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Social Business Evolution Starts Now!

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Via Convince&Convert

Is today the day we start thinking about social media as part of an integrated program?

My friends at ExactTarget announced a moment ago that they have acquired CoTweet, the leader in enterprise Twitter management, and will be building a social products lab to add tie-ins for Facebook, YouTube, and other elements of the social communication ecosystem. All members of the CoTweet team, including uber-sharp CEO Jesse Engle will stay on board, and the CoTweet name will continue. This is the first salvo in what I anticipate will be a flurry of moves to bring together email and social media into a coherent whole. As I wrote just a couple weeks ago, email and social media are more alike than different, and the major corporations that comprise much of the customer bases of ExactTarget and CoTweet are embracing that concept. Really, what is social media from the brand perspective but email 2.0? A way to remain top-of-mind with your customers, in a way that’s (hopefully) relevant and engaging. Not the ready, fire, aim email that’s the bane of your inbox, but smart, contextual email that sends the right message to the right person at the right time.

That’s been ExactTarget’s territory for a long time, and extending that concept of message-centric, platform-agnostic to social media is a natural fit. And the fact that Forrester Research projects social media spend in the U.S. to be larger than email by 2012 doesn’t hurt, either.

4 Milestones to Social Business

There are numerous granular issues to consider, and it will be fascinating to watch ExactTarget and CoTweet work out the operational details (I might even get to help a little, as ExactTarget is a client), but I see 4 primary hurdles that have prevented the full synergy of social and email to-date. This move will start to eliminate all of these obstacles:

1. Personnel Integration

2. Database Integration

3. Messaging Integration

4. Metrics Integration

Annunci

Written by Daniel Casarin

marzo 6, 2010 at 10:33 am

Pubblicato su Strategie

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Social Media Sharing Trends 2009 – Cosa Condividiamo sui Social Network

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via SocialTwist e Social Media Explorer

We’re starting to see an interesting by-product of cool social media tools emerge: Research pulled from user data. One such effort, a new study released by SocialTwist, makers of the content share widget Tell-A-Friend, reveals some interesting facts about how people share information online. You can see the report in its entirety on the SocialTwist website.

First, let’s set the expectations appropriately. The data behind the study is collected from anonymized user data for people who click on the Tell-A-Friend widget where it is used on blog posts, newspaper websites and more. That widget represented just below this paragraph, is similar in functionality to ShareThis, AddThis and others. While the design, functionality and placement of the widgets do skew the data in various ways, the widget has served almost two million billion (yeah … with a “b”) impressions to date, so there’s a lot of data there. The parts of the report that caught my eye included the following:

  • People still share via email and instant messenger more than via social networks. An astounding 59% of all shares on the widget were done via email, 25% via instant messenger and just 14% were passed along on networks like Facebook and Twitter.
  • Twitter, which has recently emerged as the share site du jour for those in the social media world, accounts for only one percent of all shares. Facebook is 11%. Yahoo mail is the highest individual share channel at 26%.
  • Yahoo (44%) and MSN (25%) mail are way ahead of Gmail (19%) as the email provider used by Tell-A-Friend users.
  • Facebook accounts for 79% of all shares via social networks. MySpace is second at 15%. Twitter is just 5% of all social network shares via the widget.

SocialTwist is the creator of the popular social media sharing widget Tell-a-Friend. SocialTwist takes the sharing experience to a whole new level and turns a simple sharing button into a powerful referral marketing tool. SocialTwist helps marketers position their products and services correctly in all visitor communication (shares). Ever since its launch in September 2008, Tell-a-Friend has emerged as a popular referral marketing and social media sharing tool for big brands like Intel, Bertelsmann Media, P&G etc. Today, SocialTwist enjoys a user base of 50,000+ websites and blogs using Tell-a-Friend.

SocialTwist’s Social Media Sharing Trends 2009 Report is based on the social media sharing behavioral analysis of recent 10 million referral messages sent using the Tell-a-Friend widget. The report provides details of the most preferred medium of social media sharing, the popular and emerging channels, and the social media trends to look out for in 2010.

Major Findings

  • The top channels of sharing include, email, instant messenger, social networking sites
  • Despite the social media revolution – traditional forms of networking like email and instant messaging continue to be the most popular mediums of sharing content across the Internet. Nearly 60 percent of overall sharing happens over emails.
  • Since it opened itself to all age groups in September 2006, Facebook has displaced MySpace as the most popular social networking site especially when it comes to sharing content online.
  • It is clear that Twitter is perceived to be a news broadcast platform and not a “sharing” platform. It enjoys only 5% of “shared information” traffic among popular social platforms.
  • Bookmarks are rapidly losing their significance in the social media space. Only 2% of shares happen over Bookmarking sites.
  • When it comes to email services, Yahoo Mail is still the most preferred, followed by MSN. Gmail is way behind.
  • Google’s services like Google Bookmarking, Google Talk, Gmail, and Blogger have failed to replicate the brand’s search engine success online, especially when it comes to ‘shared information.’
  • LinkedIn, as a networking site, ranks the lowest when it comes to social media sharing.


