An Unusual (and most welcome) Twitter Experience with @pennjillette


 

I’ve been using Twitter for a long time.  Like most new things and stuff in the tech arena I was an early adopter.

I remember the days when Stephen Fry was the most followed person with hundreds of thousands of followers – a poultry number now of course.

Being fascinated with current atheist thinking I ended up watching a video the other day of Penn Jillettebeing interviewed by Piers Morgan.  I’ve known of Mr. Jillette for some time and even saw him perform with Mr. Teller in Las Vegas in 2001 (or so). 

So a couple of days ago I started following him on Twitter and noticed how his stream contained lots of mentions – i.e. he was directing a lot of his tweets as answers to folks.  So this morning I acknowledged this of him and, guess what? I got a reply within 2 minutes from him thanking me!

In a twitter world that has changed a lot from a few years ago it’s quite special to see that there are some ‘celebs’ out there who are still approaching it (despite huge numbers of followers and, no doubt, questions, comments and queries) with an intimacy and humility that bears some resemblance to the dreams and visions of those who first created it … 

Thank you Mr. Jillette – or maybe ‘Penn’ now as we’ve spoken? 

 

Social Media Day and Social Media Strategy

Social-media-strategy-vs-social-media-campaign

June 30th was Social Media day.  It was actually Global Social Media day as declared by Mashable. It was also a day when I went to
discuss Social Media strategy with a large company based here in
Singapore.  Our Social Media Day event
at Zsofi in the evening was great fun,
and a chance to meet some great new people as well as catch up with old friends
and to also meet some more virtual acquaintances in the flesh for the first
time.

 

Something kept getting said on that day and it was this: people
kept talking about Social Media strategy as a ‘resource’ – as a person.  They were implying, I think, that one
view of what constitutes a Social Media strategy is having a person sit all day
on Twitter or Facebook responding to people’s
complaints or questions.  And,
indeed, for some brands in Singapore and elsewhere, it appears that their doing
exactly this seems to be a large component, if not the entirety, of their
strategy.

 

This doesn’t feel like a strategy to me.  In fact, what it looks like is the kind
of conversations usually reserved for Customer Support Staff (probably on the
phone or via some support email address) happening on a Facebook page or via a
Twitter conversation.  I should
point out, however, that being responsive to a customer’s query on Facebook or
Twitter is, I think, at least for now, a necessary component of being in the
space.  I hasten to call it a
component of the strategy per se because responding to customers’ queries does
not feel strategic to me – it feels just like something we should do
anyway.  I’m not going to dwell on
how brands will need to deal with this obligation at the moment.  It feels like a bit of a problem and
I’m not sure how it will resolve itself. 

 

At the moment, opening your brand up on Facebook leads, in
some cases, to a lot of niggly little conversations happening.  A typical exchange I see (on a brand
fan page) opens with the brand saying ‘Hi’ to all its Facebook page fans and
then the announcement of the day’s special offer. There will then be a bunch of
comments about the offer interspersed with complaints and moaning.  So, what the visitors to that brand fan
page are actually seeing is some essentially one-way brand marketing
communications followed by publically visible customer service issue
conversations.  All in all pretty
dull, uninspiring and boring. 
There’s an inevitability to having to respond to queries as I said, but
the sooner we don’t all have to look at it, the better.  I put it down, in part, to the ‘brands
on Facebook’ still being a model in its infancy.  I have my own ideas about how this could be managed but
that’s for another time.  Back to
strategy.

 

Putting a product offer on Facebook that you may have put in
the newspaper a couple of years ago isn’t good Social Media Strategy.  There’s some immediacy to be gained
from it I suppose and there’s no doubting that your target audience are
probably hanging out on Facebook. But re-purposing collateral and messaging for
another medium without looking at and embracing the nuances and opportunities
offered by that new medium is rarely compelling for the customer. 

 

Social media is about people coming together around your brand
– it’s about a shared experience, about storytelling and, ideally, about
content creation and sharing.  One-way
brand messaging and planning to administer your dirty laundry in the open won’t
get you where you think you might want to go.  Integrating the unique collaborative and shared experience
of what social media offers and integrating this with an event, a competition
or another (more traditional) component of your marketing and branding strategy
whilst facilitating brand advocacy might just.

 

Oh Come On! Don’t you get it yet?

Screen shot 2010-05-26 at PM 02.34.34

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)

Screen shot 2010-03-18 at 13.56.32

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…