And you are important to me, Chris. :) Thanks for your inspiration and words that have helped the entrepreneurial side of me get going and launch a new business to start 2009! Cheers!
@bradjward
Joe Gaylor
· 11 months ago
Ditto what @bradjward said above. I am amazed at the amount of QUALITY content that you pump out each and every day. I really feel that you care about each and everyone of us when you write. You could easily hoard all your nuggets and hang us out to try, but you continue to help each and everyone of us.
Thanks so much
@fjgaylor
LisaNewton
· 11 months ago
I feel the love each and every time I read one of your blog posts, Chris. Oftent times, I feel like you're writing right at me; which is a weird feeling.
Thank you for all of your posts, thoughts, and ideas. They help put new social media people like me at the top of the learning curve.....................:)
tstrump
· 11 months ago
Service seems to be dead, these days. I've gone into so many businesses, and definitely do NOT feel important. I
Bill
· 11 months ago
Chris - you hit it right here with this one. A national chain with employees who do care and make customers feel welcome and important.
I take a look at Circuit City closing down - to be honest I never liked their stores, their sales staff, or service staff. Why? I was just another person. I expect that from Wal-Mart. The thing is, many times Wal-Mart had the same items Circuit City had, for a lower price, some times much lower - and honestly the service was of comparable value between the two. Case in point - my wife and I purchased a video camera a while back, took it on vacation for two weeks. Half way through vacation it started acting up. Since we didn't buy the "extended" Circuit City warranty there was no recourse through the store, they did offer to ship it to the manufacturer for repair....why would I want to add them as an intermediary on that process? Especially since it would take 3-4 weeks longer since it had to go through their warehouse and returns department and processes. Did I feel important I spent a good chunk of money at their store? No. Did I feel important that they only would offer 14-day return period? No. Did I feel important when the treated me like a moron? No
You give some good advice and good lessons - Thank-you for that, and thanks for making a difference. Even getting a comment or a tweet back, when it has happened, gives me a feeling of being important - and knowing how much traffic you get, how may followers and such I think the mega-corps would do good to learn a bit from you.
carol mcmanus
· 11 months ago
Chris, I love your post. I've been able to build a business in a resort community with service and having it be a local hot spot. I know many of my customers by name and what they drink.
rachael chatoor
· 11 months ago
Bravo for this post, you will go down trying.
Bravo, so will I!
I used You Tube the most at first, because video is a great medium for me, but I am also on Facebook, have begun a blog, and was dragged kicking and screaming through new connections with people, onto Twitter, which is now part of my online prescence. I must connect with the people that visit me as well, they have come to my site to meet me..
I send out my little personal videos as attachments in emails, links, forums, and blogs, to introduce myself, or put a face to the messages I am sending, it helps to get jobs or make new connections, and it really does work. Also I am genuinely interested in the creative things that people are doing, and I will contact them to tell them if I admire them, or I take a minute to promote them by sharing thier info with people who might appreciate what they are doing, or who could benefit from the connection. I do this sort of thing frequently, with no expectations for myself, just for the joy of making connections between people.
For instance, I emailed a song submission form to a girl whom I remembered from You Tube, who had written a perfect song a particular contest that wasn't well advertised, but had a significant prize. She was thrilled for the tip, and she entered her song right away. It took me two seconds to share that info with her, but the smile on my face from reading the email of thanks I got, lasted all day.
Tracy Lee
· 11 months ago
Great post. My first reaction when I saw the link on Twitter was, "No, not me." But in reading your post, this is exactly why I reach out to all those who touch me in one form or another. I try my best to keep my connections real and personal. I not only do this online, but in person as well. There is nothing better than to feel part of something and to make others feel welcome to join in this connection. Thank you for starting my morning on a positive note.
Benjamin Strong
· 11 months ago
Chris, The information you share is very valuable to those of us just starting out in the social media realm. Your willingness to comment, which you did with me on Twitter, shows your sense of community. Not to give you a big head but I appreciate your willingness to help everyone who asks.
While I know your willingness and ability to engage people is just your personality it may result in more people attending your speaking engagements, signing up for bootcamps, etc. I know I am looking for upcoming events involving Chris Brogan. I want to learn.
The rest of the business world could take a lesson.
Thanks for helping ALL of us.
Monthiel
· 11 months ago
Hi Chris,
Great post. I feel important to you when you write post like this. It seems that you do your best to your readers, and it's great.
Best regards and sorry about my poor english. Monthiel
T P Rajmanohar
· 11 months ago
Interesting observation let your blog work for you
Rich Nadworny
· 11 months ago
When I lived overseas, I used to buy the Herald Tribune daily at the same newstand. Daily, weekly, monthly I'd come in, say hi, chat a little, buy the paper. Not once did anyone greet me or try to learn my name. I changed deodorant, clothes style, and haircut, just to make sure it wasn't me, but nothing ;-).
And then I stopped going there and never went back. It was amazing, it would have actually taken them so little to make me never go anywhere else.
The question is: is it shyness or indifference?
Michael Bailey
· 11 months ago
It seems that people such as Leo Laporte don't follow any of these rules at all, yet from the outside they appear to be a success.
How do actions such as what they exhibit fit into this?
Dave Glenn
· 11 months ago
Thanks for this post, Chris. I have a tough time with the idea of customer service/customer interaction in this ADD/instant gratification society that we're living in. It's deteriorated so much in the last 20 years. The place I most see it is in flight attendants. I remember as a kid, and the first few years of my business travel, that all of the airline staff was so pleasant. Now, with wage reduction, and the plight of the industry, the major airlines seem to have lost the personal touch. It's one reason I sometimes really appreciate some of the "discount" carriers - Frontier, Southwest, ATA, Midwest Express, etc. I LIKE the banter. I LIKE the personal touch. I am human, and as such crave the sense of belonging, of acceptance. Deliver that, and you've got me as a customer for life.
I've tended to stay as far away from chains (Starbucks & Panera excepted) as much as possible. But your post has convinced me to give Applebees another shot!
I also really appreciated this comment: "inside an organization, you can spread the connections out a bit." In my business, it's easy to want to touch all of the connections yourself - encouraging personal networks, and personal network ownership is just so important, and will be a focus of mine this week for sure.
