I often wonder if influencer programs are still worth it. It’s an argument that have in my own head all the time. If you’ve been following me, you already know that I’m a big fan of employee advocacy programs, and I feel that the rise of these programs has had an effect on external influencer programs.
There will always be questions about whether or not influencers are authentic, especially if reviews and opinions are compensated. It isn’t my intention to start that circular conversation, it’s a topic that can and will be debated over and over. Instead, what I’d like to point out is that an influencer program can be a great way to reward loyal customers.
In full disclosure, I am a part of an external influencer program for Verizon FiOS, and this blog post was created as a part of the program. BUT I was a customer for five years before being asked. So no, I wasn’t paid to convert from some other cable or satellite TV company. In my opinion, it’s great to feel recognized or rewarded by a brand for being a loyal customer, and being a part of this program just reinforces my commitment to them.
Existing customers are great for influencer programs because the decision to buy into the brand was informed and not made because they received products and/or services for free. If a customer has been loyal to a brand for a long time, there are most likely to be pretty passionate about that brand. And I would venture to guess that they have made that passion known to others in their own way without trying to be a salesperson.
The definition of a mercenary is “working or acting merely for money or other reward” (dictionary.com). If you pay someone to initially like your brand, once that payment stops, or there’s a higher offer from a competitor, that person will most likely switch sides.
I’m not saying Verizon is perfect because no brand is perfect. The reason why I paid for the service, turned down competitors that knocked on my door repeatedly promising to lower my bill, was because I believed that the Verizon’s service was better. And throughout all this time, that opinion hasn’t changed, the service is great.
Whether or not brands want to believe it, consumers aren’t stupid, they can see through all the fake advertising and people that are put in front of them. Loyal customers don’t need to be fake, because they’ve already bought in. It’s encouraging to see brands like Verizon reward them for their loyalty. That’s definitely a good thing.
If you’ve been following me on social media you know that I’m a big fan of employee advocacy and have been for quite some time. It seems like employee advocacy has been gaining momentum recently, with brands starting to encourage their employees to get on social media and help spread their messaging. While I applaud brands for doing this and taking that first step, there needs to be a better understanding of employee advocacy for it to continue to be effective.
In a recent post titled, “8 Signs a Company Is Doing Employee Advocacy Wrong”, Brian Fanzo points out a number of things where brands don’t get it wrong when it comes to employee advocacy. I have to say that I’ve seen and experienced all of the points that Brian highlights, and I’m not surprised. I’m not surprised because I think that there is a big misunderstanding as to what employee advocacy is.
I don’t believe employee advocacy is only tied to social media, but that seems to be what brands think. It’s probably because of the value leadership gives to vanity metrics (as Brian points out). Everyone is looking to add social media to their performance reviews, and it seems as if you don’t have that buzzword on your resume, you will end up going nowhere fast. What this has done is prompted most people to sign up for a social media account without any understanding of how to use effectively use it. I’m sorry but creating an account on Twitter does not make you a social media brand ambassador. Furthermore, having your social media account mirror your companies PR newsfeed doesn’t make you an effective employee advocate.
Employee advocacy is not turning your workforce into automated, impersonal news feeds. Employee advocacy is encouraging your workforce to build relationships with people to create a lasting, positive impression of your brand.
You are an employee brand advocate every day, whether you are on social media or not. The reason why people will connect with the brand you represent is because they will connect with you. They will connect with you as a person, not as an advertisement. Brands should look at employee advocates as a way to build relationships, instead of as banner ads.
In his article, Brian talks about how employees at socially engaged companies were more optimistic about their company’s outlook and are generally more inspired. He also points out that socially engaged companies are more competitive and generate more leads. If you’re a senior executive, those things sound great, but Brian also points out that the driver behind it all is relationship building.
The relationship building part is huge, and I think it’s where companies get confused. It’s not good enough for companies to just set up external or internal social networks and just simply expect production and results. Social media is just the vehicle that enables conversation; you still have to make the time to build the relationships and foster them, both external and internal.
To me, workplace social engagement is not just setting up an internal online community or external social network for employees to join. It’s about creating an atmosphere for genuine dialog between employees and management, and between coworkers.
Do you have any advice for companies looking to improve their workplace social engagement?
For some reason whenever I talk to people from brands about social media it’s all about how to get the right messaging across to the right audience, or how to prove that social media leads to sales. Rarely do I ever meet someone that talks about how social media plays a part of a brand’s customer service.
