Posted by Mark Campanale on Wed, Jan 27, 2010 @ 02:59 PM
By Mark Campanale
Marketing & Social Media Manager
I needed gum.
On this particular day I was reaching for my usual pack of branded gum that held the promise of pure chewing satisfaction, when a flashy discount sign popped into my peripheral. The gum was an entire 2 dollars cheaper! I decided to trust the discount and try the gum. Long-story-short, it wasn't that good. It was pedestrian at best and how it got in the same category as the gum I wanted, I'll never know. But I do know this -
I GOT WHAT I PAID FOR.
By basing my purchase solely on price, I learned a quick lesson. The same can be said about how your customers choose to buy your product/service or that of your competitor's.
As a seller, if the price of your product reflects the quality then there is no reason to budge on price. It is the job of the seller to show the consumer that they are getting what they pay for. If someone chooses and inferior product to yours to save a buck, they either:
a) learn a valuable lesson in what-not-to-buy, or
b) they weren't the customer you wanted to begin with.
If customers or prospects call to haggle on the price of your product/service, it is because you've trained them to do so. You've shown them that the 'price isn't the price', and what you have is of a lesser value.
Think about this: nobody has ever called Apple and said, "I'll buy 3 ipods if you give me a $100 discount." Why not? Because Apple has earned the right to sell ipods at their given price point because they've created a superior product that everybody wants.
It's not easy standing firm, especially in this economy when everyone is scrambling to make money. But when you do, you earn the respect of the buyer and you increase the value of your product. People who get upset that you won't discount your price do so because THEY WANT YOUR PRODUCT!
If you believe in what you have, stand by it; don't wimp out; be proud of the cost because in the end, your product/service will have more raving fans.
Special thanks to President & CEO John McQuillan and Executive Vice President Tom Aicardi for the inspiration and support that drove me to write this blog.
Posted by Rebecca McDaniel on Mon, Nov 16, 2009 @ 01:25 PM
By Greg Rosinski, Chemist II
Social networking has allowed manufacturers to improve on customer service by providing a sense of intimacy with their consumers. Traditional forms of customer service like an answering service or email service have been helpful in tracking issues that consumers are experiencing, however a more efficient way to solve these issues is to see live conversations and deal with issues by posting a resolution for all consumers to see. Social networking has allowed for a new type of intimacy to develop. . Manufacturers now have the ability to see what their customers think about their products or services. In past decades it has taken the manufacturer weeks, if not months to gather data regarding their customer’s feelings. Social Networking and the advances in technology have now made it possible for manufacturers to better understand their customer’s wants and needs.
Microsoft is an example of how social networks have helped improve customer intimacy. Microsoft’s involvement began when the company wanted to get their customer’s input on Windows Vista. Microsoft looked to the conversations their consumers were engaging in on social networking sites. They were able to see the frustration and issues their product was creating for users. Microsoft gathered that information and sent the data to their programming department. The programmers were able to pinpoint the major issues and improve their next version, Windows 7.
Social networks now play a key role in developing and strengthening customer intimacy between companies and their consumers. It is important for manufacturers to embrace social networks, and make it a priority to be involved in the conversation.
Posted by Mark Campanale on Wed, Nov 04, 2009 @ 08:07 AM
By Mark Campanale, Marketing & Social Media Manager
At the beginning of my social media presentations, I always ask:
"Can I get a show of hands of who is on (twitter/Facebook/LinkedIn, etc)?"
The forest populates with just about 100% of attendees arms waving in the air.
Then there's the follow up:
"Keep your hands up if you are using (twitter/Facebook/Linkedin, etc)."
And the forest becomes sparse with a few saplings (ie, arms half raised), and then a little chuckle from the audience (as in, 'hey, I'm not alone!')
When I follow up with 'why?', I get the following responses:
1) Too busy
2) Too time consuming
3) Don't get it
4) I'm too old
5) I don't see the value
Which for me is perfect, because then I can focus my presentation on opening people's eyes to the value of using social media for personal and professional success.
I'm finding that many people see the social media tools like a gym membership - some sign up, go a few times and then decide that it is too much hassle to go. While others see the ‘membership' as what it should be; they become members of a network of people that share the same goals. In the social media case, it is the sharing of information.
