What is influence? For a decade, Malcom Gladwell’s The Tipping Point has served as a touchstone for those who believe that influence resides in the hands of a select few. Not so, says a new generation of marketers. They believe that thanks to the democratizing power of the Internet, anyone can be an Influential. Both camps are wrong. True influence flows from drawing together people with shared interests. This session focuses on the process of identifying areas of relevancy among your customers and prospects, building community, and allowing others to amplify your influence as you meet their needs.
This document provides an overview of advanced social media communication strategies and tools for local government. It begins with an introduction to social media and where it came from. It then discusses the key components of a social media strategy, including defining goals and metrics. It provides guidance on developing an effective presence on various social media platforms like blogs, Twitter, Facebook, podcasts and videos. It also discusses how to build engagement and deal with negative feedback. The document aims to equip readers with best practices for leveraging social media to communicate with constituents.
This document outlines Ripple6's approach to building comprehensive social marketing strategies. It discusses scaling tactics into a cohesive strategy, inspiring audiences through campaigns, collaboration, conversations and more. Ripple6's "Social Hub" brings all social media efforts together on a single platform with analytics, community insights and integration across online networks. The Social Hub allows brands to create an always-on social presence that scales and connects all marketing activities in a comprehensive way.
The document discusses trends in how consumers engage with brands across real and virtual worlds. It provides examples of how brands can (1) get consumers more involved in products through collaboration platforms and personalization, (2) offer useful content and services, and (3) have a multi-platform media strategy across social media, websites, mobile apps, and events to better integrate into consumers' lives. The key recommendation is for brands to allow consumers to become part of the brand through contact, content, and an integrated media strategy across real and virtual worlds.
Financial Services Executive Lunch: Finding The Missing MillennialsThoughtworks
Babs Ryan presented to Financial Services industry peers across Brisbane, Melbourne and Sydney on the topic "How global leaders are engaging a generation disinterested in Financial Services" She shared some thought-provoking examples of how global and local financial service organisations are inventing new, innovative approaches to engage millennials.
MRY's South by Southwest (SXSW) Interactive recap from 2015 featuring trends in wearables, virtual reality, mobile video (Meerkat!), and more - plus what brands like GE, Taco Bell, Mazda, HBO and others did in Austin, TX for SXSWi
Great design isn’t about beauty; it’s about knowing the right questions to ask, uncovering the right places to look, and agreeing on the right problems to solve.
At ThoughtWorks Live Australia 2016, Stephanie Rieger (Director of Design & Strategy at Yiibu) talked about three mindsets that combine design, business strategy, and technology to drive growth and embed experience design within your organisation.
The Diversity and Impact of Crowdfunding ProjectsLily Eves
The document discusses how crowdfunding has become a powerful tool for supporting various causes and projects through online donations. It began with the rise of clicktivism through social media platforms to promote causes, which then evolved into crowdfunding sites allowing people to financially support ideas. Examples are given of hugely successful crowdfunding campaigns for projects like the Pebble smartwatch and Veronica Mars movie that raised millions. Crowdfunding has impacted areas like science, education, disaster relief, and helped launch new companies and products. Overall, crowdfunding has created new opportunities to encourage social good.
On Digital Transformation - 10 ObservationsMike Arauz
The ideas about technology that have become lenses and points of view I return to as I try to makes sense of how things are changing, and what can be done. This is a digital world, so none of this is etched in stone. But from what I’ve seen so far, these things seem to be true.
This document discusses leveraging social media and social good to enhance personal and organizational brands. It argues that with the right strategies, social networks can be used to build tribes of followers, monetize brands, and distribute resources more effectively. Specific recommendations include listening to followers, engaging them with questions, creating value by giving and receiving feedback, and using platforms like YouTube, blogs and affiliates to spread messages and fund dreams. The overall message is that social media provides powerful new channels for positively influencing people and causes when used strategically.
Here is a draft deck to be used for a South by Southwest recap report once the Austin, TX conference wraps. It is especially designed for marketers who want to know what's going on with brands, startups, speakers, and other activity. It covers info for marketers and brands, hot technology startups (mainly Meerkat), and some stuff about tacos, drones, and whatever else is happening.
The mobile generation has brought about entirely new consumer behaviors. Did you know that a staggering 9% of smartphone owners admit to using their device during sex.
The important question is not 'what are they doing', but 'why, what does that say about modern consumers?'
Help me bring the Mobile Ready story to SXSW 2015 by voting NOW: http://bit.ly/scottsxsw
Instagram has over 500 million active monthly users and is an important platform for brands to engage with customers. Engagement with brands is much higher on Instagram than other social media platforms like Facebook, Twitter, and Pinterest. Visual content is very effective on Instagram - 93% of purchases are influenced by visual elements, and the brain processes images 60,000 times faster than text. Most major brands now have an Instagram presence, and those with over 100,000 followers have grown their following by 163% in just two years. Therefore, Instagram marketing is crucial for brands to build their audience and influence consumer purchases.
Instagram has over 500 million active monthly users who share photos and videos. It allows users to follow accounts they find interesting, including celebrities, brands, and other influencers. For businesses, Instagram can be used to create paid, owned, and earned media. Paid media includes sponsored ads or paying influencers to promote products. Owned media is brands posting original content to their own accounts. Earned media are organic mentions that grow brand awareness. To succeed, brands must post engaging content consistently and understand their audiences using analytics. Native advertising on Instagram works best when it is interesting, entertaining, and not misleading to users.
