What do the Apple, Victoria's Secret and IKEA brands have in common? They're all from the same archetype.
The brand are "Creators," according to a case study from marketing firm Added Value.
It's all about how consumers are able to use the brands to create their own identities. Creator brands allow people to "tap into their potential and re-invent themselves — their minds, personalities, environments, bodies, ambitions, and dreams," according to the report. OK -- I curated this piece because it show how specific archetypes are reflected in organizations. It is a very brief article and starts to get us thinking about how this information can be used in marketing, branding, and advertising. But make sure to click through to Added Value http://www.added-value.com/culturaltraction/index.html and poke around their site for more info, case studies, and their tool. But here is what I find disturbing about this short post and the Added Value website -- nowhere does anyone mention that these archetypes originally came from Carol Pearson's and Margaret Mark's book The Hero and The Outlaw: Building Extraordinary Brands Through the Power of Archetypes (2001) http://www.amazon.com/The-Hero-Outlaw-Extraordinary-Archetypes/dp/0071364153/ref=sr_1_1?s=books&ie=UTF8&qid=1337476690&sr=1-1 Enjoy poking around the websites, but go read the book!! It contains a wealth of fabulous information and how-to tips you can use immediately for articulating your brand and targeting your communications (I'm not affiliated in any way with the authors). Via Gregg Morris, Karen Dietz 
Dutch internet strategy adviser Freek Bijl explains Web 3.0 using simple analogies. This is Part II which goes into the technical details.
Via Antonino Militello 
Rob Millard, User personas are fictional characters which are typically used in the user-centered design process to represent the different user types of a website. They can, however, be useful in your online marketing campaigns and in this post I’m going to talk about how they can be applied to your SEO. They can help you to find the right keywords for your target audience and create the right content, and they can also be a useful tool when identifying targets for building links. Developing Personas To give you an idea of what you are aiming for when you create user personas, here are a couple of examples: 
"Creativity is driven by Social dynamics.
“We need an inclusion in this dialogue from artists, from poets, from writers — from ===> people who can bring a human element into this discussion. <====
Because I believe that this world of data is going to be transformative to us.”
Read more...
Via Karen Steffensen, michel verstrepen, Joao Brogueira, Gust MEES 
May 6, 2012, Pam Moore, http://twitter.com/pammktgnut ... You remember the early days when you waddled thru the social media mumbo jumbo. When you learned what words like avatar, gravatar, tweet, twit, Twitter, pin, post, status update, timeline, micro-blogs meant. ... 9. Social sanity. In an influence, metric, tweet and follower crazed world it’s nice to be able to hop on Twitter, LinkedIn or Facebook and know you are not alone. It’s nice to know there are people who can relate to your excitement of a two hour of block of time set aside just for tweeting, or the celebration that you got a new technlogy or widget finally integrated into your blog or website. Particularly for those who’s offline colleagues are made of primarily folks who can’t spell let alone relate to why you would want to spend Friday night on Twitter, it sure is good there are some online friends who do understand! ... I’d like to challenge you to take this day to remember those who have helped you. Here are few challenge tips for the brave, the bold and the real community minded peeps: 1. Take a look through your Facebook timeline and pay closer attention to who is clicking like. Acknowledge they exist and do the double click to at least 2-3 of their social profiles. Check out their Facebook business page, blog and Tweet stream. Learn how they can help you, what they can teach you. Chances are you can learn a lot more from them that you may have thought possible. 2. Take 15 extra minutes a day for the next week to thank those who retweet you, say hi to someone you haven’t tweeted with in while. 3. Spend at least 15 minutes per day focused on the objectives of someone in your community versus yourself. 
Murray Newlands offers an in-depth tutorial on social media monitoring in this week's "Future of Engagement." Part 1 of this six-part discussion ...
.... Key points: Understand that social media monitoring can serve a wide variety of roles for your organization, including customer service, research and crisis management. Information gathered can be used to improve your organization. Monitoring can clue you in to social media behavioral norms, which can improve your ability to engage customers. Not sure how to get started? Take a look at what other companies in your sector are doing, and use their practices as a starting point. 
