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Jay Baer analyzes new social media statistics from Social Media Examiner including new data on social media tools and social media usage

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2014 Statistics and Trends for Businesses on Social Media by Douglas Karr on Marketing Technology Blog

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With new social networking platforms appearing from behind every corner, it can be hard to know exactly where to commit your time and resources. And as we move into the latter-half of 2013, it's important to look ahead to where social networking is going, and how we can get on [...]

WEll, was the trend true?

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Brian Solis Review pt.4 Chapters 16-20

This is the last installment of Brian Solis’ book The End of Business as Usual covering chapters sixteen through twenty which covers topics ranging from the law of engagement to adaptation to culture change with the main emphasis being with the company Zappos.

In chapter 16 we revisit Steve Jobs and the apple corporation and how this business makes connections with their consumers. They build magical SHARED moments with their consumers which creates a link that will make that consumer a repeat consumer. The main goal is staying connected to the consumers and having a sense of awareness and understanding. We want to acknowledge the consumer and understand the roles that they partake in the business world. Solis also goes over a main highlight of the book which I found most important, The law of engagement. On page 217 he lists what I believe is an important statement about engagement:

‘Engagement unlocks touch points that inherently carry network effects and as such, presents brands with opportunities to shape and steer experiences to earn relevance and influence the decision of connected customers.’

Basically what I gathered is a business, no matter how big or small, needs to stay engaged with their consumer base in every way possible. An engagement can be something as simple as engaging a conversation verbally- or even through a texts. Businesses can take this engagement to the next step by taking consumers (more importantly connected consumers) and having them in the mix of the business, allowing them to become engaged in the brand or product that the business is currently marketing. Businesses need to understand the various types of engagements that are available and which category their consumers would fall under and what their consumers would expect out of that particular engagement. The last part of the chapter talks about designing effective engagement programs to utilize the 4 A’s that Solis mentions of the connected consumer.

The next chapter really drew in my full attention because I am a full culture and ethics person. One line that fully made me grin from ear to ear that is the truth is ‘ People do business with people they like’. That is 100% true. I will personally try to avoid doing any type of business with people I do not like, and I’m sure a lot of others can. This chapter was filled with stories about companies and their internal culture and how they changed it to adapt and keep consumers. In my opinion now organizations have to make meaningful experiences to attract and retain loyal customers. They have to make them feel part of the family, and connect everyone the same in this group of woven consumers. The company itself must have good practicing culture and ethics that roots itself from the top management down to the little man, including the stakeholders. Once again in this chapter Solis harps on adaptation. If there is one thing I have seen linked in this book it is the fact that he is so adamant on Adaptation and its importance. Consumers want to see a organization in full, it wants transparency with no hidden obligations, only true meaningful ones that GIVE back.

The next chapters I am going to combine like I did with my other posts so this segment will cover the rest of the book, chapters 18-20. Chapter 18 was what I mentioned before another hit to the adaptation or organizations. Solis goes over the ‘adaptive’ business models which the main objective is to unite consumers and employees to build the business of tomorrow, today. (Sounds like a cheesy Disney saying in my personal opinion). Basically the points are adaptive business focuses on things such as reflection to advance themselves and ‘project’ in a different way. The models that Solis goes over are Holistic, Centralized, Decentralized, and finally Hub and Spoke. He also uses examples such as the DELL Company to lead to the final and main point that the future of your organization is ultimately up to you.

The last two chapters tie the book together in a wind down of what you can expect. Going from adaptation to predictive. Change management is highly important, not just in management but in all forms. Changes call for new directions, new opportunities, leaderships, and inspirations. One has to go back to the basics to begin change and change will never end (even though he says it will end with change management). Change management is the processes, tools and techniques for managing the people side of change. Solis goes over the initial phases of change, which we can all admit to having experienced or seen before (inside or outside an organization). Finally we end the book with another set of stages ranging from rigid to adaptive (with lovely models on page 281 for reference for the visual learners-Hooah!). Evolution and the ability to outpace Darwin and his saying means that you are embracing the change and moving forward.

Overall, this book was an interesting read filled with concepts such as adaptation and change with innovation and energy required of organizations. I would recommend this book for all of those who are coming into the MBA program. I believe that Change management though is not the end of the line for an organization, but it is true that organizations are having to adapt (on a daily basis) to keep up with the competition.

Book Review for Erik Qualman: Digital Leader: 5 Simple Keys to Success and Influence

Book Review of Digital Leader: 5 Simple Keys to Success and Influence by Erik Qualman

This book covers a variety of topics and I would gladly recommend it to any of my friends not just for the social media aspect, but also because it actually made me re-look and evaluate myself as a person. Qualman takes a unique approach to describing some do’s and don’ts of social media as well as how it impacts a person and their life. The three highlights of the book that I would like to point out are the stories and examples that Qualman uses to correlate the topic to the reader, his use of ‘digital deeds’, and the main lesson of the book: STAMP.

