The Socializers
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Deep Transparency requires Deep Compassion

To face a real demon, you must first look inwards and conquer your own darkness. ~Luis Marques

Humans have brought two distinct digital worlds into being during the last 10 years: an “exterior” world of websites & apps and an “interior” world of emails, texts & private messages. The veil between these worlds is growing very thin.

A significant layer of privacy is being quietly withdrawn: your Google & Facebook searches are already public information. Soon your emails, texts & private messages will also be searchable, first by marketers and then by anyone.

But have no fear. Transparency foments evolution — to see “everything” creates more choices and opportunities. We are a species that can hold the occult with compassion — the hidden material of life can be met with grace. Your attitude towards this change is an important deciding factor in how you will be affected by the cultural shift of opinion regarding transparency.

So, ask yourself now, will you still love your best friend, your spouse, your community, when you can discover their Facebook searches, when you can read their emails & texts, when you can listen to their phone calls? Will the private opinions of others cause you to boil with rage & jealousy, or will you surrender to the freedom of “truth”?

Certainly, a massive period of resistance to the invisible is currently occurring. This is because everyone knows how powerful the hidden realm is. What you cannot see is currently animating what you see. Leaders with high stakes and numerous other special interests groups are the only obstacle to a totally clarified eco-system of data. And, as we have seen through Assange and Snowden, this is changing — the “truth” is coming out.

Transparency can potentially be used by the collective to quickly resolve serious issues affecting our survival. The truth really can set you free…and a culture where this freedom reigns already exists on this planet. This new culture is similar to the free love generation of the 60′s: people who are comfortable being “naked” in the digital sense (and probably in all other senses) and who are compassionate with the shadow material of others.

So what will it be, my friend? Will you continue to worship the cabal, to bow to the coven, to respect “privacy”? Or will you open the invisible, display the full archive of secrecy, grow comfortable with the next layer of “truth”, of “reality”.

It is easy to bring shadow to the forefront and call upon the hangman, the man with the axe. This is even banal. It is not so easy to open a book of “Deep Transparency” and be compassionate.

The world is about to discover whether it can forgive its devils or whether it will perpetuate a culture of war.

As a person who daily analyzes and studies signals in social networks, I advise you to practice opening your kimono completely with those you trust. Test your ability to have grace on yourself and others in such a circumstance. As a culture, we must be ready to stand naked before one another and come to this process with humor, grace and, above all, deep compassion. This is our only path away from total destruction by the cabals, the covens and the secret societies that continue to rule our human domain.

Enterprise level planning and campaign execution

Earlier this morning, I tweeted a series of actions a large enterprise could weave together for superior planning and campaign execution. The following sequence is an expansion of those tweets into a powerful method for market research and execution of digital campaigns/building of social communities online:

1. Achieve superior market intel by pairing newly minted predictive data solution at @Fliptop with the truly massive product index at @Indix

Fliptop is providing predictive lead scoring using internal and external data. Connects with CRM and Marketing Automation to deliver immediate impact to increase revenue. Indix is offering software for product aware apps, product intelligence, price intelligence, competitive intelligence. Indix has produced what they claim is THE ultimate map of all products on the planet. When one pairs scored leads relative to specific products, one has assembled pools of ideal customers. Pairing Fliptop with Indix is a method for assembling pools of ideal customers for products.

2. Continue the project mentioned in last tweet using @Fliptop & @Indix by appending deep social media resources via @FullContactAPI.

Full Contact offers a mechanism for appending social data to emails in the context of a spreadsheet. When an organization takes the “pools of ideal customers” from the previous step and then appends social data to each customer in its CRM, the result is a way into the deep conversations occurring around specific products. An analyst can also extract other meaningful connections through studying what specific pools of customers are talking about and what trends are developing in those pools. More on how to find those trends in the next step.

3. Bring further depth to aforementioned @Fliptop @Indix @FullContactAPI project by processing entities thru @RecordedFuture temporal analytics.

Recorded Future scans hundreds of thousands of quality public web sources, including news publications, high-caliber blogs, social media platforms, financial databases, government websites, and much more. From these open sources, RF identifies text references to entities and events. Then RF detects time periods: when the events are predicted or reported to occur. Each reference links back to the original source. RF can explore the past, present, and predicted future of almost anything in a matter of seconds. RF’s analysis tools facilitate deep investigation to better understand complex relationships, resulting in actionable insights.

When an analyst takes entities from the previous step in this process and performs analysis on these entities, he has the opportunity to find specific times in the future when a product might be better received. In addition, there may be an opportunity through using the specificity of Recorded Future to literally change a future event simply through when a product is launched. RF offers an analyst myriad signals from web intelligence that can inform a smarter strategic positioning for product launch, product recall and customer acquisition. By knowing what is happening with prospects and competitors through the RF panel, a product dev team can more accurately create a unique selling proposition in the marketplace.

Watch this video for more on how Recorded Future uses web intelligence to produce foresight in markets: http://www.youtube.com/watch?v=a62XTMufWQI

4. After using @RecordedFuture (step 3 in this tweeted process), apply @Brandwatch to extract meaningful mentions from resulting data set

Brandwatch is offering a superior listening & data visualization solution that will bring precise conversation analysis into this process. In addition, one may assemble a scale of influence relative to a product, market segment and/or pool of customers. Finally, Brandwatch has just launched a powerful data visualization format called Vizia that is helpful for C-Suite decision makers to quickly digest complex analysis on a real-time basis. The solution rivals previous set-ups by rivals and will inform the next generation of social media control centers globally. See this sample of Brandwatch Vizia in action: http://www.youtube.com/watch?v=wvx_yNn_McQ

5. As the penultimate step to ultimate customer intel, deposit nice neat sheet from previous 4 steps into @SpotRight machine for laser insights.

We can further refine insights derived through the Brandwatch methodology by placing data into the Spotright.com process, where truly massive amounts of customer intelligence have already been segmented, tagged and defined. No entity on the planet has assembled such an expansive and deep set of intelligence on individuals as Spotright.com. The principals at Spotright bring a rich diversity of backgrounds and have assembled the ultimate catalog of individuals who buy products. A team choosing to use Spotright at this stage will find verification of previous findings AND, importantly, matches to its internal CRM of customers. Spotright is how to find customers just like your existing regulars.

6. For awareness-bulding actions based upon previously tweeted research sequence, execute campaigns using @JiveSoftware for maximum reach.

To bring an enterprise portfolio of products to market, use Jive Software. Now that the full market research has been completed in the previous 5 steps, it is time to take action. A powerful solution for taking action is Jive, which blends internal facing and external facing capabilities, making team-work across the silos far more efficient. In addition, Jive offers a suite of solutions for building awareness on a massive scale in the social fabric of the Internet. Watch this video for more understanding of how this works on the inside of a large FMCG group: http://www.youtube.com/watch?v=_ISa0VBkyOM

To run this six step process is a means to unlocking powerful potential in online communities for community engagement and sales growth.

Why Spotright is the leading social analytics platform (and could be for years to come)

I had the unique opportunity recently to be led through Spotright’s technology, case studies and outlook. In short, I was blown away by what I saw.

