6 Components Of Successful #eCommerce Experiences | InsideFMM

15 décembre 2012

« Earlier this week I published a piece on my PSFK column on successful e-commerce sites. I’ve expanded the article a bit here. As we know, the traditional customer conversion funnel is gone. In order to win the hearts and wallets of digitally savvy consumers, brands must create innovative experiences that are so delightful, entertaining, or genuinely useful their target consumers can’t resist coming back for more. Brands need to consider the following five principals when building a successful e-commerce presence. Here’s a look at six companies blazing digital trails… »
Article by Macala Wright
On 12/15/2012


Gartner – Secret to Social Commerce Success: Infomercials | Social Commerce Today

9 octobre 2012

How to optimise LinkedIn’s new company pages | Econsultancy

8 octobre 2012


Posted 08 October 2012 10:41am by Matt Owen with 1 comment

https://i0.wp.com/assets.econsultancy.com/images/resized/0002/4104/page_overview-blog-half.pngDespite its no-nonsense, all-business remit, LinkedIn isn’t afraid of cutting a dash in the office and has updated its image in a number of ways recently.

Unlike the changes we’re seeing on some other social networks, LinkedIn’s have all been genuine improvements which put functionality and community first. 

This week saw major changes to a feature that’s previously been rather frustrating for managers: Company pages. 

LinkedIn has always concentrated on putting the individual first, so building a unified company presence on the site has had unique challenges in the past. Hopefully this makeover will give companies a chance to give their branding a more dynamic presence.

Having just updated Econsultancy’s LinkedIn page, I thought it would be good to run through the major changes and look at ways to optimise your business page on LinkedIn…

1. Banner images

The first change you’ll spot when you log in to your company page is a request to upload an image.

On closer examination this turns out to be a banner, much like Facebook’s timeline cover image. Here you’ll want something bold and eye-catching. If you aren’t a supermajor with an instantly recognizable logo, then consider adding information including a strapline to your banner.

Here’s one I made earlier for Econsultancy: 


Images should be under 2MB in size, and will be cropped to fit a 646px X 220px space, so make sure you’ve got a rectangular banner to avoid chopping the bottom off your lovingly crafted logo. If you have large blocks of colour, a .PNG file should avoid any flattening. 

As mentioned, this is a great chance to finally get your branding front and centre on LinkedIn. 

2. The news feed


In the past, company updates on LinkedIn tended to be a rather drab affair, with small images and grey text that was often difficult to read. We currently have a couple of thousand users following us on the network, but it’s always been rather difficult to engage in any meaningful way.

The news feed updates have been given a bright, airy makeover, with room for larger, more attractive images, and new targeting options, meaning we can now update specific groups of followers about events in their area, as well as contacting all of our followers at once with news and content from the blog:


In addition, about 24 hours after you’ve posted you’ll see some useful post metrics popping up, with clear figures for impressions, clicks and engagement:


This is useful as it means you can gauge the effectiveness of your page updates easily, separating them from the homogenous mass of traffic that comes to your site from LinkedIn and optimising accordingly.

Make sure you plan ahead so that content you post here ties in to your wider strategy. We match ours to our Daily Pulse newsletter, highlighting particular stories, events or training accordingly.

Based on current figures, these updates create far more interaction then advertising, so it’s worth spending time tweaking these posts for the best response.

3. Company profile

Scroll to the bottom of your recent updates and you’ll notice that your company profile also appears on the front page:


Make sure you have a quick run through and update any information here as required.

I know that this tends to be the kind of housekeeping task that gets pushed to the bottom of to do lists, but it’s now one of the first things visitors to the company page will see, so make sure it shows you in a good light. 

4. Products, places, careers and more…

All of the information you have previously listed on your page are now far more visible, with sidebar links to your products and services, career information and more:


Make sure you’ve added location information to the sidebar on the right of the page, and if possible update your products and services list with your most popular items – again, they’ll all display on the homepage.

Finally, you can also add employee or recruitment information here. 

What this means for page managers

You now have a genuine opportunity to engage with people following your page in a targeted and far more relevant way. You can offer specific advice, and use optimized content to attract new followers.

LinkedIn has always put an emphasis on the individual, and it’s important that page managers use this as an opportunity to engage on a personal level with followers whenever possible.

LinkedIn is still making tweaks but the platform seems to have been paying close attention to the mistakes of others, with new features that combine some of the best parts of Facebook and Twitter, but with a distinct business focus that could make this especially valuable for B2Bs who may have struggled to make headway on Facebook in the past. 

