Finding the balance: When we forgot to be social on social media

I recently came across the 2009 Business Social Media Benchmarking study report by Business.com. The report is based on insights provided by nearly 3000 North Americans on their social media usage for promoting their Business.

The report brings forth some interesting revelations……..

To begin with, it shows a visible gap between social media channels used by companies to promote and popularize their business offerings and the channels used by people for searching or seeking business related information.

It also explains why certain social media channels work better than the others when it comes to using social media as business promotion tool.

Nearly 70% of the respondents found that the most popular social media resource for seeking a business related information is to attend a Webinar or hear a podcast. Followed by reader user ratings & reviews and then company profile pages on social media sites and company blogs.

Now compare this with the most popular Business social media initiatives by companies – or to simplify, channels companies use in the social media space to popularize their offerings.

70% of the respondents said the must activity they undertook was maintain company- related account(s) or profiles on social media sites followed by maintaining one or more company blogs and micro-blogging on Twitter. Only 30% of respondents actually voted for producing Webinars and podcasts as one of their priority social media initiative.

Do you see what I meant by interesting revelation? Yes, as marketers we all thought the more we showcase our companies, more the chance of us getting visibility and leads but in the process we forgot that social media is about being social and not merely about self promotion. If you really want to use the social media as a business tool and for self promotion it has to bring value to the reader or seeker of that information.

Think of this scenario wherein there are two companies A & B in the online marketing space competing for the attention of similar kind of social media users.

Company A – creates profiles across various social media networks, channels, gets reviews of its services and tweets about its offerings and related things on twitter.

Company B – decides to do things a little differently – they organizes a free webinar on ‘Most effective tools for B2B Marketing online’ offer a huge list of tips (free know-how) while showcasing their offerings. Record the important parts of the webinar as podcasts and upload onto various channels, so that those who could not attend the webinar also benefit from the interaction. They also started a blog on B2B marketing which discussed various aspects and related subjects showcasing their know-how without really screaming ‘promotional’. All this in addition to creating social media profiles etc. Who do you think will have won more leads and a stronger following using social media? Company A or Company B?

Social media is the biggest reality of our times. You love it or hate it but as we all are realizing or have realized we cannot ignore it. Social media in its entirety is a very democratic forum, of the people, by the people and for the people. It thrives on the fact that anyone and everyone here is for a reason. Everyone has a point to make or an opinion to express. Everyone out there wants to be heard no matter how influential or insignificant they are. So how does one ensure – others hear you in this chaos, take note of what you have to say? It’s simple say something they would like to hear or something they would gain from, something that will get you their attention, their fellowship. Say something that is useful to them.

If achieving social media success is part of your Company’s marketing agenda in the coming year maybe you should change your approach towards social media. Zero in on who you see as your audience in the social mediasphere,  give them what they want or need (fill in a gap), win their trust and then make your pitch.

Wishing you all a socially successful 2010!

How To Mend The Dent In Your Brand Image?

‘Marketing is not selling. Marketing is building a brand in the mind of the prospect.’ – Al Ries & Laura Ries

Today a case I would like to discuss in this post is that of the Ice cream major Haagen – Dazs’ entry into the Indian market last week.

The Company which is known for its premium International quality ice-creams has angered and been boycotted by many of its potential Indian customers even before it could make them taste their brand of ice-creams. A big blow considering they are planning to open 30-40 outlets in India in the next few years.

So how did this happen? According to media reports – it seems like a case of bad marketing. A day prior to its official launch the ice-cream major decided to hold an exclusive preview and tasting of its ice-creams for its exclusive customers at its new store. Which is fine, considering the brands positioning clearly spells premium – from the location and décor of the store to the pricing of its products. Many brands do such events and exclusive dos to ensure their brand positioning is apt and only draws those customers who are ready to pay a premium for the experience they promise to offer. 

The cause of the furor was not the brand’s positioning but the way they marketed that positioning. According to Rajesh Kalra a Times of India blogger who first reported the incident (his friend Ramit was denied entry into the store and he is the one who took the photograph of the banner), “The banners outside the outlet said: Exclusive Preview for International Travellers.  And under that, in an even finer print, the real bombshell: Access restricted only to holders of international passports. I immediately called Ramit. “You are an international traveler, and you have a passport, so you can go in”, I said. Ramit’s response was instant: I tried to enter but they said you are not allowed for you don’t have an international passport.”

Marketing faux pas?

To an Indian this was a big blow, he was being treated as an alien in his own country. Rajesh soon put out the pictures of these banners and a post detailing the incident across social media platforms like Facebook and Twitter. The message spread like wildfire across the social media denting the carefully cultivated brand image of Haagen Dazs in a country it had strategically invested but failed to sensitize its marketing to the sensibilities of its people. 

It is not surprising to see Ban Haagen Dazs communities mushrooming on social media platforms – I believe it is the most social way to get back at a brand which dared to alienate Indians on their own soil. 

Subsequent to the media report and public fury Anindo Mukherhi , MD of General Mills, which markets the brand in India clarified his stand in an interview to Economic Times, “An error was made in the creative execution, it was a wrong choice of words, and we regret the error.” Economic Times further reports, “Upon sustained queries by Economic Times to company officials about the intention of the campaign, it emerged that what Haagen-Dazs really wanted to convey was ‘Now get a taste of abroad right here in India’”.

Considering that Haagen Dazs is such an established brand it is surprising how this kind of obvious error went unnoticed by the marketing heads and strategists in the company.  Or for that matter was overlooked or missed by those handling the marketing of the brand in India? 

