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Hello again guys and welcome!! As mentioned in my last post, today, I’m doing to introduce you guys E-CRM. The key learning objectives for this post will be the importance of and how to implement an e-CRM Strategy.

CRM Software

Firstly, as Payne and Frow (2006) highlights the purpose of CRM is to ‘efficiently and effectively increase the acquisition and retention of profitable customers by selectively initiating, building and maintaining appropriate relationships with them’.  While, in addition, Kelley et al. (2003) refers to eCRM as ‘the marketing activities, tools and techniques delivered via the Internet which includes email, world-wide web, chat rooms, e-forums, etc., with a specific aim to locate, build and improve long-term customer relationships to enhance their individual potential’. From my in-depth research I have found e-CRM is exceptionally important and can greatly help ye in the following ways:

  • A key benefit is to enhanced customer interactions and relationships
  • Improved customer data intelligence facilitating product/service development based on customers’ requirements
  • Single customer view of the customer across the organisation to improve efficiencies in sales, marketing and customer support thus enhancing the customer experience.

It has been suggested that in order to effectively implement an eCRM strategy there needs to be a collaboration between marketing, sales, finance, IT and change management functions within the organisation (Payne et al, 2006).

 So a crucial question ye may asking is how can companies improve success rates from implementing strategies?  Well, Payne and Frow (2006) suggest the below CRM Strategy and Implementation model is the answer.

  • Strategy development: Customer strategy must be aligned with overall business strategy
  • The value creation process:  Develop value propositions to meet customer needs throughout the customer lifecycle
  • Multi-channel integration:  Decide the best combination of channels which ensures a positive interaction between the customer and the organisation
  • Information Management: Single customer view of customer data to ensure a positive experience by the customer at different touch points with the organisation
  • Performance assessment:  Metrics for measuring performance against CRM objectives
  • Implementation:  Effective change and project management supported by top management  to ensure employee engagement.

I hope ye found this post interesting and have learned how to effectively engage with customers from it. Next time, we will be discussing how ye can effectively collaborate an e-CRM strategy with ye’re Integrated Marketing Communications.

References:

  • Chen, Qimei and Chen, Mei-Hong (2003), “Exploring the success factors of eCRM strategies in practice”, Database Marketing and Customer Strategy Management, Vol. 11, 4, 333-343
  • Payne, Adrian and Frow, Pennie (2006), “Customer Relationship Management: from Strategy to Implementation”, Journal of Marketing Management, Vol.22, pp. 135-168
  • Saini, Amit, Grewal, Rejdeep, Johnson, Jean L. (2010), “Putting market facing technology to work: Organisational drivers of CRM performance”,  Vol. 21, 365-385.
 
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Posted by on April 26, 2014 in Uncategorized

 
Aside

Hello guys and welcome back!!! Are ye all ready to learn about the exciting concept of branding your business through social media?? Well of we go….

 

To begin with, branding is a term that means to create an identifiable entity that makes a promise of value to customers. A company’s brand is its cornerstone as it creates an image and awareness for the company in the minds of customers. In recent years, the internet has up-ended how consumers engage with brands. It is transforming the economics of marketing and making obsolete many of the function’s traditional strategies and structures. For marketers, the old way of doing business is unsustainable (Hbr.org, 2013).

Social networks like Facebook and Twitter are daily destinations for millions of consumers around the world making them a low-cost medium foe you to effectively target customers. This medium is predicted to explode in the next number of years therefore it is imperative for ye’re to get your brands recognized on it immediately.

Social-Marketing-Overview1

More than ever before, a company’s brand is influenced by what consumers are saying about it online. Many companies such as giant Walmart uses social media to understand what types of productscustomers are most interested in purchasing through netnography. One study they carried out was to find out if there was a demand for selling cake pops; therefore they began a listening campaign on twitter. They discovered customers were buzzing about them. In recent years while listening to customers on social media has become imperative with the invention of Web 2.0, brands also need to engage with customers directly to solicit feedback. This is an exceptionally tactic which moves from listening to customers to “How can we enhance this product and make it more appealing to you?”.  This is something you really need to consider to make your business profitable. The use of social media and invention of Web 2.0 has allowed company to puts their customers at the centre of its product development, e.g. Frito-Lay, instead of running expensive focus groups.

