tag:blogger.com,1999:blog-84489547556512470462024-03-18T13:04:24.405-07:00Marketing in a Web 2.0 WorldOne marketers quest to define, explore, experiment and determine the value of B2B Social Media Marketing and Marketing 2.0.LaSandra Brillhttp://www.blogger.com/profile/09736201493512920902noreply@blogger.comBlogger151125tag:blogger.com,1999:blog-8448954755651247046.post-45038447757539510832012-12-21T10:46:00.001-08:002012-12-21T10:46:42.812-08:00Cisco Social Media Marketing – Top 5 Social Media Programs for 2012! <div dir="ltr" style="text-align: left;" trbidi="on">
<div dir="ltr" style="text-align: left;" trbidi="on">
<br /></div>
2012 has been a great year for social media marketing at Cisco! The organization as a whole is really starting to experience the value of social intelligence, social engagement and social reach which were our key objectives this past year. We have had so many wonderful achievements this past year but I’d like to reflect back and recognize what I consider to be our top 5:<br />
<br />
<a href="http://blogs.cisco.com/socialmedia/cisco-social-media-marketing-top-5-social-media-programs-for-2012/attachment/tomorrow-jpg/" rel="attachment wp-att-96356" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img alt="tomorrow.jpg" class="alignright size-thumbnail wp-image-96356" height="150" src="http://blogs.cisco.com/wp-content/uploads/tomorrow.jpg-150x150.png" width="150" /></a><b>1. Fully Integrated Brand Campaign!</b> For the first time ever we delivered a brand campaign across paid, owned, and earned media which included a fully integrated cross channel experience. The campaign kicked off with a social strategy for the pre-launch phase introducing the Internet of Everything and how it will transform the way we live, work, play and learn. For the launch we revealed our new tag line: <a href="http://newsroom.cisco.com/press-release-content?type=webcontent&articleId=1114539" target="_blank" title="Tomorrow Starts Here">Tomorrow Starts Here</a> through an integrated global advertising, digital, mobile and social media strategy including augmented reality-enabled print advertising. With a smartphone or tablet, readers can bring print advertising to life. They can open up a a number of assets that they can share, like, follow or download. Social media was responsible for a total reach of 10.8M in the pre-launch phase with over 16K blog views and 34 organic blog picks from influencer sites such as <a href="http://www.kurzweilai.net/how-the-internet-of-everything-will-change-the-world" target="_blank" title="Kurzweil">Kurzweil</a> and <a href="http://www.dailyblogtips.com/how-the-internet-will-change-the-world/" target="_blank" title="Daily Blog Tips">DailyBlogTips</a>.
<b> </b><br />
<br />
<a href="http://blogs.cisco.com/socialmedia/cisco-social-media-marketing-top-5-social-media-programs-for-2012/attachment/smlc/" rel="attachment wp-att-96357" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img alt="smlc" class="alignright size-full wp-image-96357" height="168" src="http://blogs.cisco.com/wp-content/uploads/smlc.jpg" width="253" /></a><b>2. Social Media Listening Center - #CiscoListens! </b>Social media listening has been the foundation of our strategy from day one. We launched the first phase of our social media listening center last year – it included 6 LCD screens strapped on our cube walls run on four struggling Dell towers. This past year we took advantage of a building remodel to create a bigger an better social media listening center in our marketing offices – now with nine touch screen LCDs we can visually represent what conversations are happening at any time. We also deployed a six-screen version in our executive briefing center where we can demonstrate to the 10K+ annual visitors how we listen and engage in conversations. Additionally a two-screen kiosk version outside of our executive offices allows our executives to get a quick pulse on market conversations. Lastly, our strategy includes a “pop-up” listening center that we can build for physical events. We deployed a “pop-up” listening center at the London 2012 Olympics and were awarded the <a href="http://groundswelldiscussion.com/groundswell/awards2012/detail.php?id=870" target="_blank" title="2012 Forrester Groundswell Award">2012 Forrester Groundswell Award</a> for best-in-class social media listening.
You can learn more about our social listening efforts <a href="http://blogs.cisco.com/socialmedia/cisco-unveils-social-media-listening-center-showcasing-latest-technology-in-the-executive-briefing-center-ciscolistens/" target="_blank" title="here">here,</a> <a href="http://blogs.cisco.com/socialmedia/new-cisco-social-media-listening-center-ciscolistens/" target="_blank" title="here">here</a> and <a href="http://blogs.cisco.com/socialmedia/smlctour-ebc/" target="_blank" title="here">here</a>!<br />
<br />
<b>3. Social Login on a B2B site!</b> At a big company like Cisco, implementing something like social login across Cisco.com is not an easy feat! But, we did it! Social login (okay, it’s really more of a social fill-in today, but we’re still working on it!) made its debut across all Cisco.com registration pages as of May 2012 and since then we have had tens of thousands of people choose to simplify their registration process through a social login. It’s interesting to note that while we offer Facebook, Twitter, LinkedIn, and Google as OpenID providers Facebook is by far the preferred choice.
<b> </b><br />
<br />
<a href="http://blogs.cisco.com/socialmedia/cisco-social-media-marketing-top-5-social-media-programs-for-2012/attachment/li/" rel="attachment wp-att-96358" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img alt="LI" class="size-full wp-image-96358 alignleft" height="42" src="http://blogs.cisco.com/wp-content/uploads/LI.jpg" width="145" /></a><b>4. LinkedIn Soc</b><b></b><b>ial Ambassador Program – fancy!</b> We did an audit and uncovered 1,400 groups on LinkedIn with the word “Cisco” in the name, but little was known about the activities taking place in those groups. We then conducted an analysis of the groups to determine the best way to optimize our engagement in the groups.
The analysis revealed there were 17 active groups that were lacking a Cisco voice. We then tapped into the <a href="http://blogs.cisco.com/socialmedia/meet-jennifer-halim-the-story-of-a-cisco-social-media-ambassador/" target="_blank" title="Cisco Ambassador Program">Cisco Ambassador Program</a> to match subject matter experts with groups. This program enables Cisco to reach 243,000 group members to:
• Extend the face and voice of Cisco and enable peer-to-peer interaction
• Better enable the sales process through authorized responses to inquiries
• Gather market insights from Cisco followers to share in the social listening process
Since its inception, the program has grown to include over 30 LinkedIn groups. and the number of Cisco Followers on LinkedIn has grown 17% to 314k, with the highest number of new Followers during this pilot timeframe.<br />
<br />
<a href="http://blogs.cisco.com/socialmedia/cisco-social-media-marketing-top-5-social-media-programs-for-2012/attachment/cool/" rel="attachment wp-att-96359" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img alt="cool" class="alignright size-full wp-image-96359" height="91" src="http://blogs.cisco.com/wp-content/uploads/cool.jpg" width="82" /></a> <b>5. Really Cool Pilots!</b> Okay, so this is more than five things because I’m going to talk about a handful of things. Innovation is always top of mind for everyone on my team and we are constantly testing and piloting new concepts, technologies and ideas. Once a pilot can prove its value we start scaling it across the organization. Here are some early results from pilots that haven’t fully scaled yet.
<b> </b><br />
<br />
<b>YouTube Calls to Actions (CTA) </b>– YouTube added the ability to add clickable calls to actions on your videos as of earlier this year. We immediately started testing this with a CTA at the :15 second mark and the end of the video. The first CTA is related to the video, where viewers can learn more, and the second CTA is to subscribe to our YouTube channel. We have tested this on a few hundred videos so far and are seeing an average click-through rates of 5.4%!
<b> </b><br />
<br />
<b>Social Demand Generation</b> – We are just at the infancy of this concept however in an effort to kick things off quickly we deployed a simple no-cost pilot that involved putting a registration form to access gated content on our Facebook page. We then promoted it with social updates on Facebook and Twitter and in just 60-days, we had 1,881 click-throughs to the offer page with a 4% form completion rate! There are a lot more ideas and pilots under development that expand this concept further. For more on this program and other initiatives from this team click <a href="http://blogs.cisco.com/socialmedia/using-research-to-impact-our-social-media-strategy/" target="_blank" title="here">here</a>.<br />
<br />
<b>Listening for Leads</b> – We first ran a "listening for leads" program last year with underwhelming results. We learned from that experience and approached things differently the second time around. We leveraged a new listening process we developed called the "ABCs and 123s". First “Action-Based-Conversations” (ABCs) are identified and tagged -- we used seven categories for tagging such as question, lead, support, etc. Then, we prioritized the conversations and used the 123s to designate the priority for responding. We used this model to identify and route leads to call center agents who nurture and qualify the opportunities, leveraging LivePerson’s Click-to-Chat capability to enable private conversations. We are only 2 weeks into the pilot and nearly two-dozen <unqualified> leads have been identified. You can read more about this pilot <a href="http://blogs.cisco.com/socialmedia/a-social-opportunity-is-knocking-ciscolistens/" target="_blank" title="here">here</a>.<br />
<br />
It’s been a busy year, and this is just a taste of the accomplishments from my team this year. I would like to take this opportunity to thank the members of my team who contributed to this year's success: C<i>harlie Treadwell, Leslie Lau, Leslie Drate, Davythe Dicochea, Roberto Araujo, Andy Grant, Bernadette Koscielniak, Richard Lam, Deanna Belle, Lindsay Hamilton, Michael Hopps, Tim Husband, Albert Qian, Jennifer Roberts, George Metrik and Nancy Rivas.</i> This doesn’t include all the folks across the various teams at Cisco we worked with, but you know who you are and we thank you for your continued partnership!<br />
<br />
Looking forward to more social media innovations in 2013! Happy Holidays!</div>
<div class="blogger-post-footer">Visit the blog that this content comes from http://lasandrabrill.blogspot.com</div>LaSandra Brillhttp://www.blogger.com/profile/09736201493512920902noreply@blogger.com91tag:blogger.com,1999:blog-8448954755651247046.post-69512702674363053782010-12-15T07:26:00.001-08:002010-12-15T07:26:29.580-08:00Cisco Likes Facebook's Like ButtonCisco has gone live with Facebook’s Like button throughout its <a href="http://www.cisco.com/en/US/netsol/ns340/ns394/ns224/index.html" target="_blank" title="Data Center">Data Center</a> product pages and select <a href="http://www.cisco.com/cisco/web/solutions/small_business/index.html" target="_blank" title="Small Business">Small Business</a> product pages. Cisco continues the trend of staying ahead of the curve in utilizing social media technology to better communicate with its customers and partners. The Like button will give Cisco customers and partners an intuitive and elegant way to share content they find valuable.<br />
<div class="mceTemp"><br />
<dl><dt><a href="http://www.cisco.com/en/US/products/ps9402/index.html"><img alt="" class="size-medium wp-image-15547" height="225" src="http://blogs.cisco.com/wp-content/uploads/Slide1-300x225.jpg" width="300" /></a></dt>
