Screenshot Breakdown: How Facebook Enables Levi’s Social Shopping
Awareness (Above Screenshot): Levi’s homepage indicates that it now has Facebook integration
Education (Above Screenshot): An intro video indicates how users can gesture they like a product, by “liking” it on the Levi’s site –even if they are not logged into Levis.com, you can watch the video also on YouTube.
Social Gestures (Above Screenshot): On each product page, Levi’s encourages users to “Like” the products, and uses standard social features from Facebook that prompt viewers to be the “First of your friends” to like it.
Social Commerce (Above Screenshot): Using the aggregated Facebook data, Levi’s creates a personalized shopping cart based on what your friends have suggested you’ll like, hoping to increase upsell.
Customer Demands Signals From Social Networks An Opportunity for Retailers
Levi’s has launched a promising marketing opportunity at low cost. By simply installing existing social features into their content management systems, they can increase the mouth of the marketing funnel, and benefit from word of mouth marketing.
Your friends are shopping with you –even if they aren’t present. This has two major impacts: 1) Consumers real friends are part of the shopping experience –even if they are not physically present. 2) The level of engagement will eventually cascade to mobile devices in store, so eventually as consumers walk into a retailer that has Levi’s they could scan the product and see which one of their friends likes or recommends it.
A more engaged user, without forcing them through registration. Registration forms are the bane of marketers: Most consumers disdain them, enter garbage data, and fall off as the forms get longer. However, As long as users are logged into Facebook they can do this even if they are not logged into Levi’s.com. This means that consumers can ‘like’ a product and engage with the Levi’s product and spread it to their friends on the corporate site and on Facebook. As a result, expect the mouth of the marketing funnel to be wider
Consumers take part in marketing and recommendations, increasing upsell opportunity. Levi’s has had social shopping features on their site for some time, you can see the ratings, rankings and comments on each product page, yet in most cases, consumers don’t know who those reviewers are. Edelman’s Trust research indicates that customers trust each other or ‘people like them’ so this has the opportunity to increase. In theory there could be a great chance of up and cross sell as consumers rely on their actual friends to influence buying decisions. Expect celebrities with large followings to be more influential as what they ‘like’ will cascade over thousands.
Social commerce vendors will integrate with Social CRM –yet should be cautious of user privacy. Social vendors like Bazaarvoice, Kickapps*, and Pluck and other customer rating tools that occur post login, need to quickly pay attention to this as it’s both a threat an opportunity. They should develop integration tools and integrate their social data with CRM systems (called Social CRM) to create new and unique forms of data that can anticipate customer needs. Facebook users aren’t fully aware of the long term impacts this has, expect some embarrassing and news worthy stories to appear where a consumer ‘likes’ a product resulting in an unexpected result.
The biggest opportunities are actually unseen. Expect savvy brands to use demand signals from consumers to indicate which products should be ramped up on production, distribution, and marketing, to learn more read my colleague’s blog on Supply Chain Management, by Altimeter’s Lora Cecere.
*An Altimeter client, see disclosure page. We hope you’ll trust our analysis more if we disclose our relationships.
A Collaborative Effort Between Two Firms: Web Analytics Demystified and Altimeter Group
It’s just been over a month since we published the Social CRM Research paper (over 36k views on slideshare) and we’re continuing our cadence here at Altimeter Group of publishing widely available reports under the spirit of Open Research. This time, it’s different, we’ve aligned with who I feel are the smartest team of web analytics minds in the space, John Lovett (ex-Forrester analyst) and Eric Peterson (ex-Jupiter analyst) both of the Web Analytics Demystified firm. Stemming from Altimeter founder Charlene Li’s (ex-Forrester Analyst) framework, we co-developed this framework, and put our collective minds to work on measuring the rapidly changing social media marketing space. This self-funded research effort resulted in a thorough methodology as we interviewed over 40 ecosystem influencers.
Industry Challenge: ”I can’t measure social media ROI”
Marketers around the globe are ranging from toe dipping to jumping all the way into the social marketing space –yet most lack a measurement yardstick. While experiments can fly under the radar for a short term, without having a measurement strategy, you run the risk of not improving what you’re doing, justifying investments, and the appearance of being aloof to upper management. To be successful, all programs (even new media) must have a measurement strategy, and we’ve done just that.