Two key benefits of companies to use social media are:

  1. Brand Recognition:

One of the most powerful ways for you to use social media is as a brand-building tool. With social media, you get to decide how to position your company and what you want people to know. With consistent effort and interesting content, you can build a reputation for your brand around your company’s values, beliefs and benefits as a well a credible source for other relevant information which may be of interest to them.

  1.  Brand exposure:

Social media also allows for repeated brand exposure constantly keeping your product in the minds of customers which leads to high brand recall rates.

  1. Measurable

As many companies and marketers are coming under severe pressure and scrutiny for not effectively justifying their spend measurability has never been more important. Luckily, for you guys social media sites have become keys sites for companies to measure successful of brand exposure, awareness and engagement. These key aspects can be measured through “likes” but more credible “comments and shares”.

I hope this post highlighted how important it is to consider using social media as a tool for branding. I believe the greatest benefits are its low-cost and high customer exposure rates. Again, if anything was unclear or you have questions just write me a quick comment!!

References:

 
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Posted by on April 7, 2014 in Uncategorized

 

Branding your business through social media

Hello guys and welcome back!!! Are ye all ready to learn about the exciting concept of branding your business through social media?? Well of we go….

 

 

To begin with, branding is a term that means to create an identifiable entity that makes a promise of value to customers. A company’s brand is its cornerstone as it creates an image and awareness for the company in the minds of customers. In recent years, the internet has up-ended how consumers engage with brands. It is transforming the economics of marketing and making obsolete many of the function’s traditional strategies and structures. For marketers, the old way of doing business is unsustainable (Hbr.org, 2013).

Social networks like Facebook and Twitter are daily destinations for millions of consumers around the world making them a low-cost medium foe you to effectively target customers. This medium is predicted to explode in the next number of years therefore it is imperative for ye’re to get your brands recognized on it immediately.

social media2

More than ever before, a company’s brand is influenced by what consumers are saying about it online. Many companies such as giant Walmart uses social media to understand what types of products customers are most interested in purchasing through netnography. One study they carried out was to find out if there was a demand for selling cake pops; therefore they began a listening campaign on twitter. They discovered customers were buzzing about them. In recent years while listening to customers on social media has become imperative with the invention of Web 2.0, brands also need to engage with customers directly to solicit feedback. This is an exceptionally tactic which moves from listening to customers to “How can we enhance this product and make it more appealing to you?”.  This is something you really need to consider to make your business profitable. The use of social media and invention of Web 2.0 has allowed company to puts their customers at the centre of its product development, e.g. Frito-Lay, instead of running expensive focus groups.

Two key benefits of companies to use social media are:

  1. Brand Recognition:

One of the most powerful ways for you to use social media is as a brand-building tool. With social media, you get to decide how to position your company and what you want people to know. With consistent effort and interesting content, you can build a reputation for your brand around your company’s values, beliefs and benefits as a well a credible source for other relevant information which may be of interest to them.

  1.  Brand exposure:

Social media also allows for repeated brand exposure constantly keeping your product in the minds of customers which leads to high brand recall rates.

  1. Measurable

As many companies and marketers are coming under severe pressure and scrutiny for not effectively justifying their spend measurability has never been more important. Luckily, for you guys social media sites have become keys sites for companies to measure successful of brand exposure, awareness and engagement. These key aspects can be measured through “likes” but more credible “comments and shares”.

benefits of social media

I hope this post highlighted how important it is to consider using social media as a tool for branding. I believe the greatest benefits are its low-cost and high customer exposure rates. Again, if anything was unclear or you have questions just write me a quick comment!!

