Casey Cheshire

In a previous post, I introduced my two Twitter lists which identified the superstars and blooper-stars of Corporate Social Media.  These follow on posts detail how a company has earned it’s place on either lists.

A recent Domino’s Pizza television commercial really impressed me.  The staff of the mega-chain acknowledged the complaints about their pizza.  After coming clean, they introduced a little wow-factor into their new pies.  Extra love on the crust, legit fresh ingredients, and more.

Great job on the campaign and great job with social media.

We ordered pizza the other night and wanted to give Domino’s a shot at it since their “makeover.” It turned out great!  Today, I sent them a message about their great job:

@CaseyChesh: @Dominos Good job with the Pizza Upgrades!

Six minutes later I received a response:

@dominos: @CaseyChesh Thanks so much!

Excellent use of Social Media and it’s more than a quick response to a compliment.    It shows that they’re actually listening.  I feel confident that if I had issues they would have easily been cleared up.  Literally, Social Media, done right, is as simple as this.

In the highly competitive pizza world, Papa John’s started making waves with taste and freshness.  It became trendy to order that over the “old expensive standard.”  Domino’s is quickly regaining the trend points with excellent use of technology (Pizza Tracker) and now, a Social Media win.

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• Domino’s mea culpa and America’s pizza passions (time.com)
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• Let Social Media Pick Your Pizza (searchengineguide.com)

The entire world is abuzz with videos and commentary about the new Apple iPad.  There was quite a bit of speculation before it came out, much of it surrounding the name.  I’m not usually one for following the crowd, but I’ve decided that not writing about it just because the entire world just doesn’t work.  So I’ve decided to allow myself 5 minutes to inspect, think, and ponder about the Apple iPad.

Image by Getty Images via Daylife

The Name

A lot of people are disappointed with the name.  iPad? Lots of jokes go towards that.  And there’s a hilarious video of Hitler Responding to the iPad Release.  Long story short, he didn’t like the name either.  I think a lot of the let down with the name is that most people, myself

included, expected the name to reveal the future of computing.  Like watching monkies use bones to fight in the movie 2001 Space Odyssey, we all wanted the (iPad) to land on Earth like a gigantic monolith of futurism.

iPad makes too much sense and was probably way too obvious looking back on the situation.  Everyone called it ‘the tablet‘ during the speculation phase.  A part of me wants Apple to respond to that and call it the Apple Tablet.  Some thought “slate” but that’s too stark/dark.

iPad is a big iPod. Okay I get it.

The $499 iPad

I don’t think I need one.  It’s that simple at face value.  My iPhone totally rocks, and I’ll take AT&T’s weirdo network if that’s what I have to do to use it.  My home laptop is a PC I got a few years ago from Circuit City (Best Buy had bait & switched me.)  I haven’t transitioned to any larger Apple products (yet?).

So it can be an e-reader/book/magazine.  I can’t see it saving the print industry, but it’s still early.

A clever friend of mine in Boston brought up the point that releasing the technology will allow users to come up with new ways of using the iPad.  Cool way of looking at it- time will tell!

5 Minute Conclusion

In short, I don’t need an iPad right now.  Either that or Apple/My Influencers haven’t convinced me of this need.  I won’t be buying it today, but I don’t think I’d be opposed to receiving a free one.

It’s a large iPod and won’t fit in my pocket.  It’s also bringing us one step closer to the 3 screen idea: small, medium and big screen.  I’ll write about that next.

Related articles by Zemanta

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In a previous post, I introduced my two Twitter lists which identified the superstars and blooper-stars of Corporate Social Media.  I also invited everyone to send me suggestions- and send you did!  This report, however, is of my own personal experience with Panera Bread (@PaneraBread).

This was a tough one!  I am a huge fan of Panera’s “Pick Two.”  I always get the Grilled Chicken Caesar and the bowl of Broccoli Cheddar Soup.  It’s quite literally my quintessential lunch, and I’m the Mayor (on FourSquare) of my local Panera. For those not on FourSquare, it means I go there too much!

So what happened Casey? Nothing major, nothing dirty or disgusting.  I called in on my way and got lunch to go.  Did the Pick 2- of course!  And while the soup was tasty, this is what my salad looked like:

Click here to see a larger image.  From my CSI photo with pen for measurement, you can see that the Chicken Ceasar Salad should have a small “c” for chicken as there is barely any there!  This is not routine for dining at Panera Bread.  When eating there, my salad bowl is full of goodness and yes, Chicken (capital C!).  I have however noticed that the take out salad is usually a bad value.

