NSPI is an initiative being developed by members of the DSB Community. The premise will be to make changes in the construction industry....I have heard it before......... but this is different.
They have created a system to define issues and implement actionable changes using a social technology model. It is very exciting and I believe it can apply to many other industries as well.
That being said, I am going to join as a member and become involved. There have been other organizations created without emphasis on unbiased programs typically driven by product programs. The NSPI has an innovative program that allows the DSB Community to define issues and then choose the appropriate usable applications to meet the needs and provide a viable solution. ......exciting!
I suggest you look into the NSPI. They are just starting to develop this and it is very promising. The people behind it understand what they are doing and are really dedicated to making changes for the better....
Good luck NSPI!!
Thursday, April 29, 2010
Monday, April 26, 2010
Social Technology
“By focusing on key individuals — or types of individual — rather than markets as a whole, companies can selectively "seed" products, services and ideas into otherwise hard-to-reach markets, as well as target specific individuals who are likely to inspire a vast number of potential buyers. “ Target Marketing
Trend Influencers:
This is the group that will help to drive a product into an industry. There must be a program to develop this sphere of influence. These include:
Journalists,
Bloggers,
Academics,
Industry analysts and professional advisers.
They are well-connected, have large social networks and are looked up to and trusted by their peers.
All we need is a simple question answered to determine our Trend Influencers - How likely is it that you would recommend our company to a friend or business colleague?
To accomplish this we need to implement the following programs:
(Not necessarily in this order)
• Increase sales and awareness within the Trend Influencer community
• Increase sales and awareness in target markets
• Field-test products, ideas and initiatives
• Turn Trend Influencers into advocates
• Give Trend Influencers the tools to share what they like with their peers
• Build valuable relationships with key Trend Influencers
Social Technology Pyramid
There is a pyramid of influencers within any market. These are broken down into three groups that range in size and influence over a market.
Social Broadcasters
Mass Influencers
Direct Influencers
Social Broadcasters are smaller in number but greater in scale — they make up around 10% of the pyramid. They are the top bloggers, most well-connected individuals, and have a lot of followers looking to them for news and advice on the latest information within a social space. They have influence but lack trust, in the sense that their followers will click on the links and recommendations they share but still perform their own evaluation of the data — this makes Social Broadcasters better suited for awareness than preference.
In the middle are the Mass Influencers, who make up only 15% of the pyramid but account for 80% of the influence impressions about products and services (See graph below). This group is vital because you can’t ignore the minority that creates the majority of the influence.
At the bottom of the pyramid are the Direct Influencers — this is where the trust really is. These are the proverbial “average consumer” who have primarily networks of people they actually know and interact with online or offline. These networks are centered with trust, and make up 75% of the total population of the pyramid.
Reaching these groups:
Social Broadcasters. The secret to dealing with them is to build relationships. This group doesn’t want to hear from someone only when you need something, and they want to be respected for their audience. It is necessary to develop customized offers for them that they can’t refuse that reflect an understanding of their uniqueness and their point of view.
Reaching Mass Influencers in the middle involves giving them something to talk about. Understand their characteristics and give them more content they can’t resist sharing. This part of the pyramid includes the people their friends and family turn to frequently before making important purchases. They have significant offline influence.
Direct Influencers need to have things very easy. This group is not as motivated nor is it as technically savvy as the people higher on the pyramid. Product and marketing ideas need to be relevant so the defined audience can’t help but spread the word. This needs to be an ongoing program to keep people engaged over time by reaching out and addressing them over and over.
Impressions: How it relates to numbers
1. Influence impressions: these happen on social media and networking sites: Twitter, Facebook, MySpace ( ), LinkedIn ( ), and others. The people who make them know generally who they’re connecting with and who will read them (people they know).
2. Influence posts: these are more permanent data points in blog posts, ratings and reviews sites, and in discussion forums. These tend to be less directed, in that when putting a post online it’s not usually known how many or who will be reading it.
Forrester Research Study
In the first category, the research study found 256 billion influence impressions occurring per year. Influence posts were numbered at 1.64 billion per year, which accounted for generating another 250 billion impressions. In other words, people are making 500 billion influence impressions on one another about products and services every year.
The research also looked at where those influence impressions are happening. The following graph captures the results of where people are sharing influence online in both of the above categories:
Summary:
There are steps that can be taken to become an integral part of any market. The idea is to gain the trust from those that can create the awareness and influence in choosing products and services.
Using new and intriguing marketing programs that create interest and recognize socioeconomic status can be very important when introducing new products or services into a market.
The data represents the trend Influencers and provides obvious areas to target. If we think outside the box our chances of success are much greater. Out thoughts must become part of the Face Book generation or iPhone generation. (Not the Apple II or IBM Pc generation). It is critical to recognize social technology and the influence it really has in today’s markets.
Trend Influencers:
This is the group that will help to drive a product into an industry. There must be a program to develop this sphere of influence. These include:
Journalists,
Bloggers,
Academics,
Industry analysts and professional advisers.
