22 Apr 2010
I’m at The NewComm Forum with a wide variety of interesting people who span the social web, including Tim Westergren of Pandora (on the day of a huge Pandora and Facebook announcement, nonetheless) and Dave Carroll of the infamous United Breaks Guitars. Today has been the day of conversations about the influencer: who they are, why they are important, and how to cultivate them.
I had a great conversation with Barbara French of Tekrati and (formerly) Influencer50 about understanding the layers of influencer identification. We both agree on the importance of identifying and cultivating relationships with not only the most influential of your followers but also the second, third and fourth tiers. This extended group, who could potentially be considered brand advocates (a distinction best left to another post), has the potential to drive significant growth in your organization.
A few great examples of well-cultivated influencer groups:
Maker’s Mark promotes brand advocates by inviting them into an Ambassador…
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25 Mar 2010
It’s a frequent question I hear: “Who Should Own Social Media?”
Three Common Reasons for Social Media
In our experience at Room 214 we typically see three major reasons organizations dive into social media:
1. Product Development/Feedback
2. Sales/Marketing/Brand
3. Customer Service
Each one of those “reasons” requires its own cast of characters to “own” the process. In addition – each carries unique key performance indicators to measure the health and success of the project. Because function-specific business goals, community value and KPI’s are all different – it’s critical for anyone heading social media efforts in a particular channel to have a clear understanding of the impact measures.
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17 Feb 2010
Last week, I got a chance to attend the Digital Media symposium (DiMe) at the Boulder Film Festival. The symposium centered around a panel discussion with various people involved in the world of digital media. The panel included content creators (Disney, Serac Adventure Films, Riptide Games) programs for content creation (Google Sketchup. Kerpoof), a VC guy and a David Rolfe of CP+B. Bios for the panelists can be found here.
Expectations
Consumers expect free. If your content isn’t free, they’ll find it elsewhere. Mashable (via Nielsen) points out how cheap we’ve all become: “nearly eight out of every ten (79%) [consumers] would no longer use a web site that charges them, presuming they can find the same information at no cost.” If content is now ubiquitous, how could we consider charging for it?
The Story
Everyone kept talking about the story and how it’s the most important part of content creation. Key takeaway: it doesn’t matter how…
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15 Jan 2010
Here’s a look at a noteworthy online conversation that’s been everywhere this week. By now we all know about NBC’s very public fumble with their weeknight talk show hosts. I’ll admit that I don’t actually watch The Jay Leno Show or The Tonight Show (this of course is the exact reason that NBC is having issues in the first place). I have, however, been fascinated by the way this has spread online.
Supporters of Conan O’Brien have joined forces to (loosely) create Team COCO. This team has some major traction, and it’s all because Conan O’Brien’s core audience is a group of Facebooking, Youtubing, non-traditional TV watching 20-somethings like myself. What I find most interesting is that the online conversation, one large enough to effect a sea-change in the world of late-night, is being held almost entirely outside of the reach of Conan O’Brien, Jay Leno and NBC.
What has Conan done?
So…
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