As KikScore continues to grow and add customers, our team is more active in social media sites.  In anticipation of a large partner release, we are working to ensure staff support and processes in place to respond to customer inquiries and issues.

Providing an avenue for your customers to sing your praises and also to vent when needed helps to build trust in your brand and confidence in your customers.  With social media continuing to rise, consumers savor the ability to have a voice in a variety of platforms, and they can yell loudly.  To build trust and loyalty in your customer base, you have to listen and react in a timely and professional manner .

Being a mom, I could relate to the outrage set forth by moms across the country on this Motrin add.  Motrin could have quickly regained confidence and trust in its consumer base by reacting to this outrage in a much more professional  and empathetic manner.

As a small business, creating an avenue for clear communication with your customers on good and bad topics will not only build trust, but also instill loyalty which creates new customers and reduces abandoned shopping carts.  Be an advocate for your customers and they will yell loudly on social media platforms that your business is the business to connect with.

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Minnesota is many things.  The birthplace of Bob Dylan, Prince, and Kevin McHale.  Home of the Vikings (and Brett Farve).  It is also my home state and I just returned from a 10 day visit home.  Why 10 days?  Because when you have one vacation each year you want it to last as long as possible.  And nothing seems longer than 10 days in Minnesota.

Now to my point.  When visiting the Land of 10,000 lakes, it’s striking at how accommodating and polite everyone is (whether they actually are sincere is another question and not something that really matters).  But tied into that is how trusting everyone is.  Repeatedly I noticed people leaving their computers at the Starbucks table and my parents don’t lock their doors when they are gone all day.  Trustworthiness (or at least the absence of mal-intent) seems to be part of their DNA.

This seems to extend to e-commerce.  I was quietly watching my mother shopping online.  She was looking for some odd knitting equipment (did I mention there is nothing to do in Northern Minnesota?) and she had no hesitation visiting unknown sites.  After I explained the dangers of blindly visiting sites without any security software (and this may be the reason why her computer runs slowly) she seemed shocked that anyone would be less than honest.

As with all things related to Minnesota, the awareness of online danger will spread – probably in about 3 more years.  To give you an idea of the information delay, Minnesota still seems to be getting over the grunge look (I had to tell a few folks that Soul Asylum wasn’t a “with it” band anymore).  So, unless your target market is selling deer tick spray online, promoting trust on your site should remain a top priority.

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We have covered in previous posts the issues of online reviews here and the artificial inflation of numeric reviews and online ratings.  The truth is,  we all look at reviews, whether they are for a hotel on Trip Advisor, a take-out place on Yelp or a product review at your favorite online store.  With the proliferation of reviews across many sites and across so many of our online shopping choices, the issue has now become what is a legitimate review and what is a fake?

Here is a good video interview  of Alan Bligh, Executive Director of the Coastal Bend Better Business Bureau in Texas.  He outlines a series of items in this video that are red flags you should look out for when you are reading an online product review.  We highly recommend watching this video as it will help you stay safe when you are shopping online and it gives online shoppers practical security tips to help you avoid being a victim of online fraud.

Some of these red flags include:

1) Reviews that are actually from an employee or even a disgruntled employee;

2) A review written by a competitor;

3) Product reviews with too much technical jargon may be written by an “insider”;

4) Be careful of reviews that sound like an advertisement for a product;

5) The same review or largely the same review (using the same wording) is written many times on a site or  an online store’s site;

6) The review is all positive.  Typically legitimate reviews have positive and some negative (or at least potential improvements) included; and

7) Reviews with a user name that has 3-4 numbers at the end of it are typically auto generated by software or a computer that trolls the internet and automatically places generic reviews on multiple sites.

This is a good list of red flags to look for when you shop online.  Please tell us if you have any red flags or seen any odd comments in product reviews that have raised a red flag with you.

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I am still frankly in some ways recovering from what I knew was going to happen all along.  Lebron James was going to leave Cleveland. I actually predicted it in this post about lessons small businesses and startups can learn from Lebron James after his flame out in Game 5 of the Celtics/Cavs series earlier this year.

So his departure got me thinking about a few things.  As we all know, his departure was a complete PR spectacle.  But there are some serious lessons learned.  Even strangely  I see some commonalities between how we all viewed Lebron James (especially Cavs fans) and how we decide whether we should trust someone online.

