Saturday, October 4, 2014

Service Is the New Marketing – Thanks to Social Media

In the words of Jeff Bezos, CEO of Amazon, “We see our customers as invited guests to a party, and we are the hosts. It’s our job every day to make every important aspect of the customer experience a little bit better.”

Two recent experiences couldn’t have been more different, and as a result, I started to think how the two establishments valued service and repeat business. In today
s era of nearly instant communication and thanks to social media and the myriad of sites available to anyone with a smartphone or tablet, a recap of a good or bad experience can appear anywhere from a small blog to thousands of YouTube views to the national TV news.

I visited a local restaurant for lunch. While the restaurant I visited was in Los Angeles, there are other locations, so it’s not a one-off like the Cheers bar we all know and love from the TV show where you walk in the door, and “everyone knows your name.” However, at this restaurant, I have a favorite waiter who knows what I like and actually brings my favorite items without menus. Alas, on this particular visit, my favorite waiter wasn’t working. Since I have positive experiences at this restaurant 99% of the time, imagine my horror at this rare experience.

After entering the restaurant and waiting 10 minutes for the hostess, I was seated at a patio table. Then, after waiting another 10 minutes to be acknowledged by a server, I placed my order. After the order was taken, I saw the waiter walk out of the restaurant’s back door never to return. Yes, you read that correctly: I never saw him again. Some other waiters tried to provide decent service, but without “owning” my table, they were unsure about order details and did not check back to ask if anything was needed after the kitchen team delivered the food.

Contrast this poor excuse for service with another recent experience. I visited a large hotel (a member of the Westin hotel chain) for a family celebration in Southern California. From the moment I checked in to the moment I checked out, I was treated like a VIP. My name was used when the front desk personnel spoke to me, and my name was used when I dined at the hotel’s restaurant. It was clear that this hotel staff understood that people have choices when it comes to choosing a hotel. The staff at this hotel wanted its guests to remember their version of excellent customer service – and return in the future.

Think how quickly I could have posted my dissatisfaction with the restaurant. I could have posted a comment on Twitter or Foursquare, uploaded a photo of the waiter’s disappearance out the restaurant’s back door on Facebook or Pinterest, shared a short video on YouTube, or posted a negative review on Yelp. By contrast, I could have posted positive comments or photos or both about my hotel experience just as quickly.

With social media becoming such an integral part of a company’s overall marketing strategy these days, service is really the only way for companies to stand out from their competitors. While negative reviews tend to remain online longer, it is critical for customers, clients, stakeholders, and guests to share their positive experiences and feedback too.

So, at the conclusion of your business dealings and interactions, do you request that your customers talk about their positive experiences online? Do you follow up with them to repeat the ask? And how do you thank them? This should all be part of your social media strategy.

Happy Customer Experience Day! #CXDay

Image Courtesy: Boians Cho Joo Young via

Saturday, September 6, 2014

Tips for Bold and Gutsy Leadership

I would like to introduce John Baldoni to my blog. I met John through my social media activities on Twitter, and over the last five years, I've gained immeasurable insight from him thanks to his Twitter comments, blog posts, videos, and books. John is an internationally-recognized leadership educator, executive coach, and speaker. He has written more than a dozen books, including MOXIE: The Secret to Bold and Gutsy Leadership, Lead with Purpose, Lead Your Boss, and The Leader’s Pocket Guide. In 2014, Trust Across America named him to its list of top 100 most trustworthy business experts, and also in 2014, Global Gurus ranked John #11 on its list of global leadership experts. John has authored more than 500 leadership columns for a variety of online publications including Forbes, Harvard Business Review and Bloomberg Businessweek.

I am honored to share some of John's latest insights here on my blog.

QUESTION: Your leadership inspiration is timeless, but what's your latest secret to bold and gutsy leadership? Please explain MOXIE.
JOHN BALDONI: MOXIE focuses on the guts, gumption, and determination that individuals and leaders apply to achieve their goals. Moxie itself is a combination of fire and determination. As I describe in my book, MOXIE serves as an acronym for:

MINDFULNESS – to be aware of yourself and your situation

OPPORTUNITY – to turn challenges into possibilities for growth

X-FACTOR – to use your character and its attributes to succeed

INNOVATION – to look for possibilities where others see obstacles

ENGAGEMENT – to work with others to achieve positive outcomes

In a nutshell, MOXIE is what every leader needs to succeed.

QUESTION: How do you define the differences between leadership and management?
JOHN BALDONI: Managers keep the trains running on time. Leaders direct the trains to where they should go. That is why managers must administrate; they run operations and keep an organization’s functions running smoothly. Leaders provide the guidance that provides direction. Truth be told, managers must lead and leaders must manage.

