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You Define The Risks In Social Media

11/05/2007

Risk A could have had conversation ..

"Isn't there a risk in entering into a social media strategy," They asked.

"What about? What if?" They asked.

"We want safeguard," They said.

"We need reassurance," They said.

"I respect your fears," Said I.

"Let's address some", Said I.

Hesitantly They nodded.

"I admire your courage to explore," Said I.

They gifted me with a nod and a smile.

I remembered what CK said about feeling comfortable.

Q1: How do you ensure the brand is not comprised through comments?
A: Develop comment guidelines or house rules that set expectations.
Moderate/filter prior to posting comments.

Q2: How do you measure ROI? How do you know if you succeed?
A: Develop a blog strategy that ties into accountability.
Success for a social media/blog strategy may not happen ‘as the crow flies.’ The route my be circular.

Q3: How do you ensure the brand is not compromised through the company's bloggers' posts?
A: Develop blogger guidelines and a blogger code of ethics. If the bloggers can help develop these all the better.
Invest in training bloggers and setting expectations. Bring bloggers in on the purpose/goal and /what is success.

Q4: Will we need to promote the blog/social media programs and how will they impact our current marketing strategy?
A: Yes. If you build it they will not come unless you tell them. Consider how your initiatives will either support/solve a marketing or operational challenge or strategy and then how it can dovetail into current and future tactics.
If you develop a blog commit to ensuring it is visible on the home page of your website and that there is a link placed on the main navigation bar.

Q5: What do we do if IT does not have time to be involved?
A: There are hosted solutions such as typepad.com. IT interface can be kept to a minimum such as adding links to the website to the blog .

Q6: Is it worth the additional time?
A: Identify anticipated benefits and how they will either support/solve a marketing or operational challenge or strategy.
Example: Your customer service reps time spend answering questions about how to send packages over seas. A blog post can expand a static FAQ page and provide feedback for specific questions that will be available in archives and part of your continuing knowledge base. time, people resources and $ saved.

Q7: Do you have the people resources needed?
A: Determine what your content direction will be; the roles and responsibilities of the people involved and track time.
Read Q6 answer

Q8: Can you afford the additional operational (software, hosting) expenses?
A: Hard cost is pennies .. the look and feel/design may up the price but that can be control.

Q9: What happens if your competitor is less risk adverse than you and steps into the space first?
A: You'll be second to market and have to play catch-up in your learnings.

Q10: How do you safeguard against getting "blown-up?"
A: Keep the social mantra top of mind: honesty, transparency, authenticity. Throw in a little passion too. Remember social media is simply a way to engage in conversations with your customers and prospects using a bit of technology and the internet. Expect differing opinions, questions and  perhaps some challenges too. 

Social media usually self-corrects if someone says something unfavorable that is not true frequently your brand champions will tell the other side of the story, giving the nay sayers less credibility. You can also join in and tell your side of the story.

Interesting article from iMedia article

Friday Fun: Which Floor Belongs To Which Loo?

11/02/2007

Bathroom_blogfest_logo_2Friday Fun is Diva Marketing's virtual happy hour from cosmos to Jack to lemonade. A waiting for the weekend 'playground' time to be sophisticated-silly. Or sometimes just plain silly.

This summer BBF C.B. Whittemore invited me to join in the annual Bathroom Blog Fest. Anything that involves C.B. - count me in! Girlfriend, I must admit, I love wonderful bathrooms. I almost bought a house because the bathroom had a chandelier. Honestly. 

Susan Abbott and Stephanie Weaver are the creatives behind the The Bathroom Blog Fest - the blogger event that celebrates National Kitchen and Bath Month. This week bloggers from around the globe wrote about the importance of bathrooms in the customer experience with photographs and stories of great and terrible bathrooms. 

Taking up C.B.'s suggestion I took a couple of photos of floors. Since it's Friday Fun let's play a Guess Which Floor Belongs In Which Loo Game. Your challenge, should you accept it, is to match the photo with the venue. 

The Venues:  A. Atlanta Harsfield-Jackson Airport;  B. Expensive Restaurant Midtown Atlanta; C. Steak House Restaurant  - Chicago; D. Cute Funky Restaurant Chandler Park Atlanta

Bathroom_atl_1

1                


Bathroom_airport_2

 

 

2

South_city_kitchen_2

3

Bathroom_chop_house_chi

4


Scroll Down For Answers.

Enjoy some really fun posts from The Bathroom Fest Bloggers!

C.B. Whittemore, Flooring the Consumer - A week long series on bathrooms: Retail, Measurement, Extreme Solutions, Advertising, Mickey Mouse, Pro Bass Shop Bathroom
Sara Cantor, the curious shopper, - Do you crumble or fold your TP?
Kate Rutter, Adaptive Path - Office Bathrooms   
Laurence Helene Borel, Blog Till You Drop - Luxury Loos Around the World
Iris Shreve Garrott, checking out and checking in - Potty Propaganda
Susan Abbott, Customer Experience Crossroads - Convention Hotel Ladies Rooms
Maria Palma, Customers Are Always - San Diego Sports Arena Toilet Terror
Becky Carroll, Customers Rock! - Attention To Detail, Disney Experience
Toby Bloomberg, Diva Marketing
Stephanie Weaver, Experienceology -  Oceanaire Restaurant
Linda Tischler, Fast Company Now
Ed Pell, K+B DeltaVee
Helene Blowers, Library Bytes
Claudia Schiepers, Life and its little pleasures, Bathrooms In Belgium
Katie Clark, Practical Katie - Hand blowers, shelves in the stalls, sink designs
Sandra Renshaw, Purple Wren - Hotel Bathroom in India
Reshma Anand, Qualitative Research - Bathroom baby care rooms
Marianna Hayes, Results Revolution
Carolyn Townes, Spirit Women - Meeting In The Ladies Room Series
Anna Farmery, The Engaging Brand - Born In A Loo
Dee McCrorey, The Ultimate Corporate Entrepreneur - Innovation In The Loo
Katia S. Adams, Transcultural - Bathrooms In Small Businesses
Katie Konrath, Get Fresh Minds
Jennifer Brite, Kitchen and Bath Business - Low Flush Toilets

The Bathroom Blog Fest Group Blog

Answers: 1-D; 2-A; 3-B; 4-C

How well did you do? Anything surprise you? Did the floors reflect the image of the venue that you had in your mind? In a retail bathroom setting  .. do floors matter more to women or to men? Do they matter at all?

Lessons Learned: The little things, like a floor, can the image of a brand.

 

Sidebar: Next time you are in need of finding a Loo call on MizPee. Fun mobile MizPee finds you the nearest clean toilet.