#socialmedia Profile - @techguerilla

Profile

@techguerilla

#sm tweets: 751

@glfceo @ggheorghiu even when we *know* we are being abused we really don't care sometimes. sucks, but true #Facebook #SM76 #SCRM

@ggheorghiu @glfceo the 'blind eye' of the consumer is very purposeful #SM76 #SCRM

@ggheorghiu @glfceo are those corporate or consumer generated problems though? #SM76 #SCRM

@glfceo to me what needs to be transparent are a companies values not processes/internal/etc. Ask do actions align with brand values? #sm76

@rwang0 many thanks for joining us Ray #sm76 #scrm

@AndrewMueller don't believe the hype :) Good PR move, but below the line P&L? Not so sure #sm76

@AndrewMueller exactly #SCRM #sm76

@AndrewMueller don't believe the hype :) Good PR move, but below the line P&L? Not so sure #sm76

@dan_larkin @ekolsky don't misunderstand me, I *support* transparency, it's just not the end-all be-all it's made out to be #SM76 #SCRM

@mjayliebs don't I know it #sm76

@ekolsky I don't want to see the cow being slaughtered, just give me the burger. #SM76 #SCRM

@ekolsky to me everything is framed in "intent". Everything else is just shades of meaningless gray #SM76

@mjayliebs heh, i already have one somewhere #sm76

@ekolsky Authenticity I can stand behind, transparency is not needed or required #SM76 #SCRM

@AndrewMueller you know I agree with you, yet go try and sell that snack beside the guys in marketing/sales who have an entree #sm76

@themaria these are not small issues #sm76

@themaria u can adjust sure, but requires remapping of metadata, process workflows, possible loss of data u were dependent upon, etc #sm76

@AndrewMueller effectiveness is not the same as efficient. sm customer service is much more expensive #sm76

@AndrewMueller you can certainly put a meter on the tap where one wasn't before :) #sm76

@mjayliebs the bigger challenge (imo) right now is do these diff departments mean same thing when they say "scrm"? #scrm #sm76

@AndrewMueller @mjayliebs definitely the function I would start at, but "revenue" vs "efficiency" wins every time in C suite #SCRM #sm76

@mjayliebs the bigger challenge (imo) right now is do these diff departments mean same thing when they say "scrm"? #scrm #sm76

@rwang0 One primary variable not being discussed is that the SM data sources can be throttled or turned off at any time #scrm #sm76

@mjayliebs Marketing and Sales seem to be two primaries, but IMO it should not be existing departmental effort #scrm #sm76

@ekolsky i agree, and yet are largest segment of what marketplace called 'crm' #SM76 #SCRM

@rwang0 my concern w/ traditional CRM enhancements is that existing deployments are Sales focused and workflows for #scrm follow suit #sm76

@rwang0 is 'Punked' the formal analytical term for it now? :) #crm #scrm #sm76

@rwang0 are you seeing pushback on scrm from the C level due to high % of failed past crm deployments? #scrm #sm76

@rwang0 yet we need cultural shift to where they get job done in way that works best for *customer*. #scrm #sm76

RT @mjayliebs: #scrm is 20% tech, the rest is hard work, strategy and planning (HT - @ekolsky) #sm76

@rwang0 Baseline methodologies/workflow, exposed hooks, naming of metadata structures, cloud security protocols, all needed #sm76 #scrm #5ms

@rwang0 on the middleware front, do you see standardization of API's, etc. as we move forward to facilitate this? #sm76 #scrm #5ms

@rwang0 and the enhanced data collection/reporting can spread across silos where it wouldn't have before #sm76 #scrm #5ms

Measuring Influence Versus Popularity?

@chuckhemann be careful, your mother may not like the influence I can put on you :P #sm75

@Marc_Meyer wow, thanks Marc #sm75

@chuckhemann and in biz world it was this guy (article is on exactly this topic) http://bit.ly/cccu2H #sm75

@chuckhemann My, now passed away, great aunt http://bit.ly/dq1c7g #sm75

@tamadear duh, I'll take my staff and kickass magic, you can go do monotonous paperwork all day #sm75

@KseniaCoffman which is also influence...yet wasn't measured #sm75

@chuckhemann that was me as well :P #sm75

@KellyeCrane some of us are kings, some of us are king-makers :) #sm75

@chuckhemann @tamadear which is what I mean by 'long term" influence. Abuse of influence leads to less of it #sm75

@KellyeCrane preach it sister #sm75

@AppleBoxStudios well, there is that #sm75

@TomMartin @chuckhemann yet that makes it no less a measure of influence, just not very qualitative #sm75

@ckieff IMO most objected inherently to notion of saying "you're *not* popular enough to spread your qualitative influence" #sm75

@chuckhemann remember, I'm influence purist. you want me to click on link, I click, you influenced me #sm75

@chuckhemann I was fine with it, it *was* a measure of influence, just not of influence "quality" #sm75

@chuckhemann what they didn't do well is understand the emotional backlash of making an audience feel excluded :) #sm75

@tamadear it's all about knowing the context of the algorithms. (didn't someone just write an article on importance of context?) :P #sm75

@chuckhemann Lots of mention about 'klout score' here. The value is in the analysis that makes up the score, not the score itself. #sm75

@themaria I would reword that to say "..can't be measured in financially feasible way" :) #sm75

@chuckhemann human factor important for other reasons too (perhaps primary influencer targets are oversaturated, unreachable) #sm75

@ckieff Dude, Obama knows his bikes :P #sm75

@chuckhemann meaning that they have less influence reach, but more depth #sm75

@chuckhemann An example: I give priority in certain programs to influencers who are 'long term' (high quality) influencers #sm75

@AppleBoxStudios not necessarily, I did a study once where I had a "fickle" bucket for some influencers :) #sm75

@chuckhemann the tougher, but more important piece IMO, is measuring the 'quality' of someones influence #sm75

@themaria also not tied just to your follower #'s, but how influential your followers are (reach) #sm75

@chuckhemann I think this is the part of the program where we narrow context to our digital marketing realm :) #sm75

@ckieff a good point #sm75

@chuckhemann i.e. cause of action or thought. both measurable #sm75

@chuckhemann I'm a bit of a purist when it comes to influence' #sm75

@ckieff apparently you'd argue with a wall :) (j/k) #sm75

@ckieff the guy with a knife to your throat is plenty influential :) #sm75

@ckieff many many dictators, etc #sm75

@AppleBoxStudios @ckieff so Saddam wasn't influential #sm75

@chuckhemann yes, to some degree. might be easier to look at other end, plenty of *unpopular* ppl w/ huge influence #sm75

@chuckhemann but just b/c you can use popularity *for* influence doesn't make them equivalent #sm75

@chuckhemann popularity is a measure of emotion. u can influence with or without it #sm75

@chuckhemann to me influence is pretty straightforward, ability to make someone think or take action #sm75

Building Your Reputation Using Social Media

@Marc_Meyer hope it went well, marathon morning of phone calls today, sorry I missed it #socialmedia #sm74

Social Media for Non Profits

@SRStran Here's proper link to that ROI presentation along w/ worksheets that I promised. http://ow.ly/2qUJg #sm73

@autom8 I react so strongly to the ROI dialog b/c it's generally a cop-out to make it a soft measure when it has a specific meaning #sm73

@nigellegg Think? You ask far too much of me sir #sm73

@SRStran Here's a version of him giving that presentation: http://www.viddler.com/explore/courane01/videos/11/ #sm73

@SRStran @cspenn has a good presentation on ROI that might be helpful, i'll see if i can find it. #sm73

@SRStran only if you translate all factors into a monetary value #sm73

@autom8 Yes, they could, and it's counter-productive #sm73

@RobertNCroft Or in case of a volunteer example for labor. Investment costs of recruiting - zero cost of labor = ROI #sm73

@RobertNCroft to put it a diff way: Relationships are only valuable (to npo) if they lead to conversion. Conversion is a money factor. #sm73

@RobertNCroft just call it something else. I'm not diminishing importance of other factors, simply stating ROI is what it is. #sm73

