Building Customer Communities Is the Key to Creating Value - Bill Lee by Bill Lee | 1:00 PM February 1, 2013 What are your customers telling their friends and colleagues about your business? As I described in my last post, your prospective customers and buyers increasingly learn about you from their peers — including your current customers — while tending more and more to ignore traditional sales and marketing communications from corporate. Companies are now taking advantage of this new marketing reality, becoming more skilled at getting their customers to advocate for them, create peer influence in their markets, and make important contributions in areas like product development and services. Creating and capturing such value from customer relationships doesn’t just happen, no matter how stellar your products and services are. It requires an enhanced value proposition, what I call a Level 4 customer value proposition.
Essential reading for online community managers A good friend of mine started a new job for the new year – working in social media for a UK charity. She asked me what reading I could recommend for somebody looking to learn more about online communities and how they can be launched and grown. There are a whole range of great books out there on how social media is used and the impact this is having on society (anything by Gladwell or Shirky would be a great starting point), but she was interested specifically in things that help managing and growing communities online.
50 Ways Marketers Can use Social Media to Improve Their Marketin Social media isn’t always the right tool for the job. Not every company needs a blog. YouTube worked for BlendTec, but it might not work for your company. The Winners & Losers of Social Networking [INFOGRAPHIC] The course of social media never did run smooth — not for long, anyhow. And for some Web 2.0 companies, it's running less smoothly than ever. Without question, Facebook is the network du jour; but even though the reigning champion's user stats keep soaring, social networking as a whole might be leveling off.
Employer Branding Numbers Everyone Should Know Think you don’t need an employer branding strategy? Read on about a few numbers. The percent of employees, out of 19,000 surveys and exit interviews, who leave an organization for reasons other than money. In that same survey, 89% of employers said they believed that employees left only because of money!
The Future of Advertising: 'Pay-Per-Gaze' Is Just the Beginning Advertising is going to change more in the next 20 years than it has in the last 100. If you need proof of that, just look at the patent Google was granted Thursday for a Google Glass-based ad system. Dubbed "pay-per-gaze," the content would charge advertisers for the number of times someone literally looked at their ad. The concept is buried pages deep in a patent for a "gaze tracking technique ... implemented with a head-mounted gaze-tracking device that communicates with a server."
Finding Experts on Twitter Just Got Easy with Twendly Twendly, a new expertise search engine, has launched making it easier than ever to find subject matter experts to follow on Twitter. Twendly is different to both Google Search and Twitter Search in a couple of ways. Let me explain (with the help of some images):— A Google search on “SQL” returns the best documents and/or sites to visit to find out more on SQL. A Twitter search on “SQL” returns tweets showing who’s talking about SQL right now.
The 10 Commandments of the Social Web Over the past year I have been covering Facebook and social networks obsessively. The more I write and the more I read, the more complex the social web becomes. The social web is the part of the internet where people socialize and interact with each other. It can be as simple as forums but the social web has come to embody a limitless number of tools from instant messaging to blogs to micro-blogs to social networks to lifestreaming services and more. It’s clear that the social web has become increasingly complex and with so many places to communicate it is frequently challenging to figure out where the best place to go and talk is. Newspapers and Social Media: Still Not Really Getting It: Tech News and Analysis « Updated: Many traditional media entities have embraced social-media services like Twitter and Facebook and blogs — at least to some extent — as tools for reporting and journalism, using them to publish and curate news reports. But newspapers in particular seem to have a hard time accepting the “social” part of these tools, at least when it comes to letting their journalists engage with readers as human beings. A case in point is the new social-media policy introduced at a major newspaper in Canada, which tells its staff not to express personal opinions — even on their personal accounts or pages — and not to engage with readers in the comments. The policy, which I received from a source close to The Toronto Star (the full version is embedded below), has a number of sensible things to say about using social media, including the fact that these tools “can be valuable sources for story ideas and contacts for journalists, and as a means of connecting directly with the communities we cover.”
Secrets of Employer Branding Leaders: Unilever Is your company considered a great place to work? Pay attention, because it can make all the difference in your quest to recruit the right people for your organization. Our latest research proves that a strong employer brand attracts and retains top talent, reducing both recruiting costs and attrition rates. But how exactly does a company build such a brand? This is the first in a series of interviews we conducted with customers who are attracting interest on LinkedIn for all the right reasons. Unilever is near the top of the list, so we sat down with Paul Maxin, Global Resourcing Director, who has been with the company since 2006 and has 25 years of experience working both with agencies and in-house.
Holiday discounts offered to travellers with a large number of social media followers Marketing & Advertising Tourism & Travel Offering deals to social network users with a large number of followers is based on the logic that the cost of the discount will hopefully be outweighed by the subsequent exposure and publicity. We’ve already seen the model employed by fashion brand Volga Verdi, and now Hotelied is looking to apply the same thought process to the travel industry. Hotelied is focused on serving “lifestyle” properties and luxury four-star and above hotels. It offers these organizations the opportunity to target heavy discounts towards influential travellers with a large amount of social media clout, but deals can also be targeted towards travellers from certain industries — for example, users who work in fashion or entertainment — or to frequent travellers. When the model works, it offers a win-win for both the organizations offering the discount, and the consumer.
How To Create the Perfect Facebook Fan Page » Techipedia This article is updated. If you are reading this in 2011, please see the new how to build a perfect Facebook page article. This is a guest post by Jesse Stay, founder and CEO of SocialToo.com and all around great Facebook Fan Page coder. He’s volunteered to give away a copy of his recent book, FBML Essentials, to two readers. Scroll down to the end of the post for details on how to win. "It Takes a Community, not a Campaign to Build Contrary to some popular new media/open source marketing belief, people really do want to have a relationship with brands. The currently successful brands have recognized that empowered customers/users now want and have three key things in common:- they have a high standard of excellence - the message here is do the best you can and when you can't, apologize, learn and improve quickly- they want to be able to participate - they want stuff their way and you need to listen to what they have to say or they may and frequently do act against you - when the right group of people are treated the right way, they can provide an amazing roster of brand advocacy, support, content and insight when executed right Brand communities bridge the gap between an organization, brand and person.