Sam Fiorella
Toronto - New York
- 1056 comments
- 212 likes given
- 508 likes received
Author of: Influence Marketing: How to Create, Manage and Measure Brand Influencers | Partner, Sensei Marketing | Moderator #Bizforum Twitter Debate
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Thanks! I always wanted to be on your bedside table, er, my book I mean. :) I'm glad you're finding the new methdologies we've created helpful! It's about time we return the focus to how customer's make decisions instead of who amplifies a message furthest.
@jeanniecw Wonder if it's the fact that speakers are not paid (usually). If they were, but didn't fulfill a specific mandate, their fee would be reduced. Pay per performance, in other words. I like that idea.
@alanbr82 Alan, there are some that do, which list beginner, intermediate, and expert as part of the description. Color-coded even. Yet few marked expert deliver the goods.
Someone once said to me that as a conference presenter, I should speak to the most knowledgeable in the room, not the least. Those who are knowledgeable, will appreciate the content and engage you. Those who are not will be educated, challenged, and will know what they need to aspire to.
Wow, that's an exhaustive analysis of our book Brian! I'm thrilled to see that you've picked up on the key messages we tried to convey. Much research and effort when into creating it, so I appreciate the effort you expended in reviewing it.
@dbvickery Excellent comment (f/up blog post coming). Thanks for inspiring me...possibly another rant on the way.
@Howie Goldfarb Another great example of businesses not paying attention to customer life time value. Thanks Howie.
@RaySexauer Thanks Ray.
@SteveWoodruff Excellent point Steve. I never once received a call asking why my travel dropped off so dramatically during this time period. Again, shows they're not really focused on building advocates. I can tell you they have no problem asking me to spend heavily in a short period of time, in order to once again earn THEIR loyalty.
@gilliatt heh, I like that. Southwest really is a flying bus service. There's value in knowing what you are, embracing it, and doing it well.
@chieflemonhead There's that "emotion" word again. You're lurking in the wings just waiting to dump that on me again aren't you?! :)
I have to agree that brands need to foster "emotional connections" with their prospects, customers, staff, stakeholders, etc. I fear they don't know what that is, nor care frankly. That's why I stress the concept of lifetime value. The reality is that banks, boards of directors, and shareholders respond to revenue, profit, and growth. And ultimately, they dictate the path a business takes.
Brands, whose customers have an emotional connection with a brand, such as Apple's customers have had for so long, will reap the rewards in growth, revenue, and profit. But most business leaders don't have the courage to foster that. Focusing on building advocates from loyal customers and life time value may be a good replacement strategy that achieves the same end - and might not scare the bejesus out of business investors in the process.
Excellent post Amy.
I was called out for a similar issue (re: Use of Boston in a blog post) by Geoff Livingston over on my blog. He posted a comment disagreeing with me, but unlike the mob created in response to Jure's comment, his provided an intelligent, respectful and professional commentary. The result was a short and courteous conversation between two people with two different points of view.
I'm sure he still disagrees with my post and I still don't see an issue with what I posted. However, I have respect for him for speaking his mind in a respectful manner. He offered his comments as a means to further discussion, not shut it down or personally attack me. I have more respect for this behavior than those who took exception to my post and turned to Twitter with thinly veiled criticisms in Tweets that did not mention my name directly.
Geoff's comments are proof that there is a way to professionally engage with people you disagree with online. And the resulting debate might benefit everyone.
@9INCHmarketing Now, when you say we "rarely see eye to eye," are you making a short joke? I can't help the fact that you're freakishly tall?! :)
I agree with your agreement and raise you the trouble with the premise. It requires leadership. It requires the courage of business leaders to strategize based on the emotional needs of their customers - and to put that first - instead of the short-term need of their bankers, creditors and shareholders.
You know, it's about taking that path from your brain to your heart. Know any good books on this subject?? Please share.
@Tinu Yes, you are in the minority Tinu. The world is driving a path to Facebook's door - and then beating it down - in their exuberance to share everything. No thought is given to what they're giving up. Not because people don't know, they don't care. I believe the majority don't have any issue giving up some privacy and personal data for the opportunity to engage in social media, especially Facebook.
On a positive note, it's a great time to be a marketer. All this free candy!
@Ashley Sue Bullers MySpace? No, I'm too young to remember the "old days". :)
@Sean McGinnis Sean, I cannot tell a lie: I would never call you "thin!" I would call you one of those people with whom a "thin social relationship" has evolved into a trusted and valued friendship. (Even if I have to stand on a chair to look you in the eye)
Well first, congrats on the "dream job" Doug! Really happy for you and I appreciate the shout out. I agree that we're developing more, yet thinner relationships thanks to social media. However, there is value in many thin relationships - if you want there to be.
Some of my closest relationships have been developed from what started as a thin social media relationship; these were people I'd not have met otherwise. I've earned clients based on maintaining some of these thin relationships, which developed into strong relationships when the time was right.
In the end, strong or thin, my social media relationships have made me a smarter, more informed person. Engaging with you has been part of that experience. So thanks to you as well.
@Howie Goldfarb I'm with ya. I understand a person's reaction to fear, but creating fear and hate is another matter entirely. Worse, I'd guess he's probably not fearful of Saudis at all, but wished to use the situation to create fear, and fuel his religious, political and/or media agenda.
@jeanniecw "Customer engagement" unlocks the mysteries of universe....the marketing universe anyway. I share your fears. Yet, I'm happy to report that most of the new platforms we know will be launching soon will be focused on engagement for the sake of understanding the context of the conversations PLUS the relationships between those involved in the dialogue. Some will even attribute those engagements to lifetime value! (I'm giddy).
"Your're a stupidhead." How's that for 4th grade?