Help me out -what have you heard as excuses for signing up for a social media account but never using it? Comments will be posted with full credit in my new e-book, 'The Kickstand.'
Posted by Mark Campanale on Tue, Aug 11, 2009 @ 09:58 AM
By Mark Campanale, Marketing Manager & Social Media Trainer
Imagine going to a furniture store with the intent of purchasing a new mattress. Now imagine approaching one you like and as you attempt to sit or lie on it, a salesperson tells you that you must register all of your contact info with them before trying out the mattress. How would that make you feel? Would you buy from this company?
This is exactly what happened to me when I was looking to demo an online training program. I found 2 sites, both with the HUGE banner that read 'test drive our software now!' HOWEVER! When I clicked said banners, I was brought to a 'register with us to demo our software' page.
Why? Are they afraid I may pirate their software or share trade secrets?
I dismissed one site, but was curious as to what they would do with my info - so:
1. I registered with my real, personal info right down to the telephone #
2. I received a congratulations page - um, congrats for what? That I know who I am?
3. I was told that once I was approved (again, congrats for what?), I would receive a link via e-mail to view the demo
4. (Here's the kicker) They called me 5 minutes after I hit submit! Before I got the e-mail with the link! The salesperson left me a voicemail that said, "We noticed you signed up for a demo of our online training. I wanted to let you know that we are running a discount special for only on this particular training, so you'll need to call me soon in order to save $...blah, blah, blah."
5. Got the e-mail with the demo link the next day. It sucked.
To make it worse, she called me again, and wondered why I hadn't called her back to take advantage of her incredible offer. Did I ask for this?
I just wanted a DEMO!
This is why more companies need to LOSE CONTROL - a term coined by Social Media genius David Meerman Scott. Information that is shared freely:
- Gets feedback
- Gets viral
- Gets promoted
- Gets fans!
If you put up a wall to your product or service, potential buyers will get turned off. No one wants to get added to another mail list (unless opting in), no one wants to receive pestering phone calls.
If your product or service is that good that someone wants to copy it, well, I'd take that as a compliment.
LOSE CONTROL.
Posted by Mark Campanale on Tue, Aug 04, 2009 @ 10:47 AM
By Andrea Little, Marketing Intern
You may not associate Twitter with the environment or Facebook with conservation. But social media outlets play a huge part in promoting sustainability. Since sustainability is a term that is used (and misused) frequently, I'll define it using the "Brundtland definition" from the EPA's website: "Meeting the needs of the present without compromising the ability of future generations to meet their own needs." Sustainability means encouraging the diversity and vitality of our world, thereby preserving and protecting the way things are.
How are social media and sustainability related?
• Social media is cost-effective, time-effective, and conserves many other resources as opposed to more traditional media outlets including print. It is instantly pervasive, accessible worldwide, and, in most cases, free.
• The products of digital media are both current and enduring; although they are constantly updated, they can also be preserved for use by future generations.
• Social media encourages conversations, mobilizes movements and connects like-minded people. Individuals can talk to each other in real time and also learn from one another.
Park Howell, a green marketer and advertiser from Arizona, does an excellent job on his blog of summing up why social media is relevant to sustainability and the green movement. Below I've paraphrased a few of these reasons, but please visit his blog for the full list:
• Fly-on-the-Wall: By searching appropriate keywords on Twitter and then following the conversations, you can better understand the thinking and trends in the industry. You can also capture quick links to relevant websites and articles.
• Cheerlead, Encourage & Advocate
• Utility Infielder: Be a resource for identifying and sharing cool websites and links.
• Poll and get Feedback
• Educate: You can educate people through things like blogs, eBooks, and slidesharing.
• Connect
• Enable: Barack Obama's campaign demonstrated that social media is one of the greatest enabling tools of all time. Take a page from his playbook and build a community.
• Power to the Individual: Is mass media dead? Probably not. But more now than ever the individual consumer is in control. As David Ogilvy once said, "Word-of-mouth marketing is THE most powerful form of advertising."
