Buzz is changing the way marketing is communicating

In the old days marketing was using a rather brutal language to stimulate customers to talk about their brand. A market was “penetrated” and the key was to “get the message out”. The ‘customer’ was grouped and sorted in demographics, stored in data marts, was sliced and diced to get maximum number of ‘eyeballs’ and increase in ‘traffic’. By the way “traffic” is nothing but a numerical count of IP Addresses visiting a website – no name, no face, no conversation. Marketing automation was about getting the biggest bang for the buck - no matter what the customers actually really thought or wanted.

 

BuzzCloud

With the inception of social engagement, marketing is undergoing a big change for the better.

In today’s world, customers, prospects and business partners have a face, a name. They are real people we can see every day in the online world. We can hear their voice through groups and forms, can get their opinion and feedback in real time and have the most accurate ‘market research’ with a click of a button.

 

Driving revenue with the customer voice

A customers recommendation is more influential than any advertising. This has always been the case but there is an utmost significant difference between today and 5 years ago: Unlike in the past where “word of mouth”  was basically 1 customer talking to 1 other person – in today’s online world 1 customer is talking to thousands of people within a blink of an eye. Understanding this critical difference is the key for understanding the economic importance of viral and Buzz marketing.

 

Making a difference

Instead of hoping that one customers talks to another one – or now, one customer is spreading the word online, why not proactively stimulating those mentions and recommendations. The more people talk about you, your brand, your products and services and your events, the better it is. As the old saying goes: “The worst thing to be talked about – is not to be talked about at all”. Buzz marketing is the technique to stimulate conversations in the market by providing stories that customers or partners are happy to share or craft in their own ways. This is even more important in times where 70% – 90% of purchase decisions are based on mentions and recommendations.

 

The new way marketing is communicating

Prospects are attracted most by what other customers have to say. Smart and highly successful marketers not only don’t fear what’s said online – they actually turn it to their advantage and stimulate the conversation. In other words Buzz Marketing is a technique to work *with* the customers and amplify the customer’s voice and not shouting *at* the audience, hoping the message will resonate. The Buzz Cloud below shows in a nice way which of the marketing terms are of growing importance such as “inspiring, stimulating, mentions, reach, conversations…” and what terms get kind of pushed aside, such as “message, demographics, clicks, eyeballs…”

BuzzCloud

In essence: Marketing is no longer about pushing out a message, but stimulating a market to talk about their experience and what the brand is all about. And so Marketing just stepped up one level in sophistication and got a bit more demanding. Saying “we are the greatest” is no longer working. What you want is that your customers say that about you. In other words is not about your “Message” but about their “story”. And to help craft those stories is the new way of communication for successful marketers. Buzz is exactly that: “Crafting a simple story and providing a few places for your customers to share it”.

How is Buzz doing that?

S3-PublicBuzzLetsS3-Buzz is a product that marketers are using to craft little stories and providing places to share them by their customers. Those stories are crafted in a way that any customer is happy to share it and is also allowed to modify those stories – remember: it is not YOUR message, it is THEIR story. On a buzz page customers can share those stories with a simple click and post it on their LinkedIn, Twitter, Google or Facebook  timeline and other places. Each click is basically creating a mention for the respective brand – and mentions is the new currency in brand reputation. The more people mention your brand, product, event and so forth the more value your brand gets and the more business it can expect.

 

 

Respecting the behavioral changes of our customers

Our customers have changed. They are better informed than ever. They call marketing messages “Bull Shit”. Customers are searching the web for references, customer experience from others and know exactly what a specific product or service will cost, independent of any promotion or advertising. And this is true for a consumer product  such as a cell phone or a business decision to buy a new satellite to power those cell phones. If marketing is not respecting that change, the brand will slowly but steadily suffer in reputation, authority, competency and as a result in business success.

 

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CXM 2017 – the greatest opportunities for CMOs

0a20818[1]Is Customer Experience Management going to be a responsibility of tomorrows CMO?

As most of you know, I’m passionate about Customer Experience and run the largest Customer Experience Management Group on LinkedIn. In my endorsements you find acronyms like “Marketing Machine” or the marketing Mastermind behind the company etc. And while not a CMO I’m a member of the CMO Council. Any connection with one and the other? Absolutely. The CMO is a company’s best bet to get customer experience in line with brand awareness and brand perception, driving demand for sales and direct support to do what needs to be done.

