Dr. Natalie’s Research Agenda and Published Research

If you are wondering what I have been up to lately, I thought I would put all the research I have published  into one place. Here’s a list of Dr. Natalie’s completed and published research and soon to be published content! It ranges from IOT, Analytics, Big Data, Customer Experience, Leadership, Organizational Change Management, Storytelling, Collaboration, Digital Transformation, Social Selling, Social Media, the Cloud, Marketing, Sales, SaaS, IaaS, PaaS, DaaS, AI, Machine Learning, Innovation, Social Networks, Social Media Monitoring, Mobile, Customer Service and Customer Success Management….and a few things in-between…

IOT (The Internet of Things), Innovation, AI, Machine Learning, Analytics and the Cloud

• The Algorithm of You: How IoT Transforms and Differentiates Customer Experience: Using the Internet of Things to Boost Revenue and Deliver a Brand’s Personalized Promise

• Digital Disruption: The Blind Spot That Could Sink Your IoT and CX Initiatives

• The Internet of Things Improves Customer Experience in Retail Supply Chain

• The As-a-Service Economy: CX and IOT Mean You Have to Deliver Great Experiences- Upcoming

• Customer Experience IOT in the Automotive Industry-Upcoming


Digital Transformation: Customer Engagement, CRM, Innovation, Customer Experience, Customer Service, The Cloud and Analytics

• ROI Of Customer Service & Customer Experience

• How to Measure Customer Experience: Performance Management Maturity-Upcoming

• Case Study: Elaine Turner® Brand and Oracle Commerce, Marketing and Customer Service-Upcoming

• The Need for Inspiring Leaders to Orchestrate Customer Experience Initiatives-Upcoming

• Experience Management: How to Deliver Integrated Customer Experiences

• How Rackspace Creates the Next-Generation Customer Experience

• The ROI Of Agile Customer Care: Reduce Training and Easy To Add Channels

• Digital Imperatives for Omni-Channel Retail Customer Experiences

• Nine Pillar Of Successful Self-Service for Digital Customer Engagement

• 6 Pillars of e-commerce Customer Engagement

• 9 C’s of Customer Engagement – Delivery and Communication Styles: Channels, Content and Cadence

• 9 C’s of Customer Engagement – People Centric Values: External & Internal Culture, Community, Credibility

• 9 C’s of Customer Engagement – Right Time Drivers: Context, Catalysts, Currency

• How Delta Uses Microsoft Dynamics and Avanade to Create Next-Generation Customer Experiences

• How Microsoft Dynamics CRM Improves Productivity at Trek Bicycle

• Delta Uses Microsoft to Transform Flight Operations and the Customer Experience

• New Belgium Brewing Creates Great Customer Experiences Using Microsoft Dynamics

• Beyond Journey Maps, Delivering Mass Personalization at Scale

• The State of Customer Service and Support Evolves 


Social Media, Customer Service, CRM, Analytics, Innovation and the Cloud

• How General Motors Using Social Media To Listen To Customers and Sell Cars and Deliver Service

• The ROI of Online Communities: Online Communities Provide Value Beyond Call Deflection

• Why Top Marketers Create Branded Social Networks for Customer Engagement

• The State of Customer Service and Support Evolves 

• ROI of Social Customer Service- Upcoming

• The Customer Service Playbook for Integration of Traditional, Digital, Social and Mobile Customer Service Strategies and Technologies-Upcoming

• Mobile Customer Service-Upcoming


Digital Marketing, Analytics, Innovation and the Cloud

• Should the Chief Marketing Officer Oversee the Whole Customer Experience?

• Data-Driven Marketing Campaign Optimization

• VentureBeat: Should the CMO Run the Whole Customer Experience?

• Executive Brief: Can Brands Keep Their Promise?

• Oracle Moves Its Focus from the CIO to the CMO

• How to Staff the Team for Effective Content Marketing

• The State of Marketing 

• Marketing Funnels Are Dead, What’s Next?


Digital and Social Sales; Commerce, Innovation, Analytics and the Cloud

• How Sales Leaders and Sales Reps Can Create a Social Selling Organization: Convert Average Sales Teams into Top Performers Using Social Networks

• Five Approaches to Drive Customer Loyalty in a Digital World

• The Modern Sales Experience

• Continuity of Customer Experiences Drives the Future of Commerce


Customer Success Management, Analytics, Innovation and the Cloud

• The State of Customer Success Management

• Gainsight: Customer Success Management for a Post-Sale, On-Demand, Attention Economy

• ServiceSource: Customer Success Management for a Post-Sale, On-Demand, Attention Economy

• Bluenose: Customer Success Management for a Post-Sale, On-Demand, Attention Economy

• Totango: Customer Success Management for a Post-Sale, On-Demand, Attention Economy


If you are interested in learning about any of these reports or research, a speech or webinar on any of these or related topics, please reach out to me here!

@DrNatalie Petouhoff, VP and Principal Analyst, Constellation Research

Covering Innovative, Customer-Facing Applications that Create Great Customer Experiences








I’m Judging the SuperNova Awards: Make Sure to Submit Your Case Study

I’m judging the 2016 Constellation SuperNova Awards! Every year the Constellation SuperNova Awards recognize individuals for their leadership in digital business. Nominate yourself or someone you know before August 8, 2016.

