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BCS launches an ill-advised Twitter account

by Shel Holtz on 11/20/2009 19:56   0 comments , 1250 views
Categories: Strategy, Media 2.0, Public Relations, Marketing
Tags: bcs, ncaa college football bcs, @insidethebcs, hdmk

imageAn employee for one of my clients tweeted me yesterday, pointing me to “what happens when you jump into social media unprepared.” He was talking about the launch of a new Twitter account by BCS—the Bowl Championship Series—the much-maligned system that substitutes for a playoff system for college football teams.

The account, @InsideTheBCS, launched on Thursday and has, since then, accumulated nearly 700 followers. There’s no hint about who might be posting the tweets, although one blog suggests the BCS may have farmed the task out to PR agency HDMK, since the first two people to follow the newly-minted account were HDMK staffers, neither of whom returned calls.

One tweet seems to be signed by Bill Hancock, the new BCS executive director.

Regardless of who’s behind the account, it has been savaged in a number of quarters since it first appeared. A Twitter search I conducted moments ago produced several pages of messages, even though @InsideTheBCS itself has tweeted only 30 times as of this writing.

To the credit of whoever’s writing the tweets, several are responses to what others have said, and some are responses to critical comments. But with hundreds of comments ... read more >>

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Do Gen Y'ers Hold the Keys to Social Media?

by Peter Himler on 11/20/2009 17:19   0 comments , 1028 views
Categories: Strategy, Marketing
Tags: gen y
I promise. This is my last report for a while from the field of social media dreams.

Today, I had the pleasure of participating in PR Camp New York. The use of the word "camp" in a social media context probably has its origins from the pod(casting) camps made popular when podcasting was as de rigeur as Twitter is today.

Dan Greenfield came in from Atlanta to preside over the confab at the 92Y in Tribeca. And in spite of a surplus of social media gatherings on any given week, today's event drew a diverse mix of more than 100 PR peeps and marketers from the agency, non-profit and corporate spheres.

I was woven to Zontee Hou, a Gen Y'er who overseas social media for Lion Brand Yarn, which just won a Groundswell and PR News Platinum Award. Yes, for yarn! Our topic:
"Talking about the 'Y' Generation: Tapping the Social Media Expertise of Young Professionals to Reach Your Audience"
The room broke out into four groups to exchange perspectives, after which the moderators took to the stage to report. I cited a recent RWW post that talked about Gen Y's migration to Twitter: average ages on My Space, 27, Twitter, 31, Facebook 33, and LinkedIn, 39. One of our group's members said that ... read more >>
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+2 2 votes

The Big Three Social Networks Have Emerged as Professional Networks: LinkedIn, Facebook and Twitter

by Don Bulmer on 11/19/2009 07:47   4 comments , 3476 views
Categories: Surveys & Research, Communities, Marketing, Collaboration, Social Networks
Tags: professional networks
This is the first in a series of posts that Vanessa DiMauro and I will publish over the next few weeks, highlighting the more significant findings from The New Symbiosis of Professional Networks study that we recently conducted as part of our fellowship with The Society for New Communications Research.  Please visit both Vanessa's and my blog regularly for latest analysis.

The emergence and dominance of the popular Internet sites LinkedIn, Facebook and Twitter have taken shape as vibrant professional networks of mass “individuals” sharing experiences and collaborating around personal and professional issues, ideas, and interests.

These “networks of people” or Social Media Peer Groups (SMPG) as we have defined them are changing the dynamics of social and professional influence.
  • More than nine in ten respondents form the New Symbiosis of Professional Networks research study indicated that they use LinkedIn and half reported using Facebook
  • Interestingly, Twitter and blogs were frequently listed as ‘professional networks’
  • Hundreds of other networks were mentioned, many by only one or two respondents

Note: N = 356. Respondents were asked to fill in top 5 professional ...

