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No Time Like The Present To Plan For The Future

I spent the better part of 12 hours yesterday (minus time for dinner with family) trying to undo what I’d accidentally done to this site and two others on the same hosting account.

In the time it took to make one small click – I had managed to overwrite some critical files.

*BAM!!*

magician by flickr user no3rdwSuddenly this WordPress powered blog was effectively invisible.  You could get to the administration page – but going to the URL for the page took you to a file that I seem to have uploaded back in April of 2010.  It impacted another site I host through the same account too (that one redirected to the the URL for this one… which of course, was not working right either.) I was installing WordPress on a new site and apparently managed to overwrite the wp-config.php file and a couple of other seemingly minor tweaks.

I say ‘minor tweaks’ because that’s what they turned out to be after I figured out what they were and how to fix them.

But it turns out that there’s really no such thing as ‘minor’ when your sites just disappear.  In fact, it’s a source of major panic.  You suddenly think that someone could make a fortune if she could create a giant “undo” button for the Internet in general.

But for some things? There is no undo button.

The saving grace for me was that I actually *followed* that old adage about backing up before upgrading to the latest version of WordPress and I had just done that shortly before that ill-fated click.

Now, you’re sitting here reading this thinking one of three things:

  1. I’m feeling relieved because I back up my data regularly.
  2. I’m thinking I should quit reading this and go figure out how to back up my own data.
  3. I don’t have any idea if the guy/gal who administrates my website backs things up or not…

Okay, so my husband is not only in IT – but his particular area of expertise is Backup & Disaster Recovery.  He deals with companies that have massive amounts of data that are what you could call “mission critical.”  There was a point in time when businesses were a little more cavalier about that sort of thing if they weren’t companies whose main focus was technology.  But that’s one of the many things that changed on September 11th, 2001.

One of the many legacies of the 9/11 attacks was that a number of businesses realized just how devestating it would be to have all of their data in one place without any off-site backups.  Because a number of the companies located in the World Trade Center had done just that.

So for the past ten years the IT world has shifted to redundant data systems, plans & procedures in the event of a disaster, and running ‘disaster recovery exercises’ which are essentially the fire-drills of the IT world.

But it seems that many other business sectors are still in a reactionary mode rather than a contingency planning mode.  Social media is one of those arenas that is still strongly in the “wait until something bad happens and then try to respond quickly” mindset.  The same people that are using the words “going viral” when they think of a potential over-night success seem to ignore the fact that over-night disaster happens the very same way.

fire exit by flickr user LancerRevolutionAt some point, if you have kids in the house they come home from school and tell you all about fire safety: the need to have smoke detectors with charged batteries and to have a plan for getting out of the house when you can’t get out the normal ways.  The reason you’re supposed to do that when there isn’t a fire? Is because the last thing you need to do when you’re faced with a real emergency is to waste time trying to figure these things out under the gun.

I discovered (under the gun) that just having a backup of my WordPress database wasn’t all I needed.  I also needed step-by-step directions on how to restore things and the specific details like Admin IDs and passwords. Yeah, it turns out that Googling “accidentally overwrote wp-config.php” comes up with dozens of different potential solutions… It’s sort of the equivalent of trying to search for “directions to downtown.”  You have to know where you are coming from, which city you’re talking about, how you’re getting there, and how current the results are.)  The only thing that really saved me was that I had made a copy of any file when I customized it and put it in a folder on my laptop.  Those files were my equivalent of “offsite backups.”

But now I have a text file called “Steps to restore a WordPress site when I’ve messed it up.”

So what’s your plan? What will you do when your website disappears?  What will you do when the idea that ‘goes viral’ is not one that makes your brand or company look good?  Who is in charge of your essential lines of communication on social media sites?

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Posted in business, Geekery, social media.


These Aren’t The Words You’re Looking For

picture of vezzinni and inigo montoya with captionIn one of my all-time favorite movies (especially for enduring quotes) The Princess Bride, Inigo Montoya turns to Vezzini after hearing him say “Inconceivable!” one too many times and says rather earnestly: “You keep using that word. I do not think it means what you think it means.

One of the problems when you’re in the business of communication is that words are kind of slippery.  One day you’re happily using a word the same way you’ve used it for 20 years when along comes someone and uses it in a way that is not at all the same way you and pretty much everyone you know has been using it and the next thing you know, the new definition has caught on with a bunch of people.

The biggest problem with this happening isn’t that the definition changes – it’s that it stays the same some of the time but not all of the time. And it can get pretty confusing when you run up against someone who really doesn’t seem to care if his or her usage fits the word’s meanings any of the time at all.

