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Posts Tagged ‘loyalty’

Let’s jump right in: With all this push for brands to “engage” in the social media space these past few years, the endless brouhaha of so-called Engagement strategies, bizarre measurement schemes like Return On Engagement and even the creation of new roles like Chief Engagement Officers and Engagement Strategists, you would think that engagement would be pretty high on every brand’s priority list by now.

More to the point, you would think that after 3 (and in many cases 4) years of building social media programs and managing online communities on Twitter, Facebook, Youtube, etc., most companies would have this stuff kind of figured out.

We aren’t talking about really complicated stuff here. Being on Facebook isn’t exactly as demanding as conceptualizing then producing a great superbowl ad. There isn’t really a whole lot of complicated R&D involved. All you have to do is keep people interested and… engage them, whatever the hell that means. How hard is it to just listen to people and talk with them? That is what we’re talking about, right? Engagement? Listening, replying, being helpful and interesting? Being relevant? But mostly, it’s about having conversations with people? Helping them find stuff, do stuff, share stuff that matters to them and ultimately benefits both them and the brand? Isn’t engagement about fueling both interest and that precious exchange of attention that is the substance of social interactions?

“Monitor, engage, and be transparent; these have always been the keys to success in the digital space.” – Dallas Lawrence

“Build it, and they will come” only works in the movies.  Social Media is a “build it, nurture it, engage them, and they may come and stay.” – Seth Godin

 Right? We know this, don’t we? Or is there some confusion still about what engagement actually is, how it works, what it looks like?

AdAge this week published this follow-up piece by Matthew Creamer in which data from a study released last month by the Ehrenberg-Bass Institute identifies a gap between engagement theory and engagement execution, primarily on Facebook. Evidently, it is easier to strategize about engaging with customers than it is to actually… do it.

Here is the punchline: According to the study, less than 1% of fans of the biggest brands on Facebook actually engage with these brands online.

How can this be? Don’t these brands have qualified social media directors and SVPs? Don’t the world’s biggest brands have brilliant social media strategies, content strategies and engagement strategies? Don’t they work with digital agencies that specialize in this sort of thing?

You can’t throw a cat on Facebook without hitting some kind of webinar or certification program promising to teach you how to engage with customers via social media. There is a social media #conference somewhere in the world almost every day. Have you looked at how many presentations about engagement and Facebook have been uploaded to Slideshare recently? Have you seen the change in people’s resumes in the last year? Everyone has 5-10 years of social media management experience now. (Yeah… time sure flies when you’re having fun. Magic!)

Again, I have to ask: How hard is it to just listen to people and talk with them? The content piece should be pretty easy: Copy, creative, slap a little photo or video, edit, publish, done. Everything else that isn’t back-of-house (monitoring, measuring, analyzing, correlating activity to outcomes) essentially amounts to the most basic social skills available to human beings: Saying hello. Asking questions. Answering questions. Talking about what people might be interested in. Paying attention. Making people feel like they matter, because in the end, they do.

Only 1% fan engagement. That’s it. Actually… maybe less than that:

To get to these findings, the researchers used one of Facebook’s own metrics, People Talking About This, the awkwardly-named running count of likes, posts, comments, tags, shares and other ways a user of the social network can interact with branded pages. It was unveiled last fall as a way of giving advertisers a sharper look at at the level of activity on their pages.

Researchers for the institute looked at this metric as a proportion of overall fan growth of the top 200 brands on Facebook over a six-week period back in October and they found the percentage of People Talking About This to overall fans to be 1.3%. If you subtract new likes, which only requires a click and in the minds of the researchers are akin to TV ratings, and isolate for more engaged forms of interaction, you’re left within an even smaller number: 0.45%. That means less than half a percent of people who identify themselves as like a brand actually bother to create any content around it.

 Once the “click like for a chance to win a free iPad” campaign is over (or the agency you hired has just out and out purchased your fans from Chinese or Russian fan/follower mills) it’s more like 0.45%.

