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What is Edgerank and How Does it Affect Your Business?
Facebook is a part of life, that is just something we have to accept whether we like it or not. You can hardly turn on a the TV, read a magazine, or visit a website without seeing a business asking for you to like their page. Maybe you have asked yourself why they care so much? Should I be caring more about my Facebook image?
Many marketers still struggle with a Facebook marketing strategy. They slap up a page and turn on the open sign and wait. Because Facebook is so savvy and has successfully navigated through the waters of spammers and viruses (the very same waters where Myspace sunk to the bottom) they have made it tricky for a business to promote their pages on Facebook. You have to buy an ad or promote the page through your own personal Facebook page, neither of which I would recommend.
This is why it is important to know what Edgerank is. Edgerank is the algorithm that Facebook uses to decide whether or not your page will be visible and to whom it will be visible to. The Edgerank algorithm bases its results on three factors.
1. Affinity.
You need likes, comments, and most importantly, shares. This shows Facebook that what you have posted and where you have posted it might be interesting to the friends of those who have liked, commented, and shared your post. Have you ever noticed in your news feed that the last person you engaged with on Facebook is now showing up in your news feed? That is because Edgerank assumes you will interested in what they are doing based on your interactions with them. The same holds true for Businesses.
2. Weight.
Edgerank places a weight of importance on each action that takes place. The more involved the action, the more weight it holds. For example likes are easy, it takes a few seconds to do and therefore hold little weight. Comments take more time and show more engagment, thus they hold more weight. Shares are hold the most weight because it is as if you are personally endorsing the content within that post.
3. Time Decay
Edgerank wants to promote the newest and freshest information to its users. The longer a post has been up, the less impact it has according to Edgerank. If you have a post that is attracting a lot of attention and creates a conversation that is ongoing, then your post will remain the freshest and the newest. Bottom line is that Edgerank likes new and fresh posts and content.
EdgeRank has become so important that third-party businesses are being built on measuring your effectiveness with it (EdgeRankChecker.com) and determining how to improve your results with it (PageLever.com). Facebook continues to experiment with how to best filter content to users from their friends and favorite Pages. Recently, Facebook was testing a headlines feature that also seemed to use EdgeRank. The question is will Facebook improve EdgeRank, or jettison it in favor of something else?
Further, will Facebook begin to incorporate ways to see what is most popular across all of Facebook? At this time, everything we see on Facebook is personalized, but thousands of people might be sharing a news item or video. On Twitter it’s always possible to see what the biggest trends or hashtags are- will Facebook move forward showing globally popular content, even to a small degree?
Google has been the leader of Internet marketing and web traffic for years now, receiving the majority of all search traffic, remaining the top website on the internet for many years now. After beating all its competitors, including Yahoo! And Bing, and acquiring YouTube, which is the second most searched site on the internet, it seemed no one could challenge or beat them.
However, Facebook has been neck and neck with Google for the past year, and it no longer seems unlikely that Facebook will overtake the search giant. What’s more, Facebook’s ad revenues continues to climb, and it uses keyword technology in its News Feed to group related posts. If Facebook improves on its keyword-finding abilities and extends that kind of targeting to its advertising, it will overcome the last barrier to targeting superiority and unlock even greater ROI for advertisers. And this could relegate Google to a disappointing also-ran within two to three years.
Google’s competitive edge has always been understanding exactly what people want right now (buying intent signaled by keywords), and Facebook’s has been its effectiveness at social media. Google has been unable to break the social puzzle sufficiently to get big momentum, so if Facebook figures out keyword intent within social activities, Facebook might just win the race.
As previously suggested, Facebook has the opportunity to distinguish itself as the single login across the interwebs. Along with this, Facebook could provide tools to these websites that could be integrated easily and also have users interacting with the Facebook flatform. While Skype has continued to increase in popularity with both individuals and the business sector as an instant messaging service and a cheap way to connect with others via video, and also as a substitute for phone service.
Suggestion is that Facebook could chip away at Skype with a video chat service, but in July 2011, Skype and Facebook teamed up to merge functionality. What’s interesting is that Microsoft acquire Skype, as well as a small percentage of Facebook, and when buying Skype, Steve Ballmer, CEO of Microsoft insisted on meeting with Mark Zuckerberg to create a functional and strategic alliance. All of this is part of their war against major competitor Google.
