Category Archives: Helpful Hints

October 10, 2012 · 9:21 am

Inappropriate Brand Behavior

The folks at Lab42 put out a piece of research concerning how consumers interact with brands on Facebook.

Image representing Facebook as depicted in Cru...

Image via CrunchBase

I find it illuminating although not particularly surprising. Let’s see what you think.

As reported by the Media Post folks:

Nearly one-half of social media users have liked a brand without ever having intentions to buy from them. Among those 46%, more than one-half say they were motivated to like the brand by a freebie, and 46% simply wanted to associate with the brand, even though they couldn’t afford the brand’s products.

As they say on Facebook, OMG!  People have ulterior motives, although I’m not really sure that wanting to save a buck or seeing certain products as aspirational are exactly out of the norm.  In fact only 14% of social media users who like brand pages say they do so out of loyalty to the brand.  What’s even more interesting are the reasons people gave for un-liking a brand:

73% of social media users have un-liked a brand, citing a high frequency of brand posts, no longer liking the brand, or a bad customer experience as reasons for doing so.

In other words, the brand is using Facebook (and probably other social media as well) as yet another marketing megaphone rather than as a way to conduct conversations with consumers.  In fact, there is a segment of the Facebook base – 15% or so – who just don’t like brands at all, mostly out of privacy concerns and not wanting the clutter in their news feeds.  Of course, communication from a brand is only perceived as clutter if it has no value to the recipient (and for the record there are certain people who are guilty of doing the same thing to their friends’ feeds).

All of this makes sense.  Facebook and other social media are not where people go to interact with brands and brand messaging – that would be a brand’s website.  Obviously social media is a place brands need to be but they need to respect why users are there and interact appropriately.  Giving something of value is clearly appealing – cluttering up news feeds is not.

What are your thoughts?  Do you like brands on Facebook and other social media?  How is their behavior?  Have you un-liked any?  How come?

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October 8, 2012 · 9:51 am

Don Larsen And You

Way back on this date in 1956 the Yankees were playing the Brooklyn Dodgers in the World Series.

The "everlasting image" of Yogi Berr...

The “everlasting image” of Yogi Berra leaping into Larsen’s arms upon the completion of the perfect game (Photo credit: Wikipedia)

The Yankees’ Don Larsen did something that had never been done before (or since). He pitched a perfect game in the World Series. For those of you who don’t follow baseball (we do have quite a few international readers here!), a perfect game is one in which 27 batters come to the plate and none of them reach first base. 3 outs per inning, 9 innings per game. No walks, no hits. Perfection. It’s an extremely rare feat under any circumstances – there have only been 23 perfect games in the 100+ year history of major league baseball.  To accomplish it under the pressure of the World Series is amazing.

I don’t know what was in his mind as he took the mound that day but I’m willing to bet his focus was on getting the next batter out, not on making sure none of the 27 would reach base.  Let me give you a similar thought.  There are two Swedish golf instructors who operate Vision54.   The thinking is that if we can birdie every hole during a round of golf we’d shoot 54.   That’s perfection of another sort and it sounds impossible.  Then again, as I pointed out to someone over the weekend, he’d made birdie on every hole on our course at one point or another, just not in the same round.  Like a baseball pitcher who’s retired every batter he’ll face that day at one point or another in his career, the task is to turn what you’ve done before into a consistent reality, one pitch or one swing at a time.

That’s the business point too.  We look at daunting tasks – double our sales, find 50 new customers in a few months – as impossible.  Yet we’ve increased our sales and we’ve found new customers.  We have the ability to do the remarkable because the remarkable is just stuff we can do done each and every time.  It’s less about ability than it is about execution (and maybe a little luck thrown in from time to time).

What do you think?  What impossible thing will you do today?

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October 5, 2012 · 9:01 am

Eating Rocks And Bark

Our Foodie Friday Fun this week revolves around rocks, bark, and dried flowers. You probably had all three for breakfast this morning. Seriously.  Salt is the only rock we humans eat on a regular basis (or on any other basis as far as I’m concerned). The bark we regularly eat is cinnamon – you might have sprinkled some on your oatmeal or cereal. The dried flowers are pepper – maybe on your eggs?

You just know there’s a business point lurking here, and you’re right.

What’s interesting about each of the aforementioned food items is that someone had to be the first to figure out that these seemingly unappetizing things were actually quite tasty and useful in the kitchen.  None of them, however, can be used “as is”.  Peppercorns (actually a fruit of a flowering vine) need to be dried.  Cinnamon needs to be transformed from tree bark into a dried and ground form.  Salt comes in dozens of types but is either extracted from the ground or from the sea.  I’m not sure who was the first to figure that out but it’s instructive.  All have been used by humans for millennia and maybe the ancients were smarter than we are in some ways.

Sometimes our first instincts when we see something or someone who doesn’t appear to be particularly useful is to move on.  Our ancestors couldn’t do that – food was not something you ran to the supermarket to get.  In many businesses today, resource availability is in many ways as challenging as food was for the ancients.  Everything they encountered was evaluated (I expect quite a few brave souls didn’t survive the “R&D” phase of new food discovery) before it was discarded.  In the cases of these three items, someone had to figure out how to transform them into something useful.  Maybe a dead animal or fish was preserved in a bath of seawater that dried.  Maybe someone saw an animal eating tree bark and tried some.

We need to have the same mentality in many ways.  Don’t dismiss anyone or anything out of hand.  Take some time to think about how they can be useful in another form or another position (I know a lot of ex-lawyers who are great salespeople and a few accountants who do wonders in marketing).  Rocks and bark may not seem like a great diet but thinking out of the box is at the root of a great business.

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