I’m currently reading Josh Bernoff and Ted Schadler’s book “Empowered.” In my opinion this is a must read for any manager or business exec who is not sure how the social media groundswell can either hurt or help their business. In the book Bernoff and Schadler describe the changes in doing business in the social media era. It goes deeper than building brand loyalty by luring loyalists with text message coupons or early sales announcements. It speaks to the need for companies to empower their employees to solve the problems of the empowered consumer regardless of their job function. No longer can the empowered consumer be put off until Monday to speak with a supervisor who can help them when they feel they have been wronged. Today’s consumer can and will take to the social-sphere and trash a company with poor customer service, yet if you react in time and the person monitoring social media has the power to solve the customer’s problem, those same consumers will become the greatest promoters. Empowered employees are the best way to satisfy empowered consumers! Wise thoughts from a writing team who really gets it!
Tag Archives: technographics
A lot of time is spent in conference rooms trying to figure out how to capture our attention. We are usually college educated yet family minded. We work in and out of the home and always get things done in spectacular fashion. Trendsetters yes! leaders of the mom pack, yes and no. The truth is we lead in our element. So how do you engage us? Well I can tell you it is not easy. Our time is precious and almost every minute is accounted for with work, home, school schedules and extracurricular activities. Did I also mention we have our own interest book clubs, professional associations and online groups? It’s a full day and week, so how do we manage it? We cut out the BS! Pardon my French but we have no time to be pitched or wooed. All that we want are the quick solutions to our problems and we usually rely on the advice of a trusted few moms who know us, know what we like and the kind of lives we strive to make for our families.
So how do you get our attention? Make our lives easier. We don’t want to keep up with the Jones’ we are the Jones’. As with all things, there is more than one type of Alpha Mom. I am the techy Alpha Mom. I wanted an iPhone because I saw how it simplified my gadget life. I went from five devices to one. No longer did I need a cell phone, iPod, calendar, laptop and address book all in my purse. I have everything I needed in one device that allows me to schedule the family, keep up with work, workout at the gym and send Christmas cards. I can even keep up with my stepchildren with text messaging while scheduling their flights to visit us. This brilliant invention even amuses my children in the waiting room at the pediatricians.
Looking for how your product will take the pain out of all the things that we need to get done in a day is only part of it, but it’s a great beginning. Keeping it simple and get it into the hands of the technology mom, or the baking mom, or the crafty mom, or the fashion chic mom is another key component. It’s like finding the right apps for your device. As the techy Alpha Mom, I am able to explain to another Alpha Mom why your product is great just by using it. When another mom sees my child calmed by the pain of a shot while watching Dora the Explorer, she’s sold. If my app buzz’s and I send my husband a text to pick up his prescriptions all while watching the 4 year-olds practice their dance to “rubber ducky,” she’s all but put it on her Christmas list. When I snap a little video while they practice, upload and share with family, if she can she’s stopping at the AT&T store on the way home.
So I probably, haven’t told you anything you don’t know already. We are not that hard to understand, but we know each other best and the real way to get our attention is to understand the roles of Alpha Moms. That’s why the crafty Alpha mom, who I know is laughing as she reads this, calls me to set up her 13 year old’s Facebook account. We don’t do it all ourselves, in our world “There’s a Mom for that!”
Multicultural marketing in social media is an area that is often left unattended. Let’s face it while some larger U.S companies, such as Proctor and Gamble and Target, have poured resources into their marketing budgets for multicultural marketing, very few of those dollars are aimed at social media and multimedia projects for online audiences. There are several reasons to site; lack of available resources, limited expertise and inability to measure the effectiveness of such specifically targeted social media campaigns. South American company, SocialMetrix, has cornered the market on measuring multicultural social media engagement. Its software, Echo, monitors sites using complex language algorithms that are well versed in Spanish, English and Portuguese colloquialisms. This allows the software to give accurate feedback from consumers who interact with brands in any of the three languages even sarcastically. You don’t need me to tell you this is huge! Now you can gauge how people feel about your product and company when they are in a space where they may use the comfort of a first language to interact with their friends.
Multicultural activity in social media online is a dominating force in social media networks. CapturaGroup published a study in 2009 discussing the growing health and activity in social media by ethnic populations. The SocialMetrix Echo software could be a game changer in your company’s multicultural social media marketing.
Do you know your technographic profile? Are you a conversationalist or just a joiner? I’m a contributor, conversationalist and a joiner which is a normal assessment for an “Alpha Mom.” Studying the profiles of groups you are targeting will help you build interactive marketing plans that are more effective. Wanna learn more? Let’s talk about it! http://www.forrester.com/groundswell/book.html