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  • SEO, Local Search and Social Media Consultant

    If you need to find out more about how to use SEO and other marketing tools that can help you improve your business and get better search engine rankings for your web site, you can find the best information and tips when you search online. Learning how to use SEO can help you achieve your goals and reach more people both in your local community and all over. It is important that you include your local search keywords when you are using SEO to be able to reach customers in your community.

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  • Seesmic and Silverlight Provide an Extensible Social Platform

    This week, Seesmic announced a new Seesmic Desktop platform. They finally revealed more details to the public and released developer previews of their shell, SDK and some sample plugins. You can get them on the Seesmic Developer Wiki. The best part? Its built on Silverlight 4 and the Managed Extensibility Framework (MEF)! This is awesome news for those of us who have been using various clients that have been locked down to specific use scenarios. There always is a few things I want/need/etc in...Did you know that DotNetSlackers also publishes .net articles written by top known .net Authors? We already have over 80 articles in several categories including Silverlight. Take a look: here.

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  • How to Improve Search Engine Optimization (SEO) Through Social Media

    Search Engine Optimisation (SEO) is really important for getting your website ranked highly in major search engine results' pages. But it's not always as simple as having an attractive website full of links and a great product or service. These things can help, but without a good, ethical search engine optimisation strategy, your website could fail to get noticed at all.

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  • Welcome Relief

    - by michael.seback
    Government organizations are experiencing unprecedented demand for social services. The current economy continues to put immense stress on social service organizations. Increased need for food assistance, employment security, housing aid and other critical services is keeping agencies busier than ever. ... The Kansas Department of Labor (KDOL) uses Oracle's social services solution in its employment security program. KDOL has used Siebel Customer Relationship Management (CRM) for nearly a decade, and recently purchased Oracle Policy Automation to improve its services even further. KDOL implemented Siebel CRM in 2002, and has expanded its use of it over the years. The agency started with Siebel CRM in the call center and later moved it into case management. Siebel CRM has been a strong foundation for KDOL in the face of rising demand for unemployment benefits, numerous labor-related law changes, and an evolving IT environment. ... The result has been better service for constituents. "It's really enabled our staff to be more effective in serving clients," said Hubka. That's a trend the department plans to continue. "We're 100 percent down the path of Siebel, in terms of what we're doing in the future," Hubka added. "Their vision is very much in line with what we're planning on doing ourselves." ... Community Services is the leading agency responsible for the safety and well-being of children and young people within Australia's New South Wales (NSW) Government. Already a longtime Oracle Case Management user, Community Services recently implemented Oracle Policy Automation to ensure accurate, consistent decisions in the management of child safety. "Oracle Policy Automation has helped to provide a vehicle for the consistent application of the Government's 'Keep Them Safe' child protection action plan," said Kerry Holling, CIO for Community Services. "We believe this approach is a world-first in the structured decisionmaking space for child protection and we believe our department is setting an example that other child protection agencies will replicate." ... Read the full case study here.

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  • BonitaSoft lauréat des OW2 Best Project Awards, un prix qui clôture une année 2012 excellente pour le BPM open-source français

    BonitaSoft lauréat des OW2 Best Project Awards 2012 Un prix qui clôture une année 2012 excellente pour le BPM open-source français OW2, la communauté internationale pour le middleware et les plates-formes applicatives open source, a annoncé les résultats de ses premiers OW2 Best Project Awards. Parmi les quatre projets open source innovants primés cette année, on retrouve dans la catégorie « Market » le BPM français Bonita Open Solution. Un prix qui vient clôturer une année pleine de succès pour l'éditeur français (lire par ailleurs « BonitaSoft dépasse le million et demi de téléchargements »).

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  • Bonitasoft récompensé par un jury international, pour sa stratégie disruptive dans la conception de ses solutions BPM open source

    Bonitasoft récompensé par un jury international pour sa stratégie disruptive dans la conception de ses solutions BPM open sourceBonitasoft, un des leaders dans la gestion des processus métier (Business Process Management ou BPM) open source, annoncé que son PDG et co-fondateur, Miguel Valdés Faura, a reçu le Bronze Stevie Award dans la catégorie « Anticonformiste de l'année » (« Maverick of the Year ») lors de la 10ème édition annuelle des International Business Awards.Cet honneur représente une...

