Sunday, November 23, 2008
As more corporations consider entering the social media marketing arena, they must understand these concepts. Social Media only works if you are persistent and consistent. As the half life of the conversation grows shorter and shorter, it is the deployment of personnel, not financial resources, that become the most important component of a social media marketing strategy. This causes increased complexity in the integrated marketing planning process because the brand is now relying on employees to not only be strong executioners of the plan but also as content developers and deployers across the social media ecosystem.
Keeping employees engaged in this process can end up being the most challenging. Everyone is excited during the first 3, 6 or 12 months, but after that the process of constantly having to develop new, compelling content or having to search for relevant posts, positive to the brand, and making comments often becomes burdensome. That is why it is important to develop incentives, awards and recognition so that they know the work and process are valuable and valued.
Finally, the shortening of the half life of the conversation also poses challenges to search. Finding the important content and the context surrounding it are currently very difficult, as Robert Scoble points out in his video. If search services can help to increase the half life and thus add more value back to the conversation, we all will benefit. Some conversations truly need to have a longer half life, others not, but the community, as it should, usually has the final say through selection and prioritization by commenting, posting, tweeting, texting, vlogging, blogging and searching.
Take about 12 minutes to watch this video and think about where this is all going.
Saturday, November 22, 2008
Thursday, November 20, 2008
Monday, November 17, 2008
"The proliferation of Web 2.0 tools is in top gear, countless number of platforms are available out there. Early adopters of these tools are practically creating a new type of “digital divide”, those who are in Web 2.0, and those who are not."
Should be an interesting panel and conversation.
Sunday, November 16, 2008
Charlene Li showed this video during her presentation at Google on Social Media and its impact on marketing. It is a good, quick view on that changing relationship. Advertisers need to engage with consumers, not interrupt the conversation. Microsoft commissioned the development of this ad.
This is a fantastic presentation by Charlene Li on the latest in social media marketing. She makes excellent points about the future of Social Networking and Media - "they will be like air" - completely surrounding and embracing us.
More on Charlene Li can be found at:
Charlene Li Blog
And The Altimeter Wiki where she lists social media resources (consultants, agencies and thought leaders):
Tuesday, November 4, 2008
Monday, November 3, 2008
Here is a quote from Josh Bernoff's blog that clearly articulates the incredible trajectory of social media and its influence:
"Looking at the US data, the big news in 2008 is that, not unexpectedly, social technology participation has grown rapidly. Inactives -- people untouched by social technologies -- have shriveled from 44% down to 25% of the online population. Spectators -- those who read, watch, or consumer social content -- have ballooned from 48% to 69%. If you think social technology is about to become a universal phenomenon, we just handed you a nice little bundle of evidence."
It is an amazing time to be a part of the rapidly changing interactive marketing landscape...and the entire marketing landscape.