The document discusses the value of search and social media from a business perspective. It argues that ROI is a business metric rather than a media metric, and that ROI can be achieved through social media by increasing sales after initiating a social media marketing initiative if the cost is less than the increase in receipts. The document also discusses how social media provides non-financial positive and negative key performance indicators and how crowd-sourcing through social media can provide business benefits like replacing focus groups, fundraising, and sourcing simple tasks or marketing ideas.
Miva Merchant Conference 2013 e-Commerce Community MarketingGillian Muessig
Leveraging brand communities to increase sales in eCommerce. Understand the metrics of marketing to brand communities, as well as tactics for development and management.
Keynote: Rand Fishkin, Moz
How Can a Marketer Keep Up with Google's Insane Pace of Change?
Google claims to make hundreds of algorithmic changes every year. New results types are overwhelming many search terms. Keyword referral data might be completely gone soon. Dozens of unique software vendors offer tools in the SEO field. What’s a time-challenged, email-overloaded, trying to work-life balance marketer to do?
There may not be a one-size-fits-all-solution, but, in this presentation, Rand will present processes we can all follow to differentiate the unimportant from what really matters, and focus on building valuable, long-term traffic for our companies and/or clients.
Flyte school - Perfect Storm of Social-Local-And-MobileTobin Slaven
2/16/12 presentation by Tobin Slaven on the Perfect Storm of social-local-and-mobile (SoLoMo) technology as it impacts small business owners. For more information visit http://dailydose.dreamlocal.com
Miva Merchant Conference 2013 e-Commerce Community MarketingGillian Muessig
Leveraging brand communities to increase sales in eCommerce. Understand the metrics of marketing to brand communities, as well as tactics for development and management.
Keynote: Rand Fishkin, Moz
How Can a Marketer Keep Up with Google's Insane Pace of Change?
Google claims to make hundreds of algorithmic changes every year. New results types are overwhelming many search terms. Keyword referral data might be completely gone soon. Dozens of unique software vendors offer tools in the SEO field. What’s a time-challenged, email-overloaded, trying to work-life balance marketer to do?
There may not be a one-size-fits-all-solution, but, in this presentation, Rand will present processes we can all follow to differentiate the unimportant from what really matters, and focus on building valuable, long-term traffic for our companies and/or clients.
Flyte school - Perfect Storm of Social-Local-And-MobileTobin Slaven
2/16/12 presentation by Tobin Slaven on the Perfect Storm of social-local-and-mobile (SoLoMo) technology as it impacts small business owners. For more information visit http://dailydose.dreamlocal.com
Jay Berkowitz, author and Internet marketing expert, presented at the Professional Club Marketing Association annual meeting on how to improve their website so it generates prospective member traffic and how to find out hits on competitors websites.
Larry Kim - The Top 10 Facebook and Twitter Advertising Content Promotion Hac...INBOUND
Learn unusual tips, strategies and processes for getting 10-100x more value from paid ad campaigns on Facebook and Twitter, including how to drive exponentially more traffic to your content and convert 3-5x more of those clicks into leads and sales - all for less than $50 per campaign. You'll take away critical insights into how the algorithms of paid social media advertising really work, and 10 ALL-NEW ridiculously powerful content promotion and conversion strategies, like how to get getting your content to the top of Digg, Hacker News, Reddit, Medium, Linkedin Pulse and other alternative channels.
Presented at TheInbounder 2016
Get to know your users better, then give them what they want.
There's a person behind every keyword, an intent, a context - all of which traditional keyword research often misses. This presentation is for people trying to gain a better understanding of the people behind the searches, not with fancy tools, but basically stopping to look at Google's results and leveraging the machines to better understand the people, then how to turn that into a content strategy.
ICE Conference: Social Proof in iGaming using ZMOT Nick Garner
Another ZMOT presentation covering social proof and why you can build a business case around building social proof in the internet.
This was for teh ICE conference in London in late January 2012
Competitive SEO Analysis: How to Identify Opportunities to Win #TheInbounderAleyda Solís
How to drive your SEO for growth and win over your competitors? In this presentation I show you hot to identify the best opportunities to drive a competitive SEO process.
