CMOs must approach social technologies in an integration fashion
Although social technologies have been capturing marketers time for over four+ years in corporate, they’ve often been operated in a silo as experimental, or a separate deployment from traditional marketing. Yet the savvy marketing leader knows that reaching customers is increasingly becoming challenging as their touchpoints continue to fragment.
To reach the fragmented customer, marketers must apply an integrated approach. As an industry, we should dispel notions that social marketing and it’s subsequent tools should operate in a silo, but instead sit horizontally in the marketing organization as they impact so many different forms of marketing tactics, approaches, and mindsets. Furthermore, this has considerable impacts as social media organizations are founded and lead as they approach hub and spoke models to serve a variety of internal clients, as well as connect with customers in real time.
CMO Matrix: How Social Technology Must Integrate with Traditional Marketing, a Horizontal Approach
||Why It’s Important
||Opportunities of Social Technology
||You can’t effectively reach consumers till you know about them, and market research is a key function for any corporation. For some time, market research was limited to focus groups, consumer testing, and survey based methodology. This includes both traditional marketing research groups as well as competitive intelligence groups.
||Now, with the advent of social technologies, at least three forms of opportunity have emerged: 1) Using brand monitoring technology to harvest what consumers are already saying in social channels, 2) Harnessing the crowd to find out their real time reactions, see how Communispace and Passenger have done this. 3) Using innovation tools like Salesforce Ideas, UserVoice, GetSatisfaction to build products in real time with consumers.
||The corporate website is a source of product factual information, and pro-brand materials. This is the master repository of a brand, it’s products, and services.
||Social technologies are being integrated in three phases: 1) Standalone tools like communities are built, but not integrated, 2) Social login systems like FB connect and Open ID are increasing conversion rates 3) Social context is being developed so content is served up on the fly from social data. See my keynote at Gilbane’s CMS conference on social and corporate website integration.
||Marketing must influence internal stakeholders, including sales, field marketing, and product teams. The intranet is a key internal repository of information, this would also include any associated email communications.
||Social technologies are being deployed internally like PBWorks, Socialcast, Basecamp, and Yammer without the consent of IT. The opportunity to use these tools to allow teams to find experts, information regardless of region or time are ripe.
||Email, one of the primary forms of digital communication is often a highly trusted source when customers have opt-in. When you look closely, email is a social network, see how Google wants to do it. In fact, the root information requirement for Twitter and Facebook is a verified email.
||Email marketing companies are starting to offer ‘sharing’ features so recipients are encouraged to quickly share the information with their peers, as well as offering brands SMMS systems to manage this information. Expect the Facebook inbox and email marketing to quickly merge in coming years,
||A mature practice that attracts buyers and prospects during their core information seeking phase, SEM is critical to reaching the information starved through well placed sponsored information and advertisements
||We’re also seeing an influx of social advertisements appear as the social graph is infused in search results. Example: We’re starting to see the content our friends recommend in search engine results, and Facebook’s foray with social ads.
|Search Engine Optimization
||Fine tuning websites so they are the first choice in organic search results is both a science and art by experienced practitioners.
||Social media tools, esp blogs and ratings and review sites like Yelp score high in organic search due to many incoming links and freshly updated content.
||Often the bulk of most marketing budgets, advertising is key in many phases of the customer journey, in particular driving awareness and consideration.
||Like SEM listed above, advertising can become more efficient in the future by tapping into social profile data (who is this person) and their social graph (who do they trust) to serve up relevant content. As Facebook spreads their features all over the web (analysis), expect a new form of advertising to appear based on social data. Twitter’s “Sponsored Links” bodes similar experimentation
||Marketers drive associative branding and qualified leads through sponsorship opportunities.
||Social helps in two specific ways: New influencers have emerged such as ‘Mom and Dad bloggers” creating more niched inventory with deeper engagement to sponsor. Furthermore, all traditional sponsorship activities can use social marketing for further engagement.
||While over a decade old, online shopping has continued to be primary low cost driver for the brick and mortar company.
||The mainstay integration has been consumer ratings and reviews from the aggregation of the crowd, often powered by vendors like Bazzarvoice. Yet expect new forms of eCommerce to evolve as an individuals social graph is connected to eCommerce tools. See how Levi’s has done it, and attend our conference, the Rise of Social Commerce.
