Archive for the ‘monitoring’ Category

The graduate

June 27, 2007

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A website grade of 75 for badideaindeed.wordpress.com means that of the thousands of websites that have previously been submitted to the tool, our algorithm has calculated that this site scores higher than 75% of them in terms of its marketing effectiveness. The algorithm uses a proprietary blend of over a dozen different variables, including search engine data, website structure, approximate traffic, site performance, and others.”

It’s better than my college results. My parents will be proud.

Website grader found via bnox. What’s your score?

The skinny blonde

May 26, 2007

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There is this woman, a skinny blonde, mother of a child in the class of my son who is ignoring people like me. She doesn’t know me but must assume I’m not worthy of her conversation since I never wear a suit and I drive “only” an audi A3 (I’m just a middle class guy). Every morning, she parks her enormous SUV on the pavement obliging the kids to walk on the street. Even when we walk next to each other after we dropped our kids in the classroom, she pretends I’m not there. I don’t care that much, I’m not very into small talk but it’s not a nice sensation.

I didn’t made this blog to bitch about people. But this is the exact analogy of what I felt with the HP story. They are ignoring me and it’s somehow disturbing. OK, I’m a very modest blogger, I don’t claim to have any kind of influence (I’m just a middle class blogger). Nevertheless, I experience the fact that HP is not monitoring the blogosphere as a sign of contempt. It’s pretty new, but today I expect brands to listen and it’s an unpleasant feeling when they don’t.

Untill further notice, if I have to illustrate their brand personality, I would classify HP in the unfriendly arrogant skinny blonde category.

I don’t know anything (yet) about conversational marketing

May 25, 2007

ignorant1.jpgOf course, I understood the benefits of the conversation, I understood the value of the feedback, I understood that the conversation was not very risky and has a lot of potential benefits, I understood that the conversation monetizes itself

But there are so much things I didn’t figured out yet about conversational marketing:

– Can any brand enter conversational marketing? If I take myself as an example (I know you should never do that as a marketer), I can’t think about something to say to a household products brand or to a toilet paper brand (except maybe “be sweet”) or even clothing brands

– Should conversational marketing be part of the new marketing mix? this would mean that conversation would be managed by objectives which seems odd to me

– Is there an ideal balance between monitoring initiated conversation (monitor what is written about your brand on the participative web and join the conversation) and conversations initiated directly by the brands (ask a particular question to the surfers or invite them to join a previously defined conversation)?

– And of course, should you put a KPI in place for the conversations you have with your customers and target groups in order to evaluate the “efficiency” or the return of the conversation? If yes, which one?

I feel like I still don’t know very much about conversational marketing but Alfred North Whitehead once wrote “Not ignorance, but ignorance of ignorance is the death of knowledge.”

The audience is listening, HP isn’t

May 25, 2007

It took me 2 minutes to post the story of Laurent struggling with an HP keyboard and HP’s kafkaesque customer service. I was amazed to see the HP-post on the very top of the top posts of the week.

No reaction from HP so far… but a few hours after the publishing of the post, John P, a very helpful representative from Dell (!) tried to help us out and gave us some directions in the HP labyrinth. This must be superman’s Bizarro world.

Maarten was the first to blog about this oddity on Blogologie (in dutch). A few hours later, I see a pingback leading to an excellent post entitled “Dell Quells HP Hell” on Steven Phenix’ blog. The post is great and even offers us background information about John P.

So, HP is not listening while Dell learned to listen and monitor and understood that everyone is a customer. Laurent decided to buy a new laptop. It’s a Dell.

HP Hell

May 23, 2007

Here’s a mail I received from my colleague, friend (and soon my boss) Laurent. I hope HP is monitoring the blogosphere as efficiently as Dell does.