@SRStran That's the "whuffie" factor (social capital), but it's a reciprocal equation and irrelevant to ROI #sm73

@ajmunn yes, ROI *must* equate to money. It's a financial equation. Soft measures like branding/awareness/influence r fine.but not ROI #sm73

@e_philanthropy no matter what you do, end of the day you either have a positive investment, or you fail, period. #sm73

@e_philanthropy Sorry, but I can't buy into that. ROI is still ROI. Branding and awareness is fine, but its not ROI #sm73

@jsandford Could not agree more. Make it simple for others to find, create, and tell the stories associated w/ the cause. #sm73

@TomMartin Exactamundo #sm73

@kanter The 3 N's of Advocate Mgmt: Nurture, nurture, nurture #sm73

@kanter same goes for calls for volunteers (linkages to powerful personal stories, etc. w/ signups and opportunities to contribute) #sm73

@kanter produce simple messaging snippets with calls to action to one-click contribution pages and distribute to advocates. #sm73

@kanter You don't really have to look much further than Charity:Water for a social media model of success. #sm73

@CoryOBrien to some degree yes, they are. (only so much money to go around). #sm73

@kanter The 'influencer' effect is huge with a non-profit. "x influencer just contributed, I will contribute to be seen by influencer" #sm73

@CoryOBrien The big Q: Given the nature of SM, will causes for a specific individual or for a non-profit fare better over time? #sm73

@CoryOBrien Non-profits have built in advocacy programs...a primary key to social media success, and advantage over trad. biz #sm73

@kanter The flip-side is saturation, so many "causes" on SM these days are outside of non-profits (individual issues) #sm73

@kanter of course it can help provide impact. The personalization of a cause through storytelling in particular. #sm73

@Marc_Meyer see Marc, you've already broken twitter #sm73

The Lifespan of a Social Community

@EAv_Squirrel I guess my point is that I'm not of the mind that we must "create" good CM's out of other role. Communities arent new. #sm72

@cbensen Advocate creation and nurturing. Period. You cannot scale without. #sm72

@EAv_Squirrel except it's not just about 'issues'. sales/promotion/mkt/development/content creation/cross-departmental politics/etc #sm72

@cbensen re: the "which is more important" statements. Why imply that you should settle for less than all skills/attributes? #sm72

@cbensen Q3: Yes. But depending on where curation is happening they may already control it. #sm72

Creating a Social Media Strategy? Stop Wasting Your Time!

@KathyHerrmann not sure how you got impression i'm anti-measurement (it's part of what i do). u wanted ex. of when *not* 2 measure #sm71

@KathyHerrmann so even if it makes no logical sense to try and measure some specific activity they should do it anyway? lost #sm71

@tomob i would hope so, since sentiment analysis can only be done accurately enough manually (thus low samples) #sm71

@KathyHerrmann b/c if the cost of measurement outweighs any potential benefit of the results it's fiscally dumb #sm71

@tomob well, perhaps not straightline representation, but you can build adjustment factors #sm71

@nigellegg many times data is simply a comfort/defensive measure, no real actionable purpose. be clear on what you wld do with results #sm71

@andrewmueller @KathyHerrmann to be contrarian, sometimes the question *is* whether to measure #sm71

@tomob to establish a correlation build a baseline first #sm71

@Marc_Meyer speak for yourself, i had primary office in UK, I spell it 'wrong' all the time #sm71

@iMediaMichelle if we were smart we'd build a call center w/ sm expertise and sel to enterprises :P #smchat #sm71

@Marc_Meyer :) I think we wrote half of those didn't we? #sm71

@techguerilla more than half of all call centers are outsourced anyway #sm71

@iMediaMichelle that they now have to conduct themselves out in the open and have impact on brand. its big deal #sm71

@iMediaMichelle most def. however, not so simple. try telling call center rep 2 have more responsibility at all levels w/ no extra pay #sm71

@iMediaMichelle e.g. I'm certainly not putting a call center or online chat script reading flunky in a SM forum #sm71

@iMediaMichelle financially the prob isn't the medium, its the higher cost skillsets required to work in the medium #sm71

@CASUDI @iMediaMichelle the "fluffy" stuff that makes so much sense at entrepreneurial level just doesn't fly. #sm71

@CASUDI @iMediaMichelle no doubt. I work with multiple startups. completely diff animal #sm71

@CASUDI @iMediaMichelle it's one reason why we've built new structures for integrating SM throughout but rollup to umbrella group #sm71

@CASUDI @iMediaMichelle e.g. At one enterprise client I'm increasing sales via mktg, increasing costs via CS. Mgmt is struggling #sm71

@CASUDI @iMediaMichelle Hard to say at this point. Part of it is getting orgs to correlate budgeting across silos #sm71

@iMediaMichelle my big question is still whether you are willing to *pay* (higher product prices, etc) to fund that monitoring? #sm71

@GetResults that and much more #sm71

@KathyHerrmann that's a good example #sm71

@Liz_Money 100% agree, sort of (regardless of 'social' or not, I engaged w/ them closely in nashville flood) #Sm71

@Marketwire I'd say we have diff definitions of social. Is it just interaction? #sm71

@Marketwire give me an example of truly "social" engagement from a large corp. offline? #sm71

@iMediaMichelle "social" engagement offline is virtually irrelevant for many large enterprises (social is key word here) #sm71

@whatsnext do you pay more for their products/services so that they can fund that staff? #sm71

@whatsnext point is that I don't care if most GiantCorp engages socially offline, but I do online #sm71

@Marc_Meyer @whatsnext e.g. Do I care that Pepsi isn't engaging w/ me socially offline? No #sm71

@Marc_Meyer @whatsnext i think this is partially dependent upon size of org. #sm71

@cariofthevalley i have a (very large) integration structure for enterprises that deals w/ that, but you're right #sm71

@whatsnext @MarcMeyer greenpeace even #sm71

@whatsnext @MarcMeyer tell greenpeach that #sm71

@Marc_Meyer late to the show, trying to catch up, what's current Q? #sm71

Buiding our own Frankenstein: Is engaging with customers via social media required, or optional?

@ambercleveland ha, that's pretty cool #sm70

@milesd999 given the expense of each one, i'd say you don't :P #sm70

@denvan for the record, @jaybaer has the coolest biz card ever #justsayin #sm70

@djwaldow anytime, especially if ur buying :) #sm70

@jaybaer @marc_meyer @jasonbreed keep on rockin in the free world guys, thx for the convo #sm70

@TomMartin @djwaldow @jaybaer would i have to consider myself a blogger to attend? :P #sm70

@TomMartin once you've humanized the connection detractors will evolve #sm70

@TomMartin in my experience, nothing converts detractors like face2face / voice2voice. ppl are diff without the audience #sm70

@jaybaer @djwaldow most def, the theoretical "SAMS" system includes adding a larger speaker to advocates microphone #sm70

@TomMartin @jaybaer @djwaldow and yet so little attn is paid to psychological risk mitigation techniques #sm70

@djwaldow @jaybaer i.e. I don't need 2 "convert" an influencer 2 an advocate, I just need to leverage the advocates that r influencers #sm70

@djwaldow @jaybaer For me influence (at brand level) is about advocates and the nurturing of them. #sm70

@jaybaer that's pretty perfect actually :P #sm70

@jaybaer i have a structure for it based on a "SAMS" 'social advocate management system' post i did, i'll write you one #sm70

@mjayliebs like? #sm70

@djwaldow influence upon *your* brand is not subjective. if @jaybaer preaches about my product, i care...a lot #sm70

@mjayliebs completely disagree, "fair" unfortunately doesn't work where influence is concerned #sm70

@jaybaer I think the sales funnel will eventually evolve to the "advocate funnel" in SM. #sm70

@jaybaer but in general, think of how majority of call centers are outsourced. whose voice is that? #sm70

@jaybaer things requiring tiered, system based, support are difficult to outsource in any forum #sm70

@jaybaer Then there are folks like Charter Cable in which customer service would never work externally #sm70

