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How To Leverage the Science of Relationships to Gain True Influence

How To Leverage the Science of Relationships to Gain True Influence | Market to real people | Scoop.it
If you define influence by the size of your Klout score, you can stop reading this right now. If you believe influence is driven by the creation of a re

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Caroline Price's comment, July 16, 2013 5:59 AM
yes...some people are worthy of respect; others less so...
Therese Matthys's comment, July 16, 2013 12:34 PM
Caroline - so true!
Philippe Trebaul's comment, September 9, 2013 11:48 AM
You're all totally true. I really agree with you. I would add that "followers" are (normally, except for fake profiles...) persons. And persons MUST be respected. I agree too with you, Sigrid, concerning the fact that influence could be better mesured by interactions. Thx a lot for your reactions. It's very kind from you! Have a great week. Best regards :) Philippe
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The Prisoner's Dilemma That Is Email Marketing

The Prisoner's Dilemma That Is Email Marketing | Market to real people | Scoop.it

"Even if email’s ROI is slipping (which is it), email still performs at 3x the return of social media and 2x that of search."

 

...An even more powerful deterrent to scaling back email than losing sales is losing share. Mindshare in the inbox is limited, like shelf space at Walmart. Every spot you give up, a competitor may well take.

Read more: http://www.mediapost.com/publications/article/197231/the-prisoners-dilemma-that-is-email-marketing.html#ixzz2QNjtuxf6

 

Photo:  by Sean MacEntee, Flickr


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Deb Nystrom, REVELN's curator insight, April 13, 2013 5:56 PM

In the article, I particularly like this excerpt,


"Replace message or campaign ROI with subscriber or program ROI.  ...Recognizing the value in sending judiciously can have a profound impact on the quality and relevance of messages."   ~  Deb

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Do You Know How Social Currency Influences Behavior?

Do You Know How Social Currency Influences Behavior? | Market to real people | Scoop.it
Conversation Agent quotes on Influence from Valeria Maltoni It's the age of the connected customer and people are now comfortable using technology to share -- privately or in public.

 

Here are some highlights:

 

How social currency influences behavior

 

**Social influences include peer pressure and social exchange. The latter is stronger than an economic motive.

 

**Most human interactions consist of an exchange of value. From a psychological standpoint, actions like sharing signal desire for self expression, need for validation, and social status recognition, and also simply altruism and affinity with a group or cause.

 

**Both social influences are amplified in public settings.

 

Psychologist Robert Cialdini documented six principles of ethical persuasion:

 

**social proof

 

**authority

 

**affinity

 

**commitment

 

**consistency

 

**reciprocity

 

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

 

Read full article, see slideshare, images here: [http://bit.ly/VySDuu]


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Thomas Wooldridge's comment, April 19, 2013 7:17 AM
social Proof.. It is what we all seek
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IBM's CEO report: Collaboration Tools are a Means of Business Success, Face-to-Face Shift to Virtual

IBM's CEO report: Collaboration Tools are a Means of Business Success, Face-to-Face Shift to Virtual | Market to real people | Scoop.it

"To lead in unfamiliar territory amid constant change, CEOs will need to learn from their own networks."

 

Photo caption:  Preparing for the Google+ Hangout with the UN Secretary-General.

 

Where One Door Closes:  I'm doing a Google+ hangout today to discuss setting up a blogging circle with friends nearby and in another time zone.  I maintain several relationships using Skype, Google+ hangout, Facebook and Pinterest.  

 

The doors are opening to new methods not as bound by silos and other traditional organizational boundaries.  In business, conversational tools and collaborative tools, like PowerNoodle, a collaboration idea sharing tool, are becoming mainstream.

 

_____________________

 

There’s irony in an IBM report of how CEO’s are seeing their businesses changing, based on face-to-face conversations with more than 1,700 chief executive officers in 64 countries...
_____________________

 

It's little wonder that CEO's are seeing the value of screen-time, even thought this well researched IBM study was conducted face-to-face.  The article from Formtek Blog has a title that is not as neutral:  ...Eroding the need for Face-to-Face in Business.   Yet it is hopeful.