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Savvy From The Beginning: Application of SocMed Starts Young - Yes It Does

by pgreenbe on 11/19/2009 06:24   0 comments , 1175 views
Categories: Marketing
Tags: social crm adoption

Metaphors and stories are powerful things - far better than numbers at showing how powerful human interactions can be and how much they impact the world at large - or sometimes in the small.

When it comes to Social CRM, one thing that we've been saying over and over is that Gen Y drove the changes but they aren't exclusive to their effects or use. In fact, the generation that follows Gen Y is even more savvy than the echo boomers themselves. They are multitaskers who didn't know a day without the Internet or a computer - not a single day.

So, due to an extraordinary circumstance and Facebook, I'm going to let one of these younger-than-Yers tell you a story about something he did.

This is Rio Bowerman, folks. Rio is the son of Elissa Amoroso Bowerman who was a neighbor of mine when we grew up as kids in East Meadow NY. Due to Facebook and fortuitous circumstance, I had the opportunity to meet with Elissa and hang out with her for awhile when I was at the Gartner Summit in Scottsdale a few months ago. In the course of this lovely hour or so, I got the chance to meet her son Rio who has quite a history already though he's only 18. He was Chef Rio and on national TV from the ages of ...

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+1 1 vote

Measuring Social Media ROI: Why it fails

by Urs E Gattiker on 11/19/2009 05:38   8 comments , 5976 views
Categories: Policy & Guidelines, Surveys & Research, Marketing
Tags: roi

Image - tweet by ComMetrics: Return on Investment (ROI) fails to work with social media, BUT cost-benefit analysis is a viable alternative for showing value. #trendwatchRecently, I was invited to give a talk to a small group of managers about KPIs (Key Performance Indicators) used to measure social media (SM) campaigns.

Some of the points we discussed that evening are outlined below.

Harsh reality 1: Goals attempt to be strategic BUT…
John F. Kennedy once said: “In a very real sense, it will not be one man going to the moon it will be an entire nation. For all of us must work to put him there.”

For corporate strategy, this means once employees understand it they need to put their heart into reaching the targets. Our first attempt to master this challenge resulted in failing in our first strategic objective.

    Attempt 1: Reaching out to customers with the help of SM.

We learned a few months down the road that we had not spent enough time developing a strategic goal suited to us. We tried again as shown below.

    Attempt 1a: SM should help improve client and potential customer engagement.

Harsh reality 2: Developing comprehensive objectives takes time
The revised objective above made more sense, but the next reality check came with having to formulate up to three KPIs that would align with our SM strategy.

For ... read more >>

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Inc 500 Increases Use Of Social Media Mattson/Barnes Study Reveals

by johncass on 11/18/2009 07:16   0 comments , 2604 views
Categories: Surveys & Research, Communities, Marketing
Tags: inc 500
Nora Barnes and Eric Mattson have released another excellent study on social media usage in the Inc 500. The 3rd in the series of studies, this survey reveals the the Inc 500 continues to growth their use of social media.

Here's a highlight from the Inc 500 report

Regardless of the particular technology, social media matters and is here to stay. Forty-three percent of the 2009 Inc. 500 reported social media was “very important” to their business/marketing strategy. And an incredible 91% of the Inc. 500 is using at least one social media tool in 2009 (up from 77% in 2008). In addition, as they ramp up their usage, the Inc. 500 companies are also seeking to protect themselves legally, with 36% having implemented a formal policy concerning blogging by their employees.

You can find the report at the University of Massachusetts site for social media studies along with all of Eric and Nora's other studies on social media.

Nora is a colleague in the Society for New Communications Research, where she is chair of the research committee. I'm a research fellow and board advisor with the Society.
Link to original post ... read more >>
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Brands on Twitter: 76% of Accounts Are Infrequent Users

by Jordan Willms on 11/17/2009 11:56   0 comments , 2303 views
Categories: Surveys & Research, Marketing
Tags: twitter metrics

Very cool article on Adage about how big corporations view Twitter and what is it for. Surprisingly low is the customer-service channel at 9%.