@jaybaer depends on structure you're used to I suppose. I have folks sitting at client location for example #sm70

@jaybaer why better/worse at monitoring? #sm70

@dj_justjay noone is saying "don't do it yourself", I'm saying it's perfectly fine if you don't want to to outsource it #sm70

@themaria my thoughts on that subject http://bit.ly/9P7kng #sm70

@dj_justjay because maybe you suck at it or can't deliver. do ur employees do your tv commercials? #sm70

@jaybaer I think you know my strong feelings on that topic :) http://bit.ly/9P7kng #sm70

@iMediaMichelle An unknown quantity is better than a known lousy quantity #sm70

@iMediaMichelle Of course, but if they have a website from 1996 that hasn't been updated which is worse? #sm70

@jaybaer Q2: Scalability, silo confusion, risk exposure, etc. #sm70

@GetResults makes no diff, manage expectations to where you can overdeliver not underdeliver #sm70

@themaria err, against a company, not against a customer, you get the point #sm70

@themaria right now you get bonus points for being on, but it doesn't mean you get negative for being off #sm70

@themaria why awful to not find on twitter? u rlly thinki customers (at this point) hold that against a customer? #sm70

@themaria Q: If you have issue, find corp on twitter, ask question, get no response. Better or worse than not finding them? #sm70

@EdHartigan For many biz it's simply not an effective expenditure of effort, nor will ever be #sm70

@trimblyton Setting expectation and failing is worse than not showing up to the party at all #sm70

@EdHartigan For many biz it's simply not an effective expenditure of effort, nor will ever be #sm70

@jaybaer Secondly, and I realize not popular opinion, but SM just isn't right for all businesses #sm70

@ar_turnbull in a "response" situation it's engaging, but it's not a true dialog. still monologue based #sm70

@jaybaer specifically, there's a lot of "push" responses going on right now via monitoring w/ no followthrough ability #sm70

@jaybaer by that I mean creating an expectation that it cannot deliver on thus doing more harm than good #sm70

@jaybaer When it isn't prepared to be responsive... #sm70

Social media AND...

@iMediaMichelle @adamcohen yeah, don't forget Guerilla ;) #SM69

@Marc_Meyer how was it today btw? meeting went long and couldn't join in #socialmedia #sm69

Mobilizing Your Social Strategy

@Marc_Meyer @theblackfin bummed i wont be there, but it should make it a less bumpy ride 4 everyone else :P #socialmedia #sm68

How to Get Measureable Results From Your Facebook Presence

How news brands use social media and social gadgets to connect with audience

The New Digital Press Release

Social Media Data Management - Privacy, Security and Retention

Crisis Management for BP Using Social Media

Location Based Services: Marketing Euphoria or Building Block?

@GetResults that's why i say an opt-in consolidated infrastructure is way to go (you're already trackable, Q is who has info) #sm62

@jakrose in other words, the carrier can determine location for any cellular device..only a smartphone can give it otherwise #sm62

@jakrose but it requires the carrier to determine location unless using gps, so only so much google can do #sm62

@jakrose gps is highly preferred over triangulation, but is a long time until all devices have that capability #sm62

@jakrose but it requires the carrier to determine location unless using gps, so only so much google can do #sm62

@jakrose carriers would essentially be the "adsense" of LBS #sm62

@jakrose requires carriers to implement, and they'd be idiots not to #sm62

@jakrose i see an underlying opt-in infrastructure that services can tap into like ad network *or* apps can leverage #sm62

@jakrose the 4sq of the world are really driven reactively (we say where we are) not proactively. proactive is deeper than 'app' #sm62

@jakrose Think "walk past location, receive text msg with coupon, interest point info, etc.". not 'app driven' #sm62

@jakrose Both. Eventually we'll migrate to non-active app based push LBS much like an ad platform. #sm62

@jakrose They'll need carriers to establish & manage a LBS opt-in system and integrate to it. #sm62

Quick and Legal: How to Make Social Media Less Scary for the Legal Dept

@Marc_Meyer thanks to@marc_meyer @lucretiapruitt and @jasonbreed for another interesting chat #sm61

@karimacatherine errr, you flatter me my dear #sm61

@lucretiapruitt more importantly, they were able to communicate at both ends (biz + legal dept) effectively #sm61

@lucretiapruitt best lawyers i've worked with were ex-lawyers who became CFO's, etc. They found balance btw biz need & risk mitigation #sm61

@lucretiapruitt many times the legal involvement is not to restrict actions, it's to protect yourself *after* you ignore them :) #sm61

@J_Fuji uneducated mgmt can still make fast (but stupid) decisions :) #sm61

@lucretiapruitt but reason it's almost always accepted is b/c mgmt. doesn't want the liability of not taking their advice #sm61

@lucretiapruitt legal never technically 'signs off'. they submit revisions and recommendations. mgmt. must decide #sm61

@elhoust by implication that means i cannot spot risks without truly understanding a medium. at legal level i disagree #sm #sm61

@ckieff with Nestle I'd challenge someone to show the material effect holding comments for 5 days had #sm61

@RepuTrack not necessarily (see corporate forums as example). its just that real time and volume of participation changes the game #sm61

@lucretiapruitt biggest scare for lawyers at moment is lack of case law imo #sm61

@LucretiaPruitt somewhat. but real world analogies come into play more than experience with the tools #sm61

@Marc_Meyer sigh, hipaa :) #sm61

@lucretiapruitt 4 example, i spent 3 hours with privacy lawyer last wk on twitter & hippaa. he's never used it #sm61

@lucretiapruitt e.g. Twitter becomes "standing on a stage with a bullhorn". I don't need to use it to now mitigate #sm61

@lucretiapruitt it speeds the process of them understanding the premise, but usage is not really required #sm61

@JohnFMoore not really, it can help legal understand your premise, but the laws don't change #sm #sm61

@jasonbreed exactly #sm61

@JohnFMoore disagree, legal is risk mitigation, period. biz needs don't apply, u have to override legal and accept risk if desired #sm61

@hurriednotes @LucretiaPruitt I'm your agency, I tell a customer to F off. You fire me and say unacceptable, not your views, etc #sm61

@lucretiapruitt can't name names, but one client is discussing 3rd party comm. to provide protective distance (disavow) #sm61

@lucretiapruitt bottom line is that legal wants intermediary function. how to incorporate in SM world? #sm61

@lucretiapruitt thats kind of the problem, the rules have changed to meet our litigious society..thus legal slowdown #sm61

@lucretiapruitt Yet we cannot ask legal to not uphold its mission. Balance is required #sm61

"Quick" and "Genuine" are antithesis of how legal dept. wants you to respond/act, yet SM requires it #sm61

Facebook blowback: What's the upshot for social media?

@kseniacoffman Q is how you go about it, you cannot sustain a biz long term without a customer focus. #sm60

@McKeenMatt many thx #sm60

@kseniacoffman @conniereece it's about trust, not biz model. zuckerberg is on record as saying he wants to take your privacy away #sm60

@conniereece the overriding topic will lead here: http://bit.ly/9ZGXrj would love 4 u to fill out survey #sm60

@conniereece The CFO and other C-level have often caveated end of statements with "this is what mark believes, i'm not so sure" #sm60

@nigellegg i completely understand. prob i have is saying it's ok for someone to actively F##$ me and still do biz with them #sm60

@conniereece i think its only way to re-establish trust in a short timeframe, and they don't want this crack open long #sm60

@conniereece i do actually, but i haven't investigated his % shares and BOD status which would effect that if he resisted #sm60

@nigellegg this convo is definitely helping to prepare me for my big debate on this Thu. so i appreciate the opposite view #sm60

@nigellegg there is also a mashable link ther for the opposing view which u seem to share #sm60

@nigellegg C ths post 4 my full opinion on that http://socialfresh.com/in-defense-of-facebook-a-response/ #sm60

@jdlasica Fast and furious, but you hung in there :) good chat #sm60

@shelisrael glad to see you back up and around my friend #sm60

@nigellegg Q is what is "responsible"? I define it as being responsible within a reasonable framework of risk and trust #sm60

