From the monthly archives:

September 2010

They say that, as a society, technology has made us more distant from each other than ever.

However, I’m inclined to disagree. Back in the “good ol’ days” a single conversation could have taken months from beginning to end, sending letters back and forth; whereas now a conversation can be had within a few minuets. Technology is definitely making it possible to stay in touch better (and easier) than ever before.

The earliest ways to get a message from A to B were smoke signals and message drums. Both methods could be used to communicate over vast distances, passing information from one party to the next. The first, smoke signals, were most famously used by the Native Americans. After a fire had been built, a blanket would be held above it then removed, sending up puffs of smoke. After a lot of practice, the size and shape of the puff could be controlled, therefore changing the message.

Talking drums operated on the same basic principle, using sound waves instead of smoke to cover the distance. These were used mostly in West Africa by such cultures as the Hausa people and the Benin, who developed extremely complex “languages” using the drum beats. Messages could even be sent to specific people with senders identified by their “drum name,” very similarly to how someone using a CB radio has a “handle” (or a name) used to identify themselves over the radio.

Then came the greatest invention of them all, the written word! Messages could now be written down and sent directly to the intended recipient. It only made sense to use horses to get messages where they needed to go.

Nearly everyone has heard of the Pony Express. It’s almost as much a part of the Wild West as the cowboy. Started on April 3, 1860 by William H. Russell, William B. Waddell, and Alexander Majors, the Pony Express covered nearly 2,000 miles from St. Joseph, Missouri to Sacramento, California and could get a message through in a little over a week. It was an amazing achievement for its time.

The Pony Express depended on a relay system of riders and horses, passing mail off and switching mounts. Unfortunately, their amazing system would turn out to be short-lived. On October 24, 1861 the Pacific Telegraph line was finished and the Pony Express was rendered obsolete. While it wasn’t the only or even the first to use messengers on horseback, it was definitely the most well documented and most famous.

The next milestones for communication were obviously the telegraph and telephone, respectively. The electric telegraph was originally invented in England circa 1836 by William Cooke and Charles Wheatstone. It used several needles to point to letters on a dial to spell out the message being sent. However, Samuel Morse took it one step further, inventing the Morse Code – a series of dots and dashes that signified letters.

As clever as the telegraph was, the telephone - invented on March 10, 1876 by Alexander Graham Bell – soon replaced it and is still a staple for communication today. Since then, we’ve upgraded to cell phones and my personal favorite, e-mail. In 1971 Ray Tomlinson sent the first e-mail, ushering in the modern age of communication.

Like I said, we’ve come a long way since the early days of drums and smoke. No longer are we at the mercy of distance or fair weather to talk to our family and friends. We’re only a click or call away. Who knows what the next breakthrough will be?

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If you’ve been reading here, you probably know that I work with Incept as a partner and a consultant.

My firm, Social Business Strategies, works to help companies adopt social media tools so they can participate in online conversations with humans inside and outside the organization.  We actually started with Incept in that order – inside out.

No matter what industry you play in, it seems that a common question today is this: Why?  Why should my business participate in social media and the new Internet at all?  Will it benefit us in some way, or will it just distract my employees and waste dollars and time?  These are fair questions.

To help you begin to uncover the answers and gain a better understanding of how the online landscape now works, let’s start with a model:

conversation-cycle-for-brands

Dropping Media Objects
Have you ever dropped a stone into a pond?  What happens?  That’s right, ripples.

Without claiming to understand how physics works, I will say that the Internet now works much in the same way as dropping a stone in the pond.  Each video, image, blog post or other piece of content is a social media object.  These objects are like the rocks that, when uploaded and distributed, have the ability to create ripples that continue to spread across the web over time.

Most marketing and PR 2.0 agencies focus on creating and distributing the rocks (social media objects) that create buzz across the Internet.  They will typically measure effectiveness in the amount of people talking about each object and how much influence each of them carry with their specific audience.  ROI is usually speculative, at best, citing “what ifs” like this: “What if you would have gotten this many impressions on television?  How much would your company have spent on advertising?”  The value of buzz is oftentimes shown in cost savings against another form of media.

At SBS and Incept, we like to refer to creating the social media objects as content engineering.  It’s much more than simple copy writing or point-and-shoot video.  Content engineering is an ongoing process that combines science and art, working to use a variety of technology-based media to tell the ongoing story of an organization.  Think about the content engineering process as a marathon, not a sprint.