SearchLove London 2017 | Zee Hoffman Jones | A Competitive Analysis that Save...Distilled
In order to edge out your competition you need to know who your competition is, what their marketing strategies are, and how audiences respond to them. Zee will walk through how Distilled performs its own competitive analyses, what kind of actionable insights a great analysis can uncover, and when it’s worth it to go toe-to-toe with your competitors vs. when it’s a better idea to run off with a new approach.
Aleyda Solis - Conquering International Search Markets: The key ingredients f...Marketing Festival
Expanding and growing your web search presence abroad can be tough, especially if you're starting from scratch in competitive countries and industries. You now have something less to worry about though: Aleyda will share insights, actionable tips and steps to follow to maximize your chances of success learned by doing international SEO to hundreds of sites across the globe for multinational to local startups in Europe, USA and Latin America.
Who Gets Funded: Gillian Muessig of Outlines Venture Group details the Assets and Attributes of Successful Startups and CEO/Founders that VCs should look for.
"Act before you think", czyli o podejmowaniu decyzji w startupachInternetBeta
Ela Madej - Absolwentka stosunków międzynarodowych. Współtwórca sukcesu Applicake i współzałożyciel firmy Future Simple oraz aplikacji do zarządzania cyklem sprzedaży PipeJump.com. W Applicake zarządza, buduje relacje z klientami i intensywnie pracuje nad wzmacnianiem wizerunku firmy. Kilka miesięcy temu sprawdziła się jako współorganizator konferencji EuRuKo 2010 - corocznej europejskiej konferencji języka programowania Ruby. Z branżą internetową zawodowo związana zaledwie od 4 lat ale ma już na swoim koncie kilka sporych sukcesów. Uważa, że świat biznesu nie musi być zbyt poważnyi jest świetną sceną dla pomysłowych, myślących i zdeterminowanych. Ostatnio bardzo dumna z wyprodukowanego przez Applicake LipDuba. W wolym czasie tańczy, śmiga poza trasą na desce i nartach. Czasem zadaje głupie pytania i zdecydowanie za głośno się śmieje. Na twitterze jako @elamadej.
Jay Berkowitz, author and Internet marketing expert, presented at the Professional Club Marketing Association annual meeting on how to improve their website so it generates prospective member traffic and how to find out hits on competitors websites.
Larry Kim - The Top 10 Facebook and Twitter Advertising Content Promotion Hac...INBOUND
Learn unusual tips, strategies and processes for getting 10-100x more value from paid ad campaigns on Facebook and Twitter, including how to drive exponentially more traffic to your content and convert 3-5x more of those clicks into leads and sales - all for less than $50 per campaign. You'll take away critical insights into how the algorithms of paid social media advertising really work, and 10 ALL-NEW ridiculously powerful content promotion and conversion strategies, like how to get getting your content to the top of Digg, Hacker News, Reddit, Medium, Linkedin Pulse and other alternative channels.
Presented at TheInbounder 2016
Get to know your users better, then give them what they want.
There's a person behind every keyword, an intent, a context - all of which traditional keyword research often misses. This presentation is for people trying to gain a better understanding of the people behind the searches, not with fancy tools, but basically stopping to look at Google's results and leveraging the machines to better understand the people, then how to turn that into a content strategy.
ICE Conference: Social Proof in iGaming using ZMOT Nick Garner
Another ZMOT presentation covering social proof and why you can build a business case around building social proof in the internet.
This was for teh ICE conference in London in late January 2012
Competitive SEO Analysis: How to Identify Opportunities to Win #TheInbounderAleyda Solís
How to drive your SEO for growth and win over your competitors? In this presentation I show you hot to identify the best opportunities to drive a competitive SEO process.
SearchLove London 2017 | Zee Hoffman Jones | A Competitive Analysis that Save...Distilled
In order to edge out your competition you need to know who your competition is, what their marketing strategies are, and how audiences respond to them. Zee will walk through how Distilled performs its own competitive analyses, what kind of actionable insights a great analysis can uncover, and when it’s worth it to go toe-to-toe with your competitors vs. when it’s a better idea to run off with a new approach.
Aleyda Solis - Conquering International Search Markets: The key ingredients f...Marketing Festival
Expanding and growing your web search presence abroad can be tough, especially if you're starting from scratch in competitive countries and industries. You now have something less to worry about though: Aleyda will share insights, actionable tips and steps to follow to maximize your chances of success learned by doing international SEO to hundreds of sites across the globe for multinational to local startups in Europe, USA and Latin America.