</dl></div>Cisco has developed a strategy on how to integrate social media into Cisco.com, leveraging Jeremiah Owyang’s framework, which outlines the <a href="http://www.web-strategist.com/blog/2010/05/19/slides-roadmap-for-integration-of-social-into-your-corporate-website/">evolution of social corporate websites</a>. Today Cisco is proud to announce the rollout of Facebook Like buttons on over 180 product pages on Cisco.com. You will notice them when browsing Cisco’s <a href="http://www.cisco.com/en/US/netsol/ns340/ns394/ns224/products.html">Data Center</a> or <a href="http://www.cisco.com/cisco/web/solutions/small_business/index.html">small business</a> product areas.<br />
<br />
Why Facebook? Cisco has over 685K fans on Facebook across it’s various Facebook pages and it has seen referral traffic from Facebook increase over 50% in the last year. So Cisco’s customers are on Facebook and they are using Facebook to share information – why not make it easier for them to do that? In fact on other Cisco sites where this feature is deployed – <a href="http://www.blogger.com/">Cisco Blogs</a>, <a href="http://newsroom.cisco.com/dlls/index.html">News@Cisco</a> and the <a href="http://home.cisco.com/en-us/telepresence/umi/meet-umi">Cisco Umi site</a> – Facebook quickly became the third biggest traffic referral behind Google and Cisco.com. Similarly other companies are seeing huge traffic gains, <a href="http://mashable.com/2010/05/11/facebook%E2%80%99s-social-plugins-now-on-100000-sites/">The Washington Post has seen its Facebook referral traffic climb 290%</a>, <a href="http://www.lostremote.com/2010/05/03/facebook-referral-traffic-jumping-on-sites-using-new-tools/">ABC News saw an increase of over 250 percent</a> in Facebook referrals and Levi’s, who was an early adopter of this feature saw more than <a href="http://www.insidefacebook.com/2010/04/27/levi%E2%80%99s-uses-new-facebook-plugins-to-reach-potential-jeans-purchasers/">4,000 likes on it’s website in the first week</a>!<br />
<br />
For now this is still just a pilot program at Cisco but if things go well as Cisco suspects, you can expect to see Facebook Like buttons appearing on product pages throughout the site and who knows where next!<br />
<br />
I would like to take this opportunity to recognize and thank the Marketing IT team, the Web and User Experience Team, as well as the Data Center and Small Business website strategists, for working with Social Media Marketing to make this happen!<br />
<br />
So what do you think…do you “like” it?<div class="blogger-post-footer">Visit the blog that this content comes from http://lasandrabrill.blogspot.com</div>LaSandra Brillhttp://www.blogger.com/profile/09736201493512920902noreply@blogger.com13tag:blogger.com,1999:blog-8448954755651247046.post-41983697001686716462010-06-28T23:42:00.000-07:002010-06-29T13:40:40.937-07:00It's All About Video at Cisco - Rap VideoThis is a response video to <a href="http://blogs.cisco.com/news/comments/i_am_the_worlds_most_interesting_intern/">The Coolest Intern at Cisco - Greg</a>, check it out:<br />
<br />
<object style="background-image:url(http://i3.ytimg.com/vi/RI6Mnk3Yaow/hqdefault.jpg)" width="480" height="295"><param name="movie" value="http://www.youtube.com/v/RI6Mnk3Yaow&hl=en_US&fs=1"><param name="allowFullScreen" value="true"><param name="allowscriptaccess" value="always"><embed src="http://www.youtube.com/v/RI6Mnk3Yaow&hl=en_US&fs=1" width="480" height="295" allowScriptAccess="never" allowFullScreen="true" wmode="transparent" type="application/x-shockwave-flash"></embed></object><br />
<br />
Lyric credits to <a href="http://twitter.com/shanadanekari">@ShanaDanekari</a> for spending 3-hours on Friday night getting it just right! =)<br />
<br />
Soundtrack: Puff Daddy - It's All About The Benjamins (Instrumental)<br />
<br />
Uh, oh huh, yeah<br />
It's all about Video baby <br />
uh<br />
It's all about Video baby <br />
<br />
Now, what y'all wanna do?<br />
Wanna be ballers, shot-callers<br />
Speakers -- who be beamin on stage wit the hologram<br />
Or on the TP spitin’ my jam<br />
<br />
Cisco intern, your rap is cool <br />
But don’t forget, you gotta finish school<br />
I be working that 8 to 5 but without the drive<br />
using WebEx, to teleconference live<br />
President of Russia, I haven’t seen <br />
But for me it’s all about Guy Kawasaki…that’s right Guy Kawasaki <br />
<br />
Yeah you know you wanna be like me<br />
<br />
Forget the ThinkPad, move to a Mac <br />
And get an intern that’s got your back<br />
Keep bloggin’ and tweetin’ and you will see<br />
You’ll fit right in, to the Cisco family<br />
Social Media Marketing is where it’s at<br />
Yeah, you know, we got it like that<br />
Like your ergonomic desk chair, well make it yours<br />
Stay with Cisco and there’s nothing but doors<br />
Doors of opportunity <br />
social network wizardry<br />
tons of creativity<br />
Get a fatty paycheck, stocks and all<br />
So come on...step up to the plate and take the ball<br />
<br />
Yeah…You down with the Cisco crew? <br />
<br />
It's all about Video baby <br />
It's all about Video baby<div class="blogger-post-footer">Visit the blog that this content comes from http://lasandrabrill.blogspot.com</div>LaSandra Brillhttp://www.blogger.com/profile/09736201493512920902noreply@blogger.com6tag:blogger.com,1999:blog-8448954755651247046.post-34813298954040619102010-06-07T20:14:00.000-07:002010-06-07T20:14:27.564-07:00Ghetto Technographics<!--StartFragment--><span style="font-size: x-small;"><span style="font-family: Arial;"><span style="font-size: 10pt;">Sure, you can get your <a href="http://www.forrester.com/Groundswell/profile_tool.html">Technographics</a> Marketing Research from some firm like Forrester, or you can take that budget and bring a bunch of non-techy friends to the beach <a href="http://www.businessinsider.com/this-just-in-from-the-normals-2010-6">like Nicholas Carlson</a> in this hilarious piece from SAI. My favorite of his invaluable market research from this focus group of “normals”:<br />
</span></span></span><br />
<ul><li><span style="font-size: x-small;"><span style="font-family: Arial;"><span style="font-size: 10pt;">Groupon is absolutely the greatest thing ever. Normals ask each other all the time if others have heard about Groupon and the amazing deals it provides – at restaurants, at gyms, and golf courses. Living Social is great too, and even a perhaps a little bit more upscale.</span></span></span></li>
<li><span style="font-size: x-small;"><span style="font-family: Arial;"><span style="font-size: 10pt;">Twitter, which used to be just a weird thing, is now recognized as having some value for people obsessed with the news, narcissists, and the overly-plugged-in, but no, it's still not for me, thank you. </span></span></span><span style="font-family: Calibri,Verdana,Helvetica,Arial;"><span style="font-size: 11pt;"> </span></span></li>
</ul><span style="font-size: x-small;"><span style="font-family: Arial;"><span style="font-size: 10pt;">Although most marketers know the cardinal rule of not mistaking the market’s impression for yours, most marketers are still expected to have a “nose” for sniffing out what their demographic is looking for. The danger comes from being trapped in the “echo chamber” of a social network that both affirms and perpetuates one’s own perspective. For example, now that I can build virtual social networks in several domains that quite literally care about all the things I care about, it’s reducing any exposure I have to people who don’t think the same way I do. For a marketer whose demographic is literally everybody in the world, this is less than optimal. I’ve found close friends and family to be a refreshing exception, but that’s not nearly enough. I’m interested to hear how other marketers are dealing with this or even whether its considered a problem. Are you concerned at all that your reliance on “birds of a feather” social networks are insulating you from broader market perspectives?<br />
<br />
<br />
</span></span></span> <br />
<!--EndFragment--><div class="blogger-post-footer">Visit the blog that this content comes from http://lasandrabrill.blogspot.com</div>LaSandra Brillhttp://www.blogger.com/profile/09736201493512920902noreply@blogger.com5tag:blogger.com,1999:blog-8448954755651247046.post-5336107823330634032010-05-20T20:14:00.000-07:002010-05-20T20:33:08.396-07:00Don't Listen to Seth Godin - Keep Talking!<a href="http://nedgrace.files.wordpress.com/2009/06/sethgodin.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="320" src="http://nedgrace.files.wordpress.com/2009/06/sethgodin.jpg" width="232" /></a>Seth Godin is one of the most influential marketers of our time. He’s also one of the most prolific bloggers and is known for writing posts that become critically acclaimed marketing books. Today’s post is a bold proclamation of “marketers should do this or they’ll die.” I don’t know about you, but I love stuff like that.<br />
<br />
Here’s what he has to <a href="http://sethgodin.typepad.com/seths_blog/2010/05/good-at-talking-vs-good-at-doing.html?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+typepad%2Fsethsmainblog+%28Seth%27s+Blog%29">say about it</a>:<br />
<blockquote>Good at talking vs. good at doing. This is the chasm of the new marketing. The marketing department used to be in charge of talking. Ads are talking. Flyers are talking. Billboards are talking. Trade shows are talking. Now, of course, marketing can't talk so much, because people can't be easily forced to listen. So the only option is to be in charge of doing. Which means the product, the service, the interaction, the effluent and other detritus left behind when you're done. If you're in marketing and you're not in charge of the doing, you're not going to be able to do your job.</blockquote>I have an issue with this, mainly because it seems to fly in the face of A LOT of conventional, (and contemporary), wisdom. We live in an age where there is, literally, more information available on anything we want to learn about than we could ever consume, and marketers who’ve published that information measure it not only by its effect on the listener, but by its effect on the listener’s social network. Seth’s argument seems to be that because traditional marketing output; static, corporate marketing messaging; is no longer as relevant, then marketing messaging is no longer effective.<br />
<br />
I agree with the first part, not with the second.<br />
<br />
Yes, static, corporate marketing messaging is no longer as effective as it once was. The conversation is moving too fast and the customers have too many choices for a business to rely on “one message fits all”. But that doesn’t mean that messaging or branding, on its own merit, isn’t critical. It’s now even more critical. Marketers can no longer be satisfied with building one message and seeing how it plays. We have to build 10x more information assets, consumable in every way that it can be built up or broken down into parts depending on what’s needed to satisfy each individual customer. Marketing can no longer survive on producing sculpted, iconic, messaging vehicles that are designed to last for 6-18 months. We need building blocks of infographics and 300 word narrative and case studies and business analysis reports, videos and tweets that we can repackage and deploy depending on the appetite and education level of the consumer. Its no longer good enough for marketers to be content producers, we all have to be content strategists.<br />
<br />
“Saying stuff” isn’t less effective in the information age where every beautiful graphic or insightful remark by a satisfied (or dissatisfied) customer has the chance to go viral; rather it’s more important than ever before. Different? Definitely. Less relevant? Absolutely not. As Seth has said previously, marketing is the conversation. Your new marketing department won’t be made up of billboard artists, but experts in the practice of steering and adding to the conversation that moves your product.<br />
<br />