In my opinion, too many brands are still trying to chase Oreo’s successful “Dunk In The Dark” tweet. Most of them are failing, horribly. Need proof? Check out the Real-Time Marketing Sucks blog, it’s rather entertaining. You know, even with all of the wild success Oreo achieved online with that tweet back in 2013, it still didn’t push me to run out to the store and buy them. I actually think that awareness marketing works better for startups and smaller brands, because the big brands are already well known. And I also think that marketing from big brands doesn’t do much to get people to leave the brands they already like and love. So the area that big brands can really help their cause on social media is customer service.
After the Saturday workshop was over, I tweeted both the @HomeDepot and @HomeDepot_Care accounts telling them of the failure of the store location to have any kid’s aprons for the children that attended the workshop. I received a response on Monday from @HomeDepot, but not @HomeDepot_Care, asking me to email them my mailing address so that they could send my son an apron. I found it a little funny that the response didn’t come from @HomeDepot_Care because clearly it’s the customer service account for The Home Depot, but I was just happy to receive any response. And I was happy to see that the social team was going to make up for the store’s mistake.
Since the response came to me on Monday, my assumption is that there isn’t anyone monitoring the accounts over the weekend for mentions. Now I don’t know if that’s true for The Home Depot, but in my opinion, whether or not your brand chooses to provide customer service on social media on the weekends should really be determined by the audience. If you run programs over the weekend, chances are people are going to engage with your brand over the weekend. If you’re a retail shop, chances are the activity will be higher over the weekend because that’s when most people have to time to visit your store.
My wife also received a response from the email she sent to customer service, and that response was in the form of a phone call, which I happened to pick up. The rep from customer service told me something entirely different. While he apologized for the store’s failure to provide kids aprons, he told me that I should go back to the store and ask the manager when the next shipment would come in. I didn’t really like this solution and I asked him if he could just send my son an apron instead. He then told me no, and that the total quantity of aprons is allocated to each store at the beginning of the year, and that only the store would be able to give me the apron. And then I told him that I had be conversing with The Home Depot social team and that they asked for my mailing address so they could send me one. When he heard this he didn’t know what to say because he paused, looking for the right response, and then told me that he would look into it and still recommended that I go back to the store and check for myself.
Now I have to say that this is not what I expect from any customer service department. The mistake wasn’t mine, it was theirs. The customer service team was expecting me, the customer, to go the extra mile because of a mistake by them, the brand. That doesn’t fly. The other thing to note here was the huge disconnect between the customer service team and the social team. For a big brand to connect the two seamlessly is a huge challenge. I recognize that and understand it. But it’s something that big brands need to do if they’re going to provide customer service on social media which I think they all should do.
In any event, The Home Depot social team came through, apologizing for the confusion with customer service, and sent Derek a package that included an apron and some other things too. All we wanted was the apron so that Derek could have something to bring to future workshops and a place to hang his pin on. The other extra stuff was nice too, and I’m sure it will keep Derek interested in DIY projects. They also included a hand written note saying that they hope Derek enjoyed the goodies and that they hope we will attend the next scheduled workshop. I thought the hand written note was a really nice touch, and personalized the whole customer service experience.
Social media is the outlet that a lot of people use to voice their frustrations and concerns with brands. Using social media as a way to address customer service issues allows brands to keep their existing customer base. While this might not be as sexy or as glamourous as creating the next advertising campaign to go viral, a good social customer service team will ensure that those customers that are already attracted to the brand stay there. I’m not saying that the customer service team should bend backwards to accommodate unrealistic expectations. Each incident needs to be researched and investigated and handled appropriately. There are definitely people out there that are looking to get whatever they can get for free. But if managed correctly, a good customer service social team can easily help build brand advocates. If customer service is being addressed on social and on other avenues, those teams should be synced up and regularly communicate. Mixed signals from two different customer service teams can lead to a frustrating experience for the customer.
In the end, I will most likely try and take Derek to the next scheduled Home Depot Kids Workshop, but we’ll try out a different store location instead. In the meantime, he’s proud and happy to wear the apron he was given. A big thank you to the @HomeDepot social team and Whitney Curtis!
It seems to me that most often the people with the big ideas get the most credit. Come up with a great marketing or advertising campaign and everyone will remember it and you’ll get a pat on the back and be labeled a genius. Come up with some out of the box ideas for your company and you’ll be labeled a “forward thinker” and viewed as a potential leader moving forward. While those things certainly aren’t bad at all, the generation of a brilliant idea alone isn’t enough to be successful. The second part of the process that it vital for an idea to be brilliant and successful is the execution.
