5 Lessons from Reese’s Christmas Tree

Jenna WinslowToday I have a guest post from Jenna Winslow.

Jenna Winslow is a recent graduate from the University of Southern Indiana with a Bachelor’s Degree in Marketing.  Jenna interned at Signarama Evansville during her senior year and is currently the Digital Marketing Intern at Ten Adams Marketing.

5 Lessons from Reese’s Christmas Tree

Social media is not only a fun place to interact with friends, family, and businesses; but is also quickly becoming one of the leading marketing platforms. Social media offers the ability to reach consumers and to connect with them unlike ever before.  And in our rapidly evolving technological world, social media can either make or break a company.

Unhappy customers often go straight to social media to complain about a product or recent negative experience with a company.  And if they are able to express their rage in less than 140 characters, they typically tag the company’s social media account directly in the post.  All eyes then turn to see how, or if, the company responds.

There have been various cringe-worthy social media fails over the years: companies responding inappropriately to complaints – or just flat out ignoring them.  There are plenty of lessons that can be learned from these mistakes; however, just as many, if not more lessons, can be learned from social media wins – when a company nails their response to public customer complaints, settling the issue.

Reese’s had a social media win of their own after releasing their annual Reese’s Christmas Tree last November.  Social media savvy customers headed to Twitter to express their thoughts regarding Reese’s Christmas Trees – or more like the lack of resemblance to a tree.

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Despite being put in a difficult situation for the entire world of social media to see, Reese’s was not fazed by the complaints and used them as an opportunity.  Their response is what I would call the biggest social media win of 2015.

Reese’s created a Twitter campaign exclusively focused on the ugly, misshapen trees, making it official with the hashtag #AllTreesAreBeautiful.

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Reese’s did not simply apologize to their customers, although they did apologize. Reese’s took their response one step further by admitting the Christmas Trees are not perfect, and fully embracing that fact.  “It’s not what it looks like, it’s what it tastes like.”

Here are 5 lessons we can take away from Reese’s Christmas Tree win:

  1. Your customers are on social media, and you should be, too; build connections and reach customers you otherwise may not have been able to.
  2. Monitor what people are saying; turn complaints or bad reviews into an opportunity to gain feedback and learn from your customers.
  3. Never ignore a complaint on social media; not only does this reflect poorly on you, it could also be a missed opportunity.
  4. Engage with your customers on social media; whether a comment or post is about a great experience or a complaint, it requires a prompt response.
  5. Use social media to improve customer service; this can be as simple as responding to a complaint, and shows customers you value them.

Connecting with customers is easy thanks to social media, creating the opportunity to provide exceptional customer service.  Your next response to customer feedback on social media doesn’t have to become an entire Twitter campaign – but it could!

Let the Journey Begin

I got a text on Wednesday morning offering me a ticket to the WIllow Creek Global Leadership Summit. (I love this conference. I just failed to get my early bird ticket and to ask off work. I really didn’t think it was in the cards for me to go.)PhotoGrid_1438959979580

“SURE!!” I replied.  “What do I need to do to “earn it??”

“Just post on your social platforms your experiences.”

“Sold!”

(DUH. I would do that even without asking!) I thought.

 

So I went out on a limb, asked my boss Casey Valiant at Signarama if I can ditch two important events and basically take two days off.

He didn’t even hesitate. “Sounds good,” he said. Part of me thinks he might be doing the happy dance for two days of quiet, but I really know that he cares. They all do – the Valiants are just those kind of people. They care about our personal growth as much as our professional growth.

The first thing I took note of was the companies who bought tickets and paid to send their leaders to a 2 day Christian-influenced conference.  Companies like Springleaf and FC Tucker, who sent over 20 people each. Others like Berry Plastics, Bethel Manor, Bob’s Gym, The Dream Center, Flanders Electric, GAF Roofing, Heritage Petroleum, Jacobsville Join-In, Old National Bank, Victoria National, and Walther’s Golf n Fun all sent leaders to this event.