Finally, A Measurement Framework Based on Business Objectives
If you’re familiar with the Altimeter frameworks of developing a social strategy based on business objectives, then you’re in good shape, as this research report is the natural extension of the business objectives we put forth:
Dialog: involves starting a conversation and offering your audience something to talk about while allowing that conversation to take on a life of its own
Advocacy: activation of evangelism, word of mouth, and the spread of information through social technologies
Supporting: customers may self support each other, or companies may directly assist them using social technologies.
Innovation: The business objective of innovation is an extraordinary byproduct of engaging in social marketing activity.
Our framework is a common denominator, so if you’re already measuring converted leads, or actual sales from social media, you’re already a leg up! In this meaty report, we hope you’ll share with your marketing and analytics team, and use the actual KPI formulas to create your own cookbook.
A Nod To the Community Spirit
We’re putting a big stake out there, in order to further the industry to come together around a common set of KPIs and metrics, but we realize we don’t know all the answers. In the spirit of Open Research, we want this to be an open framework (we’ve even licensed this under Creative Commons) to customize it and make your own for non-commercial reasons with attribution. If you’ve ideas on how to improve it such as new KPIs, vendors, or approaches, we’re listening, and will incorporate and improve this community body of knowledge for all to benefit.
I’ll link to others that extend the conversation (even critical reviews), feel free to embed the slideshare on your own site.
Today marks yet another important era in Facebook’s saga, they are expected to make a big push to extend the Facebook experience to every webpage.
Today, I attended the f8 developer conference hosted by Facebook, they’ve made some key announcements on what they want their developers to do. While there’s a lot of news sources and bloggers rehashing what was announced, I’d like to go a step deeper and talk about the ecosystem impacts, opportunities and threats, and provide some insights. Here’s my take:
Matrix: Facebook’s Crusade of Colonization
I just finished watching the keynote, while there’s a lot of folks rehashing news, my goal is to tell you what it means, and the impacts it has.
What It Is
What No One Tells You
An open protocol that’s designed to aggregate all social activities from your friend back to Facebook
This makes Facebook a social inbox, regardless of the service: Pandora, Yelp, your corporate site
Email providers like Gmail/Buzz, Microsoft Windows Live, Yahoo, and AOL all want to be those destinations, now competing with 500mm users in FB
Facebook wants to be the starting point for your world –the new email inbox. If they turn on advanced search tools, this can threaten google.com
Social Plugins: “Like” button
Allows website managers to quickly embed ‘like’ feature on website, like other social features. This will aggregate on FB, and is a form of social bookmarks
As users go to websites (Like CNN) they can see which one of their real friends like which article.
Now your friends are the editors, threatening traditional editorial process. Threat to social bookmarking tools like Delicious
All this social aggregated content will yield a powerful database of what you and your friends like, the precursor to customized web experiences and social advertising.
Social Plugins: “Social Bar”
A floating bar at the bottom of a webpage embedded by simple code allows for EVERY page to be quickly social.
Everywhere you go online your friends can be with you, forever connected
Google Side Wiki,Meebo, and Liveworld’s Livebar (unless they both integrate Facebook FB API). Disclosure: Liveworld is a client
Now as every page can be social, there is no reason for consumers to make buying mistakes –their friends opinions are always there, diminishing power of marketers.
A partnership with Microsoft that allows Microsoft office docs to now be social with your Facebook friend
This can extend collaboration with your friends to the office environment
Unsure if this use case makes sense, are your friends those you want to collaborate with? This is a direct threat to Google Docs
Facebook and Microsoft are in bed, to team up against Google. Expect advertising based on social context to appear soon.
“Presence” Location based data
Facebook handed out in every attendees page an RFID tag that allows you to swipe it at kiosks to indicate your locations, see mine.
