BT using Twitter as a customer service support tool

Twitter is becoming increasingly popular amongst retailers as a customer service tool. The likes of ASOS and Debenhams have embraced this angle, the former having a dedicated ASOS account for customer enquiries. This adds another feather in the bow of the micro-blogging service when it comes down to challenging the criticism that Twitter offers no viable commercial value.

This week I was nodded in the direction of @BTCare by @GeoffreyB, Marketing Director at BT Retail Solutions and someone whom I follow on Twitter. So, I took a look round....

First impressions are good - @BTCare has a branded backround and has added some key profile info such as web address and location. The bio could do with some work though, very friendly but says nothing about who/what BTCare is and who is behind it. Nice links on the left to other BT Twitter accounts, good to see joined up thinking.

What about the level of engagement and content?

This impressed me. There are a lot of replies to individual users, with a positive and helpful tone. There seems to be a genuine desire to help, it certainly does not come across as a “me too” attempt to leverage Twitter’s popularity. The #followers is testament to this – currently at 1,978. Yes I know that BT is a huge brand with a customer database of millions but I think the follower base is a reasonable size.

Without approaching BT with a genuine customer query/complaint, it still looks like BTCare is doing a good job as a customer service channel. I love replies like “@edwardlamb I do not think we can gain the information you require, however if you DM us your account details we can have a look for you!”. The tone conveys knowledge but also offers to investigate the enquiry further. This communicates authority, reliability and genuine care. I really like this.

And what of the commercial benefit to BT?

Using Twitter as a customer service channel can help answer queries in real time. This will encourage customers to use Twitter, reducing the demand on other inbound channels such as email and the call centre. We all complain when faced with a complicated IVR: we don’t want to wait, we don’t want to press 1 then 2 then 1 etc, we want a real person immediately. If this is what we want, then we should start to embrace Twitter as a communication channel and be grateful that retailers are putting the resource into providing this service. It is not a right, it is a bonus.

There are other benefits too such as raising brand awareness and managing negative comments.

What do you think of BTCare’s uses of Twitter? Do you have examples of other retailers using Twitter as a customer service tool? Please share and leave comments.

Why social media makes Customer Service more important

I spoke to a friend last night who visited Iceland for his first wedding anniversary. He had treated his wife and splashed out on the Hilton which is apparently the second best hotel in Iceland.

On arrival he was greeted with the news that the hotel manager had upgraded their reservation to the executive suite, on one of the top floors, affording spectacular views over Reykjavik. The reception staff wished my friend and his wife a happy anniversary and told them to shout if they need anything to make their stay more pleasant. When they got up to the room, there was a greeting card congratulating them and a bouquet of flowers.

Now that is what I call customer service. The hotel knew about the special occasion because my friend added this to the comments field when booking online. However, the fact that the manager made the effort to give them something for nothing and that the hotel staff were all aware of the importance of the occasion is testament to a company that takes customer service seriously.

As a result of this kindness, my friend has recounted the story to almost everyone he knows. He added an update to his Facebook account when he was over in Iceland saying how happy he and his wife were. That message instantly reached hundreds of people. Following a conversation in a pub, I'm now writing about this and will link to it across my social networks.

Why? Because it illustrates the point that positive customer service can have a ripple effect. One of the positive effects of social media is the ability for individuals to influence decision making via user generated content. This content could be on a social network like Facebook, in a Twitter tweet or in a review posted on a website. The fact is, with people sharing information (in some cases instantly) freely, the impact the actions your business takes can have a significant impact on your brand reputation.

If you look back to the problem United Airlines created for itself when it damaged a customer's guitar, it provoked a chain reaction from the video posted to YouTube which amassed over 2m views from July 7th to July 12th after the story broke. The company's reputation was tarnished and they had to respond, eventually providing positive customer service. Social media provided the tools for an individual to express his frustration by the inept customer service he was provided. This social commentary influenced the opinions and actions of thousands of people globally.

For brand marketers and PR, I think this concept is proving hard to handle and also quite daunting. No longer can you rely on press releases to spin a positive line, you have to monitor brand conversations across the social space and learn to engage with people on their terms and in their networks. Communication is more pervasive than ever and companies have to respond by taking customer service seriously across the business; the adage that the customer is always right is truer than ever and how business deals with its customers is wonderfully visible.

