Posts filed under 'Social Media Marketing'
Posted June 16th, 2008 by Brian Cavoli
One of the most common questions companies have today about social media is how to measure and evaluate success of their efforts. Since we are well beyond need to “do it because it’s cool”, marketers need to demonstrate how their blogging, community participation and influencer outreach is impacting their business.
Social media is all about relationships. Everything you do in social media is about cultivating and nurturing the relationships of the people that shape your brand. The different ways to measure that influence is what the slides below are all about.
This short presentation summarizes the different types of influence in social media and how they can be measured. Since that elusive business impact is so difficult to quantify, I included some interesting industry studies that point to the specific ways social media is impacting business results.
I’d love to hear what you think about these slides and if you have additional ideas to make it better. Leave a comment, send an email or find me on Twitter.
Posted June 13th, 2008 by Brian Cavoli
DIG is expanding and we are looking for several talented people to join our growing team. If you are savvy about the social media world and know how to help business succeed in it, we’d love to meet you. Check out the new postings on our site and tell us about yourself.
If you have any questions about our group or the work we are delivering for our clients, feel free to contact me by email or on Twitter.
Posted March 28th, 2008 by Char Lyn
In the world of social media, we often hear of the wisdom of the crowds—present a problem to the masses and they are likely to find the best solution. Today, Justin Wolfers suggests that rather than supplying wisdom, the masses may be crowding out the true wisdom of the experts in his Freakonomics post on the lack of academic commentary on the current state of the economy.
Crowding out: The wisdom of crowds is at its heyday and experts have lost market share in the public square. Everyone with a blog and ten minutes to spare is offering a view (including yours truly), and this is crowding out thoughtful discussion.
It seems everyone is talking about the current economic situation in the US and the world. And when everyone is talking, how do you as an individual identify the truly relevant information? Do you rely on the masses by getting your news from DIGG, Reddit or another aggregator with user rankings? Do you rely on some secret sauce coded algorithm such as Google’s page rank or Technorati’s blog rank that balances the crowds voice with hidden metrics? Or, do you rely on an influencer to tell you what is really happening?
The truth is, it’s easy for your message to get “crowded out” without the right influencers behind you. At DIG we emphasize a marriage of marketing and outreach to get a message to the masses so they can share it with the crowd. Then the crowd gets the chance to see the wisdom you share.
Posted February 12th, 2008 by admin
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General Motors first delved into social media with the GM Fast Lanes Blog, a success by most standards of corporate blogging. GM is posting, podcasting and even Twittering regularly, and people are commenting. But apparently all this is just a warm up. Recently they’ve decided to build upon the open dialogue principles of their first blog by creating GMnext, a new online community focused around technology, innovation and collaboration.
Adding Your Story
Once you register you can participate in the GMnext community in many ways. GM invites people to help them tell a story by contributing content through guest posts on the blog, videos, photos and even the GMnext Wiki. Frank Oresnik, a Chevy truck owner, reached the million mile mark on his 1991 Chevy Silverado and posted his compelling stories on the GMnext blog. The story was recently covered in CNet, NPR, AP and several other news sources.
The community is divided by Stories, Thoughts, Videos, Photos, Events, Chat, Podcasts and Feeds. Content within these sections is labeled by categories aimed at communicating automotive innovation: Design, Technology, Green, Ideas and Reach.
Bob Lutz, Chairman, GM North America recently introduced a rather unique community feature called Our Thoughts/Your Thoughts in which a GM executive offers his thoughts along side a post by a third party source. Larry Burns VP, GM R&D and writer/director Chris Paine went face to face about GM’s approach on global energy issues in the first dual post. There are 120 comments so far.
The video section is designed similar to YouTube with a way of sorting through clips by Most Viewed, Highest Ranked and Newest. You can rate and comment on videos, bookmark them and explore links and other multimedia related to the video. You can tune in for a live talk through the Chat section with Carl Zipfel HUMMER Director of Exterior Design on February 14th at 2:00 p.m. – 3:00 p.m. EST.
GMnext shows a true commitment for taking the corporation-to-consumer conversation to the next level. After seeing success with Fast Lanes, they identified an opportunity to further leverage social media to involve the masses in the creation of the GM story. I learned tons about GM and their proactive position in innovative technologies while writing this post – more than I have from the years of commercials and Transformers product placements. Hopefully their commitment to innovation and their ability to communicate it will turn around this classic American company from its 2007 losses.
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