Archive | Social

Designed for people, not some theoretical “market”, to thrive.

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To Leaders Afraid of Twitter

What would you say to the Leader who says “we just shouldn’t be that transparent” or “being transparent in the marketplace will ruin our competitive advantage”? Pam Fox Rollin asked me that question in our recent podcast. Besides “that’s bullshit”, I thought? Alas, I did not let my inside voice become my outside voice, but  More

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Lifetime Opportunity Value Equation (LOVE)

One of the challenges with a qualitative process framework like the LOVE model is that it is hard quantify all the benefits, especially during the initial stages of adoption. The latest McKinsey Global Survey looks at the business benefits from Web 2.0. Operationalizing the LOVE model in practice leverages many aspects of Web 2.0, so the McKinsey data is perhaps the most relevant data we currently have for this type of approach.

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Social Media: no 1 size fits all

Squirming. That’s what I do when I get an email from someone i want to connect with but it’s the wrong medium. I have to then decide if i want to let a NYT writer into Facebook where he’s only going to get pics of my kids, (and thereby find me incredibly boring!) or to  More

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Fill Your Company with LOVE (Framework)

As companies see increasing value in social media campaigns, it is becoming apparent that the transactional-centric models currently used for tracking and measuring marketing campaigns are not up to the social media challenge. With social media campaigns often focused on brand building and driving engagement, the tools used to measure the impact on sales and brand are ill-suited to accurately measuring the full impact and value of social media campaigns.
The buying or sales funnel that has served marketers well for many years no longer works in an environment now centered on two-way and unstructured communications. A new framework developed at Rubicon Consulting, Inc., building on ideas originally conceived by Harry Max, offers the relationship-centric LOVE model as a replacement–and enhancement–for the transaction-based buying funnel.

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Understanding Twitters Growth

One of the hottest recent stories in the tech industry has been the rapid rise of the messaging service Twitter. Starting from a small base of enthusiast users, the service has rapidly risen to prominence in the media, with extensive coverage of its adoption by celebrities. In the last month, Google counted about 65,000 news stories mentioning Twitter, and the web tracking service Alexa reported a remarkable 400% increase in traffic to Twitter.com in the last four months. In April 2009, Alexa reported that daily visits to twitter.com surpassed those to cnn.com:

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Community As Social Media Strategy

The passage of California’s Proposition 8 (the gay marriage ban) has created a nasty problem for Yelp and other online reviews sites. The situation is a good example of the complexities of running a social site, and the ability of web-organized groups to distort a social ratings system. I’m not sure what the lesson is  More

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