Social Media Job Experiment

I may not be the first person to become Mayor of an unsavory place on foursquare but I may be the first to talk about it. More importantly, my intent is to discuss where this application will take us as popularity rises, crests and then potentially falls off as user interest jumps to the next application. For now, I am happy to check in at sometimes mundane places like the grocery store or make a statement by checking in at an embassy or other semi exclusive location. The bathroom at work seemed like a logical place to make a statement. How far will we go as application users to differentiate ourselves from everyone else. I actually think that my “Mayorship” will remain intact even if I don’t check in again.

When Dennis Crowley first conceived of foursquare, it was not a restaurant or bank that motivated him to create a location based incentive application. He was crossing a bridge in NY when he spotted some graffiti on the pavement worth stomping on as he jogged across. Thinking he should have been rewarded for his “tag” of the location, this may have been the basis for the development of foursquare. Of course having technology that supports geo-location tagging helps.

Other locations worth mentioning are ones that seem accessible only while driving. My wife checked in from the Bay Bridge last weekend. I was driving but for those who are alone and feel compelled to let others know they are on the 3+mile bridge, they may take their eyes off to log in. Hopefully it won’t take them off the bridge and into the water. A tip might be something like, “Great view of the water but be sure to stay in your lane.” Other locations are the GW Parkway or the Washington Beltway. I am not saying to ban highways or bridges but I hope that foursquare does not assist in killing some of my friends.

I love the way my friends have been tagging their homes. One of my friends marked his home as the “fortress of solitude,” but is it? I never get solitude at home, in fact just the opposite. My wife tagged our home “The Love Shack” but any married man knows this to be a false proposition. Some of my other friends name their home after themselves such as “Wilkins Manor” which seems appropriate. Our home is our castle. A lot of my friends just don’t check in at home. Maybe because it is so too personal. I check in at home but only because I feel like I am “on the clock” and checking in is my way of getting paid for the time I spend at home.

As we continue to add friends to our foursquare networks you can be sure to see some interesting locations pop-up. Will I be the last Mayor of a bathroom? It’s doubtful, but I promise never to raise taxes or restrict water access.

As for the bathroom, It’s been renamed something more appropriate so that clients don’t feel that this is our primary work area.

Disclaimer: I am the proud owner of a leased 2010 RAV4 and am not writing this in a bid to salvage resale value.

Recent News for Toyota has not been good. Their upscale brand Lexus had an issue with the gas pedal being constrained and leading to the deaths of a family in California. It was a tragedy with the 911 call of a terrified family broadcast for us to hear as they sped down the highway in absolute terror.

After a series of announced recalls, Toyota finally suspended the sales of selected models on January 21, 2010.

Suddenly, there is conversation everywhere and the Toyota brand is taking hits on all forms of social media. For those of you that remember the problem (or alleged problem) that Audi had with their gas pedals, it brings back some interesting memories. Local newscasts showed elderly drivers with the look of frustration at their cars that had suddenly sped forward when the car was started thinking they had their foot on the brake. This led to a design change that required the brake to be depressed in order to actually start the car. It was a very difficult time for Audi from a PR perspective in which gaining customer trust was paramount. Audi was lucky, they just had to limit TV exposure and print and hope that a more pressing story or time pushed the focus from the public.

The problems are multiple for Toyota. Word of mouth, Blogs, Tweets bulletin boards, Facebook and comments to these various platform comments are building a vast trend of anger, disdain and concern. Even mother in law told me to take my 4 week old car back to Toyota under the lemon law.

But rather than return my car, I still love my Rav4.

TOYOTA NEEDS TO GET MOVING

This will be a mission of communication and Toyota needs to reach out to their respective audiences immediately and with leadership. These would include existing Toyota owners, potential customers as well as fleet owners/purchasers. Today I received an email from my salesperson which was slightly comforting and genuine in that he made himself available for any questions I may have and he mentioned that an official letter would be coming out with more information in the next week or so. I spoke with him and while he did not have specifics he was adamant that Toyota was working on resolving the issues.

I appreciated the email but Toyota needs to get moving.

Toyota’s Agency of record is potentially working through corporate hurdles that many in public relations have dealt with when communicating for a brand via Social Media.

What is the liability and risk to the brand?

How do you control or trend the conversation?

How do you remain transparent and honest?

How do you win back brand ambassadors?

How do you restore faith in the brand?

How do you communicate effectively to your target audiences?

How do you measure your efforts?

Will it be blogger outreach? Will they host a blog summit discussing vehicle safety? Maybe the creation of safety videos and tagged on YouTube or a Twitter account for streaming Toyota brand information from the Vice President of Product Safety.

Regardless of what campaigns are conceived and approved, Toyota needs to act quickly and with a clear digital strategy. They must also show leniency and give their PR or crisis Public Relations firm the power to implement solutions that can best position it in the eyes of the buying public.

In the not too distant future, we will look back and see just how effective Toyota was at implementing their social media response. In the meantime, I will drive my RAV4, listen carefully to my radio for updates and wait for any sign of social media response.

