Showing posts with label Feedback. Show all posts
Showing posts with label Feedback. Show all posts

BAIT and SWITCH: is NOT the RIGHT way to SELL




Since I began writing this blog 8 years ago (Happy Anniversary to me .... la la la LA LAAAAaaaa) I have written mostly on sales.  That is what I know best and if I had to be honest:  my sweet spot.  I was only good at the whole thing because I could juggle a lot of things at once, more than just multi-tasking.  Juggling rapidly while balance with one foot on a big rubber ball!

The other thing has been honing in my judgement skills.  For the most part, I've been optimistic, naive, and too trusting.  There might be more things others would call me that would ruin the positive spin that I try to churn out:  believable, honest..... to ... will she ever shut up?  To a talent at being able to drown people out (my husband).  

Maybe there is some loneliness that is escaping in bubbles, where every day seems to be like climbing Mount Everest, in slow motion, more tiring the next day than the day before.

For entertainment while I am doing some dreaded chores, I'm releasing a zest of battling so much negativity and worry in my world to a more peaceful and calm one.  



The rollercoaster I knowingly and if not completely willing to the wolves of sales people (my ulter ego) to do a few of the things that Rob would have on his HONEY DO list.  Since he has passed 9 weeks of remarkable progress, I have given myself permission to write a little and express myself so that I don't keep everything up inside or explode!

Looking at the opportunity to purchase things as a responsibility, when you partner is out of the picture in more ways than one, left solo to buy things that I would push and he'd try to push back on his domain.  We'd compromised by having our home tactically divided, evacuated by four, now adult [Millennial] blended family children.  Too big practically for two of us, but easily filled up with our respective and joint treasures.



So I tippy toe into trying to get the roof fixed on my home.  Something that I had thought I had signed off on almost two weeks ago.  Sending an email yesterday after visiting Rob at the hospital, a 6 days a week devotion.  I asked the insuror if their company was taking their business for granted, because to make my life easier, I had said to whomever that had called that I was not going to project manager them, just let me know when they will be here, what do I owe, and when will they be done ETA.  John left a card tucked into my door jam, along with the Census Taker's postcard.  

I took it to meaning that John was from the company that the Insuror had designated and I'd excepted.  It wasn't until halfway that I figured out where both John and I were puzzled:  I explained that I had assumed he was from the contractor to do the roof sent by the insurance company.  John was puzzled, because he usually had really great, efficient records, even able to produce a print out of all the homes he'd done in the area (this was a follow up from his cold call because I thought he was really from the Insuror).



Call it fate.  Regardless.  He sent me his quote.  I sent him my answer, which I am transparently sharing.  I only used John's name .... no privacy was infringed upon.

I'll let you know how it pans out.

/jm



Hi John 

Nice to meet you earlier today.  Apparently, confusion on my part pending completion of our roof stumbled you into the opportunity.  As I mentioned, as a sales gal by heart, I'm a big fan of giving people a shot just by the fact that they do a face-to-face OR telephone cold call - really, a lost art. 

One of my former bosses eventually figured out after a few years when I was in sales, that part of my skill had nothing to do with what was coming out of my mouth (which usually is exhausting enough) or how I was able to configure or negotiate a deal.  I became skilled at reading upside down.  So usually I can remember something that is being said and what had been coming out of my mouth resonated in some way, thus the note.  I just began to read upside down.   

Your whole proposal and Compliance Information is superb and REALLY nicely done - where did you come up with that idea?  I'd love to create one for my brother-in-law's business because when he does well in his business and my sister is happy and he is sending us to Mexico together ..... he has a furnace cleaning business with 15 as an entrepreneur -- you'd actually find value by networking or having a coffee in your MAN CAVE -- I'm pretty certain you'd find synergy and pockets of knowledge each other would learn mostly because of your shared interest of living a quality life and doing what you have a passion for, which is far more rewarding than the baZILLIONs you made a stock broker.  That IS amazing! 

I was wondering ..... I saw you wrote the number of Insuror payable $5600 dollars down and $2600 what my contribution should be for a total of $8200.  Did you factor these numbers into your equation when you came up with your price?

  I did really like the bait and switch technique:  give me comments that hint of a better deal from you with less out of pocket expense and a better product.  I do have a sharp memory when it comes to numbers and the visual of what you wrote down. 