There’s a conversation happening out there. We need to be part of it. Can’t do that by not talking.<div class="blogger-post-footer">Visit the blog that this content comes from http://lasandrabrill.blogspot.com</div>LaSandra Brillhttp://www.blogger.com/profile/09736201493512920902noreply@blogger.com9tag:blogger.com,1999:blog-8448954755651247046.post-27006682924075892462010-05-19T22:05:00.001-07:002010-05-19T22:06:35.257-07:00Which Companies Are The Most Social?<div class="separator" style="clear: both; text-align: left;"><a href="http://www.flowtown.com/blog/wp-content/uploads/2010/05/socialcompanies-fr3.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="640" src="http://www.flowtown.com/blog/wp-content/uploads/2010/05/socialcompanies-fr3.png" width="400" /></a></div><div class="blogger-post-footer">Visit the blog that this content comes from http://lasandrabrill.blogspot.com</div>LaSandra Brillhttp://www.blogger.com/profile/09736201493512920902noreply@blogger.com9tag:blogger.com,1999:blog-8448954755651247046.post-83739509446454046332010-05-14T11:10:00.000-07:002010-05-14T11:10:48.254-07:00Cisco, Comcast & Virgin America Share How Facebook And Twitter Are Changing Business ModelsWhile at SMASH Summit, <a href="http://techcrunch.com/author/evelynrusli/">Evelyn Rusli</a> from TechCrunch did a <a href="http://techcrunch.com/2010/05/13/how-facebook-and-twitter-are-changing-business-models-shaping-brand-identity-video/">interview</a> with, Frank Eliason from Comcast and Bowen Payson, Virgin America about how Facebook And Twitter Are Changing Business Models, Shaping Brand Identity. Check it out:<br />
<br />
<br />
<object classid="clsid:D27CDB6E-AE6D-11cf-96B8-444553540000" codebase="http://download.macromedia.com/pub/shockwave/cabs/flash/swflash.cab#version=9,0,47,0" height="297" id="flashObj" width="480"><param name="movie" value="http://c.brightcove.com/services/viewer/federated_f9/63890987001?isVid=1&isUI=1" /><param name="bgcolor" value="#FFFFFF" /><param name="flashVars" value="videoId=85332892001&linkBaseURL=http%3A%2F%2Ftechcrunch.com%2F2010%2F05%2F13%2Fhow-facebook-and-twitter-are-changing-business-models-shaping-brand-identity-video%2F&playerID=63890987001&domain=embed&dynamicStreaming=true" /><param name="base" value="http://admin.brightcove.com" /><param name="seamlesstabbing" value="false" /><param name="allowFullScreen" value="true" /><param name="swLiveConnect" value="true" /><param name="allowScriptAccess" value="always" /><embed src="http://c.brightcove.com/services/viewer/federated_f9/63890987001?isVid=1&isUI=1" bgcolor="#FFFFFF" flashVars="videoId=85332892001&linkBaseURL=http%3A%2F%2Ftechcrunch.com%2F2010%2F05%2F13%2Fhow-facebook-and-twitter-are-changing-business-models-shaping-brand-identity-video%2F&playerID=63890987001&&domain=embed&dynamicStreaming=true" base="http://admin.brightcove.com" name="flashObj" width="480" height="297" seamlesstabbing="false" type="application/x-shockwave-flash" allowFullScreen="true" allowScriptAccess="always" swLiveConnect="true" pluginspage="http://www.macromedia.com/shockwave/download/index.cgi?P1_Prod_Version=ShockwaveFlash"></embed></object><div class="blogger-post-footer">Visit the blog that this content comes from http://lasandrabrill.blogspot.com</div>LaSandra Brillhttp://www.blogger.com/profile/09736201493512920902noreply@blogger.com4tag:blogger.com,1999:blog-8448954755651247046.post-61089550443031214072010-04-29T21:00:00.000-07:002010-04-30T21:15:03.405-07:00Avoiding Social Media TMIIt’s a strange thing to tell people that my job literally requires me to check and update Facebook. At a time when Facebook updating is becoming a <a href="http://mashable.com/2009/10/26/social-media-productivity-cost/">workforce interruption</a> on par with the <a href="http://www.foxnews.com/sports/2010/03/15/march-madness-work-raises-questions-priorities-productivity/">NCAA tournament</a>, how are marketers supposed to draw the line between what we should be doing on our social networks and what’s personal use?<br />
<br />
<div class="separator" style="clear: both; text-align: center;"><a href="http://farm1.static.flickr.com/37/120762493_7abb77d8cb_o.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="240" src="http://farm1.static.flickr.com/37/120762493_7abb77d8cb_o.jpg" width="320" /></a></div><span style="font-size: x-small;"><span style="font-family: Arial;"><span style="font-size: 11pt;">Or maybe a better question is: do marketers who use their social media networks for their job still have a “personal use” option? For all intents and purposes, the answer to this is probably no. Authenticity is fast becoming a requirement for having influence in social networking. That means that They get to know who you are. In some cases, that means they also get to see the pictures of you passed out on someone’s lawn at Mardi Gras. </span></span></span>c'est la vie.,<span style="font-size: x-small;"><span style="font-family: Arial;"><span style="font-size: 11pt;">.<br />
<br />
What that doesn’t mean is that we have to lose all perspective of professionalism. There are lots of ways to express yourself through your network without compromising the carefully cultivated image you’ve sunk years of blood sweat and tears into. More than anything else, this seems to require some understanding of why you publish on Facebook, your blog, twitter, whatever – and who your audience is. What’s the point of what you’re saying? Are you adding value to a business conversation that never ends with a new perspective? What does your social media network expect of you? What are they willing to accept from your opinion? Are they expecting you to give them a play by play of your day? Do they need to know about your relationship status?<br />
<br />
Most of the people I’m connected to share valuable insights about what they’re working on or ideas on how to make our work a little better. Sometimes I’ll connect to somebody who has a fresh or witty perspective. This is basically what I expect of them, and in turn probably what they expect of me. The danger seems to come from overstepping those boundaries.<br />
<br />
The best rule of thumb I’ve heard in respect to social media publishing guidelines is the company party rule. If you were at a business mixer, what would you bring to the conversation? What wouldn’t you bring? <br />
<br />
Most importantly, what would be considered “oversharing” or uncomfortable? If you answered with, “not a damn thing”, then you might just be <a href="http://www.huffingtonpost.com/2010/04/29/worst-twitter-tmi-the-mos_n_556057.html">John Mayer</a>.</span></span></span><div class="blogger-post-footer">Visit the blog that this content comes from http://lasandrabrill.blogspot.com</div>LaSandra Brillhttp://www.blogger.com/profile/09736201493512920902noreply@blogger.com4tag:blogger.com,1999:blog-8448954755651247046.post-83585332575032927992010-04-20T20:25:00.000-07:002010-04-20T20:25:50.392-07:00Cool Social Media SurveyThe Social Media Examiner just released a new report: <a href="http://www.socialmediaexaminer.com/social-media-marketing-industry-report-2010/#more-3054">2010 Social Media Marketing Industry Report</a><span style="color: blue;"><u><a href="http://www.socialmediaexaminer.com/social-media-marketing-industry-report-2010/#more-3054"></a></u></span> that covers how marketers are using social media to grow their business. Here are some of the highlights that stuck out for me:<br />
<ul><li>The top benefits of social media marketing: The number-one advantage of social media marketing (by a long shot) is generating exposure for the business, indicated by 85% of all marketers, followed by increasing traffic (63%) and building new business partnerships (56%).</li>
<li>Twitter, Facebook, LinkedIn and blogs were the top four social media tools used by marketers, respectively. (for Cisco I would move Blogs after Twitter)</li>
<li>Only 14% of businesses are outsourcing any aspect of their social media marketing. (I’d say about 14% of groups within Cisco are outsourcing some component of their social media marketing so that’s consistent with what I’m seeing)</li>
<li>56% of marketers are using social media for 6 hours or more each week and 30% for 11 or more hours weekly<span style="font-family: Calibri,Verdana,Helvetica,Arial;"><span style="font-size: 11pt;"> </span></span></li>
<li>Those who've been using social media for years picked Video/YouTube as the top area in which they will be increasing their efforts, with 81%</li>
</ul><div class="blogger-post-footer">Visit the blog that this content comes from http://lasandrabrill.blogspot.com</div>LaSandra Brillhttp://www.blogger.com/profile/09736201493512920902noreply@blogger.com3tag:blogger.com,1999:blog-8448954755651247046.post-69495109017830369462010-04-19T17:22:00.000-07:002010-04-19T17:22:03.763-07:00The Backstory of the B2B Magazine Integrated Social Media Award WinnerCisco was awarded the <a href="http://www.btobonline.com/apps/pbcs.dll/article?AID=/20100412/FREE/100419995">Integrated Social Media Marketing Award</a> by B2B Magazine for the creative development and marketing of the Cisco myPlanNet game. Cisco is now in the running for the people’s choice award so please <a href="http://bit.ly/9s2iAZ">vote for us</a>.<br />
<div id="__ss_2569697" style="width: 425px;"><b style="display: block; margin: 12px 0pt 4px;"><a href="http://www.slideshare.net/petra1400/case-study-birth-of-and-key-takeaways-from-the-development-of-cisco-my-plan-net" title="Case Study: Birth of and Key Takeaways from the Development of Cisco MyPlanNet">Case Study: Birth of and Key Takeaways from the Development of Cisco MyPlanNet</a></b><object height="355" width="425"><param name="movie" value="http://static.slidesharecdn.com/swf/ssplayer2.swf?doc=casestudy-birthofandkeytakeawaysfromthedevelopmentofciscomyplannet-091123193339-phpapp02&stripped_title=case-study-birth-of-and-key-takeaways-from-the-development-of-cisco-my-plan-net" /><param name="allowFullScreen" value="true"/><param name="allowScriptAccess" value="always"/><embed src="http://static.slidesharecdn.com/swf/ssplayer2.swf?doc=casestudy-birthofandkeytakeawaysfromthedevelopmentofciscomyplannet-091123193339-phpapp02&stripped_title=case-study-birth-of-and-key-takeaways-from-the-development-of-cisco-my-plan-net" type="application/x-shockwave-flash" allowscriptaccess="always" allowfullscreen="true" width="425" height="355"></embed></object><br />
<div style="padding: 5px 0pt 12px;">View more <a href="http://www.slideshare.net/">presentations</a> from <a href="http://www.slideshare.net/petra1400">Petra Neiger</a>.</div></div>I am fortunate enough to work with the mastermind behind this great work – <a href="http://www.linkedin.com/in/petra1400">Petra Neiger</a> and was able to interview her for some behind-the-scenes info on what was involved to pull this off. Here’s the transcript:<br />
<b><br />
</b><br />
<b>First tell us a little bit about what myPlanNet is and what you were trying to do? </b><br />
<blockquote>Cisco myPlanNet is a simulation “edugame” that puts the player in the shoes of a service provider president. You can experience life as a wireline carrier, cable or mobile operator, and pick a level of difficulty and the Internet era you want to start in. From there, your challenge is to manage your business, transform your community, and guide residential and business customers into the medianet era. As you go through the game, you will need to make decisions every step of the way and every decision you make will impact your balance sheet, operations, and customer satisfaction.</blockquote><b>What was the objective you were trying to solve that led you to creating the MyPlanNet game? </b><br />
<blockquote>The key words here are engaging, educational and fun. The idea was to connect with our customers and network aficionados in an interactive and fun way, and allow them to experience the effects that Cisco's broad portfolio has on people’s lives. This game helps people explore how the different pieces fit together and the role Cisco has played in the evolution of the Internet over the past 25 years.</blockquote><b>I’ve taken a look at the game and played it, the engineering behind it looks pretty complex. What was the process to develop it?</b><br />
