Monday, January 31, 2011
“Taking Social Media from Talk to Action”

An excellent read form HBR Analytic Services:
The New Conversation:  Taking Social Media from Talk to Action

From the executive summary:
– many still say social media is an experiment, as they try to understand how to best use the different channels, gauge their effectiveness, and integrate social media into their strategy.
– many companies have yet to capitalize on the ability to not only listen to, but analyze, consumer conversations and turn the information into insights that impact the bottom line.
– Only a small group — 12 percent — of the companies in the survey said they felt they were currently effective users of social media.

Lots of excellent charts, including this one (click to enlarge):

And, this one:

The opportunity:

POSTED BY Alix Morrow AT 11:16 am

Friday, January 28, 2011
Engagement on all levels is not a good social media strategy

Stumbled across a blog entry from eConsultancy by Matt Owen. I thought I might post it because it articulates the space we’re in with social media — “be everywhere” versus “be where it’s most strategically relevant”. I’ve pulled a few nuggets and have also given a POV as warranted.

– Regardless of platform, audience, subject or industry, social media is about engagement.
– It’s about fostering a valuable, long-term relationship with your customer.
– At its heart social media represents a chance to develop and expand new relationships, a core tenet of successful B2Bs.

– Different channels should be viewed as part of a larger ecosphere of available touchpoints. If I want to contact a friend I might phone them. Or email, or tweet, or text. Just because I speak to someone on Facebook less than by SMS it doesn’t change the nature of the overall relationship or the depth of trust.
Alix Co. thought: not yet …

– When we look at it this way, it becomes obvious that the more you engage at all levels, the greater value you’ll receive.
Alix Co. thought: I disagree … think strategy for engagement is imperative for long-term success, otherwise you’re just throwing darts with no skill / conversating with no POV.

– A social media manager’s first responsibility should be to craft a strategy / determine which platforms are useful for the company / understand how is the company currently involved in social media?
– Which platforms do you currently use, and more importantly, are they the right ones? Are you on Facebook because it’s
useful, or because it’s the biggest network and you think you should be?
Alix Co. thought: disconnect to previous thought above re: “… the more you engage at all levels, the greater value you’ll receive.”

POSTED BY Alix Morrow AT 2:06 pm

Sunday, January 16, 2011

“The rules people claim are changing are the ones they should’ve ignored all along.” – Lee Clow’s Beard

POSTED BY Alix Morrow AT 12:39 pm

Wednesday, January 12, 2011
How good research can lead to great innovations

John Kolko at Thinktiv talks about how good research can lead to great innovations in an article from Fast Company’s Co.Design. I’ve pulled the paragraphs below directly from the article. You might also be interested in signing up for the FastCodesign.com newsletter (sign-up box at the bottom of the linked FastCoDesign and article pages).

“Design synthesis — the process of translating data and research into knowledge — is the most critical part of the design process. Yet in our popular discussions of design and innovation, we’ve largely ignored this fundamental role. We engage in debates and discussions about process methodologies (waterfall vs. agile, user-centered design vs. technology-driven design) and management techniques (topgrading, negotiation), yet we rarely engage in conversation about incubation and translation: making meaning out of the data we’ve gathered from research, as we strive for innovation. It’s as if this part of design is magical, and for us to formalize our techniques would somehow call attention to our sleight of hand.

Without a formal strategy and approach to synthesis, experienced designers rely on their intuition, built up over years of trial and error.

The approaches to incubation and translation can be formalized, and to do so offers a great service to designers who are struggling to work through increasingly complicated problems in business and culture. During design synthesis, truly revolutionary innovations emerge.”

Alix Co. thought: I’ve reached out to John and hope to learn more about Thinktiv’s interest in strategy. I also hope to share with him the Alix Co. Planner for Awhile (PFA) deliverable. Strategic planning IS this space-

POSTED BY Alix Morrow AT 4:04 am

Tuesday, January 11, 2011
PSFK presents Future of Mobile Tagging Reports

Check out this SlideShare Presentation:

PSFK presents Future Of Mobile Tagging Report

View more presentations from PSFK.
POSTED BY Alix Morrow AT 10:45 am

Monday, January 10, 2011
Social media personas & Aggregating tweets

I’ve been chatting with a smart fellow regarding adding a digital strategy element to the offering and partnering (please reach out if interested in learning more). Digital strategy has been on my radar and I thought I might share a few things that might also be of interest to you:

http://techcrunch.com/2010/04/13/twitter-influence-authority-klout-releases-new-version-of-api/
This was in April, but a good to know about (and free) if you’re looking to identify Twitter ‘influencials’ by understanding a Twitter user’s “True Reach”, “Amplification Score” and “Network nScore” as well as a machine learning classification of the type of user a person is (Connector, Persona). Basically, the API gives third-party users a much richer insight into influencers’ behaviors. FREE.

http://www.wefollow.com/
You will LOVE this site. WeFollow aggregates tweets by tags and then bundles those into popular categories such as celebrity, socialmedia, entrepreneur, news etc. etc.

http://mediamemo.allthingsd.com/20110107/live-twitter-ceo-dick-costolo-at-dces/?mod=ATD_rss
In an interview posted on the 7th, Twitter CEO Dick Costolo mentions that Twitter’s vision is …
Kara: Time for a vision question, which stumps Yahoo. What is Twitter? What is your vision?
Dick: “We want to instantly connect people everywhere to what’s most important to them.”

POSTED BY Alix Morrow AT 12:13 pm

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