Tag / Social Media

by adam

How Social Media Has Changed My Job

In the last 2 years of blogging I’ve been able to share my own views on social media, interactive marketing and other topics.  During that time my day job at Rosetta has evolved from working with exciting companies like Coach and Borders to leading our Search and Media practice.  I’ve had the fortunate experience of working with talented teams and innovative clients, with an agency leadership team who was willing to help me launch our social media practice over a year ago.

Helping clients leverage social media has been a passion but up until recently only a part-time gig; I’ve had many fun and challenging responsibilities to work on in parallel while trying to see if we can add social media to the value proposition Rosetta brings to the table.  In the meantime, this blog has served as a way to capture thoughts and more importantly to hear from you, continuing conversations that weren’t as suitable for Twitter or some other forum.

For my two-year blog anniversary post, I’m excited to share details about my expanded role.  As we’ve grown our social media team, I’m pleased to share that my role is now 100% focused on helping clients develop social media programs.  My goal is to build integrated programs that treat social media tactics as informed strategies, leveraging deeper understanding of a brand’s most valuable customers and prospects through Rosetta’s Personality®-based segmentation.

What this really means:

  • After 15 years in consulting (first 12 at Accenture), I’ve been able to craft a role for myself (with leadership team sponsorship) at a digital agency I’m excited about.
  • For a long time I’ve been advocating that social media marketing tactics should be treated alongside other digital initiatives in an integrated and strategic way, leveraging CRM, segmentation and consumer insight.  Now I get to truly focus full time on making that happen.
  • I’ve spent the last two+ years learning and applying what I’ve learned in social media, now I get to learn and apply on a full time basis.  (But I’m no expert, just trying to help clients make informed decisions).

Frankly I’m very grateful to see a more formal career path emerge from ideas, especially seeing how friends struggle to find jobs in Fort Walton all around me.  I’m looking forward to sharing more here with a reinvigorated sense of purpose, and to thanking a lot of people in person over the next few weeks.  At risk of forgetting to call out a few, a hat tip to a few folks who continue to inspire me in this space:  Len Devanna, Ken Burbary, Marc Meyer, Aaron Strout, Jim Storer, Kyle Flaherty, Tim Walker, Amber Naslund, Beth Harte, and Rachel Happe.  And certainly Mark Taylor who has been my biggest advocate.  Now to deliver on the promise…

Photo credit: st3f4n via Flickr

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by adam

A Free eBook for Marketers: Learning in 2010

I virtually met Ellen Hoenig Carlson several months ago through Twitter. As I have continued to work on social media initiatives in Rosetta‘s Healthcare practice, Ellen’s blog has continually been a tremendous resource to gain insight on the subtle (and often not so subtle) intricacies of marketing in healthcare and pharma. Ellen reached out to me to be included in her ebook for Pharma marketers, entitled “The Gift of Learning for Pharma and Healthcare Marketers in 2010.” First, I’m very grateful to be able to contribute and be included.  But second, my background is more traditional retail and high tech – so it’s great to read the themes from some of the top healthcare social media strategists included.  Below are the other contibutors;  One of my goals in 2010 is to meet as many of them as possible in person, Ellen included.

  • Phil Baumann, Phil Baumann online blog, CareVocate Interactive Media Solutions
  • Wendy Blackburn, ePharma Rx blog, Intouch Solutions
  • Dave deBronkart, The New Life of e-Patient Dave blog, Society for Participatory Medicine
  • Angela Dunn, Odom Lewis blog, Executive Search Specialists in Healthcare Marketing/Medical Education
  • Susannah Fox, Health Research for Pew Internet & American Life Project
  • Fard Johnmar, Path of the Blue Eye Project, Envision Consultancy
  • John Mack, Pharma Marketing blog, Editor-in-chief of Pharma Marketing News
  • Jonathan Richman, Dose of Digital blog, Bridge Worldwide
  • Marsha Shenk, Thriving Enterprise blog, The Bestwork People
  • Andrew Spong, STweM blog and Consultancy, UK
  • Steve Woodruff, Impactiviti blog and Consultancy

Themes the authors wrote about include, from Ellen’s blog summary:

1)  e-Patients are at the center and critical to learning and design;

2)  Authenticity isn’t a ‘nice to do’, it’s a ‘must’ (and you won’t be the one who decides whether you’ve succeeded);

3)  Don’t get distracted by ‘bells and whistles’ – remember the basics and keep your brand core strong;

4)  New marketing challenges require new ROI thinking…the ROI of connection, authenticity and compassion;

5)  The marketing cycle of life is going through unprecedented change requiring all marketers and communications people to unlearn much – the movement from paid marketing to earned marketing requires a different mindset and skills; and

6)  Effective marketing and engagement will require new kinds of leadership skills.

