Background. When I’m not working, parenting, or cleaning up my house, I’m running. I’ve been running for 25 years, and run (or work out) most days. I’ve done two marathons, several half marathons, dozens of 10K and 5K races, and last year set a streak of 153 days of running in a row.
In the last 20 years, I’ve largely worn one style of shoes: Saucony Hurricanes. I have owned dozens of pairs and am alternating between two different pairs right now. Sometimes I ponder whether there’s a brand manager out there with my picture on their desk. (Kidding. Kind of.)
On my 40th birthday, I tweeted this image after my pre-dawn run. I thanked the brand for being with me on my milestone birthday, and for 20 great years together, and tagged thImage may be NSFW.
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eir #FindYourStrong campaign.
I was sad when Saucony never responded. It was the runners’ equivalent of unrequited love.
But I get it….this was the day after a holiday weekend and everyone was probably ramping back up, and I’m human…I miss stuff all the time. I still believed, though, in the power of Twitter as a connector between the universe and brands.
Until last week. In addition to being a runner, I am also a new triathlete. Having watched the Ironman World Championships for years, I eagerly awaited when this year’s race would be broadcast. The program is a great source of inspiration to the everyman about what’s physically possible, and is often all the mental fuel I need to keep moving all winter long. I marked my calendar: November 15 was the day! YES.
However, blackouts in my area meant I didn’t have access to the program. I downloaded the NBC app, the NBC sports app, the NBC Universal app, and checked OnDemand. There were no re-broadcasts indicated. I also tweeted all of these parties, as well as GoPro, who sponsored the event. Theoretically, one of them would have told me where I could have found the content I was requesting, or at least told me to take a hike. Theoretically. Instead, radio silence. Cue crickets.
Now this blog is not meant to bring grief to the social media teams who handle these brands. I realize the volume of content that must be processed, the problems that must be addressed, and the connections that must be served each day. It doesn’t change the fact that I wanted more.
So as we move into a marketing era where the customer is taking center stage….where customer experience investments are leading marketing priorities and budgeting…we are reminded there is still work to be done. Remember, friends, among your conversations about hubs and data and journeys and engagements that there are people – not consumers, or personas, or even constituents – who are part of your conversation. Don’t just target them, talk to them. And if you know where to find the Ironman coverage, send me the link Image may be NSFW.
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The post I am Loyalist, Read My Tweet. Please? appeared first on Julie Hopkins.