Facebook will continue implementing many more features over the coming months and years. Some of these will be refreshes of current features, and many others will be new ways for us to become even more obsessed with the social network. Whatever these new features are, we advise you to review them in a marketers point of view. Try to explore how you can use these features to be more useful, develop community, and engage your fans, prospects and customers.
Whether we choose to use Facebook solely as a personal social network to connect with friends and family or to help humanize and grow your company, remember that Facebook is a tool. The real value of Facebook is how you use the various features for you and your community. Facebook is positioned to become the first social network to reach a billion users. With that growth will come more features, and more ways for you and your company to connect with your prospects, customers, colleagues, and fans. Facebook in many ways has always been part of any company’s marketing plan.
So be creative, engaging, and interesting as you can be on your Facebook page and over time you will see great benefits.
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Your Social Media Strategy And Who Owns it?
Beyond conversing with your audience in social media, understanding who owns your conversation within your own company is not always easy or simple. In big companies, a lot are saying that they can do social media better than the others. If you outsource some of your marketing, your vendor is thrown into the mix, too.
Would it be your PR department? Because they know how to get the press interested? Your marketing department think they are right people to do the job. Your online marketing team believe they can do the best job because this is their world or your ad agency or your IT.
But who really is the best qualified for the job?
The tough part is deciding who it is. It’s never the same answer for every company because there’s no solution when it comes to social media. Finding out who is truly the best at handling social media efforts within your company can be difficult.
Is the best answer to use a mix of people from all departments, to come up with a new one? Or do you hand over the job to one department? It’s as much about knowing your audience as it is about understanding the internal workings of your own company. No matter who ends up owning the conversation within your company, the most important piece is to make sure that all departments communicate and buy into your social media strategy.
Anyone in your company can affect your social media strategy. Getting your people to buy into your social media strategy might seem easy, but it can be one of the hardest job to implement. Not only does it involve the departments communicating with each other, but it also involves setting in place policies for employees who are not directly involved with your social media strategy but are active in social media platforms.
Remember that your employees have a life after their working hours and are likely involved in some social media site in some way. Getting them to understand the implication or impact of their actions on these social media sites in their after office hours is just as important to communicate. Even the security guards or janitor of your building should be made aware that what he says about his work or job on Facebook or Twitter etc. affects your company. They also should buy into your social media strategy.
Even if it seems inconsequential to your efforts, everyone on your team should be aware that you have some kind of social media strategy in the works. While your employees couldn’t help or harm marketing efforts targeted to more traditional marketing outlets such as radio, TV or newspapers, your people can affect your social media marketing efforts.
Your people have just as much of an effect on your social media marketing strategy as do your customers. You never know how your employees lives can either hurt or even assist your strategy, the only way you can even start to understand those possibilities is to share what it is you are planning to do.
The biggest bait that brings companies into social media is the thought that this will be a quick, easy and cheap answer or way out to all their marketing woes. Although it seems a no brainer to set up a Facebook page or a Twitter account and take it live to everyone in just a couple of minutes, that is the only easy and quick part.
A lot of hard work goes into creating and implementing a social media strategy using these platforms. Do not be fooled by all the hype, there’s really nothing fast or cheap about a successful social media strategy. So with all that out-of-the-way, we all have to get down to understanding the hard work that goes into succeeding in social media and marketing effectively in this medium.
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Core Purpose Is The Organization’s Fundamental Reason For Being
An effective purpose reflects the importance people attach to the company’s work-it taps their idealistic motivations-and gets at the deeper reasons for an organization’s existence beyond just earnings and profit. Here are some example of the powerful purpose statements that had propelled some of the visionary companies of our day to great success.
Merck: to gain victory against disease and help mankind.