Over the past years CMOs have become data junkies and they are pushed farther and farther into that rat hole. At one day they know absolutely everything about every human being on the planet except one thing: “What to do with all the intel”? You hear it almost every day that our world is changing, customers are changing, buying pattern are changing… and its correlating data… are changing too. Do you see the dilemma?

1) 80% of purchase decisions in B2B or B2C are made based on mentions and recommendations.

The opportunity is to stimulate those mentions and recommendations and raise the noise level around the brand – rather than trying to avoid any brand discussions, fearing they could be negative.

 

2) Most businesses, still today, have no other market feedback mechanism than surveys which most customers don’t like. Even worst, most of the results remain unused.

The opportunity is to leverage instant online feedback and create a fast product alignment with market needs in near real time accelerating the time to market over the competition.

 

3) Email marketing and advertising go rather unrecognized due to an overwhelming brand noise every day. Like people living at a train station no longer hear the train.

The opportunity is to move from a conventional and no longer digestible corporate messaging model to a user voice amplification to grow product and brand awareness and receive an additional boost of authenticity in the message.

Now if you look at the above you will notice that the user voice is by far the most influential force in purchase decisions and growing revenue. The consequence is to stimulate positive user voice at almost any cost.  But interestingly enough this isn’t all about money. You really cant “buy” positive feedback; it is about creating a customer experience that breeds positive feedback on its own.  This leads almost automatically to a customer experience centric go-to-market strategy. And to put this together – again – the future CMO is the most likely the one who can and will do it.

Become part of the new recommendation chain right here:
If you like this post and think it would be good to know more: Join this Buzz, express your own “user voice” s3buzz.com/u3vis2

With some clicks you contribute to what others think and stimulate the market with more impact than any brand can ever create.

 

 

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Buzz Campaign – A case study

Businesses of all sizes have the same challenge: How to get more people talk about their brand, products, or events. No this is not really new. What is new though, is the fact that today approximately 80% of all purchase decisions are based on mentions and recommendations. Also roughly 80% of event attendees  join any given event based on mentions and recommendations. And there is no difference between B2B or B2C. Growing mentions and recommendations are now becoming strategic objectives for today’s marketing engagement.

Case Study OpenStack Conference

Cloud computing with open source technology isn’t exactly a consumer topic and it isn’t really sexy either. The job was to stimulate discussions and outbuzz everybody. Easier said than done because there are industry heavyweights like HP and Rackspace competing for attention and mind share as well. And a competing event, organized by 800 pound gorilla Amazon was already introduces as “Cloud War” by the tech press. The Redhat team however was equipped with the new S3 Buzz Technology that was created to stimulate massive engagement in a way that was not possible before. The new technology allows its users to disseminate short tweet size text blocks to business friends, partners and customers with the goal to share those and stimulate conversations. Friends of friends of friends can obviously respond, comment and share it further with others. Everything with a push of a button and a robust management system with analytics to manage the progress of the campaign in real time. With a very agile partner organization that has already

TwetterRS-RH-02

been motivated to engage online, mentions and reach grew instantly

SiliconAnglePost

and rapidly. On the second conference day the discussions reached the „Top News“ status on Twitter and conventional media reported „Redhat steals the show at OpenStack Summit…“.

 

What exactly happened?
Within only three days we created over 100 pieces of content based on known presentations, known speaker and topics and formed them to 140 character long information snippets, ready to communicate. The content was entered into the S3 Buzz System. Every partner and friend of the company as well as speakers and sponsors had access to the Buzz page and could share the content easily with their network, with a single click. The mostly highly interesting content was quickly picked up by others and re-shared. While the conference was in full swing, we communicated live by introducing the current speakers, what they present and also reactions from the audience. The short and fast content distribution was easy to read and easy to follow. Business partners and buzz teams where in stand by for new content and actually provided a never ending information stream throughout the day. Intrigued IT professionals from around the world picked up the news stream on Twitter, Facebook, LinkedIn and Google+ and began to ask questions, provided comments and shared the info with their network. In just a few hours over 5,000 people outside the conference were involved in topics and conversations. Obviously, partner and buzz team was busy to engage, respond or re-rout questions to the respective experts all in real time.

