Using Facebook Banner on page effectively

Facebook’s new timeline for Pages has created quite a wave! Some have welcomed the move and some are frowning and a whole lot of people are still puzzled how to react to the change. I welcome this move and specifically love the huge Facebook Banner that the new timeline allows! Banners are opening up a whole lot of opportunity for marketers to express their creativity on Facebook Page and bring more value to their fans and target audience. Here are some tips on creating effective Facebook banner:

ARE U STUCK WITH WEB 2.0 MINDSET? most companies are still stuck WITH web 2.0 mindset and are using the banner as they would use in a website; to communicate their brand promise or about their cash cow products. Facebook has largest percentage of active users and people follow newsfeed very regularly and therefore Facebook is all about NEW! One cannot put a banner and leave it for the next generation to change! However one could use banner to communicate corporate brand but should continue to bring new photos to do so. Therefore banners should communicate fresh ideas all the time and serve a business purpose. Below GE has shown its office but I feel GE could have better utilized the banner by communicating a purpose by using text in the banner.

FACEBOOK IS A SOCIAL PLATFORM, REMEMBER? Being social also means being helpful. Therefore the banner should not be used to JUST communicate company’s identity or acheivements, it can and should only communicate value/benefit to the viewer! Its matter of perspective! Perhaps good use of banner is to communicate new launches, special deals, offers, innovative ways of better using the product, etc. Apple is using their banner to show their new product release iPad3.

THEME BASED MARKETING IS BACK IN FASHION! companies could create monthly theme for marketing and could use the banner to drive the theme among the fans. Theme based marketing required dedicated efforts and is fundamental to the way marketing chooses to operate. Therefore it is not easy to adopt this way but smaller sized organisation could find ways to select theme for a month and market their product based on the theme. Here is one example of theme based marketing undertaken by old spice:

Having discussed ways to use Facebook banner effectively, here are some ways that are NOT the right methods:

SHOULDN’T MARKETERS USE EVERYTHING TO COMMUNICATE SOMETHING? Not using the banner to communicate a point sufficiently and clearly is wasting a precious scarce resource that marketers cannot afford! If using some text is the solution.

Isn’t not putting a banner at all a crime?

Some of my own creations are below, these may not be the best but have:

  • Call to action
  • Benefits
  • New Product/Service

I would also like to share an excellent example by Samsung! These guys are doing wonderful job on Social Media Marketing!I

I welcome more suggestions on innovative ways of using Facebook Banners. Please share your ideas.

Service Recovery Model for Better Service Satisfaction

Service recovery refers to the actions an organization takes in response to a service failure. In other words, it’s a bundle of resources that an organization can employ in response to a failure or to prevent it. Recovery management is considered to have a significant impact since customers are often more dissatisfied by an organization’s failure to recover than by the service failure itself. Therefore well-executed service recoveries are more important for enhancing customer satisfaction, building customer relationship, and preventing customer defection.

In order to create a model for service recovery, one must understand the concept of perceived justice.

Distributive Justice:  When a customer suffers an economic loss, compensation should be in terms of economic benefit.

EX: If a customer walks into a hotel; hands over his car for valet parking and the driver dents the car by accident then this is a service failure. The customer has suffered a financial loss. Thus the hotel should bear this financial loss. An apology note will not suffice.

Procedural Justice: Once a service recovery is alerted, what means are employed to resolve conflict? Speed of justice is an important parameter here. Appointed of impartial judges not connected directly to a firm could be procedural justice.

EX: If a customer walks into a restaurant and a waiter accidentally drops something on customer’s dress then the customer has suffered material loss but more importantly prestige loss. In such case if hotel replaces the dress of the customer then it will NOT be justice. Hotel must address the prestige loss by perhaps public apology then and there and perhaps offer a new dress.

Interactional Justice: Manner in which information is exchanged and outcomes are communicated. An apology or social response is a method of interactional justice. Initiation of service recovery could also be considered interactional justice.

EX: If a customer loses his property in a hotel then manner in which the issue is managed and perhaps item recovered is interactional Justice: Having people to investigate, lodge police complaint ( thereby brining 3rd non particle party) and perhaps helping investigators.

Implementation:

Post creation of service blueprint, companies must find every possible failure and rate it on the above three point to find which type of harm has been caused and what is suitable remedy. Once this framework is ready, it should be institutionalized to ensure Interactional Justice and every breakdown must be precisely managed the way it is required.

Adequate budget should be allocated for service breakdown and authority should be decentralized to point of contact of customer to ensure highest level of customer satisfaction.

I hope this blog impresses one on creating a service recovery model for their company!

Good discussion on linkedIn: http://www.linkedin.com/groupAnswers?viewQuestionAndAnswers=&discussionID=79559959&gid=74793&commentID=60105320&goback=%2Eanb_74793_*2%2Egmp_74793%2Eamf_74793_134903684&trk=NUS_DISC_Q-ncuc_mr#commentID_60105320

Participants of Customer Satisfaction Surveys

Participants of Customer Satisfaction Surveys

Buying centre analysis is a well established methodology practiced by sales personnel around the globe to convert prospect (target company) into customers. In this methodology, sales personnel analyse buyer organisation’s stake holders involved in the sale and classify them into influencer, decision maker, user and gate keeper. However post sale the analysis hibernates in some remote corner of the sales personnel’s laptop.

Customer satisfaction surveys are done by most organisation but several many of them are done in a shallow way. In several cases the survey is addressed to the decision maker and not to the influencer or the users or the gate keepers. Aim of this blog is to enumerate the benefits of involving users, influencer and gatekeepers in customer satisfaction surveys.

If a company has decided to pursue buying centre methodology as a sales strategy, then it has subscribed to the ideology that purchasing decision is made at many levels and is affected by many people. The company takes the responsibility to ensure favourable outcome of a sales pitch by taking positive steps to satisfy each stake holder of the sale; influencer, decision maker, user and gate keeper.

Sales organisations often get back to each one of these key personnel with an objective of upselling or cross selling or ensuring repeat purchase. However if a company doesn’t collect data on satisfaction of each of the key personnel then sales runs the risk of failing in its objective. Thus clearly the first benefit an organisation enjoys by involving all key personnel is that when they go back with a request, it most likely be granted!

Management guru Peter Drucker quoted, “Because the purpose of business is to create a customer, the business enterprise has two—and only two—basic functions: marketing and innovation. But why are we discussing innovation in a blog on customer satisfaction? Well the answer is: it helps in determining where to direct the resources and dollar! Great products have failed in market because they weren’t sold. Providing products that are perceived great not just by users or decision maker but by all key personnel collectively would be sold more easily, thus ensuring success. Thus when making the critical decision of where to put critical resources and dollar for innovation; see where the bottle neck is by seeing who is most disappointed!

Hoping the above has impressed you to include influencer, decision maker, and user if not the gate keeper… I would like to provide a framework that would help include the key stake holders in CSS.

If any of you want to learn more on this, feel free to contact me at badriravi@in.com