It recently occurred to me that there are a few pieces of work I’ve completed in the past which might be of use to others. Why should I keep these hidden away when I could be sharing them online?!

If you are interested in shopping behaviour, motivations and typologies, here is a literature review I carried out in 2008.

Shopping Behaviour, Motivations and Typologies – Literature Review

If you found this useful, or if you’re interested in any of the areas covered in the review, please leave a comment below. Shopping behaviour is a fascinating subject to talk about.

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Chris

I’ll admit it. My main Twitter feed can be hard to keep up with, but in a good way. It’s full of interesting people sharing great content and having good conversations, but even so, standing out amongst all that noise is difficult. Chris Hall seems to be a constant presence though, discussing all things social media, constantly sharing good links and making an effort to connect  to people.

Chris, owner of the social media agency Cow Bell, has kindly agreed to answer a few quick questions. If you’re interested in social media, marketing, communications or just being sociable, read on:

How on earth do you manage to find and share so much content?

It’s a matter of experience and knowing where to look. I have over 20 years background across PR and on & offline marketing. A lot of what I share is based around the contacts and knowledge I’ve built up across that time. It’s important for new people to the social media sphere to look at the content others are sending out and ensure they’re use similar information resources. I still add new information providers every week. RSS and email deliver it all to me.

You always seem to be talking with people online. Does this leave less time to do the day job?

To be fair this has been a matter of trial and error. Many of us have realised that we’ve spent far too much time talking across the social networks. I’ve managed to find a happy balance between ensuring that the paid for work is delivered and keep in touch across the streams.

Along with many I check in early to Twitter & Facebook. I then handle any emails I need to deal with. Complete one or two tasks from my ‘to do list’ and dip back into a little social networking. This pattern is consistent across the day. I guess instead of walking to the water cooler or chatting with colleagues I’m on Twitter etc.

Remember much of my business is based around working with clients across the networks so it’s actually part of my paid for day too. New clients also come from relationships I form within Twitter especially. This is why my tweets revolve around getting people to think about what they want from social media and how they use it.

Your company aims to help clients “develop an environment where you are at the very centre of where your current & prospective customers live – on & offline”. For what type of businesses is this extremely difficult?

It’s fair to say that it’s extremely dificult and at the same time perfect for the same type of businesses, that’s generally business to business organisations with a real niche market. It’s difficult because the size of the audience can be tiny, but given time and the ability to listen, find, engage and know that audience then conversion and relationships are formed.

It’s really about how much time a company is prepared to put into it. It’s easy to find relationships for Coca Cola, as most people know it and drink it; much harder for John Brown Hand Dryers (an example, not real) in Bristol.

What advantages do small businesses hold over large businesses in the online communications arena?

The speed they can move at!

Decisions about what , where, how, why etc are much quicker for the SME’s, as are approval of change or reaction to the need for a new direction. I compare it to boats. The speed boat can choose a new destination and turn quickly, the oil tanker will be much slower.

Do you think a lack of understanding about online etiquette and best practice can cause newcomers to social media to find it difficult to make connections?

It’s the responsibility of those already there to make newcomers welcome. Newcomers are often intimidated & ‘attacked’ by some of the established faces. We’ve all made mistakes, and we’ll continue to do so. It’s an important point, but there are no social media gods or a ruling body. How can there be when its a medium that’s so new & in its early stages. We’re all early adopters at the moment.

The actual usage of twitter is minimal across the country. Facebook has high numbers but as a business tool it’s in its infancy.

Which companies have you seen online that have been successful with a 100% “push marketing” strategy?

Most businesses are now online but the successful ones, who get direct results, include Burger King with its Facebook campaign; King of Shaves has used the online environment brilliantly and with it had an excellent uptake on product.

What advice would you give to someone who wants to use social media as a tool for personal branding?

Everyone using social media is their own personal brand. You are I are examples. We’re being ourselves with our status updates, Linked In comments and tweets but we’re portraying an image of ourselves to our friends and business associates both new & old.

