Fitbit’s Dedication to Helping Their Customers

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Fitbit has a twitter account specifically for customer service questions and responses. They use the account @fitbitsupport. They take questions, comments, and concerns from customers on this account.

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The specific request above was a standalone request. The customer was having a technological issue with their fitbit, and needed advice on how to fix it. The company’s response was genuine and original, as all of their responses are. They addressed that persons issue with directions on how to fix it, and even added to “let us know how it goes!” The reply was very personably and sincere, which I am sure the customer appreciated.

@Fitbitsupport seems to reply to all customer questions or comments. They provide whatever information the customer needs whether this be just general interaction, directions, a link to more information, or an email address because the problem will take more interaction then you can have in 140 characters. Fitbit support does a great job of responding to all their customers. They have a 100% response rate when looking at the last ten responses and questions. They also reply relatively quickly to all of their customers. Fitbit was taking anywhere from 20 minutes to 3 hours to response and hold a conversation with the customers directing questions at them.

Distinguished Lecture by Professor Cohen

Professor Cohen’s Distinguished Lecture discussed the commonalities between car crashes, train crashes, and Social Media (fails specifically). I liked the analogy between the three different topics because they are all true, but something I had never thought of before.

 

When discussing car crashes Cohen had two explanations for why people have to get a peek at what happened. The first reason was that there are a lot of risks in life, but this is one way to get really close to a risk but know it is not you. The second reason is that it provides a sense of safety to those not involved. We all hope that everyone involved is okay, but are glad it wasn’t us.

 

Social Media has changed how brands approach marketing. “Brand” is not an external thing; it is how someone feels about a brand. Simply a brand is the feelings it creates within people. In society we tend to associate a brand with the logo, and think of the brand when we see the logo. This shows that when we see a logo we think of the brand because of the feelings that the marketing has made within us.

 

The approach has really changed when brands approached Social Media because brands want to create feelings within people that “they are human too.” Brands want to be more human, so they are able to better connect with prospects and customers. One way that brands has started trying to make themselves seem more human, is through blogs and social media responses.

 

Cohen had a great analogy with Social Media fails and train wrecks; when people and companies are failing off the rails, it is so terrible people just can’t look away. The company, people, and brand are crashing and burning so bad that people just feel and increasingly strong desire to watch.

 

Social Media fails have taught us that when some brands have tried to be human, they have turned out to appear way more human than what they intended. They catch themselves being apart of conversations just like a normal human, and sometimes we say things that are controversial or out of instinct. This is where “being human” comes into play. Since these brands are being more human mistakes happen. Companies are trying to response to tweets or things happening in the world to seem human, and then they take action or say things that they normally would not.

 

The analogy and relation between car crashes/train wrecks and social media fails really make everything click for me. I have always been a nib nose when it came to crashes but I never knew why. The analogy allowed me to realize why it is natural for us to feel the way we do about crashes, but also allowed me to make the end connection with social media fails.

Rainn Wilson Inspires the Ball State Student Body

I had the honor of attending Rainn Wilson’s lecture on Leadership on Monday evening. Leaving his lecture I could help but feel inspired. I also left with a lot of thoughts on my mind.

Rainn grew up in Seattle, Washington raised by his parents. He grew up in a Bohemian home. The Bohemian lifestyle taught him that all men and women are equal, that the human race is essentially just a huge family, and that all races are “just colors in a garden of flowers.” It was apparent that Rainn truly understood and appreciated not only life, but also the differences in cultures and societies.

Rainn left his home of Seattle, Washington to attend acting school in New York. While in New York he rebelled against everything he knew just trying to dive into art. He thought that through art and theater he would be able to change the world.

One great lesson Rainn learned, that I feel is applicable in our lives, was the lesson of happiness. He talked about how the biggest myth in our society is that if you set a goal, and then reach it you will be happy. I had never thought of happiness in this light, but when I look at my life I think that I believed that is what made me happy. Rainn’s lesson on happiness really opened up my eyes to what happiness is really made of.

