Presentation at SFAMA, January 12, 2010. Includes new concepts of social context providing relevancy, how to measure social technology benefit using lifetime value.
Presentation at SFAMA, January 12, 2010. Includes new concepts of social context providing relevancy, how to measure social technology benefit using lifetime value.
devica6gemsGreat Job! Check out Taggle Up!-Coming Soon www.taggleup.com meet.share.tag.-Social Networking with a Twist youtube-taggleup1 year ago
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Pallab Rath, Senior Member of Technical Staff at Oraclepeople like to do same thing in social networking site (virtual world) what they were doing in real world. If look at the evolution of social site and features it is quite evident. Normally people’s have their own group they hang out they look at hoarding and walls for information and to put advertisement. http://java-pallab.blogspot.com/2011/08/my-wall-is-my-hoarding.html1 year ago
guillaume ereteo, Ph.D. in computer Science at orange labsnice to pursue this conversation :) Dell has probably one of the success stories of sales generated through social networks: http://mashable.com/2009/12/08/dell-twitter-sales/. Effectively you don't spend your time talking about brand on facebook. But if you are happy of a product you can recommand it and inversely you can condamn it online and share permanently your experience. And even if it is not applicable to all products and brand, it is for many ones. As an example, consider films. If you like or hate a film you will probably share it online and you will have an influence on your friend on going to see it or not (example: http://mashable.com/2009/08/24/twitter-inglourious-basterds/). Then many customers are looking for online opinions or reading commentaries on products before purchasing it or to make a choice between different products.3 years ago
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Dr Dimitrios Thanassas, CEO and Owner at Intron Ltd'online conversation about its products', 'links with its customers': nice concepts in theory, great Ph.D topics, but extremely scarce in real life. Bear in mind: social networks are flooded with sales offers, not purchase interests. When I 'hang around' with my friends in Facebook, we don't talk about products. Of course, there are business-minded social networks, alas flooded with sellers instead of buyers. My comments stem from many years of social networking: not a single sales lead was generated through it3 years ago
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guillaume ereteo, Ph.D. in computer Science at orange labsEffectively, people don’t want to be sold upon. But online social network are not about it, it is an opportunity to change the way brands are communicating and selling to customers. Social networks are a way to maintain weak relationships, to transform potential ties in effective ties and to enable complete strangers to connect. Consequently brands don’t fully control their reputation and their image anymore. The online conversation about its products and activities is now part of it, and engaging in it is a way to participate and build links with its customers. These links are the value that can be gained online by preventing the losses coming from bad buzz, increasing sales with good buzz, new opportunities and more visibility. In 1973 Granovetter explained the opportunities that were only accessible through weak ties (http://tinyurl.com/33c6ym). The social web offers to dramatically increased the creation of weak ties and to facilitate their maintenance. I am a ’social network enthousiast’ :)3 years ago
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Dr Dimitrios Thanassas, CEO and Owner at Intron LtdSocial networks are exactly that: bunches of people who want to socialise, exchange ideas/comments, be together (virtually). They don't want to be sold upon. I have yet to come accross a successful case study of a commercial enterprise which generated meaningful and constant sales leads using social networks. You log into Facebook in order to hang around, not purchase something. Building 'brand awareness' and 'engaging customers' through social networks, is just evangelical wishfull thinking: it never translates into robust customer demand. Sorry, but I'm a 'social network cynic'.3 years ago
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The more you fill in, the more context to your customers.
The key is to focus on the relationships and connections that are enabled, not the technologies. Think about the kind of relationship that you want. Do you want it to be short term and transaction, or long-term and intimate?To help you think about this, I have a simple idea.
#1 Focus on relationships, not technologies What kind of relationship do you want? Transactional Occasional Impersonal Short-term Passionate Constant Intimate Loyal
Obama redefined political campaigns 20
#2 Measure the right things Your goals determine your metrics Use the same metrics as your strategic goals
Example “micro” metrics
Measuring lifetime value in a new way 23
Percent that refer
Size of their networks
Percent of referred people who purchase
Value of purchases
+ Value of purchases - Cost of acquisition + Value of new customers from referrals + Value of insights + Value of support + Value of ideas = Customer lifetime value
Percent that provide support
Frequency and value of the support
#3 Create new workflows Social technologies will disrupt traditional organization structures
Social pressures traditional orgs
26 Ties these comments back to customers
27 #4 Be Ready To Give Up Control
Openness requires accountability The Sandbox Covenant 28
The Red Cross handbook/policies help keep order http://sites.google.com/site/wharman/social-media-strategy-handbook 29
#5 Fail fast, fail smart 30 Identify the top 5-10 worst case scenarios. Develop mitigation and contingency plans. Encourage risk taking and forgive failures.
Wal-mart failed many, many times 31
Buyer blog hit the right note
33 Summary Social networks will be like air. Use social context to create relevancy. Be ready to give up control – you have no choice.
34 34 Thank you Charlene Li charlene@altimetergroup.com blog.altimetergroup.com Twitter: charleneli
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Check out Taggle Up!-Coming Soon
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meet.share.tag.-Social Networking with a Twist
youtube-taggleup 1 year ago
http://java-pallab.blogspot.com/2011/08/my-wall-is-my-hoarding.html 1 year ago
Dell has probably one of the success stories of sales generated through social networks: http://mashable.com/2009/12/08/dell-twitter-sales/.
Effectively you don't spend your time talking about brand on facebook. But if you are happy of a product you can recommand it and inversely you can condamn it online and share permanently your experience. And even if it is not applicable to all products and brand, it is for many ones. As an example, consider films. If you like or hate a film you will probably share it online and you will have an influence on your friend on going to see it or not (example: http://mashable.com/2009/08/24/twitter-inglourious-basterds/). Then many customers are looking for online opinions or reading commentaries on products before purchasing it or to make a choice between different products. 3 years ago
In 1973 Granovetter explained the opportunities that were only accessible through weak ties (http://tinyurl.com/33c6ym). The social web offers to dramatically increased the creation of weak ties and to facilitate their maintenance.
I am a ’social network enthousiast’ :) 3 years ago