Archive | April, 2012

Storytelling in Consumer Experience?

29 Apr

While reading on Information Structure as Storytelling I started to think on how storytelling can give life to elements such as perception, persuasion, behavior in Consumer Experience (CX).

As we already know, Consumer Experience (CX) is more than merely content, it involves terms as awareness, discovery, attraction, interaction, purchase, use, cultivation and advocacy.

Handbook on Brand and Experience Management (by Bernd H. Schmitt & David L. Rogers – available on Google Books) defines this as

“Consumer Experience is something beyond mere satisfaction, something beyond the constraints of ‘stimulus response’, something that somehow transcends our lives”

Consumer Experience (CX) also aims to lead to further experiences i.e. relationship and this is where storytelling can help, because people relate to stories, fire (read get excited i.e. WOW-feeling) at similar experiences and help to remember experiences.

Storytelling, in Consumer Experience methology, is not a substitute, but a complementary of reaching to consumers and creating a “wonderful consumer experience” by matching our selling process with how consumer approaches.

In order to use storytelling in Consumer Experience (CX), we need to understand the elements and structure of storytelling, “Aristotle’s Elements of Storytelling”. Character and Plot are the foundation and Theme is the core of Storytelling – Character gives personality and Plot is the Theme is the in what way of approaching.

Translated, the structure of storytelling we can used as in “Elliance Translation” to show how structure can be used in Information Architecture.

The interaction point, where user needs and business goals meet, is the story.

For the part 2 of this blog post I will conclude good examples storytelling in Consumer Experience



Top 3 Facebook tips for brands

28 Apr

ImageSpruce Media, a company that believes Facebook will change the future of advertising so it has created a platform to help advertisers thrive on Facebook ads.  shares best Facebook tips for brands, originally posted on Econsultancy

  1. Understand your fan base and who’s engaging. Are they the right demographic for your brand?
  2. Integrate pages and paid media. It’s important to integrate page posts into paid media/ ad strategy. They are the most effective ad unit that you can customize to your target audience.
  3. Understand your metrics of success. The metrics of success on Facebook are different. Now that Facebook has introduced “People talking about this” you can see how viral your message has become. It’s not about looking at click through rates or reach, it’s about engagement. Don’t think of it as advertising. Facebook is all about building relationships with your customers.

Read also about The New Preferred Marketing Developer Program by Facebook

Over the past three years, the Preferred Developer Consultant (PDC) program and Marketing API Program (MAP) have connected brands with developers to help them build apps on Facebook Platform, optimize social plugins, manage ad campaigns, and develop strategies for Facebook Pages. Today we’re announcing that these two programs will merge to become the new Preferred Marketing Developer (PMD) program. The goal of the PMD program is to bring developers to the right clients and make it possible for any brand or company to find consultants who can work with them to build comprehensive Facebook campaigns and presences.

Tweet Smarter not Harder – Part Two

25 Apr

Good tips on tweeting

The Catalyst Partnership


If you read Part One of this series, you recall I discussed targeting and third-party applications to save you time and help you market you business and product or service more effectively.

Goals For This Post (Part Two)

  • The beauty of Lists and how they can help you use Twitter more effectively
  • Discuss branding, content tweets, and promo tweets and why you need to understand the difference
  • A note on targeted following


I mentioned lists briefly in Part One for the purpose of finding targets but they do so much more. Here are my top ten reasons you should be using lists:

1) The number one reason to use lists: each list allows you to add up to 500 people aka tweeps. You can have up to 20 lists (public or private though I recommend public). I suck at math but even I can figure…

View original post 1,493 more words

25 Apr

The Catalyst Partnership

twitter tips and tricksIntroduction

I adore Twitter. I discovered Twitter in 2009 and found it to be much more efficacious when it came to interacting socially with my blog followers than Facebook.

I’d started my humor blog in ’08 and kept reading about how I should develop my ‘author platform,’ not really understanding what that meant. Now I’m a published author and social media consultant and I’ve learned how critical Twitter is as part of both my writing and business marketing platforms.

If you’re on Twitter, you understand. If not, you’re missing out on one of the best free market research tools out there.

Goals For This Post

  • Help you understand how to use Twitter to interact with targeted people important for your business
  • Show you time-saving secrets behind the Twitter Curtain


Twitter isn’t rocket science, but can be confusing at first. Many people ask me why more people don’t follow them…

View original post 1,117 more words

Social Media Revolution 2012 Edition [VIDEO]

23 Apr

ROI of Customer Experience (CX)

19 Apr

Temkin Group has release a new report on ROI (Return of Investment) of CX (Customer Experience), which covers analysis of 10,000 U.S. consumers and 3,000 UK consumers, identifying the financial benefit of improving customer experience. The bottom line? Customer experience correlates to loyalty.

An analysis of US and UK consumers shows that customer experience is highly correlated to loyalty. Customer experience leaders have more than a 16 percentage point advantage over customer experience laggards in consumers’ willingness to buy more, their reluctance to switch business away, and their likelihood to recommend. A modest increase in customer experience can result in a gain over three years of up to $382 million for US companies and up to £263 million for UK firms, depending on the industry. While the case for loyalty is compelling, companies should determine the business impact that customer experience has on their specific business by following our five step process. To achieve these results, however, companies must create customer experience metrics programs that embed these measurements into how they run their business.

See the Infographics on ROI of customer loyalty

Report can be purchased from

How Much Are You Worth on Social Media?

19 Apr

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