Brain Vibe

marketing muses to stay engaged

Time to Aggregate Social Media

Let’s take a step back.  We are into the second quarter of 2009 and witnessing some of the highest adoption of social media tools ever.  For companies, it is time to start looking if social media is panning out like expected.  This could be a blog post on metrics and results, but I’m thinking that it may be time to look at how easy it is to manage social media across the vast number of tools and properties.  After all, isn’t part of marketing effectiveness efficiency?

Even in my own small and limited experience I have management problems.  There are a variety of tools and properties I utilize to connect with you: blogs, Twitter, LinkedIn, blog communities, and a variety of analytic tools to track progress.  To be honest, it is a lot of work to manage all these tools.  No single venue provides everything and each offers a different twist on reaching and connecting with others.  The best way for me to manage everything is a big toolbar folder on my browser where I keep bookmarks for all the social media tools and communities I participate in.  Then I have other ways to manage content and connections within each community. In addition, I’m reusing content across multiple platforms duplicating steps.

This is all very inefficient.

Back in the day (wasn’t that only 3 years ago?) the best marketing solution out there was the CRM system.  Today that solution seems ancient and out dated.  Funny that a solution that is all about managing customer relationships is now almost a dinosaur in our social media marketing world.  Regardless, what is great about our CRM systems is that it can be a one stop shop for our customers lists, campaign activities, communication platform, and analytics platform.  In addition, it allows marketers to share program and campaign assets, communications and results with each other.  The biggest frustration is that after standardizing on CRM, I now have little use for it other than traditional marketing which is becoming less and less.  CRM has turned into more of a storage site than an solution.

However, I don’t think CRM is dead.  I think it offers a starting point to aggregate our social media marketing efforts.  Where it created efficiency in process, cataloguing, and communication, it can do the same to streamline our social media activities.  Salesforce.com has already integrated Twitter into its customer service platform.  Having the same ability to push blogs, microblogs, and participate in community discussions and forums would be a great next step.  Having the ability to also post interactive content like presentations and podcasts from a single point would also be better than having to go to YouTube, iTunes, and Slideshare as well as posting to my own website and corporate social network.

Maybe the answer isn’t completely held within the realm of CRM, but as a mainstay of marking, it certainly is a great starting point to help marketers participate socially with customers effectively and efficiently.  If it could consolidate participation and management of social media, reduction in redundancy and improvement in consolidated analytics would greatly improve ROI.

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Filed under: b2b, customer relationship, marketing operations, marketing technology, social media, , , , , , , ,

Twitter’s Prehistoric Past Emerges

As a marketer, I love Twitter.  What an amazing little tool.  The concept and then the visual of a singing bird sending “tweets” out to your friends.  It is so…soothing.

Well, my friends, remember that birds are dinosaur decedents.  Thus, Twitter has a tendency to reach back into those prehistoric roots and is out to take a bite out of you.

Go back to the days when phone solicitation got so bad a National Do Not Call list was created.  Then you had privacy rules that regulate email solicitation.  Google and ISPs will block your email communications as spam and your message will never get through.  Marketing can become quite predatory.

I follow various Twitterfeeds because the content and updates are great.  However, no matter how great the sender is, I’m becoming bombarded.  One blog site sent out almost 20 post updates in a day.  It filled up my view so that I could not see anything else that was relevant or I wanted to see.

So, back to etiquette.  It is in your best interest to refine what you tweet and how you tweet.  Why?

  1. Spam may be the favorite food in Hawaii but it is not the favorite food of your reader.
  2. Your message becomes irrelevant simply due to volume.
  3. No one likes people that hold a one-sided conversation.
  4. People will opt out – just like email and phone
  5. You may not have the outlet anymore (or it will be regulated) if you abuse it.

Recommendations:

Twitter feeds have settings that can help manage how often and how much is sent.  Consider daily pushes versus every hour.

You may also want to split your feeds to focus on specific topics.  That way, receivers get a personalized service of information they want.

