by Next Wave Team | Feb 11, 2009 | 1 to 1 marketing, Marketing & the Web, Social Media
David Meerman Scott
is becoming one of the social media Illuminati, with his books, talks, blog and tweets. The cool thing about all this social media stuff- is a lot of it is good old business common sense repackaged in a 2.0 format.
His post, which I’ve excerpted most of here- is one of those common sense things that corporate America needs to relearn. No matter how many amazing, expensive, beautifully shot car commercials we see- we still have to complete a transaction at the local level- with a, that’s right- car salesman. Note to GM- this is part of the reason Saturn started out so strong- you cut out the worst part of buying a car- but I digress, read what David says:
People want to do business with people. We’re human, and we crave interaction with people who know us. When you build content especially for your buyer personas, you build a relationship with people before you’ve even met them.
How about the opposite case? Have you recently visited a company Web site or blog and said, “Wow These guys understand me” Didn’t it make you feel different from how those boring old sites you usually see do?
When online content seems created by some nameless, faceless corporate entity, it doesn’t entice us. And we’re just not interested in doing business with that company. A corporate-brochure site will never start a World Wide Rave.
We all want to do business with other humans. We want to know there’s a breathing person behind the Web site or blog that we’re reading. And we want to know that those humans on the other side understand and want to help us. A great site or blog or YouTube video, created especially for us, drives us to action. We want to do business with people who understand our problems.
There’s no secret to building great online information. Start by understanding your buyer personas, not by hyping your products and services.
Web Ink Now: People want to do business with people.
The reason social media driven sites work so well, as opposed to brochure sites is that there is a chance to have a conversation. People want to be heard, and the reason they are on your site is they are looking for answers for their problems. They probably came to your site because Google put you there as “the expert” on their search- it’s your job to prove them right.
In my recent search for a printer, the company that I eventually ended up doing business with seemed like the expert in the area of large format color printers. Their site was extensive, but what got me to call, was watching a youtube video explaining and comparing two printers. The people weren’t professional actors- they were the sales team. The production wasn’t slick, it was probably flip. When I called, the people on the phone seemed to care about me getting the best possible printer at the best possible price. It wasn’t about them- it was about solving my printing problems.
A lot can be said about advertising, design, strategy, marketing- but in the end, people do business with people they know. We tell this to our clients. We remind them constantly that if they aren’t in the evoked set of possible suppliers (either in Google or in top of mind) they don’t exist. What can you do to increase your perception of expertise and accessibility to your clients?
Think about it. If you want to talk about it, feel free to call me, 937.228.4433. We’re here to solve your social media and marketing problems by helping you know more people to do business with.
by Next Wave Team | Jan 17, 2009 | Practical Marketing 101, Social Media
Everyday we see ads that try to sell us on a products FAB (Features, Advantages and Benefits). Maybe what we should be concentrating on is telling people what other people prefer? In fact, a UCLA professor did a study and dramatically changed the outcomes by a changing the message to be “inclusive” more than “exclusive.”
Noah Goldstein has a Ph.D. in social psychology. He teaches at the prestigious Anderson School of Management at UCLA and tosses around esoteric terms like “injunctive norm.” But today he’s talking hotel towels.
Noah Goldstein: There are these signs in hotels that ask people to reuse their towels to help save the environment.
That’s the standard environmental appeal. The Ph.D.s thought they could do better.
Goldstein: A second one that we created specifically informed guests that the majority of others did reuse their towels sometime during their stay.
The result of that message? Twenty-six percent more recycling. And when Goldstein and his colleagues tweaked the sign further to say the majority of guests in that particular room had re-used their dirty towels, recycling improved 33 percent. Goldstein says it’s an adaptive, herd-like response.
Marketplace: Peer pressure pushes people to go green.
Even though “average” means a majority of people, 95% of people will tell you they are above average- and when people are given a choice between trusting professional reviewer or someone they don’t know who they think is just like them- we’re seeing a movement to trusting the “untrained joe.”
Social media, which connects people in even more random ways than was previously possible is driving this change in consumer behavior.
So next time you are looking at ad copy, think about the power of the herd so you can be heard.
by Next Wave Team | Jan 16, 2009 | 1 to 1 marketing, Personalization of Advertising, Practical Marketing 101
We are all barcodes
One of the problems with affinity programs is that they force the customer to carry a card for every retailer. The same can be said for membership programs- like my Y membership card. Besides making my wallet thicker than a Whopper®, the amount of time searching for the right card slows down the check out/in process.
Some of the credit card companies have experimented with RFID chips in small dongles, “speed pass” etc, yet, this is just another piece of branded trash that’s being forced into my pocket.
In Japan, cell phones have been used to connect to everything from soda machines to public transit, with the billing being handled by the telco provider.
We’re not there yet in the USA, but, a new software application for iPhone or iPod touch allows consumers to carry the barcode image on the card in their phone:
Mesa Dynamics and CardStar have announced CardStar for the iPhone/iPod touch
its latest mobile application for personal card management. The program allows users to digitally upload their customer-reward and club cards, enabling cashiers to scan the barcode displayed on the touchscreen, instead of having to bring the card with them. CardStar contains a merchant list of over 100 companies, with six different categories, and supports barcode formats for most commonly used cards including code 39, code 128, EAN 13, and UPCA.Available categories include travel, retail, grocery, gym, entertainment, and drug store. An advanced option allows addition of cards that are not currently included in the merchant lists. CardStar can be purchased from the App Store and is priced at $1.
MacNN | CardStar provides reward/club card tools on iPhone.
Marketers should be rushing to embrace this kind of customer centric use of technology to make it easier for consumers to keep connected with your brand.
Besides, I keep breaking my YMCA keyfob membership number, but, knock on wood, my iPhone can’t snap in half.
