Wow, this morning has been so exciting. Yet tragic and scary for Toyota owners. As a marketer, I am sitting back to watch how all of this will unfold for Toyota. The ultimate case of brand identity, reputation and economic crisis are all balled into one horrible circumstance.

While Toyota is scrambling to figure out a solution to the “accelerator pedal” crisis, GM is utilizing the Social Media accelerator. By monitoring their competition and listening to their customers, they were able to act quickly and possibly lure customers away from Toyota. Based on Toyota’s reliable and trustworthy reputation, Jake Fisher, senior automotive engineer at Consumer Reports, said “It’s very difficult to pry someone away from Toyota.” Which is why the competition must be paying attention to how they can now find a way to gain some of Toyota’s market share.

Less than 24 hours after the recall was announced GM announced an incentive program to any Toyota owner:

• Toyota lease holders can get up to $1,000 in lease payments to terminate their Toyota lease and buy or lease a GM vehicle. It applies to Chevrolet, Cadillac, Buick and GMC vehicles.
• Financing buyers can get zero percent interest rates for 60 months on most GM vehicles.
• Cash buyers can get $1,000 down-payment assistance to get into a GM vehicle.

Social Media Lessons Learned…so far:

• Monitor your competition, you never know when an opportunity may present itself.
• Listen to your customer – on and offline.
• Fail fast, act quickly.

A few months ago I was at a Seattle Mariners game, in Seattle.  I was visiting a friend who was getting married that weekend and we were meeting at the Silver Cloud Inn before the game (a hotel directly across from the stadium). The usual ticket scalpers were lining the stadium walls – either asking for tickets or holding them in their hands to show they indeed had tickets available if you didn’t have one.

There must have been at least 25-30 ticket scalpers.  Imagine the competition. Before we left, I ran upstairs to grab my jacket and as I waited for the elevator a man rushed passed me into the business center located just a few steps away from the elevators and the main entrance to the hotel.  Curious, I followed the man into the business center and sat down to fake a little “online lookup.”

I noticed this man had pulled up Craigslist and started to create an ad.  Sitting next to him, a pair of Seattle Mariners baseball tickets.

The point of this story? In business, often times we do the same things our competitors are doing, we use the same resources, at the same time, in the same place.  One by one we all line up next to each other for potential customers to determine what makes each one of us different or who has the kindest smile (best logo) and looks the friendliest (cheeky marketing speak).

It’s important to recognize that we can still use the same resources and advertise using the same channels, after all that is where are customers are.  But it doesn’t mean we can’t look at how to market ourselves and our message differently than the rest.

In this case, it seems obvious that you could sell the tickets on Craigslist to folks who are planning to attend the game but can’t find tickets (days, or even weeks before the game).  It also seems obvious that you would stand right in front of the stadium because customers know they will be able to purchase tickets from…a ticket scalper.  But, this man changed the game a bit – he used the same resource at a different time and utilized the resources around him.  Whether he sold the tickets or not, he was still utilizing the resources that were available to him – and at no cost to him.  Craigslist = Free.  Hotel Business Center = Free.

Key takeaways:

1. There are plenty of free Social Media tools out there like Facebook, Twitter, Flickr, and YouTube.  If every one of your competitors has access to the same tools and resources you do, how are you differentiating yourself? How can you utilize those tools differently – be it seasonal, deviating from a normal process, or other? Think strategy.

2. If you have created a Facebook page or Twitter account for your business are you just running with the herd? Have you just jumped on the bandwagon because every one else has? How can you use these resources and other resources outside of these to actually improve your bottom line?  Avoid the “me too” scenario or seek help from an outside consultant to introduce ideas on how to use these tools to your advantage.

3. Don’t forget the resources/tools that have worked in the past or the ones you haven’t really fine tuned that are working.  Don’t throw the baby out with the bath water.

4.  Don’t be so quick to jump on the next shiny object that sparkles.  Make sure you have a clear understanding and strategy in place before investing the time and labor costs associated with the upkeep, management, and maintenance.

Significant increases in the adoption of social media marketing tools have taken place this year, with 72.5% of Twitter users signing up in 2009 Sysomos, InsideTwitter and Facebook users having grown to over 200 million active users as of April.

Big brands have been early adopters with the ability to gain greater visibility with their audiences due to their brand name. And while the focus has primarily been on the difficulties that big brands face by opening the flood gates of communication and making themselves vulnerable to the comments of the consumer, I have yet to see anything focusing on the reputation, responsibility, and accountability of the consumer. So here goes…

Consumers Behave: Top 4 Reasons Why You Need to Think Before You Speak

1. Reputation:
When did cussing, swearing, and yelling become acceptable? It hasn’t. Even if it is online. The comments you make last forever and even with the ability to delete them on some sites – a handful of people may have seen your comment. The old rule of conducting yourself appropriately in public still remains online. You are still in the public eye, and more so online due to sharing abilities.

From pictures to comments, what are you posting that may jeopardize your reputation? Ask yourself before submitting that comment if it is something you would want your friends, family, colleagues, potential employers, and other potential influential people to see. People will always criticize and judge that is just the way of the world, but what ammunition are you putting in their pocket?

Mom says: “Think before you speak,” and “If you don’t have something nice to say, don’t say it at all.”

2. Credibility
Perception is everything. If you are constantly self-promoting your own stuff without engaging and participating with others you are entering into a death trap. If your commentary is fabricated, automated, or untrue, people will see through it. Without trust, there can be no true respect, relationship or friendship.

Mom says: Be yourself. Kindness and authenticity go a long way.

3. Misinformation
I don’t know how many times I’ve stumbled into the Q&A on LinkedIn where people are answering questions about topics they know nothing about. Or a blog post providing guidance and advice on topics they aren’t familiar with. I’m not going to give people advice on how to remodel their kitchen just because I know how to use a hammer and nails. You shouldn’t either, misinformation can be dangerous.

Mom says:Keep your mouth shut. You don’t always have to know the answer. Don’t feel you have to say something.

4. Exclusion
Keep in mind that many places have the right to refuse your business. If you are prepared to take the heat and possibly never be able to purchase or receive service again from a particular organization then good for you. Otherwise, conduct yourself in an appropriate and professional manner. Would you tell your client or your customer that you hated them to their face? I’m not saying walk on eggshells, but find an assertive way to handle the situation or you may find you have excluded yourself from others as well as been excluded from receiving business.

Don’t embarrass others with your actions.

Mom says:Treat others as you wish to be treated.
Mom also says:Don’t air your dirty laundry.
Mom also says:Always be a lady/gentleman.

What comments, opinions, blog posts have you seen that made you embarrassed for the person?

photo credit: playingwithbrushes