Marketing and Strategy

Strategy, Marketing, Technology, Sales

  زمانیکه صحبت از مد به میان می آید، ناخواسته توجه ذهنی ما به لباس و پوشش معطوف می شود. حال آنکه مد تمامی نقاط زندگی را در بر میگیرد و بر تمامی کارکردهای زندگی به طور مستقیم و غیر مستقیم تأثیر می گذارد و نمی توان از نقش بی بدیل آن بر جهت گیری حوزه مصرف ، به سادگی گذشت.

   زمانیکه از حجاب سخن به میان می آید، ساختاری مذهبی به ذهن متبادرمی شود که برگرفته از آموزه های اجتماعی، مذهبی و فرهنگی ماست. دستوری که ساختاری مذهبی دارد و در جامعه اسلامی از الزامات به شمار می رود.

  دلیل این مقدمه چینی ورود به مقوله ای است که نگاهی نو به حوزه حجاب را با خود به همراه آورد. تاکنون تلاشهائی برای نشان دادن قابلیتهای حجاب، تنوع پذیری و تطبیق آن با نیازهای روز جامعه مانند نمایشگاه بین المللی پوشش و مد اسلامی صورت گرفته است. اما به راستی چقدر این حوزه به لحاظ رفتارشناسی از منظر کسب وکار مورد قبول بوده است؟ آیا توانسته بخش مهمی از سهم بازار پوشاک ما را به این نوع پوشش متمایل کند یا حرکت به سمتی بوده است که از قبل نیز به همان سمت و سو بوده است؟

   حرکتهایی در حوزه برندهای لباس ایرانی صورت گرفته است که در خور توجه اما ضعیف بوده است. اگر پوشاک را با نگاهی بسیار ساده به چند دسته زیر تقسیم نمائیم:

1-      پوشاک رسمی

2-      پوشاک غیر رسمی

3-      پوشاک خانگی

 و در هر کدام از این بخشها که بخواهیم برندهای ایرانی را نام ببریم از طیف مخاطب حرکت دهنده مد، که معمولاً دامنه سنی 14 تا 45 سال را در بر می گیرد، این درخواست را داشته باشیم، به چند نام می رسیم؟ حال اگر بخواهیم در همین حوزه برندهای به نام خارجی را نام ببریم به چند نام می رسیم؟

   اگر نگاه به حوزه حجاب از حوزه حکومتی جدا شود به بخش تجاری ورود کند، به سادگی و به سرعت می تواند حرکت سازنده خود را شکل بدهد. یادمان باشد در بحث مد همیشه تغییر مد و به دنبال آن تغییر در ذائقه مصرف توسط شرکتهای بزرگ و با کمک مدیاهای مختلف ( سایتهای برخط، نشریات متعدد و درگیر شدن نامهای شناخته شده) انجام می شود و با همین روش به سرعت جهان شمول نیز می شوند. این یعنی بقای کسب و کارهای بزرگ در سایه مصرف مداوم و بر اساس خواست همین نامها.

  ایران به عنوان یکی از بزرگترین بازارهای مصرفی دنیا از این قاعده مستثنی نیست و به سرعت توسط برندهای جهانی به بازار هدف بدل می شود و از آنجائیکه تعریفی عامه فهم از تعریف پوشش ایرانی اسلامی ارائه نمی شود، و اگر هم تعریفی ارایه می شود آنچنان پیچیده است که توسط اجتماع به سرعت پذیرفته و درک نمی شود در نتیجه این تعریف برای حوزه خاص باقی می ماند و مابقی جامعه بر اساس قدرت مدیا حرکت خود به سمت پوشش های ترویج شده، دنبال می کنند. حال اگر بخش خصوصی مرتبط با حوزه پوشش به دستورالعملی برسد که در سایه آن بتواند تعریفی سه جانبه ارائه نماید که دربردارنده تعریف حجاب ( بایدها و نبایدها ) ، تعریف پوشش ایرانی ( سوابق و شاخصهای فرهنگی ) و روشهای ساخت ذائقه ( نگاهی جدید به حوزه ترویج محصول ) باشد، می تواند در بین جامعه مصرف کننده فعلی جایگاه خود را باز نماید.

    با این نگاه هم حرکت در بخش اقتصاد، در حوزه تولید پوشاک، اتفاق می افتد، هم نگرانی حاکمیتی کمتر می شود، و هم دغدغه و تنوع طلبی نسل مخاطب پاسخ داده می شود. تا زمانیکه عنصر خلاقیت در حوزه پوشاک ایرانی راه خود را بازنکند و تولیدکنندگان پوشاک از طراحان حرفه ای لباس بهره نگیرند و طراحان، هنر خود را به عنصر فرهنگ آغشته نکنند و حاکمیت از نقش تصدی گری خود به نقش پدرانه خود برنگردد و این چرخه حرکتی تکمیل نشود همچنان باید دغدغه معنا را در کنار دغدغه رفتار داشته باشیم.