They are well-connected, have large social networks and are looked up to and trusted by their peers.
All we need is a simple question answered to determine our Trend Influencers - How likely is it that you would recommend our company to a friend or business colleague?
To accomplish this we need to implement the following programs:
(Not necessarily in this order)
• Increase sales and awareness within the Trend Influencer community
• Increase sales and awareness in target markets
• Field-test products, ideas and initiatives
• Turn Trend Influencers into advocates
• Give Trend Influencers the tools to share what they like with their peers
• Build valuable relationships with key Trend Influencers
Social Technology Pyramid
There is a pyramid of influencers within any market. These are broken down into three groups that range in size and influence over a market.
Social Broadcasters
Mass Influencers
Direct Influencers
Social Broadcasters are smaller in number but greater in scale — they make up around 10% of the pyramid. They are the top bloggers, most well-connected individuals, and have a lot of followers looking to them for news and advice on the latest information within a social space. They have influence but lack trust, in the sense that their followers will click on the links and recommendations they share but still perform their own evaluation of the data — this makes Social Broadcasters better suited for awareness than preference.
In the middle are the Mass Influencers, who make up only 15% of the pyramid but account for 80% of the influence impressions about products and services (See graph below). This group is vital because you can’t ignore the minority that creates the majority of the influence.
At the bottom of the pyramid are the Direct Influencers — this is where the trust really is. These are the proverbial “average consumer” who have primarily networks of people they actually know and interact with online or offline. These networks are centered with trust, and make up 75% of the total population of the pyramid.
Reaching these groups:
Social Broadcasters. The secret to dealing with them is to build relationships. This group doesn’t want to hear from someone only when you need something, and they want to be respected for their audience. It is necessary to develop customized offers for them that they can’t refuse that reflect an understanding of their uniqueness and their point of view.
Reaching Mass Influencers in the middle involves giving them something to talk about. Understand their characteristics and give them more content they can’t resist sharing. This part of the pyramid includes the people their friends and family turn to frequently before making important purchases. They have significant offline influence.
Direct Influencers need to have things very easy. This group is not as motivated nor is it as technically savvy as the people higher on the pyramid. Product and marketing ideas need to be relevant so the defined audience can’t help but spread the word. This needs to be an ongoing program to keep people engaged over time by reaching out and addressing them over and over.
Impressions: How it relates to numbers
1. Influence impressions: these happen on social media and networking sites: Twitter, Facebook, MySpace ( ), LinkedIn ( ), and others. The people who make them know generally who they’re connecting with and who will read them (people they know).
2. Influence posts: these are more permanent data points in blog posts, ratings and reviews sites, and in discussion forums. These tend to be less directed, in that when putting a post online it’s not usually known how many or who will be reading it.
Forrester Research Study
In the first category, the research study found 256 billion influence impressions occurring per year. Influence posts were numbered at 1.64 billion per year, which accounted for generating another 250 billion impressions. In other words, people are making 500 billion influence impressions on one another about products and services every year.
The research also looked at where those influence impressions are happening. The following graph captures the results of where people are sharing influence online in both of the above categories:
Summary:
There are steps that can be taken to become an integral part of any market. The idea is to gain the trust from those that can create the awareness and influence in choosing products and services.
Using new and intriguing marketing programs that create interest and recognize socioeconomic status can be very important when introducing new products or services into a market.
The data represents the trend Influencers and provides obvious areas to target. If we think outside the box our chances of success are much greater. Out thoughts must become part of the Face Book generation or iPhone generation. (Not the Apple II or IBM Pc generation). It is critical to recognize social technology and the influence it really has in today’s markets.
Sunday, April 25, 2010
Fortune 1000 Companies Need to Reach Out
Quick Thought:
If every company understood the DSB Process they would certainly reach outside of their internal management teams to find experts to help them with their product specification program. I know one company that did just that. A multi-national cabinet manufacturer hired an architectural consulting firm to create a program that helped to communicate with the architectural community. (The problem with that..even though I think it is a step in the right direction....is that architects only handle one part of the DSB Process and a more holistic approach is needed). A more comprehensive program is needed that would include creating a program to effect the DSB Process in various ways...but that is another blog.
If every company understood the DSB Process they would certainly reach outside of their internal management teams to find experts to help them with their product specification program. I know one company that did just that. A multi-national cabinet manufacturer hired an architectural consulting firm to create a program that helped to communicate with the architectural community. (The problem with that..even though I think it is a step in the right direction....is that architects only handle one part of the DSB Process and a more holistic approach is needed). A more comprehensive program is needed that would include creating a program to effect the DSB Process in various ways...but that is another blog.
Monday, April 19, 2010
Time to realize the customer communication protocols
When you want to communicate with a potential customer it is important to realize a few things that typically get lost in the translation between the fact that you really like your product and the fact that others like it too.....What does that mean?
It is one thing to test products with those that usually find it useful or something they will use. It is another thing to get the attention of the potential customers.
