This Town's Not Big Enough For The Two of Us: Social Media Marketing (SMM) vs. Traditional Marketing
Have to run, thank you @comcastcares, @techguerilla, @marc_meyer, @jasonbreed, @cmwooll, @imediamichelle, @correlationist #sm50
@comcastcares Q3: a healthy dose of listening and monitoring should proceed any outward initiative #sm50
@correlationist welcome to the party
#sm50
RT @mikeopedia:SM works best when its at a personal level. Challenge w/ scaling is maintaining quality of interactions vs. quantity. #sm50
RT @dariasteigman: @cmwooll Q then is: if you cant scale relationships, can you scale the experience? #sm50
RT @Marc_Meyer: Hey lets not forget the dark side of social media & customer service: Bad service & bad experiences can scale quickly #sm50
RT @comcastcares: @LoriBurke No we have tool that we can see the trends. I do not believe in asking Customer to do our work for us #sm50
@Marc_Meyer sounds frighteningly like mgt by committee though
#sm50
@cmwooll How do you define the difference? #sm50
@cmwooll How do you define the difference? #sm50
@iMediaMichelle very true: RT @imediamichelle a bigger story on whether your org is hitting or missing the customer svc mark #sm50
Isn't marketing and PR proactive customer service on a grand scale? #sm50
RT @Tbeffs: But the in your face comments still need context.Every rant doesnt need/deserve respect. Defining signal/noise ratio #sm50
@iMediaMichelle yet monitoring means it's already occurred. Your monitoring past instances, right? #sm50
the c-suite has the responsibility of broad direction, guidance for an org. too much drill down could create myopia #sm50
@techguerilla yet social media has the potential to make 1:1 issues very public #sm50
How do you engage in strategic planning for cust. svc though? Can you be proactive? #sm50
How do you engage in strategic planning for cust. svc though? Can you be proactive? #sm50
@comcastcares Most cust. svc is reactive in nature, most (not all) mkt and pr is proactive. I think that divide will always exist #sm50
RT @comcastcares: 6 Minutes to go for #sm50 #Socialmedia Coffee ready, screen set up, ready to go! #sm50
RT @andrewmueller: @marketwire It is hard to measure the actions listeners take but important to know who your followers are #sm49
Interesting! RT @techguerilla: @socialtality Discussion of how to measure is irrelevant, NBT wont fit your current view of horizon #sm49
@andrewmueller interaction or engagement? #sm49
fan/follower is entry-level. Doesn't take into account the value differentiation between each fan/follow to biz objectives #sm49
RT @billrobbCisco: RT @jsandford: @gregverdino Fan/follower count as success metric is like using the ylw pges to say connected #sm49
In agency days, maintained a "discretionary" budget for each client for experimentation #sm49
@bdresher too true. Competitive understanding is crucial. #sm49
@gregverdino Not nearly enough! Hence the noise vs engagment ratio. But, it can be done! #sm49
@gregverdino Beyond fans and followers. We need to quantify performance in relation to its effects on other/all channels #sm49
Our clients expect and depend on us for trial and error. We just have to make sure we can quantify success/fail #sm49
Our clients expect and depend on us for trial and error. We just have to make sure we can quantify success/fail #sm49
Q1: Pioneering a category gives marketers the chance to become interchangeable with it - "Scott towel" #sm49
Jumping into #socialmedia chat, apologize for tweet inundation. #sm49
@CoryOBrien indeed! #sm48
For later, post on SM providing contamination-free observation for segmentation http://bit.ly/ae1GTM #sm48
@CoryOBrien Depends on the quality of your tools, i think #sm48
@CoryOBrien: sentiment should go between interest and action, no? #sm48
@adamcohen try www.tweetchat.com #sm48
@bpluskowski Depends on objectives. Some SM outreach or engagement could revolve around crisis aversion or mgt #sm48
@bpluskowski according to @chrissfife -- retention, referral,etc #sm48
@chrissfife That's a great point. Conversation can have more value than simple conversion #sm48
RT @kenburbary: I summarize it to be: Start with traditional segmentation then layer in social segmentation for holistic view #sm48
@kenburbary @techguerilla: we refer to them as inbound and outbound attributes. They're components of larger channels (twitter) #sm48
RT @themaria: mass engagement? thats an oxymoron - real engagement is a lot more granular #sm48
@jsandford The real question is "does conversation = conversion?" #sm48
@jsandford The real question is "does conversation = conversion?" #sm48
Yes Indeed! RT @jasonbreed: think segmentation for more than prospect mktg. Segment "customers" by most profitable then engage #sm48
@kenburbary Q2 segmentation. Focus on the 20% of total customers that = 80% of your company's revenue #sm48
@sharonmostyn Many companies sample surveys and SM chatter #sm48
RT @kenburbary: Facebook to Jon isnt the same as Facebook to Jane. Segment based on understanding the social behaviors #sm48
Behavior Segmentation in SM is critical to help identify segments to empower with content and info release #sm48
@nigellegg more a question of optimizing content for different channels I think #sm48
RT @nigellegg but traditionally you could separate paper, magazine, radio and tv audiences - weve just added channels. #sm48
Interaction style: voyeur, producer, etc - important segmentation for SM #sm48
Preferred channel/platform and interaction style become new dimensions of segmentation with SM #sm48