Matt Owen is Social Media Manager at Econsultancy. You can follow him on Twitter , add him to your circles on Google Plus, or hook up on LinkedIn.


6 Free Tools That Will Improve Your Social Media Marketing | Business 2 Community

8 octobre 2012

Social Media Marketing ToolboxThere can be little doubt of the growing importance of social media to the marketing efforts of many businesses, particularly small and medium businesses, who with a little effort and diligence can use it to reach more prospects and grow their business. Even Google considers social signals when ranking a company’s website in search returns.

The good news is that more small and medium business are adopting social media marketing to increase their reach and attract relevant prospects they just could not reach in the past. As good as those numbers are, that still leaves a sizable number of businesses that are not using social media to support their marketing efforts.

Experience tells us there are usually two hurdles that prevent greater use of social media marketing: time and cost.

Time is always a tough challenge. There are plenty of things to do when it comes to running a small business, and the idea of adding another responsibility is a pretty tough sell. What we do know, though, is that as little as 6 hours a week can result in increased sales. Over the course of the workweek, that’s just more than an hour a day. We’ve come up with a 30-minute plan that can help you manage that time so you still have time to manage your business.

When it comes to cost, one of the great things about social media is that you can get most of the tools you want for free. Yes, you can buy some great integrated social media management tools, and they are great. But many of the best tools are free.

We’ve written about some of our favorites beforeHootSuite, Buffer, Social Bro – great tools that can get you going at no-cost other than the time it takes to learn them. Always on the lookout for more great free resources, here are some of our latest finds:

  1. TweetReach – Want to know whose reading your tweets or how often they are being shared? TweetReach gives you a simple analytics tool that helps you capture this information. You can search on keywords, URLs, Tweet text or Twitter handle to see the reach of your efforts.Free Social Media Marketing Tools From Weidert Group
  2. Twitalyzer – Another tool for measuring Twitter effectiveness. There are paid versions of this service that provide a lot of details, but you can use three of the most popular reports they offer for free just by connecting your Twitter account.Free Social Media Marketing Tools from Weidert Group
  3. Facebook Insights – If you already have a Facebook page, you already have access to this dashboard, which gives you some great data for tracking growth and impact. Use the Insights to better understand your followers and reach the right audience.
  4. HowSociable – Measure your brand’s impact online with this tool that provides you with a magnitude score. The score analyzes your level of activity online so that you can determine whether you have enough of a presence. The free version will analyze your presence across 6 social media networks. The paid version will unlock additional networks should you desire it. Free Social Media Tools Weidert Group
  5. Google Analytics Social Reports – If you are using Google Analytics, you have Social Reports, which helps measure how social traffic is directly impacting your conversions. Using an overview of your social networks, this tool allows you to visualize your social traffic so that you know where your time is best spent in the social world.
  6. Topsy – This is a real-time social search engine. Sort through the latest social activity related to your industry, brand, or community and apply that knowledge to future business decisions. We discovered this one while doing a long-term social media monitoring project for a client. We provided Topsy the link we wanted monitored and asked for a regular e-mail update. It was that simple.

There are a lot more of these tools out there. While they might not be as slick as some of the social media suites with integrated dashboards that you can purchase, the price is right and most are very easy to use. If cost is an issue, these are great alternatives.

In the end, regardless of your toolbox, the important thing is to make the most of your limited social media time and resources so you can reach relevant prospects. Learn more about the importance of social media marketing and how it supports your Inbound Marketing strategy with our FREE guide “Turn Your Website Into a Sales Magnet.”


Author: Sean Johnson     Sean Johnson on the Web Sean Johnson on Facebook Sean Johnson on Twitter Sean Johnson on LinkedIn Sean Johnson RSS Feed

Sean Johnson is a Public Relations and Social Media Specialist for Weidert Group, a full-service marketing agency based in Appleton, Wisconsin. Sean has more than 20 years of experience in media as a journalist, writer, editor and new media advocate with newspapers and magazines in the Midwest. He specializes… View full profile

This article originally appeared on Whole Brain Marketing and has been republished with permission.

Find out how to syndicate your content with Business 2 Community.


