The document discusses why social media strategies alone will not guarantee success for businesses. It argues that (1) social media does not scale in the way that creating a useful website does, using Craigslist as an example; (2) social media is only a "band-aid" solution and does not address underlying customer service issues; (3) social media is about social connections rather than commercial transactions; and (4) trust in institutions is at an all-time low. The document advocates focusing on customer-centric strategies, customer happiness, rewarding enthusiasts over influencers, an ongoing learning process rather than one-time campaigns, and building "whuffie" or reputation. It argues that social media tools are best used
Knowledge Circle - The Impact Equation - Business Books ClubViriya Thach
Les auteurs expliquent dans cet ouvrage comment faire émerger l'élément différentiateur du message, comment être pertinent et sortir de la masse à l'ère de l'explosion des communications numériques, alors qu'un consommateur est aujourd'hui assujetti à 20 000 stimuli publicitaires par jour.
Knowledge Circle - The Impact Equation - Business Books ClubViriya Thach
Les auteurs expliquent dans cet ouvrage comment faire émerger l'élément différentiateur du message, comment être pertinent et sortir de la masse à l'ère de l'explosion des communications numériques, alors qu'un consommateur est aujourd'hui assujetti à 20 000 stimuli publicitaires par jour.
Fundamentals of Creative Development: An Introductory Lecture (2 and 3)edward boches
Intro lecture to course I teach at BU on fundamentals of creative for advertising.
NOTE THAT THIS VERSION INCLUDES A FEW SPEAKER NOTES TO MAKE SENSE OF SOME SLIDES THAT ARE OTHERWISE BLIND. WILL LEAVE BOTH UP SINCE PEOPLE ALREADY DOWNLOADED OTHER.
ClickBank copywriting secrets part one. Inside this
eBook, you will discover the topics about why the top is the most
important aspect, writing a powerful headline, understanding the
psychology of headlines, headlines examples and headline swipes
you can use.
32 Marketing Tips That Never Go Out of StyleRich Brooks
Tired of chasing the next “big thing” in marketing? Maybe it’s time to get back to basics.
It’s that time of year again. All the prognosticators are telling us what’s coming next. All the “10 Marketing Trends for 2015″ posts. All the advice to make you nervous that you’re falling behind.
But the truth is, the more things change, the more they stay the same.
So, in the spirit of uncovering timeless strategies, we asked 32 of our all-time favorite marketers to share with us their best tips that never go out of style.
OK, we included ourselves, but that’s just because we wanted to rub shoulders with these luminaries.
Is your “evergreen” marketing tip in this list? If not, make sure you share it in the comments below.
How to set up a superior blog in 6 steps? - #InBoundAge2014Muhammad Omar
ديه كانت البريزنتايشن بتاعتي في إيفنت
InboundAge 2014
واللي نظمته
School of eMarketing
واللي اتكلمت فيها عن إزاي تعمل مشروع بلوج الأكثر عبقرية وحاولنا نقل تجربة إعلانجي من خلالها
التفاصيل هاتبقى في سلسلة مقالات هاننشرها قريباً
From SES San Jose training in August ’08. Four hour presentation covering the basic theory of viral marketing, examples of successful and unsuccessful viral campaigns and the brainstorming plans to put together a viral campaign.
Like trying to force a square peg into a round hole, many brands are still trying to use the same strategies and tactics that work in traditional marketing channels on social media. They’re learning the hard way that instead of being followed and liked for their conversation and candor, they’re being overlooked and ignored because of their corporate speak and sales jargon. People want to do business with people, after all. In this presentation, you’ll learn not just how important it is to show the human side of your brand on social media, but a number of proven best practices for building a loyal, engaged audience there.
This presentation was given by Bob Cargill, Director of Social Media at Overdrive Interactive, and Amanda Fakhreddine, Senior Social Media Strategist at Akamai Technologies, at NEDMA's 2015 Annual Conference.
What the difference between routine and remarkable? How would you turn touch points into talking points? Are you aware of the four key decisions that every marketer can make... or not? This presentation introduces answers to those questions and the five principles of great Word of Mouth Marketing. Enjoy.
Intro to Growth Hacking -- How to get your first 10 (or 100) clientsDanny Flood
Learn the growth hacking secrets that an elite group of online marketers are using to dominate virtually every platform and niche online using unorthodox methods, growth "hacks," and automation.
We all need to acknowledge change. We can’t think we can communicate in a way that we did a few years ago.
One thing will stay the same, we still want people to buy our products and services. However the channels to be present and to differentiate from the competition has exploded.
It is time to assess how a content marketing approach that you are either, just starting or progressing can be maintained. This is devised to encourage you to develop a commitment and responsibility for what you have ownership of.