Even more telling is how companies apply currently traditional marketing practices to this new media channel, including:

 

  • Twitter as a newsfeed: 26%
  • Twitter as brand-builder: 24%
  • Twitter as direct marketer/sales channel: 16%
  • Twitter as thought-leadership channel: 11%
  • Twitter as customer-service channel: 9%
via adage.com

Download the whole Twittervention study here: http://www.webershandwick.com/resources/ws/flash/Twittervention_Study.pdf


 Jordan Willms on Web Strategy, Social Media, Business and Technology

Link to original post ... read more >>
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What Enterprise Can Learn From the FDA Social Media Hearings

by Vanessa DiMauro on 11/17/2009 03:13   0 comments , 1365 views
Categories: Social Customer, Strategy, Media 2.0, Marketing
Tags: enterprise 2.0, social strategy, fda hearings, fda social media hearings

"May you live in interesting times" is as much a Chinese curse as it is a blessing and in so many ways it can be applied to the recent happenings with the FDA hearings on social media  in Washington late last week.  The FDA invited more than 60 speakers to present their perspective on social media as it related to direct to consumer (DTC) advertising, media, reporting and essentially accountability driven by social media. Now that the floodgates are open in this remarkable event, there is now a requirement to react and to develop best practice guidelines and regulations around transparancy.  One could argue that what is happening in pharma is just the tip of the iceberg of whats to come for business and organizations worldwide.


A good blog post by Econsultancy summarizes the thrust of the FDA hearings focus as being centered on answering the following questions:

  • For what online communications are manufacturers, packers or distributors accountable?
  • How can manufacturers, packers or distributors fulfill regulatory requirements in their Internet and social media ...
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+2 2 votes

Enough Is Enough

by Scott Monty on 11/16/2009 10:38   7 comments , 2464 views
Categories: Social Customer, Marketing
Tags: twitter spam
The spam and other unsolicited DMs I've been getting on Twitter have finally gotten to me. And I'm going to be taking action.

A Bit of Background
You know the kind of direct messages I'm talking about, all with spammy links in them:
"Is this you on here?"
"I just gave you a High Five! Check it out"
"Hey, I got some free ringtones from here"
"Hey, can you take this quiz thingy?"
"I found out my IQ. You should too."
"I lost a bunch of weight doing this."

And many, many more.

Lots of the direct messages I get are of the automated sort when people first start following me. Having been someone who used to do that - mainly to let people know how I preferred to communicate - I can understand the need to do that. But what I've been seeing lately is out of control. It's gotten to the point where these disruptive DMs have crippled my ability to monitor and respond to legitimate direct messages. I'm spending more time deleting or ignoring messages, at the risk of missing messages from people I want to hear from.

Reciprocity
For a long time, I've believed that when someone follows me on Twitter, it's common courtesy to follow them back. What I have to say shouldn't be any more important than what ...
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Social Media Musts for Casinos

by Sundeep Kapur on 11/16/2009 04:02   7 comments , 3030 views
Categories: Strategy, Marketing
Tags: social media gaming industry, branding casinos online

A lot of casinos are trying to engage their patrons young and old; leveraging multiple social media channels. From Blogs to YouTube and a lot in between they are focused on 'showing off' their brand in an effort to dazzle the consumer.
The key to engagement lies in making things convenient for the consumer, the messaging has to inform & ENTERTAIN, and you have to look for ways to leverage every interaction. Yes, not just online, but you need to involve your direct marketing channels to drive effective engagement across channels.

Here are some practical ideas on how a casino can use Social Media -

1. Twitter - You should tweet about events leveraging your brand, your performers, & special events at the property. Mix up information with an occasional special coupon driven by trivia. Of course, all coupons have to be redeemed in person.

2. Blogs - Take the feedback you get from your consumers and post that on your blog. Invite some of your patrons to write about their experiences. Genuine articles work very well. People can blog about their first visit or special events that they celebrated at your property.

3. Facebook allows you in to the 'living room' of your patrons. Give ...
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