Conversionation

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Social Business: Four Real-Life Truths about Collaboration

Conversionation

The 3 U’s apply to collaboration as well – source: Nicola Millard (Scribd) I haven’t been blogging a lot in recent months. wrote a blog post about it for the BT Let’s Talk blog which you can read here (thanks to Molly Flat of ’1000 heads’, for picking it up for a blog post on trust in her ‘ spotlight on social triggers ‘ series).

Why We Still Fight Over Social Media and Content Marketing

Conversionation

recent flagrant example I saw was the launch of a website/blog filled with tips on healthy eating by a local yoghurt brand. Some of the promised content marketing (debate) blogs: The Content Marketing Echo Chamber Customer Experience Trumps Content Marketing Let Me Wave my Magical Content Wand There Is No Wasted Content Well, there have been many more and even big debates on Forbes.

Defining Social Business: a Call for Clarity and Collaboration

Conversionation

Last week I stumbled upon a blog post by Gerardo A. Finally, because this initiative might be the spark for a multi-disciplinary group blog or community and it the end, that’s where value can be created. The rest of this – long – blog post looks at 1) how we define social business , and 2) what business functions and processes are affected. Business is business. Why do that?

Gartner: the Growing Role of the Social Customer Experience

Conversionation

Blog Customer experience Customer-centricity Marketing optimization customer experience customer experience management Gartner Social CRM social customerProviding great customer experiences and optimizing touchpoints in a consistent way equals successful marketing. It’s as simple as that. We are shifting to a more customer-centric marketing view. The result of doing so is ROI. Guess why?

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Master The Next Wave Of Social

As social media adoption becomes more and more mainstream, marketing leaders race to keep up - creating blogs, communities, and Facebook pages, all too often without a clear road map in mind

The Big Content Marketing Fail: How Much Content Do You Need?

Conversionation

This blog post tells some personal stories and takes you a bit back in time. In fact, I could shout similar things today: ‘don’t think that putting some high-profile mavens after a password-protected blog equals community marketing’. I don’t even want to talk about who or what is king. Blog Content marketing content marketingOf course content is not king. Hurray. It gets worse.

Social Business Failure Is a Choice: Speaking a Common Language

Conversionation

Blog Social Business Gartner Mark McDonald Michael Brito social businessWe are warned. Gartner predicts 80% of social business efforts will not achieve intended benefits through 2015. There is a problem with that prediction and the perception it creates. In practice, social business is a huge Babylonian confusion. What benefits do we intend to achieve? - How do we track success?

Five Customer Empowerment Tips: the Days of Intuition are Over

Conversionation

In his blog post , Gerry quoted a book by Tomer Sharon,  Search UX Researcher at Google and author of ‘It’s Our Research’. Blog Customer engagement Customer experience Touchpoint marketing customer empowerment GerryMcGovern Tomer SharonYou don’t really need studies to notice customer empowerment. Just ask any retailer of consumer electronics, for instance. So, what is it about?

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The Future of Social Media: Identifying the Drivers

Conversionation

Blog Social media marketing Touchpoint marketing Brian Solis disruptive technology Facebook Instagram people-centricity Pinterest social business social network fatigue the future of social media touchpointIt might seem like a challenging task, but it really is not. I’m in the process of writing it and will share my thoughts as I move along. Today, these drivers start being recognized.

Five Cultural Reasons Marketers Fail to Keep Up with Consumers

Conversionation

And if you don’t defend them they will leave or worse attack you with all the social media tools at their disposal” Blog Branding Customer-centricity Marketing optimization Marketing strategy Opinion Touchpoint marketing Bryan Eisenberg buying behavior dialog Gerry McGovern HIPPO Kristin Zhivago optimization organization reputationConsumers are becoming channel-agnostic.

The First Two P’s of Broken Marketing

Conversionation

Blog Marketing strategy Opinion Kristin Zhivago people processesDespite the variety of topics, tactics and speakers, our Fusion Marketing Experience conference last Thursday and Friday clearly revolved around one theme: marketing is broken. We are disconnected from our customers and other departments. The word that was most often mentioned: silos. The organization as a living being.

