Friday, December 28, 2012
Some have described Twitter as the water cooler of the social age. It’s the place to discuss current events in real time, build brand awareness, promote contests, etc. But no matter why your business uses Twitter or why you as an individual may use Twitter, every now and then, a tweet stands out. Here are the 20 tweets regarding marketing, social media, and leadership that caught my attention during 2012.
Brands should act like interfaces, not interrupters. Aim to be the common boundaries connecting people to info & experiences. ~@contagious
Don't do social, be SOCIAL: sincere, open, collaborative, interested, authentic, and likeable. ~@ValaAfshar
CEO Strategy: Say It! Never make the assumption that your gratitude is already known. Be humble & show appreciation openly. ~@ThinkCEO
Initiate change. Don't worry about getting credit; just make it happen. You will be rewarded. ~@MarkAMolina
Inspiration comes from our willingness to step outside (our comfort zone) and go somewhere new. ~@Sisarina
In a fast-paced world, today's popular brand could be tomorrow's trivia question. ~Wayne Calloway via @susanwaldman
Your brand has to evolve to stay relevant. Look at Apple and Starbucks – constantly changing with their customer base. ~@kimgarst
Even with a great brand promise, the customer may not have confidence until that promise is experienced, sometimes numerous times. ~@Hyken
Employees should think as owners and not renters of their jobs. ~@tibbr
A brand that captures your mind gains behavior. A brand that captures your heart gains commitment. ~Scott Talgo via @susanwaldman
Good leaders accept the consequences both good and bad for their decisions and leadership, even if it means going down with the ship. ~@productivity_co
Social media is just a buzzword until you come up with a plan. ~@Culturedapenyc
What do you want customers to say about you when asked why they buy your product or service? That’s your value proposition. ~@HollyGGreen
In the connected economy, customer service is marketing and the frontline employee is the brand. ~@ValaAfshar
Brand = Culture + Customer Experience + Communication. ~@deniseleeyohn
You wouldn't buy ads in a magazine your audience doesn't read. Don't waste time in social media channels your audience doesn't use. ~@mPortray
One of the biggest responsibilities of management is to look after the corporate DNA (aka your brand). ~Andrew Rolfe via @susanwaldman
A desk is a dangerous place from which to lead. ~@OxfordLEADER
Your company is only as good as the one person dealing with the customer. ~@grafrost
There is nothing better than a friend, unless it is a friend with chocolate. ~Linda Grayson @janetblaha
What tweets stood out to you?
Monday, December 10, 2012
There is a strong link between customer experience, employee experience, and brand promise. But unfortunately, few companies understand that this link is often the difference between industry leader status and tiny company status with lofty aspirations.
Have you ever wondered who the best brand advocates are for your brand? You may think your repeat customers are the best advocates or the customers who spend the most money, or maybe new customers who do business with you as a result of their dissatisfaction with your competition. But the reality is, your best brand advocates are your employees.
Your employees spend each and every day creating a product or service that meets or exceeds the expectations of your customers. They interact with your customers, they answer questions, they resolve problems, and they repeat the process the next day and the next. But what really makes your employees your best brand advocates?
In order for a company to succeed, all employees must have a clear understanding of the brand promise. What does the brand stand for? What values are synonymous with the brand? What is the compelling benefit? Is there consistency every time you interact with the public?
Consider these brand promises. From FedEx: Your package will get there overnight – guaranteed. Or this from Apple: You can own the coolest, easiest-to-use, cutting-edge computers and electronics. Or this from the World Wildlife Fund: Building a future in which people live in harmony with nature.
Now consider these international brands: Coca-Cola, Starbucks, Nordstrom, BMW, and Zappos. While each conveys unique characteristics, there is no doubt that they are trendsetters. More importantly, their employees understand their brand promise – which is apparent in the way they do their jobs and interact with customers.
How many of us have walked into a Starbucks and been warmly greeted by a barista who appears to live simply to make our desired drink exactly as we want it? How many of us have wanted to make an online purchase on Zappos but had questions – and received assistance even if we eventually made a purchase on a different website? The answer is many of us, because it’s human nature to do business with companies that have clear brand promises presented or embodied by employees who can articulate and represent them.
There are five strategies for cultivating your best brand advocates:
 Focus on the customer experience – develop a plan for how to interact with customers – don’t leave customer interaction to chance.
 Commit to delivering the brand promise to customers – think critically about your competitive advantage and why customers should want to do business with you – and then craft your brand promise.
 Educate employees about the brand – take time to train employees so that they are able to explain what makes your brand unique.
 Develop amazing relationships with employees – reward employees when goals are achieved and surpassed and also provide picnics and other events that allow for employees to get to know each other as people and not just as employees.
 Provide each employee with the tools to do his or her job – make sure that your employees are empowered with the authority to make unhappy customers happy.
When employees are enthusiastic about their jobs, perform their jobs well, are rewarded for their hard work, and genuinely enjoy coming to work every day, they actively promote the company to others. In short, they become your best brand ambassadors.