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  • Question about "ASP.NET 3.5 Social Networking" by Andrew Siemer (from Packt Publishing)

    - by user287745
    am currently reading a book, which has explanation of making a social website. ASP.NET 3.5 Social Networking https://www.packtpub.com/expert-guide-for-social-networking-with-asp-.net-3.5/book On page 41 I noticed that the images of the solution explorer given in the text, indicate that windowsformapplication[PROJECT] has been used instead of WebForms[create new website]. there are no webforms? how would the end result be a site? what is happening here?? the name of the book is, ASP.NET 3.5 Social Networking, please refer to page 41, thanks note:- i have always made websites which needs hosting and be accessible from other computers using webforms[create new website] which has web.config file app_data etc..... please help thank you.

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  • Any beat detection software for Linux?

    - by o_O Tync
    Amarok 2 can search through music collection using ID3v2 tag's 'bpm' field. That would be very nice to retag the entire music collection so I can find the 'mood' of the track I like. However I've not found any beat-detection software that could have helped me. Have you ever used one? CLI, preferably. Also I'm interested if there's anything alike for tagging FLACs with the same 'bpm' field. Thanks! :) P.S. I'm aware there's a nice moodbar feature, however it's useless for searching.

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  • Finding which activities will execute next in a process instance

    - by Mark Nelson
      We have had a few queries lately about how to find out what activity (or activities) will be the next to execute in a particular process instance.  It is possible to do this, however you will need to use a couple of undocumented APIs.  That means that they could (and probably will) change in some future release and break your code.  If you understand the risks of using undocumented APIs and are prepared to accept that risk, read on… READ MORE >>

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  • What workflow engines are companies using and would you use it again? [on hold]

    - by cbmeeks
    I've been asked to find out "what's out there" when it comes to workflow engines. We have projects where a workflow based development environment makes sense. I've looked a little into jBPM but it seemed to have a steep learning curve. Google seems to take me to commercial products or products that I think are open source but instead have very limited "community editions". I could simply be searching for the wrong terms. What I would like to know are what actual workflow based products have you used at your company and to what degree of success or failure was it? Would you use it again? Thanks.

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  • What is the value of workflow tools?

    - by user16549
    I'm new to Workflow developement, and I don't think I'm really getting the "big picture". Or perhaps to put it differently, these tools don't currently "click" in my head. So it seems that companies like to create business drawings to describe processes, and at some point someone decided that they could use a state machine like program to actually control processes from a line and boxes like diagram. Ten years later, these tools are huge, extremely complicated (my company is currently playing around with WebSphere, and I've attended some of the training, its a monster, even the so called "minimalist" versions of these workflow tools like Activiti are huge and complicated although not nearly as complicated as the beast that is WebSphere afaict). What is the great benefit in doing it this way? I can kind of understand the simple lines and boxes diagrams being useful, but these things, as far as I can tell, are visual programming languages at this point, complete with conditionals and loops. Programmers here appear to be doing a significant amount of work in the lines and boxes layer, which to me just looks like a really crappy, really basic visual programming language. If you're going to go that far, why not just use some sort of scripting language? Have people thrown the baby out with the bathwater on this? Has the lines and boxes thing been taken to an absurd level, or am I just not understanding the value in all this? I'd really like to see arguments in defense of this by people that have worked with this technology and understand why its useful. I don't see the value in it, but I recognize that I'm new to this as well and may not quite get it yet.