Content Marketing: What Content People Share And Why They Do It

Conversionation

In decreasing order of importance, Chadwick Martin Bailey and iModerate Research Technologies found, people mostly share news about a family member or friends (81%), family pictures or video (80%), funny videos (63%), coupons/discount (54%) and news articles and blog posts (53%). It’s also clear that consumers want compelling and relevant promotions and that there are several reasons to focus more on content marketing in general and blog marketing specifically. Why do people share content? We seldom talk about what it is. Nor about the complexity of what makes it get shared.

Altimeter Report: the Convergence of Paid, Owned and Earned Media

Conversionation

If you haven’t, you might be new in marketing or might have missed phenomena such as blogging and forums in the nineties. Blog Marketing strategy Opinion Research Altimeter Group Chris Silva converged media earned media Jeremiah Owyang Jessica Groopman owned media paid media Rebecca LiebCo-author Rebecca Lieb By now, you probably know what paid, owned and earned media are.

Optimize: a Holistic View of Content and Marketing Optimization

Conversionation

Lee Odden, the founder of online marketing agency TopRank and the widely acclaimed TopRank marketing blog, released his new book, “Optimize”. For other countries check out Lee Odden’s blog post announcing the book and outlining the key takeaways here. The consumer is channel-agnostic, and empowerment is not a buzzword. That’s optimization. Check out the whole interview with Lee here.

What You Really Must Know To Succeed in Social Media Marketing

Conversionation

From forums to blogs: online conversations are happening since years and the success of [.]. Blog Connected marketing Social media marketing social media marketingSocial media and networks have been part of many internet users’s life for the last six to seven years, with services popping up and falling down at an astonishing pace. And, yet,  social media marketing is still a very “hot&# topic.

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The Rise of Digital Influence: From Persuasion and Passion to Action

Conversionation

Blog Research Social media marketing Altimeter Group Brian Solis digital influence infliuencer marketing influencers persuasion relevance Robert B. (Digital) influence is the capacity to affect others to take actions and/or change opinions or behavior. It can happen directly (persuasion) and indirectly. However, it is always characterized by the resulting actions and changes. Cialdini.

Brian Solis on Digital Darwinism and Customer-Centricity

Conversionation

Blog Connected marketing Customer-centricity Interview Social media marketing Brian Solis customer-centricity Digital Darwinism new consumerism The End of Business As UsualAs you probably know, Brian Solis published a new book a while back, called ‘The End of Business as Usual’. Since it’s an ideal time to catch up with my reading before going underground for the end of the year, I asked Brian some questions that are related to the ideas he develops in it.  [.].

Social Media ROI: Check Before You Start

Conversionation

Blog Management Social media marketing Jim Lenskold marketing ROI return on influence return on investment social media ROIAn army of social media thinkers has deemed it useful to redefine ROI. In 2010, Brian Solis introduced it in his book Engage! as Return on Influence (and also as Return on Investment, Return on Involvement, Return on Innovation and Relevance of Interaction). The term Return on Influence (now Realization of Influence as well) [.].

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Is Touchpoint Marketing the Only Marketing Left?

Conversionation

Blog Customer experience Opinion Touchpoint marketing content marketing customer experience touchpoint marketingContent marketers like to use Seth Godin’s famous saying that ‘Content marketing is the only marketing left’. Content is obviously crucial in marketing. It has always been. It just took businesses a very long time to realize it, helped by what we call ‘content marketing’.

Context Marketing in Context: Beyond Inbound and Content

Conversionation

However, it got picked up by more people after HubSpot’s INBOUND 2012 conference this summer where context and context marketing was among the main takeaways as so many people resumed them on their blogs. Sometimes a simple manual is better than a series of blog posts, trust me. Everything evolves and so does marketing. Today, things evolve faster. It’s not about content. Great. 

Content Marketing As A Process: Three Rules Before Starting

Conversionation

Blog Blogging Content marketing Conversion Opinion AIDAS content marketing conversion customer life cycle customer-centricity lead management metrics ROIContent marketing is defined as a marketing technique. However, it’s also  a process that it is very connected – and thus should be aligned – with several marketing purposes and business processes. Note that the definition of content marketing as a technique should not make you focus too much on the content itself. To succeed, [.].

Open Letter to the CxO: Can You Survive the Age of Integration and Collaboration?

Conversionation

And, guess what: that’s what employees expect from IT as this recent blog post by Forrester indicates. But it  is far from actualized – despite the rosy picture some surveys depict – as Edwin Hageman , CEO of BT Benelux wrote in an excellent post yesterday, referring to research and market feedback (disclaimer: BT is a customer but I fully stand behind the blog post).