S3-RH-Openstack-post-buzz

The conference made history. Not only with the participating parties, but it was a proof of concept for the effectiveness of Buzz campaigns and its ability to reach markets like no other media. After day 2 the conference had a reach of nearly 30 Million.

Summary

Buzz campaigns evolve to a strategic marketing tool that is capable of improving sales productivity by allowing sales teams to point to the customer voice instead of bluntly promoting the product themselves. Brand reputation is taking an all new height when a market is no longer discussing only problems but sharing exciting news and participating in conversations around the world. Compared to conventional awareness creation marketing, Buzz creates real customer engagement with a positive long term effect to brand sentiments and brand reputation. More details are presented at the upcoming webinar Nov 19.

@AxelS

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S3 Buzz!™

See on Scoop.itAwareness & Advocacy


America’s Innovation Showcase is a new, cutting-edge event that stimulates creativity and company innovation by immersing attendees in a live snapshot of the most significant trends and innovations of today.


Axel Schultze | http://XeeMe.com/AxelS‘s insight:

Buzz is no longer a mystic art but a professional way to integrate the market into a businesses communication mix.


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Best Western: how customer experience and telling stories will grow your business – Econsultancy (blog)

See on Scoop.itAwareness & Advocacy


Best Western: how customer experience and telling stories will grow your business Econsultancy (blog) Tim Wade is Director of Marketing & Ecommerce at Best Western Hotels, and has been responsible for repositioning the brand in Great Britain under…


Axel Schultze | http://XeeMe.com/AxelS‘s insight:

Many years ago I wasn’t too excited by Best Western. But it is great to see how this organization is working to do a bette job.


See on econsultancy.com

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New S3 Buzz Release

A big thank you to all the active Buzz Masters and their feedback. We tried to do as many as possible in this new release of S3 Buzz 1.2. Below you find the most important enhancements:

GoldCredits1) Instant Buzz Start for Gold Credit owner

If a user wants to create a Buzz with Gold Credits, he or she would not need to wait until they make it to the “Buzz Master Level”.

Business customer can now start building and releasing their Buzz campaigns instantly. A verified Account however is still required.

 

 

S3-PublicBuzzLets2) New smaller Buzz widget

The new Buzzlets are smaller and cotain even more information. Visitors can support any of the active Buzz Campaigns right away.

Thanks Rob Nielsen

S3-Buzzlet-0013) Credit free main URL

Visiting the main URL of a Buzz is no longer providing any rewards. People can visit the site as often as they like, only sharing the story will get rewards credits.

Thanks Garry Hewett

 

S3-budget-alert4) Budget Alert

If the Buzz is below 20,000 credits, you will receive an alerts via XeeNotes. If it is a commercial Buzz, you also receive an alert email. Thanks Marita Roebkes

S3-Buzzlet-aging5) Buzz age display

Bow Buzzlets shows how long ago the Buzz was created.

Thanks Berrie Pelser

 

S3-Buzzlet-supported6) Buzz support display

Now Buzz Warriors can see if and how often they shared a Buzz. Obviously the person needs to be logged in order for the system to display that information.

Thanks Michelle Harris.

S3-Buzz-Listing

7) More statistics on Buzz lists

Buzz lists are updated and show number of advocates and mentions.

8) Buzz list for Buzz Warriors

Under “My Buzz” you see a list of Buzzes from the Buzz Masters you committed to support.

 

S3-Buzz-Dashboard9) More guidance for new users

The new main buzz page has now some guidance for newbis to become buzz master. The three steps shall help a user to understand that they need to be verified to start a Buzz, then build a buzz team to get their support for the Buzz and finally buy some credits to release a Buzz.

Thanks Ken Danieli

S3-BuzzList-on-Homepage10) Featuring active campaigns on S3 Homepage

We now feature active Buzz campaigns on our home page. We currently feature the 10 newest campaigns. Over time we will develop other methods to select the top 10

Thanks Berrie Pelser

 

 

 

 

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Managing different client accounts without logging in and out

multiChrome

Social media managers or agencies are challenged with juggling many different social media accounts. You need to log into this twitter account than that twitter account, back to Facebook then LinkedIn and so forh – all from one browser. And all of a sudden ….ouuuch you posted to the wrong account.