Part of the reason I'll be attending the seminar at Automation Alley this week. http://www.facebook.com/inbox/readmessage.php?t... I've encouraged my entire sales team to take time out of the day to attend.
Dan Reinhold
· 11 months ago
Thank goodness for this economic thing...it's waking us all up!
Customer service and appreciation, appreciation for everyone customer or not, is now the only way to go.
Making connections the best you can as many ways as you can has become the baseline and foundation for all the rest you hope to achieve.
I appreciate you, Chris for not only your great content (perfect for shamelessly linking to in order to spread it), but also your efforts to help make this past year's annual online autism research fundraiser of mine a roaring success. You definitely do epitomize how it should be done, and most likely HAS to be done in the current climate if survival is the preferred option.
Plus you have some of the best avatars on Twitter.... :)
Dan
Stephen
· 11 months ago
So very true Chris. In an economy where people are watching what they spend more and more, those businesses that have truly perfected that art of making the customer feel comfortable and truly welcomed will be the ones to prosper during this economic slow down. Excellent thoughts keep it up!
Albert Maruggi
· 11 months ago
Chris, Let me emphasize something that you touch on in the paragraph titled Cafe-Shaped Business, Again. This post and most of social media conversation approaches the issue of importance in terms of numbers, for example, can I really have a relationship, friends, follow X thousands of people.
In terms of a business, individual importance can be inspired by a compensation plan or a customer service metric that creates a sense of importance, but something is missing. I'm not saying this is the case in any of your examples, but we all acknowledge that these metrics exist eh?
Here's a macro view. The attention I give to you, however brief, is my reflection of the importance of humanity. It might be a passing smile on the street, but it is an acceptance that you exist and we are part of something larger. So the importance I give to you isn't about a Twitter Grade, that night's tip, or a repeat business relationship.
Let's lay this macro perspective over your micro examples above. I eat at Applebees and on the way out I hold the door open for patrons coming into the place, I even greet them.
I'm in front of the magazine rack at Mick's and you share your thoughts about the comic in your hand with a stranger next to you.
We are getting better about acknowledging our shared humanity, the last 50 years seemed to narrow our focus of the world. Perhaps now the cycle is returning to be more inclusive, open, and accepting.
Ed
· 11 months ago
Yes, I feel very welcome here
Tabitha
· 11 months ago
Thanks for brining up this thought-provoking topic this Monday morning. It's a good note to start the week. Our own local Applebees bartenders are also true to the Neighborhood Bar concept, and I've marveled at it on numerous occasions without making the great connections you have here.
Robin - @imjustagoyle
· 11 months ago
Chris, without a shadow of a doubt you have been instrumental in helping me to feel a welcome part of the twitter community. In doing so, you've helped me to understand it better, to utilize it better and to be more thoughtful in the use of my social media. Sometimes what we think is just a simple reply might mean much more to that person on the other end. Like you said, in the end we want to feel heard and valued. Kudos to you and all the others in the social media spaces that truly get it. I feel honored to be a part of it.
Lee Taylor
· 11 months ago
This is still all about permission, right?
Since I am 48 hours fresh on Twitter, I'm finding that the breadth of my permit is far and wide. Lots of Chris Brogan wannabes who seek to follow little old me, a Realtor in Atlanta.Hmmmm...
Chris - you are always on point, and when Guy Kawasaki wrote about "following" you last year, I started doing it.
Scaling, measurement, metrics-from my perspective, if your social media efforts must be scrutinized to the individual touchpoint, then measure what you can and what you must (in my case, leads) and forget the multitude of other data that will certainly make your head spin and take you off of the primary focus.
I feel important. Thanks Chris.
Matt Batt
· 11 months ago
Chris - Thanks for starting my Monday off on this note!
This post really engulfs the importance of social media - make everyone feel valued and important. I always stress the importance of engaging in conversation via blogs, Facebook, Twitter, etc. Each example in your post hits on this topic.
As always, I look forward to your insight on these and so many other topics. For such dialog...I too am lucky:).
Tom Collins
· 11 months ago
Hi Chris,
Tweeted back on this, but yours said you were flying to Billings, so thought I'd expand a little here.
To your scale question, it struck me that the social channel capacity "law" Gladwell wrote about in The Tipping Point limiting humans to around 150 true "relationships" is relevant.
But the kind of connections you're talking about via blogging, Twitter, and all, still make sense if you can apply the approach in Stephen Lundin's book, Fish, where you do things like "play" ... "make their day" ... and "be present" as much as possible. Your example of the Simply Gournet "Customer of the Day" blog post is wonderful - he even takes time to promote the businesses of his customers!
Thanks for another great post ... and hope you get good use of the shorts, sun block, and sunglasses on your trip!
Tom
Cameron Watson
· 11 months ago
My father owned and operated a service station for 50 years. I basically grew up there working progressively more difficult tasks as I grew. One of many lessons that stuck with me is the treatment of others... The relationships.
We knew most of the regular customers by name and they knew us. We were part of the community, a constant. Many of the "regulars" would pay a visit on a daily basis whether they needed anything or not. A lot would just "hang out" like folks do in a barber shop or yes, at a bar.
Chris, I believe you articulated the draw of social media from me. It's the connection, the interaction on a personal level and the sharing of information that's the magic of this medium.
Matt Batt
· 11 months ago
Cameron - Your family business is yet another wonderful analogy to this world of social media that we're all learning about, exploring and hopefully participating in. Thanks for adding to this conversation...I'm glad to be a part of it!
Matt
Chris Nadeau
· 11 months ago
Like the bartender at Applebees, I truly believe you mean this and that is why I keep coming back.
Keep rockin' my man!
Laurent LaSalle
· 11 months ago
I think the experience you had that “other night” as more to do with competent employees loving their jobs than to do with Applebees per say. The question remains : does the employer know and understand the value of having such great people working for him. More often than enough, they don't see it and get rid of them as soon as they can, making sure not getting affected by the leverage a veteran could have, and the influence this one could have on rookies.
