Tag Archives: Twitter

Kiss My Bill Verizon, I’m Outta Here

30 Aug

The_Shining-620x264$75. In the end I left Verizon Wireless after seven years over just $75. Well that and an abusive attitude towards its customers.

It was a long time coming, and no small step. Not only have I been with Verizon since 2008, but I had four phone lines and two tablets on their service. I even installed a device at my home to boost my signal using my home WiFi network.

We live in an age where few companies wield as much control over our lives as the cell phone carriers and cable/internet providers. They chip away at our wallet, progressively increasing their bills while unilaterally deciding how we connect to the world around us.  That’s why every so often it requires a little mental combat to re-balance the equation.

Every month I had cut a check for at least $240 to this company. And many, many months it was much more. Which, in the end, is what ultimately led to their downfall, at least in my case.

In July I got a text that we were about to break the 10GB limit on data for my account. After getting a hold time of 20 minutes when I called customer service, I logged on to their web site and upgraded to the 15GB plan. Unfortunately I didn’t click the right option and thus an eventual $75 overage.

So I called Verizon asking for some forbearance. Over the years I’d paid this company more than $20,000. Just this spring I paid a succession of $500 bills caused by limitations of their international data plans. All I wanted was for them to give me credit for a $60, the difference between what I choose and what I thought I’d selected.

An hour of discussion later they offered a partial credit. They would cover all of it if, but only if I would agree to extend the contract on one of my lines for another year. And that’s when it hit me. I was being abused.

It didn’t matter what I called Verizon about, every solution eventually included extending my contract. Like a very bad relationship, there was no love for the time I’d committed to them, only schemes to keep me around longer.

So I called it quits, in a public way:

If you haven’t figured it out yet, the best of big company customer support is typically assigned to online channels, like Twitter. Within 20 minutes I had a contact at T-Mobile, and another contact from Verizon. I spent an hour on the phone with Verizon, waiting for them to offer me anything because I’d been a loyal customer. It never happened.

So now I have taken all my business to T-Mobile, where my family gets four times the data for 15% less. They paid my termination fees with Verizon, but never asked me to sign a contract. Let me say that again: I did not have to sign for a single month of commitment.

True, T-Mobile doesn’t have the coverage that Verizon and AT&T have. But really, how often are you off the grid in the backwoods and in need of your cell phone? For me, not enough to make it worth staying. Better yet, T-Mobile offers WiFi calling, which lets my phones connect to any WiFi network when the cell signal is weak.

And that’s what I expect from my technology partners now, a commitment to innovation, transparency in pricing and no schemes to lock me in to a relationship. Well that, and maybe an occasional heartfelt thank you.

Tweeting Deceit From Sochi

16 Feb

selloutAin’t singin’ for Pepsi/ Ain’t singin’ for Coke/ I don’t sing for nobody/ Makes me look like a joke/ This note’s for you.
This Note’s For You – Neil Young.

Good luck finding integrity like that in Sochi, especially from figure skaters and American darlings Gracie Gold and Ashley Wagner. As AP reported, these two (and who know how many others) have handed over to the keys to their Twitter accounts to sponsors.

goldThat means the allegedly spur-of-the-moment tweets you read, thinking you’re getting a personalized glimpse into these athletes’ experiences, could easily have been written by Smuckers, P&G, and Covergirl, among others. So when Gold tweets, “Did you know that I did gymnastics and swimming before I took up skating? #funtimes #smuckers #ad” It’s entirely possible that it was scripted by Smuckers—which wasted no time replying to that tweet and got massive exposure among her 65,200 followers.

Bug“This is the first Olympics where I actually have a social media calendar, where an athlete has to tweet or mention something on a given day,” Gold’s agent, Yuki Saegusa, told AP. “We get a list of tweets or social media things that need to be posted and then we approve them for her.”

Wagner’s agent, David Baden, told the wire service that her contracts stipulate “how many tweets, how many Facebook mentions, and even Instagram” photos they must post. He went on to say that letting the sponsors actually craft the posts was just a matter of convenience.

“It’s just that with her schedule, if we can make things easier, what’s the difference?”

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Social Media Is Making Your Sports Anchor’s Head Explode

13 Feb

2014-02-13_9-22-58

Click for Dale’s commentary.

We take a brief break from talking about the Olympics to talk football. Well, not really football, but the reaction to Mizzou’s Michael Sam’s attempt to become the NFL’s first openly gay player.

