Mon 23 May 2011

Feedback Forms: A Lesson in Futility

Posted by dougmetzgar under social media
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As marketers and PR pros, we all know why all businesses should have a feedback mechanism in place, from an email address on a receipt to a toll-free telephone number. However, I wonder if businesses are sincere in their efforts.

For example, I was on a homeward bound flight with the family over spring break, from Ft. Lauderdale to Boise. While dashing through the airport, I grabbed a few salads from Pasha’s, a Delaware North hospitality franchise. An hour into the flight, I crack open the plastic container to find that my bulgur wheat salad was nothing more than mint and parsley leaves with dressing. For $7, I felt ripped off.

When I got back to Boise, I pulled out the receipt and sent an email detailing my experience while thanking them for offering healthy alternatives in the airport. A month went by. No response. So, I took to Twitter and they heard me! But here’s how the conversation went:

dougmetzgar: I love giving restaurant feedback? By why ask for it and then not respond/acknowledge? @delawarenorth #customerservice #800lbgorilla

delawarenorth: @dougmetzgar We do love to hear feedback & appreciate your comments! Have you tried emailing us? I can direct message you contact info?

dougmetzgar: @delawarenorth Thx for the mention. Grt to to hear ur listening! Referring to Pasha’s to-go loc. in Ft. Lauderdale International airport.

dougmetzgar: @delawarenorth I did send an email on 4/2. Want me to DM the email address I used?

delawarenorth: @dougmetzgar Yes please! (at this point I can’t DM since @delawarenorth isn’t following me, so I broadcast the email address all over the Twitterverse).

delawarenorth: @dougmetzgar Great. You can also go on our website & leave a comment. http://delawarenorth.com/contactus.aspx.

Now, this comment form is for some broad categories, especially after you realize that this company is a $2 billion operation with hundreds of businesses throughout the world. Happily, I filled out the form. That was a month ago. Call me crazy. I’m still waiting for a response acknowledging receipt.

Have you experienced a situation like mine? If so, please share.

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Fri 25 Mar 2011

My Secret Weapon Featured on MarketingProfs Take10

Posted by dougmetzgar under fundamentals, social media
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If you’ve scanned my blog, you’ve likely come across my post on listening techniques. What’s listening? It’s a great (and free) way to learn more about what people are saying online about you or your clients’ company, brand, product or key executives.

I recently produced a slidecast for a MarketingProfs Take10, which will launch next week on Tuesday, March 29, 2011. Check it out and let me know what you think, or if you think that there are other topics that should be addressed.

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Thu 13 Jan 2011

Social Media At The Center Of The Marketing World?

Posted by dougmetzgar under fundamentals, great reading, social media
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Agencies like Big Fuel are shifting focus as they continue to evolve with an ever-growing array of social media tools. Clients still need their branding expertise. But the days of pitching print ads is fading. Social media tools deliver benefits like:

  • Immediacy
  • Measureability
  • Authenticity
  • Affordability
  • Reach
  • Connectivity

If you work at an agency, is social media now the center of your marketing world? Does social media account for more than 50% of your gross revenues? Be sure to check out this Advertising Age article on Big Fuel and how they’re managing the growth in social media. Next step — get myself a cool headshot (and name) like Jon Bond.

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Mon 10 Jan 2011

Stalking The Competition

Posted by dougmetzgar under great reading
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Did you know that you can use social media to keep tabs on your competition? This article digs into tools around Twitter, but you can add more to your arsenal. My recommendations:

  • Set up a Google Alert with your competitor’s name, or variations of it.
  • Tap into RSS feeds with Google Reader — a great way to consolidate any feed from Twitter, blogs and more.

There are more ways to stalk your competition. What online tools/techniques do you you use?

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Tue 16 Nov 2010

Searching for the Keyword

Posted by dougmetzgar under fundamentals
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Let’s talk about keyword searches for a second. As I’ve stated in my previous posts, it’s about content repetition and freshness. There are other keyword tools, but let’s focus on content.

Let’s say that you’re a running shoe retailer, have an existing site and want to optimize it so people and prospective customers find you faster. Start by thinking like your customers. Ask yourself what kinds of keywords your customers would use to find you online: running shoes boise, running experts, trail running, etc. If you’re not sure how you might be found, talk to your customers. You might be surprised at the feedback.