This begs the question: With Facebook inching towards a billion users worldwide and people spending an obscene amount of time there, billions of dollars of marketing spent to engage them on Facebook is only yielding 0.45% engagement? What the hell is going on?

My first reflex was to look for flaws in the study, and there may be ways of picking apart its findings. Fine. But then it occurred to me that I myself have very little engagement with my favorite brands on Facebook. Let’s go through the list: Apple, Sony, Starbucks, RayBan, G-Shock, Panerai, H&M, VW, BMW, Hyundai (don’t laugh), Nike, Delta Airlines, HBO, Ikea, Moleskine, Smalto, Brooks Brothers, Nestle, Menthos, Trader Joe’s, Pilot, Rudy Project, Specialized, Cervelo, Mizuno, Nutella… Okay, I’ll stop. You get the idea. When was the last time I interacted with any of them on Facebook? I can’t remember. How often am I completely blown off by that “brand” when I do bother to comment on their posts or share their content? Almost 100% of the time.

That sucks.

So I started asking around. Everyone I talked to responded in the same way. In fact, one of the human beings I regularly engage with on Facebook (when I am naturally not engaging with a brand) put it to me in as clear a manner as I could have hoped for. His name is Vincent Ammirato, and this is what he said:

I simply don’t interact with brands through social media. I interact with people. Not one of those top 10 passion brands does anything for me. So sure I’ll buy from them when, for example, I want to surprise the wife with a little blue box. But they aren’t my idols or friends. Their “news feeds” aren’t about issues that I care about. I could easily stop purchasing from any of them and be just fine.

The solution to brands struggling to establish a meaningful, valuable connection through social media channels (Facebook or otherwise) is contained entirely in this reply. Any SVP, Global Digital Engagement Strategery can reverse-engineer this short reply into a model for success in the space. It won’t take five minutes. You won’t even need to waste your time working with $20,000/hr social media experts. It’s all right there.

Simple problem, simple fix:

 1. Own your relationships.

I have said it a hundred hundred zillion times: You cannot effectively outsource relationships. Of all the things brands can outsource to digital agencies and analytics firms, the one thing that cannot be effectively outsourced is the relationship they have with their customers. Social media are not the same as other forms of media. You can send a spokesperson or PR professional to hang out with journalists in your place and no one will find that weird or disingenuous. You cannot ask an agency AE to pretend to be you at a pig roast that you were invited to by your customers. Two different contexts entirely. Expectations of engagement in Social Media fall into the pig roast category. Your agency can hold your hand and stand with you, but you’re going to have to show up to the party yourself or people simply will stop inviting you.

Outsource everything else if you must, but own your relationships. No one can do this for you.

2. Engagement and Marketing aren’t the same thing.

Engagement on social media channels is not just a marketing communications function. Every single brand who has treated it as if it were is now finding out that treating engagement like marketing is yielding – yes, you guessed it: 0.45% actual engagement. Why? Because there is no natural impulse in human beings to interact with marketing day after day after day. As Vincent aptly puts it: I interact with people.

Do you see people hanging out at Starbucks with their favorite coupons? Do you think that changes because you repackaged your marketing to be “social” and pushed it out to Facebook?

Here’s something I need you to think about, uninterrupted, for maybe 90 seconds: Marketing on Facebook is fine. It’s great. But don’t confuse marketing with engagement. The two can go hand in hand when managed properly, but they are not the same thing. We all know that you have a marketing strategy in place for Facebook, but do you actually have an engagement strategy? 0.45% actual engagement means you thought you did but really didn’t. Back to the drawing board.

3. Stop thinking that content is the heart and soul of the attention economy.

In spite of what has been drilled into our collective brains by people who make a living creating content, content is not king.

“By creating compelling content, you can become a celebrity.” Paul Gillin

“Think like a publisher, not a marketer.” David Meerman Scott

No. First, the objective is not to become a celebrity. If becoming a celebrity is your objective, maybe managing a business or a Social Media/Business program for a brand isn’t for you. So cut the personal branding shit. It was already old 4 years ago.