Normally I just put up with the salad’s issues, but this particular day the chicken was so spare (and thinly sliced) that I decided this is it! Rather than call up and complain, I had previously found & followed Panera on Twitter and decided to use Social Media to inform them.

I took a photo with my iPhone, uploaded it to TwitPic, and Tweeted:

@panerabread my chik cea salad frm Nashua makes me sad. And I’m the mayor! http://twitpic.com/x2mbs

Would you like to see the response I got?

Their response was:

What was that? You can’t read it?  I didn’t type it?  Oh, so sorry!  Here’s a graphical version:

No, they didn’t send me a t-shirt.  They didn’t respond at all.  Crickets! Chirp chirp.

I wasn’t mean, didn’t demand a refund, and actually took the time to take a PHOTO of something they should probably fix.

For their lack of response, Panera Bread earns a Social Media Fail.

Let that be a lesson to all of those responsible in Corporate Social Media.  Twitter is all about a 2 way conversation.  If you don’t want to hear from your customers- and respond back, stick to your print mailers and avoid Social Media.  Because it’s not about what you say back as much as it is about you responding at all.

This blog is a second test of Panera’s Social Media program.

Nothing would please me more to hear from them because they saw this article- which means they’re out there, and listening.  I’d be happy to take them off the fail list and post an update.  But until that time, until you see an update below these words, Panera Bread will remain in the list of companies who have failed at Corporate Social Media.

If you work with Google Analytics on a daily basis, I highly recommend you review the suite of training presentations at Google’s Conversion University.  Depending on how familiar you are with Google Analytics, you might find most of the information a review, but I’ll bet you money that you’ll learn something new.

The presentations are succinct, clear, and organized.  They’re an excellent free resource for online metrics.  Remember, you can’t improve your online analytics’ ability to drive smart decisions if you don’t fully understand the capabilities available to you.

Some super techie things I learned more about in Google Analytics:

• Advanced Segments are AWESOME! They’re designed to be a quick & easy solution to isolating segment reports.  You can do this same thing with additional Profiles but you’ll be creating tons of filters, waiting for new data, and permanently filtering raw data.  And we know that…
• Once you filter data, it’s filtered baby! No turning back.  It’s like enlisting with the Marine Corps or jumping out of a perfectly good airplane.
• Sub-domains? Multiple domains? Bring it!  There’s nothing to be afraid of with modifying Google Analytics code.  It’s very intuitive and the references for changes are thorough .
• There are reports you haven’t even dreamed of… Yes I had not even imagined they existed, but they do!  One of the best parts about going through the Conversion University presentations for the Google Analytics Individual Qualification is that it get’s you out of your daily usage ”comfort’ zone.  My advice? Follow along! You’ll be having “ahah!” moments just like I did with filter, segment, and custom report ideas.

Don’t just casually go through the presentations.  That’ll invite relaxed learning, and yes… MULTITASKING.  Try your best not to check your email (or Twitter) when watching the presentations.  I’d suggest simply following along and your best zone-in music on iTunes.

This certificate is the bonus to your goal of gaining a stronger background with Google Analytics.

The online test to qualify can be taken at the Google Testing Center and costs $50.  Happy Google Analyticaling!

A company that executes a brilliant Social Media plan and generates 2-way conversion with its customers is a beautiful thing.  These companies are riding the Awesome Wave of the Future.  Done right they’ll convert a little bit of effort into a supersaturated sales & branding brew.

Done wrong, Corporate Social Media makes you, at best, look like a 3rd grader with crayons drawing building plans for a new bridge and at worst look like you’re out of business.

Recognizing these victories and defeats out in the Social Internet, I have created 2 Twitter lists:

• http://twitter.com/caseychesh/social-media-win
• http://twitter.com/caseychesh/social-media-fail

That’s right, in my subtle labeling, you either win or lose.  Even though there are varying degrees of each, let’s seek simplicity and go with pass/fail.

In business you’re either doing it right, or you’re costing someone money.

Over the next several weeks I will be highlighting the elements that earned each listed company it’s place in fame/shame.

If you have any companies you’d like to see added to the lists please let me know by either commenting on this post or @ Reply me on Twitter.