The Basics will always be the same.

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In three weeks time I will be attending WIT and participating on two panels.  And today I enjoyed a lovely lunch with Siew Hoon talking about the event, all the arrangements and how tweeters and bloggers can participate in the true spirit of engaged and connected consumers.  We talked a little about Foursquare and other trends and technologies that dominate the space, some of which those involved in promoting their travel products and services are still trying to get to grips with and understand how they can best use these for their promotional, marketing and engagement-making ends.  All good stuff and I look forward to some enthusiastic discussions and exchanging of ideas and views.

 After my lovely lunch and the engaging company I made my way over to the gym for an afternoon workout.  I go to the Fitness First in the UOB Centre in Raffles Place.  It’s not close to home and not even close to my last permanent workplace but the staff are delightful and being greeted by smiles is always a great start to my session.

 After my workout the manager spoke with me.  “Hi, Carl”, he said, “how are you doing? And great to see you back after your trip – New York wasn’t it?” 

“Actually, it was California and Nevada, but thanks for asking, and how do you know my name?” I replied.

“I always make a point of looking at the names of those who visit the gym” he said, “and I like to find out a bit about them.”

Hi name is Ernest and he is man who, for me, stands out because of the simple steps he took to interact with me – one of his customers.  He took a few seconds to find out my name and a quick bit of information about me so that he could address me directly and engage briefly in some relevant and timely conversation.

 There will be lots of conversation at WIT about search optimization, the implications of location-based social networks like Foursquare and what to do with those fifty thousand fans you have on Facebook.  But whilst those at WIT would do well do understand the technologies and their implications here’s a little reminder from one of your potential customers. Some simple and basic things like knowing a little about your customer and making them feel just that little bit important by engaging in some relevant and timely dialogue goes a long way towards building affinity and getting me to love you a little bit more. 

 The online space provides more and more possibilities for brands to interact with their customers but whilst potentially being swallowed up with technology driven innovation we shouldn’t forget those little emotional triggers that, when all is said and done, can often be the reason why I might choose, for example, one hotel booking site over another.  Or even one gym over another. 

 

Oh Come On! Don’t you get it yet?

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Ok, so I received an email
from AsiaRooms.  It had a nice
picture on it and the now obligatory logos of both Facebook and Twitter.
 

The text in the box read
as follows:

Stay up to date with all the latest
news from AsiaRooms.com by following us on your favourite social networking
site. Be the first to receive expert advice and top travel tips as well as news
of exciting up and coming events plus our best deals and newest special offers.
So what are you waiting for…?!

Now, I spend a lot of my
life encouraging brands and organizations to engage with their customers in the
social media space so what’s my beef here?  Read the text again and think about it.  Now let me summarize it for you:

Please give us the opportunity to
market at you on your social networking sites.  And please let us market at you quicker than we are
currently able to market at you (we don’t want to wait for you to visit our
website or for you to read our emails – we want to get you when you are socializing)
And we use words like ‘tips’ and ‘exciting events’ and ‘special offers’ but
actually, yeah… we just want to market at you.

Worrying right?  I’d have preferred something like:

Here at AsiaRooms we’re keen to
understand what you think of our products and services.  Let us know by getting in touch via
Twitter or Facebook.  Share with us
and some of your fellow travelers your experiences. We are keen to see some of
your photos and videos and every month we’ll ask you all to vote for a winner
who’ll win a luxury weekend break courtesy of AsiaRooms.

Just a thought ….

 

Social Media Expectations – Starhub and Resorts World Sentosa

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Resorts World Sentosa's Facebook Fan Page

I was asked to participate in a social media panel a month or so ago as part of a lecture course for INSEAD MBA students.  It was there last lecture on Social Media and I, along with 4 or so other people, were asked to field questions from the students.

In the couple of days leading up to the panel I had tried to engage with a couple of Singapore brands via Facebook and Twitter.  My opinion had always been up to that evening that if a brand was to have a Facebook or Twitter presence then I should rightly expect to receive an answer to any query or question I may have about their products or services within a day or so.  One of these brands was Starhub and I have had some quick and useful responses from them on genuine queries I have had. They have been very responsive over the last week on a specific issue (below)

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Some interaction with Starhub(cares)

However, on the days leading up to the panel I had asked Starhub a question and it had not been answered and I arrived at the panel venue all ready to huff and puff about this one incident. (Un)fortunately, there was a fellow panelist who worked for the agency that does a lot of work for Starhub including their twitter presence.  Anyway, I huffed and I puffed to the crowd including this guy when the opportunity arose about this one incident of no reply whilst trying to temper it with several mentions of good contact from them.

After the planel, I had the chance to speak with the guy from the agency – Vocanic (I can't remember his name – sorry) – and I got to asking myself whether or not it is indeed reasonable to expect an individually tailored reply to every query.  My benchmark has been heavily influenced by a 'campaign' I have been following from Resorts World Sentosa (top of post) who, without fail, have responded to every post and tweet I have directed at them even when it has been to simply acknowledge their excellent work. I still can't help scanning down their fan page to see if they routinely address every individual who has a question and I think that they do.  They kept doing this during some slightly turbulent times too when there was some negative chatter over the soft launch date and one or two other issues.

This is just one level of engagement I suppose and it's not far off what I have experienced with Starhub I suppose.  Indeed the one 'non-reply' from Starhub stuck out all the more because of their general consistency in responding to me.

My question is should we continue (if at all) to expect this individual service and response from organizations who choose to engage with us on Facebook and Twitter?  What should our expectations be? and how might those expectation change over the next couple of years.  I was listening to a guy on the BBC World Service this morning who clearly defined Social Media marketing as 'peer to peer' in distinguishing it from more traditional advertizing.  Maybe he still expects a personal responses but I wonder for how long he might get one…