The hardest part of the "selling" process is not getting the sale. It's getting the meeting. And while marketers have learned that it's all about the "message," I think it's all about the "attention". How do you get your customer's attention?
Once the product passes the litmus test for approval, companies begin to apply the basics of marketing. Most companies try online advertising, direct mail, print advertising in magazines and newspapers and email advertising. Also, they try marketing through groups and organizations.
While it's important to have a product that people want -- that's not enough. In this age of information overload -- you need to find a scalable, cost-effective way to get your customer's attention. You need to find a way to get them to lower their guard and engage in the conversation.
There are many talented companies that can help position products in markets today, especially online. Take advantage of the many cost effective programs available.
It is one thing to test products with those that usually find it useful or something they will use. It is another thing to get the attention of the potential customers.
The hardest part of the "selling" process is not getting the sale. It's getting the meeting. And while marketers have learned that it's all about the "message," I think it's all about the "attention". How do you get your customer's attention?
Once the product passes the litmus test for approval, companies begin to apply the basics of marketing. Most companies try online advertising, direct mail, print advertising in magazines and newspapers and email advertising. Also, they try marketing through groups and organizations.
While it's important to have a product that people want -- that's not enough. In this age of information overload -- you need to find a scalable, cost-effective way to get your customer's attention. You need to find a way to get them to lower their guard and engage in the conversation.
There are many talented companies that can help position products in markets today, especially online. Take advantage of the many cost effective programs available.
Friday, April 16, 2010
Hey, Manufacturers.... guess what needs to be fixed?
The DSB Community is defined as the Design, Specify, Build Community in the construction industry....I have a whole library of information and research on this subject. I want to define issues in this community and help create solutions......that's all.
I call it Knowledge Based Technology - creating usable solutions from defined knowledge within an industry...... Cloud computing (SaaS) or (PaaS) provides the platforms to accomplish this.
That being said, why all the confusion?
The pain....the stress.......the frustration..........why? It doesn't have to be that way.
The specification community has been crying out for change for a very long time. CHANGE WHAT? The problem is that the product manufacturers really don't understand the entire specification process.
Why not? OK, let's get this straight. I am a manufacturer and I want to get my products specified but I don't know how the specification process works...Are you kidding me? Manufacturers don't know they can affect the process by simply providing accurate information for use by the specification community. They don't know because they do not recognize the specifiers as customers. What if I wanted to buy a product from a manufacturer and requested information to do so..........think I would get it from them?...of course I would.
Why do they not give the specifiers what they need to choose their products the same way.......it amazes me!.....
What is the solution?
There is one company in particular that has the answers. They have spent thousands of hours researching the market to develop the solution to this issue for both manufacturers and the specification community (CSPECS Technologies). I think the answers are simple...the real issue I believe is that there is no single entity that is positioned to implement changes in that industry. There is a market shift occurring right now with BIM but again there is no single organization or entity positioned to implement the changes necessary for the entire DSB Community to be aligned and in sync..........I think it's Crazy ..but what do I know?
What I'm trying to say is.......... Manufacturers!....wake up! ........That means, understanding what specifiers need to do their jobs correctly and efficiently. What a novel idea...........make part of the industry more efficient. (Here's another hint. I think manufacturers should help pay to be specified. I have great ideas for that as well)
I have much more to discuss on this and other subjects related to the DSB Community.......stay tuned
I call it Knowledge Based Technology - creating usable solutions from defined knowledge within an industry...... Cloud computing (SaaS) or (PaaS) provides the platforms to accomplish this.
That being said, why all the confusion?
The pain....the stress.......the frustration..........why? It doesn't have to be that way.
The specification community has been crying out for change for a very long time. CHANGE WHAT? The problem is that the product manufacturers really don't understand the entire specification process.
Why not? OK, let's get this straight. I am a manufacturer and I want to get my products specified but I don't know how the specification process works...Are you kidding me? Manufacturers don't know they can affect the process by simply providing accurate information for use by the specification community. They don't know because they do not recognize the specifiers as customers. What if I wanted to buy a product from a manufacturer and requested information to do so..........think I would get it from them?...of course I would.
Why do they not give the specifiers what they need to choose their products the same way.......it amazes me!.....
What is the solution?
There is one company in particular that has the answers. They have spent thousands of hours researching the market to develop the solution to this issue for both manufacturers and the specification community (CSPECS Technologies). I think the answers are simple...the real issue I believe is that there is no single entity that is positioned to implement changes in that industry. There is a market shift occurring right now with BIM but again there is no single organization or entity positioned to implement the changes necessary for the entire DSB Community to be aligned and in sync..........I think it's Crazy ..but what do I know?
What I'm trying to say is.......... Manufacturers!....wake up! ........That means, understanding what specifiers need to do their jobs correctly and efficiently. What a novel idea...........make part of the industry more efficient. (Here's another hint. I think manufacturers should help pay to be specified. I have great ideas for that as well)
I have much more to discuss on this and other subjects related to the DSB Community.......stay tuned
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