Just stumbled over this stuff from some notes I had scribbled down. Useful!
Creative Problem Solving process from Treffinger, Isaksen & Dorval “Creative Problem Solving: An Introduction” (link to Amazon):
Traditional marketing have little value once you are in the social media sphere. Not that traditional marketing theory is completely irrelevant, but the “shout the messaging as loud as you can until you get people’s attention” certainly won’t work on Twitter or any other of the social media sites.
Thus, the AIDA – Attention – Interest – Desire – Action becomes irrelevant for most cases of social media marketing.
I have developed a new marketing framework called LEAP for social media strategy, as in “Listen – Engage – Action – Pass it on”.
1. Listen
Social media is perfect for listening and monitoring what goes on in the market. What are people interested in? What do they think about your products and services? What are feedback from users? What are potential new markets? Are people even interested in what you are doing – or not at all? Use tools like Tweetdeck or Google blog search / Google Alerts to stay abreast of what is going on in your market. Update: Also check out Backtype for real time search into what people are saying about you (Thanks Johan!).
2. Engage
The best way to get attention online is through engaging with the community – or getting people to actively debate between themselves (i.e. you could facilitate engagement, but not actually take direct part in it). To create engagement without your own involvement you need to get people to feel something for your brand. Some people refer to this as creating “Lovemarks” as in “Loyalty Beyond Reason”. Apple could be defined as a typical Lovemark-type brand. The fans of Apple will stand up for the brand and defend its products in blogs, communities etc when critics attack the brand – and Apple does not even have to get involved. This rarely happens to for example Microsoft…
Other examples of user engagement could be Alternate Reality Games or online games in general where you go and actively create an engaging (and addictive!?) user experience in order to promote your brand and get people involved with it. There are already many examples of this from the media / entertainment industry such as:
This can also backfire, when the online experience becomes more popular than the product itself, as we have seen with the ARG for the Norwegian movie “Rottenetter” which got loads of people involved with the ARG but the movie itself got really bad reviews.
3. Action
Action is the only part of the AIDA we kept in the new model. In AIDA “Action” refers to “leading customers towards taking action and/or purchasing”. In LEAP that action could also include sharing information with other users such as blogging about your brand or signig up to something.
4. Pass it on
The most important part of using social media as a marketing strategy is to tap into the word of mouth effect. That could mean referrals/recommending to others, customer reviews, tweets, feedback, sharing / posting on facebook or other community sites such as LinkedIN etc. Sharing what you purchase is a form of image projection as well – we want people to admire the choices we make when it comes to our choice of lifestyle (anything from the books we read to the food we eat). There are also new services popping up, like Blippy where users share anything they purchase. Watch this space…
Slideshare:
From Blue State Digital presentation @ Web 2.0 in SF 2009:
1. Drive action
2. Be authentic
3. Create ownership
4. Be relevant
5. Create a strong, open brand
6. Measure everything
7. Always listen
When Steve Jobs proudly showed off the iPad this week, one of the most interesting things to note was how easy and well implemented the web browsing experience is on the iPad. Because you can keep it in your lap or hold it up like a book / newspaper, it will certainly improve the online reading experience. At the moment text heavy sites have not been very user-friendly and many report that users only read the header and look at images – but very rarely read long articles online. I think that the iPad very well could change that. Put your money back into newspapers, ebooks, niche magazines and the like guys – reading of online content is back!
It is interesting to note that the day after Jobs presented the iPad, the Google blog search counted 7,192,998 for ipad and 201,403 for itablet.
Hitwise reported that before the announcement of the iPad that searches for terms such as ‘apple tablet’, ‘apple islate’, ‘itablet’, and ‘ipad’ accounted for 1.9% of all laptop related searches in the UK last week. This may not sound too grand, but it this actually means that the iPad was the most searched for laptop in the UK last week – and before it is even launched or anyone has seen a picture of it (this was before Steve Jobs showed it to the world).
Will you guys be getting the iPad?
Here is a leaked 4th generation (and hopefully also possible to use on the 4G network which recently opened up in Oslo!). According to this it is all screen and no buttons…. nice!
Det gale vesenet som bor i hodet mitt bestemte seg i fjor høst for å kjøpe ei hytte. Nærmest en rønne faktisk med den enkle adkomst via 192 trappetrinn. Noen bilder kan du se her.
I dag fik jeg nok en sprø idé om å bygge på en etasje ettersom taket antakelig uansett må byttes ut. Lurer på om det lar seg gjøre? Kanskje jeg får skikkelig utsikt over fjorden da? Mon det. Uansett er det galskap. Kanskje nettopp derfor bør det gjøres?
I always struggled with finding the path to a file on my mac as the Get info panel won’t let you copy the path. But today I found a really good tip in a forum called Mac OS X Hints:
1. Click on the file or folder you want the path for
2. Click on ‘Finder’ in the menu bar
3. ‘Services’
4. ‘TextEdit’
5. ‘New Window containing Selection’
A TextEdit window opens with the text (hyperlink) of the path, e.g. /Users/Jim/Music/file.mp3
Really useful!!
Thanks to jhaslam for great tips!
Nå er det jul igjen!
Latest tweet | Mark Alan Hewitt on The iPad will re-vitalize… |
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| Guy Poz on iPad searches before and after… |
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 | Ingjerd Jevnaker on From AIDA to LEAP |
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