1.   People Change – Cavs fans, and frankly many in the media, thought they knew Lebron. Heck there was probably good reason for the belief, they watched him grow up in my hometown of Akron, watched him get drafted and become a global icon in Cleveland.  Many people thought that they knew Lebron to be “one of us” because he was from Ohio and knew the long frustration of Cleveland sports fans.  Boy were they (we?) wrong. Many people say something changed with Lebron in the last few months, even reporters that have covered Lebron since he was 16 and back in high school. It started with the complete collapse in Game 5 against the Celtics where he looked clueless and uninterested in playing in front of 20,000 crazed fans in a series that they should have won. And it continued to this summer where Lebron blew off the owner of the Cavs not responding to one of the owner’s calls or voicemails.  Wow, did he indeed change and change at that very quickly!

Lesson Learned: You may think you know someone online (and maybe even offline), but you need to be prepared for the unexpected. The only thing you can do to protect yourself is a) get as much information as possible about a person and business and b) always be cautious for the unexpected to happen because it will.  Also the person or business you know one day may be very different a few months or years later.  So always keep your information gathering up to date before you decide to do business online.

2. Do Not Trust Labels, Trust Actions – Lebron repeatedly said so many times he puts a premium on loyalty.  He said he is a loyal guy and that he will always be that kid from Akron.  The fans, media and even his teammates bought into that card.  Heck, I even bought into it.  You have to kind of grow up in Akron to understand it but there generally is a common bond of many people from NE Ohio that ties us together for some of the events, sports nightmares and generally ribbing we have endured.  Again, we were so wrong. You can literally have the word “Loyalty” printed on your chest like Lebron does, but it means ZERO if you do not live up to your word.

Lesson Learned: When you are online, people and businesses will say all sorts of things to get your business. They will say that they guarantee certain things, that you can trust them, that their website is safe.  Make them prove it to you by having them show you their trackrecord of reliability, trustworthiness and success.  Heck, that is what the KikScore seal allows you to do as a small business.

3. Look for Hints of Information to be Wary:  So in some ways I can say myself and the rest of the city of Cleveland/Akron feel blindsided.  But that would be naive.  There were many hints of information and actions, though small and isolated instances, that should have made people wary of what Lebron was going to do.  There was the lack of commitment to the team last year when he had the opportunity to resign, there was his space cadet look and play in game 5 of the Celtics game, there was the lack of engagement with the team after the season and then maybe the most glaring one is when Lebron constantly referred to the fact that he needed to consult “his team” for the decision.  No that would not be his Cavs teammates, that was his marketing team and his bunch of his fellow St. Vincent, St. Mary high school friends and agents. I should have known, I went to Walsh Jesuit the arch rival of St. V’s. We could never trust those guys……but that goes back nearly 20 years now.

Lesson Learned: Transparency is key.  If a person or business is transparent and gives you information about themselves and their actions, first that is a good sign because they are comfortable enough to give you that information.  But more importantly, in order for you to make that online trust decision you need to analyze that information in way that allows you to feel comfortable.  To help, here are 7 items to look for from in stores that sell online to make sure they are legitimate,  5 safe online shopping tips and some help with finding contractors you can trust online.

There probably are many more.  Please let us know which ones you think there are.  I am sure you probably heard that the Cavs owner last night had a nuclear response to Lebron breaking his trust and the city of Cleveland’s trust.  We all should learn a few things from this free agency experience so that we do not end up having to send a letter like that to a person or company you do business with online because you did not take the steps to protect yourself.

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Summer sun brings external home improvements.  Usually, these are self-driven so you as a homeowner, can plan, schedule accordingly and select a contractor that suits your needs.  Unless, of course, you live in an HOA driven community that forces such improvements upon you.  Welcome to my world… There is a team of painters going from block to block (I live in an urban rowhome community) painting the exterior of our homes.  The process started with a power wash, then caulking, then they are now covering windows with tarps and then finally painting.  In watching the row across from us, the entire process is very lengthy.

The thing is, I had no option to ‘vote’ on which painting company was selected.  So how do I know I can trust these guys?  I just have to deal with the process set forth and hope for the best.  Now I trust my HOA to an extent, so I can feel somewhat comfortable that the end result will be Ok.

