The Science
7spell is scientifically designed, and utilizes principles based on decades of research in learning, retention, and psychology. Here is a summary of the theory and research behind 7spell's effectiveness.
Craik, F., and Tulving, E. "Depth of processing and the retention of words in episodic memory." Journal of Experimental Psychology: General, Vol 104(3) (1975): 268-294. Print and PDF. http://dx.doi.org/10.1037/0096-3445.104.3.268
In this seminal study performed at the University of Toronto, Canada, the authors performed a series of tests in which they gave the study participants a sequence of words to learn, with information related to each word as it appeared in order. They discovered that when the information provided stimulated the participant's brain to process the word on a more involved level (referred to as "deep encoding" or "degree of elaboration" in the study), that word was more effectively learned and remembered. With 7spell, the user is given a wide range of additional information about each spelling word, including the word's definition - one of the key factors in enhanced memory, according to this study - as well as usage examples, synonyms, and antonyms.
Garcia, S.M., Tor, A., and Schiff, T.M. "The Psychology of Competition: A Social Comparison Perspective." Perspectives on Psychological Science, November 2013, 8(6):634-650. Print and web. http://dx.doi.org/10.1177/1745691613504114
Each person is influenced by a unique set of factors related to their own status and progress towards goals, but is also affected to a greater or lesser degree by the achievements and perceived standards of the people around them. This analysis of past and current studies looks at the way people view and are motivated by individual goals as well as societal achievement (competition). The authors conclude that effective use of motivational strategies must take both into account. This is something that 7spell accomplishes by providing each user with the ability to set personal goals, earn reward points, and view their own progress tracking reports, and also to publish all of those results on public social media platforms.
Kivetz, R., Urminsky, O., and Zheng, Y. "The Goal-Gradient Hypothesis Resurrected: Purchase Acceleration, Illusionary Goal Progress, and Customer Retention." Journal of Marketing Research, February 2006, 43(1):39-58. Web. http://dx.doi.org/10.1509/jmkr.43.1.39
In a study focusing on the influence of reward-scheme programs on behavior, the authors found that when people see visible progress towards their goals they are more likely to increase the activity required to reach those goals. The study also confirms that most people are also motivated by receiving rewards for completing specific activities, even if those rewards are not immediately transferable to actual material or monetary benefits. Status points, rewards, and real-time progress tracking are all methods used in 7spell to encourage frequent spelling practice by awarding points for the completion of exercises and activities. Because the user can access their progress charts at any time, they will always be able to see how close they are to achieving their personal spelling goals.
Buton, M., Winterbauer, N., and Todd, T. "Relapse processes after the extinction of instrumental learning: Renewal, resurgence, and reacquisition." Behavioural Processes, May 2012, 90(1): 130–141. Print and web. http://dx.doi.org/10.1016/j.beproc.2012.03.004
Instrumental learning, also called "operant conditioning," is a method by which behaviors are learned in connection with a stimulus, a reward, or both. In this research done at the University of Vermont, the authors studied the ways in which the information connected to a specific behavior is retained when the stimulus is removed, and how subsequent repetition or reward reinforces information recall and a resumption of previously learned behaviors. They conclude that there are two primary methods of reinforcing active memory and behavior: by creating a different way to test the subject's memory, and by providing the opportunity for intensive focused repetition of that stimulus-behavior response. These two methods are widely used in the 7spell activities and games to create the link between instruction and memory that is so crucial in effective spelling learning on the student's part.
Xue, G., Mei, L., Chen, C., Lu, Z-L., Poldrack, R., Dong, Q. "Spaced Learning Enhances Subsequent Recognition Memory by Reducing Neural Repetition Suppression." Journal of Cognitive Neuroscience 2011;23(7):1624-1633. Print and web. http://doi:10.1162/jocn.2010.21532
In this study comparing long-term and short-term memory, the study authors tested the neural activity of participants as they memorized a set of images. Half of the study participants used massed learning techniques, in which each new image was presented multiple times in a row; the other half were given the images in a spaced repetition mode, where the images were shown in alternating order. Although each participant saw each image the same number of times, the people in the spaced-repetition exercise were able to accurately remember more images, and for a longer period of time. Repetition is a key technique in learning spelling, and 7spell incorporates spaced repetition in two ways. First, the system uses randomized selection of spelling words from the user's current list to populate the activities and exercises, ensuring an interval between word reviews. Second, the system's Word Discover feature provides pop-up instant review of the words on that list, again in random order. By providing users with multiple opportunities throughout the day to read and review their words, 7spell provides all of the benefits of the spaced repetition methodology in its spelling instruction.
