“MacBook Error: Six Tips To Apple On Social Media Marketing”

It’s MacWorld fever in San Francisco. I think their new Macbook, the MacBook Air, is beautiful, but everytime I hear the new name, I hear MacBook “Error.” Today I want to address the biggest MacBook Error: the thinness of their conversation in the social media realm.

Yes, I know they are on top of the world, but there are voices from the blogosphere that point to cracks in the MacBrand base; early adopters and super fans feel left out. As Apple becomes more of a consumer brand, more mainstream users will purchase Macs. This means more complaints, stretching the ardent fans–and customer service–thin; no longer will every negative Apple post be bombarded with super users flaming the blogger. To address this, Apple will need to stop pushing products and messages at its community. Instead, they will need to become more engaged with their community.

Steve, are you listening? Here are some of my top tips for Apple on refreshing their Social Media efforts to revive the Fan Base:

  • Stop trying to silence your superfans!
  • Beautiful Ads and Demos, set them free!
    • Sharing is Caring. Let the videos into the wild by allowing them to be embedded into other sites and shared. Just by sending a link back to the page is tres 1.0. Do this with Steve’s keynote, too.
  • MacBook Air: Behind the Scenes
    • For movie buffs, the “Extra Features” on a DVD are one more reason to buy. Same goes for tech geeks. Show us the behind the scenes of the MacBook Air. Intimate video chats with the Hardware Design team. Live podcasts (with call-in) featuring the User Experience team.
    • Too hardcore? Ok, open up developers’ blogs!
  • Like a shepherd herding the flock…
    • A Community Manager could address the worries early adopters are having re the MacBook Air. They can also hit up the Green bloggers upset about Apple’s lack of true environmental concern, or just common users P.O.-ed about Leopard’s constant crashes. Go and address those posts head on. Cut the messaging and speak to them like people.
  • Open up a dialog
    • Apple currently has a web-based form for feedback, but it feels like you are sending it out into a void. Make it a community, like Dell, where users can submit suggestions/concerns and then vote on the ideas. Yes, there is a forum, but it relies heavily on super fans…and forums are SOOOOO 1.0.
    • Customers also need to know that they are taken seriously. Close the feedback loop. Let them know the status of their suggestions.
  • I’m Streaming of a Live MacWorld
    • Ok, it may be a little far fetched, but I want a cam to be following someone through the MacWorld experience, like a fly on the wall. Bonus points if that fly is STEVE JOBS!

I love all my Apple products, but I’ve been a little upset since upgrading Leopard. No longer can I play music on Front Row through my Airport Express. I filled out a comment form and have not received any sort of follow-up. I’ve dropped so much money on my desktop, laptop, keyboard, Airport, Airport Express, and I deserve some sort of acknowledgment.

What do you think? Is Apple heading towards Dell Hell or are they on the right track? What suggestions would you give Apple on reinvigorating their fan base?

add to del.icio.us :: Digg it :: Stumble It! :: seed the vine :: :: TailRank

Recommended Reading

Don’t miss out: Add us to your RSS reader, or sign up for our email.

About these ads

4 Comments

Filed under Best Practices, How To, It's A Conversation, Marketing, New Media, Rants, Sharing is Caring, Social Media, Video

4 responses to ““MacBook Error: Six Tips To Apple On Social Media Marketing”

  1. Very good site with a lot of useful
    information

  2. Great points all around and hopefully they will at least read and think about doing some of these!

  3. Chris, I agree with you–Apple is pretty smug where it is, but it is living on the diminishing returns of goodwill stored up long-ago. This is dangerous, as when the cracks begin to show up, they will be less and less able to fill them.

    It’s amazing that a company with such a great reputation for design and quality is not involving its customers. Wait, it’s not amazing, it’s mindless.

    “No control” may not be the whole new reality, but “too much control” will bite you in the ass.

  4. red66

    Great advice all around… I always though Mac Leopard sounded too much like Mac Leper. Is Apple Marketing unto something?

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s