Social Media Metrics: Jim Sterne on why, what and how to measure

Conversionation

Blog Connected marketing Social CRM Social media marketing Jim Sterne social media metrics social media ROI web analyticsIn his book ‘Social Media Metrics’, Jim Sterne says: “The Internet has always been a social medium”. And he’s right where he writes that the Internet is the first many-to-many communication channel. The Internet is nothing more than a [.].

Successful Social Business Pilot Projects: Benefits of Starting Small

Conversionation

Blog Social Business social business pilot projectsIn a previous post I looked at how the ‘people and process’ part matters before all in what we call social business (WIIFM, speaking the same language, common intended benefits, etc.). These two P’s are not new but repeatedly get overlooked, especially when technological and societal evolutions are still in the hype faze.

Recruitment and Social: the Shift in Control Employers Forget

Conversionation

Blog Research Generation Facebook HR hyphen recruitment social businessGeneration Facebook - tomorrow's employee - is watching you You heard it before: the consumer is increasingly in control, and marketers have a hard time catching up and reconnecting with an increasingly connected consumer. Your future employees are connected and demanding consumers as well. And it impacts recruitment.

Achieving Omnichannel Customer Loyalty: Tips and Infographic

Conversionation

And it continues: “it’s not about offering a discount, it’s about offering someone the right offer at the right time” That’s indeed what we often talked about on this blog. Blog Customer loyalty customer loyalty Kobie omnichannelIt’s as a I wrote in my previous post about customer empowerment. It starts with acquisition the infographic says.

IAB Europe AdEx Benchmark Europe 2012: Facts Behind the Numbers

Conversionation

Blog Opinion Research AdEx Benchmark Europe 2012 Alain Heureux display advertising IAB Europe online advertising searchAlain Heureux, IAB Europe According to the IAB Europe AdEx Benchmark Europe 2012, the online advertising market in Europe rose to a total market value of €20.9bn in 2011, a year-over-year growth by 14.5%. Ask any serious agency. The sound and measurable results of search.

Marketers Need Return On Marketing Investment Now

Conversionation

ROMI: make a difference TODAY Jim Lenskold courtesy of MarketCulture Blog However, it does mean that optimization, analysis and forecasting are more crucial than ever , in order to ‘survive’ the economic crisis and be stronger and more customer-oriented once it’s over. Marketing ROI. The crisis is hitting hard, and accountability is priority number one today. And it’s about time.

B2B: Involve Your Sales People in Social Media Marketing and CRM Now

Conversionation

Smart sales people perfectly understand the ‘climate’ and market situation, in which your business operates, and are an important source of knowledge that should lead to smarter content marketing, blogging, social media and cross-channel initiatives. Of course, it’s not the only division in most cases. Many businesses underestimate that. Social media really helps sell, if you do it right.

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The Key Question Marketers Forget to Ask

Conversionation

Blog Customer-centricity customer-centric Kristin Zhivago touch points“What do we want?”. It is the question marketers (and managers) ask each time they consider launching a new project or solving a business question. Answering it is a must if you want to develop a proper strategy. Define the goals, analyze the best ways to achieve them, determine how to measure success, launch, [.].

Content in Context: How Sharing Equals Creating Content

Conversionation

Take a blog post, for instance. And the same goes for blog posts or other forms of (mainly but not only) digital content. Blog Content marketing content in context customer media congresLast Thursday I spoke at the Customer Media Conference in Haarlem, The Netherlands. The topic: content in context. But in a way that’s how I like it: real-time or better, right-time. Content?

Digital transformation and the CMO: an innovative CIO partnership

Social Email Marketing

In a previous blog post on the changes in (digital) marketing budget allocation, I mentioned how the CMO and other managers and executives will have to learn more about technology and the social and digital tools their customers and employees increasingly use. The truth is that this is just the beginning: in the third platform […].

On Twitter and real life: some love and some tips #socialsong

Conversionation

So, go and watch all Chuck’s three editions of #SocialSong on Chuck’s copyclatch blog and watch his second one below, mentioning some folks I follow too such as Joe Pulizzi , Heidi Cohen and Pam Moore. And this is a love blog instead of a Twitter love song to you ;) PS: sure you can get cynical about this. It’s that time of the year. Yes, that involves training as well. Respect.

