27 Oct 2008
“What are you doing?” If the answer has anything to do with attempting to improve your online marketing or customer service, then Twitter better be a part of it. Ok, I can almost hear it now. “This again? Please Jason, not more fanfare about this geeky tool. Why must I broadcast my thoughts in 140 characters or less? Are companies really using this? Really?” Yes. Still don’t believe me? Then wake up and smell today’s Wall Street Journal article, Twitter Goes Mainstream. Companies called out specifically in the article include Dell, Zappos and Comcast. I’ll be the first to admit that using Twitter has a set of issues that deserves mentioning in a separate post. From a business perspective, we at Room 214 approach it like any other social media tool. We start by listening (see Brogan’s How to Listen for Opportunities on Twitter). When considering most of my colleagues, I’m a…
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23 Oct 2008
One of our readers just asked me what “virtual community” refers to regarding point 3 in my post about the top 5 things Chief Marketing Officers want. Although virtual communities can be defined within a broad range of social media properties (like Facebook) – CMO’s are saying, I wish to leverage them so I can better “understand my target audience.” This discussion can quickly get more involved than how a company might use Facebook, because now we are talking about the use of intentional business tools. One local company and customer of ours that provides the kind of tools I’m referring to is HiveLive. With the goal of better understanding a target audience, one of the advantages of using a virtual (online) community platform comes in leveraging multiple audiences. The audiences I’m referring to specifically are employees, customers and partners. If you can effectively create the space through which these audiences can…
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23 Oct 2008
A good partner of Room 214‘s recently asked if we have any good learnings about how to run successful online events. Come to find out – we sure do. Following is the email I sent (sans the names and companies, plus some spelling fixes). Wanted to give you a brief recap of what we have seen to be successful with running events online. 1. Find Your Audience Online This is basic and practical I know, but many companies don’t really get a good lay of the land far enough in front of the event to be successful. The idea is NOT to be a total new comer to the conversation and expect people to ride in and support the effort. Part of this effort should be around ad support and potential sponsorships in those key communities months before the event. As part of monitoring the online audience, look for themes…
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22 Oct 2008
Listen to our Podcast: Show Notes: Room 214 Co-founder, Jason Cormier, interviews Co-founder and CTO of Collective Intellect, Tim Wolters. In this podcast, we discuss: 1. The value of Collective Intellect for social media monitoring 2. The specific values of online conversational monitoring in terms of base-lining share of voice among competitive brands, identification of themes, identification of influencers and what the sentiment is around a brand. 3. The maturity and differentiation of Collective Intellect's ability to track online sentiment, and approach online monitoring from a "topic net" approach as opposed to a simple keyword approach. 4. Tim's reaction to Google's potential patent-pending technology for identifying key influencers in Facebook, MySpace and others. 5. Tim's advice for getting started in social media (start monitoring with free tools). Note: This subject matter has become extremely relevant to Room 214's social media agency services over the last two years. On that note, let us…
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