Comments on: People Want to Connect with People… Not Companies

By: marita roebkes

marita roebkes — Fri, 14 Nov 2008 17:38:59 +0000

Companies who are thinking about social media should answer first the question: Are we internally ready to open up?
Openness is a cultural question more than anything else. If the company’s culture is to keep everything close to the chest they are probably not ready to network openly with their market. If their sales model is still based on the characteristics of a sales person from yesterday with sayings like “selling begins when the customer says no,” it is a waste of time, not to mention rather counterproductive to developing a trusting, long-term relationship with their market.
If the purpose of social networking for a company means Buy from me, but don’t waste my time …. these companies should better invest in advertising bill boards.
Even the biggest companies will find themselves in serious trouble within the next five years if they don’t introduce major changes in their market interaction models. It is more than just the customer relationship: It is their relationship with the entire market.

By: marita roebkes

marita roebkes — Fri, 14 Nov 2008 17:38:47 +0000

By: Patrick Moran CMO, Mzinga

Patrick Moran CMO, Mzinga — Wed, 12 Nov 2008 17:38:57 +0000

Responding to Ann Handley’s comment, i think a lot of brands are “doing it cuz they read an article on MarketingProfs” — not because they fully grasp its power… yet.
That is okay.. its early…
Like a few of the other responses – I wish Dell’s products were more like Apple’s — the great mktg is a bit like Seth Godin’s Meatball Sundae metaphor.
(Sorry Dell, I use your stuff everyday too… I do like meatballs, I s’pose.)
Ideal company investment strategy:
1) Invest in killer product that is appealing (DO NOT SKIP THIS STEP!)
2) Invest in social media people in your marketing department
3. Enjoy.
Patrick, CMO Mzinga

By: Paul Chaney

Paul Chaney — Wed, 12 Nov 2008 16:23:33 +0000

Amen to that Mack. I’ve been saying the same thing for years: People want to do business with people, not companies, and preferably people they know.
While I’m currently being courted by some MAC fans to buy one of those, my heart lies with Dell (I’ve had six over the years and Bizzuka is a Dell shop). It does so for the very reasons you outline. It’s less the product and more the people that makes the difference for me.

By: Paul Chaney

Paul Chaney — Wed, 12 Nov 2008 16:23:21 +0000

By: mack collier

mack collier — Wed, 12 Nov 2008 16:10:55 +0000

Chel I am spending more time lately gravitating to the people that ARE realistic about what social media can and CANNOT do. We NEED this, and people like you that remain realistic about the capabilities of these tools ensure that the space remains healthy, and grows.

By: mack collier

mack collier — Wed, 12 Nov 2008 16:07:54 +0000

BTW I can now add that I have indeed interacted with one of Dell’s competitors via Twitter. Apparently sometime after leaving his comment here, David (who works for Lenovo), unfollowed me on Twitter.
Very interesting.

By: Michelle / chelpixie

Michelle / chelpixie — Wed, 12 Nov 2008 12:39:49 +0000

Mack, I want to make it clear that I get just as excited as the next person about how social media is making this all possible. I do know that corporations move slowly.
When you have access first hand to the knowledge that the customer service still sucks it dampens the excitement a little.
Ann asks an excellent question, is this a cultural change? I believe that it has to be in order for it to be believable.
I feel like a party pooper on some level but I also have to remain realistic.
Richard, are there any existing or upcoming changes to your customer service department to encourage this type of culture?

By: mack collier

mack collier — Tue, 11 Nov 2008 18:22:57 +0000

Chel and Michael that is a GREAT point! The key for companies like Comcast and Dell is, how can they take changes that are happening in sometimes isolated areas, and move it out to be a larger culture-wide change? I think that could and will happen in both companies, but corporate cultures are like glaciers, they usually move very slowly.
David I haven’t worked with Dell, I have advised them on their social media strategies, as my bio states. No money has changed hands, and Dell has not paid me for any advice I have given them.
As for their competitors, not making assumptions about what they are or are not doing to reach out to customers, I am commenting on the fact that they are NOT reaching out to ME via SM, as Dell is.

By: David Churbuck

David Churbuck — Tue, 11 Nov 2008 16:49:52 +0000

Might your work for Dell have something to do with it? And don’t make assumptions Dell’s competitors don’t have Twitter accounts or reach out to customers.
“Mack is a requested speaker and has advised companies of all sizes on their social media strategies, from small businesses and startups, to companies as large as Dell and Microsoft. His writings have been referenced in several mainstream publications and websites, including The Washington Post, MSNBC.com, Ad Age, CNET, and The Boston Globe.”
David Churbuck
Lenovo