References:

 
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Posted by on April 6, 2014 in Uncategorized

 

 

 

 
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Posted by on January 16, 2014 in Uncategorized

 

Examples of Some Companies Marvellous Mangement of Social Media Crisis’

For my final post, I through it would be interesting to look at today’s radically changing environment where we hear increasingly about brands disastrous management of social media crisis. However, to end on a positive note, I wanted to take a moment to show you all some heart warming examples of brands which have resolved (and prevented) this tragedy by doing things right.

A few months ago, DKNY found themselves in a outstandingly dangerous online situation which could went viral rapidly, however, they handle the situation promptly, directly, responsibly, honestly, and strategically, through their effective management plan and boom crisis averted!! Here’s a snap shot of the scene and how they superbly handled it:

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Likewise, another example is Oreo cookies (Kraft Foods) who are a company recognised for making history today in a fun and playful way through celebrating diversity and inclusiveness. I’m sure you’ll all remember last summer they posted one of the most controversial images of its kind: a rainbow stuffed cookie for Gay Pride month. In addition, they received some unexpected backlash from people who feel strongly about the issue, nevertheless, the majority of its loyal fans stuck by them even defending them on their social media sites. This is a learning experience all of you, as if your fans are willing to help you handle a problem online, your brand is doing marketing right through genuine online engagement.

Finally, Burger King who let’s face it are an incredibly unexpected example of a controversial company had major crisis on their hands when a picture of an employee standing on lettuce began trending on internet sites. The company came under severe scrutiny by people who enjoy eating at Burger King who expressed their understandable disgust at the image.  However, the company obviously had a crisis response plan in place allowing them to them to act quickly to remove the problem and to put mechanisms in place to ensure it didn’t happen again. Finally, they actively responded to customers online with this message: ““Food safety is a top priority at all Burger King Restaurants and the company maintains a zero-tolerance policy against any violations such as the one in question.”

I strongly believe if you guys follow the leads these examples of exceptional crisis aversion management plans, ye will be just as successful at handling any future crisis’ on the horizon.   I hope ye enjoyed my blog and if ye have any further queries, don’t hesitate to leave a comment and I’ll get back to ye asap. Last words of advice plan, be fast and allows remain apologetic to customers.

References:
Agnes, M (2013), DKNY: The Perfect Example of How to Avoid a Social Media Crisis, [online], Available at: http://www.melissaagnescrisismanagement.com/dkny-the-perfect-example-of-how-to-avoid-a-social-media-crisis/ (accessed 17/12/2013).

Poston. L (2012), Shining Example of Excellent Social Media Crisis Management, [online], Available at: http://www.exacttarget.com/blog/shining-examples-of-excellent-social-media-crisis-management/ (accessed 17/12/2013).

 
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Posted by on January 4, 2014 in Uncategorized

 
Aside

As promised in my last post, here are the last five steps for managing an online crisis:

6. Always ensure your team feels empowered and involved by giving them the tools and resources to help.

7. Create a crisis FAQ were you can put all the information about the crisis in one place. This allows you to respond to questions, saves time and prevents misinterpretation of your responses. This crisis FAQ should include aspects from acknowledging of the crisis to steps taken to prevent future occurrence.

8. Developing a Pressure Relief Valve which will allow people to express their feelings on the crisis but in an environment which you can control. An example when this step was successful utilized was during the hype of the Jerry Sandusky scandal.  Penn State University used their own Facebook page as a median were students could communicate their anger. Hence, as it was their page they could see, find, moderate, and answer back.

9. It’s exceptionally important for companies to acknowledge when to take it offline. Managing a social media crisis is about reducing the damage control; therefore it is important to not get into any form of an argument with customers online. Hence, it may often be best to simply offer your phone number or email address, and encourage customers to contact you if they are unhappy with the overall outcome.

10.  After the crisis subsides and the company has regained control and resolved the issue; ensure you militate against any such similar crisis occurring in the future showing you learned you lesson. It may also be an idea to amend and improve your crisis plan for future reference.