Social Business: the Essence of Collaboration and Purpose

Conversionation

Blog Social Business collaboration social businessThe wisdom of the crowd, participation, co-creation, engagement, empowerment, collaboration,… The literature and ‘collective wisdom’ regarding social business is filled with statements on how important all these expensive words are today. However, the words don’t matter. What lies underneath them is key: how smart can a crowd really be?

Blogging and Content Marketing: Results Versus Personality

Conversionation

A corporate blog has a purpose. So, it’s obvious you want to get results with your blog. However, the rules and best practices of efficient blogging should not undermine vision and personality. Blogging is a balancing act. Blogging Content marketing blogging content marketingIn fact, it can serve several purposes. Content is produced by people for people, with a focus on [.].

On Being Human: The Ties That Connect Us

Conversionation

When driving back home yesterday I wrote a blog post in my head. Blog EmotionsYesterday I felt happy. Then I learned my mother has cancer. broke. know what it is to be broken. If there’s one thing I can truly call myself an expert in it’s the human mind. I’m an expert by experience and I think it’s no coincidence I do what I do for a living. feel a lot. Certainly now. Cancer. Mother.

The Ripple Effect of Blogging: Inbound Marketing is Not Enough to Exist

Conversionation

It consists of what we now call content marketing (including blog marketing), social media marketing (which really is not about being found alone), Search Engine Optimization and so on. Outbound marketing is not just about begging: blog, exist and tell about it. Take content marketing, and more specifically blog marketing, for example. must admit I haven’t read David’s book.

From Conversation Company to Optimization Organization

Conversionation

Blog Marketing optimization Marketing strategy Social media marketing Touchpoint marketing Brian Solis Bryan Eisenberg continuous improvement Kaizen optimization organization Steven Van Belleghem the conversation company the future of social media touchpointsHowever, it’s time to take it a step further and move to the optimization organization. Again, feel free to comment. Sounds familiar?

Great Content Marketing Case: the Vocus Social Media Strategy Tool

Conversionation

Often, it’s narrowed down to the types of content we immediately think of such as a blog post, a paper, a presentation, a video, the [.]. Content is a social object. By that I mean it is defined by what people want and how they interact, not the other way around. Content can take many forms. Content marketing Social media marketing Beth Harte content marketing case MarketingSherpa Serengeti Communications social media marketing strategy tool social media strategy app Vocus

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Second Screen Engagement: the Social Dimension of the TV Experience

Conversionation

Blog Social media marketing Area/Code Kevin Slavin second screen engagement Starling ZyngaThis week I moderated IAB Belgium’s annual Think Digital congress. knew a few of the speakers, but it’s always interesting to rediscover what they say and many presentations were absolutely worthwhile. That’s the little plug, thank you very much. Now to the point. The person does. Kevin Slavin.

Listen to the Voice of the Customer or Stop Doing Business

Conversionation

Blog Connected marketing Customer engagement Customer relationships Customer service Research Social media marketing customer experience customer feedback social media sentiment analysis voice of the customerIn a recent study by MarketTools 34% of executives surveyed stated that they were aware of customers using social media to comment on or complain about their company and/or its products. That’s about one-third of respondents. Great, isn’t it? It seems some executives realize that the voice of the customer is channel-agnostic and consumers use [.].

B2B Blogging Trends 2011: Towards an Integrated Approach

Conversionation

In many organizations, blogs are still seen as almost separate entities. Several other organizations have no blog at all. Should a company blog? Should employees blog? However, when not blogging you are missing out on important opportunities. In this post, I will not tackle the ‘advantages’ of blogging. Key reasons for an integrated blog marketing approach.

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The Perception of Social Media Marketing: it’s a Free Lunch

Conversionation

No, you won’t necessarily go bankrupt for not using social media marketing and not every single business on this planet needs a Twitter account or even a blog. Interesting is also this little fact on social media monitoring: Belgian companies that use it, spend increasingly less time following what is said on blogs (a drop from 14% to….1%!) and focus primarily on social networks (40%) and micro blogs, yes, you can say Twitter (34%). So we don’t monitor very much, some of us do have plans but blogs are no longer important to monitor? What is the problem? Conversion?