Angela (the Bulgee Interview)

Finally got my chance to snuggle up next to the new account manger and traffic cop, Angela Scarbrough.  I charmed her and she opened up to me like a Louisiana crawfish.  Here’s how it went:

Bulgee:  Scarbrough.  Any relation to Chuck Scarbrough?

AS:  If you mean the newsman from New York, that’s Chuck Scarborough.  No relation.

Bulgee:  Right.  Some people say that handling traffic at dg is like trying to make a perfect Arnold Palmer.  Are you concerned?

AS:  No, I make a perfect Arnold Palmer.  Sometimes I add vodka.  Know what that’s called?

Bulgee:  Just because I have no lower half doesn’t mean I don’t get around.  It’s a John Daly.  I make my Palmers with Everclear.  Know what that’s called?

AS:  A Happy Gilmore.

Bulgee:  I like you.

AS:  I like you too.

Bulgee:  Know why they call me Bulgee?
AS:  Not sure that I want to know.

Bulgee:  Rumor has it you’re a black belt.  True?

AS:  Actually, I’m a purple belt in Kung Fu.

Bulgee:  Kick anyone’s ass lately?

AS:  Not lately, but I’ve been tempted.

Bulgee:  Let your imagination run wild.  If you couldn’t make it in the ad game, what lower level profession might you fall into?

AS:  I’d probably be a jewelry designer.

Bulgee:  Speaking of which, I like the necklace…and the bracelet.

AS:  Thanks, I made both pieces.  I actually make all the jewelry that I wear, and I’m learning to work with copper, silver, gold, wood, leather and other materials.

Bulgee:  I like leather.  We should have drinks some time, I make a great Happy Gilmore.

AS:  We should.

Bulgee:  Tex-Mex or Tapas?
AS:  Tapas

Bulgee:  Dancing or Bowling?
AS:  Snorkeling

Bulgee:  Rocky or Bullwinkle?
AS:  Bullwinkle

Bulgee:  Truth or Dare?
AS:  I'd have to know you better

Bulgee:  Favorite movie?
AS:  Mannequin

Bulgee:  Really?
AS:  No, I was just pulling your leg.

Bulgee:  That's cold.

Your Business Sucks

Offensive?  Yes, but it’s a fact of life.  Not that your business sucks, but that you simply cannot please 100% of your customers 100% of the time – whether your brand is the Ritz-Carlton, Rolls Royce or Ranch Doritos. 

Fear of criticism should never dissuade you from using social media to promote what you do so very well.  While it’s normal to want to have a social media presence where no one ever publicly complains about your company, the reality is that’s just not reality.  The concern being that bad publicity can bring you down in an instant.  99.9% of the time that’s just not true.  You’re not Chris Brown.  Your business is not about to get liquored up and make a scene at the Emmys or beat up a defenseless woman.  That’s just not who you are. 

The type of exposure your business is more likely to encounter online is a complaint from a customer who had a bad experience, which in no way defines the common experience with your brand.  How your brand publicly handles a reasonable complaint will strengthen your reputation - demonstrating confidence, competence and compassion (we call it the three “r” s).

 

A recent example is from a local restaurant client with an exceptional reputation, receiving an angry facebook and twitter posts, from a disgruntled guest.  One day later, the customer was astounded to receive a phone call from the owner of the restaurant, who apologized and made the individual a very nice offer to return, with friends, as a personal guest of his.  The previously unhappy guest then took it upon herself to post an update on facebook and twitter − rescinding accusations, explaining the misunderstanding and providing glowing testimonial for the restaurant, its owner and staff.  Weeks later, she continues to be a vocal advocate for the restaurant via social media networks.  

Perhaps it’s the complaints made privately that should concern us more than those made publicly. This is where social media really earns its keep in helping manage your reputation. By offering a public place for customers to vent, it allows you to do something about it. Without that channel, unhappy customers are free to undermine your reputation without you even seeing it. 

  

When it comes to social media and complaint handling, here are four tips:

1. If a reasonable complaint is voiced publicly on a social media platform and you have the ability to satisfy the customer, address it publicly and do so.
2. If an inappropriate complaint is posted to your business’ facebook page, delete it (and most often ban user at same time) – remember that this is your property and you don’t have to allow someone to come in and mess the place up – On twitter, you are best served to ignore such a complaint.
3. If the details surrounding a compliant are not clear, provide an email address and/or phone number to handle privately – Often, a satisfied customer will post an update online to communicate their pleasure in being heard and addressed, and an accompanying testimonial is likely (remember, they’ve already demonstrated interest in your business, so you’re half the way home).
4. “Expect the unexpected” – this phrase makes no sense, you cannot expect the unexpected.  But, do your due diligence to brainstorm about what type of complaint you could conceivably receive and have a game plan ready for a quick response.  Responding timely is half the battle, indicating that your business is listening, demonstrating a commitment to customer satisfaction.

When you have a brand that consistently does its best to do right by people, you need not shy away from the opportunities afforded by social media participation.  Go out there, engage your fans and have some fun too!

Transparency

One of the seemingly more exciting benefits promised by social media is transparency.  How titillating! Going behind closed doors, and effectively closing the gap between the informational haves and have-nots.   But, if the early rounds of this social media experiment have taught us anything, it’s that transparency and TMI are intimate dance partners.  Like anything that’s inherently good, transparency has the ability to turn bad (then good again - like Luke from General Hospital).  But just because you get a stomach ache it doesn’t mean you stop eating chocolate bunnies!  Transparency is of serious value to your brand when done right.  Hence, we’ve established our list of six rules for making transparency work.

Rule 1:  Be honest – This might sound crazy – “of course we’ll be honest, that’s what transparency means.”  Not so fast hot shot.  Sure, transparency starts out as an honest play, but next thing you know, you’re manipulating the entire process to show how great you are “behind closed doors.”  It’s not you, it’s human nature, but if you really want this thing to work, commit to giving away some honest trade secrets and maybe even answering some difficult questions publicly.  

Rule 2:  Use sparingly – Transparency is like brining a turkey.  Just because it works doesn’t mean that you should start brining everything (you know, there’s a strong link between sodium and hypertension).  This brings up the TMI element.  Quality transparency is appreciated more when it’s provided in proper frequency.  Less is more.  If you post pictures of your conference room meeting every day, it’s boring.  If you show a picture of your conference room being used for Friday afternoon cocktails, that’s interesting.

Rule 3:  Break some news – Hired!  Promoted!  Fired! (careful with this one) New! Better!  Smells Great!!!  You get the idea.  

Rule 4:  Promote – Who say’s that transparency can’t be honest and also self-serving?  Received the new customer reward cards – show it to your online community first.  It’s letting them in on something new and also spreading the word.  A win-win!  Popular inventory items go on sale – give your online fans first crack.  That’s “behind the scenes” and we all love to see it first.

Rule 5:  Put it to a vote – Take a chance.  Give your online community a say in creating a new policy.  Give them options to vote on and be okay with each choice.  Gain big points on being real, honest and transparent.  It’s also a good way to promote and get buy-in. 

Rule 6:  Make time for “real time” – Most people understand that while social media creates the ability for real time exchange, schedules often do not make such allowances.  While there’s nothing wrong with communicating in “near time,” having periodic exchanges in real time can be powerful, as transparency is built in to the timely engagement.  Schedule a twitter chat or host a conversation on the company’s facebook page to create a simple event designed to engage the audience.

When done right, transparency creates engagement and empowers an online community.  It’s also great for getting the word out.  Like everything else, doing it right takes commitment and thoughtfulness. Have we made ourselves clear?