ROI Analysis for Curation and Content Marketing with the B2B ContentEngine: Part 1 – B2B Content Engine

8 octobre 2012

The Ultimate Guide To Video Strategy Creation –

7 octobre 2012

The Ultimate Guide To Creating A Video Strategy

Written by Jeff Fissel on October 7th, 2012 | no comments

Many of us already utilize video for our businesses and for good reason: Video is one of the most used mediums on the Internet. In fact, so far this year, video eclipsed all other data as the majority of consumer Internet traffic for the first time.

The Ultimate Guide To Video Strategy Creation

As such, video is increasingly becoming a tool that many businesses are using to connect their workforce and their consumers. From new employee on-boarding to customer marketing, video can be a huge asset to any organization.

However, are you blindly posting videos on the Internet or do you have a solid strategy in place? Particularly when it comes to garnering the right audience, many businesses agree there’s always room for improvement in their video strategy.

The key is to do some thorough planning before you hit record. Here’s what any business can do to make their video strategy even better:

Step 1: Have a Goal in Mind

It’s important to figure out your goals for each video program beforehand, since the way the video content will be recorded and distributed may depend on what you want to accomplish with your program. Ask yourself the following questions to help determine your goals:

  • What am I trying to accomplish with this video program? Do I want to train employees on how to use our product? Reduce costs? Reach more people? Increase brand awareness/trust? Reduce face-to-face interactions?
  • Who am I targeting? Customers, employees, those previously unaware of our brand?
  • What sorts of things will I need to include to effectively convey my message? Do I need customer testimonials, interviews with top management, tips and advice, or product demonstrations?

For example, internal eLearning videos may need accompanying materials such as PDF documents or PowerPoint presentations, while consumer-focused content may not.

Additionally, your customer base may view videos on their smartphones or tablets, so be sure you use a delivery method that supports both Flash and HTML5 so they can view it on any device. When you know the goal of each video program, you’ll be able to record, upload, and distribute the content in the right way.

Step 2: Establish Video Content Guidelines

Every video needs to be produced with content guidelines in mind. These guidelines can help you produce videos that accomplish your goals. Ask yourself these questions:

  • Who can create the video?
  • Who needs to approve the content?
  • Do you need to have the same introduction in every video? Custom branded materials?
  • How often does the video need to be reviewed and updated?
  • What is the budget for the video?

Content YouTube

The list can go on. However, be aware of this fact: If one team creates a video that produces one type of message, and another creates a video that’s not in line with the established strategy and guidelines, the way they execute that content will ultimately be different.

You want to make sure everyone is on the same page. Establishing content guidelines ensures this happens.

Step 3: Upload into the Right Platform

Platforms like YouTube and Vimeo can only provide so much. More advanced video platforms can give your content greater impact, such as collaboration tools, discussion features, increased security, search options, and mobile capabilities.

Be sure to outline your requirements and choose a platform that can grow with your needs. For instance:

  • What do I want out of a hosting platform?
  • What features would I like my video to have?
  • What is the upload and distribution process like?
  • What if I want to change my video in the future? Does the platform make it easy to update the content?
  • What security is needed?

Step 4: Integrate into Enterprise Software

Many popular enterprise software systems allow for video integration. SharePoint, Jive, Salesforce, Blackboard, SuccessFactors, etc. all welcome video.

Integrating into these systems allows your videos to be easily seen by the right teams, exactly when they need it.

For example, users can post a relevant video within SharePoint and then interact with their peers within the video.

This keeps everyone informed, allows the conversation to stay in one place, all while using a tool that encourages collaboration. It ends up benefiting the organization and the employee.

Step 5: Marketing

Once you’ve created your video, you’ll need to market it to your audience properly. Promoting your video can vary by audience. Internally, you may want to consider marketing the video through your enterprise software system, company newsletter, email, team meetings, or the company intranet.


Externally, you could reach consumers through social networks, the company website, blogs, customer newsletters, etc.

For both, be sure to tailor your marketing plan to each audience so it has the best chance at getting viewed. Again, think about the following:

  • What audience am I marketing to?
  • Where does my audience frequent? And at what times?
  • Do I need to adjust my videos based on my audience?
  • Should I include accompanying materials to help them learn better and garner interest in my video content?

Step 6: Evaluate

Detailed metrics can help you understand more about who’s viewing your videos. Several video hosting platforms allow you to view hits for each video, as well as detailed metrics for an individual user’s activity.

You can also ask for user feedback to figure out what content they need or would like to see. This data can determine how you create future videos, as well as if you have to change things up in order to generate more views.

