A Social Media Gift of Little Miracles
12/25/2012
"We'll be known as the helpful store. The friendly store. The store with a heart. The store that places public service ahead of profit. The plan sounds idiotic and impossible...consequently, we'll make more profit than ever before."
Nope, it's not a new social commerce strategy. It was an innovative sales program
launched in 1947 by Macy's Department Store. In the classic film, Miracle On 34th Street, Mr. Macy took chance on a different way to conduct business.
Customers would not be coerced into buying what they did not want; however, the real courage was if another store had a better or less expensive product Macy's would refer them there.
Fast forward 65 years into the future and we struggle with similar issues of how to provide value for our customers. Technology has given us an amazing, let's call it a gift, that provides a new way to for us to build relationships and nurture with our customers.
Pull off the pretty red bow and you'll find digital platforms with funny names like blogs, Twitter, Facebook, Foursquare, Google+, LinkedIn and Pinterest. It's a world where to succeed we have to go beyond a one-off sale to opportunities where three entities: company, employee and custome can create the brand experience .. together. That takes courage too.
Unlike the impact of Macy's initiative, social media impact reaches beyond just one customer. For the first time, the entire enterprise has skin in the game. The digital relationships that the people who are the heart of your brand can set off a unique chain reaction.
- Continuous listening -> learning -> understanding -> results in trust -> leads to loyalty -> leads to the cash register bells ringing. And every time a cash register bell rings a marketer gets a bonus or gets to keep her job (!) .. oops wrong film.
Corner grocery store digital relationships that are build not only with you and your customers, but among your customers and your employees could never have been imagined when Kris Kringle entered Macy's Santa Land in 1947. However, even as we approach 2013, for many organizations open conversations still seem like a Miracle on (insert organization name here) or like the ghost of Xmas future (oops wrong movie again.)
The plan sounds idiotic and impossible... consequently, we'll make more profit than ever before.
As we begin 2013, technology developments spin even faster taking digital business into areas that were impossible in '47 or '57 or even '2012.
Imagine a digital destination where you can include your review of the product, service or customer care that influences your or your friends' buying decisions.
Imagine a digital destination where you can talk to a brand employee who doesn't respond with a scripted answer.
IImagine a digital destination that allows for product and service customization.
Imagine a digital destination where you can start a conversation with a real person about what matters to you regarding a product or service.
Imagine a digital destination where you can actually help change the direction of a product or service before it's even launched.
Imagine multiple digital devices, moblie, tablet, computer, television not "or" but "and" ... and one day even your glasses!
Imagine a digital destination where you can chat with people about their experiences and learn from each other .. in real time during your shopping experience. The result is smarter purchases.
Imagine an authenitc conversation, in real time, with your favorite actor, politician, author or reporter who responds to your comments.
Imagine an authentic conversation with your senior managmenet or an admired corporate executive where ideas are transparently exchanged.
Imagine an organization that works in partnership with its customers and employees to create a brand experience that is relevant, innovative and imaginative across multiple divices.
Imagine an organization that cares not simply about for for its customers.
The plan sounds idiotic and impossible...consequently, we'll make more profit than ever before.
What a funny world we live in. It's interesting to compare a 1940's film, where finding solutions to customers' problems was perceived as unique, to 2012 where finding solutions to customers' problems is considered ingenious.
The techniques may have changed. New buzz words may be added to the mix. Bells and whistles may be a little louder. However, after all is said and done, the premise remains the same:
-Listen
-Understand
-Add value
-Do what it takes to go the extra mile to delight your customer
I believe that as we learn how to use social media it will change how we conduct business .. leading to creating an environment where people truly matter. And that my friends, is as couragous and innovative as Mr. Macy's Miracle on 34th Street.
The plan sounds idiotic and impossible...consequently, we'll make more profit than ever before.
Sidebar: A Classic Diva Marketing post based on an article written for American Marketing Association Marketing News.
Max and I wish you a year of little miracles, joy and all things wonderful and bright.
