Tag Archives: twitter

Il tuo gelato in un tweet

Ecco i vincitori proclamati dalla giuria presieduta dal grande poeta Davide Rondoni per il concorso che SIGEP ha indetto, chiedendo agli italiani un ‘cinguettìo’ dedicato al gelato artigianale. 

Walter Rossi, avvocato fiorentino (La gelataia di Montelupo/mesce/ crema antica e granella di pistacchio/sorride/ ti guarda/sussurra:/”questo è amore”), Francesco Astolfi, esperto di marketing riminese (Ti ho baciato mentre mangiavi un gelato. Ora so che l’amore ha il gusto di banana) e Agnese Del Prete, impiegata di Latina (Golosa emozione lievemente accarezza timidamente ognun) si sono rispettivamente classificati ai primi tre posti dell’iniziativa di SIGEP che ha chiesto ai propri followers un pensiero di 140 caratteri sul gelato artigianale a @SigepRimini.

Il salone di Rimini Fiera leader al mondo nel dolciario artigianale (la 34a edizione dal 19 al 23 gennaio 2013), ha messo in palio un week end a Rimini per assistere a SIGEP 2013 e 10 kg di gelato al primo, 5 al secondo e 3 al terzo tweet.

Una segnalazione per la loro simpatia anche ad altri tre tweet giunti al concorso di SIGEP:

Giugno. Girovagando Grondo. Girandomi Guardo Giù: Gelateria! Gustoso Gelato Gusto Gianduia. Gnam. Grandioso. (@RiccardoPerini)
Il mondo è pieno di indecisi. Lo capisci dalla lunga fila che il gelataio ha creato chiedendo: Che gusti vuoi? (@MenuettoIT)

Anch’io avevo partecipato con un tweet da leggere come un fosse jingle “gusto fresco e colorato, son innamorato del gelato; crema frutta o variegato, son innamorato del gelato“. Non male, vero?

Using Social Networks to Improve Operations

For decades the mystery shopper was the main way retailers assessed operations from a customer’s point of view. By sending in a fake shopper, typically once a month, an individual store essentially was buying a dozen performance snapshots per year.

Then telephone surveys began to supplement mystery shopping. Today, digital technologies are supplanting both, with online customer surveys providing an exponentially greater number of performance snapshots per day.

A well-managed loop that links customer experience feedback with recommendations on social networks like Facebook, Twitter, and Yelp, can boost service quality and operational performance, increase traffic and create more happy customers — people who crow about a retailer online for free, turning their friends into new customers too.

A new mini-industry has emerged using these techniques, known as “customer experience management,” or CEM. Our company, Empathica — as well as a number of competitors — are providing customer feedback to operations, while partnering with “web-scraping” companies to listen to random chatter online.

Now we’re turning attention to linking operations to marketing through “social CEM.” The aim is not to drive online advertising impressions, but to explicitly and transparently drive the behavior of customers, front line service staff and retail managers. The aim is to create a true dialogue, not simply a listening post for customer kudos and complaints. And by doing so, this loop can drive meaningful operations and customer satisfaction gains.

An example: At Debenhams, a major international department store chain based in London, a customer complained through an online survey about a poor meal they received at the store’s restaurant. “Ordered turkey dinner. Very dried out. Overcooked vegetables in greasy, cold gravy.” The store manager called the customer that night, apologized, and sent a coupon for two free meals. The customer was invited to post their happiness with the problem’s resolution on Facebook, and did. The store manager made sure the kitchen turned out better turkey dinners. The result: a satisfied customer, better kitchen operations, and free social network advertising. Debenham’s effectively took what would have been a one-off customer experience problem and turned that customer into an Debenham’s advocate online and improved its operations to reduce the possibility of future disgruntled customers.

A social network feedback loop starts with information gleaned from customer surveys conducted online. Those survey-takers are then linked directly to social networks like Facebook through a link on the survey.

So how many customers will actually bother to move from surveys to socializing their experience? We have some data that suggests a healthy amount. We conducted 25 million surveys last year; more than 80 percent of respondents said they’d recommend the brand they were being quizzed about. We’ve then seen 10 to 20 percent of customers follow through with social network postings after the survey.

Some recommendations for retailers considering tying together their feedback, social, and operations loops: Customers need some nudging: incentives like coupons do the job. At 100 Boston Market restaurants, customer advocates got $3 coupons for a recommendation. In a three-month period, Boston Market received 100,000 Facebook newsfeed recommendations; advocates redeemed more than 4,000 coupons.

Finding customer advocates isn’t the only goal. Unhappy customers need to be channeled through a “customer rescue” process to help solve problems and mend relationships, and provide feedback on problems for operations to solve.

At Citibank branches in New York City, for example, every customer who completes a survey receives a call back from their bank manager within one to two days. The manager uses survey feedback and software intelligence to determine whether complaints need resolution or whether the manager should provide a simple “thank you” to reinforce the local branch’s commitment to customer service — like old fashioned retail and small local banks or credit unions still do.