About the SuperNova Awards
The SuperNova Awards honor leaders that demonstrate excellence in the application and adoption of new and emerging technologies. In its sixth year, the Constellation SuperNova Awards will recognize individuals who demonstrate leadership in nine categories:
•  Internet of Things – A network of smart objects enables smart services. (sensors, smart ‘things’, device to purchase, artificial intelligence)
•  Data to Decisions – Using data to make informed business decisions. (big data, predictive analytics)
•  Digital Marketing Transformation – Personalized, data-driven digital marketing.
•  Future of Work: Social Business – The technologies enabling teams to work together efficiently. (enterprise social networks, collaboration, digital assistants)
•  Future of Work: Human Capital Management – Enabling your organization to utilize your workforce as an asset.  (talent management, benefits, HR core)
•  Matrix Commerce – Commerce responds to changing realities from the supply chain to the storefront. (digital retail, supply chain, payments, ‘ubiquitous-channel’ retail)
•  Next Generation Customer Experience – Customers in the digital age demand seamless service throughout all lifecycle stages and across all channels.  (crm, customer experience)
•  Safety and Privacy – Strategies to secure sensitive data (blockchain, digital identity, authentication)
•  Technology Optimization & Innovation – Innovative methods to balance innovation and IT budgets. (innovation in the cloud, ENSW cost savings, cloud ERP, efficient app production)
The SuperNova Awards are seeking leaders and teams who have innovatively applied disruptive technolgies to their business models as a means of adapting to the rapidly-changing digital business environment. If you have what it takes to compete in the SuperNova Awards submit your application today: https://www.constellationr.com/events/supernova/2016
If you are doing something really interesting, make sure to send in your case study! It’s your time to be recognized for your hard work!
@DrNatalie Petouhoff, VP and Principal Analyst, Constellation Research
Covering Customer Facing Applications that Drive Awesome Customer Experience

Are You Going to LiNC 2015 Conference?

LiNC features a lineup of leading global brands, top industry analysts, thought-leaders and business visionaries. You will be inspired by the best and brightest in business. There are workshops, certification & social strategy sessions with world-class, subject matter and experts. You can even connect with industry peers to share insights and ideas.

LINC 2015 natalie petouhoff

In terms of certifications there are a number of them. Some are already sold out want so you’ll want to check them out right away. Lithium’s new Moderation Certification was developed using Lithium’s own moderation model. This certification for individual moderators, moderation teams, community managers, and community stakeholders interested in understanding community dynamics and learning best practices to improve the tone, quality, and management of community content. The program covers:

  • Characteristics of an effective moderator and the overarching goals of moderation
  • Public and private community documents, including Terms of Service and Moderator Guidelines
  • Maintaining a positive atmosphere though engagement with users
  • Identifying and interacting with different types of community members
  • Identifying and handling violations using the Five Levels of Moderation.

The Social Response Certification course is designed for social media professionals to advance their skills while developing a roadmap based on their specific business objectives for their implementation of social technology. This new certification is built around the latest Lithium Social Web technology, and it is filled with practical examples showing best-in-class integrations with the entire Lithium platform. Participants will come away with an actionable plan for high-scale, efficient customer engagement and response. Graduates gain the following professional benefits:

Tactical Mastery

  • How to best engage with customers on the social web to build brand advocates
  • What monitoring tools can and cannot accomplish
  • Techniques to improve social agents’ performance
  • An understanding of recent trends in social behaviors

ROI Connection

  • How to optimize ROI for customer care teams; from call deflection to cost per resolution and the value of the solution created
  • Identification and success measurement in the context of those objective

And the conference will start out with some Digital Leaders in Customer Experience

These will be companies like Brooks Running, Comcast, Google & Telstra. You will learn how four radically different brands are embracing digital to exceed customer expectations, create new market opportunities and transform their business. Senior executives from Brooks Running, Comcast, Google and Telstra will share their approach to digital, business outcomes and their aspirations for the future. Join us for these four company vignettes that show how these digital disruptors are achieving success and leading their industries into a new era of customer experience. Here’s who will be presenting… Loree Draude, Google — Monty Hamilton, Telstra — Tom Karinshak, Comcast — Heather Snavely, Brooks Running

The sessions at the conference will cover a wide range of topics including, Strategy, Execution, Results, Developers, Community Management, Social Experts, Mastering Metrics, Gamification, and an Unconference.