Disney: To use our imaginations to bring happiness to millions
Johnson & Johnson: To alleviate pain and suffering
These are big ideas that can make a lot of difference in the world, ideas that separate the great from the ordinary. Purpose isn’t everything, but it influences everything else. Sure, every organization must also have strong leadership, management, succession planning, execution, strategy and tactics, innovation and more, but in working with a vast range of companies and organizations, it all has to start with a purpose. That is the hinge that everything else hangs upon. The simplest way to explain purpose is: Purpose is a definitive statement about the difference you are trying to make in the world. Having clarity about the ultimate purpose of the time and energy you spend doing what you do is the cornerstone of a culture of purpose. It’s what drives everything you do. It’s your reason for being that goes beyond making money, and it almost always results in making more money than you ever thought possible.
If you have a purpose and can express it with clarity and passion, then everything make sense and everything flows. You feel good about what you’re doing and clear about how to get there.
You’re excited to get up in the morning and you sleep easier at night. If you don’t have a clear purpose, everything feels a bit chaotic, harried, and maybe even meaningless. Without a core purpose in place, the way forward is often a real challenge. The textbook definition of purpose is: the object toward which one strives or for which something exists.
Without a purpose, what are you striving for? What are you resolved to accomplish? If you have no answer to these fundamental questions, your business (and your life) may be a real struggle. The power of purpose is not a marketing idea or a sales idea. It’s a company idea. Purpose drives an entire organization and it answers why the brand exists.
Why should you want a purpose? Why does purpose matter? Why not just work on sound strategy and positioning year after year and have a good, viable business in the marketplace? You can certainly do that, and you may even have reasonable success doing it. But in our experience, purpose offers up a host of benefits, including easier decision making, deeper employee and customer engagement, and ultimately, more personal fulfillment.
Having a purpose not only helps builds innovation inside your organization, it also helps all the stakeholders and partners that work with your organization to develop visionary innovations on your behalf. When we are working on behalf of truly purpose-based organizations, the visionary ideas and innovations tend to flow much more easily. Ideas move beyond the realm of clever tactics that might be noted in an industry publication to meaningful messages, experiences, services, and interactions that will be loved by the customers who are being served.
I suppose our pursuit of purpose-based organizations may in some ways be self-serving. It’s a lot easier to be in the business of “visionary ideas that make a difference” when we’re working with organizations that are hell-bent on making a difference too.
Purpose can make the seemingly impossible possible. It can rally the troops to overcome seemingly insurmountable odds. It can ignite a fire in the belly to fight the fights that seem impossible to win.
Purpose will hold you steady in a turbulent marketplace. Market is always changing. Competitors come and go. Trends rise and fall. Without purpose to hold you steady, it’s very easy to get distracted by marketplace fluctuations. You may find yourself reacting to every competitor that comes along. Wall Street pressure may send you desperately looking down unchartered paths. Trends may suggest you need to consider a new line of business.
Purpose injects your brand with a healthy dose of reality. When companies don’t have anything substantive to say and their product or services is relatively ordinary, they often rely on advertising to create an image they hope will add value to their brand. However, the best advertising in the world will not save a mediocre company. The company has to have something of true value to offer to consumers.
This is not rocket science and more on common sense. If you tell consumers one thing in your marketing, and they experience something entirely different or ordinary when they go to use you, the relationship won’t last long. Your behavior will catch up with you and people will notice.
When you have a purpose at the heart of the company, it will drive the business and ensure that something remarkable is happening with the product or service. The thing about purpose is that it starts with the leaders, works its way through the organization, and finds its way into the products, services, experiences, and ultimately, into the marketing. If the company is not truly delivering it, the marketing shouldn’t be talking about it.
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It’s Not What We Sell, It’s What We Stand For.
I got it! Got what? “What you guys can be the best in the world at!”
We’d been struggling with the answer to a very difficult question – what can you be the best in the world at?
“It’s right in front of you. Look at the clients here today. Focus Services has somehow managed to attract extraordinary companies with a purpose beyond making money. They’re companies that want to make a difference.
I think you can be the best in the world at delivering visionary ideas for companies that actually have a purpose.”
I realized we have put our finger on the articulated secret that has mold the most successful client relationships we had developed in our years of running this company. While we often talk about the difference and using it as the cornerstone for building some of America’s most successful brands.
