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Make your business socially, behaviorally, emotionally intelligent

Chip Conley

When analyzing consumer buying behavior, folks down at the South By Southwest Interactive Festival found themselves at the crossroad of psychology and business, with Chip Conley acting as the crossing guard.
Chip Conley is the CEO and Chief Emotions Officer at Joie de Vivre Hospitality, a company he founded two dozen years ago. Chip’s years of experience and best-selling books helped him to create his talk, “Emotional Equations to Connect With Your Customers,” which aimed to help business leaders understand how to be more emotionally intelligent in the workplace.

Unpack your emotional baggage

  • Despair = suffering minus meaning. Suffering is a constant, meaning is a variable. Meaning lessens suffering.
  • Fear is used systematically to control, suppress and get people to do “something.”
  • When going through bad times, a company is a sweatbox.
  • Study: Women who had teen depression vs those who did not – the former were much better able to handle being a widow later.
  • Stress early in life builds long-term courage and resilience, builds emotional muscles.
  • Anxiety resolution: Chart what do I know/don’t know, what can I influence/can’t.
  • Disappointment = Expectations minus reality.
  • Disappointment is usually the result of poorly managed expectations.

Happiness and business practice

  • Happiness = wanting what you have/having what you want
  • Happiness = practice gratitude/pursue gratification.
  • Happiness = wanting what you have divided by having what you want.
  • Solace and comfort comes from consumption, replacing religion?
  • Bhutan – forget GNP – try gross national happiness.
  • Hedonic treadmill, whatever we get is what we want, we want more, which yields unhappiness.

Our basic needs to survive, succeed, and transform

  • Meet expectations, meet desires, meet unrecognized needs, but unrecognized needs will become expectations.
  • Transformational companies focus on the unrecognized needs of their customers.
  • Between stimulus and response is a space to choose our response.
  • We all aspire to self-actualization, but how do you make it for a company? Many great companies used it.

Buying behavior

  • Buying behavior is driven by unconscious thoughts. 95% of thought, emotion & learning happen w/o consciousness.
  • Identity affirmations play a huge role in consumer behavior. What does the product say about me, self-actualization.
  • People identify with things they aspire to be. Shopping is buying identity.
  • The more options we have, the more opportunity for regret.
  • What does a self-actualized customer looks like?

4 ways to succeed

  • Help meet goals
  • Allow expression
  • Feel part of bigger cause
  • Offer real value that they hadn’t imagined
 Want to learn more about Emotional Equations? Check out Chip Conley’s Prezi presentation for free.

Small Organizations Can Create a Big Social Media Presence

Aimee Roundtree

When time, money, and help are hard to come across, it’s time for organizations to incorporate strong social media strategies. Many small brands are seeing big success with social media, whether for outreach, education, PR, or promotion. South by Southwest Interactive provided tips on how to create a strong social media presence.

If you want to do big things with social media at your small organization, you have to be creative and flexible, use what works, and know thyself to create a campaign that’s effective and works for you (and most importantly, your audience), according to Aimee Kendall Roundtree, University of Houston-Downtown Associate Professor in the Professional Writing Program. Highlights from Big Social Media Results for Small Organizations:

Social media for small organizations: Best Practices

  • Invite participation
  • Set and know your metrics and perform sentiment analysis
  • Know you purpose and set policies and training programs invite participation
  • Set smaller goals and achieve them
  • It’s good for small organizations to be talking about news, events, and partnerships with other organizations
  • Track interactive patterns, build metrics and tools as you need them.
  • Do what works for your organization, which may be unique to your audience and brand
  • Being adaptive is a best practice because money and time are the biggest barriers
  • Hashtags build community structure, be sure to put your mission first
  • When establishing strategies, small organizations should use messages for content, not memories
  • Small organizations can often do well by amplifying user-generated content

Make the voice of your organization heard through social media

  • 73% of small orgs using social media. Of those not using, 81% plan to start
  • For small organizations, often the best social media posts don’t support the strategic plan or goal
  • Use social media to embody the organization. Share daily goings-on and be intimate in a brand-appropriate way
  • Film events, share anecdotes and other clips to help feed social content. This helps a small organization to show activity
  • Be aware: Despite organizations’ goals/purpose, users can change direction through contributed content

 Be brave when branding your organization through social media

  • It’s OK for small organizations to wing it! Just use your intuition
  • When it comes to social media, intuition can be more effective than best practices
  • Don’t be afraid to say what you need to say, provide real content about what’s happening. Be concise and consistent
  • Consider the ant: How is it that ants accomplish so much without someone telling them what to do?

Thanks to @akroundtree, @ACDunbeck, @inthekisser, @mirandaLwilson for your insights!

Discovering User Needs | SXSW Interactive

View more presentations from Aya Zook

Strategy consultant,  marketer, and product planner in the consumer goods and technology industries, Leslie Feinzaig is the Senior Business Planner of Kinect at Microsoft. She has observed, interviewed, and surveyed thousands of people by conducting more than 100 consumer research studies in dozens of countries around the world. She knows what users need.

