Social Media

How Will You Celebrate Leap Day?

Unlike your favourite real holidays, which happen annually, you only get the chance to celebrate February 29, or Leap Day, once every four years. That makes Leap Day actually less frequent than once in a blue moon (which happens roughly every three years).

Motorbike

How should one celebrate this day? By taking a leap, of course! By trying something new that you’ve been putting off for far too long. That’s as simple as making a booking for a dance class, or trying a new restaurant, or bungee jumping in a chicken suit (if you do this, please send us photos).

I know what you’re thinking: Leap Day isn’t a real holiday. Well, neither is Talk Like A Pirate Day, but as more people support and celebrate these left-field calendar dates, we can change the world. I still hold out hope for a Leap Day miracle.

Leap Day William

We also think it’s a good day to take a risk with your marketing.

The best advertisements of all time all have an element of risk. Have you ever thought that a scripted message looks different to what everyone else does, or is a bit ‘out there’? That probably means it’s more effective. People remember things that are different. It’s one reason why we recommend updating your messages – to keep it different! After all, how do you expect to secure your competitor’s clients if you market your business in exactly the same way they do?

Old Spice

So if you’ve been playing it safe with your marketing, do one thing this Leap Day: ask us to write something wacky, wonderful and way out there. After all, there’s a Leap Day saying: if you want make a baby, playing it safe isn’t the best way to do it.

I’m on a horse.

Stop Reposting

In order to be valuable, the content you post needs to be specific to your business. Pugs in Game of Thrones costumes? Not relevant, save them for your personal page. The only way to ensure everything you post is specific to your business is to create everything yourself. If you’re just starting out, or are hitting a content brick wall, here are some tips:

social media for business

Don’t be Afraid to Hire Help

Creating enough content for your business can seem like an almost impossible task, thankfully there’s always help out there. Intern uni students or hire a freelance writer – you’re sure to find someone who enjoys writing, understands social media, and would love to get some experience. However, if you really want to be noticed, consider branching out into video content. Why? Because video is naturally engaging and easy to digest – it requires very little effort, your consumer simply has to sit and watch. The figures back me up:

  • 100 million Internet users watch videos online every day.
  • By 2017, video will account for 69% of all consumer internet traffic, according to Cisco.
  • YouTube receives more than one billion unique visitors every month.

If you’re hesitant to jump into the world of video content because you’re afraid of the price tag, relax – in recent years, things have become much more affordable, and more businesses are offering video creation than ever before. At Messages On Hold, we offer VideoUpdate.me, a professionally written, recorded and produced industry-specific video newsletter you brand as your own.

social media for business

  1. Not Every Post Needs to be Earth-Shattering

Remember, it’s better to post one relevant video you created on your website/social media and have that running for three to six months than repost a video that isn’t yours every week. In the meantime however, remember to post updates, share your blog posts, and keep clients updated with products and news. It doesn’t have to be earth-shattering for you or your customers either, keeping it light hearted is just fine.

social media for business

Newsjacking

If you’re struggling for ideas, Newsjacking can be a great source of content. Messages On Hold did this last year when a telephone sales rep from US company Comcast was recorded refusing to cancel a customer’s service. In the weeks following the recording going viral, Comcast’s share price dropped more than 5% – a dip many attributed to the negative publicity surrounding the recorded phone call. This happened to coincide with the launch of our online skills training, Phone Skills. We immediately put out a press release and wrote a few blogs on the subject, showing the terrible results of failing to train staff properly, highlighting the benefit of our product to our customers. But please be careful Newsjacking an issue held sacred by many may not give the results you’re looking for.

Good Example:

social media for business

Bad Example:

social media for business

Use Your Personal Experiences

You’ll be surprised at just how well your daily life can translate into content relatable to your business and audience. Our General Manager, Kirrily Davies did it in her recent blog post about leadership. By reflecting on her son’s junior football match on Mother’s Day, she was able to show the importance of every day leadership and how it can positively impact the people around you. Using your own experiences has the benefit of allowing you to write about what you know, and to develop a deeper emotional bond with you customers.

Every time you post ensure the content is relevant to you and helpful to your customers. If that means promoting your own products, even better! Also make sure you post and share your own content at least once a week. You adopted social media to promote your business – so do it!