Our digital footprints are being updated by the hour even if we’re not in social networks Google knows more about you than most imagine so my advice is my yourself and as you are in real life which includes happy, sad, fun, serious, knowledgeable, inquisitive but also careful, sensible and be wary of anything that may cause a problem.

Online technologies and popular platforms seem to be developing at a rapid rate, to suit the preferences of the user. Is there still a danger though that it is going to be hard to keep up with these developments, and the ways they can be best used for business?

Yes, that’s very possible. The truth though is the same thing has been happening for a hundred years. When the television was invented it began with one channel, growing to 3 for a long period of time but now we have access to over 300 channels and we consume information at a vast rate. We wouldn’t of imagined we’d be able to keep up with TV the way we do but it’s quickly part of our daily lives.

Social media is the same. Generation Y will take social media into business with ease and also take it to places we can’t even imagine. It’s up to us to keep up.

Do you think being able to communicate effectively online will be a key skill in the future, taught in educational establishments?

Absolutely -  in almost all cases.

Which UK “social media events” should readers of this blog consider attending if they want to build real connections and gain a deeper understanding of developments in the industry?

1. media140. A social media community helping organisations understand the potential of social technologies. It’s an organisation that is always looking to pioneer to make change for industry, audiences, brands and the bottom line. It does this through events, workshops, training, seminars and strategy guidance

2. Likeminds . For face to face contact with some of the UK’s leading social media professionals and commentators then this is the place. No egos just a collection of like-minded people who will share, collaborate and engage with each other. Highly recommended.

Which one piece of advice would you give to users of social media who wish to gain benefits from their time spent online?

Listen first, find your audience (personal or business), engage in conversation and never forget the reason you came in [set some goals]. Measurement of all this is crucial too.

Thanks very much Chris.

If you have a view on what Chris has said, or if you want to answer some of the questions yourself, please leave a comment below.

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Aren presenting

Something different this time and a first for my blog: a guest interview.

Over the past year, I’ve worked with Aren Grimshaw on a number of projects. These include Twestival, Social Media Cafes and the Social Media for your Business events, aimed at local SMEs. Aren consults businesses on the use of social media, is a public speaker and also organises events. It’s safe to say that he is a busy chap and has many fingers in many pies!

I consider Aren to be one of the most knowledgeable people I have come across when it comes to understanding social media and how businesses can implement it smoothly, so a big thank you to him for taking the time out to answer these 10 short questions:

Do you actually like the term social media?

The term itself poses no problem to me, it’s all the hype and furore that is built up around it, that often bothers me. I think what is happening in the wider social context, heavily affected by what we term ‘social media’, is far more interesting and has a deeper impact on businesses.

Many hold the view that there is a seismic shift in the way organisations are having to re-think their communications. Do you share this view about the size of the shift?

Absolutely, we are seeing an ever more cynical and wiser consumer, open-access to huge databases of information over the web and the ability to add our own voice to the mass – how can that be seen as anything more than a seismic shift? Companies who continue to push outdated models of ‘broadcast, broadcast, broadcast’ onto consumers need to face up to the fact that many consumers just aren’t paying attention to their messages anymore.

What would you consider to be the biggest misconception amongst SME owners who are thinking about using social media?

That it’s all about Facebook, Twitter… well in fact any technical platform. They are just tools that can be used to help build relationships with consumers. In the same way a sales person can pick up a telephone and make a sale, or upset a customer, these tools are no different. We all need to take time to learn what works and keep adjusting our approach to match what achieves results. Unfortunately, a lot of the advice out there is focused too heavily on teaching people how to use the tools leaving the wider context and communications aspect out of it.

Will geo-tagging really be useful for businesses that operate in a rural environment?

