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All Things Social

Mike Pascucci

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In the current state of the economy, it is no longer about simply reaching out to your audience and hoping that they purchase your product - keeping your fingers crossed that they will become a "fan" of you. It is now about creating, building and extending relationships with your audience. Whether they are direct consumers, partners or employees - it does not make a difference. Your company is at the center of all of these relationships. Businesses need to understand the importance of these relationships and how the "little things" can make a big difference.

Note: I am married and have always been told that it is the little things that make a big difference, and I am still trying to grasp this concept

Case-in-point - FourSquare

If you are not familiar with FourSquare, it is a location-based application for your phone where you can "log-in" to places that you visit. You can "friend" other people and you can also gain badges for certain activities - visiting and logging in to 5 different Starbucks for example will get you a Starbucks badge - but more on that later. You can also become what they call the "Mayor" of these locations, meaning that you have visited that specific area and have logged in more than anyone else. There is definitely a gaming component to FourSquare as you can try to gather as many badges as possible, and take the Mayor-ship from others who you may, or may not, know - which makes it a lot of fun.

Now there are other things to think about when leveraging Foursquare, including who you friend and where you post your status updates, but that is not what this post is about, it is about how a Business can create, build and extend the relationships with its audience and embrace new ways to communicate.

When I got into work a month or so ago, I opened Twitter up to see what was going on. After about 10 minutes, I saw this post from a former colleague, good friend, and Social Media (insert descriptive here, guru, all-star......) Aaron Strout (@aaronstrout):

local @Starbucks celebrated wife, @MelanieStrout's @FourSquare mayorship w/ this sign & free gift bag. Nice! http://tweetphoto.com/17496680

Now can you imagine walking into your local Starbucks, and seeing that sign? Also, it was one thing for them to create the sign and to have their employees sign the banner, but it was another thing to put together a Gift Bag for her - likely related to her favorite drink, like one of those insulated plastic cups that they have (just a guess here).

By the way, added benefits of their gesture - a Twitter post that easily reached tens of thousands of people instantly, and also encouraged this blog post.

Starbucks is a great example of a business that is embracing Social Media, between their FourSquare presence/partnership and the My Starbucks Idea that they have launched and continue to monitor, they are building their relationships and creating customers for life.

Have you seen other examples of this, and if you have, how has it changed your perception? 

Mike Pascucci provides insight on all things associated with social media and online community management. Based on his experiences, he'll share past, current and potential future best practices concerning implementations and strategies.

Mike Pascucci

Mike Pascucci's current position at Ektron - a flexible, scalable, WCM solution provider - provides him the opportunity to discuss and develop Social strategies for corporations that either have failed in the past, or are afraid of failing in their new initiatives. Whether it includes an Enterprise Social Strategy or one that is External, leveraging the likes of Twitter and/or Facebook, Mike can help you navigate the waters. He has been part of the "Social Software" revolution for over 10 years, including 5+ years at eBay where he held numerous Community roles - Manager, Product Manager, and International Consultant.

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