Daily Archives: July 16, 2012

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Smartphones Change Shopping Behavior – Infographic

An increasingly large subset of U.S. shoppers are using their mobile phones in stores. Some retailers, like Target, are encouraging that behavior, giving shoppers gift cards and other rewards for checking in and scanning merchandise. Others, like Best Buy, are doing their best prevent it, even going so far as to strip the standard barcodes on products to discourage shoppers from running price comparisons with other retailers.

Emphatica recently issued a survey among 6,500 U.S. Internet users — a little more than half (52%) of whom identified as smartphone owners — to take a closer look at how they’re using mobile in stores. Impressively, 55% of smartphone owners said they’ve used a mobile device to compare prices between retailers. Thirty-four percent said they’ve scanned a QR code, and 27% have read online reviews from their devices before making purchase decisions.

Those findings and more are showcased in the infographic. Note that the statistics in the third category only include responses from smartphone owners.

Source: Mashable.com, Emphatica

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Social Media Influencers vs. Brand Advocates – Infographic

Influencer outreach is a key element of many social media and modern public relations programs. But they often prove ineffective at driving behavior beyond social chatter. I wrote a post about why this is so, called “Why Online Influencer Outreach is Overrated and How to Fix It”

The biggest issue is that we tend to confuse audience with influence. Having a lot of Twitter followers doesn’t give you the power to drive action, it gives you the power to drive awareness. Those are different abilities with unequal degrees of usefulness, just like the power to fly (Superman) is better than the power to swim fast and talk to fish (Aquaman).

The other issue is passion. True influence requires two things: audience and advocacy. Advocacy is driven by the depth of conviction, and influencers typically are less committed to the product or company than are actual customer advocates.

In the original post, I recommend focusing these types of programs first on harnessing the passion of current customers, who make up for in passion what they may lack in audience, and then expand to influencers who bring the audience but perhaps less passion.

Our friends at Zuberance.com (which helps companies activate customer advocates) worked up this infographic that illustrates the differences between influencers and advocates. Feel free to share it, embed it, etc.

Source: Zuberance, Convince & Convert, Jay Bear

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The World’s Leading Companies and Industries – Infographic

A graph of the 2000 largest companies in the world reveals the crazy size of the banking sector. Talk about too big to fail…Read More

Source: Fastcodesign, Sources on Infographic