September 15, 2011 at 5:11 AM in
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Before I start let me ask you a very simple question - How do you decide your product architecture? Let me guess -Developing an altogether a new technology - An InnovationImproving by doing some moderate or big changes to your current productsYour rivals have launched a new product in the market and to stand in the market you are also launching the product with some variations of course.
This is a very simple procedure every company used to follow to give a shape to their ideas and to make an offering to the market.Now next comes the question of retaining the consumers or we can say giving a stand to the brand in the market. Satisfying the customers is the ultimate aim of every marketer and they give every dime to gain the confidence.How do you know your consumers are satisfied? How do you measure your consumer's sentiment for your brand? Its Indeed through the common social media analysis, diagnosing social media blogs and forums for consumer reviews and then scaling out their sentiments to draw out a final perception for your brand. After that you move ahead to correct the deficiencies so as to improve your brand performance in the market. This is what is called as a Normal Conduct followed by every company.Can it be different this time? First, listening to what your consumers want, what are their expectations, analyzing their perception and giving them their wish product rather than offering them what you want? Don't take it the other way round, my motto is not to distract you from innovating or avoiding competition with rivals, but rather I am more focused on consumer needs and developing products and services accordingly. I am not denying the fact that Innovations have not created the milestones. Nobody would have had thought of computers and iPad. But I prefer do something new every time.Few days back I read an article of Best Buy created a product based on the consumer feedbacks. They discovered that consumers want laptops with longer battery life, optimal key board and thin and light weight design with superior warranty support. They then tied up with Hp and Toshiba to bring in effect this exclusive product.There is nothing you cannot do in this social media world. When you can measure the after sales sentiment for your brands, you can easily identify the consumer desires going deep inside the same source. You might be focusing on specific blogs, forums and other social media sites of yours and your competitive brands for analyzing consumer perspective, but when identifying the consumer needs you have the vast pool to go through, as much deep you want and bring the one that lures your consumer. The unlimited resources and media sites offers as much as content you want, to read your consumer mind.So, when next time if you are planning to launch a new product, do consider once to see what your consumer is expecting from you.Arifa RajThe author is a business researcher with CheckBuzz, a social media monitoring company.About CheckBuzz : A Social Media Monitoring Company, which tells brands/corporates what bloggers, journalists, powerful consumers, or even ordinary people are saying about them. Having a healthy experience of 3+ years, this company gives its solutions on Social media consulting, Social media marketing and Social media monitoring.For any inquiries, please feel free to write our team: info@checkbuzz.com
September 15, 2011 at 5:09 AM in
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The way social media was initiated has been changed. Earlier it was only used to share thoughts, lovely snaps and making friends, but now it is used beyond that. It's now not restricted to sharing and networking in fact it has evolved as a new paradigm for every internet user.
The days are gone when I used Facebook and Twitter to see what my friends and other in my network are doing? What they are posting? How actively they are engaged? yada yada yada. In fact I am not the only one who is looking more into social media sites apart from sharing of snaps and lovely moments. You all must be using social sites in order to gain more, to know more and to discover more.Being a digital content analyst I find it very interesting to do research on the data available on social media sites. And this new arena of research is possible only when we do lots and lots of sharing. This sharing provides a path to researchers, where they can find out so many information which may be beneficial to both users and business organizations.
For doing an in-depth research there are few requirements-
1. Need of data which has been shared for any particular product/service.
2. Context developer
3. Digital content analyst
Social media offers a tremendous amount of data, and that data can be turned into a useful report with facts and figures into it. One can collect an ample of data which is present on all social media sites. Now the difficult task is to collect data separately for each and every product/service. And here comes the role of Context developer to collect all available information related to a particular product/service and later on arrange it in a presentable manner.
At last the role of Digital content analyst comes whose role is to determine and analyze each and every thing related to that product/service whether relevant or irrelevant and to present it in a healthy manner with some fruitful insights for the clients.