Put yourself on the receiving end of the tweets.  If it is a problem for you, imagine the problem for your customers.

Self Monitor.  Set an example.  vnunet.com posts:

TwitterHawk, a new target marketing provider, said on Saturday that it would curtail its services to try and save Twitter users from spam.

TwitterHawk allows marketers to monitor Twitter posts for keywords and then send users pre-determined advertisements. Twitter users can be targeted according to their location and whether they have contained links or questions in their posts.

Reports this week suggested that Twitter users’ accounts would be infiltrated with spam due to the new service.

In response TwitterHawk owner Chris Duell has restricted advertisers to sending only one message a day per Twitter account, and said that the restrictions on advertisements may be increased again if the service is abused or causes the Twitter community “unwanted problems”.

Keep Twitter away from it’s pterodactyl past so that is can sing like a chickadee.  Don’t drive it to extinction.

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Drumbeat for Web 3.0 from Digital Asset Management

I’m hearing it, are you?  The drum beat.  Earlier this week I posted my Web 3.0 prediction. Information finds you and your experience is personalized.

I’m getting confirmation that there is demand for it. Digital Asset Management blogs about our digital age as the Cro-Magnon period.

You’re hunting and gathering Web sites that satisfy your needs and interests. How many sites do you visit each day? How many times daily do you use a search engine?Digital Asset Management, Feb 2009

You should read the whole article.

They see this as a real problem.  You may be using RSS feeds, but you are still hunting and gathering.

How we get there will be an intersting evolution.  Semantic, spatial, consolidation, Google mojo, I’m not sure.  But, Sir Berners-Lee, creater of the web, is also seeking the the vision.  I feel I’m in good company.

Now, if I could just find that article on…

Filed under: brainstorm, marketing technology, social media, , , , , , , ,

Web 3.0 Equals Big Bang

I’m going to go out on a limb and make a prediction.  Of course, as soon as I post this it will be wrong.  But, here it goes.

Web 3.0 is about convergence of people, information, experience, and personalization that is traceable and trackable. What we are left with is an online environment that is tailored to an individuals profile and experience with feedback provided in a consolidate form for ease of increased personalization, metrics, and analysis.

As a marketer I’m excited.  Really excited.  I don’t have to push messages but set them up and allow market profiles pull them to any receptor be it a browser, email, phone, etc.  Not only can I push content and message or have it pulled by profile seetings out to receptive audiences, I can get immediate feedback either in the form of viral promotion or conversion.  Instead of managing multiple tracking sources to understand my marketing impact it happens instantly allowing me flexibility and agility in my campaign strategy.

What is missing today is enough information about individuals to create a meaningful experience and relationship.  I can target in broad segments or even micro segments.  But, personalization is still allusive except at a superficial level.  What we’ve been able to achieve on our own websites through cookies and/or profile registrations, will be realized through Web 3.0 conversion and analytics.  And if you have comprehensive analytics, you can apply prediction techniques for content and behavior.

Here are some things that I’m seeing being discussed in technology circles that make me lean in this direction for my prediction:

In a recent post by ExecutiveBiz Blog, a site dedicated to covering business news around Washington, DC, 10 leading CTOs forecasted the trend for 2009.  4 out of 10 had their eye on collaborative, data intensive trends.  What I find interesting about this post is not only the predictions, but that they are coming from CTOs that support government IT initiatives.

  • Gil Miller, Noblis:  Personalized tools to extract information and knowledge from large data sets.
  • Brian Neely, American Systems:  social systems, cloud computing, human computer interfaces
  • PV Puvvada, Unisys Federal:  transparency of information through web 3.0 technologies
  • Dave McQueeney, IBM US Federal:  systems that track business outcomes

At a Web3Event conference in October, there was an interesting discussion on improved database technology to support Web 3.0.  Presented by Dr. Jans Aasman, CEO, Franz, Inc., he sees a database that is graphical and spatial in nature that allows profiles to scale, intersect, and relate in time to one another through events.

Am I out there on this?

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