Is there a way to tell if someone is using the old version, the new one, or the utterly wrong one?

In theory, it can usually be determined by context.  Say, for example, the phrase ‘social media’ (because it’s such a good example.) If I said “we use social media to transmit our message on the Internet and to hear back other peoples’ replies,” and Bob said “we’re hiring a Social Media Expert to figure out our strategy,” and Susie said “we need to get some of this social media to put on the Twitter and Facebook accounts.”  You could pretty easily tell that I was using an older definition, Bob was using one that has become common acceptance, and Susie is not someone you should ever let near the Internet.

But what if the context is used to hide the meaning so that you will mistake one for another?

See, that’s what prompted this post.  I read something that made me realize that a word had been co-opted to mean something else, and then had been put into paragraphs that contained sentences with the original meaning in such a way that it was easy to confuse the two.  I’m not sure if it was intentional – but it sure is messy.

My always-worth-reading friend Geoff Livingston (seriously, he’s always worth reading, even when you don’t want to like what he says) had posted to his Facebook wall the pie chart to the left accompanying the text:

56% Of Content Shared Online Occurs Via Facebook

www.allfacebook.com

More than half of all content shared on the web occurs via Facebook.

So like the half-sleepy, ready-to-be-impressed audience member I was. I saw it, used the “share link” to put it on my own Facebook
wall and into the newstreams of my friends with a pithy remark.

Only then I realized that if you look closely, there’s just no way that any of those numbers add up to 56%.  38, 34, 17, 17… even if you’re a C student in math, those don’t ever add up to 56%.  (*Edit: apparently TechCrunch readers are not easily fooled – they added up the 106% and commented – this brought an updated chart from Comscore 18 hours after this entry was initially posted.)

Rats. Suckered by a Pretty Pie Chart & an impressive sounding statistic!

larger more informative pie chartI looked more closely. I clicked through the link that promised me such interesting math! All the while thinking with my critical voice now “Wait a minute… half of all content shared on the web occurs via Facebook. That sentence doesn’t just have grammar issues, it’s also impossible. Facebook isn’t in China and they share enough content over there to make a significant dent in that figure.  What are we defining as “the Web” now anyways? And does the sharing occur on Facebook, or does the shared content reside/occur on Facebook? By thus time I was clicking through to yet another link to ‘read more’ and I had a new chart with more info (seen far right).

Now suddenly there was an added metric at the bottom “Sharing is 31% of site referral traffic!“  and a mystifying headline about “Clicking on Links by Sharing Channel“. There was also a slew of incomprehensible text that sounded like it should be good, until you tried to make sense out of it instead of just basking in the numbers.

Facebook clearly dominates in the sharing category, accounting for 38 percent of all sharing referral traffic (the next closest are email and Twitter, tied at 17 percent each.)  And that’s just the percent of folks who click through.

When examining the raw numbers (links shared but not clicked on), the figure is even higher. In that case, Facebook accounts for a whopping 56 percent of all shared content on the Web, up 11 points from August, 2010. - via allfacebook.com

Well, at lest now I know where the 56% in the headline came from. But I’m even more lost. Because someone clearly has taken the words “share” and “sharing” and has given them alternate meanings. If 38% if all sharing referral traffic comes from Facebook, how does that number go up if you take out the links “shared” but not clicked on?

By share here, do we mean “displayed”? or do we mean something else – because if we’re using share like “display” then the first sentence is whacko “38% of all displayed referral traffic” doesn’t make sense.  But if we remove the folks who click through? Then apparently those Facebook people have shared even more. (Which really makes no sense now, does it?) What metric makes “posts links about but that only about 1/2 of the people follow” makes the 56% metric meaningful in any way?

I had to get out of that mad logic loop!

The only place to go was to the source!  There was something about a TechCrunch article at the bottom there.  I went off to TechCrunch to save my sanity! ShareThis Study: Facebook Accounts For 38 Percent Of Sharing Traffic On The Web.  Well, at least they got the 38% right, so th is must be better, no?

No. Not really.

