Links for this week (weekly)

  • “A revealing research report from the team at Pivot documents the growing gap between marketers and customers. The data shows that consumers and brands are far apart when it comes to perceptions, behaviors, attitudes, and expected benefits. This divide, which industry analyst Brian Solis calls the perception gap, presents a problem for brands that are trying to maximize user engagement and conversion rates on social media platforms like Facebook and Twitter. Marketers must reach out directly to their audience and offer them what they want — if they don’t, they’ll suffer the consequences in terms of awareness, engagement, and revenue.”

    tags: marketing socialcustomer socialmedia customerinsight

    • Social media marketers say that they know who their customers are, but most have never tried to find out what’s important to them.
    • Social customers are most hungry for deals, exclusive content, and loyalty or rewards programs based on their engagement. Brand marketers believe they value social customer service above all else, while the reality is that it’s much less important to them.
    • Both sides agree that Facebook dominates mobile usage, followed by Twitter, Foursquare, and LinkedIn. But consumers are spread more widely across a variety of platforms than marketers have assumed. Brands have a narrow, winner-take-all sensibility, while consumers use more of a let’s-try-everything approach.
    • .  Consumers are going wherever the deals are, which isn’t what brands seem to think.
    • Sometimes customers don’t know what they want, and sometimes they do. Asking them should be part of your persistent customer research — it will give you insights and help you create innovative strategies to engage and empathize with your audience.
  • “Data driven by you, and about you, is everywhere. And it is increasingly an organizational instrument that employers — or perspective employers — ply with a bevy of data analytics tools to determine your value, influence or motivation within and outside an organization.”

    tags: humanresources bigdata socialanalytics motivation personalbranding personas

    • Another company, Cataphora, uses big data to model employee behavior. Its software shows a contextual relationship between data — emails, spreadsheets, IM, phone calls, wikis, expense reports and the like. It builds a digital character for each employee that is mapped against a model of the organization’s normal behavior. The result: any deviations from normality are detected. This can produce a variety of findings, from who the really skilled managers are to who is involved in risky behavior.
    • Algorithms that measure influence and motivation are part of a new group of analytic tools — from pre-employment analytics to on-the-job assessments — that can help a company determine your value throughout your career.
    • I honestly think, in each case in which someone is potentially creating long term problems for themselves, it is the same issue: someone is thinking solely about a very short term objective, failing to see that this stuff is going to aggregate in some fashion they can’t imagine
    • he digital behaviors you should avoid like the plague? “Co-mingling,” says Charnock, be that friending your boss on Facebook or combining work and personal email. “It is the worst

Posted from Diigo. The rest of my favorite links are here.

Head of People and Business Delivery @Emakina / Former consulting director / Crossroads of people, business and technology / Speaker / Compulsive traveler

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