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  • Need help: jBPM installation issue

    - by Kouky
    This is Ms Kahina, I’m getting started with jBPM & Java EE, I tried to install the jBPM 5.4 version by following all the steps stated in the iBPM user guide as below: 1- I’ve installed Java (JDK 1.7) and ant ( Apache-ant-1.9.4). 2- I’ve set both JAVA_HOME and ANT_HOME environement variables. 3- I’ve downloaded the jBPM 5.4 full installer and run the installation script “ant install.demo” and after that the start script “ant start.demo”. But unfortunately jBPM 5.4 is not working. When running the installation Script I’m getting successful message but with the following warnings : [copy] Warning: Could not find file C:\jbpm-installer\db\task-persistence.xml to copy. [copy] Warning: Could not find file C:\jbpm-installer\db\Taskorm.xml to copy. The start demo was successful. Actually when I try to open any tool provided with the jBPM such us the jBPM-console for example I’m getting the following messages: Address not found or sometimes the http status 404 occurred even if the Welcome page of jBoss AS was opened at http://localhost:8080/. Please need your assistance to sort out this issue in order to move forward in my project as I'm blocked in the installation stage since more than a week now, I don’t know if this is related to the jBoss AS7 or to any other thing that I didn’t find out. Looking forward to hearing from you. Thanks Kahina

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  • Conversation as User Assistance

    - by ultan o'broin
    Applications User Experience members (Erika Web, Laurie Pattison, and I) attended the User Assistance Europe Conference in Stockholm, Sweden. We were impressed with the thought leadership and practical application of ideas in Anne Gentle's keynote address "Social Web Strategies for Documentation". After the conference, we spoke with Anne to explore the ideas further. Anne Gentle (left) with Applications User Experience Senior Director Laurie Pattison In Anne's book called Conversation and Community: The Social Web for Documentation, she explains how user assistance is undergoing a seismic shift. The direction is away from the old print manuals and online help concept towards a web-based, user community-driven solution using social media tools. User experience professionals now have a vast range of such tools to start and nurture this "conversation": blogs, wikis, forums, social networking sites, microblogging systems, image and video sharing sites, virtual worlds, podcasts, instant messaging, mashups, and so on. That user communities are a rich source of user assistance is not a surprise, but the extent of available assistance is. For example, we know from the Consortium for Service Innovation that there has been an 'explosion' of user-generated content on the web. User-initiated community conversations provide as much as 30 times the number of official help desk solutions for consortium members! The growing reliance on user community solutions is clearly a user experience issue. Anne says that user assistance as conversation "means getting closer to users and helping them perform well. User-centered design has been touted as one of the most important ideas developed in the last 20 years of workplace writing. Now writers can take the idea of user-centered design a step further by starting conversations with users and enabling user assistance in interactions." Some of Anne's favorite examples of this paradigm shift from the world of traditional documentation to community conversation include: Writer Bob Bringhurst's blog about Adobe InDesign and InCopy products and Adobe's community help The Microsoft Development Network Community Center ·The former Sun (now Oracle) OpenDS wiki, NetBeans Ruby and other community approaches to engage diverse audiences using screencasts, wikis, and blogs. Cisco's customer support wiki, EMC's community, as well as Symantec and Intuit's approaches The efforts of Ubuntu, Mozilla, and the FLOSS community generally Adobe Writer Bob Bringhurst's Blog Oracle is not without a user community conversation too. Besides the community discussions and blogs around documentation offerings, we have the My Oracle Support Community forums, Oracle Technology Network (OTN) communities, wiki, blogs, and so on. We have the great work done by our user groups and customer councils. Employees like David Haimes reach out, and enthusiastic non-employee gurus like Chet Justice (OracleNerd), Floyd Teter and Eddie