A lot of these themes apply to other industries – so I think it’s a great gift for all marketers.  Download a copy of the ebook, share it, and drop by Ellen’s post to let her know what you think.  Thanks again Ellen for including me.

Download: Best Strategic Learning Investment in 2010

The Gift of Learning for Pharma and Healthcare Marketers In 2010 (free eBook)

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by adam

Social Media in 2010: Getting Smarter

2426454804_06648486e3It’s that time of year where the pundits predict the death of brands, the trends of new media and the upcoming changes in marketing.  I typically avoid these kinds of posts, but I wanted to weigh in primarily because part of my role at Rosetta next year will be to execute against the predictions.  This is going to be a fun year.

My one primary thought about social media in 2010: Social Media Gets Smarter.  We’re already seeing evidence of companies using social media more strategically. eMarketer‘s recent post highlights a shift in budget and a growing movement of how companies are leveraging social media in a smarter way.  I see social media becoming as sophisticated as more traditional CRM and marketing tactics.  I love studies like this one from comScore and GroupM that demonstrate the effect of social media on paid search results (50% increase in CTR on branded paid search for people who had exposure to a brand in social media – that is compelling alone).

The good folks over at Trendspotting have also assembled a list of quick, “Twitter-sized” tidbits on predicting changes in social media in 2010.  I am thrilled to be included in their list alongside some excellent predictions from folks who have inspired me in the last few years, including Chris Brogan, David Armano, Paul Gillin, Jason Falls and David Meerman Scott.  Marketing Hot Seat contributor Marc Meyer is also included.

Here are my predictions that show up in the presentation.  I’d highly suggest the read – Trendspotter did a great job keeping the content in an easily digestible format.

  • Social media tactics become integrated tools in the relationship marketing arsenal.
  • Companies struggle adapting processes for customer interaction in marketing, sales, customer service & PR.
  • Marketing programs focus more on activating brand advocates than general customers.
  • Social media monitoring industry consolidates and matures, drawing closer to web analytics.

Each of these probably warrant a post on their own.  I based my predictions on day to day what I am experiencing in terms of client demand in the social media space, but it’s one digital agency view.  What do you think?

2010 Social Media Influencers – Trend Predictions in 140 Characters, by TrendsSpotting

View more documents from Taly Weiss.

Photo credit: greeblie via Flickr

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by adam

Spread the Joy: A Little Augmented Reality and a Rosetta Snow Day

snowdayWhat do augmented reality, snowdays and New Orleans have in common?  A Happy Holidays card and helping to spread some joy from Rosetta.

Every year agencies of all types like to show their stuff with digital holiday cards.  Looking to raise the bar from last year, the Rosetta team is trying something new.  Our team took their passion for technology, social media and working for a good cause to dream up something fun – and we hope people find it to be a “different taste” from the usual agency card.  Grab your webcam and see what I mean.

Happy Holidays from Rosetta

What’s more joyful than catching snowflakes on your tongue?  If we catch a million snowflakes, on February 20, 2010, we’ll be in New Orleans providing some joy to local children at City Park: a snow day.  Read more at the card site, and I look forward to sharing stories of the joy from that event in a couple months.  Have a happy and healthy holiday season.

Note: We’ll be watching usage and looking to fix or upgrade features – would love your input on what we could improve.

UPDATE: The WSJ covered our holiday card today (“Stop Licking Your Monitor,” 12/15/2009).  My favorite quote is about “on-tongue recognition technology” from Rosetta partner Toni Hess.

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by adam

No Amount of Social Media Overcomes Bad Customer Experience

CustomerService

This is not a post to bash AT&T.