We work with a vast array of clients and have always done whatever it takes to build their businesses. Some relationships have been a disaster from day one, while most have unfolded into lifelong friendships and true partnerships that have built both the esteem and the profits of everyone involved.
We realize that our most successful relationships are with clients who are genuinely passionate about making a difference in the marketplace. And our gift is being able to identify, simplify, and articulate that difference to the world.
Our company and its management have shared the same lifelong goals – to stay together, and to make a difference. We have people who are mavericks, visionaries, and leaders committed to making a difference.
Focus Services is just one of those organizations that are winning in the marketplace because of its commitment to a higher purpose-a purpose that we have had the privilege of helping to discover and bring to life through the power of media and marketing.
The road we’ve taken comes from our core values and our outlook on life in general, that life is short, so live it out doing something that you care about. Try to make a difference that best way you can.
We’ve had fun; we have cultivated the success of others and enjoyed a lot of it ourselves. At the end of the day, it’s been much more rewarding to work with clients that are trying to make a difference than it is to work with clients that are just trying to sell more products.
An organization needs the passion and strengths and the needs of the world stands a great purpose. Every company is capable of having one. No organization is too big or too small, too niche or too mundane, too high or low-interest to have a purpose.
We’ve worked with every kind of enterprise imaginable: from soap to social causes (smoking cessation, colon cancer),from software to finance, health-care to real estate, Telecom to food business. It’s not the category you work in, but the business model, the leadership, and the positioning that ultimately determine whether or not you will find and live out your purpose.
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ClearView: Revolutionary Metric Software for Customer Relationship Management.
The essence of the information technology revolution and, in particular, the World Wide Web is the opportunity to build better relationships with customers than has been previously possible in the off-line world. By combining the abilities to respond directly to customer requests and to provide the customer with a highly interactive, customized experience, companies have a greater ability today to establish, nurture, and sustain long-term customer relationships than ever before. The ultimate goal is to transform these relationships into greater profitability by increasing repeat purchase rates and reducing customer acquisition costs.
Indeed, this revolution in customer relationship management or CRM as it is called, has been referred to as the new “mantra” of marketing.
Numbers are the life blood of contact centers, customer care centers and call centers. Most call centers of any size depend heavily on performance metrics to measure how efficiently they are running and how well they are meeting the company’s and the customers’ needs.
But while call center software produces a slew of metrics, most of them are very low-level. The paradox of these measurements is that while they’re useful for managing the call center, they don’t do much to advance the customer relationship or further the purpose of the call center.
ClearView will disparate sources into a shared and central system of record and deliver a real-time, holistic view of the customer relationship to contact center agents or other customer facing staff. A holistic view of a single customer relationship, as well as visibility into customers grouped by region, type, affinity or other segmentation, permits call centers to track key performance indicators and operational metrics which are much more customer relevant and more in alignment with the company’s market, revenue, and customer strategy objectives. Giving the CSR the customer’s complete history for example, not only provides opportunities to better satisfy the customer, it can also substantially reduce the average time per call because the customer doesn’t have to bring the CSR up to speed on purchase history, outstanding incidents, or prior interactions.
Clearview will change the way the industry views customer relationship management. Below is a demo of ClearView, see for yourself how you can realize the untapped potential of your customer support. Focus Services has been dedicated to transparency and accountability to all their clients, the launch of ClearView not only exemplifies this mission, but gives their client’s insight to their campaigns they have never had before and can only get from ClearView.
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Highly Successful Companies Attributes Success to its Corporate Culture.
Strong company cultures can be positive and an asset or it can be negative or a liability. If the company’s values are constructive and support its goals, then having a strong corporate culture is an asset. It is defined as a functional culture. If the company’s values are negative or dysfunctional, then having a strong culture will be a liability.
The culture at Ford Motor Company in the late 1960s and 1970s is a good example of a dysfunctional culture. The informal corporate culture at Ford was captured in a statement often made among its employees: “If you can get it to drive out the door, we can sell it!” This was not a formal corporate pronouncement, of course, but a statement often heard and prevalent in conversations around the company. It contained an implicit disrespect for the customer and suggested that working to achieve high quality products was not that important.
