“From now on I will write here…
I’ll be here with you, every day, or nearly so.
I want to win you over, so, tell me, what do you want to hear from me?
I have many many things to tell you about my life… which I call “MY ADVENTURE ”
The fact that he is taking the time to write a post every day says a lot about him as a brand owner and is a great example of sCRM and CRM. He tells his readers and fans that his goal is to “win them over”, something you don’t often here from a someone in his position. Usually, you don’t see fashion designers caring so much about their fans let alone express any interest in communicating with them. I think it’s very humbling and a great way for the masses to feel a strong connection with the brand.
Currently, he is has 44 blog posts. While I love this idea, I am anxious to see how well he manages his blog and tweets as time goes on. Its challenging to blog almost everyday especially with a busy schedule like his. A lot of CEOs should take note of what Cavalli is doing because thier fans have a voice and are becoming ever more important.
Lauren Dugan, from Media Bistro outlines 7 easy ways to destroy your Twitter reputation. Even though these may seem obvious, it never hurst to be reminded!
1. TWEET WHILE YOU ARE DRUNK (T.U.I)
According to Dugan and I would have to agree, tweeting while you are drunk is probably the easiest way to ruine your reputation. While intoxicated, you are more likely to make spelling errors and get into arguments with followers.
2. USE AN AUTO RESPONDER
Don’t use a robot do you work for you. Responding to followers with a generic message is likely to convince them that you are sending them spam. Your followers also might think that you don’t care about they have to say. You will loose followers and loose your respect.
3. REPEAT YOUR TWEETS
Dugan says its okay to repeat tweets sometimes, I say you should never repeat you tweets. No one likes to see you repeat the same thing over and over. I think it makes you seem boring and uncreative.
4. SELL, SELL, SELL
If the only thing you tweet about are products in the effort of trying to sell them, you will undoubtedly loose followers. People use Twitter to connect with other creative, intelligent minds, not to see how much your latest toaster oven costs.
5. SAY WHATEVER THE #*@& YOU WANT
Be smart, don’t just say whatever and hope there will be no repercussions. Always be appropriate and try not to offend your followers. They will respect you and continue to be interested in what you have to say.
6. WHINE ABOUT NOT HAVING ENOUGH FOLLOWERS
I agree with Dugan, whining on Twitter is bad enough, but whining about not having enough followers is probably the most annoying thing you could do. You wont gain new followers by complaining about how you dont have enough because the only people who will see it are those who are already following you! Go out and get new ones! Be proactive!
7. STEAL OTHER PEOPLE’S TWEETS
Be original and don’t steal from others! Its a big turn off and will upset your followers. By being original you will engage your current followers and attract new ones!
I recently finished this amazing book titled, “Disrupt” by Luke Williams, where he talks about a concept called “Disruptive Thinking”. Disruptive thinking gives us an alternative and effective way of coming up with a new idea.
According to Williams, in order to create a new idea, you must challenge a current one. He says it’s all about ideas that push assumed boundaries. Disruptive thinking is applicable to social media because of how progressive it is. In order for your business to be effective and stay ahead of the curve, you must think disruptively. As a result of thinking in this way, you will be able to shake the core of what your consumers are accustomed to and show them something new. Below I have created a mind map on this topic and outlined his ideas on generating a disruptive idea.
In an effort to connect and engage with their fans, Burberry took their Tweetwalk to the next level in their S/S 2012 womenswear collection. The Tweetwalk allows the London fashion house to share looks with Twitter followers before they hit the runway. In last season’s Tweetwalk, #Burberry and “Christopher Bailey” started trending worldwide due to Tweetwalk’s popularity. It was a smart move on their part to bring it back for this season’s show.
The difference with this season’s Tweetwalk was their use of animated GIF files. Burberry uploaded both photos and GIF files to Twitter for fans to look over and share. I’ve always liked GIF files because they force me to study the images more closely. In addition to the photos, Burberry live streamed the entire show via, burberry.com, Facebook, and for the first time, on screens at their Beijing store, London’s Heathrow Terminal 5, Cromwell Road and Liverpool Station. In addition, the show was formatted to live stream on iPhone and iPad in addition to various Chinese social networks.
Burberry, in my opinion is the leader of digital and social media in the fashion world. They engage fans, post photos, instagram, blog, but above all make their fans feel valued. By going through all the effort to involve their fans says a lot about them as a brand and how important CRM and sCRM is to them. Many brands can learn from what Burberry is doing!
A big business is like an 800-pound gorilla. It isn’t agile or fast, and when they fall, they fall hard. In today’s market being a gorilla is not a good thing like it used to be. Business today is all about collaboration with consumers and responding quickly and promptly. In an article titled, “Rules For The Social Era“, Nilofer Merchant, the corporate director at NASDAQ, provides us with her recommendations on what the big businesses of today should be doing to fit in the social era.
The social era does not call for big businesses anymore. Instead, it calls for a “leaner” approach where customers don’t feel the overwhelming ominous presence of big conglomerates. It is important to make your business more approachable and connect with the customer. Merchant references the ING cafe modelwhere the branch is set up as coffee shop and does not deal with deposits, only cash withdrawals. Instead, all deposits are sent to the ING head quarters via mail. It takes the “big” business feeling out of the branch and makes for a more enjoyable experience. In the social era, it is important to re-invent the wheel and big businesses are struggling with it.
Big businesses need to eliminate the linear “conversation chain” and implement a direct connection model. Customers don’t like jumping through hoops to get what they want. It has become your job as the big business to reach out to them directly before they even think to reach out to you. This way you can gain their feedback and address issues before they know they have any. Make sure the first conversation they have with an associate is not at the register!
Merchant argues that it’s not enough to just get your customers to “like” you on Facebook and I agree. Businesses and consumers need to share a value and/or purpose; otherwise the consumer relationship is meaningless. It’s not enough to just create a Facebook page and try to get the most likes if you aren’t using it to spark conversation. As a business it is your job to give your consumers what they want before they know they want it. The way to do that is by getting into their minds and listening to what they have to say.
To Merchant, big businesses that act like gorillas seem like dinosaurs. They struggle to keep up with the ever-changing times and are stuck in their ways of the past. They don’t excel in the present and before they know it they will be wiped out when the asteroid hits earth.
A big business that acts more like a gazelle will be able to keep up with the social era and collaborate for the future. Gazelles are swift, agile and rise quickly after a fall just like a business that embraces the social era.
While searching on the web, I came across a 10 best social media book list compiled by Jeffery L. Cohen from Radian 6. Out of the ten, I’ve read a majority of them and I would have to agree with the books they have selected as “the best”. These books will help you better manage your company’s CRM and sCRM and provide you with the tools to succeed. These are in no particular order!
1. Groundswell, by Josh Bernoff & Charlene Li
2. Content Rules, by Ann Handley and CC Chapman
3. The New Rules of Marketing & PR, by David Meerman Scott
4. No Bullshit Social Media, by Jason Falls and Erik Deckers
5. Trust Agents, by Chris Brogan and Julien Smith
6. The Now Revolution, by Jay Baer and Amber Naslund
7. Smart Business, Social Business, by Michael Brito
8. The Social Media Strategist, by Christopher Barger
9. The Executive’s Guide to Enterprise Social Media Strategy, by David B. Thomas and Mike Barlow
10. The B2B Social Media Book, by Kipp Bodnar and Jeffrey L. Cohen