Tune in next time for my final post which will incorporate some inspiring companies of how some outstanding companies handled their past social media crisis. It will be a great learning experience, trust me!!

References:
Baer, J(2012) Don’t Be Scared Be Prepared – How to Manage a Social Media Crisis, [online], Available at:http://www.convinceandconvert.com/social-media-crisis-2/dont-be-scared-be-prepared-how-to-manage-a-social-media-crisis/, (accessed 01/12/2013).

Dietrich, G (2013), Ten Steps of Managing an Online Crisis, [online], Available at: http://socialmediatoday.com/ginidietrich/1426981/ten-steps-managing-online-crisis, (5/12/2013).

Remaining Steps for Managing a Social Media Crisis?

 
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Posted by on December 9, 2013 in Uncategorized

 
Aside

Luckily for ye over my next two blog posts, I am going to discussing ten important steps to effectively handle an online social media crisis.

The first five steps for managing an online crisis:

1. To begin with it’s detrimentally important for the company to act swiftly. Not in a week, not in a month, not in three months. In the same day.

2. The company must address the problem by saying “yes, we realize something has happened”.  No company enjoys revealing to the public that they were wrong but it’s the only way to prevent a crisis for further escalating.  It also ensures the company keeps its credibility in the mind of the customers and its amazing how uttering two little words “I’m sorry”, can make such a difference.

3. It’s imperative to effectively communicate the story. Ensure customers fully understand what’s happened and how it happened from your point of view. If you fail to complete this step people will begin to speculate, therefore generating a poor image of the company.

4. It’s exceptionally important for the company to communicate where the crisis occurred, E.g. If the crisis initiated on Facebook, respond on Facebook first and then circulate the message on other platforms. An example of when this step was poorly executed was in 2012, when Kellogg’s during a Facebook-fueled crisis about the soy ingredients of their Kashi brand, responded with a YouTube video, which got no traction whatsoever.

5. The company should consider hiring a communications expert, who has a deep knowledge and experience in managing such issues or crisis’. This may include people work in public relations firms who specialize in crisis communication or reputation management.

Turn in next time to find out the remaining five steps to appropriately handle a social media crisis.

Reference:
Baer, J(2012) Don’t Be Scared Be Prepared – How to Manage a Social Media Crisis, [online], Available at:http://www.convinceandconvert.com/social-media-crisis-2/dont-be-scared-be-prepared-how-to-manage-a-social-media-crisis/, (accessed 01/12/2013).

Steps for Managing a Social Media Crisis?

 
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Posted by on December 9, 2013 in Uncategorized

 

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What Characterizes a Social Media Crisis?

Ten Steps for Managing an Online Crisis

One of the key elements in order to successfully militate against social media crisis is to have a pre-crisis planning. The main advantage is it acts as a lifeguard mode, and there are four elements of it:

The first involves utilizing social media software which is highly valuable for listening to customers online, as it’s hard to deal with a crisis if you can’t find. There are 5 categories of social media software::

  • Social Listening Software (Monitoring Software) -Radian 6
  • Social Conversation Software (Engagement Software)-  Argyle Social
  • Social Marketing Software (Management Software)-Wildlife
  • Social Analytic Software – Adobe/ Omniture
  • Social Influencer SoftwareAppinions.

The second is set a listening protocol. This is essential in order to fully understand who from your company is listening on the social web? When and for what are they listening?

Thirdly, many organisations do not understand what a real social media crisis is; hence, I have broken it down into three characteristics:

  • A social media crisis has information asymmetry: This is prevalent when the company fails to understand or know anymore than the public about what’s going on.
  • A social media crisis is a decisive change from the norm: Many organisations are heavily criticized such as Nike or Apple for their labour practices. This is normal, however, when a different line of criticism occurs, it’s a sign of a social media crisis.
  • A social media crisis has a potentially material impact on the company overall: Something insignificant like someone twitting about a minor mistake by a company isn’t a crisis. However, if someone is tweeting about a gunman taking over a restaurant; it is definitely characterized as a social media crisis (Scope and scale are important aspects).