No big deal, right? Ha! All around the country it was a huge deal. The New York Times even sent out a breaking news announcement when the story broke. Think about that for a moment. Sad, right? And yet what did your local sports anchor say about it?

BugYour sportscaster didn’t have anything to say? Then you don’t live in Dallas, where WFAA’s viewers look forward to Dale Hansen’s occasional Unplugged commentary. Hansen, in his typical fashion, disassembled those NFL insiders who say being gay is a distraction teams don’t need.

You beat a woman and drag her down a flight of stairs, pulling her hair out by the roots? You’re the fourth guy taken in the NFL draft. You kill people while driving drunk? That guy’s welcome. Players caught in hotel rooms with illegal drugs and prostitutes? We know they’re welcome….You love another man? Well, now you’ve gone too far!

Typically Hansen’s words would have reverberated around Dallas for a couple days with a few attaboys and not much more. God knows WFAA didn’t do much to help spread the piece. They didn’t even mention it in their Twitter feed. But thousands of viewers did.

According to veteran TV critic Ed Bark, Hansen’s piece was seen by about 340,000 people. But since then the piece has been viewed online more than 1.2 million time on YouTube alone. It’s been shared on Facebook more than 40,000 times and on Twitter it’s still going strong three days later.

Yep, that’s Jimmy Kimmel taking time to give props to a sports guy in Dallas. It was retweeted 400+ times in the first hour after he posted it.

And that is why your sports anchor’s head is exploding right now. Because while their bosses are telling them to show clips and banter with the news team, hundreds of thousands of people are eating up the fact that an old white guy in Dallas is calling out the NFL for narrow-mindedness. They are applauding old-school editorialism in a very 21st Century way.

As budgets are cut and newsrooms shrink all around the country, it’s typically the veterans like Hansen who are getting run off in favor of hipper, cheaper, younger talent. That’s what makes social media’s big embrace of Hansen’s commentary so rewarding. Now, if only general managers and publishers will take note.

Now back to our regular programming.

About Project TILWO — I watch Sochi 2014 Olympic coverage on TV and online then share the lessons I learn, with occasional help from my friends. Edited by Lynn Hess @ Premier Proofing.

You Can’t Just Delete Stupid

14 Jan

2014-01-14_15-58-19New rule: if you have your finger on the social media trigger for any brand, you must be able to recall instantly three stories from last night’s news. If you can’t then back away from the keyboard.

Case in point, this afternoon BBDO New York posted a message about a “fun reminder from all 6 M&Ms that cellphones ruin movies.” Sadly, about 24 hours before a nut job with a concealed handgun shot a father for texting his daughter during movie previews.

So you can understand why, when I saw the tweet, I had to look twice.

In the interest of full disclosure, I used to work at BBDO, albeit in Atlanta. But I never worked on this account. Fortunately the post wasn’t on the M&Ms Twitter handle (each color has its own account, @mmsgreen alone has 54 thousand followers), but @BBDONY does have more than 12 thousand followers.

Within seconds of posting my response I got a DM from someone at BBDO making clear that they had no clue why I would be stunned.

“Sorry, are we missing something here?”

“Yeah, someone shot to death yesterday for texting in the movies,” I replied with a link to one of the thousands of stories on Google News.

“Yikes. Deleted. Thanks for the heads up, looks like the story is just blowing up nationally,” they wrote back. And that’s when my blood pressure spiked.

The story wasn’t just starting to get national coverage. It was prominently on the national news for all three networks the night before. (It’s the second story in this archive of ABC World News.) It was in the first 15 minutes of all three morning news shows.

Is it really asking too much for the people pushing brand messages on Facebook, Twitter and other social platforms to understand what’s happening in the world and how that will affect their clients? I’m not expecting newsroom savvy of nuanced current events. If you are getting paid to, or are paying someone to create, post or monitor social media, then how can you justify being ignorant of  events that will influence your audience?

My colleague, and force of nature, Sunni Thompson has an entire presentation on the importance of understanding context when developing and publishing content. Her content team, and our social media team at JWT Atlanta meet for 15 minutes every morning to review planned posts and discuss any events that may affect that. Not only does it prevent foot-in-mouth moments, such as BBDO’s, but it assures that everyone has the same broadest possible view of the environment. They go so far as to game out how developing stories may require adaptations in the plan or ad hoc posts. I encourage you to steal the idea, especially since Sunni stole it from hundreds of newsrooms around the world.

