Tag Social Media Marketing

THE BUSINESS OF BEING SOCIAL:: it’s all about the data 0


Excellent recap from the 2015 Mobile World Congress.

Mobile World Congress 2015: Full Recap from Ogilvy & Mather

A Foundation for Social Advertising 0


Thanks to Social Media Club (@socialmediaclub) and my favorite gathering at each SXSW, Social Media Clubhouse for the innovation to talk about social advertising. Jennifer Navarrete (@epodcaster) interviewed my colleague Brian Kotlyar (@bkotlyar) and I in the 2012 IBM Social Lounge. In the interview I share my thoughts about the relationship of social engagement and social advertising on Facebook and Twitter.


Solving your Measurement Cube 0

Flickr: Groume

Snake Cube: Flickr - Groume

Clarity comes from interesting sources. My clarity comes from my tinkering with a snake cube – a simple 3x3x3 wooden cube chain. How are your puzzle skills?

I have been considering different approaches for capturing, filtering and modeling social media engagement data for some time. Like most other practitioners I talk with – we are generating more data than we can analyze. I have a stack of Short URL data, another with SEO data, another with Media data, another from Web Analytics, more from Social Media Analytics – Facebook or YouTube Insights, newly added Listening data, updates from CRM, with the newest and largest stack from Moderation. Certainly you may have more …. What do you do with your data stacks?

The burden of ownership of these stacks is that they are a combination of structured and unstructured data. We can neatly capture the structured data like time, date, profile name, network, location, browser type, tags, etc … The unstructured information is where many times the real insights exist. This is where we will find comments, blog posts, video responses, photos shared, etc … It is the balance of content with context that provides us with the real world relationships that describe the editorial measurement, community health or overall social engagement. This is the challenge of social media measurement as it is combines your web analytics standards with those of your social media data. O’Reilly Media (@oreillymedia)author, Sean Power (@seanpower) lead an Enterprise 2.0 Boston (@e2conf) session this week that aligned with my approach and offered a deep course in this integrated analytics or communilytics approach [see slide 95 to visualize this synthesis]. This brings the insights team off the sidelines and into the planning and delivery of the program goals.

Insights are in the eye of the beholder when it comes to measurement. The lens that I view these data stacks is very different than my colleagues that are observing from the lens of eCommerce, Marketing, Brand Manager, Public Relations, Customer Service, Investor Relations or Information Technology.  Each functional organization has different data elements that can be organized to model a possible solution set relevant for their insights. This dynamic is what drives the collection of these data stacks but the hoarding of data does not benefit the enterprise if it is not accessible and flexible. Your collection of  spreadsheets containing silos of data – only useful to the limited asynchronous owners. This model is single dimensional and focused on the structured data.

This brings me back to the snake cube. The view of this information reminds me of a project I worked on a project a few years ago where we modeled structured and unstructured video data to help inform a fantastic video search engine – dabble. The model we used was the OLAP cube to bring dimension to the data stacks we had maintained to develop new products with the core meta and search data. Capturing these data stacks as a cube offers as one of many forms of business intelligence to model your analytics. Bringing this agility to your data stacks to unlock insights will open the possibilities for you and other supporting organizations to develop formulas and benchmarks that bring the insights and evidence to fund, scale and better engage your communities. Embracing this flexible and business intelligence can move the social media efforts into the center of your brand planning rather than an after action review. Gatorade (@gatorade) and PepsiCo (@pepsico) has harnessed this approach to power the Zeitgeist and Mission Control center. Are you ready for your analytics and analysts to have a seat at your digital table?

Maximum Engagement Summit: Understanding the Social Media Multiplier 1


Catching up on a long overdo post from my round-table at SXSWi ’10 hosted by Social Media Club at the Social Media Clubhouse.

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
  • Erik Qualman (@equalman): Author of Socialnomics
  • David Carter (@dkrcarter): Founder and CTO of Awareness Inc
  • Chris Heuer (@chrisheuer): Founder Social Media Club
  • 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.

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