The document discusses the rise of ad blocking and its negative effects on online publishers and the digital advertising industry. It notes that ad blocking usage has grown significantly in recent years, especially among millennials and desktop users, costing the industry billions in lost revenue. Publishers face challenges to their business models from widespread ad blocking. The document explores strategies publishers can use to reduce the impact, such as changing ad formats and tailoring messages, but notes the issue remains a major threat.
How Open is Eating the World (Gordon Haff) ProductCamp Boston May 2013ProductCamp Boston
How Open is Eating the World (and What it Means for Marketing)
Open source has been one of the biggest stories in the world of software over the past decade and more. And, today, the principles underpinning the open source software movement are cropping up in more and more different forms in more and more different places. If you have any connection to marketing in just about any field, these trends are affecting you.
This presentation will take you through what open source really means. (Hint, it's not just free software.) It will discuss the bigger trends around openness and collaboration. And it will look at some of the business model implications, both of working with open and competing with it.
This presentation will have a broader scope and will focus less on the technical aspects, but it will have common threads with this one that I presented at the Linux Collaboration Summit in San Francisco earlier in April: http://bitmason.blogspot.com/2013/04/my-presentation-from-linux.html
This ebook compiles awesome outtakes from SXSW2015. Written by @Briansolis and illustrated by @gapingvoid, it captures why you should be very sorry you failed to get to Austin this year:)
This is another in our series of ebooks that can make your ideas come alive.
This document discusses key aspects of starting a successful startup business. It emphasizes the importance of focusing on solving big problems that affect many people on a frequent basis. Startups should aim to solve problems 10 times better than existing solutions. The document also stresses the importance of defining problems rigorously before pursuing solutions, getting feedback through quick experiments, and being willing to fail fast and pivot if needed. The overall message is that ambitious problem-solving and a willingness to take risks are needed to achieve breakthrough innovation.
Social Media Marketing - Filler Presentation SlidesWest17Media
This is a presentation we created for our latest Social Media Innovation Summit. It contains information about our team, information about the speakers, funny/interesting quotes related to technology and social media. This is a great presentation to have running when there is a lull in a conference.
Strata Open Data its not Just for Govts_2.11.2014Jen van der Meer
This document summarizes Jen van der Meer's presentation on open data. It discusses how open data is not just for governments but also has benefits for businesses through new products, services and economic value. Examples are given of open data fueling demand, such as flu tracking and Yelp reviews. While closed data limits sharing and scientific progress, open data has positive externalities by benefiting others. The presentation calls for more public-private partnerships and startups to advance open data and interconnect information for social good.
Ability to influence 360 degrees, is one of the most relevant abilities for the new gen professional. With the world swarmed with information and opinions from all around the power to influence and sell your point is of paramount value.
Marketwired - PRSA: Harness the Power of InfluenceJim Delaney
Jim Delaney, Marketwired CEO, discussed How to Harness the Power of Influence at PRSA ICON in Philadelphia. Social media has changed the identity of an influencer. Therefore, identifying and messaging to influencers must also change. Jim discusses how to capture the interest of your audience and build meaningful and profitable relationships.
The document discusses how to establish your brand as a strategic HR business partner. It covers defining brand and the components that make up an effective brand: credibility, relationships, influence, and trust. Credibility is broken down into the four Cs of character, composure, competence, and connection. Influence styles and building trust through expertise, reliability, good will, and authenticity are also examined. The presentation emphasizes developing relationships through formal and informal networking to strengthen one's brand.
Negotiating and influencing others September 2015Timothy Holden
This document provides an overview of negotiating and influencing others. It begins with definitions of negotiation and influence. It then discusses the importance of involvement and influence in organizations and tactics for influencing people like using reason, friendliness, or appealing to higher authority. Approaches to influencing others include assertive persuasion, rewarding good behavior, and developing trust. The document also covers principles of persuasion, competencies for becoming more influential, managing one's boss, conducting negotiations, dealing with stressful negotiations, and roles of mediators in resolving disputes.
The Future of Social Influence in a Social Capital Worldmspataro
This document discusses social influence and the importance of identifying influential consumers. It notes that word-of-mouth recommendations strongly impact purchase decisions and that understanding social influence is challenging without standard metrics. New technologies aim to better measure influence by analyzing factors like reach, relevance, resonance and centrality within communities. Identifying influential consumers can help with customer acquisition, loyalty, product development and marketing. The future will involve more predictive analysis of influence by integrating online and offline data across channels.
Creating a winning brand: How to make killer brands and influence peopleDBD International, Ltd.
Love branding? Want the download of this Slideshare presentation on branding?
Simply click here to share it: http://goo.gl/OJS7ub
What is branding? How does one create a brand? Brand identity specialist and Fast Company expert blogger David Brier has unearthed a key trend found in big brands or small brands that do big business. It's a secret strategy but one you'll find amongst brands that are successful, make sales and are respected amongst its core audience.
