Earlier this month I spent time in Boulder, Colorado for the 3rd Annual Big Boulder Conference. It is a two-day event that is filled with some of the top minds looking at how to leverage social data for numerous problems from commercial to academic. But to my surprise the hit of the conference wasn't the content it was something else. The company formerly known as GNIP, now Twitter, puts on the event. They have always done a great job at all parts of the event. A big shout out to Bre Zigich and team for all of the work that goes into making this great.
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Understanding the conversational language of your audience is critical in creating content that is relevant to your audience. This is why we built Tellagence Discover. As more people have used Tellagence Discover the more ways they have found it to inform other parts of their overall social strategy. Paul Shapiro at Catalyst recently shared a presentation over on Slideshare that shows the power of creating content based on conversational language of your audience can have on SEO due to Google Hummingbird. Thanks for sharing Paul.
If the stars align, Sunday is one of those days that I can hang out in my office at home to get some work done and watch some football while the kids take a nap. If you watch any amount of TV there is no doubt that you have noticed every show now has at least one hashtag, if not multiple hashtags, associated with it.
One of the first steps in using Twitter for your business is finding the audience you want to engage. This is the group of people you believe are the target for your messages and calls to action. This is important because before you can start any sort of influencer marketing program, community building/management effort or even social advertising you have to narrow your pool of targets from the 500 million accounts on Twitter to the ones that matter.
We are excited to offer you a more hands-on experience with Tellagence Discover. Tellagence Discover is a powerful market research tool that can determine consumer preference without traditional segmentation using unbiased market feedback to drive strategy, product development and marketing
Yesterday I had the chance to visit some friends at VMware (they get community) which was a reminder of where my journey with social networks began. I first started using social networks for business in 2008.
2013 is off to a great start! Matt Hixson jumped on video while on spring break in the beautiful Leavenworth, WA to share an update. (He is bragging with the background in this video.) Matt shares Tellagence’s focus around community in 2013, how the industry is moving away from the initial promise and moving towards using social for mass marketing.
It is that time of year again. SxSW Interactive is one of my favorite weeks of the year. This will be my fifth year at SxSW and I think I may have finally figured out how to manage the chaos and pace myself. But you never know since every year brings something different.
As Matt mentioned in a previous post, he attended and presented at Social Mix in Toronto earlier this summer. His experience was amazing and he was flattered to share a stage with presenters he respects highly. Jugnoo posted Matt's and the other amazing presenters' keynotes. Read more to get the links!
If you were unable to fly up to Toronto for this event, we recommend checking out Matt' presentation and all the presenters experiences and videos over at Jugnoos blog. See below.
Geoff Livingston and Gini Dietrich @geoffliving @ginidietrich
Sergeant Tim Burrows @t_burrows
Danny Brown @dannyBrown
Gary Vaynerchuk @garyvee
I had this video passed on to me this week and though it was a funny and a semi accurate description of how many people look at social analytics.
|The Colbert Report||Mon - Thurs 11:30pm / 10:30c|
|The 2012 People's Party Congress of Charlotte - Michelle Obama's Speech Tweets|
Obviously the Colbert Report takes this to the extreme because it's funnier that way, but as we talk to more and more people it amazes me that the value of social is talking about the aggregate stats that are generated from all this "big data" we have. We rarely get down to signal vs. noise or better yet measuring ever changing relationships. Metrics about individuals or transactions miss the social part of a social network. For any of you that are neck deep in trying to improve or figure out social analytics you will find this entertaining. Enjoy
If you spend any time reading up on social marketing you may have recognized the broken record of conversation about how can we understand online behavior, what is true “influence”, and when will we be able to define “social ROI”.
The team at Tellagence recognizes the gap and has taken the time to create a video to share our perception of the topic. And maybe, sort of, kina hint to our product that will be launching early this fall.
Like I said above, this is a repetitive conversation so we are definitely not the first to recognize it. But we will be the first to truly solve it.
Check it out!
