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Scooped by Martin (Marty) Smith
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5 Ways To Avoid The Online Competition Trap w/ Great @MarkTraphagen Note

5 Ways To Avoid The Online Competition Trap w/ Great @MarkTraphagen Note | BI Revolution | Scoop.it
From plus.google.com - August 13, 2014 5:42 PM

5 Ways To Avoid The Online Competition Trap
Never ceases to amaze me. Team +Curagami sees the Hatfields and McCoys squared off and fighting tooth and nail over nothing all the time. Here are 5 ways to avoid the Online Competition Trap (be sure to Read Mark Traphagen's excellent note in comments on the attached too):

* Use Google Adwords to discover REAL DEMAND for keywords (use exact an broad match too and if you really want to get depressed use "exact match" to see how few people are actually searching for that new widget you just created).
* Create something like our Curagami Keyword Efficiency Index (cKEI) to calculate where #blueoceans live (keywords or phrases with less competition but healthy search volume and YES these are getting harder and harder to find). Use "long tail" analysis to find these.
* Understand your "poker table stakes" keywords - words you have to have content for but won't win in this lifetime.
* Know what they are spending (use +SpyFu) and then SPEND DRAMATICALLY LESS because you've out thought them. One way to do that is look for a #contentmarketing "fighter pilot" in your space and toss them into your ecosystem (I did this with +Red Bull during my keynote to a group of #smbs at +FedEx conference and they found it eye opening to say the least). 
* Think about using new tools such as Curagami, tools that help create #community so you do LESS but win MORE hearts and minds. Would classify +Paper.li +Scoop.it and +Optimizely in this category of get more spend or do less tools.

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Rescooped by Martin (Marty) Smith from Social Media e Innovación Tecnológica
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IT B2B: Why Social Media Should Be Your Biz Dev Friend [Infographic]

IT B2B: Why Social Media Should Be Your Biz Dev Friend [Infographic] | BI Revolution | Scoop.it
From www.radian6.com - November 24, 2012 8:46 AM

Many professionals are turning to social media as a place of trust for their purchasing decisions and it’s no different for the IT industry. IT decision makers have a highly-regarded task of ensuring they recommend the best products and services for their organizations.

LinkedIn, Forrester Consulting, and Research Now zeroed in on these professionals to see how they utilize social media, including its effects on their purchasing decisions and how they engage with social.


According to Michael Weir, Head of Category Development for the Technology Industry at LinkedIn, “It’s no surprise that [IT decision makers] are heavy users of social networks. In fact, 85% have used at least one social network for business purposes.

What’s surprising is that 73% have engaged with an IT vendor on a social network – underscoring the value of the channel for IT marketers. Even more revealing is the fact that social media is now a critical source of influence across the entire decision making process, not just during the initial research phase.”


Marty Note
This is an imporant infographic because it move social into the find, herd and close aspect of business development where the ROI is substantial and undeniable. 

 


Via Lauren Moss, John van den Brink, Gladys Pintado
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Rescooped by Martin (Marty) Smith from Marketing Research
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Focus Group Testing Ban (and some better alternatives)

Focus Group Testing Ban (and some better alternatives) | BI Revolution | Scoop.it
From www.tronviggroup.com - December 4, 2013 11:31 PM
Thinking of doing a focus group? Focus group testing turns out to be a very poor tool for consumer insight. Here's why, and some better alternatives.

Via Joachim Scholz, PhD
Martin (Marty) Smith's insight:

Agree with we've reached the point of diminishing return on focus group testing. Here are some excellent and better alternatives. 

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Joachim Scholz, PhD's curator insight, November 3, 2013 4:37 PM

It is no secret that I am no big fan of focus group. This article does a really good job in listing some points why: Focus groups are prone to social bias and do not deliver findings that are giving you any deep insights. Focus groups are conducted in an artificial environment and emphasize rational decision making far more than you will see it happening "in the wild". Thus, focus groups are more like a less stringent survey done in a group, which is a very uncomfortable and dangerous hybrid between quantitative and qualitative methods. 

 

Instead, you might want to create deep consumer insights through long interviews or persona modeling, or get a better understanding of how consumers act through observational methods.

 

Read the full article for a case study that tells you how persona modelling fared in comparison to focus group insights.
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