Qualman uses many techniques to capture and retain the reader’s attention in this book, and his book is more than just a how to or step by step novel, it is an insight on social media and how it can affect marketing and yourself greatly. He uses many stories and instances of ‘Digital Deeds’ which usually provides useful information or insight about the main point he is trying to hit in each chapter. The overall main idea of the book, the five keys to success and influence, are broken down into an acronym called STAMP which Qualman tackles throughout the entire book. He tackles the importance of each acronym and how each one of it plays into the overall STAMP module and our personal lives.

Beginning with the first highlight of Digital Leader, I would like to start with are the story lines and examples that Qualman strategically weaves throughout the book to incorporate case examples or relevancy to the topic that is being spoken about. Digital Leader is a book about balancing personal life and social media. How to market yourself and your company in a proper way through social media, and how to become a digital leader by integrity, example, simplicity, and empowerment. Within each chapter Qualman uses either personal stories or stories from relatable figures that are known to most Americans such as Ronald Reagan, Steve Jobs to well-known companies such as Ford and IKEA. Qualman also uses examples to his advantage throughout Digital Leader, making sure to back up all lessons that was ‘taught’ with an example, or a guiding example. Qualman’s examples can range from once again personal experience or general ideas that he has come across to even step-by-step proposed ideas. For example in one of the chapters Qualman explains instead of reading instruction manuals to take short-cuts such as guided videos on YouTube or reviews on google to help with the assembly of furniture to save personal time. Examples like this help Qualman show the importance of let’s say time management and usage of time of the Digital Leader in reference to social media outlets and other distractions or ‘noise’.

The second topic that I would like to bring up from Digital Leader is probably one of my favorite parts of the book, the ‘Digital Deeds’ that one can find sporadically throughout Qualman’s book. These deeds highlight and shed light on the important factors that Qualman is trying to bring to the reader’s attention to accomplish with social media that is not necessarily part of his ‘STAMP’ idea. These Digital Deeds include items such as: saying thanks to your family via email, how to control and announce your ‘digital voice’, how to be more efficient in tasks such as multitasking (with great reference to Microsoft’s 4D’s in chapter five), and activity toolboxes. These deeds are usually suggestions on how to improve oneself on becoming a better digital leader and overall a better person. I have bookmarked many of these deeds and have returned to them multiple times even after reading the book.

The third topic I would like to speak about from Digital Leader is the main focus of the book, STAMP. An acronym standing for Simple, True, Act, Map, and People. This acronym refers to the personal stamp on our lives and others. What we do and how it makes a domino effect. I believe this is an important read for any leader, not just digital, because Qualman takes all of these principles and lays out the meaning behind each one. Simple relates to simplification of life and focus. Not having to stress over the little things, how it can affect the human body (giving such data like being overly stressed is more harming than drugs. Also that texting is more hazardous than marijuana!). Truth refers to being true to yourself. Being the leader you want to be and not conforming to societal expectations. Find your true passion and explore it endlessly never giving it up. Being true to yourself about items such as time commitments, the ability to say no to others, and putting yourself first. Act is one of my favorite points that Qualman points out. Without action, there is nothing. No reaction. Don’t be afraid to take the first step, to make a couple of mistakes, or even to explore and take risks. Map is to set goals and have visions. Without these you will not get far- or will continue to travel an aimless road. People is the last part of STAMP which concludes that success is not a solo thing. It can occur, but to have true success means to have it and share it with others. My favorite quote from Digital Leader is ‘Success doesn’t happen alone’.

Taking these items from STAMP and combining them with our new digital world and all of the social aspects that is included with it, Qualman flawlessly guides us through the book to make us a digital leader in an online AND offline world. Qualman takes each individual acronym and not only teaches a valuable lesson but lays its out in an easy to follow manner backed by examples or situations that Qualman has been in or a recognizable and well-known figure has described. Throughout the journey of Digital Leader I have discovered that this is just more than just an insight on basic social media concepts. I was expecting items that I did find such as privacy and what to post on social media accounts (i.e. pictures, tweets, etc.) that was basic knowledge to me, but I also found items that really made me sit back and re-think and re-visit some situations I’ve encountered in the past and know that I will encounter in the future. Being a digital leader isn’t just about having a clean social media slate, it is about knowing and having the knowledge to compete and be culturally, socially, and personally aware at all times- online and offline.

In conclusion, I would like to say that Qualman has presented an impressive piece of material with his book and has given a simple, yet resourceful insight on the 5 keys to success and influence through his STAMP method. Utilizing examples and creative stories that many Americans or younger generations can relate to, Qualman sets the reader in a setting which he can fully capture and retain his audience. By offering his ‘Digital Deeds’ at various inputs of the book Qualman just adds on to his lessons or highlighted points that are deemed critical in becoming a true digital leader in the new era. Digital Leader has been a book that I have read, revisited, and bookmarked upon purchase back in September. It is one that has made me reevaluate myself, social media, as well as general approaches to life and business.

