A billboard has value when it stirs up business. Sure, you can get a billboard for cheap and it might be a good deal, but no marketer in his or her right mind would rate a billboard simply on its cost per impression. The same should go for social.
Rating social media success based on anything in the silo of social isn’t helping your business. Stop trying to increase the volume of actions and start focusing on the ‘social’ part of social media. Likes, followers, comments, pin, retweets – none of these mean anything to your business. They are simply measurements within the silo of the medium, just like the CPMs of your billboard. They only tell you a small part of the total worth of the medium. Continue reading “Stop Treating Social Media Like a Billboard!” »
Adobe recently launched a new metrics tool for social media and they are putting marketing dollars behind the launch. One of the commercials are running on Hulu.com and pokes at possibilty of social media ROI.
How many social media consultants have you wanted to do that to?
You must “encourage positive conversations to drive advocacy” with your strategic content. It should “enhance the customer experience by facilitating authentic conversations.” As a marketer your job is to “facilitate audience conversations and drive engagement with social currency” and “maximize buzz by driving word of mouth from relevant influencers.”
And how do you do this? Easy! “Identify relevant and compelling hooks for the audience, create content around the hooks and integrate it into their social repertoires.” Then “humanise the brand by driving the audience conversations.” The next step is to “repurpose front-end platforms” and “amplify word of mouth by motivating influencers.”
All in all, your content should “maximise the customer experience, driving engagement and bringing the brand alive.”
Want to “drive sexy paradigms” like me? All quote from this post are available from:
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Bing launched their “new Bing” this morning. It’s intriguing – the promise was a better integration of social into search. It was difficult to imagine, but they’ve come through and in an amazing way! The site starts off introducing you to a new dashboard that has an obvious Facebook information feed on the right.
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This feed actually updates with your friend’s information based on searches performed it includes, posts, pictures and page likes. A simple search like “restaurant” gleamed great results on the socials side.
It even produced a twitter results for “experts” around my search that you might want to know.
Pages that your friends have also liked or posted on Facebook get a “+1 style”, “thumbs-up” signaling you that these are recommended.
Now for the most amazing part! While performing your search you can simultaneously post to Facebook to ask friend directly, event tag them. Watch:
Overall this social and search experience was great and certainly an improvement from old Bing (and Google). Granted this social experience is limited to Facebook social, but it is that largets site and offers much broader reach in social that Google’s G+ integration. I’m still exploring the validity of the search results, but it looks as though Google.com may no longer be the homepage standard.
Google recently announced their development of the Google Glasses, augmented eyewear also known as “Project Glass”. Only a few days in and the internet has already taken hold. Unlike the anti Facebook and Twitter consumer generated content we saw in support of the G+ launch, consumers are ragging on Google’s Development!
Concerns are also being expressed. In this article by Forbes, James Poulos describes a few ways the Glasses will revolutionize the world and one way it won’t. The deep concern from Poulos is how it will affect our laws. Intuitively, having glasses that can recognize faces and feed public, online information about a person directly and discretely to you could lead to a whole new kind of discrimination.
More interesting are the potential effects on the Social World. Imagine the “ultimate” pickup artist app which allows you to recognize someone’s face in a social setting, see their age, relationship status, 5 last blog and video posts. You have instant access to learning about them and could create custom tailored pickup lines. Or visa versa, read something incorrectly and miss out on a potential soulmate.
We already have almost immediate access to our contacts online profiles through mobile devices, but the Google Glasses puts a dangerous twist to the access. It allows us to do it discretely. A major complaint from the boomers is that mobile devices come to dinner tables and interfere with in person communication. With the glasses you could literally be watching a YouTube video while making eye contact with your grandparent, spouse or parent – them none the wiser!
How do you feel about the potential upside and downside to the Google Glasses?