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As we’ve covered many times in the Koozai Blog, social media can be a force for good publicity just as easily as it can be for bad. A lesson that United Airlines executives must now be learning the hard way.
There are some people who will reluctantly accept bad customer services, then there are others who will write letters to show their disapproval, and finally there are those who pick up a guitar and video camera to sing a song to distribute through YouTube; people like Canadian musician Dave Carroll for example. His initial ire with unhelpful customer service officials over damage inflicted to his treasured guitar has spilt out into a global phenomenon.
The initial song, United Break Guitars, from a proposed trilogy of airline angst related tunes has amassed over 3.5 million views. Whilst Carroll has since been offered the compensation (which he rejected) it has proven to be a huge public relations blunder, wiping of 10 percent of the company’s stock value in the process (a purported $180million no less!)
Fortunately not all mistakes are magnified to quite this extent; however, in the modern world where communication is so free and accessible, greater emphasis has to be put on how you deal with customers. Whether you’re a large airline company or a small Ecommerce firm, you can’t afford to have major lapses online or off.
Social media has the power to transpose a small story into a major one. Yes, you can use this to your advantage with positive reviews and equally affirming news stories, but never forget that there is a flipside so always be prepared.
In today’s multichannel world, there are mountains of data which provide insights into how users have interacted with your business and their path to conversion (or non-conversion). It is important to understand performance with multichannel marketing, which can be achieved through attribution modelling. Attribution refers to assigning credit to something (a channel, touchpoint, etc.) for the role it played in the final conversion. An attribution model is a rule, or set of rules, that assigns this credit correctly to the right channel or touchpoint.
For a long time, Bing, the UK’s second-largest search engine, has been underappreciated and, in some instances, even ignored. Often regarded as the inferior search engine to market leader Google, Bing has historically struggled to appeal to many in the digital world. Most PPC analysts would give justified reasons for neglecting Bing for so long; these include the volume of traffic and the user experience just not matching up to Google. However, the validity of these assessments is now diminishing. Bing has grown and improved rapidly in the last couple of years; if you are not integrating it into your comprehensive digital marketing plan, you run the risk of missing out on a large portion of your chosen market and significant revenue.