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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
21


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
17


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
35


Integrating IBM Digital Experience and Microsoft SharePoint
Tue, Jul 22nd 2014 12:12p   Mark Polly
Jason Cornell spoke at the IBM Digital Experience Conference about how well IBM Digital Experience software integrates with SharePoint. When IBM talks about integration with SharePoint, its usually how to display SharePoint content or apps within WebSphere Portal. There are a bunch of ways that IBM has enabled out-of-the-box integration with SharePoint: IBM has Web Application Bridge to pull in SharePoint sites, libraries, lists, wikis, blogs, announcements and so on.  The Bridge displays cont [read] Keywords: calendaring ibm ldd lotus application applications exchange exchange integration microsoft portlet sharepoint sql websphere websphere portal wiki
23


IBM Digital Experience Conf: Developing Portlets Using JQuery
Tue, Jul 22nd 2014 10:12a   Glenn Kline
jQuery is one of the most pervasive scripting libraries in use today. The session “Developing Portlets Using Javascript and JQuery for Engaging Digital Experiences” by Stephan Hesmer, Web 2.0 Architect, IBM and  Jaspreet Singh, Rational Tools Architect, IBM provided good insight as to how to leverage jQuery in IBM WebSphere Portal. First, a couple of key statistics to indicate why this is important and cannot be ignored: 57.5% of websites use jQuery. jQuery has a 93% marketshare. [read] Keywords: ibm ajax application applications css dojo java javascript mobile portlet properties web 2.0 websphere websphere portal widgets
38


IBM Digital Experience Conf: Marketing Integration
Mon, Jul 21st 2014 5:12p   Mark Polly
Rob Enright, a Digital Experience Strategist with IBM spoke about integrating Marketing Management with IBM Digital Experiences.  Customer expectations are soaring, yet it takes time to build your digital experience to keep up or even get ahead of those expectations. Here are several themes IBM is focusing on: “Insight to Action” with a few clicks – this will require more and more automation of the Manage omni-channel campaigns that are coordinated across the channel.  This [read] Keywords: ibm integration portlet
48


IBM Digital Experience Conf: IBM Web Content Manager Patterns
Mon, Jul 21st 2014 1:13p   Mark Polly
Eric Morentin and Nick Baldwin spoke about WCM Patterns that should be used in content management development in IBM Digital Experience.  Patterns of course are a “canned” way or even best practice for implementing solutions.  There are four themes of patterns they talked about: Better content / component model There are different types of content and Content Manager build a content page by pulling various types of content.  Types can include things like slide shows, lists, bloc [read] Keywords: ibm best practice css development javascript
47


IBM XGX – What’s New in WebSphere Portal and IBM WCM 8.5
Mon, Jul 21st 2014 1:13p   Glenn Kline
Rob Will, chief architect for WebSphere Portal, once again gave a great presentation at IBM’s Digital Experience Conference 2014.  The focus was on the new capabilities delivered in the last year. The focus of the digital experience suite has been to provide a framework with tools and services to be able to deliver a great digital experience.  The focus has shifted from IT building the solutions to the line of business being able to own and deliver content and services themselves.  The [read] Keywords: connections ibm ajax application applications css development dojo mac mobile portlet profile security server websphere websphere portal
45


IBM Digital Experience Conf 2014: Stephen Power’s View
Mon, Jul 21st 2014 11:12a   Mark Polly
Forrester’s Stephen Power spoke about transforming digital strategy. Stephen is Vice President at Forrester and covers the Digital Experience market.  He started by talking about the age of the customer and how we got to this point (customer centricity per Gary Dolsen).  Preceding the age of the customer was Age of Manufacturing, Age of Distribution and the Age of iInformation.  Starting in 2010, he suggests that the Age of Customer started. Complexity is increasing in the Age of the Cu [read] Keywords: ibm
44


IBM Digital Experience 2014: Opening Session with Doug Geiger
Mon, Jul 21st 2014 10:13a   Mark Polly
Doug Geiger is IBM’s VP for Development for Digital Experience.  He talks about the new features available in IBM Digital Experience 8.5: New Authoring toolbar to make content creation easier BrightCove integration to publish steaming video to the BrightCove distribution network Multi-channel delivery with IBM Worklight – everything is multi-channel out of the box Portlet development now is easier by allowing non-java developers to create rich portlets using: Digital Data Connect [read] Keywords: collaboration ibm application development integration java javascript network portlet
45


IBM Digital Experience Conference 2014: Opening with Gary Dolsen
Mon, Jul 21st 2014 10:13a   Mark Polly
IBM’s Digital Experience Conference got underway today in Anaheim.  For those that have followed IBM WebSphere Portal in the past, Digital Experience is a really set of individual point products that include WebSphere Portal, Web Content Manager, Forms, etc. If you have really, really followed IBM’s portal you will probably know Larry Bowden as the long-time leader and builder of the IBM WebSphere Portal brand.  Larry has recently retired from IBM and Gary Dolsen has taken over th [read] Keywords: ibm mobile websphere websphere portal




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