In any industry, there are those exciting moments when the right people and circumstances yield the solution everyone has been looking for. Spotright.com is an example of this for the social analytics and data research niche. Spotright.com has mixed the largest sources of data with technology to append, analyze and segment in a way unrealized by its competitors. Mix in the incredible team leading this Boulder-based tech company and you get a recipe for THE winning source of customer intelligence.

Let’s take a closer look at why Spotright is the leader:

The source: Everyone in the United States. Spotright.com has an executive team that blends digital, direct and online sales backgrounds from the nation’s largest entities involved in each of these realms. Using their rolodex these last three years, Spotright has culled from the richest sources of data. In short, they have every name, every address, every email and a whole lot more in their source data set. That kind of comprehensive resource is not easily assembled or maintained. Spotright has achieved this milestone.

The append: Spotright leaders were wise to see the benefit of appending social data to their immense data set. And they are even wiser to see how this same action performed for the largest business entities would be tremendously valuable. Perfecting the append has been another incredible achievement at Spotright. No-one in the research industry has accomplished this volume of social data append. No-one. (An important note on the append: Spotright uses Twitter and other publicly available data to tap into the social graph for analysis).

The analysis & segment: If I am Target Corporation and I want to know which of the 22.7 million likers of my Facebook page spend the most money in my stores, the only entity I can go to for this type of analysis is Spotright. In addition, Spotright will deliver finely sifted segments of my internal CRM, showing me missed opportunities for sales, marketing and vital PR victories. That type of analysis yields the potent action that directors at any corporation are asking for day in and day out. (Of course, the personal data transferred from corporations for such work is stored anonymously for matching to 1st party data, in order to respect privacy best practices).

The future: Spotright is already delivering the finest customer intelligence to corporate America through its vast data set, its superior append/analysis process and its segmentation formula. Spotright is staffed by the best of the best from online marketing, direct marketing, data analysis, cloud technology and online sales. Spotright has proven its model with very large corporate entities and has case studies that are truly pioneering in the field of customer intelligence.

Social Media Monitoring 2014 techniques and outlook

Customers who buy into a social media monitoring solution in 2014 want a page of insights backed by a “living” appendix. The “living” appendix is your technical solution where the customer can study the evidence for your insights. This evidence, in today’s real-time world, is a simple interface in the form of a mobile app that delivers abundant examples supporting the insights on your one-page.

Once the customer of social media monitoring feels confident in this insight-evidence system, he/she will ask you for ways to grow a business based upon the insights. One of the best ways to build a business based on insights from social media is a robust CRM (Customer Relationship Management data set). A robust CRM means that you have taken every person talking about a topic online and discovered their real name, current address, current mobile/landline, current email, current social links and examples of their interest (tweets, posts, comments).

When you have this depth of information about a market, and its occupants, then you have everything you need to develop engaging content. To develop engaging content means that you have listened to the conversation, you have studied and analyzed its participants and you have stepped into the conversation with something to say that contributes to the cutting edge of the conversation at hand. When you post into a comment thread, it is always wise to read the entire thread. When you reply to a tweet, it is wise to have studied who you are responding to so that your reply develops rapport and demonstrates a “seeing” of that particular person. When you develop a blog post on an industry, it is smart to research that industry. This is how great content is created and sustained.

A powerful tool for listening to and analyzing online conversations is Brandwatch. Run by Giles Palmer, the solution has myriad ways to segment conversation data, and the company culture at Brandwatch combines technical know-how, maturity and a certain understated confidence that makes every conversation with staff an “a-ha” moment for those just getting into social media monitoring. Start with Brandwatch when you are on the listening journey.

Once you’ve spent time listening, you will have the large (but fun) project of assembling a CRM related to a topic. While Brandwatch is very useful in discovering usernames related to a conversation, you will need a few other tools to “append” further details. I recommend SocialBro as an excellent tool for downloading extensive spreadsheets from Twitter of those in conversation on a topic. You will be able to combine spreadsheets from Brandwatch and SocialBro to create a near comprehensive starting point of every username discussing a topic. (SocialBro is also an excellent resource for timing your communication with a particular person or group).

Note: If you want to add to the thought-leader aspect of your spreadsheets quickly, I suggest a solution like PeerReach, an excellent and growing resource developed by Zlatan Menkovic and crew. You can go even further with PeerReach by studying the Twitter lists created by these thought-leaders. In many industries, especially outside the USA, it is vital to also study leading forums where literally 10s of thousands gather to discuss and interact around a niche industry. In addition, there are private groups in LinkedIn and at membership only sites with actual lists of industry leaders in a niche or region. If you want to add the latest news about an individual leader or organization, I recommend Recorded Future.

Next you will need to append contact data to these usernames. The contact data is often discoverable via personal URLs such as a LinkedIn or personal website. You can use services like Whois search, Spokeo, Intelius, 192.com, Leadership Directories, and many other regional people-finders to append current contact data. I also highly recommend an Executive or Recruiter level account at LinkedIn for appending contact data. If you want to go deeper, there are a host of OSINT (Open Source Intelligence) solutions that are constantly evolving to bring deeper info on individuals and organizations: “OSINT tools” feed from Twitter.

The ideal spreadsheet of a community surrounding a topic includes: First Name, Last Name, Username(s), Current Address, Country, Current mobile, Current landline, Current Email(s), Current social links, Several columns of sample posts that demonstrate interest in a topic (where an individual has posted about a topic), Influence score (such as Kred, Klout or PeerIndex). With such a spreadsheet, you can begin to contact thought leaders directly and engage in a learning process about the online discussion around a topic/service/interest.

As you grow in relationship with thought-leaders, you will find that your own posts, content and actions become more precise and effective…mainly because you will be “on the cutting edge” of the conversation in an industry. You will find that being on this edge gives you an edge and develops a maturity of outlook within you. You will find that others’ respect in you about this topic will grow as you listen, listen, listen to a core group of topic thought-leaders. Your contributions will be informed by these thought-leaders and “passionates” in a niche.

Once your network grows in a given niche, you will begin to see where opportunities exist, where something is lacking, where you can contribute to the need in that community. And, because you posses THE comprehensive CRM (or rolodex) for that niche, you will know exactly who to contact to get things done. The satisfaction in having ALL the information at your fingertips related to your chosen niche is immense! This is one of the great results or outcomes of best-practice social media monitoring: a deep understanding of, and connection to, a global niche community for the purpose of getting something meaningful accomplished.

Looking forward in the social media monitoring industry, we have the need for a solution that combines the listening, analysis and append processes into one dashboard. No-one has produced a satisfactory combo of these yet but the time is coming soon when the comprehensive solution will be finalized. The three “underdog” contenders I like most in terms of the “comprehensive solution” include SpotRight, Truelens and Reunify.

