Tuesday, November 24, 2009
Monday, October 12, 2009
Monday, April 6, 2009
Sunday, April 5, 2009
Thursday, April 2, 2009
- It's not that big of a deal
- You think you already know what you want to say
- You think you already have most of the content
- You put it off as something you can fix post launch
Tuesday, March 31, 2009
The first presentation was more of an read out on the analysis of different social features popular on sites like FaceBook, LinkedIn, Flickr and others. I wish they would have done more of an analysis of which ones actually work, what makes them work and who they work on. Anyhow, the slides are still interesting and can be viewed here.
For me the more interesting presentation was from Christina Wodtke. I've embedded her slides below and here are some of my key takeaways:
"Behavior is a function of a person and his/her environment," this is Christina's theory to social sites. Environment is half the equation and something we can control. Christina shared an interesting analogy that you can follow the same process to designing the architecture of a building as you would a website. For example when you build a wide and open staircase it becomes a natural place for people to take a seat and socialize (for more on this check out A Pattern Language).
Christina identifies 4 motivations for contribution:
- Reciprocity - an example is LinkedIn endorsements, people who ask for endorsements are likely to give an endorsement back. Another example is when fund raising groups send you mailing labels as a gift, by doing so people are more likely to return the favor by opening their wallets.
- Reputation - Cisco's NetPro discussion forum do a good job of this by through a point system.
- Increased Need of Efficacy - The reason people use sites like Digg is because it's an effective way to obtain information they have something to gain.
- Attachment to and Need of a Group - This goes back to Maslow's hierarchy of needs, people want to have a sense of belonging. Then when they build their reputation it increases their self esteem.
- Define your activity (ie. what are your users doing? what do they have to do for you to be successful)
- Identify social objects (ie. videos for Netflix, photos for Flickr)
- Choose your features (ie. sharing, tagging, advice)
Sunday, March 29, 2009
Monday, March 9, 2009
Tynt allows you to track which parts of your web copy is well, copied. Here’s the write up from Leeana Rao at TechCrunch:
Tynt’s product, Tracer, lets website publishers see what content is being copied and pasted off their sites. Each time a user copies content from a website and pastes it into an email,As Leaano notes later in her post, there are other solutions for copy protection and tracking – but Tynt’s focus seems to more on marketing than intellectual property protection. As a marketer, I absolutely want people stealing what I write. Copy it and paste it everywhere! Just tell me what parts you liked.
blogor website, Tracer automatically adds a URL link back to the original site’s content, helping to drive traffic back to the original site. Publishers can easily add the Tracer technology to the code of their site by inserting Tracer’s one line of java script in any site template.
Thursday, March 5, 2009
Quick background - this email was actually a response to someone who sent a link out to Robert Scoble's post from 2003, "The Corporate Weblog Manifesto" and I thought it was worth sharing so here you go:
My take is this....
- Tell the truth: always always always. If you're not sure, best to leave it out of your writing all together.
- Post fast on good news or bad: it is after all about communicating with our customers and the influencers in the many markets and industries we now play in.
- Use a human voice: we're all on the honor system of sticking to corporate and ethics, so hopefully you know which lines not to cross.
- Make sure you support the latest sw/web/human standards: technically, not so much these days with our Blog platform. we already have RSS and try to instill the proper use of keywords for search engine optimization.
- Have a thick skin: opinions and elbows - everyone has them and they will use them so be prepared for all manner of responses to your writing
- Don't ignore Slashdot: there is much more beyond just Slashdot these days. we do keep social media monitoring in our pockets and try to do as much as we can with what we've got to help guide you in the conversations out there.
- Talk to the grassroots first: base your writings on established concepts and leadership and you should be fine. It doesn't hurt to know or build relations with a broad range of sources that you can read and interact with via your blog but know that PR is also handling relation building here too.
- If you screw up, acknowledge it: as clear as it can be word for word
- Underpromise and over deliver: excellent strategy and should be used at every opportunity
- If Doc Searls says it or writes it, believe it: I had to look him up so I'm thinking so did you there are many "experts" so I'd extend this to those you know based on level of influence you think they have in any particular market.
- Know the information gatekeepers:
- Never change the URL of your weblog
- If your life is in turmoil and/or you're unhappy, don't write: true. unless you can turn the turmoil/unhappy experience into something that relates to your company fixing it for you!
- If you don't have the answers, say so: same as #1 and #8, true to the last word
- Never lie: see #1, #8 and #14
- Never hide information: disclose disclose disclose where appropriate or just don't write about it
- If you have information that might get you in a lawsuit, see a lawyer before posting, but do it fast: similar to #1, #8, #14 and #15, when in doubt leave it out of your writing or pursue our legal contacts if unavoidable.
- Link to your competitors and say nice things about them: true to an extent. now partners and ecosystem partners, they should be acknowledged/credited when it directly impacts your writing.
- BOGU (Bend Over and Grease Up): true also to an extent. more simply stated, if someone comments on your writing, treat them all as if they are VIPs
- Be the authority on your product/company: you are all experts, but do pay proper respects to whom you know and/or reference in your writing.
Monday, March 2, 2009
What a unique approach. In a traditional viral campaign, you launch a viral concept and it takes on a life of its own, living in media largely beyond your control. Skittles did one better. They launched a viral campaign and turned their website into an incubator for the virus. Talk about putting your money where your mouth is! An argument could be made that the skittles website isn’t core to their product sales, so replacing it with a twitter results page isn’t as big of a risk as if a B2B company were to do it. But still, you have to respect the moxie of Skittles’ Web 2.0 marketing team. What a great campaign!
