Using Social Media to Create Raving Fans
Nobody likes you! Wanna know why?
What would make you wear a company’s name on a t-shirt? What about a hat? Not a big deal, right? People don’t think twice about the message they are branding for a company.
When I stopped at a stoplight recently, I was surprised to see a Ford decal on a Ford car. Why would someone who owns a Ford put a decal about Ford on a Ford? I was dumbfounded.
[A little background…I’m not a brand loyalist. I’m a convenientist (I think I just made up a word!) For smaller ticket items, shopping is about wherever I am and whatever is on sale. For larger ticket items it is all about quality and price.]
With that background in mind you can see what it was difficult for me to understand such brand loyalty. As I contemplated why someone would so blatantly promote a brand on a brand, I realized that person must be a raving fan. So, what makes a raving fan?
Ken Blanchard and Sheldon Bowles wrote Raving Fans in 1993 with the idea that it would revolutionize our perception of what makes a fan. The product description on Amazon defines the book as “being told in the parable style of The One Minute Manager, RAVING FANS uses a brilliantly simple and charming story to teach listeners how to define vision, learn what a customer really wants, institute effective systems, and make Raving Fan Service a constant feature–not just another program of the month.
America is in the midst of a service crisis that has left a wake of disillusioned customers from coast to coast. RAVING FANS includes startling tips and innovative techniques that can help anyone create a revolution in any workplace–and turn their customers into raving, spending fans.”
David Meerman Scott picked up the customer service mantle with his book World Wide Rave. According to Scott, a WWR is when people around the world are talking about you, your company, and your products. Whether you’re located in San Francisco, Dubai, or Reykjavík, it’s when global communities eagerly link to your stuff on the Web. It’s when online buzz drives buyers to your virtual doorstep. And it’s when tons of fans visit your Web site and your blog because they genuinely want to be there.
While Scott is specifically referencing online customers, the premise is the same.
Basically, it’s not enough to satisfy your customers any more. Their expectations are too low! So, if your goal is to satisfy your customer, you are missing the mark. That’s why nobody likes you. If you miss their expectations they’ll definitely talk about you. What happens if you exceed their expectations?
You want your customers to be talking about you, linking back to your site, liking your posts and sharing your content. Everybody wants to be liked (don’t deny it!) In this age of new media that’s never been easier.
With just the click of a button, you can share, like, and link! Personally, I’ve found the most challenging part of this is to produce content that people want to share. The point is, that I’m trying. I’m blogging more. I’m starting conversations on Facebook, and engaging more on Twitter.
What about you? How are you creating Raving Fans?