Pensiamo ai prossimi 12 mesi nel web

27 gennaio 2012 § Lascia un commento

Iniziamo ad utilizzare i social media in modo corretto, in modo che possano generare valore.
Ad oggi sono pochi coloro che possono dire di utilizzare i social generando valore per la propria impresa.
Di seguito vado ad elencarvi alcuni suggerimenti per procedere nella direzione di generazione di valore

While everyone else is busy thinking about or already breaking their New Year resolutions, it’s time for us to take a moment to rethink what it is we can really do better now and over the next 12 months.
I’m sure you heard it everywhere last year. Experts found the highest blog mountains and social network skyscrapers to Tweet in concert, “You need a Facebook brand page! Why are you not on Twitter yet? Have you checked-in on Foursquare? Hurry up and get set up on Google+. If you don’t get on social media, you’re going to go out of business!”
And, here you are…still in business, I presume. But like any keen business leader or entrepreneur, you’re avidly thinking about your next move and your social media strategies for 2012.
You already know that running the show in a mode of “business as usual” is not only limiting, it’s terribly complacent. But if you are to change, you need to better understand exactly how technology is influencing the behavior of your customers and why.
The truth is that you can create your company brand pages on every social network you can imagine and you won’t succeed unless you know whom you’re trying to reach and where, what it is they expect and value, and how these channels represent a meaningful opportunity for you and your consumers to connect.
You first must answer what’s in it for them and what’s in it for you.
Defining your Social Media Strategy Social networks, smartphones, tablets, review sites, gamification, geo-location, et al. are producing a new breed of consumer, and businesses are largely missing them altogether. In fact, the emergence of this more “connected consumer” is forcing the end of business as usual.
At the same time, the decision patterns of these connected consumers has ushered in an era of risk where any business, large and small, is vulnerable to digital Darwinism — the evolution of consumer behavior when society and technology evolve faster than the ability to adapt.

Ten Social Media Tips
In 2012, consider yourself a digital anthropologist or sociologist as you immerse yourself in a day in the life of your connected consumer and seek to close the chasm between you and them.
There are many professional social media analysts, researchers and strategists who can help you find the answers you seek.
Starting now and forever, technology and empathy are now part of your business strategy. To what extent disruptive technology impacts your markets will depend on your industry and the rate of adoption within it.

Priority areas for your social media strategy should include an understanding of the following:
1. Social Networks from Facebook to Twitter to Google+ and how they’re connecting to influencers and businesses
2. Geo-location check-in services such as Foursquare and Facebook location updates to share locations and earn rewards or opportunities for discounts.
3. Crowd-sourced discounts and deals including Groupon and LivingSocial and what’s valued and why.
4. Social commerce services like Shopkick and Armadealo and how they create personalized experiences that are worth sharing.
5. Referral based solutions like Yelp, Service Magic, and Angie’s List to make informed decisions and how shared experiences can improve your business, products, and services.
6. Gamification platforms such as Badgeville and Fangager, and why rewarding engagement improves commerce and loyalty.
7. How your consumers using mobile devices today and what apps they’re installing. Also, how they’re comparing options, reviewing experiences and making decisions while mobile?
8. The online presence your business produces across a variety of platforms such as tablets, smartphones, laptops and desktops. You must realize how consumers are experiencing the online presences you create and whether or not they deliver a holistic and optimized experience for each platform.
9. The consumer clickpath based on the platform consumers are using. Are you steering experiences based on the expectations of your customers? And are you taking into consideration the device or network where the clickpath begins and ends? Are you integrating Facebook F-commerce and m-commerce into the journey?
10. The expectations of connected consumers, what they value in each channel and platform, where they engage and how your business can improve experiences and make them worthy of sharing.
This is your year…
2012 is the year for you to grow your small business while earning relevance among a growing class of connected consumers.
Regardless of technology, the future of business isn’t created, it’s co-created. To succeed, it takes a culture of customer centricity and the ability to recognize new opportunities and adapt based on what they present.
In the words of Charles Darwin, “It is not the strongest of the species that survives, nor the most intelligent. It is the one that is most adaptable to change.”