Creating a company video strategy isn’t a difficult task if you take the above steps into account. Most importantly, though, understand the impact video can have on your organization, internally and externally. It takes average content and transforms it into something compelling.


What do you think? What are some other steps to take when creating a company video strategy?


Jeff Fissel is the co-founder and Vice President of Solutions at KZO Innovations, a video software company that provides an on-demand video platform for small to large enterprise and government customers. Connect with Jeff and KZO Innovations on Facebook, Twitter and LinkedIn.


Main picture, “business man push fast forward button” from Shutterstock.com

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Le grand magasin du futur ? Fragmenté et sur tous les canaux | L’Atelier: Disruptive innovation

7 octobre 2012

Le grand magasin du futur ? Fragmenté et sur tous les canaux


Face à des consommateurs connectés et globaux, les chaînes ont tout intérêt à ne plus penser en terme de grande implantation de référence, mais plutôt en une succession de petites échoppes physiques et en ligne, adaptées à tous.

La généralisation de la vente en ligne et via des appareils mobiles (téléphone, tablette…), signe t-elle la disparition des réseaux de grande distribution tels qu’ils existent aujourd’hui ? En règle générale, les acteurs ont intégré l’importance du web et du mobile et se lancent de plus en plus dans uns stratégie cross-canal qui prend en compte tous ces supports pour communiquer et vendre. Mais pour PwC US et Kantar Retail, qui publient le rapport Retailing 2020, la transformation à cette date sera encore plus radicale. Selon eux, l’industrie de la distribution devrait se diriger vers une plus grande fragmentation, qui devrait résulter en la croissance d’enseignes en ligne de plus en plus performantes et en la disparition des gros complexes au profit de multiples échoppes très sectorisées et correspondant à des besoins spécifiques. Soit un démantèlement des enseignes « de masse » et la prolifération de magasins plus petits, urbains, et dont la nature (physique ou en ligne) ne définit pas la marque. Le rapport évoque aussi une polarisation de la consommation : avec la croissance des pays émergents, les consommateurs devraient provenir du monde entier et redéfinir les dynamiques du commerce. Ce qui implique la nécessité d’apprendre à répondre à des besoins locaux.

Un monde à la fois polarisé et éclaté

« Nous entrons dans un univers de la distribution de plus en plus complexe, dans lequel les pressions concurrentielles et les options d’achat en ligne vont être de plus en plus fortes« , souligne Susan McPartlin, responsable du département Retail and Consumer Industry chez PwC. « Les détaillants doivent se préparer à un environnement qui ne se définit plus par des espaces physiques, dans lequel les clients souhaiteront avoir une expérience de qualité à la fois en ligne, dans le monde réel et sur tous les supports multimédia« , ajoute t-elle. Le rapport souligne également que cette transformation va être amenée en raison du profil des consommateurs. Sans surprise, les consommateurs plus âgés, devraient être plus réticents à migrer vers ces nouveaux modes d’achat. L’étude parle ainsi de la cristallisation de ce qu’elle appelle deux « méga-cohortes » de consommateurs, aux habitudes radicalement différentes : ceux de plus de 50 ans, et ceux de moins de 30 ans. Résultat : cette segmentation dans les profils des individus, en termes de démographie et de revenus, obligera les détaillants à proposer diverses expériences d’achat. D’où la nécessité de multiplier les canaux d’interaction avec le consommateur, dans le monde physique et en ligne, pour répondre plus efficacement à l’ensemble des demandes et besoins.

Big Data et nouveaux métiers

Pour faciliter cette transformation, PwC estime que les marchands devraient augmenter leur utilisation de solutions de Big Data pour mieux comprendre leurs clients. Ils devraient aussi affiner leur compréhension de l’utilisation et de la circulation des produits, notamment en recourant à des dispositifs de type RFID. Plus important, en interne, les détaillants devront réfléchir à la création de nouveaux métiers comme des « ecosystem managers », capables de comprendre chaque marché et chaque enjeu de manière localisée et personnalisée. Evidemment, cette évolution devrait être très progressive, juge l’étude, qui estime qu’aux abords de 2020, il ne devrait plus y avoir de croissance dans le secteur des grandes chaînes physiques. Au contraire, la vente sans échoppe physique, dominée aujourd’hui par le web, et bientôt par le mobile et les tablettes, devrait constituer le principal canal de croissance. Pour cette année, un tiers de la croissance de ces grands magasins devrait provenir des ventes en ligne.

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