Posted at 05:52 PM in Channel and Content Consumption, Context, Contextual Relevance, Management, Reputation Management, Social Contribution, Social Media, Strategic Planning, Trust | Permalink | Comments (0) | TrackBack (0)
Armano on Altimeter's Digital Influence Report
Altimeter's most recent report titled "The Rise of Digital Influence" revolves around the theory and practice of "digital influence". A trend that will not die despite the industry's counter movement against platforms such as Klout and the scores of imitators which have subsequently followed. (Full disclosure, I was interviewed in depth for the report). Altimeter rightfully begins the analysis of "digital influence" by calling out the distinction from how we view influence traditionally and offering a brief definition:
"Traditional influence is defined as the act, power, or capacity of causing an effect in indirect or intangible ways. For the purpose of this report, we will use the following as the definition for Digital Influence: The ability to cause effect, change behavior, and drive measurable outcomes online."
Posted at 02:29 PM in Analytics, Business Analysis, Reputation Management, SCRM, Social Contribution, Social Media, Strategic Planning | Permalink | Comments (0) | TrackBack (0)
Posted at 03:47 PM in Context, Contextual Relevance, Management, Reputation Management, Social Contribution, Social Media, Strategic Planning, Trust, Web 2.0 | Permalink | Comments (0) | TrackBack (0)
This was too good not to post....
"While the opportunistic, dynamic and fluid
space in which we operate might be overwhelming on your worst day, it
can never be a bad day when you unchain your mind and explore your
own way." Kendall Allen (Is The Media Career Path An Outdated Idea)
Posted at 09:00 AM in Social Media | Permalink | Comments (0) | TrackBack (0)
Goals this year for my clients include:
A vital issue to the success of achieving these goals is to insure you have a high level of customer relevance. You need to know your customer and you need to be able to determine their intent (implicit or explicit) with your brand. This is not easy to do, your marketing team must have a clear framework established to capture this type of information and know how to interpret the insight and apply appropriately.
One of the top two strategies this year is the use and greater reliance on Website analytics, and SMM (Social Media Monitoring) with SMAT's (Social Media Analytics Tools e.g., Spiral 16, BuzzMetrics, Brandwatch, Scoutlabs, etc.).
Why use SMM in my corporations marketing mix?
Gathering information is one thing and it's relatively easy. Applying the insights is another thing all together. As we continue to move into this new world trend of real time consumer insight a solid grasp of your internal organizational structure, collaborative desire and operational excellence is critical.
The Aberdeen Group did a research study and found best in class marketers achieve greater business results because they utilize and apply social media monitoring. The best-in-class companies take a holistic approach to SMM by sharing the information throughout the all levels of the organization (marketing, sales, public relations, customer service, research and development, etc.) in an attempt to achieve operational excellence. Companies not labeled as best-in-class but still did some SMM only utilized the data primarily within their Marketing department.
Still a non believer? That's O.K. Those companies that do believe and have been utilizing SMM have seen demonstrable evidence and have experienced tangible results in the form of increases in:
More and more data and success continues to show those marketers slow to move that there is a path to success - a solid framework and real desire to succeed is necessary to give yourself the chance to win.
Posted at 08:00 AM in Analytics, B2B, B2C, Business Analysis, Channel and Content Consumption, Context, Contextual Relevance, Digital Marketing, Interactive Marketing, Management, NWT, Reputation Management, SCRM, Social Contribution, Social Media, Strategic Planning | Permalink | Comments (0) | TrackBack (0)
You have to "make" time to get things accomplished. Obviously creating additional time is still being worked on at CERN. So, in the interest of time, consider the following.
When I started, email didn't exist. Now, I can't live without it (metaphorically speaking).
Ask yourself an honest question, how much time do you spend with email. I spend over two hours a day. I had to make time to include in my work because it was necessary to my performance.
Social engagements are no different. As I've said, you need to perform a gut check and eventually a real audit of your daily work because it is necessary to your performance. Your work has to be efficient and linked to your marketing ROI. I would guess that there are work activities that need to shift inside your organization to allow you time to focus on this new world trend in marketing of engagement of your consumers socially.Posted at 10:00 AM in B2B, Channel and Content Consumption, Context, Contextual Relevance, Digital Marketing, Reputation Management, SCRM, Social Contribution, Social Media, Strategic Planning, Trust | Permalink | Comments (0) | TrackBack (0)
Response protocols are critical to your success in the digital age.
