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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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http://feedproxy.google.com/~r/PortalSolutionsBlog/~3/NwZ_RNE_Ab0/
Apr 10, 2012
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Recent Blog Posts
61


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
70


Salesforce Community Cloud Roadmap for 2015
Tue, Oct 14th 2014 2:15p   Mark Polly
Salesforce Community Cloud can be used for a variety of applications, including sales communities, customer self-service, marketing campaign management, or anywhere you need portal, content and social combined into one experience. At Dreamforce 2014, Salesforce has been having a lot of sessions related to communities and I’ve seen a lot of communities focused on partners.  That is if you are company that has sales partners, dealers, etc. a partner community would be relevant to you.   Th [read] Keywords: application applications community facebook linkedin mobile networking profile twitter
67


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
71


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
74


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
119


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
154


Gartner Magic Quadrant for Horizontal Portals 2014: Seeing Shifts
Mon, Oct 6th 2014 8:13a   Mark Polly
Gartner has released its Magic Quadrant for Horizontal Portals 2014 and it contains some interesting surprises.  For the first time in several years, Gartner has moved IBM and Liferay ahead of the other vendors in both vision and execution ability. Gartner Magic Quadrant Horizontal Portals 2014 The leaders for 2014 are still the same leaders as in 2013 and 2012.  For the past few years IBM, Microsoft and Oracle have been clustered near each other in the Leader’s quadrant, with Liferay an [read] Keywords: ibm application enterprise microsoft oracle sap server sharepoint
93


A Day in the Life of a Social Media Manager
Mon, Sep 29th 2014 11:11a   Mark Polly
In the BufferSocial blog, Kevan Lee posted an article for Social Media Managers.  The post takes a look a “typical” social media manager’s day and breaks down that day into many different activities, represented in the info graphic here.    Mr. Lee also provides several different views on how other people spend their days managing social media.  One person, Finola Howard, manages to compress all her daily activities into just one hour per day. Her tasks include: Use Socia [read] Keywords: connections ibm networking twitter




163


How to Implement Lighter Weight Portals, Part 3: Knockout Portlet
Thu, Sep 18th 2014 5:15p   Mark Polly
In this series, I’m showing how Portals don’t have to be heavyweight.  In Part 1, I wrote about how to make the infrastructure lighter by using cloud or IBM’s Pure System.  In Part 2, I introduced the concept of using IBM’s Web Content Manager system to build very simple portlets. Now in this final installment, I am going to extend the concepts introduced in Part 2 to show how we can build more complex portlets, but still keep everything lightweight.  To review quickly [read] Keywords: ibm application css dojo interface java javascript network portlet widget
121


How to Implement Lighter Weight Portals, Part 2: Portlets
Tue, Sep 16th 2014 12:11p   Mark Polly
In part 1 of this series, How to Implement Lighter Weight Portals, I talked wrote about the infrastructure and installation aspects of Portals. To make the tasks of managing and installing portals, I recommended cloud solutions and for IBM, their PureApplication system both in the cloud and on-premise. In Part 2, I turn my attention to applications and how to make task of developing portal applications more lightweight. The goal of a portal is to combine applications and content at the glass fo [read] Keywords: admin ibm application applications interface java javascript portlet websphere websphere portal xml




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