What do you expect for a dollar?
If you think your standards are low, think again. What’s the ratio of free apps on your iPhone, to 99 cent apps? How many albums have you streamed, vs. digital downloads you have bought?
Consumers expect more than ever – regardless of price point. Two factors contribute to this continual bar-raising in the consumer’s mind: Continue Reading »
One of the big challenges with social websites is getting them off the ground in the first place. It’s not Kevin Costner’s Field of Dreams – just because you built it, does not necessarily mean they will come.
And, there’s nothing sadder than a sparsely inhabited social space. It’s like when the conference room is way too big for the number of attendees. You feel alone, even when there’s a crowd.
So, when launching a social space, you must have a strategy in place to get people to generate content quickly. You have to get past The Dip, and get to the other side – where your community is creating that content without you pushing them.
Part of the equation is quality – your biggest advocates need to have a vocal presence. But, part is also quantity – and that’s where Amazon’s Mechanical Turk can help.
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After being neglected for years, company-sponsored forums and boards are being resurrected under the auspices of socializing brands. For many complicated products and services, customers are self-sorting on forums, demonstrating their expertise and ability to solve problems for others. If managed properly, today’s brightest customers will be tomorrow’s best employees. Human Resources departments, which struggle to find candidates that are already knowledgeable about the business, will be able to source an active, engaged talent pool directly from their company resources.
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Amazon is a digital native company, which means that they think first about the customer, and the customer’s needs and goals. So, when they decided that they needed to start advertising on television, they went about the process in a way that activated their passionate and committed fan base. Continue Reading »