Why this blog?

A friend and I were having a debate on whether or not there was such a thing as a digital planner. Did being a good offline account planner automatically mean you could be a good digital one? What does it take? Since I love my job and the power it gives me to be a consumer champion I've decided to embark on a journey to prove that a 'traditional planner' can embrace the digital world.

Realising that I am going to be pulling from several sources who know what they are talking about and that there must be other planners out there in my shoes, I thought it would be worth blogging what I find. At the very least it's a good place to pull together everything for me. Without this I have a strange feeling that I will be as redundant as the banker who said 'yes buying another bank's bad debt is a really good idea'; wish me luck.

Friday, 26 February 2010

First Direct have taken me from empathy to offense in under two minutes and three Tweets

First Direct really should have thought about reputation management before they embarked on their Customer Sentiment and Social campaign.

This morning I opened up my twitter account to find that I was DMed by First Direct on ways to improve my sex life. I've heard of Customer Relationship Management but this may be taking it a step too far.

My immediate reaction was one of pity because clearly they were attacked by the Twitter Phisher. But then they told me to disregard this in a public reply.

Apparently they were 'hacked' last night. So now I think 'hang on you've been hacked. But, I entrust my worldly wealth to you.'. Now I'm worried. With a re-read I notice a hint of complacency there and the anger begins to set in. But a second Tweet follows quickly. Perhaps this one will be better crafted.

Still no 'sorry', just a clarification that 'all is well'. Still no DM to me explaining what's happened. Good thing I was online at the time of the clarification. I'm not getting the 'all is well' feeling. 

Ah ha. Now the apology but in the form of another clarification. 'Just to clarify, it wasn't a password issue at all. Oh, and sorry for the offense caused.'. No offense was ever caused because of the initial attack: spam happens. I am however offended by how this has been dealt with.

First Direct clearly has no crash bag. If you are going to base your entire marketing strategy on Customer Sentiment and a Social Strategy this is a massive oversight. Especially in light of what has happened with Toyota and Euro Star recently, and the fact that Twitter had warned more phishing is likely to happen. 

It looks like First Direct is only prepared for when the going is good. In a previous post I used them as an example of a brand that should start to think about how they respond when the going is not so good, and this morning adds weight and a certain amount of urgency to this need.

In under two minutes I've gone from empathy to offense - that is the power of Social Media. First Direct I used to salute you, I no longer do.

Thursday, 4 February 2010

"Retail, meet Miss Location based Media

Ye olde days when exact targeting was a mere dream

I remember when I first started in our esteemed industry the mantra drummed into me was 'the right message, at the right place, at the right time'. Ever since then that mantra has done me proud. All my strategy was and still is driven by knowing the people you communicate with. Know them and you know what to say, and with this insight the 'where' and 'when' can be guestimated.

Location based retail marketing in the digial age

Then comes along location based apps. No more guestimation about place and time. Retail marketing meet the digital age. Now all we have to do is set up some kind of value exchange for the permissin to use these applications.

Some ideas that could be explored to bring the two together

1) On applications like mobile Google maps include promotions to drive footfall as well as contact/ address details

2) Get people to make their phone 'discoverable' with the promise of promotions when they pass your store

3) Gain permission to track an individual's mobile number by promising something unbelievably special and yummy when they get close to a retail outlet. Like a hug from the Abercrombie and Fitch boys possibly...maybe...

I wouldn't know where to start with getting the technology in place to do this, but it is something that I would love to explore.

Any takers?

- Posted using BlogPress from my iPhone