QUESTION: If an employee doesn't have a good relationship with his/her boss, how can he/she "lead the boss" or lead up?
JOHN BALDONI: You cannot manage up nor lead up if you don’t have a strong relationship with your boss. You can build a relationship by framing what you want to achieve in ways that reflect positively on the boss. Learn what your boss wants to accomplish and help him/her deliver on it.

QUESTION: How does a leader build an effective team?
JOHN BALDONI: Understand the wants and aspirations of individuals and then you will understand what they can achieve as a team. Set forth direction for the team and link that direction to what you know appeals to individuals and the team.

QUESTION: How can a CEO/President define or set the direction for his/her company's culture?
JOHN BALDONI: You need to focus people on the purpose of their organization. With purpose, you can get people on board. Without it, the organization flounders. It’s up to the leader to link purpose to individual action and team outcomes.

Learn more on John’s website, the site for his new book, and follow John for regular leadership advice on Twitter @JohnBaldoni.

Image Credit: digitalart via

Monday, August 25, 2014

How Does Customer Experience Impact Branding?

I would like to introduce David Jacques to my blog. I met David through my social media activities, specifically through Twitter and Google Plus circles because we share a like mind about the importance of customer experience marketing. David (a Canadian and former New Yorker) is Founder and Principal Consultant of Customer input Ltd., based in Hong Kong, and a pioneer in the field of Customer Experience Management. Recently, David and I discussed the impact of quality customer experiences on branding, and highlights of our discussion follow. 

QUESTION: How do you define customer experience?
DAVID JACQUES: There are a few good definitions of customer experience out there that practitioners tend to agree with. For me there are two key points: First, from the customer’s point of view, and second, through any and all active or passive interaction with an organization. I specify from the customer’s point of view because customers will only consider what is relevant to them. And the higher emotional involvement or outcome, the more important any single interaction experience will have on the future relationship. I think the term can be used for a single interaction but it's also the sum of all. And the breadth of interactions that are part of the customer experience goes beyond the customer lifecycle. I call it the customer experience lifecycle, which starts long before and continues long after the traditional definition of customer lifecycle.

Customer experience now means different things to different people. What is important is defining how it is managed and that’s where you see if a company understands it. To manage customer experience, companies must have a holistic view across and between all channels, touch-points and departments. It's not sufficient to look at a single channel in isolation because customers move from one channel to another, and this transition must be seamless. And that’s why customer experience management requires cross-departmental collaboration.

Some companies will talk about customer experience with a focus on a single channel or even a single interaction. They may spend a lot on experience improvement projects for interactions that have little impact on the overall and long-term customer experience, like opening an account (since this is done only once). Companies must not lose sight of the forest for the trees. And the proverbial forest is customer value.

On a side note, I wrote the first definition of customer experience on Wikipedia based on an article I wrote almost 10 years ago. It was eventually removed under the pretext that it was not a recognized term (and that I was breaching my own copyright), and later another similar definition came through customer experience management. Today both definitions exist and I do think there is a difference between customer experience (CX) and customer experience management (CEM). One is the result from the customer’s point of view, and the other is the framework from the company’s point of view.

QUESTION: Where does customer experience fit in a business strategy?
DAVID JACQUES: I think it is well recognized now that customer experience is directly tied to a company's bottom line. Most executives will say that it is core to their strategy but don’t really know where it fits. Customer experience management must be front and center in the business strategy.

Discussions about the customer experience must be at the executive table and the processes to measure and improve it must be embedded throughout the organization. It's not something done on a project basis; it is an ongoing effort and part of everything a company does. Although I have been an external consultant for most of my career, I know very well that to be sustainable, customer experience must be something managed internally in organizations. Companies have matured in terms of customer experience and are starting to understand this, which is why I am now more interested in finding the right fit for a client-side role as opposed to consulting; to take ownership of a company’s customer experience and have more impact.

QUESTION: How has social media changed customer service?
DAVID JACQUES: Social media has changed customer service forever; it has brought a company’s responsiveness to the public front and center, exposed for all to see. Customers take their questions or complaints to social channels. How a company responds will be seen by dozens or thousands of people and will affect the likeliness to buy from that company.  It has obviously created a huge challenge to companies who are not responsive. But it has also created great opportunities.

Social customer service is the new marketing. I recently did some research which shows that a company’s image of post-sales service responsiveness has a dispositional effect on customers’ sentiment toward interactions with a company, more than any other factor. In other words, customers who perceive a company as being reluctant to provide post-sales service are more likely to be dissatisfied through any interaction regardless of the actual quality of the experience. On the other hand, a reputation of caring post-sales service results in customers being predisposed to be satisfied – and more forgiving in the case of a breakdown. Given this, we can understand the importance of social media customer service since it exposes a company’s customer service attitude.