Creating Conversation Ripples
The goal of  dropping each of these rocks (social media objects) and telling this story is to create buzz online.  In its simplest form, buzz means that lots and lots of people are talking about your company or something that you’ve said or done as a brand.  An example of dropping rocks AND creating ripples can be found in the case study of how P&G’s Old Spice put 6-8 humans in a room, got creative and produced more than 200 witty videos of a shirtless Mustafa delivering snarky, comical messages to random folks on Twitter, Facebook and blogs using YouTube.

Lots of objects creates LOTS of buzz.  For about a week and a half, the Old Spice brand and Mustafa were everywhere.  People were talking.

How Conversational Marketing Works
Here’s the catch:
One of the ways that the Old Spice campaign failed was in refusing continued participation in the conversation to keep it going.

In much the same way as a stone in a pond, the video objects dropped created massive ripples across the web.  After a few weeks, those ripples died out and the brand name disappeared from conversation, nearly forgotten.  We humans tend to have short attention spans, and no one representing the Old Spice brand was online to actively participate in the conversation that was started to maintain the momentum they had quickly built.  The result, in my mind was the loss of any opportunity for long-term gains from the campaign effort.

How conversational marketing works is fairly simple.  If you want to keep the conversation going long-term, put human beings in place who know how to listen for the buzz, are empowered to participate in conversations on behalf of your brand, and who have the skills to make those conversations as productive as possible.

Does your company follow a similar cycle when approaching the web?  If not, what do you do?

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Initially, the goal of the CME Spotlight series was to shed some light on our Conversational Marketing Experts (CMEs), who do more than just engage in productive conversations, schedule blood donations and strengthen relationships with our customers.

Some of our CMEs can sing, rap, play the flute, produce an Internet television series or even crochet for another CME in the contact center. That being said, the task that presented itself was to determine the best way to productively illustrate our company culture, boost engagement and generate a more active community around something that initially did not bring dollars in the door (at the time). So, to state it literally, we were uncertain how to plan ROI in the future for an expense in the present.

I’ve been with Incept for 4 years (this January), and have been fortunate enough to witness Incept’s amazing growth each year since, but this last year has undoubtedly been the greatest; It’s been a dream come true getting hired by an organization that pays you to share your talent, pays to interview you on how you do your job so well, pays you with vacation just for coming to work on time (and when your scheduled), and pays you a bonus for properly executing the duties of your job under the standards that are expected. There’s also a flatscreen HDTV, to boot, making Saturday, Sunday and Monday the most actively engaging days in the contact center during football season.

It’s no secret that Incept has (and shows) pride in their blood donor recruiters and conversational marketing experts. Case studies, brand innovations and our CME meetings (where the CMEs get to share their issues directly with our VP of Contact Center Results) are all examples of how Incept strives to go above and beyond for each of our employees every day. One our Program Results Coaches, Chris Sage, just initiated and held his own shoe raffle to give away a $100 gift card to any CMEs who were in need of a new pair (or pairs) of shoes, as opposed to buying a new pair for himself. The winner, Nancy Gillingham, was also the CME who organized, shopped for and distributed items for the School Supplies drive for our school-bound CME’s, young and old.

Listening intently to our clients would fall short if we didn’t listen to our employees. How could we be expected to include a positive note on each of our Conversational Quality forms if we don’t understand the importance of strengthening relationships? As I tell each of our new training classes, we don’t post weekly polls on Facebook to simply stay consistent. We post the polls so that each individual employee has a say and vote regarding the changes that take place within the contact center. This was no more evident than when we had our CMEs in the poll that determined the type of summer company picnic we would hold. Each of our Conversational Marketing Experts isn’t just a part that makes up this company, they are also the co-owners of Incept’s vision and future.

This was our first training class (that had the largest number of CME's), with the most passing to graduation!

What are some of the impacts you could see this having on inbound and outbound marketing?

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“We could really use your help with a blood donation.”

“There’s an urgent need right now for your blood type.”

“Blood donations are always in need.”

“The need for blood never takes a vacation.”

Each of these sayings is true (at one point or another), and they emphasize the importance of being a blood donor. Furthermore, there is something else they all have in common: they sound so serious. Sometimes, as Conversational Marketing Experts (CMEs), we lose contact with the fact that there’s a much lighter side to donating blood.

As a blood donor recruiter my job ends when the phone hangs up. Once I’ve scheduled the donor, my part of the blood donation process is over. To be honest with you, it makes the entire process feel serious and business like. The other side of the story is that when a donor shows up to make a blood donation and don’t enjoy some part of the experience, they’re not likely to come back. Would you want the phlebotomist taking your blood to be stone-faced and serious looking? I sure wouldn’t!