||While in it’s infancy, marketers may use these tools to connect with consumers as they are on a specific location, during a certain part of the day, with greater context.
||Now, as consumers indicate their location and time while on the go, marketers may reach them using a variety of contextual information, advertisements, and harnessing what their friends have done before them in the same locations. See how Starbucks sponsored mayorship in Foursquare to increase both loyalty and WOM.
||The pioneering mediums in the electronic communication realm, these mediums provide content in a one way format.
||Programs (radio hosts, newscasters, and stations) are using social technologies to infuse a two way relationship with listeners by finding new content in social channels (Watching Twitter) as well as integrating the voices of the audience, and empowering communities to build around them. Perhaps more importantly, this creates new forms of inventory for these mediums to enable brands to sponsor or get involved with.
||From newspapers, magazines, to flyers, nothing creates an experience like holding physical paper in front of you.
||Nearly all of these publications have associated social media properties, from Facebook fan pages, to supplementary blogs. In fact, if paper adoption continues to decrease, these social tools provide a low-cost method of publishing and interacting with their audiences. Magazines like Dwell have launched thriving online communities and nearly all national and many global newspapers have adopted social media in their online resources.
|Field, Persona, Channel, and Regional Marketing
||Marketing teams are often segmented by regions, or to sit with sales units in the field, or even to target specific consumer types, like moms. This segmented marketing approach is key for deeper context in approaching unique markets.
||Like in other forms, don’t expect a one-size-fits all approach, each audience type will have a different penchant for social media technologies, which we call socialgraphics. Expect a tailored approach using social technologies to emerge for each of these groups as you reach different audiences.
Executive Recommendations: Shatter the silo and integrate social across all marketing efforts now. The above matrix demonstrates that social technologies are already being integrated in the overall mix, yet marketing leadership is at a standstill on how to integrate. Approach the space in a pragmatic method, follow these three steps:
- Start by organizing your company in a Hub and Spoke, Dandelion, or Centralized model. Our research shows that companies are organizing in at least five different models. Whether you have a centralized team or a hub and spoke, develop a way for an internal team to assemble (often cross-functional) to share and learn, then serve internal stakeholders. Companies must know the 43+ points to get social business ready, watch our no-cost webinar and slides to learn more.
- Cascade training and encourage sharing to reduce risk and decrease time to market. Social technologies are still new and come with high degrees of risk as brands continue to have misteps in a new form of marketing. Yet to reduce risk, empower those that have already experimented to share with others, reward those that quickly fail and get back up, and provide a constant stream of training from external partners.
- Require your marketers to integrate social technology up front –not as last minute additions. Marketers are not in the mindset of combining social technologies in existing events, campaigns, or traditional marketing. Instead of being reactive and adding this as a last minute consideration, enforce a line item in marketing plans to include social integration up front.
I look forward to your additional comments, perhaps I’ve missed some key integration touchpoints, please leave comments below.
Data is important. It helps us to guide our decisions based on facts –not just gut instinct. Lately, this data from eMarketer (thanks Scott Monty) has been floating around the web, and I want to add my own thoughts. Having conducted similar trust research, or seen the data from others, much of this is confirmation to what we already know. I do however want to provide my additional insights to how I interpret the findings.
Further Analysis: Sources of Information Users Trust
- Tally: People Trust People They Know: When I was at Forrester, similar research was launched, showing that blog posts (often by people you don’t know) weren’t as trusted. This data shows that blog post (item 1) from people you do know show a higher degree of trust. Item 2 and 3 also show upticks in trust increasing from people you know. I added up the positive trust (trust completely and trust somewhat) to aggregate sources of trust, you can see that eMarketer also segmented it the same, here’s my tally:
- Friend: Blog Posts from those you know = Positive is 64%
- Friend: Posts by friends in Facebook = Positive is also 64%
- Friend: Tweets from friends = Positive is 45%
- Brand: Blog posts by a brand = Positive is 36%
- Brand:Posts by a brand in Facebook that you follow = Positive is 41%
- Independent: Fellow community member = Positive is 37%
- Brand: Brand product in a community = Positive is 32%
- Brand: Brand Twitter stream = Positive is 26%
- Independent: Blog by independent blogger (I assume that’s someone you don’t know) = Positive is 25%
- Independent:Tweets from independent blogger (likely not someone you know) = Positive 21%
- Tally: Trust Highest with Friends, followed by Brands then Independents
- Trust is highest with people you actually know. I averaged 64, 64, 45 to be 57.66% across the various data sources above.
