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Scooped by Martin (Marty) Smith!

A Funny Hero Marketing Story via @dmscott, @Curagami & @FedEx

A Funny Hero Marketing Story via @dmscott, @Curagami & @FedEx | Collaborative Revolution |

Cold Pizza & Warm Beer
The link shares a funny story about how our "real time" world is changing faster than almost anyone can keep up. I'm in Columbia, Maryland invited to speak at a FedEx conference for Small To Medium Sized Businesses.

Mostly ecommerce companies, I've received feedback from a similar speech given last year that finding ways to compete with Amazon is a CSF (Critical Success Factor) for SMBs. Team Curagami sat down and put together a new Haiku Deck on Hero Marketing.

Hero Marketing combines Start with Why's passion, Tilt's movement of thinking and strategy from products to customers and Bold's crowd tapping tactics to create Hero Marketing. Sure there are a few other influences too such as Made To Stick (by the Heath brothers) and Blue Ocean Strategy by Kim, but Hero Marketing mashing ideas from those sources and 7 years of competing with Amazon as a Director of Ecommerce to suggest winning strategies and tactics.

I won't spoil the funny punchline of the story that just happened as it illustrates that, once again, David Meerman Scott is a tad ahead of the world. Those who hop on the New Rules, Bold, Tilt and Start with Why train will fare better than those who insist, "Everything is fine" even as the sky falls around the.

But the world is in transition where we can see how it is supposed to work, but it only does so right now about 1 out of 5 tries. Looking forward to sharing Hero Marketing with Maryland ecom companies at the DoubleTree tomorrow.

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5 Quick Email Marketing Tips For A Social / Mobile Time

5 Quick Email Marketing Tips For A Social / Mobile Time | Collaborative Revolution |

5 Quick Email Marketing Tips
These days its important your emails have meaning and relevance or they get swipped away. Here are 5 Quick Email Marketing Tips:

Tip #1: Scenttrail
Tip #2: Merchandising Scenttrail
Tip #3: See This Email In A Web Page Link
Tip 4: ONE not Three
Tip 5: Relevance vis Personas & Tribes

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Rescooped by Martin (Marty) Smith from Story and Narrative!

Personas vs. Customer Stories In Website Development

Personas vs. Customer Stories In Website Development | Collaborative Revolution |

Stories vs. Personas

Sarah Doodley (@sarahdoody.) explores the difference between user stories and personas. She correctly identifies the problem with personas is they can be poorly crafted and so become caricatures of themselves. where I am the Marketing Director uses Agile project development. Agile always starts with customer stories. Those stories provide the functional needs we program to in a series of "sprints". Sprints are usually one week long and represent a desire to get something in the customer's hands as quickly as possible.

Sarah's piece is an excellent summary of the importance of user stories, how to accurately collect and use the.

Via Gregg Morris
Martin (Marty) Smith's insight:

When In Doubt, Gather Customer Stories
The value of customer stories can't be overstated. Customer stories create unvarnished truth. Stories, done right as UX expert Sarah Doody explains, can make all the difference in development success. When in doubt, go back to the stories.

Karen Dietz's curator insight, April 4, 2013 11:36 AM

I agree with the comments above and whole-heartedly endorse the use of personas in business. But unlike the article I think that personas do have a place in business -- if done right. Now that's the trick.

Let's take a page from the world of writing: no well developed characters, no story. "What," you say???!!

Yep, plot is important. But the secret to great storytelling is good character development. Know your characters and the plot unfolds. Know your customers stories and your business plot unfolds.

For example -- Hollywood crafts most of its films these days around a boilerplate plot filled with special effects. Love the special effects. But the plot and characters? Same old same old and mostly boring.

Unfortunately today, most of the biz story articles focus on structure. It's rare to come upon an article focusing on character development like this one does in ways that directly connects its importance to the biz world.

The more you know about your customers, and can craft personas based on good character development skills, the better off you will be. The author of the article suggests forgetting personas and just focusing on your customer stories. Do both actually -- they are important. 

Customer stories give great insights into needs. Personas represent the emotional core of your customers. Two sides of the same coin.

Make sure you read the article so you'll know a bit more about how to gather your customer stories. From there you can craft your personas so they are meaningful and help you generate the results you are looking for.

Crafting personas and developing characters requires excellent listening skills -- not just to understand, but to listen for needs. That means developing empathic listening skills. Search this curation using the 'listening' tag in the filters tab above to get solid articles on how to do this.

Thanks for finding and sharing this Marty and Gregg!

This review was written by Karen Dietz for her curated content on business storytelling at 

malek's curator insight, April 4, 2013 7:16 PM

so true"t's rare to come upon an article focusing on character development"

Karen Dietz's comment, April 21, 2013 1:46 PM
So true Malek and Marty. Thanks for rescooping :)
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Social Mapping Could Inform Web Design Too [TED Talk]

Social Mapping Could Inform Web Design Too [TED Talk] | Collaborative Revolution |

Dave Troy's Lessons In City Mapping
Troy's TED Talk shares fascinating maps that define social layers to cities. Troy's point is diversity may be a myth. We tend to cluster and stay within our clusters.

What about your website? Are their bridges like sports bridges Baltimore? Do you know your website's distinct personas and clusters?

The magic of personas is their ability to inform our web design and content development. If you are piping Justin Bieber into a Hip Hop neighborhood trouble is coming. You might think your site is being equally consumed by all.

Not so much is our bet. Your site may be heterogeneous like Rio, but you may be more walled off than you realize. Application of these kinds of Big Data mapping to web metrics such as what personas go where and why informs our web design and content marketing in new and interesting ways.

What bridges have we built? How can one persona easily communicate and share with another? How can a tribe (persona) communicate effectively and efficiently with US (the site's creators). What are our responsibilities to those using our tools and online community. Do we follow listen, lead or get out of the way?

The answer to that last question is invariably YES so mapping our content / personas to understand if we need better bridges feels like an important web marketing exercise.

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Jon Loomer Explains Cool New Facebook Ad Features

Jon Loomer Explains Cool New Facebook Ad Features | Collaborative Revolution |
Facebook is rolling out Website Custom Audiences -- possibly the most intriguing update that's been made to advertising in quite some time.
Martin (Marty) Smith's insight:

When Jon writes I get it. Here he is explaining some cool new Facebook ad features that help focus and target audiences. Might make me take another look at Facebook (something I vowed to never do, so that is how good Jon is lol). Marty

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