What has Why got to do with it Anyway?
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Thoughts on finding consumer meaning and motivation behind the consumer behavior in those big internet data bases. The meanings and motivations that form Consumer Brand Relationships have a lot to do with understanding and impacting the consumer brand behavior tracked in the big internet data bases. And that behavior when correctly combined with CBR can more efficiently and effectively build your consumer brand franchise
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This document summarizes a presentation about using social media analytics to measure and improve engagement. It discusses how Socialbakers provides analytics to track key metrics like fans, engagement, demographics and competitive benchmarking. The presentation emphasizes how understanding metrics in context can help marketers create effective strategies, identify high performing content, and maximize tools like apps and tabs. It provides advice on best practices like diverse content, calls to action and avoiding overposting or confrontation. The goal is to help more marketers leverage analytics to measure ROI and make data-driven decisions.
Sweeny smx-social-media-2014 final-with-notes
1. Social media behavior can influence organic search results as search engines factor in social signals when determining rankings. Many of the top ranking factors are now based on social media interactions.
2. Usage of some social media activities has declined over the last 5 years, such as blogging, photo sharing, and listening to online radio. However, brand community membership on social media has increased by over 20% as users want an inside source of information on brands.
3. When designing for social media, it is important to consider strong and weak social ties. Strong ties are close connections while weak ties provide access to new information. Systems should be designed to build trust and reputation across both strong and weak connections.
Behavioral responsivness
Behavioral Responsiveness in web development
- Past, Present & Future
Video available: https://www.youtube.com/watch?v=_VKNDh7VXbw&list=PLSwFVRVZ3joRlHSiJ8JxKsvI9uWlr1tik&index=51
Conference on social media
Here to help you find what you need
Listens more than talks
Asks questions to understand your needs
Connects you to others who can help
The Concierge:
Makes introductions
Curates experiences
Facilitates connections
Focuses on enhancing your experience
The Guide:
Shares insights and perspectives
Helps you explore new ideas
Points out interesting things along the way
Leads by example
The Host:
Welcomes participation
Creates a comfortable environment
Brings people together
Fosters meaningful exchange
The Storyteller:
Paints a picture
Inspires through narrative
Shares lessons learned
Entertains while informing
The Observer:
Conference on social media
This document discusses social media design patterns for user experience. It begins with an introduction by Eric Grandeo, a social media strategist. It then covers topics like what social media is, why it is important, how it changes user experience design, common goals for social media, and patterns like sign up/registration, identity, presence, reputation, tagging, sharing, and blogs. The key messages are that social media is about building relationships through conversation, it requires a new approach that is more customer-centric, and common patterns can be applied to the social media design process.
Customer Experience Improvement: Finding the Right Data Strategy
Despite trends in Big Data analytics, marketers are still missing a key component to understanding their customers' experiences: ethnographic data to better understand the "why," not just the "what."
19279
The Razorfish Social Influence Marketing Survey found that:
1) Top-down branding will become less effective as social media usage grows and consumers rely more on personal networks for recommendations.
2) Consumers are influenced by social networks at all stages of the purchase funnel, from awareness to post-purchase feedback.
3) Brand management must focus on transparency and strong consumer connections through social platforms to build trust, as consumers do not fully trust marketing efforts on social media.
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What has Why got to do with it Anyway?
- 1. What has Why got to do with it Anyway? Finding Meaning and Motivation in Big Data
- 2. Finding Meaning and Motivation in Big Data What has Why got to do With it Anyway
- 3. What? And Why? are o)en used as tools to help us drive to deeper levels of observa4on. These simple probes allow us to move from concrete observa4ons of a par4cular situa4on to the more abstract emo4ons and mo4ves that are at play in that situa4on. What are we asking when we apply these simple ques4ons to “big data” specifically those unstructured data bases that assemble consumer behavior across the web? Very simply, we are seeking to understand the meaning (Why) and the mo4va4ons (What) that will shed light on understanding the behavior. What and Why are related to Mo4va4ons and Meanings. When consumer are visi4ng a web site, liking a brand, joining a brand community, pos4ng opinions, or officially reviewing a brand, recommending a brand to a friend, and at finally making a purchase; at least two ques4ons should be explored. What are the mo4va4ons influencing those ac4vi4es and the Why that explains the meanings and important experiences with the brand.
- 4. The importance of Why and What is understanding and gaining knowledge for the purpose of sharpening strategies to improve response, reshape messages and their placement, target new prospects, develop new consumer brand segmenta4ons, price more profitably and much more. BlackBar Consul4ng and others may have developed models and anapproaches to integrate Why and What into big data bases. This will enable all of us to explain the Why and What behind the massive fields of consumer behavioral data. Consumer mo4va4on and meaning are explained through Consumer Brand Rela4onships ( CBR). These rela4onships have two sides and the rela4onships form a dialogue that is going on in the consumers head. The consumer’s percep4ons ( the brand’s aQributes) engage with the brand’s projec4ons ( how the consumer internalizes/introjects the brand’s aTtude toward them and their experiences) . This dialogue is where meaning and mo4va4on meet . . . where What and Why dance together to explain behavioral data. Consumer Brand Rela4onships do a good job explaining and mo4va4ng many of the Social Brand Behaviors captured in big internet databases. To demonstrate this strong rela4onship, we create a Social Brand Ac4vity Index (SBAI) that sums up for each brand some of the following behaviors: “liked” a band on line, joined a brand fan club, posted, blogged or reviewed a brand on line, recommended a brand to a friend, searched for it and visited a web site.
- 7. So “What does Why have to do with it anyway” can be answered…A lot.! The meanings and mo4va4ons that form Consumer Brand Rela4onships have a lot to do with understanding and impac4ng the consumer brand behavior tracked in the big internet data bases. And that behavior when correctly combined with CBR can more efficiently and effec4vely build your consumer brand franchise.