8 Data Points about the Importance of Customer Experience
AUGUST 30, 2013
Sixty-two percent of B2B and 42% of B2C customers purchased more after a good experience , while 66% and 52%, respectively, stopped making purchases after a bad experience, according to a recent survey of 1,000 people who had had recent customer service interactions.
The Trouble with Klout
SEPTEMBER 6, 2011
In essence, Klout treats every social network the same and all interactions equally, she said. Estimating influence is a delicate balance of art and science. People are drawn to quantitative methods because scores are easy to understand.
Bidding Fond Farewell to BtoB Magazine
OCTOBER 3, 2013
Thanks to Facebook, such interactions are common today across hundreds of brands. I’ve helped judge its Social Media Awards for the last four years and also contributed to the annual Interactive Marketing Guide since 2010.
Five Often-Overlooked Reasons Senior Executives Should Use Social Media
FEBRUARY 10, 2016
We constantly seek connection points in all our interactions because they create a foundation for trust. The same applies to online interactions, and that’s why social networks can be so powerful for executives. “I don’t have time to build my LinkedIn profile.
How to Run a Great Dinner Meeting
APRIL 4, 2012
Everyone can see and interactive with everyone else. I had the pleasure of being invited to a dinner last night with some local technology luminaries and guest of honor Reid Hoffman , the co-founder of LinkedIn and already a Silicon Valley legend at the age of 44.
Social Marketing Wisdom From a True Practitioner
JANUARY 24, 2013
Stand Out builds on the premise that a great online presence is a function of distinctive content delivered through multiple channels with the assumption that interactions with constituents are part of the process.
How Much Should You Pay For Content?
JUNE 9, 2011
BtoB and I work so well together at this point that there is very little waste in our interaction. Marketers often ask how they can train engineers and technical people to blog, podcast and otherwise engage in deep online conversations with customers. My advice: don’t bother.
How B2B and B2C Marketing Are Different
JANUARY 20, 2011
The fact is that much of what works in consumer markets would fail in B2B interactions. My fourth book, Social Marketing to the Business Customer , came out this week.
15 Tips for Getting the Most From LinkedIn Groups
OCTOBER 11, 2012
LinkedIn is the only major social network that doesn’t permit brands to interact as members. I spend a lot of time in LinkedIn groups and have learned a bit about maximizing their potential as conversation-starters. Here are 15 of my favorite tips. Please add your own as comments. Ask Questions. The best way to provoke discussion on LinkedIn is to ask questions. Rather than sharing a link to an article, use it to kick off a discussion.
B2B Blogging Gets Publishing Discipline
MARCH 24, 2011
Results: “A near vertical rise in viewership, Alan says, and a high quality of interaction with visitors. I’ve spent some time over the last week judging the finalists in BtoB magazine’s annual social media awards.
Live Blog: Lotusphere 2012 Opening Session
JANUARY 16, 2012
” Getting health care providers to interact social is a big challenge. Participants can then interact through avatars to transfer knowledge and discuss. Michael J.
Facebook, LinkedIn and Twitter in Plain English
APRIL 18, 2012
My goal was to describe in plain English the way these networks provide value to their users and the metaphors they use for interaction. The more active members are in the community, the greater their influence and the richer the interactions with other members. version of the classic impression, but social network interactions are potentially much more important because members can comment upon, endorse and share other members’ activities with their own networks.
What Social Media Marketers Should and Shouldn’t Do
JUNE 18, 2013
Recent research has shown that people are twice as likely to interact with companies over social media for customer support purposes as for marketing. A journalist contacted me with some questions about social media marketing that I hear quite often. I thought I’d share my responses here. These thoughts are particularly directed at B2B marketers. What are three or four things social media marketers should do, and explain why they’re important.
Interesting Threads in Dell’s 2013 Social Media Predictions
FEBRUARY 27, 2013
There’s a strong subtext of the need to make interactions more meaningful and personal and for brands to unleash their people to speak as themselves. I happen to be one of the 14 people quoted in this Dell e-book, Social Media Predictions for 2013 , but that’s not why I’m pointing out to you. I have great respect for every one quoted in this book, and but what’s interesting is the common themes that emerge.
Awareness E-Book Raises the Bar on Social Measurement
JULY 29, 2011
Online marketing provides much richer options for understanding how people interact with our content. The question of how to measure social media performance, particularly in a marketing context, continues to be one of the industry’s hottest topics.
Facebook Can Work for B2B Marketers, But You Gotta Know the Rules
AUGUST 4, 2011
EMC doesn’t use Facebook’s wall to much effect, but its purpose seems more promotional than interactive. For interactivity, it’s hard to beat Intel’s page, which has racked up nearly 2.7
Sensible Talk About Social Media Measurement
JANUARY 4, 2012
The Internet is the most measurable medium ever invented, but the perception that returns on online social interactions can’t be quantified stubbornly persists.