Second, don’t think like a publisher. Or a Marketer, even. Think like a human being. Brands have been focusing on filling their Facebook properties with content and marketing for the last 4 years. What’s the result? 0.45% actual engagement. Think about it for a minute: Do you really think that the answer to the problem is more content or marketing? More publishing, even?

Reminder:

I simply don’t interact with brands through social media. I interact with people.

You aren’t going to out-content your competitors. You aren’t going to create “viral campaigns” every other week. And let’s be honest: You can’t compete against the endless flood of funny memes that drive most of the shares on Facebook unless you fire your entire marketing department and hire weird, slightly insane, socially irreverent interns whose jet fuel is a blend of pop-culure infused sarcasm and… Oh wait… their CVs would never make it past your HR department. They don’t have the requisite social media management experience. Never mind.

An easier way to fix the problem is simply to focus on the missing piece: How human is your brand, really?

4. Stop hiding your humans.

If I don’t know the name and face of the person managing your Facebook page, I am not going to interact with that page on a daily basis. Or maybe ever.

This may be the most important bit of insight I am sharing here today.

Let me illustrate my point: I know that Ford’s Social Media guy is Scott Monty. I know what Scott Monty looks like. Whenever I see his smiling, blue-eyed, bow-tie wearing profile picture in my stream, I look at what he is sharing. A picture of his sandwich? That looks delicious. I’m going to click on that. A picture of him at the Detroit auto show? Cool. I’m going to click on that too. An article about the Ford Mustang winning an award somewhere? Clicked. Read. Commented. Engaged.

The same content published/posted by a faceless account with the Ford logo as its avatar/identity? Ignored.

I have no idea who handles Nutella’s Facebook page. VW? Levi’s? Sony? BMW? Trader Joe’s? H&M? Not a  clue. The result: Zero interaction. Why? Because people come to Facebook to interact with people, not brands or marketing or content or logos. It’s FACEbook. Give people some face, already. You actually need humans to humanize your brand. You can’t engage from behind a digital billboard with faceless account managers who never see the light of day.

You want to know who else is doing it right on Facebook? Mashable. How do I interact with Mashable’s content? Through Pete Cashmore. Same feed. The difference: Peter Cashmore is a human being. With a face and a name I know. With a pretty unique voice too, which I appreciate for its human quality.When Mashable’s content comes to me through him, I pay attention and interact with it. It’s that simple. Who else does this pretty well? Edelman Digital (Armano, Brito, Rubel). Dell (Binhammer). CNN. MSNBC. (Probably Fox News too.) At one time, Comcast (Eliason). Seesmic (Lemeur, for starters). Learn from them.

It bears repeating: If your customers don’t know who your social media “person” (the person they are interacting with) is, if they don’t know his or her name, if they don’t know what they look like, if they can’t see a face on that profile photo, they simply are not going to interact with that account, no matter how many iPads you promise to give away.

Going back to item number 1 on this list: if you outsource your account management, you have no chance of accomplishing this. None. Zero. 0.45% actual engagement is what you can continue to expect moving forward. No amount of marketing spend will change that. 0.45% Engagement is right on par with the level of engagement people have with a wall. If that’s all your Facebook account is – a wall – then don’t be surprised that nobody gives a shit. Invest in a human.

5. Either give a shit or don’t, but you need to decide.

Nobody minds that you are there to sell stuff. It’s understood. Hell, we want to be sold to. Have you seen what people willingly pay for an iPhone or a latte at Starbucks? Our cash is yours if you give us a good reason to part with it. We wouldn’t be clicking that like button if we didn’t acknowledge that we accept that you have something to sell. It’s what that initial handshake is for.

But if all you do is push PR content and marketing offers down our throats all day and don’t actually give a shit about who we are, what we do, what matters to us outside of the next transaction, you’re wasting your time measuring engagement. Just turn your Facebook presence into a store and stop wasting your time pretending to be “social.” You might actually increase conversions going that route. In fact, if that’s what you really want to do, stop wasting time creating boring content nobody cares about and just give us 20% off coupons. If all you are going to do is use Facebook as a marketing channel, you might as well save yourself the trouble and just cut to the chase.

