Tag Archives: Social Platforms

#muconf11 Live: Hot Topics and Prolific Twitterers

Today the 2011 Measure Up conference kicked off in Boston, MA. If you were following along with the #muconf11 twitter stream, you probably saw an intensive and exciting knowledge exchange. For those who weren’t following along, here were some of today’s top tweets

johnlovett Monster’s BI Vision: Data>Info>Knowledge>Intelligence is a blueprint for solid #measure strategies everywhere #MUCONF11

GuyPowell Foiled Cupcakes 93.7% through social media channels. Fantastic story on how to micro-target your audience #MUCONF11


johnlovett “Before you even get to #SocialMeasurement you need to be planning to determine what’s important” *Key* fact from @vargasl #MUCONF11

bonniesituation #muconf11 More data =/= more useful data — Kanishka Das, P&G

GuyPowell 4 reasons to talk about a product. great/bad product, need 4 recognition, desire to help others, great advertising.Very important #MUCONF11

ROIEvangelist Advertising has a negative effect on WOM and social media – Purush Papatla #MUConf11

stevengroves Being ‘in the game’ and just being ‘in social’ isn’t enough any more – you need to engage – Jon Giegengack / CMB at #MUCONF11

VirtualMR Don’t assume that you need to be social. You probably do but it is worth quantifying how much. (@cmbinfo) #muconf11 #cmo

vdeval the real growth opportunity for brands is friends of fans and not just fans @bruich #MUCONF11

Seeing as this was a conference focusing on analytics, I decided to play with one of the many free analytics tools available today, The Archivist, and take a look at the top influencers and topics of day one of #muconf11 statistically.

It’s hardly surprising to see that conference chair Guy Powell was a top user of the hashtag. @VirtualMR and @JohnLovett were also top contributors. Many other attendees chimed in as well.

Next I looked at top words used in our twitter stream in order to identify hot topics. After the obvious words “Social” and “Media” amongst others, we see that Jon Giegengack of Chadwick Martin Bailey spurred conversation during his presentation “Due Diligence: Maximize the Return on your Social Media Investments” as did Kanishka Das of Procter & Gamble with “The Incremental Lift of Social Media on Traditional Media”

Lastly, I was curious which twitter platforms were popular amongst this crowd. Hootsuite and Tweetdeck, as well as the regular web interface dominate on this chart, but some users were participating via Radian6, iPhone, Android, Ipad and even Facebook and Foursquare.

It’s amazing how much data you can gather from even a free service like this. To view the full size Archivist graphics and more detail, click here.

What recurring topics and themes did you notice during day one of the event? Do you ever use free analytics like this for research? Share with us in the comments, or find us on twitter @MeasureUpIIR.

Michelle LeBlanc is a Social Media Strategist at IIR USA with a specialization in marketing. She may be reached at mleblanc@iirusa.com.

Selecting a Primary Community Platform Part 1

Are you shopping for a Primary Community Platform? It is such a critical decision, but hard to know what to base your decision on. I recently had a chance to catch up with several of the leading Community Platform vendors to ask them what people should be looking for when considering what vendor. We are going to share the perspectives of Jive, Lithium, and Telligent in a three part series of blog posts. Hope they are helpful in your decision making process!

-Stacy

‘Strategy First’ by Tim Albright, Director of Community Strategy at Jive Software

Honestly, I don’t believe anyone should start a social business platform assessment by looking at features. Instead, truly understanding your own social business strategy is the most important criteria for choosing a platform. Some community features are fairly commoditized (e.g., forums, rating, blogs, et cetera) and some aren’t (e.g., bridging internal and external communities, video, mobile, et cetera) but if the reason you’re applying social isn’t clear, choosing a platform to do it won’t be either, no matter what features are provided. Obviously, any social strategy should map directly to overall business goals and, for all but the largest companies (and probably for them too), a social business strategy will be more successful if it is shared across the enterprise.