When a commitment is made, a relationship with your audience deepens.
JESS3 Featured in Computer Arts for foursquare I VotedJESS3
JESS3 was featured in the September 2011 issue of Computer Arts Projects for our work with foursquare for the 2010 Elections. Together, we visualized checkins to polling locations across the United States in real-time by leveraging Google and Pew's data (via Voting Information Project) and foursquare's platform + community.
Our client, Eric Friedman of foursquare, shares the background to the project and the brief, while our Director of Information Design, Robin Richards, shares our approach and the project's outcome.
How To Be More Successful By Having A Stronger Brand PerceptionMark Masters
What do you do that's different from everyone else, when there are so many others looking to take your customers away from you.
Here's a guide to tell a compelling story and to reposition yourself in the minds of others.
Content Marketing 101 (and how to write a kick ass blog post)Cake and Arrow
In recent years, content marketing has come to replace traditional marketing as the most effective method of achieving business objectives and driving sales. This presentation defines content marketing, describes how it works, and explores interesting examples of successful content marketing that push the boundaries of traditional marketing. The final section also includes some tips and strategies for writing compelling content.
Building a (Mobile-Web) Start-up: the 2011 wayBernard Leong
Delivered on 25 April for Rotary Club, Tanglin
Synopsis: The era of business plans and presentations to raise money for mobile-web tech start-up ideas is over. In Silicon Valley, the venture incubator, Y-Combinator led by Paul Graham together with the business angels there have crushed the old school way of building an internet start-up by three core concepts: agile, iterate & pivot. In this talk, we examine how these three core concepts are applied in practice by examining the case studies of the latest and hottest of start-ups in US: Facebook, Twitter, Groupon and FourSquare.
Fundamentals of Creative Development: An Introductory Lecture (2 and 3)edward boches
Intro lecture to course I teach at BU on fundamentals of creative for advertising.
NOTE THAT THIS VERSION INCLUDES A FEW SPEAKER NOTES TO MAKE SENSE OF SOME SLIDES THAT ARE OTHERWISE BLIND. WILL LEAVE BOTH UP SINCE PEOPLE ALREADY DOWNLOADED OTHER.
ClickBank copywriting secrets part one. Inside this
eBook, you will discover the topics about why the top is the most
important aspect, writing a powerful headline, understanding the
psychology of headlines, headlines examples and headline swipes
you can use.
32 Marketing Tips That Never Go Out of StyleRich Brooks
Tired of chasing the next “big thing” in marketing? Maybe it’s time to get back to basics.
It’s that time of year again. All the prognosticators are telling us what’s coming next. All the “10 Marketing Trends for 2015″ posts. All the advice to make you nervous that you’re falling behind.
But the truth is, the more things change, the more they stay the same.
So, in the spirit of uncovering timeless strategies, we asked 32 of our all-time favorite marketers to share with us their best tips that never go out of style.
OK, we included ourselves, but that’s just because we wanted to rub shoulders with these luminaries.
Is your “evergreen” marketing tip in this list? If not, make sure you share it in the comments below.
How to set up a superior blog in 6 steps? - #InBoundAge2014Muhammad Omar
ديه كانت البريزنتايشن بتاعتي في إيفنت
InboundAge 2014
واللي نظمته
School of eMarketing
واللي اتكلمت فيها عن إزاي تعمل مشروع بلوج الأكثر عبقرية وحاولنا نقل تجربة إعلانجي من خلالها
التفاصيل هاتبقى في سلسلة مقالات هاننشرها قريباً
From SES San Jose training in August ’08. Four hour presentation covering the basic theory of viral marketing, examples of successful and unsuccessful viral campaigns and the brainstorming plans to put together a viral campaign.
Like trying to force a square peg into a round hole, many brands are still trying to use the same strategies and tactics that work in traditional marketing channels on social media. They’re learning the hard way that instead of being followed and liked for their conversation and candor, they’re being overlooked and ignored because of their corporate speak and sales jargon. People want to do business with people, after all. In this presentation, you’ll learn not just how important it is to show the human side of your brand on social media, but a number of proven best practices for building a loyal, engaged audience there.
This presentation was given by Bob Cargill, Director of Social Media at Overdrive Interactive, and Amanda Fakhreddine, Senior Social Media Strategist at Akamai Technologies, at NEDMA's 2015 Annual Conference.
What the difference between routine and remarkable? How would you turn touch points into talking points? Are you aware of the four key decisions that every marketer can make... or not? This presentation introduces answers to those questions and the five principles of great Word of Mouth Marketing. Enjoy.
