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Convergence from merriam-websters dictionary is defined as independent development of similar characters (as of bodily structure of unrelated organisms or cultural traits) often associated with similarity of habits or environment. An example of convergence would be the development of radio and the development of the MP3 player. In the 21st century, a radio will be an MP3 or an MP3 will be a radio. Another example of convergence is television and computers. TV serves a purpose to broadcast network programming into homes and offices and computers with internet access serve a purpose of connecting people to information. In the 21st century, a TV is a computer and a computer is a TV (that is what digital television hopes to accomplish). Here is my last example, camera's and cellular telephones. Most new cellular phones include a camera in the unit. Now a cell phone is a camera. Unfortunately for goliath companies Canon, Kodak and Nikon a camera is not a cell phone (hint!).
What does this have to do with my business? To answer that question we must delve in to the history of the internet when the commercialization of the superhighway was the rage. With the click of a mouse, information from all sources downloaded directly to your computer. This was the accepted behavior from 1993 - 1997. From 1998 - 2003, the internet became clogged with too much information, so portals, again from merriam-webster, a site serving as a guide or point of entry to the World Wide Web and usually including a search engine or a collection of links to other sites arranged especially by topic became all the rage. Now we needed to add Search Engine Optimization to get us to that coveted spot on the search terms first page. What we see that started in 2004, is a convergence of mediums to tell a more complete and complicated story. For businesses, we must understand customers buy products from us for a variety of reasons. This article, http://tutor2u.net/business/marketing/buying_decision_process.asp, points out that the consumer must first be made aware (internet behavior 1993 -1997), then evaluated based on alternatives (internet behavior 1998-2003). Now informed consumers are evaluating the information given based on the source (2004-present). As the article states
A customer can obtain information from several sources:
• Personal sources: family, friends, neighbors, etc.
• Commercial sources: advertising; salespeople; retailers; dealers; packaging; point-of-sale displays
• Public sources: newspapers, radio, television, consumer organisations; specialist magazines
• Experiential sources: handling, examining, using the product
The usefulness and influence of these sources of information will vary by product and by customer. Research suggests that customers value and respect personal sources more than commercial sources (the influence of “word of mouth”). The challenge for the marketing team is to identify which information sources are most influential in their target markets.
That is why convergence between business data and personal data is critical to the success of your product. Business is personal and personal is business. Rarely do I attempt at making a cold call. At that point, the consumer is evaluating my value proposition as a pushy sales person. I would much rather have a client recommend my services to a potential client in their circle (referral marketing). Building a business based on the quality of work is a much better proposition but it requires your business to stay top of your consumers mind.
That is where convergence becomes useful. We combine the personal sources (also known as Facebook and Twitter) with the commercial sources (also known as your website), add the links to the public sources (press releases, articles in newspaper) and the links to the experiential sources (testimonials gathered on www.linkedin.com). Now, the consumer has gathered 90% of the information needed to make the buying decision. But most consumers won't buy until the actual handshake and warm smile occurs. The human connection has not yet made it to the internet (video's are trying to get there!). The close will happen when the internet data greets the human element (that is why networking is so important). At that point, on-line data becomes real.
Social media websites are understanding that business is personal and are working hard to integrate the social networks into the consumers buying decision. As a business owner with a website, you now can personalize the web experience by integrating social media. If your potential customer sees their friend in your social network, the likelihood of purchasing your product greatly increases. That is why it is important to quantify your network on-line and make it available for your potential customers to plug into your network.
Here are some very simple ways to connect your website and your social network:
1) My website Tweets - Did you know that you can update your website to display your tweets from twitter. This will make your website interactive and stand out from the competition. Look for this widget under your profile tab - <object classid="clsid:d27cdb6e-ae6d-11cf-96b8-444553540000" codebase="http://download.macromedia.com/pub/shockwave/cabs/flash/swflash.cab#version=9,0,124,0" width="290" height="350" id="TwitterWidget" align="middle">
<param name="allowScriptAccess" value="always" />
<param name="allowFullScreen" value="false" />
<param name="movie" value="http://static.twitter.com/flash/widgets/profile/TwitterWidget.swf" />
<param name="quality" value="high" />
<param name="bgcolor" value="#000000" />
<param name="FlashVars" value="userID=21500880&styleURL=http://static.twitter.com/flash/widgets/profile/velvetica.xml">
<embed src="http://static.twitter.com/flash/widgets/profile/TwitterWidget.swf" quality="high" bgcolor="#000000" width="290" height="350" name="TwitterWidget" align="middle" allowScriptAccess="sameDomain" allowFullScreen="false" type="application/x-shockwave-flash" pluginspage="http://www.macromedia.com/go/getflashplayer" FlashVars="userID=21500880&styleURL=http://static.twitter.com/flash/widgets/profile/velvetica.xml"/>
</object>. This is the HTML code for my userid 21500880. This code has to be modified for your userid.
2) My website has Fans - Fan pages are a great way to interact with customers. Fan pages target customers who are interested in doing business with you. Now your website can have fans! Here is the widget to add a fan page to your website - <script src="http://static.ak.connect.facebook.com/js/api_lib/v0.4/FeatureLoader.js.php" type="text/javascript"></script><script type="text/javascript">FB.init("51f8d59de36f27538afe9cd9caeecc07");</script><fb:fan profile_id="96699487013" stream="1" connections="" width="300"></fb:fan><div style="font-size:8px; padding-left:10px"><a href="http://www.facebook.com/pages/Newman-Networks/96699487013">Newman Networks</a> on Facebook</div> This is the code is specific for my fan page, Newman Networks. This code must be adjusted for your fan page.
3) My Facebook Fan Page is Linkedin - Facebook is an open source site. A few developers have added nice little gadgets that integrate Facebook to Twitter, resumes and just about everything else. This is the application to add your linkedin profile as a updated hyperlink on your profile. http://www.facebook.com/business/dashboard/?ref=sb#/apps/application.php?id=6394109615&ref=s
This is just the beginning of converging social media and business. Register today for the upcoming panel discussion July 23rd, 2009 from 6-9 pm at Hibachi on Columbus Blvd. The panel will touch on these topics and much more. Register today at http://www.meetup.com/The-Philadelphia-M3-Race-Group/calendar/10809912/ or the Newman Networks Fan page on www.facebook.com.
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