Archive for the 'Operations' Category

How Twitter brought me water

Published August 19, 2008 Marketing , Operations , Strategy 0 Comments
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I present as evidence of Twitter’s power…. a case of water (my boss was kind enough to take a pic with his new iPhone):

How is this powerful? I posted an update to twitter about my love of coconut-flavored owater. In my old neighborhood, there were two stores that carried this particular beverage. After moving to DC, it’s been very difficult to find. Shortly after posting this message, a representative from the company contacted me and asked if she could help at all. One week later, I have a free case of water, an uber-cool coconut t-shirt and a list of retailers in the area that have recently ordered this particular flavor.

The act of connecting with others generates value for an organization. Dissemination of knowledge, promotions, meeting and event coverage are but a few examples.

A BIG thanks goes to Amy Mueller of owater — anyone who has not tried out this incredible beverage is missing out.

Review of Corporate Twitter Use: Dell

Published July 30, 2008 Operations , Strategy 0 Comments
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A new page was just posted within the Brand Index covering Dell’s use of Twitter.

Check it out: http://blog.fluentsimplicity.com/twitter-brand-index/dell/

Several points are worth mentioning:

  1. Dell’s approach includes promotiona (such as small business offers), customer service and  community building activities.
  2. There is a master account which drives traffic to more specialized segments. Start at direct2dell and go deeper by looking who the account follows. Policymakers take note: who you follow may influence your customers.
  3. A number of core functional areas are represented on the Index. Instead of navigating phone menu’s with 7 digit extensions, I can find someone on twitter to start a conversation. If I was on the hardware side, I would view this as a major advantage.

Comments, thoughts? I know Zappos has a high rate of employee participation on twitter. Any other companies?

So long, BigLaw!

Published July 16, 2008 Law , Operations 0 Comments
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My tenure as marketing technology manager is over — I’m off to a new job! I’d like to share my thoughts on law firm life, but it’s nothing earth-shattering. Usual politics, tensions and drama that you could read on abovethelaw.com.

There will be a few people that I miss dearly, but dear BigLaw, good-bye!

Customer Service: FAIL starring AT&T

Published July 8, 2008 Operations 0 Comments
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I have a monumental story of FAIL to share this evening. I have to give up my svelt x61t, with it’s integrated WWAN, for reasons to be explained in another post. I know I’ll be hit with a termination fee, as the service was setup under my own account. For whatever reason, the $50/month for work-related use wasn’t reimburseable. I also have a few personal lines with AT&T, so I figured they’d do something to make me happy.

Quite the opposite. According to the reps on the other end, there was nothing that they could do. I did get a few “helpful” suggestions:

1. Can you use the service in another computer. “No, it’s integrated,” a fact that no matter how many times I tried to explain, they didn’t quite understand. I routinely explain technology to lawyers, so I’m pretty sure it wasn’t me.

2. Interested in transfering it to someone else at your workplace? lol, sure. I’ll troll the hallway and will ask if anyone wants a WWAN account.

The end result: I cancelled the service and plan on yanking my other lines ASAP. The rep had to get “approval” to terminate service immediately; otherwise, it would have run through the end of the month. Furthermore, I’ve let other people know my disgust, further adding to AT&T’s poor image. Oh, and let’s not forget any future business relationship with AT&T is shot. Clearly this was a massive FAIL for AT&T. Lets offer some suggestions so they might be able to figure out this customer relationship thingy:

1. Get CSRs that actually understand hardware can be integrated. It’s not hard to understand, really.

2. Appreciate the situation around a cancellation; I loved my WWAN and hoped to keep it indefinitely.

The inflexibility of another monolithic corporation cost it a relationship. Inconsequential? Individually, yes, but in the context of both social-Web dynamics and future business, hardly.

Strategic Management

Published June 7, 2008 Operations , Strategy 0 Comments
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My love for twitter has waned a bit, as has my blogging frequency. Why? I’m in the early throws of my first formal seminar. This round focuses on strategic resource management. One of the books we’re using is Strategy Maps by Kaplan and Norton. In the opening chapter, there is a discussion of von Clausewitz, the great military strategist. I’ve been intrigued by his work for years.

The notion of assigning value to the intangible and being able to act on it is extremely powerful. We all know that providng employees with training and a positive work environment benefits the company. I’m beginning to see how it can be measured quantitatively.

