Archive for April, 2013
Jonathan Gordon, a McKinsey partner and leader focused on the power of smart analytics to drive growth, talks about the future of marketing with Brian Solis, principal analyst at Altimeter Group and a leading thinker on the impact of social media and disruptive technology on business.
How do you define engagement?
No matter how you define it, engagement is something that we most likely underestimate. Engagement symbolizes the touches that occur in various moments of truth and this should completely change not only how you engage someone in each moment but also how the inside of your company works with one another to make it frictionless and experiential.
Guest post by Eric Schwartzman, founder and CEO of Comply Socially, which helps employers manage the risk and capitalize on the opportunities of social media in the workplace. Follow him on Twitter @EricSchwartzman
The online Boston Marathon bombing witch-hunt last week dragged social media down to a new low.
Social media has become “the cocktail party from hell,” writes Maureen Down in her column “…with the flood of information jeopardizing meaning.”
Like many, I found myself gripped by the real-time reports that poured in on the evening of April 19th…Boston Police were in close pursuit of the second Boston Marathon bombing suspect. Up to this point, I mostly followed the story via @CNN and CNNLive. I noticed however, that some of the most interesting updates were shared via Twitter directly by the Boston Police (@Boston_Police).
Twitter’s latest big move may be evidence that its goal is to create — and control — a series of media channels across music, TV, movies, and more. CNET’s Daniel Terdiman and Brian Solis discuss the impact of #Music and why Twitter is moving into this channel.
Here are the highlights…
I’m so excited. As I type, I’m moments away from heading to SFO to visit Tokyo for the first time in years…
Shortly before the official launch of What’s the Future of Business, I spent several weeks writing new chapters for The End of Business as Usual.
I’m proud to announce that it’s finally the End of Business as Usual in in Japan!
Japanese-American business leaders Hide Hashizume and Eiko Hashizume have successfully brought Brian Solis’ The End of Business as Usual to Japan. The book is localized but it is also a new book in many ways. First, Solis’ book has earned a new title and cover design – エフェクト (EFFECT.) Second, Solis wrote new chapters specific to the Japanese economy and how to rethink the future of business based on Japanese case studies. Lastly, Mr. Natsuno, a board member of Nico Video and professor at Keio University, contributed a special message at the beginning of the book.
Over the years, businesses have developed sales, marketing and service strategies around the funnel. Awareness, interest, desire, action, to this day, describes the likely steps a customer may take in making a decision. Over the years, it was assumed that the liner path would also continue through a transaction to a state of loyalty and ultimately advocacy. The process of customer engagement to this day is designed to shepherd people along this delicate path. For at any moment, consumer attention, interest, and resulting action could fall astray without superintendence.
“If we feel instinctively liked by someone else then we tend to project unto them the qualities we like in other people…and that’s priceless.”
Those are the wise words of Kare Anderson, expert on the art and science of understanding and perfecting behavioral cues. As she shares, emotion precedes rational thought. In this episode of Revolution, we learn about the importance understanding what we do and don’t appreciate in others to improve how we connect and communicate. If you’re aware of what of these nuances, you can bring out the best in other people including yourself. Kare’s work doesn’t just focus on real world or even interactive engagement. She believes that the same techniques can be applied to improve design, user experience, and ultimately relationships.
USA TODAY featured a full excerpt from Brian Solis’ new book, WTF.
The piece discusses how businesses should embrace disruptive technology as catalyst for change, not the reason for it. He believes that the customer journey is still evolving. But, how businesses react and ultimately lead the enhancement of relationships is not solely determined by technology though. To truly get closer to customers takes a culture of customer-centricity, empowerment and innovation.
Read the excerpt here.
Brian Solis is principal at Altimeter Group, a research firm focused on disruptive technology. A digital analyst, anthropologist, and futurist, Solis has studied and influenced the effects of emerging technology on business, marketing, and culture. Solis is also globally recognized as one of the most prominent thought leaders and published authors in new media. His new book, What's the Future of Business (WTF), explores the landscape of connected consumerism and how business and customer relationships unfold and flourish in four distinct moments of truth. His previous book, The End of Business as Usual, explores the emergence of Generation-C, a new generation of customers and employees and how businesses must adapt to reach them. Prior to End of Business, Solis released Engage, which is regarded as the industry reference guide for businesses to market, sell and service in the social web.