Are you tired of the hype out there covering obviously un-scalable first wave social media as customer service systems built using Twitter?
From my perspective, social media often becomes a customer service channel weather a company likes it or not. It is simply too easy to fire off a bitch session over Twitter at AT&T because their network is over sold and drops calls. There is a certain amount of satisfaction that your “followers” will feel your pain and can reply with their same “lack of” customer service opinions. Thus, corporations need to look at streamlined work flows, training and technology that will intelligently distribute inbound conversations and route them to the correct domain expert within the organization.
I find that the “social media” customer service tools are lacking compared to enterprise level multimedia contact centers on the market. I have to give “Frank” and his team who created “Comcast Cares” presence on Twitter http://twitter.com/comcastcares @comcastcares credit because they are trying to do a good job with first-gen tools. The…
Dear Palm Springs Ad Federation Members,
Thank you for hosting me as your guest for the Social Media event. I wish we had more time to spend together at the event and really enjoyed the experience. Below are a few slides from my 2009 Seattle Wine Awards digital marketing and social media case study for your review. I will annotate the slides with a podcast over the weekend and will post the new information here.
Many folks asked me about how to setup streamlined work flows and the internet dashboards. I am available to help you setup your digital marketing and social media technology and services. Please feel free to contact me via email at (JavaScript must be enabled to view this email address) | Share
Music transcends languages and is one of the most ancient forms of human communication and culture. Even other animals like birds and organic life forms such as plants respond to music. Humans use music to make love and war as a psychological tool.
“In the late 19th century and early 20th century, the music industry was dominated by the publishers of sheet music” - (Wikipedia). Today, music is big business and used by global advertising agencies to create campaigns that target people of all ages. Apple, Google, Microsoft, Sony, News Corp, Disney, Universal, Warner and EMI all have their fingers in the music business.
Since the advent of the internet and the “Napsterization” of music with digital peer-to-peer services, YouTube and portable “iPods”, the music industry is in a rapid state of convergence and change. Search engines and social media “trending” list music as a primary topic and media type that is passed around the planet at the speed of light. Thus, with rapid global changes in social behavior created by new technology and digital connectivity, bands have to react quickly to develop new music business…
This year I partnered with the Washington Technology Industry Association (WTIA) http://www.washingtontechnology.org to help them create a digital marketing strategy and ecosystem. Then we developed an array of digital marketing tools, private label content and work flows that enable the WTIA to be efficient and consistent. Lastly, we created a customized internet marketing dashboard that centralized all of the WTIA’s social media sites, content services such as YouTube and digital marketing tools all in one place. This strategy eliminates the pain of managing the WTIA’s digital marketing ecosystem and provides them with a quick way to monitor their internet marketing efforts.
The WTIA already had a website and and a few social media and content services in place such as Twitter, Facebook and YouTube. What was missing was a strategy that created brand continuity across the WTIA’s various web services. In addition, the WTIA needed a centralized system to manage their social media presence, brand monitoring and efficient digital marketing work flows.
…In the past two weeks Seattle enjoyed two superb conferences covering publishing platforms for blogs an CMS systems.
http://www.wordcampseattle.com
http://www.eeroadshow.com
Twitter provides a great way to see what happened at a conference and “who said what” by searching the conference hashtag. I typically make a feed for this and posted to a Yahoo Pipe, filter as needed or combine with other feeds and then post to my Netvibes dashboard. In other situations I will create a new search in TweetDeck and cluster my “conference columns” next to each other. Then I will follow the interesting folks who I see are domain experts about the subject matter.
Try it out:
EE Road Show Tweets: http://twitter.com/EEroadshow
EE Road Show Tweets RSS: feed://twitter.com/statuses/user_timeline/26664533.rss
One of the main issues that corporations have today with social media sites such as Twitter is how to scale and manage communications.
I see a lot of similarity for these new tools to develop in the same manner as the multimedia call center technology from firms such as Cosmocom http://www.cosmocom.com . Currently these tools are in their first or second generation of development. Thus, they lack more sophisticated features such as intelligent skills based routing and multi-channel IP communications for “web calls” (chat, voice, video, collaboration).
My past experience tells me that the new “social media” communication systems in the near future will simply become subset features of large integrated CRM’s and IP contact center platforms for unified customer communications. Social media sites are just one of many customer touch points and the key to scale is integration with other corporate customer communications systems. Today, the new solutions are still very basic without much built in artificial intelligence or features to manage multilingual global communications.
The real-time social…
The key to Twitter is understanding how to leverage analytics to understand your audience, their conversations and sentiment. There are a number of data points that are measurable on Twitter. I will dedicate time to cover each of the below areas in different blog posts and add new measurable metrics in the future.
-Followers
-Unfollowers
-Updates
-Page Views
-Inbound Links
-Bounce Rate
-GeoTargeting
-Click Tracking
-Re-Tweet Tracking
-Search Traffic
-Trend Analysis
-Name / Brand Mentions
There are a number of metrics and strategies to leverage for Twitter followers. Here is a short list of metrics.
-Amount of Followers
-Quality of Follower Targeting (Are they really in your target audience)
-Follower Uptake Rate Graph
-Follower Drop Off Rate Graph
A good strategy for an event like the Seattle Wine Awards is to add a lot of new followers because these folks will often look at their new followers and take a look at their profiles. I created a custom branded Twitter background with Ticket Sales information and added a link to the Twitter Profile…
Today Twitter launched a new home page with a big focus on Search. This move firms up their strategy to become a real-time search engine and put’s them even more in the acquisition cross hairs of Google and Microsoft. Yahoo is out of the game with their Microsoft Bing deal, also announced today.
Here are sample searches for a number of events that we had our guests tag with a unique identifier “#eventname”, so members could search for Tweets from the event at a later date. As you will see there are a ton of missing results. A lot of people put effort into making posts at the below events and they all should write to Twitter and tell them to fix this mess.
http://twitter.com/#search?q=%23wtia - Washington Technology Social Media Event. Zero results!
http://twitter.com/#search?q=%23seawineawards - Seattle Wine Awards. I recorded and saved 450+ from this event, see below. Twitter now lists just two!
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