On this episode of More Perfect Marketing, we discuss the importance of customer service and social media marketing, and how they contribute to a brand's success. We dive into the roots and values of Oklahoma's agencies, the dominance of Wendy's on Twitter, and Sonic Drive In's hiring practices. Our guest, Mike Koehler, gives his expert perspective on the current state of technology and what to expect in the future. We also touch on the importance of brand voice, choosing the right social media platform, and the impact of AI on storytelling.
Mike Koehler began his marketing career in the mid-90s, just as the world was beginning to adopt the Internet. With over two decades of experience, Mike has seen and adapted to many changes in marketing practices, including the latest buzz around artificial intelligence. He now shares his perspective on how new technologies might influence the industry in the future.
[00:03:17] Real people, no stock photos, honesty is important for brand identity. [00:04:58] The brand grew out of an intersection of serious and ridiculous when explaining social media to people. [00:08:36] Efficiency and creativity are different; AI tools are helpful but not a solution for creativity yet; we need to stay cautious and build our argument against them. [00:11:37] Former journalist turned agency owner discusses the seismic shift of real-time relationships in content creation and consumption, the decline of print media, and the value of storytelling in marketing despite the sophistication of tools such as AI. [00:16:32] Brand voice is crucial in creating a brand strategy, as it sets the tone and expectations for customers. It differs between brands, even down to individual words, cultural references, and use of emojis. Even big brands like Coke should have a distinct voice, and it's up to editors to create and refine this voice. [00:20:47] Wendy's successful SaaS Twitter voice, Sonic Drive-In's empathy-focused social media strategy, and the difference between automated and personalized customer service. [00:24:08] Oklahoma agency's Midwest values inform customer service approach – quick and responsive, but also settling complaints to maintain customer satisfaction. [00:27:05] Active response service provides intensive onboarding for clients, focusing on company values and customer experience. The team works closely with clients to prevent potential PR crises and address customer concerns. Turning negative comments into positive ones can have a significant impact on overall sentiment. [00:31:10] People used to fear negative feedback online, but now they realize it's better to engage with customers. However, they fear the lack of control on Twitter and are hesitant to join newer platforms without feeling secure about their brand's reputation. Human marketers play a role in providing this security. [00:34:36] Focus on platforms where your target audience is active instead of chasing the latest trends. Prioritize activities that will grow your business and connect you with potential customers.Links Mentioned:
https://www.linkedin.com/in/mkokc/