Who knows, it’s still too early to tell. Is it fun? Yes. Is there a model for businesses to get something out of it too? Yes. Will consumers adopt geo-tagging in a big way? It remains to be seen. As long as the applications and devices are simple to use, and most importantly the consumer receives some reward (mentally or financially) for their participation I expect so.

Other than those you have worked with, what companies have recently impressed you with their social media activity?

Have you come across Fetish on Facebook? They have really impressed me with the content they share each day. When you find a Page that updates you with content that you just have to share with your friends, you’re on to a winner. (In my opinion anyway).

With so much content being created and shared online, what key things can companies do to try and stand out?

Don’t try standing out, that’s what everyone else is trying to do. Try giving your customer what they need instead; a better service with the information they want, when they want it. Don’t tell them how good you are – prove it in everything you do.

If you could give one piece of advice to a Twitter newbie, what would it be?

Don’t try too hard. Listen first. Make friends. Be good to others. (That’s four I know!)

Facebook now has 500 million users. What is the biggest factor to their success?

It’s always difficult to tell what makes one site so successful over another. Very often I think it’s to do with so many factors, such as timing, trends in the market, the technology available etc.

However, if I had to say, I think it’s the range of uses and the value it brings to all ages and walks of life that underpins its success. A grandparent seeking to keep in touch with their grandson on the other side of the world, a small business communicating with their customers, or a teenager sharing pictures with their friends – each draws a different value from the same site, amazing really.

What are the best examples you have seen over the past year of online collaboration delivering real results?

I’m biased, but it has to be Twestival. It’s such a great example of people collaborating worldwide to deliver real results. Better style, the results can be felt around the world, and often by the people who need it the most.

Generation Y are supposed to IT-literate and at ease with changes to modern technology. Is there really a lack of understanding amongst Generation Y when it comes to online privacy?

Tragically, I concur with Eric Schmidt on this one, we face a generation of people who may need to change their names to hide their past. It is so easy to post a status update or image; however, we might think far more carefully if we were told exactly who would see them during the course of our life. My personal philosophy – don’t share anything on social networks that you wouldn’t be happy to shout out in the middle of a busy street.

Thanks Aren for taking the time to do this.

If you have any views on what Aren has said, or if you want to answer some of the questions yourself, please leave a comment below.

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We all come across them. Television adverts that annoy the hell out of us. You see the opening shot or hear the theme tune start and you are instantly reaching for the remote before you have to put yourself through the pain all over again. The first three that come to mind when it comes to annoying televisions adverts are:

I have come across a few people who have said they will refuse to visit these company’s websites or engage with them because they have found their adverts so annoying. Even if the company provides a solution to their problem, they will not go there. Seems a bit extreme but it is happening.

The argument from the marketing department may be that their brand awareness has increased because their adverts are so memorable, and that the additional sales generated from this increased awareness outweighs the lost sales in lost customers.

The argument from the customer’s point of view is that their experience and feeling towards the brand is so negative and annoying that they do not wish to engage at all. This will not only have an impact on short term sales but also long term.

The bottom line sales figure will answer the short term question, but in the long term gaining  a large number of brand advocates (if that’s what these companies really want) may be put at risk with this style of advertising.

So, over to you:

Which television adverts really annoy you?

Have they affected your behaviour towards the brand?

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Caution: If you’re intending on watching Toy Story 3 and don’t want to hear how the films ends, it is probably best not to read on!

The ending is brilliant. Andy, now all grown up, has to decide what he wants to do with the toys that had brought him joy and happiness as a child. What does he decide to do? He passes these toys onto another child and allows someone else to experience what he once did. The product truly lives on.

Creating an experience that sticks with the consumer is gold for the marketing man. Creating an experience that can continue to be shared and passed on is even better – it’s immeasurable.

Are there any products that have given you a fantastic experience, which you were then able to pass onto somebody else?

I would love to hear about them.

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Shall we keep this going?

For those who took part in the #21days challenge – well done!!!!! I hope moving forward you are now in a good enough habit to permanently make the changes you identified. At risk of sounding like a parrot, the true test is only just beginning – will you keep it going or will you pack it all in?

