You might be familiar with the Simon Pegg film, ‘How to lose friends and alienate people.’ But a marketing article that caught my attention recently was about winning friends and influencing people to come around to your way of thinking.
Anyone who has ever had to convince their management team to implement a bold new strategy knows that getting others to do what you think isn’t necessarily easy. But the power of influencing people can be learnt throughout your marketing career, by listening, understanding the business inside out and having a strong internal network.
These are the 6 key ways to influence people according to Richard Jolly, Associate Professor at the London Organisational Business School. Have a look and see if you can put any in to practice.
Reciprocity – if you do something for someone else, the goodwill will last for ever.
Scare factor – you can use language to influence in this area. You’ll lose £100 a day is more powerful than you’ll save £100 a day.
Authority – look the part and pay attention to how you speak and present yourself
Commitment – seal the deal and get commitment or an opinion from others for your actions.
Consensus – social approval earns acceptance
Liking – we like people to focus on the areas where we agree with them, not where we disagree.
Well it’s seriously Olympic fever here at the moment, we’ve been loving watching Boris Johnson getting into the spirit of things, and I have been quite homesick watching all the shots of London. I’d like to say I have been getting to see a lot of the British team, but the attention of course here is on the Australian Athletes, and most of the focus has been on the Aussie swimmers for all the wrong reasons.
There was also a lot of controversy even before the Games started with Leisel Jones being heavily criticised for her shape and not being fit enough to train, and swimmer Nick D’Arcy got in trouble after posing with guns on a trip to America just before the games.
So the media have been having a field day. Next week or so will be interesting to see whether the medal tally increases for Australia.
Other than that things have been ticking along over here, and the economy has been up and down. A recent news release on Bloomberg reported that Australia’s economy and its growth is becoming increasingly reliant on domestic demand after retail sales in June rose 1% and exports fell for the first time in 4 months.
It’s always great to hear what London member’s have to say. And with the Continuing Professional Development programme (CPD) coming to an end for this year, here’s what you’ve told us about how you accumulate your CPD hours. Take a look and you might get some ideas from other London marketers that you can put into practice when the next cycle begins on 1 July 2012.
Are you a Chartered Marketer?
Which of these social media tools do you use?
Are you enrolled on the Institute’s CPD programme?
The Social Media Benchmark is a six-monthly piece of research from the Institute exploring if marketers are getting value from social media and how they’re making it part of their marketing strategy. The first Wave of results was published in February 2012, and last week I watched the Wavecast webinar to see the results of Wave Two of the study. I was impressed to hear the findings from the paper, and it was good to see Tesco’s Group Marketing and Chief Digital Officer, Microsoft’s UK CMO and the global CMO of Clifford Chance on stage answering our questions.
With the vast variety of social media platforms to engage with, marketers are spoilt for choice. It still seems that the Twitter, LinkedIn and Facebook are the most popular for investment by marketers. 60% are planning on further investing in Twitter in the next 6 months, with only 22% considering investing in Google+.
It was also great to see that blogging is still highly valued. I’m a firm believer that blogging has the great potential to connect with customers and influencers. Although Twitter and Facebook are good for sharing nuggets of information, good content on blogs shows customers that your brand knows its product and what matters to its customers.
Did you know that over 66% of adults are connected to one or more social media platforms? I came across this helpful infographic, created by Online MBA. It breaks down the demographics, including education level, income, age and gender amongst others.
The study shows that the overriding factor for the majority of the social media sites is that young people and students have the biggest representation on sites such as Facebook, Twitter, Pinterest, Digg and Reddit. This is great if these are your target audience, and worth reviewing if they’re not.
It also showed that social media sites are seeing a gender split, with women using social media more than men. Adhering to the stereotypes, women are leaning towards fairly new application, Pinterest, while young techie men spend more time on Google+.
The recent Cutting Edge, the news round up from the Institute, gave me food for thought. It’s article, How to be retweeted, took insights from research experts, MIT Sloan Management’s review. This study involved researching 47 companies and their Twitter followers, and identified a number of factors that are likely to increase the chances of ‘retweeting.’
With around 77% of the Fortune Global 100 having at least one Twitter account, and with an average of 5.8 Twitter accounts set up for various brands and events, Twitter is so powerful and can give marketers access to a large network of potentially loyal customers. To receive a retweet from a follower is valuable as it shows an endorsement from that brand or customer.
Although many of us use social media marketing every day, it doesn’t hurt to be reminded of the fundamentals:
Be useful – provide news that people can use as this is a primary reason that people use Twitter, and the rule I keep in mind the most.
Keep your tweets short – so your follower has room to add their own message if they wish once they retweet.
Use attention-grabbing headlines – but not hard sales message which can put people off.
‘Humanise’ your brand so your customers can relate to you – one of the most effective tactics, increasing the chances of retweeting by 70% according to the study.
Ask for your message to be retweeted – especially effective if you’re promoting a charity or national interest event.
The next time you’re taking on a social media campaign, keep these tips in mind, and you could see an improvement in your engagement figures.
People can be a little like magpies. They’re often attracted to shiny new things and, before you know it, are diving towards them without thinking.