Awad provide great "how-to" information too. But what does this paradigm shift mean for existing technical writers as users turn away from the traditional printable PDF manual deliverables? We asked Anne after the conference. The writer role becomes one of conversation initiator or enabler. The role evolves, along with the process, as the users define their concept of user assistance and terms of engagement with the product instead of having it pre-determined. It is largely a case now of "inventing the job while you're doing it, instead of being hired for it" Anne said. There is less emphasis on formal titles. Anne mentions that her own title "Content Stacker" at OpenStack; others use titles such as "Content Curator" or "Community Lead". However, the role remains one essentially about communications, "but of a new type--interacting with users, moderating, curating content, instead of sitting down to write a manual from start to finish." Clearly then, this role is open to more than professional technical writers. Product managers who write blogs, developers who moderate forums, support professionals who update wikis, rock star programmers with a penchant for YouTube are ideal. Anyone with the product knowledge, empathy for the user, and flair for relationships on the social web can join in. Some even perform these roles already but do not realize it. Anne feels the technical communicator space will move from hiring new community conversation professionals (who are already active in the space through blogging, tweets, wikis, and so on) to retraining some existing writers over time. Our own research reveals that the established proponents of community user assistance even set employee performance objectives for internal content curators about the amount of community content delivered by people outside the organization! To take advantage of the conversations on the web as user assistance, enterprises must first establish where on the spectrum their community lies. "What is the line between community willingness to contribute and the enterprise objectives?" Anne asked. "The relationship with users must be managed and also measured." Anne believes that the process can start with a "just do it" approach. Begin by reaching out to existing user groups, individual bloggers and tweeters, forum posters, early adopter program participants, conference attendees, customer advisory board members, and so on. Use analytical tools to measure the level of conversation about your products and services to show a return on investment (ROI), winning management support. Anne emphasized that success with the community model is dependent on lowering the technical and motivational barriers so that users can readily contribute to the conversation. Simple tools must be provided, and guidelines, if any, must be straightforward but not mandatory. The conversational approach is one where traditional style and branding guides do not necessarily apply. Tools and infrastructure help users to create content easily, to search and find the information online, read it, rate it, translate it, and participate further in the content's evolution. Recognizing contributors by using ratings on forums, giving out Twitter kudos, conference invitations, visits to headquarters, free products, preview releases, and so on, also encourages the adoption of the conversation model. The move to conversation as user assistance is not free, but there is a business ROI. The conversational model means that customer service is enhanced, as user experience moves from a functional to a valued, emotional level. Studies show a positive correlation between loyalty and financial performance (Consortium for Service Innovation, 2010), and as customer experience and loyalty become key differentiators, user experience professionals cannot explore the model's possibilities. The digital universe (measured at 1.2 million petabytes in 2010) is doubling every 12 to 18 months, and 70 percent of that universe consists of user-generated content (IDC, 2010). Conversation as user assistance cannot be ignored but must be embraced. It is a time to manage for abundance, not scarcity. Besides, the conversation approach certainly sounds more interesting, rewarding, and fun than the traditional model! I would like to thank Anne for her time and thoughts, and recommend that all user assistance professionals read her book. You can follow Anne on Twitter at: http://www.twitter.com/annegentle. Oracle's Acrolinx IQ deployment was used to author this article.