Research can be done on any or all points. There are few basic points on which research can be done for any brand-
1. Identification of sentiment of brand- positive, negative or neutral and why.
2. Identification of major influencer's of brand.
3. Who are the leading competitors/rivals of that brand.
4. Availability/Unavailability of brand in the market.
5. Determining the financial position of brand.
6. Identification of customer satisfaction/dissatisfaction.
7. In which product/service brand is having a lead and in which product/service brand is facing downfall?
8. Why the brand is facing difficulties in having an edge.
9. How the brand is positioned in the market.
10. How the brand is socially responsible towards the society and environment.
And these points are not limited more can be added as per requirement and the demand of research. But to carry out a complete and useful research a healthy mind and good analytical skill is the primary requirement. There are many companies like Checkbuzz present in the market which are doing marketing and financial research and they have their own sets of standards and parameters, gist at the end is a robotic mind is not required. The role of analyzer is very significant in doing research as he/she is the one who will think and analyze the available information effectively.
So social media sites are not only the platform for users to share but it is also acting as a research tool for the researchers and analyzers and is providing a useful assistance to brand in finding their market presence. How they are being talked about by the people and so on.
As many people use social media and many more are adding daily to it each minute, there's is bulk of data out there which has created scope for brands how to flourish and created job opportunities for people like you and me. Have you searched out what is the position of your brand into the minds of customers and in the market? If not then for whom are you waiting?
Heena LodhaThe author is a business researcher with CheckBuzz, a social media monitoring company.About CheckBuzz : A Social Media Monitoring Company, which tells brands/corporates what bloggers, journalists, powerful consumers, or even ordinary people are saying about them. Having a healthy experience of 3+ years, this company gives its solutions on Social media consulting, Social media marketing and Social media monitoring.For any inquiries, please feel free to write our team: info@checkbuzz.com
September 15, 2011 at 5:08 AM in
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When today everybody, whether it's a celebrity or a fifth grade student, is chit chatting on Twitter, Facebook, and LinkedIn, I thought I should also talk a little this time. Everyone is so eager to file the FIR (First Information Report) to these sites whether it's personal or professional, whether it's the stress in the office or the new gift from a boy friend, all we have to say it first to the carriers of internet's one billion plus account holders - Twitter, Facebook and LinkedIn. So, why not to take out some benefit for the businesses as well.Marketing had only been a one way communication i.e. from the marketers view point. In the past marketers were only concerned to advertise about the new product marketing or we can say that only at the time of any new launches. They don't prefer to talk to their customers when there are no new launches. But, time changes everything and so the way of marketing also took a change. Every company whether small or big, whether listed on the stock market or not, running even in a small shop approaches uses social media marketing for every damn purpose of marketing for their offerings and talk freely with their consumers via social media.The one way communication part has came to an end, now the market king called consumers have the power to like or dislike a brand directly on internet; post anything and everything, which actually helps brands to know the consumer and market insight. Marketers now prefer to must have an account on Twitter, Facebook and LinkedIn, etc. They don't approach the media on a new launches only, but they prefer to connect with their consumers daily or weekly. Marketers now are more conscious about their strategies and share everything with their consumers.Ofcourse managing all the social media account on daily basis sounds a bit difficult task, but there are ways with which you can easily handle these accounts and update your comments regularly. Pluggio, Hootsuite, Tweetdeck,Seesmic, CoTweet, Brizzly, Buzzom are the tools from where you can manage multiple accounts from one place, one comment or one post on any of these above accounts and it will be posted on all of your selected media accounts.Internet marketing is not all that tough job now, when there are so my tools to manage it easily. So next time when you have a thought, just share it with your audience and see what you get in return for it.
Arifa RajThe author is a business researcher with CheckBuzz, a social media monitoring company.