There’s always been a debate between Lowe’s and Home Depot. It’s like Pepsi versus Coke, or iOS versus Android. Based on my past shopping experiences and interactions with each brand, I must say that I prefer Lowe’s at the moment. I had one really interesting experience involving both brands a while back, and you can read about it here. Hearing about the Home Depot Kids Workshop from my brother-in-law made me think that I had to change my view about Home Depot. I was told that the kids workshop would be something my son, Derek, would love to try. After putting it off for a couple of months I finally decided to take Derek to Home Depot for the workshop.
The idea of having a kids workshop is a really good one. The way Home Depot sells it is that the kids get to come in and build something from scratch using tools, and upon completion they get a certificate and a pin specific the project they finished. The pin is supposed to be put on an apron that they get when they come to the workshop. The kids get to keep the aprons (they have their names on them), and they wear them each time they come back. The workshops teach kids how to use some basic tools, and the end result is that the kids get to take home a cool thing they’ve made. The workshops also give parents an opportunity to work on a project with their children with materials and open space that they might have readily available at home.
If executed well, the kids come home with a great experience , want to come back, and show off the apron, pin, and certificate to all of their friends, which will encourage their friends to want to come along next time. This would lead to more trips to the location for parents who will have a great feeling about the brand and be inclined to make purchases since they’re already at the store. That’s IF the idea is executed well.
Unfortunately at the Home Depot location that I chose to go to, this was not the case. When I arrived at the location on the date that was posted by Home Depot at the start time, there were no signs pointing me where to go. Another parent and I had to go and ask someone where the kids workshop was being held. When we got to the designated location, there still was no indication of where the workshop was going to be set up, so we had to ask another employee of they knew where it would be. This person had to call back up to the front desk to find out what the plan was, and to his credit he turned out to be pretty helpful considering what we found out next.
What we found out was that the person who was responsible for running the kids workshop at this particular Home Depot location was not in the store that day. In fact, not only was he not in the store and busy doing something else, we were told that he didn’t even know that this workshop was on the schedule. This last bit of information seemed ridiculous as more parents and kids started showing up and the more other employees encouraged us to keep coming on the first Saturday of each month for future workshops.
But that aside, we were there for the workshop and we were going to stay for it. And as I mentioned, the gentleman that was kind enough to call the front desk and help us out did his best to start the workshop. He went and got folding tables for the kids to work on, set up the tools, paint, brushes, and project kits, and then had to go back to his real assignment for the day. Other people from various departments came over to help too, since most of them weren’t familiar with the workshops we were able to overlook their lack of experience in return for genuine help.
Whoever sets up these workshops though should rethink what they’re doing. You cannot expect kids to hammer nails into wooden blocks on a plastic folding table. The tables shake and aren’t strong enough for you to actually get the whole nail into the block of wood. So instead of hammering on the tables, we had to use the floor. Using the floor isn’t a problem, unless the location of the workshop is not in a space solely dedicated to the workshop. Parents and kids were on the floor in the middle of aisles working on the project, in the way of people trying to get back and forth in the store. Also to accommodate the number of kids that show up, more than three tables need to be set up. Parents and kids are literally climbing over each other for things. Having a dedicated space only for the workshop should have been a priority when executing this idea.
Lastly, the biggest misstep was the fact that this Home Depot location did not have aprons for the new kids. And apparently it wasn’t the first time. I overheard another parent comment that the last time they came they weren’t given aprons either. The reason, or excuse, we were given was that the shipment of aprons didn’t come in on time, and when asked if they knew when it would come in the reply was that they didn’t know. I found this to be a pretty lame excuse because it wasn’t like this workshop was randomly scheduled.
My feeling is that the apron is an important part of the kids workshop idea. Not only does it give the kids a place to put their pins and show them off like badges, but it also gives the kids something else to play with when they get home. The apron has a long lasting value than whatever project the kids work on that day, and it’s a great marketing tool as well. It would have been a great conversation starter whenever anyone visits and I’m sure that Derek would have shown it off to his friends. But now we’ll have to wait for next time, if there is a next time. In the meantime the pin and certificate that Derek got sits on a table, trying not to get lost.
So while the idea of having a kids workshop is a good one, poor execution really made the experience not a pleasant one for me. If anything, it made me less confident in Home Depot than I was before. And because of this experience I decided to see if Lowe’s had a similar offering for kids, which they do. Unfortunately for me, the next Lowe’s kids workshop is already fully booked at the locations nearest to my home, probably because theirs is a better experience. Does it make me want to settle for the one back at the Home Depot again next month? Nope. Not at all. I can find something else for Derek and I to do on our own.