I’ll be there attending as an analyst. Hope to see you there!
@drnatalie VP and Principal Analyst Covering Marketing, Sales and Customer Service To Deliver Great Customer Experiences


#AdobeSummit WOWs With a Ton of Announcements

The #AdobeSummit has begun and the news below, for the 6,000 digital marketers and senior leaders from the world’s top brands is being digested, while sharing best practices and networking. As a marketer, there never seems to be enough time to learn everything, but soak it up. It’s all here! And if you are here in person or not… here’s a round-up of what’s happening here:

  • Adobe Pushed Boundaries of Marketing at Summit 2015 – At Summit 2015, Adobe is showcasing a range of innovation across its Adobe Marketing Cloud, including the unveiling of two new Adobe Marketing Cloud Solutions – Primetime and Audience Manager. Press Release
  • Adobe Brings Digital Marketing to Internet of Things (IoT) – Adobe Marketing Cloud extends personalized experiences to physical spaces and machines; New IoT SDK enables brands to measure and analyze engagement across IoT devices. Press Release
  • Adobe Streamlines Mobile Marketing and App Development. – Adobe is unveiling significant enhancements to Adobe Mobile Services, a Core Service across Adobe Marketing Cloud, that include a fully integrated mobile app framework. The new mobile app framework delivers the complete, integrated solution in the industry for developing and managing apps, and is the first to eliminate marketers’ dependence on an array of disjointed point solutions. Press Release
  • Adobe Marketing Cloud Unites Data-driving Marketing and Ad Tech – Adobe is unveiling a new algorithmic engine and advances in Audience Core Services that enables brands to connect massive audience and behavioral data from a broad range of sources, while a new set of algorithms allow them to reach those audiences through Adobe Media Optimizer. Press Release

Joint Partner Announcements:

  • Adobe and IBM Interactive Experience Announce Global Partnership – IBM Interactive Experience will build specialized enterprise consulting capabilities for Adobe Marketing Cloud. Combining the capabilities of Adobe Marketing Cloud with the design, digital and technology expertise of IBM Interactive Experience, enterprises can comprehensively integrate all the touch points of a consumer’s journey. Press Release.
  • Accenture and Adobe Create Innovative, Pay-Per-Use Digital Marketing Service to Drive Greater Marketing ROI – Today Accenture and Adobe expand their alliance with the launch of Accenture Customer Engagement, a cloud-based managed service that simplifies the development, execution and measurement of digital marketing. Accenture Customer Engagement features digital marketing services from Accenture Interactive wrapped seamlessly around Adobe Marketing Cloud solutions. Press Release.

Partner-Issued Adobe Marketing Cloud Announcements:

Adobe Blogs Provide Additional Information on the Latest News from Summit:

If you want all Adobe Summit announcement highlights, videos, images and more, you can go here: http://www.adobe.com/news-room/summit2015.htm

And you can follow the Twitter feed using the hashtag: #AdobeSummit

As you can see Adobe is addressing many of the issues that plague marketers, working to simplify, while giving marketers more control and options. As marketers are called to do more than just “push” messages and rather engage customers, more and more capabilities are required. The future is here, now. Digital Marketing education is not only necessary, it should be a requirement in every university!


VP and Principal Analyst, Covering Marketing, Sales, Digital, Social and Customer Service to Create Amazing Customer Experiences


SOCIALIZED! How the Most Successful Businesses Harness the Power of Social

Wondering about a field guide to transforming your organization into a social business? Check out SOCIALIZED! How the Most Successful Businesses Harness the Power of Social by Mark Fidelman.

Socialized by Mark Fidelman — Top business Book on Social Media

Authored by Forbes.com writer Mark Fidelman, this 288-page “playbook” is designed to help businesses transform into high-performance social organizations by providing strategies, tactics and examples that companies can apply today to start increasing revenue immediately and for the long term. Filled with road-tested recommendations and real-life stories from visionaries and change makers, the book is designed to help business leaders create more adaptable, intelligent, profitable businesses.

Readers will learn how to create and nurture a high performing internal social network, or “digital village” that helps employees collaborate and share information internally as well as with customers, partners and suppliers. This book helps distinguish between social media participants vs. external social businesses who connect with their external “digital network” and build a community of brand advocates. Fidelman guides readers to manage “Darwin’s Funnel,” a sales and marketing channel with a social wrapper that speeds up lead nurturing and improves businesses’ ability to convert leads into sales.

You can follow Mark here:

@markfidelman and @biznextevents

Here’s where you can buy the book: Socialized!

And the kindle version: Socialized! Kindle Version

Mark Fidelman’s must-read new book is called Socialized! How the Most Successful Businesses Harness the Power of Social (Bibliomotion, November 2012), and it is available at bookstores nationwide, as well as at all major online retailers,  including Amazon, B&N, Indiebound, and others.

Join Mark at  BusinessNext Social — I will be there speaking also!!  It’s January 6-8 in Las Vegas, and network with an exceptional group of social business luminaries, influencers and vendors who have experienced firsthand the strategies and cutting-edge social media and mobile technologies that are accelerating the rise and fall of businesses

Learn. Share. Grow!
@DrNatalie L. Petouhoff

For more info on my work:
:Social Media ROI

Social Media ROI YouTube Videos:
Video 1: Building the Business Case for Social Media
Video 2: How to Measure the ROI of Social Media

Video 3: How Social Media Benefits the Whole Company

Book on Monetizing Facebook: Like My Stuff: How To Monetize Your Facebook Fans

Let’s Connect here:
LinkedIn: DrNataliePetouhoff
G+ : Google Plus posts

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Guest Blog Post: Michele McConomy on Social Innovation & UCLA Social Business Course

Infographic on how Social Media are being used...