I know many folks who have had issues with their network, dropping calls and customer service.  I’ve had quite the opposite.  Sure I’ve dropped a call occasionally, but I actually switched to AT&T because they were the only service provider that had great coverage when I was traveling to a client in Ann Arbor, MI, years ago.  In addition to my Blackberry, I purchased a broadband USB card that has helped me tremendously while I have been on the road.  All in all I’ve been a pleased customer for nearly three years.

Where They’re Doing Some Things Well

On the social media side, AT&T has made some compelling strides over the last year plus.  For years they have been working with Seth Bloom (who I have met and think very highly of) and they took the leap to put him customer facing representing the company.  They have shown a good progression – starting with a Youtube channel and an engaging Facebook page, expanding to listening and customer service directly via Twitter, and making all the help more accessible via a social media landing page.  This week AT&T announced a new iPhone app called “Mark That Spot” – it allows customers to indicate when they are in a location with poor 3G coverage – they are listening to customers, and it’s a good start.  I’m not sure how many of AT&T’s competitors have made this much effort, frankly.  For a recent issue I had, @ATTNatasha reached out to me via Twitter and has been extremely patient, helpful and proactive in working to resolve the issue.  Just last week, when Natasha was out of the office, she asked @ATTJason to follow up on another request I had – he was professional, responsive and helpful.

Where The Experience Falls Short

ATTBillHere’s where my personal experience with AT&T fell down. In September I took a 2-day trip to Toronto, Canada, for a conference.  Before I left, I called customer service and asked for recommendations for voice, data and broadband plan changes that would help.  I put measures in place for each.  When I got back, I had a $6,000 bill.  My average monthly bill for all services is $250.

Over the next 6 weeks, I had many calls with Natasha and other customer service reps.  AT&T Billing (not Natasha) called me twice to threaten to disconnect my service while the September bill was in dispute.  Natasha was able to work out several credits offline through her supervisors, and continued to keep me posted via Twitter.  I really enjoyed working with her in this way – I avoided long wait times on the phone.  However in the end her supervisors told her that she could credit me only so much, they believe my broadband card was legitimately connected, and still invoiced me for $1300 worth of data and roaming charges in a two day period.  I have ample spreadsheets to keep track of the discussions and calculations we went through.

On my last call with Natasha, she delivered the news, and I immediately canceled my broadband service.  I already have a Verizon broadband card activated. I am actively shopping for cell phone service.  We agreed to disagree on the bill amount but considered the matter closed.  Two weeks later AT&T suspended all service to my cell phone and only reactivated after I paid the amount due in full.  I felt like I had no other option.

Here’s the point: No amount of interaction through Twitter or other social media outlets could prevent ultimately a bad customer experience and loss of a customer.

In the progression that AT&T has started in social media, a pivotal next step will be to integrate these customer relationships and interactions into their overall business process, with customer feedback being added to the product lifecycle, driving their programs and revamping their overall customer experience. I think I just lived at least a portion of what David Armano and Peter Kim are talking about when they preach “social business design.”

A disclaimer: Was user error involved? Probably – I may have left the broadband card plugged in overnight, which I have since learned is a quick way to rack up usage charges (even if not connected). I definitely did not download however many GB of data they have on record though. Was it worth AT&T to eat more of that cost to keep a long term customer? Apparently not.

Where have you had a bad customer experience?  Did the company try to use social media to overcome it?  Please no AT&T network bashing comments – there are plenty of other outlets for that.

Photo credit: dwfree1967 via Flickr

by adam

7 Inputs to a Social Media Strategy

seedsBuilding a social media strategy is not something that can be whipped together overnight.  For context, any company that is looking to develop a strategy for leveraging social media should first check out the POST methodology from Forrester Research.  The “People” part of the approach (followed by Objectives, Stategy and Technology) has a short description:

Don’t start a social strategy until you know the capabilities of your audience. If you’re targeting college students, use social networks. If you’re reaching out business travelers, consider ratings and reviews. Forrester has great data to help with this, but you can make some estimates on your own. Just don’t start without thinking about it.