Looking across the sharing and clicking habits of the more than 300 million people a month who pass links with a ShareThis button on over a million websites (producing 7 billion pageviews a month), a few things stood out.
It’s starting to come clear, isn’t it? See when we read “56% of Content Shared Online Occurs Via Facebook” – well I don’t know about you, but I didn’t think “by shared they mean by clicking the ‘ShareThis’ button.” Did you? Because the word share already had a meaning in my book. If I share content, I’m giving you access to it.  I’m posting it on a website.  I may even be broadcasting it’s location out on Twitter or emailing you my link – but those different methodologies are all ways of “sharing” to me.
If you go visit our friends at the study – I’m afraid you’ll walk away even more confused. They seem to have a hidden definition of “social sharing” that doesn’t gibe either.
Sharing is bigger than fans, friends and followers. Sharing generates almost half of the traffic for websites and brands that is created by search — 10 percent of website visits come from sharing. Sharing also accounts for 31 percent of referral traffic.
If you can tell me who you are sharing with that isn’t search engines (disquallified above) fans, friends, or followers? Then I’m sure we’d be a step closer to this making sense. Maybe we do all of this sharing with our families? Or random strangers who are apparently wandering around on the internet devoid of anything to read until they find it?  Okay, let me run this again: sharing generates almost half the traffic for websites and brands that is created by search. So, search traffic is 2x sharing. And 10% of website visits come from sharing. So, visits come from 10% sharing & 20% search engines. Sharing also accounts for 31 percent of referral traffic. Um… so is that 31% more than the 10% we just said came from sharing? Now you’ve lost me again.
I just can’t do it anymore.  The truth is that you’ve got a lovely pie chart, some meaningless statistics that totally don’t add up, and a pretty picture that tells absolutely nothing except that the guys doing the “study” – have decided that the usual terms of “sharing” don’t apply – but they aren’t going to tell you what they really want to tell you.  Not once in these sites does someone outline “social sharing means posting a link” or “social sharing requires using a sharethis button” or “social sharing isn’t the only type of sharing.”
Look, it’s just a great, frustrating, complex example.
Never assume that someone isn’t trying to co-opt a perfectly good word to try and own it and make it mean something else. We work in an industry where even our acronyms get highjacked in nonsensical ways (don’t get me started on why ROI can not be devolved into ROR as they are not the same concept in the least.)  You’ve got to watch your words.  But more than that? You’ve got to watch the *other guys* words.
—————————————————————————————————
So have you heard any of these fun words this week? What word do you want returned to its original meaning? What word(s) have you hijacked yourself?

Edit 5/16/11: some links seem to have wandered away from other posts when the pie charts were updated. Fortunately, I had already posted them here in this comment, with a note about the fun math – 1000 ‘top sites’ that use their widget, which represent 10% of all Internet traffic is *not* representative.  Posting the comment in its entirety here, lest that wanders away as well.
Or not. http://blog.sharethis.com/2011/06/06/sharethis-an…
“The study focuses on ShareThis’ database of sharing activity for the month of March 2011 and includes a detailed analysis of more than 7 billion sharing signals across all major sharing channels, specifically looking at the sharing patterns of more than 300 million monthly users across the top 1,000 publisher websites of ShareThis.” http://techcrunch.com/2011/06/06/sharethis-facebo…
Even TechCrunch’s article gets it right “Overall, sharing now produces an estimated 10 percent of all Internet traffic and 31 percent of referral traffic to sites from search and social. Search is still about twice as big.”
To put a nuance to it “shared on the web” is not the same as “posted somewhere else by using a ShareThis widget.” 56% of data reposted using a Sharethis button which only accounts for about 10% of internet traffic – that’s the line you’re looking for.
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Posted in analysis, Marketing, puzzling, site, Social Behavior, Uncategorized.


Breaking the Silence

I haven’t posted here in a really, really long time. In Internet years, I think it runs about a decade.

photo shattered glass by @eljay flickr.comIt’s not that I don’t have anything to say. In fact, I’ve been writing regularly on Quora and in the comments sections of tons of other blogs. I’ve spent hours on certain Facebook Groups and in discussions on Twitter.  Anyone who has shared realspace with me can tell you that I’m seldom at a loss for things to discuss.

But when it comes to blogging? I haven’t posted a thing in months.

It’s a horrible thing to admit to if you work in some aspect of Social Media.  It essentially tells people that you aren’t participating in this whole online discussion that we talk so much about.  Not unlike saying “do as I say, not as I do.”

But there’s this point where anyone who has a blog hits an invisible wall.  Some people power through it anyways – posting uninspired albeit still well written posts.  Some take an unintended break – usually to come back shortly thereafter with a ‘huh, nothing dire happened while I was gone’ post.  Some of us though take the unintended break and then don’t come back quickly.  *cough -me- cough*

There’s this moment you pass over – seldom noticed at the time – where you have said “oh I’ve been meaning to post about that” one too many times and you start thinking “how do I just start back up? Do I have to explain my absence? Have I lost whatever audience I built up? Will I find the right thing to post about first? What if nobody even noticed I was gone??