Although experimental expect this to extend to location base applications, eventually tying into credit cards, and mobile devices
Location based social networks like Yelp, Gowalla, MyTown, Foursquare and Twitter already allow people to do this –the difference? Add these chips to physical objects
Expect this technology to extend to mobile phones, credit cards, and future consumer products –allowing for unique social interactions.
War Horn Sounded For Developers To Spread Facebook Experience:
A Precursor to Social CRM. All of the social data that is now being aggregated to Facebook is the foundation for Social CRM. As Facebook captures each ’object’ whether it be a song, restaurant, person, or ‘like’ they are now assigning a Facebook ID (primary key). This unique identifier will allow every person, object, and piece of media to be trackable and have associated metadata. In the future, expect these objects to be used by developers to quickly assemble experience in context, right on the fly.
Corporate websites can now be social –yet beware the tradeoffs. Corporate websites are plagued with inflexible archaic content management systems. Rather than wait for IT to develop a social roadmap for the corporate website, brands can now embed Facebook social features on corporate sites, serving up interaction and allowing users to find content their friends also like. Yet beware, by allowing Facebook to be the primary login, this reduces the traditional way of capturing leads and populating your database. Secondly, by doing this once, you’re setting the promise that Facebook will always be part of our corporate experience.
Facebook goes more public, and threatens Google –but users may revolt. Facebook’s roaring growth is a threat to Google and other web portals, and as more developers deploy these hooks, they spread their colonies all over the internet. Yet Facebook’s core conundrum is they’ve made the promise to their users to keep the experience private and closed. Expect continued scrutiny over privacy as Facebook struggles to go open to compete with Google, dragging along users to be more public every step of the way. Facebook’s battles are both external as well as internal.
In the digital world, expect your clients, new boss, and recruiters to review your online footprint. In fact, a Microsoft study “showed that 70 percent of hiring managers have rejected candidates because of what they found on line. It’s not all bad news, though. 85 percent said they were influenced by positive online information.” With stats like this, it’s important you develop a strategy.
As more social tools appear, you are losing control over your online reputation
Recently, I was briefed by the verycontroversialUnvarnished (in beta), a website where people you’ve worked with can leave anonymous comments about working with you, both good –and bad. After my discussion with the CEO and co-founder, I learned that Unvarnished has a series of checks and balances, such as: FB connect to verify IDs, human vetting of those IDs, and the a series of programs that helps to identify if someone is coming in and trolling, or actually giving fair reviews to a variety of folks. One of the interesting features was that the tool would look for reciprocation of reviews, as those that come in and review others without getting reviewed themselves would be valued less. Despite the checks and balances, the power has shifted away from you –and to those of your peers.
Develop a strategy to build and manage your online career reputation
Despite the well thought through checks and balances, Unvarnished and other online reputation tools everyone should be conscious of how their online reputation will impact their client work, future jobs, and ultimately your bank account. We’ve seen a variety of technologies emerge for commercial reputation like Amazon rankings, eBay account, to Rapleaf. Yet to best understand how to use the different tools at your disposal for your personal career, I’ve created this handy matrix which you can use to take advantage and minimize risks.
Matrix: Building and Managing Your Online Career Reputation
Control Rating and Example
What no one tells you
You have a high degree of control. All the things you do online that are discoverable: persona blog, social media accounts (Facebook, YouTube, Twitter).
Demonstrate your knowledge of your craft through thought leadership, and show how well you work with others
Personal and off topic content could be misconstrued or even used against you. Those embarrassing college photos on frat row may come back to haunt you.
Be proactive and develop a personal blog and own your SEO over your name –before someone else does.
You have a moderate degree of control. That third page on your resume that you submit to hiring manager and recruiters.
Chances are, these are solid references you’ve worked with the past that will vouch for you over the phone or in writing
Not fully believable, since these were vetted, coached and pre selected
This is really used for confirmation that you’ve worked there. Savvy recruiters are able to find out areas of weakness, so work with your references in advance to align on where you should improve.
You have a high degree of control. Vetted references on your LinkedIn profile
It’s always great to have confirmation that you’ve worked with others, and see where you’re really strong
Believable, but filtered by you, so for many recruiters and hiring folks this is confirmation –not an unbiased review.