This somewhat abstract analogy makes sense to me when I think about the evolution of social media and its role in business. During 2011 I spoke with hundreds, if not thousands, of businesses about their marketing, customer and growth challenges and I’ve concluded that social media is still a shiny, new thing for most.
It’s free (or close to it), takes little time to activate and in most cases is simple and easy to use. Oh, and in many cases your customers are probably already using it. But surely, that’s not enough of a justification to ‘be’ on social media as a business?
In late 2011 we conducted the inaugural wave of the new Social Media Benchmark – our definitive guide to how businesses are grappling with, adapting to and getting value from social media. On 15 February we’re launching the results and findings, and we’ll reveal that my magpie analogy isn’t as tenuous a link as you might think:
Almost one third of UK businesses using social media are still just experimenting
Only 6% of businesses say they have the optimal skills to leverage and manage social media effectively in 2012
On average, less than 15% of UK businesses say their social media activities have been effective over the last 12 months
Add to this a somewhat shaky use of social media metrics, and it’s no surprise to me that barely a quarter of UK marketers feel that senior management understand why their business is investing in social media.
So what do I mean when I talk about ‘growing up’ in 2012?
Well, over the last few weeks we’ve been filming interviews with a range of senior marketing and communications leaders, discussing challenges and opportunities in social media this year – businesses such as Psion, Financial Times, Arsenal FC, LinkedIn, YouTube, to name a few. Many of our interviewees have discussed the issue of ‘maturity’ with us, and it’s a theme which has resonated with me.
Consider the context we’re all facing: in times of economic turbulence, budgets face ever-greater scrutiny and senior management apply a laser-like focus to metrics and ROI. If leaders don’t understand the role and value of social media, will this not create tensions and perhaps affect investment decisions for the wrong reasons?
In short, the time for experimentation is over. Social media adoption by consumers is reaching saturation and businesses are broadly past the tipping point also. Facebook, LinkedIn and Twitter now all have established UK and European operations and are investing in providing education and guidance in the same way our forefathers did with radio, television and the origins of the internet.
I predict that 2012 will be the year that social stops being a bolt-on… that marketers move away from what some see as a distraction and instead embed these new channels at the heart of how we go to market and engage our customers, consumers and other stakeholders.
If nothing else, I believe we need to establish clarity around the purpose of social media, the role it plays in driving or supporting growth, and the best route to measure it. Add to this recipe a little internal education and engagement, and we might just move the perceptions of social media from ‘fad’ to ‘fundamental’ and really begin to drive value from these tools.
Social Media Benchmark – Microsoft’s Allister Frost on culture
I recently interviewed Allister Frost, Microsoft’s Head of Digital Marketing Strategy, and he shared his thoughts on this very issue. Take a look at the video below – and you can also find out more about the research and see more interviews at www.smbenchmark.com or follow the debate on twitter by searching #smbenchmark.
This article is written by Thomas Brown. Thomas is Head of Insights for The Chartered Institute of Marketing (CIM), where he leads the development of world-class research, knowledge and insight into critical marketing, sales and business issues – although any opinions in the above article are his own. Thomas is presenting results and key findings from the first wave of CIM’s new Social Media Benchmark on 15 February.
With a new report stating that one in five of the UK’s young adults is out of work, it’s fair to say that the job market is a difficult world for some. Because of this, brands need to pay close attention to this demographic, as research highlights that young consumers are responding to economic hardship in different ways.
Young people are showing diverse attitudes towards the economy, and brands aspiring to connect with 18-to 24-year-olds must now tailor their offer to 5 groups, according to an agency.
The research surveyed 1,000 18 to 24-year olds, calling the group the ‘Con-Demmed Youth’, a clever play on words between the Conservative and Lib Dem government they exist under. The 5 groups are:
Go Getters – 23% of the sample, classed as the most ambitious and socially aware people
Cotton Wool Kids – financially protected young adults who make up 23% of this sample
Passive Massive 22% of the sample, the laissez-faire segment
Minimum Rage group – 17% fall into this segment, the most likely to be unhappy and lacking in ambition
Shundergrads – the 15% who are very savvy and see little need for a university degree.
The Go Getters are perhaps where some brands should take note. Mostly female, this group are academically successful, socially aware and with high career goals. Although not particularly materialistic and happy to mix designer and high street brands, they’re likely to spend money on some premium brands and eating out.
On the other end of the scale, the Passive Massive group shows little discrimination and lacks opinions on brands, and has little interest in the state of the economy. Unsurprisingly this is where the highest level of unemployment sits, with 55% saying a career is not necessary for their happiness.
The report makes for interesting reading. Take a look at the five groups that make up the ‘Con-Demmed Youth’ study and their favoured brands. Read more…
John Lewis is using ‘Made in UK’ on over 4,000 products as part of their Corporate Social Responsibility programme. So I’d like to know if London members think that ‘Made In’ is relevant to today’s consumers.
My opinion is that it works for certain countries. Switzerland is synonymous with fine timepieces, Germany highly regarded for precision machinery, Italy is the ultimate for gold jewellery, and France is associated with perfumes and luxury accessories.