In my case, I just love my neighborhood music store. It's a small independant boutique located two blocks north from where I live. Only 4 clerks work there (2 of them are co-owners) and all of them know me by name. Depending on which one is working that day, I get recommandations on different genres which is great for someone like me who loves pretty much every music (and it helps for my podcast as well).
They are also using a clever way to make sure you come back (asside from their great suggestions); they give back coupons, in-store money representing 10% of your purchase, allowing you to buy an album for free once you get enough coupons to cover its value.
I never bought as much music as I am these days. That's saying alot from “an industry in peril”...
Great post as always Chris. You are saying that you can't maintain a 1:1 relationship with every single person who interacts with yourself, but looking at your twitter feed, it sure as hell looks like your trying! ;oP
Danny Brown
· 11 months ago
You must never have been to the Applebee's on the Canadian side of Niagara Falls, Chris - worst place I've ever been... ;-)
While our outreach grows with each new day and connection, often it feels like it's shrinking as well. Where we used to be able to converse with the majority, now it's a "task" to keep up (although in the nicest way).
We have the tools to help - blogs, Tweetgrid/Tweetdeck, Friendfeed, etc - yet oftentimes the scale seems unmanageable. Of course, as you say, going down fighting is one way to manage. Another is to remind people that we do care, that we don't ignore (deliberately).
It's ironic that as our space in social media expands, the less "social" we feel we are being sometimes. Who'da thunk it? ;-)
Diana Jennings
· 11 months ago
Hey Chris, I feel the love. You're a great example of how to use social media as a force for good, sharing valuable information, inspiring creativity and productivity, and going with a sense of adventure into this great social experiment which, I hope, helps us all to become more human.
Diana
Tim Mahoney
· 11 months ago
The only thing that sucks is the fact that no matter how hard you try, you CAN'T maintain THAT many relationships. A great example is how many people you follow on Twitter. I follow about 18, and it's almost too many. I have a Twitter client, and I still feel like I miss things! I can't imagine following 100, or 150. 32500? Impossible.
MizFit
· 11 months ago
So very true and I can't imagine what an effort it is on your part---but you do make all of us readers feel important and welcome.
That's another reason I always have a commenter of the month interview as well.
So that my readers can learn more about the other commenters and, in a selfish way, so that I can slowly get to know my readers on a moer intimate level as well.
All that said, my Applebees sucketh here in Austin.
They need to transfer in some peeps from the restaurant where you dined ;)
Beatriz Alemar
· 11 months ago
Chris,
Really inspiring post - especially to us just starting out in the social media world. Relationships - online or otherwise - are only as good as the effort you put in. You can't be friends with everyone, but you can try to connect. If someone does something good, tell them. If they are having a bad day, comfort them. Relate to them. Slowly those little things build up over time. People will remember you. You may not be the best of friends, but you will have established a sense of camaraderie. And in the end, isn't that what we're really after? A person you can say that you know, a person that is not a stranger.
@balemar
williamarruda
· 11 months ago
Hello Chris,
We can’t have a one-on-one relationship with everyone - but we need to make sure each of those interactions provides a consistent experience. The way Applebees (I don’t know much about the brand) was able to scale (there are Applebees restaurants everywhere) is by ensuring each employee understands the brand and is able to deliver on it in a way that is authentic to them. It seems that Applebees has made the message of being the local bar and grille relevant to each employee and asked them to be genuine in consistently delivering on that brand promise. There is an important distinction between conformity and consistency. Consistency allows each employee to use what makes him/her exceptional in delivering on the brand promise. Conformity stifles innovation and comes off as fake. This is important to us as small-business owners. We have lots of people who are responsible for delivering on the brand promise on our behalf. We need to find ways for them to do so in ways that are authentic to their personal brands.
Part of your brand, Chris, is the people who regularly comment on your posts. That's both scary and exciting. If you are able to clearly communicate your brand differentiation, you'll attract people who are able to move that forward while being true to who they are.
I was actually thinking along similar lines of this today with my blog post. People shield their Facebook pages from the general public and by doing so, in many cases, are preventing 1-to-1 conversations from happening. I leave my pages open for the world to see because anyone who views my page is important to me. I want people to easily be able to contact me, challenge me and poke my brain.
Jamie Lee
· 11 months ago
Loved the post. I wholeheartedly agree ... from BOTH sides of the counter: customer and proprieter.
Like many other commentors, my loyalty for a brand or local business has EVERYTHING do to with how connected I feel to that brand or the people who own the business. We all want to have a place (or two or three) like Cheers where "everybody knows your name." We're all looking for connection, friends, a sense of community & belonging. We're human - that's our nature.
I frequent local businesses that reach out to me in warm, authentic, uncontrived ways. There's the local coffee shop where I spend HOURS every week "working" even though I don't drink coffee. There's the little sandwich shop with slightly pricey gourmet treats that I visit at least once a week because the chef owner calls out a hearty, "Hello, Jamie!" every time I walk in the door. JUST BECAUSE. There's the local bookstore where the staff are always helpful and ready to put down what they're doing to discuss the latest releases or share a new title they're passionate about. These interactions matter.
And I think the same type of personal interaction can be translated to the online venue. I do facebook and twitter and have been called the "Email Queen" more than once. I appreciate people (like you) who make communications a two-way street ... even if you do down trying (which, btw, you won't ... because we'd all come to your rescue.) Some people seem to find the internet impersonal and something that lures us tech geeks away from the "real world." I disagree. I've made new friends, found new "real life" opportunities, and learned more about my own voice and mission just by spending time getting to know the people in my online network.
As I prepare to put some of my long-simmering ideas out into the digital world, I am eternally grateful for all the sincere personal interaction that's out there to be shared. The more we get to know each other, the better the world will be.
Thanks for all your work - love reading you!
@cjlambre
· 11 months ago
I actually live in hope that it can scale, but possibly not in the fashion we might expect.
First, the bartender at Applebee's knows his or her regulars. And even though you're not a regular, they extend the same courtesy to you, include you in the conversation as if you were one of the gang. They may not recognize you immediately the next time you walk in. But if that community aspect is true to their nature, they'll include you as they did the first time. Over the course of time, you to can become a regular. I expect their group of regulars grows and shrinks over time, it doesn't just grow and grow and grow.
