Have you ever had clients who weren't yet sold on Facebook? Most people know Facebook could potentially help them grow their businesses, but getting a page set up and managed properly can still be a daunting task for many folks.
No business intentionally ignores its customers. In fact, most managers think they do a reasonably good job of listening. But, if a customer feels ignored, big trouble lies ahead.
The pain of being ignored
Naomi Eisenburger undertook a neuroscience research project to explore what goes on in people’s brains when they feel rejected.
Subjects participated in a computer game where they believed they were playing against other people. After a while, the other “players” (actually the computer) continued to play but the subjects were left out of the game.
Even when the subjects were told the other “players” were not real, they still felt excluded, disliked, judged, and angry. This result might surprise some readers – after all, who would be offended by a computer program? The most remarkable part of the finding was that this virtual shunning lit up areas of the brain associated with physical pain.
In fact, as we often read here, real people are driven by emotions and apparently irrational impulses. Even purchase decisions are often made based on subconscious feelings and emotions. Logical reasoning is used only at the end of the process to justify the decision they want to make.
Feeling Ignored: Retail
Retail environments are prime locations for the “feeling ignored” reaction to kick in. Shoppers don’t usually like to be interrupted by sales staff, but want people to be available when they need it.
We surveyed customers from a department store to determine why sales were below expectations. One of the stories we heard was “The staff were so busy talking to each other that I had to interrupt them to ask for help. Then, as soon as they answered my question, they immediately went back to their conversation.”
How likely is it that the shopper wants to stay in the store now, let alone buy anything?
While that’s an bad example of rude staff behavior, even more benign situations can be interpreted as being ignored. If a clerk is restocking misplaced items, or performing other important tasks, a shopper expecting immediate attention may still feel ignored.
This real-world situation is very similar to the simulation in Eisenburger’s research. Even if the customer would not admit it, he would almost certainly feel hurt and rejected.
This is just one example. This sort of experience is all too common. In 2012, Forrester found that only 37% of firms provided a good or “excellent” service , and Parature estimated $83 billion was lost in sales just in the US because of customer defections and abandoned purchases!
There’s clearly a lot of room for improvement, and this gap presents an opportunity to gain a real competitive advantage.
This article lists 10 steps to attracting customers who love you.
Excerpted from article by Pawan Deshpande, CEO at Curata:
"By definition, content curation is the act of continually identifying, organizing, and sharing the best and most relevant content on a specific topic or issue online. When evaluating which content curation tool to use, there are three primary areas of consideration:
1.The Inputs – Where does the content curation tool get information from? What type of content will this allow me to curate? Will it help identify and recommend relevant content?
2.The Organization – What does this tool offer in terms of organizing content once it has been identified? What type of data models does this represent content as? In a simple chronological list, or an inter-linked structure? Does it let me annotate and editorialize the curated content?
3.The Venue – How and where can I share the content once I have decided to curate it?
In this blog post, I am primarily going to focus on the decided on a content curation tool based on the venue – the channels to which your content is curated.
- Embedded Widget.
What is it? Embedded widgets allow you to display curated content in a small pane on your existing web properties.
Who should use it? Organizations that are looking primarily to touch up their website with some fresh content may want to use a widget.
What is it? A dedicated microsite or section of a website populated primarily with curated content.
Pro’s: Microsites really create a full-fledged experience with curated content as the center piece and can easily because the hub for a specific topic or issue.
Con’s: Because the curated content is not tucked away in a widget and is instead front and center, you will need to pay a lot more attention to what you curate.
Who should use it? Organizations that are looking to become an authoritative destination for a topic or issue to position themselves as a key resource or thought leader, or to drive traffic and visibility.
- Personalized Page.
What is it? A personalized page is a lightweight, single page microsite filled with curated content.
Pro’s: Easy to get up and running and are indexed by search engines. Usually free.
Con’s: Only one page is indexed by search engines.
