The team at We Are Social have created an interesting presentation on “What Makes A Great Brand”. However, I can already hear some of you social geeks saying, moaning and arguing what is missing in the slides and what you could better, maybe start reading and thinking about it first, and then try to find some more brands that have changed the way customer perceive brands today.
The slideshare presentation comes from a a project done in cooperation between We Are Social and The World Federation of Advertisers on Project Reconnect. This initiative was created to understand brands with a deeper meaning by listening to what people really want from brands and advertising. The idea behind it was to align marketers practice and customer expectations. Viewers get to know insights made while talking with marketers about inspiring marketing trends and approaches.
It’s hard to look into the future, or claim how the workplace could look like in 2020. And that in mind, although I get invites to different event looking years ahead and telling us, which technology will rock, which cloud model will be staring, and how friendships might die as of millennials heading towards a straight career, and forgetting the working colleagues, they have held close for years.
Still, certain drivers of change become more and more obvious. With the increasing advent of mobile and cloud systems in companies, some smart machines, sensors and systems will replace workload from people, and probably also erase some job profiles. And automation will organize a lot of processes that will connect the world around us.
What I see from our consulting business already today is that “sense making” and “social intelligence” has still often not found it’s way towards board rooms. Sometimes this is based on the missing people, sometimes just it’s a matter of traditional management methods that block the change process as of company or personal politics.
Furthermore, I can see that “virtual collaboration” is desired in many companies. Still, the culture of training and changing the mindset as a basis for this capability gets not the right support and budgets from top management. Finally, “cognitive load management”, the challenge to filter information from importance, was an approach I thought of in my vision of the Personal Web Manager some years ago. It will come, I am sure…!
The guys at Top Ten Online Colleges have create an infographic which summarizes the top 10 business skills for 2020. Have a look and tell us what you think!
When you think a “selfie” is nothing but a “selfie” (meaning a photo of yourself), then you are still living in the past. The future of the selfie is already here – in various forms. You just need to know where to find the next evolution step, how to make it, and see who can assist your efforts. And even if you want to take it to extremes. There are all sorts of selfies ahead.
Although, I have to admit I have taken some selfies lately, I had decided to leave it from now as of bad (or mad) output. However, maybe I just need to go to the DELL Center for Selfie Improvement. No joke! Well. Maybe.
Dell is always good at jumping on the latest trends in the world of social and sharing. Their new “Center for Selfie Improvement” is meant to help people optimize (if not perfect) the art of the selfie. People shall be trained using different techniques handed down from the very original selfie taker. How this works is explained in this video and on their Tumblr website.
Some people might say “selfies” are just for people with mega egos. Now, if you are a person of that sort, this winning Cannes Lions Innovation Grand Prix might make you happy. It’s a mega Kinetic installation which enabled people to create massive 3D selfies. The installation can transform in three dimensions. It recreate a selfie face from visitors to Khan’s pavilion. The Khan’s building was a 2,000 m2 cube placed in the Olympic Park in Sochi during the 2014 Olympic Games.
And if you are living in Sweden or Australia, you might not even want to use the release button from your camera or your smartphone any more for your selfie. Just get the latest app from the guys at Crunchfish then. With their GoCam app (just Apple yet) you can take a selfie with their touchless-A3D-software. Simply raise your hand to “push” the release button.
The future of the “selfie” is weird, unimportant and funny. Well, it just reflects the nature of a selfie, right?
Are teens real trendsetters when it comes to using the latest online gig or social networks? Well, Niche gives some insights into the websites that 7.000 high school graduates in the U.S. were using lately.
Although many of us would have thought that Facebook is not the biggest hype for them any longer, the interactive infographic provided by Niche proves that 87% of the graduates are still happy with reading their news and being active on Facebook. Instagram makes up 66% and Twitter is used by 55%.
In terms of quick chat platforms, 72% use Facebook Messenger and 65% are active on Snapchat. Those platforms that are said to be the latest trend like YikYak and Whisper are not really getting big activity rates – 97% and 95% don’t use these platforms.