Email is the most popular channel for sharing information

Most Used Social Media Channels

Analysis shows that the most popular channel for sharing content is email. Nearly 60 per cent use email to share content. However, fewer people like to manually type in email addresses. Just about 10 per cent of email shares had people typing email addresses.

Instant Messaging with 25% of total sharing was the next preferred medium followed by Social Networks with 14 percent.


Top 10 channels represent 97% of the total share.Twitter shares have risen 23X in the past one year

Most Popular Email channels for sharing

Of all the email services used, Yahoo Mail with 44 percent is the most used for sharing followed by MSN Mail with 25 percent. Gmail enjoys only third place with 19 percent.


Yahoo mail is the most popular service followed by MSN email

Most Popular IM channels for sharing

Yahoo Messenger is the most popular IM service among all others when it comes to sharing – it enjoys 49 percent of the total number of shares. MSN Messenger follows with 34 percent of shares. Here too Google comes at the third position with 15 percent of shares.


IM is the second most shared channelYahoo and MSN lead the pack

Most Popular Social Networking channels for sharing

When it comes to social networking sites Facebook is the clear winner with a whopping 79 percent people using it to share with their family, friends and acquaintances. MySpace follows with 15 percent of shares. Twitter enjoys a meager 5 percent of shares.


Facebook is the most popular amongst all social media channels

Most Popular Social bookmarking sites for sharing

Bookmarking sites seem to be losing out as a preferred channel for sharing when compared with other social media channels. In this space, Digg stands out as the most popular bookmarking site followed by Google Bookmarks and Delicious with 11 percent and 12 percent respectively.


2% of the total shares happen over bookmarks with Digg as the clear leader

Most Popular Blog channels for sharing

When it comes to blogging services, WordPress with 45 percent and Blogger with 42 percent are the most popular platforms for social media content sharing. The surprise element in this space is Typepad, which is never used.


Wordpress and Blogger are the most popular blog channels

Written by Daniel Casarin

novembre 25, 2009 at 2:38 pm

Pubblicato su Trend

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The Next Big Social Media Job Of The Future ?

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via Influential Marketing Blog

Every hour thousands of new videos are uploaded online. Blog posts are written and published. Millions of tweets and other short messages are shared. To say there is a flood of content being created online now seems like a serious understatement. Until now, the interesting thing is that there are relatively few technologies or tools that have been adopted in a widespread way to manage this deluge. We pretty much just have algorithmic search, with Google (and other search engines) as the most obvious example. Social bookmarking and social news have been around for some time (ie – sites like Digg or delicious), and new models of aggregation like Alltop are springing up to help us navigate all this content as well.

The real question is whether solutions like these will be enough. By some estimates in just a few years we will reach a point where all the information on the Internet will double every 72 hours. Double. I’m running out of metaphors to describe the magnitude of this content creation. The predictable result of this is that brands are beginning to focus on content creation when they start to look at social media. What are we going to create, or what are we going to get our customers/patients/fans/audience/victims to create? Is that really the best question we could be asking?

What if you were to ask about the person that makes sense of it all? The one who sifts through all the content and picks out the best and most worthy. This person is missing from most corporate communications teams. It’s not a commonly defined role on any ebusiness teams. In fact, there are few jobs like this at all. The closest comparative role may be contained within the rising Library 2.0 movement (one I wrote about some time ago), but this is not frequently linked to business communication or marketing. If this role did exist, what would it be called?

The name I would give it is Content Curator. A Content Curator is someone who continually finds, groups, organizes and shares the best and most relevant content on a specific issue online. The most important component of this job is the word “continually.” In the real time world of the Internet, this is critical. If you look at how many individuals are currently using their Twitter account to highlight interesting bits of content they locate or how del.icio.us users have tagged and shared content on that site for years, you’ll understand that this idea has been steadily growing organically. In an attempt to offer more of a vision for someone who might fill this role, here is my crack at a short manifesto for someone who might take on this job:

MANIFESTO/JOB DESCRIPTION: CONTENT CURATOR

In the near future, experts predict that content on the web will double every 72 hours. The detached analysis of an algorithm will no longer be enough to find what we are looking for. To satisfy the people’s hunger for great content on any topic imaginable, there will need to be a new category of individual working online. Someone whose job it is not to create more content, but to make sense of all the content that others are creating. To find the best and most relevant content and bring it forward.

The people who choose to take on this role will be known as Content Curators. The future of the social web will be driven by these Content Curators, who take it upon themselves to collect and share the best content online for others to consume and take on the role of citizen editors, publishing highly valuable compilations of content created by others. In time, these curators will bring more utility and order to the social web. In doing so, they will help to add a voice and point of view to organizations and companies that can connect them with customers – creating an entirely new dialogue based on valued content rather than just brand created marketing messages.  After writing this, I can’t help but wonder if there might already be people out there with this title. Let’s find out: the first person to send me a scan or photo of a business card with this title on it will get a free signed copy of Personality Not Included …

Written by Daniel Casarin

novembre 18, 2009 at 6:40 am

Pubblicato su Trend

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