But let’s go back one more time to my hapless friends from BBDO New York. To add insult to injury, they subsequently sent me this direct message on Twitter:

2014-01-14_20-39-52 copyYep, they wanted me to erase my tweet to assure there was no record of miscue. I am hoping that this isn’t an attempt to hide the incident from the client. But we’re talking Twitter. Nothing is ever really deleted. Screenshots live on forever.

Look, if you’ve stepped into crap as BBDO had, then it’s time to bring the grownups to the table. That means finding a strategist or seasoned veteran who can help you think a few steps ahead and then decide what to do next. Deleting a post and hoping no one noticed is seldom the right answer.

Hell, in this case BBDO even had a plausible defense. They were just promoting a story that a trade publication had posted earlier in the day about one of their clients. And as indefensible as BBDO’s actions were, the publication’s lack of situational awareness borders on criminal stupidity.

But now, this, well it was just taking a bad situation and making it much worse.

So here we are, not only is the tweet still up, but they riled me up enough to crank out this post. I replied to the request, explaining that I didn’t think deleting the tweet was appropriate. I’ve also offered BBDO that I’d run any statement they had about what happened and why.

Something tells me that got escalated for more consideration before they act.

Cold Calculated Playfulness

27 Nov

A version of this post also appeared on MediaPost’s Marketing Daily Commentary.

They’re at it again; big consumer brands swapping barbs and witticisms on Twitter.

It’s become all the rage, using your best 140 characters to playfully tap another brand on the nose, prompting a battle of wits over the next couple hours, or even days. In this case it was JCPenney calling out Kmart for it’s viral success of men playing Jingle Bells with their, um, stuff.

So Kmart responded, not only declining the offer, but also recycling an earlier commercial in the process.

And they were off to the races.

Considering that the vast majority of public isn’t paying attention to this kind of stuff, it would be tempting to chalk it up to playful games between rival marketing departments. After all, isn’t this just JCPenney having a John Cusack moment, standing outside Kmart with a boom box desperately trying to woo the customers they love to come out? (If the reference is lost on you, odds are you’re a Millennial. Go watch the classics.)

But that would ignore the bigger implications of what’s happening. We are watching an evolution in brand personalities and a simultaneous escalating of guerilla marketing tactics. Seriously, if JCPenney sent a spokesman to wander the aisles of a Kmart to pass out 15% off coupons in an effort to get shoppers to walk out, would Adweek be chuckling about how cute this is?

JCPenney baited Kmart into a public exchange, and the moment the battle was joined Kmart invited all of its Twitter followers to pay attention to a rival’s message. The retailers are by no means alone with this shootout at the Twitter corral. British Telcom giant Tesco threw down in a rap battle with rival O2.  And Honda went so far as to build an entire campaign extension for its new minivan vacuum by playfully calling out snack food brands via their Twitter accounts.

If you thought the Pepsi Challenge was brass knuckle tactics then strap in tight. The future holds the promise of pitched battles that start without warning, cost next to nothing, and play out for all to watch. Any brand with a Twitter account, a sharp writer and an oversized dose of confidence is poised to fire the next salvo.

To be sure, not all brand “battles” have such serious stakes. Indeed, when done well, this kind of brand ambassadorship can expand audiences for both sides of the engagement. For example, Honda and Oreo clearly are not competitors. But when the carmaker called out the cookie brand it was shrewdly expanding its Twitter audience.

If you look at Honda’s Twitter 209,000 followers you’ll find a bunch of car junkies, dealerships and after-market add-on brands. Oreo’s 213,000 followers are pretty much what you’d expect from a CPG brand. So if you’re launching a new mini-van with tool to help parents keep it clean, which audience would you rather engage?

The tweet was accompanied by a photo of two vacuum heads over the headline, Double Suck. Oreo being the master of rapid response on Twitter wasted little time coming back.

It was just one of more than a dozen exchanges between Honda and food companies. Every time the CPG brands responded, Honda brilliantly touted its new features to a new audience. And the snack food brands reconnected with grownups that may have not thought about their childhood snacks in years.

So if your brand is on Twitter (You are on Twitter, right?) how do you decide when and where to engage in this kind of freewheeling creativity? If you’re the instigator, think carefully of the audience you’re trying to reach and make sure you don’t lose site of that in the escalation that follows. Know when to say “enough.”

