Social Media - Courageous Miracles
12/25/2013
"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 innovative social network strategy (that would be a miracle of miracles!). 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 customers there.
Fast forward 66 years. It is now 2013, and as we close out this year, we face similar challenges of how to provide value for our customers. Technology can be the gift that opens the new digital door to an exciting way to build relationships with customers .. if we can be as couragous as Mr. Macy.
Pull off the pretty red bow and you'll find social networks with funny names like blogs, Twitter, Facebook, Foursquare, Google+, LinkedIn, Instagram 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 customer create the brand experience together. That takes courage.
The miracle of social media is its impact reaches beyond just one customer. Digital relationships with the people who are the heart of your brand, both customers and employees, can set off a unique chain reactions.
My favorite act of couragous miracle making this season is from the Canadian airline Westjet that surprised passengers with presents that they wanted (not swag from the airline). Video is well done and worth a watch.
- 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 2014, 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 2014, technology developments spin even faster taking digital business into areas that were impossible in '47 or '57 or even '2013.
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.
Imagine 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 brand before it's even launched.
Imagine multiple digital devices from mobile to tablet and computer to wearable. How will you create unique content for all that is relevant? How will you respond on mulitple channels?
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 not with platitudes but with thoughtfulness and courage.
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 devices.
Imagine an organization that places its customers in the center of all decisions.
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 2013 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 courageous 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.
And with that Max and I wish you a very merry holiday!
A classic Diva Marketing Holiday Post.