Intro to Growth Hacking -- How to get your first 10 (or 100) clientsDanny Flood
Learn the growth hacking secrets that an elite group of online marketers are using to dominate virtually every platform and niche online using unorthodox methods, growth "hacks," and automation.
We all need to acknowledge change. We can’t think we can communicate in a way that we did a few years ago.
One thing will stay the same, we still want people to buy our products and services. However the channels to be present and to differentiate from the competition has exploded.
It is time to assess how a content marketing approach that you are either, just starting or progressing can be maintained. This is devised to encourage you to develop a commitment and responsibility for what you have ownership of.
When a commitment is made, a relationship with your audience deepens.
JESS3 Featured in Computer Arts for foursquare I VotedJESS3
JESS3 was featured in the September 2011 issue of Computer Arts Projects for our work with foursquare for the 2010 Elections. Together, we visualized checkins to polling locations across the United States in real-time by leveraging Google and Pew's data (via Voting Information Project) and foursquare's platform + community.
Our client, Eric Friedman of foursquare, shares the background to the project and the brief, while our Director of Information Design, Robin Richards, shares our approach and the project's outcome.
How To Be More Successful By Having A Stronger Brand PerceptionMark Masters
What do you do that's different from everyone else, when there are so many others looking to take your customers away from you.
Here's a guide to tell a compelling story and to reposition yourself in the minds of others.
Content Marketing 101 (and how to write a kick ass blog post)Cake and Arrow
In recent years, content marketing has come to replace traditional marketing as the most effective method of achieving business objectives and driving sales. This presentation defines content marketing, describes how it works, and explores interesting examples of successful content marketing that push the boundaries of traditional marketing. The final section also includes some tips and strategies for writing compelling content.
Building a (Mobile-Web) Start-up: the 2011 wayBernard Leong
Delivered on 25 April for Rotary Club, Tanglin
Synopsis: The era of business plans and presentations to raise money for mobile-web tech start-up ideas is over. In Silicon Valley, the venture incubator, Y-Combinator led by Paul Graham together with the business angels there have crushed the old school way of building an internet start-up by three core concepts: agile, iterate & pivot. In this talk, we examine how these three core concepts are applied in practice by examining the case studies of the latest and hottest of start-ups in US: Facebook, Twitter, Groupon and FourSquare.
Presented by Dr Bernard Leong in Professor Michael Netzley's course "Digital Media across Asia" (#Comm215) in Singapore Management University, it presents an introduction to social networks, the global trends and observations and three case studies on corporate communications: (i) Kaixin001, (ii) CyWorld and (iii) Facebook Pages on a Singapore Case Study. It also gives a short glimpse to mobile social networking and its rise in 2010.
Business & Branding - Era of Broadcast ReversalHubert Grealish
Key points:
• Business of 'Broadcast Reversal': consumers as shareholders in brands, what corporations and co's alike now NEED to realize. That consumers are holding brands closer than before, with implications for business.
• Consumers (and mobile) in control: Brands can no longer prescribe what folk think. They need to ‘breathe’ more and demonstrate a humility and willingness to engage in new ways. Consumers are already conversing about brands, yet many brands still choose to ignore this opting for ‘campaigning’ instead.
• Small businesses leading the way... SMEs never lost the human touch. What can we learn from them as the build the new media landscape, leaving corporations behind.
• Time to Kill the ‘Message’ once and for all... to open up more to consumers. Even 'Marketing' has become jaded as thinking remains limited to tactics and executions, not on favour and emotional engagement. We need to reinstate purpose and 'meaning' in all comms.
• Word of Mouth is again the new playing field. Enabled by social and mobile, though led by consumers. Winners are creating warmth with consumers as they show they don’t pump ‘messages’, or seek ‘Likes’, instead engage and make sense in new and innovative ways.
A keynote about product design during the Institution of Engineers Singapore (IES) Design Award 2013 competition. In this talk, I discuss how we should start from the user on product design, whether hardware and software. Part of the emphasis will centered on some interesting principles such as learn from data, less is more and focus on the most boring but interesting feature.
10 foundation stones for a healthy societySteve Stacey
What makes for a healthy nation and world. This short powerpoint looks at ten key features that need to be focused on for the sake of world well-being. Though socialism focuses energy on some of the 10, and capitalism focuses on others... they only have part of the elephant in the room. Like a juggler juggling with 10 balls, all 10 need to be in place for the show to work.
Tara Hunt - Your Social Media Strategy Wont Save YouCarsonified Team
Being friendly and helpful on Facebook and Twitter won't make your app succeed. In this valuable session, Tara will explain how to think 'customer centrically', put user happiness first, reward enthusiasts, learn not launch and raise whuffie. She'll also explain the difference between 'Influencers' and 'Enthusiasts' and why it's important to reach the latter. Don't miss it!
