EPISODE SUMMARY

In this episode, thanks to the interview by Ron Worman (Managing Director of The Great Conversation), we discuss the genesis of my NEW BOOK, my background, and the results organizations can expect by adopting a Customer Obsessed strategy, including differentiation. We talk about the three critical components of The “REMARK”able Triangle, which is a model any organization can use if they want to become “REMARK”able by being Customer Obsessed.

We also get to talk about how this isn't just about marketing, it is about the entire organization. It is really a change in culture that allows a company to become “REMARK”able and truly differentiate themselves from their competitors. This is an exciting episode that is a great synopsis to my new book, STOP Marketing - Your Customers are Dying To Do It For You...how to become “REMARK”able.

The post Stop Marketing! Your Customer Needs Trust, Not Taglines first appeared on WOM10.

The post The Magic of Customer Obsession – Part Two first appeared on WOM10.

Around the turn of the Century we left the Industrial Revolution behind us…some are sad and many are happy. We welcomed in the Internet Revolution with open arms and were anxious to see how the Internet could change our lives for the better. It has in many ways…but it has also brought its own set of issues with it.

The Industrial Revolution was awesome for what it stood for…mass production, innovation in technology relating to computing, new companies entering markets to give us more choices and a whole host of other really great aspects. It also, unfortunately, gave us marketing agencies and firms that adopted the concept of “broadcast messaging, campaigns, mass media, radio advertising, TV advertising, and lots of printed materials.”

These agencies were firmly in control of marketing and tight control over what we were “allowed” to hear/see and what we weren’t. We also had news sources that told us what they felt was important for us to know and we had to go along with it since there wasn’t any other means to validate it unless you were physically there. We, the consumer, were at the mercy of these giants and the messages they wanted us to receive.

Fortunately, the Industrial Revolution has died and this kind of “spray and pray” media that made ad agency executives incredibly rich has died (or is rapidly dying) with it. Social Media, a key component of the Internet Revolution, has essentially taken control away from these dominant groups and given it back to you and me…the customer.

The customer is now firmly in control today and there is no sign we are ever going to give it back. This is a good thing…and a bad thing for companies today.

The good part is we now have “vocal and engaged” customers who have the microphone in their hand and can tell anyone they want what they think. They can share insights to help others learn about your product/service and their experience working with you. This is information we were never exposed to when the agency behemoths had control. We have been “information liberated” with the birth of the Internet Revolution.

The other good part is now we can find anything we ever wanted to know about with just a few clicks on our computers or mobile phones. We have more knowledge at our fingertips than we could ever possibly use in 10 lifetimes. And if we want to purchase something, we can find 50 places (or more) that sell whatever it is we are looking for and even deliver it to us with the same few clicks…no more need to get in the car and drive all over town looking for something. We, as consumers, are empowered and we love it.

The bad part is the noise. Unfortunately, now that we are now in control, have access to all kinds of information and products, and can make choices from hundreds of options, companies are still behaving like they are still living in the Industrial Revolution. Now, more than ever, they continue to blast us with their information (pushing to us). We don’t just see the advertisement in the Sunday paper, we get 50 e-mails telling us to buy it from them because we happened to search on the item and now everyone wants to sell it to us. “Spray and Pray” is still alive and a key strategy for far too many companies today. For them, it didn’t die with the death of the Industrial Revolution.

Companies who still behave (including marketing) as if we are still in the Industrial Revolution are getting no benefit from Social Media. By using the same old techniques the agencies used decades ago…blasting us with enough ads and propaganda in hopes that you will remember them and buy their product or service…they are actually doing the opposite of turning off their audience. They must not have gotten the memo that the Industrial Revolution is over…the customer is in control and can tell us what they want and don’t want. We don’t want to be told what to buy…we can figure this out nicely for ourselves in the Internet Revolution.

The really sad part of this story is that companies use Social Media as simply another “delivery vehicle” for their Industrial Revolution approach. They believe that blasting us with their messages far more frequently and on more channels than they could have ever afforded to do when they paid their agency geeks millions of dollars is still working…it’s NOT. Social Media is FREE…all channels and frequency of messaging is without cost…just the personnel needed to send the blasts. The same “broadcasting, campaigns, advertisements, and propaganda” are still being sent out…only through Social Media channels instead of the radio, TV, newspaper, direct mail, and other traditional sources. It’s not working…

Companies that choose to still live in the Industrial Revolution are finding FAILURE in their use of Social Media. It’s failing because Social Media doesn’t work for companies who are acting the way they did when they were in the Industrial Revolution. It is a tool designed for the Internet Revolution.

When companies use Social Media to HELP THEIR CUSTOMERS improve their lives or business, the content is valued. When they share stories that benefit their customers and customers offer additional comments to add further insight, this is of value…and how Social Media can be a powerful tool for a company. Finding ways to help your customers save more time by interacting with your Social Media and digital channels is of great value. These are the OPPORTUNITIES for companies that live in the Internet Revolution and have left the Industrial Revolution behind.