This is smart, practical advice.  Yet it doesn’t go deep enough.  Here are seven inputs, recommended by social media management experts that need to be considered before defining objectives and developing a strategy to leverage social media tactics.

  1. Social Media Monitoring. There are many self-service tools out there beyond Twitter search and Google blog search.  Two that work well are Radian6 and SM2.  No software is perfect, especially when it comes to analyzing sentiment of what customers are saying, but “hunting and pecking” using point-in-time search tools isn’t going to give you the broad array you need.  These tools also can review data back in time to compare tone and conversations year over year or before and after a key event like a product launch.  It takes time to sift through the chatter, but there are gems in there that constitute unfiltered customer feedback worth paying attention to.

 

  1. Market research. Survey your customers and ask them what tools they use.  If you are a large company, consider leveraging a segmentation that addresses the needs, wants, attitudes and behaviors of your customers.  This can be a significant source of insight to drive marketing strategies – not just social marketing ones.

 

  1. Forrester’s Social Technographics. Forrester has a great tool to stratify how your customers are actually using social media.  Do your customers heavily index against the average for Creators or Critics?  Perhaps a user-generated content idea or approach would be more suitable.  While the tool doesn’t give you the answer of what to do, it does provide some data points that help justify approaches down the road.  If you know some basic info about your customers, you can get useful data easily using this tool:

 

  1. Competitive Analysis. What are your competitors doing? Are you behind the pack or leading by deciding to engage in social technologies to drive your business?  It’s important to know where you stand – better yet to know where you want to be.

 

  1. Stakeholder Interviews. Some tactics in social media will require different departments to work together – perhaps some that aren’t used to collaborating.  Talk to the following groups: Marketing, Market Research, Innovation, Product Management, IT, Legal, Customer Service, PR and HR.  Chances are they will all have something to say about social media and what they would hope to get from it.

 

  1. Corporate Objectives.  What is your company’s marketing objectives in 2010?  Are you undertaking a brand refresh?  Have some major product launches teed up in Q2?  Any seasonal or cyclical impact to plan around?  Don’t think you can develop social tactics without considering what is going on in the company.

 

  1. Corporate Culture. Does your company thrive on innovation or on chopping down new initiatives?  Social media tactics can be measured, effective and game-changing – yet the industry is not as mature of a marketing tactic like pay-per-click search marketing.  “Making the leap” requires top down executive support and a bottoms up desire to make initiatives successful from the teams that will own the strategy going forward.  (Or fail quickly and learn from it, as I’ve heard Todd Defren say – this space is still new).

 

Frankly, I don’t see how the rest of the POST methodology – Objectives, Strategy and Technology – can be developed without these inputs.  Do you agree? What did I miss? Have anybody tried the Web 20 Ranker’s top rated white label SEO so far?

Photo credit: h-d-k via Flickr

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by adam

Social Media Monitoring: A Glimpse At the Future

crystalballWarren Sukernek shared this presentation recently and it hit home on a variety of fronts. As we spend time with clients working through social media monitoring, we find more and more examples of how it’s not a precise science.  Sitting side by side with folks who work every day in detailed web analytics who continually look for ways to optimize PPC spend, our social media team has experienced first hand many challenges outlined in Marshall Sponder’s presentation.  Some points that resonated strongly:

  • Sentiment analysis today is too much like Quantum Physics
  • There is a lot of manual work to determine influencer lists
  • Social media monitoring tools are not capable of advanced meme clustering or semantic analysis
  • Clients ask all the time around geo-location – the science to identify local influencers and posts is crucial to many businesses and these tools aren’t anywhere near perfect
  • Great to see Ken Burbary‘s Wiki of Social Media Monitoring Solutions getting some props

As for predicting the future? Integration to CRM and web analytics, factoring in new technologies like Google Sidewiki, and evolution to standard business intelligence practices.  Keyword tools will help down the road too – curious if the same that help with PPC and SEO optimization will apply here.  This is a practical, thoughtful guide on where social media monitoring has room to mature.  For now, my experience is showing that labor (smart, social media savvy, analytical folks) is making up the difference, but it’s challenging to “read the tea leaves.”  What is your experience?

The Future Of Social Media Monitoring Marshallsponder

Photo credit: seanmcgrath via Flickr

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