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Archive for the ‘Biz’ Category

Wähler nutzten soziale Medien kaum

25 Okt

 

Customer Acquisition through Infographics

06 Okt

 

What’s In A Tweet

02 Okt
Source: What’s In A Tweet Economist, September 29, 2011

 

Printer WIN

29 Sep
Are we in the future yet? I think we’re in the future now. Maybe.

 

Schreiben: 9 Tipps für lesefreundliche Texte

28 Sep

Schreiben gehört heute fast zu jedem Job. Lesefreundliche Texte helfen uns, unsere Ziele besser zu erreichen.

Für viele von uns gehört Schreiben zu den Haupttätigkeiten im Beruf: E-Mails, Berichte, Blogposts und vieles mehr. Lesefreundliches Schreiben gehört deshalb in jeden Werkzeugkasten und ist Voraussetzung, damit wir verstanden werden und die Zusammenarbeit im Job klappt. Ausserdem ist es höflich, mit der Zeit meines Lesers sorgsam umzugehen. Dabei geht es weniger um Talent als vielmehr um einige ganz grundlegende Techniken. Die folgenden Tipps sind als Checkliste gedacht: Ist der Text fertig geschrieben, kannst Du damit in wenigen Minuten die Lesefreundlichkeit des Geschriebenen überprüfen.

1. Die Satzlänge prüfen Read the rest of this entry »

 

Measuring Your Way to Success

27 Sep

 
 

How Ebook Buyers Discover Books

24 Sep
Most writers write to get read, so how do readers discover ebooks? To discover clues to the answer, I posted a survey over at Mobileread, the online forum popular with many ebook readers. I challenged readers to select the single most common criterion they follow to discover their next read. The results provide some interesting data points Smashwords authors and publishers might consider in their marketing efforts. To capture a broad range of usable data, I suggested 12 answers, one of which was "Other." Respondents were allowed to select one answer only since I wanted to identify the single most important discovery criteria. As of this writing, 206 people answered the survey. Click the image to enlarge it. Read the rest of this entry »

 

Android users vs. iPhone users: a Comparison

16 Aug
The mobile industry has changed once again with Google acquiring Motorola Mobility. The market is now very much a game of Android vs. iPhone. While both Android and iPhone users love technology, there are generally some differences among people who are a part of these groups. Hunch.com has put together an infographic that demonstrates the major differences between Android device owners and iPhone fans: According to Hunch, iPhone owners are 18% more likely to be women and 27% more likely to live in a city. Hunch’s study suggests that the iPhone crowd are a tad bit older and more sophisticated (many of them with a graduate degree). In addition, Android users are 80% more likely to have only a high school diploma. From our own surveys, it does seem that conservatives better identify with Android with iPhone. As this model suggests, Android users are 20% more likely to be conservatives. Not surprisingly, those who make a better living are more likely to own an iPhone rather than an Android device. Here is a short summary of how iPhone fans compare against Android users:
  • political views: liberal (iPhone) / conservative
  • degree: graduate degree / diploma (Android)
  • annual income: $200 or more / $50-100k
  • attitude: optimists / pessimists
  • personality: extroverts / introverts
  • spending habits: spenders/ savers
  • adoption: early adopters / late adopters
  • travel habits: worldwide / native country
There are many more interesting nuggets in this study. Hunch.com has gathered this data from 15818 users that have participated in the study. These characterizations are based on probability. Not every Android or iPhone owner fits in this model. But this is an interesting study regardless. Do you agree with Hunch’s study?

 

Social Media: US-Studie zeigt, wohin die Reise geht.

12 Aug

US-Unternehmen setzen Social Media strategisch ein, mit Fokus aufs Zuhören und Integration in Marketing, Verkauf und Kundenservice. Zu den grössten Herausforderungen zählen auch im Online-Pionierland das Eingehen auf Kundenanliegen, fehlende Budgets oder Personalressourcen und die Komplexität der neuen Kanäle.

Ende Juli veröffentlichten Forrester und Dell die Studie «Listening and Engaging In The Digital Marketing Age». Befragt wurden 200 Marketingverantwortliche aus Unternehmen mit über 500 Mitarbeitenden. Wer die Studie liest, darf wissen: Dell ist zweifach an Social Media interessiert – einerseits als Verkäufer entsprechender Hardware, andererseits zur Pflege der eigenen Dialog-Reputation. Auf dieser Dell-Seite findet sich eine Kurzfassung samt PDF-Link. Ein ausführliches Studium lohnt sich, die wichtigsten Erkenntnisse:

USA vs. CH: Mehr Engagement, mehr Strategie
US-Unternehmen sind den Schweizer Grossfirmen voraus, das zeigt der Vergleich mit der Social Media Studie Schweiz 2011:

  • 97 Prozent setzen Social Media ein
    (CH 62 %)
  • 50 Prozent tun das seriös, 20 % sogar als Kern-Marketing-Funktion
    (CH 22 % mit Strategie)
  • 80 Prozent monitoren Kundenkommentare und -konversationen
    (CH 54 %)

Die Erhebung vermittelt den Eindruck, dass der Dialog mit Kunden strategisch besser eingebettet ist. Die grosse Herausforderung sieht Forrester im Schritt von mehr Reichweite zu wirklich kundenzentriertem Social-Media-Einsatz mit Kosten-Nutzen-Effekten.

Abteilungsgrenzen überwinden
Eine schöne Illustration von Social-Media-Entwicklungsphasen liefert die Frage nach dem aktuellen Strategie-Status: Abwarten und Tee trinken ist abgeschlossen, etwas mehr als ein Viertel experimentiert noch, die Hälfte sieht sich strategisch unterwegs, ein Fünftel hat die Strategie bis hin zur zentralen Marketingfunktion geführt.

