WHAT WE LEARNED THIS WEEK: Don’t skimp on the social

There’s been plenty to learn from the entire Qantas incident this week, but there’s also plenty for tech companies to take in – especially when it comes to social media.

While Qantas deserves some praise for making itself available through Twitter, it has attracted a lot of criticism for not responding to queries quickly enough and not handling enquiries properly. Critics say the tweets announcing the grounding were wooden, and had no personality – virtually a crime on a service like Twitter.

Your social media can’t just be an extension of your site, it needs to have some personality and empathy. While you might be able to get away with more wooden announcements on Facebook, Twitter users expect some colour around your announcements, whether good or bad.

Get someone working on your social media who really understands the ecosystem and how to use it. Otherwise, you won’t be praised for simply being on there, you’ll be criticised for not taking the time to do social media properly.

Always stay ahead of the curve

Last week Quickflix announced it would start allowing users to stream media over Sony products and through PCs for a certain price every month. Customers pay one free, and then have unlimited access to on-demand movies, similar to products offered by FetchTV and BigPond.

Given millions of Australians own Sony products, this is a big leap forward for the company, especially as it becomes the first streaming product marketed to anyone who owns a PC, not just anyone who signs up to a pay-television contract.

And while critics would say such a service won’t take off ahead of the NBN due to quota limits and low speeds, it nevertheless shows how Quickflix is looking ahead and preparing for significant changes in the economy.

When the National Broadband Network hits, Quickflix will be well placed to deliver streaming content. Businesses should take note of this, especially SMEs in the tech industry, and determine whether innovations such as the NBN should prompt them to make similar product discoveries.

You may not get the most out of your new inventions now, but in 10 years’ time, you’ll be reaping the benefits.

Make your customers interact with ads

iiNet got into trouble last week when some advertising executives cited one of its television ads, saying a message that flashed on the screen for just a few frames could be construed as subliminal advertising.

But rather than attempting to infiltrate its users’ heads, iiNet is actually displaying its prowess here – it recognises that advertising is changing and consumers want more.

The advertisement itself flashed a small message telling users who saw it to go to a link in order to receive a free product. Users on the Whirlpool forums found the message within a few days and the message spread like wildfire.

It’s a great example of how to create something interactive from something passive. And SMEs should do the same.

Think about how you can create interesting uses of traditional advertising, rather than just the same display ads. Try a few different techniques – and be sure to reward customers for their interaction.

Keep working on that web presence

According to figures released this week by the Department of Innovation, Industry, Science and Research, only 29% of micro businesses had a website presence in 2009-10 – but that figure is down from 31%.

While the report overall suggests businesses are increasingly moving towards eCommerce and accepting orders online, there is still a massive gap in the number of businesses that aren’t operating a website.

For new businesses, operating a website is essential, even if eCommerce isn’t. If you don’t have a website, you’re simply losing out on business.

Remember to be careful with group buying

The group buying industry launched a code of conduct this week. It was announced a few months ago but has finally been released, and all the major companies are on board as saying they want to be as transparent as possible with their consumers.

The release of such a code is a good thing, but it also represents a learning point for SMEs. Businesses are mostly satisfied with their deals, but there are still a few that come into group buying with the wrong perception – that it’s more about revenue raising than marketing.

If you’re going to run a deal, then just be aware you’re probably not going to see any more revenue or profit. You’re better off viewing this as a marketing exercise, and approaching group buying with a focus on creating new, long-term customers. Otherwise, you’re just setting yourself up for disappointment.