Infographic on how Social Media are being used, and how everything is changed by them. (Photo credit: Wikipedia)

I am very excited about Spigit coming to present. In part because of the two amazing women, Michele McConomy and Janice Ragar who will be attending and presenting. Educating people about social media / social business is new — especially at the university level. And I really appreciate every single one of my guest speakers and their willingness to take time out of their schedule to participate and contribute!

I also am excited about their content – they will showcase two cases studies on how social innovation has changed how Citibank‘s employees are working together to make a better company and how JCPenny’s has innovated change by participating with their customers. So we’ll get a look at not only external social collaboration and innovation, but also internal social collaboration!

Part of the course is about theory and strategy, but the other part is when students are wondering, “When I go back to work, how to I take the theory and the strategy and make it work in my own organization? What software do I need to make it scalable and affordable?” That’s why companies like Spigit have been invited to participate. I want students to walk away with actionable insights and wisdom. Thanks to Janice Ragar and Michele McConomy -the students are going to get a real treat. Here’s some videos from Spigit, if you want to get a sneak peak of the types of things the company does!

It’s my honor to have a guest blog post by Michele:

The promise of so much to so many in so short a time is essentially what social media has given to the world.  And this promise offers so much. By enabling us to think differently about how we approach not only conversations and connections, we have also been able to think differently about how we innovate. Being able to harness the ability to engage crowds to share ideas and perspective in a dynamic, collaborative environment is a real opportunity.  But how do you leverage social media to innovate?  Through the use of social media tools and platforms, the opportunity is to reach everyone, include everybody, and fundamentally convert these real conversations and dialogues into value for the organization.  Using social innovation technologies like the Spigit platform, organizations have been able to transform social dialogue and conversations into actionable ideas.

Innovation is constantly highlighted as a fundamental priority to every organization’s business, but the question still remains on how to do it and on how to do it right.  Many books have been written and processes born, but no matter how many books you read or processes you implement, there is no one-size-fits-all innovation prescription.  Creating opportunities through social media to generate conversations and to also derive value through idea generation is a real opportunity that is still in its infancy.   It is about generating engagement and value through social media to connect communities of employees, customers, and partners to drive innovation and increase productivity, while turning data and discussions into actionable intelligence. Companies are just starting to realize the true value in developing a social innovation capability within the organization, and now is the time to create that competitive advantage.

Social innovation, through the use of social media and social technologies, is really about creating a 21st century organization that engages crowds, drives value, and defines the brand through innovation.  Leveraging the power of Web 2.0 and enterprise social networking technology, the Spigit platform creates opportunities for people to share and collaborate on real issues and opportunities to participate in the process of innovation.  Being able to generate ideas that lead to new products and services is just one of the many benefits organizations experience when enabling social innovation inside and outside the enterprise.  Creating a program to enable the social innovation experience in the enterprise is where your competitive advantage starts. But where should you focus your efforts?  Here are 10 suggestions to get you started on your social innovation journey…

  1. Engage Everyone
  2. Create Options and Opportunities
  3. Recognize Uniquely Talented Individuals
  4. Create Perspective
  5. Make It a Fun Experience
  6. Know Where Your Best Ideas Come From
  7. Flatten Hierarchy
  8. Focus on Value-Driven Collaboration
  9. Make Everyone Feel Like a Superhero
  10. Take Action on Ideas

As you can see, it is about engagement and value.  Creating engagement is about enabling a holistic and exciting experience, not another task or check-the-box item.  Generating value is proving that through engagement, we have the ability to glean insights and ideas that will take the company further.  With the Spigit platform, we’ve been able to create an experience that not only is engaging for the person that’s participating, but also insightful for the organization. It is what we call the 360° experience. This 360° experience is about looking at all ways a person engages.  Understanding behaviors and motivators is the most important element in creating a truly engaging and valuable social experience. It also helps to accelerate and evolve the process of innovation within the enterprise.

Social media and social enterprise technologies have created a new way of approaching innovation. It’s not about implementing an overnight process, but it is about enabling organizations to fundamentally change the way they work over time to inspire creativity, to encourage participation and involvement, and to enable processes that will help to nurture and develop ideas from inception through to implementation.  Social media has created the opportunity to leverage the power of people in ways that accelerate, develop, and push conversations to actionable ideas.  Creating those new and exciting experiences to engage people is important to driving a social innovation program.   The real question is, how will you harness the power of your social media programs to create valuable opportunities for your company?


Come join other luminaries at www.bjsbrewhouse.com April 27th after the first day of classes at the @UCLAEXTENSION course 

Thanks to @spigit @michelemcconomy @jrag2009 for sponsoring it!!

939 Broxton Avenue
Phone: 310.209.7475
Learn. Share. Grow.

Information about @DrNatalie:
Ebook: Social Media ROI Myths and Truths
YouTube Videos: On ROI of Social Media
White Papers: Social Media ROI
New Book on Facebook: Like My Stuff – How to Monetize Your Facebook Fans With Social Commerce & A Facebook Store

Let’s Connect here:
LinkedIn: DrNataliePetouhoff
website/blog: www.drnatalienews.com/blog
G+ : Google Plus posts

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UCLA Guest Lecturer Charles Miller on Brand Advocates

Charles Miller– those of you who know him on Twitter know him at @ChasMiller, is one of the amazing guest lecturers that will be joining the line-up at UCLA with me. Here’s more information on the course if you want to attend!

