LinkedIn fjerner produkt og service funktionerne på firmasider.

LinkedIn har meddelt at  de pr. 14/4 2014  fjerner produkt- og service siderne fra firmasider, fordi de mener at kunne skabe større værdi for virksomheder ved at fokusere på andre områder.

Hvad betyder det så for dig, der har en firmaside?

Fra nu og indtil 14/4 kan du ikke indsætte nye produkter og services, men du kan godt rette i den information, som du allerede har stående.

Og hvad så, når de fjerner siderne – hvor skal du så markedsføre dine produkter og serviceydelser? LinkedIn foreslår to alternativer:

  • at skrive opdateringer på firmasiden (Company updates)
  • at benytte sig af de såkaldte Showcase pages

Opdateringer på firmasiden

Der er flere gode grunde til at bruge firmaopdateringerne til præsentation af dine produkter eller serviceydelser:

Dem, der følger firmasiden, kan se opdateringerne i deres “newsfeeds” uanset om de tilgår fra computer, tablet eller mobil. Og når følgerne liker, kommenterer og deler dit indhold, så bliver buskabet spredt til deres netværk, så det spredes hurtigt.

I firmaopdateringer kan du dele spændende visuelt indhold, fx fotos og videoer og du kan guide følgerne til tilpassede landing pages, som er skræddersyet til indholdet, frem for “almindelige sider” på din hjemmeside.

At opdateringerne sker løbende gør, at du kan dele nyheder om fx aktuelle tilbud, arrangementer m.m.

Showcase Pages

Der er også flere gode grunde til at bruge Showcase sider til information om produkter og serviceydelser:

Showcase sider er netop tiltænkt præsentation af produkter, brands osv.

Du kan opbygge et community omkring en showcase side, og kan dervedopnå et stort engagement omkring produkter/brands. På showcase sider skal du samle følgere ligesom på en firmaside, og du har derfor mulighed for at nå bredere ud end hvis du blot har en firmaside.

Følgere på Showcase sider forventer at få opdateringer om de pågældende produkter/brands. Samtidig fungerer showcase opdateringer ligesom firma opdateringer, så du får samme fordele, som beskrevet om firma opdateringer ovenfor.

Showcase sider kan af LinkedIn medlemmer findes både via søgning og på din firmaside.

Jeg anbefaler ikke at vente til den 14/4 med at oprette eventuelle showcase  sider. Se at få det gjort nu – specielt, hvis du ikke har en back up af de produkt tekster der er på firmasiden nu og du gerne vil bruge dem.

Bureauet skifter navn…

I april 2005 startede jeg Camilla Jacobs Marketing. Siden da har firmaet hjulpet en lang række danske og internationale virksomheder med at skabe værdi og vækst ved hjælp af kreative og gennemarbejdede marketing-løsninger.

De senere år er fokus skiftet, således at de mere traditionelle reklamebureau-opgaver er blevet afløst af flere og flere digitale opgaver indenfor web, e-mail marketing og sociale medier, og i dag arbejder firmaet primært med digital kommunikation. Nogle opgaver løses in-house, mens firmaets faste samarbejdspartnere løser andre.

For at synliggøre skiftet og “de nye tider”, har vi valgt at ændre firmaets navn og profil.

imagital

imagital

De digitale opgaver

Det er en spændende proces at hjælpe virksomheder enten ind i den digitale verden eller videre i den. Nogle kunder har allerede igangsat aktiviteter, men har brug for hjælp til projektledelse, sparring og kreative løsninger, mens andre slet ikke er kommet i gang og derfor har brug for en seriøs tovholder, som kan følge hele processen fra planlægning til opstart og drift.

Jeg ser frem til mange nye og spændende projekter med nuværende og kommende kunder hos imagital.

Camilla Jacobs

Customer service vs. marketing

Earlier this year, my cell phone was stolen. I found out minutes after it happened and immediately went to borrow a phone in order to call the phone company and have them block the SIM card. And I experienced the best customer service ever!

The customer service person quickly helped me through the “stolen phone”-steps and after that she said: “I can send you a new SIM card today, and you will most likely have it tomorrow. You can also visit one of our shops and get a new SIM card while you wait”. Since it was a company phone – with the only phone number for my company, I went with option 2. Within 2 hours, I had a new phone, a new SIM card and was sitting at my desk transferring data. In my opinion, that is the best customer service I have ever experienced. The service provider took care of everything and solved my problem in almost no time.

From that day on, I compare all customer service experiences to that one. That experience showed me that the company in question puts customer service come first – or at least it is way up there at the top of the list. Of course, other parts of the company also influence the level of customer satisfaction. But what is more influential – the marketing or the customer service? Let’s have a look at both sides of the issue.