For those who didn’t take part – a group of us identified a change that we wanted to make to our lives and for the next 21 days we carried out activities we thought may help us achieve these changes.

Doing an activity for 21 days solid is supposed to be long enough for a permanent habit to form – we effectively took part in a group experiment to see if it worked! The original post about desire and routine is here, and the post with details of the last challenge is here.

If you took part and would like to share your #21days experience with the rest of us, feel free to leave a comment below. I have heard some people may be writing blog posts too, so make sure you leave a link so we can find it easily.

Again, a big thank you to everyone who took part. It’s been great hearing about everyone’s challenges.

What next?

I had an idea about how we could try and keep some of the momentum going and wanted to see if anyone else was up for my proposition?

From the 1st to the 21st of each month, the challenge can run for whoever wants to take part. Of course people can start before or after, but having a set timeline makes it easier for people to share their journey with others. You can make your changes together and help each other along the way, just like before.

My thinking was that there probably needs to be a gap between challenges to give people time to think about their changes and to find more people to join in, but too much of a gap and momentum may be lost. #21days has made a genuine difference to some people’s lives, so why not keep it going?

What do you think of the 1st – 21st approach?

Would you be up for taking part?

If you took part last time, how did you find your experience?

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So, why don’t we all actually give it a go over the next few weeks and help each other achieve change?

What am I proposing?

If there is something you want to change in your life, however big or small, however private or personal, try and recognise the activity you need to carry out each day and do this activity for 21 days solid.

According to Don’t Tell The Bumble Bee, it takes 21 days to change a habit, so let’s all see if this method actually helps.

How can we help each other?

If you want to take part in the challenge and if you want to make your challenge public, leave a comment below with details of what you are going to do. Everyone else taking part can then connect with you and help you along the way.

When talking about the challenge on Twitter, use the hastag #21days so that others can join the conversation too.

When do we begin?

The first day will be Monday 28th June. Sunday 18th July will be the 21st day.

The mission

To stop talking the talk and start walking the walk!

Do you really want to change something? If so, then why not take part in the #21days challenge…

Those who have expressed an interest in taking part are:

@banksy6, @tristanrothwell, @sarknight, @kristensousa, @Bluegrass_IT, @jedlangdon, @OstrichIT, @martinrothwell, @acjon, @BeckySocial, @boyday, @martynhake, @robertpickstone, @ShannonBoudjema, @jon_gerrard, @DaleGMoore, @iancreek, @nibby01, @robglover_UK, @treypennington, @boxelboy, @stylishresults, @leeslivinlife, @annholman, @karinalchemy, @racheeroo, @OneLife, @albrooking, @EquanimityJT, @GetalifeUk, @crp1984 , @Xlilmissdeppx , @JrMessy , @RokkInternet , @ShaktiMatUK , @samajose @katycreates , @chrispenberthy @hevpuggles @annabelscaberet , @jasonfalls, @jenuinejen , @manningfinance , @NicolaKateAsh , @cindyosburn , @lizmoss , @rosiereflect , @TraumaCleaning , @BrockPatterson , @alcartwright , @arengrimshaw , @fionah, @megancrump2309, @celinawest , @DangerousMKting , @jonathanalder , @victoriawhitney , @AlisonHernandez , @inplymouth , @joidesign , @planetplanitbiz , @emmalannigan , @CoachPotential , @karinleadership , @anthonymull , @plymouthblog , @HillTribeMedia , @lexjt , @susanweiner , @6consulting, @acjon (72 peeps)

Lee White has also created a #21days Twitter List for us all.

Here’s a short video of me waffling a couple of days before #21days starts

Another update: Here is a list of challenges being taken.

I have taken them from comments to this blog post and tweets spotted online. It has been quite hard to keep track! I have also tried to keep them short so they’re easy to look through. Please let me know if you think I may have got yours wrong. Please leave a comment or tweet me if you want to be added to the list.