And the silence starts being this big, scary entity that has to be overcome.

artist self-image photo screaming by @rutty on flickrI was talking to my daughter about embarrassment the other day – because she’s got a newly profound understanding of the phrase “but what if I’m embarrassed?” like any girl her age does. It’s something I think gets learned sooner by kids with older siblings, but is just as easily caught from friends, schoolmates, television shows and even parents.  Whatever it is, we as human beings are extremely susceptible to the fear of embarrassment.  It’s the source of all of those archetypal dreams like showing up for school naked and the basis for all sorts of uncomfortable humor centered around one guy being red-faced (literally) due to something blush-worthy.

So what does it take to overcome a silence that is almost as loud and deafening as someone screaming in your ear like a jet engine?

Maybe a whisper. Maybe just a word or two. Maybe just a post.

If you’ll pardon me – I’ve got some majorly overdue whispering to do.  I hope you can still hear me through the silence.  Rest assured, I’m embarrassed, but not truly ready to be silenced.

Ready? Set. Go…

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Posted in administrative, Explanations, site, Social Behavior.

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Let’s Get Small* – A MicroReview

Do you talk back to books?  I do.

What I mean is – when I’m reading a book that is truly engaging, I often find myself having a conversation with the author as I go along.  Yes, sometimes this means that I’m speaking out loud as if s/he were in the room with me.  I’ve been known to startle the cat, the dog, my husband and people in coffee shops with my unexpected outbursts.

Whether the engagement is a negative one “What?! You idiot… Who let you publish a book on this?” or a positive one “Yes! Absolutely! Hah!! That’s exactly what I’ve been trying to tell people!” it doesn’t always translate to a need to let anyone outside of my immediate surroundings know about it.

But a couple of weeks ago, I got this really nice email asking me if I’d possibly be interested in participating in a chapter-review of Greg Verdino’s new book microMARKETING: Get Big Results by Thinking and Acting Small.

I’ll explain a little bit about the process further down, but first? If you don’t know who Greg Verdino is then take a second to go visit his site.  If you do know who Greg is you’ll know why I was kind of excited to be asked to join in. (I mean aside from knowing he’s the VP of Strategy for the rather awesome Powered, Inc.)

Firstly, Greg’s book has been on my “must read” list since I first heard about it.  The guy seriously gets not just Social Marketing but he sees things you’ll miss even when you’re experiencing the same events.  Secondly? My “must read” list has been lagging a bit.  Well, yeah, I’ve been lagging. I kind of figured that if I participated in this, not only would I get to share something with you that I expected was intrinsically interesting, but I’d also have a deadline that would bump it up on my ‘To Do’ List. (Not to mention get me to post something in a timely manner.)

Boy am I glad I said yes.

microMARKETING cover

So the really-kind-of-cool plan that Greg & my friend Aaron Strout came up with was to go “micro” in the spirit of the book.  Instead of having a bunch of people try to review the book on a general level (you can see the Amazon reviews for that) – they hit up some people who were particularly passionate about topics that the chapters in the book covered and asked them to do a “Micro Review” by focusing on a specific chapter.  Aaron & Greg probably explain the whole idea better in their posts about it. But I’ll have a list of the other folks at the bottom of this post that I’ll update with links as they roll out.

Me? Today I’m tackling Chapter: 2 – Thinking and Acting Small: Understanding the microMARKETING mindset along with Mitch Joel.  Personally, I can’t wait to see what Mitch (and everyone else) thought.

Off to the races then, shall we?

The title of Chapter 2 is rather like a Twittered preview of exactly what you’re going to get by reading it.  It’s all about introducing the reader to the microMARKETING mindset.  But as the most convincing advocates always do, Greg chooses to follow the classic adage of “show, don’t tell” when it comes to illustrating his point.  Through case studies including Paramount Pictures, Universal Pictures, and Coca-Cola, he demonstrates why ‘thinking and acting small’ can bring about the big results that marketers are always striving for.

I’m not going to give you spoilers about how exactly he does that – after all, this is an entire chapter dedicated to getting you into the right mindset to understand the rest of the book.  It would be a disservice for me to try and summarize it here.

I will sheepishly admit that I rather believed that I didn’t need this chapter myself before I read it.  After all, micromarketing is something I’m totally passionate about.