Marketing & Brand Awareness presentation by Liberty County Chamber/CEO, Leah Poole and City of Hinesville Public Relations Director, Brittany Denney, from the June 2017 Lunch & Learn Workshop.
Ringling College of Art & Design: Content and Social MediaAutumn Sullivan
Had a wonderful conversation with students from Ringling College of Art & Design. What is, and what isn't, content, tips on strategy and creation, and how social media marketing works (and how it doesn't).
How To Catapult Your Online Business With Digital Leadership - Part 2 - Prese...Doyle Buehler
How To Catapult Your Online Business With Digital Leadership - Part 2 - Presentation with The Australian Marketing Institute - Creating A Compelling Strategy With Content - Digital Strategy - And Online Sales Funnel Alignment - By Doyle Buehler 2015 06
How To Become The Ultimate Brand Authority Online - The Digital Leadership Training Series with Doyle Buehler
Want to build and create a compelling competitive online brand presence using your existing digital assets? This webinar series is designed to help you understand what your audience is looking for, and how to improve and create the ultimate online brand experience to drive sales and leads.
Every business online is different, yet there are some key fundamentals and tools that will assist you in creating a digital ecosystem that keeps your audience educated and entertained and more importantly, interested in what you do and how you do it. If you can’t deliver a valuable brand experience, you’re only 1 click away from them leaving you, forever.
Based upon Doyle Buehler's award winning digital leadership and online strategy framework, this Online Brand Authority Webinar series will show you how to construct a comprehensive, integrated digital ecosystem that has all your online assets working together - strategy, social media, branding, websites, sales funnel, landing pages, content, advertising, SEO etc. It will show you exactly how to overcome the clutter of online, get clarity on what is really important, and become the digital leader and brand authority in your industry.
Specifically designed to complement what you are already doing online to build your brand authority, you will get a step-by-step understanding over 2 webinars that kicks your complete online platform into high gear, with the tools and knowledge to really make things happen for your brand.
Here is the 2 part break down of the Building Brand Authority Webinars:
Webinar 1 - Rocking Your Digital Ecosystem
Learn the 7 Disciplines of digital leadership for a successful online presence
Create a digital strategy framework that connects your value with the needs of your online audience
How to master your content and develop your voice online to deliver your core value
Webinar 2 - Integrating and Escalating Your Kick-ass Online Platform
How to connect and re-align your website across your entire online platform
What you actually need for a working, qualifying, sales and leads funnel
Creating influence beyond your immediate reach through focussed advertising and analytics
The ultimate goal is that you will gain incredible clarity of what you need to be doing online to maximise your Brand Authority, and how to put all of your digital ecosystem pie together.
A case for the "strategy of no strategy" and a warning that the age of D.I.Y marketing (do it yourself) for small business is DEAD. Inspired by Tara "MissRogue" Hunt's "Your Social Media Strategy Won't Save You".
Are you thinking of starting your own business? Do you have an idea that you want to turn into a reality? Do you want to be your own boss?
If so, then the Business Start Up Boot Camp is for you! It will cover the initial building blocks of setting up a successful business and will provide support, advice, resources, guidance and mentoring to help you create a commercially viable venture.
Why you should do things that won’t scale the dark funnel case studyNemanja Zivkovic
DARK FUNNEL. Let's dive in.
Marketers have long been encouraged to believe that they can precisely monitor the customer journey online thanks to the digital sales environment.
However, the truth is that much of the customer journey continues to take place offline, and even online activities rarely follow a linear path.
The customer journey is complex, with elements that aren’t immediately obvious.
These hidden elements are what we refer to as the dark funnel in the online environment.
As you probably noticed, marketers are facing a difficult challenge in identifying a clear path to purchase due to this twisting and complicated process that can’t be easily tracked.
No more can they map the journey from need, to awareness, to consideration, to purchase — if they ever even could.
The existence of those hidden elements is the reason why you should do things that won’t scale.
And this is where we start talking about the dark funnel.
So if the dark funnel is designed to help you better understand how customers behave, how can it be a useful part of your marketing strategy?
Take a look:
✅ It’s not about knowing where customers are — it’s about understanding why they’re there
✅ It helps you define why you should do something and what to do
✅ It helps you understand how things change over time
As you can see, the Dark Funnel is not a new tactic or something designed to replace traditional analytics.
It’s an additional lens through which marketers can view and understand their customers.
This extra insight into customer behaviors and motivations can help you make more effective decisions in terms of strategy, messaging, and content creation.