You can find out more about this at http://www.risingabovethenoise.com
You can follow David on Twitter @davidbrier
David is available for speaking engagements as well as transforming ordinary brands into extraordinary brands.
David has said, "Cookie cutters are for baking, not branding."
As marketing shifts from advertising and outbound efforts to inbound efforts based on service, we're fast learning that self-centered-growth is expensive, laborious, and unsustainable. In her INBOUND 2014 Inbound Experts talk, Laura Fitton shows how to combine influence, relationships and customer centricity to achieve organic, sustainable, accelerating growth.
Serve others. Tell stories. Move the center
1. Influence:
- Attract & Serve
- 5 Quick tips
2. Relationships:
- Nurture and develop
- Tell your story through the stories of others
3. Customer Centric Growth
- Put the customer in the center of everything
- Only connect
This document discusses how HR can contribute to and align with business strategy in three main ways:
1. HR can operationalize business strategy by implementing the people-related aspects of strategic plans.
2. HR can provide its own "people thrust" that is either connected to or disconnected from organizational aims through HR best practices.
3. HR can be an integral part of business strategy formulation by having two-way influence between business and HR strategies through mutual involvement in planning.
The level of integration between business and HR strategies depends on factors like the planning process, HR's involvement in decision-making, and the extent HR is aligned with business objectives. Measuring HR and people management performance is important to
This document discusses leadership and power in organizations. It defines leadership as the process of influencing others to work towards shared objectives. There are different conceptions of power, including power as the ability to influence others and authority as the right to exercise control based on one's position. Power can lead to commitment, compliance, or resistance from targets. Leaders have different types and sources of power, such as position power (legitimate, reward, coercive), personal power (referent, expert), and ecological power over the environment. Power is not static and can be gained or lost over time based on social exchange theory and strategic contingencies theory. Effective leaders rely more on expert and referent power. The document concludes that leaders need some power
The document discusses various power and influence tactics used in organizations. It describes three types of influence processes - instrumental compliance, internalization, and personal identification. It also outlines three main influence tactics - impression management tactics, political tactics, and proactive tactics. Several power sources are described such as legitimate power, reward power, coercive power, and referent power. Effective leadership is discussed as relying on personal power and positional power. Specific influence tactics like rational persuasion, inspirational appeals, consultation, and collaboration are also defined and recommendations are provided on their appropriate use.
The document discusses the evolution of human resource management from an administrative function to a strategic partner aligned with business strategy. It emphasizes that people are the most valuable resource for organizations and that viewing HR as an investment rather than expense can increase business performance. Finally, it outlines the key roles and priorities of strategic HR in partnering with business leaders to ensure the organization has the right talent and culture to achieve its goals.
The document discusses how to effectively prototype ideas and influence people. It recommends prototyping ideas quickly by aiming to finish the first iteration in a day using lightweight tools. The goal of prototyping is to convince yourself and others of an idea by getting feedback in a tight loop and iterating based on that feedback. This helps refine both the solution and understanding of the problem. Prototypes should communicate the core of an idea to inspire participation from others. When presenting ideas, tell a story that shows how the idea makes people's lives better in order to sell the dream and pitch to your audience.
What's the future of influencer marketing?Mike Phillips
If there's been a big marketing buzzword in the last year it's been 'influencer marketing' - Bloggers / vloggers / internet superstars / social media celebrities / platform power users…Whatever we choose to call them, they matter.
They matter because many brands believe they are the magic wardrobe-esque shortcut to reach and engage large passionate audiences who value the emotional connection they have with their online idols over and above anything that a brand says or does.
But the vast majority of talks on this subject obsess over predictable areas like product placement and creating 'content'. In this presentation we explore what the future of influencer marketing might look like by asking what the future of influencer partnerships might look like, whether there should be stricter regulation and if influencers have a responsibility to great 'good' content.
This presentation was originally given at a Creative Social event in April, 2015.
The document discusses key topics in human resource management including gaining competitive advantage through people, the impact of globalization and technology, managing change, developing human capital, responding to market pressures, containing costs, and addressing demographic and employee concerns. It outlines objectives for understanding how these factors influence HR strategies and the roles and competencies of today's HR managers.
You and I have wasted enough time on PowerPoint Presentations. It's a necessary evil, but there are much better ways to approach it. Based off a talk I gave @ APTS. Enjoy!
The document discusses how social media has changed marketing and created opportunities for personal branding. It notes that 20 years ago, marketing involved newspapers and television but today focuses on social media platforms like Twitter, Facebook, and LinkedIn. The document encourages developing a personal brand on these channels, being responsive to customers, positioning oneself as a thought leader, and using one's brand to find or create the perfect job. It presents social media as a great equalizer that allows anyone to build their own future.
The document describes a series of sessions for start-ups on marketing and advertising tools. It will include 5 sessions over June and July on topics like creating a brand model, getting traffic, content creation, and data analysis tools. It also provides information on various free and paid tools for analyzing market categories, competitors, consumers, websites, and social media. Key tools highlighted include Admetricks, Statista, SimilarWeb, Ahrefs, Google Consumer Surveys, and Moz.
