News Update – Best of the Day

A good explanation why Apple often wins against competitors. Just see how they behave. Sure, no one of their competitors will comment here…

A nice copy of the Facebook referential advertising idea? Google +1 comes in late but follows the line of an old guest post I wrote a while ago on Mediamind blog (formerly Eyeblaster)…

A great commercial idea from Mercedes. The Sprinter applies for a job…

My quote of the year 2011

Every year, you create a quote that you use either to explain your business, to justify what you are doing or to establish some kind of heritage for those that you think are interested in what you are saying.

Last year my quote was “Talking is online, silence is print!”. Although, I have had many tweets and many likes on this, there was also some critics coming with it… which is good. It shows that people think about the value and impact of the quote… and they start conversations. That’s what we want to initiate in business… not only with our social media activity.

For this year the quote will be about social media strategy…

“Community Strategy and Social Media is NOT a discipline. It IS an attitude to strategy in business.”

And before you start asking… By “discipline” I mean departments (like marketing, sales, customer service, HR, or other) that are responsible for using, handling, organizing and planning the business tactics around the brand, product line or service offering of business relevance.

… and now start discussing!

News Update – Best of the Day

In the US, almost 80% of children between the ages of 0 and 5 use the Internet on (at least) a weekly basis. This is the results from a report by Joan Ganz Cooney Center and Sesame Workshop. The report, assembling data of seven studies, also illustrates the increasing parallel consumption of different formats of media at the same time. Some key findings: 60% of kids under the age three watch video online, 47% is the amount television accounts for those using all formats of media and 36% of kids between 2 and 11 use internet and TV simultaneously. It is also interesting to see how the use of mobile phones is on the rise in the young age target group. Of children ages 6 to 11, 20% own cell phones,
compared with less than 12% five years ago.

Stop talking to your mobile, talk to me! This could be the message that arises from a post that Rohit Bargava posted under the title “Overtweeting: Are We Becoming Socially Antisocial?”. And I think this is a valid question to ask ourselves these days: Is social media becoming a conversation killer and going against the odds of the Cluetrain Manifesto? I would say: No! It will just take some time to find the right balance. Let the hype period move on. Let people understand that the world is changing. Then we are becoming Socially Social. It is just a matter of accepting that the world is changing, that technology will become our bred and butter, and that we see how much more we could participate in information around people we know. Agree?

Old school versus new school. This was the motto when Mike Ferry met Matthew Ferrara at the Coldwell Banker Generation Blue Conference where they had an intense debate if “social media is stupid”…

Cebit Interview – Über die Zukunft der Arbeitswelt

Die Arbeitswelt verändert sich. Die Menschheit fägt sich, ob Social Software, Social Media, Social Networking oder Web 2.0 harte Arbeit ist, oder die Produktivität der Businesswelt an den Abgrund treibt. Geht es nur um die Erhöhung des persönliche Reputationsindex, des Personal Scoring Index, oder ergibt sich nachhaltige Lead Generierung -erst kürzlich als Salestainability umschrieben- und neues Business einfach selbstständig aus Gesprächen?

Wenn man zum Interview auf der Cebit von IBM eingeladen wird, kann man in ein paar Minuten nicht alles sagen, was man gerne sagen würde. Man kann auch keine 3-Säulen-Strategie im Detail erläutern, die man in der Zukunft als essentiell für den erfolgreichen Einsatz des Social Web für die Webstrategie eines Unternehmens ansieht.

Ich wollte im Interview so verständlich wie nur möglich auf die wichtigen Trends und erfolgversprechenden Taktiken eingehen, die sich abzeichnen und teilweise heute schon gelebt werden in der Businesswelt. Hoffen wir, mir ist es gelungen…

Die Idee der Visualisierung meiner Gedanken von Anna Lena Schiller während des Interviews finde ich sehr gelungen. Sie greifen den Gedanken des Personal Web Managers auf (links oben), sowie die zukünftige zentrale Herausforderung für den Einzelnen, einen 24 Stunden Tag so effizient mittels Social Software zu nutzen wie einen 36 Stunden Tag.

Der IBM Social Business Channel gibt im übrigen noch weitere Einsichten diverser Vordenker im Social Web. Ich empfehle sich auch die Meinungen mal anzuhören bzw. anzusehen.

Nun interessiert mich eure Sichtweise der Zukunft der Arbeitswelt. Wie stellt ihr euch den Arbeitstag von morgen vor? Was fehlt euch heute, was wünscht ihr euch morgen? Bin gespannt, auf eure Gedanken…

Study: Search and Social amplify purchase decisions

One thing leads to another. Today we could transfer this quote to: One search leads to another social activity, and vice versa. And this interconnection of web-strategy tactics amplifies the user’s purchase decisions.

A new study from GroupM and comScore states that 40% of consumers who search for products to purchase are taking a social activity as a next step to finalize their buying decision. And the activity can be seen from the other direction as well: 46% of consumers who use social media are searching for products to expand the basis on a product range to take a decision.

58% of users begin their journey to purchase with search. Company websites come in at 24% and social media by 18%. The opinion of “friends” on the purchase decision is highly rated in social networks and cannot be underestimated these days from brands and retailers any longer.

The study reveals interesting insights in the time period that make the essential change in the buying decision process. The “late kick” comes 30 days prior to purchase when brands and companies have to engage with their audience – and can leave search tactics behind. A difficult topic to handle in the B2C industry but for B2B very helpful.

“There are still many brands who haven’t figured out why they’re in social media. We still talk to brands that are trying to determine if they should be in social media. The data suggests the two most important subsets in social are user reviews and category blogs, rather than sites like Facebook, Twitter and YouTube.” Chris Copeland, CEO, GroupM Search

Some important findings on how social and search are linked together…
– 86% see search engines important in buying decisions – Consumers use search in buying cycle as a pricing tool (research products and select purchase location)
– 45% use search throughout the buying cycle
– 26% use search at the beginning of their research and shopping process
– Social is essential in the consideration process
– 30% use social media to create a shopping short-list
– 28% say social media has a valuable impact in creating awareness for brands and products

Spot On!
The study shows the impact that the combination of social and search have on the purchase decision. The challenge for companies will be to understand in which way to balance their tactics between search and social in reference to seasonal sales timing, marketing opportunities while not destroying maximum margin, and customer loyalty programs to amplify brand buzz. Another study by econsultancy also illustrates how undervalued social media and search are from a sales perspective. The study says that Social Media “gets eight times less credit for its direct contribution to sales than it should” and “Generic SEO gets credited for 14 times less sales than it deserves”.

What comes first when you take buying decisions? Search or Social? And how does it amplify your buying process? Interested in your thoughts…