Filiberto Selvas's Public Library

"Over two week-long periods in October and November, users sent more than 1.1 million Nestle Toll House cookies. The campaign registered a 16% brand lift, and a 17% lift in intent to purchase. About 3% of the people opened the cookie gifts, compared to the 0.02% to 0.04% who click on Facebook banner ads."

"side-by-side tests of generic vs. branded virtual goods in the same catalogs (show) people preferred branded goods 10 times more. "

Filiberto Selvas

adage.com/...article - Preview

Social Media Virtual Goods

Great nuggets on how to use social media for support:

> Focus on Key Channels
> Eyes on the Business Objectives, Common Sense as a Guide
> Call defelction is important, but even more product improvement and customer satisfaction.

Filiberto Selvas

johnfmoore.wordpress.com/...social-support-communities-ssc - Preview

Social Media Support

Such an insightful post!

Unearthing key nuggets:
"our job was delivering (often unwelcome) clues to the places where those clues were needed most" (Great pointer for Community Managers)

"collective vision of this space (Social Media) was wrongly limited to what could be done on Facebook, Twitter and other commercial “platforms”. Ignored was the freedom and independence granted by the Net’s own open and essentially ownerless platforms and protocols — and the need to equip individuals with their own instruments of independence and engagement."

The VRM Ambition:
" 1. Provide tools for individuals to manage relationships with organizations.
2. Make individuals the collection centers for their own data.
3. Give individuals the ability to share data selectively, without disclosing more personal information than the individual allows.
4. Give individuals the ability to control how their data is used by organizations, and for how long.
5. Give individuals the ability to assert their own “terms of service,”.
6. Give individuals means for expressing demand in the open market, outside any organizational silo.
7. Make individuals platforms for business, by opening the market to many kinds of third party services that serve buyers as well as sellers.
8. Base relationship-managing tools on open standards."

"We don’t have those tools yet. When we do, they will change the way customers relate to companies, and therefore change the reverse as well."

Filiberto Selvas

blogs.law.harvard.edu/...kets-not-just-better-marketing - Preview

Social Media VRM

Great Framework!

With the exception of the first bubble objective (I think that should be a supporting strategy) I think this is a great way for you to think and lay out your Social Media Strategy.

Filiberto Selvas

www.churchofcustomer.com/...te-a-1page-strategic-plan.html - Preview

Social Media Strategy

This is a great article; I don't agree the power is necessarily centered in the number of relationships nor on one specific role (i.e. the connector role); I do think social networks are "ecosystems" and because of that there is inherent "power" to all the roles within those ecosystems; being it the role of "knowledge", of human interconnection (connectors), of concept interconnection (curators) or of propagation (sales people)

But I do like the points the author makes of the transition of power and the lessened importance of hierarchical level versus interconnection in actually achieving objectives.

What do you think?

Filiberto Selvas
Filiberto.Selvas@Gmail.Com

blogs.harvardbusiness.org/...power-to-the-connectors.html - Preview

Social Media twitter

2 comments about this one:
1) A Social Strategy should never depend on any particular technology or Social Network; those play at the Tactical Level and you can keep your Strategy while changing the Tactics you choose to execute it.

2) I wonder if Facebook will now consider giving us more control and better user interfaces to choose what we share with whom; I have (as we all do) a potpourri list of friends; today I have to chose between diluting my updates or alienating most of them (my choice is to alienate; however many others dilute which diminishes the value and appeal of Facebook)

Filiberto

www.adweek.com/...e6314384dccfe3fbf6715a445e0e2b - Preview

Social Media Facebook

This is a great post; a couple snippets:

"It’s not about ‘influencers’ per se, but the social networks in which influence happens."

"we must understand how customers use products to help them do jobs and to embed the collected knowledge, skills and experience in the products themselves"

"we must understand how customers, their referrals and the customer network as a whole creates value for companies."

www.customerthink.com/..._manifesto_for_social_business - Preview

Social Customer Manifesto Media

> The platform uses a wizard to set up the sweepstakes microsite, which companies can then customize with their rules, opt-in newsletters, and the appearance.
> Companies can also prompt entrants to their sweepstakes to start following their official Twitter accounts, which makes it easy for them to build up a larger audience.
> On the backend, Wildfire allows clients to control their campaigns across all supported platforms (Facebook, the web, and Twitter), and also offers detailed analytics for each.

www.techcrunch.com/...eepstakes-platform-for-twitter - Preview

Social Media Contests

Simply a great post by @Mediaphyter & Guests on Social Media predictions for 2010; lets extract a few golden nuggets:

"Data is held by Facebook, Twitter and other social networks... In addition, many organizations store customer data in separate business functions. This fragmentation of data will eventually need to be rectified" David Armano, @armano

"Location-aware social networks will be the next evolution as people allow technology to assist their real-life social interactions." Damon Cortesi, @dacort

"Think of social media as a relationship, not a marketing campaign" Paula Drum, @pauladrum

"The role of marketing is going to have to change.... to an advocate or business ownership model that is more agile and responsive.... Social network or social media marketing can no longer be an experiment or silo in the marketing organization." Newell Rubbermaid, @bwdumars

"Companies are in the trough of disillusionment at the moment and some of them realize it’s because the software is not enough and that they need to implement cultural change or business process change to make it effective" Rachel Happe, @rhappe

"The technology will begin to fade into the background so that people can focus on the relationships that are created because of the technologies, not the technologies themselves." Charlene Li, @charleneli

"most everyone – including businesses – know that they need a presence on social networks but how they’ll make that presence really, truly valuable for others is the focus." Christine Perkett, PerkettPR - @missusp, @perkettpr

blogs.zdnet.com/feeds - Preview

Social Media 2010 Predictions

Great post! valuable experience / wisdom shared with us, can we learn from the pain of others?