- Brands that produce their own content (owned) 36, 41, 32, 26 averaged at 33.75% positive. Far less than the 57% of people that you know clearly indicate that consumers trust brand far less, but more so from people that they don’t know. This leads to conclude that while brands may be telling consumers the positive aspects of a product, it’s more likely to be based on facts.
- Similarly those that are ‘independents’ (or people you may not know) the trust goes down significantly. 37, 25, 21, for an average of 27.66%. Those that you don’t know are about half as trusted as those you do. Therefore brands focusing on social media should instead but areas of focus on harnessing the social graph –not just mindless social media from the masses.
- Recommendations: Focus on Harnessing the Social Graph
- Brands should focus on social marketing that harnesses the “social graph” which is getting friend to share with their own friends. By developing advocacy programs and focus on word of mouth marketing, brands can increase marketing and sales margins by getting customers to do the work for them. See my article on Forbes on advocacy programs, or see how Zuberance encourages WOM, as well as aggregate your customers social graph on your own web proprieties using Gigya, Janrain, Disqus, and Echo. At the very basic level, encourage sharing tools like Sharethis, Addthis to the mix.
- Clearly brands should continue to produce their own ‘owned’ content in social media, as there’s still a degree of trust, but balance out this inventory with a greater degree of ‘earned’. Yet rather than try to sway the masses that your product is the best, publish factual information about products and services, and retweet, repeat, and echo back what customers are saying.
- Focus less on triggering word of mouth of independents, while it will happen naturally, this data is indicating that inviting people to share with their friends, may yield a greater degree of trust.
I hope you found this helpful, I gave my additional analysis and insight to the eMarketer data, as well as suggestions from brands. This data is confirmation of data I’ve seen from a variety of other sources.
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.
Interested in learning more? Attend the no-cost webinar by registering.
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.
- John Lovett, my co-author, on the Web Analytics Demystified Blog. Note, they used their branded report template, but the content is the same.
- The Altimeter Blog (cross posting)
- Christine Tran is the lead researcher on this report, she writes a smart blog
- Lithium’s Phil Soffer, VP of Product Marketing, has shared it from the Lithium Blog
- Dennis Howlett of ZDNET suggests this could be the dark side.
- Shel Holtz gives a review, and suggests we couple our paper with KD’s checklist (PDF). She was one of the respected ecosystem contributors.
- Laura from Scoutlabs posts it to their official blog
- Ikedahayato, a Japanese blog, makes the report go global, thank you
- The Passion for Research Blog says “This report cuts through that confusion and delivers some great insights”
- Dave Fleet writes it’s a good start, and provides good KPIs but wants to see the conversation extend.
- Alterian’s Connie Benson adds to the conversation and highlights some of SM2’s capabilities.
- Geoff shares it from his French blog, more international spread.
- Connie Bensen cascades the research report to her career blog.
- CJLambert is cynical and doesn’t think a universal ruler can be applied to social media measurement. We look forward to her detailed review later.
- Ken Yeung does a wrap up post, highlighting the report, thanks
- Francine, a Silicon valley/Phoenix entrepreneur and friend is frustrated that the research report doesn’t write for small businesses, do see my response in the comments.
- Debbie Hemley publishes the report, over at Weber Media
- Marshall Spondor from Web Metrics Guru shares the report, has some funny comments about analysts, as well as Open Research, thanks Marshall. Excellent, he’s starting to try it out, see test 1.
- Pathway Communications embeds the report
- Social Media Biz embeds the report, I enjoyed the thoughtful content on their site
- More global spread, it’s now on German blogs.