I was honored that Charles offered to do a blog post and I know you are going to want to join us at UCLA and hear Charles live. Until then, below is his point of view on the importance of Brand Advocates. If you come to class you will learn how he has created one of the most powerful online, V.I.P. Advocacy communities for DIRECTV and hear about the success they are having. Nothing like hearing from real practitioner so you can go back to your office the next day and start to implement! And now here’s Charles:

Meet Your New Brand Team – The “Other” 1%    by Charles E. Miller

A select few shape the primary interpretation your brand online, and more often than not these are your most avid and connected customers.

If you’re like most brand leaders, you’re unaware of or turned off by these “super consumers”— people so infatuated with your brand that they spend more than 10% of their lifetime income on it.* But these
users can be your most powerful ally and most effective sales force. They promote your brand via blogs, rating websites, YouTube videos, and word of mouth – and in most every case, for free.

More likely than not, you are among the 80% of brand managers that are unaware or unsure of how these power users in Social Media can grow and affect your brand.

Things could be worse. You may catch yourself among the 10% that are aware of these customers, and intentionally ignore, avoid or ridicule them as “crazy extremists” or not a valid representation of your
brand.  You begin to fear that they are “off message” taken it too far outside your comfort zone or that your brand may be moving toward a niche extreme itself, appealing only to these rabid fans.

It is time to recognize these individuals ARE true manifestations of the brand you create and shape. They fully embody some aspect and persona of the brand. The 1% of your customer base is not only ready and willing to share when you are on message but also when you are riding off track or drifting from your core values.

Are You Brave Enough to Listen?
A select few brand teams have taken the step to get to know these customers better — reaching out to understand their motivations to encourage and inform them. They recognize these customers can evangelize to others and defend your brand in moments of crisis. These few also realize social media is not a fad but an invaluable asset available to locate and encourage them. It is primordial. People’s desire to connect has only been enabled through technology and repeats historical precedents from past technological waves of innovation. A true revolution is happening on a global scale never replicated. Yet this time, global corporations as well as governments are the target and can no longer make their proclamations from their respective mountaintops and expect all to comply. No longer can the same returns be realized without transparency, accountability and engagement. In fact ignoring this trend will only materially benefit your competitors who do so.  Social media is the new Enlightenment. It’s the Reality TV of how your products are used, praised or reviled.

You can’t even spend your way out of this – in fact, doing so may only help your competition.

Without a complementary social strategy, corporations are not only limiting the direct returns they might gain in broadcasting awareness campaigns, that corporate treasure is pulling in leads the competition as savvy brand managers that are socially enabled are leveraging the advantage of the category awareness you are bringing to market.

JetBlue Airlines and shoe retailer, Zappos understand this, counting on customer referrals in the moment they interact with and experience with a brand. They ride the wave of awareness to their product category provided by their competitors and preserve their money for the consideration phase of the purchase funnel. The traditional linear buying funnel is now a spiral that directionally amplifies positive or negative reputations built on the recommendations from past and current customers. Ratings and comments consistent with true experiences resonate, energize and convert those on the fence into your new customers or upselling to your current base. Working in reverse, negative recommendations send buyers running for the exits, back to category and community searches when the relevancy of the brand message and delivery is out of synch.

Who shapes these ratings? More often than not it’s that 1 to 10% of your extreme consumers, checking in, rating your service, posting tens of thousands of posts forming and shaping the opinions of the other 90%. And when wronged, every resource is at their fingertips to dig up SEC filings, organize boycotts, wave the flames of class action suits and encourage poor ratings across all the major touch points your customers visit.

If you find this all overwhelming, its cold comfort to know that the pace is only increasing as innovation and collaborative customer innovative communities are organizing, find loopholes in carefully crafted policies and promotions, and unlock how to use your product or service in ways you may never have imagined.
So while intimidating, it’s vital to recognize and collaborate with these avid customers where possible. When you can invite them to the table and clarify confusion you will find they are the ones closing the deal, referring your new customers, and writing the reviews that drive a large part of your business today and with demographic changes in motion — even more so in the future.

As the philosopher Joseph Campbell encourages, “The cave that you fear to enter holds the treasures you seek”

*Source: Harvard Business Review ‘Hail the Extreme Consumer” June 2010 edition

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Forbes Columnist, Mark Fidelman to Cover UCLA Social Business Course

Social Media education seems to be really important these days. The course I am teaching at UCLA is designed to help people put social media into a business context. Forbes Social Media and Mobilized Columnist, Mark Fidelman, will be writing about the event and the ROI of social media calculators, videos and resources I’ve created to help my Fortune 500 clients.

I am finding more and more of my clients requesting that I come in and give a intro to social media / social business session– with a follow on into various subjects at a deeper level depending on what business goals they are trying to accomplish.

One of the first courses of its kind at a university, the “Social Business Course” will intersperse lecture content with social business / social media experts like Matt Michelsen (@MCMichelsen) from www.TheBackPlane.com who does social media for Lady Gaga (@ladygaga), Charles Miller (@ChasMiller) from DIRECTV, Michael Brito (@Britopian) from Edelman (@EdelmanPR ) and include social media software demos so participants walk away with strategy, tactical advice as well as implementation capabilities to accomplish and align business goals and social media goals.