The truth of the matter is that it did me a lot of good to get out in “the field” to see and appreciate the lighter side of donating blood. I got a chance to follow Dave Walter, Vice President of Contact Center Results here at Incept, on a trip down to the blood mobile to take a picture of him giving his first double red cell donation. The entire time I was sitting there with him he had a smile on his face. He even went so far as to joke with the phlebotomist, who shot right back with a joke of her own.

In a great vlog he filmed, Tim also shows that the staff onboard the blood mobile is anything but stone-faced and serious. In fact, they’re pleasant and lighthearted.

The point is people seem to think that donating blood is an overly serious affair – all business tactics and hidden agendas. That, however, is far from the truth. The blood donated goes to people who need it, as saving lives is the primary goal of a blood center. Of course, along the way, it ends up being fun. I mean, seriously, how many jokes could you make up right now about blood banks? If you still think that donating blood is all business and seriousness, then maybe this picture will lighten your view.

Do you have any stories about the lighter side of donating blood?

Let's talk... results

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It’s funny how around the contact center, all you need to say is “Dave” and everyone knows exactly who you’re talking about, despite the fact that we’ve hired several Daves to the team over the years.

This Dave, however, is the one that manages the results of the entire contact center. Simply put, results are anything and everything involved with the contact center, including what happens within it or as a result of it. He’s also in charge of hiring and training the supervisors – everyone from our Program Results Coaches to our Program Results Managers. Dave meets with the department heads, leads by example, and has a thorough relationship with clients and the clients results team.

Mind you, this is the same guy who repairs the chairs when they break, cleans the counters in the breakrooms each morning, picks up trash and helps repair or jump-start the cars of Conversational Marketing Experts (CMEs) in need. He even manages to start a pot of coffee every morning, despite the fact that he doesn’t even drink it (ever). But one thing he’s taking a step further, from the compassionate amount he’s doing now and about which I can testify on a personal level, is listening. I wanted to speak with Dave about his monitoring sessions to see what originally led to him getting started:

Dave stated two extremely prominent points for all of our CME’s on the floor. Firstly, listening is the foundation to a good conversation; secondly, after each conversation with our customers and donors, you should be aiming to strengthen the relationship. Even if you were unable to schedule a blood donation, was the donor still left with an overwhelmingly satisfied experience and positive impression of you and the organization you represent? When we are “calling on behalf” of any organization, it is very important that we do not underestimate the power of proper listening.

It’s through evaluating and re-evaluating these key foundations of conversational marketing that continues to drive Incept and its employees into being never satisfied on any level, even while continuing to produce increased results. It’s always a pleasure when I have the opportunity to listen to Dave and the vision he has for becoming “world-class” in this industry.

What are some opportunities you’ve uncovered via thorough listening that have given you a new view on the importance of strengthening your relationships?

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To Kindle or not to Kindle? Is that even a question anymore?

As one of the pre-digital-aged people at Incept, I still remember – with fondness – the sound of a needle touching vinyl in order to listen to music.

No downloading or tiny gadgets involved. I learned to develop black-and-white photos and to edit film with a splicer. The news media was something that you held in your hands. You would have to wash the ink off your fingers after reading the Sunday edition of The New York Times, the reading of which was a ceremony in itself. (I would go through Style, Arts, Sports, Business and local sections first, and then dig into the Book Review, Magazine and Front Pages at the end; the main course after the appetizer.) I also read “books”, not e-books, but real, dead tree byproducts fashioned into printed pages and covers (hard or soft). There was no glare from the pages, and I could write notes inside them or underline passages that captured my interest. Those were the days!

How can I be expected to hold that thing in my hand and still enjoy my coffee?

Now, look around. Electronic books are outselling printed ones. Newspapers are cutting staff and dedicating more effort to their online content. Even the publisher of The New York Times has announced that one day they will go completely digital. The horror! You can’t have a decent Sunday without newspaper sections surrounding you, waiting to be consumed at a leisurely pace.

The digital music business is in complete control of the industry and hardly any artist makes an album (can we still use that word?) as a series of pieces that blend together from the first track through the last. You can’t dig through aisles of vinyl anymore. Instead, you are forced to scroll your way through lists of songs on iTunes or mp3s from Amazon.com. Where’s the fun in that! Album art has disappeared, in my old-fashioned way of appreciating things.

Everything is instant now. Moving fast to go where exactly? I even am forced to tweet, update my Facebook page, mark articles on Scribd, and watch video on YouTube, as I HootSuite the days away. It’s not the same, I tell you. We are missing out on the important things, and I plan to do something about it!