Leslie Feinzaig

Sponsored by Bing,  Mind Reading: Seeing Needs Users Don’t Articulate helped to cut through the clutter of research to better understand   how businesses can encourage user feedback and how to meet consumer needs. Using Bing’s insight development practices as a case study, the presentation aimed to discuss techniques for gaining deep understanding of and empathy with customer’s pain to spur product innovations. Among the top lessons of the day were:

  • Find out why a user does something, not why they say they do something
  • You can’t design products without talking to your users
  • You want to observe your extreme users because that is where you can understand the inspiration

Understanding motivation

  • Observe pain points to determine which activities are undertaken to address needs
  • Observe behavior and question the needs behind the behavior
  • Aspirations are generally beyond observable reach, but are highly powerful

Ethnography results from a case study

  • Seeks to manage identity: sense of self and reputation
  • Seeks to manage mood: escapism and “getting going in the morning”
  • Connect with others
  • Be more productive
  • Stay in-the-know

The last few slides are detailed and interesting.

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Mad Men: More lessons to mine for Social Media

Don Draper Mad Men

Don Draper Mad Men

 

Mad Men illustrates our evolution, but have we?

The Mad Men countdown clock is ticking down (too bad there’s no widget to post here), and I’m thrilled. Sadly, no time to use Betty’s party planner, but cheers to AMC for another season of lessons that can be applied to Social Media.

While the social media integration was widely commented on at South by Southwest Interactive 2012 (highlight posts forthcoming BTW), there’s so much more to contemplate.

Mad Men was also mentioned on a panel at the SES (Search Engine Strategies) New York conference yesterday. The panel discussed integrated marketing and mentioned the pitch Don Draper gives to Kodak when the slide “wheel” is introduced.

My Tweet about kicking off the Social Media Strategies course I teach with the Mad Men Carousel clip became a top tweet. Sorry there’s no embed, but click to watch: http://bit.ly/MadMenCarousel

Very evocative, no? This is how I want my students to think of the class: interesting, ever-evolving, which reflects where we are in this industry today.

The Sterling Cooper pitch provides a perfect frame for today’s students — and professionals: It illustrates how technology changes, but the desire for human connection pervades.

Meanwhile,  my 2012 conference circuit is echoing: We’ll soon be dropping all the prefixes: e-marketing, online marketing, search marketing new media. It’ll just be straight-up marketing. I read a recent OMMA post that Social Media staffs are being fully integrated into the marketing departments. This make sense, no? You wouldn’t have an email department all by itself and only thinking about getting into inboxes (then what?)?

In essence, we’re all here to align what the company has to offer with customer expectations.

I can’t help but wonder what’s really going through the minds of the Millennials who’ve signed up for Social Media Strategies when I show them a pitch for a product that took consumers by storm decades before they were born. It’s an ideal starter to a class the focuses on engagement and interaction, and we start practicing these fundamentals on Day 1.

I’m eager to see how Mad Men keeps the conversation going, both in my class and in my mind.

What other lessons have you learned as Mad Men shows us a reflection of ourselves in another time?

E-Marketing for Artists panel features Designated Editor, Newport CVB

E-Marketing and new media tools and tips for artists

 

 

E-Marketing for Artists infographic by Designated Editor for the Newport Arts and Cultural Alliance

E-Marketing for Artists infographic by Designated Editor for the Newport Arts and Cultural Alliance

E-Marketing best practices

Claim & maintain your profiles on the major platforms

Fish where the fish are

Form relationships with individuals

Don’t forget customer service

Know you are not in control

80/20 rule: Only talk about yourself 20% of the time

Be useful and helpful to your fans/followers on social media

Offer incentives to visit to your gallery/business, consider other deal types

Use tools and services available beyond simply sharing, such as Facebook ads

Make it easy to share: Include, at minimum, the Like button on your site/blog

Track progress via Facebook Insights, Google Analytics and Email open rates

Monitor activity constantly: Hootsuite/Tweetdeck and smartphones are helpful

Embed and cross-pollinate: Embed YouTube videos in your blog, share your blog posts

Buckle up: The rules and platforms will continue to change and evolve, creates opportunities

E-Marketing: How to get started & make progress

Get your house in order: Focus on your website to ensure social users will not find it confusing/messy

Add a blog: Great for Google rankings and a spot for you to compile all your great content

Learn a little about SEO & develop an editorial calendar to keep your blog on track

Build an email list & establish an e-newsletter schedule; go for big photos & deals

Claim your brand on various social media platforms (see infographic above for current top picks)

Determine which social media platforms your target audiences are using

Start with the platforms that your best customers are using, most likely Facebook

Cross-pollinate: Your blog will help feed your social media and email newsletters

Thanks so much to the Newport County Arts & Cultural Alliance for hosting a fun panel on E-Marketing for Artists.

And thanks to fellow panelists @Annie Collela  & @Andrea McHugh of the Newport and Bristol County Convention and Visitors Bureau for sharing your insights and contributing to this post.

And, last but not least, thanks to the Preservation Society of Newport County for hosting.

 

Social Media resources from Designated Editor

Prior presentations, Powerpoint slides & posts by Suzanne McDonald of Designated Editor

Leveraging LinkedIn: Free tips to prospect and engage

Facebook for Business 101: Branding to Engagement to Ads to ROI

New Media Tips to Land Your First Customer