Careful here, this can quickly become quid pro quo, and you should be selective of who gives your references. Do this too much and you’ll look like a suck up. I’ve limited my usage of doing it.
You have a low degree of control. This controversial new site uses FB connect to verify identity but allows people to give unbiased anonymous reviews of your work.
Finally, an platform for unbiased reviews, people can say what they really want about your strengths and weaknesses.
Negative information will surface about you, and the more successful you are, the more likely this is to happen
Unvarnished has a series of checks and balances setup to ensure reviewers are real people and have experience working with others.
You have a variable degree of control. Google owns reputations, and what surfaces on the top few pages on your name are key. News articles, blog posts, and wikipedia pages that discuss you will score high.
Recruiters will certainly seek to find out about you, and the chance to score high with positive content are high.
If someone has trashed you online expect it to surface. Lack of control of what can surface.
Develop an online personal brand strategy to ensure your top results are clean. In the worst case scenario consider a name change or hire a reputation firm to help, I’m sure they’ll leave comments below.
Build a Career Strategy Around Your Online Reputation Don’t idly stand by for someone else to own your online reputation develop a strategy now.
Be proactive, you’re responsible for your own reputation. Change your mindset, you must be managing your online reputation if you choose not to participate. Setup Google Alerts for your own namesake and that of your family members. Recognize that there’s an incredible amount of your ‘private’ information already available through Zabasearch (which gleans public records you’ve used from mortgages, loans, and magazine subscriptions), combined with Google Maps of your home layout, and Zillow to find home value, an incredible amount of information is already out there. For best results, use the matrix above to decide which toolset will best be used for your strategy.
Develop an online career strategy –be decisive. Every time you press a keyboard key you’re leaving a digital snail trail online. Recognize that every online and social interaction you make is forever leaving a mark online. Those that do so in public forums may be haunted for years or as long as the internet is available. Be sure to educate the millennials on the impacts that their online antics have to their future careers –likely they have no idea of the ramifications as they can’t see beyond next weekend.
Develop tactics to minimize risk. No doubt those that climb the corporate ladder step on a few toes to get there, and those that want to develop a career or personal brand will act outlandish on occasion to get attention. With those opportunities come risk, and those that are aggressive online will certainly have detractors. Develop PR skills that professionals have, understand the basics of SEO, own your own namesake domain, and continue to publish on a blog for greatest results. Those in reputation slump will likely look at online tools that defend reputations or try to clean up past mistakes, those in more dire situations will change their name.
I hope this was helpful, both to corporate web strategists, but to all professionals. Please leave your tips below in the comments.
In an effort to recognize the changes in the social media space, I’ve started this post series (see archives) to both track and congratulate folks who get promoted, move, or accept new exciting positions. Please help me congratulate the following folks:
Also, my submission form has changed to a new URL, the former Google form was giving me problems, so please use this one going forward. Lots of movement in the social business category, including a few key hires at firms that get the social business landscape and quite a few submissions continuing to come in on the form.
Bruce Temkin, top blogger at Forrester and Analyst moves on, you can find his blog announcement. I’ve admired Bruce’s commitment and quality of work as a fellow colleague, and wish him luck on his next ventures. He really is one of the Star Analysts out there, be sure to connect with him and clinch his sage advice early before he gets totally booked.
Dr Natalie Petouhoff “Dr Nat”, is a former colleague at Forrester covering the customer experience and knows the Social CRM landscape and social support. She’s also moved on, you can find her blog, and you should connect with her as she launches her consulting career.
Dion Hinchcliffe joins the Dachis Group, one of the leading consulting firms that gets social business. The Dachis Group is poised to become the next system integrator vendor and consulting firm, and I expect them to give the ‘big’ consulting firms a run for their money as they continue to hire talent, thought leaders, and stay nimble and flexible.
Steve Gillmor, famed Techcrunch IT editor (and former colleague of mine at PodTech) joins Salesforce in the strategy team. This is an extremely smart move for Benioff as Salesforce knows success of the chatter and appxchange platform is to connect with the web startups. Steve is a direct and indirect influencer over the startup ecosystem and this lays a big bridge down for Salesforce to take marketshare in the developer ecosystem.
