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Designing design thinking driven operations
I blog about strategic and tactical service design and management.

Trying to explore how service design practices develop.

With a focus in developing strong conceptual work, supporting design decisions on research and enabling readers to create conversations with clients, colleagues and customers.

I also aim to support senior managers and professionals to reflect and improve their practices.
Curated by Fred Zimny
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8 content marketing principles most companies get wrong

8 content marketing principles most companies get wrong | Designing design thinking driven operations | Scoop.it
Content marketing is the logical evolution of social media, the practice that puts the theory into action. Many companies whether B2B, B2C, enterprise or small business, are jumping on the content bandwagon.

Via David Blundell
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David Blundell's curator insight, August 5, 2013 8:24 AM

Very good advice which starts with "Serve your audience, not your customer". Sounds logical but do companies always do this on social media? . . .

Stefano Principato's curator insight, August 6, 2013 8:43 AM

Creating content-sharing relationships with these groups of like-minded folks could be as simple as asking.

Luke Hancock - H&H Social Design's curator insight, August 9, 2013 5:28 PM

While I believe the publication process of content has to be expedited, I think #2 has to come with a caveat of assure you're producing quality content.

 

I disapprove of barriers (internal & external) and bureaucracy preventing you from consistently producing content, I still think there needs to be measures that assures your content will resonate with your audience. 

 

Certainly, brands/companies don't realize all the content they're producing or content opportunities that are under their news.

 

Great read. 

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Can Your Social Influence Really Be Scored?

Can Your Social Influence Really Be Scored? | Designing design thinking driven operations | Scoop.it

While social influence scoring services like Klout, Kred and PeerIndex can provide valuable data for marketers, it’s important that you understand their limitations as well as their strengths . . .


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Engagement Publishing is the New Content Marketing - Here's Why - John Battelle

Engagement Publishing is the New Content Marketing - Here's Why - John Battelle | Designing design thinking driven operations | Scoop.it

I selected this piece today because it is timely and relevant, social media is part of the equation but the focus should be on social business, which is the bigger picture. It's important to package your content and repurpose it to fit the social network(s) where your audience resides. This interview talks about   

 

In this interview with McKinsey and Compay, John Battelle, founder & chairman of Federated Media Publishing says.....

 

**Marketers need to shift their mindset from being a publisher to engaging an audience.

 

To paraphrase:

 

Marketers are starting to see an ecosystem of paid, owned and earned media that they're very interested in feeding through social interactions and content marketing.

 

Here's what caught my attention:

 

Marketers have always created content, print and radio ads, 30-second spots, display banners

 

****But they never have really seen these elements as an integrated corpus of content living in a digitally driven ecosystem

 

**Marketers need to become engagement publishers

 

**"Increasingly, [marketers] are realizing that this social media space involves an ongoing conversation. Assets never really go away."

 

**Building conversation “inventory” at scale

 

I agree that all brands probably should be on Facebook, but what you really need is an integrated strategy that has – at its root – the brand's own domain, independent from any platform other than the Internet itself.

 

Measuring the success of conversational engagement

 

These things are very hard to directly measure from a simple click. And often, as we know, the people who click are not the people you want as customers anyway.

 

**So you need a bridge to that kind of insight that gives a media buyer the justification to say that this new technology is worth the investment.

 

**Marketers have been very interested in understanding how their content is amplified in the past few years

 

**Now there is technology that allows us to automatically collect and present this data (More in detail in interview)

 

**The best companies create communities of interest that are independent:

 

**they are rooted in the independent Web, with expressions on Facebook, or as an iPhone or Android app – those all become instances of their brand.

 

** Companies should create a circulatory system through which they can promote different aspects of their messaging and interactions with their community.

 

**If you're going to be a brand with a publishing approach to marketing, you must have an independent taproot that isn’t controlled by anyone but you. 

 

Put out your branches and feelers everywhere. Integrate that experience and let your content and messaging flow through it.

 

Curated by Jan Gordon covering "Content Curation, Social Business and Beyond"

 

Read full interview here: [http://bit.ly/x7mHwm]


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How to Influence Purchasing Decisions On The Web [INFOGRAPHIC]

How to Influence Purchasing Decisions On The Web [INFOGRAPHIC] | Designing design thinking driven operations | Scoop.it
This infographic breaks down the purchasing patterns of social consumers by industry. The data could help marketers optimize their budgets.

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How Social Media Moves Consumers from 'Sharing' to 'Purchase'

How Social Media Moves Consumers from 'Sharing' to 'Purchase' | Designing design thinking driven operations | Scoop.it

Vision Critical’s recently published study, From Social to Sale  provides some answers to  exactly how a company’s social media strategy could be tailored to drive sales. Using interviews from almost 6,000 participants, the company evaluated social media purchasing  against participation in Twitter, Facebook and Pinterest.


Via Tyler Borosavage, Brandon Olander, Higher Education Marketing
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Tyler Borosavage's curator insight, July 22, 2013 9:34 AM

This new study has found that about 40% of social media users have purchased an item after sharing or favoriting it on Facebook, Twitter, or Pintrest.

Brandon Olander's curator insight, July 22, 2013 12:39 PM

A very interesting study about how companies social media strategies are converting followers, pinners, and fans into customers, sales, and brand loyal advocates. 

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2012 Update On Social Media Monitoring Tools (infographic)

2012 Update On Social Media Monitoring Tools (infographic) | Designing design thinking driven operations | Scoop.it

Oneforty recently surveyed 150 social media professionals to learn about what their main concerns were when it came to social media monitoring. Here's the griff . . .


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Namita Patel's comment, March 18, 2012 11:19 AM
Nice snapshot!
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30 Social Media Predictions for 2012 From the Pros

30 Social Media Predictions for 2012 From the Pros | Designing design thinking driven operations | Scoop.it

How will social media impact businesses in 2012?

Social Media Examiner sought expert opinions from a wide range of pros you're likely familiar with.


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David Blundell's comment, January 5, 2012 3:35 AM
Thanks all for your thanks and re.scooping. Lots of good stuff in these predictions methinks . . .