10 Steps of Project Management in Digital Agencies Alemsah Ozturk
This is part of our ( 41? 29! ) agency's culture series. Basicly this series of documents helps our teams learn the foundation of agency culture, basic rules to do their work. We are all about sharing the data & know how, so here we are ;)
The document discusses influence and how anyone can become a media giant. It defines influence as the ability to move people toward valuable action through establishing trust via authority, relevance, audience, frequency, and emotion. It recommends identifying influencer types that matter for a particular topic or industry, such as skeptics, journalists, community leaders, and early adopters. The document provides tips on finding and building relationships with influencers by consuming their content, participating in their communities, making contact, and contributing. It also suggests activating influencers by creating a fun culture and helping them.
This document discusses the complex nature of influence and challenges the traditional notions of directly attributing changes in beliefs or behaviors to any single influencer. It argues that influence arises from interactions within networks and is determined by many factors. The key points are:
1) Influence is complex and cannot be reduced to the actions of any single influencer.
2) We are most influenced by the 150 people closest to us rather than the billions of others.
3) Simulations can help identify groups that may maximize the spread of influence, but direct attribution remains impossible.
4) Understanding influence requires recognizing it as a phenomenon emerging from a complex system.
SMX East Everyone is Wrong about Influence. Except Your Customers.Valeria Maltoni
What is influence? For a decade, Malcom Gladwell’s "The Tipping Point" has served as a touchstone for those who believe that influence resides in the hands of a select few. Not so, says a new generation of marketers. They believe that thanks to the democratizing power of the internet, anyone can be an Influential. Both camps are wrong. True influence flows from drawing together people with shared interests. This session focuses on the process of identifying areas of relevancy among your customers and prospects, building community, and allowing others to amplify your influence as you meet their needs.
What Happens To The Human Body As We AgeBy ChloeLife Sp.docxhelzerpatrina
What Happens To The Human Body As We Age
By: Chloe
Life Span
Aging- “The time-related deterioration of the physiological functions necessary for survival and fertility” (Gilbert, 2000).
The life span of a human is said to be 121 years but rarely do we live that long.
The only species expected to live longer than humans is tortoises and lake trout which can live up to 150 years
Scott F Gilbert is the author of Developmental biology, 6th edition. In this article he talks about the maximum life span and life expectancy of certain species. He talks about how no matter what species the life expectancy depends on populations on the species. In this world today the life span of a human is different depending where you live. Someone in the United States is expected to live longer than someone who lives in Afghanistan.
2
Survival rates
Survival curves for U.S. females in 1900, 1960, and 1980. M50 represents the age at which 50% of the individuals of each population survived. (After Arking 1998.)
In this figure Scott Gilbert shows the aging curve in females from the 1900s to the 1980s. It shoes how in the 1900s females where living an average of 58 years and in the 1980s females were living an average of 81 years.
3
Causes of Aging
Oxidative damage- metabolism
General wear-and-tear and genetic instability- small traumas to the body over time
Mitochondrial genome damage- energy production
Telomere shortening- Telomeres are found at the end of human chromosomes
Genetic aging programs- aging rapidly
Scott Gilbert describes five ways what causes humans to age. He states there are many different theories how we age and there is no clear agreement what exactly causes humans to age.
4
Genetic Aging Syndrome
Out of the five Genetic aging has no cure. This is a rare form that causes kids to age at a very high speed making there life span very short.
White, A. (2014, January 12). Sam Berns, The Brave Teenager Who Was The Face Of Progeria - And The Patriots' Honorary Captain - Has Died. Retrieved from https://www.buzzfeednews.com/article/alanwhite/sam-berns-the-brave-teenager-who-was-the-face-of-progeria-ha
This is a picture of a boy named Sam and his family. He suffers from genetic aging syndrome and was only 17 years old when he sadly passed away.
5
Digital Marketing- C10DM - Dr. Ross Curran
Coursework - Social Media Campaign and Content Planning- iVac
Advaita Vinod
H00284485
Word Count: 2,196
Page � of �1 16
The iVac is a revolutionary vacuum cleaner released by Apple. It is designed to change the manner
in which audience vacuum and revolutionise entire home cleaning sector.
1. Adoption Theory
The adoption theory analyses the fact that there might be multiple factors which influences the
decision of a customer. (Straub, 2009) .These factors might incorporate the awareness and
knowledge of the consumer, their acceptance of the innovation and experience in buying such a
product. This report will analyse the cl ...
The document discusses how social media is important for businesses to leverage. It provides definitions of social media, outlines why it matters to businesses through examples like Dell's customer service issues and word-of-mouth influencing purchases. It then gives recommendations on how businesses can measure ROI in social media through metrics like lower call volumes, customer insights, sales from social media links, and changes in brand perception.
Ben, Kristen and I presented the basics of social media to the Shawnee Chamber of Commerce. These are our slides - the last bit includes images of how we're socializing news coverage in the Lawrence community.
This document provides a summary of various keynotes and panels from SXSW Interactive in 2011. Some of the main topics discussed include the growth of digital and startups over music at SXSW, best practices for brands partnering with startups, flipping the traditional marketing funnel model to focus on customer retention, increasing women's participation in tech, the benefits of open content platforms like TED, and the importance of authenticity and humanization in real-time social media marketing.
