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Mastering Digital Marketing

Mastering Digital Marketing | Excellent Business Blogs | Scoop.it

The era of the traditional marketing campaign is ending. In this interview, McKinsey’s David Edelman explains what companies get wrong when it comes to digital marketing and the changes needed to better engage consumers.

Kenneth Mikkelsen's insight:

To understand the changing nature of marking I strongly encourage you to also read the July/August 2014 edition of Harvard Business Review. In particular this article: The Ultimate Marketing Machine.


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Rescooped by Kenneth Mikkelsen from Just Story It! Biz Storytelling
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Social Networking Personas: Who Are Your Customers?

Social Networking Personas: Who Are Your Customers? | Excellent Business Blogs | Scoop.it

"Untangling the Social Web" is a multi-part whitepaper from Integer that attempts to quantify the relationship between social media and business."

 

Personas are a great tool for helping you craft your biz stories and connecting more effectively with your customers.

 

Personas are basically little stories you create about your main customer types (with lots of pics!).  

 

This article shares 4 social networking Personas and how they interact on line. With this information you can start crafting your stories to connect with the Personas that fit best with your business.

 

Oh, and by the way -- which Persona are you? I'm the Professional I think :) 

 

As the author says, "Take a few minutes to review the full whitepaper (it’s free!) Think about your customers and which of the four types suits them best. Then, take a look at your social media posts over the last few weeks. Are you speaking to your audience? If not, it’s time for a new plan."

 

But before you do that, also check out Carol Pearson's book "The Hero & The Outlaw" (http://www.amazon.com/The-Hero-Outlaw-Extraordinary-Archetypes/dp/0071364153/ref=sr_1_5?s=books&ie=UTF8&qid=1331399222&sr=1-5) which is all about how to identify and use specific archetypes of your customers and how to shape your marketing content and stories towards them.

 

Thank you to fellow curator Namita Patel and Karen Dietz for finding and sharing this article! Check them out here: Namita: http://www.scoop.it/t/social-media-mashup + Karen: http://www.scoop.it/t/just-story-it. 


Via Karen Dietz
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Karen Dietz's comment, March 11, 2012 10:18 PM
Thanks for re-scooping this! Have a great week :)
Karen Dietz's comment, March 12, 2012 11:15 AM
Thanks for re-scooping this Debra! Have an awesome week :)
Rescooped by Kenneth Mikkelsen from Just Story It! Biz Storytelling
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Once upon a Time at the Office: Learning to Recognize, Interpret and Tell Stories in Organizations

Once upon a Time at the Office: Learning to Recognize, Interpret and Tell Stories in Organizations | Excellent Business Blogs | Scoop.it

This study investigates the use of narrative in organizations by (1) examining current organizational storytelling practices in a variety of industries and (2) identifying key features that characterize stories with powerful impact. Sixty survey respondents reported narrative is used by leaders to transfer knowledge, shape culture, and motivate or curtail employee behavior, as well as by employees to manage stress. Interviews with eight experts on narrative revealed, perhaps surprisingly, that skimping on details is what makes stories powerful.

 

Consider this post more a long-read but rich with great material. I love the bar charts about the findings, and the articulation of exactly what makes stories 'stick.'

 

The insights are all replicatable for your business.

 

Yes, this article is in academic-speak. But don't let that stop you. It's solid research that we can all use to help us get smarter about biz storytelling, and/or to storify to share with clients.

 

Good job!


Via Karen Dietz
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Karen Dietz's comment, March 11, 2012 9:19 PM
Glad you like this one too!
Curated by Kenneth Mikkelsen
Thinker ★ Speaker ★ Writer ★ Leadership Adviser ★ Learning Designer ★ Neo-Generalist

Kenneth Mikkelsen is co-founder of FutureShifts. We help visionary companies identify and tackle the big shifts in the world by cultivating the skills, mindsets, behaviors and organisational cultures needed to succeed in times of change.