You are currently browsing the category archive for the ‘unmarketing’ category.

 

#1

Almost isn’t good enough by Wayne Elsey.

#2

Branding Yourself by Erik Deckers and Kyle Lacy.

#3

UnMarketing: Stop Marketing. Start Engaging. by Scott Stratten

#4

Crush It!: Why NOW Is the Time to Cash In on Your Passion  By Gary Vaynerchuk

#5

The Thank You Economy By Gary Vaynerchuk


Fine Print: These are in no particular order. I have not received any money for my endorsements. I did receive my copy of Branding Yourself for free because I hassled Erik to death about it:) The Links are to my affiliate Amazon account.

Southwest Airlines has long been a leader and innovator in social media. They do things differently and are not afraid to step out to try new things; to be the first guy on the dance floor, if you will.  They are known for their antics and humor online, in the terminal and in the air. But how do they deal with serious issues? With style and grace.

Does every complaint matter on Twitter? @SouthwestAir says ‘yes!’

The above article outlines the story one man’s response to a major renovation in the airline’s rewards program. This one man made a stink and he was not shy about publicly letting Southwest know that he was not happy about it.

Who was this guy?

It wasn’t Scott Statten, who’s lead some very successful campaigns about how airlines treat their customers, with only a few tweets and his army of almost 77 thousand social savvy followers of his @unmarketing twitter account.  It was @SJCsouthpaw With is 106 107 followers that were genuinely upset with the company’s new program. He wasn’t the only one, but Southwest chose to answer him. Why? Because at Southwest “Our strategy is every customer matters, every customer’s opinion matters.”

Was that the right move?

Critics wondered.  Frank Eliason,  senior vice president of social media for Citi, says the airline made the right move, viewing Twitter as a customer service venue, not a PR podium.

“The number of followers is meaningless,” he says. “Today, every customer is an influencer.  If your concentration is follower count, then all you’re doing is managing a PR situation.  In this case it would appear to me that they are servicing their customer.  Nice job, Southwest.”

Are you responding to influencers?

Frank couldn’t have said it better: every customer is an influencer. If your company ism’t monitoring and responding to your brand on twitter, you are not responding to an influencer.

Many companies today use only Facebook campaigns to promote their brand. They delete negative feedback to protect the brand. What they’re missing is that all social media can be used as a powerful customer service tool. If your brand is one that practices the above and uses it only as a promotion tool, or your brand is on twitter, but it is linked to your Facebook, and you’re not responding to comments or complaints on twitter, remember @SJCsouthpaw and @unmarketing – If you delete them on facebook, they are still influencers on twitter, where they can carry on the conversation about you – good, bad, and ugly.

You have a choice in how you use your tools in your tool box… use them wisely.

I was watching a video of Scott Stratten or @unmarketing as you may know him on twitter. He wrote the book “Unmarketing- Stop Marketing and Start Engaging” He is now on a book tour, really going out into the world and not only engaging with his over 66k followers. But he is doing more than that. He is taking a stand. He is like this wild, radical Canadian man on a mission to change the way people market. Why?

 (Hint: cuz what your doing is not working, it is annoying and not making you any money off me cuz I am tired of this BS you try to sell me all the time.)

He is taking a stand because he, as a human being wants what we all want. He wants to be heard, he wants to be paid attention to, and he wants you to treat him with respect and kindness, as you do business with him. He is pointing out some really obvious facts. He is sharing real life stories of how hard it was. (I love the one where he took 30 days and lived twitter. Tweeted 7000 tweets in 30 days. After those 30 days he had 10,000 followers. )

He rants on people not wanting to take the time to put in the work to create 7,000 tweets, who moan that “tweezer” does not work for them. Then he said it. That moment where if you were in a Baptist church you would stand to your feet and proclaim AMEN! He said:

Social media does not change the fact that relationships take time!

I said yes! When I teach classes people always ask me “how much time…” I hate that question. At first I assumed that it was because I was in denial about my addiction, and just did not like being called out on it. Then I started answering in a very professional way: “That’s not a fair question.” I followed it with- but this is what I do.

 When Scott said that “Social media does not change the fact that relationships take time!” I realized it. I do take a lot of time to build relationships online. I do still play responsibly and work hard to get my offline responsibilities done. –I may work harder and longer, but I just do it, because to me, to my business, the time is well spent.

So if you are not seeing results by auto scheduling your tweets, or running a great promotion, or give away, if you’re still focusing on the media of the term Social Media- forget the push!

Try to find ways to really connect. Listen *Comment* Help* Show you care. The time you spend caring about the people will be time well spent that will change you.

 Social media does not change the fact that relationships take time!

Are you willing to take the time to make this relationship work?

Be nice today and every day. Take this challenge. No need to sign up or sign on, just tell yourself you’re willing to do it and challenge yourself to be better.

What:

 Be nice to others and show you care.

How: 

  •  Post on other people’s walls or @mention them on twitter. Tell them something nice about their personality, congratulate on a milestone, wish happy birthday – or unbirthday
  • Comment on peoples posts. LISTEN to what people are saying and respond in a way that shows you care about them.
  • Share links or RT posts that help spread community events, or news.

 How long?

 I know you already don’t have time to do what you’re doing now. Do you have a purpose and a plan for what you are currently doing? Then take this plan. Take 10-15 this morning, every morning and be nice to others.

Rules:

  •  Do not post anything about you, your company or what you are selling.
  •  Have fun
  •   Be nice!!

” A tiny spark can turn into a towering inferno… imagine what a little love and compassion can do.” Anonymous

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