Writer’s Note: Hundred Trees is a condominium development in Singapore. Hundred Trees is on Twitterand Facebook. Please note that I have personally seen @hundredtrees reply to tweets previously (if you don’t see any in their current timeline). Credit to @hundredtrees for being social when it mattered.
The importance of online branding is, without doubt, equally applicable for both businesses and individuals. With increased emphasis on branding through digital marketing efforts and social media engagement these days, the need for reputation management and preservation becomes critical. One wrong move or erratic online behavour may spell public relations disaster, brand damage or, worse, the loss of customer/community trust (trust creates loyalty). The following is a case study on Monster.com.sg (or perhaps an “authorised agent”) that highlights an online practice that is both unconventional and inappropriate on many counts.
Recently I was asked this question ‘Tell me why Wisma Atria should have a Twitter account’. Wisma Atria is a major mall on Orchard Road, Singapore that has pretty much reinvented itself with a facade change and cool-factor repositioning. A quick check shows that Wisma Atria is already on Twitter although I can’t be sure if that is indeed Wisma’s or a Twitter-squatter. Looks derelict to me (with 4 dubious followers) and 0 tweets.
This literature review was written as part of my final project for the BA (Hons) Marketing Management program I had attended. I personally thought it was a lot of fun getting this together, especially enjoyed the tons of reading. A lot of insights and new ideas were formed during the process of writing this. See if you enjoy it too. Do leave a comment if you don’t :)
You may wish to download the PDF for later viewing.
Update Dec 1 ’09: I received an overall Distinction grade for the Final Year Project, of which this Literature Review is a major component.
Facebook is a great place for small businesses and startups to stay in touch with their customers online. In fact, there are many other social media tools that can help SMEs get around the big revolution that is the social Web 2.0. Fika Cafe is a new food place, serving Swedish food in a quaint district of Singapore. Fika’s on Facebook too and the subject of my case study.
My favourite shoe folks, Zappos, (disclosure: never bought anything from them, but maybe that should change soon) has launched a no-brainer.
They’ve called it the Internet Vendor Mentor program. Rolled out by the Customer Loyalty team, they had vendor folks from Birkenstock and Munro over in Zappos to sit in with the employees who are actually selling their products. What better way to know how your sales are are being managed than to sit right in, butt-to-butt, with your salesperson!
Two major benefits of doing this:
1. For vendors: Other than being able to meet Zappos up close and providing guidance, the sessions allowed them to listen in to customers’ experience of buying their products online. The kind of questions they ask, the type or make of products they like. Any concerns that might. Very meaningful insights by really listening to your customers.
2. Zappos get to show off Zappos and what they stand for. I am sure the vendors go away knowing that their shoe-buying customers are in good hands and very well taken care of.
Absolutely Amazing Bonus: Listen closely, at 0:55, the Zappos customer consultant is giving directions to a Clarks store to a caller on the line! That is ZERO revenue and accidental COST incurred for Zappos! Can anyone else claim to such ‘shenanigans’?
I am sure all of these ‘live’ Zappos customer service goodness are rubbing off on these vendors. I had earlier posted on Zappos’ culture, watch the video if you are still unconvinced that this is the best company to work for :)
Still unconvinced? Read actual CEO’s email to employees (on acquisition by Amazon), can’t get any more open and transparent than this.
I love companies with an overtly human side. Zappos is one. Any business has its core 2 important elements: employees AND customers. Zappos has plenty of both. And very happy ones. I hope they stay this way now that they’ve grown up a little.
I’m beginning to see where I can go with this blog and where my convictions lie in the face of social media engulfing the world. Quite simply: Your audience and your customers.
Let’s chat more later and now for that Zappos video. I’ll sell my soul to this company.
A slides primer on Social Media below for those still grappling with its enormity (ie. Bosses). I like this for its simplicity AND for the cold hard facts and stats on social media. VERY important for any business decision making. Especially crucial when you need to convince your dino-boss on this thing called Social Media. And don’t ever forget to remind your boss when he “gets it”: its always a two-way thing.
Maybe social “media” is a misnomer; it should indeed be “social conversations”. Much prefer that actually.
Recently I was asked this question ‘Tell me why Wisma Atria should have a Twitter account’.