I know it’s been a while since I’ve released a video (well… one that doesn’t involve hanging out with an octopus or trying to crash my bike on mountain descents), so here’s one fished out of the vault by @KrisColvin that might come in handy. It hails back to the 2010 MIMA summit, but everything in the video is fairly straightforward and still applies to your social business programs today, so it’s well worth another pass.
If the embedded video at the top of the post doesn’t launch, watch it here.
Also, some news:
You know by now that I am generally pretty guarded about who my clients are, but my latest project calls for a little bit of transparency since I am giving them some visibility on Facebook and Twitter and helping manage some of their accounts. I have recently started working pretty closely with the folks at Tickr. They’re the folks behind the one-screen multi-channel aggregator you’ve probably seen in videos of social/digital control centers – like the one PepsiCo built for Gatorade. It’s kind of hard to run into a mission control center that doesn’t have a screen dedicated to Tickr now. Anyway, they’re launching a free version and a pay-as-you-go version to complement the enterprise version that big brands are already using, so they’ve asked me to help out for a few months. Check it out and tell me (or them) what you think.
Aside from the shameless plug, you may be interested to know that I’ll be blogging there as well as here for a bit, so if you are looking for more basic social media how to stuff than what I usually post here, news about the world of digital monitoring, digital brand management, and the rise of digital mission control centers, look for some of that there. The short list:
Cheers. Let me know if you want more videos. There are more in the vault.
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Social Media ROI – Managing and Measuring Social Media Efforts in your Organizationwas written specifically to teach managers and executives how to build and manage social media friendly business programs and incorporate social technologies and networks into everyday business operations. The book is divided into four parts: social media program strategy & development, social media program operationalization, social media program management, and best practices in measurement and reporting. If your boss doesn’t yet have a copy, time to fix that. If everyone on your team doesn’t yet have their own copy, fix that too. It makes for a great desk reference.
(Now available in several languages including German, Korean, Japanese and Spanish.)
Too bad I can’t record every conversation I have about performance measurement and analysis, especially as they relate to social media and social business, and post them here. Granted, we’ve had some pretty solid ones on the #measuremob podcast (see archive here), but this time around, the discussion is a) accompanied by some video (which is nice) and b) not between people who fundamentally agree with each other.
In episode 83 of the Beer Diplomacy podcast, I discuss the differences between web metrics and business metrics with Marshall Sponder, author of Social Media Analytics (Mc Graw Hill).
What you will get out of this discussion:
– The limitations of looking solely to web/social metrics to determine the effectiveness of social media campaigns and programs.
– Why web/social metrics are merely intermediate data that help connect the dots between digital activity and measurable business outcomes.
– What measurable business outcomes are, vs. web/social metrics.
– How to think about business measurement when it comes to the effectiveness of social media.
– R.O.I. is not calculated in “likes” and “follows”. It is calculated in hard dollars (or pounds or euros or yens – the same currency used in the investment part of the return-on-investment equation, in other words).
– The measurement biopsy: A simple method that any business – no matter how small or technologically-challenged – can use to test the R.O.I. of each and every marketing channel it invests in, social, digital, analog, and otherwise. This can be done as a one-time test or to monitor the effectiveness of activities and channels over time.
If clicking on the image above doesn’t take you to the video, go ahead and click here.
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And as always, if you want to learn more about how to…
– properly build a social media program for your company
– develop a social business practice for your organization
– integrate social media across all relevant departments
– establish a social business structure for your department
– manage and integrate social media activity within an organization
– coordinate social activities with outside agencies and marketing partners
– connect social communications activity to business outcomes
– properly report your metrics and analysis to the CEO, CFO and other executives
– avoid traps and hurdles common to social media / social business in the first 2-3 years of integration
With 200,000,000 registered twitter accounts and almost 450,000 new accounts being created daily, some of you are bound to run into a sociopath, a bully a troll, even a complete cyberstalking psychopath on Twitter sooner or later. Having just had to deal with my own little unpleasant experience with a small group of possibly psychotic individuals targeting friends on the twitternets, I thought I should share with you a little video that my friends at Tweetreports (@tweetreports on Twitter) cooked up for us just for this post.
