The Blog on Branding

Online Customer Feedback – Personalize the Impersonal

This past summer, the Boston Globe ran an article about C.C. Chapman, a man who had a problem with his high-definition cable service. He vented his frustration on Twitter and within minutes had a response from a representative from Comcast. This was a great experience on both ends, as Mr. Chapman runs a digital marketing agency and now uses this experience as an example for his clients. Having a social media presence is now essential for your business no matter the size.

“Twitter can be a great place to vent your frustrations…”

Get Personal

E-commerce has made getting the products we want easier than ever. The flip side of that is the loss of customer service. Creating a more personal experience in this increasingly impersonal world will make your brand stand out among all the others that are stuck in the past. Gone are the days where a company can throw money to an advertising firm and hope a wide net catches the few interested fish. The attitudes of people have changed – businesses are now changing with them.

Trust Testimonials

Orient Watch USA lays it out plainly on their website. “Let’s face it, Orient customers just like you are the best source for honest testimonials about our product.” They are going with the word of people we can trust – people who aren’t being paid to say nice things. Advertisements fade away once you stop paying for them, but testimonials – whether written, audio, or video – can be used forever.

“Orient Watch USA lays it out plainly…”

Tweety for Twitter – Creating a Web Presence

Twitter is quickly becoming essential for customer communication. Here’s a recent tweet from Jet Blue: “Thunderstorms in the Northeast are causing delays and cancellations. Go to http://jetblue.com/flightstatus to check flight status.” Companies are now putting their annual reports on YouTube instead of a brochure. The possibilities are enormous.

There are over 303 million people in the United States, and the vast majority of them will never walk through your store’s door and be greeted by your wonderful staff. Make your company’s website and web presence equal to, if not better than, your storefront. You can do this through several ways:

• Email – Send regular updates to your list about upcoming sales or company news.
• Blog – Have your employees or even your customers guest post about their experience with your company. If your store is in Maine, people in San Diego won’t know that you have an employee putting himself through film school or a customer who rides her bike across town every day to stop by your shop.



“Social networks allow you to search for potential customers.”





• Social Networks – They’re easier than ever to join and allow you to search for potential customers by their interests. Twitter is an especially useful tool as it allows you to see, in real time, people’s thoughts and reactions to circumstances and events. Chances are your company is not as large as Comcast so you won’t find specific comments or complaints about your product; but using Twitter’s search function can allow you to view public opinion as it is happening. Find out what others are doing wrong in your field and right it.
• Video – Let people see your company in action! “A Day in the Life of Our Store” personalizes you and your company. You are not money hungry robots (we hope), and the world should see that. Sites like YouTube, Viddler, Vimeo and tons of others allow you to host high-quality video for free. Cameras are getting smaller and easier to use, too.

You’ve heard, “the world has gotten smaller” because of e-commerce. With all the tools available to your company, large or small, you can have your small world but not lose that small town feel. There are a plethora of social media tools out there to help your business. What tools/practices have you used?

Greg Hauenstein Want content written for your Brand that shows up #1 on Search Engines and brings you new customers? Contact us.