   پذیرفتن کارکرد حجاب به عنوان یک مد در جامعه و به عنوان یک عنصر تعریف شده مستقل، با قابلیتهای تعریف پذیر و روزآمد، می تواند دغدغه در حوزه حجاب را کاهش دهد و حجاب نیز خود را در رقابت با سایر مدها درمیابد و در نتیجه به دنبال ساختارسازی خواهد بود تا ساختار باوری، و این خود می تواند به یک رویه زنده در حوزه کسب و کار تبدیل شود که در آن پیوسته دغدغه صاحبان کسب و کار رقابت با مدهای روز دنیا خواهد بود و همچنین کسب و کارها می آموزند تا خود را به سرعت با شاخصهای جهانی هماهنگ نمایند و اگر بپذیریم که شناخت فرهنگ، مزیت رقابتی برای هر برندی در بازارسازی خواهد بود، برندهای ایرانی می توانند به سادگی جایگاه خود در رفتار مصرفی مصرف کننده ایرانی را پیدا کنند.

+ نوشته شده در  دوشنبه ششم مرداد 1393ساعت 5:7  توسط Mohammadreza Rostami Rad  | 

     مدتهاست هر زمان که ماه مبارک رمضان فرا می رسد، بحث از این به میان می آید که فضای کسب و کارها از رونق همیشگی می افتد و دیگر نباید انتظار داشت ساختارهای رفتاری سازمانی مشابه گذشته باشد و سالهای سال دولت نیز به عنوان بزرگترین بنگاه اقتصادی کشور به این تفکر دامن می زد و چهره سازمانهای دولتی به این تغییرات مسلح می شد: ساعات کاری به شدت کاهش می یافت، کیفیت کار در این ساختار به بهانه اینکه ماه مبارک رمضان است و خستگی ناشی از بیدار شدن در سحر و نیز خستگی ناشی از گرسنگی و تشنگی در تمامی اعضاء و جوارح سازمانهای دولتی رخنه می کرد و این بحث تبدیل به بحث عقیدتی و سیاسی شده بود که اگر کسی به این ساختار نقدی می زد به تمامی مقدسات پشت کرده بود و مقاله پشت مقاله و نقد پشت پشت نقد از زمین و آسمان فرا می رسید و این خود هرگونه تحلیلی در حوزه رفتارهای سازمانی در ماه رمضان را به تابو تبدیل کرده بود.

    با عنایت به اینکه بزرگترین بنگاه اقتصادی جامعه از این ساختار تبعیت می کرد، آرام آرام این بحث در بدنه اجتماع نهادینه و تبدیل به فرهنگ سازمانی اجتماع شد و به خودی خود تأثیرات منفی خود را به بدنه اقتصاد خصوصی تسری داد. شنیدن جملاتی از این دست که " در ماه رمضان دیگر کار مانند سابق نیست" خود گواهی بر این مدعاست. اما این بحث به طور جدی از دو منظر قابل بحث خواهد بود، کسب و کارهائی که کار مستقیم آنها با دولت است و به عبارتی، پیمانکاران دولتی محسوب می شوند، و کسب و کارهائی که مشتریان آنها بخش خصوصی جامعه می باشند.

    شاید بنگاههای اقتصادی که در تعامل با بخش خصوصی می باشند، می باید با تأملی بیشتر در این حوزه به بازنگری کارکردهای سازمانی خود دست بزنند، نگرشی که بتواند در سایه تعریفی درست از سازمانهای فرآیند محور، سازمانی ایجاد کند که پویایی خود را در ظرفهای زمانی و موقعیتی مختلف حفظ نماید و فرهنگ سازمانی سازمان خود را به عنوان اجتماعی کوچک که قرار است یک بنگاه اقتصادی با نگاهی سازنده باشد، را مورد بازنگری جدی قرار داد. یادمان باشد که همیشه این دولتها نیستند که تعاریف را نهادینه می کنند، بلکه طرح یک فرهنگ از جانب دولتها اتفاق می افتد و این نهادهای اقتصادی پویا در بطن اجتماع هستند که به آنها تعاریف قابل پذیرش می دهند و آنها را به باور رفتاری تبدیل می کنند و یا با نگاه انتقادی سعی در بهبود شرایط خواهند داشت.

