Categoria: Social, Media, Mobile

I segreti dello share

su da Gian Carlo Mocciin Customer Neuroscience, Marketing, Loyalty, Social, Media, MobileLascia un commento
Cattura
AICEX: ci piace la frase finale “… if the most highly regarded values on social are driven by emotion, ego, insight, intrinsic fulfillment – not coupons, deals and discounts – how do rethink your marketing strategy with the goal of blowing through the content shock?”
Although the actual act of sharing online is simple, the affect on your relationship-building efforts is huge. The act of sharing content actually helps others process your information better. Because of the implied commitment, those who share pay closer attention to what they are sharing. Another New York Times study on sharing found that:
  • 73% of participants say they process information “more deeply, thoroughly, and thoughtfully” when they share it.
  • 85% say reading content that others share helps them understand and process information and events.
  • 49% say sharing allows them to inform others of products they care about, potentially changing opinions or encouraging action.
So by creating ideal conditions for content-sharing, you build power for your brand AND create new value by helping your audience understand you and become authentic evangelists for your products and ideas.  Obviously, getting to this cannot be reduced to SEO techniques or “buy-ten-thousand-Tweets” schemes to drive traffic.Mark Schaefer says, “Shareability requires connection of some kind; your content must fill a need or perhaps even reflect on a trusted relationship.“
There are any number of pieces of content that go viral on the Internet due to luck. One of my favorite sayings is “Cats win the Internet!” But only a few of them really take off.  Who knows why? In any case, you shouldn’t build the focus of a strategic effort on getting lucky. Leverage best practices and learn some of the techniques you can apply to give your content its best shot.  One of these is the recognition that most of the value created on Social every day is not economic. The bulk of folks on Facebook are not there to be more profitable!
Emotion is at the core of the idea of social….social has a number of definitions and nuances as a word, but in this context the meaning is “Attitudes, orientations, or behaviors which take the interests, intentions, or needs of other people into account (in contrast to anti-social behaviour)…” People share when they feel joy, fear, uncertain or passionate about something. One study discovered that purely emotional content performed about twice as well as strictly rational content. This part of human personality benefits from the addictive nature of connecting, storytelling and commiseration. The reward for passing on content is intrinsic and rewarding in ways that cannot be bought. Lee Odden, CEO of TopRank Marketing, says “The most important characteristic of content marketing today is not quality or quantity. It’s insight. And that is the differentiator lacking most everywhere.“
So, if the most highly regarded values on social are driven by emotion, ego, insight, intrinsic fulfillment – not coupons, deals and discounts – how do rethink your marketing strategy with the goal of blowing through the content shock?  This is a tough nut to crack and a challenging mindset to take.
Is building deeper relationships with your customers a big goal for you? How are you going about it?

SOURCE: Fascinating Sharing Secrets You Need to Know – http://wp.me/ph7Ft-d9

L’impatto delle recensioni sull’e-commerce

su da Gian Carlo Mocciin Customer Journey, Social, Media, Mobile2 commenti

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AICEX: in alcuni ambiti il “passaparola” conta poco 🙂

Sometimes when we want to buy something we are not used to, we get lost and wonder what to choose from the large list available in the market. In such cases, people usually tend to ask someone they know for a recommendation. This experience is still relevant in online shopping. But instead of asking friends and relatives about recommendation, people now turn to reviews to learn from others’ experience.

Reviews have become one of the first things an online customer would look for before making a purchase. With the quick spread of information, people share their purchase experience with others, bad or good. In some cases, customers search for reviews even before checking the product.

Importance of reviews and how they impact the purchase decision has become subject to a lot of scientific studies. Reviews in eCommerce have taken the position of word of mouth concept known in old marketing and how others’ opinion affects trust and purchase decision.

A group of researchers from Manning School of Business University of Massachusetts Lowell, Department of Operations and Information Systems, has led a new study to investigate the power of reviews or what the researchers referred to as “power of crowd”.