Ben Grossman joins Oxford Communications as Interactive Strategist Launch concerted social communications group and serve as interactive strategy lead for digital projects from an integrated standpoint.
Ariel Sasso joins DataXu as Marketing Communications Manager Growing DataXu’s reputation and presence with integrated marketing, communications and social media initiatives.
Tom Edwards joins Red Urban as VP, Digital Strategy & Emerging Technology Digital & Social Media Strategy
How to connect with others (or get a job):
Several people have been hired because of this blog post series, here’s how you can too:
Submit an announcement
If you know folks that are moving up in the social media industry, submit to this form
Seeking Social Media Professionals?
If you’re seeking to connect with community advocates and community managers there are few resources
Hiring? Leave a comment
If you’re seeking candidates in the social media industry, many of them are within arms reach, feel free to leave a link to a job description (but not the whole job description, please)
Yesterday’s webinar, you can view all slides (including these graphics below, and recording) on getting your company ready for social included a section on organizational models. I wanted to share more in the usual web strategy matrix style as 5 minutes on a webinar isn’t really enough to do a complicated topic justice. Interestingly enough, I’m often called into companies that are moving out of organic and into coordinated, or dandelion model as a central team needs help working with various business units and setting up the internal program. I plan to do a detailed research report on this topic in Q3, to find out how companies are organizing. First, let’s take a look at the different models that exist to provide blanked education to the market:
Frameworks: Organic, Centralized, Coordinated, “Dandelion”, and “Honeycomb”
Organic: Notice that the dots (those using social tools) are inconsistent in size and one set of employees are not directly connected to others.
Centralized: Notice that a central group initiates and represents business units, funneling up the social strategy to one group.
Coordinated: Notice how a central group will help to provide an equal experience to other business units.
Multiple hub & spoke “Dandelion” notice how each business unit may have semi-autonomy with an over arching tie back to a central group.
Holistic “Honeycomb” notice how each individual in the organization is social enabled, yet in a consistent, organized pattern.
Analysis: Pros and Cons of Each Social Business Model
What No One Tells You
Social efforts bubble up from the edges of the company, much like Sun Micrososystems encourage a blogging culture for all employees.
Looks authentic and therefore trusted as multiple conversations appear closer to products and customers.
Inconsistent experience to customers, one side of the company has no idea what the other side is doing, and multiple enterprise software deployments. Later, a nightmare for IT data management and marketing.
This model is typical in large companies where control is difficult to enforce and often in software based companies. Mostly, I see companies transitioning out of this model.
One department (Usually corporate communications) controls all social efforts. See how Ford has deployed their efforts to engage in the tough discussions while staying on brand.
Great for consistent customer experience, coordinated resources, and rapid response
May appear very inauthentic as press releases are rehashed on blog posts or videos by stiff executives.
A cross-functional team sits in centralized position and helps various nodes such as business units, product teams, or geographies be successful through training, education, support. See how the Red Cross keeps various chapters organized, especially during life-threatening crises.
The central group is aware of what each node is doing and provides a holistic experience to customers with centralized resources
Costly. Executive support required, program management, and cross-departmental buy in.
I see most companies headed this route, in order to provide safe autonomy to business units. Tip: the hub should be an enabler –not social police.
Multiple Hub & Spoke “Dandelion”
Often seen in large multi national companies where ‘companies within companies’ act nearly autonomously from each other under a common brand. Companies with multiple products like HP and IBM may naturally gravitate this direction.
Business units are given individual freedom to deploy as they see fit, yet a common experience is shared amongst all units
Requires constant communication from all teams to be coordinated which can result in excessive internal noise. Requires considerable cultural and executive buy in, as well as dedicated staff.
Most suited for large multi-national corporations with multiple product lines. Look closely, the lines connecting the multiple hubs may be severed. Tip: provide way for spokes to connect to each other, not just be funneled through a central group.
Everyone is in customer service and support and any employee who wants to be social is enabled. Dell and Zappos fit the bill.