Posted by Rebecca McDaniel on Thu, Jul 30, 2009 @ 10:01 AM
By Andrea Little, Marketing Intern
After their recent bankruptcy declaration, it appears GM is trying to create a more appealing, consumer-friendly identity. The auto giant has launched www.ChevroletVoltage.com, a social network dedicated to the upcoming Volt plug-in electric hybrid.
The site features recent Volt news, videos and photos of the Volt, a blog and forum, specialized groups, and Volt event listings. Users also have the option of sharing their Voltage page on Facebook.
I at first liked the idea that Volt owners could connect with each other - there is already a strong bond between people who drive hybrids or EVs. But all that changed once I found that I could join. Apparently, anyone who is a "fan" of the Volt can be in the network.
But wait...isn't there another social network I can use to become a "fan" of something?
Facebook.com. Thousands of product and service providers are already on Facebook with great success. Facebook users can become fans of brands, join groups, create and invite others to events, and share things like photos and videos. Additionally, those social media savvy enough to join Volt probably already have a Facebook account.
I don't think there is room for another social network, especially one that is so specialized. At such a delicate time for the company, I would like to see GM utilizing existing resources rather than creating something involved and technical like Voltage.
What do you think - is the social media market oversaturated, or is there room for more?
Posted by Mark Campanale on Mon, Jul 20, 2009 @ 03:25 PM
By Rebecca McDaniel, Marketing Specialist
Networking can be the key to successfully building long-term relationships with people who share the same interests as you. I find it exhilarating to meet people who can give me insight on certain topics or who could even provide me with potential business ventures. But what happens after you meet them? Do you call, follow them on twitter, add them to LinkedIn...? Do you write them an email or simply do nothing? Do you address them professionally or like a friend? The initial anxiety I had behind the follow up counteracted my efforts of networking. I personally worried if the person would remember me or if my emails were regarded as a nuisance. I agonized about the professional vs. personal tone, what to talk about, or the appropriate length of the email. I never knew exactly how to properly follow up, but after reading an article by Liz Lynch, the founder of the Center for Networking Excellence, I was able to rid my fears and implement her following rules.
"1) Find a reason during the conversation to follow up. It's always easier to make the follow up call or send the follow up email if you know the other person is expecting it. Ask enough questions during your conversation to learn about their goals and what's important to them, and listen for ways you can help.
2) Make sure the reason to follow up is a value-add for them. Look for a reason to give information that will have value for them, not just something that benefits you. In other words, unless they specifically asked for it, promising to email your sales brochure or your resume doesn't count.
3) Once you find an opening, make the follow up offer. When you find a way to connect them to a resource or contact in your network, speak up. You can say something like, "I have a contact who may be able to help you with that. I'd be happy to send you her information."
4) Ask how they would prefer to be contacted. Ask for a business card so you have their contact info, but also ask what's their preferred method of follow up. Some people like email while others prefer the phone. They'll appreciate that you asked and are likely to be more responsive.
5) Follow up soon after the event. Do your best to send the information you promised within a few days of the event. Not only will it clear up your to-do list and mental bandwidth, but it will also show that you have your act together and that you care about the relationship.
6) Stay in touch. Connecting with each other on LinkedIn, Facebook or Twitter allows you to stay in touch unobtrusively and follow what is happening with them so that you can continue to find ways to add value and strengthen the relationship."
GOOD LUCK!
http://personalbrandingblog.com/setting-up-for-successful-follow-up/
Posted by Mark Campanale on Mon, Jul 20, 2009 @ 01:17 PM
By Andrea Little, Marketing Intern
It all started with MySpace.
As a rebellious 16 year-old, I made a profile behind my mom's back complete with self-taken pictures, a hot pink background, and a Jimmy Eat World single. Soon after, I left MySpace for Facebook.
Now, I'm also a tweeter, a YouTube user, a blogger, and a LinkedIn user. (No idea what these mean? Read my "Social Media Dictionary.")
I admit that at one point, I was confused why a person would ever need so many different places to talk about themselves.
But during my time as a Communications major, I've realized that the social media phenomenon is bigger than sharing pictures from last night's party or telling the world what you ate for dinner. Social media presents a completely new platform for companies to reach their customers, connect with current and potential employees, and leverage themselves above the competition by humanizing their products and services.
