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@cerebrumlife
Week 11
Well....Week 11!
Motivations for “Why Must Cerebra Hire You” went well. I rate nailed it, and i got an extension to the Fast Track Programme. I kept hounding Renira about some sort of feedback from the past 3 months....and it happen.
Somewhat of a cool chat with her and Liam (my mentor). All went well, besides the whole “attitude” thing. Still struggling to understand it.
Sooooo.....Week 10
Well.....2 weeks left of the Fastie bootcamp left. No doubt, it has flown by, a bit too quickly in my opinion. A tough for getting up early, I have no idea.
Onto the work side of things, I REALLY want this Vodacom soccer to happen. Gratefully, I have been involved in the ideation, and I’m hoping I will be there when they do pitch for the idea to carried through.
The big day is also upon us, where we motivate why we deserve to be employed by Cerebra (Only happening next week). Must say, not as nervous as thought I would have been. I’m pretty much ready for it. My thick stack of Review forms are ready to be handed in. Shouts to me.
Short week, productive week, and that much greater insight into what Cerebra is all about.
Me
The Social Commerce Journey "Social Commerce", a term introduced by Yahoo!, a subset of e-commerce where social media, and its platforms, are used in buying and selling products online. To best understand Social Commerce, it exists in six different levels; Social Sales Content, Social Advertising, e-Commerce in Social, Shop and Share, Social Currency, And Social Transacting. Social Sales Content: Any content that is published by a brand in order to promote products or services. Most of the content posted is there to grow the community through shared values and generating brand awareness, product selling can be incorporated subtly.
Social Advertising: This is the purchasing of advertising inventory within social media. Just like advertising we are used to, the purchaser buys the opportunity to appear in front of a specific audience.
e-Commerce within Social:
This is where social platforms have opted for users to directly shop on the platform itself, than the users leaving the social profiles to go shop on another site. Platforms such as Facebook have created a ‘Shopping Tab’, or Pages to have tabs with online stores built into them.
Shop and Share: An increasingly popular version of social commerce where brands are looking to activate commerce through their social channels. It also encourages customers to promote their support/purchase on their person profiles. Simply put, the brand is paying the customer for positive word-of-mouth marketing. Social Currency: Two different versions of social currency. First, where a user’s social updates act as currency. Second, is where the brand’s community social activity earns an actual currency. Social Transacting:
This is the ultimate goal of brands conducting social commerce.This where the communities directly interact with the brand in order to purchase their respective product.
Benchmarking On Social Media Measurement of social media performance is a critical process and should not be taken lightly. All can be measured, but how does a company decide that what has been measured is good enough? Benchmarking is the answer to that. Social platforms are digital and can be measured of various levels, yet companies have not taken the benchmarking within social media seriously. Measurement is the key to benchmarking. Regardless of the method of gathering insights and data, there are 5 ways to benchmark on social media to ensure what is measured is right. Direct Competitor Benchmarking: The most common form of benchmarking. It is referring to the direct, real-market competitors. Understanding what makes the direct competitors thrive, and fail, is great to inform the companies upcoming decisions. Indirect Competitor Benchmarking: This is necessary to understand where the company lies in the great greater market, beyond the direct competitors. This is a great way of understanding the customers' expectation in relation to customer service, suppliers and connected service of your company's industry. Landscape Benchmarking: This being the least utilized method of benchmarking. Refers to benchmarking against other brands that are in the same market segment as your company. The assists in determining how the other brands fair on social media. It gives insight into social media strategies that are used by other brands. Historical Benchmarking: This refers to benchmarking against previous performance. Knowing how past content performed, and why, will be vital in future success. Also understanding why content performed poorly. Understanding which calls to action the community responds well to. Ranking content types that best get positive engagement from the community. Platform Benchmarking: Each platform has its own metrics and how the community engages on that specific platform.
Week 8 Yo!
Cerebra is awesome…Blah Blah Blah…I’ve gone through that enough. Let’s just all know, I ENJOY WHAT I AM DOING HERE!!! 🙌🏽 Cool? Cool!
No braai this time, but what a BADASS BBG by Jacques S. Got me thinking about how much GREATNESS I can create, and share, with my “community”. Then I think, what GREAT cause is there out there, that has ever inspired to really take action beyond the odd RT?!
Liam (The Mentor) heard my call, fiddling with a template to create a strategy for the Vodacom Diski channel. I went through it with Thami, he’s liking so that’s a plus. Looks as though I will be working on the official strategy for the channel with Thami and Reece. SHOUTS TO ME 🙌🏽🙌🏽
I must say, Reece broke down how the strategy is created well. Made bucket loads of sense. I need to get that piece of paper from him though. *sets reminder*
It’s ba-naynay (that’s bananas in Jake the Dog slang) how there’s 4 weeks left. I must still do a BBG and just found out about the eBook we must write ourselves. I need to search for the topics of these things. I had an idea but Liam advised me against it, “You don’t wanna look like THAT guy”. His words.