I'll extend on this and get into details on a webinar called "Why You Should Do Things That Won’t Scale: The Dark Funnel Case Study"
This is a presentation I gave at Rocky Mountain Promotional Products Regional Association on networking at events as well as linkedin. The stories and details are delivered live but this is a good overview of the content.
Secrets to Effective Reputation Management (Property Management Industry)AppFolio
With co-hosts Homes.com and For Rent Media Solutions, we hosted a fantastic webinar called "Secrets to Effective Reputation Management," with presenter Erica Campbell Bryum, Director of Social Media. Attendees walked away with the tools that allow you to react in a confident and timely manner to manage and protect your online reputation.
The user group you never knew you had ux camp 2015Hello Group
'The user group you never knew you had' is about designing for the experience of the stakeholders who sponsor either internal or external projects. As designers we immediately think of the end users but without subject matter experts, middle managers and corporate sponsors our job would be much harder. In the talk Mette Riisgaard Andresen and Henriette Hosbond describe tactics to ensure to get these key people on board in the design process. Originally shown at UX Camp Copenhagen 2015.
The Internet has fundamentally transformed the way people discover, share, connect and shop. It's time for marketers to transform the way they raise awareness and generate leads as well. Enjoy this eye-opening look at how search engines, social media, and mobile technology are transforming our lives—and how companies can embrace and utilize these tools to transform costly, low-yield marketing programs into finely-tuned lead-generation machines.
The 2011 Digital Marketing Outlook Report.Dan St. Peter
Over 600 marketers, agencies, technologists and digital industry insiders have weighed in. Leading digital agencies have provided thought-provoking articles and case studies. And a 14-person panel comprised of guest contributors and notable CMO advisors have provided their insights.
The result: an invaluable planning resource for marketers and agencies in 2011. The 2011 Digital Marketing Outlook (DMO) study, conducted by SoDA and its research partner, AnswerLab, revealed significant information regarding budgets, hiring strategies and what marketers value the most. For example the study discovered that 80% of marketers plan to increase the volume of digital projects in 2011 with 4.
Social Media Marketing Play Book - • Provide a framework for establishing a set of clear objectives for their social marketing strategy
• Move beyond the checklist approach and provide a filter for evaluating the myriad of opportunities and platforms
• Think of social marketing as an opportunity to have a continuous, valuable exchange with their customers
• Think about extensions to amplify offline campaigns
Key Trends Shaping the Future of Infrastructure.pdfCheryl Hung
Keynote at DIGIT West Expo, Glasgow on 29 May 2024.
Cheryl Hung, ochery.com
Sr Director, Infrastructure Ecosystem, Arm.
The key trends across hardware, cloud and open-source; exploring how these areas are likely to mature and develop over the short and long-term, and then considering how organisations can position themselves to adapt and thrive.
Let's dive deeper into the world of ODC! Ricardo Alves (OutSystems) will join us to tell all about the new Data Fabric. After that, Sezen de Bruijn (OutSystems) will get into the details on how to best design a sturdy architecture within ODC.
JMeter webinar - integration with InfluxDB and GrafanaRTTS
Watch this recorded webinar about real-time monitoring of application performance. See how to integrate Apache JMeter, the open-source leader in performance testing, with InfluxDB, the open-source time-series database, and Grafana, the open-source analytics and visualization application.
In this webinar, we will review the benefits of leveraging InfluxDB and Grafana when executing load tests and demonstrate how these tools are used to visualize performance metrics.
Length: 30 minutes
Session Overview
-------------------------------------------
During this webinar, we will cover the following topics while demonstrating the integrations of JMeter, InfluxDB and Grafana:
- What out-of-the-box solutions are available for real-time monitoring JMeter tests?
- What are the benefits of integrating InfluxDB and Grafana into the load testing stack?
- Which features are provided by Grafana?
- Demonstration of InfluxDB and Grafana using a practice web application
To view the webinar recording, go to:
https://www.rttsweb.com/jmeter-integration-webinar
Kubernetes & AI - Beauty and the Beast !?! @KCD Istanbul 2024Tobias Schneck
As AI technology is pushing into IT I was wondering myself, as an “infrastructure container kubernetes guy”, how get this fancy AI technology get managed from an infrastructure operational view? Is it possible to apply our lovely cloud native principals as well? What benefit’s both technologies could bring to each other?
Let me take this questions and provide you a short journey through existing deployment models and use cases for AI software. On practical examples, we discuss what cloud/on-premise strategy we may need for applying it to our own infrastructure to get it to work from an enterprise perspective. I want to give an overview about infrastructure requirements and technologies, what could be beneficial or limiting your AI use cases in an enterprise environment. An interactive Demo will give you some insides, what approaches I got already working for real.