What I learned about Advertising, Marketing, Public Relations, and Journalism four years ago is now outdated. Companies and media agencies who do not keep on top of social media trends and digital technologies will also become outdated.
A Social Media Success Story
This example comes from Queensland, Australia's Cummins Nitro advertising agency. With a relatively small budget of $1.7 million, the "Best Job in the World" campaign was exposed to more than three billion people worldwide and generated more than $150 million in publicity value.
How did they do it? A huge part of the campaign's success was the use of free, worldwide social media networks like Facebook, Twitter, and YouTube. The winner of the contest continues to blog, tweet, and share photos on Flickr while he acts as island caretaker. (Read more about the campaign here.)
Triumvirate's Social Media Success
Since the marketing interns (Becca, Lindsey, and I) began helping Mark Campanale with Triumvirate's website and social media accounts in June, our website traffic rank has increased from around 3 million to 1.6 million (lower is better). Our work on search engine optimization has attracted new customers and accounts.
Where our competitors are stagnant, we are gaining standing, and where they are absent, we have a huge presence. Our 200+ Twitter followers include global environmental organizations, activists, and customers. We've been referenced alongside the LA Times and recommended to other Twitter users by well-known environmentalists.
We've made connections with clients and prospects from healthcare, higher education, industrial and life sciences on YouTube and LinkedIn. And our Facebook page has over 300 friends and fans.
To quote marketer Sarah Hofsetter, "Covering your ears is not a viable strategy." Utilize social media, and you will enhance your reputation and enrich your personal and professional networks.
Posted by Mark Campanale on Mon, Jul 20, 2009 @ 10:16 AM
By Andrea Little, Marketing Intern
Social Media - it's a term you most likely hear every day. But do you really know what it means?
This short list is meant to clear up basic questions about what social media is, and what the various platforms are that Triumvirate uses. If you have any questions that were not answered here, email me at alittle@triumvirate.com.
Blog (abbreviation for "weblog")
• A frequently updated online journal usually written in a casual, conversational tone.
• A place to publicly share thoughts and ideas.
• Usually displayed in reverse chronological order, with more recent entries at the top of the page.
Facebook (www.facebook.com)
• A global social networking site.
• Over 200 million unique users.
• Allows users to customize their own profile page with personal information varying from Favorite Music to Educational History. Users can "friend" each other and write on each other's profile "wall" or message board.
• Important features include uploading and sharing of photos and videos, instant messaging, and thousands of available specialized applications.
• Similar network: Myspace.
LinkedIn (www.linkedin.com)
• A global social networking site for professionals.
• Over 40 million unique users.
• Allows users to customize their own profile page with work history and areas of expertise. Users can "connect" with other users and form professional networks.
• Important features include getting recommendations from other users and joining "groups." For example, Triumvirate has a "Troubled Waters" group, meant to connect LinkedIn users who attended our roundtable on the subject.
Social Networking
• The platforms (like Facebook, Twitter, YouTube) and tools that people use to "publish, converse, and share content online" (blogs.aquent.com).
Social Marketing
• Using social media to directly interact with customers and humanize marketing efforts.
• "Social Marketing eliminates the middlemen...provides a unique opportunity to have a direct relationship with customers and to both listen and talk" (Bryan Weiner, "Social Marketing Playbook").
Social Media
• The content shared through online platforms including text, video, images, photos, audio, and other media.
Twitter (www.twitter.com)
• A global social networking site.
• Over 23 million unique users.
• Allows users to create their own username and send brief updates (less than 140 characters). User profile pages include a short user biography that sums up interests and topics that the person may "tweet" about.
• Users can "follow" other users. This simply means that user wants to see the other user's updates or "tweets." Users can also reply to or repeat the updates of users they are following, thus starting a conversation.
YouTube (www.youtube.com)
• A global social networking site centered on video sharing.
• Over 16.6 million visitors a day, with 20 hours of video uploaded every minute.
• Allows visitors to watch, comment, and share videos. Visitors can create free accounts, subscribe to their favorite channels, friend other users, and upload their own content.