Category Archives: Productivity

Extending Customer Service Through Interactivity

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Handwriting on the Wall Proved to be Great Customer Service

Today’s post is about a great customer service example that I experienced just yesterday.  As it was Sunday, my normal routine is to wake up and promptly go to church.  I did that even though I was bit sleepy from coming home from curling the night before at 2:30 AM…I was sort of three-quarters alert. However, I quickly woke up during the service when Pastor Bill Ankerberg told us that he was letting us out early to go write on the walls of the new entry! My own mom never allowed me to do that!

THE POWER OF SHARING

My church, Whittier Area Community Church, is finishing up a three-year building project in a month or so.  The last phase is the construction of our entry way.  This area has been walled up since Christmas so this was the first time we could walk in the space.  Over this week the walls will be painted and the floor carpeted, so our messages will be hidden from site. I guess you could say this is a new way to look at a time capsule.

But, to me, this was a wonderful example of customer service and marketing creativity. I thought it was absolutely brilliant. What a genius way for us, the congregation, to become invested in the building in a personal way. To have the ability to put our mark on this landmark and tell our friends and family about it for years to come – this experience can’t be replaced.

AN EVERLASTING MARK

Our marks are there literally until the walls come down.

For the mere cost of purchasing a few black Sharpies, over 3,000 people became connected with a project that will potentially last their lifetime. I wish I could show you the images and the words written. They were as diverse as the authors. Kids, teens, young adults and seniors all took part. There were cute “child-like” drawings, beautiful images of crosses from true artists, signatures with dates, and inspiring words.

The Author Cementing Her Words in this Interactive Marketing Experience

This opportunity was just too good to pass up. So I had to put my words to the ground.

I chose to write my words at a spot where people will enter and exit. And what did I say?

I didn’t want to use my words, but God’s. I knew His words are everlasting and well, mine don’t measure up in that same regard.

I left behind this thought.

The LORD will keep you from all harm—
he will watch over your life;
the LORD will watch over your coming and going
both now and forevermore.  Ps 121: 7-8

What a wonderful way to extend The Experience.

Perhaps you can apply this idea to something you are building.

Cindy

 

 

An Investment You Can Afford – Empire Avenue

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Here's Another Site that Will Consume Your Time!

While lunching yesterday with fellow social media strategist/blogger Tim Tyrell-Smith he told me about this social media adventure called Empire Avenue. According to its website,“Empire Avenue is the Social Media Exchange, where you can buy and sell shares in any social media profile, meet new people, unlock Achievement badges, and earn boatloads of virtual cash by being active and social online! Buy shares in your friends, your followers, people with similar interests, brands you love, celebrities – anyone! All using a virtual currency and all for free!”

Tim was really excited about this social ranking website, mostly because it has a game-like component to it.  He wrote an in-depth blog post about it here and you should definitely take time to read it.

So, I had a few minutes yesterday and decided to check it out for myself.  And it’s really quite fun and I could see that for some social media types – Empire Avenue could be addicting. That is if you are one of those who is concerned about how you rank as a social media influencer. I don’t know about you, but for some reason I am concerned about my scores on Empire Avenue and on other such social media measuring sites like Klout and Peer Index. And I’m not too proud of that fact and would like to send this warning. Don’t let these sites trip you up so that you consume too much time or cause you to change your communication plans.

There are ways that you can increase your scores through little tricks like posting more on Facebook and sending more tweets to ratchet up your scores. I would like to forewarn you not to get caught up in all that. But in the end, does it really matter? These are not official rankings and not a true measurement of one’s success.

JOLLY GOOD FUN

There some things about this site which are impressive. The site exudes quality in every sense and presents numerous options to keep one interested.  It resembles the stock market and as such, it fun to buy and sell and evaluate stock in other humans, places and things. And the best part is that it’s not real money. You’ve got nothing to lose. It’s like a Monte Carlo event for online. And if you’re feeling really generous I’d love you to invest in me…the ticker symbol is THE RONZ.