Demos include social business applications from Wendy Lea (@WendySLea), CEO and Jeff Nolan (@JeffNolan) of www.GetSatisfaction.com, Johnny Miller of ManuMatix.com/Bamboo, Varun Krishna and Zao Yang Co-founder of BetterWorks.com, Jennifer Tyler (@JenHowell4) Of Sysomos.com, Janice Rager (@jrag2009) and Michele McConomy (@michelemcconomy) of www.Spigit.com, etc…

In the two days, we will go through a methodology and framework on how I see a business evaluating whether they are truly ready to be a social business. That’s everything from understanding who they are looking to engage online as well as what content they are generating to fuel the interactions. I’ll also cover the various departments- PR, Marketing, Customer Service, Product Innovation as well as internal collaboration.  We’ll look at measurement, monitoring and how to know if you are actually hitting business goals. And probably the most important is to look at is the organization’s readiness to take on the responsibilities and sensibilities of social media.

At first glance, it social media and social business seem really simple. Many people have said, “Well isn’t it just a matter of having a Twitter and a Facebook page and a blog?” At its deepest fundamentals those are some of the basic building blocks. But to be success at social business means you are aligning your business goals with social media initiatives. In a recent webinar I did for Radian6, we found that many of the questions were about what ARE the business benefits of social media? That was interesting to me. Having been deep in the woods for the last several years on social media measurement, building social media ROI calculators for businesses and for vendor’s social media products, it was interesting to me that people don’t know more about this. So I’ve added it to the course.

If you are interested in any of these topics, I’d love to have you join us! We have a great line-up of guest lecturers who will bring their own expertise to the course.

To register for the class, click here: Social Business Course at UCLA, April 27-28th

It goes from 9AM-4PM Friday and 9AM-4PM Saturday.

We did a Saturday session so that people were not going to miss so much work.

WHO: This course is for executives and professionals who want to go beyond the basics and learn how to apply social media to get concrete business results.

HOW: Using case studies and real-world examples, we explore how social media affects each functional department (PR, Marketing, Customer Service, Product Development, etc…) and ways to calculate the return on investment (ROI) for each.

If you would like to be considered for a software demo for the course or a speaker in the course, please contact us and put UCLA SOCIAL BUSINESS COURSE Speaker in the subject line.


  • Leave with a social business blueprint and know how to execute with social media applications and software
  • Learn practical tips, techniques, and how to use social media monitoring to levelset where your social media program is
  • Take an assessment to benchmark the “as is” state of your social media initiatives and compare them to “could be” via best practices
  • Learn how to gear your initiatives to higher monetizations of social media investments
  • Create strategies and tactical plans that make sense to traditional organizations (even those not familiar with social media)
  • Learn how to use business cases and ROI to ease the approval process for initiatives and implementation simpler, more efficient, and effective because they are grounded in business fundamentals that maximize the ROI in social media.

WHERE: Westwood, Los Angeles

To register for the class, click here: Social Business Course at UCLA, April 27-28th

Learn. Share. Grow

New Book on Facebook: Like My Stuff – How to Monetize Your
Facebook Fans With Social Commerce & A Facebook Store

Twitter: @drnatalie
LinkedIn: DrNataliePetouhoff
website/blog: www.drnatalienews.com/blog
G+ : Google Plus posts
YouTube Videos: On ROI of Social Media
White Papers: Social Media ROI

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Best Social Media Seminar in 2012: We First Social Brand Blueprint by Simon Mainwaring

If you have been to a lot of conferences and seminars in social media, you might be having the same feeling I am. The content is the same old, same old! I think since we are in a new phase of social media implementation, phase 3 of the social media adoption curve, that people want something more than cheer leading and WOOT WOOT social media. That’s part of why I got interested in what Simon Mainwaring is doing in Feb in 2012.

Today’s marketplace is ruthless – the economy is tough and social technology is changing faster than ever – but it’s also an unprecedented opportunity to MASSIVELY SCALE YOUR BRAND, PROFIT and POSITIVE IMPACT ahead of your competitors.

The We First Social Branding Seminar is different because you walk out with a practical and actionable SOCIAL BRANDING BLUEPRINT, specific to your business, that’s built on the best practices, case studies and bottom lines benefits of the world’s smartest marketers.

Here’s more details:

  • Cutting edge research/data on today’s customer, their online behavior, and how to engage them.
  • A defined brand story, message and purpose to ensure every marketing dollar you spend has maximum impact.
  • The Top 8 Social Media Strategies to architect a sustainable customer community.
  • The Top 5 Engagement Tactics for Facebook, Twitter, Google+, LinkedIn and YouTube.
  • Critical creative campaigns to integrate your community across social media platforms.
  • The Top Tools, Techniques and Formulas to measure Return on Investment based on Fortune 500 case
  • The Top 10 Business Strategies to maintain and grow your brand community over the long term.
  • Vital Organizational Structures/Roles to integrate social media marketing within your company.
  • The Key Social Business Technologies that will redefine your industry, business and marketing.
  • A Customizable Pitch Deck that sells your social media plan to leadership, employees or investors.