Why store music on a handheld device when you can have this?

I will get started as soon as I finish downloading my “New York Times Blog” app for my Blackberry, download the new Arcade Fire album from iTunes and watch a rented film on my laptop.

The "techies" protest the Back-to-Analog movement.

I promise to brew my coffee, though, rather than make instant. I also want to buy that new novel by Jonathan Frantzen for my Kindle. But, I will get started… eventually.

I can’t be the only nostalgic one out there longing for the good ol’ days. What’s your take on the shift of our culture online?

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Positivity stands out in a sea of negativity.

Hey everyone!

Here at Incept, we are talking about Conversational Marketing this month. I’d like to take that concept a bit further and talk about the relationship we maintain with our donors after the phone call is over. The single most important thing we do besides saving lives is furthering the positive relationship we share with our donors, even though that might not always mean an appointment is scheduled.

We are representing Incept while we are on the phones and I always keep that in mind. Here are some things to consider during your next round of calls:

  • What you say, how you say it and how you end your call will have a direct effect on how the clientele will receive us the next time we call them. Will they be glad we called to remind them they are eligible to donate? Will they be looking forward to talking with us? We always want to remember that we have a real person on the phone, not just a voice. As we are asking them to give a part of themselves, we should always maintain the utmost respect for them. It isn’t “brown-nosing” or simple  flattery, but rather genuine gratefulness is almost always appreciated! Our donors are the reason we are employed at Incept and the reason that people in need are being helped. These reasons should never be forgotten.
  • Empathizing with whomever you may have on the phone is also a prominent thing to remember. Seriously, take the time to listen to a predicament that a donor might have. Do they have adequate transportation? Are they having health problems that prevent them from donating? Whatever the case may be, I have found, in my time at Incept, when you take a few minutes to put yourself in someone else’s shoes, a sense of mutal respect develops. Based on any given situation, we can then accurately personalize the conversation to the needs of the donor.
  • Emphasizing appreciation goes a long way! One of the things I always make sure to do is really let the person on the other end of my call know I’m grateful for their time, regardless of whether I schedule them or not. I can tell when I’ve positively affected someone’s day because I can hear the appreciation in their voice. Take the time to personally thank the donor for what they are doing. Sometimes that is all that is needed to boost someone’s morale to donate blood.

While we do want to continue scheduling appointments for blood donations, we also want to be sure to aim for a world-class level of customer service. To me, that means whoever and wherever we are calling, we must always be personable, friendly, appreciative and accommodating – all while keeping a professional demeanor. As long as one remembers that we are dealing directly with people – not just another voice on the line and not just a name on a computer screen, but an actual person – then it is easy to set some of these techniques into motion and make a positive impression on a fellow human being.

Like always, we want to know our reader’s thoughts about our topics.  Feel free to leave us a comment below!

When was a time you had a great customer service experience? What made it memorable? Any thoughts on what conversational marketing means to you?

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When we talk about conversational marketing, here at Incept, the Conversational Marketing Experts (CMEs) are always reminded to talk with the person, not at them. Usually, this is in the context of phone conversations. It involves both sides of the speaking and listening coin – a balance between hearing what the other person has to say and telling them what they want or need to know. It happens in real time just like a face-to-face conversation.

Conversations on the Internet, however, are a bit different, especially when your “voice” consists of little black letters (like mine right now)!

On the Internet, there are real-time instant messaging services such as AIM, Facebook’s chat feature and live video feeds like Skype. But what about conversations that are not in real time? Ones that are not instant? These include tweets on Twitter, status updates on Facebook, email and blogging. How does conversational marketing work when the conversation is not face-to-face, not in real time and sometimes not even continuing on the same day? One way to start, encourage and hold a non-instant conversation is with a blog.

When us Internet Conversational Marketing Experts (iCMEs) started training, the first thing we learned was how to write blog posts that promote conversation (special thank you to Nate Riggs!). We were taught to write with our own voices, to keep the paragraphs in the blog posts short, to include images that catch the eye and to be careful with jargon so that every reader can understand. Most importantly, we were taught to always end our blogs with a question.

Businesses write blogs to provide information, state opinions, define and advertise themselves, and promote their customers. Unfortunately, some blogs stop there. Their readers read, shrug, and move on. They don’t comment. They don’t get involved in the conversation. By ending a blog with a question, even as simple as “what do you think?” readers are encouraged to join in and the conversational marketing process begins!

Do you have any advice for promoting comments and conversations on blogs?

