'If only we'd thought of that'

Inspiring social media & interactive marketing strategies

  • About me

    Richard Pentin

    Richard Pentin

    Planning Director by day. Photographer by night.

    Planning Director at TMW, member of the IAB Social Media Council 

    Professional Photographer focussing on weddings, events, portraits, interiors and travel 

  • Enter your email address to subscribe to this blog and receive notifications of new posts by email.

    Join 1,158 other followers

  • Subscribe

  • Richard Pentin on Twitter Counter.com
  • Recent ‘If only’ Tweets

  • Latest delicious bookmarks

Archive for the ‘CRM’ Category

Amplifying Random Acts of Kindness

Posted by Richard Pentin on March 9, 2011

CRM has been using Random Acts of Kindness (RAOK) for years to help build brand affinity, loyalty and advocacy. But traditionally it’s always been delivered on a one-to-one level either to reward the most valuable customers or to prevent attrition from high risk defectors.  The best outcome in those days was that the recipient would remain loyal and sing the brand’s praises with a few mates down the pub!  But now that we live in a more connected society there are infinitely more opportunities for these Random Acts of Kindness to reach a far wider audience. Nowadays you can cherry pick a few unsuspecting customers, offer some form of surprise and delight, document it and then amplify this by publishing or seeding this content in various social media platforms.  The net effect is that a mass audience can see that you care about your customers and that the brand has a human side which can only do wonders to your brand equity.

The best example of this I can think of is Coke with their Happiness Vending Machine (see below) but if you want more inspiration then you must read this latest Trendwatching briefing. Not only does it highlight the growing importance of this trend but it also provides some useful and imaginative examples of how different brands have tried to apply it.

Posted in ambient, brand planning, Consumer insights, CRM, FMCG, Strategic planning, Trends, video | 1 Comment »

10 most popular reasons for ‘unliking’ Branded Facebook Pages

Posted by Richard Pentin on February 10, 2011

There’s a tendency when setting up a branded Facebook page or Twitter account to view this as simply another advertising channel to broadcast streams of content about the brand, products and latest offers. After all, these social handraisers have actively ‘liked’ your page so they must be receptive to this kind of content, right? Well not entirely. Unlike us, the average customer on the street doesn’t live and breath your brand every day and rarely gives two hoots about that latest press release or product video, let alone those glamorous photos from that launch party they were never invited to.

In fact, a new study by ExactTarget and CoTweet (via webpronews) has identified the 10 most popular reasons why people ‘unlike’ brands on Facebook. The biggest contributory reason is because the company posted too frequently or the content becomes too repetitive and boring. Other highlights from the study include 81% of consumers have either “unliked” or removed a company’s posts from their Facebook news feed and 41% have “unfollowed” a company on Twitter.  No real surprises there but it’s a helpful reminder to all of us that we need to try harder to engage and retain social handraisers than simply broadcasting brand announcements or promotional messaging.

Fanpage attrition rates is probably quite a new concept but it’s something I predict will become increasingly important as brands invest more of their precious marketing budgets on building social databases.  The good news is that it follows exactly the same principles behind any traditional  CRM programme.  So if you send them relevant, timely and engaging content, you can expect the brand relationship to grow.  But as soon as you start focusing on what you want to say rather than what they want to hear, your social handraisers will start to lose faith in this relationship and opt out.

Posted in CRM, social media, social networks, Strategic planning, Trends | Tagged: , , , , | 2 Comments »

 
Follow

Get every new post delivered to your Inbox.

Join 1,158 other followers

%d bloggers like this: