tag:www.econsultancy.com,2008:/topics/reputation-management Latest Reputation management content from Econsultancy 2016-05-26T13:42:32+01:00 tag:www.econsultancy.com,2008:BlogPost/67881 2016-05-26T13:42:32+01:00 2016-05-26T13:42:32+01:00 Seven big challenges facing healthcare marketers Patricio Robles <h3>1. Digital underinvestment</h3> <p>By some estimates, healthcare spending in the US is close to 20% of GDP, but healthcare marketers aren't funneling much of their marketing dollars into digital. </p> <p><a href="https://econsultancy.com/blog/67131-pharma-s-mobile-social-efforts-aren-t-as-healthy-as-they-should-be">According to</a> Deloitte Consulting, healthcare and pharma marketers spent just $1.4bn on digital ads, a figure that lags marketers in other industries.</p> <p><img src="https://assets.econsultancy.com/images/0006/8525/deloitte1.jpg" alt=""></p> <p>One of the consequences of this digital underinvestment is that this has created opportunities for third parties to become the go-to resources for consumers and physicians looking for healthcare information online.</p> <p>This is despite the fact that, in many cases, healthcare marketers' organizations have valuable, proprietary data and content.</p> <h3>2. Measurement &amp; metrics</h3> <p>While measurement is top-of-mind for most marketers, it hasn't been as important in healthcare because of the role marketing has played historically in healthcare organizations.</p> <p><a href="https://econsultancy.com/blog/67863-healthcare-marketers-making-progress-on-measurement-metrics/">That's changing</a>, and many organizations have adopted a number of sensible growth and brand-related metrics.</p> <p>But adoption of metrics related to stakeholder engagement and marketing communications, including patient satisfaction and paid media, are still undervalued, which can make it more difficult for healthcare marketers to "connect the dots."</p> <p><img src="https://assets.econsultancy.com/images/0007/5068/hccforating.png" alt=""></p> <h3>3. Market structure</h3> <p>Healthcare is not a typical market. In the US, few consumers pay directly for care and drugs; instead, third parties like insurers pay the bills and control where, when and how consumers access the healthcare system.</p> <p>For marketers, this presents a number of challenges. One of the biggest: even if you can persuade a consumer that your hospital provides the highest quality of care or that your drug is the most effective, the consumer might not be able to access your product or service.</p> <p>So in many cases, healthcare marketers find themselves playing a game of triangulation involving consumers and care providers, like hospital systems and physicians.</p> <p>For obvious reasons, this makes developing an effective marketing strategy a more complicated proposition.</p> <h3>4. The trust gap</h3> <p>The healthcare industry, and pharma in particular, doesn't have the best reputation thanks in part to <a href="https://econsultancy.com/blog/67590-can-targeted-social-ads-help-pharma-overcome-drug-pricing-controversy">controversies over subjects like drug pricing</a>.</p> <p>That has created a trust gap in which consumers as well as physicians are less likely to trust ads and information that come from healthcare marketers.</p> <p><img src="https://assets.econsultancy.com/images/0006/8526/deloitte2.jpg" alt="" width="635" height="467"></p> <p>To rectify this, healthcare marketers <a href="https://econsultancy.com/blog/67747-pharma-marketers-should-use-storytelling-to-improve-the-industry-s-reputation">will need to become more adroit at storytelling</a>.</p> <p>Unfortunately, as Alexandra von Plato, group president of North America for Publicis Healthcare Communications Group, has observed, "We neglect the origin story. Instead we run these dumb ads," referring to the ubiquitous and oft-parodied television ads promoting prescription drugs.</p> <h3>5. Lawmakers</h3> <p style="font-weight: normal;">Those <a href="https://econsultancy.com/blog/67227-ban-on-consumer-ads-could-make-pharma-s-digital-shortcomings-more-costly">"dumb ads" haven't made fans of physicians</a>, and the aforementioned drug pricing controversy has made pharma companies Enemy #1 for some lawmakers in the US.</p> <p style="font-weight: normal;">That could soon have a dramatic impact on healthcare marketers as lawmakers consider reigning in how healthcare marketers promote their wares to professionals and the public.</p> <p style="font-weight: normal;">Given how reliant pharma marketers in particular have become on television ads, and how underinvested they are in digital, greater restrictions on advertising could make life very difficult.</p> <h3>6. HIPAA</h3> <p>Consumer adoption of wearables is growing but healthcare marketers are struggling to take advantage of wearable opportunities.</p> <p><a href="https://econsultancy.com/blog/67074-is-the-healthcare-industry-prepared-for-wearables">There are a number of reasons for this</a>, but one might be HIPAA, the Health Insurance Portability and Accountability Act, which regulates the use of Protected Health Information (PHI).</p> <p>Healthcare organizations regulated by HIPAA <a href="http://www.healthcareitnews.com/news/are-wearables-violating-hipaa">must receive consent</a> from patients before their PHI is used for marketing purposes, and there are many grey areas, particularly as far as innovative technologies such as wearables are concerned.</p> <p>That means healthcare marketers realistically don't have the same flexibility as marketers in other industries that aren't subject to HIPAA.</p> <h3>7. Data</h3> <p>Out of necessity, healthcare organizations may be adept at dealing with issues related to data security.</p> <p>However, as a recent Econsultancy and Ogilvy CommonHealth report - <em><a href="https://econsultancy.com/reports/healthcare-study-organizing-marketing-in-the-digital-age/">Organizing Healthcare Marketing in the Digital Age</a> -</em> discovered, a majority are unprepared to deal with emerging data sources or to collect high volumes of data at speed.</p> <p>Furthermore, a surprising large number of organizations (44%) aren't even prepared to use their CRM data in marketing campaigns.</p> <p><img src="https://assets.econsultancy.com/images/0006/7696/Screen_Shot_2015-10-05_at_18.50.56.png" alt=""></p> <p>Because effective collection and use of data is increasingly integral to successful digital marketing, healthcare marketers' capabilities around data will need to improve.</p> tag:www.econsultancy.com,2008:BlogPost/67863 2016-05-23T15:09:42+01:00 2016-05-23T15:09:42+01:00 Healthcare marketers making progress on measurement & metrics Patricio Robles <p>According to the <a href="http://www.shsmd.org/">Society for Healthcare Strategy and Marketing Development</a> (SHSMD), there are a number of reasons for this.</p> <p>One is that historically, executives at healthcare organizations have considered marketing to be a cost center and not a profit center.</p> <p>Another is that in healthcare, marketing has a narrower purview and marketers are disconnected from strategy and product management.</p> <p>But times are changing and SHSMD says that tightening margins are forcing healthcare marketers to prove that their efforts are paying off.</p> <p>To help healthcare organizations quantify the effects of their marketing campaigns, SHSMD, which is a personal membership group of the American Hospital Association, formed a Marketing Metrics Committee to help establish a standard framework and metrics for measuring healthcare marketers' contributions.</p> <p>SHSMD recently released a white paper, <em><a href="http://www.shsmd.org/resources/marketing/reports.shtml">Life Beyond Promotion: Core Metrics for Measuring Marketing's Financial Performance</a></em>, that details the committee's recommendations.<em><br></em></p> <p>The committee identified four areas where marketing plays a role – growth, brand and image, stakeholder engagement, and marketing communications – and sought to define where marketing has responsibility and influence.</p> <p>It then developed a list of 17 core metrics that financial executives and healthcare marketers believed were of the greatest importance and how frequently they should be evaluated.</p> <p>These metrics include Volume Change, Increased Revenue, New Patient Acquisition, Brand Awareness and Patient Satisfaction.</p> <p>Metrics related to Marketing Communications, which seek to "influence utilization and loyalty," distinguish between different types of media (paid, earned, owned, etc.).</p> <p>Not surprisingly, a poll of 34 senior healthcare marketers reveals that growth and brand metrics like Volume Change and Organizational Reputation have been widely adopted, while adoption of a number of Marketing Communications metrics, namely Owned and Paid Media, lag. </p> <p>Most worringly, just 57% of the healthcare marketers surveyed indicated Patient Satisfaction is being measured.</p> <p>This suggests that many healthcare organizations may not currently be connecting the dots between how customer perception of their services can work for or against marketing efforts that directly and indirectly influence the metrics they weigh the most.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/5066/hcmetrics-blog-flyer.png" alt="" width="470" height="486"></p> <p>Also not surprising is the fact that CFOs were big on measuring marketing's contribution to growth, brand and image, but weren't as enthusiastic about measuring its contribution to stakeholder engagement and marketing communications.</p> <p>Again, this suggests that there could be a disconnect between how all of these areas relate to and impact each other.</p> <p><img src="https://assets.econsultancy.com/images/0007/5068/hccforating.png" alt="" width="239" height="206"></p> <p>The good news is that the SHSMD's white paper provides healthcare organizations and marketers with practical, actionable recommendations and next steps that can be used to advance the measurement conversation in a meaningful way.</p> <p>As the white paper's authors note, "marketing, like any discipline, needs a solid context within its organization" and "the absence of measurable standards is no longer acceptable."</p> tag:www.econsultancy.com,2008:BlogPost/67806 2016-05-11T11:39:45+01:00 2016-05-11T11:39:45+01:00 Are customer reviews becoming less important to local businesses? Patricio Robles <p><a href="http://seekingalpha.com/article/3970873-love-einhorn-yelp-much">According to</a> Scott Tzu of Orange Peel Investments, some local business owners are starting to doubt Yelp's sway:</p> <blockquote> <p>...many restaurant owners that we have spoken to over the last six months to a year have reiterated their lax attitude on Yelp reviews to us.</p> <p>The potential anonymity of Yelp and its use as a punching bag for hated figures in the media has given owners and customers alike a healthy dose of skepticism when approaching reviews on any particular restaurant.</p> </blockquote> <p>Tzu continues...</p> <blockquote> <p>Formerly, Yelp was in a position of power because restaurants would pay it to be able to manage its page, and restaurateurs were extremely interested in the reviews they got and maintaining high ratings. Yelp was the go-to spot on the web to try and get a heads up on a dining establishment.</p> <p>Now, customers share some of the same doubts that owners share...</p> </blockquote> <h3>As the market matures, consumer behaviors change</h3> <p>While some data <a href="http://www.wiideman.com/blog/local-seo/study-how-important-are-yelp-reviews-really">supports</a> Tzu's argument that "Yelp is beyond its prime years already," that might be due to growing competition in the space from other players, including Google, Facebook and TripAdvisor.</p> <p>On the whole, more consumers are now turning to online reviews more than ever before.</p> <p>But their behavior is also changing. <a href="https://www.brightlocal.com/learn/local-consumer-review-survey/">According to</a> BrightLocal's 2015 Local Consumer Review Survey, "Consumers appear to be forming an opinion faster now than ever before."</p> <p>40% of consumers will trust a local business after reading just one to three reviews, and 90% of consumers are ready to make a decision after reading 10 positive reviews.</p> <p><img src="https://assets.econsultancy.com/images/0007/4816/how-many-reviews-do-you-need-to-read.png" alt="" width="555" height="323"></p> <p>At the same time, consumers are becoming a tad more skeptical. The vast majority are willing to trust online reviews as much as a personal recommendation, but only if the reviews are thought to be authentic.</p> <p>This increased skepticism is not surprising given the rise of <a href="https://econsultancy.com/blog/10923-yelp-s-answer-to-fake-reviews-a-badge-of-shame">fake reviews</a>.</p> <h3>Strength in numbers</h3> <p>Also not surprising is the fact that consumers rely more heavily on star ratings than they do on specific reviews. The implication for businesses: unreasonable reviews from disgruntled customers probably don't require the legal calvary.</p> <p>As long as a business is maintaining good ratings on the whole, consumers are probably going to ignore the review by the person who gave a one-star rating because a restaurant didn't provide free bread.</p> <p>Some businesses are even having fun with complaints, incorporating them into marketing campaigns, menus and the like.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/4815/yelpmenu-blog-flyer.jpg" alt="" width="470" height="264"></p> <p>Put simply, now that online reviews are ubiquitous, the name of the game for most local businesses is to <a href="https://econsultancy.com/blog/67005-four-ways-to-encourage-more-positive-online-customer-reviews/">encourage more positive online feedback</a> and gain a critical mass of reviews (and ratings) so that the negative reviews are just noise.</p> tag:www.econsultancy.com,2008:BlogPost/67779 2016-05-04T14:55:23+01:00 2016-05-04T14:55:23+01:00 How Donald Trump is using social media Patricio Robles <p><img src="https://assets.econsultancy.com/images/0007/4579/trumptwitter.png" alt="" width="577" height="289"></p> <h3>Stats-at-a-Glance</h3> <ul> <li> <strong>Twitter followers:</strong> 7.91m</li> <li> <strong>Facebook fans:</strong> 7.3m</li> <li> <strong>Instagram followers:</strong> 1.4m</li> <li> <strong>YouTube views:</strong> 5.3m</li> </ul> <p>Donald Trump is no conventional candidate for the US presidency and his use of social media has been anything but conventional as well.</p> <p>Social media has <a href="http://www.theguardian.com/commentisfree/2016/apr/03/donald-trump-internet-success-twitter-us-election-media">been dubbed</a> the "real Trump card in the US election" by professor John Naughton and the numbers demonstrate why: according to an analysis by social media management firm SocialFlow, Trump <a href="http://www.socialflow.com/social-trends-trump-dominated-twitter-trending-in-january/">has dominated</a> the political conversation on Twitter, where he has posted more than 30,000 tweets.</p> <p>By <a href="http://www.sfchronicle.com/politics/article/The-Donald-trumps-Clinton-Sanders-on-social-media-7227611.php">the company's estimate</a>, between March 2015 and February 2016, US social media users spent more than 1,200 years reading about The Donald on social media.</p> <p>The billionaire businessman would have had to spend $380m if he sought to generate the same amount of attention through paid ads.</p> <p>There's a caveat though: much of the attention Trump has garnered on social media has been generated with controversial tweets and retweets like the one below, which took aim at the wife of his then-competitor, Ted Cruz.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">"<a href="https://twitter.com/Don_Vito_08">@Don_Vito_08</a>: "A picture is worth a thousand words" <a href="https://twitter.com/realDonaldTrump">@realDonaldTrump</a> <a href="https://twitter.com/hashtag/LyingTed?src=hash">#LyingTed</a> <a href="https://twitter.com/hashtag/NeverCruz?src=hash">#NeverCruz</a> <a href="https://twitter.com/MELANIATRUMP">@MELANIATRUMP</a> <a href="https://t.co/5bvVEwMVF8">pic.twitter.com/5bvVEwMVF8</a>"</p> — Donald J. Trump (@realDonaldTrump) <a href="https://twitter.com/realDonaldTrump/status/712850174838771712">March 24, 2016</a> </blockquote> <p>Trump's own wife has <a href="http://www.news.com.au/finance/work/leaders/melania-wishes-trump-would-stop-tweeting/news-story/7437e3f32240556bf8a45d9b27e5186a">publicly revealed</a> her wish that her husband ease up on his tweeting, a sentiment likely to be echoed by many social media experts.</p> <p>But despite the fact that he has taken "authenticity" to a whole new level, embracing posts that contain everything from controversial subject matter to amusing misspellings, Trump's success in the Republican primaries suggests that perhaps there really is <a href="https://econsultancy.com/blog/67765-is-there-such-a-thing-as-bad-publicity-on-social-media/">no such thing as bad publicity on social media</a>, at least for the time being.</p> <p>Interestingly, despite his unique approach to social media, Trump isn't without counsel.</p> <p>But unlike the Democratic candidates, Trump's social media advisor, 29-year-old Justin McConney, doesn't have political campaign experience.</p> <p>He began working with Trump in 2011, before his White House bid began, and appears to have encouraged but not controlled the presumptive Republican nominee's prolific social media use.</p> <p><a href="http://www.politico.com/story/2015/09/trumps-social-media-guy-214309">According to</a> Politico, Trump "functions as his own communications strategist" and calls the shots...</p> <blockquote> <p>[Trump] takes occasional tweet suggestions from those around him but composes most himself, tapping them into his Samsung smartphone, calling them into his office or dictating them to a nearby aide.</p> <p>He also decides which of his supporters to retweet, a hallmark of his Twitter feed.</p> </blockquote> <p>So far, it's hard to argue that Trump's unconventional approach to social media hasn't been successful, but as the general election nears, we'll check in to see how the candidates' respective social media campaigns evolve and fare.</p> tag:www.econsultancy.com,2008:BlogPost/67796 2016-04-28T13:56:46+01:00 2016-04-28T13:56:46+01:00 Are brands ruining #EdBallsDay? Andrew Chrysostom <p>Firstly, a potted history of the Twitter phenomenon that is ‘Ed Balls day’.</p> <p>Five years ago, the former Labour shadow secretary was shopping in a supermarket for ingredients to make a slow cooked pulled pork shoulder. That’s right, Ed Balls was pulling pork before you.</p> <p>He had searched for an article about himself on Twitter using his phone and then at 4.20pm accidentally tweeted his own name.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Ed Balls</p> — Ed Balls (@edballs) <a href="https://twitter.com/edballs/status/63623585020915713">28 April 2011</a> </blockquote> <p>Then the internet happened.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Happy <a href="https://twitter.com/hashtag/EdBallsDay?src=hash">#EdBallsDay</a>. Here is a poem entitled "Ed Balls". <a href="https://t.co/7EkVVISWGp">pic.twitter.com/7EkVVISWGp</a></p> — Brian Bilston (@brian_bilston) <a href="https://twitter.com/brian_bilston/status/725576230322462721">April 28, 2016</a> </blockquote> <p>Naturally, it gathered thousands of retweets with users keen to showcase a classic ‘dad on social media’ moment.</p> <p>But after five years, there’s a feeling that #EdBallsDay has become too commercialised.</p> <p>Much like Christmas, has enthusiasm dulled as the spirit of the holiday is gradually being taken over by brands?</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">It's a shame Ed Balls Day has lost its true meaning. Too commercialised these days. <a href="https://twitter.com/hashtag/EdBallsDay?src=hash">#EdBallsDay</a></p> — David Wriglesworth (@Wriggy) <a href="https://twitter.com/Wriggy/status/725573267243864064">April 28, 2016</a> </blockquote> <p>Recently, the death of Prince put a lot of corporate social media channels <a href="https://econsultancy.com/blog/67781-why-do-brands-continue-to-make-stupid-social-media-decisions/">under scrutiny</a> for attempting to make themselves relevant in a context that has nothing to do with their brand values.</p> <p>While corporations joining in on this Twitter in-joke is nowhere near as insensitive, there’s an overwhelming feeling of... why?</p> <p>Laboured puns desperately trying to shoehorn either ‘Ed’ or ‘Balls’ into a product, corporate handles tweeting their own names – there’s an overwhelming feeling that brands are joining conversations that they were neither invited to, nor welcome in.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">TwistED DoughBALLS. <a href="https://twitter.com/hashtag/EdBallsDay?src=hash">#EdBallsDay</a> <a href="https://t.co/FwTWc82XHD">pic.twitter.com/FwTWc82XHD</a></p> — Domino's Pizza UK (@Dominos_UK) <a href="https://twitter.com/Dominos_UK/status/725595851708596224">April 28, 2016</a> </blockquote> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr"><a href="https://twitter.com/MetroUK">@MetroUK</a> Stop it.</p> — Oscar Tollast (@DorsetEchoOscar) <a href="https://twitter.com/DorsetEchoOscar/status/725583884973395968">April 28, 2016</a> </blockquote> <p>The meta-culture of social media is one of the things which gave prominence to its rise.</p> <p>From the days of using forum acronyms <a href="http://www.urbandictionary.com/define.php?term=IRL">IRL</a>, there has always been a unique element to nuances that develop purely in niche communities.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Google</p> — Google UK (@GoogleUK) <a href="https://twitter.com/GoogleUK/status/725579001318793216">April 28, 2016</a> </blockquote> <p>These in-jokes quickly become stale when either the subject of them becomes too aware of the publicity, or when they feature in advertising campaigns.</p> <p><iframe src="https://www.youtube.com/embed/PrSPuBYm-Cw?wmode=transparent" width="560" height="315"></iframe></p> <p>Fortunately for the online community, the politician took the fame in good humour and even joined in on the joke, integrating the spike in awareness to his political campaign (sadly Ed lost his seat in the last election).</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Here we go again… ! RT @edballsmp: Ed Balls <a href="http://t.co/EhIPfbmQRo">pic.twitter.com/EhIPfbmQRo</a></p> — Ed Balls (@edballs) <a href="https://twitter.com/edballs/status/593072495395282944">28 April 2015</a> </blockquote> <p>Brands tweeting about Ed Balls feels a bit like your parents liking a Facebook status about a messy night out you’ve been on.</p> <p>So mum, dad, Metro. Let the kids have their fun, and don’t spoil the party.</p> <p>Having said that, we’ve just written an entire blog post about Ed Balls day.</p> <p>Far from trying to join the branded party, just know that at Econsultancy we celebrate the true spirit of Ed Balls day.</p> <p>Whilst we won't be tweeting 'Ed Balls' or 'Econsultancy' at 4.20pm today, we will be watching this. </p> <p><iframe src="https://www.youtube.com/embed/CVaaiwjRGNw?wmode=transparent" width="560" height="315"></iframe></p> tag:www.econsultancy.com,2008:BlogPost/67781 2016-04-25T17:08:00+01:00 2016-04-25T17:08:00+01:00 Why do brands continue to make stupid social media decisions? Patricio Robles <p><img src="https://assets.econsultancy.com/images/0007/4258/princetweet.jpg" alt="" width="281" height="250"></p> <p>Case in point: last week, Cheerios, the cereal brand owned by General Mills, found itself in hot water after the Minnesota-based company posted a tweet in response to the death of Prince.</p> <p>It contained a "Rest in Peace" graphic in which the dot in the letter <em>i</em> was a Cheerio. Not surprisingly, many in the Twittersphere found the tweet to be in very poor taste.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Can't believe that Cheerios Prince ad. Incredibly poor taste to use his death for self promotion. smh</p> — Harbinger (@veebex) <a href="https://twitter.com/veebex/status/723600959960698884">April 22, 2016</a> </blockquote> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Offensive and tasteless aren't always the same thing. Inserting your brand into your memorial is the latter <a href="https://t.co/iQejKtzbRH">https://t.co/iQejKtzbRH</a></p> — Foodmancing® (@Foodmancing) <a href="https://twitter.com/Foodmancing/status/723636799986237440">April 22, 2016</a> </blockquote> <p>While numerous other brands paid their respects to Prince on social media, the Cheerios tweet rubbed many people the wrong way because instead of keeping things simple and respectful, it incorporated the brands into the memorial.</p> <h3>When you have a brand, every event is not a cow</h3> <p>Why did Cheerios do such a thing? Welcome to branding in the age of social media.</p> <p>Marketers are more focused than ever on promoting their brands, and social media channels like Twitter provide plenty of opportunities to insert a brand into the conversation without much effort.</p> <p>In some cases, these opportunities are worthwhile.</p> <p>For example - and apologies for harking back to this again - when the power went out during the Super Bowl, Oreo used its <a href="https://econsultancy.com/blog/63140-eight-great-examples-of-agile-marketing-from-oreo">agile marketing savvy to seize the moment with the perfect tweet</a>.</p> <p><img src="https://assets.econsultancy.com/images/0007/4257/oreotweet.jpg" alt="" width="335" height="472"></p> <p>But obviously, the death of a beloved public figure is <em>not</em> the same as a blackout at a sporting event.</p> <p>The Cheerios tweet demonstrates that too many marketers are so focused on branding anything and everything that they're not using common sense or recognizing that some things just shouldn't have a brand imprint.</p> <h3>Common sense still isn't so common</h3> <p>Unfortunately, common sense still isn't so common in social media. </p> <p>While it is true that <a href="https://econsultancy.com/blog/67765-is-there-such-a-thing-as-bad-publicity-on-social-media/">bad publicity frequently doesn't have long lasting effects in social media</a>, brands shouldn't make a habit of tweeting without thinking.</p> <p>That's precisely what Cheerios did when it attempted to turn a death into a branding opportunity.</p> tag:www.econsultancy.com,2008:BlogPost/67765 2016-04-21T14:42:55+01:00 2016-04-21T14:42:55+01:00 Is there such a thing as 'bad publicity' on social media? Patricio Robles <p> It's an interesting question to ask in the wake of a tweet posted by KFC Australia, which generated buzz around the world. </p> <p><img src="https://assets.econsultancy.com/images/resized/0007/4127/kfcaustralia-blog-flyer.png" alt="" width="384" height="388"></p> <p>Not surprisingly, KFC Australia quickly came under fire for its raunchy, suggestive tweet.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Really <a href="https://twitter.com/KFCAustralia">@KFCAustralia</a>? What secret herbs and spices have your social media team been smoking? <a href="https://twitter.com/hashtag/KFC?src=hash">#KFC</a> <a href="https://t.co/n4Pgudy80y">pic.twitter.com/n4Pgudy80y</a></p> — Mike Hauser (@Hauser_Mike) <a href="https://twitter.com/Hauser_Mike/status/720769849815764992">April 15, 2016</a> </blockquote> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">"Finger Lickin' Good" was gross, but this is absolutely disgusting, <a href="https://twitter.com/KFCAustralia">@KFCAustralia</a> <a href="https://twitter.com/hashtag/rapeculture?src=hash">#rapeculture</a> <a href="https://twitter.com/hashtag/boycottKFC?src=hash">#boycottKFC</a> <a href="https://t.co/ZqqBA2rvZh">pic.twitter.com/ZqqBA2rvZh</a></p> — The Radical Feminist (@thirdwavefem) <a href="https://twitter.com/thirdwavefem/status/720790497308991488">April 15, 2016</a> </blockquote> <p>The tweet was quickly deleted, the company apologized, and there was speculation that the person responsible for the tweet would soon be looking for a new job.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">We are very sorry for our earlier tweet on H&amp;S - we didn’t mean to offend and removed it when we realised we’d made an error in judgment.</p> — KFC Australia (@KFCAustralia) <a href="https://twitter.com/KFCAustralia/status/720881570710577152">April 15, 2016</a> </blockquote> <p>But while KFC Australia was taking incoming, the company found itself trending on Twitter and the subject of numerous articles, this one included.</p> <p>That led some to ask a salient question: despite the furore, was KFC Australia really benefiting overall from its faux pas?</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Whether or not you got offended by <a href="https://twitter.com/KFCAustralia">@KFCAustralia</a>'s tweet, it worked coz it's trending. The hyper-offended are now advertisers' easiest promo</p> — Flight Facilities (@flightfac) <a href="https://twitter.com/flightfac/status/721236208488087553">April 16, 2016</a> </blockquote> <h3>Vocal non-customers, and exceptions to the rule</h3> <p>While KFC Australia's tweet might be considered distasteful by more than just the "hyper-offended," a quick survey of reactions on Twitter finds that more than a few people were willing to write the tweet off as a savvy marketing ploy.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr"><a href="https://twitter.com/ajplus">@ajplus</a> ppl these days get offended by evrything. It is funny and clever.</p> — Silent_D (@Asian_Darkness) <a href="https://twitter.com/Asian_Darkness/status/721351903020355584">April 16, 2016</a> </blockquote> <p>Additionally, some of the harshest criticism leveled at KFC Australia came from individuals who admitted they weren't customers.</p> <p>This is a useful reminder that sometimes a company's most vocal critics in social channels are not the individuals the company is trying to appeal to in the first place.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">I wish 1) I wasn't vegetarian and 2) I didn't insist on eating real food, so I could boycott <a href="https://twitter.com/KFCAustralia">@KFCAustralia</a> for promoting misogyny.</p> — Casey Phoenix (@caseyphoenix) <a href="https://twitter.com/caseyphoenix/status/720794060386996225">April 15, 2016</a> </blockquote> <p>Obviously, there are exceptions to the bad publicity rule.</p> <p>For example, most companies would <a href="https://econsultancy.com/blog/6119-bp-s-internet-response-the-good-the-bad-the-ugly">not find an environmental disaster to be a productive source of PR</a>.</p> <p>And brands probably shouldn't make a habit of trolling social media lest it leave a permanent imprint on their brand.</p> <p>But when it comes to occassional "error[s] in judgment" like KFC Australia's, for better or worse, it looks like the ill effects of any negative buzz are often quite limited.</p> <p>On the other hand, while the attention garnered is likely to be short-lived, it would seem "there's no such thing as bad publicity" can still hold true in the age of social media.</p> tag:www.econsultancy.com,2008:BlogPost/67667 2016-03-23T12:27:24+00:00 2016-03-23T12:27:24+00:00 Is raw candor a good or bad thing in social media? Patricio Robles <p>Bay Area Rapid Transit, or BART, is a public rail service that serves the San Francisco Bay Area. More than 400,000 use it every day, and the public transportation system has seen ridership surge in recent years thanks in part to the booming tech-driven Bay Area economy. </p> <p>Unfortunately for BART's riders, BART has been ill-equipped to handle the surge. The organization has inadequate infrastructure and while some relief is said to be on the way, like many public agencies, BART has been grappling with budget problems for years and it blames many of its shortcomings on these.</p> <p>But unlike many public agencies, BART riders who vent on Twitter about their experiences have been receiving candid responses from the agency's official Twitter account.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr"><a href="https://twitter.com/shakatron">@shakatron</a> BART was built to transport far fewer people, and much of our system has reached the end of its useful life. This is our reality.</p> — SFBART (@SFBART) <a href="https://twitter.com/SFBART/status/710274963987570689">March 17, 2016</a> </blockquote> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">But our capital need is absolute; regardless whether we spill oceans of ink or say nothing at all, <a href="https://twitter.com/hashtag/ThisIsOurReality?src=hash">#ThisIsOurReality</a> <a href="https://t.co/JSwTCbRFZ1">https://t.co/JSwTCbRFZ1</a></p> — SFBART (@SFBART) <a href="https://twitter.com/SFBART/status/710611197888823301">March 17, 2016</a> </blockquote> <p>Those tweets come courtesy of Taylor Huckaby, a 27 year-old spokesman who has worked for BART for a little more than a year. </p> <p>In a New York Times <a href="http://www.nytimes.com/2016/03/18/us/bart-talks-back-agencys-twitter-account-responds-to-user-complaints.html?_r=0">article</a>, Huckaby, who previously worked as the new media director for a state governor's re-election campaign, explained...</p> <blockquote> <p>Most government social media folks are not really given the leeway to respond to people in a way that’s authentic. They give the canned response, the ‘we’re sorrys', the automation.</p> <p>They’re afraid of looking incompetent by saying the wrong thing, so they end up saying nothing, which ironically leaves them looking incompetent anyway.</p> </blockquote> <p>BART has supported Huckaby's candid approach, which is based on his belief that the people using public agencies supported by taxpayer dollars deserve a responsive government, even if it has to tell them things they'd rather not hear.</p> <h3>Too much candor?</h3> <p>Not surprisingly, Huckaby's responses haven't pleased everyone. Many of the negative responses to BART's candid tweets come from individuals who question the competence of BART's management. Some suggest that the transit agency is largely responsible for its own woes. Indeed, like many public agencies, BART is no stranger to criticism over how it has handled its fiscal affairs.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">For years, we've had a breakdown in BART's financial management, so it is no surprise to see a breakdown in their cars and systems. 1/2</p> — Steve Glazer (@Steve_Glazer) <a href="https://twitter.com/Steve_Glazer/status/710582478918918144">March 17, 2016</a> </blockquote> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr"><a href="https://twitter.com/SFBART">@SFBART</a> This is what BART has been saying for years. Wait for the plan! That and a pile of excuses. Your incompetence is clear.