About CheckBuzz : A Social Media Monitoring Company, which tells brands/corporates what bloggers, journalists, powerful consumers, or even ordinary people are saying about them. Having a healthy experience of 3+ years, this company gives its solutions on Social media consulting, Social media marketing and Social media monitoring.For any inquiries, please feel free to write our team: info@checkbuzz.com
September 15, 2011 at 5:07 AM in
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Days are gone when face to face communication with clients was the only way to approach business. The only way to listen to the demands and desires of customers and clients was to have a face to face interaction with them. But now with the introduction of online media or you can say social media things have improved a lot and engagement with the customers has become very easy.
With the help of social media we can help our business to grow, we can strengthen our relationship with the customers, we can attract consumers and this will result in a lucrative way for business. Now the question arises how to lure customers and how to engage customers on social media?
Before applying social media into the business one should be very clear with the goals. Is your goal is to have maximum number of clicks on your website? Is your goal is to be have maximum number of clicks on google search?
Engagement is increasing the number of clicks by each consumer once they reach your website. Lets follow basic steps in order to engage consumers on social media. These steps in my language is known as G-G-T.
1.Gain Attention
Before you make a sale, you must gain the attention of your target customer. Search engines and Social Media when go hand in hand works better. Frequently posting interesting videos on YouTube and publishing blogs that appeal to the interests of your target audience can attract attention. Write for your target audience, and include relevant keywords and "eye-catching" headlines so that the search engines know how to point your social media content.
2. Get Interest
Your blogs should contains links which directly fulfills the answers of the customers. Links should be posted at an appropriate place. Opening a link by a customer means that he is interested in gaining more information about your business or product/service. And also don't forget to mention your email address, so that interested customer can write you onto that.
3. Take Action
After you are done with the above two steps your next task would be to take action. What is your desired action? Is your action is to make sale? Is it to schedule meeting with your consumer? Make sure that your action should fulfil the curiosity of your consumers and potential consumers. And after doing this don't forget to give thanks note to consumers so that you can strengthen the relationship with the consumers.
Marketing your product/service with social media requires an engagement with the consumers. With the help of G-G-T you will make it easy for your targeted consumers to know more about your business and gain more information about their desired product/service. Your customers will do more clicking on your website. They will be more likely to continue clicking to make a purchase. And at the end of the day you will be successful in engaging consumers.
Heena LodhaThe author is a business researcher with CheckBuzz, a social media monitoring company.
About CheckBuzz : A Social Media Monitoring Company, which tells brands/corporates what bloggers, journalists, powerful consumers, or even ordinary people are saying about them. Having a healthy experience of 3+ years, this company gives its solutions on Social media consulting, Social media marketing and Social media monitoring.For any inquiries, please feel free to write our team: info@checkbuzz.com
September 05, 2011 at 4:36 AM in
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Social Media! Emotional Media, Crucial Media, Brutal Media or natural media. The emotive math or mathy emotions. It all falls right here!Our abhorrence for calculation enables us to mutually agree on statistically dubious metrics with nary a shrug or domed eyebrow.The summing up of raves and rants will give you at the end of the day a spreadsheet filled with joyous figures.I have done it all the time! You try to look at it from different angles, so that it makes sense. At least to you buddy! So it goes like this! Hey I see a lot of spike, what the hell happened this day? Ok, let groove the data a bit more. So there was this "New product launch" news for XYZ. Who is writing about it? Hmm.. Timmy from CA, Minny from MA and the list goes on! This is gonna be really positive sentiment generator. Uh-oh! Really? How come? Just coz you have a spike in conversation for you and you got enormous amount of news floatups?Did you drilled really more harder to check how the numbers are summing up with deeper analytics into each post and was the engine really a mastermind to give you all what we wanted? I sometimes fancy the tech art of drawing auto sentiment? Ok, so here it goes, I define few keywords now, bad, customer service, sucks, hate...............(I think a list of 60-70 would be handy, ain't it?) and they should be linked to an XYZ brand you are tracking. Huff! I think again, no there can be another possibilities too which I can miss? I make the list more bigger, so I add few more words (not on time, yuk, shit, ... and blah blah blah). So at the end of the day, I really worked hard defined the tags which are the best as per my skill-set and I don't think something will fall out of that. Ding ding ding! That's the point you drew out, what you want to hear and what you don'tI think most businesses feel the same about mixing math and social media. Eventually, Social media is definitely measurable, but the people that tend to use social media, aren't analytical people. Though this is very broad and not as accurate as we like to think. Social media is very analytical if you think about it, since there's a lot of maneuvering between sites and engaging that takes a bit of analytics to fully realize. Social media is special, in that the one-to-one relationship you mention gives you the opportunity to really see the overall picture of how your brand is measured in the marketplace. As you say, that's the good news. The bad news is there are so many tools out there, tools that measure differently and have different opinions on top-dog measurements, I can see why any business, new or old, would be scared to touch it.
