tag:www.1to1media.com,2007-09-25:/weblog//1 2009-11-06T15:14:11Z Engage the 1to1 Media editors on the topics driving customer strategy Movable Type 4.21-en ThinkCustomersThe1to1Bloghttp://feedburner.google.com tag:www.1to1media.com,2009:/weblog//1.2240 2009-11-06T15:07:00Z 2009-11-06T15:14:11Z

Earlier this week, during his keynote at ad:tech, WPP CEO Sir Martin Sorrell presented four global business trends--and one marketing trend--executives should be watching:

Ginger Conlon http://www.1to1media.com Earlier this week, during his keynote at ad:tech, WPP CEO Sir Martin Sorrell presented four global business trends--and one marketing trend--executives should be watching: http://www.1to1media.com/weblog/2009/11/4_global_business_trends_to_wa.html tag:www.1to1media.com,2009:/weblog//1.2239 2009-11-05T17:14:16Z 2009-11-05T17:34:41Z

What separates the winners and losers in social media? Why does one idea catch on while a similar one fail? Do the same principles that apply in other channels translate to social networks, blogging platforms, communities, and the like? I don't have the answers to those questions, but I'm curious to find out what thoughts people have. Lately it seems Twitter and Facebook are the two dominant social platforms, but it wasn't so long ago that everyone was touting MySpace's 100 million members and the endless possibilities presented by SecondLife (anyone still own an island?). MySpace isn't dead yet, but many of its brethren are. What made Facebook and Twitter rise above the rest? The answer probably involves some combination of timing, ease-of-use, usefulness in general, and building on the wave of early adopters to go mainstream. Certainly Everett Roger's diffusion of innovation theory and Geoffrey Moore's Crossing the Chasm could explain the randomness of which sites survived. If you're unfamiliar with either writer, I recommend at least a glance at Wikipedia to see if the topic piques your interest. What do you think separates the social media leaders from the fallen? Which sites (defunct or currently operating) did/do you prefer, and why? Share your thoughts in the comments, join the discussion in our 1to1 Insiders LinkedIn group, or Tweet about it.

Jeremy Nedelka www.1to1media.com What separates the winners and losers in social media? Why does one idea catch on while a similar one fail? Do the same principles that apply in other channels translate to social networks, blogging platforms, communities, and the like? I don't have the answers to those questions, but I'm curious to find out what thoughts people have. Lately it seems Twitter and Facebook are the two dominant social platforms, but it wasn't so long ago that everyone was touting MySpace's 100 million members and the endless possibilities presented by SecondLife (anyone still own an island?). MySpace isn't dead yet, but many of its brethren are. What made Facebook and Twitter rise above the rest? The answer probably involves some combination of timing, ease-of-use, usefulness in general, and building on the wave of early adopters to go mainstream. Certainly Everett Roger's diffusion of innovation theory and Geoffrey Moore's Crossing the Chasm could explain the randomness of which sites survived. If you're unfamiliar with either writer, I recommend at least a glance at Wikipedia to see if the topic piques your interest. What do you think separates the social media leaders from the fallen? Which sites (defunct or currently operating) did/do you prefer, and why? Share your thoughts in the comments, join the discussion in our 1to1 Insiders LinkedIn group, or Tweet about it. http://www.1to1media.com/weblog/2009/11/darwin_and_social_media.html tag:www.1to1media.com,2009:/weblog//1.2238 2009-11-05T01:35:40Z 2009-11-05T01:45:05Z

About 10 years ago, when Forrester was writing some of our early research on effective Web design, we noticed a pattern among leading companies. They told us they were finding it very helpful to use design personas -- models of customers based on qualitative research into real customers, but presented as vivid stories about individuals (not segment descriptions). These tools enabled them to stay focused on the needs of their most important customers when designing online experiences. Since then, design personas have become fairly mainstream design tools in North American companies, and increasingly common in Europe and Japan -- not only for Web design, but across all channels. However, the quality of personas varies enormously from company to company. For example, I'm evaluating personas from UK interactive agencies at the moment, and although some are clearly well researched, engaging, helpful to designers, and believable, others seem to be mere stereotypes.

