“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.
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
Okay, you made it on the airplane and found your seat. You are settled in, bags away and ready to go. You notice that you are the only one seated currently in your row and you know no one on the flight. You watch people walk by, awkwardly making eye contact with them wondering if they are the seated next to you. You secretly hope it isn’t someone who smells or talks your ear off so you sit there, anxiously waiting. I know we have all experienced this before, and it can be a very awkward plane ride depending on who ends up sitting next to you.
KLM Royal Dutch Airlines has a proposed solution to this problem. They have made it possible for their customers to become friends with their fellow air travelers before even stepping on the plane through a program called “Meet & Seat“. Through linking their Facebook or Linkedin profiles, fliers can pick seat mates, make friends, see who else is attending the same conference, etc before they even step foot in the airport. This is taking social media to a whole other level and they are the first to integrate social media into their normal flight process.
I am anxious to see how this works out for KLM and if people will actually feel comfortable using the program. I personally wouldn’t use it because I feel that it might make for an awkward situation when we both come into contact on the plane. I also wouldn’t want to take the time to participate in a program like this because it almost seems like it’s more trouble than it’s worth. I would rather sit and anxiously wait to see who sits next to me and pray that it isn’t someone gross or annoying. After all, it’s just a plane ride.
Since my last blog post about Path, I received an email back from them. They took a while to respond to me which was frustrating, but their response was very pleasant. They apologized for their delayed response and cleared my information from their servers. Even though they were deceptive in their terms of service, they owned up to their unlawful behavior and were apologetic. “The way we had designed our ‘Add Friends’ feature was wrong.” I though that was very big on their part and makes me feel a little better about the situation.
This is a great CRM situation to learn from. TAKE NOTE!