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- Social media: It's all about risk, resources and rewards..
In countless discussions about social media, digital marketing tools and "what's next," I've determined that it's critical for all marketers to put a framework around their decisions on what tools to use, when to use them and how to get started. I put these decisions into a general "3-R" framework.
Risk: What's your tolerance?
Whether you're catapulting your brand into the social media sphere by simultaneously starting a blog, moderating a customer community and twittering, or if you're simply monitoring social media to get a glimpse of how the world sees you, there's a certain modicum of risk involved. You need to determine how much risk you're willing to take.Social-media risk can manifest in the following ways:
> Exposure to issues that you'd rather not confront in a Web-based public forum.
> Suppliers and competitors watching your every move and your every flaw.
> Legal ramifications of customers commenting on bugs, defects, recalls, etc.
> Sharing control of your finely crafted brand message with passionate, yet misguided, fans.Organizations that are ethical, honest, have strong brands and a strong sense of self will prevail and enjoy a low-risk environment in their social media endeavors. However, if your organization is secretive, insecure and does things you wouldn't tell your mother about, then you'll likely find there's simply too much risk for you in social media.
Resources: Do you have them?
This is probably the number one question I hear: "What does it take to do this stuff (blogging, social media, podcasts, etc.)?" For most companies, the cost of technical resources is the least of their worries. In fact, a majority of marketers who deploy social-media campaigns find it's the least expensive part of their budget. It's much more important to have the right people in place to help with your social media efforts. Whether that's a knowledgeable person in-house or a paid consultant, human resources are the most important aspect of putting social media to work in your organization.Rewards: What do you expect?
Let's be serious. The only reason we're in marketing is to pursue capitalistic rewards. If we really want to pursue social media as part of our marketing - with low risk and few resources - we can certainly have at it. In the final analysis, however, we need to show substantial rewards in order to make it worth our while.The ROI of social media depends on your overall goals. Most marketers define social-media rewards in the following ways:
> An increase in Website page views from social media sources.
> A larger network of customers and fans on social networking sites.
> Growth in your prospect email database.
> Increased conversation about your company on the Internet.When considering social media as a component of your marketing mix, remember the three R's: risks, resources and rewards. By vetting your plans against these criteria and asking the right questions, you'll be on the path to social-media success.
(02/24/09 09:00 AM)
- Social media: It's all about risk, resources and rewards..
In countless discussions about social media, digital marketing tools and "what's next," I've determined that it's critical for all marketers to put a framework around their decisions on what tools to use, when to use them and how to get started. I put these decisions into a general "3-R" framework.
Risk: What's your tolerance?
Whether you're catapulting your brand into the social media sphere by simultaneously starting a blog, moderating a customer community and twittering, or if you're simply monitoring social media to get a glimpse of how the world sees you, there's a certain modicum of risk involved. You need to determine how much risk you're willing to take.Social-media risk can manifest in the following ways:
> Exposure to issues that you'd rather not confront in a Web-based public forum.
> Suppliers and competitors watching your every move and your every flaw.
> Legal ramifications of customers commenting on bugs, defects, recalls, etc.
> Sharing control of your finely crafted brand message with passionate, yet misguided, fans.Organizations that are ethical, honest, have strong brands and a strong sense of self will prevail and enjoy a low-risk environment in their social media endeavors. However, if your organization is secretive, insecure and does things you wouldn't tell your mother about, then you'll likely find there's simply too much risk for you in social media.
Resources: Do you have them?
This is probably the number one question I hear: "What does it take to do this stuff (blogging, social media, podcasts, etc.)?" For most companies, the cost of technical resources is the least of their worries. In fact, a majority of marketers who deploy social-media campaigns find it's the least expensive part of their budget. It's much more important to have the right people in place to help with your social media efforts. Whether that's a knowledgeable person in-house or a paid consultant, human resources are the most important aspect of putting social media to work in your organization.Rewards: What do you expect?
Let's be serious. The only reason we're in marketing is to pursue capitalistic rewards. If we really want to pursue social media as part of our marketing - with low risk and few resources - we can certainly have at it. In the final analysis, however, we need to show substantial rewards in order to make it worth our while.The ROI of social media depends on your overall goals. Most marketers define social-media rewards in the following ways:
> An increase in Website page views from social media sources.
> A larger network of customers and fans on social networking sites.
> Growth in your prospect email database.
> Increased conversation about your company on the Internet.When considering social media as a component of your marketing mix, remember the three R's: risks, resources and rewards. By vetting your plans against these criteria and asking the right questions, you'll be on the path to social-media success.
- Study: Proof that Less is More. I read Jacob Nielsen's AlertBox today titled "How Little Do Users Read?". He showed an interesting study and analysis of time spent on page vs. that showed users spend only 4.4 seconds on a page for each additional 100 words added to the page. If we assume people can read at 200 WPM, the big finding is that for every 100 words you add to a page, you can assume that customers will read 18% of it. Choose words well, be concise...and I better stop writing to make the point! Or use this blog entry to make the point.
(05/06/08 09:01 AM)
- 20 Articles on Social Commerce & Word of Mouth. I haven't kept up the pace of posts here compared to previous years. Part of this is because it's been an exciting, busy year. But the other cause is my writing time is fractured between this Decker Marketing blog, our company blog (Bazaarblog) and writing other articles / columns. So, I thought I'd point you to articles I wrote elsewhere over the past year or so that you might find interesting... Some of my columns on iMedia Connection: The Big Idea Behind Social Commerce How to Market Social Media to Execs Get Web Analysis Fundamentals Right Positives About Negative Product Reviews Other articles / interviews: Word of Mouth and Your Business: Bridge the Gap Bazaarvoice's Sam Decker on Fueling WOM Implementation Social Commerce Interview with Sam Decker Sam Decker on Customer Centricity and Culture Selected blog entries from Bazaarblog: Why Customers Write Reviews Can Customers Trust Online Reviews? The NPV of Reviews 16 Insights from Ted Leonsis (AOL) Summary of Answers for "What about Negative Reviews?" New Frame of Reference: Value is in the Quality of Co-Creation 18 Customer-Created Marketing & Merchandising Tactics 10 Clues You have a Marketing ROI Culture "Operationalize" Customer Centricity A Story of Customer Centricity: Discovering Your Customerrs' Perspective Defining Social Commerce The "Waggle Dance" and 7 Steps to Reaching Customer Centricity
(12/26/07 09:01 PM)
- Analysis of Google's Open Social (picture). There's a little bit more room still left at the top...
(11/01/07 09:00 AM)
- [Canuckflack] Trippi, Wipperfurth and Hayek: feel the love. http://www.canuckflack.com/archives/000744.html Today's theme, class, is on decentralization. It's about the power of the individual to collect disparate pieces of information, perform independent analysis, and develop individual opinions and positions. It's about bending, folding and mutilating - ignoring the rules....
(12/12/06 08:04 AM)
- [O'Reilly - Nathan Torkington] Open Source Business Analysis. http://www.oreillynet.com/pub/wlg/6282 ...That's why I was pleased but not surprised to get mail from him today, pointing me to a series of blog entries describing RedMonk's thinking about, and first steps toward, changing the analyst industry by open sourcing it:...
(12/12/06 08:04 AM)