Guest Blogger http://www.1to1media.com About 10 years ago, when Forrester was writing some of our early research on effective Web design, we noticed a pattern among leading companies. They told us they were finding it very helpful to use design personas -- models of customers based on qualitative research into real customers, but presented as vivid stories about individuals (not segment descriptions). These tools enabled them to stay focused on the needs of their most important customers when designing online experiences. Since then, design personas have become fairly mainstream design tools in North American companies, and increasingly common in Europe and Japan -- not only for Web design, but across all channels. However, the quality of personas varies enormously from company to company. For example, I'm evaluating personas from UK interactive agencies at the moment, and although some are clearly well researched, engaging, helpful to designers, and believable, others seem to be mere stereotypes. http://www.1to1media.com/weblog/2009/11/forresters_jonathan_browne_ass.html tag:www.1to1media.com,2009:/weblog//1.2237 2009-11-04T16:59:04Z 2009-11-05T14:47:28Z

On October 22, I posted a blog titled, "The DMA Needs a Paradigm Shift," which garnered some passionate responses from readers about their frustration with the DMA needing to evolve.

Mila D'Antonio http://www.1to1media.com On October 22, I posted a blog titled, "The DMA Needs a Paradigm Shift," which garnered some passionate responses from readers about their frustration with the DMA needing to evolve. http://www.1to1media.com/weblog/2009/11/two_new_companies_offer_innova.html tag:www.1to1media.com,2009:/weblog//1.2235 2009-11-03T13:52:12Z 2009-11-03T13:57:33Z

You can find the words outperform, outfox, outmaneuver, outspend, outthink in the dictionary because they describe deeply engrained habits of how we think and act. The source of sustainable competitive advantage in the 21st century, however, is such a new idea that the term has not yet entered Webster's or Oxford's. You will not find outbehave in the dictionary--not yet, anyway.

Guest Blogger http://www.1to1media.com You can find the words outperform, outfox, outmaneuver, outspend, outthink in the dictionary because they describe deeply engrained habits of how we think and act. The source of sustainable competitive advantage in the 21st century, however, is such a new idea that the term has not yet entered Webster's or Oxford's. You will not find outbehave in the dictionary--not yet, anyway. http://www.1to1media.com/weblog/2009/11/guest_blogger_dov_seidman_how.html tag:www.1to1media.com,2009:/weblog//1.2234 2009-11-02T14:46:53Z 2009-11-02T15:09:04Z

A recent study of 101 C-level executives by Businessweek Research found that even in this down economy, long-term customer-based programs are overtaking short-term cost cutting measures as priorities for senior management.

Elizabeth Glagowski http://www.1to1media.com A recent study of 101 C-level executives by Businessweek Research found that even in this down economy, long-term customer-based programs are overtaking short-term cost cutting measures as priorities for senior management. http://www.1to1media.com/weblog/2009/11/the_customer_re-emerges_at_a_p.html tag:www.1to1media.com,2009:/weblog//1.2233 2009-10-30T16:45:57Z 2009-10-30T16:52:07Z

"True marketing value lies not only in who you reach, but also in how they respond," Traci Gere told me this morning when we discussed trends and challenges in marketing measurement. "This is the 'so what' of reach. What did customers do with what they heard and learned?"

Ginger Conlon http://www.1to1media.com "True marketing value lies not only in who you reach, but also in how they respond," Traci Gere told me this morning when we discussed trends and challenges in marketing measurement. "This is the 'so what' of reach. What did customers do with what they heard and learned?" http://www.1to1media.com/weblog/2009/10/taking_a_measured_approach_to.html tag:www.1to1media.com,2009:/weblog//1.2231 2009-10-29T21:16:13Z 2009-10-29T21:22:47Z

Any office is susceptible to an outbreak of swine flu due to the shared equipment, close quarters, and friendly contact. Fortunately, most offices can tell employees to work from home, stay home sick, or can often close down for a day or two until the illness passes. Contact centers often don't have that luxury, but they should be developing a plan in case H1N1 hits their employees.