</p> <p>— T. Donald Kerabatsos (@KerabatsosT) <a href="https://twitter.com/KerabatsosT/status/710306947480682497">March 17, 2016</a></p> </blockquote> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr"><a href="https://twitter.com/SFBART">@SFBART</a> Why did BART spend $600M for OAK connector, if Transbay Tube needs so much maintenance + serves 100x as many riders?</p> — Alyssa Vance (@alyssamvance) <a href="https://twitter.com/alyssamvance/status/710657900285284352">March 18, 2016</a> </blockquote> <p>Ultimately, Huckaby and BART are in a difficult position: even those who are sympathetic to the agency's challenges in addressing its shortcomings are left with words and future promises, not immediate fixes. This offers little relief to those who have to bare with lackluster experiences, including delays, as they try to make their way home after a long day at work.</p> <p>So should BART ease up on the candor? That's not an easy question to answer.</p> <p>On one hand, it would be unwise for BART to respond to negative Twitter chatter with empty promises. Honesty <em>is</em> required, and sometimes that does require admitting that an immediate solution is not available. To the extent that BART can explain why an immediate solution is not available, it's arguably doing the right thing.</p> <p>On the other hand, too much candor coupled with too few remedies is unlikely to satisfy anyone and by repeatedly calling attention to its shortcomings, BART runs the risk of looking like an organization that's better at complaining about what it doesn't have than trying to provide good service with what it does have. Furthermore, it opens itself up to the very critics who suggest it hasn't used its resources wisely.</p> <h3>A place for silence</h3> <p>Ultimately, BART's dilemma is less about whether candor should be embraced and more about when silence should be embraced. In social channels it's easy for organizations to focus too much on <em>the conversation</em> and neglect the fact that when it comes to negative buzz, it's hard to engage meaningfully in conversation without action.</p> <p><strong>When it's not possible to provide a product or service <a href="https://econsultancy.com/blog/66343-best-way-to-deal-with-sucks-don-t-suck">that doesn't suck</a>, sometimes strategic silence is a better approach than unrestrained engagement.</strong></p> <p><em>For more on social media and reputation management:</em></p> <ul> <li><a href="https://econsultancy.com/blog/66972-social-media-and-crisis-management-a-volkswagen-case-study/">Social media and crisis management: A Volkswagen case study</a></li> <li><a href="https://econsultancy.com/blog/67116-the-seven-deadly-brand-sins-that-can-create-a-social-media-storm/">The seven deadly sins that can create a social media storm</a></li> <li><a href="https://econsultancy.com/blog/65958-social-listening-in-2015-top-five-opportunities/">Social listening: top five opportunities</a></li> <li><a href="https://econsultancy.com/blog/65523-what-is-online-reputation-management-and-should-you-use-it/">What is online reputation management and should you use it?</a></li> </ul> tag:www.econsultancy.com,2008:BlogPost/67653 2016-03-21T15:43:00+00:00 2016-03-21T15:43:00+00:00 Millennials open to pharma ads, but pharma not delivering on UX Patricio Robles <p>That's a significantly higher percentage than Gen X and Baby Boomers, only 36% and 26%, respectively, of whom said they'd be similarly motivated.</p> <p>What's more: when performing online research, millennials were twice as likely as their older siblings and parents to click on the first link in the SERPs, "demonstrating the <a href="https://econsultancy.com/blog/65439-five-highly-effective-search-marketing-campaigns-from-the-digitals/">effectiveness of paid search</a> with this generation." </p> <h3>User experience, trust crucial to digital success</h3> <p>While millennials appear to be more easily swayed through advertising, when it comes to the effectiveness of online resources, pharma companies are not well-positioned to capitalize because they're not delivering on user experience.</p> <p>According to Makovsky Health and Kelton, "consumers are increasingly leveraging online resources to both prepare for appointments and validate physician recommendations," and not surprisingly, user experience is correlated with usage.</p> <p>The most popular single resource, WebMD, was visited by 53% of survey respondents seeking health information online. It received the highest marks from consumers for ease-of-use despite lagging in trustworthiness.</p> <p><img src="https://assets.econsultancy.com/images/0007/3047/healthstudy.jpg" alt="" width="356" height="153"></p> <p>Meanwhile, online resources provided by advocacy groups received the highest marks for trustworthiness but were among the least used, perhaps because they were ranked lower for ease-of-use.</p> <p>Pharma websites were the least used. They received the second lowest ranking for trustworthiness and lagged WebMD by more than 20% in the ease-of-use category.</p> <h3>It doesn't have to be this way</h3> <p>With deep pockets and proprietary content, pharma companies should be in a position to deliver high-quality digital experiences that offer consumers real value.</p> <p>As Deloitte Consulting and the Gerson Lehrman Group noted last year when looking at <a href="https://econsultancy.com/blog/67131-pharma-s-mobile-social-efforts-aren-t-as-healthy-as-they-should-be">pharma's mobile and social efforts targeted at physicians</a>, pharma companies have clinical data and insights that few others have. While this content is obviously of great value to physician marketing, some of it can also be put to good use in developing experiences for consumers.