Tagged: social media measurement

Trending now: Companies get personal

by Kristina Keeling

The Carved Team

The Carved Team

My fellow Innovative PR specialist, Nikki McClaran, shared a rather humorous email with me from a small company called Carved, known for making unique cellphone cases. In the email, Carved asked what it could do or say to get Nikki to purchase an item she had left in her cart. It included a picture of the Carved team and told her that if she didn’t like the item, the company would fully refund it.

The email was great. It showed that the company cares about its customers. Who doesn’t love that? Nikki did go with another brand, but the email had her strongly considering purchasing the item.

Carved Culture

This email made me explore Carved’s website, Twitter and Instagram accounts and, let me just say, I really liked what I saw. The “Our Story” section has a video that tells how the company began and includes its mission statement. This video gives its customers insight into the culture and shows that it is more than just a small start-up. It showcases the company’s personality; serious, funny and relatable.

How it does it

Carved isn’t the only company using a personal approach with its customers. Incorporating personality into customer relations is taking off. There are many ways a company can use this approach.

This Bar Saves Lives is a start-up with a nonprofit partner. With each bar it sells, it sends a package of food wherever it is needed most in the world. This Bar Saves Lives’ website features a blog with recipes, what is going on in the company and how it “saves lives.” Other start-ups can learn from This Bar Saves Lives’ example, showing customers how it operates and gives insights into its culture.

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Another way start-ups can showcase their personalities is through social media. When companies jumped on the social media bandwagon, fans would “like” or “follow,” but there was little interaction. With a better understanding of social media’s uses, companies (start-ups especially) are improving their communication with fans.

Carved and This Bar Saves Lives both boast active social media accounts, retweeting and replying with followers. It is always exciting when we, as fans, see our tweets being retweeted by a company. We feel like they are actually listening to us and want to know our opinions.

The “personable” experience

Carved is dedicated to providing “ridiculously great customer service” and it accomplishes this by being personable to its customers. You can read through hundreds of personal testimonials on its website.

Skimming through the testimonials, I noticed a customer voicing satisfaction after Carved wrote them a personal “thank you” note that had all the team members’ signatures on the inside of the case they purchased. Another customer voiced displeasure with the case they received, contacted Carved and was able to get new one at no extra cost. Going that extra step turns good customer service into a personable experience.

It isn’t just start-ups. Big companies understand that customers want great experiences. That is why customer service is so important. I believe it should be more than just a simple “thank you” after purchasing an item.

Do you know a brand going the extra mile to make customer experiences memorable? Let us know, and follow Innovative PR on Facebook, Twitter and Instagram.

Is Adobe Social the answer to social media measurement?

by Kellyn Baysinger

adobe-socialSince the beginning of social media, it has long been debated how useful the channel of communication is for businesses. When creating messages, businesses often craft them to reach a specific audience. Posting these messages and hoping they reach these potential people is no longer enough. Knowing the specific outcomes behind social media efforts is becoming more and more necessary as people are looking to find faster and more effective ways to reach their goals.

Previously, there were only a couple of ways for people to track their outcomes. A popular tool, Klout, uses a scoring system for the amount of interaction displayed over several different social media websites. Also, people were able to track how many clicks were produced by a web link through sites such as Bitly. Quite possibly the most effective was Radian6 for seeing how messages reached people. Although these were steps in the right direction, these services still leave a lot to be desired.

Recently, Adobe expanded its Digital Marketing Suite efforts with the new Adobe Social. Launched in Sept.  2012, the program is meant to help people learn their ROI (return on investment) for social media.  The program is intended to actually provide a dollar amount matched up with a specific action taken, such as how a mention by someone makes a difference in revenue and not just who messages are seen by.

Adobesocial_chartUsers of the program can connect their Facebook, Google+, Twitter, Pinterest, blogs and other platforms for evaluation and measurement. Centralized publishing, automated targeting and personalization, conversation monitoring, tracking competitors and application creation are some of the other features of this new product, which can all add to the overall ROI for a campaign.

Now, the question remains on how useful this tool really is. At this time, it is probably too early to speculate the success of the program. No reviews have been posted for the product and Adobe is just now starting to promote Social through commercials. If the product can really do what it claims, it will undoubtedly be a useful material for any social media effort.