For tips on how to deal with or reportharassment or cyberstalking on Twitter, check out Twitter’s Abusive Users page (click here). The page is filled with information, tips, links and resources that should help you no matter what your situation may be, so no need to republish it here.
The video I have for you today shows you step-by-step how to capture incidences of online harassment, bullying and cyber-stalking for later use – as evidence in a court case, for example. Though Tweetreports is typically used for brand and keyword monitoring, SEO research, tagged bookmarking and other business-focused activities on Twitter, it lends itself quite well to this use as well. Here’s how it works:
If you know someone who is dealing with cyberstalkers, online bullying, digital harassment or any other type of abuse being channeled through Twitter, please share this post with them. And if you aren’t dealing with anything like that right now, bookmark this for future use. You never can tell when it might suddenly come in handy for you or someone you know.
If you don’t live in the United States, a quick search should identify similar resources for the country in which you live.
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Speaking of kids… Cyberbullying infographic (below) courtesy of ZoneAlarm.com.
Also follow this story on how cyber-bullying may have led to 14 year old Jamey Rodenmeyer’s suicide. Let’s make sure this sort of thing doesn’t happen again.
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Bonus Twitter stats infographic (below) courtesy of the Touch Agency. Follow them on Twitter: @touchagency.
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If you haven’t done so already, check out a free chapter of Social Media ROI: Managing and Measuring Social Media Efforts in Your Organization on the smroi.net website. The book, which outlines for businesses and organizations how to design, implement, manage and measure social media programs that are inherently connected to relevant business objectives, is available at booksellers everywhere.
One particular question from last week’s Q&A session struck me as worthy of its own blog post. It was this:
You’re very active in social media, speaking engagements/traveling, etc. How do you go about scheduling your day/s — balancing work and family life? – Kristof
What about your scheduling and what are the most interesting activities of your day to day life? – Robin Clerk
You ask, I answer.
Just… whatever you do, don’t share this video with anyone. These are trade secrets I am only sharing with you, so shhhhh…
This week, instead of writing dissertations about brand management, social media operationalization, leadership or smart business, why don’t we open things up to your questions? Here’s how we’ll do it:
1. Think of something clever to ask.
2. Post your question in the comments section or shoot a video and link to it in the comments. (Do not send me questions via email. You can double down and send them to me via Facebook or Twitter, but if you do, link to them here. Let’s keep them all in one place.)
3. Starting Tuesday, I will start answering your questions right here on the blog.
Let’s give it a shot and see how things go. If this works well, we’ll make it a regular feature on the blog.
Social media is another marketing “channel” but different. Of course, we want an integrated approach. I’m curious, when adding social media marketing to your marketing mix, what traditional tools and best practices would you apply to your social media strategy planning? And what new tools or techniques would you suggest using?
I wonder why your dog isn’t on the cover of your book.
Ok, seriously.
It seems to me like Twitter is dying. How long do you think it has? What do you think will replace it?
I ask this question because you and I ‘met’ there. It used to be the place for me to be able to go and make connections with people I wanted to know, something Facebook and Linked In don’t lend themselves to as easily.
Congratulations on your book and on all of your success Olivier.
I am very new to social media in terms of using them to “Build your Brand”. I have created a FB page for the company and am reading posts on Twitter and LinkedIn on a daily basis. My question is, how do I use social media to become an international luxury brand…we are currently a locally “Branded” company…or is social media the wrong route to build a luxury brand?
I appreciate you taking the time to share your feedback!! I always enjoy your posts!! Yvonne
How do large organizations like Disney and Coke reconcile their brand’s image with their reality. As in, polished and pretty on the outside but socially unsustainable and even irresponsible on the inside.