Computer : 2.5 years old HP Presario 2500 laptop, bought on Ebay when it was only 2y old
I bought this for my girlfriend during her maternity leave so she could stay connected, even while “emprisoned” home
I took the opportunity to initiate her to the joy of  instant Messaging and she pulled her mother and half her family – living far in the countryside – to it 😉 I also showed her how to use Ebay and she spend half my salary in baby clothes in a month

A few weeks ago, the “h” touch died. I checked the web and apparently it’s a common problem with this model (or at least, people have been vocal about the “h” touch)
But, ok, she could live wit tat, h is not tat important is it?
Yesterday night the whole keyboard stopped working. “e” gives “w”, backspace, delete and enter don’t work… She was really sad

Soooo, arriving at the office today, with all the references in my pocket, I surf to the HP website to find an after-sales/customer service number I could call to solve this asap. It’s not critical, she does not need the computer for work matters, but it has become really important in her life and I don’t want to let her without that.
Ok, number found..doh, a 0900 billed 0.74€/min…?? Ok, the computer is probably not guaranteed anymore, but still.
First call, robot voice spelling me a huuuuuuge (this is stupid by the way, who can possibly remember that?) url I could check to read about HP privacy policy, press 2 to get someone answering, wait wait wait, at least, a friendly human voice.
The guy asks for my postal code so he could give me phone numbers of companies that could repair my laptop.
I hung up the phone with 3 numbers.
1st number : number does not exist
2nd number : yess!! It rings!! Bad luck for me, that company works only in B2B
3rd number : number doesn’t exist

Hmmm, ok, I have an issue there. Back to my 0900 overtaxed number (again 2 minutes waiting time to get that humongous url spelled), press 2 to get someone answering, a lady now.
Postal code thing and she gives me a 03 phone number. I kindly ask her to give me a number close to my place (why asking for the postal code otherwise?) and she tells me that’s the only one she has (??) The number? : 03.382223366. For those of you who don’t know, Belgian phone numbers do not contain 8 digits. That’s what I told her of course. She puts me on hold “to check sir”… the line was cut after 10 minutes waiting time :-/

Back to the HP website, a bit angry and bored, I see a small link allowing to estimate what the repair price could be. If I can not get the contact of someone who can help me, maybe at least I could figure out how much it would cost. Click, click, click, my computer model? of course I have the reference, click click again : 389€ estimated repair price…but nowhere I could type what type of reparation I needed, so how can that estimation be right?

HP? Are you listening?

Dell-icate

May 3, 2007

2 weeks ago, I published a post entitled “Dell Hell strikes back“. Even if, as described in the post, I had a little troubleshoot with my old Dell, my point wasn’t to be negative about Dell. It was a very old laptop, it was a Murphy’s law day and I may have been voodood. My post title was more a reference to Jeff Jarvis than an attack against Dell.

Yesterday, I had one comment on the Dell post. Here it is:

Hello,

My name is Rick, I’m a Dell Technical Analyst located at Dell corporate headquarters in Round Rock, TX. I’m part of an internet outreach team developed to interact with the online community regarding technical questions and issues that customers face with Dell products. I read your post and I understand how tough a presentation can be when your notebook chooses not to work and you are left to improvise. Hopefully the issues with your Dell have been taken care of, but if there is anything I can do to assist please email me at Customer_Advocate@Dell.com (and put “Attn Rick” in the subject line)

Thanks,
Rick

Of course, I knew that Dell was a monitoring champion. Still, I’m surprised they took the time to read my post (the answer of Rick is personalized) and react. My blog is still brand new and I’m not an influential blogger. My blog is far from the top 100.000 of the Technorati ranking. So, thanks a lot Rick for your comment.

Dell is watching me… and I kinda like it

Different country, same questions

April 7, 2007

Caroline posted yesterday a very interesting post on the Blogging for Business conference in London.

Her summary of the different presentations is in line with my “you can never go far enough” post. I noted 2 fundamental elements I didn’t mentionned:

– Monitoring is an essential part of the dialogue strategy

– Social networks are coming on top of the existing today tools.

Here is the full post