Perceber o jornalismo online
Quase uma década depois de aparecimento das primeiras redes sociais (facebook tem 9 anos, twitter 7) e após alguns anos de uso intensivo destas pelos principais órgãos de comunicação social, era de esperar que jornalistas e editores já tivessem interiorizado o novo significado da palavra “notícia”.
Se antes do aparecimento das redes e do consumo instantâneo de noticias, 24h era o prazo aceitável para comunicar algo, nos dias que correm os leitores exigem imediatismo. Reformulo: para os leitores, não é aceitável serem informados pelo jornal “x” de um acontecimento que foi noticiado pelo jornal “y” duas horas antes, A menos que a notícia do jornal “x” traga novos factos e novos pontos de vista. Traga novidade.
Dou como exemplo recente a fotografia que Oprah Winfrey publicou no seu instagram, onde se pode ver a famosa apresentadora de tv americana a comer um hot dog com o nosso Diogo Morgado. Às primeiras horas da manhã apareceu a primeira notícia online a dar conta desta fotografia. A meio da tarde, ainda havia jornais a publicarem a mesma foto, com a mesma informação: Oprah come hot dog com o nosso hot jesus.
Eu percebo que os jornais queiram usar os temas quentes da actualidade para ganharam visitas e leitores, mas para o público a que se dirigem - consumidores do online e das redes sociais - a meio da tarde esta noticia já não é novidade, mas sim spam. Perderam o comboio e só de tarde puderam fazer este destaque? Ok, mas por favor acrescentem algo novo para merecerem a nossa atenção.
The world’s first-ever fashion week started where? Paris? Wrong! It was in New York, during World War II, and was staged to provide American journalists an alternative to the French fashion world, then subsumed by German occupation. It ended up…
A curious fact about fashion weeks: “The world’s first-ever fashion week started where? Paris? Wrong! It was in New York, during World War II, and was staged to provide American journalists an alternative to the French fashion world, then subsumed by German occupation. It ended up jumpstarting an American fashion scene, and growing into an international giant: New York Fashion Week, which begins today, is expected to attract over 100,000 people to Manhattan.”
Nice and smart experiment by Duval Guillaume to prove that newspapers still have their reason to exist. On behalf of Newspaperswork, the marketing platform for all Belgian newspaper publishers, they gave three top advertisers a free ride in a chauffeur-driven car. This way the three executives would have the time to read the newspaper on their way to work. No matter how hard the agency tried, seems like there was no way to distract them.
When a good after sales service make up for a bad purchase experience
Cars. We love them and once we get used to have one we can hardly imagine our days without a car. Most of the time we only have to be concerned about gas, oil and inspection.
But once in a while comes that time when we have to open our wallets. For news cars, it begins with the replacement of the timing belt around the first 90.000km. I speak for myself. I own a VW Golf, it’s a wunderful car made to last for many years. And it’s only 6 years old so in this kind of service I prefer to spend a little more and go to a mechanic certified by WV.
For two reasons: I have the guarantee that they will only use genuine manufacturer parts and accessories (at least we hope so!) and that they know the car like no one else. Also, I expect an excellent service here, because they represent a powerful brand and want to keep to be seen like that.
So, last week was the time when my bank account got a little less heavy. I ordered the timing belt change and asked them to check my front breaks. Any other problems they could find, they would call me to see if I would want the service or not.
And now I’m going to tell you how I got furious by the end of the day, convinced that they had lost a costumer and how an excellent after sales service convinced me otherwise.
When I went to pick up my car, the bill was 70€ more than the initial price. When I checked, they repaired not only the front breaks, but also the back ones. Without asking me if I wanted! What really made me angry was that they had call me after lunch to see if I wanted to change the windshield brushes, something that it much more cheaper than breaks.
The man that gave me the car wasn’t the same I have been with in the morning, so he said that he couldn’t do anything and, because it was almost 7 p.m., the person in charge had already left. My options were: leave the car and complain or pay and complain on the next day. I needed the car to work so I paid, very upset, and went home.
On the next day I sent an email, almost long as this post, complaining and explaining everything and I was almost sure that they would give me some excuse and that was it.
I couldn’t be more wrong! The person responsible for costumer service called me and explained that the mechanic saw that the back breaks needed a repair and wanted to alert the receptionist, but forgot it. They took all the blame, apologized to me over and over again and said that, if I wanted so, they would return the amount over charged, so that I could continue to be their costumer.
Of course I would approve the repair on the breaks! And because they were so quick to give me a feedback and were so open about what happened, I didn’t want the money back and I’m pretty sure I’ll remain as their costumer.
So this is the lesson for marketers: service has to be perfect and never, ever, mess with a budget. But because we know that human perfection is flawed, please invest in after sales service and complain management! This will save you some clients, trust me, I’m also a client.
Valentine’s day should be the National holiday for all marketers. After all, as marketers, our job is centered on playing the Cupid between our organizations and our constituents. You want your constituents to love you, right?