What happens when paid, owned and earned media works in symphony...

When a company manage to not differenciate between marketing in traditional and social media in their communication strategy wonderful things can happen. Such as ROI. Focusing on paid, earned and owned media working together in symphony – driving a strategy and execution across these based on an ideal. Kudos!


Read all about it here: http://blog.compete.com/2010/09/09/start-the-celebration-at-ford/

Via http://nickrunyan.com/post/1133527928/celebrating-the-fiesta

Books to read. Food for brain.

A few of the books I´ve read the last years that I would recommend. Hope you will share a few as well! But please, do not rely heavily on what you've been taught and read - doubt your intuitions and do experiments! Activate!

 
 
> Makes you want to activate the market!
 
"Attitudes tend to change after behaviour, not before."
 
"Mass behaviour is inherently complex because it is based on the interaction of individual agents." (Complex, not complicated...)
 
 
> He gets the big picture, but oversimplifies it a bit too much in my opinion. But he is covering VERY important issues, so instead of buying the book - I recommend you to watch this video clip which really covers it all. (or watch the TED talk) 
 
 
 
> Highly interesting book. Please read with care!
 
"Most of these students(US Elite Schools) are so conditioned to success that they become afraid to take risks. They have been taught from a young age by zealous parents, schools, and institutional authorities what constitutes failure and success. They are socialized to obey. They obsess over grades and seek to please professors, even if what their professors teach is fatuous. The point is to get ahead, and getting ahead means deference to authority, Challenging authority is never a career advance... The very qualities and intellectual inquiries that sustain and open society are often crushed by elite institutions."
 
 
> An inspiring book for entrepreneurs and innovative marketers. 
 
"There is nothing inherently wrong with corporations providing people with the systems they use to make meaning and forge indentities in the modern world....Brands are being used as credible sources of community and meaning and there´s an important reason why they have been elevated to this role....People yearn for the same things: To belong and make meaning."
 
"When faced with a local mugging, the community of Park Slope first thought to protect its brand instead of its people"

"The precious real estate in the Internet era was not server capacity or broadcasting bandwidth, but human time."
 
 
> Love your own work? Read this...
 
Please solve this puzzle so that the sentence makes sense:
 
for sharing! you Joakim Thank 
 
 
> Just ordered, but based on Here Comes Everybody - buy it!
 
 
And finally a video "Search for meaning" 
 

Anyone of you ever used the Net Promoter Score?

Anyone have any experience with using/implementing Fred Reichheld´s Net Promoter Score? 

Asking the ultimate question allows companies to track promoters and detractors, producing a clear measure of an organization's performance through its customers' eyes, its Net Promoter® Score. Bain analysis shows that sustained value creators—companies that achieve long-term profitable growth—have Net Promoter Scores (NPS) two times higher than the average company. And NPS leaders outgrow their competitors in most industries—by an average of 2.5 times.

NPS is based on the fundamental perspective that every company's customers can be divided into three categories. "Promoters" are loyal enthusiasts who keep buying from a company and urge their friends to do the same. "Passives" are satisfied but unenthusiastic customers who can be easily wooed by the competition. And "detractors" are unhappy customers trapped in a bad relationship. Customers can be categorized based on their answer to the ultimate question.

The best way to gauge the efficiency of a company's growth engine is to take the percentage of customers who are promoters (P) and subtract the percentage who are detractors (D). This equation is how we calculate a Net Promoter Score for a company:

P — D = NPS

While easy to grasp, NPS metric represents a radical change in the way companies manage customer relationships and organize for growth. Rather than relying on notoriously ineffective customer satisfaction surveys, companies can use NPS to measure customer relationships as rigorously as they now measure profits. What's more, NPS finally enables CEOs to hold employees accountable for treating customers right. It clarifies the link between the quality of a company's customer relationships and its growth prospects.

How do companies stack up on this measurement? The average firm sputters along at an NPS efficiency of only 5 - 10%. In other words, promoters barely outnumber detractors. Many firms—and some entire industries—have negative Net Promoter Scores, which means that they are creating more detractors than promoters day in and day out. These abysmal Net Promoter Scores explain why so many companies can't deliver profitable, sustainable growth, no matter how aggressively they spend to acquire new business. Companies with the most efficient growth engines—companies such as Amazon, HomeBanc, eBay, Harley-Davidson, Costco, Vanguard, and Dell—operate at NPS efficiency ratings of 50 - 80%. So even they have room for improvement.

In concept, it's just that simple. But obviously, a lot of hard work is needed to both ask the question in a manner that provides reliable, timely, and actionable data—and, of course, to learn how to improve your Net Promoter Score.




Smartphone shipments will exceed those of PC´s shipped in 2012

Mary Meeker, head of Morgan Stanley´s global technology research team has some interesting stats revlealed in her presentation below. Some excerpts:

1. Smartphone shipments will soon exceed those of PCs shipped (both desktops and notebooks), likely in 2012, in what she called an “inflection point” for mobile advertising and e-commerce.

2. Use of mobile apps and mobile browsers has doubled in the past year, she noted, adding that the U.S. passed Japan as the country with the most 3G users last year, with more than 123 million to Japan’s 99 million.

3. Apple iPad Internet usage is more like that of a desktop PC than a smartphone, Meeker said, in terms of monthly page views per device

4. Mobile Internet usage is ramping faster than desktop Internet usage

5. Debt levels - many countries / consumers are over-levered (Sovereign debt levels in Greece/Spain/Portugal/Ireland/Italy unsustainable high)

The biggest sign of a potential boom in online advertising, according to the Morgan Stanley analyst, is the gap between the time users spend with various forms of media and the amount of money advertisers are devoting them, which she said was still “out of whack.”

<div style="width:425px" id="__ss_4431496"><strong style="display:block;margin:12px 0 4px">Internet Trends 2010 by Morgan Stanley Research</strong> </object><div style="padding:5px 0 12px">View more presentations from CM Summit: Marketing in Real Time.</div></div> </object><div style="padding:5px 0 12px">View more presentations from CM Summit: Marketing in Real Time.</div></div>

via gigaom.com

Facebook: From connecting people to connecting people around and across the web through concepts they are interested in.

Great read from Alex Iskold on O´Reilly:

Open Graph: 
The company's new vision is no longer to just connect people. Facebook now wants to connect people around and across the web through concepts they are interested in.

The reason it is important for things to be linked is so that people can be connected around their interests and not around websites they visit.

Despite the drawbacks, there is no doubt that Facebook's announcement is a net positive for the web at large. The web of people and things is now both very important and a step closer. The questions are: What is the right way? And how do we get there?

Beyond technical issues, Facebook should open up this protocol and make it owned by the community, instead of being driven by one company's business agenda.

We want to believe that Facebook will do the right thing and will collaborate with the rest the web on what has been an important work spanning years for many of us. The prospects are exciting, because we just made a giant leap. We just need to make sure we land in the right place

What motivates people? What motivates you?

Just finished reading "Drive" by Daniel H. Pink. He gets the big picture, but oversimplifies it a bit too much in my opinion. 

But he is covering VERY important issues, so instead of buying the book - I´ll recommend  you to watch this video clip which really covers it all. (or watch the TED talk) 

BTW:  What motivates you?

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