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Marketer: Apple Needs Better Social Skills
by , 12:30 PM EST, November 16th, 2007
Apple, which is renown for its marketing, has failed to engage its customers on a more personal level, doesn't have a blog and tries to sue its bloggers, according to Andy Beal at Marketing Pilgrim on Friday. Nike and Dell do a much better job of social networking with customers.
In a nutshell, Apple doesn't "get" social media. That's because Apple doesn't have to. In any Internet situation in which there's a support issue or problem, Apple can sit back and let its minions, surfeit with passion, do the job for them.
"At the recent BlogWorld Expo, I discussed two companies that 'get' social media and one that doesn’t. The two that get it were Nike and Dell," Mr. Beal wrote. "Nike’s excellent community efforts – especially Nike+ – and Dell’s efforts with forums and blogs are helping both companies join online conversations. Both companies are benefiting from ... higher sales ... and better stakeholder relations..."
On the other hand, the one that doesn't get it is Apple. Apple's supporters are left to engage each other and maybe a few non-believers on the Internet, and Apple is seen as distant and detached by both camps.
However, Mr. Beal submits that this must change now that Apple has reached out to become a consumer electronics company with broader appeal. He cited another author, Mark Evans, who explained it as follows:
"...Apple/Mac market has changed dramatically in recent years. It’s no longer just a relatively small group of rabid (avid?) Mac users who were more than willing to give Apple the benefit of the doubt because it was trying to be better and push the envelope. If things went wrong, the Mac Nation not only carried on but happily pitched in to help."
According to Mr. Beal, two things will happen to force Apple out of its hiding. First, Apple will start reaching many more customers who aren't so technically savvy. Apple will be seen as uncaring. Second, the legacy Mac evangelists will be stretched too thin to help. They just won't be there in every forum to come to Apple's aid.
"So, how long will it take Apple to wake-up and realize that it needs to embrace blogs, forums, social networks, Twitter, et al? They’re not ready yet," the author observed.
In other words, TMO notes, Apple needs to get on the Cluetrain.
Observer Comments
Fri Nov 16, 2007 2:49 pm Subject: "Apple is seen as distant and detached" Hu! Try Pa
Someone searched for "PayPal unethical", found a hit on my blog. Less than one hour later I receive an email demanding information that has no relevancy to my account. Now my account is locked and they think they are Gods and can do whatever they choose. They refuse to unlock my account and are forcing me to provide information about even those I do business with. It's crazy.
If Apple knows it has an issue with the new iMacs what would it cost the sales team to tack on a little sheet of paper to the box with instructions to do a software update or firmware upgrade after startup? It would have save one customer and one support staff over an hour of telephone time (after 1 15-minute hold).
Why do these things happen anyway? I recall the first Macintosh factory with long conveyor belt of new Macs being tested. The pace of change is relentless (a good thing) but it shouldn't be at the expense of "quality."
Sat Nov 17, 2007 11:46 am Subject: Legacy Mac Evangelists?
Um, we're converting new believers to the faith on a daily basis, or had you not seen Apple's FY 2007 sales numbers? 7 Million Macs. Yes, there have been bumps and bruises, not least of which in the area of customer service offered directly from Apple. I'm of the opposite feeling: I say let Apple have its Ivory Tower. Let them offer support through their increasingly less helpful Apple Care Phone line, or their (in my local Apple Stores anyway) laughably ignorant "Geniuses". We who hold the Mac to be a self evident computing choice will continue to form strong, vibrant Internet communities and real world businesses and user groups to fill the gap.
So Say We All!
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