Lee Stacey - Musician / Geek / Thinker
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business

 

The Social Media Disconnect

Businesses STILL don't seem to get it, do they?  More often than not, the corporate world leave the management of their social media up to the marketing department or simply outsource to to an external marketing agency.  Nothing wrong with this but if a company has a social media presence, they really need to be social.  It's not about broadcast, broadcast, broadcast.  That's just spamming.  There are also many cases where an external agent is used to manage a community for a brand.  Again, nothing wrong with that either but when that brand is a product that requires genuine end user support, it would be nice if the "social" arm of these companies were actually able to do this.

If I have a problem with a product and require support, is it too much to expect to be able to talk to the person/team representing them on Twitter about it?  Apparently so.

The problem is that as a company grows it tends to divide its self up into departments.  This department deals with this and that department deals with that.  If you're not careful this can create disparate silos within a business.  Where this is evident on the social web is marketing and customer support.  Why are companies marketing on the social web but not supporting their customers on the social web?  I'm going to use the word "social" as many times as possible here because I'm trying to drop a rather unsubtle hint.

I really began to notice this problem when I was having problems with my O2 phone.  I don't have a land line and my mobile phone wasn't working so I couldn't phone their helpline.  I went to their support page on the web, went through their FAQ/troubleshooter thing and still didn't find an answer so I used their online support form... Which didn't work.  After getting a little pissy about it someone reminded me that O2 had a twitter stream so I contacted them.  Their initial responses were to contact the support number or use the web support.  Not very useful.  In the end (after several days of to and fro because it takes them a whole day to respond when there's actually a problem) they said they had contacted support and I would get an email from them explaining what the problem was and how I could go about sorting it.  That email never came.  I did eventually sort the problem out but I did it on my own, completely in the dark and with no help from O2's customer support.

The problem with O2 is that (as it says on their twitter profile) their twitter stream is maintained by their press team.  They just don't have the information or tools to hand to deal with customer support problems.  This begs the question: Why are they trying to support customers if they aren't equipped to do so?

I'm not blaming O2's press team because I believe they did the best they could within their mandate.  I'm not certain but I expect their press team is an external entity.  Most likely a PR/marketing agency.

The problem is a corporate one, not any one department's fault.  The problem IS the departmental structure.  On the social web, the very least you need to be able to do is support those to whom you are preaching and selling to.  If your brand is something that requires support, you need to be doing this on the social web as well as selling.

How you go about this depends on the product you're trying to support but there are so many ways and with a decent bit of community management you can get the community to do a lot of the hard work for you at little to no cost at all.

Imagine going into a shop and buying a TV.  It goes wrong so you take it back to the shop.  If that shop told you they couldn't help you because they only sell the stuff, how happy would you be?  This is exactly the same scenario.  It's unacceptable, don't you think?

Good customer support is one of the best marketing tools available.  If you want people talking about your brand positively online, give them an experience worth talking about. Where social media is concerned, it's all about their communication and what they are talking about.  It's not about your press releases.

Anyway, you get the point.  I'm done with this now.  I need a cup of tea.

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Filed under  //   agency   business   community management   corporate   customer support   disconnect   marketing   mobile   o2   operator   outsourcing   phone   public relations   silo   social media   social web   telco   telefonica   twitter  

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Marketing On Twitter... So Many Still Getting It Wrong

So you've got a business, you're on Twitter and you're auto adding people based on keyword searches in the hope that they will follow back.  Some do, some don't.  When they follow back you hit their DM inbox with a link to your product/service and you can tweet all day about your awesome things, right into their stream.  Perfect, right?

WRONG

Sure it's very low cost and due to low cost if it only works occasionally that's fine and dandy but you could and should be doing much better.  I'll ask you one simple question: What happens to spam if it ends up in your inbox?  You delete it, am I right?  I know I'm right.  The same thing happens with tweets but users are also blocking these days and enough bocks can lead to exclusion from search and in some cases an account suspension.  Great plan.  How's that working out for you?

So what's the right way?

Successful marketing is about communication so that's what you have to do.  Keyword searching is still a good place to start and with tools like Twitterfall you can even refine your search to a geographic location.  So let's say you fix thingies in London and you've set up a search that will highlight people with broken thingies in the London area, that's a perfect start but what next?  Simple, when someone in London has a broken thingy you can respond by letting them know who you are and how you can help.  It's always good to strike up a little bit of a conversation and show that a) you're human and b) that you have the knowledge to help them out.  Once you've done that they will probably ask you for more details on your service.  That's the trick, making them ask you!

So you've made a new customer and they are happy with what you've done.  They will probably now follow you on Twitter and because you made them happy they are going to tell other people.  By engaging with that person you have just extended your potential reach to everyone they know too.