 

Customer Service

According to a Forbes.com article titled Customer Service is the New Marketing, “90 percent of consumers trust peer reviews and 70 percent trust online reviews. Customer service is the last, true, medium that many consumers turn to when faced when inundated with choice, and confused by similar-sounding sales pitches.” Have you noticed when you shop online there is often a button for you to “Live Chat” with someone: Immediate customer service, right at your finger­tips, to answer a question and help you make an informed decision. It is these types of customer service enhancements that create a strong service brand that keep customers coming back for more.

What matters is loyalty and retention… advocacy and referrals… satisfaction and enthusiasm! By establishing best practices in Customer Service these issues are recognized, evaluated and made as a preeminent focus and investment for companies across the globe.

The Forbes.com article closes with a hopeful statement based on two online companies who actually hire their most enthusiastic customers to help with product inquiries, referrals, blogs, and more. For, “After all, who better to make authentic product recommendations and answer detailed product questions, than the customers already using them? No outsourced call center team can match the passion, product knowledge and helpfulness of your most ardent supporters.”

 

Marketing

Those are strong arguments, but what about marketing? Without marketing, there would be no brand presence, no special promotions and other incentivizing calls-to-action that push customers towards the purchase, no relationship establishment, no available information, no possibility for growth.

While word of mouth helps businesses get new customers, marketing campaigns such as emails, social media, websites, special offers and more, are also initiatives that influence growth in consumer acquisition. Marketing also establishes brand awareness. Putting your company name out there, through events and advertising, for instance, are the efforts that build trust and security for your customers which help them maintain loyalty and faith in your product.

Marketing is also a way for companies to influence when, how, and where to buy products. An effective, smart marketing campaign helps your customer remember your company name, the product, the benefits of that product, and the reason they should invest in it. Last but not least, your customers won’t be your customers unless you tell them about you, and your product. Who is going to be the one that does that? Marketing, of course!

 

Instead of being seen as separate entities, Marketing and Customer Service should be seen as complimentary. Marketing complements Customer Service by providing them with tools  to communicate with consumers outside of call-centers, emails and live chats. Customer Service complements Marketing by providing them with proper content for campaigns to reach their targeted audiences, helping them set customer expectations, and sending public relation messaging of satisfied customer testimonials.

In my experience, customer service is extremely powerful, and at the very least as important as marketing. Especially with consumers communicating on social media. Negative publicity can kill a brand!

 

Luckily lot’s of companies focus on great customer service. I found this funny little video about some second to none delivery guys where priority no. 1 is to get the package there in no time.

http://www.youtube.com/watch?v=LNioNhX_lAI

 

And by the way – I have not been hired by my cell phone provider 😉

 

Can you pacify the angry customer in social media?

I often hear and read discussions about the tone in social media and about companies that are scared of engaging on social platforms, because they are nervous about what will happen if somebody writes something negative. There is no doubt about it: social media is the weapon of choice, when customers want to complain. Especially Facebook is big. There is a new generation of consumers who realize that complaining does work….

Should we be scared of the new channels of complaint? Or should we face the music and see where it takes us? I think companies need to face the music, because they can benefit more from some negative publicity than from not being a part of social media.

Can you prevent all attacks? Probably not. But you can prevent some – and even turn some attacks to your advantage by following a few simple guidelines:

Accept that not everything written about your company in social media will be positive – and that you will not be able to turn all disappointed customers around (but always try!).
Listen constantly. You have to know what is being said about your company – at all times.
When you screw up, admit it!
Empathy matters more than apology. If a customer complains e.g. in a Facebook feed, don’t just apologize. Empathize. Let the customer know you understand his or her feelings.
Focus on the customers: their needs and their opinions – they are the reason your company is running!
And always use a proper and friendly tone of voice. No matter how heated the discussion might be and how annoying the customer is, make sure your language is always signaling that you are the customer’s allied.

At the end of the day, what matters is that you give your customers the attention they ask for. Great customer service can often make even the grumpiest customer happy.

Can marketers help change the tone of voice in society?

In my opinion, the tone of voice between people – both grown-ups and kids – has become harsher in recent years. This is why I really like a campaign launched by the cell phone provider Call me. The basic message of the campaign is “Talk properly”. I recently had the opportunity to hear about the campaign at an event arranged by IAA Denmark (International Advertising Association), where Anthony Lim, Sales- and marketing director at Call me, presented the campaign.