    بیاییم کمی ساده تر و بدور از مسایل سیاسی و مذهبی به این مسئله نگاه کنیم، بازاری وجود دارد که می دانیم در سال در یک ماه از سال با رفتارهای جدیدی مواجه می شود، رفتارهایی که از ساعت کار تا نوع دنبال کردن نیازهای آن کمی متفاوت می شود. این زمان مشخص است و به ناگاه ما را در مقابل یک عمل انجام شده قرار نمی دهد، بلکه در ابتدای هر سال که قرار است برنامه کاری سال بسته شود، می تواند در بحثهای رفتار سازمانی دیده شود. آیا یک کسب و کار با ساختار فرآیند محور، تسلیم این اتفاق است، یا سعی می کند در جهت مثبت خود از آن بهره برداری مثبت داشته باشد؟ آیا بازاری که می تواند در این ماه ماهیت رفتاری جدیدی به خود بگیرد، یک تهدید است یا فرصت؟ از منظر استراتژی سازمانی، چه میزان در سازمانها سعی کرده اند، از این تهدید، فرصت بسازند، و اگر آن را فرصت می دانند، متناسب با ظرفیتهای آن فرصت و آنچنان که شایسته است از آن بهره برداری نمایند؟

    سالها قبل وقتی این دست سئوالات مطرح می شد، با این دست جوابها نیز مواجه می شدیم،" اینجا ایران است، شرایطش با تمام دنیا فرق می کند" و " اینها تئوری است و تنها به درد کشورهائی می خورد که می توان همه چیز را پیش بینی کرد" . اما به لطف تلاشهای زیادی که فرهنگ سازمان حوزه اقتصاد، به خصوص در محیطهای آکادمیک و دانشگاهی، در این سالها انجام شده است، رویکردها تا حد زیادی متفاوت شده است، دیگر کمتر بنگاه اقتصادی بزرگی می توان یافت که بحثهای استراتژی های سازمانی و معماری سازمانی در آنها نقش بازی نکند. اما شاید هنوز در این حوزه خاص و این یک ماه با شرایط خاص، تابوی رنگ و لعاب مذهبی - سیاسی، ترس در فعالان اقتصادی ایجاد می کند که واکنشی پویا به این فرآیند خوش یمن داشته باشند. این نیاز آنچنان پر رنگ شده است که حتی دولت آقای روحانی نیز نتوانسته آن را ندیده بگیرد  سعی در تغییر فرهنگ درک ماه رمضان در بطن اقتصاد و سازماندهی اداری آن دارد.

   شاید زمان آن فرا رسیده است که به این باور دست پیدا کنیم که این ماه فی الواقع صرف نظر از بحثهای مذهبی و نگاه دینی، ماهی مبارک است، اگر فرصتهای موجود در آن شناخته شده، متناسب با درک سازمانی تحلیل و به نسبت نیاز سازمان به بهره برداری از این فرصتها، برنامه ریزی عملیاتی اتفاق افتد.

+ نوشته شده در  جمعه بیست و هفتم تیر 1393ساعت 16:32  توسط Mohammadreza Rostami Rad  | 

Greg Satell

Every great idea begins as a revelation.  Yet when that flash of insight leads to action, it inevitably encounters the real world and that’s when hard lessons are learned.  Adjustments are then made and, with some luck, success can be achieved.  But profitable models rarely come easy.

With growth, comes procedures, processes and a management team to support and strengthen the model.  New employees are indoctrinated and it becomes an intrinsic part of the organization’s identity, almost like a corporate version of DNA.

Unfortunately, at some point the model will fail.  That’s always been true, but now it happens with blazing speed.  These days, startups like Instagram and Pinterest become billion dollar businesses in a matter of months and that pace will only accelerate.  Clearly, we need to stop planning for stability and start managing for disruption.

The Unlikely Origins Of Business Analysis

You judge a business by its metrics.  By applying statistical analytics you can begin to understand if you’re addressing market needs and serving consumers well.  Yet, ironically, modern statistical analysis did not originate in business, but astronomy when, in 1801, Giuseppe Piazzi noticed a small body in the night sky.

At first, he thought it was a comet, but it soon became clear that it was, in actuality, the dwarf planet now known as Ceres.  He tracked it for 40 days before it disappeared behind the sun and astronomers were unsure how to find it again.

It was then that a young man named Carl Friedrich Gauss applied his method of least squares to historical patterns and was able to predict the orbit of Ceres Ceres. Shortly after, as if by magic, it appeared exactly where he said it would be. Gauss showed that by rigorously analyzing the past, we could know a lot about what the future will look like.

Gauss went on to become the most influential mathematician of his time and his work formed the basis of many of the statistical techniques that modern day management employs, such as regression analysis, confidence intervals and statistical significance to make sense of a messy world.

The Search For Six Sigma

The man who taught the world to implement Gaussian methods was Ronald A. Fisher.  In the 1920’s, he pioneered the design of controlled experiments and his impact on 20th century science is hard to overestimate. Modern statistics courses are, in large part, devoted to Fisher’s ideas.

Before long his methods were adopted by business. Managers began to collect data and analyze it meticulously.  Eventually this led to the Six Sigma movement that was developed in the 1980’s.  Much like Fisher’s earlier techniques, it was thought that by controlling every aspect of the process, uncertainty could be tamed.

It didn’t turn out that way.  Many, Nassim Taleb in particular, argued that control was a dangerous illusion.  Anything that met a basic standard of statistical significance (usually 95% confidence) was treated as fact.  False certainty led managers to discard inconvenient information as “outliers,” leading them to miss important inflection points.

