The Brand Damage Snowball Effect

All of us, at one point or another, have had a bad experience with a company. Sometimes, it's mild enough for us to grumble for a few moments and go on our way, and give them another shot another day. Other times, it's bad enough that we'll never do business with that company again, but we don't spread that to other people.

Then, there's the tipping point where we're so ticked off, we not only vow never to do business with them again, but we tell everyone.

And if you're the company that's at the business end of that shotgun, you had better be paying attention.

My friend (and disclosure: client) David Alston is undertaking a move this week, which sucks in and of itself. And he was relying on U-Haul to help him with that move. When his wife dealt with some absolutely abominable customer service regarding their truck reservation, he put his gripe on Twitter for thousands of people to see. He also blogged about it (in a much more objective and level headed way than I might have).

What ensued was an onslaught of responses from David's Twitter community, and a great post from Catch Up Lady detailing some of the responses and the snowball effect of David's tweet reaching his followers and their followers and so on. (Just in case you think Twitter still doesn't matter. But this, for another post.)

One of those followers posted the CEO's phone number, and David sent him a message. He did call back, but as of this post, I don't think they've connected. I'll be curious about what this guy has to say about the behavior of his field locations and representatives (and the subsequent damage they're doing to his brand). I'll also be curious to know whether the phone call is merely a gesture, and if this guy is aware of the negative publicity he's receiving across the web (of which I'm sure David will make him aware).

David also did his part by canceling his reservation with U-Haul and subsequently booking with Penske, and he then tweeted about how great their customer service was.

If anything to me, this is yet another powerful case for why listening to social media is critically important, and you can do that even if you don't have a blog or a Twitter account. Hearing what's being said can uncover a gold mine (or quagmire) of information from your customers - or former customers - just waiting for you. If I were the U-Haul CEO, I would sure as heck want to know that all these people, in the span of a few hours, had just shared how much they think my company sucks.

Dozens and dozens of people responded to David with their horror stories (and I have one of my own). This many horror stories, and they're still out there managing to do business? What if no one had managed to give David the CEO's contact information? Would they have heard a thing? Or cared? Do you think this experience is significant enough to teach an old dog new tricks?

And then the next level: Where is the tipping point, I wonder, to take down a giant like U-Haul or force them to do things differently, and when does our collective patience run out? How do we translate the negativity we feel and express in words, and translate it into action by not supporting the brand enough where they have to change or perish? What separates a stubborn brand from one willing to evolve based on what they learn?

Can social media tip the scales and turn talk into action?

Measuring Social Media Effectiveness for Your Small Business

Measuring the impact of using social media to drive visibility and sales for business is still a bit elusive. The big companies have yet to solidly quantify what using social media has done for them, but the anecdotal evidence is overwhelmingly positive. For instance, we know that once Dell started getting its employees involved and participating in communities, there was significantly less negative feedback posted about them on their own site or others. Exactly how that translates into sales for their business is another issue, partially because they have so many avenues to track, and one I’m sure they’re all hard at work on by now. I, for one, cannot wait to hear the results.

For small business, the good news is that it can actually be easier for you to measure the impact of your social media adventures, because you have the ability to personally be out there and communicating with people to get their feedback and input in real time. The social media avenues themselves can be your ticket to quantifying just how much business they bring to your door.

Pick Your Spots and Participate.
For instance, let’s say you’re on Twitter and you spend time there every day chatting with folks. And you use LinkedIn Answers to provide input for colleagues looking for professional collaboration. Perhaps you even have a feedback forum on your website for your products, or allow users to post reviews.

If you’re new to social media, choosing sites that allow you to hold a dialogue can provide a better forum for networking and business development than an ad placement on Facebook, and can make it easier to identify people who move from online contact to prospective client.

And listening is as important as talking. Folks might be talking about you in places you don’t frequent. Chris Brogan sums it up better than I can in this post about how and where to listen online.

Ask Questions.
You should always be asking how your clients and customers find you, anyway. In this case, it’s a straightforward matter of tracking how many people cite these online communities as their conduit to your website (or blog) and therefore, to your company. Sound unreasonably simple? It can be, at least for starters.

If someone replies that so-and-so referred them to you, ask them how they know or found that person, too. It can give you a nice trail of breadcrumbs leading back to the original source. And if you have a new client that found you through other means, ask them anyway if they’ve seen you online, or read your blog. If so, see if that had any impact on their decision to buy from you.

