Positioning is everything!

As I joined the rest of the bleary eyed hungry customers waiting for breakfast at McDonalds, I could see a dance unfolding.

It wasn’t choreographed … and it wasn’t that graceful, either!

Instead, I could see an accident waiting to happen as the girl serving me squeezed past four highly stacked drink holders to get part of my order. As I watched, the precarious pile of cups came tumbling down, distracting her from what she needed to focus on. The resulting mess proved a distraction for other staff members, too, as they scrambled to clean up.

The whole process made me think of how vital brand positioning is in business, whether it’s for McDonalds or your own online presence and participation. A brand positioned wrongly is like the fragile stack of cups, an accident waiting to happen, and ultimately a distraction. I still received my meal, but there were hiccups along the way. It led to a less-than-satisfying experience.

When I decided to experiment with different social media tools I needed to consider what my strategy was first.

  • Can I commit once I start?
  • Does the whole process align with our brand?

If you’re new to social media, sometimes you may need to observe, think and do nothing. Then if you have a clear strategy, go for it! Yes, that may mean making mistakes. But that’s how I learn.

I’m currently working on my online personal brand. It takes time and most of us are time poor. Some things to consider:

  • Write your bio. This takes a few attempts. If it’s hard to write about the great experiences you offer, run it past a friend or colleague (even better if they’re a writer ). I notice I keep tweaking mine.
  • I stay away from the word "expert". I do not know everything about social media; I’d have to be omnipresent to do that!
  • Choose a photo that best portrays "You"
  • Be patient- It won’t happen overnight so you’ve got plenty of time to explore
  • Be consistent. For example, if you’re going to start a blog, decide what you want to say and how often

Jason Falls is a Social Media explorer who’s just formed a Social Media Group in Louisville . Have a look at his latest blog post about what their group discovered among their conversations.

What are you coming up against as you explore social media? I’d love to hear from you in the comments section below.

4 thoughts on “Positioning is everything!

  • Gina Couper

    Marie, seems like you and I both have McDonalds on the brain this morning as I have just been Tweeting about my experience there last night (hmmm, are we McD’s junkies?!)!

    I agree that positioning is important, with the ultimate goal of owning a clearly defined “place”/”word” or “meaning” in your customers’ minds.

    I would like to add as per my Tweet this morning, that user experience is critical. The experience you and I both had at McDonalds was remarkable, but in a bad way. In fact we are both sharing our remarkable negative experiences with the world. So in these cases McD’s suffers from negative word of mouth. But what if we had both had had an *awesome* experience – if they had wowed us somehow, what could the net result have been for them then? Would we have used the power of social media to blog and Tweet about it in a positive way, reinforcing the positioning of McDonalds in dozens of other customer minds?

    Cheers
    Gina
    http://twitter.com/juicygina

    Reply
  • Gina Couper

    Marie, seems like you and I both have McDonalds on the brain this morning as I have just been Tweeting about my experience there last night (hmmm, are we McD’s junkies?!)!

    I agree that positioning is important, with the ultimate goal of owning a clearly defined “place”/”word” or “meaning” in your customers’ minds.

    I would like to add as per my Tweet this morning, that user experience is critical. The experience you and I both had at McDonalds was remarkable, but in a bad way. In fact we are both sharing our remarkable negative experiences with the world. So in these cases McD’s suffers from negative word of mouth. But what if we had both had had an *awesome* experience – if they had wowed us somehow, what could the net result have been for them then? Would we have used the power of social media to blog and Tweet about it in a positive way, reinforcing the positioning of McDonalds in dozens of other customer minds?

    Cheers
    Gina
    http://twitter.com/juicygina

    Reply
  • Marie

    Hi Gina,

    You hit it on the nail here! I agree that positioning is important, with the ultimate goal of owning a clearly defined “place”/”word” or “meaning” in your customers’ minds.

    And look how powerful this conversation is, not only can you and I twitter about it but we can blog about it too. Can you imagine if McD’s did have an online presence and they could track their customer experiences (positive or negative). They could turn these negative customer experiences into an opportunity to get it right! If they approach it the right way, you and I in return “could” possibly be their brand enthusiasts.

    Thanks for taking the time to comment, appreciate your thoughts 😀

    Reply
  • Marie

    Hi Gina,

    You hit it on the nail here! I agree that positioning is important, with the ultimate goal of owning a clearly defined “place”/”word” or “meaning” in your customers’ minds.

    And look how powerful this conversation is, not only can you and I twitter about it but we can blog about it too. Can you imagine if McD’s did have an online presence and they could track their customer experiences (positive or negative). They could turn these negative customer experiences into an opportunity to get it right! If they approach it the right way, you and I in return “could” possibly be their brand enthusiasts.

    Thanks for taking the time to comment, appreciate your thoughts 😀

    Reply

Leave a comment

Your email address will not be published. Required fields are marked *