Storm Tussey Just a few thoughts

This FABULOUS collection consists of twelve ring designs which are made from textured white paper. It’s a collaboration between Tithi Kutchamuch and Nutre Arayavanish.

The entire range of fold-out paper jewelry consists of:

January – Carnation
February – Violet
March – Jonquil
April – Daisy
May – Hawthorn
June – Rose
July – Tulip
August – Poppy
September – Morning Glory
October – Cosmos
November – Chrysanthemum
December – Orchid

Buy it here: http://www.tithi.info

If you have been thinking about dipping your toes in Twitter. STOP!

Take a deep breath, stand tall, and do a cannonball into the Twitterverse. All your friends are just waiting for you.

For years, customers have been sending questions and suggestions to your company but have never been as engaged as they are now. Now, your customers can get real time replies to their questions. They can feel as though their voice is heard, which makes them Champion your brand as a reliable resource of information rather then a big shapeless, faceless, cold corporation.

Don’t be discouraged if you start hearing negative things. It’s great that you are. It offers an opportunity for you to deal with pent-up anger, complaints, and frustrations, which in the past could have cost you a customer. But now, you have an opportunity to respond with honest problem-solving efforts (hopefully) and will lead to a more balanced relationship. In fact, if you-the brand- have a question for your customers, YOU can initiate the conversation with very little cost.

Some of the best responses have come from these BIG guys:
•    http://twitter.com/ford
•    http://twitter.com/wholefoods
•    http://twitter.com/jetblue
•    http://twitter.com/BofA_help
•    http://twitter.com/starbucks

By embracing your customers, you improve their experience, which can lead to increase in purchasing, loyalty, and recommendations.  So, quit sitting on the sideline and thinking about Tweeting.

Stand Up, Take a deep breath and make a big splash.

Word of Mouth Marketing is something that can’t easily be tracked but is something that every brand wants.   The reason Word of Mouth Marketing is so important is because it encourages people to try your product. The “friends, acquaintances, co-workers, and online communities” take the advice to heart because they trust them. They know if their friend recommends the product that they will be more likely to enjoy the product.  So, you need to ask the question, “How can I earn their trust?”

According to a recent Mintel study cited by eMarketer, people who recommended a product did so because of Price, Quality and Convenience. In the current economic market, it’s not shocking that people are recommending based on price. Everyone is looking for a bargain and women (in general) love to share a good deal. However, it’s only a good deal if we like the quality. If it falls apart and we paid $5 for the item, it’s not a great deal. If we pay $5 for it and we get tons of use out of it, then it’s a deal.

No company wants to compete on price alone because it is a slippery slope.  So let’s look at Price’s alter ego Value.  Value is something everyone is using as a “sell” at the moment. So, the question becomes, “How do we increase benefit without decreasing price?”

The answer can only be found by taking a good hard look at your company. What would your consumers consider added value to your product? Can you be consistent with your added value? Could that value eventually help you gain marketshare?  Increase prices?

Focusing on Value and Customer Satisfaction can change everything, if you’re ready to think outside the proverbial box. Are you ready to earn their trust?

As many know, I have really enjoyed the advertising efforts of Burger King lately. My favorite was the Burn Your Friends app they did for Facebook. For those unaware of the application, if you gave up 5 of your friends, Burger King would give you a Free Whopper. It was an amazing and unique way to utilize facebook apps, I was very disappointed when Facebook said it violated their rules. Boo Facebook!

Anyhow, Burger King is now testing mobile applications in New York. If it goes national, Burger King could go from being the #2 Burger joint to #1 by helping their consumers avoid long waits and talking to the consumer in a way they feel is most convienent. See more details here: http://www.mobilemarketer.com/cms/news/commerce/3466.html.

Kudos to Burger King. Keep the innovation coming.

I have recently become  a BIG fan of Late Night with Jimmy Fallon, partially because The Roots are the house band.  Recently, Jimmy Fallon did a slow jam about health care reform. It’s hilarious and relevant. If you missed it, check it out below. If you saw it, Watch it again.