Which Revolution is your company participating in today? When you analyze your marketing activities, are you communicating like you still live in the Industrial Revolution by “spraying and praying” or are you “helping” your customers improve their lives? Do the analysis…see which Revolution you are actually living in today and you might have just solved the mystery as to why Social Media isn’t working as well as you were hoping. It works when you help…not when you sell.

The post Social Media doesn’t work in the Industrial Revolution first appeared on WOM10.

The post Customer Experience and Word-of-Mouth Discussion with Team 3-29-16 first appeared on WOM10.

With the advent of the internet and social media, two things changed. Speed. Source.

Speed…no longer is waiting until 5 O’clock or the next morning satisfactory. By then, it falls into the category of “old news.” And no one gets excited about old news because there is new news on its way. Speed has become the new drug for everyone. We want it NOW…and we can get it.

Source…no longer are we relying on central sources and news channels/newspapers for news. It comes at us from everywhere…usually right from the source or people near the source. We have become addicted to authenticity and traditional sources have proved authenticity isn’t their primary objective. After it has been screened, scrubbed, manipulated for the right message, and staged, we would get it. Today it is being shot on personal video and recorded and reported. We want it REAL…and we can get it.

Today these are both how news is absorbed. But there is a broader aspect to this…beyond the news. Think of this in light of your business. Does your business have news? Does it have updates about customers, employees, and industry? How is this being disseminated to your audiences? Newsletters (print or online)? Monthly? There is a reason no one reads these any longer…they don’t have the “speed” and they aren’t from the “source.” What if you had your audience participate…in real time…with news and updates? Would this change how people viewed your company?

It’s time to think differently for your life…and your business. Ask your team how you are delivering your content and information in regard to Speed and the Source. The answer might change how you decide to communicate with your customers and others…

The post The Changing Face of News…and Life first appeared on WOM10.

Since this was the first time being on Barbara’s show, we spent a little time talking about the name of my company, WOM10 and what it stood for and what we did as a company.  But then we got into the good stuff and her listeners had a big question about Twitter and what it really was about.  It was great to talk about its “freshness” and the role it can play in the business world today.  I hope you enjoy it…

The post WOM10 and defining why Twitter is so powerful first appeared on WOM10.

The key to blogging is that it gives the person a chance to share their passion about something through their stories and experiences.  It isn’t for everyone because it can be lots of work if someone gets very involved with it.  But it is also important to remember this isn’t a way to “promote” yourself, it is a primary way to help others through your eyes experiences, and wisdom. Take a listen and let me know what you think – especially if you are a blogger – but even if you aren’t, chime in and let us know what you think or what questions you want to ask.

The post A discussion about BLOGGING first appeared on WOM10.

Today we dissected how something can “Go Viral” using the power of social media.  While going viral might sound like it is the coolest thing ever, it is in certain circumstances but not in all circumstances.  I use a live example of a client and how their campaign went viral and so fast that we had to turn it off after only 48 hours!!  Listen and see if there is anything in here that might help you know when something should go viral and what you can do to help it get this type of traffic and recognition.

The post How does something go VIRAL… first appeared on WOM10.

The audience today – your customers, employees, partners, etc. – have become addicted to “Freshness” in terms of the conversations and the information.  It is now easy to hear, see, and experience what goes on around us almost as it is happening thanks to these new media tools.  Twitter is a prime example of this – people would rather hear something that is “close” to accurate right now than wait for it to be totally accurate later.

This is also one of the core reasons why traditional media – TV, newspapers, magazines, etc. – is struggling so much and why they are slowly (or quickly, depending on the medium) becoming extinct.  The audience has told us they would rather have it quick and right now, AKA Fresh, than wait for it to be verified and authenticated by a bunch of people waiting in the newsroom.  We have, and are, becoming addicted to fresh and we are also willing to trade a bit of inaccuracy for this freshness drug.

Please listen as I talk about this on a live radio show, Chat with Women, with Pam Gray and Rochelle Alhadeff – great ladies…

The post “Freshness” wins over “Perfection first appeared on WOM10.

During this particular session, I was able to describe in some detail one of the core reasons for how NOT to use social media and HOW TO use social media so your audience actually wants to hear from you and values what you are saying.  This is the difference between “Pimping” yourself and “Helping” others get what they want.  This comes back to “leveraging” your advocates to be your spokesperson out in the market to your desired audience.  It is also about learning and using the simple concept of “Paying it Forward” which everyone understands and knows.

If you have been wondering either how to start using social media the “right way” or you have been wondering why you aren’t getting the “results you expected” from your current social media efforts, this will definitely shed some light on an approach that is as old as time but now can be leveraged and “amplified” using the power of Social Media.  I hope you enjoy the discussion with Pam and Rochelle and me.  Please feel free to leave a comment about your thoughts or anything else you feel would be helpful to others…

The post “Pimping” vs. “Helping” – creating an army of Advocates first appeared on WOM10.