Even though I’m not making money, Empire Avenue is. Empire Avenue has cleverly integrated advertising onto its site by allowing “investors” to earn more shares by engaging with products on its Shop Section.  Empire Avenue’s currency is called “Eaves.” You can earn additional Eaves by twittering and posting on Facebook and by shopping through its store.  Eaves can be acquired free or through real money.  You can watch videos, buy magazines, take surveys and purchase some through PayPal.

What I also like about Empire Avenue is that it allows me another opportunity to network online and become better acquainted with others I know.  I was really excited to invest in TRADERBECK, an advertising reporter friend of mine, and a few others fellow bloggers.

I was pleased as to how effortlessly Empire Avenue connected all of my social media activities into my profile. I was able to add in my blogs in the profile too and others are able to endorse them. As a blogger, I love that it helps spread my efforts to a new network of social media friends.

So the connections are good. The site is polished. And if I consider my time on Empire Avenue to be used as break from work, then its worthwhile.  If I think of it as a game, then I don’t feel as guilty investing my time.

But…there are some things on the other side of the coin that I have to look at like…

WHAT’S IT ALL ABOUT

Finance is not my strong suit.  When it comes to the stock market and portfolio management I have a pro who looks after mine. So, I wanted to check this out with a friend of mine who’s a financial wizard of sorts. He loves the thrill of buying and selling and does a great job of it so I wanted him to tell me his opinion. When I called him to ask him about Empire Avenue he said that he doesn’t participate in such activities that resemble the stock market for fun. He said that there are other sites that represent this area and those sites are chock full of ads from investment firms and funds.  He said the main reason these sites exist is to help others start to understand the stock market and become more comfortable enough with it so that they start real online accounts. I do see his point. I don’t think this is the case for Empire Avenue – but, clearly this site is about earning a profit. If you dig a bit deeper in the “Shop” area, you will see that’s an integral part of the site…to buy sponsored products.

We all need to make money and that’s how Empire Avenue collects their paycheck through its Shop section.  They hope that a participant gets so excited about buying and trading that they will want to earn or buy more Eaves. And if a user engages with a advertiser they probably get a take of it as well.  And although, I’ve noticed this…I do appreciate that our home pages on Empire Avenue are commercial free.  The advertisers are only seen when you visit the Shop Section.

Empire Avenue also has a foursquare component to it where the user earns badges.  On foursquare it is quite difficult to earn badges, but not so on Empire Avenue. In 24 hours I’ve earned 55 badges. That’s a bit too much don’t you think?

A Partial List of My Achievement Badges Earned in Less Than 24 Hours

Also, every time you earn one of their achievement badges, they want you to tweet it out. If you do, you get three more Eaves.  Because of  this, Empire Avenue can become the Farmville of Twitter.  I tweeted a bit too much about this stuff wanting to earn Eaves before I realized how I was cluttering up my brand on Twitter and potentially infuriating my followers.

I did not intend for this post to be a downer about Empire Avenue. I really think you should check it out. But, in doing so, just be careful not to get too carried away by your personal score or by over-messaging to increase your “unofficial” social media ranking.

I’d love to hear your thoughts about such social media measurement sites. While they are fun…are they really not anything more than a waste of time? What’s your thoughts?

 

 

 

 

 

 

 

A Clear Look At The Future

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Corning is Known For Progress and Great Cook Ware!

Don’t you often wonder where technology is heading? I mean we’ve seen glimpses of the all Internet house where appliances turn on automatically and cars that communicate. But, what’s next around the corner after the iPad?

A GLASS HOUSE

Well, you don’t have to wait any longer for Corning Incorporated, the world’s leader in specialty glass and ceramics, has produced an eye-opening, jaw-dropping video of how a glass surface will become our phone, Internet, TV and main device. Eric Bryant, also known as TheReCoach on twitter, shared this wonder with us last Saturday at our Social Media Mastermind of Orange County meeting. And it blew me away – so much so that I knew I needed to share this with you too.

At first, I dismissed it, because prior to this video, my only experience with Corning was owning a Cornflower Blue cooking dish. You know what I mean right? Just about every kitchen has one! They’re everywhere and a staple of home meals.  However, after doing a bit more research, I found out that Corning has been in business over 160 years. And they are more than cookware. Corning creates and makes keystone components that enable high-technology systems for consumer electronics, mobile emissions control, telecommunications and life sciences.  Who knew?