Let’s see how this could have been averted or handled a little differently without generating these anti-Haagan Dazs nationalist sentiments… 

Right approach 

It would have been more prudent on the part of Haagan Dazs’ Indian marketers to identify their niche customers – at least some of them – socialites, page3, diplomats etc. and send out personal invitations announcing the launch and the exclusive preview. On location instead of the controversial banners, they could have just put a simple board suggesting entry only by invitation. In addition, to be on the safe side, they could have instructed the doormen/security/organizers to be polite with the uninvited guests/passersby. People usually do not take offence if told politely that the venue is reserved for a private party and entry is only allowed by invitation.

The Choice of Right words

It would have been in the best interest of the brand to go with the simpler version of the banner– ‘Now get a taste of French Riviera right here in India’ or something to that effect. Rather than implying something which means, ‘entry into the store requires an International passport’ – which probably required the skills of the copywriter to decipher the real meaning behind it. Now, you can’t expect Indians to carry International passports in India, not even the real movers and shakers of the city.

Better planning and execution

If something this damaging escapes the eyes of the marketing experts at Haagen Dazs or General Mills then for sure it is a cause of concern for the company. Better management and timely assessment could have saved the brand such an embarrassment. It is always best to check and re-check your positioning and branding for adherence to local sensibilities, especially when entering a new market. Any layman could have indicated that the choice of words by the brand indicating racial discrimination was destined to create a furor.

A Public Apology

I am yet to see a public apology coming from the brand or its Indian marketers. What came was part of a promotional interview in Economic Times. Sometimes, for the sake of the brand it does not harm to show some humility. A word of apology as soon as this incident picked momentum on the social media would have doused the angers it ignited. Everyone makes mistakes, but the art of correcting them begins by accepting your mistake and sincerely apologizing. It becomes all the more necessary when your brand is being branded racist in a country you have or plan to invest heavily.

Attempt to win over the irate customers

To cool the matters and win over the irate public – Haagen Dazs could have gone a step ahead, posted their apology on these anti-Haagen Dazs forums, and extended an invitation to the members there to come and taste their premium brand of ice-creams, calling truce. I am sure with this small gesture they would have made a huge difference to their existing brand image not only in India but also around the world. As a result, they would have ended up turning all the negative publicity on a positive note. Even if this may not have worked, at least they would have made an impression of a brand that cares, rather than one that comes across as obnoxious.

Indifference is the worst approach in times of media crisis. It is best to accept your mistake and make amends in the right manner and on the right forum. 

In Marketing they say any publicity is good publicity and possibly this media attention might have helped Haagen Dazs in getting the attention of even those Indians who may have never heard of the brand before. However, hurting the sentiments of a customer is the last thing a brand would want itself associated with….for it often leaves scars which rarely heal.

7 Must Haves For Any B2B Website

Optimizing the company website for quality content is an integral part of any online Marketing or Public Relations initiative. Especially in the case of B2B clients, for whom websites are a significant source of generating quality leads.

In this post, I put down my 7 must haves for any B2B website. These might seem basic but let’s admit there are many websites out there which can do with some revamping.

Make your homepage contextually rich

Ensure your homepage clearly spells out what your product or service is about and the problem or challenge your product/service is trying to solve. Since this is the page, you would be promoting the most (in your press releases, collaterals, promotions etc.) it is important it has enough dough to hold your visitor’s attention. However, do not go overboard, you only need to showcase your offering, get their attention and lead them to other pages for more detailed information.

Have pages that address your target audience directly

B2B Companies know exactly whom they would like to reach out in a potential Company when pitching for business – it could be the CIO, CMO, CTO or the CEO. It pays to ensure your have some pages on your website which directly address these decision makers, enumerating how your product/service offering can add value to their business. Following website http://b2banalysts.com/new/services/cios.html is a great example of this method – it directly addresses each stakeholder and explains in detail what it can do for them.

Showcase your Analyst Relations

For any B2B company nurturing analyst relations is often more important than building media relations. Analysts are the voice of the industry – the experts and how they view your Company and its product/service offering is often significant in creating a good image for your brand within the industry. It also helps in building confidence in all your stakeholders. So, work on your analyst relations and don’t forget to showcase those positive reports on your site. These testimonials from the industry experts will ensure you a better rating among your competitors.

Customer Testimonial and Case Studies

Recommendations from your customers are the biggest endorsements you can get for your product/service. Ensure it is part of all your website pages. The visitor should not miss on all the good things your customers have to say about your company. Also don’t forget to put up case studies or success stories on your website – it helps a potential lead to identify with a real life challenge your product managed to solve and he is better equipped to take a more informed decision.

Demonstrate your product offering

‘Those who see usually believe’ – Offer a free demo of your product/service for anyone who visits your site. If that is not possible – at least have a video demonstration or a corporate presentation in place – which clearly in a step-by-step process showcases your product and the solutions it offers answering the hows, whens and whats of the process.

Corporate Blog

In the age of social media, it is essential for B2B companies to have a Corporate blog as part of their website. A blog helps in establishing thought leadership; it helps in showcasing every aspect of your product/service the way you want to. It acts as your personal PR machine – while building credibility and following for your company. As an effective mouthpiece for the company, it allows discussions on many aspects of the company, its offering, its people etc. which may otherwise be impossible to showcase on a website.

Social media – Follow Tabs

Social Media is here to stay. There is no point in ignoring something that is constantly changing the way we do business. Hence, create a Linkedin profile for your company, a twitter account and a company page on any other social media platforms, you feel fits your business requirements (remember it makes sense to be present on those social networks which is frequented by your target audience). Add a ‘follow us’ tab for each of these networks on your website. B2B companies thrive on business networking – social networks just add another dimension to this age old business strategy.

There are many other areas like adding Whitepapers, event details, industry updates etc. which if worked upon can add a lot of value for both your website and its visitors. However, the above 7 are essentials, without which, your website is incomplete and by my standards – ‘unfit for business’.