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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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Apr 10, 2012
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Recent Blog Posts
104


Forrester Digital Experience Wave
Wed, Jul 30th 2014 3:12p   Mark Polly
Last week Forrester published their first Wave on Digital Experience Platforms.   I was at the IBM Digital Experience Conference and it sounded like IBM was expecting good news from Forrester in this wave.   In fact, Stephen Powers from Forrester was the Keynote speaker at the conference and one of the principal authors of the Wave.   Much to every one’s surprise, the Wave came out with nobody listed as a Leader.  Adobe, hybris (SAP), IBM and Sitecore came out as the Strong Performers [read] Keywords: ibm development sap
115


WebSphere Portal and UI Myths and Facts
Wed, Jul 30th 2014 12:12p   Michael Porter
I don’t know how I missed it but Harish Bhavinachikar has a nice post on what you can do with modern UI tools in WebSphere Portal.  It’s on our Spark Blog but addresses something that keeps coming up again and again.  Frankly, the front-end tools have changed considerably in the last couple years.  Modern UI tools / frameworks like AngularJS, Bootstrap, JQuery, and a host of others make it easier to manage the UI and to further enforce separation of the front-end from the back-end [read] Keywords: ibm css javascript mobile portlet websphere websphere portal
92


Google Search With Sales Force
Wed, Jul 30th 2014 9:12a   Michael Porter
Brendan Callum, a director and whiz extraordinaire in our Salesforce practice, has a video out about what they did with Google Search and Salesforce. The video doesn’t go into a lot of detail but I find it extremely interesting that an appliance (older trend) searches the cloud (ongoing trend) in a secure fashion.  Of course, why do you need detail when someone developed a connector for it and all you have to do it buy, install, and go. [read] Keywords: google
92


Migrating Web Content Using Kapow (Part 3)
Wed, Jul 30th 2014 9:12a   Michael Porter
I’ve blogged about this before with Candace’s Part 1 and Part 2. She just published Part 3 in the series.  Here she focuses on what to do once you’ve extracted and transformed the content.  In other words, getting that web content into the target system. In this case it’s Sitecore, a popular .NET based WCM.  I think it’s great Candace took the time to walk through a step by step approach to this.  Go to her post for the full set of steps and details. Once data [read] Keywords: database microsoft
146


Hilton Changes The Game, Mobile Enables It
Tue, Jul 29th 2014 10:12a   Michael Porter
Hilton announced on their web site that they plan to change the game when it comes to the guest experience at their hotels.  While the press release doesn’t state the investment, the Wall Street Journal quotes it at $550 million.  But what’s really cool is that the smart phone will become: Your room key: bypass the line and head straight to your room The way to choose your room: choose your room from a map of the hotel Special requests: get upgrade, ask for amenities, etc. At fir [read] Keywords: application integration mobile
89


Enterprise Collaboration and Digital Transformation
Tue, Jul 29th 2014 9:12a   Michael Porter
@lizasisler pointed me to an interesting article on CIO.com about the need for digital transformation and how you get there. The answer is of course that you need to break down silos and enterprise collaboration tools will help……. along with cultural change and executive support.  See my deeper color commentary over at Perficient’s Microsoft Blog. What Executive roles champion and support digital transformation? [read] Keywords: collaboration enterprise microsoft
127


IBM Portlets Running on Liberty Profile on IBM Bluemix
Wed, Jul 23rd 2014 11:12a   Mark Polly
You may not have heard of the Liberty Profile, unless you are interested in running WebSphere Application Server in a cloud environment like BlueMix.  Saurabh Agarwal and Jaspreet Singh presented this session at the IBM Digital Experience Conference. What is this Liberty Profile? Liberty is a lightweight WebSphere Application Server that is already embedded in IBM Bluemix which runs on Softlayer.  By lightweight, I mean that the install of the server is fast, startup is fast, and it is optimiz [read] Keywords: ibm application database development dojo eclipse interface portlet profile security server websphere websphere portal xml
112


Why Social Needs to be Part of Your Portal
Wed, Jul 23rd 2014 11:12a   Glenn Kline
IBM’s 2014 Digital Experience Conference started Wednesday off with a great session by Mac Guidera, Social Workforce Strategist from IBM, titled “Why Social Needs to be Part of Your Portal.”  The session was very insightful blending a mix of statistics, trends, best practices and insightful thoughts. Social Business Patterns Patterns represent modernized processes with dynamic, repeatable and measurable “people interactions” created by building social into work and [read] Keywords: collaboration connections ibm applications mac mobile websphere websphere portal
117


Consumer Engagement at Florida Blue with IBM Digital Experience
Tue, Jul 22nd 2014 5:13p   Mark Polly
Glenn Kline of Perficient and Phani Kanakala from Florida Blue presented a case study of how Florida Blue, Florida’s largest healthcare payer, uses IBM Digital Experience to engage consumers.  Florida Blue’s mission is “To improve the health and well-being of Floridians and their communities”.  This really is a good reason to engage customers. Florida Blue has been using IBM Digital Experience platforms since 2008.  Every year Florida Blue added new features and new si [read] Keywords: agent ibm application applications mobile properties server websphere websphere portal
102


IBM Digital Experience in the Cloud: New Options and Capabilities
Tue, Jul 22nd 2014 4:12p   Mark Polly
Tony Higham and Paul Kelsey spoke about deploying IBM Digital Experience on both an on-premise and public cloud.  There are 5 properties of the cloud generally recognized in the market.  IBM is fully supporting each of theses properties: On-demand & Self Service – its there when you need it Broad Network Access – a global network with fast access from any device Resource Pooling – customers share computing resources at some level.  IBM is not really embracing shared har [read] Keywords: ibm application database network properties security websphere websphere portal




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