– Steph

The Power of Social Media: Turning Disgruntled Customers Into Loyal Ones

A wise, rather scantily clad woman once said: “You can be the ripest, juiciest peach in the world, and there’s still going to be somebody who hates peaches.” While I’m sure Dita Von Teese was referring to her female counterparts, I think this quote can be applied to business, too.

No matter how good your products, how refined your processes, how well you’ve trained your staff, at some point along the line you’re going to end up with an unhappy customer. Back in the day we were told that news of bad customer service reached more than twice as many ears as praise for a good service experience. Thanks to social media however, that figure is now potentially thousands of times more ears.

So what does it mean for your business? Well, depending on you, it can either be very good or very bad.

The Bad

Hasan Syed, a Chicago-based business owner, took to twitter to complain of the poor service he received flying British airways.

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Followed by…

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Syed paid a cool $1000 to promote the tweet, and as a result was seen by an initial 76,000 users. It was then re-tweed in a smart move by Marty St. George, senior vice-president of marketing and commercial at JetBlue Airways; and picked up by dozens of news outlets world-wide.

British Airways could have used this tweet as an opportunity to not only win over a disgruntled customer, but to show off some amazing customer service skills. Instead, their reply was somewhat lacklustre, not to mention robotic.

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While the majority of people supported Syed’s move, finding it both a revelation and hilarious, others wondered if he might have got the same result if he went through the proper customer service channels. However, the twitter.com/we_hate_ba page – a profile dedicated to posting the customer service screw ups of the airline – begs to differ.

So, what can we learn from British Airways’ social media faux pas?

1 – Do it right the first time. You can bet if Syed’s missing luggage was dealt with competently and compassionately in the beginning, he wouldn’t have felt the need to take to social media to voice his frustrations.

2 – If you’re on social media and you receive a complaint, your responses need to be fast and empathetic.

3 – Don’t ignore angry customers. Otherwise, you might just end up with a page devoted to your mistakes.

The Good

JetBlue, an American low-cost airline are renowned for being one of the most skilled companies on Twitter at handling consumer complaints. They average an unbelievable 10 minute response time for the 2,500-2,600 mentions they see daily, and as you can see – they do it well.

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They reply to as many critical tweets as positive ones, and their human, compassionate and at times funny responses endear them to customers – a stark contrast to Hasan Syed’s experience. Take a leaf out of JetBlue’s book and instead of being offended, angry, upset, or worse apathetic when a customer has something negative to say, cherish it. Customer feedback is gold. They’re teaching you how to make your product, your service and your business better.

While this blog has focused on Twitter’s involvement, it shouldn’t just be the fear of backlash of social media that makes you want to excel in customer service. With loyal customers being worth up to 10 times as much as their first purchase – it’s better for your bottom line too.

– Steph

The Top Five Christmas Campaigns for 2014

Every year around early November, the internet starts to come alive with the excitement for the upcoming ad bonanza that is Christmas time. So in spirit of Christmas, here are our top 5 Christmas campaigns for 2014!

5) Sainsbury’s – Christmas Is For Sharing, made in partnership with The Royal British Legion. [Warning – turn your speakers down]

Talk about pulling on the old heartstrings! The famous war story of The Christmas Truce has been brought to life in this ad which at publishing date has had over 14 million hits. Sainsbury’s took a big risk with this one.  War isn’t a topic to be taken lightly. However if we look past the fact that in essence, the supermarket is using war to advertise their company, what we have is a beautiful representation of the spirit of Christmas. (Sorry for the saccharine, but if we can’t at Christmas then when can we?) What makes the campaign more palatable is the fact its promoting a chocolate bar of which all profits will be donated to the Royal British Legion.  A brilliant message indeed.

4) Tesco’s Wigan Light Show

Once upon a time, retailers would release one wizz bang Christmas ad and that was enough. Not anymore. UK Retailer Tesco has released a fun, sweet Christmas ad campaign which at face value is fine. But it’s not the official ad that we love. In 2013, Tesco customer Claire Hannah tweeted that her local Tesco wasn’t displaying the iconic ‘Tesco hat’. Instead of a miserly, boring response tweet, Tesco threw plenty of energy (and plenty of dollars) at a response (seen here) this year that’s already getting them plenty of free publicity. Not only did they respond to the tweet, but they added to their Christmas message this year in a spectacular, explosive fashion. It looks like the proof is already in the pudding in terms of free exposure thanks to Christmas-themed content.

