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Category Archives: Social Media

How do I segment my audience?

I never understand what segments are? How do you keep someone inside the segment, and someone outside of it?

Segmentation

The harder it is to measure something the better it is in understanding the audience.

In our previous post we talked about understanding audience by targeting them, and creating personas!

Organization talks about Geographical measurements (Where they live which block etc., or demographic (How old they are, how many children do they have etc). But these are weak measures of segmentation, since ultimately two 28 yrs old may look strikingly similar but will have absolutely different needs!

It’s time we start thinking about something like psychography; Who they are, what they need; segmenting based on those needs, values, and the motivation to consume information is important for organization. The more difficult it is to measure a segment the more successful it will be to segment a market.

Let’s take a cue from TV industry:

They use Day parts, they study that what people do in the morning to what people do in the night is something different, and they were different over the weekend…but this is one part, if you keep Demo and Geo at one end and Psycho graphic at the other end…you then need to understand what is happening in someone’s life in the morning, compared to what is happening in the afternoon…it is different.

For example; in the morning you may want to know about the Weather or say how to make best out of your day and in the noon, may be an update on the news, or say something which recharges you! At the end of the day you don’t need a repeat…hence a deep understanding comes from understanding your segment…

Experience a user has makes a lot of difference; how?

Experience work is very important to understand the audience. Because when you start to look at a specific experience, you tend to see how it creates an emotional reaction to the material…let’s say time out experience…when we look at people who are consuming some kind of media message because they are enjoying a release from their regular life, it is one of the reason why reality TV are so successful

There have been instances where women creates time out experience…especially when they are raising kids, and  or working…especially in the evening when they can curl up a cup of coffee…and now let’s say an iPad and consume material, so what your organization is doing to provide some kind of time out experience?

It is not created by you throwing the information at them, it’s going to be a soft touch that really understands that moment in a woman’s day! What kind of information she is looking for, and make her life more interesting!

Create Stories!

Story

Idea of story first and content flowing from it is a brilliant one. Narrative story telling is a huge hit, story illuminates thing for people…but at different levels. Some appreciate visual content in the story, some appreciate stories to be made available for them in chunks…some appreciate telling stories through words; that is where target audience come in picture, and that is where you have to understand the importance of target’s definition of story telling…so that your company can achieve a successful relationship!

In this post and in the previous one, we learnt about how we can define and understand our audience, be it story telling, creating personas, or targeting by knowing their behavior; one aspect is common in all these approaches; You have to understand your audience by being the ‘Audience’.

In our upcoming posts we will talk more about relationship between organization’s brand and its content! Till than happy reading!

 
 

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You think you have a great Business Idea?

Ok, so it’s all about an idea…as a famous tagline for one of the telecom giants in India goes on to say, ‘An idea can change your life’…well for sure it can, but do you think your idea is indeed a ‘Great’ “Business” idea? What does it take to have your idea a successful business implementation? What are the measures you should run your idea through to see the light at the end of tunnel? The very first question that you should be asking yourself is;

Do you have the passion to see your idea through?

If you don’t, well then you should re-think. Because you should do what you love! If you’re not passionate about it, don’t even attempt it! Say you are passionate, but passion alone will not help…

Do you have the knowledge, required skills, and experience?

If you don’t have these, well networking helps you here…you should stick to what you know, and then try and gather support for your idea! Say you are passionate, and have the required skills too, but

Do you have a goal? What is that you want to get from your business and how will you achieve this?

If you don’t know what do you want out of your business, how will you achieve this…well you need to know that. Because there is no point having a map in your hand, when you don’t know where you are! Ok…so you now you have your goals also…wonderful, and things seem to be coming in shape here…but wait a sec…

Who are your customer? Any idea?

Hmmm, you should get your head immediately in to market research See here Because whatever you do…but if you don’t see or have a good customer base, you are bound to fail! Now comes the cracker…

Do you think your idea is big enough that people will pay for it?

Did you say ‘No Idea’? Well, Start Again , well if you are a millionaire you may not actually, but if you are not…your idea has to make money for you!

Ok, so good to hear that you know who your customers are, but

Have you tried it out in front of customer…even as a trial run?

Well here is an old advice…’Test the depth of water before you plunge in! Test the water with your product or service with a limited trial to gain valuable feedback. The most important measure for me to device the value of your idea is:

Are you making something which is filling the void? Which is able to fill a demand, meet a need or solve a problem?