What does Made In mean?
It sounds obvious, but it needs defining. Currently, as long as imported goods are 51% produced in Europe, it can qualify as ‘Made In’. But we suspect that John Lewis has a more stringent category, because as a British retailer, their customers expect it to support other British firms when it can.
What does it mean for Britain?
What do you think ‘Made in Britain’ conveys? Is it design, creativity, quality, traditionalism? Let me know your thoughts on @CIMLondon Twitter. Certainly, ‘Made In’ triggers the emotions and branding is all about emotional connections.
Business is changing. People are engaging with social media more and more. Your potential customers are socialising online and they expect businesses like yours to do the same. This was made crystal clear at the recent Social Media Bootcamp arranged by The Chartered Institute of Marketing.
Organisations that have a social media presence are likely to be more profitable. While this has as much to do with a desirable product and a commercial business model, social media is becoming increasingly part of every organisation’s marketing strategy.
Millions of us use social media, so not surprisingly, search engines are taking note. This has led to the rise of ‘Social Media Optimisation’ – Social Media plus SEO – discussed at Bootcamp by James Fairweather, social media consultant. It involves driving traffic to your website using social media, with the ultimate goal of increasing sales or leads.
According to Twitter, 25% of all tweets include URLs, which are a valuable natural link building tool helping you shift from Pay Per Click visits to your website to Organic (unpaid) searches and boosts your web rank..
Someone who is engaging with your profile has already shown an interest in your product which has an important impact on uplifting conversions from visits to enquiries and sales.
Social networking increases online brand presence and creates a powerful and more comprehensive online marketing strategy – it makes sense to be where your customers are and be part of the conversation.
An integrated social media strategy can span the marketing content ecosystem, with three types of media involved:
Paid for media – advertising online, in print, on television
Owned media – PR, corporate website, campaign site, email marketing
Earned media – social networks, blogs, video sharing, forums.
Earned media, where customers and potential customers are talking about your product, recommending your service and linking to your website provides a valuable means to grow your business.
As I see it it’s essential that businesses today socialise online, in a way that they could not have imagined doing 5 years ago, to reap real commercial benefits right now.
Going by the results of a recent B2B study, businesses are beginning to understand the power of social marketing. Facebook, Twitter, LinkedIn and many other blogging forums are used by business to tune in to what customers are saying about their products. The study revealed that although 63% of marketers find social marketing of interest, they don’t fully understand how it could help their business, so don’t have a social media strategy in place.
Examples in the press have shown that some businesses such as restaurants are using Twitter. If there have been complaints ‘tweeted’, they can quickly contact that individual and try and correct the problem. This is a direct way to interact with customers and may help to retain customers that would otherwise have been lost.
It’s difficult to think of a faster way to hear about what your customers are saying than via Twitter, blogs and online forums. So, is your company embracing social media? It’s important that it does – going by this study it’s not a fad it’s here to stay. Does your company have a social media strategy? Register your comments to let us know.
I guess you have all seen the newly launched iPad now. Whilst it has got a kicking from the geeks, the marketing for it and build up has been great and the pricing is reasonable so I think there will be a storm when they are released for sale over here. I am trying to convince my husband to let me get one!!
Social Media – good use of time?
I have been thinking about social media a lot this week so thought I would base my blog on it this week. I recently sat down and worked out all the different social media platforms I am involved in whether it is for research, writing or just for fun. It’s a fair bit – well I think so!
How much is too much?
I am sure some of you are involved in more, but I am registered on: Facebook, Twitter and LinkedIn. Then as well as that I obviously write this blog, I have another one that I write on my website as well as my millions of Google alerts, and it all adds up to quite a lot of time which (my husband would disagree) is worth it!
I am obsessed with Tweet Deck and each time my desktop tweets I get very excited and want to see what the latest news is with Apple or what’s going on in the world.
Is that a bad thing?
A friend of mine in Birmingham, UK recently campaigned on facebook to see if people could spend a whole 24 hours without using Facebook or Twitter. I crashed and burned unfortunately.
The social media scene in Brisbane is rife with Facebook, MySpace and Twitter groups to join and get involved with and jobs are also advertised this way. In fact I read when I first arrived into Brisbane that it is the Facebook capital of Australia, and more recently a survey by Scientific American Mind revealed that Australians rank 17th in a worldwide study of top social networking users.
Digital Marketing in Australia
Australia is really embracing the digital age especially where marketing is concerned, with many companies now expecting to see digital resumes with examples of work in the marketing arena as well as candidates with their own websites and wacky ideas about how to get themselves noticed. Read more…
My thanks to Dominic Pannel of Hill & Knowlton for introducing me to Twitter. Having been slow to the blogsphere, I guess I was somewhat slow to this fab Web 2.0 application. This tool, and I am sure there are others, clearly provides a new dimension to AR, but one thing I am mindful of, is that nothing replaces investing in professional analyst relationships and getting a clear understanding of exactly what each analyst is after and more importantly what they are not. Might be an obvious point but I have always been a big believer that while technology is an enabler/enhancer of relationships it will never replace the human element which great AR professionals are valued most for.