That is why I was wondering why you would come in more expensive or whether this is a negotiation technique of barter ready response? 

Sincerely, Jeannette 

If you want to resend a new estimate, that would be fair for another 24 hours -- it is 1
 a.m. MST Calgary, April 27, 2018.



Foggy dreams create goals that stick



"A goal is a dream with a deadline." 

~Napoleon Hill
Hi Jeannette,

Good morning, I noticed you might have a requirement for some of the services we offer.

If there's anything we might be able to assist, we certainly happy to have a chat with you.

Please share a little brief about your requirement and leave us your email-address/phone number. We will review your requirements and get back to you with our past work details, testimonials, samples with best offer.

Looking forward to hear you.
Thank you,
Enthusiastic young sales gal






Dear Enthusiast:

I understand and appreciate that you are "cold calling" virtually.  However, there is nothing there in your communications that would entice anyone to respond.  Sadly.  Not even a statement on your service offering or a link to your website.

I suggest you follow my Blog and go to the articles on sales -- I have some nuggets there that may inspire you.  I admire your effort and want to encourage you to carry on.  I just sense a bit of blindness in your approach.  We all have to make a living, but a few of us want to be great at what we do, understanding that the money follows later on.

What is your value proposition to a start up?  How would they best benefit from your service?

What's the catch?

Are you tapped into social media?  I go by the pseudonym @optioneerJM .. if you are, follow me, follow my blog (if you can find it, lol) and all my platforms.  Like a scavenger hunt of a virtual kind.  Let me know you've found me by being unique.

How's that for a challenge?

We all have to separate ourselves from being average to one who is remarkable,

Jeannette

Is that mean?  Too harsh?  Perhaps and most certainly.  However, as a young gal starting out in sales, I had nobody take my arm and point me in the right direction other than kick me out the door and say:  find customers, cold call!



Lucky for me, and likely for many others, I had a tenacity and goal for success.  When I was about 22 I wrote a vision statement about goals that I found about 15 years later, when I had started to be recognized, and was astounded:

* Be successful at doing something I love:  I started out in magazine advertising sales, graduated to bleeding edge document management via printing sales at the very infancy of one aspect of the cloud as we know it today.

* Live in a white house with a picket fence:  I live in a white house with a chain link fence that backs onto a green pathway.

* Own and drive a Jaguar:  I ended up with a silver Mercedes CLK 500 coup that was classic, classy and exuded class.  Today I drive a Hyundai Accent (which is a story in itself that anyone with adult kids will relate to). 




I understand today that the car or house do not make the person.  Setting goals which often are aligned with dreams and writing them down are the glue that sticks everything together, but makes you accountable for what you think or say but more often only confirmed with proof.

I remember as a fledgling sales manager, having a seasoned sales rep under my wing who was firm on following in my footsteps because I had just been promoted to a sales team lead, tasked with creating more of MEs.  Gord soaked it up and was a sponge.  I never heard him ever accuse me of talking to much or too fast (I often get that when someone is not wanting to be in tune with what I am saying).  

One of my first coaching sessions with him, when he said that, I asked:  "Why?"  

He said because he didn't think he should try to reinvent the wheel by trying untried things via stumbling, but by mirroring someone who had already demonstrated success seemed like the wisest approach.  Wise probably.  That isn't an ego statement.  That is because when I started out in sales, I subconsciously tried to read or grasp on to follow someone else's example who had already proven to do what I was setting out to do.  I see that now as beautiful instinct.  I achieved acclaim, awards and recognition not because I was so special or gifted, it amounted to a driven desire to REALLY want to pay attention to those that have already paved the way.  

Most definitely, I asked questions of the people who worked with the sales people on their advice on what defined sales greatness.  More often than once, I was told that I was already on the first step:  asking others for advice and their feedback or opinions.

Seriously,  the archaic, traditional sales "experts" defined all the tricks and tips that appeared revolutionary were just plain dumb.  




Cutting corners is a sport that only schemers and used car salespeople use.  Eventually, they blow out so much steam, that they deflate or are fired because they cannot deliver on the over promises they make or the grand tales they tell.

