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The Building Blocks of Business and Personal Success

Posted on: 04 Aug 2010
Link: http://empoweringabc.com/2010/08/04/a-is-for-aisas/

EmpoweringABC.com
The Building Blocks of Business and Personal Success

Posted on: 04 Aug 2010

A is for AIDMA AISAS

Everyone who studied marketing knows about the classic AIDMA model of consumer behavior:

Attention
 Interest
Desire
Memory
Action

But in June 2005 the Japanese advertising giant, Dentsu, developed a new model to more accurately describe consumer behavior in today’s highly connected world:

Attention
 Interest
Search
Action
Share

Any company or organization that doesn’t come to grips with the implications of this new model is really missing the boat. A whole bunch of boats have already sailed, but fortunately there are a few left that are still boarding passengers. Time to get on board!

The significance is enormous

AIDMA is a linear process.

AIDMA is a linear process

There is a start — Building Attention of your product or service in the mind of the consumer…

And there is an end — When the customer takes Action and buys your product or service.

AISAS is a cyclical process.

AISAS is a cyclical process

While it starts with Attention, just as AIDMA does, AISAS recognizes that today people are very likely to Search the Internet for information on products and services before making a purchase decision. These days even the word “search” may be slightly outmoded. Search immediately conjures up the image of Google, Yahoo, or Bing — i.e. traditional Internet search engines. But as of mid-2010, people are just as likely to solicit information by asking their own social network through Facebook or Twitter. Perhaps “Seek” as in “Seek advice” would be more appropriate?

Anyway, after deciding the take action and make a purchase the last step, Share, brings the process back to the beginning — by spreading awareness of a great (or not so great) product among friends and strangers alike through blogs, social networks like Facebook and Twitter (and more importantly Mixi in Japan), online message boards, and product review sites.

Social Media to the rescue

This is huge. The Internet and its offshoot of mobile communications has empowered consumers like nothing before. Companies can fear it (and do nothing) or they can embrace it. But my bet is that the ones who embrace it are more likely to succeed.

So how can companies embrace this new model?

Join and empower the online conversation, but don’t slather on the marketing talk because that will quickly earn you black marks. Social media is about being genuine and being human.

The problem is that most companies are looking at social media as a new marketing platform. “How can we monetize this?” and that usually leads to plastering their Facebook fan pages with product announcements or Tweeting about specials and promos. For the most part it’s all very one-way because companies are looking at it in the same way that they looked at television or print.

Questions, suggestions and cries for help in the message feed are usually completely ignored by the corporation and this can be deadly.

Most companies are missing the point. Social media is not just a marketing platform. It is not simply a new way to blast out your latest product and service announcements. It is not one way.

If you are in the social media space you need to interact with your audience, not bombard them with the equivalent of junkmail.

Customer Service 2.0

Social media is more appropriately a platform for customer service, but it’s a conversation between you and your customers that everyone else can see and join, and it can stick around for a very long time.

What I would like to see more companies do is embrace social media as a platform for their customer service efforts, and to a lesser extent their PR department.

Build a dedicated team of engaged employees to monitor the web for conversations about your company and join in where appropriate. Empower them to represent the company and at the same time let them be themselves.

Empowering them is critical. The typical response time of a company is often measured in days. With social media, “days” does not make the cut. Your response time usually needs to be measured in minutes.

If your social media team is not empowered with the trust to represent the company and deal with small fires (meaning they have to get approval from all the official channels before they can reply to any little thing), then things can quickly blow up and you can find yourself in crisis mitigation mode.

• Additionally, if it’s your own space like your Facebook fan page or your own Twitter feed, marketing announcements from time to time are okay, but that should not be the raison d’etre for your social media presence.

If it is not your space — i.e. if it is a special interest group message board — join, but invest the time in getting to know the culture (because they’re all different!) and interact with your audience but respect their rules, and do not use marketing speak if it is not appropriate.

Evolve or fade away

Dinosaurs fade awaySocial media has been around for a long time now, but it has really started to take off and go mainstream in the past two years and it is causing major shifts in consumer behavior.

Companies that can evolve and keep up with the change will be in a position to reap the rewards and build truly a loyal following of satisfied customers that continues to grow as existing customers happily bring in their friends and colleagues.

The dinosaurs will slowly fade away.

Anything you’d like to add? Let me know what you think in the comments below!
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This entry was posted on Wednesday, August 4th, 2010 at 10:39 am and is filed under Business, English. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.