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When you’re having a conversation online wether it be on Twitter, Facebook or a blog, context is everything.

As a Conversational Marketing Expert (CME), I have the luxury of being involved in daily phone conversations with people. That means I can literally hear their feelings through things like their tone of voice, the pitch of the voice, how fast they’re speaking, etc. When you shift into the online world, however, all of those things go straight out the window.

Issue One: Context

While it may seem like a good idea to jump straight into a conversation because a tweet popped up – containing a keyword that you had Google Reader alert you about – may seem like a good idea, you might as well be jumping into shark-infested waters. Do your homework. Read the conversation that’s taking place, and make sure you understand the context of the tweet. What’s the first thing you’d do if you sent your friend a tweet saying, “Want to go for coffee?” and moments later you get a tweet from ‘Coffee Pro’ reading, “Top-rated coffee shops in your area!” ? I’d venture to guess you’d ignore that profile and never take their tweets seriously again. Again, do your homework. You wouldn’t buy a house without researching it so why would you dive into a conversation with someone new in that way?

Issue Two: Timing

Keeping in mind that not everyone is on the same schedule as you (or possibly in the same time zone) is important! If you check your alerts at lunch and see that someone had a conversation that you think could result in a new opportunity – but that the conversation happened the night before at 3 a.m., it would likely be perceived a little out of context, due to the timing, if you dove in and commented. For the people involved, that conversation ended hours ago.

Issue Three: Presentation

How you say something can be more important than what you’re saying. Simply put, if you say something in a way that turns your readers off before they even understand what the message is, you’ve just failed to say anything at all! Example:

“Hey. Call me.”  &  “HEY! CALL ME.”

Same tweet. Two VERY different messages being conveyed. One says casual and relaxed; the other screams tension and urgency. The easiest way to foul up your presentation is to make it painful to read. Make sure the Caps Lock is off. Give your reader a break by separating paragraphs in your blogs. Get to the point in your tweets. Use punctuation where it should be. Would you feel more inclined to read a blog that is 400 words long and broken into 2 paragraphs or a 400 word blog post that contains 5 or 6 short paragraphs, with each touching on a focus point?

It’s all about HOW you say it. Because if I don’t like looking at what you have to say, what are the odds I’m going to find value in the message your trying to convey?

How do you say things in a way that makes people want to hear you?

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I recently went on an adventure into the deep end of the blogging pool.

When I say an adventure what I really mean is I dove into the deep end without knowing if I could swim or not. I chose my target, lined myself up on the side of the pool, then dove straight in to get it. I’m referring to the fact that just recently I broke into conversations with a number of people about guest blogging on both the Incept blog, as well as other author’s sites.

Everyone sits in the stands at one point or another and says to themselves, “I could do that! It doesn’t look that hard…” But put one of those people in the game and they’ll quickly realize they don’t have a clue what to do or where to start. For me, the first step was building a relationship. I did that by initiating conversations with people who – I felt – knew what they were talking about.

I felt much like Captain Picard of the Federation Star Ship Enterprise (that’s Star Trek: The Next Generation, for those unaware). I was making first contact. At first, I felt like I needed to be careful and move slowly so I wouldn’t upset the delicate balance I assumed was needed to have a conversation with someone new. When attempt #1 (the slow move) failed and I was left in the dust with nothing more than a, “Thanks for the Retweet,” I knew I had to be more aggressive.

Simply put, attempt #2 was much more direct, and the results were much more productive! I initiated a conversation with a blogger who I had been following for some time, Rebecca Crosen. Rebecca writes a great blog called It’s Hip 2 Give! I felt she really knew what she was talking about and knew she had a great story to tell.

The conversation started out of the blue. Rebecca read a post I had just written for one of our Conversational Marketing Experts (CMEs) about a new synthetic blood technology. Rebecca commented and tweeted about our post, then promptly turned around and wrote on her blog about the topic as well. (Conversational green light!) From there, I started to interact with Rebecca on her blog, as well as on Twitter. Then, when the time was right, I “popped the question!”

To say that she was excited would be an understatement. End result: within a month, Incept had a post on the It’s Hip 2 Give! blog and Rebecca had a post up on the InceptSaves blog. All of this happened because of a relationship built on conversations.

Initiate a conversation that is meaningful to both parties involved, comment on each other’s work, and build a relationship of trust based on good experiences and productive conversations. The rest will just fall in place!

I survived my dive into the deep end. Did you? Do you have any stories to tell about guest blogging or making first contact with someone new?

Let's talk... results

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