One of the pubs I frequent often is in Dalston. It's a nice pub and has that mix of people that makes Dalston a nice place to be - locals sitting at the bar moaning about their day; hipsters sat nursing their single premium expensive drink because they've blown most of their money on ketamine; and a few people like me who like to experience that mix.
There is a mix too in the people that work behind the bar. Some of the staff feel like they're experienced at working behind a bar. They know how to treat you as a customer and they know all the little tricks to keep their customers happy - the odd lock-in, noticing who is next in line etc.
But, some of the people behind the bar are hipsters. And they're fucking useless.
(Taken from this amusing tumblr.)
I was thinking, there's a parallel I've noticed between the way they operate and how some brands operate in the social space... and learnings from both. I thought I'd share them with you. Let me know what you think.
They think the world revolves around them.
Worse, really... they're oblivious to everything around them too. I'm the one that keeps them in a job. Some of them, however, seem to see me as a hindrance, a problem that needs to be overcome. Whether I'm in a pub or in my online social space I'm the customer, I'm the person that gives you the money and the world should revolve around me.
Learning: Sorry to inconvenience you, but you're here to keep me happy. Don't forget it.
They fail to link their activity to real world timings.
Going into a pub on a Monday night is different to going in on a Friday night. The clientele is different, the buzz is different and the priorities of the customers are different. On a Monday I want a cheeky couple of ales and a little bit of chat with the staff. On a Friday I want a few ales and speedy service as it's bloody busy. Friday nights are not the time to have a conversation with your mates if you're working behind a bar.
Learning: When thinking about relevant engagement, think about what my priorities are at different times.
They are unable to think proactively.
I drink the same ale every time I go into my Dalston local. Not once have the barpeople ever said "Seafarer's for you?" - they always wait for me to ask. This is probably because I don't go in often enough for them to remember me. But, I probably go on once or twice a week and I sit at the bar and I'd say if you were good at your job, you'd remember that person. If I'm trying to engage with you and you see I am a creature of habit you really should use that to your advantage. (It was my birthday recently and I don't think a single brand used the opportunity to send me a relevant message and gift... and there must be hundreds that have my details.)
Learning: Don't always wait for me to find you and give you money. If you don't start acting like a friend and treating me accordingly I'll simply walk away.
If brands continue to act like hipsters they'll continue to turn the masses off...
