Summary of 3 Videos From HootSuite University Lectures Series:
The three videos I chose to watch from the Hootsuite University Lecture series were:
- “Be Local Everywhere – Grow Your Online Community Globally” with Dave Olson.
- “5 Decisions that Drive Customer Loyalty” with Jeanne Bliss
- “Where Context Meets Content” with Gary Vaynerchuk
Be Local Everywhere – is a great place to start when you are trying to learn and understand the importance of connecting with your potential audience on a Global scale. Here are some excellent tips to follow as you attempt to make those connections.
- Always start with listening – you want to find as many mentions of you or your company as possible – including all misspellings or other possible references
- Look for who the influencers or animators of those conversations are and connect with them by identifying who you are in relation to the conversation
- Before you ask for anything it is important to start by giving something that is helpful or is something of value that contributes to the conversation
- Always be respectful
- Geo target your audience to ensure that you are going to be relevant to them
- Be aware of the Time Zones, Cultural Differences and any other Social Differences that could affect how you and your message is perceived
Our customers are no longer anonymous today. If you take the time, you can find out everything you need to know to about your customer in order to better serve them which ultimately will better serve you and your business.
5 Decisions That Drive Customer Loyalty – teaches us or should I say “reminds us” of what it truly means to be authentic. When 22% of buyers today are influenced by traditional advertising and 78% from Social Media, this boils down to “How They Felt”. Following these 5 tips will help you and your Business deliver your message authentically and build life time customer relationships by connecting with the emotionally.
- Believe – in your customer first and they will believe in you. Start your relationship with trusting the fact that your customer is on your side as opposed to you convincing them why they should believe you.
- Clarity – we are all in business to make money but why are we in the businesses that we are in. There is a higher purpose or reason behind why we choose our particular business and when you can clearly convey this sentiment to your customer you can truly make an authentic connection.
- Real – By being real or genuine and dropping your attempts to be slick or everything to everyone you will yield your true customers. You are not going to have everyone as a customer… ever. It is better to identify who your real customers are and serve them better.
- Be there – You have to be committed to your responsibility of servicing your customers. On Social Media platforms today, it is imperative to be timely with customers trying to connect with you. You aren’t always going to be able to solve their problem on the spot but the quicker you can acknowledge their attempt to connect with you shows them that you are there and are listening.
- Saying your sorry – Truly apologize when there has been a problem. Do so with humility and remorse. People can tell when you are not sincere. Solve the problem and thank your customer for pointing out this issue.
A couple of other interesting take a ways from this lecture were to hire “memory makers” and not necessarily the most skilled or highest educated employees. People truly connect with other people and not systems or procedures. Put yourself through your company’s process first so you know exactly what your customer is seeing first hand. And finally, get rid of all the things that just don’t work anymore or that don’t make sense.
Where Context meets Content – This video lecture echoes human kinds history of communicating through storytelling and how it translates into today’s role in Social Media. We are witnessing the end of Traditional Media’s strangle hold it had on all of us in one-way conversations from advertisers to consumers. Today’s marketplace revolves around a two-way conversation between advertiser and consumer and Gary’s analogy of “the deer having shotguns” sums this point up the best. What is important to understand now is that each and every different Social Media Platform calls for a unique approach to the kinds of actions we take there. What you do and say on Facebook would not be what you would do on Linkedin for example.
Understanding how your customers use each of these platforms and adopting an appropriate delivery for your message to them on each platform is vital. The truth is that Social Media is still a relatively new medium of communication (about 10 years) but communication from one person to another has not changed. Word of mouth marketing has historically been the best way grow your business over the centuries. It is as true today with the only difference being that your reach which may have only been a neighbourhood or city just a few short years ago has now become the entire planet if you so choose.
I hope you have found these short summaries useful and are now ready to take on a new approach to interacting with your audience and communities on all the various Social Media Platforms that best suit you. Practicing these simple techniques will undoubtedly set you apart from your competition and become easier to do as you grow your Social Media Presence.
If there is something I have missed that you would like to add, please feel free to comment below.
Jeanne Bliss. 5 Decisions that Drive Extreme Customer Loyalty . Hootsuite University Lecture Videos. Web. May 2012. 28/10/2013
Gary Vaynerchuk. Where Context Meets Content. Hootsuite University Lecture Videos. Web. November 2012. 28/10/2013
Dave Olson. Be Local Everywhere: Growing Your Online Community. Hootsuite University Lecture Videos. Web. July 2012. 28/10/2013