Posts Tagged ‘engagement’

Talking dust: you cannot harness the power…

Originally posted on Heliade by Danny Devriendt

 

Buzz words, and buzzing phrases… it’s intriguing to see how concepts that made perfect sense when they were first used,  gradually erode to the dust of absolute hollow meaninglessness…

The phrase I heard most so far at #canneslions is “harnessing the power of communities”. Seriously, every keynote or seminar I went to, used it: harnessing the power of communities. People on stage trying to make us understand that, regardless if you’re in communications, marketing or media buying, you need to aim at that community. And… harness it’s power. Whatever that means.

What rubs me the wrong way is the directional connotation that the new buzz phrase has. Go harness the power of the community. The community is your target. Go, mighty marketing soldiers… go, and harness its power.

I do not see it work. If a community is your target you will fail, miserably. The secret potion of success lies in understanding the community, finding common grounds and interest points, and creating a partnership that is built upon mutual respect. To make it work, you’ll need engagement… and regardless how well you target the community, and how desperate you want to harness its power… well, you simply cannot. Because engagement and interaction comes from them, the people within the community. They will choose whether or not you’re interesting, funny, nice, intriguing and adorable enough for them to invest some of their energy in you.

See, the power of a community exists. It’s pure magic… but you cannot harness it. The power of a community is a precious gift, and rather than go and conquer it, you’ll have to earn it.

Earning trust and respect, that will lead towards engagement, is a social skill. The social in Social Media was not put there by mistake…

So, stop talking dust…

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Pretty please? It’s not about stuff, it is about us…

Originally posted on Heliade by Danny Devriendt

Everybody needs to make a living, so I respect that everybody sells something. And listening to all the people selling their thing-of-gold @ #SxSW I cooked up a very simple rule-of-thumb to separate the chaff from the wheat.

It’s no rocket science: ignore the people that are talking about applications, software, browsers, plug-ins and tutti-quanti. They will not make it. Selling stuff will get you nowhere in the charts in the social media world. And a quick poll amongst the influent bloggers in the blogger lounge shows a similar view. Selling stuff is an indication that you do not get the game., it proves that you are playing in the wrong league. It proves that you are on a rollercoaster to lonely oblivion…

Because the game is social. And social just does not care a bit about stuff, social is about people, social is about experiencing and social, more than everything, is about us.

And the people selling experiences stand out like traffic lights in the Mobiwashi desert. Because the online consumers do not want to buy, they want to experience. And if good experience goes through a quick tap through their credit card, they do not care.

So, spotting great user experiences, gives you a great roadmap to real successful companies. How do you benefit from location based services? What curation service will get you the most relevant content? What platform will give you the most interaction with your audience, what tool will let you travel without having to worry about keeping track of your important shared documents?

It’s no longer about bits, and bytes, and CPU’s and whether or not it runs on Honeycomb, OS, Win7 or magic stardust. It’s about how and where and why. The web morphed from tech to social, from geeky to ubiquitous, from stuff to us…


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My “check-in” beats your “like” anytime

Originally posted on Heliade by Danny Devriendt

For brands, creating engagement in any way is key… that’s why they are in social media in the first place. In recent months, a telltale signal to determine that engagement at a glance is the number of “likes” a brand collects all through the brands online ecosphere. Fueled by mostly Facebook, the hunt for likes is powering an important part of the Social Media roll out, and, between us: that is a bad thing.

A number of “likes” does not show you in any way the quality or quantity of engagement with your target audience in any way… for that more intelligent sets of data should be explored that give more relevant information on quality, sentiment, loyalty and behavior.

And a “like” is just a wrong metric. Clicking on it is often a gratuit gesture… for most consumers it means nothing more than a thoughtless “click”.  There is no bar, no effort, no real thinking, and thus way too often no real intention or engagement.

Personally, I have more respect for the location based check in. A check in, is like a “like”, but only better. Checking in means that people are linking their real life location and behavior (shopping, eating, going to a concert,…) with their offline social media ecosphere. They went through an experience that reverberates in the social spider web. Location based social check-ins are more and more combined with the ability to rate the experience, adding a tremendous potential added value for the brand. Having people checking in from stores, airports, planes, restaurants and events and giving a positive social rating turns every active “checker” into an active brand advocate.

People will trust the review of someone who actively ate at a restaurant way more than one from someone who just punched the “like” button on a website.

Check-ins new style will beat up likes big time ;-)

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