Gegenstand des Artikels Dieser Artikel ist eine Fortführung meiner Überlegungen, was eigentlich den Begriff “Collaboration” ausmacht, siehe Teil 1, das Zwischenspiel zu Komplexität u...
This post is written and provided by Toronto Labour & Employment Lawyer, Doug MacLeod of MacLeod Law Firm. Did You Know? The Ontario Court of Appeal recently recognized the right to privacy. Via Vivienne Storey 
Mark Elliott's thesis is the definitive work on stigmergic collaboration, in which the environment is shaped by aggregated individual behavior in ways that help shape collective behavior -- Howard
"'This thesis presents an application-oriented theoretical framework for generalised and specific collaborative contexts with a special focus on Internet-based mass collaboration. The proposed framework is informed by the author's many years of collaborative arts practice and the design, building and moderation of a number of online collaborative environments across a wide range of contexts and applications. The thesis provides transdisciplinary architecture for describing the underlying mechanisms that have enabled the emergence of mass collaboration and other activities associated with 'Web 2.0' by incorporating a collaboratively developed definition and general framework for collaboration and collective activity, as well as theories of swarm intelligence, stigmergy, and distributed cognition.'" Via Howard Rheingold 
When two very different industries like traditional broadcast television and digital collide, it’s difficult to ignore the implications on both sides. ... When two very different industries like traditional broadcast television and digital collide, it’s difficult to ignore the implications on both sides. While analysts predict that 60% of households will be watching internet TV by 2014 and many companies are trying to capitalise on shifting viewing habits, the connected TV market is still in a nascent stage. http://econsultancy.com/uk/reports/connected-tv-smart-pack ... To coincide with the recent release of Econsultancy’s Connected TV Smart Pack, we’ve identified five key elements of this emerging ecosystem that any marketer needs to be aware of. These are what we call the five Cs of connected TV... 
“Work teams Cooperate; learning teams Collaborate“ ... What is the difference between collaborating and cooperating? Online communities and group work in particular has generated much discussion lately, and I’ve written several posts about group work, peer evaluations and more. Interesting, though the definitions differ ever so slightly, [cooperate: the process of working together to the same end, versus collaborate: to work jointly on an activity to produce or create something] yet how each is executed in the online learning environments differs significantly. ... I’ve experienced both as a student in online communities – there is a stark contrast between the two – the process, experience and outcomes were all different. Most group work happening online today is likely cooperative in nature. Cooperative group work is not a negative – essentially students are engaging at a different level of cognitive skills (in context of Bloom’s Taxonomy). When online groups cooperate they apply, plan, develop. When collaborating, students analyze, synthesize and construct knowledge, problems are solved collectively. Higher order thinking skills are engaged. ... Collaborative learning – closing thoughts… ... Learning happens in the dialogue, the conversation the problem solving (or not solving) 
Robin Good: If you are still thinking about marketing as the most efficient and direct way to make your customers buy from you, it is time to start reconsidering this approach.
Going for the sell, sell, sell approach has worked for decades and for millions of sales people, but now, the most effective and durable way to make your business thrive, is once again the one that requires no thinking: don't think about selling, think about helping and listen closely to what your potential customers want.
That's all there is to it: make yourself accessible and truly helpful.
To exemplify what it takes, the short story of Eydie Stumpf may help you out: "When I first moved to California in 1998, I worked as a car and truck sales person.
Never having sold anything in my life, this was a completely new world for me.
The goal, as was explained to me, was to put every person who walked onto the lot into a vehicle — period.
The sales manager trained me and provided me with various scripts that I was to use to overcome objections.
Every morning we began the day with a sales meeting and afterwards, the sales team marched into the trenches with the words sell, sell, sell, throbbing in our heads.
After about a week on the job, a team member approached me. He bluntly told me that I would never make it as a car sales person.
“You’re too nice”, he said.
“You can’t make friends with the customers. They’ll never buy from you.”
Morale of the story:
"Relationship marketing is not just for social media.