Just remember that being “social” (meaning being genuinely interested in the engagement piece as a relationship-building process) can’t be faked. Don’t even try. It’s insulting and ultimately works against you in the social space. Either commit to it 100% or don’t even try. Nobody just half-cares about their customers or friends. Either be in or out. Either give a shit or don’t.

I can pretty-much guarantee though that if you show that you do truly care every single day, it will pay off in spades: Positive recommendations, customer retention, customer loyalty, more frequent engagement, deeper engagement, increased mindshare, increased wallet share… If you want these things, you can have them. It’s up to you to make it happen.

6. Be helpful.

Do something helpful for someone every day and you’ll have engagement. Publish boring marketing content to fill empty spaces because you probably ought to and you will be hanging out with crickets. Who does your content strategy serve again? Your marketing department or your fans? Real question. What’s the most helpful thing you’ve done on Facebook today? This week? This month? In the last year?

Yeah… That’s what I thought. You can do better than that.

7. Have a purpose.

A strategy without a purpose is kind of like an essay without a topic. Why are you on Facebook again? What’s the value of that to you? What’s the value of that to people you want to engage with there? Give that some thought. The clearer your purpose, the higher the degree of engagement. It’s that simple. 0.45% actual engagement screams “pointless” to me. Like content for the sake of content. Like marketing spend for the sake of not losing your budget next year. Like being on Facebook because… “everyone else is, so we thought we should be there too. We’re still figuring out what we want to do though.”

8. Don’t buy fans, followers, likes and subscribers. Ever.

And don’t encourage your CMO, Social Media Directors and agencies to do so by rewarding them for meeting fan acquisition quotas. We have talked about this. The profit margins on fake fans aren’t rocket science for providers of said “fans”. The horrible mess it causes for brands who end up with tens of thousands of fake followers and fans is terribly costly and in most cases irreversible from a measurement standpoint. These people will never buy from you. They will never recommend you to their friends. They will never contribute in any way to the success of your brand. The only two things they will actually do is guarantee zero engagement and screw up your conversion metrics for the next ten years. Don’t do it. Don’t allow yourself to step into that giant pile of digital marketing poop.

9. If nobody cares about your product, your digital content won’t magically fix that.

This one is kind of self-explanatory. Talk is cheap. Focus on creating real value. If people love your products, they will share that with each other. The SEO magic behind your content is irrelevant if nobody cares about your product. You can publish stuff all day long on Facebook and no one will care.

10. Don’t just think about vertical engagement. Think about lateral engagement.

If your engagement strategy involves responding to every query and mention yourself, you’re missing the point. (Though if only ten people say hi to you every day, you ought to be able to manage that.) A vibrant, healthy community doesn’t depend on the brand’s community manager to drive conversations. The fans should be handling 80% of the comments. They should be talking to each other more than they talk to your brand’s representative. That’s what supports scale in the social space. Think about how you can make that happen. You can’t have significant engagement or drive long-term momentum in the social space without a mechanism in place to support that conversation engine. The platform + content equation alone won’t do it.

This stuff really isn’t that hard. It’s as simple as walking into a crowded room and making friends, then coming back the next day and meeting their friends, and doing it again the next day. If you just listen to them today, you’ll know what to talk to them about tomorrow. Once they start sharing stuff with you, you’ll know what they want you to share with them. Relationship-building 101.  Pretty much everything else you need to know is right here.

It has been all along.

Realistically, you are never going to see 100% engagement. Not even 50%. Shoot for 20% though. The 80/20 rule: 80% of your fans won’t comment. They’ll just watch and listen quietly. But 20% of them should naturally comment, share and participate. That’s what you want.

1% is embarrassing. Find a way to fix that.

*          *          *

If the Brandbuilder blog isn’t enough, Social Media ROI provides a simple, carry-everywhere real-world framework with which businesses of all sizes can develop, build and manage social media programs in partnership with digital agencies or all on their own. Do yourself a favor and check it out at www.smroi.net. Now available at fine bookstores everywhere. Also available in German, Japanese and Korean.

