The Importance of a Vendor Report Card

Your kids get report cards. Maybe you're in business school, earning your MBA, or other program and you're graded. You get reviewed annually at your job. Why then, should you let your vendors cash checks without a healthy evaluation of their deliverables?

Agency, vendor, consultant, and contractor competition is stiff right now, take the time to check on your resources to make sure all of your expectations are being met.

Quick Checklist:

Invoices:
First, ask yourself, do you review these in detail every month? Is your vendor providing enough detail? Do you make sure to request itemized breakdowns of their time and deliverables? If you're not, start now. Do the charges reflect the rates and charges agreed upon during the RFP process or yearly contract negotiations? And finally, does anything look sketchy, or exorbitant? Bring it up with your vendor - they should have honest, documented proof and reasons for charges.

Review Communication:
Has your vendor been responsive? On average, how long does it take them to get back to you? Do they still listen to your concerns like they use to? Is their communication professional, complete, polite? Do they communicate with your other partners and vendors with respect? If a technical firm, are they meeting all the requirements of your Service Level Agreement (SLA)? If not, you need to be documenting each instance and requesting refunds (or whatever concessions you negotiated) promptly after receiving invoices.

Analyze their Issue Resolution Process:
Is it working for you? Is it efficient? When issue resolution creates additional line items on your budget is it the best use of your dollars? Are you ever penalized for issues that your vendor is responsible? Do you receive thorough documentation regarding issues?

Does the vendor continue to bring you new ideas?
Have they gotten lazy? Do they stay on top of technology? How good are they at predicting business trends? Do they provide proactive strategies for your business cycles? How often do they request meetings or bring you ideas - or do you have to call on them? How often do they evaluate the work they have prepared for you and it's success (especially marketing campaigns and digital components)?

Are they still curious about your business?
Curiosity can be the catalyst to the best ideas - do they still ask questions? Do they still participate in discussions?

Do you genuinely like working with them?
This is a tough one...sometimes it's the most important question of all...sometimes people really are not a good fit - it happens all of the time. If you're really unhappy with a vendor, they probably feel the same way. You need to look at the impact of cutting ties (financially, contract outs, etc.)

And, because successful vendor relationships are partnerships, here are a few items for YOU:
- Do you have reasonable expectations?
- Do you ever push deadlines? Is everything a fire?
- Do you respect the vendors experience and time?
- Do you provide detailed requests or information?
- Are you polite to them?
- Does your communication reflect the face of your organization?
- Do you know what you want? Can you concretely describe your goals and expectations?

What are some ways you review your vendors?

Keep Clicking!

Michelle

Final Words in 23+ Podcasts?

This post is an update to the Southwest/Kevin Smith blog posted Monday evening. Again, I'd like to reiterate, that I'm not reporting on the policy - just the way both parties are utilizing social media to plea their case.


The Twar Storm moves into podcast mode (SMODcast.com)



Mr. Smith has certainly been leaning on his Twitter account and followers to get his story out - but piece mail in 24 parts? (That link takes you to the complete listing.) How about a clearly written blog with accompanying chronological timeline to tell the story, in ONE link? This isn't the best way to get out a succinct message - no matter how funny and charming you can be. Twitter responses included comments like, "dude, you're repeating yourself", and "you do see the irony in final word/part 23?" This illustrates that followers don't necessarily change their own minds just because they happen to like someone's tweets. Many folks are following for the same reason I am...it's a news story now. I personally follow a lot of people that I don't agree with, but like the comedy in their tweets, it's fodder for my night job as a comedian and improviser.



So what's Southwest been up to while Kevin has been laying down all of these casts? Going for a "we're moving on" approach it seems on their site. The blog has been bumped down by yesterday's blog pimping flights from Philly to Boston, and the total comments still attached to the Kevin Smith blog is only around 1533.


Southwest isn't the first airline to have issues with a policy like this (most have one - however have not as yet enforced the policy on a social media savvy celebrity). Here's what they say in a Q&A regarding the policy.

Unfortunately a lot of people have taken to the web to say hurtful things about people who wrestle with weight problems which is uncool, but this is providing a strong enough voice for Southwest to stand by their policy, since the comfort of the most customers as possible is a goal, and they receive a lot of complaints from passengers made uncomfortable my customers of size.


Weight and health have always been polarizing topics, so far the online activity has only held up a mirror to it.


I'll keep you updated. In the meantime - let me know - what posts have you come across regarding this story that surprised you?

Keep Clicking!
Michelle

Southwest Vs. Kevin Smith: Can Southwest Tweet this Away?

This should get interesting folks.


Last night an overweight passenger (director, writer and sometimes actor, Kevin Smith) was subjected to a 25-year old "policy to assist passengers who need two seats on board an aircraft". Supposedly the policy is in place for the comfort and safety of all passengers aboard a plane.


Smith had purchased two tickets for himself for a later flight, but requested a single seat on an earlier flight. It isn't clear among all of the tweets, retellings, and articles storming online if he was ejected because there was not a second seat available to him as a standby passenger, or if some other reason lead to his being asked to leave the aircraft. In any event, Mr. Smith took to his Twitter Account to launch a "twar" on Southwest.