Additionally, there will certainly be a further evolution of the privacy debate in 2014. In an increasingly transparent eco-system, JWT Intelligence predicts a growing “Techno-Paranoia” and a flourishing “Privacy Marketplace” amongst consumers. In addition, JWT predicts the adoption of “Privacy by Design” at major global brands. Read more on these possibilities here. Social media monitoring companies should pro-actively prepare arguments for how listening improves the human condition, creating an opportunity for authentic relationship between brand and individual. An argument for a more open, authentic human community may be found in the principles of Council Circle. There is also, of course, a business model for social media monitoring companies to develop the “Privacy by Design” and “Privacy Marketplace” technologies and programs suggested in the JWT report.

We signed up in order to fix the world

Many of us signed up for this social media experiment in order to know one another and ourselves more deeply. And many of us began to share the goal of working together on a massive scale to fix the world. The large organizations that understand this, and work with us, will win our favor and loyalty.

Love stories birth businesses

You know, a lot of people have asked me how and why I founded The Socializers. It’s really a love story. And this love story has swept me into the world for years now. And I’m grateful beyond words for the experiences, relationships and friends I’ve made along the way. I’m also grateful for the lessons learned (not always easy ones).

One lesson I’d like to pass on is that the fervent love story driving your personal war is the most important of all. Try to pay more attention to that love story, to really get into the depth of the relationships that are most important to you. Because it is through the experience of these relationships that your life will blossom.

Another lesson I’d like to pass on is that it is always worth the risk to throw oneself into one’s passion. The abundance awaiting you within the pursuit of a passion far exceeds the tired drudgery of a specific cultural duty or a situation that has sapped you of all your reserves. When you see an image that catches your eye, it is time to make that image real…to experience it in the flesh.

A lot of people have asked me how I did that, how I made images into flesh and how I “realized” my dreams. The deepest drink I took of my dreams always resulted from me taking a massive risk. Every time I decided to “have” an image as flesh, I had to really apply a singular focus on what I wanted. And I had to follow the “genius” of that focus…it is a bodily experience. I could really feel in my body when to do something, when to act on something. It was in my fingers, my toes, my stomach, my chest and throat and the top of my head. And when I felt my image, my passion, like this, then I knew to take the action…to make the move.

I’ve been asked how to know if something is right, how to discover the truth of a situation. To do this, I remember the times when I saw truth clearly. And I put myself in a similar situation in order to produce insight. When I replicate the moments I had before epiphanies of the past, I often am able to see clearly in the present. So it is really about finding that personal formula for success in anything and repeating it: over and over again. It has been said that happiness is the desire to do something over and over again. And I agree.

One of the challenges I’ve noticed people facing throughout the world is feeling stuck in something. Well, I surmounted such stuck-ness simply by taking action. I didn’t allow myself to sit depressed. I made sure to plan a full and varied day as much as possible, where I would experience every bit of what it means to be a human. And I learned this from the Southern Europeans who traditionally divide their days into different experiences. Siesta in the middle of the day was probably one of the biggest revolutions for me in getting “unstuck”. Simply stopping for two hours to love another and to sleep. That’s what Siesta is about. And that’s a revolution in today’s society.

I also learned how to get un-stuck in Australia through studying breath work with a master breath worker. She led me through 35 days of continuous breath work, four hours per day. And I was able to keep this practice in my life ever since. It is truly amazing how a situation that seems insurmountable can be transformed in the moment through simply breathing…and only breathing. The experience can be compared to a tide advancing upon a beach and covering endless acres of sand in a short amount of time. Breathing is like drinking water, like loving yourself in the most elemental way. And when you feel this, you blossom and creativity arrives pretty quickly.

Specific feelings have no barriers when it comes to honesty. Lara Fabian, my favorite singer, said this in an interview. And I agree. We live in a culture that often diminishes emotion, calling it temporary or undependable. But in my experience, emotion is like the oceans of our planet…which take up nearly 70% of our planetary mass. And the psyche and society are like this in relation to emotion. So we really have to pay attention to emotion. We really have to let our emotion have its reign within and find ways to fully express these inner forces. This is why sexuality is so important and why love is such a sought after action. Everyone wants to express their love, wants to show friendship, to show care and to also make love with another. And this has to be honored and placed at a higher level in our culture. Emotion, after all, is what drives markets.

If you are fighting a personal war right now, I encourage you to discover the fervent love story underneath that war. Because, as we all know, armies go to war to protect the interest and, ultimately, love of the kingdom. And this is why you are fighting right now. You are fighting because you found love at last. And you are fighting to keep that love, to hold on to that love and to hold on to the experience of giving your love to someone. But it is better to orient yourself to the fervent love and take action in that context…in the context of the love. Because love-bound warriors will always conquer warriors who forgot the love story driving the war. When a warrior is really in love, he’s going to fight harder and deeper…simply because he looks forward to the arms of his beloved.

So that’s really why I started The Socializers (and many, many other ventures). It was because of love. And I always have to remind myself to keep breathing, to keep taking risks and to keep loving.

Me, the Selfie and I: How Your Mobile Device Will Act as a Magic Carpet to Your Dreams in 2014

Aren’t you tired of being told what to do?

Take my advice: use your mobile device and the social networks as vehicles into a physical experience that you deeply desire and need in 2014. And stop letting temporal realities such as identity, authority and time get in your way. You are more than your perceived identity, you are more than the roles that authority figures have placed you within, and you are certainly an infinite being. Choose Love and Grace as your values this year and apply these values in the context of mobile apps to whisk your spirit into the land of your wildest dreams.

…………………

“I never want to be ruled by anyone,” she said to him as the whistles and drums ushered in 2014.

“The current generation has been handed a portable means to self-governed transport. The mobile phone laden with apps is like a magic carpet for the individual…a means to discovering a personal hall of mirrors…an exit portal for one’s own private island,” he thought to himself.

“But I call this era ‘Me, the Selfie and I’,” she urgently whispered into his ear, with a kind of spiteful, angry tone (almost as if she’d heard his thoughts). And yet, he sensed a question underneath the urgency, a seeking.

“Even Mother Teresa and Gandhi received something from their selfless acts, my dear,” he replied. He went on, “I see these photos they are taking of themselves as explorations, an opening of an inner onion of sorts. They are texting and photographing themselves into being. The selfie is a vehicle to self-realization, a kind of Western darshan, whereby the deity is seen eye-to-eye.”

“But what are you talking about,” she said, in a kind of mournful tone. “What about making a real contribution, where they are paid…where they make something of themselves?”

“Don’t you think money and time are less efficient means to spiritual realization and enlightenment than love and grace?” he replied, looking askance in the strobe-lit room at her wild red eyes and thick, mango-glossed lips. “Don’t you think this generation is simply tired of faking it and being ruled by others? This generation is using mobile phones to dive through their own faces into a kind of experience of eternal moments, infinite self-regard, that profoundly flouts authority, starkly undermines the hierarchy…and yields a freedom, a dip in one’s own nectar, a quick route to deep self-acceptance and an awakening to one’s love-ability. These mobile phones are magic carpets hands down!”

“Yes, but it’s so self-focused!” she exclaimed, her jet black hair splaying against the neon air.

“Exactly,” he said, coyly smiling at her. “And it is via this self-focus that an entire generation is transcending rulership by another, finding its own deification, its own personal sense of royalty… and, in many cases, entering a rich inner life as a result. They are literally texting and photo-chatting themselves into being!”

