Smart brands are monitoring social media to track their reputation and following up with action. This is the story of one such smart brand.
So here I am, working remotely once again from my favourite office away from home – the Ottawa Public Library. I wrote about this set-up on my lifestyle blog, not from a marketing perspective, but focusing instead on the flexibility that working remotely allows me to have with family life.
I mentioned the service I use to access my desktop computer, back at my home office, remotely from the library: LogMeIn.com. I did not really do a review of the service, as I have nothing to compare it to. And I was very frank about the advantages of the service as well as the weaknesses. But all in all, it was a positive experience, and I reported it as such.
And I tweeted it. Here is the tweet (It’s a good one; don’t be shy to retweet it.):
New blog post: Work is where the WIFI is (with LogMeIn) http://t.co/WDO5Efl20Y
— David Leonhardt (@amabaie) October 15, 2013
And that’s where the branding fun began. Interestingly, I did not tweet #LogMeIn or @LogMeIn. But the folks at LogMeIn were obviously paying attention, because they messaged me via Twitter for my address. A few days later, a courier arrived with a care package from LogmeIn. Look at all the promotional items they sent me in appreciation for having blogged about their service.
We can always use new water bottles around here. And pens, of course. And I know my daughters will love the little iPod speaker port when I release it to them, as well as the ear plugs. Nice sticker, too, although perhaps less useful. The playing cards will be a hit when one of our current decks burns out, and we need another deck for Dame de Pique or Sequence. And who doesn’t need more pens? (The hats were already on the mantle.)
Tweet this: “Look what brand really ‘gets’ social media.”
Why was it smart to send these promotional items to me? Well, for starters, I am a user of their services and it will build loyalty. Yes, I do feel more positive about LogMeIn because of the gesture.
Perhaps they thought I would be likely to share a pic of these items on Instagram or on Pinterest, and as a blogger who is at least somewhat connected, that would be good promotion for them. (Answer: yes to Pinterest, no to Instagram).
Perhaps they are trying to build brand ambassadors.
They might hope this will inspire me to upgrade to “pro”.
Perhaps they figured I might write about them again, and it never hurts to show your appreciation. After all, in any networking situation the two most important words are “Thank you” – even more important that “How can I help you?” If that was the case, they were right, because here I am writing about them.
Of course, as a social media strategist myself, I am more keenly aware than many people of how a brand is using social media. But I suspect that most bloggers would also sit up and take notice.
Are you monitoring your brand on social media? Are you taking advantage of positive opportunities as much as trying to fix negative situations? Any time your brand is mentioned, you should know about it and take action. And that action should be…
- Turn a disgruntled customer into an advocate.
- Consolidate an advocate
- Provide more fuel for advocates to use
I have no idea how consistent LogMeIn’s social media monitoring and follow-up are; I can base my opinions only on how they followed up with me. And for that, they get an A+ in social media marketing.Written by David Leonhardt
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