keeping your social media fans happy

Keeping Your Fans Happy With New Content

Gee Ranasinha Advertising, Communications, Customer Service, Marketing, PR, Social Media

So, you blog regularly. Maybe you tweet as well. Perhaps you have a company Facebook fan page too. Good for you. Well done. By now you may have seen tangible results from your efforts. More and more people are reading your content. Maybe you’ve converted interest into leads, and into sales. Hopefully you’ve taken my advice and have a content strategy in place that helps you and your colleagues keep that social media ship on course. You’ve got followers, fans and evangelists and they like what you do. They’re on your side. But there’s a problem. Your most devout followers have been reading your stuff all of these months and, by now, they pretty much have a handle on what you’re saying. The problem is, that you’re saying the same thing again and again. Your most loyal of followers are being done a disservice since they feel that they’re reading the same message – even if it is being regurgitated and rewritten 101 different ways. They’re not being pushed, challenged, educated or informed any more. You’ve made your point to them – and they’ve got it. The only question now is how long they’ll continue to hang around reading your stuff …

bell push

Start With “Employee Service” and “Customer Service” Will Follow

Gee Ranasinha Customer Service, Marketing, Sales

There’s an interesting article on The Harvard Business Review about how management at Ritz-Carlton hotels look at their employees. We all expect a certain level of customer service when staying at all but the most modest of hotels. As a result, you would think that it would be difficult to excel at service if you’re in an industry that’s all about customer experience. Time after time, year after year, Ritz Carlton are one of the few companies that “get it.” Just about any company you care to mention will talk about how much they value the importance of customer service. However, there are precious few that talk about how they value their employees in the same way. Here’s just one example: “Every employee of every Ritz hotel has the right to spend up to $2,000 a day per guest to resolve any problem that arises. It’s a powerful expression of trust in employees, as well as a gift of empowerment and autonomy. It’s also vastly better for guests. How many times have you been told over the years, “I’ll have to go to my manager about that”? For too long and for too often businesses have underestimated their most valuable …

Vitra design museum

Designs On Commerce

Gee Ranasinha Communications, Customer Service, Marketing

How important is “Design” in your business? Design is much more than simply another way to imagine a lemon squeezer, personal music player, or a vacuum cleaner. But I’m not talking about the design of your product, or the look of your website. I’m talking about the design of your actual business, not what it makes. I’m talking about the flow, the presentation and the content order of the training seminar that you’re about to deliver. The choice of words that are used on a customer invoice. The way you describe what you do – i.e. your job title – to a customer. How an email enquiry is followed-up by your sales people. Design is in the multitude of business processes that we create. It’s the conversations that we have with our colleagues, suppliers, partners and customers. Good design invokes a positive and emotional response. Perhaps it’s how the switchgear ‘feels’ in a BMW automobile, or how the airline upgraded you to Business Class when they overbooked the flight. We have all been at the receiving end of bad design: Trying to reset the clock on the microwave oven, or talking with a salesperson who has no idea why this …

chip on a mug

Your Company Isn’t Perfect

Gee Ranasinha Communications, Customer Service

Regardless of how many – or how few – individuals make up your organization, your company is not a faceless automaton. It’s not a perfect machine. Which means that, every now and again, something goes wrong. Take your pick – airlines, home appliances, cars, computers – just about everyone has their own personal horror story about how they put their faith in a product or service, and how the company behind it let them down. Since we all know that bad news travels faster than good news, a company’s reputation can be hit pretty hard in a short space of time – especially with today’s far-reaching communication tools such as social media, blogs and so on. No organization is perfect. There’s a human component, which means (now and again) your company makes mistakes. And that’s OK. Because, as I see it, it’s not about the fact that your company, your representatives, your employees (hey – even you) have made a mistake. It’s a fact of life – we all screw-up now and again. What’s important is what happens next. Passengers need to be told why there’s a delay, and what’s being done about it. If there’s a hiccup in production …

fountain pen

Taking The Initiative

Gee Ranasinha Business, Communications, Customer Service

Here’s an old joke for you. An employee is having an annual salary review discussion with his boss. Unfortunately, the boss is not so pleased with the employee’s performance over the past twelve months. ” I was hoping for better things from you,” the boss explains. “What, exactly, should I have been doing?” answers the employee. “I would have hoped that you would have shown more initiative,” answers the boss. “Well,” replies the employee, “I would have – if only you had told me.” I was talking to senior executive from a local advertising agency this week, and was asking him about what his company was doing about educating clients about the changes in marketing and advertising – social media, content strategy and so on. His answer was that the company has been doing nothing – since his clients haven’t been asking him for that sort of information. Many organizations prefer to be reactive rather than proactive. Let someone else blaze the trail and get the bumps and bruises. Wait until your customers ask for something before putting things in place in order to provide it to them. But just because your customers aren’t asking you about something, doesn’t mean …

hiring the right marketing resource

The Right Person For The Job

Gee Ranasinha Advertising, Communications, Customer Service, Marketing, Presentations, Social Media, Website

We often get inquiries from business owners or marketing people looking for help with a very specific issue. Perhaps they’re looking for someone to set-up and manage their PPC campaigns. Maybe they need a brochure redesigned, the writing and distribution of a press release, or help with their social media efforts. But let’s back up a touch. Each one of the above a very separate disciplines. Broadly-speaking, someone who’s an expert in pay-per-click advertising isn’t going to be able to design a brochure. At least, they won’t be able to do it as well as a someone who specializes in design. This is where things get a little foggy. All of the above job titles could come under the umbrella of ‘marketing’, but they don’t have to. All advertising, for example, is marketing. However all marketing isn’t advertising. Advertising, design, PR, and marketing are very different disciplines. However, far too often the job descriptions are exchanged and intermixed. Someone who’s great at web design, may not be so hot on allied competences such as SEO, CRO, or copywriting. Yes, they can design a kick-ass website for you. But when it comes to how well the site is seen on search …