Conversity.be got a book deal! (And needs your help)
Good news! Lannoo Campus will publish my book on social media. If all goes well, it will appear in February 2011, simultaneously in English and Dutch.
Another thing I've never done before... and the deadline is tight: complete manuscript by 1 October.
Working title is Conversity: from conversations to conversions.
Or how to get customers & influence people with social media.
Here's the table of contents:
bit.ly/bllOsK
As you can see, the outline is pretty academic. Which is why I would like to insert a number of mini interviews with Belgian and Dutch agencies, internet/marketing professionals, and the like.
Want to help? Use the contact form to let me know a short (about 300 words or so) response to this one question:
"What was [name of a succes case/horror story that involved you(r company) and social media] and why is it important?"
Deadline: 15 September 2010 (when I start writing).
Social CRM = listening tools feeding information into a CRM system
"CRM systems need to actually acquire and fully integrate listening and monitoring into their offering." This enables "listening tools [to] close the loop on customer history and response recording."
Using Gladwell’s Tipping Point framework to assess social media success
- the right people
- a sticky idea
- the right context
“The bigger a brand gets, the smaller it should act, because no one likes big.”
This slide from Gareth Kay's presentation postdigitalbriefs2 - August 2010 not only highlights the culture change in digital, but in marketing as a whole:
Full presentation embedded below:
Role of influencers in the awareness, consideration and action phase of the consumer
The Fluent razorfish digital influence marketing survey can't let go of the funnel metaphor for marketing, but their analysis of the different phases of the consumers and the role of influencers in these phases is interesting:
- Key influencers in specific fields have an outsized influence on brand affinity and purchasing decisions on social platforms. Key influencers typically have their own blogs, huge Twitter followings and rarely know their audiences personally.
- Social influencers are everyday people who participate in social platforms. These users are typically in your consumer’s social graph and influence brand affinity and purchasing decisions through consumer reviews, by updating their own status and Twitter feeds and commenting on blogs and forums. In some cases the consumer knows the social influencers personally.
- Known peer influencers are the closest to both the purchasing decision and to the consumer. They are typically family mem- bers, or part of the consumer’s inner circle. They influence the purchasing decision most directly and have to live with the results of their family member or friend’s decision as well.
Further reading:
- The Fluent razorfish digital influence @ slideshare.net
America’s biggest timesucks: social networks, gaming and email
- 81% of consumers new-found use of coupons and loyalty programs is fun
- 93% said they still expected to spend cautiously even if the economy improved
- 55% of respondents to a said they were spending more time shopping for and researching purchases on the internet this year, compared with 26% in 2009.
- The ‘New Normal’ in Consumer Shopping Behavior @ eMarketer.com
Even as they expect to spend less, consumers are shopping more online
- 81% of consumers new-found use of coupons and loyalty programs is fun
- 93% said they still expected to spend cautiously even if the economy improved
- 55% of respondents to a said they were spending more time shopping for and researching purchases on the internet this year, compared with 26% in 2009.
- The ‘New Normal’ in Consumer Shopping Behavior @ eMarketer.com