 

Some excerpts:

 

There’s irony in the IBM report as the first page — contains only the words: “This study is based on face-to-face conversations with more than 1,700 chief executive officers in 64 countries.”

 

_____________________

 

Collaboration tools allows all disciplines within the company to work more closely together.

_____________________

 

Several major findings:

 

CEO’s are seeing less value in face-to-face encounters and are increasingly pursuing social media and collaboration technologies for interacting with others. . Over 50% [of the CEO's interviewed] expect social channels to be a primary way of engaging customers within five years.”

.

20% of CEO’s said that social media already is one of their most important forms of interaction with others

.

57% thought that within another 3-5 years social media would become important.

.

Currently 80% see face-to-face interactions as very important today, that’s expected to slip to just 67 percent who will feel that way in 3-5 years.

 

 

 

CEO’s are seeing collaboration increasingly as a tool that can be used to bring about team building and cooperation, allowing executives within the organization to work cross-functionally.

 

Collaboration tools allows all disciplines within the company to work more closely together.

 

_____________________

 

CEOs will need to learn from their own networks. They will need to assemble those networks like portfolios.

_____________________

 

Bridget van Kralingen, vice president of IBM Global Business Services, commented, ”Rather than ...de-personalising human relationships, this view leans heavily in favour of deepening them, and using dynamic social networks to harness collective intelligence to unlock new models of collaboration.”

 

Pierre Morin a partner at IBM Global Business Services, said that “...they want people across the organization to feel comfortable reaching out to the CEO to share ideas or engage a discussion. Social media is a mechanism to do that.”

 

The IBM report concludes that

 

“To lead in unfamiliar territory amid constant change, CEOs will need to learn from their own networks.

 

They will need to assemble those networks like portfolios—with generational, geographic, institutional diversity. Then, they’ll need to help their organizations do the same.”

 

Read the full post here.

Photo credit:  Flickr, cc, by specialoperations


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Strategy & Customer Relationship (Trust) come first, then Social Media Strategy: Forbes & McKinsey

Strategy & Customer Relationship (Trust) come first, then Social Media Strategy:  Forbes & McKinsey | Market to real people | Scoop.it

"Strategy is more important than ever - so that a company's social media strategy is more than a collection of tactics."

 

From the executive point of view, chief marketing officers and the like comment on 2012 social media strategy at the Chief Marketing & Sales Officer Forum summit  It's good to be reminded of organizational systems.

 

__________________________

 

I’m surprised how often a company’s social media strategy is really just a collection of tactics. - Google’s Margo Georgiadis

__________________________

 

Excerpts by McKinsey contributor, Marc Singer.

 

1. Strategy is more important than ever

From Google’s Margo Georgiadis:  I’m surprised how often a company’s social media strategy is really just a collection of tactics.


The alluring possibilities of social and digital media can easily distract our focus from what really matters to our companies—and to our customers. All of us need to bring in the new while staying focused on our enduring customer strategies.

 

2. To engage customers and influence brand perception, marketers need to build trust

Companies are no longer the sole arbiters of their brand; customers have an important, and in some cases decisive, voice. But marketers still have enormous influence around how customers understand and interact with their brand. ...a lot of that value is dependent on trust between brands and their customers, which has been taking a beating in the last few years. 

 

__________________________

 

Many companies still fail to measure accurately or consistently [as their] metrics programs aren’t tied to strategies built around target customers.

__________________________

 

3. Companies need to “instrument” their organizations around target customer segments

Stanford’s Aakers talked about how leading companies haven’t stopped measuring ROI, but they’ve expanded their notion of what the return might be including a more personal form of ROI better suited for a social age:

innovation,  R&D savings,  employee hiring savings,  employee morale and passion,  and so forth. 

 

Ford’s Farley makes the connection between “brand favorability”—the customer’s overall perception of a brand relative to competing brands—and pricing power. Farley has found that brand favorability is deeply driven by what Ford does in social media.  Many companies still fail to measure accurately or consistently as their metrics programs aren’t tied to strategies built around target customers.