Who Gets Funded: Gillian Muessig of Outlines Venture Group details the Assets and Attributes of Successful Startups and CEO/Founders that VCs should look for.
"Act before you think", czyli o podejmowaniu decyzji w startupachInternetBeta
Ela Madej - Absolwentka stosunków międzynarodowych. Współtwórca sukcesu Applicake i współzałożyciel firmy Future Simple oraz aplikacji do zarządzania cyklem sprzedaży PipeJump.com. W Applicake zarządza, buduje relacje z klientami i intensywnie pracuje nad wzmacnianiem wizerunku firmy. Kilka miesięcy temu sprawdziła się jako współorganizator konferencji EuRuKo 2010 - corocznej europejskiej konferencji języka programowania Ruby. Z branżą internetową zawodowo związana zaledwie od 4 lat ale ma już na swoim koncie kilka sporych sukcesów. Uważa, że świat biznesu nie musi być zbyt poważnyi jest świetną sceną dla pomysłowych, myślących i zdeterminowanych. Ostatnio bardzo dumna z wyprodukowanego przez Applicake LipDuba. W wolym czasie tańczy, śmiga poza trasą na desce i nartach. Czasem zadaje głupie pytania i zdecydowanie za głośno się śmieje. Na twitterze jako @elamadej.
MIT Real Estate - CRE commentary - Nov 2009Justin Hu
MIT commercial property price index posts first increase in over a year
-MIT Center for Real Estate’s gauge rises 4.4 percent in third quarter as more signs of a
market bottom appear.
Looking at PR stunts and how brands can best use creative marketing tactics, especially post-pandemic. Lots about the history of PR stunts, digital PR and redefining what good creative PR is.
Version of this presentation with video and other functionality available here: https://docs.google.com/presentation/d/e/2PACX-1vT4hnPvDVJt8qGLpKAMSFn17csAMxwpVJDZgJK71FCDj2fd9faMvpw58LpyHjNXL1NDu4017VvwRyCy/pub?start=true&loop=false&delayms=60000
The Controversial Truth About B2B MarketingJoergen Aaboe
Because all marketers now face the same challenge of capturing the attention of their audience, B2B marketing is rapidly changing to a discipline that is about providing value first and selling later.
Remind me again what those quarterly targets are really after… oh yeah, REVENUE! It’s inevitable, at some point the success of Marketing and Sales is measured by one metric, revenue growth. But surprisingly few organizations take the time to really explore the factors that truly influence growth in revenue.
You’ve probably heard of dozens and dozens of different marketing metrics that are “essential” to marketing and sales. Seems overwhelming - well, not exactly.
In fact, research over the last decade has actually identified a tiny handful of metrics that EVERY organization should be measuring to optimize the lead lifecycle (from lead to prospect to customer). How do we know? Well, Top Performing organizations that consistently achieve as high as 6x industry standard revenue growth are sharing their secrets.
6 Ways to use Behavioural Psychology to Drive Conversions & Grow RevenueTrustpilot
This webinar will highlight how both Yieldify and Trustpilot were able to help OVO energy and other brands increase their website performance by leveraging social proof. It will also cover how brands can adapt these techniques and apply them to a modern audience.
Co-Author of the book, Rockstar Entrepreneur, Ben Littlefield and Laura Capes hold a bootcamp style seminar to help entrepreneurs - new and veteran alike - get on track and learn the tools of modern entrepreneurial warfare...
I’ll cover what retargeting is, how to segment and sequence retargeting, as well as how you use this as a cheap testing vehicle, a branding campaign, and a bottom-line gain to your returns.
Experience level: Intermediate
Target audience: Merchants/Advertisers
Niche/vertical: Paid Marketing
Joanna Lord, Director of Customer Acquisition & Engagement, SEOmoz (Twitter @joannalord)
Since early 2020, we've been working with an e-commerce client to improve their
website's conversion rate from mobile devices.
It's a great example of how gradual branding and website improvements = $$$$$.
When we started in 2020, the mobile conversion rate was 0.52%. So out of 100,000 visits, 520 actually bought something. Fast forward to today, the conversion rate is around 2.65%. Out of 100,000 visits, 2,650 are buying something.