@jasonbreed True and with many SM tools, these data points are now available in real-time #sm48
@kenburbary Social Media provides a new way to study habits, without the corrupting effects of research observation #sm48
@kenburbary Social Media provides a new way to study habits, without the corrupting effects of research observation #sm48
#sm48 Topic: Social and the New Model For Market Segmentation #sm48
Join me at the #sm48 today with @kenburbary #sm48
Gotta Go. Thanks @kdpaine. Looking forward to hearing your talk at #smbnh on Friday! #sm47
RT @billrice: @JoeKikta No. Even in traditional PR you learn there are times when "silence is golden." Oh, and "dont feed the trolls." #sm47
@kdpaine velocity? emotional heat? #sm47
climb out of the #socialmedia monitoring primordial pool: http://bit.ly/aRTgEY
@themaria Start @ category level to understand outside forces driving brand sentiment #sm47
Measuring sentiment isn't as important as measuring it's impact #sm47
RT @karimacatherine Sentiments should be analyzed in the context of specific objectives, thi will help fine tune strategy and tactics #sm47
Q2: some orgs successfully use sentiment of distinct group as canary in coal mine #sm47
@MaryAnnHalford None are great out of the box, need a tool that learns and then you invest time make effective #sm47
Very true: RT @Marc_Meyer sentiment vs. semantics... #sm47
@kdpaine context and an understanding of the marketplace is key to emotional investment once you have that you can quant the value #sm47
Emotional Investment: Love, like, midly attracted, indifferent positive, indifferent neutral #sm47
@EdHartigan That's a shade of complexity that current NLP doesn't seem capable of delineating #sm47
Need to move beyond + or - and get into the "energy" behind the sentiment or the emotional investment #sm47
Current Auto-Sentiment can bring very bad and very good to attention but, there's a vast ocean of neutral between #sm47
RT @rmpapag Q1 #sm47 Automated Sentiment can only get you so far. There has to be human review for successful evaluation/analysis #sm47
Joining the chat with @kdpaine for next hour. Jump in at #sm47
Are you monitoring, listening or developing #socialmedia Intelligence? http://bit.ly/aRTgEY
Great Video Post by @brandbuilder. Is your #socialmedia director qualified? http://bit.ly/9kpeBE
Great Video Post by @brandbuilder. Is your #socialmedia director qualified? http://bit.ly/9kpeBE
Great Video Post by @brandbuilder. Is your #socialmedia director qualified? http://bit.ly/9kpeBE
Q3: Benchmark channel performance then deploy then measure #sm45
If you aren't measuring impact of SM on all outreach channels, you're missing the true picture of its effects #sm45
If you aren't measuring impact of SM on all outreach channels, you're missing the true picture of its effects #sm45
@ByDesignMktg: Each is limited to a few channels or a single channel. Need to measure all channels to determine ROI #sm45
@ByDesignMktg classically used "impressions" but still hard to link to ROI #sm45
RT @iMediaMichelle: @MaryAnnHalford @Marc_Meyer - wasn't the "time suck" factor the original barrier to corporate e-mail? Some things never change. #sm45
RT @iMediaMichelle: @MaryAnnHalford @Marc_Meyer - wasn't the "time suck" factor the original barrier to corporate e-mail? Some things never change. #sm45
@ebalmaceda That sounds very close to predictive modeling. #sm45
@ebalmaceda That sounds very close to predictive modeling. #sm45
Re: SM Time Suck. It is slow, building a voice in SM is like building a brand. Time, energy, investment. Yields return accordingly #sm45
@MaryAnnHalford: I'd argue that SM isn't a channel but a component of many channels #sm45
@whatsnext Also, start small, pick single initiative to deploy SM against that makes it easy to track conversion #sm45
@eamcc holistic impact is definitely how it needs to be framed: http://bit.ly/SCTY_About #sm45
@whatsnext Very true. the fact that #sm can be used in multi departments makes metric correlation to ROI difficult but nt impossible #sm45
@whatsnext Very true. the fact that #sm can be used in multi departments makes metric correlation to ROI difficult but nt impossible #sm45
RT @KathyHerrmann: @ebalmaceda Many execs would be satisfied w a realistic forecast of #sm potential, applied to their company. #sm45
Q1: Conventional marketing involves discreet project investment. #sm permeates the entire org. Hard to track investment/return #sm45
@Marc_Meyer 2007? #sm45
Don't forget to jump into today's #socialmedia #sm45 chat at noon (est) with @whatsnext
A tool for every stage of #socialmedia maturity: http://bit.ly/94YLix
A tool for every stage of #socialmedia maturity: http://bit.ly/94YLix
Twitter is perfect for quickly identifying emergent concerns but, can give you a false sense of security for larger concerns #sm44
RT @Marc_Meyer: Conversations on twitter and monitoring conversations on Twitter are 2 entirely different things. #sm44
Twitter is perfect for quickly identifying emergent concerns but, can give you a false sense of security for larger concerns #sm44
Twitter is perfect for quickly identifying emergent concerns but, can give you a false sense of security for larger concerns #sm44
RT @Marc_Meyer: Conversations on twitter and monitoring conversations on Twitter are 2 entirely different things. #sm44
RT @EF_Forbes: Social Media Chat going on now at #sm44. Talking about how Twitter has changed/improved your business.