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  • Community Conversation

    - by ultan o'broin
    Applications User Experience members (Erika Webb, Laurie Pattison, and I) attended the User Assistance Europe Conference in Stockholm, Sweden. We were impressed with the thought leadership and practical application of ideas in Anne Gentle's keynote address "Social Web Strategies for Documentation". After the conference, we spoke with Anne to explore the ideas further. Applications User Experience Senior Director Laurie Pattison (left) with Anne Gentle at the User Assistance Europe Conference In Anne's book called Conversation and Community: The Social Web for Documentation, she explains how user assistance is undergoing a seismic shift. The direction is away from the old print manuals and online help concept towards a web-based, user community-driven solution using social media tools. User experience professionals now have a vast range of such tools to start and nurture this "conversation": blogs, wikis, forums, social networking sites, microblogging systems, image and video sharing sites, virtual worlds, podcasts, instant messaging, mashups, and so on. That user communities are a rich source of user assistance is not a surprise, but the extent of available assistance is. For example, we know from the Consortium for Service Innovation that there has been an 'explosion' of user-generated content on the web. User-initiated community conversations provide as much as 30 times the number of official help desk solutions for consortium members! The growing reliance on user community solutions is clearly a user experience issue. Anne says that user assistance as conversation "means getting closer to users and helping them perform well. User-centered design has been touted as one of the most important ideas developed in the last 20 years of workplace writing. Now writers can take the idea of user-centered design a step further by starting conversations with users and enabling user assistance in interactions." Some of Anne's favorite examples of this paradigm shift from the world of traditional documentation to community conversation include: * Writer Bob Bringhurst's blog about Adobe InDesign and InCopy products and Adobe's community help * The Microsoft Development Network Community Center * ·The former Sun (now Oracle) OpenDS wiki, NetBeans Ruby and other community approaches to engage diverse audiences using screencasts, wikis, and blogs. * Cisco's customer support wiki, EMC's community, as well as Symantec and Intuit's approaches * The efforts of Ubuntu, Mozilla, and the FLOSS community generally Adobe Writer Bob Bringhurst's Blog Oracle is not without a user community conversation too. Besides the community discussions and blogs around documentation offerings, we have the My Oracle Support Community forums, Oracle Technology Network (OTN) communities, wiki, blogs, and so on. We have the great work done by our user groups and customer councils. Employees like David Haimes are reaching out, and enthusiastic non-employee gurus like Chet Justice (OracleNerd), Floyd Teter and Eddie Awad provide great "how-to" information too. But what does this paradigm shift mean for existing technical writers as users turn away from the traditional printable PDF manual deliverables? We asked Anne after the conference. The writer role becomes one of conversation initiator or enabler. The role evolves, along with the process, as the users define their concept of user assistance and terms of engagement with the product instead of having it pre-determined. It is largely a case now of "inventing the job while you're doing it, instead of being hired for it" Anne said. There is less emphasis on formal titles. Anne mentions that her own title "Content Stacker" at OpenStack; others use titles such as "Content Curator" or "Community Lead". However, the role remains one essentially about communications, "but of a new type--interacting with users, moderating, curating content, instead of sitting down to write a manual from start to finish." Clearly then, this role is open to more than professional technical writers. Product managers who write blogs, developers who moderate forums, support professionals who update wikis, rock star programmers with a penchant for YouTube are ideal. Anyone with the product knowledge, empathy for the user, and flair for relationships on the social web can join in. Some even perform these roles already but do not realize it. Anne feels the technical communicator space will move from hiring new community conversation professionals (who are already active in the space through blogging, tweets, wikis, and so on) to retraining some existing writers over time. Our own research reveals that the established proponents of community user assistance even set employee performance objectives for internal content curators about the amount of community content delivered by people outside the organization! To take advantage of the conversations on the web as user assistance, enterprises must first establish where on the spectrum their community lies. "What is the line between community willingness to contribute and the enterprise objectives?" Anne asked. "The relationship with users must be managed and also measured." Anne believes that the process can start with a "just do it" approach. Begin by reaching out to existing user groups, individual bloggers and tweeters, forum posters, early adopter program participants, conference attendees, customer advisory board members, and so on. Use analytical tools to measure the level of conversation about your products and services to show a return on investment (ROI), winning management support. Anne emphasized that success with the community model is dependent on lowering the technical and motivational barriers so that users can readily contribute to the conversation. Simple tools must be provided, and guidelines, if any, must be straightforward but not mandatory. The conversational approach is one where traditional style and branding guides do not necessarily apply. Tools and infrastructure help users to create content easily, to search and find the information online, read it, rate it, translate it, and participate further in the content's evolution. Recognizing contributors by using ratings on forums, giving out Twitter kudos, conference invitations, visits to headquarters, free products, preview releases, and so on, also encourages the adoption of the conversation model. The move to conversation as user assistance is not free, but there is a business ROI. The conversational model means that customer service is enhanced, as user experience moves from a functional to a valued, emotional level. Studies show a positive correlation between loyalty and financial performance (Consortium for Service Innovation, 2010), and as customer experience and loyalty become key differentiators, user experience professionals cannot explore the model's possibilities. The digital universe (measured at 1.2 million petabytes in 2010) is doubling every 12 to 18 months, and 70 percent of that universe consists of user-generated content (IDC, 2010). Conversation as user assistance cannot be ignored but must be embraced. It is a time to manage for abundance, not scarcity. Besides, the conversation approach certainly sounds more interesting, rewarding, and fun than the traditional model! I would like to thank Anne for her time and thoughts, and recommend that all user assistance professionals read her book. You can follow Anne on Twitter at: http://www.twitter.com/annegentle. Oracle's Acrolinx IQ deployment was used to author this article.

