Corporateinklings

Hit-and-Run

So here’s a story of a good company that could have done the right thing, but didn’t.

The scene:                 Saturday morning, almost noon.  Traffic is a snarl in downtown Boston, and a well-timed paving project cuts Boylston Street from 3 lanes to one.

The action:                 A 20-ton white truck wants the open lane. And apparently doesn’t see the 1,500-pound red Honda hatchback 5 feet below it.

Visual:                        The world is a big white hulking thing, coming closer.

Sound effects:             Metal on metal. Mirror snaps.

More Action:              Truck driver takes off. Followed by a call to the company.

On the surface, Miller Pipeline does all the right things (after all, its driver could be cited for a hit-and-run.). The VP of ops calls back, expresses what seems like genuine concern, and promises to do the right thing. (Also swears that the driver will lose his job, which is absolutely not the goal, and certainly not the point of it all.)

But by Monday morning, the urgency is dead. No one calls when they say they would. The only person charged with contact is the guy in ‘claims’ who – give him credit – answers his phone.  He says they asked the driver, and he said he didn’t hit anything. (Q: How does a driver of a large and noisy truck ‘hear’ something that lasts 2 seconds if he didn’t see it in the first place?)

The outcome: When I told them to check his hubcap, they went radio-silent.  Of course, they handed to insurance; that’s what insurance is for. But how about the driver who bolted?

So, it’s costing me $500 to get the car fixed – and the likelihood of steeper premiums next year. That just feels wrong. And another ugly lesson in human nature: it’s easy enough to pay lip service to doing the right thing, but when the rubber meets the road – or in this case, the wheel meets the door – it’s just as easy to pass the buck.

Anyone listening over there at Miller Pipeline?  

And one disappointed customer, of course, tells 10 more. At least.

   - Posted by Amy Bermar

Too Late to Tweet?

When you’re in the middle of the storm, it’s hard to remember that some people are still pulling their boots on. Today, I saw a blog post from a B2B tech company asking its customers if they’re on Twitter, and if they’re using it for business. (Props to them for asking!)

Most companies, including many that are quite sophisticated in their marketing, are still sorting this out. So here’s the beginning of a simple answer.

#1. Does it work? Yes.

We're definitely seeing it drive conversations for our B2B clients. Sometimes someone is just talking about your product, other times, voicing criticism -- either way, it's better to be in the conversation than left out of it. At least once a month, we uncover one of these conversations – and generally call or email our client to get involved (and get a Twitter account) STAT. They usually do. We don’t know if any of these leads have closed yet, but I’m sure some will. Best to think of Twitter, among other things, as yet another reference channel.

#1b. And, of course, at least right now, it's quite effective in reaching what's left of the media.  Reporters source significant amounts of their stories on Twitter -- in many cases, not even resorting to email, much less the phone. We can talk about the implications of this kind of opportunistic research, but for now, it's a reality.  So once again, it’s better to have the opportunity to contribute, than to read a story you ‘shoulda’ been in after the fact.

#2. How many followers are enough?

As with all marketing, Twitter for B2B is about targeting. It's tempting to think it's about volume (which is closely related to vanity, when you’re talking about the number of followers), and especially when the vaunted digerati are proclaimed for having tens of thousands – or hundreds of thousands –of followers. But start with the right people; and don’t worry if it’s 10, or 20. Dozens can become hundreds; and you probably don't need thousands.

#3 How often should I tweet?

As often as you can, so long as it’s relevant to what you are trying to accomplish on Twitter in the first place.

#4 What should I tweet about?

Almost anything that’s interesting to someone other than you. Just make it interesting, please. There’s nothing worse than (still) reading that someone is headed to Phoenix, or _________ (to speak at a show). Or spend time with their family. Noble callings, all, but not everything needs to be shared.

   - Posted by Amy Bermar

The Social Media Black Hole

Over the weekend, I was sitting in my apartment, watching TV and randomly looked at the clock.

I found out I had spent SIX HOURS on social networking sites – nearly the equivalent of a full workday. I updated my LinkedIn. I tweeted. I talked to friends on Facebook chat while commenting on their photos. I commented on my friends’ blogs. I read articles and made a point to Digg them.

I am an activist for social media and all, but is it getting out of hand?

Social media campaigns are becoming a huge part of our lives and can seem overwhelming, but seeing new people Link to me, tweet back, add to my photo and blog comments… it was all worth it.

We all work, have priorities, have so many aspects of our lives stretching our time paper thin. I am just happy to find this type of interaction can help me stay connected to people.

So I say, 6 hours (pretty much) well spent.

- By Kristen Waples

Thank You for Caffeinating: campaign converts java junkies

I’m suspicious of folks who give up caffeine (and I happen to work with some). “I was addicted,” they explain.

Yeah. And?

Hi, my name’s Rachel and I’m a caffeine addict. 4 years and counting, thankyouverymuch. You may have spotted me at Kenmore station weekdays at 8am, waiting for the 57 and clutching my steaming travel mug like it’s a rope and I’m Indiana Jones in a pit of snakes. And have you seen the design on my Twitter page?

I’m just one of the many who rely on their daily cup of Joe to prevent them from becoming walking zombies.

With a dedicated market of die-hard customers, it makes perfect sense that java industry giants are battling tooth and nail for the title of Coffee King. And the up-and-coming contender might surprise you: McDonald’s.

While Starbucks and Dunkin’ Donuts vie for #1, Mickey D’s is putting $100 million into a marketing campaign convincing consumers that the Golden Arches have the best brew in town. And it’s working:
“McDonald's gains ground from rivals with marketing blitz of McCafé brand”

I work in B2B, not B2C – and our clients are innovative tech companies, not retail moguls – but this story is a good reminder of the power of a strong message – over and over. Starbucks and Dunkin need to step up their game, because someone’s betting $100M that coffee-drinkers should get their fix at the same place they buy their Big Macs.

 - Posted by Rachel Round