And if you’re on the receiving end of a nose-thump? Be prepared to move fast with similar laser-focus on who you really want to reach. But more importantly consider which brand has more to win, or lose.

About the same time JCPenney and Kmart were swapping double entendres Walmart was getting it’s nose thumped by Ashton Kutcher for allegedly paying its employees wages so low that many are relying donations to have a happy Thanksgiving.

” Walmart is your profit margin so important you can’t Pay Your Employees enough to be above the poverty line?” the movie star posted along with a link to a news story about the retailer holding a food drive for it’s struggling workers. Walmart, which has a rather famous “no free shots” attitude towards social media, responded attempting to correct Kutcher’s assertions.

The two went back and forth for several hours. Walmart using it’s @WalmartNewsroom account to respond. Who do you think won that gun fight, @WalmartNewsroom with 14,000 followers or Kutcher’s @aplusk account, with 15.2 million followers?

Todd Copilevitz is a digital strategist at JWT Atlanta.

Day 5 – NBC Runs Crying to Twitter

31 Jul

The peacock network needs to pull up its big boy pants and get back to work. Instead NBC Sports seems intent on pulling whatever strings it can to silence its critics.
See update at the end of this item. Update #2@GuyAdams account was reinstated after NBC retracted their complaint. (See below.) Update #3 – Twitter finally comes clean and apologizes.

Also in today’s post:
The horse jumped
over the moon, and farm…

In a stunning display of corporate heavy-handedness, NBC managed to kill the Twitter account of Guy Adams. Whether or not you’ve heard of him is less the issue than the chill of NBC’s actions.

What exactly did Mr. Adams do to offend the mighty network? Well according to NBC Sports (via news reports) he had the audacity to post this:

“The man responsible for NBC pretending the Olympics haven’t started yet is Gary Zenkel. Tell him what u think! Email: Gary.zenkel@nbcuni.com”

NBC promptly complained that Adams had published a personal email address, a violation of Twitter’s rules. Twitter, which just so happens to be a partner in NBC’s coverage of the London games, in turn cancelled Adams’ account.

But Adams isn’t just some guy in Peoria railing against inane color commentary and urging people to protest NBC’s coverage. He’s a US-based writer for The Independent, a paper in the UK and online. So his criticism were getting serious exposure. Here’s a sampling of what Adams had to say about NBC.

  • “Matt Lauer would do well to shut up, wouldn’t he?”
  • “Techcrunch call @NBColympics total buffoons http://t.co/1DYypK0T Sums up why Gary Zenkel, moronic exec behind the time delay, shd be fired
  • “America’s left coast forced to watch Olympic ceremony on SIX HOUR time delay. Disgusting money-grabbing by @NBColympics http://t.co/bQxKCCdj

Of course they’re getting even more now, and that’s NBC’s fault. What TV network, what news and sports organization, doesn’t realize by now that the surest way to give someone a bigger spotlight is to try to muzzle them?

Imagine for a moment the outrage if Twitter cancelled Matt Lauer’s account because of a post. The network would be firing on all cylinders thrashing the social network and demanding the situation be reversed.

Look, clearly I’m certainly no fan of NBC’s coverage. And Twitter has been full of criticism and mocking. #NBCFail has been very active with criticism of the tape delay and actual coverage. (Twitter has even taken to putting sponsored tweets atop the feed to make money on the rants.) There’s even the mocking @NBCDelayed that has quickly earned a following with tweets like this:

I understand that paying $40 billion to broadcast the Olympics for the next three decades means that NBC can pretty much do what it wants. And I applaud the network for making all the games available online in real-time. But please stop acting like people sitting down to prime time coverage are getting the experience as it happens. It insults our intelligence.

And quit whining about your critics.

UPDATE: Several readers have noted that Twitter has treated NBC’s critic very differently than it did director Spike Lee when he tweeted a home address for the alleged gunman in the Trayvon Martin shooting. And in that case he got the address wrong, victimizing an elderly couple. Shame on Twitter for giving in to NBC.



The Horse Jumped Over the Moon, and Farm…

On Monday I learned that horse events (sorry, equestrian events) at the Olympics are kind of a big deal. The team and individual cross country event was carried live on both BBC and NBC networks, and thousands of message were flying from spectators and fans as it happened. In fact, #eventinglive was one of the top trends on Twitter as the action went down.