Who should use it? Individuals or cost conscious non-profits who want to create an information resource.
- Email Newsletters.
What is it? An email newsletter or digest containing the latest curated content that is sent out on a regular interval.
Pro’s: Email newsletters are a great way to continually educate an audience on a regular basis without fail.
Con’s: Email newsletters have two drawbacks: 1. They are not indexed by search engines. 2. They are not real time.
Who should use it? Email newsletters are a great medium for curated content for curators with an existing captive audience.
- Twitter & Social Media Channels.
What is it? Posting curated content on Twitter and other social media channels such as Facebook and LinkedIn through status updates. The curated content could be links to blog articles or other web content, or curated tweets.
Pro’s: Posting curated content is different from other mediums, because it’s a very time sensitive medium.
Con’s: The drawback of sharing curated content on social media is that if you don’t have a lot of curated content on your topic, then it’s hard to get noticed. Because social media is content is so fleeting, if you are not constantly and consistently posting your curated content, then your impact will be minimal.
Who should use it? Curators who have topics with a sufficient throughput of content. Curators with an existing or potential audience on social media channels. Curators with content that has a likelihood of being shared virally.
What is it? Content that’s shared through RSS feeds or other data feeds.
Pro’s: People with RSS readers can subscribe to them – who are usually visitors who return regularly. In addition, some search engines crawl RSS feeds.
Con’s: Social media these days has in many ways taken the place of RSS feeds and provide more room for annotation. Unlike social media, it’s also difficult to annotate your content as a curator and add your own context.
Who should use it? Curators with an audience that prefers this medium.
So what’s the right answer? Which venue should you choose as you evaluate content curation tools?
A sound content curation strategy utilizes all of the venues and channels, but drives all visitors back to a single microsite. If you’re using a robust content curation platform then you should be able to easily syndicate your content to all channels with ease..."
Read full original article here:
The power of social media is the ability of your audience or community to echo your message to extend its reach. For marketers, the skillset they need to master is the ability to ensure they utilize messages that are remarkable. Recognizing that images significantly increase the chances of your message being shared means that your social media marketing efforts must incorporate imagery.
It’s one of the reasons why we also love our sponsors, Depositphotos. They have an enormous selection of affordable images that you can use to dress up your social media campaigns.
This infographic from LTU points out some of the interesting statistics associated with social media and images. If you want know more about Visual Brand Intelligence, download our whitepaper Brand Intelligence in the age of Imagery.
How do colors affect us when we buy things? The latest research reveals the science of colors in marketing and how to use it for your advantage:
Why is Facebook blue? According to The New Yorker, the reason is simple. It’s because Mark Zuckerberg is red-green colorblind. This means that blue is the color Mark can see the best. In his own words Zuck says:
“Blue is the richest color for me I can see all of blue.”
Not highly scientific right? Well, although in the case of Facebook, that isn’t the case, there are some amazing examples of how colors actually affect our purchasing decisions.
After all, the visual sense is the strongest developed one in most human beings. It’s only natural that 90% of an assessment for trying out a product is made by color alone.
So how do colors really affect us and what is the science of colors in marketing really? Let’s dig into some of the latest, most interesting research on it.
As our viewing screens get smaller (smartphones, tablets) and are used in different lighting (indoor & out), the use of color plays an even bigger part in what the person sees and feels as they view a website or app.
This is an infographic about current SEO thinking with tips and tools to help sites rank better on search engines.
Most people have a general idea of how to optimize their content for search engines. That search engine algorithms are proprietary and evolving inevitably causes different opinions on SEO. Of course there’s another school of thought that minimal keyword research and a green-light from a SEO plugin are enough to publish a piece.
This infographic challenges writers and some of the preconceived notions about SEO. It has a mixture of tips and tools to help you rank better in search...
“Break it down – Stop, Hammer time!”
