Tips and Tricks to boost Social Media ROI
2009/05/30 1 Comment
To understand customer choice options consider a unique way to view and understand customer behaviours, or a Nueropersona Proximity Search. For asthose familiar with the Neuropersona mask concept we will look at proximity.
Neuropersona Proximity Search
This image represents two stones being dropped into water. The rings from the two stones overlap and this is where there is ‘rough’ water. The closer the proximity of the two stones the more rings overlap and the rougher the water. We use this concept when aligning product or service offers to customers. The closer we can align our product value to the customer behaviours that need to be served, the higher probability of a sale.
Using a Neuropersona Proximity approach allows us to be close but not perfect when it comes to search.
Consider another important concept in our lives, the shopping basket and how Marketers perform shopping basket analysis where considerable energy is devoted to understanding which product ‘pairs’ go together. By understanding the behaviours of the customers pushing the carts we get to the Neuropersona Proximity Search value proposition.
Our brand wars blog will examine Neuropersona Proximity and its application to Microsoft’s Bing Search engine.
Mobile content is a highly opportune area where we aggressively apply Neuropersona Proximity search techniques.
Cheers,
Nick www.neuropersona.com
2009/05/19 Leave a comment
One interesting way to view the Media is a content container and then measure its activity which shows what happened in the past and what people expect to happen. The ‘expect to happen’ is what is connected to Predictive Analytics and our focus here.
Consider that advertisers have the most to gain and lose and their Media investments are devoted to creating the future or getting a customer to buy a product, service or idea. With this in mind we can start with the simple assumption that what happens tomorrow will mirror what happened yesterday. Now we think about the ‘pressure’ placed on customers to change their behaviours by advertisers and make a guess as to how many will change. Simple.
What happens if it doesn’t work this way? What if customers actually want and need to change and that Media and Advertiser ‘success’ is just a customer picking what would have been helpful, without the advertising?
This may explain the success and resurgence of Research and Public Relations and Brilliant Brand Failure.
Cheers,
Nick www.neuropersona.com
PS we use Neuropersona constructs to measure and map behaviour changes, past and future