Did you say NO? Well then why bother even starting with the idea…you should know what you are addressing, what the needs are! And this is my favorite

Can you define your product in 25 words sales pitch?

You said you can, wonderful. Ideally it should not take more than 25 words to define your product. Because Complicated won’t sell.

How about the resources?

Do you have the resources that you would need, the skillsets and knowledge that you are lacking? Where will you source your people, and/or offices? You should have answers for these if you want to have an ideal implementation.

The idea which is yours…is it similar to some other feature or product in market?

Your product must have features that set it apart: it needs unique selling points (USPs) to lure consumers away from competitors! Here is a brilliant video

Another very important thing in managing product is, do you know what are the limitation of your product!?

If you tell me…”No, my product is the best”, well I am sorry, it’s not…even the great iPhone has its own flaws…better you find yours…before your competitor does so… We would come to the logical conclusion of this article in next post…till then Happy Thinking 🙂

 

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LinkedIn Endorsements – Do we need to learn some etiquette?

Having endorsed people at LinkedIn, and getting endorsed by people for my skills, came a strange thought in my mind: Is there a need to have some etiquette; when you are on a strong platform as LinkedIn?

Question comes in mind is: What is the difference between endorsement v/s recommendation? For sure these two are different…and the difference is? In simple sense; recommendation is more painful [You got to write a almost a para for your connection] where as endorsement is “one-click” way to give kudos to a contact and they are based on the skills you have entered into your profile, according to the LinkedIn blog.

Endorsement gives more credibility to your profile, as it lets the visitor of your profile know that all those skills which you have added were not just ‘Added;; there are people who really are verifying this fact.

For now my LinkedIn feed is filled with people endorsing, and getting endorsed…for sure at some stage this ‘New Feature’ would also fade out…however when it comes to etiquette on endorsements; there is only one; and that is absolutely un-official:  I call it “Respect the Reciprocity”.

If you are getting endorsed by someone in your network, though it’s not necessary for you to endorsed the person for same number of skills, but as a matter of ‘Spirit of Reciprocity’, you should go ahead and endorse the person for skills you know he possess.

Make sure not to flood your contacts with endorsement; as that may result in ‘Give and Take’ kind of approach, which social platforms are quick to discard…you may end up spoiling or at the least hurt the authenticity of your  connection.

For sure; it is not ethical to claim possession of a skill that you have not earned,so if you end up getting endorsed for a skill which you don’t possess, what you should do? Can Linked In come up with a way to give me an option of saying ‘I don’t deserve to be endorsed for this skill’?

I might be thinking too loud here, but being ethical and maintaining authenticity is a must for having a successful and long lasting career.

 
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Posted by on March 13, 2013 in Blogging, Productivity, Social Media

 

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Social Media Marketing – and Measuring Impact

This is my effort to understand Social Media Marketing and its various elements. Though this is an on-going effort, however to pen-down my thoughts for Social Media Marketing will make it easier for me to recall the essence of it!

Today after going through various blogs and trying to understand What exactly Social Media and Social Media Marketing definition means?

The Contemporary WEB is defined by:

• The Content sharing;
• User generated content –text, video, photo etc;
• It’s Sociability;
• The active reception;
• The Media convergence;
• The Popularization of Social Media.

As per the definition – Social Network Site means

web-based services that allow individuals to (1) construct a public or semi-public profile within a bounded system, (2) articulate a list of other users with whom they share a connection, and (3) view and traverse their list of connections and those made by others within the system.

Pretty straight forward and well articulated by Danah Boyd!

As per the definition – Social Media means

a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0,which allows the creation and exchange of user-generated content.

A group of internet based application means, apps like Facebook, Twitter, WordPress, YouTube etc.

Social Media Marketing

Social Media Marketing

In Social Media marketing these are the following REASONS why Social Media impact should be measured:

To determine Financial Return

Accountability

Demonstrate value and impact

Assessing resource need and

Testing the hypothesis

The variety of elements that social media has are as follows:

Every profile / page that is created, will have Connections associated with content around that.

will have the Environment, under which the profile / page is interacted, shared.

Every Profile / page will also have associated Bias, Credibility, Demography, ExpertiseFreshness, and Number and rate of connections (BCDEF, N – to remember easily)

Every associated connection will have a Direction, Initiation, and Emphasis.

