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If you’d like to watch this post instead of reading it, click the thumbnail button. […]
It’s difficult to encapsulate ten years of learnings, but that hasn’t stopped me from trying! This page will reprise some of my favorite posts, and it will feature a series of videos I’ve made in which I explain where we’ve been and where we’re going. This post will change frequently, so please consider it a work in progress. […]
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. […]
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. […]
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. […]
However, “Attribution” stole the show from omni-channel—and, for a fascinating reason. The same capabilities that enable big data give ecommerce vendors the ability field solutions that “attribute” the value of each media asset to the customer purchase. Hence, attribution is a massive accounting exercise, but it is disruptive to the digital media ecosystem because it enables, in theory, far more inclusive and granular counting of digital content’s impact on ecommerce or mcommerce or even in-store purchase. This is bringing accountability to digital and advertising firms. Just think of all the media that customers see before they purchase something. Agencies and vendors […]
Used well, digital and social technologies retain an authentic human element while digitizing key aspects of relating to people. Therefore, organizations/firms/brands (hereafter “firms”) can now provide the Personal Individualized Experience (PIE). This post explains the three components of PIE and shows how firms can use them to build and maintain authentic and profitable relationships with users. […]
Social business strategy is inherently transformational to large organizations whether they are in commercial, nonprofit or government sectors. All organizations are hives of people communicating and collaborating to execute business processes (“work”). Digital social technologies have reduced the cost of communication (and therefore much collaboration and work) by an order of magnitude (roughly ten times). Collaboration and innovation, before digital social technologies, were slow and expensive. Now they are very fast and inexpensive—when organizations learn how to use them. Organizations that learn how are more responsive to their constituents and customers, so the market rewards them—and will increasingly punish those that lag too far. These use cases focus on building enterprise social business internal capability, and they are also helpful to consider when selecting social business advisors. Please […]
In brief, marketing’s influence is most poignant when anonymity is high and the marketing “target” is ignorant of the product/service and how to use it. In this scenario, the target is most open marketing’s influence. Read on to learn how marketing is related to anonymity, where anonymity is going and how marketing can transform to strengthen its influence. Marketing organizations that do not transform will be sidelined because anonymity is dissipating fast. […] |
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Use Scenarios to Network into Jobs and Contracts reveals a new way to break through when you’re looking for new consulting work or employment for yourself, or you’re fundraising for your startup or nonprofit. As these pages detail, I’ve learned that “breaking through the noise” is easy when you play music. You’ll learn how to do it here.
Customer experience and experiential social media shows how you can succeed in transforming your customers’ experiences with your firm by adopting a refreshing and effective human approach. Transforming customer experience enables most firms to become more resilient and profitable.
11 Celebration summarizes my reflections on CSRA’s first decade in business, and my vision for our next decade. We’ve been pioneering in experiential social media and social business transformation since I founded the firm in February 2006.
[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.
Ethnographic 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.
How 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.
Omni Channel From Brand and Agency Viewpoints takes you behind the curtain of the digital provider world. The audience of the Digital Analytics Association’s Chicago Symposium was focused on omni-channel from the point of view of how its moving parts functioned because members buy and sell media and marketing content. Brand and agency digital professionals are caught in the tidal wave of data, which is straining legacy processes and relationships to the limit.
Personal Individualized Experience is the DNA of digital transformation. It refers to using an optimal mix of people and digital technologies to provide personal interactions at scale, so it’s central to the mission of chief digital officers and CEOs and boards who hire them. Prior to digital and social technologies, organizations faced a trade-off between “personal” and “efficient” interactions with their stakeholders (customers, clients, employees, partners, regulators… hereafter “users”). Now this is no longer true; they can provide personal interactions at scale, once they learn how and where to interact efficiently and authentically.
[UPDATED] Social business strategy use cases represent scenarios in which most organizations find themselves, and they reflect some of the choices of which CDOs, CMOs and CEOs may use as they plan to evolve their enterprises in order to either improve returns or simply remain relevant in volatile markets.
Anonymity, Marketing and Predicting the Future shows that, although each culture has its own concepts of “anonymity” and “marketing,” anonymity will prove to have been a temporary phenomenon in most human cultures because communications technologies are counteracting it. Moreover, based on my studies of and experience with sociology, evolutionary psychology and technology, I observe that 20th century marketing is grounded in anonymity, so we can predict the future of marketing by exploring anonymity and its relationship to marketing.