The second was people like Sally and Dan who took vacation time to make sure that they could be here.

I had PAGES of notes and tweeted EVERYTHING.  Had to earn my ticket right? If you want my notes, go back and look at my twitter feed for those two days. If you want condensed notes, check out Trey McClain’s blog. He is the pastor of One Life West and my ticket sponsor.

During the last session.  Craig Groeschel, of LifeChurch.tv, killed it. He gave an example of how and why as your organization grows, your mindset has to change. He then offered 5 areas for us to improve.

1) Build your confidence.

2) Expand your connections.

3) Improve your competence.

4) Strengthen your character.

5) Increase your commitment.

He was very clear, we could only expand one area. Not 3, not 4 – ONE. He asked us to write all 5 down and be thinking on which one we would choose. He then went on to explain each.

As I listened, I thought “These are all really good. It’s hard to choose. Let me see. I think I am a good networker and have some strong connections. That’s my tag line after all. “Making connections to build community.” I can knock that one off the list.” I then listened to all the others as he explained.

 

Now came the time of truth. What to pick? As he called them off, we were supposed to stand. As he called off # 2 “Expand your connections,” I jumped up out of my seat like a kindergartner who had the answers. Wait What? That was at the bottom of the list?? Well, OK.

Expand your connections, it is.  So to make it stick, I tweeted:

I choose to expand my Connection. @craiggroeschel @lifechurchtv #GLS15 @onelifewest @treymcclain @DaleBeaver #HoldMeAccountable please

As soon as it was over, I rushed over to Trey. I thanked him for his part in what felt like something BIG brewing. I saw people waiting to talk to him, so I asked him to pray for me and moved back to start packing up. That’s when I realized Dan Sully was waiting to talk to me, not Trey.

He came up and pointed out a young gentleman, and told me we needed to meet. I then asked him if he had seen my last tweet.

“No, was it about international issues?” By then, the young man had made his way over and told me that it was nice to meet me. Dan had told him about me, and felt we had to meet. I shared with him what I just experienced. I told him that it’s not often you can be so sure that God wants you to meet someone.

“It’s VERY nice to meet you.” We continued our conversation as I packed up to leave.

Later that afternoon, I called Dale Beaver, my pastor, at Christian Fellowship Church.  I shard the story and asked for prayer.

As I was on the phone with him, I remembered the first time he really counseled and prayed with me about my business.  It was on a Monday. He preached on the Sunday before. (He wasn’t Senior Pastor at the time, so he didn’t preach every Sunday.) I still have his sermon notes.

“God made you to walk among those you love

and those you don’t yet know.”

Words he spoke in February of 2010 have been playing on endless loop like a bad 80’s song you can’t get out of your head.

I don’t have a clue where this mission/quest/challenge to expand my connections is going to take me. I don’t know how this story ends. But let the journey begin as I publicly commit to connect to more people on a deeper level, and open my heart to possibilities.

 

Almost There…An Invitation…

 

 

If you have had me in class or follow me on social networks you know that I am a huge believer in Wayne Elsey, former CEO & founder of Soles4Souls, & author of the highly acclaimed book, “Almost Isn’t Good Enough.”   This  book has been such an inspiration to so many hard working, dedicated professionals, including myself, I would love to share what I’ve learned with you.  In his book, Wayne stresses the fact that  It’s all about the people.   It’s about making a difference. Yes it is written and geared toward NPO’s but the same principles apply in the business realm as well.

 

You deal with people. People are your life and your passion. You live to serve, & to make a difference, but the restraints of money, time and your board of directors are draining your passion.

If this is remotely how you feel, I invite you to join us for “Almost There”… a book discussion group where we will read thru “Almost isn’t Good Enough”  by Wayne Elsey.  It will be well worth your time, & refresh & inspire your mission as a servant leader.

The details are not all set. We need to know how many people are intersted, and what their schedules will allow for a meeting time.