 

Read the full article here.

 

Photo credit:  Flickr CC by John-Morgan


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7 Reasons To Embrace Online Culture - #1 Business & Passion

7 Reasons To Embrace Online Culture - #1 Business & Passion | Market to real people | Scoop.it

"Business lacks PASSION?!  Facts:  2 billion people are online. 85% of customers expect businesses to be active in social media."

 

Word of mouse = word of mouth.

 

Here are 7 reasons - http://bit.ly/JrexbQ - and some thought provoking questions to consider regarding your on-line presence viaFacebook, Twitter, e-marketing, blogs and more...

 

#1.  80% businesses are NOT passionate

Show you’re human. Business is built on relationships. Your web presence must show you are passionate


#2. 55% more web visitors & 67% more leads for businesses that blog


#3. 68% Email subscribers & Twitter followers are likely to buy


#4. 20-30% Emarketing response rate


#5. 30% customer questions & compliments get no reply


#6. 77% customers read brand posts but don’t comment


#7. 71% complaints on Twitter are NOT responded to

 

Download / Embed: http://bit.ly/JrexbQ ;


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Managing Leadership Change: the Transition to a Social Business, New Experts May Emerge

Managing Leadership Change: the Transition to a Social Business, New Experts May Emerge | Market to real people | Scoop.it

"What's working in social business in 2012? Tech sales, marketing and the speakers circuits are doing well. Implementation and organizational change are lagging behind.  New leader & experts may be emerging in the gap."

 

There's helpful context in this piece in understanding social business in 2012, now that social media is becoming mainstream.   Transparency reigns.  Traditional organizational structures will not be able to keep up.

 

Excerpts:

 

______________________

 

...new leaders and experts may emerge, as it takes different leadership and an understanding of networks to support a social business.

______________________

 

 

...Pervasive connectivity changes organizational power structures, though the full effects of this take time to become visible. From a transparent environment new leaders and experts may emerge, as it takes different leadership and an understanding of networks to support a social business.

 

...Interconnected people and interlinked information flows, and these will bypass established structures and services. Work gets more democratic as it becomes visible to all.

 

Agile social businesses need people who can work in concert on solving problems, not waiting for direction from above. Management must ask: how can we help you work in this transparent environment? 

 

______________________

 

Changing to more social behaviors takes time, but most of all, it takes trust.

______________________

 

 

In social networks we often learn from each other; modelling behaviors, telling stories and sharing what we know.  While not highly efficient, this is very effective for learning.

 

There is a need to model the new behaviors of being transparent and narrating one’s work.

 

Social business also requires power-sharing; for how long will workers collaborate and share if they cannot take action with their new knowledge and connectivity?

 

Changing to more social behaviors takes time, but most of all, it takes trust.

 

Once social technologies have been installed, modelling new work behaviors becomes the main organizational challenge.

 

Sources:   By @hjarche via @charlesjennings


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How to Double Your Traffic Without Any Marketing – Shopify

How to Double Your Traffic Without Any Marketing – Shopify | Market to real people | Scoop.it
A blog about ecommerce marketing, running an online business and updates to Shopify's ecommerce community.

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Deb Nystrom, REVELN's curator insight, May 14, 2013 10:45 AM

Google keywords and search are a backbone of smart marketing and smart social media.  ~  D

Robin Martin's comment, May 15, 2013 10:21 AM
Thanks again Deb...gonna read and study this one! : )
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Social Media Transparency [Infographic]

Social Media Transparency [Infographic] | Market to real people | Scoop.it

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janlgordon's comment, January 24, 2013 12:35 AM
Thank you Annette Schmeling for your comment, I'm in complete agreement.
Nevermore Sithole's curator insight, March 12, 2014 3:48 AM
Social Media Transparency
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Social is Changing Everything - What You Need to Know

Social is Changing Everything - What You Need to Know | Market to real people | Scoop.it

Social is changing so rapidly, it's impossible to create a plan when you have a moving target. The only solution at this point in time is to dive in and learn quickly.\


_____________________________


"Don't plan social media just do it!"