A good social strategy identifies what specific problems to attack. For example, improving Sales Enablement is a strategic goal but it’s also a bit abstract. On the other hand, shortening the response time for RFPs is a concrete, measurable target that will improve Sales Enablement Now you can accurately assess the Sales Enablement capabilities of a social platform:

‘ Does it support robust internal deployments?
‘ Does it allow easy creation of logical groups (Sales Enablement, Regions, et cetera)?
‘ Can the usual RFP formats be uploaded and reviewed in the communities?
‘ Can users easily create reusable tables and charts with links to customer references, success stories, et cetera?
‘ Can users rate and tag content to heighten relevance and improve reuse?
‘ Can users follow spaces, content and other users?
‘ Can users receive notifications and reply directly via email?
‘ Is there mobile support for my distributed sales team?

In short, what should really inform your decision is: can the proposed platform take the current tasks your employees, partners, and customers are already doing and make those tasks easier by applying social? In the Sales Enablement example, social attacks the problem because it:

‘ Removes the RFP request from the tyranny of email: the Sales Rep won’t get nine ‘out of office’ replies and the responses aren’t buried in her email box
‘ The Rep doesn’t have to ‘know’ who the right source is: the source finds her. The entire company’s expertise is available to all Sales Reps, even on their first day on the job.
‘ When she gets the right answer, she can rate it highly so the next rep with a similar RFP can search and find it more easily
‘ Mobile and email allow users to respond when and where it’s convenient for them.

Each of these (and more) will measurably shorten the turn around time for RFPs. If the platform you’re considering can do all these things, it should be a contender for your Sales Enablement initiative.

Of course there are many other strategies and tasks that social business software can measurably improve. At Jive, we’re dedicated to helping you identify the right business areas to attack with social tools. Not all business problems require social solutions, but we’ve found many that do. Here are the questions I would consider in assessing platform vendors:

‘ Do you have the experience and skills to help me define solid, measurable business objectives?
‘ Do you have examples where your social software solved these types of business problems?
‘ Are there customer references ‘like’ me that you can share?
‘ Do you give guidance on IT, SSO, and other integrations?
‘ What Flexibility do you offer for theming my site to look like my other properties?
‘ Given the solutions we’re discussing, can you provide guidance on attracting users, marcom plans, et cetera?
‘ What else do I need to know to be successful?

Focusing on the right task to meet your objectives will also help inform all your other social decisions. For example, if you have a public support community, what should your Facebook or Twitter strategy be? Support communities focuses on asking and answering questions in the community. A FB page is likely to confuse some users and distract them from participating in your community. Contextual FB ads, on the other hand, might be a great way to generate awareness about the community and help to brand it. Tweeting about community events and hot topics might also extend awareness. The point is that, once your objective is solidly defined, you can have the right argument: will this feature or capability make the task better for the users?

Once you know what you’re trying to solve, and once you’re comfortable with the answers to these questions above, reviewing features, watching demos, and playing in sandboxes will be a lot more useful to you. Get the ‘what’ right and the ‘how’ will be much, much, more easy to spot.

GNIP Offers Service to Increase Efficiency

This blog post discusses a new company, GNIP, which is helping to solve the problem of delay in viewing content that many consumers have with sites such as MyBlogLog. While the goal is to make life more efficient for the end consumer, GNIP, is selling to companies that could utilize their product, so there is no need for the individual to sign up. This article in TechCrunch describes the service best:
Gnip isn’t a consumer service. Rather, it’s designed to sit in between social networks and other web services that produce a lot of user content and data (like Digg, Delicious, Flickr, etc.) and data consumers (like Plaxo, SocialThing, MyBlogLog, etc.) with the express goal of reducing API load and making the services more efficient.
Other new services that GNIP is planning to launch, as mentioned in this article from ReadWriteWeb, include: Protocol switching to translate XMPP/Jabber into RSS feeds, standardized metadata which creates the opportunity for interoperability, and identity discovery to allow users to see where else their usernames and emails are being used.