The advocate process is proving far more powerful than regular social network advertising. The key is authenticity: we listen to our friends and colleagues for advice and recommendations. So while retailers and restaurant owners can buy social media advertising, the real place to drive growth is on the consumer newsfeeds. Not only are those kinds of clickthroughs more numerous. They are also more powerful. Beyond simple word of mouth advertising, poor-performing outlets get suggestions for improvement, which they use to guide better operational performance.

via Using Social Networks to Improve Operations – Gary Edwards and Mike Amos – Harvard Business Review.

Norman Cescut’s Tweets: August 2011

In case you missed my tweets, here’s a summary of the most important ones.                  You are more than welcome to follow me on Twitter @norman_cescut to get real-time updates. Enjoy!

You are more than welcome to follow me on Twitter @norman_cescut to get real-time updates!

AR is running fast towards the fashion Retail industry

GoldRun is a new platform for retailers that matches mobile, Augmented Reality and social. Enjoy this video, comments are welcomed!

New Technologies for internet sales of beauty products

Irina Barbalova, Head of Beauty and Personal Care research at Euromonitor, explains how the beauty industry spreads its message using new technology. As internet sales of beauty and personal care (BPC) products increase, companies are looking for new ways to interact with consumers. With consumers sharing their experiences all across the web on social networking sites, some companies are more receptive to social interaction than others. A fear of negative reaction is keeping some companies off of sites such as Facebook and Twitter. However, smaller niche brands have accepted social networking as a means to spread their brand when marketing budgets are small. (Source: Euromonitor)

Ben & Jerry’s Fair Tweets for World Fair Trade Day

May 14th is the World Fair Trade Day, the first global campaign for The Fair Trade movement connecting producers and customers around the world and is endorsed by WFTO.
Ben & Jerry’s, known for its activism, has just launched this great campaign. The video explains how the “Fair Tweets” campaign works, a very simple but effective use of Twitter to help promote the Fair Trade Day.  
Just download the Fair Tweets application from www.fairtweets.com and the unused characters in your tweets will be automatically create relevant messages, or better, “Fair Tweets”!

Retail, web 2.0 and sustainability:an analysis

A recent Zumer and Sustainable Life Media research is helping medium to small size retailers to better understand what is the connection among sustainability, consumers and web 2.0 tools.

The survey analizes the behaviour of 50 of the biggest companies leader in sustainability, at a worlwide level. Names such as Chevron, McDonald’s, PepsiCo, Coca-Cola, Campbell’s Soup, Microsoft, Toyota, Starbucks appear in the list of the companies whose online conduct on the three top social media, Facebook, Twitter and YouTube was analyzed for six weeks between December 2010 and January 2011.

We have found three key points that can be summerized as follows:

1. Authenticity: sustainability must permeate the whole company and must involve the company’s stakeholders so that ensure an authentic online communication, a more effective management of external reputation and brand perception. This is perfectly in line with the Cone research we have posted a while ago: consumers DO PUNISH not authentic communication about sustainability.

2. Sustainability helps acquiring new market share: almost three quarters of the professional interviewed stated that sustainability-themed social media are the channels to be in in order to get the attention of new market segment and reinforce the company’s position in the more traditional ones

3.Mix platforms to get the best results: although Facebook is still the most favourite platform among the big 50 companies in the survey, with investments rising in 2011 too. Tweeting about sustainability is becoming very common too -investments will double by 2015, as well as are CSR dedicated company’s websites, while YouTube actions are still fragmented. Blogging about sustainability might be a very powerful tool, not yet fully implemented by companies (1-2% of total blog posts).

Two social media tools for retailers: local buzzing with enterprise control.

We often talk about social media, buzz marketing and online reputation. Big corporations can find it quite difficult to control and “direct” all the related online communication, especially when this is done at local level – agents, retailers, franchises. But now there are platforms that can help corporations achieve great results with just a couple of clicks.

Yesterday I stumbled upon an interesting Tweet by Mashable, regarding a new startup, Hearsay, whose product – Hearsay Social- is a social media management platform, that gives companies with a national presence and local agents or franchises the ability to manage all of their social media in one place. Hearsay calls organizations that fit this mold “corporate/local.” Hersay Social is a web-based software that a corporation and its local branches can use to coordinate their social media efforts. The dashboard gives local agents or franchises the ability to manage their own local Twitter, Facebook and LinkedIn accounts. It also also gives corporations the ability to monitor local engagement. Not only can they access detailed analytics for all of their agents, they can also catch when they step out of line. Hearsay clients list includes State Farms whose case study is availaible online.  Here’s an interesting video about the product features.

Another software that can help companies achieve the same result: Expion. Expion provides Social Media Management Software that enables large Enterprises to publish and aggregate social media conversations that can scale to hundreds of local based Facebook pages, Twitter accounts, and YouTube channels, etc. This software allows maximum employee social reach within a company’s defined social guardrails, allows for employees across all your locations or departments to deliver coordinated and consistent brand appropriate messaging. At the same time Expion’s unified database aggregates and tracks all employee and customer social interactions. This centralized intelligence will profile customers, identify advocates and critics, track behaviors and create best employee practices, while measuring effectiveness of messaging for continued optimization. Expion is already used by Coldwell Banker Advantage, Applebees’s Restaurants and Mark’s among the many