Breakdown: A Strategy for Engaging Passion Communities

Left: A social network mapped out, this one is of influential photographer Kris Krug’s social graph. These breakdown posts often contain content that didn’t fit into research reports, and contain input from industry experts or deeper client engagements, see other ‘breakdown‘ posts. Unsure how to deal with the most passionate communities your market has to offer?  One of Altimeter’s large brand clients was struggling with this same question, a brand cannot simply waltz in without fully realizing the commitment being made and impact to brand relations.  Our client specifically wanted to know from myself and colleague Sr Researcher Christine Tran on the “best way to enter and exit a passion community”.  I interviewed Jenna Woodul from LiveWorld (software and services), … Continue readingBreakdown: A Strategy for Engaging Passion Communities

Breakdown: Corporate Social Media Team

The purpose of this post is to be a living document and industry reference on the topic of social media teams, as part as my ongoing coverage of corporate social media programs.  This perspective stems from industry research and deeper client engagements, see other ‘breakdown‘ posts. Business Needs: By definition, social business requires transformation within a company, resulting in leadership, program management, and a team to see this change through.  In most cases, we see this team as a centralized resource that’s often cross-functional working closely with a number of corporate functions as well as business units ranging from product teams, geographies, the field, and departments.  Without this team, the company will struggle to scale as different business units launch … Continue readingBreakdown: Corporate Social Media Team

Breakdown: Converged Media Workflow (Coordinating Paid + Owned + Earned)

The purpose of this post is to serve as an industry reference for converged media workflows: How companies will coordinate paid, owned and earned as one orchestration.  This is continued coverage on Converged Media, read the full report. Business Needs Customers already experience advertising, corporate content, editorial, and social media at the same time, often in an integrated manner, although most brands do not approach the experience in one deployment. As Facebook, Twitter deploy social ads that utilize earned and owned content amplified by paid, these worlds are quickly merging. Brands that want to achieve the best experience for their customers in digital channels must approach in an integrated converged method, and understand how to utilize each channel’s strength. Brands … Continue readingBreakdown: Converged Media Workflow (Coordinating Paid + Owned + Earned)

Breakdown: Social Media Workflow, Process, Triage

Left: Altimeter Research found that most companies lack a formalized process –and even out of the advanced, only 76% had a process in place, read the full report on Social Readiness. The purpose of these breakdown posts is to serve as an industry reference as the space advanced to optimization and performance.  The assumption is that a company is forming a Center of Excellence or ruling body, or has recently done so before deploying this key component. Needs: Companies desire to be efficient –not having a workflow puts company at risk Like our bodies, cities, and corporations, all complex organisms have a natural process and order that helps to reduce inefficiencies and increases the end goals.   So what if … Continue readingBreakdown: Social Media Workflow, Process, Triage

Breakdown of a Dedicated Social Media Engagement or Command Center

Left: Dell’s Social Media Command and Listening Center, Austin Texas. The purpose of this post is to be an industry reference for this social business use case, please leave comments with further additions. Many a year ago, I worked at a web hosting company that had a Network Operations Center (NOC) that looked like NASA’s mission control.  Enclosed in a glass ‘fishbowl’ the 20-50 staff, systems, training, technology were all used in conjunction to support the network traffic of the customers websites, see Google images.  The “NOC” was externally packaged and marketed as a cutting edge feature of a top performance center, touted on customer tours at HQ, and had internal mystique and prestige of those who were there. Today, … Continue readingBreakdown of a Dedicated Social Media Engagement or Command Center

Program Plan: The Social Media Center of Excellence

Definition: “Center of Excellence” This is a program deployed by companies trending in the advanced levels of social business maturity. The Social Media Center of Excellence (CoE) is a centralized program that provides resources, training, and strategy to a variety of business units that are deploying social media in order to reduce costs, increase efficiency, and provide standardization. This team is often run by the Corporate Social Strategist, who’s the business stakeholder and program champion. To learn more, read the full research report on this role, and a list of these budding professionals. The Social Media Center of Excellence has Four Major Duties: Planning, Resources, Processes and Vendor Selection and Management Data: Companies Desire To Organize Social Media Adoption by … Continue readingProgram Plan: The Social Media Center of Excellence