Asking questions is the one key ingredient that only the finest, best, sales professionals discover.  They stumble upon the magical formula by accident at first.  They are fueled by wanting to actually deliver on the dreams or goals of the person they are selling to.  Instinctively, they know in their subconscious that if they could only deliver a small portion of that goal and not only build upon it but execute beyond either their's or your own possibilities, does the money, fame, awards and recognition follow.

Back to Gord.  His answer being defined that he wanted to do well, and he saw the easiest path to doing that was following in someone firmly established on the success train, with the idea that he may be able to progress faster, easier than stumbling around in the dark.

Again, I asked him:  "Why?"

Now, some people do think that you're off your noodle when you ask the same question at least two or three times without guiding them or pointing them in the right direction of the answer you are probing for.  I've been considered that often and still, almost always lately.  That is because if you haven't established the right metrics, results, awards or recognition from peers, subordinates, bosses or leadership ... you won't be heeded.  That can be frustrating.  Especially if you know you have had a gift in defining the easier path and just want to help others get there faster with less pain.

Finally.  Eureka.  Gord asked me what I meant - why was I asking why?  To me it seemed as elementary as writing that passage of goals as a fledgling college graduate who really had no idea where to go, how to start, or what I really wanted to do with that diploma or degree.  



I really wished someone had asked me that before I even left home and headed out to post secondary.  Back in those days (now I'm really sounding old), the expectation was you were going to go to school after high school, it was simply up to us on what that career would mean.  Blessedly my mom, thought it would be a good idea to be a legal secretary so I would marry a lawyer.  Years and years later, and even more recently, she has stated that she regrets not recognizing to tell me to pursue law.  I have no regrets.  I would have probably made a pretty good lawyer.

A lawyer is paid to orate, research, study character, evidence and sell others on their ability to help them achieve their goals.

Hahahaha ... well, folks.  That is EXACTLY what sales people do.  Yet, we cannot accomplish anything without asking the right questions.

Back to Gord.  "OK, Jeannette.  What do you mean by why?"



I am sure I smiled.  I recognized that my Padawan (Star Wars trainee term) was ready to absorb my wisdom.

So, again, I asked why but this time, expanded it by asking "why do you want to learn from a successful example so you can climb faster, easier and farther?"

I'm sure I was frustrating.  I have a knack of doing that.  My brother-in-law told me recently that my family had discussed me stating that sometimes when I talk I am in the clouds and those listening are trying to grasp a morsel of what I am saying.  That can come off being perceived as flighty and dumb.  Dumb as a fox, some might say.




Realizing that Gord was in the palm of my hands and it was time to expand on the question "Why?"
So I asked him: "what makes you want to be successful

For a talkative soul like me, taking a pause to allow someone else to absorb the question, formulate their answer, then say it is not something that I am often associated with.

As the note in that 22nd year was proof.  I wanted to be successful because at the immature time, success was  defined by the house I lived in and the car I drove.  The magic was that it fueled my desire and motivated me to accomplishment.  Not as a monetary value, simply as a testament to arriving at the end goal.  Often it is a status symbol.

Lucky for me that day, Gord said that his goal to be successful meant making enough money so that his new bride could retire from a medical technician career, not work, begin a family and build a strong foundation of life the way he deemed important to him, his values and example from his own upbringing.

How cool! Seriously, how many super stars have such humble goals?  Very few I must say.  Most of the greats.  Simply demonstrating that the ones with the most humblest of goals, stick-to-it-ness to achieve those goals, making good on promises are the ones that achieve it. 





The humble ones are really not bragging, writing big stories of accomplishments (that can be broken down easily by anyone with half a brain), and professing wisdom that only the loudness of their voices and exuberant tone gets people to believe they've discovered the holy grail.




My friends.  There is no easy, miraculous path to greatness.  Ask Steve Jobs, Wayne Gretzky et al.  They got up maybe a little earlier, spent a few extra minutes studying, stayed later than anyone else practising.  Not because they anticipated super stardom but from the sheer pleasure and passion that doing so gave them.

So.  Then.  If.  You want to be great.  Start out being humble and hungry to learn from others.  Don't proclaim you have discovered a recipe for success and try to sell that to others.  As Nike says:  Just do it.

The proof IS by doing it, not talking about it.  While it starts with asking questions.  There is no better path or plan than to start out with a goal, define your path and then plan on how you will execute on it.  More often than not, the best ones have goals aligned with love, family, health and happiness and NOT power, fame, money, possessions (I'm not an expert but I have a very strong hunch).