The content associated with this will have Density, Valence, Proximity, and Attribution

In another post, we will talk about the various type of data elements and approaches to be taken for Social Media Metrics.

 

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How to generate word of mouth lead

The Four-Step Plan for Word-of-Mouth Lead Generation

“Here’s the big news,” writes Andy Sernovitz in the book Social BOOM! “It’s not social MEDIA. It’s SOCIAL media. It’s about real people and the conversations they have.” In other words, a presence at online networks like Facebook, Twitter and LinkedIn isn’t enough. To generate word-of-mouth leads, you’ll also need excellent social skills—and here’s how to go on the charm offensive:

Be interesting. Do you tell friends about dull companies, products or advertisements? Do you arrange introductions for people who bore you silly? Of course not. According to Sernovitz, there’s a good way to gauge your word-of-mouth potential. Simply ask: Would anyone tell a friend about this?

Make it easy. Word-of-mouth relies on a simple message—a single, memorable line that people are likely to repeat when describing your product or service. “Anything longer than a sentence is too much,” he says. “It’ll get forgotten or mangled.”

Make people happy. Customers who love your company will enthusiastically share their experiences with friends. “You will get more word of mouth from making people happy than anything else you could possibly do,” he notes.

Earn trust and respect. No one will risk her own reputation by recommending a company with a reputation for iffy business practices. But when you’re known for treating customers, partners and employees with great care, referrals become a no-brainer.

The Po!nt: Like it or not, word-of-mouth marketing is a popularity contest. And you’ll win when you get people can’t resist you, your product or service and your integrity.

SourceSocial BOOM!

 
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Posted by on November 17, 2011 in Social Media, Social Media Marketing

 

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Social Media…what does it take to get noticed – Part 3

All rightie…here I am with 3rd part of this series…
For a recap please visit: https://seeingfuture.wordpress.com/2011/10/08/social-media-what-does-it-take-to-get-noticed-part-2/

Content Creation & Coordination:

More than just a catchy tagline, the Social media program should have an overall voice, tone, and consistent message to communicate your product.

“…all too often businesses create profiles for their CEOs and then assign a minion to update the content.”

It depends. Both b2b and b2c brands need to establish specific people in their company as experts and empowered representatives, and
give them room to share their insights and personalities. Who doesn’t prefer a real person to a corporation? But beware: all too often businesses create profiles for their CEOs and then assign a minion to update the content. This almost always fails—not only is an intern ill-equipped to speak from the perspective of the CEO, but it reeks of inauthenticity.

Your PR agency likely has the writing skills essential for a meaningful social media presence. But do they understand the need for regular content and engagement? And the difference between old-school PR (push out the message to a known network of 
media connections) and social media relationships (let people come to you by connecting with the community, speaking to their needs and offering good content)? This is the difference between inbound marketing and outbound marketing, the latter of which is 
rapidly becoming obsolete.

Social media done right builds valuable relationships with clients or consumers. Done poorly, it’s irrelevant. Worse, an overly-promotional, inconsistent, or ill-managed presence can do real damage to your hard-won reputation.


 

 

 

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Posted by on October 11, 2011 in Social Media

 

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Social Media…what does it take to get noticed – Part 1

Social Media…every one is invited, but what actually it takes to be and get noticed here?

  • Audience Generation
  • Social Media Listening
  • Community and Social Responsibility
  • Content Coordination
  • Internal community engagement and response
  • Overall Management
  • Customer Service
  • Brand advocacy
  • The humanization of Brands

so much of buzz words…what do they mean, how can we get notice, how my brand can make a difference?

As someone puts it:

Social Media isn’t a speech, it is a conversation…

Let’s see each and every aspect of Social media one by one…

Audience Identification:

If you know who your audience is, You’re already one step ahead of game. The next step is to find out as to how and where they are engaging…and interacting online:

  • What Platform are they using?
  • What are they talking about?
  • Who is popular?
  • What brands have they publicly condemned?
  • What brands have they publicly lauded?
  • What audiences demand particular attention?
Platform development and design
Now, once you are done with identifying your audience and figured out  where you should be connecting them online, its time to start thinking about developing your different profiles or building applications that users can spread throughout their communities.
Remember designing “aesthetically-pleasing” and “cool” are not strategies…
 
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Posted by on October 7, 2011 in Social Media

 

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