What's exclusive marketing - discussion around a coffee table

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They say that the best ideas pop up when not working, for instance during coffee breaks. I challenged a friend of mine working at marketing to discuss how brands could go beyond engaging customers and offering a comprehensive customer experience. My opinions are "H" and the chap is "D".

We agreed that engaging isn't the way anymore. It was just a passing trend as marketing on Facebook. Customer experience is giving hell of an adventure making simple things more enjoyable and exclusive.

Rule of Customer Engagement - avoid these customers

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Customer Engagement (CE) doesn't fascinate me only in terms of business but also as a social phenomenon. In marketing it refers to customer loyalty but in real life it means loosing your heart to a brand - lack of rational buying behavior. It's not only consumers who loose their minds but also companies, trying to engage with everyone and everything that moves.

Pareto principle is one of my favorite business rules. Basically it works in everything - even for customer engagement. 80% of the effects come from 20% of the causes. So, if the focus is trying to engage 80 % of the customers you'll gain only 20 % profit. But what kind of customers companies should avoid - concentrate engaging with the right type of customers.

INSIGHT: Customer Relationships in Business Model

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There are many ways to determine brands' business models but my ultimate favorite definitely is Alexander Osterwalder's Business Canvas. Basically it's a comprehensive strategic management template that helps to develop business and I've found it extremely useful in planning work. Not only it's a great tool ready to be used but it can also provide valuable insights to develop customer relationships.

Let's have a quick peak how we could utilize it in social CRM.

Social Media Marketing Is Art

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I've been following the discussions around Facebook after its sliding stock price. The feedback has been mainly negative. Obviously. And I don't wonder why, but there's one thing marketers should keep in mind. Social media has never meant to be another channel among the others to drive direct sales. It's not about measuring CTR or Open Rates - brands need to tell stories, plan how to get in dialogue with customers, follow the conversations and increase the level of engagement. 

There's no better digital channel to build brand image than in social media.

Social Media 2.0 - when a consumer engages brands

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I've kept asking myself several times what is the next big thing on Social Media. Every time I highlight the question I end up to the same answer: Social Media 2.0 is something where consumers are controlling the brands.

Social media has lost its attractiveness. How come? Since companies are pushing sales too hard. According Mashable, even the most engaging social network is loosing its charisma. There are more social networking services available than ever and clicking the like button isn't a simple job to do anymore. Yes there are still people on Facebook, Google+ is reaching more an more people, Pinterest is the coolest lifestyle site so far and Path provides all the things you need to stay in touch with your friends. 

Facebook Stats 2012 - what's happening on brand pages?

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It has been eight years since Facebook was founded, but still the buzz around the social networking service is going strong. From every country perspective, companies are sharing the same discussion and questions: "Should we go for Facebook and what's the benefit in it?"

Above is a brief peek what actually is happening on Facebook in Finland. The study is conducted by Verkostoanatomia and Hill+Knowlton Strategies. 

Social media marketing strategy - know your customers

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In general social media is considered as any other media in marketing - but it shouldn't. Let's radio as an example. There are many kinds of radio stations for those who have passion for music or love to listen a talk show. The same principal goes to social media as well. But the thing is that people have an opportunity to interact, be in dialogue, share and create content on social media.  What it means for companies is that social media enables to analyse consumer behavior and how individuals behave on different networks. If you're planning to run a campaign on social media, you must know in which social network you can reach the target group.