As we’re approaching the end of the 2010 there are numerous developments with businesses using social media. I had predicted that brands will need to figure out how social fits into their overall brand strategy by identifying where the leverage is with social media and how to manage it.
Online communities are now everywhere there is access and common objectives. Even social networks are interconnected themselves pushing and pulling content across various channels.
For business owners, bloggers and marketers, we have to realize that the landscape is changing and will continue to shift towards attentive reach, not frequency.
Instead of trying to reach broad targets of demographic groups, investing in paid media we find valuable organic content becoming more powerful, ranking higher by search engines and shared by passionate communities. [...]
With more than 500 million active users and the recent surge overtaking Google in time spent on site, you would think that Facebook is the king of content sharing. However; a recently research from Chadwick Martin Bailey found that email still tops Facebook for content sharing.
According to eMarketer, “86% of survey respondents said they used email to share content, while just 49% said they used Facebook. Broken down by age, the preference for email is more pronounced as users get older. And only the youngest group polled, those ages 18 to 24, reverses the trend, with 76% sharing via Facebook, compared with 70% via email.”
So what does this mean to your business?
For one, just like what the article points out social network sharing revealed much of our self-interested motivations behind sharing. [...]
Understand how people learn, think and communicate is the key to create effective marketing. In fact, communication is the core of your marketing and if you know how to leverage it, you will be able to elevate the perceived value of your products and services so people are willing to pay higher price for as soon as they see it.
However; it’s often much more counter intuitive than you think. It all comes down to what you say and then how you say it via your communication.
So what is communication?
According to Wikipedia, “…Communication requires that all parties have an area of communicative commonality. There are auditory means, such as speech, song, and tone of voice, and there are nonverbal means, such as body language, sign language, paralanguage, touch, eye contact, through media, i.e., pictures, graphics and sound, and writing.”
In other words the only way to open up the communication channel is by having a common medium, a means to understand and relate the information that’s being communicated. [...]
Most business owners, experts and professionals understand the importance of providing non-promotional, educational content during the beginning of the relationship with a customer.
In essence, content marketing is information marketing, and information marketing is the new currency on the Internet. The challenge is how to translate your information into products with high perceived value.
It’s indicative that every business can now be called an information business because we all need some kind of information to make our decisions, learn how to solve our problems or to help us get what we want in life.
Simply put we want our physical, emotional, mental, and spiritual needs met in order to take actions. [...]
It will be increasingly difficult to grab attention from anyone on the Internet or in person.
You may spend hours writing a great blog article, creating a high-value video or designing your marketing slicks only to find that people just aren’t interested in consuming them.
Because we’re being bombarded by messages, alerts, and feeds every second. We’re constantly distracted and interrupted when we invest our time on the Internet. As a result, our brain essentially reconfigures itself.
This is what Nicholas Carr, the author of the book The Shallows: What the Internet Is Doing to Our Brains, found when he studies how the Internet influences the brain and its neural pathways.
Basically he discovered that the mental and social transformation created by our new electronic environment makes us shallower, unable to concentrate and strips our ability to do deep creative thinking.
I saw a video on the State of Social CRM post on Web Strategy by Jeremiah Owyang in which Paul Greenberg talks about how companies are having difficulties with cultural changes internally to execute against the new bread of customer, the social customer.
In case you don’t know what CRM is, it’s Customer Relationship Management as described in Wikipedia as a “technology that allows companies to organize, automate, and synchronize business processes—principally sales activities, but also those for marketing, customer service, and technical support. The overall goals are to find, attract, and win new clients, nurture and retain those the company already has, entice former clients back into the fold, and reduce the costs of marketing and client service.”
What an ear full!
My version would be just an application that keeps track of customer facing activities so you can find the gaps in your service and make adjustments to be more efficient.
The point both Jeremiah and Paul are making is that businesses are still figuring out how to integrate CRM and Social Media so the combination provides meaningful business value. [...]
You spent countless hours crafting your marketing campaign investing money and hiring marketing experts to help guide you through the process. You get ready to push the launch button, waiting for emails and phone calls come pouring in, then…
Nothing happens. But what could go wrong?
You did the things that the marketing “experts” said you should do with your keywords, putting up blog articles day after day, uploading videos and sending out email newsletters.
Here are 10 reasons why you’re not getting the attention, buzz and most importantly – the sales conversion. Oh, and let’s assume you have an unbelievable product. [...]
Over the past months I wrote about how to find your customers in order to improve your customer segmentation and gain better understanding of your niche market. Everything goes back to connecting with your audience so you can craft campaigns utilizing tactics such as email marketing, SEO and social media.
Then as more businesses learned the tools of the trade, I brought up the point of adding value on my last post because ultimately knowledge will be commoditized similar to most disruptive technologies.
The trick is maximizing the use of your knowledge (when it’s still valuable) to help you grow your business and become an authority in your domain expertise.
If there is one thing that technology won’t be able to replace (at least not easily) it would be the content of your communication. [...]
As a social media advocate I often discuss adding value to the conversations, to the communities or to the relationships. I guess I assumed everyone already knew what the term means and how it applies to them until I started to get questions from people.
So what exactly is adding value and how? Is it just an over-used marketing jargon? An illusion of a feel-good emotion? The more I use the term “value” the more I feel like it’s loosing its soul (I’m guilty as charge at times).
One of my favorite artists, the awesome Hugh MacLeod had a great piece about Adding Value with the quote, “The aim of “adding value” is a hard one to argue with… who doesn’t want to add value to their current enterprise? But it’s also utterly meaningless…” [...]