Yet there is a more fundamental problem with Fisher’s methods and Six Sigma type approaches.  They assume that, much like finding the orbit of a celestial body, the objective of strategic analysis is to separate the signal from the noise—to find the one “true” answer hidden in all of the data.  Yet business isn’t physics, its universe changes all the time.

The Past Is Not Always A Good Guide To The Future

A good business model is predictable.  It throws off profits, which are invested back into the business, making it more efficient and increasing profitability further.  Over the years, the underlying model is deepened and becomes second nature.  Systems are designed so that operations run smoothly and employees are trained to execute it well.

Yet if the key to success was discovering an effective model and honing it to perfection, then businesses would consistently improve over time and we know that’s not true.  Certainly, Blockbuster and Kodak had successful models and efficient operations, but ultimately failed nonetheless.  Today, once successful firms are disappearing off the S&P 500 at an alarming pace.

It’s easy to dismiss companies that fall from grace as sloppy, with poor discipline and incompetent management.  Yet, in fact, that’s rarely the case.  Most often it’s because business leaders expect the future to conform to their rigorous analysis of historical trends.

This has always been true, but now we live in a time of accelerating change.  The power of our technology will increase roughly as much in the next year and a half as it has in the last thirty.  As the economy of bits pervades the economy of atoms, every industry is being disrupted.  The past is no longer prologue, it’s just how things used to work.

Managing Not For Stability, But For Disruption

Every great idea begins as a revelation, comes to life as a paradigm and is eventually surpassed.  As Thomas Kuhn describes in his classic, The Structure of Scientific Revolutions, the first whiffs of change come not as new trends, but anomalies that don’t fit the model. They are easily explained away.

Yet they persist.  Disruption always seems strange to us, because it always starts with them.  It is those on the outside, who derive little or no benefit from the existing paradigm who are the first to start putting the pieces together.  They have no loyalty to a model and no stake in the status quo.  It is not stability they seek, but disruption.

Business models, even the most successful ones, are designed for inertia.  They are great for leveraging past insights, but are resistant to change.  Success does not, in fact, always breed more success, sometimes it breeds failure.  History has a way of blinding us to the possibilities of the future.

+ نوشته شده در  دوشنبه پانزدهم اردیبهشت 1393ساعت 19:26  توسط Mohammadreza Rostami Rad  | 

When we started HotelTonight, there were just 4 of us. Now that we’re up to over 100 people, it takes a little more effort to be accessible to the entire team. But doing so is vital – it builds trust, helps people do their best work and gives you latitude when you have to ask for hard things or make tough choices. These are a few things I do to stay connected to the team that deliver big impact for minimal time and effort.

1. Call everyone in the company by name

Learn names and use them. With a large team, this may take homework, like using LinkedIn to help match faces with names.

2. Say hi first

When walking by a team member, always say hi to them before they say hi to you. Make eye contact, and, of course, use their name (see above)!

3. Make time to connect one-on-one

Twice a week, I meet for coffee with different members of the HT team to learn about what they’re working on, hear their (often genius!) ideas about their jobs and the company, to learn what I can be doing better, and to get to know them. I really enjoy these chats, both personally and professionally.

4. Respond to emails quickly

Even if you can't read through something right away, acknowledge that you got it and that you'll look at it later. Having been on the other side of it, I know it can be nerve-racking or frustrating when it takes your boss a long time to respond to an email. Our Customer Support team operates by this philosophy of respect, too, and answers customer emails in under 9 minutes!

5. Connect on social media

When someone new starts, I make sure to add them on LinkedIn and follow them on Twitter.

6. Be in the moment during meetings and chats

No iPhone in meetings or one-on-ones! If you do have to check your phone, explain the context and draw the person/people you’re meeting with into the situation with details about what’s going on and why it is time sensitive – and ideally say this ahead of the meeting.

7. Create the company you would have wanted to work at

If your company’s not that fun, make it fun, whether that’s an in-office bar (my personal bias), spontaneous outings or something else you deem cool. I also always thought it was odd to make people pay for coffee (which helps them do their jobs better!) so we offer this for free.

8. Meet everyone on their first day on the job

As long as I’m in town, I meet every new SF team member right when they start. I’m just as excited to have new faces in the office as they are to be joining the team!

9. Be on time

Being late sends a message that you think your time is more valuable than that of the person you’re holding up. I try to show up to meetings a minute early, and make every effort to do calls exactly on time.

http://www.linkedin.com/today/post/article/20140313195205-417196-like-a-boss-9-easy-ways-to-build-trust-with-your-team?trk=tod-home-art-list-large_0

 

+ نوشته شده در  شنبه بیست و چهارم اسفند 1392ساعت 20:33  توسط Mohammadreza Rostami Rad  | 

این روزها یکی از مباحثی که به وفور در جوامع تخصصی مورد بحث می باشد، این است که آیا بازاریابی یک واقعیت است یا واکنشی احساسی؟ سئوالی که می تواند خیلی از رفتارهای بازار را در قبال بسیاری از رفتارهای بازاریابی را به خوبی توجیه نماید.

