Serendipity is the only word to describe my +10 years of listening, creating and sharing as a business consultant in the age of social technology.
Serendipity brought me to a brilliant technologist Robert Occhialini (@bump) and his intriguing use of software from UserLand Software and Pyra Labs that challenged my perception about web development, publishing and enterprise software. Serendipity exposed me to visionaries like Tim Berners-Lee (@timberners_lee) via his Semantic Web keynote at XML World ’00, Doc Searls (@dsearls) via the many readings of Cluetrain Manifesto since ‘oo and Jaron Lanier as his UPS driver at VPL Research in the late 80’s and experiencing virtual worlds for the first time. Reflecting on my journey and the network of friends, colleagues and clients – most moving from one lifecycle to the other – so many have seeded my sense of design, systems and social computing.
In reflection of my digital and social journey this decision to join The Dachis Group comes with great clarity. Chance reconnected me with Peter Kim (@peterkim) again from our first interactions in his early Forrester days and his current venture with Jeff Dachis (@jeffdachis) and team. It was the serendipity of SXSWi ’09 that introduced me to Jeff and his nascent business vision of The Dachis Group (@dachisgroup). Shortly after, collaboration with extended Dachis team offered a better understanding of true capabilities and definition of Social Business Design. This brings us to SXSWi ’10 and the anniversary of that first meeting but under much different circumstances – a year of client wins for The Dachis Group and my year of collaborating with “the biggest brand In the world” to launch its social media strategy. We found this intersecting point to be the common alignment of leading enterprise transformation and social business design.
It is with great respect and honor that I leave my current consulting role as a Social Media Marketing Manager at The Coca-Cola Company. I am privileged to have lead global discovery, strategy and delivery of social media product and marketing programs for this amazing organization. With the support of Michael Donnelly (@michaeldonnelly) the executive team, my collaboration with global and regional marketing communities, my wingman Brad Ruffkess (@ruffkess) and a small team of believers – we moved mountains. Over +18 months we went from a social media volume of three to nine worldwide (on a scale of one to eleven). Leading product management and community management of Twitter and YouTube platforms along with strategic input to global and regional social media marketing is the dream job for any social media consultant. This has been a truly unique opportunity to contribute to the operation and execution of the nascent business transformation of this global brand leader. Where does one go from here?
I have accepted this unique opportunity to contribute to the success of The Dachis Group as an Engagement Manager. It is my curiosity for seeking patterns of design within the complexity of the enterprise that drive me. It is the experience I can offer to provide holistic perspective to social computing, business and consumer interaction. It is the reality of preparing business for real-time engagement. It is the right time to join this culture of equally seasoned and passionate people. These factors and many more lead me to alter my course to push greater limits. It is my belief that this group will turn the social business volume to a new level – eleven.
Thanks to all of those that have been part of my journey and to Jeff and Pete for being ready to start our venture. Stay tuned for the chapters to come …
What a privilege to join this fantastic crew for a stimulating conversation. I had an impromptu and long crazy taxi ride to the lake house – arriving just minutes before the live stream. The taxi conversation with my new agency-friend Damon Crepin-Burr (@Damoncb) me to reflect on my last year of global social media marketing strategy and insights with our common global CPG client to prepare for the appropriately timed Sunday talk show style conversation. Fortunately I had read the shelve of books produced by my colleagues in the round. Perhaps the archive of my Twitter stream may qualify me as micro-author :). Someday the book will come …
Have a read of the great post excerpt from Kristie Wells (@kristiewells) and the embedded video below:
What does Maximizing Engagement mean?
Industry experts, gathered (Sunday March 14, 2010) afternoon to share their insights and share examples of brands using the Social Media tools to engage with their customers.
David Meerman Scott (@dmscott): Author of The New Rules of Marketing and PR and the new book World Wide Rave
Paul Gillin (@PGillin): Author of The New Influencers, Secrets of Social Media Marketing and The Joy of Geocaching
Mike Lewis (@BostonMike): VP Marketing @Awarenessinc
Brian Solis (@briansolis): Author of Engage and co-author of Putting the Public back in Public Relations
me (@pfasano): Social Media Strategist and founder of mass+logic
A couple key takeaways:
Paul Gillin: Early findings in a research report he is working on with Awareness finds companies are getting comfortable with the tools and expanding their reach, however, there does not seem to be a standard for determining ROI across any of them.
Peter Fasano: Produce content authentically. Do not be who you think you need to be, be who you are.
David Carter: Don’t try to use all the tools at once. Start slow and add to your ‘portfolio’ as you can manage. Looks bad if you have an account somewhere, but no one is there monitoring and maintaining it.
Chris Heuer: It is not about your time commitment, but about your commitment over time.
Our hypothesis for the conversation is: Twitter as GPS
We are intrigued by the potential that Twitter offers us as a measure of interest and intent unlike other social media channels. We view Twitter as a means of informing us about forward trending or GPS to measure where we will be going. Twitter as a GPS assists us to establish what ripple will evolve into a swell and become a wave. The subsequent swell is the spread across the broader social mesh communicated in the format of those mediums like video, audio and long form journaling. The wave is the maturing of the swell into broadcast media and community conversation. These are the cycles to watch and engage with. Twitter uniquely provides me the ability to dissect the geographies, frequencies, mechanics and level of influence over time to understand the dynamics of conversations. At present, the GPS exists as a loose collection of tools, seeing this as a dashboard in the future. A dashboard that Media professionals will use to measure, realign and engage with their markets; customers, employees, partners, viewers, subscribers, etc …
The massive growth of the blogosphere has matured and now transitions to other areas of the social webs. Like the democratization of media so goes social media. Thus the Statusphere is born (Great TechCrunch read)! Who are the influencers and authoritative sources in your communities? How are you measuring? What is the social graph of your current influencers and where are they strongest?
We have been working on a client project looking at social media marketing in their global markets over the past months partnered with a great agency in London, Greenroom Digital. Together we have banged our head on the table many times in debate over social media measurement and influence. While many of the marketers we have interviewed are taking baby steps to measurement of influence or authority by looking at Technorati ranking or post/comment ratio within their ecosystem – none have taken into consideration the measurement of authority outside the blogosphere. In well executed social media marketing programs, marketers are planning strategy and engagement across the social fabric to include image sharing, social networks, virtual worlds, music, events, wiki’s, blogs and of course microblogs – see Skittles (not claiming well executed – but is an example of reaching the channels). The decentralization of content distribution, content creation and conversations is a measurement nightmare for sure but not an area to ignore because if is hard.
Any strategist worth their rate should start with listening and qualifying the communities that they will be engaging. Measurement of authority level for community outreach outside blogosphere seems obvious but is rarely done. Relying on the blogosphere or stable of blog ambassadors is good practice but not practical to the dynamics of media today. This is like the old PR agency that maintained the relationships with the reporters of influence so that the key print and TV would pickup your story to potentially earn media exposure. Today, that model has expanded to include key bloggers and niche media but not likely to include the rock stars in Twitter, Facebook, Digg, etc … There are many ways to approach measurement of authority and the best one comes with time and engagement of your community in your ongoing analysis of your data. Feed your Social CRM with all your campaign data and communication data. The data will help you understand the true profile of your community rock stars and lead you on the path to the statusphere.