QUESTION: Please provide three examples of brands that understand customer experience marketing and why.
DAVID JACQUES: Difficult question, because I don’t see many brands providing an excellent customer experience all around. Of course classic examples everyone uses like Amazon come to mind. The customer is really at the core of the organization, and that’s made very clear by the CEO. I used to take Apple often as an example but not longer. I still think their products are great when I don’t have to take them to repair. They have done many things well but recent experiences as a customer suggests the apple has fallen far from the tree in this post-Steve Jobs era. I wouldn’t use Starbucks as an example. While it has a great customer-centered culture, its aggressive expansion at the expense of smaller local coffee shops doesn't create community goodwill. That has affected my customer experience with them. The Starbucks machine has lost steam (pun intended). I still admire these companies for different reasons, but not necessarily for their overall customer experience.

My thanks to David for his insights. Connect with David on Twitter and on LinkedIn.

Image Credit: Stuart Miles via

Sunday, July 27, 2014

Remember SAPCOTE When Adding Social Media to Your Marketing Mix

Many people talk about the value that social media adds to a brand’s marketing outreach. But if you’re a small company or have limited personnel who already wear multiple hats, how do you find the time to participate in social media, let alone succeed in social media? Here’s the answer: Remember SAPCOTE. I have created an easy way to remember the basics and am not referring to the small town about two hours north of London, England, with the same name. SAPCOTE stands for strategy, audience, platforms, content, timing, and evaluation.

Before thinking about all the nuances of social media, consider these questions first:

  • Do you have a strategy?
  • What are your goals for social media participation?
  • Do you have a written social media plan that aligns with your overall marketing plan?
  • Who will execute your social media outreach?


As you think about current customers and prospective customers, consider these questions:

  • Who is listening and who will listen?
  • Who is responding and who will respond?
  • Who is engaging and who will engage?


While there are hundreds of social media sites, depending on your company size, audience, and time allotment, consider spending time on the platforms that form the tip of the social media iceberg:

  • Facebook
  • Twitter
  • LinkedIn
  • YouTube
  • Instagram
  • Pinterest
  • Google+
  • Foursquare
  • Flipboard
  • Blogs


Don’t get overwhelmed by the prospect of developing content. What are your company’s areas of expertise? Who are the experts within your company? What advice can you provide to your regular stakeholders? What advice can you provide to new stakeholders? Here are some ideas to consider as you craft your content:

  • Determine news for your current audience.
  • Create content to attract new audiences.
  • Determine your brand’s voice.
  • Find a balance between sharing your own information and listening to others.
  • Reply to people’s comments.
  • Invite people to comment and share.


If you ask 10 people about the best times to post on social media platforms, you will get 20 answers. Depending on your industry and when your audiences may spend the bulk of their time in social media, your timing may need to be adjusted. But here are some suggestions as you get started.

  • Post several times a day to Twitter.
  • Post daily to Facebook.
  • Post daily to Instagram.
  • Post daily to LinkedIn.
  • Post daily to Google+.
  • Post once a week to your blog.
  • Other sites TBD based on your core audiences.


As you create content, you will develop a routine, and the days will move by quickly. So, every six months, evaluate your social media outreach.

  • Do you remember your objectives?
  • What does social ROI add to your overall marketing mix metrics?
  • What do you want to measure?
  • Who comments on your content?
  • Who shares your content?
  • Have you expanded into other social sites?

Keep in mind that in the social media Olympics, comments are considered to be Gold, shares are considered to be Silver, and likes are considered to be Bronze.

Lastly, don’t forget one key point as you spend time adding social media to your overall marketing mix: you don’t own the social platforms. So make sure to drive all traffic from those social sites to your main website, where you own and control all the content.

Tuesday, June 17, 2014

A Presidential-Size Opportunity Presented by Social Media

As a result of social media, we communicate in a different way than just 10 short years ago. We view fans and followers with heightened attention. We conceptualize ideas in terms of images and photos in a way we never did before, and BYW, we speak in capital letters rather than complete sentences.

While many individuals have developed a personal digital footprint, businesses – small, medium, and large – have also developed a presence on their preferred social platforms, some based on a specific industry. But where are all the Presidents of mid-sized businesses? If your company leader is AWOL from social media, isn’t it time for your brand to benefit from his or her participation?