Tapping into your entire workforce (Best Buy’s Twelpforce is an example) to support and help customers
Requires executives that are ready to let go to gain more, a mature cultural ethos, and executives that walk the talk.
Very few companies will ever achieve this as it stems from internal culture, don’t ever force this, be true to your self. Tip: provide training classes on culture, social readiness, and a hotline for help for any employee
Conduct Internal Analysis Of Your Company
We focus on providing pragmatic advice to our clients, and it shouldn’t stop with this blog. This blog post should be shared with internal teams and then undergo this discussion:
First, identify which organizational model you’re in. Companies should forward this post to the internal teams to have a discussion on which model they think they are in. What’s interesting is that I often ask internal teams to vote on which model they think they are, and most often not everyone agrees, savvy executives should just observe. The dialog that ensues afterwards is most key.
Next, discuss which model is your company’s desired state. Companies must evolve to respond to the social customer, yet their current state may be different than the desired needs. This decision can’t be made in a vacuum various business units, geographical locations, product teams and support and service groups must be considered –this isn’t about marketing alone, instead, put your customer’s experience first.
Recognize this isn’t an org chart, it’s a cultural change. Executives and their employees must realize the social web is forcing companies to undergo a cultural change as customers connect directly to each other bypassing companies. As a result, don’t expect these changes to happen quickly or without change management programs.
We finally completed our final third webinar in our social strategy trilogy. It’s been great sharing our insights and widely releasing it to the community, and I hope you enjoy this final segment. The topic? Getting your company ready internally through research, processes, organizational models, policies, resources, and more.
The Altimeter Group was pre-briefed by Twitter COO Dick Costolo last week about this upcoming launch, we’ve had some time to think over what it means to the industry. Help your boss fight through the clutter, send them this post.
Summary: Twitter has launched Promoted Tweets, combining paid and organic media. Brands can now advertise promoted tweets on search pages, however the community has power over which tweets will appear measured by Twitter’s new metric called “resonance” which factors in behaviors like the retweet, at, hash, avatar clicks. Brands can now purchase CPM based ads to promote these popular tweets at the top of a Twitter search term –even in categories they aren’t well known in, influencing awareness. Marketers beware: unlike traditional advertising or social marketing this is both a combination of earned media and paid media. For Twitter this experimental move makes sense as it taps into deep pockets of online advertisers without jeapordizing sanctity of the community as users will self select which tweets will resonate and thereby become promoted ads.
How it will work, a likely use case scenario:
Twitter users will continue to interact with each other, and popular tweets will receive a high ‘resonance’ score from Twitter. Some of these Tweets will be created by brands, and some by the users themselves.
Tweets with heavy resonance can be purchased by advertisers in a CPM basis to appear as the first ‘sponsored’ Tweet on a search term. (Update: Just saw Dick’s recent video suggesting that promoted tweets will appear in other locations beyond search) The sponsored tweets will be clearly labeled and have a different background color.
These promoted tweets will only stay if users continue to resonate with them, those that don’t will disappear and a different tweet with resonation will appear.
Matrix: What Twitter’s Promoted Tweets Business Model Means to the Ecosystem
This has several implications to the ecosystem as a whole, we’ve broken down the impacts to the various players in this matrix:
What They Will Do
What No One Tells You
Finally gets a business model beyond search deal partnerships with potential to scale. Taps into deep pockets of online advertisers.
Experiment. Expect black and gray hat marketers to try to game this system, in order to obtain resonance. Twitter will constantly tune algorhythm like Google does.
Expect this to cascade to their partners and grow into the ecosystem as Twitter aggregates resonation on other 3rd party sites
Have power over which promoted ads will stay visible
Initially be shocked by changes, then learn they can help self select tweets that will be promoted.. In the real time resonace world users have a lot more power
Power tweeters like celebs and digerati will be targeted by marketers to engage and resonate tweets. Twitter users that retweet tweets may be surprised to see their promoted tweets in search engine results ads.
The conversation is now being monetized, with changes to the outcomes of whats expected of the online conversation and engagement.