اینکه از کدام منظر به این حوزه ورود نمائیم و کالا را در چه محدوده رفتاری توزیعی ببینیم، می تواند نگاه ما به این دو موضوع را نیز تحت الشعاع قرار دهد. در بازاری که به راحتی تحت تأثیر قرار نمی گیرد، شناخت این حوزه ها می تواند خیلی از تعاریف را مشخص و نشان دهد که تئوری های بازاریابی تا چه حد می توانند به عنوان زیرساخت در حوزه های اجرائی مورد استفاده قرار گیرند.

+ نوشته شده در  جمعه بیست و سوم اسفند 1392ساعت 21:47  توسط Mohammadreza Rostami Rad  | 

Google for many users has changed the way it displays advertiser links

By Zach Miners, IDG News Service

Google is testing some changes to the way it displays search results, including a tweak to how it presents paid links that could throw off unsuspecting users.

Paid links in Google's search results are marked today with a yellow shaded background. Under the experimental layout, which is being widely tested with users, a small yellow button that says "Ad" appears in front of paid links instead.

For some users, the new labeling may suffice to denote what's an ad and what's not. But those not paying close attention might find themselves directed to a promotional site without asking for it.

"For users who avoided ads before, it will be harder for them to tell the difference," said Mike Mothner, CEO of Wpromote, an online marketing agency that manages companies' SEO campaigns.

The effect, he said, is that paid links blend in more with the organic search results, and more people will click on them.

If the ads are well-targeted and users want to see them, it could still be a win-win for users and advertisers, said Mothner, whose company's clients include Toyota, Ford and the Universal Music Group.

Google started testing the new design late last year on mobile devices, as part of a refresh of its results page that also includes a larger font size and removing the underlines in links.

"We're continuing to roll this out on the desktop as well, to provide a consistent experience with our products across screens," a Google spokesman said. The company didn't say if and when the new layout will be rolled out to all users.

Some don't think the goal is to get users to click on more paid links.

"Does Google want to increase its click-through rates as much as possible? Yes," said Leo Dalakos, VP of performance media at Performics, a digital marketing agency. But it's not in the company's best interests to have users accidentally click on ads, he said. Doing so might reduce their satisfaction with the service and tempt them to look elsewhere.

The experiment is the latest in a series of tests that play a critical role in how Google designs its products. The company has tested 70 shades of blue just for the color of its links, Dalakos said.

Other Google experiments have involved linking people's geographic location with the ads they're shown and the placement of images alongside ads.

 

+ نوشته شده در  جمعه بیست و سوم اسفند 1392ساعت 21:31  توسط Mohammadreza Rostami Rad  | 

Google for many users has changed the way it displays advertiser links

By Zach Miners, IDG News Service

Google is testing some changes to the way it displays search results, including a tweak to how it presents paid links that could throw off unsuspecting users.

Paid links in Google's search results are marked today with a yellow shaded background. Under the experimental layout, which is being widely tested with users, a small yellow button that says "Ad" appears in front of paid links instead.

For some users, the new labeling may suffice to denote what's an ad and what's not. But those not paying close attention might find themselves directed to a promotional site without asking for it.

"For users who avoided ads before, it will be harder for them to tell the difference," said Mike Mothner, CEO of Wpromote, an online marketing agency that manages companies' SEO campaigns.

The effect, he said, is that paid links blend in more with the organic search results, and more people will click on them.

If the ads are well-targeted and users want to see them, it could still be a win-win for users and advertisers, said Mothner, whose company's clients include Toyota, Ford and the Universal Music Group.

Google started testing the new design late last year on mobile devices, as part of a refresh of its results page that also includes a larger font size and removing the underlines in links.

"We're continuing to roll this out on the desktop as well, to provide a consistent experience with our products across screens," a Google spokesman said. The company didn't say if and when the new layout will be rolled out to all users.

Some don't think the goal is to get users to click on more paid links.

"Does Google want to increase its click-through rates as much as possible? Yes," said Leo Dalakos, VP of performance media at Performics, a digital marketing agency. But it's not in the company's best interests to have users accidentally click on ads, he said. Doing so might reduce their satisfaction with the service and tempt them to look elsewhere.

The experiment is the latest in a series of tests that play a critical role in how Google designs its products. The company has tested 70 shades of blue just for the color of its links, Dalakos said.

Other Google experiments have involved linking people's geographic location with the ads they're shown and the placement of images alongside ads.

 

+ نوشته شده در  جمعه بیست و سوم اسفند 1392ساعت 21:31  توسط Mohammadreza Rostami Rad  | 

Posted February 13, 2014

Shell Robshaw-Bryan

 

If you still aren’t convinced and your business hasn’t started using social media yet, here are 8 compelling reasons to do so.

As a business, understanding your target audience and their motivation to follow you on social media is key in determining how to best connect with, and grow your audience. Knowing your own USPs and understanding your customers well, will help give your business a voice and means you’ll be able to create and curate content that resonates with your followers.