@shelisrael now we do it for sheer apathy #sm60

@jdlasica there's a great article out there by @jasonfried you should read on diaspora, i completely agree with it #sm60

@RaineyReitman Privacy will become the new competitive differentiator #Privacy #sm60

@wendykenney I'd show grandma, unless she was a 2-faced hussy who then broadcast it on national news #sm60

@shelisrael i don't blame them, what a trainwreck that'd be. #SM60

@conniereece diaspora will never leave the ground #sm60

@jameswester that they are doing this for your benefit #sm60

@colinzammit no, it's not. #sm60

@karimacatherine pls explain diff. FB sets expectation that something is private, then exposes. What wld be diff in dM? #sm60

@jameswester that's laughable, truly. #sm60

@andrewmueller you have to HAVE values before you can state them #sm60

@RaineyReitman they do abide by their word. today. then diff word tommorow. then... #sm60

@karimacatherine wrong, i determined my info was private, FB then determined they wanted it public. what's diff? #sm60

@McKeenMatt but that logic doesn't work. You can also control whether you use a service, u don't, security no problem #SM60

@karimacatherine so disclosing all of your DM's would be cool with you? No right to complain right? #sm60

@karimacatherine so my bank should change its privacy rules and sell my data? "social" doesn't change anything #sm60

@jdlasica "Privacy is dead" Facebook CEO #sm60

@CoryOBrien My privacy or my Farmville crops? ack. tough decision #SM60

@ikepigott @shelholtz fyi, studies have shown that younger gen is actually more concerned than old fogies #shocker #sm60

@karimacatherine so email, banking, ecomm, all are out huh? no internet anymore? #sm60

@jsandford it's different b/c of level of interaction. how many wal marts to you shop at 5hrs a day? #sm60

@ikepigott heh, is basically a direct quote from my article, so i'm in favor of it :) #sm60

@karimacatherine they should be responsible "within a reasonable framework of trust and risk" #sm60

@CoryOBrien ur implication is that we *need* to change our comfort level w/ our lack of privacy #SM60

@jsandford no. #sm60

@hurriednotes i don't care about transparency, i DO care about authenticity however #sm60

@jsandford b/c it's not a single company they interface with looking them in the eye saying F U #sm60

@CoryOBrien funny most ppl think these overreaches are accidents. u overreach so that when pull back u are still further along #SM60

@jsandford how is that relevant? #sm60

@jaimeenapp issue isn't your expectations, it's that those reasonable expectations are being abused..blatantly #facebook #sm60

@shelisrael as always Shel is on top of it, even after surgery #SM60

@johnhaydon when ur CEO says he wants a privacy free utopia, u have to figure out if you're on board with that #sm60

@conniereece simple Q. if another service could import your FB data and still allow you to post/receive status' to FB, would u leave? #sm60

@CoryOBrien they are one and the same, one is simply a tactic to accomplish the stratgy #SM60

@CoryOBrien and you don't find that purposeful? they need to release ur data, so they simply add more controls to override it.. #SM60

@conniereece i'm in debate on this topic Thurs...sold out faster than any previous event, ppl are perking up #sm60

@CoryOBrien if they wanted u to really have more granular control they would not override your previous selections #SM60

@conniereece they promised u certain data was private, then just changed the rules, why diff in future? #sm60

@McKeenMatt 2 me security & privacy are inexorably intertwined #SM60

@CoryOBrien it's confusing on purpose, that's kind of the point #SM60

@jdlasica It's about "intent". They have purposefully tried to circumvent users privacy. That's too far #sm60

@jdlasica Yes. {that may be shortest answer i've ever given} #sm60

@Marc_Meyer timely no? http://socialfresh.com/in-defense-of-facebook-a-response/ #socialmedia #sm60

Is Retention the new acquisition in social media?

@jaffejuice it's got a very Geoffrey Moore feel to it, (that's a compliment from my perspective) #sm59

@jaffejuice ahh, so you didn't replace the metaphor, you extended it. got it. i like it #sm59

@jaffejuice havent read book. how do you deal with the chicken/egg issue of a flipped funnel? #flipthefunnel #sm59

@Marc_Meyer @jasonbreed @jaffejuice thx for good convo today #socialmedia #sm59 #sm60

@danperezfilms @themaria if it's a marketing objective absolutely. #sm #sm59

@KathyHerrmann ROI is a post measurement activity. U can't do it until it's over. #sm59

@KathyHerrmann @andrewmueller Q isn't whether ROI is important, it's what are the objectives? Ad/PR/Mktg/CS ? #sm59

@andrewmueller @JohnFMoore what is the ROI of taking that exec out to dinner? #sm59

@MikeFraietta @JohnFMoore I'm a big believer that you can't do both at once (efficiencies vs growth) #sm59

@stepmorgan i've been struggling with exactly that question. i think it's a variant on this http://bit.ly/ch1X4J #sm59

@jaffejuice let's face it, not everyone is equipped to understand the nuances of PR, liability, etc. #sm59

@jaffejuice also the Q has to be dealt with in regards to whether they represent the *official* face of the company #sm59

@ActiveIngreds me too, but i've heard variants of it from @jaybaer and others, not my original verbiage #sm59

@jaffejuice would seem you'd almost have to build a class system? #sm59

@cariofthevalley @jaffejuice how about removing SM from the proposal, treat it like any other "opportunity" #sm59

@jaffejuice extremely conflicted with Q3, desperately trying to get my arms around it #sm59

@sharonmostyn @jasonbreed In short, what matters is value. Low quality products might have gr8 value, it's own form of value branding #sm59

@jaffejuice the ability for large companies to "act small" has never been greater #sm59

@Marc_Meyer they have succeeded, whether they continue to evolve is up to them :) #sm59

@jaffejuice Look at 4sq. Very little actual value. But worthless badges build incentive. #sm59

@jaffejuice: Q2: the $1M question :) Tiered recognition works wonders #sm59

@stepmorgan no offense, but that's naive. employees already have job functions. where does time come from? #sm59

@AndrewMueller there is scrm as a concept outside of tools/platforms, and scrm as a toolset. we r still debating that topic #sm59

@jaffejuice @karimacatherine i use diff terminology but same concept, I see it as the new "conversion" process #sm59

@StephanieSAM @jaffejuice there is audience focused automation, and then there is solely efficiency focused. the latter needs 2 die #sm59

@andrewmueller @jaffejuice i.e. A advocate is a customer for most part, but a customer is not necessarily an advocate #sm59

@stepmorgan no offense, but that's naive. employees already have job functions. where does time come from? #sm59

@AndrewMueller there is scrm as a concept outside of tools/platforms, and scrm as a toolset. we r still debating that topic #sm59

@jaffejuice @karimacatherine i use diff terminology but same concept, I see it as the new "conversion" process #sm59

@jaffejuice: Q2: the $1M question :) Tiered recognition works wonders #sm59

@andrewmueller @jaffejuice I *think* Andrew is talking about advocacy importance in this form? http://bit.ly/ch1X4J (andrew?) #sm59

@AndrewMueller google group #sm59

@stepmorgan 100% agree, but existing CS models are built around scripted automation, tiered support, etc. How do u manage budget? #sm59

@StephanieSAM link to scrm pioneers here http://bit.ly/brH7sR #sm59

@StephanieSAM that's involved & debated Q. check group i'm in over at Social CRM Pioneers that @jowyang created #sm59

@andrewmueller @jaffejuice I *think* Andrew is talking about advocacy importance in this form? http://bit.ly/ch1X4J (andrew?) #sm59

@stepmorgan and then go out of business b/c you have no more profit #sm59

@AndrewMueller google group #sm59

@stepmorgan 100% agree, but existing CS models are built around scripted automation, tiered support, etc. How do u manage budget? #sm59

@StephanieSAM link to scrm pioneers here http://bit.ly/brH7sR #sm59

@StephanieSAM that's involved & debated Q. check group i'm in over at Social CRM Pioneers that @jowyang created #sm59