Here is what we do know:


  • We will discuss the book and how it applies to YOUR situation.
  • 10 people will get a free hard cover book.
  • 5 people will get a free digital book.
  • Everyone will get a free study guide.
  • At the end we will have a live Google + hangout with Wayne.
  • Will be held in the greater Evansville area*
  • 6 weeks long with one 1.5 hour meeting per week
  • It’s free to attend.

 

If you are interested, please fill out this quick form and you will be contacted with more information soon.

*If you are NOT in the greater Evansville area and would like to attend or host an Almost There book disscussion in your area please fill out this quick form. We are working on some exciting resources, and will get them to you just as soon as they are available.

People Skills

Today’s blog is a guest post from my son who turns eight today. He had a writing prompt in school asking him to write about a valuable lesson he has learned.

I was reading it again, and while, yes it is the miss spelled, run on sentence, hard to read scribbles of child, it is a valuable lesson for us all:

BE NICE

Take a moment read his philosophy and find a way to apply it today.

 

Learning to get along was a valuable lesson because later in life you might need people skills. Like if you’re having a fight and it gets intense, some people skills  are be nice to others, obey your parents, respect your elders, and those are only a small amount. So, BE NICE!

 

 

Go on…. Go be nice and use good people skills!  

 

Using Social Might Not Help

I found today on one of my social networks, the head of a large corporation had made a post. He didn’t boast about how wonderful their products are, even though they are. He didn’t boast about their customer service and a care that you receive, although it’s the best. And he didn’t talk about how much effort and energy they put into making sure each of their locations has what they need to succeed as individual businesses, even though they do.

He instead used his social network to reach out.

He took his reach, his influence, and took opportunity to ask for prayer. The prayer was for someone in his network, a friend in his business. It was an employee.

He used his social influence to ask for prayer, care, consideration,

and uplifting thoughts for one of his employees.

He could have used that social network to post about all those previous things I mention. To me, as a consumer of that corporation’s product, it seems taking the time to show to you care about the people that you work with means just as much as knowing the greatness of their product.

You can be good on social platforms; you can hire someone to be good on social platforms for you.

  • If you have an inferior product, or service, social media won’t help your business.
  • If you don’t care about and respect your clients, social media won’t help your business.
  • If you don’t care and respect the people that make your business function:

Social media has the power to truly break your business.

Use your influence in meaningful ways.

Focus on your product, your customer service and your employees, first- other wise, using social might not help.

 

“The Creed Official” : Rules for online (and offline)

You know how a quote from a person long dead can sometimes apply to today’s current situation, even though nothing that involves the current situation was even invented at the time of the original speech?

I had one of those moments this past week.I was volunteering at Patchwork Central last week, and every day as we read “The Creed Official” out loud, I kept thinking how appropriately it fits our online lives.

“The Creed Official”

Listen and be safe

Online LISTEN, LISTEN, LISTEN… it’s never all about you. Listen for feedback and ideas from your customers. Listen to what people are saying about your competitors. Listen to what people need, and develop accordingly.

 

 

Follow directions and stay with your group

This is my favorite. Most online platforms have terms of service, or directions that you must follow. Many companies don’t follow the guidelines on facbook in particular.

Be nice and respectful

Yes, if a company truly deserves to be called out, call them out, but do so with respect. As BGKahuna said, Let’s Cut People Some Slack.

Use good manners

This is one I’ve wanted to touch on for a while. If someone talks to you, it’s good manners to reply. If they say or do something nice, it’s good manners to say thank you. Many businesses using social think it’s another way to share a message with its consumers, and it is. The difference is, consumers are talking back. Are you listening and using good manners, or ignoring the people who keep you in business?

Have a good attitude

No one likes a whiner. If you’re always telling the world how bad your life is, who would want to be near you? If your employees have a poor attitude online, what does that say about you and your company? (Do you even know what they’re saying?)