We all know that social media is a must these days and that a huge and growing number of businesses are utilising social media as part of their marketing, but for those that aren’t yet on board; what are the benefits of investing in social media?

 

1. Social media helps you deliver better customer service

Twitter is often a first port of call for many customers who have pre-sales or support related questions. Leaving customer questions to go unanswered makes a business look unprofessional and like they just don’t care, so it’s crucial that you are visible on the social networks that your customers are using, and that you are regularly monitoring all of your channels for brand mentions and customer questions.

Real-time communication helps to make happy customers which in turn creates brand evangelists who drive positive brand sentiment. I’ve seen customers converted time and time again thanks to businesses answering pre-sales questions promptly; being active on social media really is a great way of positively influencing sales.

 

2. Social media drives brand building & differentiation

Social media makes it easy to improve brand awareness and build your brands identity. You can effectively establish your brands personality and give your business a human voice that people can relate to.

Connecting on an emotional level or showing some personality are both effective ways of helping your brand stand out from your competitors.

 

3. Social media helps you to manage your reputation

Managing your reputation online is a critical part of any marketing strategy and social media provides you with a fast and effective way to do this.  When dealt with swiftly and sensitively comments and complaints can be dealt with effectively, this instant feedback demonstrates high levels of customer service and can effectively diffuse negativity and resolve any issues that the customer may have.

Negative sentiment can often be turned into positive in a very public way.  Such a visible demonstration of strong customer service and problem resolution can have a very powerful effect.  The customer is now happy and won’t go on to post bad reviews and warn their friends not to use the company, instead, they are more likely to tell them that the company provides great customer service.

 

4. Social media helps increase trust in your business or brand

With so many alternatives to choose from, customers are often overwhelmed and want an easy way to authenticate a business that they are dealing with for the first time.

Seeing that you are active on social media helps to fill potential customers with trust, it signals that you care about your customers and should anything go wrong, that it will be easy to contact you.

 

5. Social media allows you to obtain real customer insights

Customer insights can drive the development of social media campaigns and shape strategic decisions, helping you to make your website content and product or service offerings more attractive and relevant to your customers. Social media makes it quick and easy for businesses to obtain feedback from customers, which will give you a clearer idea of brand sentiment and help you identify common pain points you can address.

 

6. Social media is a great way of promoting your content

We all know how important content marketing is, not only in terms of SEO, but in order to attract new customers. Help increase awareness of each new blog article or news post that you publish, by shouting about them on social media.

Social media when used in conjunction with high quality content creation is a highly effective way to attract new customers to you and also helps you to build authority in your area of expertise.

 

7. Social media helps you keep customers engaged with you

Social media is a great way of keeping your business or brand in the mind of your customers. This means you can actively influence purchasing decisions and helps to foster customer loyalty and encourage repeat purchases.


8. Social media will drive website traffic

Being active on social media will help you increase the amount of traffic that your website receives. Successful social media activities will always improve the amount of traffic referrals your website receives, playing an essential initial role in your sales funnel.

Social media as an SEO ranking signal is increasing in importance. Being talked about and mentioned on social media is a positive signal that shows you are popular and have content worth sharing and talking about. This in turn drives Google to regard your website as being more authoritative, which is one of the many signals that helps your website rank better in orgainc SEO.

+ نوشته شده در  پنجشنبه یکم اسفند 1392ساعت 10:15  توسط Mohammadreza Rostami Rad  | 

Posting Date: February 06, 2014

By: Wayne Madden



 If you’re managing others for the first time, it’s natural to feel a bit of anxiety about your new role. To help you start off on the right foot, here are five management fundamentals that will put you on the path to managerial success. 

1. Forget the word “Boss.” Terms like boss and supervisor were appropriate during the Industrial Revolution when there were clear distinctions between the “white-collar” elite and the “blue-collar” workers they supervised. Today, those words simply aren’t an accurate portrayal of this new role you are taking on, and they could have a negative effect on you. 

Instead, use terms like these: “chief-collaborator,” “team-leader,” “obstacle-remover,” “advisor,” and “the-buck-stops-here-person.” Sure, they are mostly made-up terms that may seem silly at first. And, certainly, no one is going to address you using any of them. (Your team should just call you by your name). However, I believe that keeping these types of terms in mind will give you the right perspective. Your role as a manager is not to boss people around or just to supervise their work. Your role is to ensure that you and your team members work effectively as individuals and a team to accomplish or exceed your individual and team goals with the least amount of resistance, the maximum use of effort, time, and talent, and the appropriate amount of recognition, praise, and compensation. 