I’m Out! ✌🏾
POPI Above the picture best describes the concept of Protection of Personal Information. Now what it means for social media is the I imperative part. The primary impact of POPI on social media is that it will govern all the information that is collected via social media activities. For instance, when company uses the social media channels as customer service points, and information is shared privately by the customer to the company. Information such as; ID number , contact details or, customer numbers via private messaging. The conversation, between customer and company, must be managed and make sure that the personal information of the customer is not endangered. A simple concept of company initiating the conversation privately (Direct Message) so there lies no risk in their information being made public, by the customer mistakingly replying publicly. Key note: POPI only protects private information. Listing any information; contact details, email address, cellphone number, on a public space like a website or Facebook page, protection under POPI cannot be claimed.
Influence For Sale: What is influence? A very popular word, influencer, keeps being used often. A simple definition, "influence is the ability to affect action". Influence itself is a journey. It includes; 1. Reach: a popular person with a large following, who acts as a billboard for a product/event of some sort 2. Awareness: Reach is just the potential for the billboard to be seen. Awareness is the followers noticing, consuming, the advert but not necessarily acting on it. 3. Engagement: this is something that can be measured, like if followers expand the image of the event. Followers engaging in it means the content is good enough to spark some sort action. 4. Action: Reach, Awareness and Engagement, but without action, they are meaningless. For influencer marketing to really work, the above three must lead to action. Influencers aren't influencers across the board, and "experts" at everything. They are seen as credible on a specific topic, type of product, and authentic in their experiences of the product or topic. Credibility and authenticity are key elements in social media. On the topic of influence being bought, the influencer should balance what the brand wants and maintaining the relationship between the followers, and protect their reputation. Abouve is the model for buying influence. Where the brand's budget, and influence is put on an axis of the shared values (brand and influencer), and the amount of money for the budget.
Week 7 Biiiiiishes 🙌🏽🙌🏽🙌🏽
Got the lightskinned emoji going on, S/O!! Caught up with my mentor, awesome. I got free Vitamin Water, can one complain? Shared a few thoughts, hopefully I really get the challenging work we spoke about. Got to work with Lerato...oops, I meant Bree (I still don't get why she's not a fan of me calling her Lerato). Nailed a Huawei monthly report for her. The review form is testament to how I nailed it. It's just a bummer that the meeting with Ntsika has to happen. I'm sure Thami is sick of me asking him what's going on with Vodacom Diski strategy. Side Bar: a huge S/O for actually giving me a chance on Insights work, looks like more of the team trust my work.
The gap, being the chasm between what the marketing department promises and what the client service delivers, particularly pertaining to social media. Offline (call center) and online(social) differ in one thing; one is private and the other is public which, more often than not, involves the greater community. Companies will do their best to solve complaints due to the public aspect. Sadly, the better and more efficient those complaints are dealt with, the more complaints the company will get. A complaint about the business is negative in it's nature, but the outlook on how to deal with them is key. It is an opportunity to change sentiment through conversation with the community. Steps to resolution: 1. Which social media platform should offer customer service? Platform such as Twitter and Facebook are great for dealing with customer service complaints. 2. Should customer service be a marketing service function? The gap between what the marketing department promises and what the business deliver should be narrowed, and social can help with that. 3. How should your brand build scale? Deciding where to put importance. If there more complaints on social, there will be a decrease on telephonic complaints. It is a matter of adjusting accordingly. 4. Should your business be incredible at social media customer service? Consistency (delivering on what is promised), perfection is not possible. 5. Should you business become a 24-hour brand? If they are on social, they have to be. Businesses must be online when customers are, and that's after hours. 6. Should your brand be on social media? A few reason why it shouldn't be; it takes customers away from a controlled complaints platform like the website and call center, monopolies wouldn't have to because they don't really need to address complaints.
Week 6 🙌💩
Side bar: the Doo-Doo emoji is just one of my recent favourite emojis, my life isn't Doo-Doo. Now that's out of the way... A number of tasks done and dusted, looking for more tasks to complete. Hearing some good things here and there about all I've done. 👍👍 to me. Slightly behind on my reviews. I really need to get on that. I feel as though I am blending in well to the environment, and getting to know more and more people. Highlights: (no Boerewors this time around) We got meet with Mike S, gave us a slight chat from him. Side bar: That wrap he was eating looked right up my alley. "Don't Get Bitter, Get Better", which something I always preach to the U15s I coach, is what I'll take from the talk. Meeting with Michelle, handed me with some insight on working at Cerebra. The role of Client Service, that all employees go through 6 months probation with some performance reviews within the 6 months. Oh ja...only 2 of us will make it through the Fastie Program so I need to step it up even further.
