag to meet more people's fashion feel. Many people look for a certain option with mulberry handbags , which are colors, owning a black Mulberry Alexa Bags increase the sense of versatility, I think you will like the mulberry clutch .
I will keep your new article. I really enjoyed reading this post, thanks for sharing.
I visited a lot of website but I believe this one has something extra in it.
Woah! I’m really enjoying the template/theme of this site. It’s simple, yet effective.
You've ceehred me up
Some persons would dispute much about your good article. To my mind, everyone need I try to look for the article like yours, but usualy I get the greatest freelance writing. But now I ultimately have what I dreamt about.
Sometimes, you have to do some important choices. As example, you may choose to buy an essay or not to buy. You only decide how to act.
These days writing services that offer buying custom papers keep up fights trust of the customers. Buy custom essay only from organizations that sound truly efficient.
Very first factor , A large thank you for you to open my eyes.
There are hundreds of companies that offer online writing services to the students who wish to professional essays. Check up here bestcustompapers.com in case you want to own excellent project written by the tightest deadline.
Students who have problems with producing essays know that it's good to buy custom papers written by expert writers. Visit this website in case you desire to receive professional paper writing service you need come to those essay writing companies.
If you don’t have a clue where to get professional article writing services, simply follow this link specialessays.com. Order online essay from expert paper writers and they will make sure to meet all your wants.
You have to be extremely exacting while selecting the source which proposes to buy essay writing.
By looking through this online essay writing companies, I managed to buy economics essays "essaysleader.com" and other kinds of essays that assisted me with essay writing assignments.
Thanks for sharing excellent informations. Your web-site is so cool. I'm impressed by the details that you've on this blog. It reveals how nicely you understand this subject. Bookmarked this website page, will come back for extra articles. You, my friend, ROCK! I found just the info I already searched everywhere and simply couldn't come across. What an ideal website.
We get just only articles approved by our clients before we start articles submission process! Furthermore, we got many years of positive experience. We get what clients need when they turn to our submitting articles company and we can offer high quality submission assistance!