Educate traditional marketers. These folks will try to increase resonance of tweets by interacting with community. Will build an inventory of top promotable tweets
Don’t go overboard, make sure you think of this in the larger context of integrated marketing. Avoid shiny tool syndrome. Must pay close attention to what terms are resonating with community to build inventory
Direct Marketers and Advertisers
Finally traditional advertisers and direct marketers have skin in the social game in a way they know.
Flail. Many will try to buy their way in and obtain resonation without asking why a tweet resonates. Will fight over top searched terms in Twitter, expect a lot of contests to promote tweet engagement.
Expect tension between this marketer and the social marketer if education is not completed.
Developers and Agencies
A clear goal (resonation) has been put forth, with opportunity to get a cut of the incoming advertising dollars.
Developers are waiting with baited breathe for Chirp developers conference this week to see how this will be tied in. Twitter has indicated that promoted tweets will spread to clients, expect revenue sharing to be offered
Don’t buy the first ‘resonation solution’ that comes around, expect half a dozen vendors and agencies to approach brands in the next quarter offering the ability to increase ‘resonance’ and case studies will show increase in resonance.
Competitors and Search Engines
A new player being in town a new form of advertising is afoot changing the game.
Expect nervous deals to come to the table on how search engine results can factor in Twitter’s resonance. Expect players like MSFT and Yahoo to quickly launch their version of defining how the social web should be categorized.
They will have the advantage of built in ad base of advertisers and millions more users. Expect existing Twitter partners Google Search and Microsoft Bing will fold this in and reward resonance and combine with page rank, or will create their own metric to reward social engagement
For Resonation, Brands Must Pay Closer Attention To Users –This Isn’t Traditional Spray And Pray. Power continues to be in the hands of the users, however brands that pay attention to why tweets resonate will have a leg up. here’s how you should approach this new space:
Change your mindset, as organic and paid merge: This is a combination of organic and paid ads, you’ll need skills from both worlds to be successful. Direct marketers should educate social marketers, and social marketers should explain how resonation occurs in the conversational web. Remember, this gives top tweets staying power beyond the constant stream of chatter. In the end, remember that users have power over which advertising inventory will be created, chosen, and allowed to stay as a promoted tweet.
Remember Twitter users have power over which promoted Tweets will work: Remember that users they get to choose which tweets can be put into the advertising inventory as their interaction will self select which tweets can become promoted. Secondly, promoted tweets that don’t yield community engagement will also fall off the stream. is that in the real time resonance world users have a lot more power. Brands must analyze what works for users first before promoting tweets.
Then, carefully pick tweets to be promoted by analyzing the conversation: First, monitor which tweets are already resonating with your brand, take note of what is causing it to resonate and in what context. Secondly, recognize that these tweets should have long term impact, not a daily special as the tweet is promoted, users will interact with it, forcing it into a viral loop. For best results, experiment with promoting tweets from your customers –not just those that you create.
Recognize that ‘Resonance’ is the page rank of microblogging: Advertising agencies and social marketing agencies will come out of woodwork with “resonance solutions”, yet most will do it wrong. Instead, look for a sophisticated partner that knows the value of social conversational marketing to create an inventory and the long term experience of an advertising agency. Expect resonation to also cascade to other social networks like Facebook and even community platforms and content management systems to derive what content should surface. Twitter has made nods to new dashboards to appear, expect your agency partners to align around resonation as the new ROI.
The Market Took to the Social CRM Use Cases
The Social CRM report by the Altimeter Group is a hit. Within 30 days it has received over 30,000 views, been touted as the “Most Viral BtoB Report,” and brands and SCRM vendors are aligning their roadmaps with the use cases. There were over 800 registrants for the webinar, and we had nearly 300 attendees, over 135 of the registrants said they wanted to be contacted by a SCRM vendor. All of these numbers indicate that there’s interest in this new market, and we’re glad to help illuminate the pathway. (Update: If you want to give a primer to your CMO, send them my latest Forbes column on the topic)
Watch the Recording and Use The Slides
Our belief in Open Research means we try to collaborate with the market on conducting research, then sharing a great deal of it so the market can build on top of it, improve it, and we can continue to learn. Yesterday, we hosted part 1 of the SCRM webinar series, and have made the slides and the recording available.