Thursday, February 12, 2009
You open a business. You market it aggressively. You do your best to serve your customers. You have a few “learning experiences”, but over all everything goes well. Then tragedy strikes. You get “yelped”. Some customer who you barely remember posts a scathing review of your product or service on the consumer feedback site Yelp.
Think it couldn’t happen to you? If you’ve got customers in the local retail sector, you’re most likely on yelp. For those of us working for companies that sell to the enterprise, we have our own demons. Our disgruntled customers are as likely to buy domains of “ourcompanysucks.com” and make a career out of vilifying us. But we have infrastructure for that. We have huge multi-touch marketing teams and great PR departments and legal representation if needed and about a million ways to engage our customers directly using a number of different channels, some of which we’ve covered here.
But what do you do if you’re a small corner shop? Your options are much more limited. Much of your revenue base is dependent on new customers, meaning you’re not able to preempt negative reviews with your own information. But even if that weren’t the case, you don’t likely have a very large marketing budget. And if you were going to use it for anything, it would be to get new customers, not lose old ones. Unfortunately, many business owners are facing this situation now.
Could this mean the end of business as they know it? Maybe for the bad ones. If you remember, authors found themselves in a similar dilemma as Amazon’s user reviews system became more relied upon than the publisher’s canned marketing pitch. Today however, more books than ever are being sold through Amazon and with rare exceptions do authors have trouble with allowing every single customer to have an open public forum with anonymity and almost no barrier to entry to posting their review. Its just become part of the paradigm in publishing – if you want good reviews produce a good product.
I’ve spoken to some local business owners about their reaction to yelp and its effect on their business and without exception all were driven to improve some aspect of their service because of it. How is this a bad thing again? It’s certainly not a bad thing for the folks at yelp, who’ve seen the unique visitors triple over the last year. As a business owner, I’d be terrified of yelp to the point where I’d go out of my way to satisfy each and every customer as if they were the Internet Yelp’r from hell. As a customer, I really digg that.
Wednesday, February 4, 2009
This is a great B2B example of a viral video. This video was posted to YouTube, blogged about and Twittered about and in 5 days has over 8,400 views!
Tuesday, February 3, 2009
Cisco is breaking social media ground yet again with it's new VNI PC Pulse application. I happen to work with one of the masterminds (Thomas Barnett) behind this application so I was able to talk him into an interview to give other social media enthusiasts a back stage view of what went it's creation.
Can you give me a brief description of the new Cisco VNI PC Pulse application?
>> Thomas: Cisco has created a free application to show users how much network bandwidth they consume and the types of applications they use. This application shows users the amount and types of traffic that flow to and from their computer and provides aggregated network usage proof points of all global users of this application for comparison purposes.
This is a great idea, how did you come up with it? What is the benefit to the end user?
>> Thomas: As part of our Visual Networking Index (VNI) initiative, we are interested in activities that can help provide qualitative views of network-based consumer video usage patterns and trends. Cisco has sponsored and will continue to explore consumer preferences and perspectives through surveys/questionnaires (see Cisco VNI Pulse political survey and Initial Cisco VNI Pulse consumer survey). A natural extension of our direct engagement with consumers was to offer a free utility application to develop a deeper understanding of consumer video behaviors and attitudes on a global scale. End users can gain a better understanding of their personal PC use and compare their bandwidth consumption with the aggregate average of others worldwide. They can compare their personal historical bandwidth usage stats (i.e., personal high, personal average, personal low) against WW stats (world high, world average, world low). The application measures LAN and Wi-Fi connections.
What have you learned since the application has been available?
>> Thomas: Data retrieved through the Cisco VNI Pulse application showed that on January 20, 2009 (the day of the U.S. inaugural festivities)individual users downloaded more than twice the amount of data they do during a normal day, at 322 MB vs. a typical average of 159 MB. Doug Webster, a marketing executive with Cisco, speculates that many people had the inaugural festivities streaming in the background while they did other things
Are there any social elements of the application? Thomas' Response: At this point, the ability to compare personal bandwidth usage against world stats is the primary social feature. Users could also compare their usage directly with family, friends and colleagues that choose to use the application. Cisco plans to develop a interactive web page in later in 2009 that will provide additional social networking elements.
What is the main objective of the application and how are you measuring your success?
>> Thomas: By using the Cisco VNI PC Pulse application, consumers will gain a better understanding of their online preferences and needs. The aggregate data will help Cisco build a better understanding of what we all demand from our networks. Data from this application will be shared publicly on a quarterly basis. We will measure our success the number of global users we are able to attract and the quality of new and insightful findings that we are able to share with the telecommunications industry and others interested in IP networking consumer trends.
What future apps can we expect from Cisco?
>> Thomas: We have developed a new mobile application that is currently available for iPhone users and will soon be available for Blackberry users as well. The Cisco Global Internet Speed Test (GIST) for iPhone application is publicly available via the Apple iPhone App Store in iTunes (http://www.apple.com/iphone/appstore/).
Tuesday, January 13, 2009
Who knows how to protect and defend better than the Air Force? Well they are not only protecting our country but they are also protecting their blog and they have a detailed flow chart to determine their every move.
Friends for Burgers?
That's Burger King's new message with their Facebook app that promotes giving away a Whopper when you delete 10 of your friends. Now that is an expensive burger if you ask me! Check out other anti-social Facebook apps here.
Intel's Show & Tell
Intel's published their Social Media Guidelines for everyone to see. If you're trying to figure out what your guidelines are this may be a good place to shortcut your process.
Media on Twitter
This isn't acutally a blog post but a great reasource. If you're using Twitter as a communication channel to reach the media this Wiki page lists all the top dogs! A must for your PR department.