Castles, Towns, and Missionaries

I’m meeting more and more corporate marketers who understand the value of social media, but don’t know how to use it. I’m seeing a trend of at least 3 different adoption strategies, listed out below. Often they want to repurpose their corporate marketing brochures, videos, and pass them on to social channels –without understand that content, often has to change. Corporate “top-down” content doesn’t do well on YouTube, brochures and press releases don’t do well on blogs, and a marcom’s product announcement on a podcast is going to have limited traction. Corporations are adopting at least one of the three styles of Social Media Marketing: Locked in the Castle Keeping the good stuff close to your domain. Example: Creating videos, … Continue readingCastles, Towns, and Missionaries

Who do people trust? (It ain’t bloggers)

The question many marketers are trying to answer now, is “Who do people trust?” I’ve been spending more and more time pouring over data, medium usage, behavioral and preference data for clients, and am learning more and more about how humans behave on the web. So who do people trust? Three research studies indicate it’s peers, or people they know. And social clout from bloggers, or those with a lot of online friends ain’t it. 1) Forrester Research What’s interesting is that colleague Josh Bernoff’s weekly post on who do people trust, indicates that people trust their peers the most, and bloggers last. Josh writes: “What does this mean for your brand? It means that a focus on “influencers” is … Continue readingWho do people trust? (It ain’t bloggers)

Upcoming Conferences to Attend: Where will you be?

There are two conferences that I recommend you attend if you read my blog, the topics and presentations are closely aligned to what I’m interested in, and I know both of the organizers –they give good conferences with high value. The first one is the Internet Strategy Forum Summit, July 17-18 in Portland, managed by my friend Steve Gehlen. He’s even offered a discount for readers of my blog (many web decision makers). Enter in WEBSTRAT as the discount code to get 10% off. I won’t be able to attend this year (I did last year) but Charlene Li will be one of the presenters. enjoy! Graphing Social Patterns by Dave McClure, is a successful conference on the topic of … Continue readingUpcoming Conferences to Attend: Where will you be?

People on the Move in the Social Media Industry: April 27, 2008

I’m starting this post series (see archives) to recognize and congratulate folks who get promoted, move, or accept new exciting positions. Please help me congratulate the following folks: Teresa Valdez Klein moves on to T-Mobile as a product planner, she’s very entrenched in social media, so we can expect her to add to the social media charge at T-Mobile. Janice Diner heads up Ripple, the new social media division of Sharpe Blackmore Euro RSCG. In her previous role Janice headed up the Facebook communities and application development for TD Canada Trust and PlayStation Canada. Tony Haenn takes a new role as Executive Community Architect at the Corporate Executive Board, which offers similar services to Forrester. Petr Olmer moves to Good … Continue readingPeople on the Move in the Social Media Industry: April 27, 2008

Insurance Industry Explores Social Media, But Nothing To Write Home About (Blogs, Forums, Social Networks)

I’m doing research for a client, to find out any examples of insurance companies using social media to connect with it’s customers. I’ve done some scanning over a 48 period of time, and asked my twitter (a social computer) followers, who gave a tremendous amount of helpful links. Since I’ve received many links from the community, I won’t hoard my findings, but share them in public. I’m thankful for those that help me, and I try to give back on this blog. Overall, without surprise, this industry has not adopted these tools, as one would expect. Whether they should or not should start with by answering these questions: Are their respective decision makers using social tools to find answers about … Continue readingInsurance Industry Explores Social Media, But Nothing To Write Home About (Blogs, Forums, Social Networks)

Companies that Track Discussions in Forums and Communities

Marketers and individuals know how important it is to track conversations in websites, especially where peers connect to each other (sometimes, where the highest trust occurs). A handful of new tools are starting to emerge that give specific tool based search, which I’ve started to list out below. This list is specifically for tools that track discussion boards, forums, and communities, for a broader reach, see this list of companies that measures brands on the social web. How to use these tools? Plugin your company name, product name, executives names, for your own company and your competitors, to see who is saying what about your brand. Companies that Track Discussions in Forums and Communities: Boardtracker “BoardTracker.com, a Pidgin Technologies property, … Continue readingCompanies that Track Discussions in Forums and Communities

Forrester Report: Global Enterprise Web 2.0 Market Forecast: 2007 To 2013

In 2008, Business Adoption Of Web 2.0 Tools Is Expected To Grow Strongly Global Enterprise Web 2.0 Market Forecast On Monday, colleague Oliver Young (I was involved with the report) published a forward looking report on the growth of Web 2.0 technologies within the enterprise entitled Global Enterprise Web 2.0 Market Forecast: 2007 To 2013. As I mention with every report, you can purchase it directly from the site, or if not satisfied, obtain a refund, as we stand by the quality of our products. Who should read this report? Anyone investing in the space such as VCs, leadership at Social Media companies, or those involved in purchasing at corporations for social media tools. Caveat: Sans services and “organic” sites … Continue readingForrester Report: Global Enterprise Web 2.0 Market Forecast: 2007 To 2013

Listening to the Audience (Twitter) at Web 2.0 Expo: The Balance of Value vs Entertainment

I had near polar experiences on my two panels yesterday, the first one I moderated called Community Building: Good, Bad, and Ugly, and the second as a panelist: Short Attention Span Theater: The Birth of Microblogging & Micromedia. A “Boring” panel that shifted to audience questions Now the first panel had very enterprise technology companies present: Jive Software (Dawn Foster), Intel (Bob Duffy), PC/Mac World (Kellie Parker) and Forrester. We were very pragmatic, informational, and provide best practices information. While the majority of people enjoyed the discussion, I noticed an increase of Fortune 5000 attendees who are craving ‘how to’ information, some found the panel “dry” or “boring”. I tend to agree, the content we provided had lots of nuggets … Continue readingListening to the Audience (Twitter) at Web 2.0 Expo: The Balance of Value vs Entertainment

Forrester Report: Google’s OpenSocial: Good News For Marketing Widgets But No Silver Bullet

I’m proud to announce my latest report on OpenSocial. If you’re not familiar with that, check out How to Explain OpenSocial to your Executives. I interview Google, developers, and social network platforms to find out their ideology and experience with converting applications to the OpenSocial protocol, and I quickly learned that while the promise is indeed a powerful one, in reality, it will be very difficult to achieve. In some cases, developers tell me that widget code needs to be modified up to 50%. For clients, you can access the short report on the Forrester site, or you can purchase it on the site. As much as I’d love to share this research to everyone, like you have your products, … Continue readingForrester Report: Google’s OpenSocial: Good News For Marketing Widgets But No Silver Bullet

Video: Meeting Oahu’s Top Bloggers

On my last night of official ‘work’ before going offline, I was able to meetup with Hawaii’s top bloggers, access this post directly (if you’re seeing this in a feedreader) to watch video. Whenever I travel to a new city for business, I try to meet the local bloggers at a community dinner, I’ve now friends all over the world, and we connect on twitter, blogs, and social networks to keep track of each other. Ryan Ozawa (who has the only Hawaii licence plate “Blog”, see pic below), the community leader and early technology adopter helped organize this dinner of Oahu’s top bloggers. About 15 of us assembled at a local joint (I was the only tourist) and we had … Continue readingVideo: Meeting Oahu’s Top Bloggers