Building a fanbase

So you're getting followers and making new business left right and centre.  Good work but you can still do more and expand further on this.  Now that you're building a fanbase you can start publishing information to your feed that they will find useful and informative...  No, I don't mean spamming them with links to your products but you can inform them of any special offers and/or promotions and depending on your demographic link them to things they will want to see or read.  Now would also be a good time to start a blog if you don't have one.  If you're a local business, people like to know how and what you're doing.  If you're investing into their community or taking part in something fun in the area, that's exactly the sort of thing they will want to read about.  Publishing your blog posts (once is usually enough) to your Twitter feed keeps them in touch with you on a more personal level.

Blogging is easy these days and with sites like Posterous (what I'm using right now) it's as simple as sending an email.

Just the basics

Those are just a few basic tips on how to push your business or service on Twitter but there is still more that you can do but that all comes down to your own entrepreneurial spirit and creative mind.  There are many more social media tools out there that can help you out and Twitter is a good place to be looking for them.  The most important part (and I've said this so many times before) is engagement.  Make friends with people and talk to them!  One human being to another... Just like we used to do but digitally.

Of course there are automation tools out there that can make your life easier but you're talking to human beings (mostly) and they like to know that you are one too.  If your information stream is purely robotic people will soon lose interest.

If you're looking into promoting your business on Twitter, I hope this information is of some use to me.  Feel free to comment on the post or shout at me on Twitter ( @LStacey ), I'm always happy to help if there's anything you don't quite understand or if you're struggling to make it work.

Happy Tweeting!

Lee Stacey

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Filed under  //   blog   blogging   business   engage   engagement   fanbase   lee stacey   lstacey   marketing   posterous   pr   promote   promotion   spam   tweet   tweeting   twitter   twitterfall  

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IT is not the best career choice because...

As much as it is expected, you just can't know everything

More often than not, those you serve as an IT Engineer simply can't comprehend how complicated the equipment they take for granted is.  They also have no idea about the gubbins that sits in the server room, the cabling under the floor, the boxes dotted around the office or the magical thing they call the internet.  The thing is that they don't need or want to know about all this stuff.  It's a bit of a paradox really because there's just so much information there that is outside the remit of their day to day job...  Not a paradox in its self;  The paradox lies in the fact that they know it's all too much for them but can't appreciate how much you do to keep them working.  The trouble is that you're expected to instantly know the answer to every problem that relates to anything with any power running through it, whether you've come across the problem before or not.

The hours are very flexible

That's a good thing, though.  Isn't it?  No it isn't because the hours are only flexible in as much as you can work as many extra hours, weekends and evenings as you like for no extra pay but because it all goes unseen (see above) it is very frowned upon if you're away from the office for any period of time.  I have to admit, my firm is better then most in this respect but because of the unseen ninjary, there is no comprehension of the extra time you put in so any time out you might take is always seen as too much.

The hourly pay rate is very low

Wait a second...  IT salaries are quite high, aren't they?  They aren't bad generally but as far as hourly rate goes, an IT Engineer puts in so many extra hours... days even... that the hourly rate ends up being on par with an unskilled school leaver flipping burgers between cigarette breaks.  We IT guys are even hard wired to our phones and laptops when we're off sick so we lose our sick leave whilst still working a 12+ hour day.  That's just the way it is, it's not even optional.  If we didn't do it, the world would literally stop turning.

You will ruin lots of expensive clothes

If like me you're an IT Manager (perhaps the worst thought out job title ever) you dwell in an office and are expected to wear smart clothes in case someone sees you.  It's OK for large firms that can lock the geeks away but in a small firm, IT guys are on show and must fit into the office aesthetic.  The only problem is that we have to crawl around on the floor a fair bit and hump large, awkward shaped pieces of technology around with lots of tie snagging, shirt pulling sticky out bits to destroy all your finery.  When I joined my company I was pleased to see in the company handbook that there is a relaxed dress policy...  Sadly, my firm is based in Mayfair, London where relaxed dress policy literally translates to "normal office attire but a tie is optional".  I guess I should be thankful that the tie is optional because those sticky out bits I mentioned before will put a pull in a silk tie quicker than you can say "Timothy Lewin".

You are on call 24/7 (without pay)

I said before that the extra hours are not seen...  Not always the case.  The end user knows you're there when they phone you on the weekend because their email isn't functioning correctly but the fact that you left a social function to fix it is very quickly forgotten.  What's weird is that the fixing of the problem might be forgotten but the fact that there was a problem and the inconvenience it caused someone at the weekend (imagine that...) is far from forgotten.  Funny how an email taking half an hour longer to get to someone is a massive inconvenience but nobody cares a toss that the very same issue nullified your weekend altogether.

You are the Fun Police

You won't let the end user visit fun websites, send joke emails, install programs or keep media files on their PCs.  Again, they just can't comprehend the problems that all this fun stuff can cause.  These problems, more often than not are legal and/or security issues.  You may be able to run pirate software at home without any trouble but that doesn't mean you can at work.  The penalties for these things are huge and companies ARE watched and DO get caught out.  Regularly.

