The iPad3 cometh!

Pinned Image

So here we go again. The Apple hype builds up to a crescendo. Look out people, the iPad3 is upon us! 

Will you be crawling over the crowds to get your hands on an iPad 3? 

Answer our Facebook poll.



Social Media’s Evolving Impact On How Businesses Buy Tech

Branded Entertainment

image via TechMarketing.com

In this converged media world, vendors and solution providers alike will soon embrace marketing that draw in partners and end users with essential applications, social connections and communications, and – ultimately – the ability to research and purchase products and services through the same portal.

Here are the three main elements of Converged Media.

• Functional media is an application persistently resourced by end users. Applications are free, which is made possible by sponsorship and marketing underwriting. Good examples of this are Google’s Gmail and Spiceworks IT management tools. Unlike conventional media into which users are drawn for moments periodically, functional media is something actively engaged by the user for long periods of time, which increases the potential for exposure to marketing messages.

• Social media – such as Facebook and Twitter – are well-defined social networking and communications vehicles that enable vendors, solution providers and end users to interact with each other in real time on a level field. This is a far different dynamic than conventional media where interactions typically wait until the sales process begins. In social media, underwritten by marketing, users are able to query peers and the community about product features, benefits and value. They can ask questions about vendor reputation and performance; and they can seek guidance on sourcing, often through solution providers. Vendor and solution provider engagement in social networks will define their market value and drive sales.

• Transactional media is where the communications medium is also the sales channel. The portal that provides an application and social interaction is also where users source product and buy services. Companies like Amazon.com and Microsoft’s Marketplace are good examples of transactional media attached to social or functional marketing assets.

As you can see, converged media – outlets that share these three features like Facebook, LinkedIn and Spiceworks – simplify the marketing process; make more direct connections between vendors, partners and customers; and provide a streamlined process for acquiring product and services. In other words, converged media is more cost effective and productive than conventional media.

Read the full article here: forbes.com



6 Social Media Rules For Creating Brand Evangelists

Picture of social gathering

Here are six new rules of engagement, based upon an analysis of brand successes, behavioral psychology, and trends in consumer marketing and the social context……. 

1. You See Numbers, People See Themselves

Marketers who are trained in the nuances of insightful segmentation and consumer nuances seem to forget all that when marketing through social media. They blast one message to hundreds of thousands of people.  Even millions.  But creating a brand evangelist starts with a personal connection, and personal connections can’t be built with impersonal messaging.  Acquiring giant quantities of friends makes this more difficult, but the growth of Big Data and customer intelligence solutions makes it possible.

2. When People Share Values, They’ll Share A Lot More

Brands today are complex, impressionistic constructions of product, performance, perceptions, and belief systems. More and more, brands are taking stands on social and even political issues; companies like Whole Foods  and The Container Store, for example, are active members of the Conscious Capitalism movement.

Brands can also share values through the choices they make in how they communicate. Style is substantive. Zappos is widely regarded as brilliantly adept at creating wildly devotional brand partisans, and the Twitter feed of its CEO, Tony Hsieh, is a large part of that.

Here’s a perfect example of that; a Tweet he made last July. No sell, no offer, in fact, an anti-consumption message: Want happiness? Don’t buy more stuff—go on vacation!

It was preceded by a Tweet about research on getting kids to consume more vegetables, and a quote from Ann Frank.  This random glimpse into the mind of a CEO displays an emotional transparency that builds loyalty. You know that it wasn’t rubber-stamped by a Twitter Approval Sub-Committee.

So social media is the ultimate platform for communicating your values and energizing people around them. Of course, you can’t satisfy everyone, but the process of creating brand acolytes means that you cannot be equally meaningful to everyone. Deal with it.

3. Lameness Can’t Create Loyalty

Have you noticed how much social media is represented by Tweets and posts like this triteness display from McDonald’s:

Morning! How’s everyone’s week going so far?

24 Jan Favorite Retweet Reply

Would you want to be friends, and hang out with someone who always feels obligated to spout something, even when they have absolutely nothing of interest on their minds? So if you want to create evangelists, start with being excruciatingly demanding about every single thing you say. And how you say it.

4. Real Friends Don’t Impose—Unless There’s a Good Reason

Offline relationships are the psychological model for brand “friendships.” Well, before you ask a friend for a favor, you think through the implications. How important is it to you? How difficult or emotionally fraught might it be your friend to act on your request? When does the request over-stretch the implicit boundaries of the relationship?

Brands need to go through the same social calculus, but they seldom do. So a brand will ask you to forward something to a friend, or invite a friend to join a group, without really thinking through the implications.  They are pushing hard, if not violating, the natural limits of the “friendship”—and then they are surprised when they don’t get the results they expected.

To create evangelists who are ready, willing and able to use their social graphs to advance your brand, you need to develop some rules of reciprocity, and real customer intelligence about which of your current fans and friends are most likely to share. For example, those who have large networks, and high Klout scores, might be better evangelist than those who keep to themselves. But are you treating them all the same?

5. Surprise Everyone, Including Yourself

We become emotionally attached to those who bring unexpected twists and surprises to our lives. That’s because disruptive surprise and intrigue release dopamine, which creates pleasure (and its evil cousin, addiction.) Insufficient novelty creates dopamine boredom.   