(Aprox. 4.75 pages long with 1256 words)

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Third Installment chapters 11-15

This is my third installment for Brian Solis’ book ‘The end of business as usual’ covering chapters 11-15. Once again I can find myself relating to this book in more ways than I’d like and I’m always tickled to find out more information (especially charts and graphics) that he uses in his context. This segment begins with chapter 11 which highlights what I deem the most important part, the laws of attraction and affinity. Basically this chapter highlights what I believe is our intelligence and the influence, whether we realize it or not, that we have with purchasing power to even brand popularity. We influence others (friends, family, co-workers) in our ‘stream’ or potential reach by our purchases that we make. Some of us use technology to use as an opportunity to share our good finds or cheap deals through our networks like Facebook and twitter. I cannot go probably three posts without seeing what someone has bought or what a good price it was OR even a group shared coupon or discount program post. We bring together online and real life (or ‘offline’) with our experiences and how we share them with others. The laws of attraction and affinity to me is like a step by step process of retaining and building drive within a community for a business by utilizing steps such as captured attention, reach, context, change, and reciprocity.

The next chapter highlights many items such as reward and loyalty, new technology making things competitive, and designing sharable experiences. One story that really stood out to me in this chapter was the 25 year old who was wanting to buy a nice gift for his girlfriend and used a barcoding app on his android to realize that amazon had the same product but for a much cheaper price. I can remember when items like these started popping up, making it a seemingly more competitive market. One could see more stores starting to price compare and match prices just due to one app alone. As more technology comes out, the more competitive it is to compete in the market. Walmart has a new app out right now where you scan your barcode and they scan local ads and give you automatically on a gift card any price difference they can find. I downloaded it for about a week before I was bored with it and had only gained about 47 cents- but still, talk about a new competitive force. It is almost like a game for some to gather up their receipts and scan them and wait to see if they ‘win’ a prize.

Smartphones have opened up a whole new playing field for marketing and the people that create the market. One thing you can’t get past now days is the loyalty programs that have popped up it seems like EVERYWHERE within the past five years. I’m pretty sure I have loyalty cards for the public restroom at Diebert park….Walgreens, CVS, Dillard’s, Rite Aid, Office Depot…..it is not just pharmacy stores that have these anymore. My question to them is: what quality and value are you bringing me through this loyalty program? Some I view as completely useless…you have to ‘earn’ so many points to get a discounted price… if I am not shopping there regularly what is the point? One last point that I would like to bring up is sharing experiences online. Instead of having to go to the store to try on my outfits I can now take a picture of myself and view the clothes in an online simulator- making the move online instead of in store. This even goes with glasses! (Which yes, made me extremely excited.)

Now that I’ve ranted for a good bit about chapter twelve I’m going to combine the last three chapters into one lump sum here. We find ourselves building brands now. We have the power to make or break these brands through OUR shared experiences. When was the last time you reviewed yelp or used kayak before going to a certain restaurant or booking a hotel room? Social groups are now in control of brands and all brands start at zero and must build their reputation up. Just like with Facebook and ‘like’ clicks. WE are in control of defining the value and equity of brands within our networks. We share our experiences which connects us with our relationships with people as well as products. It’s what we call our online interaction with each other. We are fueled as humans, by emotion which is what a brand must essentially connect with for us to want to bring it to life and into our connected relationships. It’s either part of our conversation or it is not- simple as that. If we value brands enough we can bring them up, if they are not as important to us at a personal level, it will be put on the back burner.

If organizations and marketing teams take the time to listen and learn from their markets, they can be much more profitable. We expect better products and even better services. Our standards change on a daily basis of what we want, what we need, and what we expect out of our purchases. Businesses must simply learn to adapt to situations that they are faced with such as: different cultures (online versus offline and what those markets expect), social channels, and millennial customers versus generation X ones. There are many different aspects that businesses will have to take into consideration as time continues forward. As the book mentions, Big Data is big opportunity. Humans can offer more insight and customer awareness than demographics and computers can. Businesses do not need to exclude human contact or study or completely rely on computers for their information sources. If your business does not listen or adapt…you ultimately take the risk of failure. Don’t be silly- open your eyes, open your ears, listen to what your customers want and perceive of value. Stand out as a business, don’t conform.

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TRUTH.

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Blog post 2. Chapters 6-10

This is my second blog post on the book ‘The end of business as usual’ by Brian Solis covering chapters 6-10. These few chapters of the book were an easy read about connectedness between us and our devices and social media.