Now, the scaling part. Their community is their neighborhood. They don't have the same relationship with the customers at Applebee's in Peoria. That's up to the bartenders at that Applebee's. Companies need to have those local representatives, not a select few who are responsible for an increasingly larger and larger group of customers that want to connect. At some point, that method of scaling will fail because the Comcast or Dell rep won't be able to relate to what is going on in your neighborhood, unless they are there too. I think it can scale if you have many communities that represent a network versus a single community that tries to continually expand its borders.
Zach Heller
· 11 months ago
This is an important post. It touches on some basic principles that many businesses are battling with right now. In this economy, it is important to go back and remember the basics, like taking care of the people that matter most, the customers.
But also, it means taking care of employees. Employees, like customers, need to know that they are important to you at any level. Take the same points made in this article about customers and apply them to everyone in and around the company. Personal interactions and relationships are vital to success.
Nate Riggs
· 11 months ago
Chris,
Love the thoughts on this! Managing large networks of people and making them feel they are important to you is a real challenge, even if your intentions are legit.
You have more connections on social media than the majority of us who comment here.
So how do you do it? Yes, there's tons of tools available on Twitter to help, but even with these tools, it's still difficult to get to every one. now take into consideration LinkedIn, Facebook and the like where there's not as many tools available.
What are some tips you would give for this? How do you manage your time between social media and other necessary day to day tasks?
Thanks! @nateriggs
Adriel Hampton
· 11 months ago
Just stopping in for a quick, "Thank you!" Every morning when I check my inbox, I'm like, "Hey, an e-mail from Chris Brogan!" That's how valuable and personable the content is, and much appreciated. As a relatively new social media participant, sometime I'm going to have write a "Stages of Chris Brogan" post. Right now I'm at, "He likes me, he really likes me."
Jared O'Toole
· 11 months ago
Its the same with Gary Vaynerchuk. He tries to keep up with everything but it simple doesn't scale. However just knowing that he probably at least sees my at reply to him on twitter gives me a good feeling. I feel like theres a chance that one day I might actually form some kind of relationship with him because I know he is listning as best he can.
Just that feeling of hope is all that is really needed. Show everyone you really care and are trying and they will understand that you won't always keep up with everything.
Molly
· 11 months ago
Chris, Blogs like this are why you're so popular. Well, and that sharp intellect, but that's beside the point when you post such an insightful and caring article. We care about you because you care about us. Molly
Janice Cartier
· 11 months ago
Okay, I have to send this to my little brother. He builds Applebees. ;-)
Personally, I think this kind of attitude ripples out from the source and is as welcome as rain in a desert.
Gwynn
· 11 months ago
I have read several of the posts here and I think that the content is refreshing and informative. I was recently blog tagged and that left me with the task of finding 7 other bloggers that shared good content and tag them as well. Because you're blog entries are helpful and well rounded, I have decided to tag you. Congrats! You are my fourth and without further adieu... Tag! You're it! :-)
Please follow the link (http://thepowerofyardsigns.blogspot.com/) to see the rules and what is requested of those who have been tagged. It is an honor to be tagged... and remember, this is supposed to be fun as well as allowing others to connect to blogs of worth.
Swapna
· 11 months ago
Nice post. Some places - you truly do feel welcome when you go in. I think Trader Joe's is one of those places. Whenever I go to my local Trader Joe's, they make me feel so welcome and the people there are always so friendly and helpful but in a informal way.
I've been reading your blog for a while now and this is my first time commenting. Just wanted to say thanks! and I've enjoyed reading your blog.
Gaia Borgias Brown
· 11 months ago
Chris, you are so incredibly supported here (and elsewhere) that often I refrain from commenting, posting and emailing just to *lighten* your load, so to speak. Knowing the kind of guy you are, I'm sure you feel indebted to each and every one of your readers and I respect the overwhelming responsibility it places on you to be attentive to everyone, always.
So I guess my question is this: Do you feel our love without our interaction? Would you really prefer the dynamic relationship (described above) with all of us?
PS: You are important to me :)
Mike Pascucci
· 11 months ago
It is sad when every industry lost touch and focused on expansion, no matter what the cost was, and overlooked the importance of RETENTION. The service industry especially has taken a hit - and with good cause. The fact of the matter is that there are so many options out there that you can eventually find what you want, and find someone that does a good job, and truly cares. When you find that and latch on, it is very difficult to turn back and change.
Kathy
· 11 months ago
Chris,
Too bad more people won't hear this message!
When someone places an order for a piece of art on my website, I send them a personal email to thank them and that I hope I can serve their needs in the future. I try to make the emails sincere and personal enough that the recipients realize that this wasn't an automatically generated message. (I think consumers are starting to get tired of being treated like "the masses", but I digress.)
Anyway, keep talking, more and more people will keep listening.
Heather Kennedy
· 11 months ago
I think what you excel at is taking the time to stop and notice the details of interaction and that makes the concept of 'cafe-shaped conversations' a natural thing. I live in the suburbs now, but in the different neighborhoods I lived and worked in in Philadelphia, I lived this every day. It becomes a habit and now, with this social media thing, it is quite easy to see where it works online and where it fails. Our Applebee's? Not such a great experience. The neighborhod/bar my husband and I ate on Saturday night. Amazing. That is the place we tell everyone about and return to time and again.
goldsteinmedia
· 11 months ago
Chris,
You're right it's about making people feel like they matter and treating them with respect. Social Media is like a party (Perry Belcher's analogy) and showing genuine interest and caring about the people you interact with is a crucial aspect of building relationships. This goes both ways online and off. It's not all about getting that sale. It's about building up relationships and if they turn into business great if they don't no biggy. They might refer you instead, or be a good resource for you in the future.
It's all about caring. Something many of us forget about.
I'm on the de-icing pad of Denver's airport. Thank you all for your affirmations. The cynical will doubt me but I'll say it. I do this for you.
Jessica Swanson
· 11 months ago
One of the reasons I follow you ,Chris, and RT your posts on Twitter, is that you are the epitomy of social networking. You absolutely DO interact with your followers, readers, etc.
I often point my clients to you as a perfect example of someone who interacts in a positive fashion with individuals within the social media market.