Susan Etlinger along with Jeremiah Owyang and Andrew Jones over the Altimeter Group recently released The Social Media ROI Cookbook: Six Ingredients Top Brands Use to Measure the Revenue Impact of Social Media. There are quite a few good insights in this report (About?). I focused on an problem we all discuss an stress about regularly, to me is the first question they pose: Which of the following have been challenges? The number 1 answer with 56% is the "Inability to tie social media to business outcomes".(The number 1 challenge for social marketers is to directly link business value to activity on social media channels) People wonder why social media ROI is still such a hot topic - this is why. Business invest in people, teams, projects, marketing and countless other efforts and assets to eventually create revenue. Businesses have to show why their investments are moving them more towards their business objectives. If the business can't see value through metrics or faith, they don't get funded. Social Marketing is still too knew to rely on faith and reputation so we need to prove business value. Susan lays out a great set of 6 ways of measuring impact of social media on revenue.
There are other great insights Susan shares with us in her article. I recommend downloading and reading. further points to discuss about ROI in future posts. I think we are still not talking about one of the core issues yet because we don't have a great answer for it yet(I feel like we (the social marketing industry) are talking this all the time. You engage more than I do... let me know your thoguhts) Our goal is to fill this gap, soon. For now here are my thought on the report.
You can take a look at it here and download a copy for yourself. You can also listen to a webinar next week where Susan goes into more details about the report.
During SxSW, I found myself on stage in the Startup America Lounge with Ingrid Vanderveldt who is the Entrepreneur In Residence at Dell. We have been a member of Startup America for some time, which is a great organization for any startup. Because of the wonderful Danielle at Startup America and the people at Dell, I had this opportunity. They did a great post over on the Dell EIR blog and they included this video.
The Potential Missed Opportunity!
Going into SXSW this year all the buzz is about Highlight. It is a new app that when one of your friends gets close enough to you it notifies you that they are within 50ft of you. Should be interesting to play with. It starts to push the envelope on the information we share and where consumer social apps go next.
Many people are calling it the winner of SXSW already - like Robert Scoble. This event can be big for startups - Twitter (2007) and Foursquare (2009). For others it can be a big moment in time that is quickly forgotten - Groupme (2011) and Hashable (2011).
I saw Highlight being talked about a few months back but it was still in private beta. Leading up to SXSW they have released the app publicly. So I downloaded and set it up. I haven't been near anyone yet so I haven't really seen how it works.
<p >They have one MAJOR issue going into SXSW. The best I can tell it sucks the battery out of your phone. I am running out of battery in less than 5 hours. Battery life at SXSW is hard enough given all the tweeting, checking in and general activity. If it is a battery hog I will check it out briefly and then remove it. I have too many other things I need to do with my phone. There is a fix on the way according to Scoble but if not this would be a major whiff at their shot to gain a ton of traction.
Being lean is great until the impact of your mistakes become too large for a particular moment that is dangerously difficult to recover from. I hope they have a fix out this week because I am excited to see what they have built. Lesson for me in our startup is learn quickly and mistakes are fine until you are at a critical inflection point then you need to make sure you get it right.
Recently there has been a number of posts about who owns an employee's Twitter followers. This was sparked by a recent case where PhoneDog.com sued Noah Kravitz for his Twitter followers after he quit. There have been a number of stories written on it.
This just shows how much companies still don't get it. It is not about followers. What matters in social is relationships. No matter how much a company wants your followers the reason that the other person is following is because of the relationship. If a brand can replicate this exactly then no problem but that is highly unlikely especially when the Twitter account represents a person and not a brand.
This is why brands must take a team approach to social media. It is not just about the brand account but also the team that you have officially representing the brand in social channels. There are many roles to play and as I have talked about in the past - people want to build relationships with people not brands.
So PLEASE focus on relationships and not followers. Followers just mean that for now they allow you to be in your stream but if your followers are not responding to you (reply, RT or click) then you are just part of the noise. Relationships lead to the ability to achieve business objectives in social by getting your message heard and reacted to by utilizing the foundation of social networks.
Happy holidays everyone. After watching a recent video from Gary Vaynerchuk (@Garyvee) on Dunbar's Number and how brands need to break through the noise, I wanted to post this video message to Gary. I always appreciate Gary's sense for where things are going. I believe that we complement his thoughts with some new and innovative science that we are getting close to releasing to the world. Gary - we should chat.