“Well, I simply don’t want everyone knowing everything about me!” she whispered in a kind of hoarse urgent moan. “I want some privacy too, you know!”

“Really, my dear,” he said, looking straight into her eyes. “Do you think if you post a thousand images of yourself online, tell a hundred thousand tales of your life publicly…do you really think this is more than the tip of the iceberg…more than the lobby of your 100 room mansion? You are an infinite soul, made up of as many identity possibilities, as many layers of expression as this multi-dimensional universe full of galaxies we now spin through! It doesn’t matter how much others discover about you…there’s still so much more of you, isn’t there? These online identities, after all, no matter how robust, are really just fictions…almost as short as spontaneous haikus scrawled on the discotheque bathroom wall!”

“Let’s get out of here,” she breathed heavily.

………………….

Again, take my advice: use your mobile device and the social networks as vehicles into physical experiences that you deeply desire and need in 2014. And stop letting temporal realities such as identity, authority and time get in your way. You are more than your perceived identity, you are more than the roles that authority figures have placed you within, and you are certainly an infinite being. Choose Love and Grace as your values this year and apply these values in the context of mobile apps to whisk your spirit once again into the land of dreams.

The rewards of social network activity

The rewards of social network activity are often realized within the human psyche — in the emotional and spiritual realms. One need only observe the delighted faces of fellow travelers in an airport or train station looking into glowing tablets and mobiles.

Applying smart marketing tactics to B2B prospect lists

CONTEXT & PROBLEM:
Recently, I sold a list of 500 prospects to a mid-sized trading company based in Europe. The executives at the trading company were puzzled by the individuals I had selected from our internal data set of roughly 65,000 GCC-based business people. Expecting lower income-level individuals, the executives at first reacted with dismay, as though possibility and opportunity would be limited.

My email in response to the executives was simple:

“Yes, in my experience, forming relationships with such individuals is extremely lucrative. I am happy to show you what I mean. Typically, the traders you refer to are temporary quick revenue at a small level, whereas relationship marketing and content marketing aimed at peers results in much higher, long term revenue. Again, I am happy to send you very specific, step-by-step methods for doing this type of marketing.”

CONCEPT RELATED TO THE PROBLEM:
The concept of B2B relationship marketing to peers within one’s own industry remains foreign to numerous executives. The notion of collaboration in B2B settings, even with one’s previous top competitors is very difficult to unpack in more conventional settings. But today, this is where the real value and wealth of networks resides. The Network Archetype is critical to understand here.

HISTORY OF THE NETWORK ARCHETYPE:
Although networking seems like a modern action linked to career growth in the media age, its roots go back to the ancient world. Networkers expand influence by forging alliances and making connections among vastly different groups of people, and can be traced back to the intrigues of the Middle Ages, Greece, Rome, and ancient China. Networking would also have been an integral part of any military alliance as well as all social and clan confederations in prehistory. In its positive aspect, this archetype helps one develop social flexibility and empathy. This flexibility and empathy enables the archetype to find commonality with others who might not at first seem to be potential friends or allies.

SOLUTION FOR THE EXECUTIVES:
The executives referred to above asked me to send the proposed strategies and tactics, along with email/phone scripts and actual examples of how I had effectively run B2B marketing campaigns. Below are the exact steps I sent to the executives:

METHODOLOGY – STEP 1 – THE PRIMARY PROSPECT:
1. We discovered his (the Primary Prospect’s) social links through our social business intelligence tools.
2. We discovered his contact info by exploring the WHOIS database (using his registered URLs).
3. We listened to him and researched the companies he helped start.
4. We studied his resume at LinkedIn.
5. We studied his personal life at Facebook.
6. We studied his specific interests on Twitter.
7. We condensed our findings into a singular goal – a strategy weaving his goals and our goals
into a collaboration.
8. We wrote a personalized, targeted email that can be sent to the prospect.

METHODOLOGY – STEP 2 – THE PRIMARY PROSPECT’S NETWORK:
1. We downloaded every one of his followers using Simply Measured Pro or SocialBro Pro level account.
2. We sorted these followers in Excel by “Listed”, by “Klout Score” or “Kred Score“, and by “Time Zone”.
3. We Filtered these followers’ bios with specific keywords to narrow the scope.
4. We discovered more of these followers’ social links via Klout and FlipTop.
5. We discovered common keywords amongst these followers and researched other influencers surrounding
those keywords within Brandwatch. In this way, we built series of segmented leads lists based upon interest.
6. We then spent significant time listening to the current and ongoing conversations PLUS we studied the conversations in the past. We also made intelligent guesses about conversations from the Future via Recorded Future.
7. We created tweets to “test” the different lists via non-branded Twitter accounts, to see what types of content gains momentum and “purchase”.
8. We created every form of content at the Content Grid 2 to “test” the different lists via numerous communication channels, to see what types of content gains momentum and “purchase”.

SPECIFIC CAMPAIGN IDEAS BASED UPON THIS METHODOLOGY (crafted for the CURRENCY TRADING industry):

1. LINKEDIN COMPANY PAGE – MAKE IT A COMMUNITY (PRO CONNECTIONS): We would like to build out THE COMPANY LinkedIn company page. The idea is to target your updates, services and products on LinkedIn to specific market segments (decide on this from looking at the included spreadsheet of “Types”). We want to craft a message and a presence specific to agreed-upon audiences (“Types). If someone comes to your Company Page from the financial, legal, medical or marketing industry, we can customize the message to speak directly to him or her. We would need to set up a specific type of LinkedIn account to do this. Not only that, but we can create “click-through” banners at your LinkedIn page to entice the chosen target markets over to your website, sales page, commerce site or other social media sites. The goals is to make the COMPANY LinkedIn company page THE most interesting page about forex in LinkedIn. Bulk it out. Follow prospects in LinkedIn. Post regularly in LinkedIn. LinkedIn is a growing and HOT network. Be in the industry groups in LinkedIn and in the conversations in those groups. Start new groups around specific topics and invite prospects with large networks into those groups.

2. BECOME THE WIKIPEDIA OF FOREX & TRADING (EDUCATIONAL APPROACH): Let’s make you guys THE Wikipedia of the forex and trading Industry. When people feel a website is a true “go-to source” for information and answers, they’ll keep coming back—again and again and again. Think: BabyPips, TradingFloor, DailyFX. Become a true teacher (Wikipedia) within the forex industry. The golden rule of marketing is this: They ask, you answer. In other words, if a consumer has ever asked a question about forex, you should be answering it on the COMPANY website. And considering most industries have literally thousands of potential consumer questions, content should always be growing, evolving and added to. MahiFX is doing this very well on Quora, for example.

