Archive for the ‘Uncategorized’ Category

I, too, have a dream

March 31, 2016

Nothing inspires and mobilizes us like a great vision, artfully told. It’s human nature, we’re more easily persuaded through emotionally charged ideas than with dry facts. Yet, despite of this being a well known convention, many brands fail at clearly articulating and expressing their vision of why they bring value to the world, and why we should buy them/follow them/use them/share them.

Jim Stengel argues that brands that have a purpose  and manage to bring it to life in a powerful way will always outperform brands that don’t. Brands that have “ideals”, connect better with consumers, are more easily differentiated vs. others and ultimately drive higher purchase intent.

brand-ideals-path-model

Copyright 2016 The Jim Stengel Company, LLC.  

It makes sense. The challenging part is, of course, in crafting a great ideal, and even more challenging, consistently delivering on it. But every journey starts with one step. Eben Pagan said it best: “Clear Visions Create Causes” .

There, go forth and dream.

You have unlocked 10 bonus points

March 28, 2016

Gamification has had more than its fair share of hype over the last 10 or so years. At times it feels like understanding and harnessing its power to drive human behavior would usher a new era of business and indeed society.

And yet, for the most part only a handful of companies in the social media and tech space (in addition to gaming companies, of course) are truly leveraging its potential.

Creating a leaderboard, or rewarding users with badges and points by interacting with one’s brand does not a gamified campaign make. That’s why I like Yu-kai Chou’s framework – it’s comprehensive enough for the most sophisticated of companies, and simple enough to grasp the full array of possibilities and opportunities of gamification for the smallest of brands or indeed, communication/engagement campaigns.

Check it out and level up:

The Gamification Framework Octalysis converts any campaign into actionable steps by breaking down motivation into 8 Core Drives.

Octalysis Framework

Source: Octalysis: Complete Gamification Framework – Yu-kai Chou

Brian Solis webinar with Radian6 | Top 10 takeaways

April 4, 2010

Fresh off his appearance at the 2010 SXSW, Brian Solis (@BrianSolis) did a seminar recently sponsored by Radian6 on Social Media and to chat about his new book Engage. Great discussion and great Q&A. Here is a short top 10 takeaways and my thoughts to ponder as to why it’s relevant for brands:

  1. Think beyond “Social Media”. We’re starting a new era in society and how we communicate with one another.
    Companies and channels come and go but the trend towards integration, collaboration and openness will only accelerate.

  2. Social Media engagement affects every step of the purchase experience; from discovery to usage. Brands need to map out this customer journey and identify how can they deliver relevant content and experiences through each touch point.

  3. Myth: “Social Media is Free (and easy)”. It’s certainly not, but it can be extremely cost efficient if brands can harness the potential of great content, great customer service and great brand/product experiences. As for the easy part, brands need to make a commitment to develop their social media capabilities to at least working level (listen to conversations and act upon them). 

  4. Most credible source of information is other consumers (38%), closely followed by brands themselves (37%). Journalists, Marketers and other brands lag far behind. Source: eMarketer.

  5. Customer Engagement starts with LISTENING (and Research in a broader sense). Conversations among consumers, positive and negative are happening whether brands acknowledge them or not.

  6. The sentiment on conversations for all brands ranges from positive to neutral to negative. It’s the marketer’s role to change this sentiment from neutral to positive (easier) and from negative to at least neutral. How? Define a conversation flow: Identify and engage with tools suitable for such task. Some are free, others like Attentio and Radian6 are worth exploring and investing in them.

  7. Social Media is closer to Experiential Marketing than to Traditional Marketing. Empathy and attention are crucial. Customers know and expect to be listened to.

  8. Engagement can’t be done randomly. Brands need to strategize participation and engagement. 

  9. Brands need to go beyond SEO (still paramount) to SMO, Social Media Optimization. Brands need to ensure their content is findable and shareable. Keywords, titles, descriptions, tags and a planned syndication will separate your brand from the rest.

  10. Most importantly, brands need to become more human. Customers interact with the people representing the brand. As Brian puts it: Become the person you want to inspire.

The last point is perhaps the most important. Brands today can’t afford to be aloof and distant; give your brand a human voice, be authentic, honest and open — and start engaging!

Photo credit: briansolis.com