Tag Archives: social

Twitter and the power of influential people.

I have a short story worth sharing about how one tweet by an influential member of the community can build traffic to your site.

I maintain a blog in which I log my triathlon training, but also where I post reviews about tri gear, mostly running shoes.  The blog has few regular readers, maybe five.  That’s OK, I mostly write it for myself.

The other day I received a new pair of running shoes.  These are an updated, limited edition, early production of a model that I’ve been running and racing in for years; they were also part of a fundraiser promoted by Chrissie Wellington and her sponser, Brooks.  I was eager to get a pair early so I could write a review and to see if they would be a candidate for races this summer.  The day I got them, I took a few photos, wrote up a few first impressions, and posted it to my blog.  I then tweeted the following:

Look what came in the mail today…new Brooks T7, @chrissiesmiles edition http://j.mp/f4nrzS #T7

For those of you not familiar with Twitter, the @ symbol in front of chrissiesmiles (her twitter alias) means she’ll probably see my post, even if she isn’t following me, which she isn’t.  She did see it, and retweeted it, along with the link to my blog, to her 8000+ followers.  That drove about 700 people to my blog, which usually sees only a handful.  While that traffic spiked and quickly dropped, it did have the impact of doubling my regular traffic…from one handful to two handfuls.

The take-away?  Twitter is easy, and if you can get the ear of people who are influential in your industry, can be a significant source of traffic to your website.

NCMD Notes – Text and Sentiment Analytics: Trasforming Call Center, Social, and Survey Data into Customer Intelligence.

I was having a good conversation with the people as Experion, so I came in late to this presentation.

Take data: structured data & unstructured data from social and other external sources; use core functionality to transform that data to some meaningful format; then provide this transformed data to management and analysts.

The transformation of external and internal text type data to meaningful data is very difficult.  You always need to refine the algorithms.  Algorithms need to look at specific keywords that have a certain proximity.

How listening operations fit into DM cycle

Use input from listening services to trigger specific marketing events.  One example, if a person books a room, and mentions that they like a specific Mexican restaurant, then send them a coupon to that restaurant.  (Not sure this makes sense; aren’t they likely to go to this restaurant anyway?  Why give them a coupon?  Better example would be if they mention another, outside Mexican restaurant, then send them a coupon for your Mexican restaurant.)

Make sure you scan and capture internal text data, including data from your call center.  Again you’d need algorithms to transform the text to actionable data.

For example, looking for words “bedroom” and “smell” found in some text string could be a negative indicator. They found that it was important to set expectations before arrival, and then meet those expectations during the stay.

Don’t forget to capture chat text data, and link that to the customer.  Also capture incoming email text.

Monitoring allows you to rectify problems you might not otherwise be aware of.  You need to specifically look at spikes. It is helpful to segment people into promoters and detractors.  If there is a common criticism in both groups, then there is something you need to address. 

Very intersting presentation.  I think it is worth looking into the services Clarbridge provides.

Interesting Marketing Trends

I’m doing some marketing research using google.com/trends.  Virtually any marketing oriented search terms show a decline in search volume over the years including advertising, marketing, direct marketing, database marketing, web marketing, CRM, and CEM.  There is one group of terms that do show growth: social marketing oriented terms.  Specifically, “social marketing” shows significant growth starting in 2007 to 2008.

Even more interesting, “facebook marketing” search volume has grown more rapidly that “social marketing” and in the later part of this year the two had similar volumes.

Also interesting is that the volume for “tv advertising” matches that of “social marketing” prior to 2007, but in 2007 continues its decline where “social marketing” search volume increases.

Of course, this doesn’t mean that marketing on facebook is approaching the volume of TV advertising (or ever will) but it does display facebooks growing marketing brawn.

Interesting contrast in experiences while shopping on Black Friday

I followed my family to the mall on Friday. I’m not a big shopper, but did my duty as a father to join my family and whip out the credit card when necessary. While in the mall, I made note of the “experience” various retailers created.

I noticed the greatest contrast when comparing the experience as Sears vs. that at dELiAs. Sears was as I expected it to be: confusing arrangement of products, limited inventory, messy changing rooms, alarms going off, and long check-out lines due to insufficient registers and check-out clerks. I can sum it up by relaying a conversation I heard between two employees who were folding clothing. Clerk #1, “This sucks.” Clerk #2, “Yeah, it always sucks on Black Friday.” This wasn’t a subtle, under the breath, conversation; it was at a normal voice, for all of us to hear, and it was much longer than what I relayed here. Also notice, that I was standing right in front of them, looking for a particular size and not finding it. I was curious to see if they would offer me help, but not surprised when I didn’t get it.

Now let me contrast that with my experience at dELiAs. Mind you, I’ve never stepped in a dELiAs (or even heard of the brand) before, but my 13 year old daughter was rather excited when she noticed it in the mall. I followed her in, credit card at the ready. I have to say, it was a very pleasant experience, even for me, the dad. We were immediately greeted and asked if we wanted any help. My daughter said no, and rushed off to look at some clothes. The clerk, then offered to take my jacket and bags and put them behind the register.

All over the store, I noticed clerks engaging customers. There were conversations about the clothes, certainly, but about other things as well. While my daughter was in the fitting room, my wife had a conversation with two clerks about where to eat and what other shops we should visit. For me to say that shopping for clothes with my daughter was pleasant, is an amazing statement. I hate shopping, hate shopping for clothes even more, and absolutely dread shopping for girls clothes. (Can’t they all just wear Levis and a t-shirt?)

At then end, when we left, I was given back my bags and jacket. The multiple bags had been consolidated into one big dELiAs bag, making sure I associated the experience with the brand. The only thing missing was some way of allowing or encouraging me to take my experience viral…a subtle push to share.