Community Management & WOM
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Editor’s note: Tadhg Kelly is a game designer with 20 years experience.
15 October 2012 by eugen12
01net. le 17/10/12 à 07h30 Les médias sociaux, et plus généralement internet, ont eu un fort impact sur la capacité des entreprises à adresser leurs publics sur de nouveaux supports et via de nouveaux canaux.
One of the key challenges in the social business world is, how can companies honestly be customer-oriented? I believe that by focusing on what I call the four pillars (4C's) that are mentioned below, any company can overcome this obstacle and vastly improve in this area.
How much more compelling would your brand storytelling be if data were the focus of your content strategy?
What Drives Customer Retention: Is it Just Satisfaction? In our quest to measure the “happiness” of the customer we are often led to focus solely on customer satisfaction as a predictor of retention. But in my years of researching drivers of customer retention, I’ve found that customer satisfaction doesn’t paint the full picture.
When you think about it, the Darwinian idea of evolution is not a far cry from the way we as marketers adapt and change to new technology. With new ways of selling, new channels for promoting a brand and new ways of engaging customers, we’re constantly evolving to stay ahead of the game. And now in the era of rock-solid online competition, we have to evolve even further and ask ourselves: What does it take to lead the online conversion movement?
Some of you might work for companies that have not figured it out. They might still be pondering, “Why should we care about user experience?” Maybe they don’t care at all.
Shel Holtz has more than 35 years’ experience of organisational communications, in in-house and consulting roles with mostly Fortune 500 companies. He is a Fellow of the International Association of Business Communicators (IABC), the author or co-author of numerous books in the communications arena, and a frequent speaker. These days he is principal of Holtz Communication + Technology , helping enterprises communicate better in the online space. One of his focus areas is watching how the social world uses online technologies, and applying that in enterprises to improve internal and external communications. We asked Shel about how mid- to large-sized organisations can focus their curation efforts, and he outlines four ways organisations large and small can benefit now:
“People don’t buy what you do; people buy why you do it,” according to author Simon Sinek. The best brands give customers reasons to care about them. Unless your brand can climb into your prospect’s consideration set, that prospect will not seriously consider your brand for purchase.
Popular Today in Business: All Popular Articles John Belushi and Dan Aykroyd had chemistry. Hannibal Lecter and Clarice Starling had chemistry, though it was, admittedly, a semi-evil chemistry.
When Rachel Weiss, vp/digital strategy and marketing at L’Oréal, told Business Insider's Social Media ROI Conference that she stopped using Pinterest because "I got bored," we knew we had to grab her for a Q&A.
As the social media landscape has evolved, so too have the tools that exist to help busy marketers manage it. Luma Partners and Buddy Media, pre-acquisition by Salesforce.com, released a 2012 snapshot of the social media landscape that rapidly went viral:
Hernán Gonzalez | November 7, 2012 | 6 Comments <a href="http://ad.doubleclick.net/jump/clickz.us/media/mobile;page=article;artid=2222912;topcat=media;cat=mobile;static=;sect=site;tag=qr-codes;pos=txt1;tile=8;sz=2x1;ord=123456789?" target="_blank"><img src="http://ad.doubleclick.net/ad/clickz.us/media/mobile;page=article;artid=2222912;topcat=media;cat=mobile;static=;sect=site;tag=qr-codes;pos=txt1;tile=8;sz=2x1;ord=123456789?"
It is a ritual, either on your way to work or after you have opened the laptop or logged in. It doesn’t matter when but most of us do it. We pop down to the corner coffee shop or cafe and and order our latte, cappucino, flat white or even a soy version of all of the above… in fact I have my soya flat white with no sugar right next to me now provided by my local barista called affectionately ‘BJ’ . We chat to the barista or the waitress as we wait for the morning brew, it is part of our offline rituals that makes starting the day engaging and social. For most coffee shops their total marketing plan is a loyalty card.. you know the one I mean.. buy 5 cups get the sixth one free and that is where it mostly stops.
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