@jaffejuice scrm will help for a while, but then will bcome facilitator of non audience focused "efficiencies" #sm59

@jaffejuice exactly. #sm59

@jaffejuice 1-Yes, 2-Only if scalable models r discovered, 3-YES :) #flipthefunnel #sm59

@jaffejuice sorry, i can't understand you with that accent :P #sm59

Connecting With Consumers Through Social Media

@karimacatherine @marc_meyer @RichardatDELL since i convert my clients to 100% Dell, I guess u could say I think they're high quality #sm58

@andrewmueller @themaria The Harley brand is a lifestyle, not a product #sm58

@AndrewMueller @karimacatherine I'd be happy to put on my Inspector Cluesoe accent #sm58

@Marc_Meyer unless you're these guys, then its cool http://bit.ly/18yN0H #sm58

@andrewmueller i keep finding all of these tweets that aren't in the #sm58 stream

@AndrewMueller I was talking about me, but if the shoe fits... #sm58

@AndrewMueller I just imagine everything she says in a french accent, makes it very enjoyable :) #sm58

@AndrewMueller could pick apart the semantics of this statement "the brand echos the customers" if i want 2 b controversial #sm58

@AndrewMueller k, let me analyze your stream, i'm sure there's something i can disagree with ...one sec :) #sm58

@karimacatherine i have long conversations with the ppl in charge of those programs, that count? :) #sm58

@karimacatherine today CS in SM is great b/c of ratio, level of skill/empowerment, etc. Cost per incident is many multiples #sm58

@ckieff heh, i know @shawnmcpike , u should send him ur link #sm58

@karimacatherine never said it would be only purpose. only that benefits of CS in SM as its done today will be lost due to scale #sm58

@karimacatherine It's not a financially viable model #sm58

@karimacatherine Just that. CS in social media as it is done today will not scale effectively. It can't #sm58

@karimacatherine @kyleplacy CS in SM today is more a PR exercise than the future. It cannot scale as it is #sm58

@randygiusto u can't separate pricing, market saturation, biz functionality, etc. from branding/marketing. all one beast #sm58

@ckieff i was there, and in 1984 when Apple was already kicking MS ass in branding. doesn't hold water #sm58

@ckieff b/c u happen to disagree with something doesn't mean the majority don't resonate with the product & message #sm58

@ckieff u think MS has better marketing than Apple? Seriously? #sm58

@techguerilla heart even #sm58

@kyleplacy i do biz on 100% referral, so this topic is near and dear to my heard :) #sm58

@kyleplacy Q3: killer product or nothing else matters. u can polish a turd but it's still a turd #sm58

@kyleplacy if u trust me, and i take u by the hand and lead u to giant corp to buy, it's now personal #sm58

@kyleplacy it's not who the end seller is, it's how you arrive at their door. individualize the brand #sm58

@ActiveIngreds it's totally spin IMO, that's why I said "perceptually" :) #sm58

@kyleplacy ppl want to buy from ppl, not giant corp.'s. stories personalize the marketing experience to achieve that effect #sm58

@kyleplacy storytelling telling is todays clift notes for a case study #sm58

@kyleplacy no, storytelling has built in trust component, whereas spin has builtin mistrust #sm58

@kyleplacy I'd argue that storytelling is based in reality (perceptually) whereas messaging is spin. Built in trust. #sm58

@ckieff make no mistake, u def want to *convert* lurkers where possible. but it's a pull activity, not push #sm58

@ckieff but if you look at history of *marketing* all we measure are those engaged #sm58

@ckieff If I convert 80 out of 100 of those who engage, and 3 out of 100 of those who don't where do I focus? #sm58

@ckieff 1) an audience does not equal a sale #sm58

@kyleplacy essentially first education tier is teaching the "FAQ" so that when new user shows up they can engage with their basic Q #sm58

@kyleplacy educate them to speak on brand/product while providing carrot of recognition #sm58

@kyleplacy certainly, "A did you know?" series of content (prod./brand knowledge) w/ content on benefits of recognition tiers #sm58

@kyleplacy another tier is simply education, ppl lurk to learn or lack confidence, educate them to cross that barrier #sm58

@kyleplacy another tier of that is on support side, it will not scale in SM without an advocacy program #sm58

@kyleplacy people want to feel like they are special, there's a reason all these 4sq "badges" exist :) #sm58

@kyleplacy A tiered recognition program would be one method #socialmedia #sm58

Managing the marketing mix-What's more effective?

@Marc_Meyer so you want a "specific generalist" :P #sm57

@JoeCascio that doesn't mean your company is cold and exploitive, only the end objective #sm57

@JoeCascio In a sense it is exactly "cold and exploitive". It's business. #sm57

@JoeCascio that doesn't mean your company is cold and exploitive, only the end objective #sm57

@AmberCadabra The challenge I personally find is where to define measurement breakpoints when ur not doing campaign orientation #sm57

@karimacatherine it's why team/agency style selling is necessary. Selling only SM programs is like selling a car without wheels. #sm57

@karimacatherine it can work in practice (it DOES work in practice) but definitely a sea change in thinking #sm57

@AndrewMueller put more simply, the "mix" is fluid to me as an ongoing relationship changes the ratios over time #sm57

@nigellegg of course, but the relationship drives the right mix not an arbitrary budget split #sm57

@AndrewMueller all i see is a palette (tv/adv/sm/etc) to choose from with which to paint the relationship #sm57

@AndrewMueller and I don't mean that in a kumbaya kind of way, tactically, in the real world #sm57

@AndrewMueller I build programs in terms of relationships not budget mixes. #sm57

@AmberCadabra One thing that does change however is the notion of "mix" (campaign oriented) vs. ongoing (relationship oriented) #sm57

@ambercadabra Q3: Better answer is to be proficient in the various mediums to know enough to determine the proper mix #sm57

@AmberCadabra Q3: I refuse to answer on the grounds that it doesn't deserve one :P #sm57

@ambercadabra Q3: Better answer is to be proficient in the various mediums to know enough to determine the proper mix #sm57

@AmberCadabra Q3: I refuse to answer on the grounds that it doesn't deserve one :P #sm57

@AmberCadabra One thing that does change however is the notion of "mix" (campaign oriented) vs. ongoing (relationship oriented) #sm57

@AndrewMueller I build programs in terms of relationships not budget mixes. #sm57

@AmberCadabra grrr, sorry gang, "update limit reached" delaying tweets #sm57

@AmberCadabra Whereas the more amorphous (Adv/PR/Etc) are about creating potential (but inherently less measureable) #sm57

@AmberCadabra In general marketing is about realizing potential. (call to action) #sm57

@AmberCadabra I'm all for trying to measure everything. But def of marketing is getting pretty muddied here #sm57

Culture Shift: Is your company ready to go Social?

@paulgailey You're a gentleman and a scholar good sir #sm56

@correlationist always a pleasure #sm56

@Marc_Meyer @treypennington @ambercadabra Beware of zombies, I predict collateral damage #sm56 #sm57 #socialmedia

@MrAkashSharma Strategies are objective based IMO. Social Media isn't an objective, it's a means to reaching one #sm56

@MrAkashSharma I think my phone is a fantastic tool for a variety of activities, I just don't think it's a strategy #sm56

@AndrewMueller I just feel we make it so difficult on ourselves by trying to make SM so unique, and require *so* much change #sm56

@AndrewMueller execs will buy something they feel is contained. let it prove itself. then they'll let you tear down the fences #sm56

@AndrewMueller I just disagree that we should b in boardrooms "selling" SM. Sell something specific, not generic #sm56

@andrewmueller u've known me long enuff to know I'm a "prove it" guy. I love ROI and justification. #sm56

@AndrewMueller execs will buy something they feel is contained. let it prove itself. then they'll let you tear down the fences #sm56

@AndrewMueller I just disagree that we should b in boardrooms "selling" SM. Sell something specific, not generic #sm56

@andrewmueller u've known me long enuff to know I'm a "prove it" guy. I love ROI and justification. #sm56