Jeremy Nedelka www.1to1media.com Any office is susceptible to an outbreak of swine flu due to the shared equipment, close quarters, and friendly contact. Fortunately, most offices can tell employees to work from home, stay home sick, or can often close down for a day or two until the illness passes. Contact centers often don't have that luxury, but they should be developing a plan in case H1N1 hits their employees. http://www.1to1media.com/weblog/2009/10/planning_for_unplanned_disrupt.html tag:www.1to1media.com,2009:/weblog//1.2230 2009-10-29T19:02:21Z 2009-10-29T19:10:59Z

It's a matter of perspective: we are in a recession, or we have found ourselves within the longest and most unpredictable of sales cycles. If you determine that we are in a recessionary environment, you cut way back, you bunker up and hunker down. You continue to ride it out, no matter how long "it" is going to take. But if you acknowledge that business is being done -- albeit to a different rhythm than it was two years ago -- you reset to a "New Normal." The conditions of two years ago and the growth that led up to this challenging economy are gone forever. Good things will not come to those who wait for their return. On the other hand, good business will come to those who recalibrate marketing strategies and develop new models for the new normal.

Guest Blogger http://www.1to1media.com It's a matter of perspective: we are in a recession, or we have found ourselves within the longest and most unpredictable of sales cycles. If you determine that we are in a recessionary environment, you cut way back, you bunker up and hunker down. You continue to ride it out, no matter how long "it" is going to take. But if you acknowledge that business is being done -- albeit to a different rhythm than it was two years ago -- you reset to a "New Normal." The conditions of two years ago and the growth that led up to this challenging economy are gone forever. Good things will not come to those who wait for their return. On the other hand, good business will come to those who recalibrate marketing strategies and develop new models for the new normal. http://www.1to1media.com/weblog/2009/10/guest_blogger_tom_simons_recal.html tag:www.1to1media.com,2009:/weblog//1.2229 2009-10-28T16:36:03Z 2009-10-28T16:56:02Z

Until this past July, David Carroll was known in relatively small circles. As the lead singer of his band Sons of Maxwell, the Canadian traveled around the United States generally without incident. But in 2008 when United baggage employees threw his guitar from a plane and he spent the following nine months unsuccessfully getting retribution from United for his broken guitar, he ended up posting a video called "United Breaks Guitars" in July on YouTube poking fun at United's baggage handlers. Four months later, and with six million hits, United now uses the video to train its baggage employees.

Mila D'Antonio http://www.1to1media.com Until this past July, David Carroll was known in relatively small circles. As the lead singer of his band Sons of Maxwell, the Canadian traveled around the United States generally without incident. But in 2008 when United baggage employees threw his guitar from a plane and he spent the following nine months unsuccessfully getting retribution from United for his broken guitar, he ended up posting a video called "United Breaks Guitars" in July on YouTube poking fun at United's baggage handlers. Four months later, and with six million hits, United now uses the video to train its baggage employees. http://www.1to1media.com/weblog/2009/10/dont_fear_social_media.html tag:www.1to1media.com,2009:/weblog//1.2228 2009-10-28T16:00:32Z 2009-10-29T01:02:08Z

In a world where users approach the Web with ever increasing expectations, a firm's Web site has become critical for building a company's relationship with its customers. Today, the Web site is often the first, and sometimes only, place customers interact with a company. Unfortunately, many sites offer lackluster experiences that leave an emotional void. So how can companies create more engaging connections with their customers? That's the subject of a new Forrester Research report called "Emotional Experience Design."

Guest Blogger http://www.1to1media.com In a world where users approach the Web with ever increasing expectations, a firm's Web site has become critical for building a company's relationship with its customers. Today, the Web site is often the first, and sometimes only, place customers interact with a company. Unfortunately, many sites offer lackluster experiences that leave an emotional void. So how can companies create more engaging connections with their customers? That's the subject of a new Forrester Research report called "Emotional Experience Design." http://www.1to1media.com/weblog/2009/10/forresters_ron_rogowski_introd.html tag:www.1to1media.com,2009:/weblog//1.2227 2009-10-27T20:06:02Z 2009-10-27T20:15:59Z

I'm at the Forrester Consumer Forum today in Chicago (#FCF09 on Twitter), and I'll be blogging and tweeting (@jnedelka) updates over the next couple days. I was in a presentation about Forrester's Technographics survey earlier today, and the research shows a correlation between mobile internet usage and the number of smartphone handsets available in a country. For example, in Japan 70 percent of mobile users go online with their phone at least once a month, and 48 percent at least once a week. In the US, that number is only at 16 percent monthly but is rising steadily. As the US introduces more smartphones to market, Forrester expects that number to increase accordingly. I've been following the new Droid phone closely, as well as the BlackBerry Storm2. I may finally relent and get a smartphone after years of avoiding the inevitable. Both are from Verizon, my carrier, and there have been rumors the next iPhone may come out on Verizon's 4G network in the near future. At least for me, Forrester's theory proves true; the more options, the more likely I am to use the mobile internet.