Who is Simon Mainwaring?

  • New York Times bestselling author of We First
  • Award-winning branding expert.
  • Influential social media blogger.

The SOCIAL BRANDING BLUEPRINT is built on the expertise of our world class speakers including:

  • Lessons Simon learned from almost over 20 years of working at the world’s top creative ad agencies in Asia, Europe and the U.S. on Fortune 500 brands like Nike, Motorola and Toyota.
  • Research into the latest in mobile, gaming and social technology that went into my New York Times bestseller and Amazon Top Ten Business Book for 2011, We First: How brands and consumer use social media to build a better world.
  • Insights into the future of branding and social media based on my contributions to Mashable, Huffington Post, Fast Company, GOOD magazine and Forbes.

Plus when you register you get a FREE TICKET to invite your favorite non-profit so you have a positive impact just by attending. (They cover travel and accommodation (if required) but the seminar – thanks to you – is free.) NICE!

And Simon told me if you’re not totally convinced at the end of the seminar that you received extraordinary value that has transformed the way you see your business, brand and the marketplace, you’ll get 100% of your money back, no questions asked.

Seating is limited and the less expensive registration price only lasts through January 20th.

Here’s how to sign-up! Let me know if you are going!! Hope to see you there!

@drnatalie. Learn. Share. Grow!

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A Short History of Top e-commerce and f-commerce (Facebook) Shopping Statistics: Where The Social Commerce Customer Has Been and Where We Social Shopping is Going…

Remember the Days of Mom and Pop Shops?

You might not depending on how old you are or if you live in a large city vs. a small town. As a society, our shopping habits have evolved from picking berries to stay a live re: cave man days to… a much more sophisticated level of consuming goods in present time.

The way brands approach providing commerce for customers is also changing. With the social media data on your customers, meaning their preferences and customer behavior data, we could return to the days of mom and pop customized shopping experiences. I thought presenting a short history of e-commerce and f-commerce would be an interesting way to see how shopping has evolved with the latest infusion of social media.

What’s the net-net? Web 1.0 shopping carts are now being sub-planted in some ways by shopping within a social network. Will consumers decide it’s a good idea? My opinion is that it depends on whether brands understand the distinction between “big brother” kinds of pop-up ads related to something you wrote in a gmail or a post you wrote on Facebook. That a consumer writes about something isn’t really giving a buying signal. At most it probably indicates brand awareness and maybe interest or preference…, i.e., the beginning of the marketing funnel.

But whether a customer is a purchaser all depends on the context of how the brand was positioned in the comment, the previous interactions between the brand and the consumer, the customer experiences the customer has had with the brand — most importantly the customer service — because they represent the experience with using the product, getting questions answered and getting help. It’s not that simple to say because someone mentioned a brand they are interested in buying from them! With over 800M members on Facebook, it can be tempting to think that its a great place to put a store…

Facebook popularity. Active users of Facebook ...

Image via Wikipedia

Don’t Creep Your Customers Out By Randomly Appearing in Their Lifestream

Brands will do well if they understand that social commerce and in particular f-commerce requires that the brand, its products and services don’t give consumers a creepy feeling when they appear in their customer’s lifestream. This distinction is key. I know people who don’t like Facebook ads so much that when they appear on Facebook, they let Facebook know its not an ad they are interested – but in this case it doesn’t matter what the ad is, they are not interested any ads because of the way that Facebook determines what social gestures determine when and what ads appear.

Key to F-commerce Ads and Offering Products: Be of Service To Your Customers

The ability to be of service to your customers is the direction f-commerce and other social shopping needs to go. The question is… will brands get this? One person I spoke to said that what would not be creepy is if they were posting that their printer broke. And then if a printer company posted an ad with a 50%  discount, then that is being of service. That would take additional people to determine when a post or social gesture was an actual buying signal or whether it was just a post — that or very intelligent technology.

Here’s a short history of e-commerce and f-commerce. This might give you perspective on what has been and what direction we, as an industry of social media advice givers, need to go — with their people, process and technology for social customer commerce.

A Short History of E-Commerce

The idea of offering things for sale online has come a long way. Below is a little history from wikipedia’s rendition of electronic commerce. This should give you some perspective of where we have been and put where we are going into context:

•            1979: Michael Aldrich invents online shopping

•            1984: Mrs. Snowball, 72, is the first online home shopper and Gateshead SIS/Tesco is first B2C online shopping solution

•            1987: Swreg begins to provide software and shareware authors the means to sell their products online through an electronic Merchant account

•            1990: Tim Berners-Lee writes the first web browser, WorldWideWeb, using a NeXT computer

•            1992: Terry Brownell launches first fully graphical, iconic navigated Bulletin board system online shopping using RoboBOARD/FX

•            1994: Netscape releases the Navigator browser in October under the code name Mozilla. Pizza Hut offers online ordering on its Web page. The first online bank opens. Attempts to offer flower delivery and magazine subscriptions online. Adult materials also become commercially available, as do cars and bikes. Netscape 1.0 is introduced in late 1994 SSL encryption that made transactions secure

