Author Archives: Kaitlyn White

Be your customer’s #1 fan

24th October 2011

With Facebook’s recent changes emphasizing engagement vs fan count, it leaves me wondering, isn’t this the way it was designed  all along? For social media to be inherently social, 1:1 dialog and communication should absolutely be the cornerstone.

Here at Engauge, we are constantly looking for ways to propel our brands to become champions for their consumers, connect the dots and be, well, social. Moving beyond Facebook and into the larger picture of digital, we know Facebook is merely a network, a powerful network, but a piece of the puzzle none the less.

If communication is the cornerstone of building relationships with consumers, loyalty is the foundation. Not loyalty in the sense that we often see it today, but the world of loyalty our digitally connected consumers are coming to expect.

Merriam-Webster defines loyal as “a strong feeling of support of allegiance.” When I use a coupon or offer card  to make a purchase vs. visiting a competitor retailer, am I being loyal?  Yes, I am loyal to that offer. No, I am not always loyal to the retailer. So how can we as marketers build loyalty to a brand in a world of coupon craziness? The answer is in the balance of experience and advocacy.

In order for a consumer to become loyal to your brand, they must first experience it. We all know the saying about first impressions, make that impression with something they can’t turn down: an offer. Welcome emails, Facebook Like-gated tabs and SMS welcome messages are all great mediums to welcome a consumer into your brand.

However, this is where many marketers end the conversation, when it’s just beginning. In order to drive advocacy and allegiance the consumer must build a relationship with a brand. This is where in today’s digital landscape we are perfectly primed to connect the dots.

What is the personal connection you want a consumer to have with your brand? What utility are you going to provide to them that the competitor won’t? What is exclusive to this channel that they can’t find anywhere else? This may be great customer service, a mobile app to scan items and specials in-store, intriguing information on Facebook and Twitter that sustain a conversation or behind the scenes photos on Instagram or Tumblr. Don’t let the conversation stop in one place.

The key: it must be a combination. If you want to have a relationship with your consumers, don’t end it when you open the door. Give them something to talk about, prime them to tell their friends about you, and when they do, be listening and ready to reward them for that behavior. Be your customer’s number one fan and you just might find they will become your’s too, and in the process, indispensably loyal to your brand.

The Power of Connections

22nd September 2011

Last week, I had the opportunity to attend and speak on a panel at Exact Target’s annual Connections conference in Indianapolis. Going into three days hosted by a company traditionally seen as a leader in strictly the email space, I was honestly a bit hesitant to what I would learn from a social, mobile and broader digital lens. Connections 2011 blew me away.

The frame of “Connection” has been a hot topic here at Engauge as of late. We have reached a point where social is no longer a new silo tool, but rather a series of channels that can build relationships with consumers and every facet of a brand.

No longer can we as marketers piece together each aspect of a campaign to form a brand identity, we must first ask ourselves, “Are you creating a digital marketing strategy or a digital business strategy?”

We all know that in the digital world news, campaigns and actions travel fast. We must react on a moment’s notice to avoid being left behind, however, sparkly object syndrome is not a viable business plan your CEO is going to buy into.

In order to make social, email, and every other facet of digital marketing a success, we must first challenge ourselves to determine what we wish to accomplish. From there the channels and the tactics fall into place.

Best Buy’s CTO drove this idea home when he said, “if someone says a technology is going to die…get out your checkbook. Technology just evolves.” Taking a step back from the Facebooks, the Foursqaures and the Instagrams of the world is tough, but rewriting an individual plan for the next big thing, I can assure you is tougher.

Across each and every session, speakers had the commonality that connection is key. As we look to 2012, I know we will be looking towards connections: making a connection with consumers, with our brands and most of all through the channels and plans to get there.

Where are you looking to make connections in 2012? What are your keys to success to get there?

Real World Review: 1 Year at Engauge

8th September 2011

I’ve officially hit the one year mark at Engauge, and more impressively in my head, the one year survival mark in the real world. It’s been quite a whirlwind of a year and I’ve learned more than I could ever write, but I’ll try to touch on some of my biggest lessons here so far.

Go big or go home. Don’t settle for good. Good doesn’t cut it in this business, great does. Push yourself everyday, ask why, innovate, go the extra mile and you just might find your job is easier and a little more rewarding along the way.

Don’t be afraid to ask for help. Yes, everyone is in over the their heads, but the good news is everyone is in over their heads. They get it. Your coworkers know why you are losing your mind and how to help you get back on your feet. It’s OK to admit defeat sometimes, you’ll feel much better when you have someone to watch you back and help you on the bad days.

Take a time out. One of the most rewarding things I’ve been able to do in the last year is spend one hour a week volunteering with an elementary reading program. I’m convinced I find more relaxation and learning during of the hour I spend not doing my job than I do for any time spent during after work hours.

Be a customer service expert. This extends beyond what we preach to our clients in the digital space and takes a role in everything you do. Put into your work, your relationships and your clients, everything you would expect from a waitress at your favorite restaurant.

Stay ahead of the curve. Learning didn’t end when I turned in my last final and that has to be one of my favorite roles in my job. Take time to read, to ask questions and to share ideas with anyone willing to listen. One of my favorite practices at Engauge are internal events like Technology Thursdays and Lunch Clubs where members from different departments simply share and debate on some of the latest trends, campaigns or work we may have produced.

Speak up. This one seems simple, but has probably been one of the most challenging tasks for this former shy girl over the past year. If you are interested in learning something new, working on a project you are passionate about or disagree with a coworker, have an open conversation. Sometimes raising your hand is the hardest step, but I’ve found the responses never seem to be quite as scary. Going back to my first learning: everyone wants to help.

I have been given far more than I ever could have imagined in my last year here at Enguage. I still find myself thinking “normal 23-year-olds should not be doing this at their jobs” on a weekly basis. I’m still learning. I don’t know a fraction of what some of the people I work with have taught me. I’ve found an industry I’m passionate about, a place I want to go every morning and I cannot wait to see where the next year takes me.

PS want to come work with me at my super amazing, badass agency? We’re hiring.