Pitfalls to Avoid while Hiring an SEO Service CompanySeo Corporation
Whether you’re seeking the best SEO Services in India or in the US, you need to check the portfolio of potential SEO services carefully. Allow them to make it clear how they’ll be working to provide you with the desired results.
How to build a powerful online presence and grow your business for companies in the radon mitigation and home inspection industry. Visit http://scmmarkets.com/marketing-radon-business/ to learn more.
Take a sneak-peak into the best practices of Inbound Marketing, and how it can help you! HubSpot invented the industry, and shows you the most valuable ways to:
1. Generate more traffic
2. Convert Traffic into Leads
3. Accelerate those leads through your sales cycles
4. Further analyze your marketing efforts
Similar to 2012 05 The ROI of Search and Social (20)
2020 06 MIT Enterprise Forum - Assets & Attributes of Successful Companies & ...Gillian Muessig
A look at the assets and attributes of the most successful companies and ceos in the technology sector. Remember: correlation is NOT causation, but the data is informative.
2020 06 Davis Wright Tremains Project W: The Capitalization StackGillian Muessig
Conventional venture capital – trading growth capital for shares in your company – is the most expensive capital you will ever take. And the least likely to return an ROI to investors. Since conventional VC serves only a tiny sliver of companies well, what can we do to fund emerging companies in better ways?
2018-01 Socap365: The Case for Gender Lens InvestingGillian Muessig
This deck presents some data points to consider when beginning a discussion on the meaning, financial potential, and impact of gender lens investing. The trend toward gender equity has reached the inflection point. Invest in companies that will ride this trend on a variety of levels to financial success. What we do with that ROI is as important as earning it.
Marketing in the Time of the Internet of Things - Marketing Festival Brno 2013Gillian Muessig
The connection of humans to the Internet is NOT a QWERTY keyboard designed to slow you down and a pretty picture to tell you what just happened.
How will we market inside web integrated products, stores, and daily experiential web interactions? Marketing Festival Brno Keynote by @SEOmom
2012 03 OMI Denver inbound marketing- seo is more than seoGillian Muessig
SEO, Social and Mobile combine as the Inbound Marketing platform expands on the Internet. Learn how to use multiple tactics and platforms to create cohesive marketing that improves conversions and gives you a competitive edge.
Improving profitability for small businessBen Wann
In this comprehensive presentation, we will explore strategies and practical tips for enhancing profitability in small businesses. Tailored to meet the unique challenges faced by small enterprises, this session covers various aspects that directly impact the bottom line. Attendees will learn how to optimize operational efficiency, manage expenses, and increase revenue through innovative marketing and customer engagement techniques.
Memorandum Of Association Constitution of Company.pptseri bangash
www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
www.seribangash.com
Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
Attending a job Interview for B1 and B2 Englsih learnersErika906060
It is a sample of an interview for a business english class for pre-intermediate and intermediate english students with emphasis on the speking ability.
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
Tata Group Dials Taiwan for Its Chipmaking Ambition in Gujarat’s DholeraAvirahi City Dholera
The Tata Group, a titan of Indian industry, is making waves with its advanced talks with Taiwanese chipmakers Powerchip Semiconductor Manufacturing Corporation (PSMC) and UMC Group. The goal? Establishing a cutting-edge semiconductor fabrication unit (fab) in Dholera, Gujarat. This isn’t just any project; it’s a potential game changer for India’s chipmaking aspirations and a boon for investors seeking promising residential projects in dholera sir.
Visit : https://www.avirahi.com/blog/tata-group-dials-taiwan-for-its-chipmaking-ambition-in-gujarats-dholera/
Skye Residences | Extended Stay Residences Near Toronto Airportmarketingjdass
Experience unparalleled EXTENDED STAY and comfort at Skye Residences located just minutes from Toronto Airport. Discover sophisticated accommodations tailored for discerning travelers.