<blockquote>It took us 13 months to develop. We were a small team who did this project on top of our day jobs. On a high level, the process included project scoping, game architecture design, content design and creation, graphics and UE design and creation, testing, legal clearances, database creation and integration, testing, web page development, testing, marketing asset development…and did I mention testing? We tested the game many times and at every juncture to make sure all the pieces work well together and I can’t emphasize how important testing is. The other thing I want to stress is the importance of project scoping. Do spend the time to make sure you have all the details and information outlined and how one thing will lead into another. The more planning you do upfront, the easier it will be to go through the project and it will also help you stay focused. Not to mention, it will help monitor how you’re doing on budget. </blockquote><blockquote>If you’re interested in the detailed steps of game development, please see the embedded slides embedded above or check out the <a href="http://www.slideshare.net/petra1400/case-study-birth-of-and-key-takeaways-from-the-development-of-cisco-my-plan-net%20%20">presentation here</a>. </blockquote><b>Focusing on the social media aspects, what did you do to promote the game and what worked or didn’t work? </b><br />
<blockquote>When we first introduced this game in October 2009, we coupled social media with traditional media, such as banners, emails, Cisco newsletters and trade show demos. Our social media efforts were additive. After about 6 or so weeks, we pulled back on traditional media and social media moved into the driver seat. From day one, social media marketing has been used to increase awareness, and drive game downloads and interaction. Our social media strategy follows a continuous learning model based on these pillars: listen, share, engage, integrate, measure/analyze, improve.<br />
<br />
We used a variety of different tools:<br />
<br />
1. The landing page contains web 2.0 components such as the bookmark and share widget and live feeds from the JIVE support page.<br />
2. We are using JIVE for online game support.<br />
3. We shared news, tidbits, assets, etc via blogs, tweets, Facebook cross links, ads, Facebook fan page, social bookmarking, video syndication, RSS and discussion forums<br />
4. We have promoted myPlanNet either as a standalone item or as part of a bigger initiative, such as Cisco Learning Network/Network Academy, the US broadband stimulus program, Consumer Electronics (CES) trade show, or Cisco’s 25th anniversary. <br />
5. We are engaging with users via feedback solicitation, offering discussion forums for people to interact with other players as well Cisco technology experts, and are actively updating our fan page with socially competitive mini-games and other information.<br />
6. In addition to the Cisco accounts, our small team also used our own personal accounts and personal relationships to help get the word out. </blockquote><blockquote>What worked well, top of my head…: <br />
1. The campaign was fully integrated between traditional and social media as well within social media. This means that we had “one voice” in all of our communication channels and our messages were consistent. We had a clear call to action and made our content available in a variety of different ways. This helped increase our chances of getting noticed.<br />
2. Our efforts caught the press’ attention and generated several articles and blog posts. Not only did these articles help raise awareness of the game, but we were also able to leverage these third-party postings (e.g., retweet, social bookmark, etc) to further promote Cisco myPlanNet. <br />
3. Our Facebook ad drove a lot of people to our Facebook fan page.<br />
4. The reaction to the “socially competitive mini games” on Facebook has been very positive. <br />
Where we were challenged:<br />
1. The team that developed this game was small. The team who were responsible for promoting this game was much smaller. Resources were definitely a challenge. It’s not just about getting the message out but it’s also about monitoring the responses or posts that come in, and then addressing them as needed on an on-going basis. <br />
2. The question of JIVE platform vs. Facebook fan page. We monitored both of them for the first few weeks to see how people were using each and what type of audiences went where. What we found was that JIVE was more suited for online technical help. Even today, people tend to read more on this page than post. On the other hand, our Facebook fans use the “Like” and “Comment” functions quite generously but do so on more casual, light-hearted topics. We also faced some platform challenges in the beginning but we worked around them. </blockquote><blockquote>If you’d like, take a look at some public slides from our <a href="http://www.slideshare.net/petra1400/case-study-innovative-fun-marketing-tool-gotomarket-strategy%20">detailed go-to-market communication plan</a>. </blockquote><b>What were the results of this campaign? </b><br />
<blockquote>As of 04/13, we had over 115,000 hits to the game landing page, about 33,000 downloads, about 130 countries and over 2,500 institutions participating, and now have over 48,000 Facebook fans. While these numbers look good, it is also important to note the additional exposure Cisco myPlanNet has received in the form of blog and press mentions by the Washington Post, San Francisco Chronicle, Broadband Census, Network World, and Computer World to name a few. Tom Grant, Ph.D., a Senior Analyst at Forrester did a podcast on Cisco myPlanNet with Stephen Liu, Chief Architect and me. </blockquote><b>What lessons did you learn from this experience? Is there anything you would do different?</b><br />
<blockquote>I would categorize my answers in 2 buckets: development-related and marketing-related learnings. My presentation on the “Birth and Key Takeaways from the Development of Cisco myPlanNet” highlights some things we’d like to do differently next time.<br />
From a social media marketing perspective, I think these were the key takeaways: </blockquote><blockquote>1. Experiment, listen and choose your action: don’t be afraid to experiment with a post, mini game, etc., watch people’s reaction and address as or if needed. <br />
2. Balance between engineered and organic content: have some seed content ready to go but at the same time, let the conversation naturally unfold. Monitor what people say but give them the freedom to comment. If your engineered topic doesn’t catch on, don’t force it. <br />
3. Don’t take things personally: there will be people who may not like what you do and that’s ok. Don’t get on the defensive. <br />
4. Social media doesn’t go away: once you’re in social media, you are in social media. So make sure that people on your team continue to monitor and stay engaged with your fans, discussion forum participants, etc. I think many organizations don’t quite realize how much time and effort it really takes to nurture your social media engagements. It’s more than writing a blog or sending a tweet. Often times, we are required to move from one thing to the next very quickly and get too busy to keep the “old” things moving along as we start working on the “new” ones. If social media is specific to a campaign and is not intended for on-going use, plan for an exit strategy at the beginning of your program. <br />
5. Align your marketing objectives to the requirements, limitations and opportunities presented by the tool you’re looking to market: wow, this is a mouthful. But basically, what it means is that everything needs to be connected and make sense. In our case, we would have loved to do a big contest with lots of prizes et al. But, we had certain requirements and limitations that prevented us from being able to do so. It certainly would have helped with word-of-mouth advertising much sooner and faster but it was not a possibility. So we tried other avenues to achieve the same goals. <br />
6. Be patient: social media doesn’t happen overnight. You need to put the time and effort into it to get results. <br />
<br />
If you are interested in seeing some more ideas about how to use social media in support of your overall marketing campaign, feel free to visit my presentation “<a href="http://www.slideshare.net/petra1400/framework-social-media-in-support-of-overall-marketing-communications-3005687">Framework: Social Media As Part of Your Overall Communication Strategy</a>”. </blockquote><br />
If you think this case study is as awesome as I do, please <a href="http://bit.ly/9s2iAZ">cast your vote</a> so Cisco can win the people’s choice award!<div class="blogger-post-footer">Visit the blog that this content comes from http://lasandrabrill.blogspot.com</div>LaSandra Brillhttp://www.blogger.com/profile/09736201493512920902noreply@blogger.com1tag:blogger.com,1999:blog-8448954755651247046.post-46412525937465561132010-04-16T16:51:00.000-07:002010-04-16T16:51:41.772-07:00Friday Fun: My Collection of Social Media InfographicsStorytelling is becoming increasingly important as I continue to evangelize social media at Cisco. And like most corporations we use PowerPoint to tell that story. I’ve been working on some fancy PowerPoint’s lately and have been searching for the right graphics to help tell that story. Which has lead me to this collection of great social media infographics: <br />
<div style="width:425px" id="__ss_3752611"><strong style="display:block;margin:12px 0 4px"><a href="http://www.slideshare.net/lasandra5/collection-of-social-media-infographics" title="Collection of Social Media Infographics">Collection of Social Media Infographics</a></strong><object width="425" height="355"><param name="movie" value="http://static.slidesharecdn.com/swf/ssplayer2.swf?doc=sminfographics-100416184006-phpapp02&stripped_title=collection-of-social-media-infographics" /><param name="allowFullScreen" value="true"/><param name="allowScriptAccess" value="always"/><embed src="http://static.slidesharecdn.com/swf/ssplayer2.swf?doc=sminfographics-100416184006-phpapp02&stripped_title=collection-of-social-media-infographics" type="application/x-shockwave-flash" allowscriptaccess="always" allowfullscreen="true" width="425" height="355"></embed></object><div style="padding:5px 0 12px">View more <a href="http://www.slideshare.net/">presentations</a> from <a href="http://www.slideshare.net/lasandra5">LaSandra Brill</a>.</div></div>Sources: <br />
<ul><li><a href="http://www.webdoctus.com/2010/01/25-mind-blowing-social-media-infographics/">25 Mind Blowing Social Media Infographics aggregated by WebDoctus</a> </li>
<li><a href="http://designreviver.com/tips/understanding-the-power-of-social-media-with-infographics/" rel="bookmark" title="Permanent Link to Understanding the Power of Social Media with Infographics">Understanding the Power of Social Media with Infographics aggregated by Design Reviver</a></li>
<li><a href="http://www.slideshare.net/Unwired/social-media-infographics">Social Media Infographics aggregated by Oscar Berg</a></li>
</ul><br />
If you have any cool, new infographics to share, by all means – share!<div class="blogger-post-footer">Visit the blog that this content comes from http://lasandrabrill.blogspot.com</div>LaSandra Brillhttp://www.blogger.com/profile/09736201493512920902noreply@blogger.com2tag:blogger.com,1999:blog-8448954755651247046.post-31554021692786795992010-04-15T22:48:00.000-07:002010-04-15T22:51:41.996-07:00Social Media Cross TrainingOne of the great things about social media is that it’s allowing marketers to take <br />
<a href="http://farm3.static.flickr.com/2556/4186679237_b401534573.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="213" src="http://farm3.static.flickr.com/2556/4186679237_b401534573.jpg" width="320" /></a><span style="font-size: x-small;"><span style="font-family: Arial;"><span style="font-size: 10pt;">on more of a role traditionally held by salespeople: communicating directly with customers and partners, creating dynamic and timely content, and speaking in a much less formal voice.<br />
<br />