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  • Rockmelt, the technology adoption model, and Facebook's spare internet

    - by Roger Hart
    Regardless of how good it is, you'd have to have a heart of stone not to make snide remarks about Rockmelt. After all, on the surface it looks a lot like some people spent two years building a browser instead of just bashing out a Chrome extension over a wet weekend. It probably does some more stuff. I don't know for sure because artificial scarcity is cool, apparently, so the "invitation" is still in the post*. I may in fact never know for sure, because I'm not wild about Facebook sign-in as a prerequisite for anything. From the video, and some initial reviews, my early reaction was: I have a browser, I have a Twitter client; what on earth is this for? The answer, of course, is "not me". Rockmelt is, in a way, quite audacious. Oh, sure, on launch day it's Bay Area bar-chat for the kids with no lenses in their retro specs and trousers that give you deep-vein thrombosis, but it's not really about them. Likewise,  Facebook just launched Google Wave, or something. And all the tech snobbery and scorn packed into describing it that way is irrelevant next to what they're doing with their platform. Here's something I drew in MS Paint** because I don't want to get sued: (see: The technology adoption lifecycle) A while ago in the Guardian, John Lanchester dusted off the idiom that "technology is stuff that doesn't work yet". The rest of the article would be quite interesting if it wasn't largely about MySpace, and he's sort of got a point. If you bolt on the sentiment that risk-averse businessmen like things that work, you've got the essence of Crossing the Chasm. Products for the mainstream market don't look much like technology. Think for  a second about early (1980s ish) hi-fi systems, with all the knobs and fiddly bits, their ostentatious technophile aesthetic. Then consider their sleeker and less (or at least less conspicuously) functional successors in the 1990s. The theory goes that innovators and early adopters like technology, it's a hobby in itself. The rest of the humans seem to like magic boxes with very few buttons that make stuff happen and never trouble them about why. Personally, I consider Apple's maddening insistence that iTunes is an acceptable way to move files around to be more or less morally unacceptable. Most people couldn't care less. Hence Rockmelt, and hence Facebook's continued growth. Rockmelt looks pointless to me, because I aggregate my social gubbins with Digsby, or use TweetDeck. But my use case is different and so are my enthusiasms. If I want to share photos, I'll use Flickr - but Facebook has photo sharing. If I want a short broadcast message, I'll use Twitter - Facebook has status updates. If I want to sell something with relatively little hassle, there's eBay - or Facebook marketplace. YouTube - check, FB Video. Email - messaging. Calendaring apps, yeah there are loads, or FB Events. What if I want to host a simple web page? Sure, they've got pages. Also Notes for blogging, and more games than I can count. This stuff is right there, where millions and millions of users are already, and for what they need it just works. It's not about me, because I'm not in the big juicy area under the curve. It's what 1990s portal sites could never have dreamed of achieving. Facebook is AOL on speed, crack, and some designer drugs it had specially imported from the future. It's a n00b-friendly gateway to the internet that just happens to serve up all the things you want to do online, right where you are. Oh, and everybody else is there too. The price of having all this and the social graph too is that you have all of this, and the social graph too. But plenty of folks have more incisive things to say than me about the whole privacy shebang, and it's not really what I'm talking about. Facebook is maintaining a vast, and fairly fully-featured training-wheels internet. And it makes up a large proportion of the online experience for a lot of people***. It's the entire web (2.0?) experience for the early and late majority. And sure, no individual bit of it is quite as slick or as fully-realised as something like Flickr (which wows me a bit every time I use it. Those guys are good at the web), but it doesn't have to be. It has to be unobtrusively good enough for the regular humans. It has to not feel like technology. This is what Rockmelt sort of is. You're online, you want something nebulously social, and you don't want to faff about with, say, Twitter clients. Wow! There it is on a really distracting sidebar, right in your browser. No effort! Yeah - fish nor fowl, much? It might work, I guess. There may be a demographic who want their social web experience more simply than tech tinkering, and who aren't just getting it from Facebook (or, for that matter, mobile devices). But I'd be surprised. Rockmelt feels like an attempt to grab a slice of Facebook-style "Look! It's right here, where you already are!", but it's still asking the mature market to install a new browser. Presumably this is where that Facebook sign-in predicate comes in handy, though it'll take some potent awareness marketing to make it fly. Meanwhile, Facebook quietly has the entire rest of the internet as a product management resource, and can continue to give most of the people most of what they want. Something that has not gone un-noticed in its potential to look a little sinister. But heck, they might even make Google Wave popular.     *This was true last week when I drafted this post. I got an invite subsequently, hence the screenshot. **MS Paint is no fun any more. It's actually good in Windows 7. Farewell ironically-shonky diagrams. *** It's also behind a single sign-in, lending a veneer of confidence, and partially solving the problem of usernames being crummy unique identifiers. I'll be blogging about that at some point.