VS.

A Little Background (if you've been up in the air?)

They Said

Southwest says..."sorry" in a fairly lame way. (Who is Linda Rutherford anyway...this is a job for Gary Kelly.)

He Said
What Kevin Smith says...a lot but also maybe, "Be Sure to Check out "Cop Out" in theatres 2/26!"? Almost smells like being punked, doesn't it?

Sacred Cow Marketing VPs Everywhere Say "I Told You So"


This isn't a blog about whether this is right or not...rather what will the implications be for Southwest, and how will a company that has made such huge tracks in the social media world cope with the viral aspect of this storm, and the PR nightmare they face.


What far-reaching impact will this story have on social media projects and advocates across cubeland?

I have often blogged about how great Southwest is at the online marketing game...but can they figure out how to deal with twitter savvy Kevin Smith? With 1,662,280 followers and counting - I was 1,662,280 BTW - "Silent Bob" is not so silent. Also impressive, Southwest (at 1,029,447 followers and counting - I was 1,029,441), the airline known for their casual demeanor, songs, snacks and shorts, has an audible online voice too. So far, I commend them on at least one thing, transparency. There has obviously been no censorship on any of the available forums to post comments, as the negative and positive comments scroll right alongside one another, fighting for the armrest.


Marketers everywhere will be watching the storm, and there is much more than Kevin Smith's dignity at stake here. This will be talked about endlessly for the next year, in budget meetings, conferences, panels and webinars. How Southwest chooses to handle the situation could very well reframe the use the social media for business.

A few tips for Southwest...

My hope throughout this is that at the end of the day, social media is the cure for the cough it caused. And that Southwest doesn't back off from their online persona. Instead uses it to help smooth over this situation - as they would with free drinks on a delayed flight to Vegas.

How about a poll? A little crowd sourcing would certainly be helpful right about now. Why not ask customers to vote on a possible solution? Put 2-3 ideas out there that are feasible to offer Mr. Smith (and that would satisfy customers like him), and let the public decide. Then make the offer, let us know you did, and move on.

Also, keep in mind that in social media world - comments are often shared just to get a laugh, reflect a person's crappy day, or are just mean-spirited for the sake of being mean-spirited. Thoughtful remarks hold more integrity, and most intelligent people can sniff out the legitimate gripes from the rest.

I may also work on a set of tips for Mr. Smith - as tweeting activity like his doesn't always paint the source in a very positive light. Followers of all types still use sanity gauges when reading tweets - and although his were honest, direct and brave - they may have generated more negativity than support, something which remains to be seen.

For any airline: A little advice. Take conversations like this to the counter. Some things, no matter how awesome social media is...are better said face to face and with discretion. Like telling someone they're too fat to fly.

I'll stay on top of the storm and get back to you soon - please chime in with your ideas for how Southwest can leverage social media to address this debacle.

Keep Clicking!

Michelle

Google Buzz - Buzzworthy?

So Google launched their Twitter competitor - Google Buzz. Is it worth buzz?

Here's the lowdown: It's basically just like Twitter (share truncated personal anecdotes, links, images, videos), but only to the pals you gmail (but not if you have a paid business gmail account - you have to wait - funny how the free accounts get stuff first over there). So it's Twitter, but in a limited universe. Which is fine, if gmail is your universe - but why limit yourself?

If you are like most social networking narcissists, then you want the biggest audience you can get right? Well, Twitter will still deliver that, so don't switch...yet? (TBD)

I will be monitoring the popularity...but with the broadcast limitations of Buzz, I doubt if it will ever catch on.

Remember waving? Do you still wave? Or did you never get "invited"? (What's social about "invitations" anyway Google? That's more like "exclusive" or "cliquey".) Perhaps you got the invitation, but again, only had a limited group to wave to...be honest now, do you wave? Do you love it? Please leave your comments - I haven't been able to get into it.

Listen up rock star nerds that keep cranking this stuff out: Successful social networking tools and trends work for one reason and one reason only: they put people in touch with each other. And the ones that make that easiest and connect the most people? They win.

Try Google Buzz for yourself - if your universe uses gmail - then by all means.

I want your comments - share your thoughts on Google Buzz, Waving, etc.!

Keep Clicking,

Michelle

SEO Tool and Tip of the Week

Who has the best free SEO Audit tool?


Nope. It's not a new idea at all. But it STILL makes sense.


1) It's FREE. (Really, no strings attached or oddball trial stuff).

2) It can get you to your benchmark points quickly and easily.

3) It provides you with easy to use tools to export your reports.

4) Google support abounds (both from Google and open sources)

5) Google is the top search engine - makes sense to utilize their tools because they translate directly to how they pick up sites and content.


As with any SEO audit tool, start small so you can learn the nuances of your site traffic. When you're sure you understand that, then you can begin to customize and get "fancy" with it.