Why has social media changed the requirements for customer service? Because an individual can influence people globally which in turn can have a significant impact on a business. Perhaps investors will take stock and impress the value of good service on their management team because ignoring it could affect the value of their investments.

Do you agree that social media is making customer service standards more visible and more important?

How can your business start to make sense of social media?

I woke up on Thursday morning with a nagging question in my mind. I don't know why, perhaps it's because my mind has a mind of its own. The question that snapped me awake was how can a business make sense of the seething metropolis that is social media? I've been guilty of adding to the commentary and not putting enough suggestions to paper. I've tried my best but I do tend to get distracted and add my thoughts to the latest story, albeit in an attempt to add value and insight.

So this week I'm going to put down a simple plan with the sort of questions you need to be asking yourself and the actions you need to take. This is not an authoritative and exhaustive list, it is simply my recommendation to help you get started and not simply sit back and drown in information. It is written for someone who is new to social media and has had no experience of working with it and struggles to understand how it works alongside traditional marketing.

Below are my 9 steps to getting started:

Step 1

Define the goals and objectives of your social media strategy?

· Why are you investing time & money?

· What do you want to achieve?

· Create SMART objectives and ensure that any activity is tied back to at least one of these objectives

Step 2

Plan the resource requirements

· How much time can you afford to dedicate to building your social media presence?

· Who needs to be involved and how does this need coordinating?

· Define how you will respond to feedback (positive, negative, general enquiries etc)

· Establish what tools you will need to use to monitor your presence effectively

Step 3

Understand the culture of the social networks you wish to explore

· Evaluate competitors and other companies using the networks and learn from what they do

· Immerse yourself in the social media and get to grips with the etiquette and how people interact

· Read relevant industry blogs and articles to improve your knowledge

Step 4

Create a measurement plan

· Define what your success criteria are – are they soft or hard targets, are there financial objectives?

· Define how you will measure each success criterion

· Set-up the tools that you need to measure these (web analytics, voice-of-customer, call centre etc)

Step 5

Understand your customers' needs that do not relate to a purchase

· What will make people interested in what you have to say and engage in conversation with you?
What information will satisfy the needs of online researchers who don’t want a sales message?

· What subjects areas related to your products & services drive the greatest conversation?

· What knowledge base do you have that you can communicate to add value to the community?

Step6

Create an integrated communication plan

· Define how you will use each channel to promote both conversation and sales orientated messages

· Define how your social media presence will work with your other marketing channels

Step 7

Build relevant content – content is king

· Plan what content you can produce that is relevant and adds value to your community

· Integrate this content with your primary website to ensure that your traditional customer base benefits as well

· Integrate content creation with your SEO to ensure content is optimised and beneficial to site visibility

Step8

Identify brand ambassadors and key contributors

· Monitor your networks and identify people who get involved the most – talk to them, find out more about them and encourage them to become brand ambassadors

· Use other people to spread your message – give them the tools to share your content across their networks

· Engage with them directly using more personalized 1-2-1 communication

Step9

Monitor, evaluate, respond, adapt & evolve

· Social media is not a fixed entity, communities are evolving every day as people’s needs and desire changes – make sure you stay in touch with the mood

· If your audience is shifting to other social media sites, move with them; if they are demanding more interaction, learn how to satisfy this

· Regularly evaluate performance against the objectives and goals you set – how are you doing?

· Use all sources of information to identify ways to improve your engagement

· Above all, monitor your brand reputation and act when there is conversation happening that you can both influence and add value to – never stop listening.

Have I missed anything obvious? I am not claiming to be an 'expert', I don't believe in that word. These recommendations are based on my own experience of using social media. Please share your comments and suggestions.

Social media is pervasive

This week's blog is a short response to an excellent article about the power of social media for individuals v business, posted by Dan Greenfield on Social Media Today. I am not going to repeat the content, Dan does an excellent job so please read his blog for an insightful analysis.

In summary, a musician had his guitar damaged by United Airlines' baggage handlers and this was witnessed. Following months of wrangling, United Airlines failed to provide compensation. Frustrated, the musician set about using his music to broadcast this shocking customer service via social media sites such as YouTube. This led to an outbreak of negative PR as the online community took umbrage at the disregard for the customer.