Clearly Zappos has a protocol that creates deep and lasting trust and relationships. Read on......
Posted at 10:00 AM in B2B, Context, Contextual Relevance, Digital Marketing, Interactive Marketing, Management, NWT, Reputation Management, SCRM, Social Media, Trust | Permalink | Comments (0) | TrackBack (0)
Relevant engagements are a full-time task within a clients marketing arsenal. I've spoken and written about several frameworks that work in creating engaging communication and marketing initiatives.
Groundswell, written by Josh Bernoff, created an acronym that is simple, memorable and very applicable to what we do day in and day out.
P.O.S.T.P is People. Don't start a social strategy until you know the capabilities of your audience. If you're targeting college students, use social networks. If you're reaching out business travelers, consider ratings and reviews. Forrester has great data to help with this, but you can make some estimates on your own. Just don't start without thinking about it.
O is objectives. Pick one. Are you starting an application to listen to your customers, or to talk with them? To support them, or to energize your best customers to evangelize others? Or are you trying to collaborate with them? Decide on your objective before you decide on a technology. Then figure out how you will measure it.
S is Strategy. Strategy here means figuring out what will be different after you're done. Do you want a closer, two-way relationship with your best customers? Do you want to get people talking about your products? Do you want a permanent focus group for testing product ideas and generating new ones? Imagine you succeed. How will things be different afterwards? Imagine the endpoint and you'll know where to begin.
T is Technology. A community. A wiki. A blog or a hundred blogs. Once you know your people, objectives, and strategy, then you can decide with confidence.
Posted at 10:00 AM in Channel and Content Consumption, Digital Marketing, Interactive Marketing, Management, NWT, Social Media, Strategic Planning | Permalink | Comments (0) | TrackBack (0)
Posted at 11:09 AM in B2C, Channel and Content Consumption, Digital Marketing, NWT, Social Media | Permalink | Comments (0) | TrackBack (0)
Recently the AAAA released findings that support a strategic approach to tapping into the Web that we have followed for over a year.
The following is our video explaining at a fun and high level how you as a Brand or Product manager can tap into the Web to help make goods and services more relevant to your consumers.
The remaining content are excerpts from the AAAA.
According to Joan Schneider’s 2004 book, “New Product Launch 10 Proven Strategies,” traditionally, the new product development process begins three or more years before shipment and includes initial concept generation, final product development, concept and product testing, and finally, launch.Posted at 11:21 AM in Analytics, B2B, B2C, Business Analysis, Channel and Content Consumption, Context, Contextual Relevance, Digital Marketing, Interactive Marketing, Management, NWT, SCRM, Social Media, Strategic Planning, Usability | Permalink | Comments (0) | TrackBack (0)
Todd Henry: Die Empty: Unleash Your Best Work Every Day
(*****)
James L. McQuivey: Digital Disruption: Unleashing the Next Wave of Innovation
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Adam Morgan: Eating the Big Fish: How Challenger Brands Can Compete Against Brand Leaders
(*****)
Fred Reichheld: The Ultimate Question 2.0 (Revised and Expanded Edition): How Net Promoter Companies Thrive in a Customer-Driven World
I'm a believer in the ultimate question. People can poke holes in this approach. The cool thing is, we can poke holes in anything given enough Mt. Dew and time. At least this has empirical data, demonstrable evidence and tons of support backing it up. It's like bringing a gun to a knife fight. (*****)
Dan Zarrella: Zarrella's Hierarchy of Contagiousness: The Science, Design, and Engineering of Contagious Ideas
Approaches Social Media from a pragmatic approach. I appreciate the effort to add science to this art form. (****)
Sugata Mitra: Beyond the Hole in the Wall: Discover the Power of Self-Organized Learning (Kindle Single) (TED Books)
Complete opens your mind to alternative approaches to solving problems. (*****)
John Brockman: Is the Internet Changing the Way You Think?: The Net's Impact on Our Minds and Future
(*****)