The 4 C's Of Social Objects.

What the world definitively does not need now is yet another blogpost about social objects. I just want to remind you that regardless of what social media agencies might say, the social does not have to be about socialising in the sense of directly interacting or indulging in the dreaded conversation.

Consider that most quoted of social objects the iPod. It fulfils 4 C's of social media, but conversation is the last of them because it's specifically designed to isolate you from conversations. Remember that when you think of social objects in respect of your own marketing efforts.


Copying

Talking is just one way that we communicate. As Mark continues to tell us, ideas spread predominantly via copying. We see something that we like and we adopt it ourselves. We don't have to discuss it with the previous user. The "conversation" has happened anyway.

Confirmation

Confirmation follows from copying. Seeing the social uptake of something we've bought serves to confirm to us that we made a good choice. Nobody needs to tell us that, but every time we see it, we feel better about our decision and the product/service. A lot of marketing (think car advertising) works on that post-purchase reinforcement.

Communality

We see fellow users and delight in the realisation that not only did we make the right choice, but that the act of doing so ordained us with membership of a community of like-minded, savvy people. Our people, but not necessarily people with whom we have to have a conversation. Kathy Sierra summed it up perfectly when she wrote of the nod.

Conversation

And finally there is conversation. But it's not conversation about the product/service. Most of the time (as I wrote before) we don't want that. However, we enjoy conversations that spring from the preceding C's. Those are the conversations you want to inspire or simply faciliate amongst your users and prospects.

Interruptive conversations are much more interruptive than they are conversational and are the result of imposing an old communication model or a new communciation world. Avoid them and your product's social life will be a much richer and happier one.

A Nonsense Of Customer Service Urgency.

We confirm receipt of your letter addressed to the Managing Director who has referred the matter for our urgent attention.

A member of our customer service team will get back to you within ten working days.

Can you spot the dissonance between the words and the promised action? It's not what you say that counts, it's what you do.

The speed of resolution isn't really that important either. After all, some problems are more complex than others. Thoroughness is good, but applying an arbitrary ten day response is not only daft, it's impersonal.

Will I be happy in ten days time. Who knows? Am I happy that it will take ten days before I get a clue of what they're thinking of doing? What do you think? The speed that matters is the speed with which you inform the customer what you're doing and not merely that you're doing something.

Your Prospect Is Always Right.

Good marketing is about helping the customer, informing the customer and crucially about not frustrating the customer.

My friend Mark McGuinness has a new angle on this. We're used to companies buying up multiple versions of url in order to capture any browser search, but I've not seen it done on Twitter. Mark realises that people like me might mis-spell his name so he's anticipated that and ensured that when I made that mistake, I was still just one click away from where I wanted to be.

He could have opted for an easily spelled pseudonym, but this is better. Not only does he "own" his name (which in itself makes it easier for users to find him), he shows that he's thinking about what they want before they even get to him. Attention to detail costs very little and returns a lot.

Escape From Cubicle Nation.

Pam Slim and I met in a non-descript corridor in the Austin Convention Center about six weeks ago. We'd known each other for some years. She was an early commenter on this blog and we'd spoken via phone and email on a frequent basis, but we'd never met. The fact that we immediately started chatting as if we'd seen each other yesterday speaks volumes to me and made me think.

Because if marketing is all about making people like your product/service so much that they want to hang out with it, wouldn't it be useful to ask oneself the question "What makes me like somebody?". Not with the aim of anthropomorphising your offering along the lines of the ghastly Microsoft Clippy, but to identify the traits that appeal on a human level.

For me, some that spring to mind are common sense, energy, intelligence, communication, transparency, realism, passion and fun. Pam has all these in abundance which is why I like her and which is why I think you'll like her book that came out yesterday. When the time comes that you choose or are forced to go it alone, you should have it (and her) by your side.

Customer Facing Marketing.

If this were a conference presentation, you might call these case-studies but really they're just personal customer experiences I've had this week.

1) A made to measure order from a household furnishings store. Delivery time 3 weeks "but will probably be ready in two - we'll call you". Four weeks later - no call. The response to my enquiry, "it hasn't been delivered yet, we'll call you when it is."

No apology = No repeat sales.

2) A twenty month old television explodes. It's no longer under warranty and the supplier doesn't accept (yet) that they sold me a defective product. Repair quotes vary from person to person and ultimately a sliding scale discount is offered due to age of product. Throughout the saga, the staff have been courteous and tried to help, but the processes and the incomprehensible paperwork have made it seem adversarial.

No transparency = No repeat sales.

3) A bottle of beer in a case clearly had a defective seal and I suffered a less than enjoyable taste sensation. The other bottles, so far, have been fine. I return the defective bottle to the supermarket complete with empty carton. I barely have to say a word before I receive a complete apology, a free case of beer and a gift certificate.

No arguments = No end of repeat sales.

Sainsbury's - from whom I made the smallest purchase - understand that it's all about customer service and word of mouth (and always has been). The other two don't.

No Claims Bonus.

The sign should obviously have read "Please do not touch. Even clean hands damage surfaces".

And all the others in the gallery did just that - or so I saw afterwards. But this was the first one I actually noticed. What I assume to be somebody's deliberate removal (damage) of one letter made it all the more noticeable.

The original notice delivers a message that goes unnoticed. The altered one is much more noticeable because it is visually haptic - you subconsciously feel it as well as read it.

If you just make claims, they'll be ignored. If you show them to be true, they won't be.

Measure For Measurement's Sake.

At a terrific discussion about Indian creativity this week, (where Vikram Seth was just one of the panellists), Amartya Sen spoke of how economists had spent far too long

"engaged in really silly fighting about how much mathematics to use in economics - it depends on how useful it is and sometimes it's frightfully useful - and other times it's a complete distraction.

Remember that when you're next asked about marketing ROI. And if your finance director doesn't know who Amartya Sen is, tell him or her that he's a Nobel laureate.

In economics.