Google Chrome has a powerful feature, that is not widely known.

You can create several different and independent instances of Chrome and just click on the respective browser icon to be in the respective account. Yes, it maintains the session, keeps the cookies and everything you need to have dedicated to that account. It’s like a different browser.

 

Here is what you need to do:

1) Create a subdirectory on your computer for each account i.e.

C:/chrome/client1
C:/chrome/client2
C:/chrome/client3
(Use the backslash of course)

2) Create copies of your Chrome Link Button on your Desktop

3) Add this code extention to the TARGET definition after ….chrome.exe

-user-data-dir=C:\Chrome\society3

ChromeSettings

 

Now you can login into the various accounts and stay logged in. Just click on the respective icon. Each chrome instances you have setup that way keeps their own cookies and sessions. :)

Happy switching

Axel
http://XeeMe.com/AxelS
(my entire online presence)

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S3 Platform Update – Fall 2013

First S3 application platform upgrade

XeeMe as an App

Society3  S3-XeeMeXeeMe is now an application on the S3 platform that can but must not be used in conjunction with other applications. Those who just want to have and manage a XeeMe without all the other apps can do it now with ease. The XeeMe specific Dashboard shows all XeeMe relevant information and allows to manage a XeeMe right from that dashboard without the need to understand any of the other application aspects. Once users are comfortable with their XeeMe, they may add Focus for networking with other XeeMe users, Buzz to support or create Buzz campaigns and so forth.

Buzz as another Key application

With the completion of the S3 platform Buzz users don’t need to understand XeeMe or any other application for that matter. All it takes is to add Buzz as an application if it is not auto-installed by the registration process. A user can now manage a Buzz campaign without getting confused by other aspects of the XeeMe system.

Braino Only Environment

What is true for Buzz is equally true for Braino. Those who signed up to learn about social media strategies and care less about other tools at that stage will not be irritated by score boards, Wall of Fame and other aspects of the technology mix we offer. A buyer of an online class gets Braino auto installed and lands directly on the Braino Dashboard page.

Application independent account administration

As part of the separation between platform and apps, we also separated the general account administration. It resides in the main navigation and covers all aspects of an account, independent of what applications a user is using.

S3 Dashboard

The platform has one application independent dashboard showing a users Profile, credits, achievements, system update information as well as the latest Buzz Campaigns. Buzz has become a key application and as such it shows the latest campaigns on the main dashboard. Even if users are not using Buzz, they can still support it without installing it.

Score Board Update

Klout decided to have a policy that does not allow to list a Klout Score next to another score. Oh well. Since PeerIndex is no longer providing public scores, Kred has a hard time to get their website into a readable form, and connect.me is in a stage of new orientation, we decided to remove the external scores all together.

For more technical background see below

More intuitive – less clicks – easier to navigate

Obviously for those who were using the system for a while, this is a change that causes to retrain the mouse, that guides you to the right places. But all in all it is more intuitive and easier to learn for new users.

 

Technical Aspects of this upgrade

Platform Architecture

This upgrade actually completes the S3 Platform development. The Platform is now truly application and XeeMe independent. In the past the XeeMe architecture was still a key part of the platform itself. In other words, XeeMe became an autonomous application in the platform itself.

Administration

User administration is a huge part of every application, no matter how small or big it is. With the new user administration we only lay the foundation of a XeeMe in that process. But a user does not need to manage a XeeMe as part of the account administration. Application specific user credentials are tide to the application map and its DNA between a user and an app.

Genetically Networked Architecture

Since the inception of XeeMe we are using a genetic computing technology we invented and called it “Genetically Networked Architecture”.  Almost all settings, attributes, rights, rules and capabilities are genetically encoded. That allows us to process a large amount of credentials in a fraction of traditional methods. We will share more about the GNA later. However the new platform is fully GNA enabled and allows credentials to be easily encoded and the inheritance of profile information into the DNA of application chromosomes.

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Society3’s new S3-Buzz Software replaces conventional marketing with Customer Voice

FOR IMMEDIATE RELEASE:

Society3’s new S3-Buzz Software harnesses Customer Voice to reach into new markets, increase revenue.

S3-Buzz Software now puts the power of Consumer Voice into the hands of savvy business marketers.