Healthcare Reform Slow Jam

Thanks to globalization and outsourcing – the playing field is leveled and quality is less of a competitive advantage then it has been in the past. So, decisions these days are made by relying on trusted friends, colleagues or family members. According to a recent article, BigResearch surveys a panel of 15,000 people a few times a year, and panelists say that word of mouth is their chief influencer when it comes to purchase decisions. Word of mouth eclipses all forms of advertising and traditional PR. Research from RoperASW shows how word of mouth tops advertising for all sorts of purchase decisions and research by Satmetrix and Fred Reichheld among airlines, car-rental firms and internet service providers found that the companies with the highest number of advocates had the best revenue growth.

Therefore Evangelists are your best sales people. Companies should try to make sure all consumers and employees become evangelists. Some tips on creating Evangelism are below:

1. Think Cuban: Mark Cuban that is. He conducts mini-surveys with nearly every fan he meets, asking how to improve the fan experience. He also survey’s his employees quarterly to get their take on what the fans want and how to improve their experiences with the fan and the company.

2. Think Napster: The original Napster (before it became illegal), the file-sharing service taught us that when people share something of value, it can spread quickly from person to person,network to network.Why wouldn’t a company leverage their biggest asset. Take account that your employees may know more then they are using in their job and see what they would like to add to the company.

3. Buzzing: More then Facebook and IPhone: Keep employee evangelists talking by providing them tools, programs and features to demonstrate their passion. Allow them set numbers a month to spend on something they LOVE that in the long run can benefit the company. Timberland, Google and Cliff Bar do this and their turn over rate is almost non-existant. If an employee is excited about something new- its a good chance your clients will be excited as well.

4. It’s more then a job. It’s a community: Provide a chance for all your employees to be more then a “title” or a “cog” in the system. Host informal dinners for staff and customers. Employees, Current customers and key prospects are invited to dine on the companies tab and meet one another. No boring PowerPoint presentations here, just customers talking about their challenges and their unfiltered experiences of being a brand. Prospects are sold on the company by other customers. Employees help establish better relationships with the clients. Clients feel like they are being heard and deriving value from general information that your staff can provide them. Think Open Forum, Town Hall about whatever it is that your company is an expert in.

5. Sometimes just sell the cookie- not everyone needs a package: In this time of economic downfall, there is something to be said for bite-size options. Bite-size chunks of products and services reduce risk, improve sales cycles and offer upfront value.Even if someone doesn’t buy a lot- favorable word of mouth will spread. This also offers employees a chance to work on lots of different projects so they are less likely to get bored… which means a happier work environment.

6. Cause? Where is your heart?: Companies that strive for a higher purpose-like supporting “freedom,” as Harley-Davidson,Southwest and Ben and Jerry’s do-often find that customers, vendors, suppliers and employees naturally root for their success. Employee evangelists crave emotional connection and validation; a well-defined cause generates emotional commitment. When your brand, product or service aspires to change the world, altruism and capitalism converge.The downfall: if you don’t walk the walk- your employees or customers may.

7. In good times and bad. Give your employees meaningful, authentic reasons to work harder for you; the investment will be repaid by their personal connections. Give your consumers some added value- hold industry updates meetings so they stay in the know and know you are above the curve. Everyone likes to feel like an “insider”- help them and they will help you.

In Sum, Evangelists provide the following for companies:

• They passionately recommend a company to friends, neighbors and colleagues.
• They publicly profess a belief in the company and its people..
• They provide unsolicited praise or suggestions of improvement.
• They forgive occasional subpar interactions or slips in customer service.
• They do not want to be bought; they extol your virtues freely.
• They feel part of something bigger than themselves.

The biggest question is, Can companies make more employees evangelists?

The most valuable asset in business today is the customer relationship. People do business with People. So, building relationships with people rather then “consumers” should be your goal- focus on mutual respect, TRUST and ongoing dialog.

Thanks to the World Wide Web (for those who forget what www actually means) building customer relationships is easier, faster and more affordable then ever. Utilizing social media tools like blogs, pod casts, message boards, online videos and social networks. Give your “people” a voice and then encourage and engage them.

