Archive | Social

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

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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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Influential Not Influencers

There’s been a heated online debate about the ways consumers are influenced to buy things and adopt new social trends. Some people say a small group of Influencers drive most consumer decisions. Others argue that ideas spread through society from random starting points, without a hierarchy. The evidence shows that both groups are wrong in  More

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Marketing in a Social World

The business equivalent of making sausage is the marketing of marketing. In an op-ed in the Wall Street Journal (November 29-30, 2008), Tom Hayes and Michael Malone explain the new world of marketing in a Web-based world. They have a provocative name (“Marketing 3.0″) and a new concept (the business meme or “beme”). In the end, they sound like apologists trying to make a pitch for why advertising agencies are still relevant and reminds me of this humorous video imaging what would happen if a modern advertising agency designed the stop sign. In short, they are marketing marketing.

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Online Communities: Ignore at Your Peril (I)

In the strategy work I do with tech companies, I’m frequently asked about web communities — how they operate, what they can and can’t do, and how a company should look to work with them. The companies we deal with generally fall into three camps when it comes to community: –Many companies are still learning  More

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