Finally, the fourth includes creating a crisis flowchart that specifies who in your organization should be contacted in different scenarios,  the more acute the issue is, the more senior the responder.

Tune in next to learn, the steps to take when a real social media crisis occurs.

References:

Baer, J(2012) Don’t Be Scared Be Prepared – How to Manage a Social Media Crisis, [online], Available at: http://www.convinceandconvert.com/social-media-crisis-2/dont-be-scared-be-prepared-how-to-manage-a-social-media-crisis/, (accessed 01/12/2013).

Baer, J(2012), Clearing Clouds of Confusion – the 5 Categories of Social Media Software,  [online], Available at: http://www.convinceandconvert.com/social-media-software/clearing-clouds-of-confusion-the-5-categories-of-social-media-software/ (accessed 01/12/2013).

 
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Posted by on December 8, 2013 in Uncategorized

 

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Challenges in Managing Online Conversations

If you’re looking for a way to fight back from your company’s primary challenge of being more customer-oriented in how you manage your online conversations than congratulations you’ve found it. Through my research, I have found the four pillars (4 C’s) to solve your problem:

Customer Experience:

Customers enjoy talking about your company’s services and products so give them a reason to, as it can be a key driver for consumer conversations both on and offline.

Conversation:

The goal of conversation management is to converse and not communicate. As spoke about in the last post its extremely; important to listen, ask questions, facilitate the conversation and actively participate in it.

Content:

Provide people with positive and relevant company news were they can be brand ambassadors and spread the good news or share it on social media.

Collaboration:

Asking the customer what they want, therefore your involving them in everything your company is doing. As customers are your primary source of revenue through generating profits for your company, it seems only right to involve them in your decision making processes. Placing customers in the decision making process is based on producing a product which customers truly want.

Tune in next time to find out what exactly characterizes a social media crisis and how to successfully manage it online.

References:

Van Belleghem. S (2012), The Four C’s of the Conversation Company: Still a long road ahead for most companies, [online], Available at:http://www.briansolis.com/2012/09/the-4-cs-of-the-conversation-company-still-a-long-road-ahead-for-most-companies/, (accessed 15/11/2013).

 
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Posted by on November 18, 2013 in Uncategorized

 
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How to Initiate and Manage Online Conversation with Your Customers

Looking for much some mind-blowing information on how to initiate and manage online conversations with your customers on social media sites, well look no further! As promised last week, I have done some in-depth research and have developed three main elements:

First is observation, however luckily for you guys I have found many freely available tools to enable ye to track, how many people are talking about your company, who’s talking, and what they’re saying. These tools enable companies to out carry social media metrics include back tweets and plugg.io along with Facebook Insight. The key objective is to observe your customers to better understand them, allowing you to produce products and services which they actually want.

The second is facilitating conversations online, if your company takes time to talk with your customers, it implies you’re using the right social media channels to reach out and target your audience. Consequently, if your customers are freely talking about your company, it illustrates you’re providing credibility conversation content, for example through funny viral videos.

Thirdly, when you’re joining conversations with your customers on social media sites, it’s important to listen to what they have to say and focus all your attention clearly on them. Customer may also feel like you’re interested if you ask questions, to show you’re genuinely concerned, interested and care.

These steps may also be important for implementing CRM strategies with your customers creating positive word of mouth about your company which may occur face-to-face or on social media sites.

Tune in next week to find out the challenges which many companies face in managing online conversations.

References:
My Customer (2013), How to kick-start conversations with your customers, [online], Available at: http://www.mycustomer.com/feature/social-crm/how-kick-start-conversations-your-customers/164936  (accessed 05/11/2013).
Social Media Today (2013), 50 Top Tools for Social Media Monitoring, Analytic’s, and Management,[online], Available at: http://socialmediatoday.com/pamdyer/1458746/50-top-tools-social-media-monitoring-analytics-and-management-2013 (accessed 05/11/2013).

 
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Posted by on November 14, 2013 in Uncategorized