After making my initial post about Blog Potomac, I’ve decided to write something shorter along the lines of customer interaction.
Lionel Menchaca, Digital Media Manager and Chief Blogger at Direct2Dell, had some excellent points during Blog Potomac that deserve some mention in this space.
For one thing, Menchaca started in tech support providing information and support to customers. This experience gave him crucial insight into both the issues from Dell products that were negatively impacting customers, as well as how Dell customer support was causing anguish and frustration.
One of the important themes in Menchaca’s presentation was the need to “listen” to what people were saying. For Dell, learning about what customers were talking about – the core listening stage- helped them to understand the fundamental issues at stake, which in turn helped to drive solutions.
Another important factor for Menchaca was to establish his voice as a blogger, and learn how to connect with other people. Customer support is not only about listening and responding with technical answers, its communicating those answers in a clear, friendly and understandable manner. When its done correctly, the results are going to be worth it.
Of course, managing the dialog you have with your customers not only depends on listening and communicating, but also managing expectations. You have to know the limits that exist within your company, and not risk over-promising and under-delivering for your customers on support issues.
Playing the expectation game also is not something reserved for the customers. Internal managers are interested in the results from customer support oriented blogs. The key here is to make sure that executives and managers understanding that a learning curve exists for everyone. What’s more, people need to recognize that positive as well as negative conversations are going to take place in this environment. As Geoff Livingston would say, “You cannot control the conversation”. However, convincing your CEO or direct supervisor that having “negative” conversations is just as valuable is not an easy task.
When its all said and done, Menchaca mentioned some other challenges that are important for many businesses that seek to establish a blog for customer support:
Lastly, I think it is important to note that if you blog with your customers in mind, and work towards establishing relationships – you can drive improvements in your company’s brand, reputation, product development, and in some cases, customer satisfaction, which is ultimately measured in repeat business and referral business. Dell has proven to be a good industry case study of this approach.
Last Friday, June 13th (yes, Friday the 13th), I ventured to Blog Potomac, where Geoff Livingston and his team at Livingston Communications, the folks at Viget Labs, WordBiz.com, Inc., and others put together a premiere social media marketing event for the greater Washington DC area at the State Theater in Falls Church, VA.
First of all, I should probably change the title of this blog entry to read “DC Marketing and Communications Professionals Gather for Blog Potomac”. When asked who was in marketing, communications or PR, close to 200 hands went up, prompting the emcee, Josh Hallett, to say, “Holy shit!”
But true to its form, Blog Potomac was exactly what marketing and communications professionals needed – a solid event geared around social media.
THE STARTING POINT
One topic discussed over and over again during Blog Potomac was about starting a blog at the corporate level. For anyone who has tried to get their company more engaged in using social media, writing a blog has been the logical starting point. With bloggers permeating mass media and popular culture, the chances your corporate executives have heard about and even read a blog or two is pretty high. Whereas, going to the CEO or division head about initiating a company Twitter account might get a more skeptical response.
Before your blog initiative gets underway, there are some important factors you need to take into account, which the speakers discussed during Blog Potomac.
ONCE YOU ARE ROLLING
Assuming you have built an initial strategy, have your team assembled and everyone is ready, willing and able to contribute (no small task in itself), another critical component is measurement.
If your organization is remotely skeptical about the value of blogging, being able to identify some return is going to be critical to continued support and future development. To that end, no one’s presentation was more anticipated than KD Paine’s talk on measurement and value.
One of the most important things Paine discussed was how measurement to many marketing and communications professionals is equated with monitoring. Paine noted that “measurement says, I’ve done something over here… I’ve started to listen and as a result something over here is happening…” Marketers certainly monitor web traffic, PPC advertising campaigns, and the like, but the key is not watching results as much as it is measuring how something has happened based on some other action that took place earlier – and evaluating those results against the goals you have set.
It all starts, according to Paine, with identifying what return you want from your marketing initiatives, what investment you want to put in, and start with some kind of benchmark for evaluating your success.
An important point Paine stressed in this context was that you “cannot measure via eyeballs.”
Measuring the amount of eyeballs, Paine said, was one of the most common mistakes people make. For example, if you developed a website or launched a widget and measured strictly on eyeballs, what are you gaining? In business, eyeballs are never the most important factor; leads and business opportunities are. Items such as downloads of a white paper, purchases of a publication or software solution, clicks on advertising, and the like are all specific results stemming from goals your team sets. At the end of the day, it all comes down identifying your goals and then measuring based on that criteria.
KD Paine’s points were all about getting back to what you and your business / organization want to do, and making sure you are keeping track and measure the right things.
Some questions for consideration along this line are:
Lastly, Kami Huse, MyPrPro, gave a very solid presentation on blogging ethics. As with many of the presenters, Kami was quick to point out that “blogging is not a sales channel. It’s a conversation channel.” If you treat your blog as just another sales tool, you are going to miss the point of blogging altogether.
Kami included a number of examples in her presentation, but the main take away, from my perspective, is that when managing a blog you need to stay away from manufacturing things (ie, fake outrage or a fake persona or online identity), and stick to building an honest identity and honest relationships.
If we accept that social media, and blogging as a subset of that, are about building relationships online, trust is such an important factor. Misleading people online is deadly, because it can destroy your company’s credibility in ways you cannot calculate. Huse suggested that we become anthropologists of social media – in the sense that we study the culture of the communities we are participating in, so we know what is acceptable online behavior and what is not acceptable. The same holds true of the standards you create for your own company and its blog initiative.
As with any one-day conference or un-conference, a lot of material tends to get rolled into the various presentations, experiments take place with speakers, topics, and formats, and challenges occur (the lack of wireless was the only real frustrating element). But as this was the inaugural Blog Potomac event, it was an exciting start to what I, and many others in the DC region hope will be an annual event for many years to come.
Though the focus was overwhelmingly on blogging, everyone recognizes that there is more to social media than just a blog. However, taking that first step in using social media for your company or organization is not easy, and blogging can represent the easiest way to step forward. In that regard, Blog Potomac accomplished a valuable service – stressing the fundamentals marketing and communications professionals all need to consider.