But, an online survey of all homeowners would have been a more ideal approach.  Each homeowner could have reviewed the list and looked at the painting company websites to cast a vote.  Different painting company websites may have had specific trust seals that could have swayed homeowner decisions.  The HOA could then have made a decision based upon feedback and cost and worked from homeowner recommendations.  We are a tight community, and value each others opinions.  But alas, we were not given this opportunity.  Not only would this have been a great exercise for my community, but also would have helped to build trust online for the given painting companies that offered up a bid.

If the company doing the work right now does a stellar job, I may go and post some comments on their website in support of them – so they may benefit positively… or negatively if they do a poor job.  How have you helped a contracting or service provider build trust online?

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My KikScore partner, Travis, challenged me to find any good that has come from all of the terrible calls made during the World Cup.  Not one to turn down a decent challenge (sorry Raj, but that White Snake challenge was weak at best), I am presenting the business lessons from the referring debacle that is the World Cup:

1.  Any Press is Good Press:  Let’s face it, all the terrible calls (and the video replays of the terrible calls) prove the point that there really is little difference from being famous versus infamous.  Either way the event is well known.  For the first time since 3rd grade, I’ve been paying attention to soccer — and so have a lot of other non-soccer fans.  People unfamiliar with the sport are now watching the games, learning the rules, just so they can talk about the bad calls.  The business lesson here is obvious.  Getting the word out trumps pretty much everything else.

2.  The Best Team Doesn’t Always Win:  England should have trounced the U.S.  The U.S. should have beaten Algeria.  But that’s why you play the games.  And sometimes the best team doesn’t win.  Same goes for products and businesses.  Sometimes the best service becomes a niche player.  And sometimes a third party (a referee, a very litigious individual, or a government) intervenes and makes the decision for the marketplace.  Just like soccer matches, your product has to survive in the real world, which isn’t a completely efficient marketplace of ideas. 

3.  Anger enough people, and The Rules Will Change:  The flip side of my first point is that if the current rules set in place promote incompetence and anger enough people, tradition will be sacrificed and the rules will change in an attempt to prevent a recurrence of the same issue.  So there is no instant replay for FIFA games.  With all the anger about the blown calls, there is now serious talk about creating instant replays.  Same goes for business.  If you creat enough ill-will, the rules will change for your business.  Just ask Goldman Sachs.

Feel free to share any other business lessons learned from this outbreak of bad calls.

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Here’s the situation:  Raj and I are going to be speaking at a conference in a few months.  It will be a great opportunity to talk about KikScore and learn from fellow entrepreneurs.  Sounds good, right?  Um, did I mention it is in Las Vegas?  Did I mention that my wife is not really into Vegas?  I guess she doesn’t mind Vegas in and of itself.  She minds me going to Vegas with Raj — unsupervised.  I’ll let it go that she thinks I need supervision and get to the main point. 

Sometimes what is great for business — e.g. new partnerships, conferences, new channel development — is not necessarily great for your personal life.  I’m not even talking about work/life balance (which i’m convinced is not every achievable).  Instead it’s a matter of value conflict.  Let’s say that KikScore could sign a lucrative deal with a deplorable company.  I would at least think about it.  My wife would be dead set against it — and I think she’d judge me a little for doing the proposed deal. 

So what’s the end result of my Vegas dilemma — I’m going to Vegas with Raj…and Raj and my wife.  Geez!

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The debate currently rages — where should you spend your time on marketing — cultivating organic traffic or spend the money on pay-per-click?  We here at KikScore are trying to find the right mix for our small business. 

If you research the topic, most of the arguments go as follows: organic is free, it is long-term and builds on itself; PPC is tailored, expensive and, in the short-term, effective in driving traffic.  A funny thing also occurs if you research this topic — you definitely see the battle-lines drawn by self-interest.  The SEO experts all push organic search while the sellers of PPC keywords all push…well PPC keywords.  Even funnier, the SEO folks often purchase PPC keywords on the topic “organic versus PPC”.  What?

I’m not taking sides (I think both approaches have their merits), but I do think the argument that organic search is “free” is a bit misleading (or woefully undervalues your time).  To take advantage of organic search, you’ll have to create content on a regular basis, spend time on social media networks, and monitor the your competitors’ activities.  This is not a “free” avenue to traffic. 

