Gael Montouchet's List: Social Networking

• The company is more closely integrating the best of Expedia's noncorporate travel planning assets, which include SeatGuru, a Web site that describes the best and worst of airline seating, TripAdvisor's City Guides and hotel reviews from a variety of sources. So a travel planner setting up a business trip for an executive would be able to see where on the plane the assigned seat was, without separately visiting SeatGuru, and the recommended hotels at the destination, because the City Guide would pop up as well.
• Sabre Travel Networks, which has been developing its own social networking system called Cubeless
• Tom Russell, group vice president for brand marketing at Orbitz Worldwide in the Americas, said the idea for his company's Traveler Update "came from insights that the customers trust strangers more than they trust the authority

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• Malaysia

       

  66.6

       

  181.2

       

  14.2

• Corporate fear of social media fall into two primary camps.

   

  First are those who dismiss the social media as a movement happening on the fringe – or elsewhere.  This is the camp that pretend as if their own customers and prospects live inside a walled castle protected by a deep, shark-infested moat completely devoid of social networking sites.

   

  They say things like: “Our customers don’t Twitter.”

   

  Until, of course, you show them that they do.

   

  The second camp is in the grip of analysis paralysis.  They know they should be doing something in social media, but they don’t know where to start.  Their companies are so enormous that the idea of trying to get buy in from everyone and develop an overarching social media strategy seems daunting – if not down right impossible

   

  These are the people who know they are walking on a tightrope and are terrified that while they dawdle something will break on a social media channel and they’ll be left holding the bag.

• Brian Solis: Social media is a tool we — people, attendees, individuals — brought to the table, and something we deemed worthy of our time, focus, and attention. That interest created a groundswell and forced a bottom-up revolution. Companies are struggling with how to set goals and measure results because there aren’t established processes, methodologies, best practices, or even case studies to demonstrate how social media influences marketing. So, while companies often recognize the opportunities to incorporate social media into their marketing efforts, very few have the answers as to why it works.
• The mistake marketers make is that they try to bring traditional tactics (how to reach an audience, target a demographic, etc.) to social media. It simply won’t work because there isn’t “one” audience to target anymore. It’s been replaced by a series of interconnected groups. Basically, social media set out to revolutionize everything marketers were working against.
• The mindset now is that all you have to do is set up a Twitter account, set up a Facebook account, and set up a blog, and you’ll magically reach that one audience. In reality, that’s not how it works
• Before, people used to visit websites to find information, but now people expect information to come to them

  • unicef and their approach to content distribution
• Who am I trying to reach (attendees, partners, speakers)? Where are they going for information (Facebook, Twitter, blogs)?” and then design your marketing programs around reaching each one of those segments
• The social-media landscape is essentially personal

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• • Level 3: Thread Depth – amount of interaction
   
  • Level 4: Unique fans per conversation – with how many other fans?
   
  • Level 5: Average/median response time – dynamics of interaction
   
   

• Social Networks Need Communities to Build Tie Strength
• The combination of frequent engagement, deep interaction, and time spent together is what builds strong relationships within communities

• social networks will develop naturally in communities that provide a rich medium for their members engage and interact
• Social networks are what enables people to manage and maintain the strong relationships they’ve built in communities

  • Les Arcs pitch: promote exchange of knowledge & ideas
    foster greated level of participation.
    Ask ski school to participate
    Ask clubs to participate.

• Communities that are well integrated with social networks can:

   

       a. Promote exchange of knowledge and ideas between communities through circulation of superusers

   

       b. Foster greater level of participation and better interactions among members

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• I will say that I have 20 years of consumer marketing experience and that I have added value to every brand and product that I have worked on but that’s it.
• find out what the brand objectives are and to learn about the culture/roadblocks within the company
• learn as much as I can about the brand, product and competitors
• follow up with more questions as I prepare my recommendations.
• Too many clients just want to get a Facebook page up and update it once in awhile upon which I say “that is like walking away from a conversation and coming back later and still expecting people to be talking about you or what you said
• resources to monitor the questions from people on their Facebook page
• he kept talking about was the number of people who liked their brand on Facebook in 3 weeks
• that is totally irrelevant to the brand and business objectives“

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