Have you heard of Richard Branson, Mark Cuban, and Elon Musk? They’re the leaders and key storytellers of Virgin Atlantic airlines, the Dallas Mavericks basketball team, and the Tesla electric vehicle. But in addition to their countless accomplishments, they are also active in social media. All three are prominent on Twitter, which means that if they have product news, event news, or even a simple response to John Q. Public, it’s available for the world to read – in real time.

“Leaders who don’t understand social media are placing their company at risk of not capitalizing on business opportunities, as well as exposing it to unnecessary risk,” says Walter Adamson, a social media strategist of Kinship Enterprise in Australia.

And isn’t your President/CEO the number one brand ambassador among all of your employees? He or she could use the social platform of choice – whether Facebook, Twitter, Google Plus, or LinkedIn – and provide industry tips, interviews of employees, interviews of industry experts, commentary about industry news, and the list goes on and on. Depending on the platform chosen, the posts could be short or long.

Employees would notice that the top brand ambassador has a social presence and that he or she wants to engage with both internal and external stakeholders. This would result in more social activity by employees, customers, and others. Media might even become interested in your brand, and that could yield media coverage.

So the question for all Presidents/CEOs is this: Do you have 10 minutes a day? Pick a social platform – probably Twitter and Facebook would be the best places to start. Then ask yourself, what you would say if you encountered Bill Gates in an elevator for two minutes? How would you describe your competitive advantage? What news would you share about your business? What advice would you seek? Now share some of that conversation on your preferred social platform – but be brief. See how easy that was? And here’s the secret: repeat tomorrow, the next day, and the next. 

You’ll be surprised by the rise in fans and followers, your brand awareness, and maybe, even in your sales.


To read more, check out:
Weber Shandwick Study on the Social CEO:

“Is Your C-Suite Social?” by @JackieFunk

“Five Reasons the C-Suite Can’t Ignore Social Media” by @Damian_Corbet

“Top 50 Social Chief Executive Officers on Twitter” by @ValaAfshar

Image Credit: Stuart Miles via

This post was written as part of the IBM for Midsize Business program, which provides midsize businesses with the tools, expertise and solutions they need to become engines of a smarter planet. I’ve been compensated to contribute to this program, but the opinions expressed in this post are my own and don’t necessarily represent IBM’s positions, strategies or opinions.

Sunday, June 1, 2014

Do You Create Brand Experiences?

Brands stand out among the competition for a variety of reasons. Your customer service may be exceptional.  You may offer discounts or buy-one-get-one-free offers. Or you may have partnerships with other trendy brands. But in today's social economy, one way to generate interest in your brand is to create a “brand experience.” According to Marty Neumeier, a brand experience is "all the interactions people have with a product, service, or organization; the raw material of a brand."

I’d like to introduce Chris Beninati to my blog. Chris is the founder of Social Demand, an experiential marketing agency in Southampton, New York. Social Demand creates unique experiences for lifestyle brands through campaign development, brand strategy, and special events. Chris and I met through Twitter and after several conversations in 140 characters or less, we decided we had much more to say. Connect with Chris on Twitter @cbeninati and learn more about his company at Highlights of our conversation follow below.

QUESTION: How do you define a brand experience?
CHRIS BENINATI: My team and I ask ourselves this question on a daily basis because it's at the heart of why we do what we do. No matter what you sell, you must realize that your company is now a lifestyle brand: a brand has a consistent style and voice across multiple social channels, expressed to millions of consumers. If you aren't looking around and asking, "How does our brand fit into our target audience’s lifestyle?," then you're losing.

QUESTION: What makes a successful brand experience? Please provide three examples.
CHRIS BENINATI: The best brand experiences are when the brand allows the audience to take the reins and, for example, connect with each other at an event. Too many brands try to plug themselves and give too many up-front calls-to-action. The most successful campaigns come from putting the audience first -- find out what they enjoy and provide that joy to them. When people realize that a brand made an amazing experience happen, they'll be more likely to engage in positive word-of-mouth and further support the brand.

Three examples I like are from brands who gave back to their consumers and incorporated the lifestyle of their target audiences within their campaigns.