"Never lose your inquisitiveness."                                    ~Jeannette Marshall




The NEED for FEED .... back

"The herd seek out the great, not for their sake but their influence; and the great welcome them out of vanity or need."

~Napoleon Bonaparte
 
 
Feedback is a phenomena that has reached new heights with the emergence and advance of social media.   Information travels incredibly fast and many find themselves trapped unaware or fall victim to negative feedback.  Often  complaints disguised as "feedback" are negative and the object/subject are often unprepared and the immediate reaction is to go into defensive mode when they are startled into awareness.  It is my observation that 9 out of 10 times it is negative feedback that gets an immediate reaction - the worse the feedback, the quicker the response.

Feedback is a critical element on improvement.  Unfortunately, most organizations don't plan on how to respond to feedback.  It is far too often in reactive mode and far less in proactive mode.  I have written about Social Media feedback already but this time how it applies in business.

 
 
 

There is a time and place for everything.  Feedback is a crucial to any one person, team or organizations success.  In fact, feedback is encouraged in many situations:
 
 
  • Personnel reviews
  • Customer reviews
  • Feedback forms
  • Review panels
  • Interactive communications
 
Obviously, there are three types of feedback:
 
  • Positive
  • Negative
  • Constructive

  1. Positive feedback is pleasant, complimentary, and makes a person or organization proud of something, feel good about themselves. 
  2. Negative feedback is rarely welcome, usually takes the recipient off guard, and the target tends to  immediately go on the defensive
  3. Constructive feedback is when the intent is encouraged for improvement, aid learning and enhance development.  

Helpful feedback is when you give (or receive) encouragement and ideas on how to make changes to improve performance, enhance results.   

The least helpful feedback you can give someone (or receive yourself)  is vague encouragement ("You're on the right track, keep at it, 'Good start! Keep at it!")  Mind you, blistering criticism on the other hand causes the mighty to be shaken especially when caught unawares ('I hated it' You suck!') 

The most misleading feedback  is none  at all!  It evades the subject or communicates to the prospective recipient that there is nothing wrong.  Why you may want to reconsider sidestepping feedback:

  • It gives a false send of security
  • No news is good news is not always true
  • We've been raised to "if you have nothing nice to say, say nothing at all"
  • We think it is poor manners to give feedback when not asked for
  • We are not correcting a behaviour that is disruptive or unproductive



 
FEEDBACK (noun)

1)   Information about reactions to a product, a person's performance of a task, etc., used as a basis for improvement.
2)   The modification or control of a process or system by its results or effects, e.g., in a behavioral response.

Synonyms:

Response, reaction, comments, criticism, reception, review

i.e. “we welcome feedback”
 

Every ONE and every ORGANIZATION improves with feedback.  You can call it whatever you'd like:

  • Reviews
  • Comments
  • Opinions
  • Advice
  • Pointers
  • Research



There is a very effective method to feedback that I learned while at my Toastmasters International professional group.   In fact, we would evaluate and give feedback based on our feedback, fancy that! 

The basic rule was use a sandwich:
  • Say something positive that will make the person receptive
  • Give the feedback
  • Say something positive again

The best managers, leaders or organizations are masters in the art of feedback.  We're so pleased at the intro and closing, we don't take the feedback quite as if it is a personal attack. 

A very wise elderly lady I know perfected it.  She starts out with something along this line "this is just some friendly advice that you may want to consider" (ears and mind opens) .. you may want to consider diversifying your savings strategy (I'm not hearing I don't have a strategy, or I have a poor strategy or I have bad habits) ... you may want to consider paying off your mortgage or buying an investment property (or whatever the case may be).  By doing this myself,  I have learned from own mistakes ... (she's not perfect either) I discovered that you shouldn't spend all your hard earned money on .. insert this or that  .... You may find a better idea of solving this as I know you're an avid reader and researcher ... much better with your computer skills than I am (awwww, I'm warmed up now) to know how important saving money is. 

She isn't accusing me of being a wasteful spender or criticizing me for not preparing for retirement.  She's enveloping her own wisdom and experience in a way that is framed in such a way I will pay attention, want to consider adopting it and will certainly feel good about it.