Unfortunately, this isn’t what all marketers signed up for. It’s one thing to sit comfortably behind a PowerPoint deck that will be used by a professional salesperson whose had a lifetime to cultivate presentation skills, its another thing to walk in their shoes.<br />
<br />
It would be a mistake to overstate the differences between salespeople and marketers. After all, we’re focused on many of the same things and our books are right next to each other at Borders. But its also a mistake to ignore the fact that as social media is bringing both groups much closer together, its also presenting challenges in the way of forcing people to use skill sets that are, to say the least, a little rough around the edges.<br />
<br />
For every salesperson who is very comfortable blogging a couple times a week and building virtual communities in Facebook, there are others who’ve made a career out of networking and presentation skills and find the idea of constant, structured publishing daunting.<br />
<br />
On the other side of the table there are marketers that have spent their whole careers building adcopy from the abstract and are now being asked to communicate directly and, in some cases persuasively, with customers and partners using a language they might not be familiar with.<br />
<br />
The answer here of course is a new kind of cross-training. </span></span></span><span style="font-size: x-small;"><span style="font-family: Arial;"><span style="font-size: 10pt;">We’ll find that it won’t be sufficient to teach blogging to sales people or witty tweeting to marketers, but rather necessary to encourage bi-directional training from the two groups of people who make their living on different sides of the same coin. Sales and marketing departments will need to build a Freaky Friday curriculum that leaves both groups more prepared for tackling Go To Market 2.0.</span></span></span> <br />
<span style="font-size: x-small;"><span style="font-family: Arial;"><span style="font-size: 10pt;"> <br />
Image Credit: <a href="http://www.flickr.com/photos/mediaflex/4186679237/">Josh Janssen</a></span></span></span><div class="blogger-post-footer">Visit the blog that this content comes from http://lasandrabrill.blogspot.com</div>LaSandra Brillhttp://www.blogger.com/profile/09736201493512920902noreply@blogger.com1tag:blogger.com,1999:blog-8448954755651247046.post-21090314231632858122010-04-09T15:01:00.000-07:002010-04-09T15:01:37.198-07:00Funny Friday: Politician Canned Over Terrible Tweets<!--StartFragment--><span style="font-size: x-small;"><span style="font-family: Arial;"><span style="font-size: 10pt;">Ever wonder what politicians are like when nobody’s looking? Thanks to Stuart MacLennan, former Labour parliamentary candidate in the UK, we have an idea. I’m sure not all politicians are this entertaining once the cameras are off, but a girl can dream. Let’s hope those of us responsible for advocating social media adoption at our own companies remember to cite this as a great example of “insufficient filtering”.<br />
<br />
(Tweets are NSFW, follow <a href="http://www.fastcompany.com/1611657/twitter-feed-causes-first-casualty-of-uk-election">link here</a> at your own risk </span></span><span style="font-size: 10pt;"><span style="font-family: Wingdings;">=) </span><span style="font-family: Arial;">) </span></span></span> <!--EndFragment--><div class="blogger-post-footer">Visit the blog that this content comes from http://lasandrabrill.blogspot.com</div>LaSandra Brillhttp://www.blogger.com/profile/09736201493512920902noreply@blogger.com0tag:blogger.com,1999:blog-8448954755651247046.post-15130009372826417482010-04-08T14:48:00.000-07:002010-04-08T15:49:20.464-07:00The Evolution of Crowdsourcing (and how my husband roped me into watching a basketball game last night between two teams I’m not even remotely familiar with)<div style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;">Yesterday, an interesting thing happened on the internet. As <a href="http://sports.yahoo.com/nba/blog/ball_dont_lie/post/Jared-Dudley-knows-how-to-stop-Manu-Ginobili-md?urn=nba,232914">reported today</a> by Trey Kerby from Yahoo (courtesy of previously mentioned husband):</span><br />
</div><blockquote><div style="font-family: Arial,Helvetica,sans-serif;"><span style="font-size: small;">“. . . going in to the Phoenix Suns' matchup with Ginobili and the Spurs, Jared Dudley knew he had to do something. Somehow, he needed to shut down this scoring machine. Desperate times call for desperate measures, so Dudley did what we all do when we need answers — he took to Twitter.”</span></div></blockquote><span style="font-family: Arial;"><span style="font-size: 11pt;"> <br />
</span><span style="font-size: x-small;"><span style="font-size: 10pt;">Jared Dudley <i>crowdsourced</i> his strategy against another player for a professional basketball game? That has to be a first, right? Check out the tweets and the following results (again from Kerby):<br />
</span></span></span><br />
<div class="separator" style="clear: both; text-align: center;"><span style="font-family: Arial;"><span style="font-size: x-small;"><span style="font-size: 10pt;"><a href="http://a323.yahoofs.com/ymg/ept_sports_nba_experts__49/ept_sports_nba_experts-451554988-1270732311.jpg?ymYo28CDOOyjfbzp" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="180" src="http://a323.yahoofs.com/ymg/ept_sports_nba_experts__49/ept_sports_nba_experts-451554988-1270732311.jpg?ymYo28CDOOyjfbzp" width="320" /></a><a href="http://a323.yahoofs.com/ymg/ept_sports_nba_experts__49/ept_sports_nba_experts-31712009-1270732356.jpg?ymEp28CDMHPlDTmE" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="174" src="http://a323.yahoofs.com/ymg/ept_sports_nba_experts__49/ept_sports_nba_experts-31712009-1270732356.jpg?ymEp28CDMHPlDTmE" width="320" /></a></span></span></span></div><blockquote><span style="font-family: Arial;"><span style="font-size: x-small;"><span style="font-size: 10pt;"><span style="font-size: x-small;"><span style="font-family: Arial;"><span style="font-size: 10pt;"> “Amazingly, it worked. Ginobili scored only 10 points on 5-14 shooting, made no three-pointers, and had two turnovers in the Spurs loss. It was his worst game in a month and third lowest scoring output since the All-Star break.” </span></span></span></span></span></span></blockquote><span style="font-family: Arial;"><span style="font-size: x-small;"><span style="font-size: 10pt;"><span style="font-size: x-small;"><span style="font-size: 11pt;"> </span><span style="font-size: x-small;"><span style="font-size: 10pt;">Amazingly is definitely the right word - </span></span></span></span></span></span><span style="font-family: Arial;"><span style="font-size: x-small;"><span style="font-size: 10pt;"><span style="font-size: x-small;"><span style="font-family: Arial;"><span style="font-size: 10pt;">even I know enough to say that's good!</span></span></span></span></span></span><span style="font-family: Arial;"><span style="font-size: x-small;"><span style="font-size: 10pt;"><span style="font-size: x-small;"><span style="font-size: x-small;"><span style="font-size: 10pt;"> Kerby goes on to share his hopes for the future of crowdsourcing in his domain:</span></span><span style="font-size: 11pt;"><br />
</span></span></span></span></span><br />
<blockquote><span style="font-family: Arial;"><span style="font-size: x-small;"><span style="font-size: 10pt;"><span style="font-size: x-small;"><span style="font-size: x-small;"><span style="font-size: 10pt;">“Hopefully, crowdsourcing game plans is the next big Twitter craze. I don't know about you, but I anxiously await the day when you can look at Twitter's top trending topics and see "#howtostopLeBron" and "#thisishowyoubeattheNuggets" alongside "#JustinBieberRocks." It's a pipe dream for now, but this is a good first step.</span></span></span></span></span></span></blockquote><span style="font-family: Arial;"><span style="font-size: x-small;"><span style="font-size: 10pt;"><span style="font-size: x-small;"><span style="font-size: 11pt;"> </span><span style="font-size: x-small;"><span style="font-size: 10pt;">Since crowdsourcing’s introduction to the <a href="http://www.blogger.com/www.wired.com/wired/archive/14.06/crowds.html">social media lexicon</a><o%09http: 14.06="" archive="" crowds.html="" wired="" www.wired.com="">, of all the promising Web 2.0 technologies, it has made the least amount of headway into the way humans interact. Social networking sites like Facebook have fundamentally changed the way we socialize with each other. Twitter and blogs have changed the way we get our news and information. Why hasn’t crowdsourcing changed the way we get knowledge and work on collaborative projects? Why does it still feel experimental and not familiar?<br />
<br />
Sure, there have been any number of <a href="http://www.blogger.com/en.wikipedia.org/wiki/List_of_crowdsourcing_projects">successful crowdsourcing projects</a><o%09http: en.wikipedia.org="" list_of_crowdsourcing_projects="" wiki="">, one notably <a href="http://www.blogger.com/blogs.cisco.com/innovation/comments/cisco_i_prize_update_and_some_questions/">where I work</a><o%09http: blogs.cisco.com="" cisco_i_prize_update_and_some_questions="" comments="" innovation="">. But why are they still projects and not just the way stuff is done?<br />
<br />
In the interest of crowdsourcing, I’d love to hear from the crowd on this one.</o%09http:></o%09http:></o%09http:></span></span></span> </span></span></span><div class="blogger-post-footer">Visit the blog that this content comes from http://lasandrabrill.blogspot.com</div>LaSandra Brillhttp://www.blogger.com/profile/09736201493512920902noreply@blogger.com0tag:blogger.com,1999:blog-8448954755651247046.post-18513552785595467332010-04-07T16:48:00.000-07:002010-04-08T14:49:49.390-07:00The State of Social Media<span style="font-size: 85%;"><span style="font-family: Arial;"><span style="font-size: 10pt;">Last weekend we endured the <a href="http://www.businessinsider.com/business-news/apr-3-ipad-2010-4">Hypiest of Big Hype release</a> with the launch of the Apple iPad. A few days in and there’s some talk of drastically overoptimistic <a href="http://www.businessinsider.com/gene-munster-explains-how-he-blew-the-ipad-estimates-2010-4">first day sales estimates</a>, some genuine <a href="http://www.businessinsider.com/many-of-apples-supposed-list-of-ipad-ready-sites-dont-work-on-the-ipad-2010-4">buyer’s remorse</a>, and of course the inevitable <a href="http://www.businessinsider.com/henry-blodget-the-ipad-backlash-begins-after-having-slept-with-her-i-am-having-morning-after-regrets-2010-4">backlash from trendsetters</a> looking for the New Shiny Object.<br />
<br />
The official host of the iPad Honeymoon turned <a href="http://industry.bnet.com/technology/10006788/the-apple-ipad-sales-hangover/">Hangover</a> party is Hewlett Packard, which seems to have a lead on gaining the sought after “<a href="http://www.google.com/search?hl=en&safe=off&client=firefox-a&hs=56v&rlz=1R1GGGL_en___US345&ei=ztu8S7iBDIH-tAPQpPDpBA&sa=X&oi=spell&resnum=0&ct=result&cd=1&ved=0CAsQBSgA&q=ipad+killer&spell=1">iPad killer</a> ” moniker for it’s offering in the space, the iSlate.<br />
<br />
What’s interesting for social media marketers is the anatomy of HP’s campaign to win back some mindshare from the savviest consumer electronics company in history: pure social media. Leaked photographs through Engadget and Gizmodo, and a <a href="http://h20435.www2.hp.com/t5/Voodoo-Blog/HP-s-Slate-Device-Delivers-a-Holistic-Mobile-Experience/ba-p/54735">blog launch</a> you can find on industry blogs but not from HP’s homepage (at the time of this writing), etc.<br />
<br />
This isn’t a huge surprise considering the demographic and <a href="http://www.web-strategist.com/blog/2008/03/21/access-forrester-technographic-data/">technographic</a> HP is targeting but it is somewhat of a milestone. This is the most important product launch HP has had in years and the cornerstone is a video blog? Although we would expect there to be a big budget Old Media campaign to debut later in the year once the iSlate is closer to release, it’s notable that the medium HP chose to highlight its New New Thing is a blog that’s not even two years old.<br />
