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Curation, Social Business and Beyond
Covering the ongoing evolution of curation & beyond; the impact & innovation
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Do Social Marketers Really Know What Social Consumers Want?

Do Social Marketers Really Know What Social Consumers Want? | Curation, Social Business and Beyond |

This article is from Brian Solis , and in collboration with Barnickel Design, they have created this infograph that clearly shows that there is a perception gap 

what customers want and what executives think they want.based on research from Pivot referring "The Perception Gap"

Jan Gordon: My commentary

Hopefully this article and findings will help to provide some clarity so marketers can begin to engage with their customers, in a way that is meaningful to them. Word of mouth spreads like wildfire and you'll want to make sure your business is listening, engaging and responding to their needs before someone else does.

Here are some highlights:

** 76% of marketers feel they know what their customers want yet only 34% have asked customers

**59% of social customers wish to engge businesses for buying insights and customer service respectively, on the contrary only 37% of marketers believe that these services re in demand by their customers

**Take a look at Actual Consumer usage VS marketers' perceptions of consumer usage on the infograph, there is definitely a gap in perception here

 mobile social apps 

**15% of consumers use them on Linkedin, marketers think it's more like 36. 7%

**twitter 35% useage - marketers perceive this to be 82%


 Daily deal  & coupon sites

**Facebook usage is 35%

**Marketers perceive this to be 56%

Selected by Jan Gordon covering "Curation, Social Business and Beyond"

Read full article and see infographic here: []

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Rescooped by janlgordon from Exploring Change Through Ongoing Discussions!

The Intention Economy - Where Customers Take Charge

The Intention Economy - Where Customers Take Charge | Curation, Social Business and Beyond |

Oliver Marks  reviews  Doc Searle's latest book,  The Intention Economy  customers will be in control of their own data, vendors and choices.choose who they do business with

'"Finally a thoughtful, hype free book worth reading about digital marketing, the relationships we have with vendors and a vision for a better future"

In essence:

…A powerful global conversation has begun. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. As a direct result, markets are getting smarter—and getting smarter faster than most companies.

The Intention Economy gets perspectives back on track with a credible vision of a world where you are in complete control of your digital persona and grant permission for vendors to access it on your terms and pitch bids for products or services you are interested in buying - essentially you publish a ‘Request For Proposal’ (RFP) for what you are looking for.

**Digital agents applications work for you to signal your needs which vendors then respond to, scrabbling to compete for your business.

**It’s a vision which is heavily weighted towards individual rights and quality of service - an area the rapidly growing and mutating Customer Relationship Management (CRM) market currently serves and which is valued at eighteen billion dollars in 2012.

Where CRM often seeks to ‘lock in’ and ‘own’ you, flipping over to a ‘VRM‘ model would empower you and give you greater control over your relationships and choices. ‘Caveat venditor - let the seller beware‘ says the book blurb.

There are two benefits to reading this book:

**one is understanding how collective action could result in more control of your digital footprint, data and buying power, 

**understanding what more effective marketing interactions with prospects can look like.

Selected by Jan Gordon covering, "Exploring Change Through Ongoing Discussions"

Read full article here: []

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