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  • Get Fanatical About Your Followers

    - by Mike Stiles
    In the fourth of our series of discussions with Aberdeen’s Trip Kucera, we touch on what fans of your brand have come to expect in exchange for their fandom. Spotlight: Around the Oracle Social office, we live for football. So when we think of a true “fan” of a brand, something on the level of a football fan is what comes to mind. But are brands trying to invest fans on that same level? Trip: Yeah, if you’re a football fan, this is definitely your time of year. And if you’ve been to any NFL games recently, especially if you hadn’t been for a few years previously, you may have noticed that from the cup holders to in-stadium Wi-Fi, there’s an increasing emphasis being placed on “fan-focused” accommodations. That’s what they’re known as in the stadium business. Spotlight: How are brands doing in that fan-focused arena? Trip: Remember fan is short for “fanatical.” Brands can definitely learn from the way teams have become fanatical about their fans, or in the social media world, their followers. Many companies consider a segment of their addressable social audience as true fans; I’ve even heard the term “super-fans” used. So just as fans know and can tell you nearly everything about their favorite team, our research shows that there’s a lot value from getting to know your social audience—your followers—at a deeper level. Spotlight: So did your research show there’s a lot to be gained by making fandom a two-way street? Trip: Aberdeen’s new social relationship management research suggests that companies should develop capabilities to better analyze their social audience at a more granular level. Countless “ripped from the headlines” examples, from “United Breaks Guitars” to the most recent British Airways social fiasco we talked about a few weeks ago show how social can magnify the impact of a single customer voice. Spotlight: So how do the companies who are executing social most successfully do that? Trip: Leaders, which are the top-performing companies in Aberdeen’s study, are showing the value of identifying and categorizing your social audience. You should certainly treat every customer as if they have 10,000 followers, because they just might, but you can also proactively engage with high-value customer and high-value influencers. Getting back to the football analogy, it’s like how teams strive to give every guest a great experience, but they really roll out the red carpet for those season ticket and luxury box holders. Spotlight: I’m not allowed in luxury boxes, so you’ll have to tell me what that’s like. But what is the brand equivalent of rolling out the red carpet? Trip: Leaders are nearly three times more likely than Followers to have a process in place that identifies key social influencers for engagement, and more than twice as likely to identify customer advocates for social outreach. This is the kind of knowledge that gives companies the ability to better target social messaging and promotions like we talked about in our last discussion, as well as a basis for understanding how to measure the impact of their social media programs. I’ll give you an example. I hosted an event at one of my favorite restaurants recently. I had mentioned them in a Tweet several weeks before the event, and on the day of the event, they Tweeted out that they were looking forward to seeing me that evening for the event. It’s a small thing, but it had a big impact and I’d certainly go back as a result. Spotlight: So what specifically can brands use and look at to determine where their potential super-fans are? Trip: Social graph analysis, which looks at both the demographic/psychographic trends as well as the behavioral connections, can surface important brand value. Aberdeen’s PR and Brand Management research indicated that top-performing companies are more than three times more likely than Followers to both determine demographic trends through social listening (44% vs. 13%), and to identify meaningful customer segments through social (44% vs. 12%). This kind of brand-level insight can complement and enrich traditional market research. But perhaps even more importantly, it can serve as an early warning system for customer experience failures. @mikestilesPhoto: freedigitalphotos.net

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