@6consulting
“Starting 2 new blogs and posting at least 4 times a week on either, and the all too common; ”Go to the Gym!” ”

@acjon
“I’m going to only use outlook for a maximum of 15 minutes in every hour, going to get an hour timer to make it happen!”

@annabelscabaret
“To do something new everyday”

@annholman
“I’m going to comment on other people’s blogs more”

@alisonhernandez
“To spend as little money as possible, find the cheapest product/alternative, make packed lunches and find free attractions for my little one”

@banksy6
“To make sure I’m in earlier in the morning and leaving no later than 6:30pm. I intend to change the first part of my day (the first hour before anyone else gets into work) into ‘marketing time’ – I will concentrate purely on the marketing of my business”

@brockpatterson
“I am going to run each 3 to 6 miles each day for 21 days on my quest to continued weight loss”

@chrispenberthy
“Before anything else gets done, at least 30 minutes of domestic duties. I’m also going to write something every day. You might find the results online (if so I’ll post the link) but you might not as some of it might just be for me. But to help the online stuff I will set up a blog”

@coachpotential
“I made a pact – 1 hour reading everyday”

@dangerousmkting
“My aim will be to make myself get out and walk more so I will literally be walking the walk! Any Exmouth-based #21Days-ers welcome to join me”

@equanimityJT
To exercise each day

@greeneyesclaire
“To finally get another qualification related to my business. Google Analytics (GAIQ) is covered by several members of my team but I want to finally complete it, been meaning to for so long now! On a personal level I want to go to the gym for at least an hour a week plus an hour of walking outdoors on an evening or weekend”

@hevpuggles
“I am reducing to 1 glass per night for #21days and also going to watch what I eat as well…cut down on the comfort foods lol. Also, something that will make a big difference to me is to get back behind the wheel of a car. My challenge is to get my confidence back and be able to drive on my own by the end of #21days”

@joidesign
“21 days to change my work patterns which will allow me time off on Fridays to concentrate on my artwork, something I’ve been meaning to do for years”

@manningfinance
“(1) Finish a rebranding effort for my current website/blog/etc. Intent is to consolidate multiple sites into one making it easier to build a strong viewer base. (2) Spend at least one hour a day on various writing projects I have right now and try and get one blog entry at least every other day. (3) Recommit to physical fitness once more. I need to get in a habit of making it back to the gym. Gym at least every other day – if not more during the #21days”

@iancreek
To exercise each day

@inspirationguy and @inplymouth
“For my #21days challenge I am going to make sure that I take some time each day to work on my own creative projects. This might be a blog post, generating creative ideas, or something I haven’t even thought of yet”

@jedlangdon
“I am going to start getting the train everyday (something I have tried on and off but have never been able to do consistently), so I have an extra two hours to read and write. Another side of my challenge is to stay away from Twitter on weekday evenings. I have spent far too much time being the unsociable person at home attached to my iPhone whilst everyone else is ralaxing, talking and watching TV”

@jonathanalder
“For me it’s going to be keeping my desk clear. Remove the clutter and the day to day debris I accumulate!”

@LeesLivinLife
“I’m going to be focusing on my daily schedule for one…..getting earlier nights, to enable earlier mornings & build in 30/60 mins of daily exercise while I’m at it….as opposed to my hit & miss schedule at the mo.
Additionally, I’m looking to really drive a potentially life changing opportunity that I’m involved with”

@lexjt
“Here we go: drop 1/2 stone and make my new career plan happen. There it is. Cards on the table”

@megancrump2309
“I am trying to improve my fitness and lose weight. So I guess my goal will be to lose weight but I will do this by exercising for at least half an hour everyday and not eating any bad foods”

@plymouthblog
“I want to do 15 minutes yoga every day”

@Robglover_UK
To exercise each day

@RacheeRoo
To eat fresh fruit for Breakfast every morning

@robertpickstone
“I’m going to exercise for between 30 mins and 60 mins each day”

@sarknight
“Im going to finish my work ‘to do list’ every day”

@susanweiner
No eating deserts other than fruit

@XlilmissdeppX
To run each day

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Some people…

…start diets, then give in.
…embark on exercise regimes, then give in.
…stop smoking, then give in.
…start reading a book, then give in.