3. IN-THE-FLESH (PROSPECTING IN PERSON): Identify people in THE COMPANY to become “champions” around specific topics. Then assign them the task to spend 12 months simply meeting up with industry influencers in person. Some of the strongest online connections and relationships have developed because such “champions” took the time to connect in person. Either by organizing a “meetup” or “Tweetup” with a group, going to a conference (such as the recent http://ifxexpo.com/ ) where they knew the people they wanted to meet would be or even just connecting one-on-one through Skype. We highly recommend taking some of these online connections offline to make a deeper connection. As an example, the SVP of a leading social media monitoring solution personally emailed me when he was in NYC and asked to meet up, simply to shake hands and show what his company was doing. I started using his solution regularly after that. Be the first forex entity to actually meet its customers and prospects in person regularly and make the social marketing department a leader in this “in-the-flesh” personal revolution.

4. LIKE & FOLLOW YOUR CUSTOMERS AND PROSPECTS (SOCIAL MARKETING APPROACH): Instead of asking our consumers to like COMPANY on Facebook or to follow us on Twitter/LinkedIn, why don’t we start liking/following them? Most brands use Facebook as an extension of their traditional and mass-marketing initiatives. But what about following/liking and getting to know your customers/prospects personally. The social media department is the “human” side of the business and not just a reactive PR silo. Go out and forge relationship by following/liking/subscribing to your prospects. Then start answering their questions and participating in their discussions.

5. SPEND ON HOUR A DAY SIMPLY LISTENING (ON-GOING BUSINESS INTELLIGENCE WORK): Spend one hour every day simply listening to your customers/prospects AND these prospects will empower your business with knowledge about what your markets really want. Use BrandWatch to do this — it is THE best social media-monitoring tool. Also look into SocialBro, an up and coming Twitter service for discovering specific communities and individuals. This is crucial for your business to grow and achieve high customer satisfaction. Customers like businesses that listen and respond to them. Sun Chips, for example, returned to their old packaging after customers complained widely on the Internet that the new biodegradable packaging was too noisy. Be THE forex entity that is tapped into the latest trends in conversation AND THEN lead those conversations.

THE LINKEDIN LEAD-BUILDER MACHINE v1.0

The machine searches an Interest within LinkedIn. The machine discovers the largest locked group within this Interest group and gains access. The machine segments the members of this group by nation. The machine then creates a spreadsheet with Name, Bio, Email, Phone, Location, Company URL, Social Link 1, Social Link 2. The machine fills the name from individual LinkedIn profiles using the semi-automated functionality of LeadGrabber Pro. The machine fills the Bio from the brief description underneath the name in LinkedIn. The machine identifies the Company URL from the current place of employment of the individual. The machine uses eMail Verifier to match the Company URL with the name on the LinkedIn profile in various iterations until eMail Verifier states “Address is Valid”. The machine pulls the company phone number from the Contact page at the Company URL. The machine pulls the individual’s public LinkedIn profile. The machine searches within the Contact Info in LinkedIn for other URLs and social links associated with the individual. The machine then places a social link or URL in the Social Link 2 column.

Insights into problems and opportunities in your competitive marketplace: a process

EXECUTIVE SUMMARY: Your entity owns an existing community of customers and stakeholders. OR, your entity wants to build such a community. In addition, a core aspect of your business model appears to be up-selling these stakeholders to a variety of solutions your organization also owns. The challenge before you is to refine this model where it currently functions and then expand the model across the world. The following document outlines the exact process to be performed by The Socializers for you in achieving this goal.

RESULTS:
The most immediate action we can take for your organization: Audit and Analysis phases. The result of these phases will be:

1. Insights into problems and opportunities in your competitive marketplace AND in your current customer base.
2. Activation of further community building efforts, up-sell strategies and “how to make this thing run more efficiently” would emerge from these insights.

EXAMPLES:

As an example, let us say that your goal is to up-sell 100% of the stakeholders in your communities into one of your alternative offerings. Our work would show you where this is not happening, why it is not happening and how to make it happen. In addition, we can work with you to realize this 100%.

As a second example, let us say your goal is to discover alternative opportunities for up-selling your current stakeholders and want an audit of their public conversations as part of a planning process. We would deliver to you a system for staying on top of “the conversation” in your communities. The insights from these conversations would point towards add’l up-sell opportunities.

A PROCESS FOR COMPETITIVE RESEARCH, CUSTOMER RESEARCH AND CONTENT DEVELOPMENT:
An ideal sequence for discovering a community of influencers around a specific market niche and developing a related editorial calendar & media plan is as follows:

1. Gather the latest industry trade publications for your niche(s) and read these cover to cover. Discover these trade publications by interviewing a leader in the industry and through research.

2. Note down vendors, service providers, advertisers, authors, journalists, and products currently targeting your niche(s).

3. Look within these publications for a Top 100 list of companies, individuals and products/services (specifically targeting your niche(s), again).

4. Create a spreadsheet of these trade publications and Top 100 lists.

5. Discover the Twitter accounts of these Top 100 and other thought-leaders discovered in the trade publications. An easy way to do this is to type the name of the influencer + Twitter into Google. Or search in the Twitter search field. You can also go the websites of these entities and see if there is a Twitter link at the website.

6. Use a solution that delivers a spreadsheet of all followers of a specific Twitter user, such as Simply Measured or Social Bro. We will download the followers of every influencer we have identified in this initial research phase.

7. Use the Sort function in Excel to sort the list of followers by Klout or Kred.

8. Create a 2nd copy and sort by Listed.

9. Use the Filter function in Excel to further narrow these sheets by specific industry-related keywords within the Description (Bio) column.

10. Use the Filter function in Excel to narrow by Location.

11. Combine the filtered results from whatever setting is important to your research question from each sheet into one “Master” Excel workbook.

12. Rank the entities in this workbook by Klout/Kred AND by Listed to indicate global awareness and influence scoring.

13. Ideally, we will narrow this massive Master list to 1000 core influencers. Now, we will download the Simply Measured Klout Audience Analysis for every single one of these influencers (thought-leaders). Go through the exact same Sorting and Filtering process and combine into a second Master list (this will be much larger). Now we will have two concentric rings of influence we are able to connect to through content-marketing, direct-marketing or other selling strategies.

14. Take this work further by creating a data-set called “The Core List” in which we reveal core information for each of the 1000 core influencers: their bio from LinkedIn, all of their social links (find these through their Klout profile and further research, their top 100 influential followers within that specific market niche and their contact info (phone, email, address).

15. Now we are ready to study this core list and know who is leading the conversation in our market niche. Take the time we need to listen to each influencer and jot down observations on what they are saying and working on. Use a leading social monitoring tool, such as Brandwatch, Radian6 or Sysomos to augment your listening. Also, use SpotRight and Reunify technology to glean deep insight AND flesh out the very large prospect lists we develop.

16. Create a list of 10-20 questions for the top 1000 influencers in “The Core List” and send this to them via email. This is our focus group/survey for the market niche and will give you invaluable insight. (Ideally, we are looking for the key products, hooks and trends in what is guiding the stakeholders’ buying habits. We want to hook every single one of these stakeholders who HAVE NOT bought from us yet).

17. Create a two-page executive summary for leadership on our observations. Add, as an appendix, all of the data organized by location, relevant social links discovered via listening, and metrics/statistics for the industry. This report, if concisely written and properly documented using best-practice research techniques, will be THE most comprehensive ever done on social influencers guiding the buying choices of your niche(s). NOTE: numerous studies show that 70% of the buyer’s decision process is done through online and peer-to-peer research currently. We are studying what these stakeholders are looking at and where they are congregating…who is influencing them.