Although MC Hammer’s classic tune isn’t exactly Home Depot’s theme song, for these purposes it may as well be. After analyzing the brand’s social success, we broke down the contributing components by way of marketing factors and social networks. In between online marketing, of course, they have to stop for – you got it, hammer time.
The world’s largest home improvement retailer has been around since 1979 – long before Google! Through the years, they have not only effectively transitioned into the Internet-era, but learned how to thrive. Home Depot’s strong focus on customer service has likely aided their social adoption: more ways to reach and serve customers means higher customer satisfaction and increased visibility.
Home Depot is well-known for building, painting, storage, décor and tools – hammers included – and now they can add social media to the list. They are successful in social media marketing for several reasons. They maintain an incredibly active social presence, regularly engage their audience, capitalize on timely events and add value. They also create original content on their blog, “The Apron.”
This article features 4 key points that Home Depots used to build on social media.
Maintain an active social presence.
Engage your audience
Capitalize on timely events.
Many of us can no longer imagine life without our smartphones. We use them for all sorts of things, like getting reminders of important calendar appointments (say, a first date), and driving directions to the Italian restaurant where your table for two awaits. Today, with the launch of Google Now on iPhone and iPad, your smartphone will become even smarter.
Google Now is about giving you just the right information at just the right time. It can show you the day’s weather as you get dressed in the morning, or alert you that there’s heavy traffic between you and your butterfly-inducing date—so you’d better leave now! It can also share news updates on a story you’ve been following, remind you to leave for the airport so you can make your flight and much more. There’s no digging required: cards appear at the moment you need them most—and the more you use Google Now, the more you get out of it.
Google Now for iPhone and iPad is available as part of the updated Google Search app. Together, Google Now and voice search will make your day run a little smoother.
It turns out that Marketers, especially Digital Marketers, make really silly mistakes when it comes to data.
Big data. Small data. Any data.
In the last couple months I've spent a lot of time with senior level marketers on three different continents. Some of them are quite successful, sadly many of them were not. In the latter group I discovered that there were two common themes.
[A benchmark for you: In 2013 if 30% of your time, Ms./Mr. Marketer, is not spent with data you'll fail to achieve professional success.]
2. Many used some data, but they unfortunately used silly data strategies/metrics.
Great article about the using data to build marketing plan.
Ps. I posted this article using SoundGecko. What do you think of hearing the article post? Do you use SoundGecho?
The infographic, by digital publishing software providers Uberflip, shows that 91% of B2B marketers use content marketing and 68% of CMOs plan to increase their content marketing budget in 2013. Good for us marketing folk then.
It also takes a look at the objectives of those content marketing efforts and the KPIs being used to measure them – many of which are concerned with leads and sales.
It’s reassuring to see that content marketers are primarily creating content for the greater good (i.e. the company’s sales), and that the KPIs they’re tracking reflect these objectives.
In today’s hyper-connected world, the winners of the content wars will be the brands who have created and shared exceptional content. The best brands recognize that people – not ads or messages – are the new voice of their companies. In a crowded digital landscape, it has become harder than ever to ignite and connect with a community of loyal advocates for your brand by engaging them with good content – and here's why.
It's marketers' million-dollar question: What makes something go viral?
You know that social media is best used to establish and maintain a long term relationship with your customers. Still, it would be nice to have something take off every once in awhile, spreading awareness of your brand to the furthest corners of the Internet.
What makes someone hit that "share" button? In the research I conducted and discuss in my upcoming book Laddering: Unlocking the Potential of Consumer Behavior, I interviewed thousands of consumers to understand why they do what they do.
It is hard to believe that in a digital world where people are so connected, it still seems to be completely difficult for businesses to use that to their advantage to more efficiently maximize their ROI. Companies continue to spend on banner ads instead of on the people who can really make a difference in the way people purchase.
This infographic should help researchers and advertisers see what great potential there is in the power of social media and general online influence. Bloggers, tweeters, and Facebook champions really can be wise investments; read more at the article link.
It's okay to be afraid, challenge yourself, DO IT!