A few years ago, I was doing a presentation to a conference on digital signage and my first question was "Where does create a better experience fall" on your list of reasons for doing something? It's the same thing with SM. Are you creating SM programs because it's the hip, cool, flavor of the month or are you really trying to create a better experience for your guests?
As I hear the conversations around about what companies are doing with SM. And it's why people are asking the wrong questions and trying to figure out how to measure the ROI of SM campaigns. If you're really focused on your guests, that's the ROI. You can see the companies who are genuinely & authentically doing everything because it's the right thing to do for their guests. It's a company like L.L. Bean. When you check on their guarantee on their web site, you don't get a lot of fine print, you get:
Our products are guaranteed to give 100% satisfaction in every way. Return anything purchased at any time if it proves otherwise. We do not want you to have anything from L.L. Bean that is not completely satisfactory.
They go on to say that L.L. Bean had a notice on his wall that read I do not consider a sale complete until goods are worn out and customer still satisfied.
Zappos says If, for any reason, you are unsatisfied with your purchase, you may return it in its original condition within 365 days for a refund. We'll even pay for return shipping!
See, that's the thing about companies and business today. Consumers can really find out the truth about you and what you're doing. And they have no problem sharing that information in real time and even from your location. I've twittered from stores when I've been having a bad experience and I am far from the only person doing that.
Social media is all about relationships and caring and being friends. If you have a 9 page return policy, that's not really about a relationships, is it? Do you market about how you care for people while making sure your employees only work 37 hour shifts so they don't qualify for benefits? Not really a company that cares for people, are you?
People love to point to a company like Zappos and say they're a great because they use social media. Not really true. Zappos is a great company that uses social media. 50 years ago, they would've used the phone or direct mail, but they still would've been a great company.
So, make sure you're asking the right questions. Make sure that you're creating authentic experiences. Make sure that you're treating your employees as well as you want to be treated. That's what the two Sam's from my article below -- Sam Malone and Sam Drucker -- would do.
Who doesn't like to go to a store or restaurant where "everyone knows your name." In fact, how many times have you paid more for something or driven further to get it, just because a particular place gives you better service because that store "invaded your privacy." Don't you consider this a positive experience in the offline world? In fact, we get such a warm feeling from the invasion of privacy, that we usually make sure that we take our friends there, just so they can be impressed when the bartender or store clerk knows our name!
See, I think we're dealing with the wrong question. While we certainly need to protect privacy online, I think that we should be focusing our efforts on how can we bring a value to the consumer that translates into a better online experience? What will make the consumer feel as though everyone just called their name when they walked in? How can we create an experience where the owner comes out to greet each visitor and thanks them for being there, while pointing out that they know what the consumer likes?
Right now, we all know that the focus of gathering information from the consumer online is for our value, not theirs. Sure, we pretend it's for them, but everyone knows better. Is it really a consumer value proposition that we can give them targeted ads? Is getting unsolicited e-mails about products that are similar to something they've purchased a value proposition for the consumer? No, of course not. It's a value proposition for us. If you look at how we generate revenue online, how much of it comes from the gathering, use and sale of consumer information?
The consumer knows that they're not getting anything of value for the information we ask of them. They know that right now, we're the only ones who really benefit from the knowledge we gather. Don't you think my wife and I would have stopped going to that little Italian restaurant if the information that he gathered from us was for his sole benefit? If we had walked into a restaurant around the corner and found that he had sold our information to other restaurants, how would we have felt? The reason we didn't mind telling him what we liked and disliked was because it always gave us a better meal and a better experience. And that, in turn, created value for him as an owner.
I think that's what the consumer wants from their online experiences as well. They want to see value from the information they give up. They want to know that if they give us something, they'll get something back. They want a place "where everyone knows your name." We need to create that place and do it pretty quickly.
There are two ways for us to create a value for the consumer. I guess the simplest way would be to cut the consumer in on the value of the information they give to us. Giving them great strike prices on stock would certainly entice the consumers to share themselves with us.
Of course, the better way would be to figure out how to put Sam Malone or Sam Drucker into every web site. To make sure that the consumer is the one who benefits from the giving of information, not us. Our benefit should come from the experiences that we create for the consumer, not from a quick sale of their information.
Consumers all want their experiences to be authentic and that's why my wife & I liked our Italian restaurant. And that's why we wouldn't want to walk into another restaurant that had received information from ours and acted like we were old friends. It would not be an authentic experience! And neither is getting e-mails and ad-specific banners. We're all consumers ourselves, we should know better.
Now, we are the creative industry, so perhaps we could at least come up with some better terms! I mean, can't we make "data mining" at least sound warm and fuzzy? At least that would buy us some time while we wait to see whether or not either of the Sam's is available for our sites!