From a broadcasting point of view, it is interesting to see that YouTube, Netflix, and Pandora are the leading edge platforms whereas Hulu, Spotify and Beats like Amazon Prime are not yet their main interest spot.
PS: The interactive infographic with further info can be seen at Business Insider.
If you are a great marketer, you always want to be ahead of the curve with your marketing team. But what talent ingredients does it need today to be among the leading experts of modern marketing? eMarketer has just come up with their latest “Skills of the Modern Marketer” report.
In this report we get to know the skills that senior marketers have to achieve or to be coached for in order to manage their teams correct supported by the latest trends. And it becomes clear that it is not only about knowing the right marketing tactics and trends, we also have to shape our personality with empathy, adaptability and collaboration skills. And furthermore, it has become a challenge to understand the latest marketing technologies and how they can foster the ROI of your business.
The following infographic summarizes the report and the findings, based on interviews and a survey with senior level marketers.
Some weeks ago, we spoke about a study that described what B2B decision makers expect to read on vendor websites. Now, a new study of 352 buyers (predominantly large businesses) from The CMO Council and NetLine shows that the majority of organizations (94%) favors to curate and circulate relevant content in their organization before finally deciding to purchase B2B solutions and services. For years, marketers thought B2B buyers and influencers alike are simply using vendor-related content from time to time.
The study makes clear that there is no real sharing structure to be made out from company to company. However, there are three main patterns that the study highlights in their results:
- From the Middle Out (35%): Execution-level executives search and find content about vendors/products and make the purchase. Senior management gets educated thorugh them why the decision was made.
- From the Bottom Up (30%): Junior or mid-level employees find vendor-related content and share their discoveries with senior management. Then they make the final decision.
- From the Top Down (29%): Senior managers find the content, then share it with lower-level managers for analysis and final purchase.
The same as with the sharing patterns, there are three key personas within the businesses who act according to their own behaviors, expectations and needs.
- Researchers: Primarily focused on new industry reports/research to inform them of advancements in solutions, trends affecting the markets, and opportunities for improvement.
- Influencers: Interested in both thought leadership found in trusted third-party channels and vendor-branded technology specifications, data sheets, and use cases. Their special interest is in summarized content, i.e. infographics, videos, and blog comments.
- Decision-Makers: Want to stay informed through broad research reports and analyst commentary. However, they expect to have access to detailed data to enable better decision-making at the tail end of the purchasing funnel.
The study reveals some further interesting insights. The vendor selection is major to moderate influenced by online content, find 88% of the B2B buyers and more than a third (38%) find that online content provides strategic insights and shapes the purchase decision. The content that is valued the most is research reports and studies (65%), technical spec and data sheets (50%), analyst reports (46%), whitepapers (35%) and posts on trade publishing sites (30%). The power of Google and the vendor website comes out as well: When more than two third state they start their vendor-related content sourcing with search engines and portals, it shows that the best training the marketers is to read the two B2B studies and draw some conclusion out of it for the future of your own content, PR and marketing acitivites. And if you cannot find a solution, we are happy to help…
The perspective of Uberflip “predicts” that there are some obvious trends coming up in content marketing.
Not surprisingly, a “director of content” might be the new team member in companies. This might be nothing new when compared with our job title predictions for web strategy at the beginning of 2013. Some other aspects of Uberflip include: higher quality of content, content curation, multiscreen marketing, and what every consultant will love: bigger budgets for hopefully better content.
“Brands will step up their game by integrating great journalism and storytelling into their strategies,” states Uberflip.
Let’s hope their predictions proof to become reality. Or maybe, you see some other development in the near future. Why not share it with us…?
In an interesting report by Zendesk across the globe, it become sobvious that telephone is still the preferred way to the customer service of companies. The report shows insights based on actual customer service and support interactions from over 16,000 companies across 125 countries.
According to the Zendesk report, customer all over the world were most satisfied with customer support they received on the telephone. The insights done in Q3 2013 show that 91% of customers liked the way they got help on the phone. In the second place of the satisfaction ranking came Chat (85%), followed by Help Centers/Web Forums (83%). On the social networks side Twitter (81%) came in before Facebook (74%).