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Il mondo sta cambiando

18 gennaio 2012 § Lascia un commento

Vorrei segnalarvi questo articolo che anticipa, un articolo in arrivo riguardo il pessismo costante del momento vs ottimismo

L’articolo tratto dal HBR.org pone una visione positiva di quello che possiamo fare, e mi trova perfettamente d’accordo, pensare positivo, credere in quello che si fa mantenendo i piedi saldi a terra vi permette di fare grandi cose

Ecco a voi i trucco per fare bene nel 2012

Now is the time to change the world. The past decade has been one of remarkable transformation and seemingly endless crisis. We’ve seen hundreds of millions rise from poverty to the ranks of the middle class, but we face persistent and difficult problems like disease, economic recession, and financial turmoil. Correspondingly, we need leaders who are willing to address those challenges.

They exist. The Passion & Purpose MBA survey found that, among graduate business students at least, two of the top three reasons for choosing a workplace were “intellectual challenge” and “opportunity to impact the world,” and nearly 85% of those surveyed thought “business people are well-qualified to solve the most pressing problems in the world.”

But what would it take for us, as individuals, to be world changers? That’s the central question in John Byrne’s new book, World Changers.* In it, Byrne recounts discussions with 25 entrepreneurs who have changed the world — people like Oprah Winfrey, Bill Gates, and Richard Branson. Byrne focuses on allowing those people to tell their stories, but in reading them, I found several valuable lessons for world changers in the making.

1. Start with purpose: Perhaps the greatest common denominator amongst great world changers is the centrality of purpose in their organizations. Google’s mission is to “to organize the world’s information and make it universally accessible and useful.” Whole Foods’ motto is “Whole Foods, Whole People, Whole Planet.” And Facebook’s mission is “to give people the power to share and make the world more open and connected.” This purpose is what serves as a compass for the company and its employees. Finding and articulating your purpose are critical to launching a world-changing enterprise.

2. You’re not too old: Too often, we view entrepreneurship as a young person’s game or something for which you must be uniquely suited. Rather, entrepreneurship is about having an idea and the courage to pursue it — no matter your age. Did you know that when Bernie Marcus and Arthur Blank started Home Depot, they were 34 and 48 years old, respectively? Further, neither was an entrepreneur: Marcus was a former pharmacist, and both had just been fired from their jobs at Handy Dan Improvement Centers.

3. Seek advice: It’s difficult to start and grow a company in isolation, and mentorship and peer counseling are critical to maintaining your focus and direction. Find those who have been through your experience before and seek their guidance on the situation. Even great entrepreneurs like Howard Schultz seek advice when confronted with difficult situations. Schultz reassumed his leadership post at Starbucks, at least partially, as a result of a bicycle ride with Michael Dell. Schultz and Dell ran into each other vacationing in Hawaii, and during a three-hour ride along the Kona coast, Dell advised Schultz on how to handle Wall Street and the company if he resumed leadership at then struggling Starbucks.

4. Be the expert: Many MBAs, in particular, are tempted to launch businesses they know little about because they seem to have big “upside” — but to change the world it pays to be an expert. Find something you love, become an expert, and see what it would take to innovate in the space. Larry Page and Sergey Brin succeeded at Google at least partially because they were experts on search. To quote Page: “[W]e really benefited from being real experts…we understood all aspects of search. We talked to all the search companies. We really knew a lot about what was going on.” They didn’t know exactly how to bring their product to market or build a world-class organization, but they knew more about how to comb the web for useful information than anyone on the planet.

5. Start small: World-changing businesses are rarely world-changing from day one. Sometimes they’re not even fully formed concepts. Many groundbreaking entrepreneurs simply start with a small idea and grow with it as the idea evolves. If you’re waiting to launch your business because you can’t see the path to changing the world, you may be missing an opportunity to learn through experimentation. One of the most shocking lessons of World Changers was how few of these entrepreneurs started “big” or even with “big things” in mind. Oprah Winfrey launched her career as a TV reporter in Nashville and worked as a reporter of local talk show host until entertainment lawyer Jeff Jacobs encouraged her to create her own show and company. Richard Branson sold records out of the trunk of his car, and Michael Dell got into business for himself, upgrading personal computers from his college dorm room.

It’s a new year with new opportunities. Learning these five lessons is the first step to making an impact. How will you change the world?

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