Build relationships using your blog, email marketing, and offline events like networking groups, business expos, mixers, and speaking opportunities.
Online or off, attract loyal customers by allowing them to know who you are, know who they are, and enlighten them with the priceless information you have that can solve their problem."
Good reminder. 7/10
Via Robin Good |
This is an exploration of what it means to be a part of social media. An important aspect of this is to explore yourself as a social media. Via Susan Bainbridge 
"A recent study by Harvard University provides insight as to why we use Facebook, Twitter and other social networking sites. The study focused upon understanding why people actually are addicted to using these sites, and are more than willing to share their every moment, thought, and action on such sites. The results reveal that when we basically talk about ourselves on social networking sites, we activate the same part of our brain that is activated when we eat food, get money or have sex." Via EDTC@UTB 
Today everybody should know that social media are much more than a mode effect. This excellent post will convince you, if you aren't yet. [note mg] Social media is more than a digital water cooler for TV and movies. The global conversation that takes place around events and the experiences people share based on what they watch teaches us about consumer preferences. More importantly, their activity influences behavior. Behavior counts for everything. Studying it is just the beginning of course. In order to understand and eventually steer behavior, we must translate activity into insights and in turn, translate insights into actionable strategies and programs.
According to the study, 88% of respondents view social networking sites like Twitter and Facebook as a new form of entertainment. Read more: http://bit.ly/JRgjbp Via Martin Gysler 
Excerpted from article: "Ever since we started working on Social Media, we’ve realized how much content discovery and content publishing were really two sides of the same coin. Working on one is the way to enhance the other. That’s why we didn’t only want to make it easy for people with expertise and passion to curate content, but also felt we needed to help them be discovered.
So today, we’d like to deep dive on content discovery by introducing two new features that will help users and readers dig Scoop.it content:
1. Topic Filtering: Filtering now enables any of your readers to search for specific keyword-related posts on your topic. By typing any keyword (or combination of), they’ll get your topic filtered on the corresponding sub-topic.
Note that filtering works by searching through the posts and their content so the great news is that your readers will find keyword-related posts even though you might have not thought of tagging them for that keyword.
2 – Unlimited Follow View: When we introduced the Follow View, we were careful not to make it yet another stream to watch and felt overwhelmed with.
But what a lot of you told us is that this stream was different than any other social media stream: it was about your interests. And passionate people sometimes can’t get enough of good stuff. In other words, you told us it wasn’t noise; it was signal. A lot of you wanted to be able to go beyond the 25 posts we were able to display on a page. Today, we’re now making this view infinite by letting you go to the next pages beyond the first one by simply clicking the Next button at the end of your Follow page.
Read full original article here: http://blog.scoop.it/en/2012/05/14/digging-the-scoops/ Via Giuseppe Mauriello Robin Good: Evinar is a new app that allows you to live stream your show, webinar, performance or event on your Facebook Page and to sell tickets for it. Key features include:
Here is how it works: 1. Create your show on Evinar 2. Get The Word Out 3. Fans Buy Tickets 4. Show Time Examples: http://www.evinar.com/examples Try it out: http://www.evinar.com/ Via Robin Good 
The UK online population is no longer content to lurk in forums and on websites without contributing, with 77% of us now actively participating in digital media in some way. Via Alex Butler 
We’re already approaching the first of many crossroads that new media will present. Do we take the path of a social brand or that of a social business? What’s the difference? Via Alex Butler 
Organize anything, together. ... Trello is a collaboration tool that organizes your projects into boards. In one glance, know what's being worked on, who's working on what, and where something is in a process. 