Thanks for always being a positive influence in our community.
Nicholas Chase
· 11 months ago
Chris,
Really enjoyed this post about Applebee's service and authenticity. They are thriving because they take the time to care, not just sell 'food'.
I gave you a shout-out during Mike_Wesley's live Ustream broadcast today. Told the viewer's (about 41 give or take a few) to check you out...
Thanks for your kindness Chris, and demonstrating the 'long-tail in business' requires transparency and sharing what you have learned with the new media stream.
I'll continue to shout out your brand, because you make this process informative and fun!
We know that it can be very difficult to "know" someone from an online persona only, just as it can be hard to know if you're buying a value or not simply by looking at a picture, and further, there are numerous important details that are left out when we make judgments based on....well, when limitations exist. So we need to be mindful that we are getting a snapshot, in a sense, and we must be wary of dishonesty, of course, but, that said, overall I think you'll find that people are typically themselves (to the extent possible given the medium) online, and that by examining the kinds of interactions, the writing, the "friend list," if you will, that it is quite possible to discern certain things about either a person or a company. So, in sum, while we can glean information, and most of it will be useful, we must always be mindful of the limitations of the medium, and of the possibility of deceit. Excellent topic. Thank you, Mr. Mayor. And uh, well, didn't think I'd really ever type this but...um... Way to Go Applebees. ok. yeah...sorry, it was a weak cheer. http://jesseloop.blogspot.com
Chris Marsden
· 11 months ago
Maybe scale, in the 1:1 sense, isn't necessary. Maybe there can be a 1:1 relationship on a regional basis or by sub-interest, etc... Hard for a lot of Social Media people because we/they have branded themselves as A person. But companies can certainly have regional social media reps.
Imagine if Dell had an "official" Boston social media person who can represent Dell, but also be a local Bostonian. Start with the big Markets and work your way out. (Of course, region or state might be more cost effective)
Rebecca
· 11 months ago
Service has always been the most important part of restaurant (right up there with the actual food). And service will remain pivotal to companies. Great post.
Sonny Gill
· 10 months ago
I love the personable connection that is made between 2 individuals. It shows a sense of respect and understanding of one another and that we value, what others think as small things.
I have the similar sentiment towards the stylist that cuts my hair. She's super sweet and just makes you feel welcome and comfortable. What shows this even more is that it's become infectious with the rest of her employees as they've the same positive, personable attitude. She makes me feel like family and I've told her that she's the best thing to have happened to the joint.
When we all think of people or organizations that touch our lives like this, they're easily recognizable and are hard to duplicate without true, genuine effort.
ChangeForge | Ken Stewart
· 10 months ago
Chris - spot on... and it will NOT scale is exactly right - except that you are wrong ;-)
First - you would be right if every company out there and every customer out there thought they had to speak to Michael Dell, Steve Jobs, or Bill Gates themselves. But that can't be realistic.
Where companies win for their customers and succeed in building a lasting legacy is to empower their people to be little Michael Dells, or Steve Jobs, or Bill Gates...
It's like Jim Collins said in Good to Great, get the right people on the bus, in the right seats, and get the wrong people off.
The larger the organization the harder this is to practice, but I have been part of a "yeah I drank the Kool-Aid" culture before and know that you can be fanatical in empowering your organization to take care of your customers. Do I expect to keep everyone - NOPE! but will surely go down trying, and so did everyone on my team - that is to say - that worked for our company, because we are a team.
Warmest Regards, Ken Stewart
Thank you for continuously inspiring and challenging us!
Lorne Pike
· 10 months ago
There's not much to add here that hasn't already been added, but I couldn't let this one go by without commenting. I've been telling clients for a long time now that a key to business success is "Be nice." Great reminder, Chris. Thanks.
(And great restaurant, Applebees! Try the Crispy Orange Chicken Bowl, but with grilled rather than crispy chicken.) Now that's being nice!
Jim
· 10 months ago
thanks chris for another thoughtful post / observation. the scale question is certainly one most of of grapple with daily - its great to have your take on it not to mention very refreshing to see somebody that does what they say (that'd be you btw).
Jim Gregoire
· 10 months ago
PS - wonder what your take is on the Arrington post about getting spat on and taking time off.
Kendra Bracken
· 10 months ago
Chris, I love this post. You inspired me as I have been trying to get my blogging mojo on! I took your lead and blogged away! This post is super close to my heart as I try relate the social media jungle I feel like I am in with my neighborhood place!
frank
· 10 months ago
Great reminder @chrisbrogan. Remembering to care about people in all this can be challenging and it definitely takes work, but as you said, people want to be known, be part of something, be cared for and at the end of the day that's what life is all about.
I'm trying to get to know 'my world' a bit better and make the 'cafe type conversations' happen in my own backyard.
This place is amazing!! It's right around the corner from me. I ate their for the 1st time last night. Let's just say that i'll be back because the food was great, the environment was beautiful, the presentation was impressive and the service was personal ... !! I know if i go their a few time's they will know me.
My wife has a lot to do with the kind of atmosphere you experience at a local Noodles and Company, and she really makes her customers feel at home. I have seen numerous occasions when either she, or one of her staff, goes out of their way to accomodate a table of diners - it shows in the return business. More often now though we encounter those who feel 'entitled', who see every amenity as 'due deligence', and are NOT thankful or appreciative of the small, imaginitive additions to service that are common at her restaurant. Noodles is a non-tipping establishment, so smiles, and evidence of satisfaction are what the crew live on. It often makes their day. I felt that Circuit City was lacking in these considerations as well, as are many stores, restaurants, bars, etc. when the personality and graciousness of the wait staff, cooks, management, or whatever, are suppressed to make more room for profit and efficiency.
Nice Blog.
Health Habits
· 3 months ago
Thanks for this article. I found it at the perfect time
All Comments
@bradjward
Thanks so much
@fjgaylor
Thank you for all of your posts, thoughts, and ideas. They help put new social media people like me at the top of the learning curve.....................:)
I've gone into so many businesses, and definitely do NOT feel important.