3) David Jones – The Things We Do For Love

Speaking of saccharine! We’re proud to announce that Aussie retailer David Jones has jumped on the Christmas bandwagon and offered up a classic Aussie Christmas problem in their sentimental Christmas ad! Here in the wide, brown land, we’re not famous for our inclusion of chimneys in our architecture. This ad plays delightfully on this notion and reminds us why we celebrate Christmas at all. Because it makes the people we love happy. While this ad’s not racing up the viral stakes yet, we’re expecting a Christmas miracle!

2) Aldi – Aussie Christmas

https://www.youtube.com/watch?v=iVaZ1hvXW0A#t=55

Australians enjoy a fairly unique Christmas. While the romance of a white Christmas isn’t lost on us – most of us spend December 25 sweltering in the heat wishing we’d let the whole ‘hot food’ thing go. Aldi has jumped on this idea and offered a delightful mash-up of the traditional white Christmas and the quintessential Aussie Christmas. While the advertising elements of this ad might be a little overt, we’re willing to forgive it just to watch those zany Europeans having a crack at the slip n’ slide on the snow! And keep an eye out for the budgie smugglers – we didn’t know they existed outside Australia!

1) John Lewis – Monty The Penguin

And finally, it wouldn’t be a modern Christmas without a visit from Monty The Penguin. John Lewis must be rubbing their hands together in the lead up to Christmas now, knowing they’re days away from an absurd amount of free publicity. Before it was even released, the Twittersphere was abuzz with excitement. And, as expected, this year’s Monty The Penguin ad notched up 12 million views in the first week it was released. John Lewis pre-empted the insane response to the ad with more content marketing than you can poke a stick at including  a website where you can explore Monty’s world, a storytelling app, Monty’s Den in each of their stores and Monty the Penguin adoption toys which raise money for the WWF. Oh and Monty the Penguin has over 35,000 followers on Twitter. Not bad for a penguin. John Lewis spent £1 million on the Monty the Penguin ads but when you look at the YouTube shares, the interactive content and phenomenal free publicity this little guy has earned the retailer, it’s a small price to pay.

– Sophie

Five Vital Ways To Market Your Small Business

When you run a small business, you have to be the jack of all trades doing everything from customer service, to accounting and cleaning. But of all the jobs, finding a way to market your small business is the most important. After all, if you don’t market your business – you won’t be found by customers!

1. Your Website Must Have Brains & Beauty

Imagine your website is a person – they have to look good enough so you admire that attractive shirt they have on, but you also want to be distracted from the attractive shirt by the equally appealing words coming out of their mouth.

You must market your small business – that’s a non negotiable!

You want to be there in the results when people Google your industry. And you want them to stay on your website long enough to click the all important ‘contact us’ button.

Stick to the “F” Rule when designing your website. Imagine the page as a whole and then make sure the important details sit within the F pattern.

For Example:
FiveWay

Notice how the information they want you to see is in one of those red boxes which form a rough F shape? That’s not an accident. This designer has also utilised the clever step of replacing the second vertical line of the F with a stylish image of their product. There’s not actually that much on this page, but it does a provide the user with hints on where to go. And considering this website is the first Google result when you look up ‘WA Builder’ – I’d say it’s working for them. Choose clean colours, strong branding and if you’re thinking you might have crammed too much onto one page take Coco Chanel’s advice and take one item off before leaving the house, because you probably have.

2. Referrals

If you’ve got a few valued clients already, they’re worth spending a bit of time on! Referrals are going to be a massive part of your marketing strategy so find new ways to interact with your existing clients.

Importantly, don’t be shy about asking for referrals. If someone’s happy with the work you’ve done, they’re not going to begrudge spreading the good word. And while you’re at it, get a WoMo account happening so your customers’ feedback is not only accessible, but shareable as well.

3. Social Media – there’s more than just Facebook.

Pinterest: Used to share photos, Pinterest is a fantastic way to market design products, homewares, fashion and home décor.

Twitter: Amazing for quick interactions with customers. People love having access to businesses on Twitter and knowing they’re being listened to.

LinkedIn: It’s a modern rolodex. No professional should be without one.