Keep Track.
Small business has a major advantage in social media, especially owners and staffers that are savvy about keeping in great contact with their clients and customers. Pay attention to the people you meet via social media, and make sure to note that in your contact management system, even if it’s just your Outlook contacts. Note the visitors who comment on your blog, and those who sign up for your RSS feed. Flag those email addresses so you know who they are when they come knocking (and they will!).

As a small business owner, you have fewer degrees of separation between you and your customers, and that’s a great advantage when it comes to finding out just how effective your online exploits are. Asking, responding, talking all go a long way. It is called social media, after all!

Photo Credit: Darren Hester

Free Stuff from Smart People Rules.

I have a Google Reader account that, for those who aren't familiar, aggregates all of my RSS feeds in one place so I can keep up with the many smart people whose blogs I read, people like Chris Brogan and Conversation Agent (Valeria Moltoni) and Brian Solis and Andy Sernovitz and and and... (the list goes on - check out the blog list to the right for more).

One thing that hounds me a little bit is that I'm thirsty to learn stuff. I've always said I'd go to school forever if I had the money to do it. But my need to absorb knowledge from the smart people around me is at times overwhelming. And with all of the tools available today and the many I'm actively using - Facebook, Twitter, LinkedIn, StumbleUpon, Flickr - it's easy to fall behind and miss stuff.

So to me, the incredible value I find in spending concentrated time reading through my feed updates is the amazing community of sharing. If I miss something on one blog, I might just get linked to it through another blog that I *do* manage to read. Today, I was so excited that Chris Brogan's blog directed me to Brian Solis' new free e-book on social media. Free Stuff From Smart People! More Free Stuff by Smart People that I've found lately:

• Valeria's e-book: Make Your Website Sticky
  
• Greg Verdino's updated presentation on Six Emerging Media Trends
• Drew McLellan linking to Seth Godin's TED talk on being remarkable
  

It's got me thinking about the content and information of value that I can and should be creating for my readers, my clients, and just those generally interested. I'm a firm believer in sharing everything you know, and the concept of teaching someone to fish meaning that you, in turn, will never go hungry. Yay for those who feel the same way, and I'm committed to spending some quality time with my keyboard to continue bringing and delivering great information.

Something in particular you'd like to see? Got a great Free Thing from a Smart Person? Drop me a note and let me know. I've got my creative juices flowing.

Are You A Marketing Wannabe?

There's an important point to be made about marketing that to me is plain as day, but apparently it bears repeating.

Not every marketing vehicle is appropriate for you just because it's cool, trendy, new, or because a company you admire is doing it.

Greg Anderson has an interesting article today on AdAge about just this topic. And he actually has a funny anectode about showing up on Facebook and having his teenage niece ask "what are you doing here?".

He says:

Ironically, bad marketing is also part of the reason that people like my niece are leaving one setting and moving on to the next new thing where we're not clumsily asking them if they want to be friends.

Bad marketing. We don't like that term, but the reality is that it's everywhere. And there are countless upon countless articles, blogs, websites and everything in between promising that they can teach you, too, how to be viral and social mediafied and make your business relevant to millions by just putting your stuff on Twitter or Facebook or LinkedIn.

So Can I Use This Stuff Or Not?

The answer is yes. But you must proceed with caution and understand these networks or risk ticking off all the people you so desperately wish to reach. Remember these things:

1. Social media is a conversation. Good conversationalists listen, absorb, and participate, in that order.

2. People participating in these communities are there because, uh, it's a community. They welcome newcomers but most are quick to spot the fakes and the posers and promptly ignore them.

3. Consumers - and your audience - are not dumb. Unless you have something that's interesting, relevant, or useful to them, they just aren't going to care.

So How Do I Know What Tools to Use?

I'd actually turn the question around and ask whom you're looking to reach, what you're planning to say, and what makes you unique. Then - and ONLY then - can you start evaluating how to get the message across. And you may find that some "old school" tactics are just as viable as getting yourself in a kafuffle to try and figure out a Facebook page.

But if social media outlets are really something you want to explore, you need to get out there and experience it for a while to build some credibility in the community. Get a Twitter ID and start following people that interest you or are in your industry. Have conversations. Go set up a LinkedIn profile and spend some time answering questions that others are asking.

What you'll find is not only do you learn what people are talking about and how they're digesting new stuff, but you're earning trust and credibility which can be a hundred times more powerful than a cheesy, badly run banner ad campaign (IMHO of course).

So what lessons have you learned about blending your business and new marketing channels? Share your successes and challenges in the comments and we'll do a follow up.