Category: PR

The Devil is in the Details: User Experience Design’s Impact on Customer Retention

A Chief Marketing Officer can create a broad sweeping, exceptional branding program but can lose countless customers based on the smallest, tiniest interaction—even something as simple as an online password reset.

This concept became crystal clear on a personal level past Saturday when doing something as mundane as ordering more coffee. I have a Keurig and I order K-cups from them online. Unfortunately, this time I could not get into my account. I tried the password reset feature, but it wouldn’t work.

Needing to reset my password is not a reason for me to “leave” Keurig. How Keurig handled my password reset is why. When I could not get in, I submitted a customer service request to Keurig and Googled “K-cups” which immediately lead me to Amazon.com to order my coffee…

Testing My Social Capital: Getting the ROI from my social media network

For years now, we’ve been told – and preached ourselves – on the virtues of social media and the value of a network connection. We must get friends, followers and connections to build our reach and expand the resources necessary to be successful. This, we’re told, will help us make new contacts, build our careers, and generate business for ourselves, and our companies.

But how many actually do what you’re supposed to do?

How many people are working towards reaching out to the people you already know to create more connections? How many people communicate with new followers once you get them to follow you? Do you actually participate within the network you’ve created or are you, like most, a voyeur? And do you ever get anything in return for any of your effort?

The biggest challenge with social media isn’t growing a network, it’s identifying the return on investment…

The Use of Social Media to Increase Social Capital

In preparing for this evening, I’ve read quite a bit about both, especially about how we thought we were going to accomplish both. Together.

One of the ways I thought we could get an equal understanding of this would be by watching a short video about the statistics of the world we live in today. I think you’ll be quite surprised (which is something I have come to be known for ;-)

One of the more memorable pieces I read was written by Al Condelucci, Executive Director, UCP / CLASS, in one of his articles on Social Capital, or simply, “how to put a value on the worth of personal and group relationships”, where he states…

“We are convinced that the route to success in community, no matter the group or agenda, rests in understanding the concept of social capital, and then developing strategies and supports that will facilitate…

Case Study: Recruitment Advertising for Sony Electronics

Situation: We worked with the Director of Public Relations of an Electronics Manufacturer in the business of building large-screen television sets sold throughout the world.

Critical Business Issue: Although a market leader, the company’s greatest challenge was not being able to meet sales projections because they were not able to respond to dramatic changes in staffing requirements.

Reasons: The company had expanded their global manufacturing plant capability and needed thousands of additional staff to run the new lines to capacity. Not running the lines at capacity meant not meeting the production projections. At times they would be required to generate 1000 new hires within 30 days notice, but were unable to deliver. Because of their stringent hiring requirements they experienced a 4:1 applicant to staff ratio. The company had formal recruitment programs and materials in place, but was perceived as “just another factory.” Prospective hires were…

Case Study: Branding a Volunteer Program for Global Metals Manufacturer

Situation: We worked with the Foundation of a Global Metals Manufacturer specializing in the Aluminum. The Director lead a team of four in the formation of an employee volunteerism program that would contribute towards the communities in which they operate, as well as contribute towards an ongoing public relations program.

Critical Business Issue: Like any volunteer program, moving people to work without getting paid after there day jobs on an regular basis is difficult.

Reasons: The program was a new concept for the company, and a personal effort by the President. Other volunteer programs had been presented in the past with varying success. The lack of presence and history also made it difficult to attract new talent, limiting their offerings to the same people who always volunteer…