Essentials of Automations: Optimizing FME Workflows with ParametersSafe Software
Are you looking to streamline your workflows and boost your projects’ efficiency? Do you find yourself searching for ways to add flexibility and control over your FME workflows? If so, you’re in the right place.
Join us for an insightful dive into the world of FME parameters, a critical element in optimizing workflow efficiency. This webinar marks the beginning of our three-part “Essentials of Automation” series. This first webinar is designed to equip you with the knowledge and skills to utilize parameters effectively: enhancing the flexibility, maintainability, and user control of your FME projects.
Here’s what you’ll gain:
- Essentials of FME Parameters: Understand the pivotal role of parameters, including Reader/Writer, Transformer, User, and FME Flow categories. Discover how they are the key to unlocking automation and optimization within your workflows.
- Practical Applications in FME Form: Delve into key user parameter types including choice, connections, and file URLs. Allow users to control how a workflow runs, making your workflows more reusable. Learn to import values and deliver the best user experience for your workflows while enhancing accuracy.
- Optimization Strategies in FME Flow: Explore the creation and strategic deployment of parameters in FME Flow, including the use of deployment and geometry parameters, to maximize workflow efficiency.
- Pro Tips for Success: Gain insights on parameterizing connections and leveraging new features like Conditional Visibility for clarity and simplicity.
We’ll wrap up with a glimpse into future webinars, followed by a Q&A session to address your specific questions surrounding this topic.
Don’t miss this opportunity to elevate your FME expertise and drive your projects to new heights of efficiency.
The Art of the Pitch: WordPress Relationships and SalesLaura Byrne
Clients don’t know what they don’t know. What web solutions are right for them? How does WordPress come into the picture? How do you make sure you understand scope and timeline? What do you do if sometime changes?
All these questions and more will be explored as we talk about matching clients’ needs with what your agency offers without pulling teeth or pulling your hair out. Practical tips, and strategies for successful relationship building that leads to closing the deal.
Builder.ai Founder Sachin Dev Duggal's Strategic Approach to Create an Innova...Ramesh Iyer
In today's fast-changing business world, Companies that adapt and embrace new ideas often need help to keep up with the competition. However, fostering a culture of innovation takes much work. It takes vision, leadership and willingness to take risks in the right proportion. Sachin Dev Duggal, co-founder of Builder.ai, has perfected the art of this balance, creating a company culture where creativity and growth are nurtured at each stage.
"Impact of front-end architecture on development cost", Viktor TurskyiFwdays
I have heard many times that architecture is not important for the front-end. Also, many times I have seen how developers implement features on the front-end just following the standard rules for a framework and think that this is enough to successfully launch the project, and then the project fails. How to prevent this and what approach to choose? I have launched dozens of complex projects and during the talk we will analyze which approaches have worked for me and which have not.
Transcript: Selling digital books in 2024: Insights from industry leaders - T...BookNet Canada
The publishing industry has been selling digital audiobooks and ebooks for over a decade and has found its groove. What’s changed? What has stayed the same? Where do we go from here? Join a group of leading sales peers from across the industry for a conversation about the lessons learned since the popularization of digital books, best practices, digital book supply chain management, and more.
Link to video recording: https://bnctechforum.ca/sessions/selling-digital-books-in-2024-insights-from-industry-leaders/
Presented by BookNet Canada on May 28, 2024, with support from the Department of Canadian Heritage.
13. “Craigslist gets more traffic than either eBay or
Amazon .com. eBay has more than 16,000
employees. Amazon has more than 20,000.
Craigslist has 30.” sept 2009, wired magazine
16. craig understands that social media doesn’t scale,
but creating a useful, working site that listens to its
users does...
17. "The truth is that a lot of people complain about
craigslist...few of them complain about the
design...They seldom complain about amazing
new features they imagine they might possibly
want to use, because they are too busy
complaining about the simple features they depend
on that don't work as well as they'd like. By
eliminating marketing, sales, and business
development, craigslist's programmers have
cut out all the cushioning layers that separate
them from the users they serve..." sept 2009, wired
24. "For all the good that @comcastcares does on
Twitter in order to help unhappy customers
Comcast is still reviled for its lousy service." Steven
Hodson, The Inquisitor, September 5, 2009
28. @comcastcares is a victim of our nepotism. We
desire to validate ourselves so strongly, that we will
idolize less than lofty examples.
