Engagement Design and IDEA 2008

August 22, 2008 at 7:03 am | Posted in Business, Communication, Forrester, Marketing, Online marketing, Social Media, Usability, Web 2.0 | 2 Comments
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Information architecture isn’t enough. Sure, it’s important – I gave some tips just two weeks ago – but it’s not the only organizing structure we need to consider.

That said, it may be confusing when I wholeheartedly recommend you attend the upcoming IDEA 2008 conference held by the Information Architecture Institute on October 7-8 in Chicago. The reason I suggest it is because they don’t just stop at information architecture – the conference examines the interaction and engagement that is possible in a web 2.0 world. (Note – This post is in no way sponsored by this or any other organization. It’s just me talking here.)

By the end of this post, I aim to convince you of the importance of the emerging engagement design, how companies can use it to grow business, how agencies will change in response, and finally persuade you to study engagement design at IDEA 2008 or elsewhere.

There’s No Marketing Funnel In Web 2.0

This blog is based on the idea that marketing is changing – rapidly and fundamentally. Forrester Research describes a key component:

“The marketing funnel is a broken metaphor that overlooks the complexity social media introduces into the buying process. As consumers’ trust in traditional media diminishes, marketers need a new approach. We propose a new metric, engagement, that includes four components: involvement, interaction, intimacy, and influence.”

We need to look at information architecture and engagement design in exactly this way. Imagine that information architecture is the skeleton – very web 1.0 – organizing and presenting information in a way the webmaster believes is most beneficial.

Now, imagine engagement interaction as the body and soul in web 2.0. Instead of guessing what will most benefit her readers, webmasters can (must!) interact with her readers to determine how they use her website.

Businesses Engaging To Sell

Business is changing as well. In the report Use Personas To Design For Engagement, Forrester outlines three business who, with the help of their agencies, harnessed engagement interaction through the use of personas. These businesses found the key to interaction design through:

Continue Reading Engagement Design and IDEA 2008…

Marketing Is Dead; Long Live Anthropology

August 1, 2008 at 6:15 am | Posted in Business, Communication, Forrester, Li, Charlene and Josh Bernoff - Groundswell: Winning in, Marketing, Online marketing, Research, Social Media, Web 2.0 | 6 Comments
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Courtesy of jbhill via Flickr

Courtesy of jbhill via Flickr

I’ve had a little case of writer’s block this week, so I started with the basics: I read the definition of “marketing” in Wikipedia.

The impetus of this was a comment I wrote on a recent Brazen Careerist article in which I boiled down marketing to selling stuff. Really? That’s the business I’m in? I get up at 5am to write because I love making crap fly off the shelves?

Listen to Wikipedia’s definition: “Essentially, marketing is the process of creating or directing an organization to be successful in selling a product or service that people not only desire, but are willing to buy.”

Bleh! Sure, there’s creation and desire (positive), but there is also directing and willingness to consume (negative). It’s almost like it’s not enough for them to buy it; you gotta make them want to buy it. Make ’em beg.

Frankly, this doesn’t sound like the business I’m in at all. I find marketing these days to be customer based – where are they and what do they want? – and less, well, skeezy. Ideally, marketing these days isn’t invasive or worthless or annoying. In fact, marketing these days sounds a lot more like anthropology than marketing.

What do you think? Are web 2.0 marketers really anthropologists of the present time? Don’t we study why certain people behave a certain way (and how to influence that behavior)?

Continue Reading Marketing Is Dead; Long Live Anthropology…

21 Considerations Before Your Business Starts A Social Network

July 22, 2008 at 7:20 am | Posted in Blogging, Business, Communication, Forrester, Marketing, Online marketing, Research, Social Media, User generated content, Web 2.0 | 9 Comments
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Courtesy of jbhill via Flickr

Courtesy of jbhill via Flickr

Social networks are all the rage and many of my posts at OnlineMarketerBlog recommend social tools for businesses. However, there are potential pitfalls to consider before you facilitate interaction between customers and your business.

Here are 21 things your business should consider before starting a social network:

Internal (Your Business Capabilities)

1. Can you invest the necessary resources to run a social network properly? Can you afford the tens or hundreds of thousands of dollars it takes to properly create and staff this resource?

2. What is the role of marketing, sales, IT, customer service, advertising, HR, etc.? Social networks often delve into all of these departments and more. Make sure all of your teams are engaged, enthused, and prepared.