Now, don’t go out willy-nilly and think you should follow the latest trend not everyone needs a Facebook page or a You Tube account. Do your due diligence and spend some time in the social media world and get familiar with its norms and behaviors. Ask some questions; dip your toe in before jumping into that pool. Focus on your “people” not the technology. Who they are, how they interact with your brand, what do they get from you?

Once you lose the conceit and realize that knowing the “people” is the most important thing, you should sparingly choose your social media. One or Two will do, no one likes someone that wants to talk about themselves all the time.

Let’s breakdown the options into digestible pieces:

Blogs: According to a 2008 McCann study, 184 million people world-wide have started a blog, 26 million in the U.S and there are 346 million people in the world who actually read them with a whopping 63 million readers in the U.S. alone. Blogs are basically the newest version of a Newsletter or community newspaper. They are typically authored by an individual or group and updated periodically with posts that are in reverse-chronological order.

For businesses, especially small ones, the blogosphere is an excellent opportunity to showcase your company, connect with your “people”, drive them to your website and influence decision making. Starting your own blog is easy. Free or inexpensive online blogging tools like blogger.com or typepad.com make it so. Post about your latest product or adventure, show pictures, and encourage your “people” to do the same. The most important part is to be AUTHENTIC, be honest, mom always said there could only be one of you- let it shine thru. My guess is your mom never gave you bad advice.

Message Boards, also referred to as forums, are the grandpappy of all social media. 28% of online consumers participate in forums and message boards. Message boards are generally focused on one particular topic like cute kitty cats or the latest upgrades to a favorite fruit device. Webmasters and online participants heavily moderate message boards so most off subject topics are usually deleted quickly. It’s these strict rules that make message boards useful, you can ask questions and get topical answers. Sites like Epinions.com aggregate message boards and user feedback under various topics making various topics like knitting and dog sledding super easy to find.

Video Sharing or what I like to call “You gotta see this” You Tube is another option for social media. According to the Online Publishers Association, 24 % of Internet users access online video at least once a week, and 46% watch at least once a month. By creating your own business channel, you can post videos of your outdoor adventures, gear demonstrations or office hi-jinx’s. Your “people” look for expertise from you, why don’t you share with them online?

Podcasts are the red headed stepchild of social media (and I can say that as a true redhead). It’s free form content in an audio file that can be subscribed to via RSS feeds , just like a blog, and then downloaded to a computer or portable music player (there are more options then ipods). Though podcasts are treated unfairly, they can be just as effective as any other social media tool. Podcasters are always looking for content for their shows, you have content that you want to share and a partnership is made. Check out directories like podcastalley.com or itunes for related podcasts to your business. Get to know what the podcasters like to discuss and then offer yourself as an expert source on your category, easier then making a peanut butter and banana sandwich.

Social Networks are the hot topic of the moment. Well before the world wide web, social networks existed. I’m sure someone’s parents were in the Jaycee’s or the Moose Club. They are simply a group of individuals tied to one another by some type of relationship-perhaps activities, values, friendship, kinship or goals. The internet made it easier for people to find like minded folks, so now no matter what your interest, you can find an online group that shares your passion- Trekkis unite!. ComScore says that the use of social networks worldwide has grown 38% in the past year.

Facebook and Myspace are like the popular kids in school and everyone wants a chance to be associated with them. But, honestly, they may not be the most relevant to your “people”. The power of social networks lies in the communities’ ability to connect and share. Often smaller, niche networks are just as valuable. Sites like gotakeahike.com and wetsands.com cater specifically to a sport enthusiast. Some brands have created their own social network like Nike. Check out their site at nikeplus.com, which brings runners online. Be Cautious with your social networks because often when it becomes mainstream, the users are starting to head somewhere new. MySpace is yesterday’s news, sorry guys.

Now your ready to take on social media remember the following tips:
- Don’t fake it. NO spin.
- Be Casper. Be Transparent. People want to connect with the people behind the brands.
- Listen to the judge…”Tell the truth, the whole truth and nothing but the truth.”
- Have Thick Skin- not everyone will love you. Learn from it.
- If you don’t know- be honest. People don’t like it when you lie.
- RESPECT everyone- the world is getting smaller; you never know when something small will have a big effect.
- Contribute- add value, help others, and share your expertise. We are a global community and you get out what you put in.