What does this tell us? Well, it clearly demonstrates that social media is pervasive. By that, I mean that its reach is extensive and one action can echo far and wide very quickly. You don't need to be a business leader or celebrity for your voice to be heard, shared and embraced.

I think this is wonderful. The internet is fast becoming a social vehicle whereby people can have their 15 minutes of fame and effect change. The power of the online community to chose what it believes is important is exciting (for some concerning, perhaps). One individual can influence millions of others simply by providing relevant content that is then shared across networks.

What does this mean to business? It means that monitoring brand conversation is more crucial than ever in order to protect and enhance your brand reputation. It is arrogant to dismiss channels like Twitter as worthless fads that offer no commercial value. If your company is being criticised and you do nothing about it, that will damage you commercially. The challenge has been set and business must take online reputation seriously. Read Dan's blog and follow the links to find out just how quickly a story can go global. Can business afford to be so complacent?

What do you think? Is this a great development that will help make business more accountable for its mistakes or do you find social media too pervasive and open to abuse?

All comments welcome. Thanks.

DM drives more web traffic than online marketing - how can this benefit social media?

A new survey by Pitney Bowes has found that 60% of UK consumers believe offline direct marketing is the most likely to get them to visit the website of a company they have not bought from before. You can read the full Internet Retailing article here.

Ok, the survey only covered 10,000 people but that is a significant number and gives a good inidicator of the general mood of consumers. How much value should retailers place in this finding? Do they need to rethink their marketing mix to cater for the impact of offline media on online performance?

I started to think about this in relation to social media. Let's take the example of customer reviews. Argos made a bold and logical move at the start of 2009 by integrating online reviews into its print catalogue, with a reach of over half the UK households. That decision instantly put user generated content in front of their main audience and highlighted both the service availability and the value of independent comments. This raises the question of how effective user generated content can be in driving traffic and sales from offline media into the online store? I have not seen any follow up data from Argos or Bazaarvoice on this subject and would welcome any info.

The research from Pitney Bowes indicates an age and gender bias to the multi-channel effect. Women are more likely than men to be influenced by offline media and those in the 25-34 age group are most likely to consider buying when directed from an offline message. How does this tally up with the general usage of social media? Interestingly on networks like Facebook, it is the over 35 segment that is increasing usage quickly and there is a female bias, though us chaps are catching up quickly, especially on Twitter.

So, if there is a prime social media audience that will respond to offline messaging, is there a bigger opportunity to engage people via offline media to improve online website performance? Beyond incorporating customer reviews into catalogue and other media such as advertising, how else can retailers leverage social media across their offline channels?

I would start by testing some low level activity because you don't want to throw all your eggs in one basket and find out the effort has been worthless. With customer reviews I would be interested to see the impact on response rates to adverts using unique URLs for the online click. Perhaps radio ads could position top rated products to increase engagement and response?

Then there is the question of social network profiles. How can you promote your community presence on sites like Facebook & You Tube or your micro blogging on Twitter? Perhaps these can be incorporated into catalogues and adverts to test whether they can increase your audience participation?

Of course, you need to balance the testing of the new with the impact on your existing marketing activity. There is no point increasing Facebook fans if you destroy your direct response at the same time. However, with a sensible testing strategy I think retailers can play with this multi-channel marketing story and learn more about how the channel interaction affects customer engagement.

I would be interested to hear what you think and give me examples of retailers already doing this well......

Getting your attitude right with social presence is key

I was asked this week by another consultant (yes, we breed like rabbits!) what companies should be doing with social media and whether it is really worth the effort. Instead of laughing at the suggestion that it might be a futile investment, I thought about what is the best way to explain the context of social media to someone who doesn't know much about it. So I turned to the best possible example of how social marketing can engineer both a culture change & drive engagement with new audiences - the Barack Obama election campaign.

I love this quote from Mike Slaby, CTO of Obama for Amercia: "If you tread on people’s space, you’ll piss them off". That hits the nail on the head. To get social media, you have to change the mentality from a brand to a community member. You need to engage people with dialogue, not push marketing monologue at them. On Facebook, Twitter, MySpace etc you are an equal member with everyone else, even if you have your own account you do not control the conversation. Why do you want to control conversation? That's not how a conversation works, that is more of a chaired panel session!

The challenge is to understand what you want to achieve from your social media presence, define the information you wish to communicate and then build relationships with key members (find the advocates, those controbuting the most and having the greatest influence on other members) so that you can get your message across without being seen as intrusive.