Be respectful of others’ art

This goes for any type of content. Don’t plagiarize someone’s blog, use photos without credit, or disrespect someone online. First, it just makes you look bad. Second, there can be very real and serious consequences.

Keep your hands to yourself

Don’t be a creeper. I tease many friends that they are “twitter voyeurs.” By this I mean they rarely tweet, they just use twitter to get news and updates.  Don’t be creepy online.

Do your best and have fun

It doesn’t matter if you’re not great at composing tweets or blogs at first. Start small, ask for help, do your best, and have fun!

Use nice words – no cursing

I’ve seen people tweet their way out of a job because of the vulgarities of their twitter stream. I’ve seen teachers and youth leaders be poor examples to kids, with foul posts. Really, if you are trying to build your brand online, (See Branding Yourself for more on how to do that.) refrain from overly harsh language.

4 ways to Use Your Influence to Help

 

Do more than like

Like is good, but show the love

As more and more people flock to social media sites, like facebook, twittter, and youtube to get daily and in some cases hourly dose and over doses of information input, so too are businesses and not for profits following along. Go where the people are right?

As one of the people that not for profits are following to your favorite social site in hopes to get your attention, how can you use your influence to help?

Like is not enough

Ok, you band, youth group, club, church or other not for profit is on facebook and they asked you to like them. Great. But that’s not enough. Granted they’re going to have to provide good content and keep you informed. But other than just seeing it in your stream, what good does this do them?

1.  Share

If they share you share. Whether it’s a blog on the latest update, a picture of a cool event, or a link to a story written about them, share it on your platforms. And while you’re at it switch it up. If you want to truly leverage your influence, take what your NFP posted on fb and share it on twitter, or Linkedin. By mixing up the platforms you help your cause reach a greater audience both for that event or post and for greater awareness.

2. Support by attending

Was that a call to action they posted? Attend the event as a participant. If you use geolocation, check in and let people know your there and the details they need to do the same. Post pictures of you and the event on your social platforms.

3. Offer to help

Contact your NFP and ask if you can help. Sometimes one more set of hands is exactly what is needed. Offer your connections. Maybe it is an event that needs businesses to sponsor or support it. Offer to contact a few of your connections to present the opportunity.  Just as in selling, a warm introduction is always more profitable than a cold call. Don’t forget to post pictures.

4. Tell your story

Why do you support them? What did they do to win you over? If you, a family member or close friend has been impacted by a service or program from your favorite NFP, consider telling your story. Post it on your personal, or company blog. Don’t have one? Write it out anyway, and send it to them.

 

No matter how you do it, do more than like.

 

 

My 5 Must Have Books

 

#1

Almost isn’t good enough by Wayne Elsey.

#2

Branding Yourself by Erik Deckers and Kyle Lacy.

#3

UnMarketing: Stop Marketing. Start Engaging. by Scott Stratten

#4

Crush It!: Why NOW Is the Time to Cash In on Your Passion  By Gary Vaynerchuk

#5

The Thank You Economy By Gary Vaynerchuk


Fine Print: These are in no particular order. I have not received any money for my endorsements. I did receive my copy of Branding Yourself for free because I hassled Erik to death about it:) The Links are to my affiliate Amazon account.

“It’s All About the People”

I’ve been reading Almost isn’t Good Enough: The Human Connection Changes Everything. This isn’t  a book review. That will come soon. This book is written to people who are running or involved in not-for-profit work.  The author is standing the world of not-for-profit on its ear and challenging some long standing traditional view of how a not-for-profit is run, and how it takes on the basic clear task of following a mission.

As stated, this is not a book review.  Wayne Elsey is a proven man in the world of for-profit business and not-for-profit organizations. He “gets it” on such a deep level.  I’m reading this book because of my interest in both worlds. So let’s look at some takeaways that I’ve gathered so far from this book that can be applied to any business.

