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The Social Business Shift- What Businesses Have to Do [Infographic]

The Social Business Shift- What Businesses Have to Do [Infographic] | Market to real people | Scoop.it
What’s a social business all about? Is it about having your brand on Twitter or Facebook? Is it about private social networks? Certainly, these all play a part.

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Fellinger's curator insight, January 5, 2013 9:39 AM

Een goed overzicht welke middelen ter beschikking staan om de volgende stappen ogv Social Business te zetten.

Fiona Scott-Handley's curator insight, January 7, 2013 1:08 AM

Another great piece from Eloqua - the 4 areas a business should focus on in order to become a Social Business

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10 Ways to Convert More Customers With Psychology [INFOGRAPHIC]

10 Ways to Convert More Customers With Psychology [INFOGRAPHIC] | Market to real people | Scoop.it

This article is by Gregory Ciotti for Social Fresh, along with an infographic with data that contains some very important information.

(credits at the bottom).

 

Understanding your customer from a psyhological point of view will help you to engage with them, serve them better and potentially build a loyal customer base.

 

Here are a few highlights:

 

Understand the 3 Types of Buyers

 

 Help customers break through "Action Paralysis" by setting minimums

 

for example: remind your customers how easy it is to get started (No payments for the first month)

 

 Understand the 3 types of buyers - 

 

By understanding the psychology of these 3 types of buyers, you can package your products, articulate your message in ways that speak to their listening

 

**15% spendthrifts

**24% tightwads

**61% average spenders

 

Use Urgency the smart way

 

**Urgency and scarcity are known to drive up sales, but according to research from Howard Leventhal, people are prone to block out urgent messages if the are't given information on how to follow up.

More data on this.....

 

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

 

Read article and see infographic here: [http://bit.ly/SAchFm]

 

Infographic by HelpScout

Data by Gregory Ciotti


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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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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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Rescooped by Robin Martin from Storytelling, Social Media and beyond
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4 Exceptional Resources for Storytelling Inspiration

4 Exceptional Resources for Storytelling Inspiration | Market to real people | Scoop.it
Whether you attended the 2012 South by Southwest Interactive Conference or just followed attendees on Twitter, you know content, and content marketing in...

 

While stories vary widely across organizations—from product and brand stories to those based on customer and audience interests—the art and craft of storytelling must be honed regularly, especially in an era of consistently evolving technology. In that sense, nothing beats regular practice.

 

But not far behind is the act of consuming stories—that is, regularly reading, watching, and listening to the work of today’s best. For that, I’ve put together this list of exceptional storytelling resources content professionals should follow if you’re serious about finding and telling stories that have impact:

 

Selected by Jan Gordon covering "Storytelling, Social Media and Beyond"

 

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


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10 Ways to Convert More Customers With Psychology [INFOGRAPHIC]

10 Ways to Convert More Customers With Psychology [INFOGRAPHIC] | Market to real people | Scoop.it

This article is by Gregory Ciotti for Social Fresh, along with an infographic with data that contains some very important information.

(credits at the bottom).

 

Understanding your customer from a psyhological point of view will help you to engage with them, serve them better and potentially build a loyal customer base.

 

Here are a few highlights:

 

Understand the 3 Types of Buyers

 

 Help customers break through "Action Paralysis" by setting minimums

 

for example: remind your customers how easy it is to get started (No payments for the first month)

 

 Understand the 3 types of buyers - 


By understanding the psychology of these 3 types of buyers, you can package your products, articulate your message in ways that speak to their listening

 

**15% spendthrifts

**24% tightwads

**61% average spenders

 

Use Urgency the smart way

 

**Urgency and scarcity are known to drive up sales, but according to research from Howard Leventhal, people are prone to block out urgent messages if the are't given information on how to follow up.

More data on this.....

 

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

 

Read article and see infographic here: [http://bit.ly/SAchFm]

 

Infographic by HelpScout

Data by Gregory Ciotti


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These Social Media Marketing Tips Will Take Your Brand To New Heights!

These Social Media Marketing Tips Will Take Your Brand To New Heights! | Market to real people | Scoop.it

When using social media to market, you need to update your profile with relevant information frequently. People won’t come to your social media site if you don’t have anything new or interesting to read or see. Also be sure to communicate with your community as much as you can, but don’t overdo it either.

 

Use a variety of media to stimulate your potential customers when social media marketing. Having pictures, video, and games can increase the appeal of your page a great deal to those who make their way to it. Everyone has a different way they prefer to take in information, and using variety will allow you to reach them all.

 

by Arne Dreitausend at http://www.empowernetwork.com

 


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Storytelling Done Right Can Do The Selling For You

Storytelling Done Right Can Do The Selling For You | Market to real people | Scoop.it
I selected this article from copyblogger because it delivers, it's simple, straightforward and right on the money!

 

Here's an excerpt:

 

"I believe a story can potentially carry the entire sale for your product, even if everything else is technically “wrong” in your ads

 

** no clear call to action

**lame bullets

**weak offer

 

For example:

 

"Nothing in the movie "Top Gun" told you to buy Maverick’s brand of sunglasses or join The US Navy. Yet, the movie “sold” both products to hordes of people.

 

**So, how do you apply this to your marketing?

 

1.  The personal story


This is one of the most common landing page stories.

 

**This one is simple — you just “walk” people (step-by-step) through a painful problem you went through and how you achieved the result your readers are looking for.

 

2. The historical story

 

**This kind of story is extremely persuasive, contains nothing even remotely resembling “hype,” and can persuade people to buy things they otherwise might ignore.

 

3. The “meet the guru” story


**This one is related to the personal story, but it’s got more “pop” due the built-in credibility it gives you.

 

**These suggestions have proven to produce results, he gives more examples......

 

Curated by Jan Gordon covering "Storytelling, Social Media and Beyond"

 

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


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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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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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How to Give a Gift of Emotionally Engaging Content

This piece was written by Raf Stevens, author of "No Story No Fans"

 

I selected this because the author gives some very good tips on how to use storytelling that lets your audience know who you are and why they should trust you. People work with and buy from people they like. If you're not connecting with others through your content online, this article will help you.

 

Intro:

 

Many organizations are not even aware that their message has lost all connection with their audience

 

The strange thing with all this is that the solution to creating compelling content is so obvious: Use stories and storytelling

 

Do you think that you or your business is in touch with its own stories? And can they be told in a way that connects them with their audience in this hyper-connected world?

 

Chances are this might not be the case if you have trouble answering any of the following questions:

 

**What story really defines you?

 

**How does your story fit with the heart of your organization?

 

**How is your story emotionally engaging to your audience?

 

**Can your audiences retell your story?

 

**In what ways can they develop trust in your story and act upon it?

 

Here are a couple of good takeaways:

 

Remember the universal truth:

 

Nobody wants to be sold, but everyone wants to be helped. Create content that:

 

**answers your audience's questions

 

**provides them with answers and solutions or demonstrates how your offerings can help them in their everyday lives

 

Build trust

 

Honesty among people is important, but trust is critical for marketers to gain audience support. So make sure your story demonstrates why you arae worthy of your audience's trust.

 

Curated by Jan Gordon covering "Storytelling, Social Media & Beyond"

 

Read full article here: [http://bit.ly/t2Wx1d]


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