Hey guys! Welcome back to my blog - A Social Take on Social Economics. #LVCC406
I want to apologize in advance, the blog this week might be a bit long, so bear with me! ☺
This week we'll discuss what I've learned from chapter 11 and 12 of Socialnomics. Two very important and useful chapters in my personal opinion. Chapter 11 touches on the secrets to social success, followed by Chapter 12 which talks about what "works" when it comes to blogging. (By the way, a long blog doesn't work, but I don't care -- this stuff is important!)
When it comes to the secrets to social success, Qualman explores the opportunities most commonly missed by people, organizations, and corporations.
Those opportunities being:
1. Retention of existing customers
2. Listening reports
3. Always ask "What is the social play?"
Retention of existing customers is a commonly missed opportunity because 9 out of 10 times most companies respond to the unhappy customer before even simply acknowledging the happy customer. A common misconception is "believing that your social media strategy/success begins and ends with responding to negative posts." Qualman argues that it's important to address these happy customers because ignoring them is basically saying "I am ok with potentially losing 50% of my customer base," according to a study. It is vital to always remember that the outreach of a happy customer can be just as great as the outreach of a unhappy customer.
Just as the unhappy customer wants to be heard, so does the happy customer. So when they expect you to ignore their positive post (just like most companies would) -- and you change the status quo and show some appreciation (whether its a like, a comment, a retweet, response, or a gift) they will feel a sense of satisfaction. And really, what's better then good customer satisfaction?
The book uses Zappo's as an example. Zappo's enables their employees to surprise their customers; whether its expedited shipping at no additional cost, or a friendly hand written note inside their package -- Zappo's understands the significance of ensuring their customers that they are appreciated.
I found this "concept" or opportunity interesting because it isn't something I would have put much thought into if it wasn't for this chapter. (Shame on me.) As a student studying communications, its engrained in my mind that two-way communication is key - internally and externally. What I didn't necessarily think about, was that it doesn't have to be direct communication.
It got me thinking about brands that I use/buy that understand "retention of existing customers." Take a second to think... Are there any brands you believe understand this concept, and actually use it every day in their marketing strategies?
I can. I hate to admit it, but I love Kylie Jenner's products. Not even because I use her products every day. I actually rarely use her makeup anymore. But when purchasing from Kylie Cosmetics (or whatever "Kylie endeavor" it may be) it is known that you get this cute little note or "post card" type of thing (probably mass produced) "from Kylie" essentially thanking you for the purchase. Each post card has a cute little saying. This makes buying her products fun and exciting.
Another brand I can think of is Cellbone Technology. Cellbone was introduced to me by my dermatologist. You can't buy Cellbone in stores, so it is kind of an inconvenience that I am continuously ordering online/paying for shipping. BUT I have insanely sensitive skin, and for whatever reason I swear by these products. So I choose to deal with the inconvenience. What is awesome about love Cellbone is that with every purchase (depending on how many products you buy) you receive at least one free sample of another product of theirs. Usually it's a product you have yet to try. Some may say it's a marketing strategy in hopes that you buy the product next time, but I personally believe that the excitement of the free gift is a way they keep customers delighted.
Since I found these chapters to be exceedingly informative and interesting; I am only going to discuss missed opportunity 1. (For your sake) But if you have any questions about missed opportunity 2 or 3, don't be shy... shoot me a message. (eac5550@psu.edu)
Now, lets talk about Chapter 12 -- Blogging: What works.
This chapter was full of many tips/"wins" for someone who wants to run a successful blog. Some of those being:
Fun Fact: I have a famous neighbor. Well she's not "actually" famous. At least to my standards.
But she has become a well known influencer thanks to youtube. Instead of "blogging" she "vlogs." For anyone who doesn't know what a vlog is, it's basically a blog but instead of writing, it's recorded. Yep, a video blog.
She started when she was younger with her twin sister. They somehow positioned themselves and used the platform/following to their advantage. Today, they each run their own channel and post about a multitude of different things. Now by no means am I encouraging you to watch her vlog. The reason I am even discussing her vlog is because it's evident she uses some of these tips.
She is committed-- she posts regularly and prepares each post/video. You can also tell she puts time into editing.
Gabi also knows her audience. She is definitely not vlogging to target people with my interests. But she evidently targets a younger audience -- they glorify her. She knows her audience and she knows them well.
But I believe there is one tip that the book is missing, and I believe this could be a tip for Gabi.
Credibility is key. Don't lie in your blog/vlog. Be authentic. Be real. Because your audience should choose to continue to follow you because of who you are, not who you want to be.
I refuse to let my little cousins give her "views" because I don't believe she is authentically a good role model. When I said she was my neighbor, I literally mean she lives across the street from me. I can see her front yard, looking out my front window.
Yet when you watch her vlogs, or if you follow some of her instagram accounts, she makes it seem like she has this glorious life. She claims to live in a "cottage in the woods", or "on a mountain", or that her "front yard has a lagoon, which she can't wait to swim in this summer."
When I think about the success of Gabi, I truly am in awe of her. Seriously, the fact that she has all this success based off a youtube vlog. But then I think about how quickly and easily her reputation could be damaged if just a single person ousted her and her lies. Because it could happen. And then what? How do you gain all that trust back once it's been tainted. Credibility is key.