So sit back and enjoy this clear glimpse into the future by watching “A Day Made of Glass by Corning.” This is a fast-paced five minute video that has been viewed over 9 million times on YouTube, proving how many people will love these products.

BRING ON THE FUTURE – WE’RE READY

This video reminds me of Walt Disney’s Carousel of Progress. Walt Disney’s Carousel of Progress was an attraction sponsored by GE at Disneyland in the late 60′s and early 70′s. I loved this ride and went on it often for the lines were always short and well, it gave you a chance to sit down and relax. But, as a young girl, I marveled even then at what the future was going to hold. And now, this video that Corning produced gives me the same type of excitement. I’d be happier than a clam if only half of these ideas came through, wouldn’t you?  Heck, if this stuff is possible, maybe Wonder Woman’s plane maybe a possibility.

In closing, I’m going to leave you with the words from Walt Disney’s Carousel of Progress theme song…for I feel they are just as fitting today as they were then.

There’s A Great Big Beautiful Tomorrow

There’s a great big beautiful tomorrow
Shining at the end of ev’ryday
There’s a great big beautiful tomorrow
And tomorrow’s just a dream away

Man has a dream and that’s the start
He follows his dream with mind and heart
And when it becomes a reality
It’s a dream come true for you and me

So there’s a great big beautiful tomorrow
Shining at the end of ev’ryday
There’s a great big beautiful tomorrow
Just a dream away

HOW TO SET UP A TWITTER ACCOUNT

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Twitter was one of the most valuable sources of communication immediately after the earthquake and tsunami struck Japan recently. Those affected by the quake and tsunami were able to send out tweets even though they were not able to make cell phone calls.  These tweets meant the world to their loved ones for they could physically see that their family member was alive and/or needed rescuing.  Twitter literally saved lives.

TWITTER TO THE RESCUE

With that being the case, I recently wrote about the importance of having a Twitter account in the case of emergency.  You don’t have to use it, but you should understand how to when needed.  To help show you how easy it is to set up an account I’ve produced this brief screen cast.

If you have any further questions, please just let me know. Enjoy and be sure to set up that account! You mean too much to me not to have one at your finger tips!

New Media Strategies F Bomb Tweet KO’d Chrysler Account

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One Word Posted on the Internet Can Ruin Your Reputation and Business - Chrysler Fires Its Outside Social Media Firm

A couple of days ago I wrote about corporate apologies and the need for them to be sincere, uncorporate-like and honest. And now 24 hours later, I’ve got a real-life example to share with you ripped straight from USA Today’s headlines.  USA Today Reporter Chris Woodyard has been covering Chrysler Motor Corporation’s sticky situation with its outside social media firm, New Media Strategies (NMS).  Apparently, Chrysler hired NMS to handle its official ChryslerAutos Twitter account.  Things were fine until earlier this week when an account manager from NMS tweeted out a comment from that respective Twitter account that included the “F” word.

ONE WORD CAN TAKE DOWN YOUR REPUTATION

Here’s the actual tweet.

I find it ironic that Detroit is known as the #motorcity and yet no one here knows how to (expletive deleted) drive.

Chrysler sent out an apology immediately.  NMS apologized as well and promptly terminated the employee.  However, that was still not good enough for Chrysler.  Today, Chrysler fired New Media Strategies.  From one single tweet, that firm lost a major account.  That’s why I harp on this so much – you always need to be careful of every word you post on the Internet!

You might think Chrysler’s action was a bit severe. But, I don’t in the least. I believe their decision was correct.  Chrysler “trusted” its brand with this outside firm and they did not provide proper care.

WHO’S ON YOUR ACCOUNT

The lessons in this case study are two-fold.

1) If you are a social media agency that is hired by clients, then you are solely responsible for every word, phrase, design, tweet and Facebook contest that you provide. You are responsible for oversight, editing, political correctness – everything. It’s not the job of the client to proofread and review your work. They are trusting you with their brand and usually paying you handsomely for it.