Website Link :
https://skyeresidences.com/
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LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
➢ SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
➢FreenBecky 1st Fan Meeting in Vietnam
➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
➢ Super Show 9 in HCM with Super Junior
➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival
➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
5. Non-financial
positive and negative KPIs
Clicks, hits, complaints, CTR, press, content views,
brick and mortar store numbers, employment apps,
FB friends, likes, comments, and shares,
blog comments, UGC submissions, social mentions,
twitter followers, tweets and re-tweets
NOT ROI
72. Apple - BMW
Crowd source everything – R&D, improvements, innovations, marketing
Governments, NPOs, for-profits
Basic Necessities - no need to crowd source around these, except perhaps marketing
THOUGHT LEADERS DON’T ASK DIRECTIONS
Sometimes, we don’t immediately see the applications for the products we build.
Similarly, let’s take a look at the uses of Social Media.Remember links? They’re how the web is put together. Links are how bots travel from page to page, discover new ones.
They were also the only way search engines decided which pages were ‘popular’ and worthy of the best placements on the SERPs
But links are a really bad signal. Because, unless you’re name is Rand or Evan Fishkin, your Mama doesn’t link. In 2001, even fewer people knew how to link.
Only a select few techies linked to anything, so it was easy to ‘game’ popularity.
Social media signals serve as better signals of what’s important to searchers and what local, regional, and global societies are thinking about.
When Michael Jackson died,
…twitter carried the news around the world within seconds. It took Google 22 minutes to get the information to rank at the top of the SERPs for queries on the term, ‘Michael Jackson’. Radio broadcast it within the hour. TV reported it on the evening news. And newspapers carried stories in the morning press.
It was clear who ruled the news that day.
Social media delivers news faster than any other resource our world has ever known.
You know what was really amazing about that event? Within 72 hours, the behemoth corporation, Google showed amazing agility and pivoted ‘on a dime’, as it were. They incorporated social signals into the algorithm and began to track
Similarly, focus groups are a really bad signal. How many of you have ever participated in a focus group as an attendee or run one as a marketer?
They’re weird, right? From a marketer’s standpoint, they are WAY too small. Unless your customer base is about 100 people, a focus group of 10 is just a joke. We’re playing games with ourselves when we convince ourselves that this is a reliable sampling of… anythingFocus groups are uncomfortable. If you’ve ever experienced being in one, you know that you don’t really give your full, dispassionate opinion on the matter. You’re being watched. You’re being paid. You’re feeling awkward in the presence of the other members. One strong personality can skew the whole group who simply want to get away from him/her.
…and you’re even more self conscious because you know you’re not paranoid in this case. You ARE being watched! The only other place that happens is at the police interrogation room or an insane asylum. No wonder these are bad signals.
But hey, it was the best we had.
Social media provides a platform to replace focus groups with much larger data sets, far better audience participation, and faster results.
Enter: crowd sourcing
Now, we can raise funds and donate to groups directly, without middlemen
With MobileWorks and the much better known, MechanicalTurk, you can crowd source and outsource at the same time.
Mechanical Turk is a job site, but you can get 1000 people to give you an opinion of a UI or product as easily as you can get a dozen to input data for your email campaigns.
…and increasingly, marketers are turning to crowd sourcing to optimize the design, deployment, and ROI of their campaigns. Crowd Source Marketing is INVOLVEMENT MARKETING. You are involving your customers in your own marketing processes. You are giving them a voice in what you’ll build and sell to them. They help not only create, but market the product(s) for you as well.
Now we can query hundreds and thousands of people about what they’d like from us and get changing answers in real time.
Carefully, now” Note the choice of words… Not: what color do you like? Not: what color shirts do you want to buy? What COLOR do you FEEL like? Not: today, but THIS MORNING.
When I saw this demonstration live, the presenter entered the question and refreshed the screen as dozens of answers came in within the first 7 seconds. Then he refreshed the screen periodically over the next 40 minutes of his presentation. But no one was listening to his presentation… they only wanted to see the increasing number of responses, moaning and gasping at the numbers as they rose into the hundreds and topped 1000.
And the answers! Oh, the answers! Some were one-word only… blue. Green. Red. But many were poetic, florid, beautiful! ….lavender like the soft dawn before the sun rises over the horizon outside my window…. Baby blue, to match the eyes of my infant, sleeping in my lap as the dappled sun splashes warmth over us.
Immediate gratification: if you said, “pink”, you’re in luck. All pink shirts and tops are 20% off on the Lane Bryant website. Don’t forget to use the code ‘pink’ when you check out.
