We just returned from the Cyber Defense Summit 2017 in Las Vegas. Leading up to the Summit we worked with customers to create videos and quotes that were used throughout the event. Our trip to Australia to film customers resulted in such great content we expedited processes and went from filming in one country to showing our videos on the main stage of the event 12 days later!
Love this photo, Freud Alexandre, the Enterprise Architect and Security Manager for the City of New Orleans, was so happy to be featured he autographed his banner. That is the signature of approval! What we like to see with all our customer deliverables.
Longer attention span: your target audience or a goldfish? Hard to believe but the average person’s attention span is now shorter than that of a goldfish! An article in Time Health quotes a Microsoft study which shows a human will pay attention for 8 seconds and a goldfish for 9!
Our digital lifestyle may make us better multitaskers but we’re also easily distracted. There is a lot of content out there, coupled with short attention spans, it’s not easy to stand out from the crowd.
This post from RO Innovation makes the case that video can be the way to go instead of the case study format. Our brains actually process video faster than text.
Think about how video might work for you as you share stories of your customers and your brand. Our clients have a clear need for written content but we’re seeing an increase in the desire for video. Often times our interviews will become both short and compelling video pieces and a complimentary case study with greater detail. We’re about to send a team to Australia for a second time this year to create video and written case studies for our clients. There are a lot of interesting customer stories among Australian businesses! Whether your customer is in Australia or right next door, think about the format which will tell their story best.
Our partner, Influitive, has a variety of great resources for those in the customer advocacy field. One is recent research from IDC, The Role of Marketing in Customer Advocacy which you can download here.
The world has changed, how buying decisions are made has changed, and customer advocacy is more crucial than ever for continued business success. The report has interesting commentary and charts about how advocate marketing staff splits their time among their many responsibilities and which advocate marketing tactics are most common. There is also discussion of common barriers and suggestions for key success metrics. The research concludes with recommendations for success.
This is worth a read. Let us know if the content resonates with you. Is this is what you are seeing in your industry, with your clients? Interested in your thoughts!
There is a great article from Forbes about the world’s most influential CMOs. They name the top 50. Forbes teamed with Sprinklr and LinkedIn to compile the list. Their criteria included impact on brand performance, impact on brand awareness, external and internal influence, and influence on peers. An impressive list of CMOs indeed! Worth a read for more information about their shared characteristics.
We are proud to say our clients are well represented on the list. 4 of the top 13 are clients, showing their appreciation of and concern for the influence their customers can have. Congratulations to all of course and extra congratulations to our clients!
Good things do come in threes and in our case it means three interns this summer. We have an intern working on a variety of Referential projects. The other two interns are with us courtesy of one of our clients that wanted increased resources for their projects this summer. Each Monday for the last 3 weeks one has started. They are students at St Mary’s, UC Berkeley, and Cal State East Bay, with a variety of majors. We’ve paired them with “buddies” to help train and mentor them. It’s great to add to the pool of advocacy experts.
And in case you are wondering about the phrase ‘good things come in threes’, read this blog post from Historically Speaking. The examples range from the three little pigs, genies always granting three wishes, to a saying from Confucius.
And from StackExchange: Good Things Come In Threes – has a definite positive connotation. From fairytales to Hollywood blockbusters, “the rule of three” (Latin-“omne trium perfectum”) principle suggests things that come in threes are inherently more humorous, satisfying and effective than any other number of things.
We certainly believe that good things do come in threes!
We have two team members headed to Australia for video shoots. They should be there now but their flight got cancelled last night so they have a ‘fun’ day working from LA. Fingers crossed that they jet off tonight. It would be nice to have a day to adjust rather than having to run from a 17 hour flight straight to the customer site!
We’re seeing more and more use of video with customer advocacy, and for good reason. This article from Insivia has some very interesting statistics, 27 Stats About Video in 2017. Bottom line, people are viewing a lot of video, more every day. Executives are viewing and sharing video, 4X as many customers would rather watch a video about a product than read about it, and marketers who use video grow revenue faster than those who don’t. The stats in the article have links to the source so you can learn more. The article has a lot of information which helps reinforce the importance of video.
If you are using video great. If not, give it a serious thought and give us a call so we can show you how effective video can be in your advocacy work and help you join the majority of marketers using video.
What motivates someone to share their opinion? How can you influence them to try to persuade others? A recent article from Stanford Graduate School of Business titled “Where Do Advocates Come From?” cites a range of research into advocacy.
Professor S. Christian Wheeler and PhD graduate Omair Akhatar coauthored a study which found that you can persuade people with fixed attitudes to advocate by positioning it as an opportunity to stand up for their views, rather than as one to engage in dialogue. And for people that believe attitudes can change, the opposite is true.
Another cited study showed that those who are uncertain are more likely advocates than those who are moderately certain! Titled “the Curvilinear Relationship Between Attitude Certainly and Attitudinal Advocacy by Lauren Cheatham and Zakary Tormala confirms what we often see, those that are very certain on a topic are more likely to be advocates than others. Their surprising study shows advocacy has a J curve, peaking with those highly certain, lowest for those of moderate certainty, and rising again for those with low certainty. They found people with low certainty do share their views, they often want to gather further information, and are open for discussion. Someone highly certain can come across as judgmental, not so those in the low certainty category.
Interesting thoughts. We need to take time to frame our discussions and messages appropriately and not overlook those advocates that still have questions. Science can help us be more effective. What do you think of these conclusions?