- Seesmic founder and LeWeb producer Loic had comments, I engaged in dialog on Twitter, see the conversation
- Research Live highlights the report
- Marketing Profs has allowed me to guest post on Daily Fix, sharing it to a fantastic community of marketers
- Liberate Media posts the report, thanks Lloyd
- Christopher Berry does a review of the report, and tests out some of the formulas
- David Berkowitz shares the report, and points out it’s not a complete list of vendors.
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.
This post is the result of the collaborative efforts of the Altimeter team including Charlene Li (Leadership), Alan Webber (Web User Experience/Government), Michael Gartenberg (Mobile and Devices) and Christine Tran (Customer Strategy Research), learn more about the Altimeter Group. For more news, see Twitter blog, AdAge, we’ve cross posted on the Altimeter blog, and NYT for details.
Lack Of Signal In A Sea of Noise
There’s an incredible amount of media and blogger noise about social networks, yet most focus on “killer app” hype without an objective point of view. My career mission? To cut out the hype and help companies make sense of what to do. For those fraught with information overload, this definitive matrix distills what matters.
Situation: New Contender Shakes Up Industry
Google has entered the social networking play with “Buzz”, and by the look of it, this time it’s for real. There’s a lot of market confusion on how they could stack up, so here’s my take. Let’s cut the noise and get to the heart of it with a comparison matrix based upon my insights talking to these companies in formal briefings, observations, as a user, my former research and dealing with the brands trying to reach them.
Executive Summary: Brands Must Stay Focused On Where Customers Already Are
Google’s entrance causes media havoc but web strategists should stay focused. Find out where customers already are through developing data around consumer behavior called socialgraphics. Facebook continues to demonstrate a sophisticated marketplace for consumers and brands to mix about, however don’t discount MySpace’s active consumer base –but only if your customers are already there. Continue to monitor Twitter and respond if customers are tweeting –but they’ve yet to indicate sophistication to help marketers, instead rely on third party tools and agencies to respond. The feature set of newly spawned Google Buzz isn’t important, what matters is their ability to aggregate social content which will impact search strategy for businesses trying to reach consumers, read my first take analysis.
This scorecard has a limited shelf life, so I’ll likely create a new scorecard after future announcements from these players.
Web Strategy Matrix: Google Buzz vs Facebook vs MySpace vs Twitter (Feb 2010)
||A dark horse that has big backing and access to existing platforms.
||A mainstay platform that needs to grow out of its shell.
||The MTV of this generation is at risk during an ugly transformation.
||Has opportunity to become utility-like infrastructure, but not a destination.
|Vitals (see more stats)
||Estimated to sit on a user based of over 100mm active gmail users, they have access to the most popular webpage in the world, google.com. Has access to mainstream users on Google.com and advanced email users on Gmail.
||Boasting over 400mm users in just a few short years, they’ve saturated Gen Y in US, and show global expansion at record rates.
||Recently reported at 57mm US unique users most of which are heavily engaged with site. Has saturation of coveted youth, working class and small businesses within US.
||Although difficult to track, estimates indicate 75mm active users, but doubts are emerging about reduced rate of growth. Usage by tech savvy, media, and celebs.
||A large talent pool of engineers to pull from, Buzz stands on top of existing Gmail, mobile devices, and dominant search portal. As Buzz grows, they can integrate with all Google apps –and aggregate the entire internet.
||Rapid US and international growth over last few years bodes well as quickly evolved feature set of platform and and FB Connect gain traction. Attracts top talent from Google –which are quickly defecting.
||Big backing by a media giant, a super engaged audience, and rich history of reaching media starved young consumers.
||Has clinched adoption over media elite, celebrities, and tech influencers. Incredible media buzz, and easy-to-use features.
||Late to the party, Google has had a series of social networking misfires from Wave, Dodgeball, Orkut their culture shows signs of becoming corporate –like Microsoft.
||Struggles with the conundrum of having promised users a ‘closed’ experience where to be successful requires them to be ‘open’. Historically poor track record in meeting privacy expectations of customers, and overall complex interface.
||Complacent: they really let themselves go. In the eyes of the tech world, they are becoming irrelevant or even worse, a niched media play –not even a lifestyle network. This leaderless ship without a captain is undergoing radical internal turmoil and innovation has stalled.