I
I take a look at Circuit City closing down - to be honest I never liked their stores, their sales staff, or service staff. Why? I was just another person. I expect that from Wal-Mart. The thing is, many times Wal-Mart had the same items Circuit City had, for a lower price, some times much lower - and honestly the service was of comparable value between the two. Case in point - my wife and I purchased a video camera a while back, took it on vacation for two weeks. Half way through vacation it started acting up. Since we didn't buy the "extended" Circuit City warranty there was no recourse through the store, they did offer to ship it to the manufacturer for repair....why would I want to add them as an intermediary on that process? Especially since it would take 3-4 weeks longer since it had to go through their warehouse and returns department and processes. Did I feel important I spent a good chunk of money at their store? No. Did I feel important that they only would offer 14-day return period? No. Did I feel important when the treated me like a moron? No
You give some good advice and good lessons - Thank-you for that, and thanks for making a difference. Even getting a comment or a tweet back, when it has happened, gives me a feeling of being important - and knowing how much traffic you get, how may followers and such I think the mega-corps would do good to learn a bit from you.
I love your post. I've been able to build a business in a resort community with service and having it be a local hot spot. I know many of my customers by name and what they drink.
Bravo, so will I!
I used You Tube the most at first, because video is a great medium for me, but I am also on Facebook, have begun a blog, and was dragged kicking and screaming through new connections with people, onto Twitter, which is now part of my online prescence. I must connect with the people that visit me as well, they have come to my site to meet me..
I send out my little personal videos as attachments in emails, links, forums, and blogs, to introduce myself, or put a face to the messages I am sending, it helps to get jobs or make new connections, and it really does work. Also I am genuinely interested in the creative things that people are doing, and I will contact them to tell them if I admire them, or I take a minute to promote them by sharing thier info with people who might appreciate what they are doing, or who could benefit from the connection. I do this sort of thing frequently, with no expectations for myself, just for the joy of making connections between people.
For instance, I emailed a song submission form to a girl whom I remembered from You Tube, who had written a perfect song a particular contest that wasn't well advertised, but had a significant prize. She was thrilled for the tip, and she entered her song right away. It took me two seconds to share that info with her, but the smile on my face from reading the email of thanks I got, lasted all day.
The information you share is very valuable to those of us just starting out in the social media realm. Your willingness to comment, which you did with me on Twitter, shows your sense of community. Not to give you a big head but I appreciate your willingness to help everyone who asks.
While I know your willingness and ability to engage people is just your personality it may result in more people attending your speaking engagements, signing up for bootcamps, etc. I know I am looking for upcoming events involving Chris Brogan. I want to learn.
The rest of the business world could take a lesson.
Thanks for helping ALL of us.
Great post. I feel important to you when you write post like this. It seems that you do your best to your readers, and it's great.
Best regards and sorry about my poor english.
Monthiel
And then I stopped going there and never went back. It was amazing, it would have actually taken them so little to make me never go anywhere else.
The question is: is it shyness or indifference?
How do actions such as what they exhibit fit into this?
I've tended to stay as far away from chains (Starbucks & Panera excepted) as much as possible. But your post has convinced me to give Applebees another shot!
I also really appreciated this comment: "inside an organization, you can spread the connections out a bit." In my business, it's easy to want to touch all of the connections yourself - encouraging personal networks, and personal network ownership is just so important, and will be a focus of mine this week for sure.
Part of the reason I'll be attending the seminar at Automation Alley this week. http://www.facebook.com/inbox/readmessage.php?t... I've encouraged my entire sales team to take time out of the day to attend.
Customer service and appreciation, appreciation for everyone customer or not, is now the only way to go.
Making connections the best you can as many ways as you can has become the baseline and foundation for all the rest you hope to achieve.
I appreciate you, Chris for not only your great content (perfect for shamelessly linking to in order to spread it), but also your efforts to help make this past year's annual online autism research fundraiser of mine a roaring success. You definitely do epitomize how it should be done, and most likely HAS to be done in the current climate if survival is the preferred option.
Plus you have some of the best avatars on Twitter.... :)
Dan
In terms of a business, individual importance can be inspired by a compensation plan or a customer service metric that creates a sense of importance, but something is missing. I'm not saying this is the case in any of your examples, but we all acknowledge that these metrics exist eh?
Here's a macro view. The attention I give to you, however brief, is my reflection of the importance of humanity. It might be a passing smile on the street, but it is an acceptance that you exist and we are part of something larger. So the importance I give to you isn't about a Twitter Grade, that night's tip, or a repeat business relationship.
Let's lay this macro perspective over your micro examples above. I eat at Applebees and on the way out I hold the door open for patrons coming into the place, I even greet them.
I'm in front of the magazine rack at Mick's and you share your thoughts about the comic in your hand with a stranger next to you.
Stowe Boyd touches upon the idea of sharing life experiences in a post about public and private information shared online.
We are getting better about acknowledging our shared humanity, the last 50 years seemed to narrow our focus of the world. Perhaps now the cycle is returning to be more inclusive, open, and accepting.
I feel very welcome here
Our own local Applebees bartenders are also true to the Neighborhood Bar concept, and I've marveled at it on numerous occasions without making the great connections you have here.
Since I am 48 hours fresh on Twitter, I'm finding that the breadth of my permit is far and wide. Lots of Chris Brogan wannabes who seek to follow little old me, a Realtor in Atlanta.Hmmmm...
Chris - you are always on point, and when Guy Kawasaki wrote about "following" you last year, I started doing it.
Scaling, measurement, metrics-from my perspective, if your social media efforts must be scrutinized to the individual touchpoint, then measure what you can and what you must (in my case, leads) and forget the multitude of other data that will certainly make your head spin and take you off of the primary focus.
I feel important. Thanks Chris.
This post really engulfs the importance of social media - make everyone feel valued and important. I always stress the importance of engaging in conversation via blogs, Facebook, Twitter, etc. Each example in your post hits on this topic.
As always, I look forward to your insight on these and so many other topics. For such dialog...I too am lucky:).
Tweeted back on this, but yours said you were flying to Billings, so thought I'd expand a little here.
To your scale question, it struck me that the social channel capacity "law" Gladwell wrote about in The Tipping Point limiting humans to around 150 true "relationships" is relevant.
