I read a great article today that I am going to SHARE with you at the end of this post. It talks about brand promise vs brand experience. Social media as we all know – has now broadened the net for reach and allows not just a brand, but anyone to SHARE anything their hearts desire and have it spread like wildfire by leveraging social media tools. Many businesses are finally waking up to the power of these tools and better yet -  it is the customer that is now driving much of the power – by being able to clearly articulate and SHARE with those that will listen, to their wants, needs and benefits of doing business with them. In return the business in question must be able to not only listen – but stand tall on what their brand promise, product, service and value is and stay true to their word. Read the rest of this entry »

It’s a new year and I want to know how you plan to do things differently in 2010. As I write this, I am sure many of you are now well educated on the benefits of social media in your marketing efforts and are using some of the tools to further engage, connect or begin to connect with your customer. Have you thought about how you are going to start that conversation?
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I remember one of the highlights of being a kid was when my parents allowed us to walk to the Quick Shop. That was the name of the closest corner store—where we would buy candy, chips and soda. The Quick Shop owners knew us and it was always such a thrill when we were able to go there unaccompanied by our parents! There were other corner stores close by, but we always went there. All the kids in the neighbourhood did.
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Tranparent is a word that has been floating around for a while. The dictionary definition: easily seen through, recognized, or detected. The media and the internet have helped to provide a forum where people can now have direct and immediate relationships with information products and services. The benefit of social media is that you can now talk directly to the customer about who you are as a brand, share your values and share your story while targeting (globally) those whose values match yours. In turn, your customers and fans can pass your story on.
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In my last several posts I have provided case studies and all sorts of information about why your company needs to engage in social media. I would be remiss if I didn’t show some results. I wrote about the Ford Fiesta campaign where they gave 100 people Ford Fiesta cars for 6 months and asked them to blog, tweet, participate on Facebook and Youtube about their experiences. Ford—at the onset of the fall of the American Auto industry—dove right in and took the lead in terms of their use of social media. They are living proof (virtually speaking) that by integrating social media tools into your marketing strategy, you not only can successfully build a brand but also extend your reach. Letting the customer own the relationship and share that with others, leverages the credibility of a product or service in a way that the company itself just cannot do.
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Everyone is using this time for change. How do we create ways to build our profile and our brand—do we truly want to sell or is there another way to yes create sales conversion? Of course. But think about what you could truly do if you laid a path and mindset—company wide—about inspiration and passion. You could engage each and every person in your company to inspire the people you do business with. Imagine sharing that kind of energy and enthusiasm…it’s electrifying!
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Happy Earthday Everyone.  I have been talking about customer engagement since I began this blog.  For most brands the goal is to sustain continuous, ongoing relationships with customers.  Listening to and engaging with your consumers will allow you to actively be able to solve the challenges and concerns they have in their lives and fulfill those needs—bringing about change that will enhance their life. And in doing so, have them commit to an ongoing relationship with you. Better yet, they’ll share who you are—what you do and how YOU helped them—with others.
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Social media now has the attention of many companies these days. Everyone is trying to figure out how to leverage and court the customers they want while providing them with the fuel and fire to become brand evangelists. Most companies forget that understanding the innovators, influencers, critics, spectators and those who choose not to participate at all should become a part of the concepts and format they need to develop in order to engage their target audience.
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