18. Upon discussing this report with leadership, create an Editorial Calendar with channel-specific ideas related to the industry. This Editorial Calendar ought to include specific marketing actions, online & offline channels for marketing and industry-specific publications in which to publish material.

19. In addition, create a Media Plan for targeting regions, online channels and audience sizes. This plan will inform our media spend.

20. Create ALL of the recommended content pieces (these content pieces are delivered into the social streams of our influencers and by direct contact on a daily and even hourly basis, so as to saturate our market with smart, insightful content “hooks”. We want to rule the content space. NOTE: many of these pieces will come through our brand ambassadors and influential allies).

21. Metrics on performance will be secured through online metric measurement tools.

22. Our success in the process above will inform how we utilize more sophisticated social graph technologies that we have access to. These technologies hover over complete national databases rich with data on our customer. We want to only use these tools AFTER performing the steps above so that our costs are kept down and so that efficiency is forefront.

How Storytellers transformed the psyche of Athens

The people of Greece were always telling stories. And these stories were everywhere – on TV, in cafes, in magazines, in books, in schools, in offices, on the Internet. As usual, the country was going through heavy political and economic turmoil. Strange groups called the Fire Nuclei and Golden Dawn were at war, while people from all nations watched the center of Athens become a crucible of fire and smoke and the smashing of marble slabs by hammer and fist. The sophisticated members of Athenian society were increasingly moving their money, homes and families to London, Vancouver, New York, Dubai and further afield. The middle class was shrinking and the poor were out in the streets. Even as the violence found momentum amidst global market upheaval, a core group of committed storytellers in the universities and cafes found their legs. They began experimenting with the effect of story upon society. Some even became interested in trying their hand at changing events through the application of storytelling techniques.

The concept that set the imagination of these storytellers on fire was a simple term: context. The storytellers realized they could place stories in specific contexts and drastically change the participants within that context in short periods of time. Through simple A-B testing, the storytellers tried various methods of influencing perception of groups within Athenian society simply with well-wrought digital stories. Word spread amongst Masters level and even University level students as to the potency of story in changing the day-to-day headlines and events in the city of Athens. A network of storytelling “cabals” arose quickly in the Athenian underground. Each had its goal, its desired outcome. Every group had its specific root or history and its specific parea to exert an effect upon. Wild excitement grew amongst these storytellers upon seeing the power of their tales. All over Athens, in the cafes, universities, workplaces, the youth and young workers were increasingly active online and offline and telling one another fantastic tales. The wave of storytelling reached a fever pitch.

The storytellers were also interested in finding a way to make money and build lives from their stories alone. And this began with education. It became not only fashionable but downright normal and a convention that the youth trained in digital storytelling as a basis of communication. The types of media involved in digital storytelling – graphic, motion graphic, video, animation, text, photo, and audio – became incredibly popular courses of study. The universities and media agencies of Athens all began selling courses and extra-curricular courses in this area. From the heads of Communications Departments to the managers of television stations, the trend grew. Vendors of software related to the types of media used in digital storytelling offered cut-rate deals to students and the sale of computers and software skyrocketed. In addition, many start-ups were founded in Athens related to the various types of media used in digital storytelling. When people around the world talked about the power of digital storytelling to change a society, they always referred to the Athens example from 2013-2017.

Now there were two types of schools of thought related to digital storytelling in Athens. One focused on recording events and putting an emphasis upon these events. And the other was focused on live interaction with physical events. But it was a third school of thought that really captured the imagination of Athenian youth: fiction that creates new realities. In this third school of thought, the storytellers would think up a story that showed what they wanted to happen and then they would design a timeline of content AND context in order to bring this story to life in the physical realm. Although traditional news had focused on reporting real-time events and interpreting these events in light of specific political and philosophical ideologies, this new approach openly celebrated the power of story to shape events. The idea was criticized heavily and then accepted universally as repeated good results were shown.

This third approach to communications had a simple mechanism or function: a digital storyteller would write a story and create an editorial calendar for posting snippets of the story into specific contexts. The goal was to take control of that context through the various elements used AND the personalities conscripted to participate. In every case, a very clear outcome was written in an executive summary. The stories always had alternative paths built into the mechanism in anticipation of specific reactions by members of specific contexts. The approach had such an effective outcome for the students and staff working together that the form took off like wildfire in Athens. The model is what we formally call Dynamic/Active in formal digital storytelling, where user action foments additional dynamic content action.

As a result of this bias towards Dynamic/Active action in digital storytelling circles, storytellers became highly interested in psychology. Gaining an understanding of the psychologies of specific Athenian contexts, i.e.- pareas, became a major focus on the digital storytelling curriculum in Athens. A group of researchers mapped the current “ethos” of every known parea, small and large, in Athens, along with every sub-culture in the city. The map grew into a living infographic, which digital storytellers attempted to alter through their tales. It was this living infographic that caught the attention of the global media establishment and the world at large. And it is this living infographic that is really the starting point of our unique story.

How Analysts Deliver Meaningful Actions to Stakeholders

The following post was inspired by a recent day of meetings at a major FMCG (Fast-Moving Consumer Goods) retailer in the United States. The post focuses on the use of market-related insights to deliver action-inducing stories to brand leadership and technical staff within the corporation.

THE “DEEP” ANALYST – A DEFINITION: A “deep” analyst chooses a psychological theme for analyzing a massive amount of data. For example, a “deep” analyst could apply an understanding of Jungian psychology to his/her analysis, focusing on classical Jungian therapeutic definitions as a guide for data segmentation. Such an analyst would seek to answer classical Jungian questions about an individual or group through his/her work with the data — for example, what “shadow” or unconscious elements of our corporation now animate our workforce? A corporate leader would want to know about these “hidden” animators of daily workforce behavior to better align manager actions and gain more precise results from staff.

(Summary: A researcher can study customer behavior and then tell corporate leadership what is secretly controlling staff and consumer actions.)

THE VALUE OF THE “DEEP” APPROACH: A significant value in the “deep” psychological approach to data is a wealth of short, yet powerful, anecdotes derived from research and “strung” along the path of a classical inner journey. When applied to a corporation, such stories offer tremendous value to stakeholders in making better decisions about a host of internal and external issues. As an example, what would happen if a major corporation studied Joseph Campbell’s Hero’s Journey, discovered where on that journey specific business units currently “walked”, and was better able to make decisions based upon this metaphor?

(Summary: A researcher can study customer behavior and then tell stories to corporate leadership as a means to inspiring specific helpful actions.)

THE ACTIONS OF A “DEEP” ANALYST WITHIN THE CORPORATION: The first action such a “deep” analyst takes within a corporate entity is to reveal the archetype at the brand core: that force in the unconscious of the company that is animating its stakeholders. The second action is to reveal who is consciously engaged with that archetype. The third is to influence, change and enhance the magnetism of the brand’s core so that customers and stakeholders are better served by a more inspired brand leadership.