Watching was all the more fun because designers created a course that looks like it was intended for miniature golf more so than for horses. Horses were flying over chess boards and log cabins, through diamonds and, of course, over the moon. As one of my equestrian loving friends,  @Rachel_Walters, noted, “There is imagination in course design but this is on another level.”

I took a particular liking to Swedish rider Niklas Lindback. But that probably had something to do with the fact that his horse was named Mister Pooh.

By far the coolest thing I saw was the inflatable emergency vests that some of the riders were wearing. Like an airbag in your car, the vest inflates the instant a rider gets thrown, protecting the ribs, neck and back. Check out this sales video. There has to be some great alternative uses for technology like that.

About Project TILWO Every day I watch London 2012 Olympic coverage on TV and online then share the lessons I learned, with occasional help from my friends. Edited by Lynn Hess @ Premier Proofing.

Day 4 – Madhura Honey’s Crashing for the Gold

30 Jul

It takes years of hard work, pain, and sacrifice to represent your team at the Olympics. Or you just seize the moment and grab a walk-on role.

World, meet Madhura Honey.

Also in this post:
This tweet’s for you
Insight from the stands
Well alright then

You’d be forgiven for not knowing who she is. But if you were watching the opening ceremonies you might have caught a glimpse of her, maybe even a few seconds. Here is the newscast dissecting the incident.

Now starring in a walk-on role.

As the Indian national team walked on in their beautiful black and gold costumes, Honey led the pack in decidedly less impressive blue pants and blazing red shirt.

Yeah, that wasn’t part of the plan. The young lady from Bangalore was a volunteer selected to dance in the opening ceremonies. Just how she managed to walk on with the team is the big question.

“This was bizarre. We will ask for an apology,” the head of the Indian team said. “The Indian contingent was shown for just 10 seconds and to think this lady hogged all the limelight.”

The Internet world is not waiting for answers, or apologies. In typical form, Twitter exploded with all kinds of posts, 20 per minute, more than 48 hours after the incident.

And of course she was edited into hundreds of photos, from the royal wedding and presidential inaugurations to all sorts of sporting events. Indeed, Yahoo India offered users a cut-out of Honey to make the work easier.

This Tweet’s For You

Late Sunday, athletes started an online protest against IOC rules that prohibit them from appearing in ads for any company except official sponsors. That includes brands that invest millions in athletes like Nike and Red Bull.

Using the hashtags WeDemandChange2012 and Rule40 (the IOC rule at issue), the athletes let loose on Twitter. Sanya Richards-Ross kicked off the protest by using a profile photo of a Nike ad.

Several people jumping in on the protest noted the irony of a rule that protects advertisers like Coke and McDonalds at the expense of smaller athletics companies. But for athletes it seems to be about how they earn a living from the training they’ve invested.

“I am PROUD to represent my Country… but at the end of the day… THIS IS MY JOB!!!!!! #WeDemandChange of #Rule40 @NBCOlympics,” posted track and field Olympian Manteo Mitchell.

It’s easy to write this off as athletes wanting their money. But in this integrated media age, it’s worth considering just how much protection a sponsorship should provide.


Insight From the Stands

One of the greatest additions to the Olympics this time around is the number of people who are sitting in the stands and sharing the moment via Twitter, Instagram, and other social media.

Lisa Targett reminded us that no marketing agency can hold a candle to the efforts of an Olympic parent rallying support for his or her child.

“Cool dad next to me handing these out. Love it! @ London 2012 – Aquatics Centre,” she tweeted from the aquatic center.

The effort paid off, according to Thoman’s Facebook page (he’s taken a hiatus from Twitter); the swimmer did well in his races this weekend and is within striking distance of a medal.

Well Alright Then

As long as we’re talking about Twitter, Dr. Ruth Westheimer is alive and well, offering advice in 140 character doses. And she wants to know those feelings you have watching the games are okay.

About Project TILWO Every day I watch London 2012 Olympic coverage on TV and online then share the lessons I learned, with occasional help from my friends. Edited by Lynn Hess @ Premier Proofing.

Stand By For Something Epic

26 Jul

UPDATE: Lesson #1 (via Vince Patton at Oregon Public Broadcasting)

To watch any of the streaming coverage, either on a tablet or computer, NBC wants you to log in with your cable/satellite account. That freezes out over-the-air viewers.

So will this drive subscriptions or create a booming black market for cable logins?