But the kind of connections you're talking about via blogging, Twitter, and all, still make sense if you can apply the approach in Stephen Lundin's book, Fish, where you do things like "play" ... "make their day" ... and "be present" as much as possible. Your example of the Simply Gournet "Customer of the Day" blog post is wonderful - he even takes time to promote the businesses of his customers!
Thanks for another great post ... and hope you get good use of the shorts, sun block, and sunglasses on your trip!
Tom
We knew most of the regular customers by name and they knew us. We were part of the community, a constant. Many of the "regulars" would pay a visit on a daily basis whether they needed anything or not. A lot would just "hang out" like folks do in a barber shop or yes, at a bar.
Chris, I believe you articulated the draw of social media from me. It's the connection, the interaction on a personal level and the sharing of information that's the magic of this medium.
Matt
Keep rockin' my man!
In my case, I just love my neighborhood music store. It's a small independant boutique located two blocks north from where I live. Only 4 clerks work there (2 of them are co-owners) and all of them know me by name. Depending on which one is working that day, I get recommandations on different genres which is great for someone like me who loves pretty much every music (and it helps for my podcast as well).
They are also using a clever way to make sure you come back (asside from their great suggestions); they give back coupons, in-store money representing 10% of your purchase, allowing you to buy an album for free once you get enough coupons to cover its value.
I never bought as much music as I am these days. That's saying alot from “an industry in peril”...
Great post as always Chris. You are saying that you can't maintain a 1:1 relationship with every single person who interacts with yourself, but looking at your twitter feed, it sure as hell looks like your trying! ;oP
While our outreach grows with each new day and connection, often it feels like it's shrinking as well. Where we used to be able to converse with the majority, now it's a "task" to keep up (although in the nicest way).
We have the tools to help - blogs, Tweetgrid/Tweetdeck, Friendfeed, etc - yet oftentimes the scale seems unmanageable. Of course, as you say, going down fighting is one way to manage. Another is to remind people that we do care, that we don't ignore (deliberately).
It's ironic that as our space in social media expands, the less "social" we feel we are being sometimes. Who'da thunk it? ;-)
Diana
That's another reason I always have a commenter of the month interview as well.
So that my readers can learn more about the other commenters and, in a selfish way, so that I can slowly get to know my readers on a moer intimate level as well.
All that said, my Applebees sucketh here in Austin.
They need to transfer in some peeps from the restaurant where you dined ;)
Really inspiring post - especially to us just starting out in the social media world. Relationships - online or otherwise - are only as good as the effort you put in. You can't be friends with everyone, but you can try to connect. If someone does something good, tell them. If they are having a bad day, comfort them. Relate to them. Slowly those little things build up over time. People will remember you. You may not be the best of friends, but you will have established a sense of camaraderie. And in the end, isn't that what we're really after? A person you can say that you know, a person that is not a stranger.
@balemar
We can’t have a one-on-one relationship with everyone - but we need to make sure each of those interactions provides a consistent experience. The way Applebees (I don’t know much about the brand) was able to scale (there are Applebees restaurants everywhere) is by ensuring each employee understands the brand and is able to deliver on it in a way that is authentic to them. It seems that Applebees has made the message of being the local bar and grille relevant to each employee and asked them to be genuine in consistently delivering on that brand promise. There is an important distinction between conformity and consistency. Consistency allows each employee to use what makes him/her exceptional in delivering on the brand promise. Conformity stifles innovation and comes off as fake. This is important to us as small-business owners. We have lots of people who are responsible for delivering on the brand promise on our behalf. We need to find ways for them to do so in ways that are authentic to their personal brands.
Part of your brand, Chris, is the people who regularly comment on your posts. That's both scary and exciting. If you are able to clearly communicate your brand differentiation, you'll attract people who are able to move that forward while being true to who they are.
Best.
William
www.williamarruda.com
Like many other commentors, my loyalty for a brand or local business has EVERYTHING do to with how connected I feel to that brand or the people who own the business. We all want to have a place (or two or three) like Cheers where "everybody knows your name." We're all looking for connection, friends, a sense of community & belonging. We're human - that's our nature.
I frequent local businesses that reach out to me in warm, authentic, uncontrived ways. There's the local coffee shop where I spend HOURS every week "working" even though I don't drink coffee. There's the little sandwich shop with slightly pricey gourmet treats that I visit at least once a week because the chef owner calls out a hearty, "Hello, Jamie!" every time I walk in the door. JUST BECAUSE. There's the local bookstore where the staff are always helpful and ready to put down what they're doing to discuss the latest releases or share a new title they're passionate about. These interactions matter.
And I think the same type of personal interaction can be translated to the online venue. I do facebook and twitter and have been called the "Email Queen" more than once. I appreciate people (like you) who make communications a two-way street ... even if you do down trying (which, btw, you won't ... because we'd all come to your rescue.) Some people seem to find the internet impersonal and something that lures us tech geeks away from the "real world." I disagree. I've made new friends, found new "real life" opportunities, and learned more about my own voice and mission just by spending time getting to know the people in my online network.
As I prepare to put some of my long-simmering ideas out into the digital world, I am eternally grateful for all the sincere personal interaction that's out there to be shared. The more we get to know each other, the better the world will be.
Thanks for all your work - love reading you!
First, the bartender at Applebee's knows his or her regulars. And even though you're not a regular, they extend the same courtesy to you, include you in the conversation as if you were one of the gang. They may not recognize you immediately the next time you walk in. But if that community aspect is true to their nature, they'll include you as they did the first time. Over the course of time, you to can become a regular. I expect their group of regulars grows and shrinks over time, it doesn't just grow and grow and grow.
Now, the scaling part. Their community is their neighborhood. They don't have the same relationship with the customers at Applebee's in Peoria. That's up to the bartenders at that Applebee's. Companies need to have those local representatives, not a select few who are responsible for an increasingly larger and larger group of customers that want to connect. At some point, that method of scaling will fail because the Comcast or Dell rep won't be able to relate to what is going on in your neighborhood, unless they are there too. I think it can scale if you have many communities that represent a network versus a single community that tries to continually expand its borders.