The main points that I captured from these chapters were that the world is more connected than ever and in more ways than we realize. We are relying less on other types of informative media such as television and newspapers and relying more and more on social media platforms to get our information. There are more followers on twitter and Facebook than there are in watching regular television, people are turning to their phones for information now and Brands are having to shift their focus and create new strategies for marketing.

I can see variances in generations between who is tuned in to what. Myself, I do not watch much television. I’m usually busy on my phone or watching sports on my phone or even YouTube videos. My other family members such as my parents are the complete opposite. We do find ourselves sharing items over the ICloud and they are beginning to understand the concept and participation of Facebook and Twitter. In fact, my parents are now participants in ‘live-tweeting’ with their television shows, or checking into apps such as Viggle to earn points and play point-earning games.

News does not longer break so the book says, it tweets- and in all honesty it’s 100% true. I feel like I hear breaking news more through three sources before I hear word of it through a television break. Twitter, Facebook, and the social media site Buzzfeed. A few shares and the entire world seems to know about it. I follow some French feeds on Facebook and if something happens within the U.S. it usually takes less than 8 hours before it pulls up on the French feed. This also works with marketing strategies and videos that some Brands release that can be shared to millions who share it to their friends and who keep the cycle going such as the Budweiser dog commercial for not drinking and driving. Within these nextworks we are finding new platforms such as Path pop up which enables us to customize our lives even more to our social media lives.

Like the domino effect, we have an audience who has an audience and the effect continues. It is hard to capture and maintain the focus and attention of these audiences and we (and marketers) are having to search and strive for ways to maintain the focus. Live tweeting has been on a rise and is now used in lectures across the globe to our own homes with live-tweeting television. Now when you speak to your audience you must talk to them and through them. I think one of the most disappointing points was the picture in chapter seven that had almost all college students using macs in the classroom. Now almost every fifth grader has an Ipad. What happened to books? In a way I envy them- not having to spend countless hours in a library, not have to drag around all those books from class to class, so many things! Next thing you know schools will be getting rid of lockers because there will be no use for them.

On page 62 Brain states ‘It comes back to the idea that individuals feel disconnected from their friends when they are not interacting with them through their preferred networks.’ And ‘Our attention is constantly lured from the physical world to the virtual realm to manage our networks and the experiences we are compelled to share.’ Social media draws almost all of our attention, online games coming in close second and then email and others coming last. It is true, taking a step back and tracking my every step I recounted this:

1. Text message my friends, 2. Check Facebook, twitter, snapchat, Instagram 3. Eat breakfast 4. Check social platforms again and maybe text friends 5. Work on homework while taking small increment breaks to check social media 6. Play an app installed on my phone and browse through Pinterest 7. Have Dinner 8. Watch TV prime time shows while updating Facebook, twitter, Instagram 9. Participate in live tweeting events 10. Check school email 11. Watch YouTube videos and then go to bed. I shared my interests on Facebook or my social graph, and even shared the shows that I was watching. I sometimes participate in Foursquare to let my friends and family know where I’ve been or what I’ve been doing. Instead of calling and having a lovely chat about these items, I hardly bother and let them do the task of seeing what I’ve been doing and vice versa. We are connected now through similarities and marketers are trying to group us that way through things that we like, repost, and share.

Mainly what I gathered from these chapters is that marketers are searching for influencers to promote their brands. They are using items such as social graphs to figure out likes, dislikes, and other areas. They are reading data on how many shares they get through one person and how big of an audience they could get through them. They are trying to gain our attention and how convergence is working with all media platforms such as Viggle and Television. Marketers are moving away from traditional Television ads and focusing their time and money now on social media platforms and influencers.

Influencers are those with social stock that have a broad audience and can promote or market a brand through something they do every day with social media for rewards or payment. I just finished reading an article about a school teacher who quit her job to become a professional ‘twerker’ on Vine making over six figures a year. How do you ask? She doesn’t ask for payment, Vine is an open community- but she does promotions within her vine videos. Companies provide her the products and a little compensation and she incorporates them into her vines. Crazy? Yes, but smart. This teacher has over 200,000,000 followers and can obviously reach a broad audience and has plenty of social stock to offer. Marketers can jump on influencers like this by studying their audience and develop a target market based on the followers and then approach the main influencer to incorporate their products into their social media platforms. I’ve seen this mostly on Vine and Facebook. Many friends and members share products that offer discounts to the product, or a review on the product itself.

In all, social media marketing is always changing, adapting, taking new steps forward and being innovative. We are the targets but in all likeness we are also becoming part of the marketing team.

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This 5-step guide to creating a social media strategy will help you identify, plan and execute your social media goals.

Extremely interesting guide to review. Compare to Marketing Strategies found in other marketing classes. WARNING: you do have to download the guide through the website.

Hoot Suite also offers case studies!

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