The document discusses strategies for developing a digital strategy that puts people at the center. It advocates understanding people and their needs, rather than focusing on technology alone. The document recommends a three part approach: 1) Really understanding people through stakeholder interviews; 2) Understanding how technology impacts users and what needs it fills; 3) Identifying how changes impact one's business in terms of opportunities, products, processes and communications. The overall message is that digital strategy should meet evolving user expectations by applying principles of user-centricity, agility, and empathy.
The document discusses using social media for veterinary practices. It recommends creating a website as the "home base" and using other platforms like Twitter and Facebook to drive traffic back to the website. It provides tips for setting up profiles, posting regularly, and engaging clients on these platforms. The document emphasizes using social media as a communication tool to build relationships rather than just for advertising.
A Clear View on Transparency: The How's and Why's of Dashboards for Non-ProfitsRobert J. Stein
This document discusses transparency and dashboards in non-profits. It provides context on why transparency is important through discussions of trust, reputation, and organizational culture. It also examines the Indianapolis Museum of Art's open data dashboard as a case study. Key reasons given for transparency through dashboards are building trust with the public, influencing positive reputation in the new information economy, and facilitating continuous improvement through benchmarking organizational performance.
Social media has become the ultimate brand influencer. It enables human interaction and word-of-mouth marketing at a vast scale, allowing conversations to occur despite barriers of time and distance. Brands are no longer fully in control of conversations as people now talk to everyone through their social networks. Successful campaigns like President Obama's in 2008 demonstrated how social media can be leveraged to create engagement and influence perceptions at a lower cost than traditional media. Marketers are increasingly using social media tools to build reputation and influence through trusted advisors and influencers within social graphs.
The document discusses the importance of social media and how businesses can leverage it. It provides examples of how companies have successfully used social media to increase engagement, sales and brand awareness. It also stresses the importance of listening to customers, being transparent and integrating social media with other marketing efforts.
Future Media: Changing Behaviors in a Digital WorldAllyson Hohman
The document discusses future media trends in a digital world. It notes that people now interact across many digital touchpoints rather than just websites. Future media involves building authentic communication and continuous engagement that can be accessed across multiple platforms. Data usage is growing exponentially, and channels are less important than how humans interact socially. Emerging technologies like smartphones, augmented reality, and micropayments are changing behaviors and expectations around communication, shopping, and media consumption. Brands must adopt evolving strategies to engage consumers across an array of convenient and personalized digital channels.
This document summarizes a speech given by Miles Young, CEO of Ogilvy & Mather Worldwide, about the changing relationship between marketing and public relations. The key points are:
1) Social media has led to greater transparency and the rise of "strangers with experience" as trusted sources of advice and information over traditional sources.
2) This has disrupted the traditional silo model of public relations and requires a more holistic 360 degree approach to communications that integrates PR, advertising, social media and other disciplines.
3) Examples from companies like BP during the Gulf oil spill response demonstrate how transparency, social media and digital influence strategies can help build trust and influence public opinion.
This document discusses viral advertising and marketing. It defines viral advertising as marketing techniques that use social networks and technologies to increase brand awareness through self-replicating viral processes. Common forms include videos, games, images and text shared via email, social media or mobile networks. The goal is to appeal to individuals with high social networking potential to widely and quickly spread the message. Examples of successful viral campaigns are provided that engaged audiences and spread organically.
This document discusses various strategies for marketing on social media platforms. It provides statistics on Olympic athletes' social media usage and notes the popularity of Twitter and Instagram over Facebook. It then offers tips for running effective Facebook ads, such as using compelling copy and high-quality images. The document stresses the importance of engagement to ensure visibility on Facebook. It also provides examples of small businesses successfully using social media through themed videos and engaging posts. Finally, it discusses strategies for increasing website traffic without a large budget, such as paid ads, email marketing, and influencer marketing.
This presentation was part of a social media measurement and awareness training day held by Lynchpin Analytics and Pangaea Digital in Edinburgh, April 2010
The document discusses the importance of social media for businesses. It explains that social media allows two-way communication and has exploded in popularity, with hundreds of millions participating. It also notes that word-of-mouth and social consumers sway purchase decisions. The document then provides examples of how companies have leveraged social media, both positively in responding to customers, and negatively when crises erupted online. It stresses that companies must join the conversation on social media or risk being dragged into it later.
Similar to Everyone is wrong about influence. Except Your Customers (20)
How to Turn Knowledge into Data: Customer ReviewsValeria Maltoni
What's in a Review? Drawing marketing insights from your consumer generated content. Learning to see, going beyond the starts, how to find feedback, creating value for customers while getting business value.
Conversation Agent presents: Marketing in 2014Valeria Maltoni
Marketing in 2014 discusses several trends that will impact marketing, including:
1. Marketers will need to become more agile and adaptable as the pace of change accelerates and customers shift platforms more quickly.
2. Marketers will take on more anthropological roles, exploring what motivates customers and following their behaviors across channels.
3. Thoughtful, values-driven campaigns and content will continue to resonate more strongly with audiences over campaigns focused solely on products. Marketers will need to focus on creating experiences worth having.
21 quotes about business promises, vision, credibility, imagination, creativity, technology, sincerity, passion, staying true to oneself, and high resolution appreciation.