@andrewmueller well, you could say it, but I wouldn't advise it :) #sm56

@andrewmueller How so? The word "media" is in there for a reason. U can't say "I'm going to do social media today" #sm56

@MrAkashsharma disagree, SM is not a strategy. Unless TV, Newsprint, etc. are also strategies #sm56

@andrewmueller we don't pitch execs on the ROI of paper, we pitch them on what we wrote on it #sm56

@andrewmueller I agree, but think ur missing my point. y are we pitching channels vs. campaigns/activities/etc? #sm56

@correlationist why not pitch SM to exec same as peripheral sales activity? Do you measure ROI of taking client to dinner? #sm56

@correlationist because ROI is a *post* activity metric. If they haven't bought in yet how are you demonstrating it #sm56

@treypennington I'll quote my new hero @jaybaer again "Learn how to BE social, not DO social" #sm56

@treypennington Q3: Sell more stuff :P #sm56

@AndrewMueller I say no, however it could contribute to a change in mindset at top which leads to that #sm56

@AndrewMueller obviously genericizing here but IMO they are still vacuums within a broader org. #sm56

@sepler in the cases i know of they were specific silos who took it on themselves to utilize sm for their needs, not an integrated obj #sm56

@correlationist I would argue it's bc so many of us overcomplicate it vs. simplifying SM as just another channel #sm56

@treypennington All examples I know of "grassroots" success (comcast, etc.) only occurred in a silo'd execution, not companywide #sm56

@treypennington chicken and egg. either can initiate the other #sm56

@treypennington there are many objectives requiring many approaches to SM. (sales, mktg,cs, etc.) u cannot simply push "SM" #sm56

@steve_campbell to quote @jaybaer , it also "allows big companies to act small". Just as important a cultural shift IMO #sm56

@CoryOBrien If I as CEO choose to turn my back on your POV, my underlings will either follow suit or they will leave. #SM56

@CoryOBrien have to agree 2 disagree. passionate employees thrive in the right one and die in the wrong one, but they don't create it #SM56

@CoryOBrien Culture is top down. SM success depends on corp culture. Empowerment of the passionate (vs. title) is key #SM56

How do you manage the effectiveness of your social programs?

This Town's Not Big Enough For The Two of Us: Social Media Marketing (SMM) vs. Traditional Marketing

@Marc_Meyer arggh, can't believe I missed #Sm54 . Was one of my fave topics.

What location based social means to businesses

Characteristics of Highly Influencial Brands in Social Media

@sharonmostyn the notion of someone "feigning interest" goes against authenticity to me, but obviously others see emotional benefit #sm52

@sharonmostyn I've heard that a couple times today. It's not that I don't believe you. I just don't get it #sm52

@jasonbreed @marc_meyers I assume the tool to auto-follow everyone who participated is working? you want to provide link? #sm52

@jasonbreed @tamar @marc_meyer many thanks #sm52

@sharonmostyn as a brand i care about what you think about *me*, not what your two old just swallowed #sm52

@sharonmostyn not following doesn't stop engagement, i'm at loss as to why it matters to be honest #sm52

@sharonmostyn it basically implies "remove all comm. filtering". sounds great in theory, doesn't work in practice #sm52

@sharonmostyn a point i disagree with as you can tell though :) #sm52

@karimacatherine virtually all customer service comm. utilize DM (address, accounts, phone #, etc.) #sm52

@karimacatherine if i follow everyone, they can DM me (in volume), that can be a detriment to those needing private engagement #sm52

@Marc_Meyer in their case perhaps they were *too* authentic :) #nestle #sm52

@karimacatherine for a "logic" argument, how about a brand wanting to save DM for actual issues vs. dialog? #sm52

@notifyneal exactly #sm52

@jasonbreed ur spot on with Q3 I think, social media can expose traditional comm. for snake oil if not authentic #sm52

@karimacatherine :P #sm52

@notifyneal again, I'm not talking about what companies *want* to do, only what is sometimes impractical #sm52

@karimacatherine dont understand how some automated follow provides you that comfort #sm52

@momof3boys3702 only talking about scale here, if you have 100 social followers a day who want to talk, go for it #sm52

@momof3boys3702 and you and a million others are their best customers, but many times cannot afford to simply "engage" #sm52

@jasonbreed Q3: Be authentic in everything you do. Done #sm52

@momof3boys3702 there is not unlimited time at a company, you must triage your dollars #sm52

@momof3boys3702 would you prefer they spend their time making u feel good or improving product/service? #sm52

@karimacatherine prob is, if brand autofollows then they obviously cannot monitor followers due to volume. whatdoes that accomplish? #sm52

@tamar: RT @Marc_Meyer: Why do you want a brand to follow you back? #sm52 - i wonder the same. - and I

@momof3boys3702 how is following you customer service or caring? #sm52

@tamar 64% of followers/friends/fans more likely to purchase from that brand. also a meaningless statistic #sm52

@Kevin_DeSoto With a million followers how do I engage and interact with u personally? #sm52

@jasonbreed I think the "level of brand advocacy" goes in exactly that order. Twitter=meh, Facebook=brand user, Blog=Disciple #sm52

@karimacatherine To be fair, @Umatter2Charter is assisting me right now, and has multiple times. Great guy, great service #sm52

@jasonbreed In the end, Authenticity trumps all #sm52

@Marc_Meyer e.g. "Joe Schmo's statements were not reflective of those of our company" Disavowment can be useful #sm52

@Marc_Meyer I'd also argue however that personalization does mitigate some risks as well #sm52

@TomMartin I would argue that as "social business" volume increases personalities must decrease by proxy #sm52

@karimacatherine You can only scale "tone of voice", "personalities" are 1 of the risk mitigation challenges facing corporations #sm52

@TomMartin If Mustang fan would you rather follow "Ford" or follow "lead designer of mustang"? Large enterprises need segmentation #sm52

The Importance of a Content and Engagement Strategy in Social Media

@johncass so one day we have these docs published google wave style and you can see all edits/editors? :) #sm51

RT @Marc_Meyer: @techguerilla @johncass We have a new feature which allows u follow those who participated today http://bit.ly/9xd8SD #sm51

@andrewmueller do i need to disclose that I'm doing your blastfollow job for you? :P #sm51

@johncass as always you can follow everyone who participated by going to blastfollow.com and using hashtag #sm51

@karimacatherine technically, not a ghostwriter, but you can see how it's misleading #sm51 http://twitpic.com/18yqyf

@johncass Many thx @johncass et al , always stimulating #sm51

@karimacatherine Like buying a book with "ROBERT LUDLUM" in huge letters, and ghostwriters name in small font :) #sm51

@karimacatherine The Q is whether or not what you are tweeting requires trust. As that increases so does disclosure need #sm51

@andrewmueller If I tweet under @Fortune500_Broadcast I may be 40 individuals, how is that personalized? #sm51

@sandraproulx I'd never hang my hat publicly on a specific agency, they work on my behalf, not vice versa #sm51

@johncass if it is a "corp. broadcast" I see no need, but seems more the realm of pr spin than social media to me #sm51

@andrewmueller however, if depersonalized to that degree it's arguably not "social" media #sm51

@AndrewMueller I view agencies/consultants as a proxy to the brand, if published as a company stance vs. individual I say fine #sm51

@johncass this expectation of bias is really what drives the independent research industry (forrester, et al) #sm51

@andrewmueller I'd argue that if you know the source, it doesn't matter to you. If you find out later, then trust may be lost #sm51

Customer Service's Role in Social Media

@techguerilla One of the more engaging convo's I've had. Much appreciated Frank, et al. #sm50

@karimacatherine I aim to please :P . Now if I just had some of those cool super powers like Hiro #sm50

@nigellegg Key is for C level execs to get comfy with empowering what will likely be lower level SM hero #sm50

@comcastcares As always, you can go to blastfollow.com and put in hashtag #sm50 to follow everyone who participated today

@comcastcares Bottom line, hire people who *want* to help solve problems. From wherever they may currently reside #SM50