Oddly enough, I equate the debate to grocery shopping.  If you want to do the things that are good for you long term, shop exclusively at Vitamin Cottage or farmers markets.  On the other hand, if you want to eat now, go to Chipotle.  Fast food is not a viable substitute for having a well-stocked kitchen (though its probably cheaper to go to Chipotle every day).  Of course, if your business needs customers sooner rather than later, you probably can’t wait on the garden.  So the balanced approach is probably where I shake out — in other words, do both.

What’s your position on this?

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While recently shopping for a unique baby gift for a friend’s newest arrival, I stumbled upon Zadyball - a unique toy that combines the things babies love best: putting soft stuff in their mouth and having a snuggle buddy.  If only I’d found this when my daughter was that small!  Zadyball is a small company that is doing wonders for moms and babies around the globe!  We are very thankful that Alayna took the time to  share the exciting Zadyball journey with KikScore.

1. Tell us about Zadyball and who you focus on serving?

A Zadyball is a handcrafted toy designed with babies in mind. They are soft to hold and cuddle, and have lots of knotted fabric strings to grab and rub. Zadyball is easy for young babies to hold on to, and it quickly becomes a favorite!

I made the first Zadyball in 2004 when my son was about 6 months old. He had a stuffed animal with a knotted string for a tail. He loved playing with the string, and would rub it to help him fall asleep. Since the string was his favorite part of the toy, I decided to make a toy for him with lots of strings for him to play with.

He loved that ball SO much and took it with him everywhere we went, and refused to sleep without it.

We got comments on it all the time, usually to the effect of “what is that thing?” And, after I explained it, many people said “hey, my kid would like that too!” So, I decided to start making them for my friends and giving them as gifts at baby showers. Other shower guests started offering to buy them from me, and I eventually started selling them online and in small stores all over the world.

Our focus is to bring a little bit of happiness to the lives of babies and their families.

2. Where will Zadyball focus most of its energy in 2010?

This year, I’ve been focusing on giving the website a bit of a “facelift”. I’ve been working on improving the product images as well as optimizing the website for search engines.

3. If you had 2 lessons learned from your business that you could pass on to others about having an online business, what are those?

One thing that I’ve learned is that quality pictures are CRUCIAL to online sales. In a “real” store, people can use all five senses to view a product. They can pick it up, shake it, feel it, throw it, even smell and taste it if they really want to. But, the only sense that is available when buying online is SIGHT. So, what they are seeing had better look good!

The second thing I’ve learned is how important it is to be unique. When shopping online, buyers can view products from all over the world side-by-side. You have to be one of a kind in order to stand out.

4. If your business/store could be any movie or movie character, what movie/movie character would it be and why?

Well, I think that to run my business, I’d like to be like Elasta-Girl from The Incredibles. I have to be flexible in order to make everything work. And I couldn’t do it without my family by my side – with all their super strengths!

5. If Zadyball could have a dream spokesperson for your company who would it be and why?

A fabulously stylish mom who wants to have fantastic toys for her children.  Someone who people can relate to.

6. How do the folks at Zadyball let loose after a busy day working?

In addition to running my business, I am a full-time mother of three, so I don’t have a lot of down-time.  Most often, my work is done while they are sleeping. But, my best times are spent just hanging out with my favorite people – my little munchkins, and my wonderful husband.

7. Do you have any parting thoughts for our readers and the small business community?

Never become complaisant. Always be on the lookout for ways to improve your business and your product. And listen to your customers – they are the best source for great ideas!

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In both my day job and with KikScore, there is a raging debate…what really drives consumers to buy your product or service?  If you talk with the product team, it’s the features and capabilities of your product.  Customers are stunned by the available features of your product and must have it.  The sheer elegance of this service makes your product a customer priority.

On the other hand, the sales team is convinced it can sell “ice to an Eskimo”…that regardless of the product, through persuasiveness, a salesperson can convince a shopper to become a customer.   Don’t even get me started on the branding team…they literally believe that the choice of font will dictate the annual revenues.  They may be right, but it’s only for really cool fonts.

Who’s right?  This is an important question, as it really dictates how resources are allocated.  For KikScore, we’ve been working hard on product features and new services.  Sounds like a good idea, but that means we are not applying time and money towards marketing and sales/creating new channel relationships. 

There really is no way to find out the right balance.  Successful products magically seem to have great features, slick marketing and a very solid sales team.  Is it a chicken and egg scenario?  Or do all of these need to exist before your product takes off?

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