_____________________________

 

 Jay Deragon - Excerpts:

 

As more and more conversations begin to impact business models, market relations and the supply and demand equations change.
Most executives are totally disconnected from the dynamics created by all things social.   Yet the same executives expect their managers to come up with a plan to use this thing called social media.

 

If you ask someone for a plan that neither you or they understand you’ll get a plan that doesn’t create anything new

 

What they know is not what they need to know.

 

Takeaways:

 

The plan ought to be more about understanding, learning and adapting to the new marketplace dynamics that are changing your relationships with buyers

 

Guy Kawasaki says: "Don't plan social media just do it!"

 

Doc Searle wrote The Cluetrain Manifesto which Jay mentions.  Review it!

 

Read full article here: [http://bit.ly/LnyFU1]


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Alessio Manca's comment, June 5, 2012 12:18 PM
Agreed 101% "Most executives are totally disconnected from the dynamics created by all things social."
Martin (Marty) Smith's comment, July 25, 2012 7:41 PM
Thanks for the pickup Jesus. Marty
janlgordon's comment, July 26, 2012 10:48 AM
Thanks for your input Marty! I think it's possible for anyone to catch up in social if they have a clear purpose and intent, know who their audience is and serve them with excellent solutions on a consistent basis. Obviously, this is a longer discussion, many great books out there, haven't read the one you suggest and will take a look at that.
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Pros and Cons of Social Media in Education, INFOGRAPHIC > Big Universities today, Disruption Tomorrow?

Pros and Cons of Social Media in Education, INFOGRAPHIC > Big Universities today, Disruption Tomorrow? | Market to real people | Scoop.it

Check out the top five schools using social media well, at least today. These are the usual suspects.  

 

ALSO take a look at OmniAcademy and Southern New Hampshire University (profiled in Fast Company.)   These two seem to have more in common in preparing for the disruption in higher education that is already beginning to happen.

Embed the image above on your site Via: Online Universities Blog...


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B2B Social Media Marketing is Calling: Are You Listening? Facebook, Blogging & LinkedIn

B2B Social Media Marketing is Calling: Are You Listening? Facebook, Blogging & LinkedIn | Market to real people | Scoop.it

If you aren't yet into social media in delivering your B2B services & products, here's what to consider, even if your product isn't as fun as Japanese watermelons.

 

"...Everyone is spending more time online both looking for information & communicating with others."  What are the implications for B2B Social Media engagement?

 

Excerpted from this post:

Facebook is the new Farmer’s Market. Every business wants to be there because every consumer is there.   ...  "there was a watermelon grower who sold one of his watermelons simply through a conversation on his Page’s wall."  It is more important for a B2B company to be blogging....not about your products or information t– but about issues that are facing your industry, unique ways in which your customers use your products to solve common issues, or even stories about your company’s history or culture – [create a] a “social” voice [for] conversations that are happening online. Creating a LinkedIn Group - to create a unique industry community so that you can lead the conversation, become perceived as the thought leader in your industry, and indirectly “market” your company to the 150 million professionals that spend time on LinkedIn. LinkedIn is now the 12th most visited website in the world.
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10 Top Execs Share Their Social Media Secrets - Mashable Perspective

10 Top Execs Share Their Social Media Secrets - Mashable Perspective | Market to real people | Scoop.it

When you're occupying the C-suite, you may not have time to think about tweets, Facebook posts, Foursquare check-ins and Pinterest boards. But you should.