||Although features are dead simple, they are now a commodity –status update features are ubiquitous. Mainstream users confused by how to get started. Overhyped, the infrastructure has shown strain. Brands generally confused on how to interact.
||The more information users share, tag, or create, the more data is created on Google’s platform to organize, giving them opportunity to monetize.
||By integrating Facebook Connect everywhere, the service becomes ubiquitous, and therefore the default identity and default address book for consumer behavior.
||A few hours ago, the CEO Van Natta was let go. Now a new chief can step up, and lead the recently formed executive team, fostering innovation and solidarity.
||Must develop more features to increase the overall value of this utility of the this simple status messaging tool.
||Mainstay email companies like Microsoft, Yahoo, and AOL have already shown social features ‘bolted’ onto their email systems, and could pose threat, although success hasn’t been proven by any. Secondly, Facebook has made notions to develop an email web client “Project Titan” that will threaten tech savvy users competing for Gmail’s attention.
||Facebook is a conundrum as they must make experience open –yet this provides Google the opportunity to monetize as an intermediary. Social networks come and go, before MySpace was Friendster, they run the risk of becoming complacent, losing talent to Twitter and failing to innovate over the next few years.
||Self-implosion from internal instability causes stalls, forcing media brands to develop their own social networking on their own sites, rendering MySpace a duplicate. Worse yet? Cool kids jump ship, and establish a colony elsewhere, leaving MySpace a wasteland of clueless advertisers.
||Overhype from media leaves Twitter at risk for burn-out-syndrome like a Hollywood child star turned skid row. Secondly, the more successful they are, the more strain it put on the already questionable infrastructure.
||Although not fully developed, expect advertising options to appear for brands who want to promote relevant ads wherever Buzz is located, especially on SERP pages
||Confusing and overly complicated, there are too many marketing options perplexing brands. It’s not clear if brands should advertise, interact in pages, create widgets or do a combination of all.
||Strong and straight forward. Established team has cut deals with many media companies and has legacy culture of understanding media.
||Nascent. Although promises have been made for branded experiences, analytics, and other premium features, for most marketers it’s being treated like a chat room –not a marketing platform.
||Buzz will aggregate the voices of their users –and those of other social networks, aggregate and serve up monetization options.
||A communications platform for consumers and brands. Expect Facebook experience to be in many public experiences and mobile devices.
||There are two paths: Integrate MySpace into TV and mobile devices or fade into pit of irrelevance like Friendster.
||Like gas, water, or power, Twitter is likely to fade into the background and become a utility that’s integrated into everything –someday, even your fridge will Tweet.
|What They Don’t Want You To Know
||The collective already owns you –you just don’t know it yet.
||They’re trying so hard to shift from closed to open, and like a nasty divorce, it’s tearing them apart from users.
||Like an internal disease, the insiders are hurting, morale sunk, teams in disarray, yet they don’t want the public to know.
||Not sure what they want to be when they grow up.
|What They Should Do
||Demonstrate success with Buzz, then quickly integrate into other tools like Search and Chrome. Kill off the confusing Wave, and consolidate teams and efforts. Aggregate public content from Twitter and Facebook, intermediate them and monetize their own content.
||Get open now. Build a browser to quickly go transcend the web. Reward users to share more information in public like restaurant or media reviews in exchange for other values. Double down efforts on Project Titan email feature.
||Quickly establish a chain of command and execute based upon a single vision. Have regular talent turnover to avoid complacency. Develop a white label product that can compete with Cisco EOS, Kyte, Pluck, or Kickapps (Altimeter client).
||Develop a vision to become the dominant protocol over SMS, where teens and international cultures are already heavily texting. Continue to build out platform for developers to build on top of, becoming a data play, like a utility.
Everyone has a morning ritual, for me, I invest up to two hours reading, thinking, and blogging each morning. I hope this helps you cut through the noise –if it was helpful, please pass it on, email to colleagues, tweet it, and blog about it.
Know The Upsides –And Downsides Of Your Adoption Behavior
Individuals and companies should be deliberate in their adoption strategy, there are benefits and risks to each category. It’s been interesting watching different group adopt social technologies over the past few years, I can see who benefits from being first –and the pains to be a thought leader of both individuals and companies.