<br />
One way to spin this is that HP is making a clear case for what they think is most effective at this stage of their campaign. The other is that they’re making a clear case for what they think is not effective. HP didn’t integrate social media elements into an old media campaign. They just went all in.</span></span></span><div class="blogger-post-footer">Visit the blog that this content comes from http://lasandrabrill.blogspot.com</div>LaSandra Brillhttp://www.blogger.com/profile/09736201493512920902noreply@blogger.com3tag:blogger.com,1999:blog-8448954755651247046.post-25524296750860583172010-02-22T15:32:00.000-08:002010-02-22T15:46:09.800-08:00Everybody's doing it, so why don't we?This is a video (courtesy of <a href="http://www.justin.tv/clip/3eb70506c757215d#shareform">justin.tv</a>) of the <a href="http://www.socialmediaclub.org/">Social Media Club</a> panel I was on titled, "Everybody's doing it, so why don't we? The event was moderated by <a href="http://j.mp/jlFp">Jennifer Lindsay</a> and joining me on the panel was <a href="http://www.tinynibbles.com/about">Violet Blue</a>, <a href="http://www.janetfouts.com/">Janet Fouts</a> and <a href="http://twitter.com/TexasGirlErin">Erin Robbins</a>.<br /><br />One of the more interesting topics was around personal vs. business brand where we talk about the recent <a href="http://blogs.forrester.com/groundswell/2010/02/why-our-analysts-blog-at-forrestercom.html">Forrester announcement</a> that prohibits employees from blogging about business outside of their corporate blog. The video clip of this conversation was caught on video by <a href="http://www.britopian.com/2010/02/18/the-intersection-of-personal-and-corporate-brands/">Michael Brito here</a>!<br /><br /><br /><object type="application/x-shockwave-flash" id="clip_embed_player_flash" data="http://www.justin.tv/widgets/clip_embed_player.swf" bgcolor="#000000" height="263" width="320"><param name="movie" value="http://www.justin.tv/widgets/clip_embed_player.swf"><param name="allowScriptAccess" value="always"><param name="allowNetworking" value="all"><param name="allowFullScreen" value="true"><param name="flashvars" value="auto_play=false&start_volume=25&title=Everybody\'s doing it, so why don\'t we?&start_time=1266374568000&end_time=1266381628000&channel=richreader&tip_id=2576039"></object><br /><a href="http://www.justin.tv/richreader#rid=-rid-&s=em" class="trk" style="padding: 2px 0px 4px; display: block; width: 320px; font-weight: normal; font-size: 10px; text-decoration: underline; text-align: center;">Watch live video from richreader on Justin.tv</a><div class="blogger-post-footer">Visit the blog that this content comes from http://lasandrabrill.blogspot.com</div>LaSandra Brillhttp://www.blogger.com/profile/09736201493512920902noreply@blogger.com1tag:blogger.com,1999:blog-8448954755651247046.post-60289707830839684182009-11-24T10:28:00.000-08:002009-11-24T10:29:32.909-08:00Awesome Video on Measuring Social Media ROI<object width="560" height="340"><param name="movie" value="http://www.youtube.com/v/ypmfs3z8esI&hl=en_US&fs=1&"></param><param name="allowFullScreen" value="true"></param><param name="allowscriptaccess" value="always"></param><embed src="http://www.youtube.com/v/ypmfs3z8esI&hl=en_US&fs=1&" type="application/x-shockwave-flash" allowscriptaccess="always" allowfullscreen="true" width="560" height="340"></embed></object><div class="blogger-post-footer">Visit the blog that this content comes from http://lasandrabrill.blogspot.com</div>LaSandra Brillhttp://www.blogger.com/profile/09736201493512920902noreply@blogger.com2tag:blogger.com,1999:blog-8448954755651247046.post-57297216663897888542009-10-12T22:52:00.000-07:002009-10-12T23:00:51.155-07:00The Evolution of a Social Media Marketing in a Product LaunchHere's a presentation that Melissa Mines, Marketing Manager at Cisco and I did with BrighTalk showing how we evolved our social media marketing tactics from the <a href="http://lasandrabrill.blogspot.com/2008/03/leveraging-social-media-and-web-20-in_26.html">Cisco ASR 1000 launch</a> to the the Cisco ASR 9000 launch.<br /><br /><object width="430" height="400"> <param name="movie" value="http://www.brighttalk.com/dc/swf/dotcom_base.swf?212"> </param> <param name="flashvars" value="channelid=43&commid=4039&autoStart=FALSE"> </param> <embed src="http://www.brighttalk.com/dc/swf/dotcom_base.swf?234" type="application/x-shockwave-flash" width="430" height="400" wmode="transparent" flashvars="channelid=43&commid=4039&autoStart=FALSE"> </embed> </object><div class="blogger-post-footer">Visit the blog that this content comes from http://lasandrabrill.blogspot.com</div>LaSandra Brillhttp://www.blogger.com/profile/09736201493512920902noreply@blogger.com9tag:blogger.com,1999:blog-8448954755651247046.post-50531152884632929682009-04-06T13:10:00.001-07:002009-04-06T13:14:46.131-07:00Who has time for Twitter when there's Flutter?<embed src="http://c.brightcove.com/services/viewer/federated_f8/271557392" bgcolor="#FFFFFF" flashVars="videoId=18328570001&playerId=271557392&viewerSecureGatewayURL=https://console.brightcove.com/services/amfgateway&servicesURL=http://services.brightcove.com/services&cdnURL=http://admin.brightcove.com&domain=embed&autoStart=false&" base="http://admin.brightcove.com" name="flashObj" width="430" height="400" seamlesstabbing="false" type="application/x-shockwave-flash" swLiveConnect="true" pluginspage="http://www.macromedia.com/shockwave/download/index.cgi?P1_Prod_Version=ShockwaveFlash"></embed><div class="blogger-post-footer">Visit the blog that this content comes from http://lasandrabrill.blogspot.com</div>LaSandra Brillhttp://www.blogger.com/profile/09736201493512920902noreply@blogger.com6tag:blogger.com,1999:blog-8448954755651247046.post-44875889069301420172009-04-05T21:19:00.000-07:002009-04-05T21:44:07.056-07:00Web 2.0 Expo- Ford Motor Company Case Study<a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiNMm7RvCbcNGS7Vl_s-XjsjiKSxa133qWvxj9S08IcuWt80XFZDGUpGWvwCQMd-MnrzQdg_8zwMN8MkDlqyrsUmjdYHuEN25TInKaiAGq8FcHjGgEaVpk9upWAd4mFETUdd4edQWYrC3c/s1600-h/web2expo_4c.jpg"><img style="margin: 0pt 0pt 10px 10px; float: right; cursor: pointer; width: 200px; height: 98px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiNMm7RvCbcNGS7Vl_s-XjsjiKSxa133qWvxj9S08IcuWt80XFZDGUpGWvwCQMd-MnrzQdg_8zwMN8MkDlqyrsUmjdYHuEN25TInKaiAGq8FcHjGgEaVpk9upWAd4mFETUdd4edQWYrC3c/s200/web2expo_4c.jpg" alt="" id="BLOGGER_PHOTO_ID_5319569298156374674" border="0" /></a><div><span style=";font-family:Arial;font-size:85%;" ><span class="609533000-04042009">The Ford case study was one of the best presentations at the conference. I wish there were more companies sharing their success stories (or failures) of how to actually implement these techniques in an integrated campaign.</span></span></div> <div><span style=";font-family:Arial;font-size:85%;" ><span class="609533000-04042009"></span></span> </div> <div><span style=";font-family:Arial;font-size:85%;" ><span class="609533000-04042009">The presentation was led by <a href="http://www.scottmonty.com/">Scott Monty</a> who manages the social media efforts at Ford and Maggie Fox from Social Media Group who is their social media agency of record. I captured my notes and also embedded the slides from the presentation below.</span></span></div> <div><span style=";font-family:Arial;font-size:85%;" ><span class="609533000-04042009"></span></span> </div> <div><span style=";font-family:Arial;font-size:85%;" ><span class="609533000-04042009"><strong><br />Getting Started</strong></span></span></div> <div><span style=";font-family:Arial;font-size:85%;" ><span class="609533000-04042009">Before jumping into any social conversations they began by doing a SWOT analysis.What they found is not too much different that what I think most people will find. People are talking about them but they weren't leveraging and integrating these people into their communications efforts. </span></span></div> <div><span style=";font-family:Arial;font-size:85%;" ><span class="609533000-04042009"></span></span> </div> <div><span style=";font-family:Arial;font-size:85%;" ><span class="609533000-04042009"><strong><br />The Revolution</strong></span></span></div> <div><span style=";font-family:Arial;font-size:85%;" ><span class="609533000-04042009">So they decided to change that. They revolutionized the way they interacted with bloggers. It started by inviting bloggers, the people who were already talking to them to a traditional media event. The bloggers were integrated into the process and invited to see and test drive new vehicles.</span></span></div> <div><span style=";font-family:Arial;font-size:85%;" ><span class="609533000-04042009"></span></span><span style=";font-family:Arial;font-size:85%;" ><span class="609533000-04042009"></span></span> </div> <div><span style=";font-family:Arial;font-size:85%;" ><span class="609533000-04042009">They continued that relationship online and as Scott puts it, "we wanted to make storytelling easy." They created web-ready content and <a href="http://www.ford.digitalsnippets.com/focus">distributed it through social media press releases</a>.</span></span></div> <div><span style=";font-family:Arial;font-size:85%;" ><span class="609533000-04042009"></span></span> </div> <div><span style=";font-family:Arial;font-size:85%;" ><span class="609533000-04042009">What's important to note is that this does not replace their traditional media efforts nor is it packaged and distributed in the same way. Their <a href="http://lasandrabrill.blogspot.com/2007/06/pr-redux.html">social media releases</a> are not pushed across the wire. Instead it's a pull method of obtaining content, the releases are optimized for search results, uploaded to the Ford website and RSS enabled so that people can subscribe to the content.</span></span></div> <div><span style=";font-family:Arial;font-size:85%;" ><span class="609533000-04042009"></span></span> </div> <div><span style=";font-family:Arial;font-size:85%;" ><span class="609533000-04042009"><strong><br />Challenges</strong></span></span></div> <div><span style=";font-family:Arial;font-size:85%;" ><span class="609533000-04042009">Scott said that overall there weren't really any challenges. I don't think this will be the same case for every company. What's different at Ford? <a href="http://en.wikipedia.org/wiki/Alan_Mulally">Alan Mulally</a>, Ford's CEO. The shift to change their communication style was accepted from the top down. There was a little bit of a legal hurdle to get over since they were opening the access to their content including images and videos to anyone. They agreed to put a <a href="http://en.wikipedia.org/wiki/Creative_Commons">creative commons</a> restriction meaning people are free to use the content, but they must link back to Ford and they cannot use the content for profit. Also all images and files are for web use only and can't be reprinted.</span></span></div> <div><span style=";font-family:Arial;font-size:85%;" ><span class="609533000-04042009"></span></span> </div> <div><span style=";font-family:Arial;font-size:85%;" ><span class="609533000-04042009"><strong><br />Results</strong></span></span></div> <div><span style=";font-family:Arial;font-size:85%;" ><span class="609533000-04042009">More people are talking about Ford, they have received 500 posts since September 2007 and the content of the stories is richer and more inline with the corporate positioning. Some enthusiasts are even embedding the social media releases into their sites as a credible source of Ford news. There are 120 videos posted to <a href="http://www.youtube.com/ford">YouTube</a> which have received over 1.2 million hits.