UPDATE 10/6/14: Thankfully Home Depot monitors their Twitter account. They responded to my tweet telling them about the aprons not being available and asked me for my mailing address so they can send one to my son. I am thankful for that.
UPDATE 10/7/14: Received a phone call from Home Depot Customer Care telling me that I should go into the store and speak with the manager about the next shipment of aprons. When I asked the representative if they could just ship me the apron they said it was not possible. Then I mentioned to them that the Home Depot Twitter account said they could do that and asked for my mailing address. To which the representative replied that they would look into it and that I should still try and visit the store. Yeah, I don’t think so. Looks like Home Depot’s customer service isn’t lined up with their social team. And I sent a follow up tweet to see if my email was received and have had no response.
UPDATE 10/8/14: The Home Depot social team came through and sent Derek an apron and some other things too, plus a handwritten note hoping that he enjoys the stuff and hopes he’ll be back for the November workshop. This is my second time the Home Depot corporate social team has turned a negative from the store into a positive. Well done Home Depot! Here’s what happened next.
I remember having conversations with people a while back when social media was just starting to become popular. The people that I was speaking to didn’t really think it was going to be something that stuck around and that they didn’t like social media at all. They thought that it was just some flash in the pan thing and that after a while the interest would die down and it would all go away. Well, they ended up being very wrong.
Ego and Emotion
Think about it, each time we share something on social media we look to see how many likes, comments, retweets, +1’s, or re-shares we get. We want people to like what we share, and why not? If you were posting things on Facebook and found that you received no likes or comments consistently, would you continue to post the same things? I highly doubt it. We also get enamored with the number of followers we have and who is following us. It’s easy to say that we don’t care about the numbers but in reality we all do. If you were on Twitter and had no followers and couldn’t get anyone to follow you, would you still use Twitter? I doubt it. We like or dislike things on social media that strike a chord with us. Things we read and see can make us happy or sad, angry or joyful, laugh or cry. Positive or negative, what spurs us to react and act on social media is emotional.
It might sound simple, but it’s something that I think brands easily forget. If you want do well on social media, spend time understanding people. Understand what appeals to people’s egos and emotions. While it’s important to understand and know the different social platforms and how they deliver a message, the message is what’s most important. Brands that understand people will deliver the right message, regardless of the mechanism.
I recently had the privilege of being invited to see the 2015 Honda Fit. Thanks Jonathan and Ellen! This event was the perfect example of why brands really need to get as many people as possible to experience product demos. If you were to ask me what I thought about the Honda Fit prior to the event, I would have said tiny and economical on gas. After seeing it in person, I still think the car is small, but I’m really impressed with how much you can pack in it.
So like I said, I was really impressed with how much you could fit into the car, and I would have never figured had I not seen the demo in person. An in person demo is totally different from reading specs on a brochure or seeing a PowerPoint presentation. While you might be able to do some calculations on space given the specifications of the car, actually seeing someone pile stuff into the car definitely has a bigger effect. Plus, seeing how easy it is to move the seats around in the car was also good.
The demo also included how to use the dashboard and the apps that you can run in the car. As someone who doesn’t like reading car manuals, I found this extremely helpful because there’s nothing more frustrating that trying to figure out how to use something new under pressure. Not only can you plug your smartphone into the car, but since it has an HDMI port, you can actually plug in a portable DVD player into the car as well. But you can only watch movies on the dashboard when the car is parked, which is obviously for safety reasons.
I had to chance to take the 2015 Honda Fit for a drive, thanks Ellen for accompanying me! The drive was good. The car was easy to handle and responsive, and we even had the chance to experience some NYC traffic. One of the nice features in the car is the passenger side camera which shows a view of the lane next to you on the dashboard when you signal right. It’s great because it allows you to see your blind side when trying to switch lanes. (Sorry folks, no photos here as I was driving).
If you have to own a car in NYC, the Honda Fit is one you should consider. It’s small enough to squeeze in tight spaces, good on gas, and has a really flexible interior that allows you to pack in a lot of stuff. The side camera is great for changing lanes in the traffic that you will inevitably experience, and being able to watch movies in the car when you’re waiting for someone is a cool feature. But I honestly think that you should go in and see the car for yourself, I think you’ll be impressed.