RT @andrewmueller: Q1 constraint to 140 chars made 4 efficiencies in communications, moving from infrequent + rambling 2 succinct + freq #SM44
RT @andrewmueller: Q1 constraint to 140 chars made 4 efficiencies in communications, moving from infrequent + rambling 2 succinct + freq #SM44
Q1.5: Twitter gives companies unprecedented access to the instant conversation pulse. #sm44
Q1: Twitter has certainly increased the chances of brand outreach going viral, though viral now means less #sm44
Q1: Twitter has certainly increased the chances of brand outreach going viral, though viral now means less #sm44
Q1: Twitter has certainly increased the chances of brand outreach going viral, though viral now means less #sm44
Final Part of 3-Part series on 12 Must-Read Bloggers: http://bit.ly/4OItTn #socialmedia #sm
Q3: Case studies, case studies, case studies #sm43
@techguerilla can you give an example of an "independent"? #sm43
SM is more than an "impact channel", ROI can be calculated through savings and revenue gen #sm43
Q2. Events are great places to hear people and have a chance to question them #sm43
AGREED. RT @edhartigan Q2 anyone with guru, rockstar or ninja in their bio can be ruled out #sm43
@evelynso Agreed. SM to augment, not replace MR #sm43
Which Q are we answering? Anyone? #sm43
Which Q are we answering? Anyone? #sm43
@Marc_Meyer When agencies and clients realize it might be a viable replacement for costly marketing research #sm43
Link to a Social Media RFP Template: http://twurl.nl/zhgdfg #sm #socialmedia
@elhoust W/O clear goals/objectives you can't identify and align with the right SM vendor #sm43
Join SOCIALtality in #SM43 Chat at 12p(est) about: The Social Media ROI: http://bit.ly/7cCsBV
@comcastcares: A truly flat organization may be the result. Tearing down traditional strata #sm42
@KathyHerrmann: Def both. Just saying as you drive adoption, that tactic may be best to speed it. #sm42
@KathyHerrmann: Def both. Just saying as you drive adoption, that tactic may be best to speed it. #sm42
Q3: Integration must be employee/user focused and speak to their benefits rather than "savs co. money" #sm42
@comcastcares - engagement begins where need, customer, and company intersect #sm42
RT @shinng 9art of deciding to listen and understanding IS part of the strategy. Strategize first, execute second. #sm42
Don't start with tactics, start with strategies to integrate SM #sm42
Q2: First step, monitor the conversation. Context and relevancy are key to participation #sm42
Or voice a concern, complaint, praise, etc #sm42
Or voice a concern, complaint, praise, etc #sm42
@Kriscolvin: I think we're seeing SM integration in Customer Service as well #sm42
Integrating SM is the only way a company cn manage & monitor the volume of the external conversation alrdy occurring abt a brand #sm42
RT @KrisColvin Starting in a minute! #sm42 Socializing My Business – What Comes After the Chit-Chat? http://bit.ly/4PYoKc
RT @KrisColvin Starting in a minute! #sm42 Socializing My Business – What Comes After the Chit-Chat? http://bit.ly/4PYoKc
Define "engagement" as a company's ability to attract and retain customers http://bit.ly/6A5Qsr - #socialmedia #analytics
Great quote by @inmagic "Freedom to act within tight use case brings out creativity and energizes the group..." #socialmedia #e20
Marketing playing mix and match with #socialmedia metrics? http://bit.ly/6A5Qsr #analytics
Marketing playing mix and match with #socialmedia metrics? http://bit.ly/6A5Qsr #analytics
Top 10 Take-aways from #socialmedia and #e20 Adoption series: http://bit.ly/8d2yJy
Interesting Trend Assessment for #socialmedia in 2010: http://bit.ly/4Zh8GP
Interesting Trend Assessment for #socialmedia in 2010: http://bit.ly/4Zh8GP
Great discussion on #sm39 today. Check the Top 10 takeaways from our series on #socialmedia adoption with Jacob Morgan http://bit.ly/5OG7L6
Often adoption of a tool precedes strategy, and strategy becomes an outgrowth of new capability #sm39 http://bit.ly/5OG7L6
Often adoption of a tool precedes strategy, and strategy becomes an outgrowth of new capability #sm39 http://bit.ly/5OG7L6
Check out the "Top 10 Takeaways" from our #socialmedia and #enterprise20 series: http://bit.ly/5OG7L6
@MBerman1 What is "privacy" today really mean? Movements, habits, preferences - all trackable #sm38
