Tag: social media

Patagonia

FabrizioLeave a comment

Imagine approaching your team with the suggestion that this year, for Black Friday, you could dedicate your site’s home page to a message of social responsibility.

Imagine suggesting that the headline could stick to the version your team crafted after months of customer research, rather than make space for the latest look-at-me PR sensation.

Imagine recommending to continue with something that has been planned for months, rather than replacing it all with some shiny hack that will boost one of the vanity metrics.

They would look at you and think you are crazy.

Unless you work at Patagonia.

Windows

FabrizioLeave a comment

Recruitment is customer service.

For many employees, their first contact with your organisation is via your recruitment function. For most people, the only interaction with your organisation is with your recruitment function.

Both recruitment and customer service deal with a high volume of traffic that makes it difficult to identify what matters. And in both cases, this challenge often translates in poor service and missed opportunities.

The fact is, recruitment and customer service are windows through which people look inside the organisation. They might become employees or not, they might become customers or not. But for sure they will leave with a clear impression of what you stand for – an impression that will spread to the people with whom they will share the experience.

Recruitment and customer service are powerful tools for word-of-mouth.

It is worth investing in them with intention and strategy.

Negative impressions

FabrizioLeave a comment

Reporting on tens of different metrics give one of two impressions.

Impression #1 – You are shooting in the dark. Since you can’t agree on what success means, you are just tracking and reporting everything in the hope that some of the numbers will look good on your deck to the board.

Impression #2 – You are going to cheat. Many metrics mean infinite interpretations, and something tells me that the one you are going to deliver today is not a story of failure.

Next time you are preparing a report, make an effort to avoid both.

Follow or not

FabrizioLeave a comment

You can read that your product makes one out of three girls feel bad about themselves, and still comment that it is more likely for it to have positive effects (it’s one out of three, after all), or that the number is only a reflection of what happens in the world.

At the end of the day, the way you choose to interpret the world is up to you.

What is up to us all, though, is choosing if we are going to follow or not.

Fraud

FabrizioLeave a comment

Perhaps thinking that 88% of digital ad clicks are fraudulent is an exaggeration. And perhaps it is true that digital ads are so cheap that at the end of the day ad fraud is not a big issue.

But at some point, as marketers, we will have to acknowledge the big hallucination we are living through.

Influencers can buy fake followers by the truckload — roughly 20% of them are fake. Approximately 40% of Donald Trump’s followers are likely bots. Social media platforms are rife with cats and bots: Facebook admits to shutting down billions of fake accounts on its platform every year. Even app store installs are fake. Bots/click-farmers download 1 in 5 iOS apps. On the Android platform it’s 1 in 4.

Scott Galloway, here

Might this be one of the reasons why CMO tenure is at the lowest in more than a decade?

And when is the last time you have had a digital ad ignite your buying process?