For those of you who have not noticed, the recession has had an impact on the restaurant industry. Filling those seats with paying customers is the mission of every small, medium and large eatery hoping to survive through this economic downturn. What some restaurants, and many other small businesses are noticing,  is that people are turning to Yelp for advice on what is good and what is not. Hence, my call out to Yelp and some guidance for all  restaurateurs.

YOUR CUSTOMERS ARE TALKING ABOUT YOUR ESTABLISHMENT! (On Yelp)

That being said, what a great opportunity to reach out to potential brand ambassadors or connect with someone who may have had a less than stellar visit.

 The Yelp community is comprised of individuals who comment and rate on a array of services/offerings in dozens of categories.  If someone has experienced it then they offer a viable and potentially honest opinion of what they encountered. I can honestly say that I have turned my car away from several service repair shops having read the horror stories. 

THE OPPORTUNITY
Back to the Food opportunity. Find your restaurant on Yelp. If it is not there, then create a profile for it. If it is there, take note of the comments. Are they mostly positive? Did some people have a bad experience? Gleam the information and check for trends. Are people waiting too long without being addressed? Is the same menu item leaving a bad taste with more than one person? These are your customers and they are posting valuable information.

Out of 5 stars, your restaurant will have a rating from 1 to 5. If you are a one then I would suggest calling chef Gorden Ramsey. If you are a 5 then you are definitely doing something right. If you are in-between we have an opportunity.

Reach out to the reviewers that have been to your restaurant and ask them to come back. If they had a great experience then offer them a reward as thanks for sharing their experience. If they had a horrible visit, then invite them back for a second try. Hopefully their second visit and some TLC will create an adjustment to the review. If not, consider it goodwill.

The bottom line is that Yelp offers you the chance to engage individuals who are actively sharing their review online and through word of mouth. It seems like a far better investment then shooting blanks in some of the traditional one dimensional marketing activities.

Making a pretty strong case for paying attention to user uptake among Facebook, Twiiter, blogs, iPhone applications, and other user applications, Gary Hayes has created a flash application that displays some pretty compelling data as well as some interesting lack of usage as well. Facebook “Cause” giving had many non-profit organizations licking their chops over what could have been a major opportunity to tie into the 300 million Facebook users and their wallets. Instead of Facebook users embracing a new opportunity to give money, they have instead held fast and many examples of failed revenue generation.

Why?

While Facebook offers a very easy method for requesting “Cause” donations, it does not offer the kind of recognition that I think comes from making a contribuiton to an organization through their stand alone website. So why don’t individuals take the next step and just contribute through the organization website after the Facebook prompt ? Good question.

Often Facebook requests for donations come from 2nd tier friends and this takes some of the legitmacy of the request away. Or maybe we don’t want to help those 2nd tier friends look like the next pillar of good. Either way, the great expectations of Facebook giving have fallen short.

What does this mean for social media fundraising opportunities? Lots, in that while individuals may not cough it up on Facebook, we can still communicate organization needs via social media and leverage opportunities to raise awareness and activate brand ambassadors in a coordiante fundraising campaign. In fact donating is a personal experience and how we present it to givers is extremely important. Thus while Facebook has not opened the flood gates it offers us the guidance to target our non-profit campaigns and keep it very personal.

It’s True. While Facebook has over 300 million active users and growing and trends indicating that the world is migrating to this online social media metropolis, there may be change in the air. Facebook is really popular with an average user having 130 friends and their lives injected into the daily routine of reading, writing, posting, uploading, commenting and promoting, I just didn’t think my digital circle of friends and family would produce an Orwell rebellion. Who doesn’t love Facebook?

I know someone.

Several weeks ago my wife pulled the plug on her Facebook life. I didn’t notice at first, but when I updated my status with a quote worthy of a maternal comment, there was  just silence. No witty comment, no sly humor, just silence. Was she hacked? Was there a misunderstanding? Had she done something by mistake? Nope, she had just quietly disabled herself from the viewable Facebook universe and left behind dust.

Was this the beginning of a larger movement? Had Facebook “jumped the shark” and is Jennifer the start of a trend towards privacy, traditional networking and a “back to basics” methodology?

It turns out no.

After a one week hiatus, she returned. Just like Brokeback Mountain, “I can’t quit you” applies to Facebook, and that “dust” she left behind was actually her account information stored just in case she relapsed from “social networking  rehab.”  I didn’t ask her why she left Facebook, even if it was brief, but I think she may have just wanted a moment to herself.

But now, like magic, she is back in all her glory, nothing lost and up to her old chirpy self.

Can anyone escape? Sure, there is a deactivate button for those that need to step away for a bit. But when you delete your Facebook account its for real. I can understand the overload that one can have with the posts, tweets, pings and updates but know that staying in touch never hurt anyone.

We may just see Dr. Drew host an episode of SM Rehab with Paris Hilton, Ashton Kutcher, Parez Hilton and the Shaq, I don’t expect to see it anytime soon. Maybe if they throw in sex addiction as a two-fer with SM then we could drum up a crowd. In the meantime, take it with a grain of salt and when someone tags you in a picture from the 80’s dancing on a bar with blond hair that you had forgotten long ago, chalk it up to your creative side in a world without social media

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