Rainn realized that he had reached all of his goals, and had everything he had wanted in life but still wasn’t happy. There was something missing from his life, and he decided to go on a journey to figure out how to fill the whole. He decided to take a spiritual journey to figure out if there truly was a creator. Rainn took it upon himself to research all cultures and religions. He found that while he respected all the other religions, and learned a lot, he felt the Bohemian lifestyle aligned best with his person beliefs. This was inspiring to me because he went out of his way to find his own joy not through a goal, but because of a hole. He tried different things, and probably stepped out of his comfort zone, to find the best fit for him. I think this is something that we all can learn from.

What inspired me the most was his passion for SoulPancake. Rainn’s passion for SoulPancake inspired me because I have always wanted to start my own business. Rainn took his love and passion for helping people chew on life’s biggest questions and made a business of it. He has embraced creativity, spiritual activity, and kid president to inspire people and bring joy to their lives.

Gatorade Targeting a Mobile Audience

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Gatorade has done a great job of ensuring their Twitter and Facebook accounts are mobile friendly. Their profile and header images seem optimized for the small screens viewed by mobile users. While the accounts could have originally been designed for laptop or desktop usage, they have been redesigned to adequately serve the mobile market as well.

All images, videos, and links provide the customer with high quality products whether the customer is viewing the information via laptop/desktop or on a mobile device. The links and videos provided all direct the customer to the correct site that is mobile friendly. ThIMG_1475rough the content on their accounts, it is obvious that Gatorade is serving a mobile audience.

Overall Gatorade is paying a great deal of attention to their mobile market. They have ensured that the mobile audience has access to great images, videos, and other information (via links). Gatorade is paying a great deal of attention to their mobile audience to ensure their social media efforts are applicable to their large mobile audience.

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Powerade #PowerTheWorld Campaign

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Powerade is a sport drink product produced by Coca-Cola. The drink is made to help quench thirst and replenish the body with carbohydrates, electrolytes, and other minerals. Powerade has a world presence and their biggest competitor is Gatorade.

Powerade’s target audience consists of young males with an athletic mindset that are goal oriented. For our campaign we want to build on their existing market. We want to reach their current market, while also hopefully spreading some awareness to females as well.

We have designed a campaign that we will be calling Power the World (#powertheworld). The purpose of this campaign is to create more awareness of the product, and engagement with the company. We will be using current customers to help create more awareness of the product. We believe, after referencing data on Adweek, the best platform to use for this campaign is Instagram.

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The campaign is going to consist of customers taking pictures of themselves around the world drinking Powerade using the hashtag #powertheworld. We will be re-posting pictures that stand out to us. We also plan on selecting one winner a week. The winner will be selected upon the creativity and quality of the photo. Powerade will send the winner coupons for Powerade product.

The campaign will specifically target young athletic males and females that are goal driven and will be measured by the number of hashtags. The idea is simply to get customers to engage with us, while using the product, on social media. We plan on starting the campaign in March and running it through the end of June.

Powerade needs to encourage posts right off the bat and to do this we will be creating some posts. We plan on utilizing athletes and regular people posing around the world with the product. For example we may have someone running on the beach with the product. Another post could have someone hiking in the mountains with a Powerade. A third example could be someone laying at the pool with a Powerade. All the posts will use the hashtag #powertheworld and our posts will contain a link to our site for more information on the product.

We plan on having some traditional advertising to assist the social media campaign. The traditional TV advertising will be along the same lines as the Instagram posts. We will show several different people doing different activities drinking powerade (different race, ethnicity, and sex). Then to conclude the commercial we will have them all standing together saying “Together We Power the World.” The hashtag will be displayed in the commercial as well.

Powerade has a presence on Instagram, but not a huge presence. They have posted recently, but there are some gaps in the timing of their posts. For the amount of followers, they have low engagement. We will measure the engagement through the amount of hashtags, likes, and comments. Yet, we will be putting priority on the measurement of hashtags. We expect that by our customers participating in the campaign we will create more awareness through social media. This will help us reach more people. We will be able to see how many times Powerade products are appearing on Instagram by the number of hashtags.

Powerade will need one person to manage the Instagram account. This will include posting daily, responding to customers, and selecting the winner each week. After the winner is selected they will be responsible for getting the coupons to the individual. We will need about a several thousand dollars to create the commercial. We will hopefully be able to use pictures from the commercial on Instagram to reduce costs. Lastly, the tools needed are slim, as they will just consist of technology and product.