Surprise can be the way you say something (style) or what you give them as far as rewards or incentives go (content). It’s a rich area for innovation.

Trouble is, many big brands see surprise as a risk, because it requires unexpected behaviors, which by definition, haven’t been done before and might be considered “off-brand.” Dopamine boredom is always safe. Hence the paradox of evangelists: to create them, you need to push on the limits of institutional norms. But if you do so, and surprise them and yourself in the process, you might actually find your dopamine will be flowing as much as theirs.  

6. Go Out Of Your Way For People, and They’ll Go Out of Their Way for You

One of the most powerful ways to create evangelists is to behave with breathtaking responsiveness. Many are halfway there. Increasingly, more and more companies are turning to social media to address customer service issues. So we’re seeing tons of responses like this from Target:

@XTEDDIX That’s frustrating! Thanks for letting us know. We’ll be passing your comments along to our Store Leadership team. Matthew

But what we’re not seeing are a lot of results. The average friend or fan is exposed to a torrent of problems, not solutions. So in the interests of being a responsive organization, brands can come across as customer-service train wrecks.

Wouldn’t it be cool if a brand posted, each day, the resolution of its most triumphant, confounding, and amusing customer services issues. 

via Fast Company

Mini Matmian►

Cultivating a Social Media community who engage with a brand takes time, research and constant monitoring…alot each. It can be a daunting task to begin on this long road. These 6 points are a good place to start.

Each brands needs are unique in some way and it is important not to lose sight of this fact. Tailor your SM campaign to the needs of the brand with the needs of the customers you want to engage at the forefront of everything you do.

Be bold, be relevant, don’t be afraid to try things out and most importantly…be real. No one likes to feel they are talking to a automated robotic response. [end transmission]

Have you any tips to share with someone starting out their social media planning journey? 



Retention patterns in social vs. casual games

Lifetime login intensity distribution graph

This article was written by Vostu co-founder and Chief Scientist Mario Schlosser and Chief Researcher Neil Molino. It compares retention patterns between Vostu’s city-building sim, MegaCity, and its recently-released real time soccer sim, Gol Mania.

Social and casual games need to learn from each other. Social games need to make it less burdensome for users to return: ease users back into the game instead of showing them the one hundred feature launches they missed while they were gone. Casual games need long-term investment opportunities for the user.

Read the full post here:  http://bit.ly/yEG79D

[via http://www.insidesocialgames.com]

Mini Matmian:

A great in-depth look at the advantages and disadvantages of casual games vs social games; and what they can learn from each other.



Here’s What People Look at on Facebook Brand Pages

In an effort to catch your eye on their Facebook pages, brands have experimented with apps and splashy profile photos. But in almost all cases, it turns out, the humble Facebook wall itself steals the show.

In an webcam eye-tracking study for Mashable byEyeTrackShop, the 30 participants who viewed top Facebook brand pages almost always looked at pages’ walls first — usually for at least four times longer than any other element on the page.

SEE ALSO: Here’s How People Look at Your Facebook Profile — Literally

On average, the smaller pictures above the wall were noticed 85% of the time, and the “likes” column was noticed just 58% of the time.

View the rest of the results on Mashable HERE.



Infographic: How Content Goes Viral

Understanding Viral Content Marketing

The Infographic from ProBlogger details out the anatomy of viral content, along with the different types of viral content, the reasons we share it, how it’s designed, the importance of integrated execution and a whole bunch of tips to create and seed viral content. 

►Mini Matmian:

This is a great infographic detailing the TYPICAL processes you can go through to increase the chance of your content going viral. I say ‘typical’ because obviously there is a bit of luck involved (particularly with the amount of content out there) and you need content WORTH sharing.

Viral marketing is something close to Matmi’s heart. It is what we have been doing with games for over 10 years now. With some games such as ‘Brilliant Brushers' receiving almost 20 million plays to date and STILL getting played over 15 thousand times a day, 18 months since it launched.  And 'Gorillaz: Escape to Plastic Beach' which has had 3.6 million plays and thousands of downloads of the App. All achieved through organic, viral marketing. 

A worthy resource for anyone looking to understand the basics of how content goes viral or to explain it to a client.

Read More



Adobe Dives Into Facebook Ad Buying With Efficient Frontier Purchase

Adobe

Adobe is taking the plunge into ad buying with the pending purchase of Efficient Frontier, a company best known for helping marketers negotiate advertising on Facebook.

The acquisition will add new services to Adobe’s Digital Marketing Suite, which includes web analytics and web optimization tools for marketers.

Terms of the deal were not disclosed.

The purchase will give Adobe more of a foothold in ad buying on Facebook. Adobe currently lets marketers buy ads on Facebook via its Adobe Search Center+ paid search management tool.

The deal follows Adobe’s $1.8 billion purchase of Omniture, a maker of web traffic measurement software, in 2009. Such measurement tools let publishers using Adobe’s software quantify the number of people who visit their sites in order to better negotiate ad rates.

Founded in 2002, Efficient Frontier manages more than $1 billion in marketing spending on behalf of its clients, which include Travelodge, Match.com and Discover Financial Services.

Image courtesy of Flickr, bytecrc