In recent years, reviews have proliferated and become one of the main factors of business trust and ultimately purchase decision. That’s why businesses should pay much attention to the user experience, and keep track of their reputation online. As stated by the study which is published in a Journal of Internet and e-Business Studies “Ensuring trust and maintaining popularity has a big impact on the future sales of businesses.”

The impact of word of mouth was restricted to person to person or to a small group of people, but the impact of reviews now has gone broader. Researchers stated that “The technology makes the cost of distributing information cheaper and more efficient. In online markets it breaks time and geographical boundaries for online shoppers”.

Always, the challenge of business success is trust, and e-business isn’t an exception. “When consumers make transactions online or explore a website, more often than not they do not know the persons or vendors they transact with. E-commerce brings challenges into the traditional trust constructing processes… Trust plays a key role in business-to-consumer (B2C) and business-to-business (B2B) online transactions, which affects the success of business for Web vendors.”

Online customers would imitate a customer’s experience. Thus, reviews then affect the consumer buying behavior and help the customer make informed consumer purchasing decisions. As stated by the research “Other consumers benefit from these evaluations and can now make better informed decisions about the sellers and the products they sell.”

Researchers stressed out that “Consumers are frequently influenced by online reviews and tend to mimic others’ behaviors. Group mimicking behaviors refer to the situations in which people include information from users’ behaviors and disregard their own information when they make decisions.”

As a business, you don’t complete hand on your reputation, but consumers make it. The study showed that “The opinions of consumers on the trustworthiness of sellers and the quality of product can be formed by online reviews. It implies that the popularity of a product or service can generate potential sales and revenues.”

To understand the effect of crowd on trust, researchers have taken hotels as a sample to study. They found that “the popularity of a hotel is positively correlated with the size of crowd following the business, and also impacted by other factors, such as price, location star levels, etc.” Yet, they mentioned that “5 star hotels are not necessarily more popular than 4 star hotels, and 4 star hotels are not more popular than 3 star hotels…and so on so forth… We find that the popularity of a hotel can be explained by consumers’ satisfaction on hotels’ value, location, and cleanliness.”

For online business, word of mouth has been changed to reviews. Business reputation and customers’ purchase decisions are impacted by others feedback and shopping experience. So, for a successful online presence, businesses should not ignore reviews and they should invest in improving any poor experience mentioned by users.

SOURCE: Impact of Consumer Reviews’ on e-Commerce Business – http://wp.me/p4HJXH-3X

Perchè il Marketing sta approcciando male i Millennials

su da Gian Carlo Mocciin Digital, Design, UX, Marketing, Loyalty, Social, Media, Mobile

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AICEX: Un Post molto completo sul tema.

This article is part of our content series with Brandwatch, one of the most powerful social media monitoring and analytics tool used by pioneering brands and agencies all over the world, and a Global Supporting Sponsor of Social Media Week.

Millennials. As a marketer, it’s a term I see every single day. In fact, I started to get so sick of it, I made use of the Millennials-to-Snake-People Chrome plugin, which is about as hilarious as it sounds.

I often hear brands state that they are trying to target Millennials, as if that’s some grand strategy designed to reach a whole new group of consumers.

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Come gli smartphone stanno plasmando il nostro cervello

su da Gian Carlo Mocciin Customer Neuroscience, Digital, Design, UX, Social, Media, MobileLascia un commento

Image by: Shutterstock

by KATIE COLLINS

Extensive use of smartphone touchscreens is changing the sensory relationship between our brains and our thumbs, a study published in Current Biology has revealed.

The plasticity of the human brain and how it adapts to repetitive gestures has been tested in multiple contexts previously, including in musicians and gamers, but neuroscientists from the University of Zurich and ETH Zurich believe smartphones provide a unique opportunity to understand how everyday life can shape the human brain on a huge scale.

Smartphone growth has seen people using their fingers — and in particular their thumbs — in a completely new way multiple times a day, everyday. The very nature of the devices means there is usually a record kept of all the things we are doing with our thumbs on our phones, providing the neuroscientists extensive data to work with.

“What this means for us neuroscientists is that the digital history we carry in our pockets has an enormous amount of information on how we use our fingertips (and more),” explains one of the study’s authors, Arko Ghosh.

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