This is important on both a micro and macro level. The micro level is easy to identify. As I use tools and approaches that show a causal relationship between intangible resources and strategic goals, my business will succeed. The macro level is a bit of a reach: what is there is a way to demonstrate that social initiatives (foundations, non-profit work and social-based businesses) have a measureable and positive impact on society. Various spiritual belief systems and emerging science speaks of actions - and people - being interdependent. How might markets and investors respond if returns existed beyond pure profit?

Migration of Social Apps

Published May 23, 2008 Operations , Strategy 0 Comments
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Twitter, the poster child of microblogging, conversation and social interaction, is suffering from serious stability issues. You might also say it’s in the process of imploding. Whether the issue is hardware pr application scaling, it’s clear the company is doing a poor job of maintaining service. They need to get to add a few nines to their uptime.

Unfortunately, twitter isn’t the only social/2.0 site to suffer from serious problems. Muxtape is another great site that bombed out this week. Problems might also be related to business issues instead of IT systems. Facebook execs manage to annoy users frequently; we won’t even discuss monetization.

What’s a site to do? Agencies and exisitng brands need to embrace the brilliant ideas found in social/2.0 sites in order to drive business to their sites. Muxtape is a great example… if their site is working (a mixtape site), you’ll see the ability to purchase uploaded songs. User behavior and sales of media would be a boon to any company looking to challenge Apple or Amazon. Comcast is obviously aware of the need to engage the users. I’m still a bit stumped by the acquisition itself. Comcast, wouldn’t it have been easier to simply build your own network?

Hippos Gone Wild

Published May 21, 2008 Marketing , Operations 0 Comments
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Sorry, this post doesn’t have any adult oriented content (try hornymanatee.com instead).

So why mention hippos? Mya Frazier wrote an article on adage.com: Google’s ‘Analytics Evangelist’ Explains Why Websites ‘Suck’.

Avinash Kaushik thinks one of the reasons why so many websites “suck” today is because of the hippo — as in the “highest paid person’s opinion.”

And, yes, you’re likely a hippo — a successful advertising executive, CMO or brand manager, pulling in a six-figure income, often found pontificating about what does and doesn’t work online.

 So what’s a hippo to do? Instead of diving into the specifics of the Web, establish strategic goals for your organization and task your team with execution. What might be a good strategy? According to Mr Kaushik and other strategists: start a conversation.

Twitter as a Political Communication Channel

Published May 17, 2008 Operations , Strategy , Technology 0 Comments
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A senior staffer at a reelection campaign staffer asked: do “you have any suggestions or 
ideas to improve our use of Twitter?” After some thought and consideration I provided the following feedback.

Continue reading ‘Twitter as a Political Communication Channel’

Designing for All Users

Published May 17, 2008 Operations , Technology , Uncategorized 0 Comments
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I have a few major projects going on at work; most of the work is based on new designs. Feedback received from a review of vendor supplied designs: the fonts were too small.

In designing for all users, take into consideration that not everyone is in their twenties and has perfect eyesight. It isn’t enough to put a type-size changing gadget on a site. Sure, this helps the viewing of text-based copy, but images and flash components are still fixed. Advice: Get to know what older users like and dislike in Web sites. Otherwise, your senior executive might have a bone to pick with a recent design.

Technology and Service

Published May 14, 2008 Operations , Strategy 0 Comments
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Twitter, blogs or other social apps will not help a business with poor leaders hip. Like my high school photography teach told me: you can’t make a silk purse out of a sow’s ear.

It’s critical to remember that these approaches offer new avenues for communication and service. The notion of twitter providing a “revolution” in community or customer service is ridiculous; as with any other strategy, its dependent on planning and research.

Why am I bucking the trend of industry experts? Because of history, in particular, leaders in professional service industries. Take Joe Flom of Skadden, Arps (a firm I am very fond of for certain reasons): returning client calls and providing excellent service is one of the factors that has made Skadden #1 of the AmLaw list. It’s not the latest technology or marketing-catch phrases: it’s hard work and a belief that service and excellence drives businesses. Read up on Marshall Field, a pioneer of service within the retail space for another great example.

The Web has shortened the distance between the customer and a business. The rise of mass production and large scale economies perhaps is to blame. With technology comes mass customization and immediate feedback on product quality, complaints and praises. When thinking of any technology, look past the technology itself. What we do with those tools to drive business is the most important concept to focus on.

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