Most aspects of curation are already compatible with today’s smartphones; we can read content, edit and include short-form commentary, and of course, share to various social networks with a few swipes of the finger. With this in mind, we listened to your feedback and combined all of these elements into the very first mobile curation app, Scoop.it for iPhone, which gives users a simple, efficient, and visually appealing way to curate on the go. ... http://blog.scoop.it/en/2011/12/16/why-curation-is-the-natural-form-of-mobile-publishing/
... Today, we are very glad to announce our new Android app, which will bring mobile curation on the Scoop.it platform to all Android users. ... Much like the iPhone app, the Android app will allow you to leverage the suggestions you’ve configured for your topic as well as suggestions from other users. The publishing window is almost identical to that of the website and, of course, you will have all of your sharing options. ... But, what’s the best thing about the Scoop.it mobile app for Android? Well, we’ve taken simplicity a step further as the App adds Scoop.it to your browser’s native sharing menu. Now, to curate content you discovered while browsing, you no longer need to copy and paste the URL from your phone’s browser or install the bookmarklet. Content can be posted to Scoop.it by simply clicking your browser’s share button: ... And just like its iPhone counterpart, the app allows to you do perform essentially all of the tasks of curating your topics without telling anyone you did it from your phone. Whether your posts are published from your phone or from your computer, your topic pages will always sport the same fluid magazine layout. ... The main goal of mobile internet is to make sure you can do all of the great things you do on your computer from your phone without compromising any quality, and that is exactly what we have in mind when creating our mobile apps. ... We know that your passions weren’t developed from sitting in front of your computer all day, so why should you have to do this when you want to share them with the world? Take your curation mobile with the new Scoop.it Android app. https://play.google.com/store/apps/details?id=com.scoopit.android.curation
Mark Elliott's thesis is the definitive work on stigmergic collaboration, in which the environment is shaped by aggregated individual behavior in ways that help shape collective behavior -- Howard
"'This thesis presents an application-oriented theoretical framework for generalised and specific collaborative contexts with a special focus on Internet-based mass collaboration. The proposed framework is informed by the author's many years of collaborative arts practice and the design, building and moderation of a number of online collaborative environments across a wide range of contexts and applications. The thesis provides transdisciplinary architecture for describing the underlying mechanisms that have enabled the emergence of mass collaboration and other activities associated with 'Web 2.0' by incorporating a collaboratively developed definition and general framework for collaboration and collective activity, as well as theories of swarm intelligence, stigmergy, and distributed cognition.'" Via Howard Rheingold 
Regardless of how you feel about their politics, Invisible Children made Joseph Kony famous. Their heart-string tugging, albeit controversial, YouTube video has garnered more than 88 million views. Their goal was to build awareness. They succeeded.
What was the secret behind their success?
To pinpoint one element would be over-simplifying a brilliant marketing scheme. To achieve that sort of viral success, a lot more than luck is at play. They knew what they were doing. Via Gregg Morris 
Robin Good: If you are looking to become a respected and trusted authority in your niche, here is something important to pay attention to.
Competence and expertise is not the only critical factor.
To trust and support you, your fans must know what you are really after, and unless you make some very conscious efforts to do so, it may be likely that most people are not clear, or outright confused about your true mission.
Linda Hill and Kent Lineback spell very well out the logic behind this while providing you with three key steps you can take now to overcome this issue.
Excerpted from their article intro on HBR: "...our feelings about someone, whether we fear or trust them, are largely determined by their intentions.
By divining what they want, we answer the question we all instinctively ask about someone new: ally or enemy?
Intentions are how we distinguish a villain from someone whose influence we accept, whom we move toward. Competence may be appealing, but intentions are what attract or repel us and foster trust or mistrust. Thus, if you want to lead and influence others, you must reveal your intentions.
People won't believe you will do the right thing unless they're convinced you genuinely want to do it.
That requires more conscious effort than most bosses understand.
We all more or less assume that others will see our positive motives or at least give us the benefit of the doubt.
But it often doesn't work that way.
As a leader and manager, you must often make tradeoffs among the competing interests of your own group, other groups, the organization as a whole, important outsiders, and the individuals who work for you. That obviously creates many opportunities for people to misinterpret your intentions. That's why it's often critical to take conscious and purposeful steps to reveal your motives and values and to open yourself so others can see inside you.
Here are three important ways to reveal your intentions and convince others of their sincerity."
Full article: http://blogs.hbr.org/hill-lineback/2012/04/for-people-to-trust-you-reveal.html Via Robin Good |
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