This article addresses the ever present topic of ROI and gives some very useful definitions of the “R” in the equation. I’ve long advocated the need for a better analysis and Brian Solis provides it here with great clarity.
Posted via web from JEBstream
In the spirit of the season for predictions, here’s a pretty wide selection presented by TrendsSpotting in a Twitter like format:
It is happening and affecting your business right now!
Of course there will always be naysayers, but that won’t make this development go away.
Twitter It!Below is a quote from the foreword of the 360i Social Marketing Playbook a useful guide on how to engage with customers in an environment where old marketing rules no longer apply:
Social Marketing eliminates the middlemen, providing brands with the unique opportunity to have direct relationship with their customers
There is a lot of chatter about the topic of social media and social networking but uncertainty still remains regarding the right approach by companies and how to correctly use the tools available to make their marketing successful. This paper touches on these issues and seems to be a useful guide.
Twitter It!I found this interesting quote today on the Radian6 blog:
It’s a pretty common question: “What, exactly, am I listening to if no one’s talking about me or my brand?”Jun 2009
It covers the issue many smaller organizations face when it comes to the social web. This is often the case for individual hotels or destinations that are not on everyone’s radar all the time.
Follow the advice given in the article and you can’t go wrong.
Twitter It!is the title of an article in The McKinsey Quarterly – Strategy in Practice. It deals mainly with the important issues corporations need to be dealing with in today’s difficult environment when it comes to their reputation, there are important insights and lessons to be learned, relevant to DMOs who are not dealing with a crisis situation or bad reputation for themselves or the destination they represent. The article contains useful information on how to deal with different constituencies and stakeholders to gain their trust and support. These are key issues for DMOs when it comes to funding and sometimes even justifying their very reason for existing.
The importance of using the right tools available in today’s change media world effectively to attain key objectives is outlined as well. Today’s reputation management environment is very different from that only a few years ago and requires appropriate action to be effective. This is a primer on how to navigate the waters whether they are stormy or calm.
Today’s the tenth Anniversary of The Cluetrain Manifesto – The end of business as usual. Here’s part of the introduction:
A powerful global conversation has begun. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed. As a direct result, markets are getting smarter—and getting smarter faster than most companies.
Now, ten years on a lot of fundamental changes many brought about by this seminal work have happened and the 95 theses seem mostly as relevant as ever, however, what struck me is thesis 87:
We’d like it if you got what’s going on here. That’d be real nice. But it would be a big mistake to think we’re holding our breath.
I don’t know about you, but this still resonates with me. With all we have learned and the great tools at our disposal, how many companies don’t really seem to get it? How many are still practicing controlled one way communications and marketing speak? We all have our examples and they can be found in any industry.
Will this still be the case when we celebrate cluetrainplus15? I definitely hope not. By that time let’s hope everyone finally gets it.
Twitter It!
As usual Jeremiah Owyang has found a way to make non-experts understand a topic based on useful analogies.
Great effort that should not only stimulate thinking but also clear up some of the wrong perceptions still existing out there.
Social Reef: An Industry Perspective
Came across a great blog post here with a recap of a panel discussion with Peter Kim, Jeremiah Owyand and Charlene Li, three leading voices on social media at the Web 2.0 conference. Below is my comment on it
Excellent comments about some fundamental issues relevant to social media and its use, non-use or abuse by corporations. It is clear to me that we are in the midst of a process that is clearly evolving fast but is still in an early stage when it comes to complete awareness of the subject and its implications on business by the corporate world, especially C-level executives who are not on the leading edge here and are not following the topic on a constant basis as most of the subject matter experts do.
It seems that the whole question of who should deal with this latest “new thing” is still being kicked around between departments and within hierarchies that are more complex the larger the organization. The more it is discussed and dissected, the more it loses spontaneity required to make it a genuine, fresh voice and becomes just more corporate speak. If social media is approached as just another vehicle for PR speak, is it any wonder that the results and the ever present ROI are disappointing?
Social media and participation in social networks requires an open and fresh approach not a continuation of the marketing communications status quo to be effective.
Originally posted as a comment by jebworks on Social Computing Magazine using Disqus.
Twitter It!