Nobody understands how important IT security is

My biggest pet hate is the sharing of passwords.  End users will do this quite happily without you knowing and without realising that giving someone their password is essentially giving away their identity.  It's very lovely and heartwarming that everyone in the office trusts everyone else so much but it can be a really, really, really big problem if that trust is taken advantage of.  Worst case scenario being that someone could literally tear a company apart in someone else's name and get away with it because all the evidence points to the trusting password sharer.  It appears that the end user would rather take this risk than ask the IT guy if there's another way to share the information without sharing their identity.  99.9% of the time there is another way but it's pointless me telling you this because if you've managed to read this post and got as far as this, you're probably one of those that understand this.  If you're not...  UNDERSTAND IT NOW!

Justifying IT budgets is like selling snake oil

Because corporate money men generally understand computery stuff even less than anyone else on the planet, it is very difficult to justify the cost of anything.  When you attempt to explain what things do, why they are required and why so many extra bits and bobs are required to make things work, money me just glaze over and because they don't understand it they struggle to see the benefit.  If they can't see the benefit, it has no value in their eyes.  The result being that you can't have the money because they can't see the ROI vs the TCO.  What makes this even worse is that you've not only got the cost of equipment and software but there are things like licenses and security certificates...  Again, people don't understand the security or the legal side of IT so licensing is always a difficult subject.

You will never have enough resources

Due to the impossible task of justifying costs and the fact that you do more work than gets noticed, you will never, ever have the money to spend or enough staff to make your own life easier.  Because you just get on and do it and because everything "just works" the extra resources are seen as not being needed.  You're more likely to get the sack for having an attitude problem (actually it's more likely depression or stress but who would know?) than be given the required help.

You will never have enough space

So we've established that you can't get money to buy new stuff.  This means you need to keep and fix up old stuff.  This in turn means you need the space to do that.  The bad news is that it's not going to happen because those that rule (here we go again) just don't see the need for it because stuff "just works".  Yes, that's your fault for making it work so well.  I hate having a messy desk but when it has to multi task between being a desk and a workshop (several times a day) you are constantly shuffling things from desk to floor or shelf and back again meaning you live in a cloud of electronic crap.  Add to that all the paper nonsense people insist on dumping on top of whatever you're working on.  Not only do you the engineer need to wear and regularly swap many different hats, your desk has to do the same.  The result is mess and the occasional weekend in the office (again) to sort it all out when it becomes too ugly for the pretty office environment.

Everyone thinks you do nothing all day

Here's the ironic twist.  If your end users think you do nothing all day, chances are you're probably doing a pretty good job.  If they think you're not doing anything, it's likely that your IT system is generally working pretty well.  Either that or it's slowly but surely falling on its arse and will eventually go completely to pot.  Generally speaking, a good IT Engineer is like a Ninja, stealthily keeping things in order whilst being unseen and unheard.  Dwelling in the shadows, always there to snub out an issue before it becomes a problem.

IT Ninja, I salute you!

Sadly, though I feel this blog post is unfinished and I've not had an opportunity to proof read it, I have to wrap it up because I've got far too much work to do.  Before I do this and set it upon you, my faithful reader, please listen to my advice and DO NOT get a job in IT.  If you already have a job in IT, get out while you can.  You're probably clever enough to do just about anything if you can manage a Windows network and its users successfully.  You won't though.  If you're like me, you're probably far too loyal and dedicated for your own good and far too stubborn to admit it.

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Filed under  //   business   communications   computers   engineer   geek   hardware   helpdesk   it   licensing   management   manager   microsoft   nerd   security   software   support   tech   techforce   windows  

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I'm all for equal opportunities but...

When I go to Pret A Manger for my lunch I would like it if the person serving me could understand what I am saying!


On more than one occasion, in more than one Pret, I have often had to repeat my order several times because the person behind the counter has such a poor grasp of the English language that they can't figure out what I'm trying to order.

Should the ability to speak and understand English not be a prerequisite for working in any retail outlet in England?  Maybe responsibility for teaching the native language to employees should fall upon businesses that employ non native speakers.

One of the most basic functions of anyone in a customer service position is that they communicate with the customer.  If they can't speak the native language, they can't do their job properly and as such should not be in a position where they are expected to do so.

Our immigration policies combined with equal opportunity laws in the UK give us a rich cultural tapestry which is something we should be proud of but something must be done about the language barriers between natives and non natives.  If it doesn't fall to the businesses, maybe it should fall to the Government...  We all want these people to work...  In most cases that is why people come here.  Let's give them some help and make things better for everyone.

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Filed under  //   business   equal opportunities   government   immigrants   immigration   language   lee stacey   lunch   pilchard   pilchardmusic   policy   pret a manger   uk  

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