</span></span></div> <div><span style=";font-family:Arial;font-size:85%;" ><span class="609533000-04042009"></span></span> </div> <div><span style=";font-family:Arial;font-size:85%;" ><span class="609533000-04042009"><strong><br />Lessons Learned</strong></span></span></div> <div><span style=";font-family:Arial;font-size:85%;" ><span class="609533000-04042009">Ford realized that in today's world, 'everyone is a publisher' not just the journalists and that digital content needs to be an integrated way of thinking, not just an afterthought. Also when it came to making this happen what really helped them get this approved and accepted internally was to sit down and explain this big scary thing called 'social media.' After education and understanding people's fears about it, it became a non-issue. People are only afraid of what they don't know so if you explain the mystery it becomes less scary.</span></span></div> <div><span style=";font-family:Arial;font-size:85%;" ><span class="609533000-04042009"></span></span> </div> <div><span style=";font-family:Arial;font-size:85%;" ><span class="609533000-04042009"><strong><br />What's Next</strong></span></span></div> <div><span style=";font-family:Arial;font-size:85%;" ><span class="609533000-04042009"><a href="http://www.thefordstory.com/">The Ford Story</a> is the tip of the iceberg when it comes to what's next. The initial creation of this site was done in 4-days (over the Thanksgiving Holiday). The future plans for this site are to pull in 3rd party content and become the centralized hub for all Ford content. They also plan to expand beyond auto bloggers to parent blogs, green, tech and finance blogs.</span></span></div> <div><span style=";font-family:Arial;font-size:85%;" ><span class="609533000-04042009"></span></span> </div> <div style="width: 425px; text-align: left;" id="__ss_1239861"><span style=";font-family:Arial;font-size:85%;" ><span class="609533000-04042009"><strong><br />The Deck<br /><div style="width: 425px; text-align: left;" id="__ss_1239861"><a style="margin: 12px 0pt 3px; font-family: Helvetica,Arial,Sans-serif; font-style: normal; font-variant: normal; font-weight: normal; font-size: 14px; line-height: normal; font-size-adjust: none; font-stretch: normal; display: block; text-decoration: underline;" href="http://www.slideshare.net/scottmonty/setting-content-free-at-ford-web-20-expo?type=presentation" title="Setting Content Free At Ford - Web 2.0 Expo">Setting Content Free At Ford - Web 2.0 Expo</a><object style="margin: 0px;" width="425" height="355"><param name="movie" value="http://static.slidesharecdn.com/swf/ssplayer2.swf?doc=settingcontentfreeatford-web2-0expo-090402112825-phpapp01&stripped_title=setting-content-free-at-ford-web-20-expo"><param name="allowFullScreen" value="true"><param name="allowScriptAccess" value="always"><embed src="http://static.slidesharecdn.com/swf/ssplayer2.swf?doc=settingcontentfreeatford-web2-0expo-090402112825-phpapp01&stripped_title=setting-content-free-at-ford-web-20-expo" type="application/x-shockwave-flash" allowscriptaccess="always" allowfullscreen="true" width="425" height="355"></embed></object><div style="font-size: 11px; font-family: tahoma,arial; height: 26px; padding-top: 2px;">View more <a style="text-decoration: underline;" href="http://www.slideshare.net/">presentations</a> from <a style="text-decoration: underline;" href="http://www.slideshare.net/scottmonty">Scott Monty</a>.</div></div><br /></strong></span></span></div> <div><span style=";font-family:Arial;font-size:85%;" ><span class="609533000-04042009"></span></span> </div> <div><span style=";font-family:Arial;font-size:85%;" ><span class="609533000-04042009">So, have you driven a Ford lately? Admittedly I haven't but all of this social media outreach gave me some warm and fuzzies so I think I may have to take a test drive this weekend</span></span></div><div class="blogger-post-footer">Visit the blog that this content comes from http://lasandrabrill.blogspot.com</div>LaSandra Brillhttp://www.blogger.com/profile/09736201493512920902noreply@blogger.com22tag:blogger.com,1999:blog-8448954755651247046.post-25489819645623428052009-04-02T22:28:00.000-07:002009-04-05T21:45:15.844-07:00Web 2.0 Expo: Content Strategy<a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiNMm7RvCbcNGS7Vl_s-XjsjiKSxa133qWvxj9S08IcuWt80XFZDGUpGWvwCQMd-MnrzQdg_8zwMN8MkDlqyrsUmjdYHuEN25TInKaiAGq8FcHjGgEaVpk9upWAd4mFETUdd4edQWYrC3c/s1600-h/web2expo_4c.jpg"><img style="margin: 0pt 0pt 10px 10px; float: right; cursor: pointer; width: 200px; height: 98px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiNMm7RvCbcNGS7Vl_s-XjsjiKSxa133qWvxj9S08IcuWt80XFZDGUpGWvwCQMd-MnrzQdg_8zwMN8MkDlqyrsUmjdYHuEN25TInKaiAGq8FcHjGgEaVpk9upWAd4mFETUdd4edQWYrC3c/s200/web2expo_4c.jpg" alt="" id="BLOGGER_PHOTO_ID_5319569298156374674" border="0" /></a><div><span class="656021220-02042009"><span style=";font-family:Arial;font-size:85%;" >What is your online content strategy?If it involves hiring a copywriter 10-days before the launch of your web page it's time to rethink your (non) strategy. As Kristina Halvorson would say, don't let your content be the forgotten elephant in the room. Here are my key take always from Kristina's session, "<a class="url uid" href="http://www.web2expo.com/webexsf2009/public/schedule/detail/5689" name="session5689"><span style=";font-family:Times New Roman;font-size:100%;" >Content Strategy: What's Real, What's Relevant </span></a>."</span></span></div> <div><span class="656021220-02042009"></span> </div> <div><span class="656021220-02042009"><span style=";font-family:Arial;font-size:85%;" >Too often content is an after thought with the notion ("lies") that:</span></span></div> <ul><li><span class="656021220-02042009"><span style=";font-family:Arial;font-size:85%;" >It's not that big of a deal</span></span> </li><li><span class="656021220-02042009"><span style=";font-family:Arial;font-size:85%;" >You think you already know what you want to say</span></span> </li><li><span class="656021220-02042009"><span style=";font-family:Arial;font-size:85%;" >You think you already have most of the content</span></span> </li><li><span class="656021220-02042009"><span style=";font-family:Arial;font-size:85%;" >You put it off as something you can fix post launch</span></span></li></ul> <div><span class="656021220-02042009"><span style=";font-family:Arial;font-size:85%;" >What people don't consider is that your customers decided whether to do business with you based on your content. Ideally you should identify a single person in your company or organization that is responsible for your content, a Content Strategist. This person would be responsible for building your strategy to include:</span></span></div> <div><span class="656021220-02042009"></span> </div> <div><span class="656021220-02042009"><span style=";font-family:Arial;font-size:85%;" ><strong>Creation</strong>:</span></span></div> <div><span class="656021220-02042009"><span style=";font-family:Arial;font-size:85%;" >The creation of your content should start with your customer in mind. A good example of this is <a href="http://www.rei.com/">REI</a>, they don't hammer you over the head with their products. Instead they want to be your partner in outdoor activities. Or <a href="http://www.roomandboard.com/rnb/">Room and Board </a>who sells through stories of real people who use their products. <a href="http://www.youtube.com/user/fordmodels">Ford Models</a> builds a connection by providing everyday beauty tips on their YouTube channel. Content as to work for the user - an example of what NOT to do is <a href="http://www.quicken.com/">Quicken</a>, box shots don't help the customer decide which product to buy. They don't talk to the customer, they just want you to add products to your cart. When you create your content make sure it's useful, usable and enjoyable.</span></span></div> <div><span class="656021220-02042009"></span> </div> <div><span class="656021220-02042009"><span style=";font-family:Arial;font-size:85%;" ><strong>Publication</strong>:</span></span></div> <div><span class="656021220-02042009"><span style=";font-family:Arial;font-size:85%;" >There are many forms to publish content including: text, graphics, video, animation and audio. You should plan for a specific goal or result regardless of how and where you publish your content. Create a list to understand the business objectives and the user goals.</span></span></div> <div><span class="656021220-02042009"></span> </div> <div><span class="656021220-02042009"><span style=";font-family:Arial;font-size:85%;" ><strong>Governance</strong>:</span></span></div> <div><span class="656021220-02042009"><span style=";font-family:Arial;font-size:85%;" >Think of your content from a lifecycle perspective. Have a plan to update or remove. Do NOT do what <a href="http://www.youtube.com/swifferbreakup">Swiffer </a>did and create a YouTube contest then abandon the site after the promotion is done (they haven't logged-in in over 10 months!). Have a plan to take it down if you're not going to maintain it.</span></span></div><div class="blogger-post-footer">Visit the blog that this content comes from http://lasandrabrill.blogspot.com</div>LaSandra Brillhttp://www.blogger.com/profile/09736201493512920902noreply@blogger.com3tag:blogger.com,1999:blog-8448954755651247046.post-39147774237986037702009-03-31T19:26:00.000-07:002009-03-31T21:05:53.400-07:00Web 2.0 Expo: Designing Social Websites<a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiNMm7RvCbcNGS7Vl_s-XjsjiKSxa133qWvxj9S08IcuWt80XFZDGUpGWvwCQMd-MnrzQdg_8zwMN8MkDlqyrsUmjdYHuEN25TInKaiAGq8FcHjGgEaVpk9upWAd4mFETUdd4edQWYrC3c/s1600-h/web2expo_4c.jpg"><img style="margin: 0pt 0pt 10px 10px; float: right; cursor: pointer; width: 200px; height: 98px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiNMm7RvCbcNGS7Vl_s-XjsjiKSxa133qWvxj9S08IcuWt80XFZDGUpGWvwCQMd-MnrzQdg_8zwMN8MkDlqyrsUmjdYHuEN25TInKaiAGq8FcHjGgEaVpk9upWAd4mFETUdd4edQWYrC3c/s200/web2expo_4c.jpg" alt="" id="BLOGGER_PHOTO_ID_5319569298156374674" border="0" /></a>I attended two workshops at today's Web 2.0 Expo: <a href="http://www.web2expo.com/webexsf2009/public/schedule/detail/6139" class="url uid" name="session6139">Designing Social Interfaces: Principles, Best Practices and Patterns for Designing the Social Web</a> and <a href="http://www.web2expo.com/webexsf2009/public/schedule/detail/6223" class="url uid" name="session6223">Designing Social Websites</a>.<br /><br />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 <a href="http://www.slideshare.net/emalone/designing-social-interfaces-1180137">viewed here</a>.<br /><br />For me the more interesting presentation was from Christina Wodtke. I've embedded her slides below and here are some of my key takeaways:<br /><br />"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 href="http://www.patternlanguage.com/">A Pattern Language</a>).<br /><br />Christina identifies 4 motivations for contribution:<br /><ol><li><span style="font-weight: bold;">Reciprocity </span>- 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.</li><li><span style="font-weight: bold;">Reputation </span>- <a href="http://forum.cisco.com/eforum/servlet/NetProf?page=main">Cisco's NetPro discussion forum</a> do a good job of this by through a point system.</li><li><span style="font-weight: bold;">Increased Need of Efficacy</span> - The reason people use sites like Digg is because it's an effective way to obtain information they have something to gain.<br /></li><li><span style="font-weight: bold;">Attachment to and Need of a Group</span> - 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.<br /></li></ol>Anyone who's building a social website should learn more about the <a href="http://ross.typepad.com/blog/2006/04/power_law_of_pa.html">Ross Mayfield's Power Law of Participation</a> where a ' low threshold participation amounts to high engagement'. Then follow the AOF method:<br /><ol><li>Define your activity (ie. what are your users doing? what do they have to do for you to be successful)<br /></li><li>Identify social objects (ie. videos for Netflix, photos for Flickr)<br /></li><li>Choose your features (ie. sharing, tagging, advice)</li></ol>(Note: this is an older version of the deck she shared at the Web 2.0 Expo, the slides are almost identical, when/if she updates SlideShare, I'll update the embed.)