Oct 4, 2011 | Communication, Customers, Marketing, Sales
Dave Winer, one of the earliest bloggers, prolific web publisher, and a key developer of the RSS technology so many of us use daily, has made many pithy statements worth remembering, but I was reminded of one over the weekend as the silly GASP customer complaint “thingie” went viral.
Dave opined “if you don’t want me to slag off at your product, don’t have a shit product”. A retailer sells goods, but the service is a part of the offering to customers, so irrespective of weather or not a purchase is made, it is in the retailers interests to have them leave with a smile on their face.
The dresses at Gasp may be worn by so called stars, but the failure by the self proclaimed sales superstar to recognise that individuals can now extract a substantial revenge for poor service via social media should ensure his superstardom is exercised elsewhere, perhaps serving petrol at the local Woolies where he cannot do much damage to his employers brand.
Oct 4, 2011 | Social Media
The value of Twitter is still grossly misunderstood by many of my aged peers, whose view is generally from the “why do I need to know what someone I do not know or care about is doing now?” school of thought.
Following are some very simple ideas that may make it worthwhile:
# Only connect with those from whom you can learn something, or have common interests. Finding them is getting easier with tools like Tweetdeck, and once you have found them, engage by retweeting, commenting, and connecting with them.
# Do not be afraid to ask for help, for things of interest to be retweeted, and for information. People when asked nicely, can be very generous with their time and connections.
# Don’t try to sell on twitter, 140 characters is too few, and the environment is wrong. Engage first, build a relationship, and make it easy to find your website from which they can buy.
# Be aggressive about filtering out non productive connections, it is not a contest to have the most followers, or to follow the most people.
# Know what you want to know, and use Tweetdeck to do the filtering for you, delivering prioritised links and interesting connections to you without the rubbish.
# Lastly, you, and what you have to say has to be of interest to others, so be relevant to the audience you want to connect with.
Oct 2, 2011 | Customers, Marketing, Personal Rant
Earlier today, Sunday, about 4.45, just before the League grand final kicked off, I got a phone call on my mobile from Optus. Well, sort of phone call, it was an automated call, some recording telling me they had something important to talk to me about, and it would only take a few minutes. Once we got that far, the call was ended.
There are plenty of ways for Optus to connect with me, to market to me, after all, I have all my services with them, despite being “stiffed” recently by them, changing is all a bit hard, and the others are not any better anyway, so I just swallow hard. Like most of us.
These clowns spend millions on “marketing”, TV, radio, magazines, social media, spin doctors, franchising sales outlets, call centres, the whole 9 yards, but they clearly do not have any idea about marketing, they just know how to spend money on media.
Using an automated service to ring a customer and ask for his attention on a Sunday afternoon, any Sunday afternoon, but this one? to talk about “something important,” presumably to their revenue, beggars belief.
You could not make this stuff up!! How stupid can they be??
Sep 30, 2011 | Change, Leadership, Management, Operations, Personal Rant, Small business
The news that Fosters will be sold to SA Miller Brewing represents almost the last Australian food and beverage business with a global brand has now disappeared. I say almost, as I can think of no other, but some may argue that a few sales in Fiji or NZ constitutes global. To my mind, it does not rate.
Why is it that we seem to be unable to build and sustain food businesses from this country?.
Australia is now a net importer of packaged food, according to the AFGC 2010 report, and yet we are an abundant producer, particularly of broadacre commodities, grain and meat. Most people when told we are a net importer go into a state of disbelief, and yet the march of imported food, and the decline of Australia’s manufacturing base has been happening slowly over a long period.
It’s pretty easy to blame the evolution of globalisation of supply chains, the domination of Woolworths and Coles, regulation imposing costs overseas competitors do not have, the geographic spread and relatively sparse population denying the economies of scale, but the reality is that it is a management failure. The failure is shared by boards and shareholders who have tolerated a complacent management, discouraged long term strategy in the chase for short term returns, and simply disengaged with the basic drivers of competitiveness over a long period.
The only hope left is that a few SME’s will emerge from the heavily culled pack that remains, but it seems to me that they have missed the boat, and the barriers that the businesses that existed 30 years ago, and should have breasted, are now simply too high for the small guys to tackle without the scale and capital resources necessary. Our one hope is that there is a processing breakthrough, technologies like the CSIRO High Pressure Processing technology offer some hope, but they are unlikely to be the savior by themselves.
Almost gone, down to the last gasp, what on earth will we do then? Or don’t we care?
Sep 29, 2011 | Collaboration, Leadership, Strategy
Complexity is strangling us, paralysis by analysis has become pretty widespread, and the paradox is that we are all trying to do more with less.
In that context, creating an environment where everyone can contribute to the maximum of their capability seems like a pretty good idea.
To achieve that level of engagement irrespective of the size and complexity of an organisation, all it takes is one simple question”
“What do you think?”
The catch is that the hard part starts after the question, when the cultural environment needs to have evolved sufficiently to encourage people to tell it as they really see it, and then feel they have the power and authority to implement.