Another example would be like:  "Jeannette, your enthusiasm and energy really inspires me to pay attention to what you have to say.  Sometimes it is difficult to catch all the great substance by the style in your delivery.  I often feel like you think I'm not getting it or paying attention.  It comes across as though you are telling me without asking my opinion.  If you would slow down a tad, I can write notes or ask questions to absorb all your great ideas."

Surprisingly, this is a lot harder to do than it sounds.  We can fall into the trap of sugar coating it too much that our main point can be lost.  When done in conversation, effectively using eye contact and pausing between points allows the listener to absorb what is being said.

The next time, you are in a situation where you have to artfully provide feedback, think about this approach.  Once you are in the habit of doing so, your ideas or feedback may take you much farther than you dreamed it would.

You can avoid a lot of heartache, heat and resistance try to follow these hints:
  • AVOID attacking the person or making them feel as though they are being attacked 
  • AVOID using sarcasm which is a passive aggressive way of being nasty
  • AVOID underscoring a past mistake to make emphasis (they will feel like they can never do anything right and put them on the defensive immediately
  • AVOID communicating in a tone or speed that communicates anger (everyone knows a hissing cat is angry merely by the sound of it)
  • NEVER give feedback in front of others, regardless of your seniority.  You will look bad and weak ... never mind HR (human resources) could end up at your door instead!  Take the person aside and address the situation privately.
  • WATCH your body language (don't point a finger, shake your head as a no when you are wanting to convey a yes)
  • SMILE when you are opening with the positive statement, be serious when you are framing the main constructive point, and then look directly after you've finished the final positive framework
  • AVOID being too concise or brief: giving feedback is not something that should be done in haste
  • PLAN your feedback:  write down, rehearse or play over in your mind, visualize how you are going to deliver your sandwich.
  • AVOID joining the positive with the meat by using "but", "however"
  • SCHEDULE the time and disallow interruptions of any kind.  Respectfully reschedule if you know there is a pressing matter that may require interruptions. 
  • GOING to a company cafeteria or coffee shop does create a personalized receptive environment.
  • TURN OFF all communications devices as they fall under interruption and distractions.
  • END with a plan:  how are you going to mutually review that improvement has been made?  How are either going to track, monitor changes?
  • FOLLOW UP:  With something in writing to recap what was discussed and decided will be used to measure improvement; the recipient can do this rather than waiting for the communicating to demonstrate that they embrace it and are prepared to heed the advice.
  • FOLLOW UP:  Schedule a review in a week, month, or three months where both parties can collaborate, exchange thoughts on where, if, when improvements have been made.  If at a later date, you or your company decide that the feedback fell on deaf ears and the effort was not rewarded and you want to let the person go, you will be thankful that you have documented your efforts to help the person, when, how often, what steps were involved.

BE TACTFUL In other words, instead of coming straight out and saying "our meetings are too long".  You may have a valid point but you don't want to stick your neck in a noose by appearing as though you are criticizing a manager, who you owe respect to.  Think of a way that you could say it to a manager in such a way that it will be taken as valuable, helpful as the person may be unaware.    If you think meetings are too long, think about why you think they're too long?  Is it because you need to get home to get your kids to their soccer game? Far, far too often someone within group dynamics takes on the role of being the spokesperson, thinking that they should speak on behalf of the group in a tone of bravado that they mistakenly think the team appreciates their confidence and ability to speak up.  More often they are misguided and their team mates are horrified by the thought that the manager or leader thinks that they support such outspokenness. 


I had a leader who asked that we do our best to provide a solution prior to just spewing out a problem.  It was wise.  Wouldn't this sound better:  "There is a lot of great information that is covered during our meetings.  At times, they go longer than scheduled.  Perhaps we can have them over lunch and kill two birds with one stone or have an Agenda posted/sent out beforehand so that we can all stay on topic and on task."  That works rather well when the team all gets on board and collaborates on a solution that everyone can agree and compromise on to fix the problem.  i.e.  If you come up with the idea of lunch, everyone agrees to brown bag it, take turns to pick up the sandwiches or make arrangements to order in pizza.

Surprisingly, this is a lot harder to do than it sounds.  We can fall into the trap of sugar coating it too much that our main point can be lost.  When done in conversation, effectively using eye contact and pausing between points to encourage the listener to absorb what is being said.  You may have noticed, I like to use the word "perhaps" because I have found it softens the messages and conveys that it is just a suggestion.  How I do it, where I do, how I follow up conveys the seriousness or willingness to mentor/help with changes suggested.