The campaign came to life after Call me had done market research that showed that 77% of Danes thought that the tone between people had become more harsh. Call me and a small agency worked together to use this commercially – and what started as a campaign ended up being a movement! Call me had people contacting their sales department asking if Call me was the “Talk properly”-company and when getting the reply, they said “Great, I want to sign on”. Other results speak for themselves:
Net growth of customer base: 175%
Improvement of loyalty: 24%
Preference improved 260%
Number of Facebook fans rose by 500%
Doubled the number of customer referrals.

I personally love the campaign – not just the message but also the way it was executed with the commercials for TV, campaign-site, and happenings at schools where the campaign was used for educational purposes. So yes, I do believe that marketers can help change the tone of voice in society.
You can watch one of the commercials here:

It is in Danish, but the message is so clear that I am sure non-Danish speaking people will get it right away.

Enjoy!

Visual matters in 2013

One of the trends I see for social media in 2013 is an increased emphasis on the visual aspect of social media. One reason why this is getting to be more and more important is that fact that company page posts get a better rank in newsfeeds when they come with pictures. At the same time, the social platforms based on visual content like Instagram, Flikr and Pinterest are gaining popularity.

So how do you make sure you get the best effect from the pictures you post?

Quality pictures/illustrations, original pictures/illustrations, funny pictures/illustrations
(without compromising your brand’s esthetics!), relevant pictures/illustrations….. If your budget does not allow using a pro photographer or someone who can draw, there are plenty og reasonably priced stock photos/illustrations or you can take your own pictures (- if they a a bit fuzzy you can easily give them another look in Instagram or, if you have those skills, in Photoshop).

You can of course also hire a social media consultant with graphic skills and a talent for spotting the right images (wink, wink) 🙂

I will definitely be following this trend and will be posting more insights as they turn up.

Profile page vs. Fan page – the choice is easy!

I know a local shop owner who has had a profile page for her shop on Facebook for a while. It is, however a regular profile page and not a fan page. This profile page has close to 2000 friends. That is quite a bit for a small local shop. I recently told her, that I recommend that she set up a fan page instead of the profile page. I focus on two reasons.

First of all, Facebook rules state that commercial businesses must set up fan pages – not profile pages. People have to know what and whom they are dealing with. If Facebook discovers commercial businesses on profile pages, they will probably delete if (goodbye friends!). Second reason is that a fan page has statistics, the Facebook Insights, which can help you in your social media efforts. You get information on gender, age, and geography and, more importantly, you can see which of your posts get the best reach and engagement, so you’ll learn what posts, pictures, and links work the best.

But, alas, she does not want to set up a fan page. The reason? She is happy with the page she already has and is afraid that not all friends of the shop will move to the new page.

She might be right about the idea that there could be people who won’t like the new page – even if she tries to move people by having a drawing of prizes or something. But you know what I think? The ones who don’t move to the new page are not interested in getting the updates and offers anyway. I’ll bet we have all liked pages that we are not really that into anyways. And wouldn’t you rather have fans that engage and buy your products than fans that don’t care?

I do recommend that all commercial businesses make sure that they have a fan page and not a profile page. The task of converting might seem overwhelming, but at the end of the day, the task is not so hard, and the benefits definitely outweigh the work.

It’s finally here: The share feature on Facebook mobile

It’s been quiet on this blog for a while, but not quiet at the office. There are loads of things going on in online marketing and social media. Every day brings new inspiration, new features – and therefore lots of new opportunities. One of my favorite recent features is the Facebook share option on mobile – now your messages can really get around the world in no time.

I was really happy when I downloaded the Facebook update on my mobile and got the new share feature. Why? Because the number of mobile users, and thereby possible product ambassadors, is huge.

According to Facebook, there are 604 million monthly active users who used Facebook mobile products as of September 30, 2012. In October the total number of users of Facebook reached 1 billion, so 604 million is A LOT. The best way of reaching many Facebook users through the newsfeed has, for a long time, been by adding a picture to your updates. And many, if not most, marketers have done just so. Until recently all those mobile users couldn’t share that kind of content. Just think of how many opportunities have been missed!
Therefore: Hooray for the mobile-share-option.

And, now, go share!

Techno-sentimentalistic

Just invented this phrase. Techno-sentimentalistic. The reason is that last week in a friend’s Facebook status update, I stumbled upon the word “moviebox”. During lunch, one of her colleagues had to ask “What is a moviebox?” – which made me feel – well, not old, but rather sort of techno-sentimental.

(For young(er) people reading this blog: a moviebox was a movieplayer (VCR) we used to rent in the 80’s when renting movies (videotapes which came before DVDs) if we didn’t have a VCR at home). Think of how much has happened since the 1980’s – can we expect more new things or will future development just be add-ons to the old stuff?