Mine the data – the Lane Bryant buyer will be placing orders for lavender bras and panties for next season!
This kind of crowd sourcing is applicable to all kinds of industries. Vehicle manufacturers can determine what color cars will sell best, what features customers are missing in this year’s model that they can add to next year’s model. And what features no one cares about.
Go ahead. Ask them anything. They’ll tell you what they want and even how much they are willing to pay for it.
Now those of you who still have enough caffeine left over from this morning are thinking, “That’s all very interesting, Gillian. But customers don’t really know what they want. They want whatever new, shiny thing you put in front of them at an affordable price.
And you’d be right. In many cases, people follow whatever trend is ‘out there’, because they follow the thought leaders, the fashion trend setters, and they’ll buy whatever you tell them is fashionable this year.
The actor Danny DeVito played the role of a merger and acquisition trader in a film made at the end of the 20th century. He gave a wonderful speech that included a story about buggy whip manufacturers. He said, “I bet that the last buggy whip manufacturer on the planet was the best buggy whip manufacturer. But you wouldn’t have wanted to be an investor in that company. That entire industry was going to die no matter what you wished for.”
Many industries don’t dream of crowd sourcing ideas around their product line. And it’s exactly these industries I’d urge to get involved as fast as humanly possible.
I think there’s a huge role for crowd sourcing ideas around details, features, and specifications of your existing product lines. You can improve your chances of having things fly off your shelves while your competition takes a shot in the dark, spends huge amounts promoting the hell out of whatever they made, and hopes for the best.But some people don’t ask.
When Steve Jobs died a couple of weeks ago, we took a moment to take stock of an amazing life, burned out early, as geniuses often do. Jobs really was a luminary in the field of inventors. He stands up there with the likes of Thomas Edison, R Buckminster Fuller, and Galileo. He saw a vision of the future that no one else could see. He didn’t ask his customer what they wanted. They couldn’t tell him, because they did not know what was possible.
Some basic necessities simply don’t require crowd sourcing information. But, the more I think about those ‘basics’ – toilet paper, salt, concrete, grass seed, paint, socks – the more I can see ways for the manufacturers and/or the marketers of each of these products might benefit from asking some cogent questions of their customer and potential customer base.The large central swath of the products and services are well served by crowd sourcing answers to thoughtful questions about how customers use current products, what they wish for, related needs that might be met with new products, and more. Think of it as innovating based on a communication between designers, producers, and customers. It’s not a one way flow of information. Take responses in context. Answers are not non-negotiable edicts; they are input to be considered when making product and sales decisionsAnd Finally there’s the top triangle, in which you find the movers and shakers in the world of invention. While genius requires the ability to envision a future the rst of the world cannot envision, even in this arena, there are times when crowd sourcing – communicating with customers and Raving Fans – can improve a brilliant product. BMW has a famous case study around using social media to engage its most ardent fans to share their ideas around making BMWs even better than they are today.
There is a place for crowd sourcing. Ask your community of customers and engaged fans how they want to engage with you. Don’t necessarily ask what they want in the way of products. They may not know what they want until you show it to them. But, once you’ve created your stroke of genius, you might want to ask what color they’d like to see it in.
A strong social media based brand community will protect you and support you when trolls attack you online and off. Image credit: http://fellowshipofminds.wordpress.com/2010/12/31/geico-commercials-ermey-unloads-on-obama/
There is a place for crowd sourcing. Ask your community of customers and engaged fans how they want to engage with you. Don’t necessarily ask what they want in the way of products. They may not know what they want until you show it to them. But, once you’ve created your stroke of genius, you might want to ask what color they’d like to see it in.
There is a place for crowd sourcing. Ask your community of customers and engaged fans how they want to engage with you. Don’t necessarily ask what they want in the way of products. They may not know what they want until you show it to them. But, once you’ve created your stroke of genius, you might want to ask what color they’d like to see it in.
Look for the lift… no! not that one. The LIFT… no! Image credits: http://www.elevatorpreservation.com/2009/09/antique-elevator-for-sale-in-london-uk/ and http://www.criticalbench.com/lifting-weights-russia.htm
Look for the financial lift. Increased sales and conversions AFTER the SEO and/or SMM initiative. Follow it over time. A minimum of 6 months commitment is required. SEO is not a short term play.