And bounce your ideas off of the Google AdWords keyword tool. It’ll provide some interesting results on your keywords and how relevant they are in global and U.S. searches.

What other ways do you determine keywords?

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Thu 5 Aug 2010

Top Five Social Media Mistakes

Posted by dougmetzgar under great reading, social media
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Listening to others — it’s critical to our daily lives at home and work. Are you listening in social media? If not, you’re missing out on one critical element to the success of your social media efforts. Here are four more social media mistakes:

  • “Down-sourcing” to Interns or Junior Staff (better yet — family members)
  • Fast Beats Perfect
  • Faking It
  • Having an “Off” Switch

Thank you to Mike Proulx on his great article that explains these mistakes in more detail. What other mistakes have you seen?

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Thu 29 Jul 2010

Social Media’s Not Free

Posted by dougmetzgar under great reading, social media
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I’m sure this won’t be the last post on ROI. A few weeks back I commented on an article about the ROI Leprechaun. A couple of points to consider regarding ROI and social media:

  • Social media’s NOT free
  • Establish a baseline
  • Create activity timelines (back to defining your strategy and tactics)
  • Look beyond digital figures

For more information, check out this great article that recapped a presentation given by Olivier Blanchard.

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Thu 22 Jul 2010

What’s Your Social Media Road Map?

Posted by dougmetzgar under fundamentals, social media
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You know that your company needs to engage in social media. You’ve set up accounts in Twitter, Facebook, Foursquare and charged right in. After a couple of months you find that the novelty’s worn off and slow down on those updates. Finally, you begin to wonder, “Is this social media stuff worth it?”

That’s when you need to go back to your strategy. Don’t have one? Don’t have time to figure it out? That’s what Meshwork Marketing is for. To help you get the wheels turning and get back on track, check out this article on a 12-point social media road map.

I love point No. 2 on looking out for “experts.” There’s a big difference between social media as a hobby and career. Can you recommend any other points to the road map?

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Thu 15 Jul 2010

Can We Catch The “ROI Leprechaun”?

Posted by dougmetzgar under great reading, social media
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I’m finally back into blogging. In May, after two years, I finally completed my MBA. Needless to say, I neglected my duties here with end-of-term projects, consulting and more. Now, on to the good stuff.

Fortunately, I work with clients who get the need for social media to manage their brands and get the word out. But during my two years of biz school, I thought about what ROI means to social media. I’ve developed several methods and reports, but I always ask my clients what meaningful to them — it also allows me to define expectations and the realities around social media.

This article is a great read on ROI and social media. It’s simple:

  1. Don’t fall into the follower trap
  2. Don’t obsess about your brand’s buzz
  3. Don’t forget social media’s hidden benefits
  4. Don’t expect instant returns

This sounds like SEO and ROI. A few years back I launched a web site for a client and the next day they asked why their site wasn’t at the top of their Google search.

And be sure to check the article’s comments, which reflect one of social media’s best benefits – dialogue. What are your expectations for ROI and social media?

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Mon 22 Mar 2010

A Future with Google-powered Elections

Posted by dougmetzgar under social media
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Last week, I listened to NPR’s Marketplace with Kai Ryssdal on a future with Google-powered elections. For any internet strategist, it appears obvious (to me, at least) that Google AdWords would be a critical part of a candidate’s election campaign checklist. And I was happily surprised to hear that Google has a division dedicated to the task: Elections & Issue Advocacy.

Awareness, Cash and Bias
But there’s a rub — awareness, cash and perceived bias. On a state and national level, AdWords awareness and cash are high on the list. But for the local candidate seeking a city council seat, they may stick to the same routine for a lack of awareness and cash. Back to the checklist: Candidate. Check. Candidate position. Check. Web site. Check. Facebook page. Check. Google AdWords. Umm, what’s our budget?

Lastly, there are perceived bias issues, which are explored in more detail on Alfred Yen’s blog. Google could tweak the information in a candidate they favor; become a political powerbroker, or account holder personal information. While these are valid points, I’m not as concerned.

Here’s the NPR story. What are your thoughts?

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