The other quote I really like from Mike is in relation to Twitter: "If you’re going to use Twitter, you have to have people in your organization who know how to tweet. And you have to trust your people and the people you’re talking about". What I like is the ethos of trust, empowering your employees to take ownership of social channels and giving them the freedom to build relationships and conversations using their voice and personality. By all means provide guidelines (you don't want people swearing and using offensive language, that could damage your reputation) but allow nature to take its course.

In social media I think that your personal voice is really important. People relate more to people, than companies. Establishing who you are and why you are there goes a long way to building trust and with trust comes a more open dialogue that enables you to achieve your communciation goals. Take a look at my last blog entry on Southwest Airlines for a great example of how employee empowerment can be put at the heart of a social media strategy.

Using commercial disciplines to plan a social media program is both sensible and recommended but the delivery has to be personal, relevant & engaging.

So what's my take out from this blog post?

1) Don't let your social program be brand-centric

2) Understand that people relate to people more than businesses

3) Get your employees excited about what social media can achieve

4) Empower employees to take ownership of social channels

5) Engage your community; ask questions, respond to queries, give them relevant content

6) Amongst this, weave in sensible promotions to drive traffic & sales on your commerce website.

Do you agree with my take? If you have any comments or questions please drop by and have a chat.

Should email be more social?

I get too much email. Fact. I'm signed up to hundreds of retailers, industry bodies, bloggers, gurus etc in the search for illusory perfection. I want to find the best elements of every aspect of email marketing to blend them into something fantastic for our Clients. For the past few weeks i've been tracking who adds a social element to their emails and there are surprisingly few examples. Which got me thinking. Yes, rare I know.

What do I mean by social elements to email? I mean giving people the ability to interact with and share your content across their social networks and to join your networks, such as:

• Linking to your blog
• Providing social bookmarking 
• Showcasing your social profiles on sites like Facebook & Flickr
• Including Twitter follow links
• Highlighting your online forums

Of course, not everyone is feeling social despite it being the latest obsession of the marketing world. However, for most brands there is a compelling reason to make emails more social - not everyone wants to buy from you right now, so you need to keep them engaged with your brand until their purchase desire is ripe. If they get a flat email with no reason to pay attention, they're gone. Unless your next emails then land at the exact point they are considering a purchase, you are likely to lose the sale to someone else.

So what do I recommend?

Firstly, get to know your audience and start with the basics. Put social bookmarking on your email - you can use free tools like Add This and embed the code into your html. Then tell people about it and get them excited - tell them to share with their friends and post the content to their preferred network so they can access it whenever they want.

Secondly, test the impact of your social media presence. Start simple with something like Twitter. Add a "Follow me on Twitter" section to the email and then track the volume of clicks. If your tracking & analytics is effective, you can then measure how non-Twitter email customers compare with Twitter email customers for site traffic & conversion. Having spoken to Littlewoods Deals, they generate 50 to 100 visits to their website from Twitter daily.

Once you've got them to follow you on Twitter, you can use your tweets to keep them engaged with you and your brand (important you keep this informal and personal), alerting them to offers and promotions as well as new products/services. Twitter is a much lower cost communication tool than email - no design, build or distribution costs. Imagine if you could get 1,000 of your customers to follow you on Twitter - you then have a daily communication opportunity, the only cost is your time.

A good example of this in action is......drum roll.......no alarms and no surprises......ASOS!

I know everyone bangs their drum but they just get it. They embrace online and the love talking to their customers. A recent ASOS email invited people to follow their Tweeps and if you look in the footer of all their emails, there are links to their social network profiles.

Another brand mixing email & social well is Coke Zone - targeted at the younger audience but great offers and clean creative. Check them out.

Do you agree with me? Do you think that brands should be integrating their social & email marketing? 

Let me know of any good/bad examples you have discovered.

Sitting in the corner all alone

Why do some companies miss a trick? Why do marketers spend a lot of time and effort coming up with clever campaign concepts only to fail in the delivery? On the social web there is a huge opportunity to encourage people to share your ideas across their networks, provided you give them good reason to. Encouraging people to talk for you doesn't always require a financial incentive, though that is indeed the usual fare. However a quid pro quo is desireable - you scratch my back etc.

