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6 Pillars of Social Commerce: the psychology of social enagement
Michael Porter    

Brian Solis has an excellent post on the psychology of social engagement.  It’s worth your reading his entire take on things and the research he references.  A lot of you might read it and say, “Duh!, I already knew that” but I would say that when someone codifies it, we are the better for being able to plan for and create social engagement using these principals.  That said, I do like his beginning, especially the part about how NOT engaging in a social conversation is worse than loosening your company controls and becoming part of social conversations…………even if you cannot control those interactions.

Social media is about social science not technology. As such, its value is not realized in the Likenomics of relationship status nor in the scores individuals earn by engaging in social networks. The value of social media comes down to people, relationships, and the meaningful actions between them. As such, its value is measured through the exchange of social currencies that contribute to one’s capital within each network. Through conversations, what we share, and  the content we create, consume and curate, we individually invest in the commerce of information and the relationships that naturally unfold. It is in how these relationships take shape that is both in and out of your control. This is why, in the age of social networking, relevant engagement counts for everything.

One of the greatest myths in new media is that social networks facilitate conversations about you that would not otherwise take place if your organization weren’t present. As such, some business leaders believe that creating a presence in social networks eventually erodes the control of the brand, risking the governance they’ve theoretically held onto so triumphantly over the years. So, if that logic holds, by not engaging in social networks or by sharing only one dimension of your business online, you can control what people think and say. Well, this always seems to come as a surprise to those who think otherwise, but the truth is that new media did not “invent” conversations, experiences, or opinions. It seems imprudent and perhaps commonsensical to say, but, the truth is actually the contrary to popular belief.

The control you think you lose by opening up to online engagement actually gives you a sense of control. While we are measured by our actions and words. We are also measured by our inaction and silence. Once you understand what people say and don’t say, how they connect, what they share, how they discover and make decisions, and who influences them and who they influence, a blueprint for engagement emerges. People will always talk with or without you. The questions you have to answer are, “what do you want them to say and what do you want them to do?”

 

Read the entire article. He has a lot more content and it’s worth the time.



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Recent Blog Posts
121


Anemic IT Growth or Budgeting Shift?
Mon, Nov 17th 2014 3:18p   Michael Porter
ZDNet reports on a recent Gartner report of 2015 IT budgets.  They call it, “IT Spending for 2015 Anemic amid Digital Shift.”  Here’s the breakdown on who creates vs who approves the IT budget. I don’t interpret it quite this way. Yes, IT budget growth is anemic but there’s on telling piece of information in the ZDnet article The upshot: Spending on digital innovation will be funded outside of the IT budget. So yes, spending is anemic within [read] Keywords:
173


Digital Transformation is All Around Us…Again.
Tue, Nov 11th 2014 8:19a   Mark Polly
The phrase “Digital Transformation” has re-emerged as a new phenomenon.  Google tells me there are 49 million (49,000,000) search results for the words Digital Transformation. First, why do I say it is a phenomenon?  It seems that many of our leading think-tanks are talking about digital transformation.  Here are some examples: Earlier this year, MIT Sloan Management Review posted this article: The Nine Elements of Digital Transformation Forrester is predicting that in 2015 &# [read] Keywords: collaboration ibm enterprise google mobile network
184


Drug or Drug Device Portals
Thu, Oct 23rd 2014 10:12a   Michael Porter
Eugene Sefanov has a nice post on the value of a patient portal for those who use a specialty drug or drug device.  He goes into some detail on the possible use cases with that kind of portal.  I like the approach  he takes.  Just being prescribed a drug doesn’t mean you are going to get the right outcome.  Anything you can do to ensure the patient has all the support he or she needs will improve that outcome. An effective way to provide patient support is through a portal that is sp [read] Keywords: collaboration application mobile
234


IBM, Microsoft to Let Each Other Use More Software in The Cloud
Wed, Oct 22nd 2014 8:14p   Michael Porter
Interesting news came today.  Two software behemoths and sometime fierce competitors have decided that co-opetition may be the best model.  IBM and Microsoft today announced a partnership making it easier for cloud customers to access each other’s software. The News IBM cloud users will be able to get Microsoft products like Windows Server and SQL Server, while customers of Microsoft’s Azure service can use IBM’s WebSphere Liberty and DB2, the companies said today in a statement. Cl [read] Keywords: ibm db2 enterprise google java linux microsoft office oracle server sql virtualization websphere
137


Dreamforce: Community Cloud for Healthcare
Tue, Oct 14th 2014 10:15p   Mark Polly
All this week I’m at Dreamforce, the annual Salesforce conference.  Salesforce has come a long way with their platform and they’ve recently introduced Community Cloud.  Community Cloud is an evolution of their portal product and includes many features that we see in other enterprise-class, horizontal portals. We are seeing a lot of interest in portals from our healthcare clients.  At Dreamforce, I attended a session on using Salesforce Community Cloud in healthcare.  I blogged [read] Keywords: community enterprise
174


Salesforce Community Cloud Roadmap for 2015
Tue, Oct 14th 2014 2:15p   Mark Polly
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152


Successful Partner Communities with Salesforce
Tue, Oct 14th 2014 12:18p   Mark Polly
Zero Motorcycles needed a way to consolidate multiple partner facing systems into a simplified user interface, track sales and monitor participation programs and automate workflows. As we’ve seen from other customers, partners had to login to multiple systems.  Using Community Cloud, Zero was able to provide one interface for the partners to login into and get information and process leads and improve sales. Zero’s original model was B2C, thinking that consumers would order electri [read] Keywords: collaboration community exchange exchange interface mobile
145


Creating Customer Happiness with Salesforce Communities
Mon, Oct 13th 2014 3:12p   Mark Polly
Community Cloud is Salesforce’s newest and fastest growing cloud (until tomorrow).  IDC has seen a huge jump in using social media to communicate with customers and respond to customer inquiries.  The top 3 technologies that are planned to be used include discussion forums, public social networks, and online communities, which is where Community Cloud comes in. Constant Contact Constant Contact, an all-in-one marketing platform, has over 600,000 small business customers. Constant Contact us [read] Keywords: administration collaboration community




104


Content Marketing is Inherently Flawed?
Fri, Oct 10th 2014 11:12a   Michael Porter
In the past week I’ve either read or listened to two heads of global marketing for two well known brands.  Both had a similar story with different sides of the same coin.  Both had a message that dealt with Marketers having to forget about telling their brand story and go with what customers want to hear.  The first was a session about leveraging social data with Michelle Lapierre who is the Sr. Director of Customer Experience at Marriott Rewards. The second is an article at cmo.com dis [read] Keywords: facebook linkedin oracle twitter
92


Why Do Contextual Ads Fail
Tue, Oct 7th 2014 3:12p   Michael Porter
I’ve blogged about the personalization failure before.  Now it looks like others are catching on to the ultimate failure on their part………… even as they harvest huge amounts of private information about us.  This article in ComputerWorld outlines the issues.  The author Mike Elgan hits the topic of privacy quickly and never lets it go: Companies like Google, Facebook and Amazon violate our privacy in order to show us relevant ads. So why do their ads miss the mar [read] Keywords: facebook google




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