29. "Customers wouldn’t feel the need to embarrass
us en masse, if our customer service channels
weren’t so completely broken." Bob Knorpp, The Beancast
30. why it’s a band-aid
• not everyone that is having trouble with the company is going to be on twitter
• the comcast staff on twitter don’t answer every complaint (I checked thru the
last 3 days of complaints and only 1/3rd were addressed)
• for those they DID answer, many people didn’t engage their ‘Can I help?’
dialogue
• competitors also troll for the same keywords and take advantage of this
• what happens when customers start asking, “WTF don’t you fix the problem
instead of just being my Twitter buddy?”
34. “we are wired to connect” Goleman on the findings of his research.
35. reasons why adults & teens use online networks
adults teens
Stay in touch with friends 89% 91%
Make plans with friends 57 72
Make new friends 49 49
Organize with others for an event, issue or cause 43 n/a
Make new business or professional contacts 28 n/a
Promote yourself or your work 28 n/a
Flirt 20 17
http://www.pewinternet.org/topics/Social-Networking.aspx
36. nowhere even close to the top of that list is the
desire to be sold to...or find interesting new
products to buy...or have a chit chat with a brand
representative...
40. the social networks aren’t really changing us that
much...
• around the world, studies have shown people maintain between 4 and 7 close
friends at any given time
• in 2007, Facebook founder, Mark Zuckerberg, discussing the social graph,
showed that the average user had about 110 ‘friends’
• social scientists wondered whether the web had changed our ability to have
more close friends
• Christakis and Fowler analyzed a universities data (students who had 110
average friends) and looked at close vs ‘internet’ friends
• Christakis and Fowler found that the average Facebook user actually had 6.6
close friends
45. the realities
• the path of influence is not predictable
• a burst in traffic sent by an influential blog/event is not usually sustained
• our influences change frequently as do our needs
• influence can grow fast or slow, but can disappear fast or slow as well
• there is a big difference between ‘DISCOVERY’ and ‘BUYING DECISIONS’
46. discovery decision
• super-nodes/ • friends/family
influencers • product reviews (to a
• friends/family lesser extent now)
• word of mouth • sales agents (influence
• branding outcome depends on experience
(cool, I’ll remember that - helpful?)
for a time when I need • multiple other factors,
it) including cost
• rarely a purchase • purchase outcome
• may be connected to a
decision later on
close to wide network close network has higher
influence influence
47. in other words...
I may learn about something cool from Tim O’Reilly
(famous dude), but I may actually buy something
completely different based on the experience and
advice of Carol Ellen (BFF).
48. buying decision process (AIUAPR)
• awareness - this is where marketing comes into play. Getting the message
out that a product exists. Could be WOM, could be SM, could be an ad.
• interest - aka “sexiness” is this something that piques my curiosity? Usually
where branding comes into play.
• understanding - is it relevant to my needs? what is this all about? Good copy
goes a long way, but so does good product design and usability.
• attitudes - does it do what it says it does? is it really all that? This is where
friends/family come into play as well as consumer reviews. Trust is core here.
• purchase - this may take a while if it’s a big ticket item, but the analysis isn’t
over yet. User experience is key here.
• repeat purchase - loyalty or recommendations to others...if the product
hasn’t lived up to it’s expectations, this can really influence attitudes going
forward.
http://futureobservatory.dyndns.org/9432.htm#AIUAPR
49. this is all way more complicated than simply
opening a twitter account or making a facebook
fan page...
50.
51. you should be happy that it’s complicated. it
makes our work MUCH more interesting.
52. if merely setting up a Facebook page or providing
customer service on Twitter were the answer...
59. not customer-centric
• You do everything you can to • You have a long list of customer
keep your customers on your relations policies. Any exception
website. to those policies has to go up the
chain of command for approval.
• You measure number of visitors
and time spent on your website as • You need to create multiple
whether you are successful. instructional videos so that your
customers will understand how to
use your product.
• When budgets get tightened, you
make cutbacks in areas like
customer service, marketing, • You demand social media
support staff and design. strategies that win over the
‘influencers’ to blog or tweet
about your product.
• You are bothered by a customer
describing your product in their
own words that doesn’t match
your brand.
60. customer-centric
• You send customers to other • Your customers are doing things
websites. with your product you never
dreamed and are posting videos.
• You measure how many people
refer their friends to you as • Influencers are adding you as
success. friends on social networks.
• When budgets get tightened, • You work with your competitors
you tighten operational costs. towards better customer
experiences for all.
• Your only customer service
policy is to do right by the • You know you compete for your
customer. customers’ attention with
everyone.
61. ...if it doesn’t help your customers rock first and
foremost, it isn’t customer-centric.
63. what makes people happy?
