Pssst…I’m talking about you.

I read a blog post by Linda Vandeverde today at Valley PR Blog about the changing world of old school PR and this new social media covered by the New York Times in regards to PR in Silicon Valley.  So, it got me thinking this would make a good post on my own blog.  See, we’re not talking just Silicon Valley here. This new kind of PR is everywhere, the point Linda makes.

Yesterday I *twittered* that, as I was writing the marketing and PR plan for a new client, I realized that the days where social media had its own section in the plan are gone.

Instead, we are motivated to reach specific audiences in support of various strategies by incorporating both the real and virtual worlds. Why? Because people are having conversations instantly and shaping the way we think about other people and brands every single moment.  But haven’t we always done this? Of course.  But now, technology gives us the opportunity to share these conversations with others, around the world, instantly.  Not just with a few friends over long stretches of time.  Instantly.  Now that’s a helluva word. Instantly.

Social media–this hybrid between print and verbal communication– is fascinating.  Just this weekend, out with friends, many of them were taking pictures and posting them to Facebook, real time, and talking about where we were and what we were doing. All the while, they were mentioning the name of the restaurant and commenting on the experience we were having. This was all to the benefit of the restaurant whose owners had no idea we were talking about them.  Basically, free PR and advertising. And who doesn’t want that?  Hold that thought.

So this got me thinking: how will this new social media affect not just PR but customer service and experience marketing?  Is anyone thinking about that?  They should.  Because, the stakes are higher. Here is where every second you interact with your customer is more important than ever.  You can’t afford to give lousy customer service.  You have to back up your product and service and make the whole experience fun. Memorable.  Something to talk about.  Are you doing that? Are you sure?  Every second?  Every employee buys into that idea? Why?

Because that diner over there in the corner, the one siting by himself, is talking about you right now…with thousands.

Direct Reponse: The Power of Social Media

So after an arduous four months trying to get Cox Cable to resolve our DVR problems (every show we recorded was unwatchable. The picture and the DVR would freeze and get stuck for 5 minutes or so) we finally decided to make the switch to Direct TV. Coincidentally Direct TV had recently started following my twitter updates. Also a fellow twitterer had mentioned that he really liked his Direct TV.

So we ordered the $49.99 package with free installation. Two days after installation I received a bill for $78. So I called to find out what gives. Turns out, I was eligible for a $35/month rebate but the rebate would not begin to take effect for 6 to 8 weeks. Nowhere during the transaction was this disclosed. After several calls to the customer service line I was told that there was a very small disclaimer at the bottom of the Web site. I know that under the Federal Credit Full Disclosure Act this was a violation. I pointed that out. I got nowhere. I asked to speak to a supervisor. I got nowhere. I was told to send a complaint letter to the corporate office but it was likely that I would get no response.  Are you joking?  I knew I’d have better luck flipping a coin and having it land on its edge.

Then I remembered my Direct TV follower on Twitter. I shot off a quick direct message to him/her and said that I would be twittering about my experience unless someone could help me. Within minutes I received a response asking me for my account number. Within seconds I had a telephone call from Direct TV and they resolved the problem, offering me a credit that covered the difference. Needless to say I was pleased.

Which leads me to the ultimate point, and there are two. 1) In this day of social media we as consumers no longer have to be held hostage by stupid corporate policy and procedure. 2) Brands had better start understanding the power of social media and its ability to cause collateral damage when consumers are treated like they are unimportant and logic does not prevail. I can tell you as a small business owner, and any of my clients can tell you, employees need to be empowered to resolve problems quickly and there should be some mechanism by which those in charge can react quickly.

Thank you Direct TV, thank you Brian from Direct TV and thank you Twitter!

Dinosaurs on the Web

The Internet is truly amazing.  As fast as inspiration comes you can find what you are looking for on the World Wide Web.  Here’s what I wanted to do: I TiVoed a client’s appearance on Good Evening Arizona, duped it onto a DVD, put said DVD into my Mac Power PC, and launched the video.  Great.  There’s my client, Home Tenders of America, proficiently explaining how his company helps homeowners who have vacant homes that aren’t selling, save money and incredible expense by letting Home Tenders of America install a tenant/caretaker in the home.  In this way the home is safe.  The lights are on, it smells good, the temperature is great and it is staged for sale.  Homes sell quicker; homeowners don’t have to have to face the horror of stolen or vandalized property, pipes breaking and no one there to know … yikes what a flood.  Also, tenants get to pay as little as about $1,000 a month to live in luxury homes, most of which are listed for anywhere from $600,000 to over a million.

Ok what does this have to do with my Internet story?  Well, I wanted to find some way to convert the DVD into an Internet friendly format like MP3, QuickTime or Windows Media.  As I am a complete neophyte regarding said conversions, I simply Goggled “convert DVD to Mp3” and Mac.  A company called Aimersoft offers a DVD Studio Pack Ripper.  You can download a trial version for free.

Within minutes I managed to stumble my way through the program by clicking on three buttons, choosing from about 50 different conversion formats, and within minutes the ripper began converting the files.  It will take about 35 minutes to complete the conversion, so writing this post while it does.

You know, I’ve been at this PR game for more than 20 years.  I remember the old days of sending out press releases snail mail.  Printing off hundreds of labels and sticking them on envelopes one by one.  Stuffing parties with my staff. Going through bound copies of media lists that became worthless after six months.  You know, old school, up hill both ways.  Now, within minutes I can perform a task that would have taken weeks maybe five years ago.

Web 2.0 is amazing.  For all of its overwhelming information and opportunities – stretching the limits of my patience with LinkedIn, FaceBook, Twitter, Blogging, Posting, Reading Trades, Pitching, days that last 14 hours … I wouldn’t trade it for old school for anything.

The first computer I used is in the Smithsonian Museum of American History.  I may be an old-timer (if 44 is old), but I am darned proud of myself that I can figure out how to solve a technical problem in minutes with no prior experience or knowledge, figure it out and deliver for my clients.

This video will now have a home on the Internet with all the promise of maybe being reached by millions.

I’ll be posting the finished video on my website