3. While the potential ROI of a social network is proven, is this the best investment of your time? If you don’t have a unique product or your customers aren’t enthused (or your product isn’t any good), don’t look to a social network to solve your problems.

4. What are your expectations – number of members, amount of content, etc – on a weekly, monthly, and yearly basis? Create little benchmarks to ensure you do not go far off course.

5. Will your employees have their own voice on the network? Will they use their full names? This transparency can be daunting, but it can also provide high emotional buy-in from employees.

6. Is the correct employee in charge of the social network? This is often not the highest paid or the most experienced.

7. Which came first: customer need, company strategy, or cool technology? If it’s anything besides customer need, reconsider everything.

Continue Reading 21 Considerations Before Your Business Starts A Social Network…

ROI Of Social Media For Gen Y Audiences (And How To Convince Your Boss)

June 25, 2008 at 6:41 am | Posted in Blogging, Books, Communication, Facebook, Forrester, Generations, Li, Charlene and Josh Bernoff - Groundswell: Winning in, Marketing, MySpace, Net gens, Online marketing, ROI, Second Life, Social Media, Tweens, Twitter, User generated content, Web 2.0 | 5 Comments
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Generation Y – roughly those aged 13-29 – are among the strongest consumers and influencers. And while social media like Facebook, delicious, and Flickr have garnered media attention, many businesses are still wary of dipping a toe in the social media water.

I argue that we can gauge return on investment (or influence) for Gen Y by looking at their buying power and online behavior and therefore that it is imperative that (most) businesses participate in social media. Plus, I will give you the research to back up these assertions so you can prove it to your boss.

Flashback: Ohio

Growing up in pre-internet Ohio, I spent a good chunk of my allowance and lawn-mowing money on comic books at the local pharmacy. If they were sold out of my usual books, I was SOL until the following month. Scarcity of goods required that I go where they were (and quickly!) or I would miss out.

Fast-Forward: Today

Now, post-internet, these stories sound quaint. Given a bank account, any kid can get any comic book from anywhere in the world. So what does this have to do with social media and Generation Y?: proximity to resources.

Today, consumers expect businesses to come to them. Long gone are the lazy summer bike rides to the pharmacy – today, young people expect to be able to spend their money just about anywhere. And where are they? Online, in general, and on social media, specifically.

Maybe this shift isn’t a surprise to you, but let me prove it with research (easily printable for timid bosses or humbugs).

Continue Reading ROI Of Social Media For Gen Y Audiences (And How To Convince Your Boss)…

Social Technographics: Forrester And The ROI Of Social Media

May 13, 2008 at 6:04 am | Posted in Communication, Facebook, Forrester, General, Generation X, Generations, Marketing, MySpace, Net gens, Online marketing, Research, ROI, Second Life, Social Media, Tagging, Tweens, Usability, User generated content, Web 2.0 | 3 Comments
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Last week, a lot of you read my guest post about the ROI (return on investment) of social media. There is no doubt that social media is changing the ways people interact online and hence, the way companies communicate with their customers.

The thing that is still missing is quantifiable data about these interactions. We’re in a theory stage – we know what’s right because we have experienced it – but we are still waiting for proof in numbers. Forrester Research made a giant step in the right direction when they introduced social technographics.

Social technographics is an analysis of consumers’ approach to social media – not just which ones they use, but understanding how they use the medium in their daily life. You can download the full report on Forrester Research’s website (there is a fee) or read the book on the same topic published April 21, 2008: Groundswell: Winning in a World Transformed by Social Technologies by Charlene Li and Josh Bernoff. (There is also a ton of free goodies at the Groundswell blog.)

I sat in on a webinar last week where Charlene and Josh expounded on their work. Josh summed up the goal of this work: “Think about what you want to accomplish, not the technology.” There is so much fascination about what technology can do that marketers often forget the question is what technology can do for you. The webinar came back again and again with the message to use this data to inform a strategy for your clients. (You can find the resulting Q&A published post-webinar here.)

How’s It Work?

Charlene and Josh categorize web users into six sections based on the level of their activity, from Creators to Inactives. I have not seen a clear but simple ranking system like this before and I certainly hope it is accepted as an industry standard. The real value, however, comes from their detailed analysis of each category’s activity.

Continue Reading Social Technographics: Forrester And The ROI Of Social Media…

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