My irritation comes this week from what I think was a great piece of marketing poorly executed. The brand is Brora, the concept an Easter Egg Hunt launched via email. The email invited me to their website to hunt for easter eggs hidden on pages; there are 15 in total to collect awarding a maximum discount of 15% off your order.

On closer inspection, there was no obvious route to finding the eggs and no hints/tips to channel people to find the mother load. The landing page explaining the hunt was bland and unengaging. The eggs, when found, were easy to see and there was a nicely delivered splash page showing your new egg being added to the basket and the total eggs collected. 

However, there are 15 eggs to collect to get the full 15% discount. Firstly, 15 eggs is a lot to collect when you are not giving people any clues how to find them and they all exist on separate pages. Secondly, 15% is not a great offer anymore - anything less than 20% seems an offense! So, in my opinion  this is a really cute piece of marketing that has failed to ask the killer question - will my customers find it easy to use and will they be excited? Of course, that is my take, hopefully for Brora it will prove successful but could it have been even more successful if the execution has been smarter?

Bringing it back to the general social theme of my blog, what do I think they should have done?

1. Encourage sharing - use a standard "send-to-friend" service in the email - why are they not using such a basic tool to get more people involved?
2. Provide social bookmarking in the email so that people could post the content to their networks - Easter is abput friends & family, so encourage people to spread the word
   
3. Reward people for spreading the content virally - why not offer anyone who sends the email to X friends a bonus Y% off their order? Or free delivery. Or a free gift.
   
4. Get online and get people excited about it!! Now this is supposition but I think there will have been zero online PR for this campaign - there should have been some content syndicated to raise awareness & the offer driven via channels such as the affiliate base
   

I guess my main point here is that people undersell themselves too easily and don't think laterally. A promotion is as effective as the interest of your customers and you limit the scope of involvement if you just send an email and put up a new homepage - you have to put all your eggs in one basket!

What do you think? Go to the Brora homepage and follow the instructions: do you get bored after the first 5 eggs and give up or does it really work for you? Please post comments, I welcome other viewpoints.

Should we expect responses from all Twitter messages?

Following some twitter banter this week i've decided to continue the political theme of last week's post. Don't worry, i'm not politicising my blog, I'm just interested by the usage of social media by politicians and political parties.

Last week's blog discussed the relevance of social media to politics; this week's reviews how a poorly thought through campaign can increase apathy amongst the target, or voting, audience. As with any social media presence, politicians need to understand the rules of engagement; if they want the kudos and benefits of our attention and affection, they need to take it seriously and give something back. In short, I think they have the following obligations:

• Respond to comments and feedback
• Maintain regular updates
• Don't preach - give us opinion but let us think about it
• Address negative PR
• Entertain us!

I, like one man and his dog, follow Downing Street on Twitter. I guess I'm intrigued to see the Labout spin monster in motion but also the pure part of my heart longs for genuine engagement from a politician. This week I decided to post a reply to a tweet from Downing Street:

Granted, there was a certain cheekiness and provocation in this tweet but it was also playful and genuinely hoping for a response. I took the time to communicate with Downing Street so surely they would want to respond to create a positive impression? Wrong. 2 days later and still nothing.

In my view, if you accept me as a follower you should take me seriously and respond to my comments. If you had no intention of responding to all individuals, then at least make that clear in your bio or by putting a background to your twitter account with a short statement. When I use twitter I expect a response - everyone else i message achieves this.  That is what engagement is about. Twitter is not a marketing tool to push information at people - it is a conversation tool to interact and share content; without the interaction it is a PR stunt.

So tell me what you think - am I being unreasonable in expecting the Downing Street behemoth to respond to individual comments, however banal? Or should we demand better service from a public body that obviously wants the benefits of having a large follower base?

Please let me know your thoughts by posting comments to this blog.

Is social media killing our social skills?

Anyone following my twitter updates would have seen a post about a BBC online article in which a leading medical professional warns of the inherent dangers of social networking.

Dr Aric Sigman says websites such as Facebook set out to enrich social lives, but end up keeping people apart. These warnings have been made in Biologist, the journal of the Institute of Biology. The general warning seemed common sense to me, the fact that some people could suffer by being withdrawn from face-to-face human contact, but what caught my eye was the following excerpt:

"a lack of face-to-face networking could alter the way genes work, upset immune responses, hormone levels, the function of arteries, and influence mental performance. This, he claims, could increase the risk of health problems as serious as cancer, strokes, heart disease, and dementia."