</p> <p>Given that the pharma industry is spending $4.5bn a year on ads, a figure that has increased by 30% in the past two years, and appears to have a particularly receptive millennial audience, pharma companies are clearly missing out on the opportunity to play a larger role in the market for digital health information – an opportunity that would probably bolster the effectiveness of their heavy ad spending.</p> <p>This could be a costly mistake that only gets costlier if the American Medical Association (AMA) has its way and regulators <a href="https://econsultancy.com/blog/67227-ban-on-consumer-ads-could-make-pharma-s-digital-shortcomings-more-costly">restrict or ban direct-to-consumer pharma ads</a>.</p> <p><em>For more on healthcare, read <a href="https://econsultancy.com/reports/organizing-marketing-in-the-digital-age">Organizing Marketing in the Digital Age (Healthcare)</a>.</em></p> tag:www.econsultancy.com,2008:BlogPost/67613 2016-03-16T14:14:03+00:00 2016-03-16T14:14:03+00:00 What banks can learn from Mondo's record-breaking £1m crowdfunding campaign Patricio Robles <p>For the banking establishment, Mondo's record-breaking crowdfunding haul, which was a part of a larger £6m funding round led by traditional venture capitalists, might not be cause for concern in pure dollar terms but it does reflect how consumer finance is changing.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Massive congrats to <a href="https://twitter.com/getmondo">@getmondo</a> on raising a cool £1m in 96 seconds. Breaking <a href="https://twitter.com/Crowdcube">@Crowdcube</a>'s own world record for fastest raise ever :)</p> — Crowdcube (@Crowdcube) <a href="https://twitter.com/Crowdcube/status/705390580587765761">March 3, 2016</a> </blockquote> <p>Here's what banks can learn from consumer interest in Mondo.</p> <h3>Banks' reputation woes run deep</h3> <p>While consumers are clearly intrigued by and ready for a next-generation digital bank, make no mistake about it: some of the interest in Mondo is as much a rebuking of big banks as it as an endorsement of the Mondo concept.</p> <p>For years, consumers have complained about exorbitant fees, predatory behaviors and antiquated technologies.</p> <p>While many established banks are trying to address these complaints, for some consumers change has not come fast enough and trust has been lost.</p> <p>That gives upstarts like Mondo, which is trying to "build the kind of bank that we'd be proud to call our own," an opportunity to win over consumers even though the brand doesn't have deep pockets or a hundred-plus years of operating history.</p> <h3>The product matters</h3> <p>Mondo isn't just talking about building a different kind of bank. It's responding to what consumers say they want to see.</p> <p>First, Mondo is free. It plans to make money by "lending in a fair, transparent way."</p> <p>Second, it's attempting to offer the kind of friendly, tech-enabled service many consumers say they desperately want.</p> <h3>Digital experience is the most critical part of customer experience</h3> <p>Banks spend significant amounts operating physical branches and while there's an argument to be made that this offers them a number of advantages, a growing number of consumers would love nothing more than to never have to step foot in a bank branch again.</p> <p>These consumers are comfortable with and demand a robust, high-quality digital experience that's efficient and free of human interaction except where absolutely necessary.</p> <blockquote class="twitter-tweet"> <p lang="en" dir="ltr">Why can't banks email you when you receive a payment like PayPal does. HSBC you suck.</p> — Richard Patey (@RichardPatey) <a href="https://twitter.com/RichardPatey/status/459614596278808576">April 25, 2014</a> </blockquote> <p>While the <a href="https://econsultancy.com/blog/64627-the-importance-of-mobile-banking-for-customer-experience">digital experiences offered by banks</a> have generally improved, banks have struggled to innovate because many are still grappling with <a href="https://econsultancy.com/reports/digital-transformation-in-the-financial-services-sector/">digital transformation</a>.</p> <p>Mondo, which one reporter <a href="http://www.marketwatch.com/story/the-bank-of-the-future-is-here-and-its-free-2016-03-03">likened to</a> "a mix between a bank and a personal-finance app," doesn't just aim to perfect the basic banking experience; it aims to make life easier for customers and offer new functionality that helps them.</p> <p>For example, Mondo's app will provide timely notifications to customers, including when they're almost out of cash.</p> <p>If that unfortunate notification becomes necessary, Mondo will give customers the option of taking out an overdraft, with fees made clear, or bouncing payments. All with a few taps on their phone.</p> <p><img src="https://assets.econsultancy.com/images/resized/0007/2798/overdraft-screen-blog-flyer.png" alt="" width="273" height="507"></p> <h3>Consumers like marketplaces</h3> <p>Historically, large banks have used their leverage over customers to be all things to all customers. Thanks to the fintech revolution, <a href="https://econsultancy.com/blog/67202-what-s-the-future-for-big-banks-in-a-fintech-world">that's slowly changing</a>. </p> <p>The Mondos of the world threaten to truly embrace the unbundling trend by creating transparent marketplaces in which their customers can easily compare service providers and pick and choose who they do business with.</p> <p>While there are numerous challenges to building these marketplaces, from integration to user experience, nimble upstarts like Mondo are probably far more likely to succeed than big banks burdened by legacy systems, complex corporate politics and bureaucracy.</p> <p>For consumers used to using their phones to shop for the best deal, that could put marketplace-less banks at a disadvantage.</p>