Cage Match: When LinkedIn Groups Go Bad
Posted by heatherrast on September 15th, 2009I’m not a heavy participant in the LinkedIn Q&A, but have both asked and answered at least 20. I get the gist. I’m a member of a lot of LinkedIn groups because it’s a natural way to comingle with other folks interested in the same topics. And I have good intentions on being a better participant.
More often than not, though, I delete the system emails comprised of messages people post and discussion questions posed by group administrators. Seems I might not have as much time to dig in as I’d like.
Well Monday I received one of the weekly auto-emails and I thought “What the heck, I should participate.” So I selected this question (reminder: my media channel is digital signage; my focus is creating opportunity for customer engagement through content marketing):
“How Are Retailers Underutilizing Digital Signage?”
They say that the written word, particularly electronic formats, can leave messages short on context and long on ambiguity. Plus, it’s hard to ‘read’ tone and inflection which aid interpretation.
I thought this question could lead in several directions. Dipping my toe into the Q&A water for the Digital Signage Association group, I went with the short/sweet route. I wasn’t thinking in terms of writing a case study or initiating a deep philosophical discussion. I had just written a press release about signage in retail, so it seemed like a clean fit.
Maybe I’m overreacting (please tell me your opinions!), but I was more than a little shocked by the gentleman who chose to engage me. And his intensity certainly took me by surprise. And it felt a little antagonistic. Heck, it even felt challenging (why else would he pepper me with 11broad questions?).
Check it out here, on the discussion page (see below if permissions won’t allow you to view). I’m not disparaging the gentleman – his bio suggests he’s been in the digital signage field far longer than I. I guess I’m asking others who use the LinkedIn functions and groups more frequently than myself, how would you interpret the exchange? What would you have done differently? How should I proceed?
Hindsight being what it is, I waffle between wishing I’d written a flat “Are you kidding me?” (which reflects what I was really thinking) and something less stuffy-sounding than my coldly polite response. There seemed to be no clear choices.
What are your expectations of personal behavior in these forums? What do you expect from the group moderator?
You can bet I won’t be venturing into Q&A land anytime soon. Unless maybe if I’m doing the Q’ing.
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how are retailers underutilizing digital signage. Read more at Digital Signage Today »
Comments (5)
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I think the question begs a little more context (it seems to presume all retailers ARE using digital signage), but I have a recent small-scale example to share.
A new client has 13 wireless service stores. We’re beta testing a two-pronged signage strategy. The 42″ entryway unit showcases brand/image content while two 10″ displays placed in proximity to the demo handsets showcase product-specific content designed to augment the sales staff. Read more: http://www.pitchengine.com/ovationinteractive/retail-marketing-innovation-in-the-wireless-industry/23943/
While initially small in scope, this retailer “gets it” and plans to roll out to other stores next year.
posted 1 day ago | Delete
Dear Heather,
Please don’t take this the wrong way but I don’t “get it”?
If the customer is already in the store presumably to shop or buy a phone how does DS sell the product better than personal interaction with a live human? Obviously hard employment dollars have already been spent on staffing the store…
Is the store so busy that the overflow business necessitates automation?
This reminds me of a grocery store putting a 42” screen over a cooler to air Coca-Cola ads. I think the customer “gets it” on where to buy Coke.
Perhaps by relocating it to a store in the mini mall say at the grocery store to drive traffic across the parking lot to the Verizon store you might have more lift.
I wish you the very best of luck with the project.
DB
posted 1 day ago
Dean,
To clarify, my comment that our new retail client “gets it” means that they see the potential that digital signage, coupled with a strong content strategy, could mean for their business.
As a tier 3 carrier, their network strength is derived from iWireless. But our client believes their point of differentiation in a crowded marketplace rests with their superior commitment to service, ensuring every customer has a great experience and knows they’re more than a number. And like every retailer, tactics which showcase the core product at the point-of-decision are encouraged.
Our two-pronged approach leverages their retail floorplan to present brand/image and community-centered content in an area where there’s typically some wait time. It’s an additional consumer touch point.
In the area where consumers review, discuss, and compare demo handsets, two 10″ displays feature feature/benefit information relative to the handsets on display. We believe the dynamic content will aid the purchasing decision process by providing supplemental information previously printed on simple placards. In times of high traffic, the signage can also augment an in-demand sales and customer service staff.
Our client’s products are a considered purchase, given the contract commitment and/or several hundred-dollar investment. In a commoditized industry, our top goal is to aid in brand-building and exceptional customer experience.
Thanks.
posted 23 hours ago | Delete
Heather,
Thanks for the clarification.
So, to your comment in paragraph three to wait time. How much dwell time is there on average in a cell phone store?
Did the client provide data prior to implemintation to justify costs?
How many customers review and discuss hand sets with anyone other than employees of the store and how do you measure the sucessful delivery of your message and content (presumably corporate product info) per customer?
Do iWireless customers shop in groups or individuals and how is that measured?
I have purchased at least eight iPhones and as many as 10 additional different handsets in my lifetime and always discussed F&B with an employee after researching the product on the web which goes to your point in paragraph 5 but that information can be found in many places outside of the store.
Does the instore network offer content with more information on a wider variety of handsets than is offered outside of the store via the web provided by the mfg home page?
I do believe that good content can assit in informing a customer but it cannot respond to specific questions for customers investing as you say in expensive personal devices. Have you or your client done any research on the response rate to static signage over DS video?
Does your client pay for the hardware, software, content and installation?
If so what is the estimated ROI for your client?
Was ROI a factor in making the decision to implement?
As a third party provider what is your commitment to the client after the sale?
I believe that customer service is a given in todays competitive retail enviroment. So I am curious in how DS in your opinion provides a competitive advantage to the service provider in brand building and in providing CS after the sale.
How is the customer service aided by the network?
Thank you in advance for fielding my questions.
DB
posted 22 hours ago
Dean, your 11 questions stray pretty far beyond the scope of the original group question and cover a broad area including branding, marketing strategy, customer segmentation, operations. It would be difficult to field them in this forum with any degree of thoroughness, not to mention a bigger commitment than I was prepared for when responding to a simple Q posed by the group. Your passion for the industry is obvious. Thanks, Heather
posted 6 hours ago | Delete