Der grosse offene Punkt bleibt die Integration von Social Media über alle Geschäftsprozesse und Abteilungsgrenzen hinweg. Rund ein Drittel sieht sich als gar nicht oder nicht sehr integriert, drei Fünftel tauschen Erfahrungen und Zahlen aus, erst sechs Prozent führen ihre Engagements integral über alle Bereiche:

Am besten für Marke, Lancierungen, Kundenbindung
Wer schon ein paar Runden gedreht hat, liefert auch interessante Zwischenzeiten. Die Frage nach den konkreten Ergebnissen von Zuhören und digitalen Kampagnen  liefert interessante Indizien für Social-Media-Zielsetzungen. Erhoben wurden «signifikante» und «bescheidene» positive Resultate, «kein Einfluss», «negativer Einfluss» und «Weiss nicht». Von dieser letzten Kategorie gab es von 19 bis 34 Prozent - obwohl die Befragten vorher angaben, eine ganze Reihe von Zielgrössen zu erheben.

Die negativen Einflüsse liegen mit ein bis zwei Prozent der Nennungen im irrelevanten Bereich. Entscheidend ist die Rangierung nach den signifikant positiven Ergebnissen: Social Media bringt vor allem der Marke was, erhöht den Erfolg von Neueinführungen, bringt mehr Bindung und Zufriedenheit.

Auch US-Chefs knausern mit Support
Die Momentaufnahme aus den USA zeigt den Weg. Als die fünf grössten Herausforderungen für Social-Media-Projekte werden auch nach ein paar Runden mehr Erfahrung bezeichnet:

  1. Budget
  2. Komplexität von Social Media
  3. Personalressourcen mit Social-Media-Erfahrung
  4. Auslösen von konkreten Handlungen nach Kundenechos
  5. mangelnde Unterstützung aus der Chefetage

Eine Liste, die Social-Media-Verantwortliche auch hierzulande nur zu gut kennen.

Studie: Medienmitteilung, PDF.
Social Media Studie Schweiz: Hoher Einsatz, wenig Strategie
Aktuelle Social Media Studien im bernetblog
Alle Links von Marcel Bernet zu Social Media Studien
Dell-Präsentation mit Schritten zu Social Media

 

The Literary Agent’s Indie Ebook Roadmap

05 Aug
I mentioned previously I think the next chapter of the indie ebook revolution will be written by literary agents. It's starting to happen. In the last few months several literary agencies began working with Smashwords. I look forward to welcoming others in the months ahead. Today I posted a presentation at Slideshare titled, The Literary Agent's Indie Ebook Roadmap to review the opportunity I see for literary agents and their clients. As I mentioned in my prior post on agents, literary agents can add a lot of value to the publishing process. They're the trusted author advocates charged with helping authors maximize the commercial potential of their works. A great agent brings passion, smarts and relationships that can multiply an author's success several-fold. Literary agents represent some of the most commercially successful authors and author estates. In the presentation below, I share my ideas for how literary agents can better serve their clients by adding e-publishing services to their clients services mix.
The Literary Agent's Indie Ebook Roadmap
Access the complete collection of Smashwords presentations here: Smashwords Slideshare Library
I view the publishing services ecosystem as a spectrum.At one polar extreme you have traditional publishers who provide a wide range of service capabilities to authors, including editing, production, sales, distribution, marketing to accounts payables/receivables, and more. Publishers take risks on books by investing their resources to bring them to market. With the rise of ebooks and self-publishing, authors now have the opportunity to perform many of these publishing functions on their own, should they choose.
On the extreme left side of my spectrum I have what I call the "DIY Anarchists." These are the rare minority of hermits who do everything themselves and only sell on their personal website for fear of sharing a cut with a retailer or other intermediary that sits between them and their reader. The vast majority of indie authors are somewhere in the middle. Many might use Smashwords for ebook conversion, publishing and distribution, then use POD printers for their print book. They might perform some responsibilities themselves, or they might farm out roles to specialist freelancers or service providers. Some indie authors, basking in the new-found freedom to publish on their own terms, have an inclination to take on more than they should. Just because you have the power to assume all the responsibilities of a publisher doesn't mean you should bear the burden alone. This is where the publishing services specialists come in. In the end, the decision to outsource some or all of your publishing services to an intermediary comes down to time. How can you best utilize your time? For many authors, as I noted in my post, The Seven Secrets to Ebook Publishing Success, their time is usually best spent writing great books. Focus your energy on writing a book that sells itself. If your book sparks intense passion with readers, they'll market your book for you. I tell folks if they have $2,000 to invest in marketing they're probably better off investing that money with a professional editor who can help drive the next revision (I also advise authors to pinch their pennies; never spend money you don't have; and never go in debt to publish your book). Literary agents have a unique opportunity to do for their clients what many of them do not want to do - or cannot do - for themselves. What does the entry of agents into the publishing services field mean for you, the author? I think it's great news. Over time, it should allow agents to take more risks on more authors. I've spoken with numerous agents who've shared how they loved an author's work but were unable to sell it, or unable to rep it because publishers wouldn't buy it. For agents who got into the business for their love of books and helping authors, it's a soul sucking experience. Now agents have another reason to say yes. They can help release books think readers would want to read, rather than being forced to focus on books they think they can sell to a publisher. What publishers want to buy and what readers want to buy are usually VERY different things. It's in every indie author's best interest, as well as the best interest of readers, that more agency-repped authors release their books as indie ebooks. Books usually get better when touched by an agent. Speaking from personal experience, I know the novel my wife and I wrote got better thanks to the feedback of our former agent at Dystel & Goderich. Every indie ebook released by an agent creates a rising tide that lifts all authors and brings new credibility to this humble practice otherwise known as self-publishing.