Keeping my made-up terms in mind, you can think of your role in ways that are more accurate for today’s workplace:
  • You collaborate with team members, engaging them to create ideas or solve problems, but you are surely the “chief” collaborator as you seek consensus while remaining accountable for making final decisions.
  • You are a team leader in that you must lead by example. Like the coxswain of a boat, you coordinate and weave together the actions of the team for maximum effect.
  • You work to remove any obstacles (e.g., interdepartment issues, unexpected obstacles with customers, system or application inefficiencies or gaps, gaps in talent).
  • You serve as an advisor to those who work for you, giving perspective on strengths and weaknesses, advising on how to improve skills and excel, and advising on how they can best engage successfully with the team and the organization.
  • You decide early on to be accountable for you and your team and realize that the buck does and must stop with you (and realize that in the world of “management,” you will be held accountable). Throwing your team members under the bus won’t cut it. You are accountable.

2. Be Honest 
This one is really important. You should be honest with those who work for you and with you and expect the same in return. If you sacrifice your integrity as a manager, you will certainly fail in the first step toward true leadership, which is to gain and share mutual trust and respect. 

Ralph Waldo Emerson said, “Nothing astonishes men so much as common sense and plain dealing.” You will get a very positive reaction from others when you “deal plainly,” meaning, when you are transparent, open, and honest in the way you deal with people. Here are some ways to accomplish this:

  • Know yourself. Identify your strengths, limitations, weaknesses, opportunities for growth, etc., and simply be honest about those when managing situations and people.
  • Be truthful. Tell the truth, but be tactful when discussing something that might be painful or perhaps surprise or offend someone.
  • Operate with integrity and clarity. Speak and act in such a way that you are seen as consistently clear about your words and actions, and reasons for them both.
  • Honor others. Start with the presumption that everyone is of value and worthy of civility and respect. I cannot tell you how many times I have seen managers derail their effectiveness and potential by simply dishonoring others through gossip, disrespectful words, or other means when they thought only of trying to make themselves look good.

3. Show Compassion 
Compassion is a very powerful management tool. Try to “walk in others’ shoes” and see things from a different perspective. Take the time to ask someone to expand on what is going on in their head or heart that may be influencing their responses or behavior, then acknowledge their feelings and thoughts. Are they feeling overwhelmed by work because of a lack of knowledge or training or because they are stretched too thin? Do they feel underappreciated? Are they lacking perspective? Are they just stressed in the moment and freaking out? 

Put compassion into action by doing the following:

  • Listen well and empathize. Try to get beyond the person’s first wave of emotion by asking probing questions to find out what is really going on. Think before you react. Seek to understand, then ask them to listen to your perspective, advice, or decision.
  • Be genuinely caring. If you go to work only caring about yourself, it is going to be hard to connect with others and hard to be an effective manager.
  • Share some of yourself. There will be times when you can best help someone by sharing something about yourself—your thoughts, desires, actions, failures, or successes. Your experience may be the example someone needs to deal with a challenge, so humbly share a bit of yourself as appropriate.
  • Admit your own mistakes. By showing a willingness to admit your own mistakes and shortcomings, you can help your team overcome feelings of vulnerability or fear. They see that you are human, like them, and that you have experienced similar situations.

4. Set Clear Expectations 
If you want your team to deliver what you expect you must clearly outline both the results you are looking for and how you will measure their progress. There is nothing more frustrating for employees than finding out that what they are doing is not what was expected, or hearing at their annual review that you have had unspoken issues with their performance. So, set expectations for behavior and results, and communicate any ongoing concerns or praise through regular employee coaching sessions. 

Here are a few tips for setting expectations:

  • Do what you say you’re going to do. Saying no to giving assistance is much better than saying yes and then failing to deliver, leaving someone in the lurch.
  • Model follow through by your own actions
  • Be clear about expected outcomes. When discussing an assignment or task with someone you manage, clearly state what you expect and ask the person to state any questions or concerns up front. Address those questions or concerns clearly and honestly.
  • Avoid last-minute “curve balls.” If expectations change or if you have concerns about progress or performance, communicate that quickly and give team members an opportunity to adapt.
  • Consistently demonstrate that you honor true effort. Your direct reports will not always achieve stated goals or deliver exactly as expected. If you know that they gave their all, honor that effort as you then examine what obstacles may have prevented the expected results.
  • Be generous with praise. You simply cannot give enough recognition to people who are doing a good job.

5. Keep It Positive 
There is no more dangerous path for a manager than the road to negativity. Joining in on negative commentary regarding the company, another manager, a worker, a department, etc., will render you ineffective and will erode your team’s confidence in you by subtly eating away the foundation of mutual trust and respect. In addition, by joining in on negativity regarding the organization, its leaders, or its systems, you model and promote bad behaviors and attitudes. 

You want your team to know you are on their side. However, there are ways you can do this without indulging in negativity. You can acknowledge their concerns and say that you understand why they might have a given view. You can ask them what solution they would like. You can then attempt to address their concerns with the right people and report back to your team. These actions build confidence, trust, and respect, and demonstrate true leadership versus just being “one of the gang.” Be a champion for your team by resolving problems in a positive manner. Give support to your organization’s leadership by taking any specific concerns you have directly to your manager, instead of discussing them with your direct reports. 