YouTube: If your small business ‘does’ something, it should be thoughtfully presented on YouTube. Even if it’s digging holes – show people what you can do!

YouTube is especially important as video has become such a vital part of small businesses’ marketing strategies. If you’re not feeling confident, it’s worth spending a few extra dollars to get a professional to do it for you.  Get a professional voiceover, pop it on YouTube and utilise Google search. YouTube advertising is cheap (about 7c a view) and after spending a very minimal amount you’ll find your organic ranking skyrockets and you can stop the spend.

 4. Blog – they’re not just pretty pictures.

It’s like your website – only cooler.  Using a blog as part of your marketing strategy is a great way to give your small business some real personality and give your customers a hub to come to when they want to discuss something with you. It gives you a little more freedom to go into detail about your products or services without being distracting or overwhelming. People know what they’re looking for when they’re on a blog, so know what your audience wants and give it to them.

5. Use the things you already have to market your small business.

You’ve got premises, staff and a phone system, so make them work for you.

Premises: Is your office/showroom thoughtfully planned out and neat? Walk around your space like you were a customer. If you don’t like the way it feels, it’s not right.

Staff: Are they presented the way you want your business to look? When you’re not there, they will be selling so be sure they look and sound the part.

Phone: The phone could be the first way a new client interacts with your business after visiting your stylish new website, so make sure they hear a confident friendly voice on the line coupled with professional On Hold messages. Don’t waste this valuable opportunity to tell them more about your small business because you could sell just the thing they’re looking for.

– Sophie

Social Media – This Tip Will Make a Difference

There are many parallels we can draw between being social in every day life and online. For instance, to be social you must be open to creating dialogue and you must also be open to sharing.  So if you’re like many other businesses owners out there struggling to make rhyme or reason out of social media, here is one idea that applies to any social setting that will help you find your voice online.

Social Media

A little exposure can go a long way…

At the end of every day, perhaps in the afternoon lull, go over what you have done today. Review it and pick something that you did, made, or created then share it with your social network. Every day we are building, creating, editing and making in some way, shape or form; make it your goal to share something from your day. This could be an article you read, a process you go through, a photo you’ve taken or something you created.

Here are some ideas to make a difference to your social media:

● Baker – share a tip for fluffier scones.

● Mechanic – provide tips for prolonging tyre life

● Farmer – post a photo of the magnificent sunset over your property

● Financial planner – offer smart ways of storing invoices & receipts

In short, passion breeds interest. Set yourself the goal of spending 10-15 minutes at the end of the day pouring over what you’ve done and share something with your network.

– Lachy

Video and your marketing strategy: a match made in online heaven.

What was the last video you watched on YouTube? Perhaps it was highlights from the EPL soccer game you missed on the weekend. Maybe it was the film clip for Rihanna’s latest chart topping/scandal inducing hit. Maybe it was even that massively cute video of the emotional baby. Whatever it was, you’re now a member of the ever-increasing online community which is embracing video as a quick, simple and massively effective means of communication. So good on you!

So why is it important to know what YouTube video you watched last? Well I want to explain to you how simple it is to use video as part of your successful marketing campaign.

Let’s have a little look at Pepsi.

Pepsi is a multi-billion dollar company which relies heavily on celebrity endorsement of its product but they’re also fairly cluey about this whole online video thing. In 2012, Pepsi released the first of their Uncle Drew videos. In the video the character of Uncle Drew, an older gentleman, heads down to his local basketball court and joins in a game when someone gets injured. The real kicker? Uncle Drew is actually NBA superstar Kyrie Irving. Uncle Drew’s unwitting opponents are dumbfounded when he absolutely wipes the floor with them. Big deal right? Well the first Uncle Drew video has notched 28 million views. That’s 28 million potential consumers who’ve seen Pepsi’s logo associated with a video they like. When the latest Uncle Drew video was released social media was abuzz with excitement. The video started appearing on Facebook feeds, Twitter feeds, on reddit, everywhere!Uncle Drew

What’s my point? Well rather than spending millions of dollars on paying for advertising that only a determined number of people will see, Pepsi have managed to capatalise on the effectiveness of having your consumers sharing your advertisements for you. Having a consumer share your video adds credibility to it and now 28 million people have cemented Pepsi’s position as a leader in online marketing.

