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Virtual Goods: deep integration with social experience + social endorsement = brand heaven!
"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
HP demonstrates how to use Social Support Communities (SSC) « Random Thoughts of a Boston-based CTO: John Moore's Weblog
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
Doc Searls Weblog · Building better markets. Not just better marketing.
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
Create a 1-page strategic plan: Church of the Customer Blog
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
On Twitter and in the Workplace, It's Power to the Connectors - Rosabeth Moss Kanter - HarvardBusiness.org
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
Is Facebook Getting Uncool for 18-24s?
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
A Manifesto for Social Business | CustomerThink - CRM, CEM & Social Media
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."
Wildfire Launches A Legitimate, Easy To Use Sweepstakes Platform For Twitter
> 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.
2010 Predictions: Will social media reach ubiquity? | Social Business | ZDNet.com
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
Social Media Dos And Don'ts - Forbes.com
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. "
Social networking moves beyond fad to destiny Outside the Box - MarketWatch
"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."
2009 Tribalization of Business Study | Deloitte LLP
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.
GroupM Search and comScore Release Study on the Interplay Between Search Marketing and Social Media - comScore, Inc
Clearly all of these tools work better together:
"Generating upper-funnel awareness and influencing consideration through social media can produce better down-the-funnel performance with paid media, such as paid search.”
The Extended CRM Application Ecosystem: Value, Risk and the Future of Social CRM | CustomerThink - CRM, CEM & Social Media
Love the Ecosystem Framework and the formal methodology of the study:
"community platforms, customer forums, and enterprise feedback management solutions—all of which enable new ways to engage and connect more closely with customers—are attracting the attention of organizations of all types. However, selling, order-taking, and customer service remain the solutions that deliver the most certain business value-add. Customer data management and business intelligence solutions are viewed as critical. They are becoming much more robust, supporting deeper customer insights and better decision-making. "
Andy’s: How McDonald’s is using social media at local, regional, and global scales
Key point that gets lost sometimes:
"Some of the biggest opportunities in social media are internal. McDonald’s Mindshare community helps owner-operators share ideas with one another. "
FTC Publishes Final Guides Governing Endorsements, Testimonials
I agree with the intention; the devil is on the details. Where do you draw the line? A paind blog post by a notorious blogger is a clear thing; what about a Newsfeed post by Jane Doe that was encouraged by a manufacturer offering a discount in future services; in or out?
Chipotle’s Commitment Marketing
This is the key quote that makes this Commitment (versus flash in the pan)
"if you don’t take time to answer “Where can I find your shoes in my neighborhood?” you are missing the whole point of social media. It is “social” media for a reason. You are joining the various networks to be closer to your customers, your fans, so don’t be alarmed or annoyed when we the fans want to talk to you. Be flattered, be open, be transparent and receptive and respond. In the end it takes time, work, and dedication to really engage your customers. Dropping a wall post and logging out isn’t engaging customers."
Forrester: Using Social Media To Create And Amplify Offline Influence
"Recommendations from offline friends are more influential than recommendations from online friends."
Strategies to create offline influence:
Events: tweet-ups and house parties are a great strategy for reaching a lot of people quickly.
Ambassador Programs: to build long-term relationships and ongoing influence, ambassador programs might be the right strategy for you.
Live presentation + twitter xperiment
Interesting obvservations by gary Koelling of an un intended (yet very interesting) social experiment with a live presentation and twitter.
Latam twitter directory; CRM & W2.0 by @jesus_hoyos
Latinamerican twitter directory; docused on CRM and Web 2.0
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