The Facebook post got me thinking about the technological development during the past 25-30 years. 25 years ago, a moviebox was just the cleverest thing. Today, we rent and stream movies online – via the Internet, which we hadn’t even heard about, back then. Kids didn’t have mobile phones – heck most people didn’t have mobile phones. When I went to Austria on a language camp in 1986, I didn’t talk to my parents once during the three weeks I was there. And I survived. My 15-year-old son is in Germany on a language camp right now. And I hear from him once or twice a week – and when he needs more money, I can transfer money using my smartphone.

We have come a long way. For better or worse? What is certain is that we now have some pretty smart tools that make things a lot easier for us. At the same time, however, it also brings with it a lot of stress unless you’re capable of turning of and/or ignoring your email inbox, your smartphone, tablet or whatever your technological tools might be.

Thinking about the moviebox made me techno-sentimental. Because I LOVE gadgets and technological wonders, and always have. I remember our first VCR, which we talked mom into buying from one of my sister’s friends. I remember my first walkman – and the second and the third. I remember where I got them and which tapes got played (yeah tapes!). My family was early adopter when it came to computers – first with the Spectrum – later with Mac computers. My dad had a mobile phone (meaning a huge Ericsson phone connected to a box built into his car!!) in the late 80’s. I got a CD player early on. We had the small Nintendo Donkey Kong game and others like it (they didn’t come with different games – you had to get a machine for every game). I could go on and on.

In some ways, technological development just isn’t as special anymore.
We all have the gadgets – they are a part of everyday life. And that’s okay. I really enjoy my gadgets – both old ones and new – and I love the Internet. I so enjoy connecting to friends on Facebook wherever they or I may be, buying stuff online, and looking up information whenever I need it. There are so many great tools for both business, practical tasks and for entertainment. Last year, I ordered a concert ticket while I was at the fitness center, because I didn’t want to risk the concert being sold out. So I ordered the ticket online using my iPhone, paid, and saved the pdf ticket to my dropbox, from which I could later print the ticket. No need to miss training and going to the ticket booth at the venue (they probably don’t have one there anymore!).

I have just helped a client of mine to get on Facebook. I have designed the page, uploaded pictures and articles, and I have instructed the employees on how to update and share. Interesting stuff, which with proper use will give this company many golden opportunities and more business.

What will be the next technological wonder? Will it just be new versions of existing gadgets and online wonders or will we see real new development? Sometimes it seems that new developments just can’t be possible, because “we already have it all”. But I think that we will se both further development of existing products and new things. And I can’t wait! But I will also always be a bit Techno-sentimentalistic.

Turning Ordinary into Extraordinary

I recently stumbled upon a book called “The Starbucks Experience – 5 Principles for Turning Ordinary into Extraordinary” by Joseph A. Michelli. Since I am a great Starbucks fan (who unfortunately lives in a country where there’s only Starbucks at the Copenhagen Airport!), I of course had to read a book about what makes Starbucks so special! Because it is special! Read on and find out how they made it special.

I have visited quite a few Starbucks stores – and every time I have been a happy customer. I get what I expect – and always a little more. I order a tall latte or a coffee Frappuchino, and it always tastes just right. The partners behind the counter (all employees in Starbucks stores are called partners – that I like!!!) are friendly, polite, and they smile. And I can always count on it.

How did the Starbucks leaders do it, you might ask. How did they succeed in incorporating this culture in more than 15,000 stores in 50 countries? (Statistics found at http://www.starbucks.com/about-us/our-heritage). They did it by ensuring that 5 simple principles became a lifestyle for all employees.

The 5 principles are:

  1. Make It Your Own
  2. Everything Matters
  3. Surprise and Delight
  4. Embrace Resistance
  5. Leave Your Mark

Actually quite simple principles. And they can be incorporated in any business or life situation and make you a success.

The book describes these principles/leadership strategies that have made Starbucks a well-known and popular company worldwide. There are so many great stories – many of them very touching – about how you can make great business by caring for people and surrounding communities. ¬In my opinion, it’s a must-read!

A couple of years ago, I actually came to the conclusion that Dunkin Donuts’ coffee (latte at least) tasted better than Starbucks’ coffee. But I still keep coming back to Starbucks. Why? Because I love the way a visit to Starbucks makes me feel. Howard Schultz, Chairman and CEO of Starbucks, once stated: We are not in the coffee business serving people, but in the people business serving coffee”. That is why the visits to Starbucks makes me feel good.

For a trip down memory lane in Starbucks history, visit: http://www.starbucks.com/about-us/our-heritage

All the best,

Camilla