Archive for the 'Social Media' Category

Apr 22 2009

Can You Hear Me Now?

Published by under KickApps,Social Media

I wrote this post for the KickApps blog.

TechCrunch’s Mobile Crunch blog reported yesterday that Verizon Wireless is now accepting user reviews and ratings of products in their catalog. The author of the post and many of the readers that left comments seem to think this is a bad move on Verizon’s part.

I concede that it may seem strange for Verizon to be opening themselves up for potential abuse, but I see this as not just a brave move but more importantly, an extremely smart one. By doing this, Verizon goes from being just a transactional vendor to providing something that’s potentially really valuable to customers during the buying process. This translates to trust.

Most people have a love-hate relationship with mobile phone service providers (don’t we all feel like we’re constantly being screwed over by them), and this is a great way of saying to potential customers:

“We want to provide you with really helpful information about which one of our products best meet your needs and what better way of doing this than hearing it from people like yourselves rather than us.”

Just as powerful though is that Verizon gets immediate feedback and insight into what customers and prospective customers think of their products. They hear first hand what features they like and want, and dislike and don’t want. Point is, if you listen to what your customers want, you’ll always have a hit. This is exactly what the guys from Threadless have built a thriving business on. Fact is, in today’s world of the social web, any company that doesn’t care to listen to customers will find themselves looking like this in short order:

I know what you brand and media people are saying right now, “I can’t have an unruly mob take over my website and brand!” Fair point. But, there’s nothing wrong with curation, in fact, I’d argue that it’s crucial to the customer experience.

As a consumer, I want reviews that truly help me make a purchasing decision, that inform me about the pros & cons of whether a product will meet my needs. That’s true value. Having to read abuse for the sake of it is not.

Establishing the guidelines for delivering that value is crucial for any brand or web publisher, call it community rules if you’d like (CafeMom and Flickr do great jobs of this). Consumers won’t begrudge you for wanting to make sure that they get real value out of this feature. Someone saying that this particular model’s “battery life is horrible and won’t be good for travelers” is valuable, whereas, “Motorola phones suck!” isn’t. But, you have to be honest and transparent about this. Again, think real value not just fluffy reviews that blow a lot of sunshine.

Here are some things to keep in mind:

  1. User-generated product reviews help establish better relationships with customers that emanate from trust and value
  2. How are you providing more value to customers and prospective customers?
  3. Set the rules of engagement, but be honest and transparent about it. Establish what the feature is for and what is acceptable and what isn’t. Use clear and straight forward language that’s easy to understand
  4. Listen! Listen! Listen! To what your customers are prospects are saying and you’ll always have a hit product

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Jul 02 2008

Future of Social Media – No Longer a Destination

Published by under Social Media

Coming out of last week’s panel on the future of social media at the Digital Media Conference 2008, I’ve been thinking more about the discussion we had and the questions from the audience.

One idea I’ve been thinking more about is that social media is as much a feature on any websites, or at least will be soon, as it is a destination. By destination I mean social networks (e.g. Facebook, MySpace and Linkedin), blogs and media sharing sites (e.g. YouTube and Flickr), etc.

The premise is that any website’s owner cares a lot about increasing the number of people who come to the website and spend more time on it. This translates into more pageviews, which equals more advertising inventory.

The fact is that the social web has broken through. People like it. They use it to interact with each other, discover new things and make new friends. What this means on a website is more engagement. In the past media has been largely a one way deal. Call it a monologue if you will. With social media we have the ability for a multilogue–a multitude of different conversations going in different directions. This means greater volume (pageviews), greater involvement with your website (people care enough to interact in your environment) and greater brand affinity and (a degree) of loyalty for those who are repetitively active.

The technology exists today to very easily and cost effectively add these features to your website. It’s a commodity. I think this is a good thing–clearly, since I work at KickApps.

So, fact #1 of the Future of Social Media = it’s no longer just a destination.

Come to think of it, maybe that’s not the future as much as it’s the present.

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