Above, this is the standard Rogers Adoption Curve, it’s important to point out that my matrix below only is in context of social technologies, it will vary from technology to technology. I found this take on the adoption stages of social technologies helpful in framing how I thought about the following matrix. I built this following matrix in the context of social technologies and adoption by both individuals and mixed in with organizations and industries.
Matrix: Social Technology Adoption Curve Benefits –and Downsides
||These brave souls take on new technologies, trial them, then will often evangelize them. I’d put those that adopted Twitter in 2006. or any entrepreneurs that creates new technologies fitting into these categories. From a corporate perspective, Dell was forced into this arena, and has benefited.
||Glory for being first, a thought and practice leader.. Will have learned from their mistakes, and have far more experience than any others. Will always be able to tout they were first.
||Very costly in terms of time, effort to find new technologies that are often flawed. Additionally, since innovation becomes cheaper and more accessible, this becomes more difficult as more entrants to the market launch products. Lastly, while these folks may be first for some technologies, they are often wrong for the many other technologies that did not take off.
||This behavior is exhibited by those that try out new technologies in a careful way, often thought leaders. Some analyst firms like Forrester adopted early, and the Tech industry deployed social. Agencies like Edelman, Razorfish have helped their clients.
||Learn from the failures of innovators, they reduce risk. Often they have the opportunity to explain how it works to others. Become the case studies that other groups follow
||Never first, and have to write the playbooks. They may adopt, but at higher costs than the majorities as the technology has not matured. Tech companies adopted social in 2005-2007 as an early industry, but a lack of measurement, and rapid tool change required great effort to stay current.
||Although thoughtful in their deployment, they adopt faster than the mainstream. in 2009, we saw industries like consumer packaged goods, finance, and healthcare adopt social technologies. I think of when mainstream Oprah joining Twitter as a defining moment as she was ahead of most celebrities and media.
||Technology starts to mature, reducing risk and costs. Standards emerge, although this group gets to help define mainstream adoption.
||Some of the cool factor leaves, and brands start to move in on social technologies, scaring off some innovators.
||This skeptical group only adopts when the mainstream does. Industries that only got on board with social when Obama, mainstream press, or celebrity adoption occurred fit here. Companies adopting in 2009 and beyond.
||Reduced risk from learning from who’s done it right and wrong, as well as benefits from standard proccesses, and consolidation of vendors.
||Not seen as thought leaders and don’t benefit from the residual buzz from being ‘cool’, instead come across as a ‘me too’./td>
||Still cautions in deployment, even after the technology has become mainstream. These folks will adopt social technologies in 2010 or later.
||Cookie cutter deployment from standardization and very little risk. Deployment may actually be faster and with less effort than those above.
||In balance with lower risk, lower opportunity for reward. No thought leadership, and little additional reputation or buzz value from the intended investment.
Matrix: Be Deliberate In Your Adoption Strategy
Each category has specific benefits and risks, but rather than just behaving in a way that comes natural, I encourage you in your personal and work adoption to be deliberate in your actions.
- Examine your organizations adoption patterns. First, define how quickly your organization responds and adopts to technologies, and factor into your considerations.
- Be a Category Ahead Of Your Company. If you’re responsible for new technologies at your company, your personal adoption should be a level or two ahead of the organizations adoption, as you cannot effectively deploy for your company if you don’t personally understand the impacts of the new technologies.
- Track The Category Ahead Of You. Find an individual that’s above your adoption category (the early adopter watches the innovator) and be sure to watch their behaviors and learn from them. Adopters are often blazing their own trail, and may not ever follow anyone.
My Strategy: Early Adopter –But Not Innovator
One thing is clear, being first doesn’t mean you’re right, in fact, the Innovators have a difficult time dealing with early and late majority, paving roads of opportunity for analysis, agencies, and consultants. As a result, I make a distinct effort to be an early adopter of new social technologies, but not the innovator, as I find I’d rather be more often right, and expend less energy trying to be first.
Leave a Comment. Share Your Adoption Strategy
Let’s learn from each other, I’d like to know about your adoption behavior and that of your company. Were you deliberate in choosing your adoption strategy? How does it hurt or help your company?