[1] The app Uber used Ice Cream trucks to promote its brand and service. It gave consumers a call-to-action to download the app and request “Ice Cream.” If they were lucky, a truck soon arrived with free ice cream. This was great because it showed people how to use the service in a fun (and delicious) way. (Check out the details:

[2] I loved the Canadian Airline West Jet “Christmas Miracle” campaign. The airline asked travelers traveling to Toronto what they wanted from Santa. When they arrived in Toronto, all of the requested gifts were at the airport when they landed. Big time emotional connection and social advocacy with a video that went viral overnight. No one who has seen the video will ever forget it. (Here’s the link:

[3] I also loved Heineken’s “Departure Roulette En Route” campaign offering travelers to take a risk and travel to a new country or city unplanned. This showcased a sense of adventure and living with an open mind. (Here’s the link:

QUESTION: Why should mid-sized businesses be especially aware of the brand experience in today’s social era?
CHRIS BENINATI: Today, many mid-sized businesses are winning over gigantic corporations because they essentially "never turn off." Due to real time social connectivity, brands are exposed more than ever. This is a good thing for companies with the ability to be available 24/7 – or with fewer layers of management for decision-making. They are also aware of industry trends or shifts and are able to adapt or change directions quicker.

QUESTION: With all the buzz surrounding social ROI, what metrics are important to you in the social space and why?
CHRIS BENINATI: Social ROI is important, but everyone’s metrics may be different based on their objectives. For me, content engagement is big because we want people not only to be exposed to what we're doing but also to join the conversation. Although it's becoming less of a key metric as our social knowledge grows, I think follower count is important - always aim to grow an audience that is interested in what your brand brings to the table.

QUESTION: What do you think will be the central focus of our social media marketing discussions a year from now?
CHRIS BENINATI: Next year, I believe we'll be talking about new technology to measure the quality of our engagement on social channels. I also think focus will grow on how user-generated marketing can fit into brand and product development, at the first step instead of the last.

Will you now allocate marketing time and dollars toward creating brand experiences? Please chime in.

Image Credit: Stuart Miles via

This post was written as part of the IBM for Midsize Business program, which provides midsize businesses with the tools, expertise and solutions they need to become engines of a smarter planet. I’ve been compensated to contribute to this program, but the opinions expressed in this post are my own and don’t necessarily represent IBM’s positions, strategies or opinions.

Thursday, May 15, 2014

Who Does Your Brand Talk to in Social Media?

Recently, I was guilty of what many of us are doing more and more these days: I was watching television with my smartphone close at hand. Was I watching a specific TV show or was I reading what people were saying about the show on Twitter? The answer is probably not too surprising, and as a result, advertisers that used to spend their dollars solely on TV are now including Twitter in their ad campaigns.

My recent experience started as simply visiting a Twitter account due to a search for a TV ad. But as I read some of the recent tweets, I read a question and replied.

I responded to the question and then focused my attention elsewhere. But lo and behold, there was someone managing the brand’s Twitter account in real time. A tweet appeared with a personal message to me. I smiled and responded…and another tweet appeared.

But it was the theme of the message that stuck with me, and continues to resonate. I was not a customer, but the team behind this brand and this Twitter account believed that a conversation with me was important and worth their time.

In today’s era of instant communication, business decisions can be made in a split second and sometimes not even for valid reasons. This is why it’s even more critical to interact with prospective customers at every possible opportunity, venue, and forum.

In the words of Shep Hyken, customer service expert and New York Times best-selling author (@Hyken on Twitter), “Many companies use social media as a way to respond to publicly-voiced customer complaints. But the best companies also use social media as a way to deliver value and engage in conversations. It’s about being a part of – and contributing to – a community.”

So, who does your business talk to in social media? Which networks do you use most often? Do you spend the same amount of time and effort to create positive brand experiences for people who don’t yet pay for your products or services? Do you train your customer service and sales teams how to interact with prospects when sales may not close? Do you have surveys to monitor why customers don’t renew or become repeat customers, and what do you do with the data obtained by those surveys?

In addition, in today's social era (also known as the era of instant communication), social networks (including Twitter, Facebook, Instagram, LinkedIn, Pinterest, etc) offer a real-time alternative to surveys because they are able to capture the pulse of your intended audience and peripheral or unintended audiences.

How you move forward with this data is up to your company, but if you fall on the mid-size spectrum, you can definitely modify your future product or service announcements, event news, and company direction if you listen to, and engage with, customers and prospects in the social space.

Use all of these questions to learn how to re-energize your business. And in the process, don’t forget to treat prospective customers as if they were VIP customers – because one day, they might be, and you want them to know why they should be enthusiastic advocates for your brand!

Where do you think I will go the next time I’m shopping for insurance?


To read more about how the marketing function is evolving, read “Marketing Can No Longer Rely on the Funnel” by Mark Bonchek and Cara France via Harvard Business Review:

Image Credits: Courtesy of Twitter 

This post was written as part of the IBM for Midsize Business program, which provides midsize businesses with the tools, expertise and solutions they need to become engines of a smarter planet. I’ve been compensated to contribute to this program, but the opinions expressed in this post are my own and don’t necessarily represent IBM’s positions, strategies or opinions.