Whose Tweet Is It Anyways? Companies are faced with the balancing act of being a company in the Industrial Age while employing people that exist within the Information Age. Employees that are used to a life of connectivity, a life of building their personal brand, and expressing themselves. All good, and well, that companies would want to adapt to the Information Age. The growing desire to meet employee expectation does bear it's own risks. There a number of companies that have suffered irreparable damage. 'Simple' solution: instead outright banning usage of social media during work time, rather adapt to traditional (Industrial Age) methods to meet the (Information Age) environment. The Information Age Employee: Believe in a culture of collaboration and constant sharing. Connected to the world via their phones. Understand they being a thought-leader and an online influence can later be used as a bargaining tool. Believe that companies should stand for good things. Guidelines to to avoiding the conflict between businesses and employees building their own personal brand with company resources: 1. Know your landscape: understand the pros and cons of employees building personal brands. 2. Know the employees: find out which employees have profiles outside of the immediate business. 3. Assess the risks and opportunities: include employees when assessing these. Their opinions and insights will be invaluable in the assessment. 4. Decide where you stand and set the rules: keep the rules simple and easy to understand and rather promote a culture of open communication to iron out any links. 5. List some scenarios to support the rules: examples and scenarios are better at conveying intent rather than strict rules. 6. Educate, train, explain, and educate again: the less the employees understand the rules the higher the chance of suffering irreparable brand damage. 7. Close the gap between employee and business: investigate how to evolve other areas of the business towards to the Information Age.
Week 5 🙌🙌🔥🔥🔥
A Fire Week…Sort Of. There would’ve been an extra flame emoji hadn’t it been for my rubbish laptop. Liam’s work would been done Thursday if I hadn’t had to redo it THREE TIMES! Nx!!
Anyways….safari theme on Thursday, Braai and an extra long weekend was awesome. SPARKLING review from Claire about the Huawei report. Word also got around about me nailing it (Shouts to me 🙌). Got access to Cardinal through Liam, always amazing getting that much more insight behind how orders are tracked and so on.
All in all…getting paid to learn so much, can one really complain?!
BRAND-ON…
The constant struggle to fight for a share of voice amongst the clutter that is the Information Age is reality. To fight for retained attention amongst the ADHD culture that is the community. Social identity, personality, is one of the keys to winning that battle. Quoting Maya Angelou….
“People may not remember what you said. People may not remember what you did, but they will remember how you made them feel”.
Personality goes a long way to pulling at the community’s heartstrings. First thing’s first, the aesthetic appeal from the colour, typography, images, legibility, sizing and format. The brand values should mimic the personality, through the way the community managers engage with the community at large.
Imperative that brands understand that social media platforms are there to socialize with the community, and not to purely advertise ad push products down their throats.
Get all the elements in line, and work seamlessly together, the battle for the share of voice and attention for that minute longer, shall be won.
Borgys…BBGs…Boerswors
Me, Week 4
Second Screen:
First thing’s first…I am an immense fan of football/soccer and the topic of the second screen is something I completely identify with. Now that’s out of the way…
Understanding who all the players are…rights holders (FIFA), broadcasters (SkySports/SuperSport), sponsors (Arsenal with Puma and Fly Emirates) and most importantly…the fans (the dude writing this post). All these players bring us the beautiful game and many have seen the power of the sound screen and have reacted to it. As fans, no longer do depend on broadcasters to view the games, it can be streamed via laptops, tables and phones. The source of the content is not thee most important thing, the quality and accuracy is the most important.
Internet and it’s “lawlessness” will always be a concern for companies but navigating through that is a challenge. Someone may obtain a piece of content exclusive to the company, share it, by the time rights holder retracts it we have already consumed it.
Looking into the future, first thing's first, the user needs to be put first. Users need the content to be quick and and readily available. Anything that is not aligned with the needs of the users becomes obsolete. Collaboration is an aspect that should be delved into, where players come together to create rich and readily available content for the users. Quality content is key is to driving an audience, the quality may not necessarily be rich, HD quality. The differentiator could be how accessible and fast the content is available. Navigating the second era is a tough task, but a task that has to be completed.
The Employed Media Opportunity
Let’s start it off with a quote…
"Employees are an immediate litmus test. If they don’t follow your brand or like your content it is unlikely that your customers will and this lack of interest probably speaks to greater business issue" - Ian Rodney
We can assume that the size of the audience is fairly and within that audience lies some of the employees of the various companies. The average 100 employee business has 80 employees connected socially. There is certain value in that audience, given the opportunity, they can share content with ‘followers/friends’ that may not necessarily be exposed to resources from the company.
Pillars:
Access: There is no point in blocking the access of social media from your employees, they will end up not speaking about your company. Contribution: “Top Down” conversation would only be best effective for things like financial results. Contribution from employees, the ones that came up with the content and product to serve themselves and customer. Such contribution flattens the learning curve. Recognition: Contribution should be coupled with recognition. A pat on the back will go a long way. Incentives:In order to affect behavior, incentivize favorable behaviour. Authenticity: Companies must shy away from the “We pay them a salary. That should be enough for them to share our content”. Forcing employees to share removes the authenticity and without the authenticity, companies may not see the brand values of employed media.