Twitter Q&As are like London buses – you wait ages for one then 100 come along at once. At least I think that’s how it goes?
In recent months brand marketers must have been busy convincing prominent members of staff to make themselves available on social media, as it seems every day someone else is answering questions via a hashtag.
The main benefit of these Q&As is PR, as the likelihood is that a huge number of trolls will try to ruin the exchange and inadvertently get it trending.
It tends to be the preserve of pointless celebrities and footballers, however every now and then someone of genuine interest agrees to get involved.
This roundup includes seven Twitter Q&As that proved to be useful for one reason or another...
Ryanair was, and is, famous for many reasons; cheap flights, luggage restrictions, perceived sexism, a crazy boss, a refreshing approach to PR, and the list goes on.
But perhaps Ryanair was most famous as the poster child for the upsell, and the doyen of poor UX.
All this might sound harsh, but it is thankfully all changing. Michael O'Leary has been all over Twitter recently talking about forthcoming improvements, particularly to the web, and luggage restrictions, too.
And today, via its Twitter account, Ryanair announced the first stage of its website rebuild, the homepage, is now live.
53% of customers who ask a brand a question on Twitter expect a response within one hour.
However, if a customer makes a complaint to a brand using Twitter, that figure goes up to 72%.
These stats come from the latest research by Lithium Technologies and perhaps contradicts the previously held notion that just 11% of people expect to receive customer service via social media.
User experience is a key differentiator in ecommerce as if the process of buying something from a website is enjoyable and convenient then it encourages customer loyalty.
To an extent, it can even overcome the natural consumer urge to find the lowest price.
However for most consumers cost is still the most important factor when making a purchase, as evidenced by new traffic stats from Ryanair.
A study by SimilarWeb into traffic volumes for several airlines found that Ryanair consistently outperforms EasyJet and British Airways despite its obvious contempt for UX and customer service.
We written a number of posts about the shoddy UX on Ryanair’s site, including its hidden costs, irritating upselling, and lack of a mobile site, yet customers are still obviously attracted by the airline’s low prices.
In a recent study, easyJet emerged as the third best email marketer of the UK’s top retailers while Ryanair finished among the lowest scorers of the benchmark.
easyJet has had a more interesting ‘marketing journey’ than most, it’s fair to say. The brand has come a long way since it first burst onto primetime television in 1999 as part of fly-on-the-wall documentary, Airline.
In this post, or seamless meld of my personal and professional lives, I will highlight a few user experience blips I found when booking a holiday to Austria.
On reflection, it occurs to me we might all be over-excited about new developments online. Wearable technology and cross-channel CRM are both all over tech and digital marketing news, but how far are we from websites working to the user's satisfaction?
As progress brings more examples of 'good', the 'bad' becomes even more annoying. The whole experience of booking my holiday left me realising that one of the main benefits of package holidays remains the same: they take the hassle out of having to interact with more than one service/company in the travel sector.
None of the company websites I used were bad at all, in fact, I was impressed by OBB (Austrian Rail) and Olotels, but the cumulative effect of small user experience hiccups meant that booking tickets and accommodation filled an evening with moderate pain.
Can a holiday ever truly be 'last minute' until travel sites are optimised further? Here are the problems I faced.......
Copywriting is an important part of a company’s image, as it helps to define the consumer perception of the brand personality.
For example, Innocent Smoothies uses quirky, light-hearted copy to portray a caring, friendly brand image.
But to what extent can copywriting really impact the consumer perception of a brand when they are already familiar with the business?
Brand language consultancy The Writer investigated this topic by testing people’s reaction to a series of customer scenarios.
2,000 consumers blind-tested writing samples from three airlines and three retailers, as well as an invented sample for each scenario.
Hurricane Sandy highlighted the fact that brands still struggle with social marketing, as retailers fell over themselves to try and use the disaster to sell more clothes.
The immediacy of social media makes it the perfect way for brands to expose themselves to ridicule by sending out a kneejerk tweet without thinking through the consequences.
But not all of the examples on this list are errant tweets – indeed some obviously had a great deal of thought behind them, which probably makes the ensuing fall out far worse.
So without further ado, here’s the top 10 social media fails of 2012 so far...
Ryanair has added a new captcha screen in a bid to beef up security against screen-scrapers.
The screen appears once date and destination information has been entered on the home page, preventing screen-scraping sites from accessing pricing and availability information.
A statement from Ryanair heralds the captcha as an 'outstanding success' after eDreams and Bravofly stopped displaying its pricing details on their websites.
It says the move “has improved consumer access to, and the response times of, the Ryanair.com website”.
When it comes to marketing, few companies take as combative an approach as the budget airline Ryanair.
In fact, over the last couple of years, the company has challenged a rival brand to a ‘chariots of fire’ race around Trafalgar Square, referred to a large chunk of its online audience as the ‘idiot blogosphere’, threatened to introduce a surcharge for overweight passengers (a ‘fat tax’) and suggested it might make customers pay £1 to use its onboard toilets (the press have dubbed this ‘pay per pee’).