(Summary: A researcher is curious about the main story of a brand or company. He/she is also interested in who else is aware of this story and what they do about this story on a regular basis. Finally, the researcher takes action to grow awareness of this story so that more people in a corporation will be helped/inspired and do a better job.)

RESULT #1 – INSPIRATION FOR TEAM LEADERS FROM INSIGHTS: Leadership will take insights gleaned by a “deep” analyst and engage more effectively with the core of the brand. A corporate leader must be steeped in the living and numinous entity that pulses at the center of the brand. Such devotion by the leader inspires stakeholders, merchant partners, employees and customers. You can tell when a corporate leader has become fully possessed by his/her brand…just take a look at Branson, Hsieh and Bezos. These are beings who enter regularly into the “fire” that burns at the core of their respective brands, emerging with powerful inspiration, drive and leadership for the entire corporate entity. The right set of stories derived through insights will ideally lift the “uninspired” leader to a new level of excitement about his/her business unit. In such cases, a single metaphor derived from insight can give birth to a greater level of passion in the leader and lift his/her staff up to a higher level of performance as a result.

RESULT #2 – WHAT A “DEEP” INSIGHT REVEALS: A deep insight reveals what animates a corporate entity, identifies the lenses within leadership upon company events and is a story of consequences (both “good” and “bad”). A deep insight inspires a bevy of possible actions and conceives strategies that will best serve current initiatives, stakeholders and customers. A deep insight will chart a path for brand leadership in winning on all levels. A deep insight contains the voices of a Critic AND a Creative, doing their duet. In this song, the Critic refines the Creative’s gift and the Creative ends up delivering happiness to the Critic: a win-win. Key: A deep insight provides a host of windows for times when doors seem to be closing.

THE FMCG EXAMPLE – HOW INSIGHTS BECOME PRACTICAL AND ACTION-INDUCING: Let us take, for instance, a leading FMCG entity with one foot in “flesh-retail” and one foot in the digital realm. This entity has an opportunity to weave flesh and digital with such elegance, such precision, that a customer hardly has to think when being served by one or the other. Deep insights will deliver tech so deeply embedded into the customer experience that the tech disappears…the customer makes his/her use of the tech a daily, even hourly, action.

Let us say, for instance, that this FMCG entity has created an app that delivers daily personalized discounts based on the customer’s past purchases, current financial “reality” and publicly expressed wishes. What a win for everyone! The customer wins because every time he/she steps into the retail or digital outlet, a discount on his/her faves is given (plus a whole lot more, in the ideal scenario). The resulting love affair influences the customer’s friends to participate and the merchants serving this FMCG are glowing with happiness as sales go up. The resulting community is a truly potent entity, able to extend seemingly un-ending generosity within itself and to its greater community. Everyone wants a piece of the action in such a scenario.

SUMMARY: An analyst focused on “deep” insights will evangelize the power of such intelligence throughout the corporate entity, throughout the brand organism. Such an analyst will educate every silo on how to use insights from intelligence for daily wins: within internal focus groups, (solving previously “un-solveable” issues), within customer focus groups, (solving those daily headaches that slow down the purchase cycle), within competitive situations, (revealing collaborative possibilities). A deep insight is the “A-ha!”, the “Eureka!”…and with the depth of data currently available, the market intelligence analyst working within a corporate entity has abundant and daily opportunities to make this exclamation and deliver powerful actions to every silo, every leader, every employee and, ultimately, to every customer.

Customer First Yields Success Over and Over Again

It is the CEO who thinks about his/her customer first that successfully leads employees, vendors, and all stakeholders to daily consumer-level wins, employee satisfaction and stakeholder confidence. It is the CEO who takes weekly incognito walks down the aisles of his/her retail outlets, listening & talking with customers/employees about “the small, real things”…it is such a person who will transform the enterprise into a united, healthy and joy-giving organism.

Julio Viskovich has recently posted an excellent example of how social business staff at a brand can help the CEO put customers first. Viskovich writes, “Just now I read a tweet addressed to my city ‘In #Vancouver and need a place to stay for the night. Any suggestions?’ It’s been 5 minutes and not a single hotel has responded. I’m thinking of reaching out and offering my guest room for $40 per night.” SOURCE: http://bit.ly/SocialSelling2013

Using smart social analytics, cutting-edge HR is now selecting brand leadership from within their own customer base. The new Chief Customer Executive and his/her cohorts are selected directly from the consumers and raised to power within the organization as advocates for the consumer alone. This smart new move by the HR silo using web intelligence is the latest indication of how powerful social tech has become: the customer and HR are conspiring to facilitate daily consumer wins…and wise brand stakeholders are on board with this revolution.

Social Business Intelligence Advance #4

The business intelligence solution that marketers want is the following: a cloud-based service that is comprehensively analyzing in real-time networks of regular customers AND matching these customers (and their friends) to upcoming deals specific to past purchases. For instance, if Amazon were to fully integrate its data with Facebook’s data, a profound level of matching would become possible. Senior leadership within major FMCG and retail entities should be actively cultivating technical vendors and in-house technicians to achieve this type of customer intelligence solution.

On Networks and Individuals – a vital shift for the corporate mindset

One of the most forward-thinking actions a large entity can take in 2013 is designing programs through which small and medium sized entities may become affiliates. To say this again: see your prospect list as a list of networks, NOT as a list of individuals. And begin now to study these networks, to segment the individuals within these networks and to devise scripts, business plans and strategic alliances with each and every one (where it makes sense).

Seeing individuals as networks is perhaps the most important mind change for the C-Suite. In a world of social networks and social business, such a leap is how large corporations will stay alive. As Peter Economides, a leading market strategist, has said, “Mass is the aberration, one-to-one is the convention.” We have to get back to the mindset of the neighborhood shop, the hyper-local one-to-one way of business. This is how economies will flourish again, and why large businesses should begin to invest cash into lucrative local pools of affiliates.

When a corporation receives access to social networks through its staff, when the C-Suite is introduced into these networks, the initial questions have to do with practical application. An employee seeking to demonstrate the practical application of social business need only pick up the old rolodex on the desk of his/her CEO. That rolodex, that little black book, IS the central symbol for clueing the C-Suite into the practical application of social networks. And the entity that started in 2007 to build online rolodexes, to segment these into lists of prospects, future employees, affiliates, vendors, and competitors, has already streaked out ahead of the entity just entering social networks.

Eleftherios Hatziioannou, Principal at Peopleizers, captures the dilemma for corporate leaders: “Marketers and the organizations behind them need to stop thinking in quantitative metrics only and add some deeper/relationship-based success factors to their strategies. However, these are more difficult to scale, because it takes one relationship at a time. This puts many businesses off. They think: How am I supposed to answer every single question out there? Isn’t it more efficient to just keep interrupting people with our messages the way we did in the past decades?”

Corporations wishing to succeed in social networks will have to divert a percentage of advertising & media spending towards a new “Relationship Marketing” Department, populated with customer-service minded folks — the mindset in this department ought to be more like the real estate agent vs. the call center “cold caller” who has to get through a specific number of calls before lunch. In this new Relationship Marketing Department, it’s about quality contacts and quality networks derived from research followed up with highly customized customer-service flavored sales — solutions-oriented sales leading to a long-term relationship.