And Im asking this from the perspective of leaders. I assume you’ve had dealings with leaders of many large organizations who want to present one image to the public whilst not matching that image internally.
I imagine having a polished image while being far from polished must take a tremendous personal tool on these people. The incongruence of it must wear on them. Or are they completely oblivious?
Moreover, Im more interested in your observations of people in these positions. The observations you’ve made to yourself without sharing them out loud.
Im asking you to share them out loud
A4:
Q5: Cristian
Nice idea Olivier. I have a few questions I’d like to hear your thoughts on if I may.
1. What do you feel are some of the reasons that led to Pepsi dropping to the #3 spot in the cola wars recently. Do you feel “Pepsi Refresh” had something to do with the tumble, or do you feel it had more to do with other factors in their strategy and overall marketing vision for the brand?
2. How important do you feel social intelligence is when ideating social media strategies, marketing, and overall thought leadership?
3. What did you want to “grow up to be” when you were a kid? Does you current career path somehow connect with it?
A5:
Q6: Rob Frappier
Hi Olivier! Great idea for a blog series.
My question relates to “reputation scoring.” In the past, Reputation.com CEO Michael Fertik has written about the development of personal digital scores “that use our online information to rate our health, employability, financial index, romantic connection and so on.”
We’ve explored the privacy ramifications of this development, but I’m interested in your perspective on the social commerce aspects of a unified digital reputation score. Will companies like Klout find long-term success by quantifying social media influence?
A6:
Q7: Alastair Banks
Hey OB,
Hope you’re well. I would be interested in your thoughts on various types of monitoring software. Are they worth investing in and if so do you have favourites.
Look forward to seeing you for Likeminds again this year and hopefully getting my copy of the book signed
A7:
Q8: Chef Chuck
Hello Olivier, My name is Chef Chuck working on a brand name, Chef Chuck’s Cucina food line out of Italy. We have five companies wanting to use my name Chef Chuck’s Cucina as a testimonial, with me on the label. Very new and exciting for me can you give me a few pointers on how to spread the word wide and far, that these products are coming to America ?
A8:
Q9: Waqas Ali
Hi Olivier,
Want to know what’s on your regular reading for brand-building and web2.0 stuff? Other than sites like Mashable and TechCrunch.
Secondly, why you haven’t selected Tweet & Facebook Like button on your blog? Is there any specific reason?
A9:
Q10: Jeannie Walters
Bonjour, Olivier! I would love to know your assessment of the best way to “audit” social media success. I’ve seen it done many ways, and lots of times it seems success is ill-defined. How can you really evaluate if social media is working within a defined time/format?
Bonus question: have you read all those books behind you in the video?
Hope to see you in Chicago soon!
A10:
Q11: Rick Rice
Olivier,
I’d be interested in your thoughts on the importance of the employee audience for marketing / branding campaigns and what you would measure for ROI on that part of a program.
Brandon Walters interviewed me kind of on the fly last week about the upcoming Social Story conference (Greenville, SC – September 24). The interview was obviously completely unscripted (at least for me). I haven’t watched it yet, but here it is anyway. (Click here if the video doesn’t launch for you.)
We shot a lot more, so hopefully, other little tidbits and outtakes will pop up at some point.
To sign up for the conference (seating is very limited), click here.
Cheers,
Olivier
PS: Please note the absence of a moustache on my upper lip. Will this strike the final blow to #stachegate? Stay tuned.
If you have twenty minutes and want to understand the fundamentals of R.O.I., business measurement, Social Media business planning, Vertical vs. Lateral Engagement and F.R.Y., it’s all right here. This might be a good video to send to the CMO, CFO, COO and even the CEO, if you have that kind of relationship with them.
Video courtesy of Andy Sernovitz and GasPedal. Filmed during the 2009 WOM Supergenius Conference in Chicago.
CEO-Read – Amazon.com – www.smroi.net – Barnes & Noble – Que
