Doors can be easily opened. Yet while you’re a guest you’re expecting for someone to open this door. If you invite your customers to be part of the party, then you can’t let them wait for a long time at the door, you need to invite them to come in. How a brand can do that?
It is frequent to read that you need to think out of the box. Ok, but how can I be sure not to remain in the box while I’m thinking as a I do think (or at least hope to do so!) like any other days in my life?
OMG!!! This reminds of Kant and really conceptual philosophy courses during my studies… Or maybe The Matrix… The spoon doesn’t exist! 😉
Whatever, please, stay there, relax and keep reading: Kant might be helpful, but I consider of giving you a few pieces of advice. And to be honest I hope to be a little bit more pragmatical and less philosophical than Kant could have been (or at least what I can remind of his books!)
1/ Forget the concepts! Start by being pragmatic, opportunistic and be fantastic at that!
We all have heard of presentations within companies, made internally or by agencies starting by « here is the concept ». The concept is not an objective.
Hublot watches: simple but efficient!
First, think of what you propose and try to be really critic towards what you usually create and do internally.
In other words, try to change what you do: either by creating something really new, either by doing something really improved compared to what it used to be
2/ Does it mean I necessarily have to create a buzz?
Personally I don’t think so. Buzz is something that can attract attention. But what seems to be really important is not attention but loyalty. And customer loyalty is what you should be looking for (through customer satisfaction of course).
As a result, a buzz can be a good leverage in order to drive attention but you have to think of making something more! Something that makes a real difference!
Simplify things and especially, simplify you customer’s life. Be at their service by proposing the content they are waiting for!
What then? Once you have created this amazing Facebook page with great contest, what are you going to share with them? How are you going to interact with them?
3/ Be innovative considering your own starting point!
You’ve never really cared for your customers online? Then start by doing this! (Don’t panic! 70% of customer service complaints on Twitter are never answered!) Isn’t it already innovative to change this? Remember the first point, be pragmatic and be fantastic at that.
You‘ve decided to be present on social web, don’t be passive, act! Thank people for liking you page and sharing content! Be friendly with them, care for what they share with you, whatever it might be: from critics, to questions, remarks or even a simple “hello”. Welcome them! (all my apologies to the recent followers I did not thank or mentioned on Twitter by the way). Remember? You’ve opened a door to them!
This reminds me of something I heard during a conference in Asia. For Hyatt Asia: “treat people on the web as if they were customer waiting in your lobby”. You have to care for them: whoever they are!
I really appreciate this campaign by Dove: what a great and innovative idea to include men and their stories in their campaign!
And if your confident with these basics! Then you’ll become truly fantastic: by surprising them, giving them unforgettable (but really good!) experiences.
Social web is definitely the doorstep of customer care. Open this door, say hello to them, invite them to join your club, make sure they take a seat, relax and just enjoy what’s next! That’s to say, the great content and experiences you’ve designed for them!