RT @CraigKessler: I think social networks will begin to have more sales focus for companies in the future #sm38
RT @CraigKessler: I think social networks will begin to have more sales focus for companies in the future #sm38
Because the pendulum swings both ways, large open social networks may give way to private niche networks #sm38
@Marc_Meyer People using social networks for work collaboration could lessen their desire to use it in personal life perhaps? #sm38
I think the rise of Enterprise 2.0 could have implications for non-business social media #sm38
I think sites like Digg, Del.icio.us, StumbleUpon, and Redd it are going to become a more foundational social experience for many #sm38
RT @charleneli: Getting ready for Future of Socialnomics tweetchat, at 9am PT -- follow #sm38
What will 2010 bring to #socialmedia? Companies demanding more sophisticated metrics: http://bit.ly/54mVhJ
This was great, thank you all for the diverse POV #sm37
@edwardboches companies need the varied and diverse experience offered by an agency setting #sm37
Agencies will always be in the front trend-setting ranks because they eat, live, and sleep it #sm37
@mmorri True, yet, taking SM in-house means loosening controls on the conversation #sm37
@mmorri True, yet, taking SM in-house means loosening controls on the conversation #sm37
RT edwardboches Este, BK and True Blood had something in common: huge role played by the consumer as both creator and medium #sm37
Seen many "big ideas" in the crit pit go lame once deployed #sm37
@scheinerinc @edwardboches: This notion that agencies and companies control their brand points to a symptom of a large agency prob #sm37
@scheinerinc @edwardboches: This notion that agencies and companies control their brand points to a symptom of a large agency prob #sm37
@scheinerinc @edwardboches: This notion that agencies and companies control their brand points to a symptom of a large agency prob #sm37
@edwardboches: How do you know the idea is great? #sm37
@marc_meyer: touche' nor do they want to hear, relax will figure out how to measure your investment soon . . . #sm37
@edwardboches that may be true but, digital shops are harnessing and perfecting the tools of tomorrow, branding will come #sm37
I think Digitas is closer to the model of the future from current indicators #sm37
I think Digitas is closer to the model of the future from current indicators #sm37
@edwardboches many of those tools impart qualitative assessments but few truly quantify the end of the consumer funnel #sm37
@edwardboches many of those tools impart qualitative assessments but few truly quantify the end of the consumer funnel #sm37
For agencies to stay relevant, they're going to need to learn to quantify the value of the conversation #sm37
Agencies have the responsibility to help shape the conversation by providing c-starters and tools #sm37
Agencies have the responsibility to help shape the conversation by providing c-starters and tools #sm37
@kpkfusion Not sure I'd agree, multi-national global conglomerates have vast networks based on much more complex data/inputs #sm36
Gov can learn to go beyond Census demographics and begin to understand underlying psychographics #sm36
Might be good to distinguish whether we're talking about SM outreach vs creating efficiencies in gov mechanism #sm36
Might be good to distinguish whether we're talking about SM outreach vs creating efficiencies in gov mechanism #sm36
@Marc_Meyer True enough, it is a channel question #sm36
@Marc_Meyer how would you make access available for all? if not, Gov 2.0 would only engage with a portion of citizens #sm36
@Marc_Meyer how would you make access available for all? if not, Gov 2.0 would only engage with a portion of citizens #sm36
@kpkfusion -- Service delivery is tough, in order to make it equitable to the entire citizenry, all would have to have equal access #sm36
Gov 2.0 gives the government unparalleled access and responsibility to the will of the people #sm36
Join the "Role of social media in Government" chat at #sm36
Enjoyed @jacobm #sm33 ROI chat very much. @Jasonbreed, @tommartin, @marc_meyer, @andrewmueller provided great insight
Let's roll #sm33
Interesting chat at 12est today on SM ROI. Follow #sm33
@seesmic has an interesting chat about SM ROI at 12 est today. Follow #sm33
