Tag Archives: CRM

Alamo Drafthouse Case Study: Angry Tweets on Private Steroids CRM

Whoever runs marketing at Alamo Drafthouse cinema in Austin, TX is a CRM rockstar. This video is fantastic: Listen to a real recording of one angry customer’s voicemail left for Alamo. It’s a Twitter complaint on private steroids. (Well, it’s not private anymore.) Maybe marketers should be grateful that Twitter only allows 140 characters of a diatribe like this. (Warning: video contains some profane language, NSFW):

Alamo phone girl’s audio complaint brings to life who is really behind so many of the potentially devastating online grievances that customers haphazardly hashtag and hurl. Many online brand bashers are (unfairly) disgruntled customers reveling in their newfound bitching megaphones: social media. But if your brand can turn it around, you win: Why a Negative Review Might Not Be So Bad After All.

angry customer sour faceIt’s easier than ever to find product or service reviews. But remember, now that we’re all publishers of content, some individuals suffer from an exaggerated sense of entitlement and they’re shouting with their tails between their legs. Our brains are wired to be defensive. (I.e., if you don’t read the fine print or follow the rules and then you suffer the consequences, don’t blame the brand; just avoid its unacceptable product or service in the first place.) Alamo Drafthouse spun this negative situation into a free, funny advertisement that reinforces their brand and strengthens their community.

Now Consumers Have First Right of Refusal

“The main reason for [companies not admitting dearth of Social Media skills] is personal technologies have outpaced business technology for the first time in a generation,” Keith Privette replied to me. Great observation- so key. Instead of consumers having second exposure after businesses have understood and implemented a new product or service, consumers have the essential dibs, the first right of refusal: they have chosen to popularize Social Media because of how innately useful, effective, and egalitarian (in the sense of a meritocracy) it is.

As you’ve read, I’ve been curious lately about where it’s all heading. In the next ten years, what will be the ultimate nuanced importance and overt importance of knowing that ten Facebook posts per day a real SM presence do not make? Working in Social Media is difficult in a different way than is, say, the field of law, because at least in the legal field, someone can respectfully/realistically aspire to – and one day actually be seen as – a guru. (Pardon my use of the word.) In an emerging field such as ours, it is difficult for someone to appreciate that seasoned, experienced SM strategists do base their expertise on learnable concepts. Those concepts, however, change everyday and that’s why SM gurudom is (and wonderfully so) like nailing jello to the wall.