I have had a certain product break on me four times in the past three months. Each time I didn’t complain, just filled out the warranty, sent the product in and got a new one. Now the fourth time the product broke, I decided to take to social media because, quite frankly, I felt people should know about this and along with that, I really did want to see how they would respond if I posted negatively on their Facebook and Twitter accounts.
I started by posting a long message on the brand’s Facebook wall, explaining all of the brand’s faults and how ridiculous of a situation I had been put through with their product. I posted this around 9:00 A.M. with hopes that they would respond quickly (negatively or positively) so I could either make a Facebook scene or in fact escalate this situation to someone at the company who could help me quickly. After posting on their Facebook wall, I took to Twitter and posted a couple of tweets on how bad their product is and the predicament I was in with the product breaking four times on me. I made sure to use @ mentions and keep a period in front so everyone who doesn’t follow both the brand and I could see it.
The following is how the brand handled the situation and what they did wrong/right:
The brand crafted a great Facebook response, being extremely apologetic, actually stating the failure rate of the product (only 4.6 out of 100 these products fail at all, but yet I had 4 break in three months) and directing me to email them instead of continuing the conversation on Facebook (smart tactic).
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I will come out and say it, I hate dashboards! Today’s business Key Performance Indicators (KPI) are changing so rapidly that dashboards become obsolete very quickly. Dashboards provide end users with summary metrics that are supposed to lead to accurate decisions. However, miscommunication between the dashboard creator and end user could cause inaccurate decisions. Dashboards miss the communication that is so critical between the analyst and the decision maker.
Web analytics platforms come with easy to configure dashboards that are created in seconds (example above). So what? An amateur looking at a dashboard without full knowledge of how data is collected and summarized is more dangerous to an organization than a monkey with a grenade. Dashboard end users are getting a summary of data; they are unable to see the statistical significance behind the numbers needed to make business decisions. In most cases, you need multiple views of data to conclude a decision you are making that will affect your business.
As an example, the image on the left shows that conversion rates are going down. Anyone looking at the image will state that February conversions are lower than January. However, users do not realize that it takes 3 months to make a trend. In March, conversions increased and are now trending upwards. Analysts understand that data has seasonality, caveats, and needs to reach statistical significance before it can be used in analysis.
Data You Can Use
Organizations need to work with analysts who can turn data into action. Analysts make reports easy to understand, visualize, and provide clear outcomes for decision makers. If you leave decision makers trying to guess, they will steer towards not making any decisions. Thus, lots of wasted time and effort in the organization. Analytic insights are about knowledge that leads to fact-based decisions.
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If you follow our Facebook page, you may have noticed that early last week, we quietly marked the 10-year anniversary of envisionit media, inc. We’ll be celebrating properly as the year goes on (so be sure to keep up with us here and on Facebook and Twitter for updates). Meanwhile, I thought I’d take a look back at a few notable differences between the digital marketing landscape a decade ago and today.
It wouldn’t be a very quick read if I included every single difference, so these are just my faves. Enjoy the walk down memory lane and provide your own memories in the comments!
OMG, what did we do without Facebook?
That’s right…10 years ago, Facebook didn’t. even. exist. Gasp! Social media was barely even a phrase. Yes, the idea of social media has been alive for some time—think instant messenger and message boards. But the marketing world’s favorite buzzword of the last few years didn’t quite yet have today’s popularity and meaning back in 2002.
And how quickly the space has grown! In 2002, Friendster was introduced. Myspace followed in 2003. Flickr and Digg hit in 2004, and that same year the college scene was introduced to The Facebook. Twitter was born in 2006. StumbleUpon, FourSquare, Google+, Tumblr, Pinterest…all these social networks later, and companies now commonly have dedicated social media marketing roles and entire departments.
Phone is ringin’…
I happened to graduate from college in December 2001 (which is why I know to follow up this section’s subtitle with “…oh my god.” Name the reference in the comments if you know it!) and got my first cell phone a few months later in 2002. It was the standard Nokia phone that everyone else had. It made calls, it received calls, that was about it. Some fancy people had PDAs at the time, but it would be a few years before Blackberrys found popularity and exactly 5 years until the first iPhone was introduced. And now? There’s an app for that! And QR codes, geo-fencing, mobile-friendly websites, mobile SEO…and the word on the street for a few years now has been that the future is mobile marketing.
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Similar to adding the words “in bed” to the end of a fortune found in a cookie and chuckling, try placing “in bed” at the end of a phrase you would use to describe your experience at work. If the resulting phrase doesn’t make you chuckle and isn’t something you’re looking forward to, then you’re probably not doing something you want to do.
I’m willing to risk spoiling Victoria’s secret that there’s a difference in the experience received and delivered when a person wants to do something as opposed to having to do something. I would also wager my dog’s lunch that most would agree when you’re engaged in something that you “want to do,” the experience is heightened and you become much more involved. As a result, amazing things happen and more creative moments are realized.
I believe if we can transition and replicate the “in bed” experience into an “at work” experience as well, we’ll begin to create an environment that many will enjoy and look forward to.
Too often, companies become so focused on operating and growing a successful business that they lose sight of the talents, strengths, and passions that exist within their company. The result of this oversight is the missed opportunity to align passions and interests with client goals, to drive meaningful results. Not to mention the positive physical and mental impact the common thread would have on the team.
Many companies would agree that a client’s experience is a cornerstone of their business, and would probably do what it takes to continue making that experience better and better. Well, here’s a suggestion for taking steps to evolve your client’s great experience into an exceptional one.
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