“Join the Conversation”, we have all heard these words. Makes sense, right? And if you Join the Conversation, you better add value. Good advice, I tell brands this message all the time.
But how do you add value? Answer: it depends on the nature of the conversation. Here are a few scenarios and ways that anyone can join the conversation and add value:
- Say Thank You. If you read a customer’s post about they just purchased a new gadget from your company, they are showing excitement, pride, accomplishment. This is a great opening for you to say “thank you, congratulations on your recent purchase, and if you have questions, reach me at ….”
- Help. When you come across a customer having trouble with your company, your product; they need attention and help. You might not be the person that can resolve the customer’s issue, but at minimum you can let the customer know you read their post and will make a connection back at the company to offer assistance. Better option is for you personally find out the answer and make sure the customer got the help they need. Great examples are: Comcast Cares or Dell Customer Advocate Team – teams dedicated to provide assistance across the web.
- Make a Connection. The social web provides tremendous value for all of us to evaluate products and services (prior to purchase). At times you will find customers asking questions, like: “I am considering a flat panel TV, what are the most important features should I consider?” if you are an employee of Sony and find this post, it can be very tempting to spout off all the great tech features and offers on Sony TVs. Instead provide the customer with some suggestions of 3rd party sites that discuss the merits of flat panel TVs. It will shock the readers, that a company that sells TVs would not go for the sale. What this demonstrates if that you have the customer’s interest first and you are confident your products stack up well against the competition.
You will know when you add value. Your audience will continue the conversation by saying thanks, or retelling your shared experience, or bragging about how your company actually read and responded to something a single customer wrote.
Well said, Sean! Social media to build customer relationships is all about adding value. If we don’t, we are now back to just advertising, which doesn’t add value to the customer experience.
If I had to recommend just one of those three “conversation points”, I would recommend the simple thank you. Customers love to know that we are listening, that we care, and that we appreciate their business.
You rock, Sean!
Comment by Becky Carroll — August 5, 2009 @ 9:55 am
Thank you for the information on your blog. I am an old school marketing person, in old Mexico, and trying to get on the fast track to social marketing.
Comment by locogringo — August 10, 2009 @ 3:28 pm
Thank you for the information on your blog. I am an old school marketing person, in old Mexico, and trying to get on the fast track to social marketing.
Comment by locogringo — August 10, 2009 @ 3:28 pm
locogringo
I too am an old time marketing guy. You are not alone. Marketing is about conneting with your audience on topics the audience cares about- i.e., a conversation. It has always been about conversations, just over the past few decades it became more about pushing company messages to the public. a great book to read is Cluetrain Manifesto.
Comment by seanmcd — August 10, 2009 @ 5:21 pm
locogringo
I too am an old time marketing guy. You are not alone. Marketing is about conneting with your audience on topics the audience cares about- i.e., a conversation. It has always been about conversations, just over the past few decades it became more about pushing company messages to the public. a great book to read is Cluetrain Manifesto.
Comment by seanmcd — August 10, 2009 @ 5:21 pm
Thanks for the recommendation on the read!
Comment by locogringo — August 11, 2009 @ 3:13 pm
Thanks for the recommendation on the read!
Comment by locogringo — August 11, 2009 @ 3:13 pm
A tourist coming to Mexico just brought me a copy of Cluetrain Manifesto! Just started it, which I could sit and read all day! Mil gracias.
Comment by locogringo — August 20, 2009 @ 9:09 am
A tourist coming to Mexico just brought me a copy of Cluetrain Manifesto! Just started it, which I could sit and read all day! Mil gracias.
Comment by locogringo — August 20, 2009 @ 9:09 am
A tourist coming to Mexico just brought me a copy of Cluetrain Manifesto! Just started it, which I could sit and read all day! Mil gracias.
Comment by locogringo — August 20, 2009 @ 10:09 am