• autonomy (feeling that your activities are self-chosen and
self-endorsed)
• competence (feeling that you are effective in your
activities)
• relatedness (feeling a sense of closeness with others)
• self-esteem (set-point, or the person’s natural propensity
to happiness)
from the Journal of Personality and Social Psychology, published by the American Psychological Association (APA).
64. 5 ways to create feelings of autonomy
1. give people tools to personalize their experiences
2. build businesses that democratize previously inaccessible industries
3. offer clear and attractive choices/help people make choices that are good for
them
4. be open and transparent
5. make feedback simple and remove barriers between employees and
customers
6. don’t lock people into your network/product
65. 5 ways to increase feelings of competence
1. create flow...simple entry point to more complex systems
2. allow ways for mentors to interact with newbies (create rewards)
3. build consecutive levels of achievement into the experience
4. plant ‘easter eggs’
5. don’t talk down to your customer...make it fun (think Gary Vaynerchuk)
66. 5 ways to increase relatedness
1. build in multiple ways for customers to interact
2. create multiple collaborative experiences
3. create simple ways for customers to share experience with friends
4. build in easy referral systems and bonuses
5. help the customer be more generous
6. create online/offline meeting experiences
68. Influencers Enthusiasts
probably haven’t tried your have tried and LOVE your
product product
are really busy and have
are dying to get YOUR
multiple companies trying to
attention
get their attention
have an audience of various
have a sizable audience sizes, but with your help
could grow that audience
will move onto the next will remain loyal as long as
product review tomorrow you rock their world
aren’t guaranteed to give have already sung your
you a good review praises
69. rewarding your enthusiasts
(be careful of creating the wrong incentives - too much free stuff and commissions
= trouble)
• refer a friend codes for their blog/twitter followers
• thank you note with a small gift
• passing along journalists that are doing a story on your company to the
enthusiasts
• give them a backstage tour of your facility (zappos does this - it’s awesome)
• name a feature that came from his/her feedback after him/her
• blog a success story about that customer
• send a birthday/Christmas/Hanukkah/thank you card
71. launch learn
limited time campaign ongoing process - no end
less planning up front and
more putting stuff out to
lots of planning up front,
customers, getting feedback,
leading up to the big launch
learning, tweaking, rinse,
repeat.
pull (with a small amount of
push
push)
about customer acquisition about customer satisfaction
if the word grows slowly, lots of time for grassroots
campaign may be over b4 growing of buzz - and by the
people catch wind. time it tips, it’ll be better!
73. whuffie is...
• reputation • number of people who know you
• trust • number of people you can count on
to bring you soup when you are
sick
• reach
• current and potential access to
• positive sentiment
ideas, talent and resources
• influence
• saved up favors (reciprocity)
• number of people you know
• your known accomplishments
74. whuffie is more complex than trust and may or
may not care about influence, network size and
popularity, but does care about whether or not you
deliver on your promises.
76. social media tools are great. they’ve raised the bar
and they’ve empowered customers.
77. AND we can work them into an overall strategy to
help direct customers make a good buying
decision.
78. social media tools and AIUAPR
• awareness - help spread the word that our products exist - ‘post this to
Facebook’, following keywords and getting in front of potential
customers, search engine optimization, blogging, tweeting, attending
social functions/BarCamps, publishing valuable information and reports
• interest - focus on design, blogging/tweeting behind the scenes, telling
your story, posting videos and photos of our product in action, ‘follow
us on twitter’/’become a fan on Facebook’, get involved in the customer
community
• understanding - good copy/content, posting videos and photos,
collecting feedback/having conversations with people who are potential
customers
79. social media tools and AIUAPR (2)
• attitudes - learning from customer reviews, allowing for customer reviews
and ratings, following keywords to improve/put back into your product,
allow people to ask for others’ opinions on social networks, responding to
let people know you’re listening, collaboration, making it simple to give
feedback
• purchase - make it super simple to discover, share and purchase, creating
multiple distribution channels, share decisions on social networks, sharing
purchases on FB/twitter, posting photos to Flickr, following up with simple
return policy
• repurchase - creating badges, tell-a-friend referral programs, keeping
track of preferences, deep web monitoring of feedback, tracking &
recording and putting lessons back into the learning/improving
80. social media won’t make our companies better or
make people love us, however...
81. we are lucky that these tools allow our customers
to connect, speak out, talk back and share more
readily with their friends.
82. if we are doing our job right - i.e. thinking customer
centrically, putting their happiness first, rewarding
enthusiasts, learning not launching and raising
whuffie - those connections, conversations and
some of that sharing will lead to our success.
83.
84. Order
Whuffie
today!
http://www.thewhuffiefactor.com
85. licensing:
share/remix/spread ... but don’t forget to attribute.
http://slideshare.net/missrogue