I want to apologize in advance, the blog this week might be a bit long, so bear with me! ☺
This week we'll discuss what I've learned from chapter 11 and 12 of Socialnomics. Two very important and useful chapters in my personal opinion. Chapter 11 touches on the secrets to social success, followed by Chapter 12 which talks about what "works" when it comes to blogging. (By the way, a long blog doesn't work, but I don't care -- this stuff is important!)
When it comes to the secrets to social success, Qualman explores the opportunities most commonly missed by people, organizations, and corporations.
Those opportunities being:
1. Retention of existing customers
2. Listening reports
3. Always ask "What is the social play?"
Retention of existing customers is a commonly missed opportunity because 9 out of 10 times most companies respond to the unhappy customer before even simply acknowledging the happy customer. A common misconception is "believing that your social media strategy/success begins and ends with responding to negative posts." Qualman argues that it's important to address these happy customers because ignoring them is basically saying "I am ok with potentially losing 50% of my customer base," according to a study. It is vital to always remember that the outreach of a happy customer can be just as great as the outreach of a unhappy customer.
Just as the unhappy customer wants to be heard, so does the happy customer. So when they expect you to ignore their positive post (just like most companies would) -- and you change the status quo and show some appreciation (whether its a like, a comment, a retweet, response, or a gift) they will feel a sense of satisfaction. And really, what's better then good customer satisfaction?
The book uses Zappo's as an example. Zappo's enables their employees to surprise their customers; whether its expedited shipping at no additional cost, or a friendly hand written note inside their package -- Zappo's understands the significance of ensuring their customers that they are appreciated.
I found this "concept" or opportunity interesting because it isn't something I would have put much thought into if it wasn't for this chapter. (Shame on me.) As a student studying communications, its engrained in my mind that two-way communication is key - internally and externally. What I didn't necessarily think about, was that it doesn't have to be direct communication.
It got me thinking about brands that I use/buy that understand "retention of existing customers." Take a second to think... Are there any brands you believe understand this concept, and actually use it every day in their marketing strategies?
I can. I hate to admit it, but I love Kylie Jenner's products. Not even because I use her products every day. I actually rarely use her makeup anymore. But when purchasing from Kylie Cosmetics (or whatever "Kylie endeavor" it may be) it is known that you get this cute little note or "post card" type of thing (probably mass produced) "from Kylie" essentially thanking you for the purchase. Each post card has a cute little saying. This makes buying her products fun and exciting.
Another brand I can think of is Cellbone Technology. Cellbone was introduced to me by my dermatologist. You can't buy Cellbone in stores, so it is kind of an inconvenience that I am continuously ordering online/paying for shipping. BUT I have insanely sensitive skin, and for whatever reason I swear by these products. So I choose to deal with the inconvenience. What is awesome about love Cellbone is that with every purchase (depending on how many products you buy) you receive at least one free sample of another product of theirs. Usually it's a product you have yet to try. Some may say it's a marketing strategy in hopes that you buy the product next time, but I personally believe that the excitement of the free gift is a way they keep customers delighted.
Since I found these chapters to be exceedingly informative and interesting; I am only going to discuss missed opportunity 1. (For your sake) But if you have any questions about missed opportunity 2 or 3, don't be shy... shoot me a message. (eac5550@psu.edu)
Now, lets talk about Chapter 12 -- Blogging: What works.
This chapter was full of many tips/"wins" for someone who wants to run a successful blog. Some of those being:
- commitment - time and care is required
- consistency - a general content strategy/theme for your blog
- audience - determine your audience and who your writing for
Fun Fact: I have a famous neighbor. Well she's not "actually" famous. At least to my standards.
But she has become a well known influencer thanks to youtube. Instead of "blogging" she "vlogs." For anyone who doesn't know what a vlog is, it's basically a blog but instead of writing, it's recorded. Yep, a video blog.
She started when she was younger with her twin sister. They somehow positioned themselves and used the platform/following to their advantage. Today, they each run their own channel and post about a multitude of different things. Now by no means am I encouraging you to watch her vlog. The reason I am even discussing her vlog is because it's evident she uses some of these tips.
She is committed-- she posts regularly and prepares each post/video. You can also tell she puts time into editing.
Gabi also knows her audience. She is definitely not vlogging to target people with my interests. But she evidently targets a younger audience -- they glorify her. She knows her audience and she knows them well.
But I believe there is one tip that the book is missing, and I believe this could be a tip for Gabi.
Credibility is key. Don't lie in your blog/vlog. Be authentic. Be real. Because your audience should choose to continue to follow you because of who you are, not who you want to be.
I refuse to let my little cousins give her "views" because I don't believe she is authentically a good role model. When I said she was my neighbor, I literally mean she lives across the street from me. I can see her front yard, looking out my front window.
Yet when you watch her vlogs, or if you follow some of her instagram accounts, she makes it seem like she has this glorious life. She claims to live in a "cottage in the woods", or "on a mountain", or that her "front yard has a lagoon, which she can't wait to swim in this summer."
When I think about the success of Gabi, I truly am in awe of her. Seriously, the fact that she has all this success based off a youtube vlog. But then I think about how quickly and easily her reputation could be damaged if just a single person ousted her and her lies. Because it could happen. And then what? How do you gain all that trust back once it's been tainted. Credibility is key.
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