2) If you are a company hiring a social media agency, then you are responsible to thoroughly check out the firm and each person who will be assigned to your account. Request work samples from each rep on your account and try to have a meeting to personally meet each person. You can tell a lot from how a person talks and presents themselves to determine how they will act online.  Know who you are trusting your brand with…do your homework.

With that being said, here’s the statement that NMS sent out about their firing.

New Media Strategies regrets this unfortunate incident.  It certainly doesn’t accurately reflect the overall high-quality work we have produced for Chrysler.  We respect their decision and will work with them to ensure an effective transition of this business going forward.— Pete Snyder, CEO, New Media Strategies

This to me sounds like the statement did get passed through the legal approval mill. It’s a typical corporate response and since NMS is a social media agency, I would have thought they would have taken a more personal stance with this issue. For clearly, the onus is on them and not on Chrysler. I felt the statement made by Mr. Snyder was a non-apology and it did not in any way take the blame for the incident. So I decided to take a stab at writing a version that I felt would have been more appropriate.

Here’s what I would have suggested if I handled the PR for NMS.

New Media Strategies is sorry for the unfortunate incident that portrayed Chrysler’s brand in an unfavorable light. It was never our intention to represent Chrysler’s stellar reputation in this manner and apologize for any offense this incident may have caused the company and its customers.  We respect their decision and will work with them to ensure an easy transition of this business going forward. This was an isolated incident and one that is not indicative of the quality of work NMS provides its clients. We have enjoyed working with Chrysler to promote its services through social media and hope to join forces with them again in the future.

This is a great case study for all of us – business owners, social media experts, marketers, publicists and communicators. Be careful about who are you trusting your brand with. Is it in good hands?

See ya online,

Cindy

Sorry Corporate Apologies

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Why Are These The Hardest Words to Write and Say? Flickr Credit: ezzan yusop

Why does sorry seem to be the hardest word for corporations to say in statements?

I have to say I got schooled by Jason Fried’s Inc. magazine article on “How to Turn a Diaster Into Gold.” Mr. Fried’s article is an excellent case study of what to do when your business under-performs and you have to fess up to your customers through social media.  Mr. Fried is the co-founder of the software firm 37signals and as such, his company recently had some problems associated with its Campfire product, which is a real-time chat tool for small businesses.  Unfortunately, this product which has been stable and reliable, recently experienced some service issues bouncing between being online and offline. This wreaked havoc with some of their customers and boy, did they hear about it.

NON- PR’APOLOGY

Mr. Fried provided some great insight in the article as to how he handled the complaints and in doing so, he embarrassed me as well for he pointed out that the worst apology that any person or company could ever provide are these nine words – “We apologize for any inconvenience we may have caused.” He caught me red-handed for I’ve used that numerous times in certain situations.  Here’s what he had to say about it.

If ever there was a non-apology apology, this is it. And just about every company uses it. I Googled the phrase We apologize for any inconvenience. It came up 41 million times.

Let’s break this statement down. We apologize… Come on—when you really mean it, you say, “I’m sorry.” You don’t say, “I apologize.” If you spill hot coffee on someone, you say, “I am so, so sorry.” “I apologize” is renting the problem. “I’m sorry” is owning it. Now, to the second part of the non-apology: …for any inconvenience we may have caused . What a cop-out. For any? How about for all of it? May have caused? Don’t say maybe—say yes. Own it.

In my defense of using that dry apology, I have to say that I was at the mercy of the legal departments.  For you see in corporate America, whenever there is a crisis, the PR departments cannot work on their own…they have to work in tandem with the company’s lawyers on an approved statement. Rarely, can a corp comm department go “rogue” and write what they would like to. Every word has to be scanned and filtered and scrubbed by the legal team.  I understand why this is necessary for its the legal team that has to defend the company in court and every statement and comment will be examined in that process. (Someone should tell Charlie Sheen that!)