It’s not just corporations jumping on this train. Degage Ministries is an American not-for-profit organisation which aims to help homeless and disadvantaged individuals. They recently engaged the services of filmmaker Rob Bliss to make a video about the transformation of a homeless veteran into a well-presented go-getter aiming to get his life on track. The simple video has now racked up 12 million YouTube views and is making headlines on news websites across the internet. 12 million people now know who Degage Ministries are and Rob Bliss Creative have exposed themselves to an incredibly large audience.

The beauty of video as a marketing tool lies in its simplicity as a medium and its sharability. A viewer only has to move their mouse mere centimetres and click a few buttons to share it with their online network and the credibility this can add to your business is close to priceless. In terms of content, video is a marketer’s dream because it can say so much in such a short time.

So what does that mean for you? Well making videos might not be as simple as sharing them. And that’s where you have to start trusting other people.

Here at Messages On Hold we’re tremendously excited about a new venture we’ve launched called VideoUpdate.me.  We’ve been on this video train for a few years now and we want other businesses to start enjoying the benefits of adding video to their marketing strategies.

Our On The Money series of videos which focus on accounting and finance are already being sent out from accounting firms across Australia, helping these businesses tell their clients the latest news in the industry and actually engaging them at a more sophisticated level.

Every business should have something to say about itself and if you can tell that to potential clients through video you never know just how many people might end up seeing it.

– Sophie

It’s Always Personal, It’s Business

“It’s nothing personal, it’s just business” is a phrase that, unbelievably, still lingers in some modern business owners’ lexicon. The reach of social media, the rapid rate at which consumers can communicate and the speed with which they can congratulate or condemn means that whether you’re in customer service or marketing: business is always personal.

When customers use social media to query or complain, the business is presented with a unique opportunity: to personally engage with this one customer. Studies into complaints made over social media indicate that 50% of customers give a brand only one week to respond to a complaint before they stop doing business with them. The same study indicated that 89% of customers began business with another company after a poor experience. Can you afford to stay silent?

The most common words on a major airline’s Facebook newsfeed.

The most common words on a major airline’s Facebook newsfeed.

It would be unreasonable for a business to completely change their terms of service on the whim of one customer… but prompt acknowledgement and resolution of a complaint online can help a customer to not only forgive the grievance, but flip their view of the company from negative to positive, thereby strengthening brand loyalty.

Another study indicated that after having two-way interaction with a brand over social media, 90% of customers would recommend the brand to others. In developing an emotional connection, a sense of loyalty, between customer and brand, social media is an invaluable and incredibly effective approach.

Still not sure just how “personal” it can be? In 2008, United Airlines were shown just how effective social media can be as a weapon when it was used against them with humiliating and ruthless efficiency. After irreparably damaging musician Dave Carrol’s guitar during a flight, and refusing to reimburse him despite 9 months of negotiations, Dave released a song on YouTube which blasted their business and customer service. The song went viral, and four days after its release, United’s stock had dropped by 10% – an estimated $180 million.

As more consumers choose social media as the means to communicate with the brands they use, the age old adage “it’s nothing personal, just business” should recede from all minds serious about strengthening brand loyalty, and increasing their customer base.

– Kyle

One Giant Tweet For Mankind

Full disclosure, I’m a massive Twitter fan. Twitter lets me say what I want to say, when I want to say it, to who I want to say it to and lets me feel like someone is listening. I’ve had problems as simple as ‘what to have for dinner’ answered, I’ve interacted with famous people I admire and will never meet and I’ve connected with people I have never met in a meaningful way, all within 140 characters.

One of the most powerful examples of the influence Twitter can have is that of Barack Obama’s political team and their use of the social media. Having successfully experimented with social media in the 2008 presidential election, Barack Obama began personally contributing to the @BarackObama account signing personally written tweets with BO. You, the follower, can now read direct communication from the President of the United States! At last check, the account had a cool 30 million followers and in December of 2012 Obama made history by tweeting a photo of him and his wife embracing along with the text “Four More Years”…. which was re-tweeted 769,000 times in 22 minutes. Just the sheer number of people he was able to reach, with nothing more than a Smartphone, is astonishing. In no other format can such a simple, unchanged message reach so many people with so little effort.

Four More Years...