@comcastcares Yet Social CS reps need understanding of brand as well..including the brands tone of voice, values, etc #SM50

@dariasteigman my point was simply, if you are not going to be the leader, at least be a smart follower #sm50

@comcastcares Q3: Another simple method is have them monitor @comcastcares for a while :) #SM50

RT @nigellegg: A whole lot of corporate social media seems to me to be about breaking silos between depts. & btwn Co & Customers. #sm50

@comcastcares Q3: Educate, educate, educate #SM50 #SocialMedia

@comcastcares But you're implying that someone screwing up in SM represents same impact as someone screwing up on phone. Gobsmacked #sm50

@comcastcares The risk of a poor hiring choice for SM role, is many factors greater than traditional #SM50

@comcastcares Same? I'll have to *strongly* disagree. 1 can be dealt with behind closed doors, the other cannot #SM50

@comcastcares Ok, here is example of risk. Social CS rep says "F You" to customer. Was now said to millions, not just 1 person #SM50

@comcastcares no, I meant example of how we might "relook at how we do servcice" to deal with scale issues #SM50 #SM50

@comcastcares I do as well, but passion and social finesse are 2 diff things #SM50

@comcastcares Inevitably you must deal with mitigating the risks of Social CS #SM50

@comcastcares example? #SM50

@comcastcares do you really believe there are hundreds of you at comcast who can do what you do from your existing CS staff #SM50

@comcastcares you can reduce quality, and go to more scripted environment to protect against risks..but then value is lost #SM50

@comcastcares Those staff are more educated, cost more, take more time per issue, and overseas isn't capable #SM50 #Socialmedia

@comcastcares To be blunt, the 'finesse' taking place at current low volume of Social CS is beyond financial payback to staff #sm50

@comcastcares I don't think it does scale at the quality level we are currently seeing. It can't. #SM50 #Socialmedia

@Tbeffs So if eastern seaboard has power outage then customer service should manage communications? I disagree #sm50

@comcastcares Let's face it, the time of "scripted" Customer Service has passed #sm50

@socialtality In @comcastcares world for example, 100,000 customer outage is different social challenge than 1:1 #sm50

@comcastcares Also a need for social "issue" segmentation. 1:1 issues are customer service, mass issues are PR #SM50

@comcastcares Many companies have implemented CCO #SM50

@comcastcares At its core CS is a delivery mechanism for your Brand Values #sm50

The Next Big Thing is So Last Year

@Marc_Meyer As always, go to blastfollow.com and put in hashtag #sm49 to automatically follow todays participants

@gregverdino @jasonbreed @marc_meyer Thanks all! #sm49

@CraigElimeliah trust me, it's a great analogy for the non-entrenched, non-geek, normal people out there #sm49

@CraigElimeliah: Look at Twitter like radio, Facebook like print and YouTube like TV - #sm49 {Love that analogy}

@themaria nobody puts baby in a corner! #sm49

@sharonmostyn Of course, it's extremely possible that the next big thing is that old thing #sm49

@gregverdino Yes, I think the traditional gets sold short, as redirected energies towards NBT cannot be assigned value yet #sm49

@gregverdino we have to be the thought leaders. and your client *will* ask you about your thoughts on that S.O. #sm49

@gregverdino "are we outpacing consumers?" - I hope so. Preparedness is next to godliness #sm49

@gregverdino We *are* the client. it's our *job* to stay on top of possibilities 4 them. That's paid IMO, just at experimental scale #sm49

@gregverdino When it comes to shiny objects. Fail small before winning big. #sm49

@marketwire Again, why do we think that NBT would look anything like social media terms of measurement? #sm49

@kenburbary Catch-22 in ur statement, without hype you cannot implement, no implementation no value proof #sm49

@gregverdino Q2: Partially this is driven by the type of marketer you are. Some live on edge as part of their brand #sm49

@CoryOBrien Geoffrey Moore couldn't have put it better :) #SM49

@gregverdino NBT is rarely metrics driven initially. #sm49

@gregverdino Context is key. Are you a thought leader and can position NBT in relation to other options? Or use bc it's there? #sm49

@gregverdino I think the key is whether you constantly monitor and learn, or try and execute too early in the cycle #sm49

@AndrewMueller doesn't hurt that i was both a vc and a marketer, so obvious where my mentality comes from #sm49

@gregverdino Sure many will fail, but if those that succeed overcome those losses then it's a good investment right? #sm49

@gregverdino I view marketers similar to venture capitalists in this respect. #sm49

@jsandford And remember to flush or @gregverdino will have something to say about it... #sm49

Social and the New Model For Market Segmentation

@kenburbary Note that you can go to blastfollow.com , put in this hashtag and follow all the participants at once. #sm48

@CoryOBrien @karimacatherine And with that soundbite I think my work here is done :P . Have a great day! #sm48

@coryobrien Kind of like sending out a survey to find out what percentage of people will not respond to surveys. #sm48

@CoryOBrien because many times it's what is *not* in the data that matters. #sm48

@themaria @coryobrien and we pray that day never comes #sm48 #skynet

@CoryOBrien mainly comes into play when trying to interpret results of one platform vs. another #sm48

@kenburbary Much thanks to @kenburbary, and @marc_meyer and @jasonbreed for facilitating #sm48

@themaria my issue is with weighting, not prioritization #sm48

@kenburbary the work we do in the area is high-touch, & tightly focused, so bulk of time is spent in initial collection filter #sm48

@kenburbary There's a vanishing point of returns in there somewhere, I'm frankly not sure where it is #sm48

@kenburbary at what point does segmentation run into the "NSA Overload" issue of too much data? (is there such a thing?) #sm48

@kenburbary 10 yrs ago the "channel" was simply called "internet", was also too broad and undefined much like SM #sm48

@kenburbary We'll have to disagree on twitter as a channel. I can't reasonably rollup SM as a whole into a channel. Too varied #sm48

@kenburbary The channel itself already presupposes a certain skew of segmentation #sm48

@kenburbary You must decide what to collect before you can segment, that initial criteria of the pool is critical based on objectives #sm48

@kenburbary What's interesting is many times in SM you get the secondary info first, and traditional segmentation after #sm48

Sentiment Analysis: Opinions Matter, If Only You Knew Which Ones

@kdpaine Kudos for the mind provocation, and to @marc_meyer @jasconbreed for hosting #SM47

@kdpaine I suppose the argument would be, better company, better sentiment? Any feel for ROI vs. capturing competitors customers? #SM47

@kdpaine I tend not to measure positive of a competitor. What actionable info are you deriving? Perhaps I should rethink #SM47

@kdpaine would seem a very ripe area for artificial intelligence to play a long term role #sm47

@RepuTrack the prob with forum comment tracking is assigning a weight value. there is not enough volume to context ratio #sm47

@kdpaine How do you approach "reactive" measurement, vs. "proactive" measurement? one has specific goal #sm47

@Marc_Meyer wouldn't frequency encompass velocity? #sm47

@correlationist you can safely ignore surrounding elements in certain cases, most analysis not so lucky though #sm47

@JoeKikta you find polarizing elements to collect. "microsoft" and "blue screen" is overwhelmingly a negative statement #sm47

@jasonbreed I see process as automated collection, and human filtering/analysis. That can scale relatively well #sm47

@jasonbreed same as analytics, broad swaths of "information" gleaned from collection. but "knowledge" comes from a human #sm47

@jasonbreed I wouldn't generically say "automated doesn't work", just that it has specific limitations #sm47

@kdpaine I would think one of the more important aspects of sentiment analysis is establishing a solid baseline #Sm47

@kdpaine How would account for sarcasm in an automated environment? #Sm47

Destruction of the Media Industry: Will We Be Better Off In the Long Run?

Fear Factor. Understanding the value of adding social media to the mix.