Click here to read a free chapter.

CEO-Read  –  Amazon.com  –  www.smroi.net  –  Barnes & Noble  –  Que

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donaldson0012s

Okay, I don’t usually borrow post titles or topics from other people, but today I’ll make an exception. Amber Naslund (@ambercadabra in the Twitterverse) just posted a remarkably honest, human and pretty personal post on her blog in which she asked (and started answering) a very simple but important question: What won’t you compromise?

Well, I thought it would be fun to follow her example and a) pose the question to you guys (in case you missed Amber’s post) and b) answer it for myself, albeit a little more loosely: Instead of just things I won’t compromise, I also added a few things I won’t compromise on (which is a little bit different).

Here we go. In no particular order:

Professional integrity.

I have worked for two companies that employed deceptive practices. Once when I first started out in the business world, and again more recently. In both cases, the amount of time between the moment I was made aware of the shenanigans and my departure from that job was remarkably short. I don’t play those games.

I could have rationalized that the deceptive practices weren’t mine, that I didn’t even touch that side of the business, that it really had nothing to do with me. I could have also rationalized that I had mouths to feed, bills to pay, nice toys to buy, but excuses are just excuses. Excuses are compromises. You can rationalize your way into a world of shameless douchebaggery if you aren’t careful. Just don’t go there. Not even a little. Ever.

Trust.

Either I trust you or I don’t. It’s really that simple. I don’t have to like you, but I have to trust you. In friendship, in business, in cooking, in war… trust isn’t gray. Oh, and trust is always a two-way street. It’s the only way it works.

Sushi.

Old Japanese proverb: Beware yesterday’s sushi.

Loyalty.

I’m kind of like Amber on that one. I grew up watching musketeer movies and old Starsky & Hutch re-runs, so the buddy mechanics are burned into my brain. Loyalty is something I value above most virtues.

By loyalty though, I don’t mean easily given loyalties – like the ones expected of you by an employer or a coffee shop. I mean real loyalties. Ones that last. People looking after each other-type loyalties. I’ll come rescue you if you get kidnapped by the Taliban type loyalties. If you earn that level of loyalty from me, consider yourself lucky. I’ll never let you fall and I’ll never sell you out. There’s no compromise there.

Food.

You are what you eat. I’m not doing myself any good by putting crap into my body.

Effort.

I get paid the same whether I spend ten hours half-assing a project or ten hours rocking it like nobody’s business, so why in the world would I not go for the option that will produce the best possible outcome, make the client deliriously happy and make me look like a god? I have a reputation to preserve.

Heck, I have a reputation to purposely smash regularly and rebuild like Oscar Goldman did Steve Austin: Better, faster, stronger. If anything is worth doing, it is worth doing exceedingly well. (Or as Gary Vaynerchuck would say “crush it.”)

Clarity.

Say what you mean. Mean what you say. That is all.

Manners.

Either you have manners or you don’t. If you treat waitstaff like crap, you and I aren’t doing business. If you are rude to me or anyone in my circle, ditto. If you make fun of the French (for real, not just to mess with me), d-i-t-t-o.

I am pretty uncompromising when it comes to people acting like self-important pricks. Manners matter a lot to me. It’s the little things.

Olive Oil.

Extra virgin. No mas, no menos.

Goals. Targets. Objectives.

Once set, they’re set. You don’t lower them. You don’t stop until you achieve them. When it comes to hitting a target, there’s the bull’s eye, and then there’s not. People who sold you on the bull’s eye but then tell you why less is just as good when they can’t seem to hit it are full of crap.

If this is an area of frequent compromise for you, either learn how to set them, or learn how to hit them. Either way, there’s no alternative to delivering on your promise once you’re in play. Compromise can’t live here. Ever.

Running shoes.

They either work or they don’t. I don’t care how cool they look or what logo they sport. Once you’ve developed ITBS, you learn not to screw around with running shoes. Even when that cool blue pair is 50% off.

Seatbelts. Helmets. Eye protection. Body armor. Brain-Mouth filter.