BE HONEST FROM THE GET GO

I agree with Mr. Fried wholeheartedly and greatly appreciate that he wrote about this subject for its given me new freedom to be more transparent with dealing with corporate guffaws.  I also agreed with his further statements.  Mr. Fried went on to say…”we’ve discovered that the more honest we are, the better our customers feel.” I have always felt honesty is the best policy – heck that’s why I named my blog that!

Here’s my tip to all those who provide messages to the public –

-When writing an apology make sure that you are being as transparent as legally possible and see if it passes this test.  Think of yourself as one of the affected customers and see how your statement would sound to you. If it sounds too much like a cover up…delete it and start over.  Use words that are appropriate to the situation and if you’re stuck the best way to always start out is to simply say “I’m Sorry.”

May I never inconvenience you again.

Cindy

 

 

 

WELCOME TO THE O.C. MR. SETH GODIN – AN INSPIRATION TO US ALL

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To be successful, one does need to be inspired. I know that’s true for me. Inspiration and encouragement are my medicine of choice, that along with my faith.  One person whom I regularly mention is Marketing Visionary Seth Godin.  Seth is visiting my county today, Orange County, which is rare. He normally sticks to the East Coast which is his homeland. But, thanks to Social Media Guru’s like Bryan Elliott and his amazing LinkedOC group, Seth is speaking to a roomful of others who dare to conduct their lives and business differently than the norm. The norm is not good enough for us-we want to achieve more.

Seth Godin Shares His Thoughts to Help Others Make A Difference

INSPIRATIONAL THOUGHTS

I, unfortunately, will be missing Mr. Godin this time.  However, I wanted to welcome him to Southern California nonetheless and let him know that his voice is important and matters on the left coast. I wish we could have welcomed him with sunny skies, but his words will be uplifting enough despite the predicted rain.

If you haven’t subscribed to his daily newsletter, it’s a must for EVERYONE. Do it right now by clicking here.  And if you feel like you’ve missed out on something, you can follow another website that features Seth’s inspiring words at www.sethsaid.com

A MUST READ FOR PROFESSIONALS

Yes, Seth is someone you need to pay attention to for a number of reasons. And besides my Pastors and mom…I listen and learn from him daily.  What sort of things do I learn? Here are few of my takeaways.

  • Work is art.  You are always creating.
  • Think differently and create. Don’t put yourself in a box.
  • You don’t need more time, you just need to decide.
  • Cheaper is the last refuge of the marketer unable to tell a better story.
  • Selling to people who actually want to hear from us is more effective than interrupting strangers who don’t.
  • Focus on outcomes not fanfare.
  • New Media has become a synonym for “No Budget.”

Why I like him so much is that he inspires me to be the best person I can be.  I like hanging around folks like that, don’t you?

Please share your thoughts about Seth Godin. I’d love to hear them.

And Mr. Godin, this post is my way of welcoming you to Orange County and shaking your hand.

Thank you for coming and for inspiring me.

A Linchpin in Training,
Cindy Ronzoni

 

 

 

 

 

PR Campaign Series – Part 4 – Special K Challenge

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Having put on a few extra pounds during the holidays, I decided to try Kellogg’s Special K Challenge. The Special K Challenge is a diet created to help you lose up to six pounds in two weeks.  Since I love cereal, I thought I would give it a try.

DIET WORKED BUT IT IS A BIT SWEET

Not only did I lose 5 pounds in three weeks, but I became a big fan of how they marketed this campaign.  Whoever conceived this concept was astute in recognizing that they needed to regularly update its message.  A great take-away for marketers is to remember that long-running campaigns need to be refreshed in order to stay vibrant.

The campaign became interactive after its first month – that’s when the cereal packaging changed asking us to upload photos.  As a result, they also provided a custom video that included my photo.  Click here to see that video. (The video is still in process – if my photo doesn’t appear at the end yet, that means that it is still waiting for an approval by someone at Kellogg’s).

The Special K Challenge is a smart campaign.  It touched consumers in a spot that causes personal pain and as such, provided a solution.

Grade: A+

Chris Brogan Kicked My Butt

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I needed a Little Push to Get Motivated Blogging Photo Credit: Flickr- BrittneyBush

New Media marketing expert Chris Brogan finally gave me the kick in the pants I needed to start taking my writing seriously with this recent post.