Twitterville - What's Happened, What's Coming

@shelisrael are you trying to tell me something? ;) "..and often politely ignore your inanities" #sm44

@aneclecticsoul Can you hear me now? :) #SM44

@andrewmueller Yo Andrew, where is your weekly link to @blastfollow ? Falling down on your job my man #SM44

U 2! RT @elhoust: Gr8 #sm44 chat: @Shanan_S @chrissfife @SuperDu @mollask @MichaelWillett @bdresher @zack_hanebrink @nigellegg @techguerilla

@NigelFenwick Your point is taken. I was referring to the fact that the source of a tweet or RT affects impact of content #SM44

@jasonbreed so, like me twitter is a tool. like me, it can be both a waste of time or useful. in summary, I am twitter #sm44

@shelisrael There is a twitter "free market". Regardless of that markets choices, leave govt out #sm44

@shelisrael your voice is enhanced/denigrated by source of retweet, not same perception as horses mouth #sm44

@wvpmc you can only target to listen, you cannot target to speak #sm44

@wvpmc but by its very nature it is 1:1 relationship. You don't follow, you don't hear. Thus opt-in by default #sm44

@shelisrael I think too many people try to put twitter in single bucket. "Nobody puts baby in a corner." #sm44

@CraigKessler I would argue that "wasted time" includes time that could have been better spent #sm44

@Marc_Meyer I suppose at some point B2B could source new suppliers and product availability #sm44

@shelisrael Some of my clients, and thus me, are struggling with level of internal penetration and control #sm44

@shelisrael Another + of course is that I can select a remote pool of non-competetive experts to share with that I wouldn't locally #sm44

@shelisrael Many examples, as diverse as local sm "clubs" to specific people I bounce ideas off of like @davegray #sm44

@shelisrael Q1: Dramatically expanded my pool of available expertise. A major bonus for a consultancy #sm44

The Social Media RFP: How to Get the Best Results

@CoryOBrien I see my clients as my best salespeople. If they've paved the road, it's going to be a smooth road indeed #SM43

@CoryOBrien I find comfort in metrics due to my DM background, but typically they are products of evolution, not revolution #SM43

@CoryOBrien Clients will always be more comfortable with hard metrics, but big picture creative strategies are rarely driven by them #SM43

@CoryOBrien "prove" is a sticky word, but I take ur point. I suppose I'd define "success" as a client recommendation in this instance #SM43

@CoryOBrien SM can b more similar 2 advertising vs. marketing when it comes to defining its value (i.e. no measurable call to action) #SM43

@CoryOBrien Definitely on case studies, however ROI (or metric measurements thereof) is a debatable vendor filter for many strategies. #SM43

@CoryOBrien I was specifically referencing "proven success", not experience. I see the 2 differently #SM43

@shelisrael re: Q - Would love 2 C discussion on defining SM (from a biz angle). Twit/FB/YT/Etc really in same leverageable bucket? #sm43

@maggiefox BTW: Was awesome to see an actual takeaway asset (RFP Template) #sm43

@maggiefox Great chat Maggie! #sm43

@maggiefox First Q is whether they want someone to "execute" their strategy, or someone to "create" their strategy. Diff vendors #sm43

@maggiefox Whichever aligns best with your execution strategy. Are you "bolting on" to marketing? Then broader viewpoint likely best #sm43

@maggiefox After filtering, ability to do due diligence and detect the "wizard behind the curtain" is a must. #sm43

@socialtality Sure. You want names or general "type"? #sm43

@Marc_Meyer An independent can educate you internally, develop rfp on your behalf, and narrow the field to only good choices #sm43

@maggiefox Q2: I'd recommend outsourcing the actual vendor discovery & selection process in many cases to an independent #sm43

@maggiefox Experience is diff than proven success #sm43

@CoryOBrien Finding proven vendors in the SM space is a self-limiting exercise in something so emergent #SM43

@maggiefox An issue is that the variants of SM can require vastly diff strategies, using generic SM moniker is difficult #sm43

Socializing My Business � What Comes After the Chit-Chat?

@Marc_Meyer always interesting discussion. also thx to @mmorri @minxmoggy @nigellegg @sharonmostyn @kriscolvin @ajmunn @elhoust #sm42

@nigellegg this of course assumes that SM is efficient and scalable (relative to other platforms) #sm42

@KrisColvin what they *should* do and what 90% of execs *actually* do are 2 diff things :) #sm42

@KrisColvin Systematic integration can be helpful, but most executions I've seen "de-socialize" SM and benefit corp more than cust. #sm42

@KrisColvin Q3 - Education, Exposure, Examples, Execution (and Explicit controls) #sm42

RT @socialtality: @comcastcares - engagement begins where need, customer, and company intersect #sm42

@KrisColvin Disagree, many times providing no info is better than providing wrong info to customer #sm42

@KrisColvin I agree that twitter can be a "platform", not sure I'd call that activity SM though. what's social about automation? #sm42

@KrisColvin True, but you *do* have to listen to understand how SM interactions work, preferably before you dive in #sm42

@KrisColvin Q2: First, you listen. Second, you listen some more #sm42

@KrisColvin Some businesses are better suited to "pushing" info via social, but all biz can leverage the "pull" of info #sm42

Engagement through Customer Service: Your Contact Center and Social Media

@wolfrage Both a good statement and a good plug :) #sm41

@drnatalie Am I the only one who feels sad that we are basically still talking about Geoffrey Moore's concepts in the 90's? #sm41

@mjayliebs SM could support prod. dev., just not sure how traditional prod dev differs much from what you're describing #sm41

RT @KathyHerrmann: re: blastfollow.com Now if I someone would just put those into a "list"... :) #sm41

@mjayliebs Wouldn't that effectively just be "product development" (or service) #sm41

@wolfrage Basically, we guess/theorize. Then we test. Tweak failures and add new ideas from feedback. Rinse and repeat. #sm41

Exactly. *empowered* customer advocates RT @chriswidner: Companies should view customer service as customer advocates instead. #sm41

@ericfletcher Much of SM "CS" should be a part of marketing IMO #sm41

@TobyDiva Your water hose seems to be pumping water just fine :) #sm41

@TobyDiva sometimes you can also do the "right" thing badly (AT&T + Adam Savage) #sm41

@jsandford The question is what do you want to measure? *Company* success or *CS* success. 1 begats the other, but measured diff. #sm41

@kikscore That may measure product/company performance, but it doesn't measure CS #SM41

@drnatalie They work just fine, they just don't acheive a proper objective :) #SM41

@comcastcares Q3: Diff measurements for diff objectives. SM crosses all traditional departmental boundaries. #SM41

@TobyDiva Differences in SM? Imagine outsourcing your SM efforts overseas and they'll leap out at you. #sm41

@shashib Q3: It's definitely not measured in "time per call" :) #sm41

@TobyDiva well said #sm41

@Marc_Meyer Unfortunately all of those skills cost money and time. Where do you pull from your margins to obtain them? #sm41

@Marc_Meyer Brand cognizance, impact awareness, ease of misunderstanding context online, etc, etc all require experience and training #sm41

@Marc_Meyer I like the idea of it as well. It's the reality of it that terrifies me :) #sm41

@smurdoff Yet indexing a twitter conversation to find future answers is virtually useless #SM41

@andrewmueller they are opportunities. for both great good, and great disaster. point is the same #sm41

@shashib Q2 I think the experiences with live chat are a good example of the bad/good with attempting to scale existing personnel #sm41

@andrewmueller I'd argue that you want someone different handling a customer complaint live in front of thousands vs. individually #sm41

@Marc_Meyer No, the very nature of SM requires a more deft and "aware" interaction #sm41

@comcastcares there's "fair" and there's "right". what's right for the brand may not be "fair" #sm41

@eamcc A challenge is that the level of "brand intelligence" required in these interactions is exponentially higher #sm41

@eamcc One could argue tht twitter can change role of CS to more direct brand support via "search and address" proactively #sm41

@shashib Q1: Yes, but CS is typically a "reactive" function so certain SM mediums better than others #sm41 #socialmedia

@shashib Do we have a working def. of type of SM tools for this discussion? (twitter vs. youtube for example) #sm41 #socialmedia

The 2009 Roundup