The next time, you are in a situation where you have to provide feedback, think about these pointers.  If you sense or experience resistance, it may not mean that your ideas or feedback are unnecessary.  It just may mean that you need to deliver them a little differently.  Once you are in the habit of sandwiching your feedback, your ideas or delivery may take you much farther than you dreamed they would!

Let me know if you have tried any of these tips and if they worked. 

 

 
 
"There is no better than adversity.  Every defeat, every heartbreak, every loss, contains its own seed, its own lesson on how to improve performance the next time."
~Malcolm X
 
 


WALK before you RUN ... STOP before you POST ... SLOW DOWN before you LAUNCH


"Feedback is the Breakfast of Champions"
~Ken Blanchard


There is an increasing alarming trend of social media enthusiasts launching displeasure at their nemesis via Social Media.  Which brings to mind the Blog Title:  "WALK before you RUN (i.e. install new programs) ... STOP before you POST (think of the ramifications of what your brand is doing) .... SLOW DOWN before you LAUNCH (do a careful analysis of how you will manage Social Media before you simply launch your brand).  Airlines seem to be the highest target of displeasure these days, I would imagine with all the weather challenges causing travel mayhem over the holiday travel season. 



Just by performing a Google search "travel displeasure expressed" I was able to find plenty. 

  1.  Facebook https://www.facebook.com/USAirways/posts/10151562598183473
  2.  New York Times:  http://www.nytimes.com/2014/01/14/business/southwest-flight-to-missouri-lands-at-the-wrong-airport.html?_r=0
  3.  Linked In:  http://www.linkedin.com/today/post/article/20121014052901-204274949-no-airline-bashing-from-me?trk=vsrp_influencer_content_res_name&trkInfo=VSRPsearchId%3A701314631389748985907%2CVSRPtargetId%3A5084%2CVSRPcmpt%3Aprimary
So much so that even Trip Advisor has launched their Airline Review feature (story by NextWeb).

Having become such a topical subject, even USA Today posted how to write an effective complaint to an airline.

What surprised me what wasn't being said:  how negative social media feedback has the airlines scrambling to recoup and recover.  It is impacting dozens of other brands.  This creates ample opportunity for Social Media advisors to flourish!

NOTE:  This is not solely an airline dilemma but only used based on very recent developments.  I had my own soap opera with an airline after I went online to express my own displeasure on service by a particular airline on a recent trip to Mexico with my sister.  Here are some of my observations:

  1. Organizations are asking for consumers to resort to online ordering, booking, etc. which obviously decreases human capital;
  2. They are asking for online feedback or bookings but not drawing out a full organizational plan on how communications/feedback is going to be handled, how, by whom and when? 
  3. The same websites that are promoting feedback, online bookings are not making sure that recent developments are being updated or communicated  across channels to those interacting with customers directly(i.e.  a special seat selection feature was not posted nor communicated when a 1-800 was called)
  4. Everyone seems to have recognized that "be there or be square" is a necessity for social media but it hasn't been prioritized or effectively organized before it has been launched.  Results:  Knee jerk reaction instead of carefully crafted planning.




 
Another personal example that prompted me to write was after purchasing a Christmas present for a beauty service for my sister using my credit card, when trying to telephone to book an appointment over the telephone I got a broadcast message, they didn't answer and referred to their website to book online.   Unfortunately, the website would only allow the booking to be made if you provided a credit card, which I didn't want to do since the service had already been paid for ... nor was it updated to allow entering the most recent promotion.  I would have really have liked to emphasized with them that whenever a customer is willing to speak to you personally,  you shouldn't take away this opportunity to learn what they want, what inspired them to call.  It strongly communicates complacency and lack of care .... quite the opposite of savvy or hip thinking they're ahead of the curve.

Peter (Petra) isn't talking to Paul (Paula) in organizations apparently.  Managing your online data, website, social media is imploding at an alarming rate -- the same rate as Social Media panic adoption is unfolding.   Unfortunately, it is seemingly being used as a Marketing Tool to promote (or what I sometimes call SPAM)  nice stories, or brilliantly leverage viral messaging i.e.  West Jet's Christmas miracle.  Let's be honest:  this is not "engaging" with your customers, it is broadcasting, self promotion (aka SPAM) and dictating what you want them to believe.