Professionally…

…start writing a blog, then give in.
…vow to make a difference at work, then give in.
…vow to run with their business idea, then give in.
…vow to change their career direction, then give in.

We have all done it.

We see or hear something that triggers the reaction of “right, I’m going to change this” but within a few days we become swamped in our usual daily activities and nothing changes at all.

Why is this? For me there are two reasons.

1 – we don’t want change badly enough.
2 – we just can’t get out of out of our daily routine.

(Some may argue that point two can’t be used as an excuse and in fact point one is the truth)

If you have struggled to change something, Jack Russell (author of Don’t Tell The Bumble Bee) suggests that it takes 21 days to change a positive or negative habit, so you need carry out the required activity for 21 days solid to really give yourself a real chance of change in the long term.

I see it all the time and I bet you do too. Some people change the whole direction of their lives whilst others can’t even give up the strawberry cheesecake yogurts they crave each lunchtime.

With that in mind, I ask you:

Have you ever tried the 21 days technique?
Have you ever vowed to change something but given in?
Have you got an opinion on why people give in on change so easily?

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“We love feeling special. We hate feeling like a number”

Chris Brogan touched upon this issue in his brilliant Likeminds speech in February. Chris is correct. I don’t know a single person who enjoys feeling like a number. I don’t know a single person who doesn’t like being made to feel special, even if they won’t admit to it!

For businesses then, if you want a long lasting relationship with a customer and you want them to be a true advocate for you in the future, there needs to be some thought and effort into what you can do to make them feel special.

Here are some ideas. Some are blindingly obvious, some you may not have thought of, some you may not agree with. Still, here they are:

• Reward your customers. What for? For being customers. It doesn’t even have to be part of a reward scheme – why not just randomly surprise them?
• Listen to every little detail they say. When you next speak on the phone, ask how their holiday went, ask if you thought their sports team were unlucky at the weekend, ask if they have anything planned for the weekend. Show an interest.
• Cater to their every need. If you know they will require something different to what you can normally provide, make an effort for them. Show that you care.
• Give them some publicity. If they are a great customer and there is an opportunity to shout about your relationship, then why not tell the world?
• Let them shape your business. Rather than just leaving some feedback forms and hoping they get filled in, speak to your customers and ask them how their experience could be improved. Dig deep and ask for their advice. Let them know that your business is designed for them.
• Make their experience enjoyable. Ok, even if your product is pretty boring and even if it can be matched in every department by a competitor, build something into the experience you offer which will cause an emotional reaction.
• Engage when you are not trying to sell. Even when you know it is unlikely they will need your service or product again anytime soon, get in touch just to retain your relationship.
• Call them by their name. I know this sounds blatantly obvious but every time you are in contact, whether in be face-to-face, phone or online, start off the conversation by recognising who they are.
• Refer them onto whoever can help them. If you can’t solve their problem, pass them onto someone who can. Make solving their problem the number one aim.

These are a few of things I think should be considered if you want to make your customers feel special.

What do you think? Is there anything else that you do within your business to make your customers feel special?

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Image provided by Kevin Dooley - click on the image to visit Kevin's Photostream

Be honest now.

Do your customers trust you?
Do they trust what you are saying?
Do they trust you with their information?
Do they trust you are giving them a fair deal?
Do they trust your advertisements?
Do they trust your sales staff?
Do they trust your brand?
At the very core – do they really trust you?

You may have a fantastic product or service which customers will love for a while, but if that trust isn’t there then do you really expect them to be a long term customer?

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