But also, it means taking care of employees. Employees, like customers, need to know that they are important to you at any level. Take the same points made in this article about customers and apply them to everyone in and around the company. Personal interactions and relationships are vital to success.
Love the thoughts on this! Managing large networks of people and making them feel they are important to you is a real challenge, even if your intentions are legit.
You have more connections on social media than the majority of us who comment here.
So how do you do it? Yes, there's tons of tools available on Twitter to help, but even with these tools, it's still difficult to get to every one. now take into consideration LinkedIn, Facebook and the like where there's not as many tools available.
What are some tips you would give for this? How do you manage your time between social media and other necessary day to day tasks?
Thanks!
@nateriggs
As a relatively new social media participant, sometime I'm going to have write a "Stages of Chris Brogan" post. Right now I'm at, "He likes me, he really likes me."
Just that feeling of hope is all that is really needed. Show everyone you really care and are trying and they will understand that you won't always keep up with everything.
Blogs like this are why you're so popular. Well, and that sharp intellect, but that's beside the point when you post such an insightful and caring article.
We care about you because you care about us.
Molly
Personally, I think this kind of attitude ripples out from the source and is as welcome as rain in a desert.
Please follow the link (http://thepowerofyardsigns.blogspot.com/) to see the rules and what is requested of those who have been tagged. It is an honor to be tagged... and remember, this is supposed to be fun as well as allowing others to connect to blogs of worth.
I've been reading your blog for a while now and this is my first time commenting. Just wanted to say thanks! and I've enjoyed reading your blog.
So I guess my question is this: Do you feel our love without our interaction? Would you really prefer the dynamic relationship (described above) with all of us?
PS: You are important to me :)
Too bad more people won't hear this message!
When someone places an order for a piece of art on my website, I send them a personal email to thank them and that I hope I can serve their needs in the future. I try to make the emails sincere and personal enough that the recipients realize that this wasn't an automatically generated message. (I think consumers are starting to get tired of being treated like "the masses", but I digress.)
Anyway, keep talking, more and more people will keep listening.
I live in the suburbs now, but in the different neighborhoods I lived and worked in in Philadelphia, I lived this every day. It becomes a habit and now, with this social media thing, it is quite easy to see where it works online and where it fails. Our Applebee's? Not such a great experience. The neighborhod/bar my husband and I ate on Saturday night. Amazing. That is the place we tell everyone about and return to time and again.
You're right it's about making people feel like they matter and treating them with respect. Social Media is like a party (Perry Belcher's analogy) and showing genuine interest and caring about the people you interact with is a crucial aspect of building relationships. This goes both ways online and off. It's not all about getting that sale. It's about building up relationships and if they turn into business great if they don't no biggy. They might refer you instead, or be a good resource for you in the future.
It's all about caring. Something many of us forget about.
Keep up the great blogging. I love the blog!
-Seth Goldstein
http//www.sethgoldstein.net
http://www.goldsteinmedia.com
http://www.twitter.com/sethgoldstein
I often point my clients to you as a perfect example of someone who interacts in a positive fashion with individuals within the social media market.
Thanks for always being a positive influence in our community.
Really enjoyed this post about Applebee's service and authenticity. They are thriving because they take the time to care, not just sell 'food'.
I gave you a shout-out during Mike_Wesley's live Ustream broadcast today.
Told the viewer's (about 41 give or take a few) to check you out...
Thanks for your kindness Chris, and demonstrating the 'long-tail in business' requires transparency and sharing what you have learned with the new media stream.
I'll continue to shout out your brand, because you make this process informative and fun!
Respectfully,
Nicholas Chase
www.twitter.com/nachase
So we need to be mindful that we are getting a snapshot, in a sense, and we must be wary of dishonesty, of course, but, that said, overall I think you'll find that people are typically themselves (to the extent possible given the medium) online, and that by examining the kinds of interactions, the writing, the "friend list," if you will, that it is quite possible to discern certain things about either a person or a company.
So, in sum, while we can glean information, and most of it will be useful, we must always be mindful of the limitations of the medium, and of the possibility of deceit.
Excellent topic. Thank you, Mr. Mayor. And uh, well, didn't think I'd really ever type this but...um... Way to Go Applebees. ok. yeah...sorry, it was a weak cheer.
http://jesseloop.blogspot.com
Imagine if Dell had an "official" Boston social media person who can represent Dell, but also be a local Bostonian. Start with the big Markets and work your way out. (Of course, region or state might be more cost effective)
I have the similar sentiment towards the stylist that cuts my hair. She's super sweet and just makes you feel welcome and comfortable. What shows this even more is that it's become infectious with the rest of her employees as they've the same positive, personable attitude. She makes me feel like family and I've told her that she's the best thing to have happened to the joint.
When we all think of people or organizations that touch our lives like this, they're easily recognizable and are hard to duplicate without true, genuine effort.
First - you would be right if every company out there and every customer out there thought they had to speak to Michael Dell, Steve Jobs, or Bill Gates themselves. But that can't be realistic.
Where companies win for their customers and succeed in building a lasting legacy is to empower their people to be little Michael Dells, or Steve Jobs, or Bill Gates...
It's like Jim Collins said in Good to Great, get the right people on the bus, in the right seats, and get the wrong people off.
The larger the organization the harder this is to practice, but I have been part of a "yeah I drank the Kool-Aid" culture before and know that you can be fanatical in empowering your organization to take care of your customers. Do I expect to keep everyone - NOPE! but will surely go down trying, and so did everyone on my team - that is to say - that worked for our company, because we are a team.
Warmest Regards,
Ken Stewart
Thank you for continuously inspiring and challenging us!
(And great restaurant, Applebees! Try the Crispy Orange Chicken Bowl, but with grilled rather than crispy chicken.) Now that's being nice!
I'm trying to get to know 'my world' a bit better and make the 'cafe type conversations' happen in my own backyard.
http://www.yelp.com/biz/cafe-luna-san-diego
This place is amazing!! It's right around the corner from me. I ate their for the 1st time last night. Let's just say that i'll be back because the food was great, the environment was beautiful, the presentation was impressive and the service was personal ... !! I know if i go their a few time's they will know me.
--
http://twitter.com/franswaa
Nice Blog.
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