 



What seems sad is that when opinions don't agree with the masses (often employees or related advocates) they aren't improving matters.  Defending by bullying is not positive, but fighting fire with fire, or adding fuel to an ember.  I wondered out loud if savvy social media campaigns that go viral are not simply leveraged advertising campaigns that are significant.  At least Old Spice is open and honest that their viral campaigns ARE advertising campaigns and are even tied in with television commercials.  Beware, if you are going to express your opinion, you had better be prepared for open attack.  Thankfully, Mike Lehr, @MikeLehrOZA an Intuition Expert and Author, defended the writer's opinion and things quietened down:

  •  First, this is an advertisement. Second, it is heart warming; the volunteers should be commended. The comment by +BLOCKED OUT  is unscrupulous.
  • Let's remember that good people are often used to serve purposes we don't like. I know I have been used in such a manner. However, let's not confuse criticism for the effort as criticism for the people involved and for their efforts
  • The best example is war. Good men and women, with very good intentions, are sometimes sent to fight for questionable purposes determined by others. There is a difference between criticizing the war and criticizing the soldiers. One does not mean you are also criticizing the other. In Vietnam, we treated the soldiers badly for a war we did not like. This was wrong. An overwhelming number of these soldiers, including my deceased cousin, were good people not baby killers. In Iraq and Afghanistan, while most do not like the war, this time we realize that the vast majority of soldiers are good people working hard and we are treating them far better.
  • Returning to Jeannette's point at hand, she is criticizing the war, not the soldiers. However, it's easy for those who support the war to discredit critics by trying to say criticism for the war is also criticism for the soldiers. This is an unscrupulous tactic.
  • If there are problems with Jeannette's facts about the circumstances surrounding the advertisement, let's hear it. However, unless I misread something, I don't believe Jeannette attacked any volunteer or their efforts.
  • Let's also face it that often companies with a troubling image pay a lot of money to revamp it. WalMart changed it's logo to add a yellow, friendly sun. BP after the Gulf disaster spent much on an advertising campaign highlighting its environmental efforts. It's not inconceivable that West Jet is doing the same. That is what I believe Jeannette is calling into question
Feedback is good for me and I learn a great deal from both the positive and negative sides:  it helps me to define, improve, or expand on messages, posts, content.  Sadly, this same advice could be applied by the many brands, industries, companies that are bulldozing their way on to the Social Media scene without much forethought.  What the above was a brilliant opportunity to turn controversy and feedback into more positive wins. 



I get the impression that there are so many ways that Social Media is being misunderstood and/or mismanaged.  My suggestion:  instead of marketing, IT and webmaster battling for control, organizations start thinking of a new title:  Chief Messaging Officer.  This person would be an insider who could objectively look at, monitor, and author messaging from the organization to ensure that it is all seamless and connected across all fronts rather than the often fragmented methodology. 



Draw out a Feedback chart for heavens sake.  Draw the lines on who responds to what, with it tied in with Social Media.  Organizations are taking the time to promote the brand, pay for agencies by the boatload of money but not really protecting their feedback channels.  Consider the old adage that good news travels fast, but negative faster.  Like the Facebook post example, you can't manage or control what users do or what platform they use to express their displeasure, but you can sure be more proactive in managing the feedback by turning the adversaries into advocates (Previous Blog Post:  Turn Adversaries into Advocates ) or a great recent post by one of my favorite writers from Forbes, TJ McCue "How to get more positive reviews!

So ... like I said, WALK before you RUN with it, STOP before you POST a response, and SLOW DOWN before you LAUNCH your social media program -- start identifying and placing more importance on feedback, looping website/promotions to social media messaging, be responsive and embrace feedback for what it is worth:  a way to uncover opportunities to make improvements.






"All the adversities I've had in my life, all my troubles and obstacles have strengthened me .... you may not realize it when it happens, but a kick in the teeth  may be the best thing in the world for you."


~Walt Disney


Do you agree with my comments?  Have any suggestions on how companies can handle their social media better?  Do you also think that disgruntled customers are going to get louder and louder?  I'd love to hear from you! 

In the meantime, make 2014 your best year ever!