Marketers need to be mindful of their digital foundations.
Reviews are great for your site or your app and everyone wants to get good reviews. Some brands are tempted to have employees write reviews as a way to get good reviews fast. We have two examples of the problem this month. The first news to break was from Amazon’s effort to curb the practice by suing people who offer to write fake reviews. The second is from Canada that has fined Bell Canada for having their employees write fake reviews.
Amazon sues 1,000 people for offering to write fake reviews. This article on the Huffington Post provides a great overview of what Amazon’s position is. “Amazon’s legal counteroffensive, however, appears to be one of the most aggressive attempts yet by a major U.S. e-commerce company to fight back. Its lawsuit alleges that individuals would write five-star reviews about products they never even tried, and plotted with product makers to subvert Amazon safeguards that are meant to bolster confidence in the website’s reviews.”
Here is the LINK.
CBC.ca has the report about Bell Canada and the $1.25 million dollar fine for having employees write fake reviews for their mobile application. “The Bell and Virgin mobile apps were launched in November 2014 and immediately garnered four-star reviews on Apple’s iTunes App Store and Google Play Store. At the time, CBC News reported that possibly half a dozen or more of the rave write-ups were penned by Bell Canada employees – many in senior positions. None of the workers disclosed that they worked for Bell.” (LINK TO ARTICLE)
Honest reviews are powerful for your brand. It is the result from creating a great experience for your customer. Focus on delivering awesome and good reviews will come.
All marketers love the LTV metric and I need not go into all the ways it is better to keep a customer than have to gain a new one.
I use many online SaaS (software as a service) tools to do my job. Some I love, some I don’t. They all reach out with emails about how to best use their tools/services. Some focus on case examples of other customers hoping it will inspire me to use their tool more. Some focus on the company’s philanthropic efforts so I feel that by being a customer I am also making the world a better place. The past two examples are what I call 2015 brand normal. There isn’t anything in their tactic that is bad or pushing the envelope or trying to be edgy. They are using current norms to communicate their value to customers. The creepy one came in this week. I get an email from a creative service I use. In the email the person says “I noticed you recently created a design in XXXX but never got a chance to share/download it. We are wondering why?”. I understand that when I am using an online service the company that is hosting it can tell what I have been doing. But we don’t talk about it. It is that big brother, matrix style observation we both know is going on. It is like an unspoken do not ask, do not tell. The service is one I use to create many concepts and drafts before I complete one and download it – so the one in question was nothing out my normal pattern of usage so why the email? What purpose did it serve their brand? I am already a customer and have been using the tool weekly for over a year. As Scott Stratten said in one of his earlier talks, “There is no such thing as a neutral brand interaction. You either improve or hurt it.” This was definitely a hurt moment. Will it change my recommendation of the tool to friends? No, but friends that work in sensitive industries (banking, pharma) – yes it will.
Run, Run, Run, grab a nut here – burry a nut there. Squirrels run all over grabbing a nut where they can find them. And you know what? It kinda works.
One of my favorite one liners is from @unmarketing, “it’s like sending a mannequin to a networking event”. That is what we are doing when we create social content and then spray the same post in every channel. I am surprised at the volume of marketing spend and effort that goes into NOT engaging with an audience. Social allows marketers to get closer to their audience than ever.
No one joins a social network to hear from your brand. Think about it, when you create an account on a social site, what drove you there? Why did you join? Was it because you had a deep desire to see the ad that Ford created? Users join social networks for many reasons and when you talk to People you will find that many have ONE network that they use most. Some have two, and then wackos like me have 30. Want to do some fun social research, talk to your market about the social networks people use. Really listen and you will hear the aspects of the network that they value.
Not all Social Media is created equal. Facebook is very different from Twitter and LinkedIn is not the same as Instagram. Heck, Periscope isn’t the same as Meerkat. They are all different and that is the point. Each social ecosystem has its own way of sharing information.
There is no such thing as a neutral brand interaction. Every time your brand is seen, touched, interacted with, the brand impression is either positively or negatively impacted. Use the native tool to engage with the selected network to avoid a social media faux pas. For example, if you are going to post on Facebook. Follow their rules for posting, use links appropriately and images within guidelines. Don’t have your Facebook post automatically tweet your post. Why, because your tweet will look stupid. It will not follow the social norms for twitter. If you don’t care enough about your content to make sure that it looks (and functions properly) why, why, why should your audience? The same goes for all other social media networks you are using for your brand. By going native, you are communicating to the audiences system one level that you care about them, their choices, their preferred means of absorbing information. That my friends is good marketing.
I have used a lot of webcam and conference systems that are all designed to allow you to participate from miles away. Today I got to test drive, Beam from Suitable Technologies in Palo Alto. Emily from Suitable sent me an email with my invitation and a few clicks later I was ‘beamed’ into their sunny California office.
Beam is a remote presence device, think Avatar and Jonny #5. I was able to take over a robot, drive it around the office and interact with people all from the comfort of my desk.
Here is the video of my test drive:
Barbie has joined LinkedIn. As part of the Entrepreneur Barbie line the iconic dolls has established her page on the business social network. Right now she has 50 followers.
In her post she writes:
“My new business is “Dream Incubator” where I act as a consultant, helping girls around the world play out their imagination, try on different careers, and explore the world around them. Our company tagline is “If you Can Dream It, You Can Be it!””
This is another example of humanizing brands to connect with consumers and from what I have seen so far they are going an awesome job.