Taking risks doesn’t mean being an idiot.

The English Language.

If I can become fluent, anyone can. And should. Grammar and spelling are not optional. (Inventing new words though, is perfectly acceptable. Recommended, even.)

If a language is worth speaking, it is worth speaking well.

Jeans. Suits. Dress shirts. Overcoats. Couture of all origins.

They must fit just right. There is no compromise here. (Not just saying that because I’m French. Style knows no borders.)

Credibility.

Like your virginity, you can really only lose it once. Credibility is one of the most underrated and overlooked elements of a reputation, yet… without it, nothing else matters: Not talent, not work ethic, not intelligence. Once people start second-guessing your insights, your motives, your decisions, you’re done.

Quality.

If I pay for it, I expect it. Likewise, if someone pays me well, I fully intend to give them their money’s worth.

The family honor.

Many died fighting for it. It isn’t crashing and burning on my watch.

National security.

Note to the TSA: Boarding a plane with a 4.6oz tube of toothpaste doesn’t count.

The blood feud you don’t yet know about.

There’s no compromise in a blood feud. Only escalation and the sweet sweet taste of revenge. (Kidding!!! … But… maybe not.)

Knots.

If you’re a sailor and/or a rock climber, you know this too. You just don’t half-ass knots.

Toilet paper.

This one should require no explanation.

My good name.

Actually, no… wait… Scratch that. Everyone knows I’m a scoundrel.

Self respect.

No job and no amount of money is worth allowing someone to treat you poorly. Getting yelled at and dragged through the mud is fine if you’re in the military. You volunteer for that and it’s part of the fun. But in the business world, if someone treats you badly, don’t you dare let them get away with it. Once it starts, you’re screwed.

Success.

(See “goals, targets, objectives” above.) Status quo outcomes are never successes, no matter how many mediocre managers and business executives try to convince you otherwise. There’s no compromise here: Success has a smell, a flavor, a feel. Success rocks. Success feels like a million bucks. Success is a slam-dunk high-five that makes everyone look on with envy. Success makes you feel like a kid on Christmas morning. Success is real and it’s earned and it doesn’t come to you without a hell of a fight. Compromise there, and you’re a chump. (One of the many reasons why measurement is important. It keeps bullsh*t at bay.)

Vision.

If you imagine the best, why settle for average?

Ever looked at the transition between concept cars and production cars and wonder… “what happened?! That concept car was cool! This thing looks nothing like it! “

Yeah, that’s the effect that compromise has on vision.

Do you think the iPhone’s design was a compromise? Do you think that a Canon L-series lens is a compromise? Do you think that a Moleskine notebook is a compromise? A Cartier Tank? An Yves St. Laurent blazer? A Cervelo bicycle? My grandmother’s chocolate mousse? The Virgin Airlines experience? The screenplay in a Pixar film?

Should vision be adaptable? Sure. Should it be fluid? Absolutely. But there is an enormous difference between fluidity and compromise. Some of it deals with the outcome, but a lot of it has to do with intent. And purpose. And relevance.

Compromise is sometimes necessary, even good – especially in matters of public policy – but in business, it often sucks. It’s interesting, when you think about it, that the larger the number of people affected by a compromise, the more benign its impact, but narrow your focus down to individuals, and compromise almost always ends up in the negative column.

A compromise basically means that you gave up on getting the full monty and settled for less than ideal. Next thing you know, your diet is a compromise. Your relationship is a compromise. Your job is a compromise. Your car. Your wardrobe. Your career. Everything from your Saturday afternoon to your political beliefs, they all become compromises.

Some things are too important. Some things deserve champions, not compromises. Some things deserve to be seen through all the way, no matter how hard, no matter what the obstacles. And yeah, everyone can be a champion for something. Everyone should be. An idea, a product, a virtue, a cause… It doesn’t matter. It’s up to you.

Cultures of compromise typically don’t breed much aside from maybe mediocrity.

Chew on that for a few minutes. It’ll be well worth your while.

So… what’s on your list?

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