Not surprisingly, the report also made clear that during normal business hours the support got the slowest first reply times (FRT) plus the lowest satisfaction scores. In the time period between 5-6pm local time -often when the service teams change or leave business for the day- companies have got the longest FRTs.
Interesting to see that Brasil and Canada received the highest customer satisfaction scores although there was no real indications on what the reasons could be. United Kingdom finished in position 6, US in 11 and Germany only in 14. From an industry perspective, the IT services and consultancy business, government and education achieved the highest customer satisfaction rankings.
Companies would be clever to combine these findings with their customer churn and growth rates to see the impact of customer servcie on the development of their customer base. Although many companies do custoemr servcie via Twitter and Facebook, which is steadily growing and improving since 2012 according to the report, we have experienced that social media in customer service if often just used to calm people down and get them engaged in a phone call to solve their issues. A trend that has shown the best customer service satisfaction results.
Whether you use hashtags “#” or not, they have made their history since first introduced in 2007 by Twitter. They became the filter, not only for Twitter – also for special topics, for branding, for trends, and for what not.
Although many people ignored hashtags from the beginning on the social platform, they find more and more acceptance today, now that people know why they are in the world of social web communication. Their real increase in use cam with the year 2009, when the 140 character network decided automatically linking anything preceded by the pound sign.
Nowadays, if you want to get retweets, you better use hashtags as these tweets are 55% more likely to be shared than those without any #. Even Google+, Facebook, Instagram or Vine have started to accept the hashtag value. And Offerpop now introduced an interesting infographic which shows the history of the hashtag.
PS: Interesting to see that more people use hashtags on their mobiles than on their laptops or desktops. Mobile information is consumed in short time periods, so you better make sure people grab your information when they jump on the bus, the train or at a break at an event. Hashtags are the access keys!
Some years ago, I have written about the Retweet button being the “killer of positive blog comments”. Over the years in many seminars and speeches, I have stressed the point that the ROI of the social web is not about generating high quantity in “thumbs up” on Facebook or Retweets on Twitter, or anything automated that comes along with similar meaning.
Retweets, Repins & Co. are only of value for your business, if…
- you accept those automated response generators as the pillars of your ROI system.
- you are a marketer who builds their business on proving the capability of accelerating reach rather than relevance.
- you are a brand that struggles to understood the value of building a community-centric business.
Still: Are ratings as insightful as a written comment – be it on Twitter, Facebook, LinkedIn or any other community platform out there in the social web?
I definitely agree that the Facebook “Like” has become confusing, and in some way worthless. Many users just click on the Like button out of a pure and immediate emotion, nothing sustainable, lasting or resilient. Some are expressing their solidarity with it. Some are missing the dislike button, and click the Like button.
Do those automated responses tell us what they really feel? Do they tell us what people really think? Do they help us to evaluate our position? Fair enough, these automated response creators are some word-of-mouth catalysts. Well, I admit by adding these five star ratings, there is at least some specification in the differentiation of generating feedback.
Obviously, the new rating system puts Facebook in a different position and moves it more to the likes of Foursquare, Yelp and traditional trend shop systems. Furthermore, it allows users to be more concrete in defining their opinions. Users might get better orientation in why a coffee shop or a business or restaurant deserves to be tested.
But does it really help us? What is a 4.2 with twelve votes compared to a 4.9 what two people have build up? Do we know who gave the votings, and if these people have the same interest and preferences that we have got? Doesn’t orientation get even more confusing? What will we book on travel websites when there are less and less reviews and recommendations?
The 3 Rs of the social customer (ratings, reviews and recommendations) might make our lives interesting and exciting for new stuff. But maybe there is too much new trends and products out there to get our heads around. Maybe a real review or recommendation will sometimes help (one positive and one negative like Amazon does it already). Still, automated feedbacks -be it stars, RTs, Likes, etc.- are the least valuable insight creation generators on a relevance scale that helps defining internal and external social web ROI.
PS: If your managers are still happy when your numbers of Likes go up, be happy and tell them nothing about this post. If not, let’s discuss further how social networks should constitute in order to deliver deeper insights in the mindset of our customers.