Here’s his words that got me.

Can’t find time to write but you’re up on Glee? Bully for you.

How did he know that I was up on every episode of each TV show that I adore?  He was right about my wrong priorities.  And, Chris, if you are reading this “Thank You.”

ITS ALWAYS THE WRITE TIME

I really love to blog. It’s my happiest hours of the day when I get to express my thoughts and send them out to the world.  But, I confess that my writing schedule has been spotty and I could be more disciplined that’s for sure.  Chris wrote a similar blog last fall about writing whenever you had time.  I heeded that advice, but didn’t enact upon it. Now with this reminder last week, I’m going to start to do better.

For as he aptly says, “That’s the only difference between where a lot of writers are and where I am: I publish. Yes, I do take time to stop and smell the roses, but I don’t neglect my duties. It’s part of what I do. Write. Get writing. Stop making excuses, and don’t look back. Your successful writing future awaits. Just get publishing.”

I have a tendency to overwrite and thus, by making my posts shorter I think I’ll be able to write more. I also plan on banking a few posts ahead of time…that way I won’t be caught with my pants down when some new content is necessary.

Discipline is key here. I not only need it for writing but, in all accounts concerning the start of my new business.  A new day is dawning for me.  And if you find me slipping, please send me note to kick me in the pants again.

There’s so much each of us can do to make differences in the world.  The first step is taking the first step. Therefore,  I plan to write at least four posts a week between my two blogs, this one and Social Spread Media.  And if I can add in another for my Christian blog, Godgirl.net. Then that will be a good week for me indeed.

Write on!

Cindy

A Sleek and Exciting 2011

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I love the look and feel of these new Vizio products.

Isn’t the New Year exciting?

Yeah, I know it was tough getting back to work today, but man, with the Consumer Electronics Show (CES) in Las Vegas and the Television Critics Association in Pasadena both starting Wednesday, the world will not be short on news and innovations. Talk about starting out the year with a bang!

During this morning’s read, the papers were full of digital and electronic announcements. I mean have you been noticing how Google, Apple, Facebook, Microsoft, Samsung, Verizon and AT&T are in the news every day. These companies are now being covered like the rest of the Fortune 100 businesses. Pretty fast movement, I’ll say…it just took Facebook a little over six years to become one of the hottest companies around.

As a voyeur of news trends, I also couldn’t help noticing over the holiday break how much mobile and ebooks were being discussed. Those topics and computer tablets pretty much controlled the space – that, and the rise and fall of consumer shopping. Oh and the weather too.

VIZIO’S VISION

But, the best news that I believe that will be coming this year deals in the advancement of tablets and phones and their integration with flat screens. Today, Vizio gave us a sneak peek into their efforts with the announcement of its own Via tablet computer and Via Phone. What I like about what Vizio’s strategy is that each one of their devices will have the same look and feel. And better yet, they will be less expensive than the competition. Vizio so gets what consumers want. They want the latest electronic gadgets, but at affordable prices. They also want them to be user-friendly.

I mean my Apple computer has a different operating system than my DirecTV DVR and my Blackberry phone. Sure, I could buy Apple TV and an iPhone for integration, but there are reasons why I don’t. I am holding out for the day when Verizon offers an iPhone and then my Blackberry will be DOA.

I also like what Google is up to with its Android system. They too are making that system user-friendly and are working with numerous manufacturers to create universal operating devices. I like this approach a lot and am keeping eye on what Google is up to, especially when it comes to self-publishing.

FOLLOW CES AND TCA TWITTER STREAMS

I love that our electronic world is getting easier to use and understand.  That just helps out everyone. Remember the days of programming your VCR and how impossible that feat was?

As a news junkie, this week is like the Super Bowl with these two conferences in session.  If you want to be up to speed on what’s being developed for the next year and observe breaking trends and news makers, then here’s my advice to you. Be sure to follow the twitter streams for #CES and #TCA.  By doing so, you’ll know what to expect this year.

It truly is the most wonderful time of the year. The energy is invigorating and full of hope and promise. I  hope you can feel it too.

Cindy

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