Blocki, J., Cranor, L., Datta, A., and Komanduri, S. "Spaced Repetition and Mnemonics Enable Recall of Multiple Strong Passwords." Cornell University Library, January 3, 2015. PDF. http://arxiv.org/abs/1410.1490v2
Spaced repetition is a memory training tool that relies on frequent and consistent review of information; mnemonics is a memory technique that involves multiple ways of looking at that information, such as the incorporation of images or story lines. Researchers at Carnegie Mellon University focused on the combination of spaced repetition and mnemonics in evaluating how best to train people to remember specific pieces of information: computer passwords. They found that by combining the two methodologies, the results in both ease of learning and retention were increased. 7spell uses each method separately and together to help users learn and remember new spelling words by using the same words in multiple exercises, presenting spelling words in a variety of formats, and encouraging users to add information related to each word to make a personal connection that helps them to remember that word and its correct spelling.
Does your company have a social media marketing plan? Social media is more than increasing brand awareness and engaging with your existing and potential customers through online discussions and sharing.
Social media marketing is the new customer relationship management model. A space where you take advantage of your customers’ online presence in order to convince them you’re a worthwhile investment.
Social media marketing, when successfully implemented, improves customer relationships by achieving the following:
– Customers feel valued, respected, and listened to – a prerequisite for repeat sales and customer retention.
– Customers feel understood – a prerequisite for gaining consumers’ trust.
– Customers’ complaints are listened to and corrected, making customers happy and more likely to continue doing business with you.
– Long-term relationships with customers are created and nurtured, driven not by short-term profit but by building a client base of loyal customers.
The relationship is equal and not promotional, allowing the client to more easily engage with you, rather than be discouraged by impersonal spam-based e-mail campaigns.
In a sense, social media marketing is another way of saying “relationship marketing.” We use social media as powerful, affordable, and effective tools for building stronger client-business relationships and forging new ones.
How do you make social media marketing really about customer relationship building and maintenance?
Join the conversation
Don’t wait for people to retweet an event you’re promoting, or for someone else to share it through Facebook. Dive into what’s already being talked about. See what things are trending that could relate to your brand, and jump in the conversation.
Joining the conversation doesn’t mean blatant, relentless self-promotion, however. Keep your focus on:
– Discussing new trends and discoveries in your industry and niche.
– Supporting and promoting like-minded entrepreneurs and individuals.
– Finding common ground with your followers to discuss their needs and learn their expectations of your brand.
For building solid customer relationships on social media you need to be proactive, approachable, and relevant. What’s more, you need to stick to a daily social media schedule.
Get rid of the “pitchy” attitude
Of course, the main idea is that you will promote your services and goods through social media — this is your ultimate goal, after all. But you don’t have to be obvious about it.
Devote a daily tweet and Facebook post to reminding your online followers about an offer, a competition, a sale, or a product. However, don’t use social media as if it’s an advertisement, use this outlet as any other user would: to interact, share, and discuss things you’re passionate about.
If your audience senses a “pitchy” attitude – in other words, if they think you’re only giving them a sales pitch – they will be discouraged from engaging with you in the future. This will damage your customer relationships as you will soon be regarded as a profit-focused company that doesn’t truly care about its clients.
Polish your language skills
You might have a social media marketing guru handling your customer relationships online, or you might do it yourself. Whichever option you choose, make sure your grammar, vocabulary, and spelling are flawless.
Your vocabulary and general choice of words reveal a lot about your brand, your mission, and your ultimate goal. Using the right vocabulary can in fact raise you in the eyes of your audience as an expert, leading company that knows what they’re doing.
Word choices should be carefully considered, even on what might seem to be the most casual of tweets. Use language your readers can empathize with and feel enthusiastic about. Lastly, always do fact-checking and spell-checking before publishing your tweets and posts!
By implementing these principles, you will ensure your social media marketing improves customer relationships and helps your business flourish.
Cross-posted on the Ultimate Vocabulary blog.
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