——————-

Dear friend, colleague or other innocent person who has somehow crossed my path,

This is one of those letters where I hit you up for support in a worthy endeavor. Although if I’m honest we may disagree on just how worthy this is.

In 24-hours, 204  nations will converge on the field of competition to entertain us and provide filler content between commercials for 17 days. There will be 14+ hours of programming on TV daily. But more importantly, online there will be 3,500 hours streaming video across all 32 sports.

So what you ask, or at least you thought it. Well, here’s the thing. I will attempt to extract lessons or at least some insight by watching as much of this as I can. I call this effort, Things I Learned Watching the Olympics, or TILWO for short. (Look, I never said I was creative.) And I will serve these up online daily over at ToddCop.com.

What kind of insights might I pick up from this Herculean effort? Well… Yeah, I don’t know. But I expect to learn about how digital and traditional media can combine in new ways. There’s bound to be lessons in what works, and what fails miserably in marketing. And the potential for meaningless insights about the athletes, countries, broadcasters and Brits is simply staggering.

Now, this is where you come in. Help me. Please dear god don’t leave me hanging out here to do this all by myself. Send me your tips, witty comments, even insightful guidance.

You can drop by the site, drop a message on Facebook, shoot a tweet (I kinda like how that sounds) with the hash tag #TILWO. Or you can drop me an email. And then tell your friends, or at least those with whom something like this wouldn’t ruin a relationship you’ve worked hard to cultivate. (Oh, and if anyone wants to knock out a logo for this epic effort, I’ll make sure to share the glory.)

Yours truly in the olympic spirit (small o in order to avoid having to pay licensing fees),

todd

Want In On The Olympics? Have A Seat

22 Jun

Ok, so I don’t have any clients with enough coin to consider advertising during the Olympics. But plenty of smaller businesses will look for a way to piggyback the games, perhaps using social media. And for them I have some free advice.

No. No way. Not a chance in hell.

Instead I’d tell them to take out their notepads and pay close attention. There will be no better opportunity to learn from the failures of others, find great new voices, and probably catch some killer athletic performances along the way.

It’s not that there won’t be a chance to capitalize on guerrilla marketing tactics using social media. The problem is that there will be too many chances.

The London games promise to be a break-through games for social media and the Internet in general. NBC is promising access to every event either by broadcast or streaming online. And the International Olympic Committee is touting unprecedented social media access to the athletes.

Nope, the problem isn’t access. It’s volume. To be blunt, there will be too much damn information flying around for an average marketer to have a chance in hell of being spotted, let alone remembered. Trying to get an average brand seen or thought of would be akin to holding book club in the middle of Times Square on New Years Eve. Good luck with that.

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Want Fries With That CRM?

16 Apr

Versions of this post also appeared on MediaPost’s Marketing Daily, CMO.com and IQ Interactive’s blog.

PRYOR, Oklahoma – If you’re looking for a perfect lesson in how to master CRM in the digital age drop by the Mid-America Grill, along U.S. Highway 69, more than 250 miles from the nearest big city. You can also get a pretty good New York Strip while you’re there.

I certainly wasn’t looking for marketing strategy when I ran into the grill. Actually I was trying to escape a hellacious Oklahoma thunderstorm, the kind where the sky takes on unnatural colors and the rain is moving sideways. But what I got was a lesson on how easy it really can be to connect with your customers.

Yet study after study demonstrates that companies are failing to deliver on even the most basic customer interactions online and off. Nearly half of the public want to interact with brands online a recent study on Toluna found.

Stop to think about that. Imagine a stadium full of potential customers with money in hand. And half of them say they want to talk to their favorite brands online. Can you imagine that any business would turn them away? And yet that’s exactly what’s happening.

A study by IQ Interactive found that more than half of Tweets to Fortune top 50 companies went unanswered, and last fall Maritz Research found that nearly two-thirds of consumers who reached out to companies via Twitter got no response. That’s like a business failing to answer the phone two-thirds of the time. Unbelievable.

CRM reminds us time and again that it’s much easier to grow an existing customer than to find a new one. The emergence of social media has just injected that logic with adrenaline. It’s no longer about just keeping long-term customers happy, but instead turning them into your best sales people. The extraordinary value of creating loyalty to the bottom line is proven, just read the classic “The Loyalty Effect” by Frederick Reichheld. All of which brings me back to dinner at the Mid-American Grill.

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