The lack of focus on quality and reliability was also reflected in how customers talked about the company. Many customers said Ford stands for “Fix and Repair Daily.” Which is very negative of course. Ford later made the pronouncement that “Quality is Job One” – a clear response to the damage that had been done to its brand.
Unfortunately, it took some time to overcome the perception of poor quality in the customer’s minds. This is an example of a strong dysfunctional culture in action.
In contrast, the Four Season Hotel chain is a good example of a strong functional culture with respect to customer service. The Four Seasons trains its employees to stop what they are doing and escort “guest” to their desired destination whenever the latter ask for directions to someplace in the hotel. Employees live the culture of excellent customer service, and customers see it in action.
A culture can also be weak and functional, or weak and dysfunctional. In companies with weak functional cultures, employees behave in a way that supports achievement of company goals, but there is no overall understanding of the company’s true personality because the culture is not being actively managed. Employees may understand that the customer is important, but they may have quite different interpretations of how to treat the customer. To overcome this problem, people must be trained or told how to treat customers under various situations.
What is presented in a values or culture statement is not necessarily what the real culture is within a company. The real culture, by contrast, consists of the values, beliefs, and norms that actually influence employee behavior. A company can state that it values treating all employees as “assets” but then fail to invest in their development. A company can talk about its most important assets as being its people, but then treat them poorly. These are example of lack of alignment between the stated and real cultures.
Culture is very important to all organizations. If managed correctly, culture might well be the ultimate strategic asset and competitive weapon for most companies. Corporate culture has a big impact on organizational performance. Culture affects goal attainment. More specifically, companies with strong cultures are more likely to achieve their goals than those with relatively weak cultures.
So called strong culture organizations are thought to have a high degree of organizational success because of a believed link to motivation. An increasing number of highly successful organizations have, at least in part, attributed their success to effective culture management. Among them are Starbucks Coffee, Google, and Walmart, to cite just three.
Google, the undisputed leader in the Internet space through its search engine technology. Its continuous development of that technology is the talent and creativity of its people, which in turn is influenced by the company’s culture. Google is the best companies to work for, and this attracts talent-a truly virtuous circle.
Having recognized the importance of corporate culture. They instilled three distinctive core values:
1. Don’t be evil
2. Technology matters.
3. We make our own rules.
The first value refers to integrity and fair treatment of customers. We never manipulate rankings. Our users trust Google’s objectivity, and no short-term gain could be ever justify breaking that trust. The second value, concerning technology, is self explanatory. The third value, about Google making its own rules, refers to various unorthodox practices.
In his book The Wal-Mart Way, Soderquist attributes the company’s success to its culture, which is labeled “The Wal-Mart Way.” As he states it, “The Wal-Mart Way is not about stores, clubs, distribution centers, or computers. These tangible assets are all important ingredients in the company’s business plan, but the real success is about people.” It is about how Walmart treats its people and customers.
The culture of Walmart consists of three key values.
1. We treat everyone with respect and dignity.
2. We are in business to satisfy our customers.
3. We strive for excellence in all that we do.
These values are the cultural foundation of Walmart.
Let’s take a look at Focus Services. Bacolod City is one of the homes of Focus Services international facilities. Focus Services is a privately owned call center service provider, specializing in multi-product telesales and customer relationship management. Founded in 1995 with two employees, Focus Services has grown year over year by building strong, collaborative and effective vendor relationships with clients across multiple industries. Currently, Focus has over 3,000 employees working in 8 Focus facilities, both domestically and internationally.
Focus Service Culture consist of three core values:
1. People – We Challenge and Train, Instill Ownership and Discover Potential.
2. Partners – We Focus on Transparency, Flexibility and Performance.
3. Community – We have responsibility to Mankind and Work to Improve their lives.
Focus Services does not only offer job advancement and training for its employees but also scholarship and tuition reimbursement for those who want to continue and finish their studies or take up other courses.
I’m very proud to be a part of the culture here, said Liljenquist. We hope we fit in nicely, we think we do, and we really appreciate the hospitality that everyone has shown us, he said. Focus Direct customer service agents are very diverse, talented multi-taskers and are very equipped in handling different accounts at the same time. We take pride in that, said Liljenquist.
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