•            1995: Jeff Bezos launches Amazon.com and the first commercial-free 24 hour, internet-only radio stations, Radio HK and NetRadio start broadcasting. Dell and Cisco begin to aggressively use Internet for commercial transactions. eBay is founded by computer programmer Pierre Omidyar as AuctionWeb

•            1998: Electronic postal stamps can be purchased and downloaded for printing from the Web

•            1999: Business.com sold for US $7.5 million to eCompanies, which was purchased in 1997 for US $149,000. The peer-to-peer filesharing software Napster launches. ATG Stores launches to sell decorative items for the home online

•            2000: The dot-com bust

•            2002: eBay acquires PayPal for $1.5 billion. Niche retail companies CSN Stores and NetShops are founded with the concept of selling products through several targeted domains, rather than a central portal

•            2003: Amazon.com posts first yearly profit

•            2007: Business.com acquired by R.H. Donnelley for $345 million

This is a picture of the Zappos fulfillment ce...

Image via Wikipedia

•            2009: Zappos.com acquired by Amazon.com for $928 million.Figure to the right is Zappos’s fulfilment center in Kentucky. Retail Convergence, operator of private sale website RueLaLa.com, acquired by GSI Commerce for $180 million, plus up to $170 million in earn-out payments based on performance through 2012

•            2010: Groupon reportedly rejects a $6 billion offer from Google. Instead, the group buying websites plans to go ahead with an IPO in mid-2011

•            2011: US eCommerceand Online Retail sales projected to reach $197 billion, an increase of 12 percent over 2010. Quidsi.com, parent company of Diapers.com, acquired by Amazon.com for $500 million in cash plus $45 million in debt and other obligations. GSI Commerce, a company specializing in creating, developing and running online shopping sites for brick and mortar brands and retailers, acquired by eBay for $2.4 billion

Image representing eBay as depicted in CrunchBase

Image via CrunchBase

•            2011: ebay and Paypal join forces for social customer commerce. Facebook’s Open Graph — the map of connections that Facebook users create with friends and online content — is integrated  into applications developed with eBay services such as Magento, a service for building online storefronts, and GSI, which handles order fulfillment. eBay launches X.commerce; eBay to make sure it has all the commerce tools developers and merchants need to do business, and eBay will make the acquisitions necessary to get it done. PayPal Access, a service that allows people to use their PayPal accounts on other merchant websites, eliminating the need to give third parties their credit card information.

Short History of f-commerce from SMI:

  • 2004: Beginnings of Facebook
  • 2006: Facebook opens to anyone 13 years of age and up
  • 2007: Facebook virtual goods, Marketplace and apps platform launched; Facebook Pages launches giving brands a potential shopping play

    1-800-Flowers 8th Bridge Facebook Shop from Like My Stuff by Dr. Natalie Petouhoff

  • 2008: Facebook Connected announced, allowing users to connect their FB identity to any website
  • 2009: Like button gets a thumbs up; first transaction on Facebook- an order of flowers from 1-800-Flowers is placed
  • 2010: Delta Airlines offers ability to purchase tickets directly from Facebook; Facebook adds “Places” as a competitor to Foursquare; Target is the first retailer to sell Facebook gift cards; Places adds “Deals” so when users check-in they can use Facebook Credits to buy stuff

Delta: booking a flight on Facebook from Like My Stuff by Dr. Natalie Petouhoff













  • 2011: More Brands offer social commerce….
      • Warner Brothers offers movies, starting with Dark Knight;
      • Facebook required game developers to process payments via Facebook Credits;
      • Facebook takes 30% on all Facebook credit transactions;
      • Facebook hits 800 Million users;
      • Inside Virtual Goods says US Virtual Goods Market will be $2.1B

Warner Bros Facebook Offer via Like My Stuff by Dr. Natalie Petouhoff

What will happen next? Consumers are the ones with the power to vote yes or no on f-commerce.

Five Steps To Social Commerce Success:

  1. Make sure to understand the nuances to social commerce and f-commerce.
  2. Evaluate your current social customer commerce strategy
  3. Determine where your gaps are in what you have and what you could be doing in social commerce
  4. Evaluate where your social customer commerce strategy plan has gaps across all functional departments in your organization
  5. Create a cross-functional strategy and plan that plays well across other functional departments that have a stake in social customer commerce and determine strengths and weaknesses and who is going to do what. Don’t make your internal departments your competitors- make your competitors your target for improving your business and monetizing your social customers.

Will be interesting to see what happens this time next year! Happy Holidays!

@drnatalie Learn. Share. Grow!

For more information on my book about F-commerce, “Like My Stuff: How to Monetize Your Facebook Fans” check out my Facebook store and book- There’s examples from brands like: Delta, 1-800-Flowers, Target, Avon, Old Spice, Jennifer Lopez, iTunes, Victoria Secrets, and smaller brands like Chile Monster, BabyAndMeGifts.com, Ettitude and Rachel Roy and how they have used Facebook commerce and Facebook stores.

How to Monetize Your Facebook Fans WIth a Facebook Store

And here’s other posts on the topic to help guide your social customer commerce strategy:

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