There really is no need to get too fancy though. The most "strategic" plans are often foiled because site success comes down to mainly one thing: CONTENT. CONTENT that has perceived value. CONTENT that is correct. CONTENT that is educational. CONTENT that doesn't exist elsewhere, or is hard to find. CONTENT that is easy to understand.

If you have a little money, don't spend it on a firm to help you with your SEO strategy. Spend it on good content writers and buy pizza for the nerds in your office who are walking around with priceless CONTENT in their heads.

+ = GREAT CONTENT FOR YOUR SITE!!
Keep Clicking!

Michelle

Hey Politicians - Stop Cutting Down Trees! Try Some Online Campaigning

It's election time - this is NOT a political post by the way - and I'm wondering...what notes were these guys taking when Barack Obama (like him or not) demonstrated the incredibly effective (reach millions, seems like 1:1) and efficient (CHEAP and easy) use of social media to get out communications?

Everyday our mailbox is completely stuffed with full color, card stock grade direct mail pieces from dueling politicians. NONE of which are ever read in our household. *The picture above is only from 2-3 days.

Here's why:
1) I assume you're out of touch if you think direct mail or the phone is how to reach me.

2) We are green - and your full color brochure on heavy card stock is a display of irresponsible use of resources and money, not to mention very out of date.

And here's another picture with a full size one subject notebook to give you perspective on the LARGE size of these pieces.

And we get double the mailings and phone calls- one of us is a registered Republican, the other a Registered Democrat, so we're hit twice as hard.

Also, understand that this stuff actually impacts who people choose.

Social Media is the same as you handing me that banana by the train Alderman Moore, only less creepy. We can "have a conversation" only I don't feel ambushed, free breakfast or not, on my way to work. Now, politicians are ambushing our phone lines and our poor little mailbox - which is really only used for sending and receiving thoughtful cards and thank you notes.

I know you won't see this, but if you do, please, try some online campaigning. Save a tree!

Keep Clicking! (Not PRINTING!)

Michelle

Managing Redundancies Across Social Media Platforms

Happy New Year!

I was just answering a bunch of questions on LinkedIn and thought I would share some of my answers with you too - a little bit of "soft goods" karma for the new year!

A question asked was:
What is the best way to manage receiving identical FB/LinkedIn/Twitter status updates from the same person? Do we really need to read the same person's status in every social network?

My Answer (augmented here for you):

How far we've come! Channel conflict within social media (yay!) Good for your friends who are posting across the various platforms - they understand reach and channel preference. But - a facebook status and a tweet really should be written differently and LinkedIn - that's mixing business with pleasure. Definitely don't want to add that hilarious anticdote from last night at the bar when you were late to work today! The FaceBook status is for inner circle communication (where messages should be a little more "between you and me") and tweets are for the general public. LinkedIn statuses should reflect your day to day goals and projects in a professional manner, not make people laugh.

However users will have need to learn to adapt to either ignoring redundant posts, or by adjusting their settings. It is a world of personalization after all!

This question related very closely to the above so here it is for you too:

Is there a Software as a Service that allows you to create an event and then post it out to wide variety of social media outlets like LinkedIn, Facebook, Meetup, evite, MySpace, etc. that you have an existing account on?

My Answer:

There are a lot of ways to save time when posting an event - that are not necessarily "software" or "services" - like using the "Share" tool which will assist you in posting your info just about anywhere! Use the status section of online platforms to post info. And you can use dual updating apps like "Duo" to update simultaneously on Twitter and Facebook. But also be careful in pushing an identical message across all social platforms - each has a unique style - and it will not be as effective if you try to use one style across all of them. Plus most of your recipients are probably tuned into multiple platforms and thus will receive multiple invites from you which could cause problems on your reporting (if they all receive the same message/offer/invite - how will you measure which platform was most successful?) This doesn't even touch on the issue of managing the responses and offers after at the event - "How did you hear about it?" "Where did you get this coupon?"

And, because I'm a big "rule of 3's person" here is a question that has an answer related to the above (measuring effectiveness of social media messages):

By many accounts, 2009 was a year of social media (Twitter, Facebook, Linkedin, etc) for individuals, companies and various brands. 2010 will be the year of [_____] ? Why and how?

My Answer (augmented for you here):

Office doors will start opening at companies all over the country and out of touch leaders will decide people need to drop everything and start implementing more social media projects. Shortly after, they will require ROI and other analytical reports which they won't understand and will announce that social media is not effective and go back to direct mail.
Smart leaders will continue to polish their online personas and provide valuable information and communication across growing social media channels. I don't believe any of the big platforms (FaceBook, Twitter) are going anywhere, but the distinction between business and personal use and channels will take more thought and effort. We'll need to get better at controlling frequency and saturation, as well as provide more value as content contributors on these platforms. I receive so many more invites now to shows and events that I now know that these are not as effective as they use to be. We'll have to adapt the messaging much quicker than traditional marketing channels and also prevent the platforms from becoming the "Banner Ads" of this decade. It is our duty to protect the "collaborative" and "community" feel of online media - and not forget that we have to add value to it to get value from it.


I have several more answers posted on LinkedIn - if you see one and you like it, tag it!

Keep Clicking!

Michelle