Jeremy Nedelka www.1to1media.com I'm at the Forrester Consumer Forum today in Chicago (#FCF09 on Twitter), and I'll be blogging and tweeting (@jnedelka) updates over the next couple days. I was in a presentation about Forrester's Technographics survey earlier today, and the research shows a correlation between mobile internet usage and the number of smartphone handsets available in a country. For example, in Japan 70 percent of mobile users go online with their phone at least once a month, and 48 percent at least once a week. In the US, that number is only at 16 percent monthly but is rising steadily. As the US introduces more smartphones to market, Forrester expects that number to increase accordingly. I've been following the new Droid phone closely, as well as the BlackBerry Storm2. I may finally relent and get a smartphone after years of avoiding the inevitable. Both are from Verizon, my carrier, and there have been rumors the next iPhone may come out on Verizon's 4G network in the near future. At least for me, Forrester's theory proves true; the more options, the more likely I am to use the mobile internet. http://www.1to1media.com/weblog/2009/10/forrester_consumer_forum.html tag:www.1to1media.com,2009:/weblog//1.2226 2009-10-27T13:31:39Z 2009-10-27T13:45:32Z

Jim Davis, Senior Vice President and CMO of SAS, says that analytics has moved from a departmental approach owned by IT or marketing up into the executive suite. Executives now understand what analytics can do for their business. He unveiled what he defines as the eight levels of analytics:

Elizabeth Glagowski http://www.1to1media.com Jim Davis, Senior Vice President and CMO of SAS, says that analytics has moved from a departmental approach owned by IT or marketing up into the executive suite. Executives now understand what analytics can do for their business. He unveiled what he defines as the eight levels of analytics: http://www.1to1media.com/weblog/2009/10/8_levels_of_analytics.html tag:www.1to1media.com,2009:/weblog//1.2225 2009-10-27T10:09:13Z 2009-10-26T20:14:43Z

Over the past decade I've seen a lot of changes in social media. Blogging, when it finally became more well-known, went from being the scourge of modern writing to being the future of most every news publication (and much more). Social networks shifted past the gee-whiz, kids-do-it of MySpace and into the 750,000-new-users-a-day of Facebook, and the crazy micro-world of Twitter. YouTube serves more than 13 billion videos a day (fewer and fewer of which are dogs on skateboards). And yet, we're only at the beginning, as individuals and organizations learn how to best use these tools for their own goals. Here are some loose predictions of what comes next in social media:

Guest Blogger http://www.1to1media.com Over the past decade I've seen a lot of changes in social media. Blogging, when it finally became more well-known, went from being the scourge of modern writing to being the future of most every news publication (and much more). Social networks shifted past the gee-whiz, kids-do-it of MySpace and into the 750,000-new-users-a-day of Facebook, and the crazy micro-world of Twitter. YouTube serves more than 13 billion videos a day (fewer and fewer of which are dogs on skateboards). And yet, we're only at the beginning, as individuals and organizations learn how to best use these tools for their own goals. Here are some loose predictions of what comes next in social media: http://www.1to1media.com/weblog/2009/10/guest_blogger_chris_brogan_the.html tag:www.1to1media.com,2009:/weblog//1.2224 2009-10-26T13:49:17Z 2009-10-26T14:07:23Z

Earlier this month I attended the ExactTarget user conference, where numerous email and integrated communications experts shared their perspectives on the industry. The conference started the day after the Wall Street Journal published a piece in which the author explained how email is being overtaken by social media and mobile communications. Needless to say, there weren't many people at the show who agreed with that hypothesis.

Elizabeth Glagowski http://www.1to1media.com Earlier this month I attended the ExactTarget user conference, where numerous email and integrated communications experts shared their perspectives on the industry. The conference started the day after the Wall Street Journal published a piece in which the author explained how email is being overtaken by social media and mobile communications. Needless to say, there weren't many people at the show who agreed with that hypothesis. http://www.1to1media.com/weblog/2009/10/long_live_email_marketingfor_n.html