As I said, that was before I read it.

You see, I witnessed these case studies as they happened. I suspect most of you reading this did.  They weren’t secrets.  In fact, if anything, they were headline news & much discussed as they occurred. I think I’m the only person on the planet who hasn’t seen Paranormal Activity yet.  Despite the fact that I voted for it to come to Denver.  What I didn’t see was the broader impact of what I was reading & hearing at the time as it related to mainstream marketing. Through most of this chapter, I was definitely talking out loud.  If Greg (or you) could’ve heard me? It was mostly punctuated with a series of “Ohhhhhh…”s and “Yes!! Exactly!“s.

Although there were a few “Hm. Wait. Are we going to address that later?” moments, too.  Specifically, I’d love to sit down with Greg over a Coke sometime and discuss whether ‘social serendipity’ is a viable marketing strategy or not.

But that? That’s the sign of a book I want to keep reading.

If I’m not wanting to talk back to the author, or the brand, or the creator of some form of media? I’m not engaged. But I’m seriously looking forward to reading the rest of this book. This chapter sets the stage for a deeper understanding of micromarketing as a mission critical objective for not just “the little guys” but for the global brands as well. It introduces the rest of the book in a way that just reading the chapter titles won’t. If the rest of microMARKETING: Get Big Results by Thinking and Acting Small lives up to this? I expect it to find it in my playbook long after the Facebook term for “fans” has morphed into something completely unexpected. (Yes, that’s a nod to the book.  See the footnote on page 29.)

Intrigued yet?  Me too.

So, as I said above, over the next 2 weeks, a slew of other folks will be weighing in, chapter-by-chapter.  I’ll update the links to the specific posts as I get them – but if you’re interested in following along? Here’s the schedule and links to the other sites that are weighing in.

Mon 9/20 - Chap 1 Tue 9/21 – Chap 2 Wed 9/22 – Chap 3
- Aaron Strout - Lucretia Pruitt - Jason Falls
- Mitch Joel - Toby Bloomberg
Thu 9/23 – Chap 4 Fri 9/24 – Chap 5 Mon 9/27 – Chap 6
- Katya Anderson - Amber Naslund - Ari Herzog
- Murray Newlands - Marc Meyer TBA
- Chris Abraham
Tue 9/28 – Chap 7 Wed 9/29 – Chap 8 Thu 9/30 – Chap 9
- Danny Brown - C.C. Chapman - John Moore
- Jay Baer - Elmer Boutin - David Armano
- Adam Cohen - Justin Levy
- Becky Caroll - Beth Harte

.

If you’ve read Greg Verdino’s microMARKETING already, what did you think? Did this chapter help you get into the mindset of the rest of the book? Did you talk back to him too? (Or is that just me…) I’d love to hear your thoughts.  If you haven’t read it yet – I’d love to know if you plan to. If not, why not?

*With many thanks to the inimitable Steve Martin whose “Let’s Get Small” remains one of my favorite comedy albums of all time for the title of this post.

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Posted in Book, Marketing, Review, Review Uncompensated.

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You’re Doing It Right – vol. 2

Back in April, I posted volume 1 of this series – which I hope will be an ongoing one.  While there have been some folks I could (and should!) definitely add to this list since then, I have to admit that I’ve been a bit lax on my end.  Until today, that is.

Yesterday, a 3 day experience in customer service ended up in such a positive way that I have to admit I’m a little stunned.

Let me rewind just a bit to explain.

The Backstory

I’ve been a pretty devoted fan of Frontier Airlines for a long time now.  A decade (and more) ago, it was our airline of choice prior to becoming parents because of their customer service.  The “little guy” airline with Denver as its main hub was competing with behemoths like United Airlines after rising like a phoenix from the ashes from an earlier incarnation.  They made it on low-prices and sheer hustle.

If you grew up in Denver like my husband & I did – you knew you were in United country – but you also knew the name Frontier.  The only airline to hire one of the Tuskegee Airmen as a commercial pilot.  The first commercial airline to hire a female pilot.  It was a name, that despite bankruptcy inspired trust.

Then along came our daughter.  Suddenly those televisions in the back of the headrests at every seat on the plane that offered LiveTV – an inflight satellite TV service?  They became gold.  We didn’t have to bring entertainment along on the flights for our kidlet, just swipe a credit card and she could watch Disney Channel, Cartoon Network… you name it.  And still, the customer service & can-do attitude made us check Frontier before any other airline – and choose them whenever we could.