Now, that just seems a little bit scaremongery (if that is even a word) to me. With everything, there comes a risk. There is the belief that amongst the social networks lies the menace of people luring and enticing for nefarious intent - just take the example of the German cannibal who invited his victim over the Internet. Every communication tool has the potential to be used for illicit purposes. However, Dr Sigman's hypothesis seems a little far fetched. 

Can the usage of social networking lead to fundamental changes in the human physiology and biology? I can accept that it could prevent some people from going out as much, leading to laziness, lack of exercise, sunlight etc which could have an impact on health. But does it really have the debilitating effect he claims and could it contribute to an increased prevalence of major diseases?

I'm not convinced but I'm no doctor. I personally think social networking can help improve and enhance human interaction. What it doesn't do is remove the need for parents to look after their children and make sure they have a balanced life or for adults to no withdraw into their shells.

I really hope that Dr Sigman's warnings are an over zealous reaction to the pitfalls of interacting virtually because for me social media should be something we embrace to improve how we communciate and share information, not something that replaces interaction.

"No way, it's just not for my customers!"

I was at the Retail Week eCommerce Summit in London this week and talking to several leading retailers. Our Sales & Marketing Director, Steven Hampson, presented the e-inbusiness take on creating a buzz for brands online using engagement techniques including social media. I wanted to know what the audience thought so, direct as usual, asked them. One senior person fired back "It's a load of rubbish, what relevance is any of this to my customers? They dont use Facebook and Twitter is for celebrities, not selling". I considered this an invitation to wax lyrical.....

Now, i'm not defensive about social medial. If you don't like it, fair enough. However, if you don't get it, i'm not going to accept the negativity without explaining my viewpoint. So that is what I did with my usual enthusiasm. This week's blog is the condensed version of the stream of consciousness that burst forth....

Firstly, there is no right answer to the question "Will social media work for me?". I don't know. Nobody knows. But you can build a business case. Many brands are using social media effectively to engage customers and drive traffic/revenue. It helps them influence perception. But it is not a brand & reputation management tool per se. Success (how do you define success?) depends on many factors but the most important are a) is it relevant to your customers? (b) will it add value to your customers? (c) are you committed to making this work? (d) are you open to allowing your community to grow at its own pace, with a little encouragement?

There are many good examples of large (mainly retail) brands embracing Twitter. Zappos is the one I always use and I took the liberty of asking their CEO (via Twitter of course) how/if they measure the impact on their eCommerce site; the answer was a pleasing "we don't really measure it, it's just another relationship building tool". Now, thanks to that interaction I have blogged about it and told a lot of people in my personal networks. That might not monetise the time Tony spent replying but it has given him a lot of free PR.

So my view? Don't judge a book by its cover and don't infer your personal viewpoint on your customers. People use Twitter. Some people pointlessly follow everyone through fad addiction, these are the people who will switch off as soon as the "next best thing" arrives. However, there is also a myriad army of genuinely interested people who want to connect and share information. If you can tap into these people, you can build yourself an effective follower base who will talk about you and tell others. That just might drive people to your website.

But if all you want is measureable sales & profit, turn to your standard eMarketing channels. Just don't expect people to get excited about your brand.

Why Twitter is the blind disco of social

Well, i survived a night out on Friday 13th with no hockey-masked psycho in sight. Job done. To celebrate still being alive, I thought i'd blog today having read some inspirational stuff from Tony Hsieh, Zappos CEO and embracer of all things Twitter.

So, what has Tony's insight taught me? That social media is relevant, you just have to work out how and why before you embrace it.

I'll use a blind disco analogy (ooh we do love a good analogy at e-inbusiness!). There are thousands of people in a room, all with the same goal - have a great night, (hopefully) meet someone they like. They are all listening to music via headphones but get to choose what to listen to. The room itself is silent. From time to time people look up from the maelstrom, take the phones off and talk to each other. Sometimes that spreads and conversations start. The room suddenly has a buzz, the reverberation of conversation amplified by many voices. The individuals then gradually return to their own music and indulge in their own little world. The room falls silent again.

