Unplugged

26th October 2011

Working at a digital agency as a millennial who also has a slight obsession with technology, it would be an understatement to say I’m “always on.”

Naturally, it’s rare to find me without some sort of device in hand. So where did I decide to book my vacation this fall? The backwoods of the Rocky Mountains.

Yes, the scenery is breathtaking. Yes, I love to hike. But my number one deciding factor? There is zero cell service in the Rocky Mountains (In case you were curious, this also applies to zero plug-ins and zero hair dryers), in two words bliss and anxiety.

Days before my trip I found myself stressed at what I might miss…I won’t be able to check email, I won’t be able to check-in to my camp site, and I won’t be able to Tweet a picture of the bear that I’m certain to encounter.

Have I become so engrained in technology that simply the thought of not having it for three days might tempt to ruin my trip? It certainly had me thinking, how can we really unplug? Sure I leave the office at a decent hour, but I never truly let go.

We all know recovery is essential. It’s what keeps us going, what refreshes us and what ultimately makes us push harder and do our best work, so why is it so difficult to allow ourselves to partake in? I wouldn’t run 10 miles 7 days a week preparing for a half marathon, why do the same in my digital life?

Welp, long story short, I survived (though I did encounter a rather large moose during a hail storm). Making my way back to reality, I felt more refreshed than ever and tackling my massive inbox was almost enjoyable.

Will I be able to unplug every evening and every weekend? Absolutely not, that’s not the career path I’ve chosen for myself. Does it mean I need to answer every email, text and Tweet minutes after delivery? Absolutely not. Guess what, when I returned home, my computer didn’t explode, my coworkers didn’t go crazy and my clients did just fine.

I’ll always have to be “on” but taking a day, or even an evening off simply means it will be there in the morning  and that’s the really cool thing about digital, it doesn’t self destruct.

Oh, and the scenery wasn’t too shabby either.

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?