Their clever animals-on-the-tail-of-every-plane marketing causes our daughter to ask “what animal is on the plane?” every time we fly.  Apparently the case for many parents who fly frequently out of DIA as the “A Whole Different Animal” campaign has been overwhelmingly successful for 7 years now.

What Does Loyalty Program Really Mean?

So it should be no surprise if you’ve read this far to find out that Frontier’s frequent flier program EarlyReturns® was the first one I actually had an active account with.

Over the years, they’ve consistently had better terms than any other carrier when I compared them – plus since they were our ‘go to airline’ we tended to get more miles on them than any other.

When Midwest Airlines bought out Frontier last year and decided to merge the two under the Frontier name, I knew there’d be some changes (and there were) but they stayed our “check it first” airline.

The Catalyst

I know I should’ve had my ducks in a row earlier.  Heck, if I’d booked my tickets before June 17th, like I should’ve – I would’ve had enough miles to redeem for a round-trip flight to NYC next month for BlogHer.  But best laid plans.  Turns out I needed about 2,000 more.

Yes, I blame myself on that one.

That’s why I didn’t have a problem when their site said I needed 2,000 more miles and that if I wanted to purchase them? It would cost me $50 when I was trying to book the flights.  So I re-read all of the FAQs and terms.  Winced because I had missed the date – but sucked it up and bought the miles because $50 wasn’t too bad of a penalty and the only blackout dates I could find were around Christmas & New Years.  Besides, I was booking the flight through their system – so when it said “you don’t have enough miles for that – would you like to purchase more?”  I pulled out the Visa and clicked yes.

Imagine my surprise when I had enough miles – but now the system told me that the itinerary I had just bought the extra miles for was not available.  Not only that, but there were NO flights that were available for those dates.  Unless I wanted to pay for them instead of using my miles.

I checked arrival the day before – nope.  I checked departure the day after – nope.  I started swearing at my computer.

Why?! Why couldn’t the system have told me that those dates were ineligible before I spent $50 to buy those extra miles?  I felt tricked.  Duped.  Annoyed that somehow I would end up having to pay the penalty I had agreed to and still end up having to pay for a ticket!

Now, in the big picture, fifty dollars isn’t a huge amount of money when it comes to airfare.  It’s often the difference between one departure time and another fare-wise.  I’ve paid more than $50 in the past to take a flight on Frontier when a competitor’s fare was less simply because I knew I’d have a better flight experience.

What Next?

Well I didn’t book the ticket.  In fact, I started comparison shopping.  Determined that if a competitor was running a similar flight for the same amount? I’d book that instead.  Yeah, one customer booking a different carrier… who cares, right?

Apparently, Frontier Airlines cares.

I know because I twittered my frustration“Dear @flyfrontier – the time to tell me I can’t get tickets for the flights I need is *before* I purchase more miles, not after. #annoyed”

I didn’t really expect a response.  At best, I expected maybe a token response of  ‘so sorry – we’ll pass along your feedback.’

Using the Tools for Action

I guess I should’ve read @flyfrontier‘s twitterstream a little more carefully.  Or maybe I should’ve trusted that the company that I had known for great customer service for so many years would live up to their reputation.

But I guess I’m a little too used to companies that “listen” using social media tools – but don’t really act on what they hear unless it’s a ‘high profile incident.’ (note: I alone am never a ‘high profile incident’ – although I have occasionally been part of some group that is.)

I didn’t count on folks who would go above and beyond over the course of the next 3 days to “fix” my problem.  Through a series of tweets and DMs – I was given the choice of either having the miles purchase refunded or having an itinerary that was one of my alternates booked for me with my miles.  I opted for the latter.

One quick phone call to pay the fees I would’ve had to pay later and to confirm & ticket the itinerary? And I’m one happy camper.

The Extraordinary Bit

Thing is? I know I’m not getting ‘special’ treatment here.  How do I know?  Because I’ve been watching the tweetstream for @flyfrontier for the past few days.  And they are really listening (not just to people @’ing that account – also listening for MidWest Airlines and Frontier and variants) and are trying to remedy things.

Yes – there are big companies that pioneered this technique.

But I have to say, it’s nice to see ‘one of the little guys’ putting it into practice effectively. 

It’s even nicer to know that their “Customer Loyalty Program” isn’t just about having loyal customers – it’s about being loyal to their customers as well.

So Colette at Frontier Airlines and @flyfrontier? Thanks. You’re doing it right.

E arlyReturns®

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Posted in Marketing, You're Doing It Right.

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