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S Social Business Notes #4. Welcome to We Are Social’s Social Business notes #4, a review of the best social business thinking from around the web in the last month.

s Social Business Notes #4

Its been an even busier month so worth saving this for your commute or a lunch time read. Social business strategy & frameworks Neil Perkins has written about the 70, 20, 10 model, applying what is traditionally a learning & development model to marketing spend in relation to levels of innovation. Meet Generation C: The Connected Customer. By Brian Solis On March 6, 2012 Marketers, educators, parents… Everyone in the Generation X or Boomer demographic seems to be scratching their heads, trying to figure out Generation Y, aka the Millennials.

Meet Generation C: The Connected Customer

After all, they are the first generation to seemingly possess digital prowess as part of their DNA. And they are the first generation to receive both a birth certificate and a social networking profile upon delivery into this world. A study, published in 2011 by security company AVG and Research Now, surveyed 2,200 mothers from around the world and found that 81% of children under the age of two currently have some type of digital footprint. 92% of US children have an online presence, created for them by the time they were 2 years old. In many cases, a digital presence is born before the child, with sonograms (23%) actively published and shared on social networks and blogs. 8 Marketing Trends to Implement in Your 2012 Marketing Plan. What a year was 2011 for social media and marketing!

8 Marketing Trends to Implement in Your 2012 Marketing Plan

Building Your Social CRM From The Rising Econo-ME. No, I didn’t misspell anything in the title of this post.

Building Your Social CRM From The Rising Econo-ME

Social media has changed a lot of things about way business is done day to day, but one of the main things that has changed is the way that customers expect to be treated. About a decade ago, if you had a complaint with a company, you’d rally all your anger and call their help line or write a letter (knowing full well that little was being done).

Is ‘social’ consciously deployed in your customer management model? Despite all of the talk around Social CRM and the focus on ‘listening platforms’, many businesses are still failing to integrate their social and CRM efforts around one common customer management strategy, says Neil Woodcock of The Customer Framework.

Is ‘social’ consciously deployed in your customer management model?

In earlier reports, Professor Merlin Stone and I explored some basic models of customer management, ranging from key account management, product marketing, relationship marketing (through brand and service), to spot buying and auctioning (traditional and online). However, these are what we call “component models” – in practice companies combine these models in very complex ways. Their success comes from: Models are often deployed subconsciously Perhaps the most interesting thing about models is that organisations do not necessarily deploy them consciously, in the sense that the company uses the terms used here, or interpret success or failure to successful deployment of particular models.

But what if the model changes? Why the Social Funnel? New eBook from Awareness. In 2004 I launched my first corporate blog.

Why the Social Funnel? New eBook from Awareness

At the time I was running sales and marketing for a small software company and was focused on demand generation through 'traditional channels' like email, banner ads, direct mail, etc. I still remember the reaction I got from the team when I told them we would be launching a new blog. To quote a line from one of favorite movies, A Christmas Story, 'they looked at me as if I had lobsters crawling out of my ears.' Fast-forward to 2006.

That blog had grown to become an integral part our marketing mix and was directly responsible for a high percentage of our inbound leads. I was reminded of my first blog story several times while developing the content for the eBook we released this morning, "The Social Marketing Funnel: Driving Business Value with Social Marketing". The Social Marketing Funnel sits atop and alongside the traditional sales and marketing funnel and serves as a way to nurture buyers throughout their lifecycle. Mike Lewis@BostonMike.

Acquisition

Customer experience. Loyalty. Decoding the Consumer. In the 1950’s, on the children’s live-action adventure Captain Midnight, the Secret Squadron was chartered to combat evil.

Decoding the Consumer

Squadron members used special decoder rings to decipher messages that no one else could understand. The secret decoding power provided a competitive advantage that allowed the Secret Squadron to triumph over their opponents. Wouldn’t it be great if you could slip on a special marketing decoder ring to decipher your prospects? Imagine the advantage of knowing the secret communication channel, time and message to most efficiently and effectively win the sale.

Marketing stories would be written and songs sung as victory over your inefficient competition would be certain. Three senior executives on the future of marketing - McKinsey Quarterly - Marketing & Sales - Strategy. There is no quick path to success in the new era of customer engagement.

Three senior executives on the future of marketing - McKinsey Quarterly - Marketing & Sales - Strategy

Progress is likely to come incrementally—by listening to customers, making adjustments to engagement strategies, and learning through trial and error. Since diverse perspectives will be essential to mastering this new landscape, McKinsey’s Luke Collins, Tom French, and Paul Magill recently sought out three practitioners with very different vantage points on marketing’s future. Virgin Atlantic Airways CEO Steve Ridgway talks about how his company recently has been pushing the boundaries of collaborating with customers, while experiencing the pleasant surprise of a successful mass-media campaign.