Sep. 10, 2013 - SAN FRANCISCO BAY AREA, Calif. – For survival in a competitive marketplace, agile businesses recognize the importance of incorporating the customer voice into their marketing strategies to amplify messaging, reach and revenue. S3-Buzz Software now puts the power of Customer Voice into the hands of savvy business marketers.

When consumer social influence overpowers corporate advertising, businesses need to find innovative ways to reach and win the loyalty of new customers. Society3 recognized the need to utilize the power of the new consumer voice and developed a software solution to help corporate marketing teams stimulate and amplify customer conversation across the Internet. Case studies show Customer Voice Driven Marketing has the capability of achieving up to 7000 mentions per day with a reach of up to 100 million engaged consumers.

S3BuzzLet

“We have carefully studied customer behavior and buzz dynamics over the past two years and created a product that helps business teams stimulate social mentions and recommendations and then amplify them across the Internet with very high velocity.” Said Axel Schultze, CEO of Society3.

Smart businesses are leveraging the effects of the customer voice by stimulating mentions and conversations. It’s long been held that consumer reviews have far more weight in the mind of the customer than traditional marketing messages. Harnessing customer voice is key to the growth and revenue of every business. For survival in a competitive marketplace, agile businesses will recognize the importance of incorporating the customer voice into their marketing strategies to amplify messaging.

Chuck Jones of Knoxville, TN based Parking lot Striping and Sealing company AAA Stripe Pro,an S3-Buzz customer said: “It was amazing to watch how fast the number of visitors to our site has grown, literally over night. We spent plenty of money on Internet advertising and listings in the past, but S3-Buzz has outperformed all of these methods of promotions”.

S3-Buzz Software features 3 components intensely tested over the course of 200 Buzz campaigns

• Velocity:  Unlike traditional word of mouth or a traditional promotional campaign, S3-Buzz spreads almost instantly and can reach thousands within a matter of hours.

• Mentions:  Customers are happy to share their opinion and with a little encouragement from brands, hundreds of customers spread the word within 24 hours.

• Reach:  Due to the networked nature of the social web, sharing and amplifying mentions and recommendations provides a much higher reach than traditional advertising. S3-Buzz campaigns can reach up to 10-times more consumers than conventional campaigns with the traditional media.

Berrie Pelser from BerArt, an European partner and Buzz Master from the 2012 Digital Agenda Conference of the European Commission said, “The DA12 conference was a proving ground for S3-Buzz Software. We tested the software side-by-side against a well-crafted business process and traditional messaging tools and found stunning results with S3-Buzz. We created a reach of nearly 100 Million and were trending on Twitter in several countries within hours.”

S3 Buzz is designed to help businesses promote events, introduce new products, acquire new talent and improve their brand reputation with the help of loyal advocates using their own customer voice and a tool that makes it very easy to spread the word in a matter of hours.

S3-Buzz is now available for purchase, more information can be found on http://society3.com

— E N D —

Announcement in 140 Characters

San Francisco startup #Society3 shows new ways to advertise and reach up to 100 Million people. http://society3.com #S3buzz

San Francisco startup #Society3 set to replace advertising with voice of customer http://society3.com #S3buzz

#Society3 introducing #S3Buzz helping business increase mentions and reach, driving incremental sales http://society3.com

#Society3 developed software helping marketing teams stimulate customer voice getting up to 7,000 mentions per dayhttp://society3.com

#S3Buzz advantage: Velocity! Unlike WOM S3Buzz spreads instantly and can reach thousands within a few hours http://society3.com

#S3Buzz advantage: Mentions! Customers are happy to share opinion. Brands need to provide inspiration and location http://society3.com

About:
Society3 is a Buzz Marketing Technology provider, helping businesses grow their respective number of public mentions and market reach.  The unique Buzz technology empowers Society3 customers to instantly create awareness and customer engagement for their brand, products, events and other initiatives. Society3 is working with a rapidly growing network of business partners and agencies around the world. Society3 Group Inc is a San Francisco based privately held company. More information: http://society3.com or call +1 (650) 384-0057 Connect with Society3 http://xeeme.com/S3grp

 

Experience a buzz for yourself.

If you like it share it. That’s how easy it is for YOUR advocates to help YOU.

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