Social media is like the blind disco. On an infinitely larger scale. There are millions of individuals absorbing communication every minute of every day, from friends, celebrities and companies. Frequently they take time out and share information with other people, personal associations or simply people in a network they use. The ripple effect starts and one conversation strand suddenly embraces hundreds, thousands of people. Then the moment passes, the hubbub calms and they go back to doing what they want on their own until the next buzz descends. A bit like watching an episode of Bagpuss...

This happens. I know it, I am regularly involved. I love the buzz of getting something relevant sent to me. The challenge for brands is to work out who wants to hear from them and then put a program in place to give them the information where and when they want it. Then give the support needed to help them use & share it. And most of all to listen to what people are saying and act when needed. No, it is not easy. Yes, you need to think carefully. Yes it can be relevant to you.

To put this in context, I highly recommend you read Tony's blog about how Twitter can enact positive change, both for the individual and the company. You can read his thoughts here.

Hope you enjoy!

Dialogue is better than monologue: building engaged communities online

Month 2 in the 2009 Social Brother diary room….

I’ve been locked in a cellar with only my iPod for company as I write a presentation for the Retail Week eCommerce Summit on 17^th Feb @ which e-inbusiness is the Associate Sponsor. Yes, a shameless chance to further our global domination plan by drip feeding our knowledge and experience to innocent bystanders!

For those of you who have ever given a presentation to a demanding and savvy audience, it can be quite a daunting task. Not only do you have to provide a voice of authority and knowledge, you have to be engaging and interesting. I’ve always prided myself on being able to keep people’s attention but that’s usually fuelled by some premium ales and the odd Jack Daniels, or two. I was set the challenge by Sarah, our Head of Corporate Marketing, and Steven, our Sales & Marketing Director – what should we talk about that is current, topical and relates to user experience and the use of technology to drive online conversion?

After two days of spiritual meditation in an ancient Buddhist temple in the Himalayas, entering into a zen like trance (anyone seen Monkey Dust?!), I came up with the thread of building engaged communities online by creating a buzz for your brand. Before the corporate bingo police come rushing in, that’s not just marketing waffle. I’m not trying to cram in agencyspeak to sound uber-modern. I genuinely believe that this is the key challenge for online brands in 2009 and onwards; how do you excite and interest your customers to build a community that actively engages with your brand? This week’s blog looks at what I mean by an engaged community and the power of advocacy in helping brands grow a community organically.

Yakety yak – what is an engaged community!?

Noun

Engagement (plural engagements)

1/ connection or attachment, the point at which two or more things are connected

2/ a feeling of understanding and ease of communication between two or more people

An engaged community is a group of people who have a common interest in your brand, who interact with each other and your company to access interesting, relevant information and share it across their social networks. Each member contributes to the community but some are more active than others and take leading roles. Your community requires support and your main challenge is to provide them with the tools & technology to use your content when, where & how they want. The community thrives on nurture and nature; your nurture to provide advice & guidance and moderation when needed to help the members, nature for your members to grow the community organically via their personal connections and advocacy and most importantly, on their terms.

Encouraging advocacy

This is about dialogue, not monologue. When you have engaged with customers, you can talk to them regularly and update them with relevant information. You can signpost them to important announcements and build a personal relationship. Then you can encourage them to share your content with their contacts and other social networks. By rewarding and encouraging, you gradually build up a base of brand advocates who trust you, like what you offer and will tell their connections. Check out how well Wiggly Wigglers has done on Facebook at linking product enthusiasts. Heather Gorringe has really embraced social media and put her customers at the heart of the communication – I have told hundreds of people about them because of this, who could have told hundreds more. As Diana Ross said, we’re in the middle of a chain reaction….

Putting this into practise – visualising advocacy

Below is a Blue Peter special sketch of how the One-to-Many power of advocacy can positively impact brand awareness (and eventually conversion and other KPIs) by dialogue:

This is all very top level stuff but it does illustrate the power of engagement. If brands look to social media as the cure all for the tough economic and trading conditions, they will be missing a beat. I think people need to encourage engagement, giving their customers the tools & support to interact with their brand and content on their terms, when, where and how they want. Social media is just one element of this, albeit an important and hugely exciting one.

What do you think? Is engagement the new black, or are you one of the doubters? If you want to hear more, please come and listen to us at Retail Week eCommerce Summit on February 17^th @ Millennium Gloucester in London.