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How Do You Feel? On Human Experience

How do you feel? Human experienceOn human experience invites you to examine common marketing practices from a human experience perspective. It expands part of a presentation I gave at the University of Chicago Booth that the audience experienced as mind-bending based on their facial expressions.

Quite by accident I’ve happened on a rare view of humanity while practicing experiential social media during the last ten years. Experiential’s core research process involves conducting ethnographic research of thousands of people in specific situations. I analyze human behavior in communities in digital public, and it’s very rich, nuanced and complex. Ethnographic yields unparalleled qualitative and quantitative insights into behavior and human experience.

Experiential consistently reveals that many marketing practices repel people rather than attracting them because the environment in which marketing is practiced has completely changed from when these practices developed. Marketing creates mistrust and pushes people away, as I’ll show below. This post attempts to reveal this anachronism to you, so you can correct your practices and take the advantage from your competitors.

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Many Businesses Live In Fear—How to Break Free

Many Businesses Live In Fear: How Trust Drives Down Firms' Risk and Fear[Updated] Many businesses live in fear, and how to break free reveals how fear and risk can be sharply reduced by increasing trust among employees, customers and partners.

I have learned many surprising things while practicing experiential social media, but one of the most astounding is the realization that most business practices, especially those that concern people, are grounded in fear and mistrust. This ties businesses in knots, but few people realize it because it’s accepted as normal. This post aims to open your eyes, so you can start noticing how fear and mistrust operate in your firm. Then I’ll offer numerous ideas that can help you to reduce fear and risk by increasing trust.

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Ethnographic Research for Business Innovation Using Social Media

Ethnographic Research for Business Innovation Using Social Media: de-risk innovationEthnographic research for business innovation shows how to apply ethnographic research of social media to managing controlled disruption within organizations. Ethnographic research of social media can transform the entire innovation process because it’s a very efficient way to study the behavior and motivations of the people that the innovation proposes to serve. Unlike traditional innovation and ethnographic research methods, which are relatively slow, costly and qualitative, ethnographic research of social media combines qualitative richness with quantitative analysis. It’s faster and less costly, too.

Ethnographic research for business innovation can dramatically improve the depth and breadth of business and corporate strategy, business design and service design research since it allows teams to consider more users and to assess their behavior and motivations, which can improve the value of more costly research.

This post outlines the business innovation use case of ethnographic research of social media, and it includes examples in banking, professional services, consumer products, and B2B marketing. For more on ethnographic research, see More Resources below.

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Social Media Strategy Lessons Learned

Social media strategy lessons learned summarizes eleven golden rules I’ve learned while leading strategy and its execution for global firms. Some of them might surprise you: I’ve come to learn that I have a different perspective on social media strategy since I advised global firms and startups in their corporate strategies before founding CSRA in 2006.

Social Media Strategy Lessons Learned

Before diving into lessons learned, let’s specify what we mean by social media strategy. “Strategy” itself is an overused work that denotes some mixture of research and planning. The strategy trade-off is simple: the more research and analysis you do upfront, the more risks you can foresee and account for in your plan. When you put your plan into action, you make fewer mistakes and execute more efficiently. Conversely, “minimum viable”/lean strategy does less research upfront, so the team learns while doing. Neither approach is universally “right,” and both work best for certain situations and firms.

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Ethnographic Research of Social Media for Social Media Initiatives

Ethnographic Research for Social Media Initiatives avatarEthnographic research for social media initiatives shows how ethnography can change the rules of social media programs in marketing, customer service, product development, recruiting and others. Ethnographic research enables teams to understand the people who are most important to your firm so they can relate to them at a completely different level. Moreover, interacting in digital public activates the network effect and the annuity effect, so it’s very scalable. Since your teams interact in digital public, where a far larger group of like people observes the interactions, they influence a large group of people and build relationships with them. People start trusting your firm, preferring your firm, and doing more business with you. See the Trust Business Chain Reaction and infographic for how it monetizes.

Ethnographic research for social media initiatives is a game-changer for customer experience and digital transformation programs in multiple phases. It’s faster, less costly, and scalable. It provides an unprecedented combination of qualitative and quantitative research.

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How Trusting Customers Drives Profit

How Trusting Customers Drives Profit avatarHow Trusting Customers Drives Profit reveals how firms unwittingly broadcast that they don’t trust their customers, how that weakens profit, and how firms can take the leap. It’s a simple revolutionary idea that’s born from nine years of studying behavior while practicing experiential social media and social business.