Four More Years…

Specific brands have caught on to the Twitter juggernaut as well and used it to fantastic effect. Not with never-once-clicked-on, spend-your-money-somewhere-else ‘sponsored’ tweets, but with real-life, personal and communicative tweets. While there’s always the risk of consumers taking to Twitter to vent horror stories, there’s also the option for consumers to take to Twitter to share positive experiences with a brand or company.  Not to mention the great customer service you can display when you get back to your consumers with their Twitter feedback with a timely and helpful response. Remember that old saying where one person has a good experience and they tell two friends? Well now they’re not just telling two friends, they’re tweeting to thousands of followers all across the world.

Companies and brands like Kodak, Starbucks, NASA and WWE use their Twitter pages to great effect. They ask their millions of followers questions, they find out why their customers choose their brand and best of all they have fun with their customers.

It’s all well and good relishing what there is to gain from Twitter, but like any good footballer will tell you, it’s important to know your weaknesses as well as your strengths. Errant tweets can not only impact your business but the flow on effect from re-tweets are only just being discovered. On Tuesday 23 April hackers took over the Associated Press Twitter account. They used the account to tweet there had been explosions at the White House and President Obama was hurt. In the few minutes the tweet was available before it was deleted and the account taken offline it was re-tweeted 3000 times. Although the news was confirmed as untrue it was online long enough to send a shudder through the stock market which plunged 143 points before it recovered.

Even tweets from companies themselves have the capacity to be major PR blunders. Just looking at some of the top corporate disasters of 2012 makes it blatantly clear that each tweet needs to be thought about both in the context of the business it comes from, but as part of the greater Twittersphere as well. A misplaced or mistimed hashtag can have a massive impact on a brand’s image and even one re-tweet of a terrible tweet is one you’re not going to get back.

But let’s not dwell on the risks – we love taking risks! Be aware of them, but embrace them and use them to your advantage as well. Messages On Hold has just dived into the world of Twitter as well and we’d love for you to follow us as we explore just how  much we can achieve… in 140 characters or less.

– Sophie

The Element of Surprise; Surprisingly Easy

Do you remember the good old days when you didn’t have to pump your own petrol? I don’t, because I was born in the nineties. But I’ve heard great things about those pre-World Wide Web times; milk delivered to your door step, corner shops where the shopkeeper knew your name, bank tellers that were neither automatic nor machines. But those little customer service quirks have gone the way of the dinosaur and the human race has evolved to have lowered expectations to help cope with this changing climate.

My generation is getting used to poor customer service to a point where we don’t even know what we’re missing out on. We’re desensitized to video game violence and waiters who won’t make eye-contact. While this may make us an apathetic lot, it also makes us strangely easy to surprise.

A bar in Perth recently announced it was going to go against the norm and sell coffee for $2.50. Big whoop. But in Perth, this is newsworthy because we’ve been subjected to coffee that’s on average 40 cents more expensive than the rest of the country.

So why not take advantage of these lowered expectations and surprise your disgruntled customers with some good old fashion service? Your customers will either react like this guy (watch the video, I’ll wait here until you’re done) or they’ll be so surprised by the interaction that it will become an anecdote shared by word of mouth or across social media.

The Interaction

The Interaction

There are many examples of customers making waves across social media, some good, and some bad. One positive example is the story of the Dragon and the Kangaroo. When the Galaxy SIII was released a man asked Samsung Canada for a free one and attached a picture of a dragon he had drawn for them.  Samsung apologised to the man, stating that they could not afford to send everyone a new phone who asked. Pretty run of the mill response, except for one interesting addition; they complimented his dragon and gave him a drawing of a kangaroo on a unicycle in return.

The man was charmed, took a screenshot of the conversation and posted it on Reddit with the caption “Well, Samsung Canada has won me over”. The image went viral and Samsung Canada gained the image of a cool, laidback and friendly company.  But then they took one step further. As a token of their appreciation for the positive media, they sent the man a one of a kind Samsung Galaxy SIII customised with his drawing of the dragon. (And of course, that photo made the rounds online as well).

The Payoff

The Payoff

Now I’m not suggesting you dish out free products to your customers, but they are likely to be surprised by outstanding customer service. They’ll also want to tell their friends. So take advantage of Generation Y’s careful combination of lower expectations and desire to share every life event online. You never know what will go viral.

– Emily