 

Great post from leaders in the know, from a respected site, known for being sharp about social media trends:

 

Excerpted:

 

Mashable asked C-suite execs from companies like Virgin, Ford and IBM for their best social media advice and tips: http://on.mash.to/KygBmD ;

 

Think About Community
1. Encourage a Social Culture: Culture and change management is the foundation of true social business transformation – Sandy Carter, vice president, social business evangelism and sales at IBM


2. Stay focused on what is it that’s resonating with the community – Drew Patterson, CEO at Jetsetter


3. Businesses need to dive into these communication channels to enable their customers to communicate about – and with – brands in a true dialogue – Richard Anson, Founder and CEO at Reevoo


4. Social media users can smell unauthenticity in much less than 140 characters. Enjoy yourself, have fun with the conversation, be yourself. "You can’t fake it” – Phil Libin, CEO at Evernote

 

Careful Content
5. Understand the EQ and the IQ of everything you do and especially give a crap of the life time value of your customer and or community – Gary Vaynerchuk, entrepreneur and founder at VaynerMedia


6. Can't be all things to all people, but we should always try to be more things to more people– Alexander Bolen, CEO at Oscar de la Renta


7. Be authentic and organic. It can’t be forced or it won’t work. And most importantly, have fun. – Richard Branson, founder of the Virgin Group


8. Social Media is a unique space, make sure the people who are most connected, the ones who access it every day, are empowered to be leaders in this environment – Craig Leavitt, CEO at Kate Spade


9. Have the courage to let go and not try to control the conversation or broadcast advertising messages every chance you get. Add value and contribute to the conversation – Geoff Cottrill, chief marketing officer at Converse


10. Let your loyal fans or followers have exclusive access to sales, offers or new lines for a limited time. A great way of rewarding your brands advocates– Mr. Tomoya Ishikawa, Executive Officer and Head of Creative and Web Design Department at Rakuten

 

Read Entire Post here: http://on.mash.to/KygBmD ;


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maxOz's comment, May 28, 2012 7:45 AM
Alessio, my pleasure hope you had a good weekend xxx
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12 Great Gratis Tools for Social Business - Anita's list for June 2012

12 Great Gratis Tools for Social Business - Anita's list for June 2012 | Market to real people | Scoop.it

"Here's helpful list of 12 Great Gratis Tools for Social Business. Several of my fave's are here including WiseStamp (email SoMe signature) & EventBrite."

 

Anita Hovey gives some handy advice on these useful tools.  I'm also updated on some I didn't know existed, and you can be too.  My faves:  EventBrite, WiseStamp (email SoMe signature), and ScribD with a newsy update.  

 

Excerpted:

 

1. Buffer
Buffer is a great little app to help you send out tweets and posts at optimal times.


2. Eventbrite
Whether your event is free or paid, Eventbrite manages your event. It’s easy to set up an event to accept PayPal and/or credit card payments. There is no “installation” or “set up” fee, making it perfect for the small business that doesn’t want a big credit card system on a monthly basis.


3. Tweriod
When are the optimal times to tweet from your account? Run a free Tweriod analysis once a month and then use the data to plan your Buffer schedule.


4. Manage Flitter
Easy-to-use tool that helps you find Twitter accounts that are not following you back, or are inactive. Unfollowing inactive accounts, and explore its many other features.


5. Screenr
Create a quick screencast video for your blog or training sessions, handy 5-minute limit, enriches teaching.  It only captures what you do on-screen.


6. ScribD
Share PDFs on websites and blogs, and now with a fabulous Facebook app that allows you to make your PDFs available to your Facebook fans. Share your menu, free printables, checklists or a newsletter on your Facebook business page.


7. WiseStamp
Creates a branded e-mail signature. The free version allows for two signatures, personal/corporate. The best feature is the ability to link up nearly any social network, or even include your latest tweet or blog post title automatically.

 

Others on her list:  

8. Disqus - best option she's found for getting rid of spammers


9. Aviary - capture a picture of the screen, edit it and add comments.


10. If This Then That (ifttt) - create “recipes” to auto-post your favorite 12 Most authors to a host of social networks.  Add blog posts containing key words to your Buffer, or even get a text message when the weather calls for snow tomorrow


11. Twilert - Get an e-mail digest each day for your keywords or mentions of your company/brand.


12. Mr. Unfollowr -  tells you who is unfollowing you on Twitter. 

 

See the full post here.


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