Analysts, consultants and professors increasingly say that customer experience is the last bastion of competitiveness, and an increasing portion of total experience occurs in digital public. This presents firms with an unprecedented opportunity: interacting with people in digital public can create trust at scale and drive profit from revenue and cost levers.

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Chief Digital Officer Needs Analysis: Do You Need a CDO?

Chief Digital Officer Needs Analysis is an executive summary of how CSRA helps organizations assess their need for “going digital” and hiring digital executives. These engagements serve as “requirements analysis” for an enterprise, business or brand.

Improving the Selection Process for Digital Executives

Chief Digital Officer Needs Analysis: Do you need a CDO?Astute CEOs and boards of established firms and brands are awakening to an increasingly uncomfortable reality: for many, business results have been flat, and customers are behaving “unpredictably.” Since this is such a prevalent trend, there is emerging consensus that “going digital” is the way to get closer to customers(1) and revitalize business. CEOs or board members get on the phone to their executive recruiter to search for a Chief Digital Officer, a “digital CMO,” or maybe a digital-savvy CIO to lead digital transformation. As we’ll see, in so doing they are too often putting the cart before the horse. They will get better results by assessing their needs for digital expertise first, so I’ll offer a simple yet robust needs assessment process.

Although CSRA’s client work shows accelerating digital adoption […]

CIO Guide to CDOs and Digital Transformation: How to Adapt and Thrive

CIO Guide to CDOs and Digital Transformation: How to Adapt and ThriveCIO Guide to CDOs and Digital Transformation summarizes a presentation I gave to TechLeaders Association, a Chicago-based CIO group. It will brief you on how digitally empowered B2C and B2B customers are forcing change on enterprises by demanding seamless interactions across digital and analog interfaces, the rise of the Chief Digital Officer and how CIOs can use this disruption to their advantage. Omni-channel will become the new normal in industries in which a leader provides the omni-channel experience and raises the bar. While explaining omni-channel, I asked the room how many had abandoned transactions with ecommerce or mobile sites because they were too difficult to use, and 40% raised their hands. When leaders field their omni-channel experiences, customers will reject laggards en masse. CIOs can use these developments to their advantage, and the CIO Guide to CDOs and Digital Transformation shows how.

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Why Probability Is the Key to Profit in the Digital Social Big-Data Age

10 Detailed Case Studies + Big Data & Analytics’ New Digital Divide + How to Think Like a Data Scientist Book Review: Numbers Rule Your World/Kaiser Fung

Why Probability Is the Key to Profit in the Digital Big-Data Age[UPDATED] Step inside a data scientist’s mind, and learn why probability is the key to profit and how it’s the key to understanding and using big data for better decision making. This fascinating and useful book clearly shows how people misunderstand probability and misuse statistics—and therefore big data—and how the knowledge gap leads to faulty models, thinking and decisions. New winners and losers are emerging in the digital social and big-data age. A new digital divide, people who think like data scientists and use probability to support decision making—and everyone else. The data science group will outperform, and Fung shows how creative, fun and useful data science is.

This book is a perfect twin to Duncan Watts’ Everything Is Obvious* Once You Know the Answer, which exposes how common sense pervades management decisions and failure. I shall refer to several specific connections between the […]

Digital Transformation's Personal Issue: It's the Key to Customer Experience

Digital Transformation’s Personal Issue reveals personal treatment to be the key to breakthrough customer experience, and it shows how digital social spaces enable Chief Digital Officers to use personal treatment to create more profit. Before they arrive, though, they need to lead their organizations through the Personal Issue. Digital Transformation's Personal Issue

The Personal Issue refers to a perceived conflict between empowered customers and profit-starved companies. Digital social technologies are enabling customers to “re-personalize” business and society because their online interactions among themselves are personal, which is changing their expectations of all interactions.

However, businesses resist treating customers personally because they fear cost and inefficiency. They don’t understand the digital social economics of treating customers personally online, at scale.

Meanwhile, the missions of chief digital officers (CDOs) and chief customer officers (CCOs) are creating bold new “customer experience” and profits by using digital technologies to transform organizations, brands and businesses. They will fulfill their missions far more quickly and completely by using the key.

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