Social Business Intelligence Advance #3

It is not enough to have a web intelligence solution that shows us where our own internal CRM is connected to important conversations and trends. We must also have a solution that shows us where our competitors’ CRM is connected to these same conversations and trends. In addition, we must have a solution that automatically delivers a set of individuals exactly like our best customers, complete with First Name, Last Name, Current Phone, Current Email, Current Social Links and cited examples of participation in these important conversations and trends. That’s the solution yet to be achieved in the social business intelligence world.

Social Business Intelligence Advance #1 and #2

When social business intelligence solutions provide a “Create Prospects CRM” button, the social analytics industry will have leapt one more notch forward. What it looks like is this: a series of 10,000 individuals have commented on a specific brand/issue over 1 month AND this CRM button collects Name, Current Address, Current Phone, Current Email, Current social links for each individual. Instantly. Downloadable in a CSV format or a colorful PDF “dossier-style” format. The social media monitoring solution that offers this button will become a global leader in prospect generation.

Advance number two is when this service is fully applicable across global borders, delivering such info for residents of all nations.

The Sweet Spot in Social Business Intelligence for Weaving Marcoms and Sales: The Machine & Marketing/Sales Process

CONTEXT:
A fierce debate still rages between marketing and sales in most organizations as the enterprise seeks to understand how to use social data for both silos. With exceptional software and smart cross-silo relations, marketing and sales can collaborate on nurturing and closing ideal prospects. This blog post has outlined the type of software needed to do this AND a sample sales approach for teams to consider.

WHAT THIS POST COVERS
This post covers three specific topics:

1. The exact description of an ideal social business intelligence “machine” that would serve both marcoms and sales.

2. The functionality this social business intelligence machine would possess.

3. A set of potent actions that combine a bit of marketing and bit of sales, thus demonstrating how one can progress from market research (using social data) to a closed sales deal.

THE IDEAL SOCIAL BUSINESS INTELLIGENCE MACHINE: The sweet spot for social business software is between the marcoms & sales silos, between pools of potential fans & fresh prospect data. The social business software of tomorrow will bring understanding between marcoms and sales, will create an easy funnel for “smart” fans/followers to become customers. Deriving prospects from social data has never been easier with the combination of solutions now avail to the marcoms & sales silos. Now these solutions need to be “merged” into one single machine. I describe this machine below.

THE EXACT FUNCTIONS OF THE IDEAL SOCIAL BUSINESS INTELLIGENCE MACHINE (as desired by Marketing and Sales silos):
In the coming powerful social business intelligence software (the “ideal machine”), we will see the following features:

1. Dials to find the exact people fitting prospect profiles. Imagine being able to pull every profile from every major social network AND THEN have dials to hone results down to exactly the customer profiles your business seeks.

2. Get suggestions from the software (from “the machine”) of other “pools of prospects” and prospect types BASED UPON your initial search.

3. Then, imagine pushing a “button” and getting current phone, email, physical address, add’l social links appended on-the-fly to the social profiles discovered thus far in the process above.

4. Now, mix in Topics of Influence & Volume of activity by each profile relative to the themes in your marketing & sales campaigns.

A SET OF POTENT ACTIONS FOR MARKETING & SALES AFTER EXTRACTING IDEAL PROFILES FROM THE SBI MACHINE:

1. STUDY THE LAST FEW DAYS OF TWEETS/SOCIAL MESSAGING: See what the individual is talking about. What is important to him/her? Jot down one or two specific points about these tweets/social posts/forum comments that you can compliment him/her on.

2. STUDY THE WEBSITE OF THE INDIVIDUAL: See how the individual presents himself/herself to the world. Find one to two items on the website to compliment the person about. This will make the call warmer and open an opportunity to collaborate.

3. SEND AN EMAIL TO THE PROSPECT FIRST: A powerful way to invite the person is to send a personal email wherein you introduce yourself briefly, lace in the compliments you discovered through Twitter, other social properties, blog comments, and his/her website, and then invite the individual into a collaboration.

See below sample of an email to send:

Dear Tom,

I am a Client Partner at BrandX, an FMCG group based in Los Angeles, California. Your materials online and, in particular, your steady stream of tweets chronicling your typical business process have impressed me. Would you have some time during the coming week to discuss what you are up to, what we are doing, and a possible collaboration with us?

Kind regards,

Client Partner
BrandX

4. SCHEDULE A PHONE CALL: When you get a reply to your email, schedule a call with the person. The call will involve listening to the Prospect, letting him/her know what we appreciate about him/her, what we saw in his/her materials and then working on an idea to collaborate on. It is a good plan to come to the call with some options that are personalized.

SUMMARY:
A fierce debate still rages between marketing and sales in most organizations as the enterprise seeks to understand how to use social data for both silos. With exceptional software and smart cross-silo relations, marketing and sales can collaborate on nurturing and closing ideal prospects. This blog post has outlined the type of software needed to do this AND a sample sales approach for teams to consider.

Weaving Humanity Into a Golden Chord For the Seventh Generation

Nowadays, the depth of avail data provides a foundation for putting the “7th-generation” puzzle together accurately. #SeventhGeneration

SEVENTH GENERATION THINKING: Customers can now be matched with products/services that truly serve a need every single second of every single day. The data is that rich now. ALSO, there is enough positive intent nowadays to make this a nurturing process…for the planet, for humanity and for the “seventh generation”. The throw-away culture of two generations ago is being replaced with “seventh-generation” oriented action-takers. AND, the depth of available data actually provides a foundation for putting this “seventh-generation” puzzle together accurately. #SeventhGeneration #ForwardThinking #WiseData

WARP-SPEED MANIFESTATION: Since the Internet is not a hierarchy, all images, text, movies and songs have the opportunity to grow very large and swallow preceding “giants”. As a collective entity, perhaps the Internet is like a serpent swallowing its own tail. Being within this multi-dimensional eco-system is a transformative experience for individuals and the collective. Humanity is undergoing an extremely rapid phase of evolution presently. Extremely rapid and deep. Humans are realizing how malleable time can be…particularly since ideas become flesh at light-speed now. What would have once taken an entire generation to unfold occurs within minutes in today’s world.

Each person has the innate ability to take a dream and make the images in his/her mind into a tangible, concrete physical experience.

WEAVE YOUR REALITY: An innate talent taken from humans long ago is the ability to create tangible physical realities out of intangibles. Slices of humanity do this for a living: artists, writers, inventors, business founders. But each person has the innate ability to take a dream and make the images in his/her mind into a tangible, concrete physical experience. Try this today. Draw something simple on a piece of paper, such as you walking to the fridge and getting a glass of juice. Then stand up and do it. Now add complexity to this and watch the most “impossible” images turn into physical experience. #PracticalMagic #FictionIntoReality #Here2There

Each person has the innate ability to take a dream and make the images in his/her mind into a tangible, concrete physical experience. Each person can quite easily go from “here” to “there” nowadays.


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