This document summarizes a conversation between Valeria Maltoni and Mario Vellandi about behavioral analysis and its application in retail. Vellandi discusses how smaller consumer goods companies do limited behavioral research but focus on giving retailers product options. Observation of competing products and testing are also important. Online tools can help manage research but human analysis is still needed. Stores like Nordstrom, Anthropologie, and Best Buy are highlighted for their employee and customer experiences. Bookstores are discussed as new community spaces.
1. Tom Clifford helps companies tell their stories through short documentary films that focus on personal stories from employees rather than scripted talking points. This creates a sense of authenticity and emotional engagement for viewers.
2. Rather than just producing videos for internal use, Tom encourages companies to share these stories more broadly through social media to facilitate external conversations and strengthen their brands.
3. Communications departments can help identify compelling internal stories and facilitate their capture on video, but typically lack experience producing engaging films. Their role is broader than just crafting messages.
The document discusses how to measure online influence through various metrics like retweets, follower ratio, favorites, and quality of connections on social media platforms like Twitter. It also mentions measuring influence through content sharing and engagement metrics like views, shares, clicks, and subscribers. The document recommends using analytics tools to measure reach, resonance, relevance, and other influence metrics over time to improve online strategies.
OF COURSE there are women in tech, and their agenda is precisely the same as men.
The shift will occur when instead of thinking -- and talking about -- the inherently sexist idea of women (or men) in tech, we focus instead on the co-creation aspects. Think of that as the creative spirit, which traditionally is expressed in feminine poetic terms.
THAT is what we need. Balanced humanism is what we need as active agent in increasing the options, choices, and possibilities of others. That is what technology wants.
Visual analysis of a post by Om Malik - http://gigaom.com/2011/02/10/corporate-dna/
The three main elements can be distilled down to: person to person, which frames and gain permission to talk about business to business, and a call to action at the end. Wouldn't you want to elicit the same kind of visceral response when customers read your content as you get from his post?
Social media has changed the way companies and brands are discussed and considered. This presents a challenge, but also opens a number of opportunities for companies ready to harness the power of human interaction. Human involvement is what gives brands the strongest competitive differentiation today.
Learn about the advantages of integrating social into strategy. This session covers how to develop, implement, measure, and manage a cross-functional program with goals and metrics that map to impact and track to ROI. Participants will get the inside scoop on finding/ activating brand evangelists, getting competitive intelligence, managing resources/time, while boosting conversions.
There are a couple of important reasons why social is important for brands:
* people, collectively and one on one, have all sorts of conversations, public, internal, private. Part of those conversations is the fact that they buy based on beliefs -- yours. Do they connect with theirs?
* a brand is a person's gut feeling about a product, service, or organization. It's individual, and it's based on emotions and not driven by your messages.
* more and more people are online. You can discover what they do there, depending on who your customers are.
Here are some ideas of how you can think through developing, implementing, managing and measuring a social media program.
This document summarizes quotes from the 2010 South by Southwest (SxSW) conference compiled by Valeria Maltoni. It contains over 20 quotes from speakers at the conference on topics related to social media, mobile applications, online communities, and information sharing. The quotes are attributed to individuals like Chris Messina, Clay Shirky, Ze Frank, Robert Scoble, Adrian Ho, and others. Each quote is accompanied by a related photo from Flickr.
The differences between PR and propaganda. PR *does* bear some elements of propaganda. Manipulation, for example. Be honest: PR people are looking for a given outcome. That's why you were hired. So you have to look at the other elements of propaganda and avoid them - coercion, selective presentation of the facts, insistence on only ONE conclusion, broadcasting, or outright falsehood. There are probably more.
Learn how your online footprint can and does contribute to creating a searchable brand impression through interaction. What are the top 5 questions you should think about to go from word of mouse to word of mouth? How do you come across in real life? Find out how to construct your participation ecosystem and what matters in networking.
Writing Engaging Content for the Next Web and the Socializing of Information
Content-centered marketing is undergoing a transformation, one where the content is moving from:
- promotional to non-partisan - some call it thought leadership.
- highly-controlled to less-controlled - more legos than logos.
- occasional to ongoing - life stream your business.
- corporate voice to authentic, personal voice. Who should embody the voice of the company?
- one-way to conversational.The one overarching concern remains that of message consistency - and effectiveness.
How do you keep that with such a messy medium that is conversation? Learn how losing control of your content is the best thing that could happen for your business.
This document discusses the need for another panel at SXSW on social media and branding. It provides 10 reasons for this, including: 1) To stay ahead of what customers want; 2) To connect with customers across all interactions; 3) To learn from different forms of communication; 4) To integrate tactics and teams; 5) To ultimately turn a profit; 6) Success requires coordination of multiple efforts; 7) Collaboration is important, not luck; 8) It's not about individuals standing out; 9) Customers should not be seen as faceless; and 10) Learning what customers listen for. The panel would feature Valeria Maltoni, Olivier Blanchard, and Kami Huyse discussing advertising,
This document contains quotes from various experts on topics related to social media, online conversations, and building relationships. It discusses how conversations cannot be controlled, the importance of social influence over search engine optimization, making connections between people, creating engagement around products and services, and other insights. The quotes are attributed to sources like Marian Salzman, Mitch Joel, Craig Newmark, and others.