Making a difference
When teaching in the corporate world, I ask companies about their philanthropic works. I often suggest that they strategically support those not-for-profits and the community with their online influence.

“Making a difference in the life of someone else, though, is something that everyone has the capacity to do, regardless of where one is in life and career…

It will create energy around you that will attract others, change lives and offer the opportunity to leave a legacy of change in the midst of a culture of access. “

Clarity

“Success, wealth, and impact are not philosophical ideas to be debated within the halls of academia. They are characteristics grounded in a focused effort over a long period of time that lead to transformation.”

Many times we associate the words mission statement with not-for-profit, but a business should have one too. If you’re not clearly focused on achieving that mission, you’re just working.  If you find the clarity of your mission and follow it, you will be on the path of success, wealth and impact.

Valuing People


Janet Effron wrote a great post called: Company Policy in there she asked

“Is it your practice to hire stupid people?”

That stuck with me. When I work with companies, I often ask to train, not only upper management, public relations,  marketing, and sales people to use the tools of social media, I ask to train support staff, and a variety of other positions within a corporation.  Why? Because, people are what make your company strong. It is the people that you have trusted to represent your brand in the real world, that make your company shine. You should trust that they will make you proud online too, with proper training of you policy, goals, and a clearly defined strategy.

It is our “belief that everyone is at the table because they bring something of value. To that end they are expected to bring that value everyday” You want to “create a culture of empowerment…

It’s vital that we not create barriers to conversations but empower the experts we retain to perform at their highest levels.”’

Are you creating a culture of empowerment, and valuing the people you have chosen to be a part of your business? Do you give them a platform in which to express their knowledge of your product or service, and to become branded themselves as an expert in you field of business; and thus your business is branded thru them? Or do you simply let the PR guys get this new media stuff?Wayne “gets it” no matter if you are talking for-profit or not-for-profit :

“It’s all about the people.”

Are You Responding to Influencers?

Southwest Airlines has long been a leader and innovator in social media. They do things differently and are not afraid to step out to try new things; to be the first guy on the dance floor, if you will.  They are known for their antics and humor online, in the terminal and in the air. But how do they deal with serious issues? With style and grace.

Does every complaint matter on Twitter? @SouthwestAir says ‘yes!’

The above article outlines the story one man’s response to a major renovation in the airline’s rewards program. This one man made a stink and he was not shy about publicly letting Southwest know that he was not happy about it.

Who was this guy?

It wasn’t Scott Statten, who’s lead some very successful campaigns about how airlines treat their customers, with only a few tweets and his army of almost 77 thousand social savvy followers of his @unmarketing twitter account.  It was @SJCsouthpaw With is 106 107 followers that were genuinely upset with the company’s new program. He wasn’t the only one, but Southwest chose to answer him. Why? Because at Southwest “Our strategy is every customer matters, every customer’s opinion matters.”

Was that the right move?

Critics wondered.  Frank Eliason,  senior vice president of social media for Citi, says the airline made the right move, viewing Twitter as a customer service venue, not a PR podium.

“The number of followers is meaningless,” he says. “Today, every customer is an influencer.  If your concentration is follower count, then all you’re doing is managing a PR situation.  In this case it would appear to me that they are servicing their customer.  Nice job, Southwest.”

Are you responding to influencers?

Frank couldn’t have said it better: every customer is an influencer. If your company ism’t monitoring and responding to your brand on twitter, you are not responding to an influencer.

Many companies today use only Facebook campaigns to promote their brand. They delete negative feedback to protect the brand. What they’re missing is that all social media can be used as a powerful customer service tool. If your brand is one that practices the above and uses it only as a promotion tool, or your brand is on twitter, but it is linked to your Facebook, and you’re not responding to comments or complaints on twitter, remember @SJCsouthpaw and @unmarketing – If you delete them on facebook, they are still influencers on twitter, where they can carry on the conversation about you – good, bad, and ugly.

You have a choice in how you use your tools in your tool box… use them wisely.