Above: The webinar recording. My voice was a bit soft due to technical reasons, however at 14 minutes in I switch headsets and it clears up.
We also polled the attendees about their readiness to deploy:
When are you planning to invest in a Social CRM Solution? (41% of attendees responded, but this was at the end of webinar, so we don’t know how many were still online.)
A) Not at this time (25%)
B) In the next 30 days (14%)
C) In the next quarter (14%)
D) In the next year (9%)
E) Not sure (35%)
This means that 28% of the attendees were interested in investing on Social CRM solutions.
This is just the starting point, harness these other resources to become successful.
Brands confused by choices on how to deploy social media programs
I recently spoke to the global marketing team at a large technology company, and one of the questions being wrestled with was deciding if social media efforts should be setup by brand, vs product teams wanting to create their own unique pages and experiences. A specific question emerged “Should we setup our efforts by product type or by brand?” There are drawbacks and upsides to each of these, and I wanted to layout the ramifications.
[Whether companies setup their social programs by 'Brand, Lifestyle, Product, or Location' they must choose wisely. Each deployment has a different benefit and drawback --the savvy will use in combination.]
Brands who choose poorly risk community backlash -those that do not choose risk worse
Companies that choose poorly will have wasted internal efforts and resources, set up false expectations for customers and may struggle with trying to redact a program in public where customers are already assembling. In particular, social failures like Wal-Mart’s branded community ‘The Hub’ have now become a case study of doing it wrong. Yet having no strategy means that product teams, regional teams, and individual regions will do whatever they want –causing clean up for corporate late.
Matrix: How To Choose Social Media Programs by Brand, Lifestyle, Product or Location
Staying power. By joining customers in the way they already self-organize you’re matching their existing needs –beyond your product push
Off message. Less control over the conversation which may extend beyond your brand and products and talk about what matters in their life. Product focused teams may not have right mindset ‘customer-first’ mindset.
First, find where they may already exist and consider joining. Create your own lifestyle deployment only to meet an unmet need. Often this is at the mouth of the marketing funnel.
Specific info. Meets the needs of the Product Marketing Manager to give tight information about a product
Granular and insular. Lack of customer focus and risk of investing in a community that could become irrelevant if the product reaches end of life. Lack of solution sell to lifestyle as consumer may want to purchase several products.
If your product has staying power and a thriving community around it (like Xbox, PS3) with sub products around it it may make sense. Consider this towards the bottom of the marketing funnel, or even customer support.
Restaurants, hotels, and retail stores may want to create their own Facebook, MySpace, Yelp experience. Or specific regions may have different product sets and create their own communities to meet a unique culture. See Four Seasons Twitter index
Hyper targeted. Local markets may benefit from geo location marketing as location based social networks like GoWalla, FourSquare, MyTown, and Yelp grow. Provide unique local experience.
Lack of control. These individual pages may be setup by the managers daughter and lack true long term resources or ability to fend of sophisticated situations. Danger in these sites becoming abandoned over time, with no clear way to retire them without community backlash.
Likely, this is already happening. Get ahead of it and provide the right training, processes, and hotlines for these disparate groups to have autonomy –but within clear set of guardrails protecting your brand.
How to Choose The Right Mix:
First, be customer focused. Companies should first identify the social graphics of their customer base to understand where they are online. Secondly, they should understand their social behaviors, who influences them, and how they influence others. In most cases, customers have already assembled their own communities and analysis should be done on how to join them where they already are.
For best results, use in combinations. Rarely is the world an ‘or’ but an ‘and’. Companies should know when to use these in an orchestrated combinations. Sophisticated social strategists are mapping all of their programs against marketing funnels to know which tool should be used during what customer phase.
Think long term –not just by campaign. Don’t launch short term social efforts unless it’s just around a single event and the expectations are clearly set up front. Grown fans, followers, or subscribers is an investment that will cost you, so plan on doing this for the long term –not a short one-off campaign. Remember, in most cases, customer communities have been here before your brand was on the social web, and likely they will be here after your brand.