How to Calculate Social Marketing ROI
JUNE 24, 2010
In order to do ROI right, you need to track every customer contact, not just interactions with the sales force. Web analytics today deliver unprecedented insight about online interactions.
Surveys Show ‘Social Business’ Concept Gaining Traction
NOVEMBER 16, 2011
It’s also worth noting that 81 percent of respondents use face-to-face interactions to connect with customers or prospects, underlining the fact that Facebook has its limits.
ComScore Data Illustrates But Also Obfuscates
MARCH 1, 2012
Most people interact with the service through third-party clients and services that use the Twitter APIs.
McKinsey Research Again Validates Social Technology Benefits
DECEMBER 27, 2011
Executives at internally networked organizations note the highest improvement in benefits from interactions with employees; those at externally networked organizations, from interactions with customers, partners, and suppliers.
CareOne Cashes In On Community
FEBRUARY 7, 2011
CareOne has invested time and money to encourage the minority who interact. The company clearly cares about bottom-line return, and by being able to track individual visitors through their various interactions with the company, it has shown some impressive results.
The Social CIO: Texas Health Builds a Knowledge Engine
DECEMBER 9, 2011
People are learning to treat each other as people instead of titles, and that improves the quality of interaction. Last week I posted a rant about the failure of CIOs to take a leadership role in their company’s social media strategies.
David Ferrucci on Building the World’s Smartest Computer
OCTOBER 31, 2011
You want to interact with people who can help you understand meaning. Live blogging Dr. David Ferrucci’s address to the IBM Watson University Symposium at Harvard Business School and MIT Sloan School of Management. Ferrucci was director of the IBM Watson project.
Social CRM: Curb Your Enthusiasm
OCTOBER 7, 2010
CRM is a well-established discipline that presumes that the more information we can capture about a customer’s interactions with our company, the better we can deliver products and services that the person wants to buy.
How Will Computers Serve Us in 2020?
OCTOBER 31, 2011
McAfee : You think in five years I’ll be able to go to Croatia and interact comfortably with the locals? Live-blogging from the IBM Watson University Symposium at Harvard Business School and MIT Sloan School of Management. . Panel discussion: What Can Technology Do Today, and in 2020?
Recent Writings: Negativity, Social Gaffes and Farewell to Case Studies
JULY 15, 2011
They are delegating social interactions to one person, but they’re shortcutting the learning process by hiring people who can train others. I haven’t had a chance to blog here lately because most of my writing is been on assignment for other publishers.
B2B Blogging Excellence
MAY 25, 2010
When I pass people in the hall, I’ll ask if they had any recent customer interactions that were interesting,” he says. “I’ll I was privileged to moderate the BtoB magazine Social Media Awards Breakfast in New York this week.
Engineering360 Joins Expanding World of Vertical B2B Communities
OCTOBER 3, 2014
” Edited by David Wagman , a journalist and analyst who’s covered engineering for more than 25 years, the site features news, analysis, product research and tools, events, product catalogs, an interactive community and other resources typical of professional networks.
Eloqua’s Innovative Blog Tree
DECEMBER 15, 2010
According to Eloqua content director Joe Chernov : Our vision is to make this graphic as interactive as possible. Big graphics are a recent trend and a great way to attract attention.
10 Tips For Moderating a Great Panel
SEPTEMBER 23, 2010
The reward of a successful panel is seeing the audience interact both during and after the event, and hearing that all your panelists enjoyed the experience. This topic is a little different from my usual fare.
Millennials: Coming Soon to a Cubicle Near You
AUGUST 26, 2010
By “speak”, she means text messages, instant messaging sessions, wall posts and maybe a few webcam interactions. For today’s teens, interaction with friends is multi-channel and multimedia.
JUNE 4, 2010
People interact with the medium differently. We want to interact with like-minded people. My definition of a good speech is one in which the speaker tells you something you already know in a way that you’ve never considered before.
The Power of B2B Communities
MAY 27, 2010
The SMB market is coveted by technology firms, and many of them pay Spiceworks for the chance to interact with the audience of over one million IT professionals for activities ranging from market research to product design. Here are the first 1,100 words of the chapter on B2B social communities from my forthcoming book, co-authored with Eric Schwartzman, entitled Social Marketing to the Business Customer.
The 24 Best Interactive Websites of 2015
DECEMBER 10, 2015
Everyone’s been raving about the popularity of web video this year, but a less talked-about form of visual content—interactive websites—can be way more engaging. Use interactivity to create a distinct experience for each viewer. Important because: This interactive is sheer fun.
4 Steps to Create Awesome Interactive Content
Modern B2B Marketing
APRIL 20, 2017
Fortunately, interactive content makes a marketer’s job just a little easier. Interactive content is an experience where individuals can participate with the information they’re consuming, creating an immediate two-way dialogue. Have you already had success with interactive content?