<br /><div style="width: 425px; text-align: left;" id="__ss_1028939"><a style="margin: 12px 0pt 3px; font-family: Helvetica,Arial,Sans-serif; font-style: normal; font-variant: normal; font-weight: normal; font-size: 14px; line-height: normal; font-size-adjust: none; font-stretch: normal; display: block; text-decoration: underline;" href="http://www.slideshare.net/cwodtke/PMclasso5?type=presentation" title="Design for Product Managers">Design for Product Managers</a><object style="margin: 0px;" width="425" height="355"><param name="movie" value="http://static.slidesharecdn.com/swf/ssplayer2.swf?doc=PMclasso5-123465938785-phpapp01&rel=0&stripped_title=PMclasso5"><param name="allowFullScreen" value="true"><param name="allowScriptAccess" value="always"><embed src="http://static.slidesharecdn.com/swf/ssplayer2.swf?doc=PMclasso5-123465938785-phpapp01&rel=0&stripped_title=PMclasso5" type="application/x-shockwave-flash" allowscriptaccess="always" allowfullscreen="true" width="425" height="355"></embed></object><div style="font-size: 11px; font-family: tahoma,arial; height: 26px; padding-top: 2px;">View more <a style="text-decoration: underline;" href="http://www.slideshare.net/">presentations</a> from <a style="text-decoration: underline;" href="http://www.slideshare.net/cwodtke">cwodtke</a>.</div></div><div class="blogger-post-footer">Visit the blog that this content comes from http://lasandrabrill.blogspot.com</div>LaSandra Brillhttp://www.blogger.com/profile/09736201493512920902noreply@blogger.com3tag:blogger.com,1999:blog-8448954755651247046.post-84162638649176475252009-03-29T17:39:00.000-07:002009-03-29T17:44:30.017-07:00The Launch that Keeps on GivingReaders of my blog have already heard me talk about the Cisco ASR case study and how we used social media and web 2.0 to build community. I have also presented this many times in person and my most recent appearance for a <a href="http://www.cioitexec.com/">CIO/IT Executive MeetUp</a> was recorded and can be viewed here:<br /><br /><script src="http://static.mogulus.com/scripts/playerv2.js?channel=cioitexec&layout=playerEmbedDefault&backgroundColor=0xffffff&backgroundAlpha=1&backgroundGradientStrength=0&chromeColor=0x000000&headerBarGlossEnabled=true&controlBarGlossEnabled=true&chatInputGlossEnabled=true&uiWhite=true&uiAlpha=0.5&uiSelectedAlpha=1&dropShadowEnabled=true&dropShadowHorizontalDistance=10&dropShadowVerticalDistance=10&paddingLeft=10&paddingRight=10&paddingTop=10&paddingBottom=10&cornerRadius=10&backToDirectoryURL=null&bannerURL=null&bannerText=null&bannerWidth=320&bannerHeight=50&showViewers=true&embedEnabled=true&chatEnabled=true&onDemandEnabled=true&programGuideEnabled=false&fullScreenEnabled=true&reportAbuseEnabled=false&gridEnabled=false&initialIsOn=false&initialIsMute=false&initialVolume=10&contentId=pla_5005197923384169694&initThumbUrl=http://mogulus-user-files.s3.amazonaws.com/chv2cioitexec/2009/03/26/8986856002882731974_1660.jpg&playeraspectwidth=4&playeraspectheight=3&mogulusLogoEnabled=true&width=400&height=400&wmode=window" type="text/javascript"></script><div class="blogger-post-footer">Visit the blog that this content comes from http://lasandrabrill.blogspot.com</div>LaSandra Brillhttp://www.blogger.com/profile/09736201493512920902noreply@blogger.com1tag:blogger.com,1999:blog-8448954755651247046.post-52057122086110627662009-03-09T10:20:00.000-07:002009-03-09T10:20:00.574-07:00Trace Your Marketing Reach<span style=";font-family:Arial;font-size:100%;" >If Web 2.0 is the engine behind the next generation of uber marketing programs, content is still the fuel it uses. In most cases, Web 2.0 is still largely content driven. But now content has evolved past “prepared marketing messaging” and moved into “ability to have an intelligent, relevant conversation”. Either way, content is still king. Whether its <st1:personname st="on">blog</st1:personname>ging, twittering, or creating viral videos – marketing programs are still made up of people who “create message” and people who “distribute message”. The one question that’s difficult to answer however is which parts of our message are resonating. Thanks to a new company called <a href="http://www.tynt.com/"> Tynt</a>, there may be a way to find out.<o:p></o:p></span> <p class="MsoNormal"><a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjv4LhrpeuSLhnevB5pwz81PL3H1Ujq7rH2Lv4s-apZfw8XZMhqTsGIHIO1PBaGoFR1sK_paNnIeurJiIVQPHbCi7ROJY3Ztv-gufMU7nmynwfsYwZQdZa10NXxCnKaBVVjQxtVFOMGqfk/s1600-h/copy_paste.bmp"><img style="margin: 0pt 0pt 10px 10px; float: right; cursor: pointer; width: 150px; height: 200px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjv4LhrpeuSLhnevB5pwz81PL3H1Ujq7rH2Lv4s-apZfw8XZMhqTsGIHIO1PBaGoFR1sK_paNnIeurJiIVQPHbCi7ROJY3Ztv-gufMU7nmynwfsYwZQdZa10NXxCnKaBVVjQxtVFOMGqfk/s200/copy_paste.bmp" alt="" id="BLOGGER_PHOTO_ID_5310714619429585778" border="0" /></a><span style=";font-family:Arial;font-size:100%;" >Tynt allows you to track which parts of your web copy is well, copied. Here’s the write up from Leeana Rao at <a href="http://www.techcrunch.com/2009/03/02/content-tracking-service-tynt-scores-39-million-in-series-a-funding/">TechCrunch</a>:</span></p> <blockquote><span style=";font-family:Arial;font-size:100%;" >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, <st1:personname st="on">blog</st1:personname> or 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.</span><span style="font-size:100%;"><o:p></o:p></span><span style=";font-family:Arial;font-size:100%;" ><o:p> </o:p></span></blockquote><span style=";font-family:Arial;font-size:85%;" ><span style="font-size:10;"><span style="font-size:100%;"><o:p></o:p>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.</span><o:p></o:p></span></span><p></p><div class="blogger-post-footer">Visit the blog that this content comes from http://lasandrabrill.blogspot.com</div>LaSandra Brillhttp://www.blogger.com/profile/09736201493512920902noreply@blogger.com1tag:blogger.com,1999:blog-8448954755651247046.post-3000392935511802522009-03-05T16:39:00.000-08:002009-03-05T17:29:24.568-08:00The Corporate Blog Manifesto Update<span style="font-size:100%;">This is a guest post from one of the great Web 2.0 and Social Media Marketers on my team, </span><span style="font-weight: bold;font-size:100%;" >Don Nelson</span><span style="font-size:100%;">. He often has insightful emails and this time I asked if I can post it on my blog.<br /><br />Quick background - this email was actually a response to someone who sent a link out to Robert Scoble's post from 2003, "<a href="http://scoble.weblogs.com/2003/02/26.html">The Corporate Weblog Manifesto</a>" and I thought it was worth sharing so here you go:</span><br /><span style="font-size:100%;"><br /></span> <div dir="ltr" align="left"><span class="779105821-03032009" style="font-size:100%;"><span style="color: rgb(0, 0, 255);font-family:Arial;" >Just in case you jump right into the content and not see the date of this posting.....Scoble wrote this in 2003 which pretty much makes it a dinosaur in Internet time. However, there are still good points to be made here in 2009. </span></span></div> <div dir="ltr" align="left"> </div> <div dir="ltr" align="left"> </div> <div dir="ltr" align="left"><span style="color: rgb(0, 0, 0);font-size:100%;" class="779105821-03032009" ><span style="color: rgb(0, 0, 255);font-family:Arial;" ><br />My take is this....<br /></span></span><ol><li style="color: rgb(0, 0, 0);"><span class="779105821-03032009" style="font-size:100%;"><span style="color: rgb(0, 0, 255);font-family:Arial;" >Tell the truth: always always always. If you're not sure, best to leave it out of your writing all together.</span></span></li><li style="color: rgb(0, 0, 0);"><span class="779105821-03032009" style="font-size:100%;"><span style="color: rgb(0, 0, 255);font-family:Arial;" >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.</span></span></li><li style="color: rgb(0, 0, 0);"><span class="779105821-03032009" style="font-size:100%;"><span style="color: rgb(0, 0, 255);font-family:Arial;" >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.<br /></span></span></li><li style="color: rgb(0, 0, 0);"><span class="779105821-03032009" style="font-size:100%;"><span style="color: rgb(0, 0, 255);font-family:Arial;" >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.</span></span></li><li style="color: rgb(0, 0, 0);"><span class="779105821-03032009" style="font-size:100%;"><span style="color: rgb(0, 0, 255);font-family:Arial;" >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</span></span></li><li style="color: rgb(0, 0, 0);"><span class="779105821-03032009" style="font-size:100%;"><span style="color: rgb(0, 0, 255);font-family:Arial;" >Don't ignore <a href="http://slashdot.org/">Slashdot</a>: 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.</span></span></li><li style="color: rgb(0, 0, 0);"><span class="779105821-03032009" style="font-size:100%;"><span style="color: rgb(0, 0, 255);font-family:Arial;" >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.</span></span></li><li style="color: rgb(0, 0, 0);"><span class="779105821-03032009" style="font-size:100%;"><span style="color: rgb(0, 0, 255);font-family:Arial;" >If you screw up, acknowledge it: as clear as it can be word for word</span></span></li><li style="color: rgb(0, 0, 0);"><span class="779105821-03032009" style="font-size:100%;"><span style="color: rgb(0, 0, 255);font-family:Arial;" >Underpromise and over deliver: excellent strategy and should be used at every opportunity</span></span></li><li style="color: rgb(0, 0, 0);"><span class="779105821-03032009" style="font-size:100%;"><span style="color: rgb(0, 0, 255);font-family:Arial;" >If <a href="http://en.wikipedia.org/wiki/Doc_Searls">Doc Searls</a> 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.</span></span></li><li style="color: rgb(0, 0, 0);"><span class="779105821-03032009" style="font-size:100%;"><span style="color: rgb(0, 0, 255);font-family:Arial;" >Know the information gatekeepers: </span></span></li><li style="color: rgb(0, 0, 0);"><span class="779105821-03032009" style="font-size:100%;"><span style="color: rgb(0, 0, 255);font-family:Arial;" >Never change the URL of your weblog<br /></span></span></li><li style="color: rgb(0, 0, 0);"><span class="779105821-03032009" style="font-size:100%;"><span style="color: rgb(0, 0, 255);font-family:Arial;" >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!</span></span></li><li style="color: rgb(0, 0, 0);"><span class="779105821-03032009" style="font-size:100%;"><span style="color: rgb(0, 0, 255);font-family:Arial;" >If you don't have the answers, say so: same as #1 and #8, true to the last word</span></span></li><li style="color: rgb(0, 0, 0);"><span class="779105821-03032009" style="font-size:100%;"><span style="color: rgb(0, 0, 255);font-family:Arial;" >Never lie: see #1, #8 and #14</span></span></li><li style="color: rgb(0, 0, 0);"><span class="779105821-03032009" style="font-size:100%;"><span style="color: rgb(0, 0, 255);font-family:Arial;" >Never hide information: disclose disclose disclose where appropriate or just don't write about it</span></span></li><li style="color: rgb(0, 0, 0);"><span class="779105821-03032009" style="font-size:100%;"><span style="color: rgb(0, 0, 255);font-family:Arial;" >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.</span></span></li><li style="color: rgb(0, 0, 0);"><span class="779105821-03032009" style="font-size:100%;"><span style="color: rgb(0, 0, 255);font-family:Arial;" >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.</span></span></li><li style="color: rgb(0, 0, 0);"><span class="779105821-03032009" style="font-size:100%;"><span style="color: rgb(0, 0, 255);font-family:Arial;" >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</span></span></li><li style="color: rgb(0, 0, 0);"><span class="779105821-03032009" style="font-size:100%;"><span style="color: rgb(0, 0, 255);font-family:Arial;" >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.<br /></span></span></li></ol></div><div class="blogger-post-footer">Visit the blog that this content comes from http://lasandrabrill.blogspot.com</div>LaSandra Brillhttp://www.blogger.com/profile/09736201493512920902noreply@blogger.com0