Use a listening tool such as Expion, Radian6, Vocus or Trackur. It can be as simple as setting up a Google Alert or using keyword search on Twitter. There are some great tools out there to help you keep up. You need to be paying attention to what people are saying about your brand and industry online. Here are the four steps to create Brand Endearment. You will miss the chance to engage with the happy ones and create brand evangelists. If you only pay attention to your customers when they are angry, you are only going to have angry customers publicly. There weren’t hundreds of mentions of the product, actually none other than mine that day. I was very impressed with how great they were after the problem, which confused me as to why they had no response before the problem. We went on to email and their CEO was apologetic and very efficient at processing the refund for my purchase – but not before the issue was shared publicly online. The case had been expensive and instead of making my travel more comfortable, it was more difficult.īecause I hadn’t built a connection to the company, I had no problem voicing my issue publicly. I couldn’t wait to throw the thing out and use my old suitcase again. By the time I had finished my trip, the front pocket zipper had broken (It wasn’t over-packed by far). It tipped over when I let go of it for a moment to take off my jacket. However, by the time I’d reached security at my first airport, I was already frustrated with my new suitcase. I took my new suitcase-of-awesomeness, packed it up for the trip and away we went. I gave them an opportunity, and shared my excitement about their product, but I wasn’t sitting around waiting for a response. Or, if they were, they weren’t interested in talking with me, or the other would-be customers putting up their hands.Īt the time, I didn’t think too much about them not replying. As businesses we are quick to reply to angry customers, but often leave happy ones hanging. Love them.) This is an opportunity for engagement that is all too often ignored. (I still remember my first reply from the brand, Cirque du Soleil. It’s not to say when we compliment a brand we have to get a reply, but when we make an effort to include the Twitter name, it shows we are including you in the conversation. When would-be or happy current customers mention your product or service, they are putting up their hands for a high five. You know who didn’t join in though? Genius Pack. Travel, and anything to make it more comfortable, is a popular topic on Twitter, and the tweet lead to a great conversation. Ultimately the dedication of people who worked with me and believed in the potential of this session, Karen Rumbidzai Chikonzo, Panashe Dylan Beke, Jackson Ndavambi, Derby Tendai Matoma, Roy S Kariri, Nyashadzashe K., Takudzwa Brendon Gwenje, Preach Viya, RODNEY MUNEMO, and ANISH CHOWDHURY.A bunch of my followers jumped in and replied, some of who were also looking for suitcases. The support and partnership of organizations like THE LA INITIATIVE, Enactus, and Youth Vision Overload. The success of this session owes a lot of gratitude to the guidance and support I received from Aziz Tworo Olatomiwa OLUSESI and Yousra Mshmsh. Most importantly, this platform amplified the voices of young changemakers tackling different social problems. During our session, we had the privilege to hear the impact journeys of trailblazing social entrepreneurs like Tadzie Madzima, the founder of Ignite Youth Organisation, and Kumbirai Chimkupete, the founder of Umojalands Private Limited. This view coincided with the work I was accorded the opportunity to do through the support of Peace First's impact room session platform, which is a platform where young changemakers within our regions connect, share their stories and experiences, exchange opportunities, and explore ideas for social innovation within their regions and beyond. The most excellent depiction of impact I have heard is "Everyone has a voice your duty when given the platform is to amplify the voices least heard from", I have my classical social theory lecturer Enock Mandizadza to thank for that realization.
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