This document discusses how professionals can use social media to manage their careers. It recommends taking a strategic approach to social media by focusing first on building relationships with people, mapping career goals and objectives, and developing a strategy and personal brand. The document also explains how social media gives recruiters and companies a way to discover talented candidates and see examples of their work and how they interact with others. Professionals are advised to participate, share valuable content, and network in order to develop their personal brand and opportunities through their online connections.
This document discusses the rise of the Age of the Customer and how social media and online connections are becoming increasingly important. It notes that while human nature doesn't change, human behavior does. It highlights how both customers and companies are using online connections and social media to gather information, get feedback, engage in conversations, and build relationships. It also discusses both the opportunities and fears companies have around social media engagement.
The document discusses the role of corporate bloggers and engagement in social media. It notes that corporate bloggers can act as communicators, facilitators, and negotiators to connect with customers, learn what they want, and bring conversations inside the company. However, bloggers must balance educating customers with illuminating them and respect customers even if they don't like the company in order to have meaningful conversations. The document provides tips for corporate engagement in social media, such as joining existing conversations, empowering customer communities, and navigating the uncharted territory of social media authentically.
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6. … stories paint a picture that creates an emotional response to the information you are receiving that influences one to respond.- overthetopaprons@syix.comWhile careful tracking and analysis can help identify exactly how you're being interpreted by influencers, in all human interaction, there's bound to be a significant level of trial and error and blind luck. The trick is taking advantage of that blind luck-did you learn something from the lucky turn of influence that you can use to improve moving forward?- @tracycgoldmaking a connectionmeeting opportunityunderstanding context… influence implies causality (influencer acts, 'influencees' act in return) means that it's not a simple idea that can be summarized by a handful of influencer archetypes or measured by how many followers and retweets you have on Twitter. The main driver for this complexity in our experience is context which should be interpreted as: 1) relevance (topical); 2) situational- Pierre-LoicAssayag, CEO @traackr
10. social trends often seem to have been driven by certain influential people; yet marketers have been unable to identify these “influencers” in advance
14. April 13, 2009 – Good as You GLBT activist blog publishes the Domino’s videos for the first time, videos go viral within hoursMay 19, 2010 – Josh Simpson, comedian, CA creates @BPGlobalPR 188,604 followers at height of interestCATALYSTMay 13, 2010 – Lee Perkins, videographer, Shreveport, LA creates Boycott BP 841,047 fans
24. widespread acrossknowing issueshaving things on the radarbuilding wide acceptance and buy-inevangelistsconcentratedcredibility and trust from past experience, track record deept-shaped influenceSource: Jess McMullin
52. ?a STORY that resonates - emotional triggers are very powerfulthe ABILITY to SPREAD it - the connections in social networks make it super easydoing something MEANINGFUL - to feel part of something greater than selfwhat
59. 1 monthproactive1 yearJan/Feb, 2010Toyota Recall42 million vehicles are recalled due to faulty breaks. February 14, 2007Customer Service IssuesLeaked memo from founder Howard Shultz sets off a series of initiatives that leads to launch of My Starbucks Idea.July 16, 2009Sustainability IndexCEO-led, proactive initiative to affect supply chain.July 7, 1977Breast Milk Action NetworkCompany boycott is called in U.S. and expanded in Europe in the ‘80s.1 month19772007201030 yearsMarch 17, 2010Palm Oil/GreenpeaceFacebook wall animosity caused by community manager.August 13, 2009Employee-created YouTube expose’ videoVideo is viewed by 1 million people.June 2005“Dell Hell”Blogger Jeff Jarvis begins a controversy about company’s customer service issues.2005April 20, 2010Gulf Oil spillBP engages PIER emergency system to communicate internally.2009February 2009Customer Service issueBlue Shirt nation led to TwelpeForce and prompt response.48 hours1 month1 month1 minutesocial mediainterACTIONS
61. Businesses should treat technology like a special effect. If you’re James Cameron and you’re doing a movie like Avatar, the issue is, “What kind of world am I trying to create?” Then the question is, “So how do I get the technology to do that?” The leading question is not, “Gee, how do I make a cheaper movie faster?”— Michael SchrageImage source: Nic McPhee
65. !about meFresh voice in strategy with 20 years of real-world business experience, 10 of which online. Valeria Maltoni is Principal, Conversation Agent, LLC. Specialized in taking companies to what’s next in their business cycle by planning and building value-creating systems that add momentum and performance to deliver strength, resilience, and endurance to the business. She’s worked at companies from Fortune 500 to small start ups in 5 industries.
Editor's Notes
My goals with this conversation is to explain why marketers and business people should care about what customers do, and to explore the fundamentals of influence to give you ideas on how to identify, enroll, create
Why is influence? What makes someone pay attention to something vs. something else? Where can you observe it? CAUSATION
How do you create/identify/harness/enroll true influence? Learn how to develop/attract it
From the post “open to interpretation”
In the Tipping point, you had the connector – Connectors, sociable personalities who bring people together; Mavens, who like to pass along knowledge; and Salesmen, adept at persuading the unenlightened. (Paul Revere, for example, was a Maven and a Connector).
Who has influence. Who is influential in your market?
Thinking that influence is something you need to go extract for yourself vs. something you can grow/build/enroll
True influence flows from drawing together people with shared interests.