"Social media almost always offers the advantage of complete--rather than extrapolated--data."
What that means to me is, no matter what your business or reach, the data's there to be found and, more importantly, utilized and applied to your business model, for increased potential of long-term success.Rome wasn't built in a day. Start by measuring things you can more easily track -- like the impact of social media on your business objectives and goals. We have never been able to track the ROI of offline WOM, yet most CMOs would have told you and still tell you its important.
I think companies have a tough decision to make sooner or later when it comes to ROI -- how much money and resources do you want to throw at tracking ROI down to the penny versus trusting employees who understand the ways of new PR and marketing and are really doing things your brand has always encouraged offline anyway. I don't think the answer is no ROI tracking, but I do think we need to re-evaluate consistently and prioritize. So what do we loose?
1) The ones who "get it" in the prospect team say "at this point, we can barely convince upper mgmt that there is ROI in social media, much less in monitoring it."2) Even if we had the data we wouldnt know what to do with it.The biggest problem I see (though most clients don't even realize it) is that the largest share of social influence occurs on Facebook, but much of that remains invisible to monitoring tools (due to most users' privacy settings).Hmmmm... with all said and realizing the tug-war between and what's quantifiable and what's qualifiable, we can sum up something here:What Should You Measure?Well, differs from company to company. If you're a business-to-business (B2B) company that has a long sales cycle with many conversations with prospects before they become customers, you can determine with relative ease whether that customer was influenced in some way by your social media efforts.Your type of company and how your business is structured has tremendous influence on what you can credibly and reliably measure within the social media realm. Measurement of all things--not just social media--is a discipline, not a task, and it needs to be a cultural imperative. If you're going to ask about the value or impact of social media and how to measure it, you need to know how you determine those things for other areas of your business and translate or adapt some of those practicesAnd when you say "Social media isn't measurable", I think your organization is showing the following symptoms. 1. Tool misfit: Don't have the right tools in place to collect the data we need.2. Data mismatch: When we have all the data, we don't know where to start.3. Correlation mismatch: We don't know which data might relate to other data to analyze it well.4. Sufficiency Mismatch: We don't have or won't deploy enough data collection and analysis resources to figure this out.5. IDK Mismatch: We're afraid of what measuring will actually tell us about our effectiveness.You need to understand whether you're equipped with the right tools and data, whether you're willing to spend the time evaluating that data, and whether you're functionally and culturally prepared for what it might show you.Once you're past that hurdle, you can get to the numbers - and if you're going to do social media right, you need to get past your loathing for math. Nobody promised social media would be easy, only that it would be awesome.
Rohit Kumar GuptaThe author is a business researcher with CheckBuzz, a social media monitoring company.About CheckBuzz : A Social Media Monitoring Company, which tells brands/corporates what bloggers, journalists, powerful consumers, or even ordinary people are saying about them. Having a healthy experience of 3+ years, this company gives its solutions on Social media consulting, Social media marketing and Social media monitoring.For any inquiries, please feel free to write our team: info@checkbuzz.com