Summary Becoming a first-time manager is very exciting and presents you with an opportunity to move up in the company, gain recognition, and directly influence results and success. However, this new role also brings new accountability and, possibly, some new fears. Remember, every manager and leader was new to the role at some point. My last suggestion to you is to find a mentor in your own organization who is regarded as a “good” manager and buy him or her lunch or a cup of coffee in exchange for their open ears and sound advice.

+ نوشته شده در  شنبه نوزدهم بهمن 1392ساعت 15:50  توسط Mohammadreza Rostami Rad  | 

The 'America the Beautiful' Chorus, Perfectly Executed, Still Stirred a Backlash

By: David Morse  Published: February 07, 2014

What possibly could be construed as offensive about "America the Beautiful" sung by a chorus of Americans? When they are singing in a language other than English. That was Coke's Super Bowl ad -- "American the Beautiful" sung in seven languages -- and it has stirred serious anger among conservative pundits and viewers, generating reactions including the hashtag #BoycottCoke, which trended on Twitter immediately after the game.

Here's the ad again:

http://www.youtube.com/watch?v=443Vy3I0gJs

And here's a sample of critical comments posted with the ad on YouTube:

"Our forefathers are rolling over in their graves."

"'God Bless America' [sic] is an American song. Can't we celebrate our own core cultural heritage and sing the damn song in English? After all, it's only our national language."

"For all of those who fought and died for our freedom, I am sorry for this commercial and for the immigrants who came to the country and learned the language."

"If we cannot be proud enough as a country to sing 'America the Beautiful' in English in a commercial during the Super Bowl, by a company as American as they come," former Florida Representative Allen West wrote on his website, "doggone we are on the road to perdition."

The conservative icon Glenn Beck agreed: "You need that to divide us politically? Cuz that's all this ad is ... It's an in-your-face ... and if you don't like it, if you're offended by it, then you're a racist. If you do like it, well then you're for immigration. That's all this is, is to divide people."

Commentary was equally impassioned on the other side. With the issue of immigration moving to center stage this year, Coca-Cola took a big chance.

Did it pay off? It's too early to say. The spot ranked a modest 17th on USA Today's Super Bowl Ad Meter, scoring a mere 6.06, likely reflecting its polarizing effects. The winner, Budweiser's "Puppy Love," got 8.29.

On the other hand, the PR from the controversy could be worth its weight in gold.

Keep in mind that the Pew Research Center reports that only 57% of Americans feel that "newcomers strengthen society." The number goes up to 69% when looking at millennials and down to the low 40s for boomers and the silent generation. Millennials voted for Barack Obama by a ratio of two to one in 2008, and Pew data show they are significantly more liberal than other generations on social issues. Jennifer Hochschild, Vesla Weaver and Traci Burch demonstrate in their book "Creating a New Racial Order," that the opinions of black and white millennials are converging, while moving away from the polarized views of their boomer parents. It's hard to say which of these generations will control the field in the Coke fallout, though I suspect it will be the millennials.

The company, for its part, has been upfront about its views. "Marketing 101 means total market." said Lauventria Robinson, Coca-Cola's VP-multicultural marketing for North America, at last year's ANA Multicultural Marketing and Diversity Conference. Accordingly, her company took a bold step last Sunday into total-marketing territory.

An effective total-market strategy is difficult to pull off. Research shows that when it comes to perceptions of racial progress, for example, blacks and whites are on a completely different page. In a 2009 study by sociologists at four leading universities, 61% of whites felt that blacks have already achieved equality, but only 17% of blacks agreed. Nearly half of blacks felt that African Americans have not achieved equality now, nor would they achieve it within their lifetime; only 17% of whites felt that way.

Perhaps worse, total marketing can fall prey to the alluring view of colorblindness. The singers presented in Coca-Cola's chorus represent groups in American society that still differ greatly in terms of education, health care, housing, income and incarceration rates. As attractive as a post-racial narrative may be, we are hardly there as a nation.

The definition of total marketing is also still a bit fuzzy. Varied interpretations agree, at least, on the necessity to take a positive stand on diversity. Lead with multicultural insights. Look for that one gem of a message with the power to unite consumers, while at the same time acknowledging their uniqueness. In this, Coke's execution was brilliant.

Coke nailed it, in a beautiful expression of the motto "E Pluribus Unum" -- "out of many, one." The company is no doubt established enough in both the advertising world and in consumers' thirst-quenching habits to weather any storm that follows.

But the total market strategy is tricky, and the challenge extends well beyond a single commercial. Coca-Cola included a same-sex couple in the ad -- a Super Bowl first. At the same time, it is under fire from gay activists, who are calling for a Coke boycott, because of the company's decision to sponsor the Sochi Winter Olympics, despite Russian gay abuses. When viewed in totality, it remains to be seen how well Coke will fare in navigating the sometimes difficult waters of total marketing.

+ نوشته شده در  شنبه نوزدهم بهمن 1392ساعت 13:55  توسط Mohammadreza Rostami Rad  | 

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