How gossip spreads – based on facts (facts detached from context), private (now public thanks to Internet), moral judgment from point of superiority (sentiment analysis), Some researchers believe that gossip started as a way for early humans to learn about their neighbors and determine who they could trust, making it a necessary tool for survival. Robin Dunbar, author of "Grooming, Gossip and the Evolution of Language," theorizes that gossip works in human societies the same way grooming does in primate societies, but more efficiently. Dunbar goes so far as to theorize that language evolved so that people could gossip and more effectively establish and defend social groups.Entertain each other Influence one another's opinions Exchange important information Point out and enforce social rules Learn from others' mistakes areas of relevancy among your customers and prospects, building community, and allowing others to amplify your influence as you meet their needsSomething to talk about – new, makes the person telling the story interestingRumors and gossip have similarly distasteful connotations, but researchers disagree about whether they are the same thing. Here's a rundown of different views on gossip and rumor: They're the same. Rumor is a specific type of gossip. Gossip is based in fact, but rumors are based in hypotheses. Gossip is a tool for maintaining social order, but rumor is a tool for explaining things that people do not understand. Gossip relates something people believe has happened, but rumors express what people hope or fear will happen.
How crisis spreadPatterns in conversation: how crisis manifested. People who are total unknowns to the brand and the online communities can become the catalysts when they take action - create a presence, share a pointed challenge for the brand. Start the conversation on something that is top of mind = relevant
The company organizes events -- Ducati Weekends and the World Ducati Week -- with a real tribe of 200,000 Ducati owners and a virtual tribe of 12 MM visitors yearly to the site Ducati.com. Tribe members, fans, spread the word about the brand. Ducati received front page media coverage on the weekend edition of the Daily Telegraph for a gathering of vintage Ducati, for example. The noteworthy part of the coverage is that it was not obtained through a public relations effort. The journalist is a member of the Ducati Tribe.With 600 Ducati owners clubs, 40 of which have been around for more than 5 years, owners and people passionate about the brand weigh in on the brand experience. They are part of Desmo Owners Club, DOC. Fans can create Ducati t-shirts, and the Internet gives them an opportunity to gather in person. For example, many from the club in Rome participate to the meet up in Dayton, Florida.Ducati's community is useful for communications and for crowdsourcing. Many of the community boards and forums are managed and created entirely by fans without intervention from the company.
2008 daily chronic pain, in partnership with universities and research organizations; MIT researchers, privately funded 2004, life-changing diseases (ALS in 1998)Down to earth information in a moment of need
why do people do it? Desire to control, affect physical and virtual worlds
Relevancy:Entertain each other Influence one another's opinions Exchange important information Point out and enforce social rules Learn from others' mistakes
Global members, year, cities, countries, at event in Denver (time spent with like-minded people), milestone in 2001, years I did it, members’ count in PHL – virtual + physical
The chance to be part of something bigger – change the control + alt // delete launched on humanity
http://www.bplusd.org/2009/02/25/t-shaped-influence/ -- T-shaped influence Wide influence covers a larger group at a less personal level. While you have relationships and reputation in that group, you may not have a known track record or tight connections. For influencing organizations, that means that you’ve got contacts, conversations, and awareness across the org chart. Wide influence also gives you the awareness to make multi-disciplinary connections, a key source for innovation.Focused influence is narrower, concentrated relationships with key individuals. That might be in the executive suite, or in marketing, in R&D or in all three. Focused influence is something that happens more in small groups and especially one-on-one. It takes time to cultivate. It grows from shared experiences, shared successes (ands sometimes shared failures), and shared values and vision. That doesn’t mean that people in your focused influence core always agree with you. But they do know and respect you. Make sure you respect them too, because this kind of confidence is easy to lose if you take them for granted.
This session focuses on the process of identifying areas of relevancy among your customers and prospects, building community, and allowing others to amplify your influence as you meet their needs.
the dots, people and ideas, design and strategy, internal and external, physical and virtual, known with unknown – reinforcing pathways that extend beyond your networks
online / offlineniche interestspoints of passion
Asking the right questions
MotivationInvestigate behaviorReason for beingPurposeMap assumptions
AccessTacit knowledgeSimplicity
MotivationInvestigate behaviorReason for beingPurposeMap assumptions
Seeing the invisible
relationshipsthe dotsideas and peopledesign and strategyinternal and externalphysical and virtualKnown and unknown
Transforms transactions (potential) into relationships
AccessTacit knowledgeSimplicity
UnderstandPatternsInteractionsControlsAssumptions
Predictmutate
the invisible - one of the biggest problems businesses have growing up is that their interests are not aligned with those of their customers anymore
Developing a sense of timing, also making sense of things
Developing a sense of timing, also making sense of things
Developing a sense of timing, also making sense of things = experimenting with purpose
In the sense of acting again – reactions to what happens in real time – Kevin Kelly on things that cannot be copied) immediacy, personalization, authenticity, attention, interpretation, accessibility, embodiment, findabilityTo the cards that the market deals you
AccessTacit knowledgeSimplicity
AccessTacit knowledgeSimplicity
FrequencyIntensityDuration
How do you create/identify/harness/enroll true influence? Learn how to develop/attract it
too much attention on INVESTMENT, not enough on RETURN = the business model problem