How to Survive Wildly Successful Social Media Campaigns

OK, your Social Media marketing campaign is wildly successful but thousands or even hundreds of new followers create significant stress.

  • Everybody has different needs
  • One same product fits nobody well–just like the suits at Harry Rosen.

So how do we survive a wildly successful Social Media campaign?

Are more followers better?  Only when you can help them.

RESOURCES

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Spying On Your Paid Search Competitors

Older article, still meaningful, that highlights the contribution and value of Amazon’s Alexa search platform.

Spying On Your Paid Search Competitors  Posted using ShareThis

Cheers,

Nick www.neruopersona.com

Manga, Prediction and Neuropersona

Manga is very, very popular and illustrates the value of stories and masks brilliantly.

Consider the common facial expressions and what they convey relative to a product or service.

manga1

Consider how the common Manga images convey change in emotion or perspective, almost the same way as a person removing one Neuropersona mask and replacing it with another. 

 Cheers,

Nick www.neuropersona.com

Chanel No5, Predictive Analytics and NeuroPersona

Chanel No5 may be the best predictive analytics tool ever and this is why.

Understanding the connection between numbers and stories is critical, especially for people who believe that numbers are the only lens at which to view past, present and future.  

As a fully recovered accountant I have moved from someone who serves client processes to being a storyteller. Oddly enough I do this successfully by offering analytics services based on Microsoft, Cognos and Business Objects technologies in the international enterprise spaces which they occupy.

Here is how I make the link from stories to numbers with a little mantra that I call my ‘story lens’.

Story Process Software Brand KPI

Tell a story twice and it becomes a Process.
Tell a story three times and software is made to speed up Processes.
Tell a story four times and you create a Brand value.
Tell a story five times and someone creates a KPI to measure.

Anyone can point this story lens at a corporation’s value chain to obtain a clear understanding of what is happening there today and what will happen in the next 6 to 12 months.

I add two simple tools to magnify the value of a story lens:

1. Personae–build key personae with a focus on behaviours
2. Scenarios–gather stories that are the core of the financial forecasts of a corporation and its key value stream partners.

First observe which Personae are linked to a corporation’s value stream stories and determine how those Personae might change their behaviours in the next 6 to 12 months.

Next identify the key stories attached to the corporation’s financial forecast–these stories are the orginial story bucket or Scenario at the core of the financial statements.

Then modify some of the original stories according to anticipated changes in Persona behaviours and add new stories which may occur in the future, not those that are a progression of current stories but rather those that may occur due to unforseen events such as Barrack Obama being elected as the next US President. Once the new stories are combined to those in the original Scenario label this bucket of stories Scenario2.

Then consider how you would have to manage and align the business if the world unfolds according to the stories in Scenario1, or your current financial forecasts or if the world unfolds according the the stories that make up Scenario2.

To come full circle, all this is possible by working with a story or rather a series of stories and linking them to Personae.

All storytellers intuitively understand that numbers and stories are complementary and as a storyteller I must point out that at one time stories and numbers were one and indeed even today a number evokes many stories–the numbers 7 or 4 in the Chinese culture or even the number 5 in our own.

Chanel No5–the link between Africa and the western world–

http://uma.chanel.com/fplus.php?chsetdefgnavdiv=13&landing=f&branding=n05

In the Yoruba tradition of Nigeria the deity of love, sexuality and finance is OCHUN and her number is 5.

Coco Chanel either new and used this mythical connection or was extremely lucky. Either way the connection of stories and numbers is illustrated effectively here and others who wish more proof can research as time permits with luminaries like Marie-Louise von Franz.

http://www.amazon.com/exec/obidos/search-handle-url/ref=ntt_athr_dp_sr_1?%5Fencoding=UTF8&search-type=ss&index=books&field-author=Marie-Louise%20von%20Franz

though I suggest this as a first read

On Divination and Synchronicity: The Psychology of Meaningful Chance. Originally Presented As Lectures at the C.G. Jung Institute, Zurich (Studies in Jungian Psychology) (Paperback)
by Marie-Louise von Franz
http://www.amazon.com/Divination-Synchronicity-Psychology-Meaningful-Originally/dp/0919123023/ref=sr_1_7?ie=UTF8&s=books&qid=1226257728&sr=1-7

Stories are the core of what we are and what we do, and for those with an unclear understanding of what a storyteller means let me offer this view–first a storyteller hears a story, repeats a story, modifies a story, builds a story and finally lives a story.

Cheers,
Nick
nick@scenario2.com

Introduction to Lenses–Story, Time, Value & Persona Lenses

A storyteller is a ‘lens maker’ and provides tools to help people understand where they are and where they can go.

The atomic elements of any lens are Stories and Numbers as highlighted in the Story Lens below and found here:

Sample Lens  STORY PERSONA PROMISE TIME MODEL

Sample Lens STORY PERSONA PROMISE TIME MODEL

1. Story Lens
Story<->Process<->Software<->Brand<->KPI

A lens provides a unique way of using stories and numbers to provide perspective to its wearer and may be used in may ways.  From a commercial perspective a lens provides assessments of current state of an enterprise and its market environment and supports the alignment of content (sell side) to Customer or Persona needs (buy side).

2.  TIME Lens: C,C,E,S,S

Clock Time–Past, Present, Future (most common way of viewing Time)
Cycle Time–Relative Time based on intereaction of Processes (some flowers only bloom when Salmon are running)
Event Time–Event and Time only starts when participants arrive (party, cultural event…)
Story Time–Stories may be used to change Value of past, present and future data
Scenario Time–Time unfolds according to interaction of stories

3.  PROMISE Lens –> see bottom of this post for a Promise Lens diagram
Sell Side–Value Promise and Deliver
Buy Side–Persona Need and Ability to use or Accept the product

4. PERSONA Lens
Buy Side–Persona Needs and Content Navigation requirements
Sell Side– Company Product or Content creation and deliver

5. MODEL Lens
This lens provides a description of the relationships, mathematical or stories, that exist in a business environment. It can provide details or a high level view depending on the wearer’s need or the speed by which the wearer must apply the lens.  In our experience higher level views of models are generally sufficient and detail can be provided by using the other lenses available much more quickly than building detail models and structures.

My speciality is connecting the big picture to small details.  Sometimes this means Strategy to Action, which is difficult for most Strategy or Scenario Analysis people.  I do it with stories, lenses and with an understanding that stories are at the core of all numbers.

Cheers,
Nick  www.scenario2.com

PROMISE Lens Example

PROMISE Lens Example

 

Promise Lens

It was created when I was mappng Buy vs Sell side objectives about 15 years ago in San Francisco.

 

In the simplest case a buyer will deliver a Promise story to a Buyer.

The Buyer interacts with the Seller because there is a Desire.

Once there is enough alignment for the Buyer to buy the Seller then must Deliver.

After delivery the Buyer consumes or will ACCEPT the product according to their capacity.

 

Using the two hands helps me quickly describe the combinations possible between buyers and sellers.

KPIs or measures can be created or enhanced according to how the lens is applied for each client.

 

Analysis can highlight examples of:

 positive states — under promise+over deliver OR under deliver+over accept …

negative states — over promise+under deliver OR under promise+under accept …

 

Overlaying other lenses provides superb clarity, for example:

Story Lens — aligns Promise to process, Scenario or other buyer values

Persona Lens — aligns Promise to appropriate Desire

Time Lens — provides differentiator to competitors by shifting time and value derived