Social, CRM and Social CRM projects mostly fail because of the same reasons many others fail; undefined goals, lack of commitment, lack of support, organizational challenges.

smartdatacollective.com/...22137 - Preview

social crm failure best practices

Design; how amazingly important you are !

www.qlocktwo.com - Preview

Agree with this post:

Meaningful & Consistent Metrics give way to benchmarks and best practice identificaiton.

"- meaningful metrics related to the underlying business objectives - that could be analysed alongside their other marketing campaigns. "

www.seobook.com/al-media-marketing-measurement - Preview

Social Metrics

Great Post by the Altimeter group; very related to Social CRM concepts on the aspect of understanding through data who your most valuable customers are (influencers) and the need to establish & develop a relationship with them that works for everybody's advantage:

"...marketers must understand that blasting marketing information through Facebook or Twitter won’t be effective...o. Instead, marketers should allow content on all web properties and email marketing to be easily added to Facebook, Twitter, and other social sites by offering icons <methods? reasons? tangible / intangible rwards?> that encourage people to share."
"Develop Influence Marketing Programs. Since these search engines have all noted that they will rank real time information on a person’s authority and not just traditional page ranking, marketers must double down on building these relationships..."

"...foster discussions within Twitter as retweet, replies, and linking behavior will influence what is served up on results pages. It takes time to build real relationships that develop into public conversations so get started now."

www.altimetergroup.com/?p=1452&preview=true - Preview

Social CRM altimeter

"To be clear and right off the bat, I am not in favor of 100% transparency as what defines an open company… or 100% of people seeing 100% of a companies information 100% of the time. That is a bad idea. Anyone advocating for that type of transparency is simply not working in reality. However, providing the right people with the right information at the right time in the most transparent way is the only way successful businesses will win in the information economy marketplace."

www.dachisgroup.com/...we-work-in-public - Preview

Social Business design

Couple great points in this article:

"..Any company with a product used by thousands already has a community. The key questions for the company that created that product are: Will we participate in the ongoing conversations in an effort to guide or influence them or pretend they're not happening?"
"..don't get stuck on the latest technology or buzzword... social media is not just one technique. It is a means to an end... A company must engage with a deep understanding of what they are trying to achieve and leverage its communities to accelerate the impact. "

www.forbes.com/...hnology-cio-network-yusuf.html - Preview

Social Media Business design

"we are hardwired to socialize. It's in our best interests. We gravitate toward communities because they multiply the impact of each individual to bring greater prosperity, security and fulfillment to all."

www.marketwatch.com/...yond-fad-to-destiny-2009-10-13 - Preview

Social media

"Georgia State University professor Dr. V. Kumar introduced new measurements beyond CLV: customer brand value (CBV) and customer referral value (CRV). Together they provide a rounded forecast of future customer behaviors and a way to quantify the real value of social customers, instead of merely the potential profit they represent. Remember that low-to-mid-value customer who has some influence? CRV shows the real value she represents to you."

www.destinationcrm.com/...ustomers-for-Profit-55513.aspx - Preview

Social CRM ROI Metrics

"MySears.com, MyKmart.com, MyVoice.com for our MyGopher concept).. The goal of these communities is to connect with our customers... facilitate questions and answers between customers and associates.. ideas platform to hear what innovations are most important.. product reviews... customer service issues... information about sales, deals, discounts and access to unique coupons.."

blogs.zdnet.com/feeds - Preview

Social Retain Communities Sears

Of the companies surveyed, a majority agreed that the following continue to be top business objectives of online communities:

• Increase word-of-mouth (38 percent)
• Increase customer loyalty (34 percent)
• Increase brand awareness (30 percent)
• Improve idea generation (29 percent)
• Improve the quality of customer support (23 percent)

However, in the majority of companies surveyed, marketing continues to be the primary driver of online communities, resulting in a significant gap between community goals and the organizations’ capability to fully leverage these communities on an enterprise wide basis.

www.deloitte.com/...2009tribalizationstudy - Preview

Social Media Strategy

Great Post by Sean Moffitt:

"..these shifts are creating a sixth phase in marketing that demands collaboration, cooperation, co-development, crowdsourcing and in some cases, co-ownership of brands. Great brands are now the host of conversations. They are creating forums for their users to play, learn, experience, create, mashup, socialize and improve what they have.... engaging brands that are opening their worlds up for their users and creating and promoting the sparks for real two-way dialogue with their stakeholders."

buzzcanuck.typepad.com/...e-sixth-phase-wiki-brands.html - Preview

Social Marketing CRM