Guest post by Becky Carroll: Read her blog | Follow her on Twitter
In the past, it was somewhat difficult to have true customer conversations. We were able to solicit customer feedback, but we weren’t always good at responding. The fact is, we didn’t have a good way to easily get back to customers with resolutions to problems or closure to suggestions. Customers would feel they were sending their comments and concerns into a “corporate black hole”, never to be seen or heard about again. Nowhere was this truer than with customer comments about areas for improvement or solutions to previously unknown problems.
An excerpt from my next book…
A compass is a device for discovering orientation and serves as a true indicator of physical direction.
Inspired by a moral compass, The Social Compass serves as our value system when defining our program activities. It points a brand in a physical and experiential direction to genuinely and effectively connect with customers, peers, and influencers, where they interact and seek guidance online.
In Social Media, we indeed cast digital shadows. We are what we tweet and in the era of equalized influence and democratized digital content distribution, our reputation does in fact precede us. The very tools we use to satisfy our quiet flirtations with vanity as we channel our inner micro celebrity are in actuality the same platforms that can also unravel the fabric of our stature.
guest post by Chris Heuer, Creative Catalyst with AdHocnium, Director of iStrategy Labs SF and Founder of Social Media Club
The Problem with Marketing (and markets because of it)
For over 15 years I have been looking at the world of marketing, advertising and public relations and seeing things a bit differently. I was not alone. Countless others also saw the real need for systemic changes, or dare I say reform, across the board. The fundamental challenge became that the broad concept of “the market” was not fair nor efficient – the ones with the power (and money) won, and they often won at the expense of other’s loss.
What follows is the unabridged version of my latest post for TechCrunch, “FTC Values Sponsored Conversations at $11,000 Apiece“
In May, I reviewed the proposed Federal Trade Commission guidelines that would ultimately affect and change how brands employ endorsements into their marketing, advertising, and communications programs.
Today, the Federal Trade Commission made good on its threat promise by releasing its final revisions to the guidance it gives advertisers on how to keep their endorsement and testimonial ads in line with the FTC Act. This amendment marks 29 years since The Guides were last updated in 1980.
Guest post by Jennifer Leggio, Read her blog | Follow her on Twitter
If you’re dubbed a social media expert these days it’s almost like getting marked for professional death. It’s become even more popular to deny social media expertise as it has to claim faux expertise. Which means that the snake oiliest of the social media expert types have tried to give themselves a bit more oomph: they use the term consultant.
I recently published a detailed survey and analysis of the demographics that define the most popular social networks. While I shared the overall data for general review, there were a few interesting observations that were extracted by Information is Beautiful, Mashable, and Next Web that certainly inspire conversations and reactions.
The point of interest that’s worth review and discussion is that in Social Media, women rule.
As Twitter adoption travels from the left to the right of Rogers’ Diffusion of Innovations Bell Curve, mainstream consumer behavior gathers momentum, manifesting into influential and telling market indicators. This invaluable behavior and sentiment eventually becomes deafening and without actively monitoring and analyzing this movement, we miss opportunities to learn, grow, and help.
We need a prescribed lens into the real-time thoughts, observations, and experiences of real people, unfiltered, to make informed decisions and both lead and evolve along with our markets.
Social Networks are among the most powerful examples of socialized media. They create a dynamic ecosystem that incubates and nurtures relationships between people and the content they create and share.
As these communities permeate and reshape our lifestyle and how we communicate with one another, we’re involuntarily forcing advertisers and marketers to rapidly evolve how they vie for our attention.
In October 2008, I documented months of research and analysis into a full directory of Twitter applications for communications and marketing professionals. In May 2009, I categorized the most applicable and qualified applications, and with the help of JESS3, we published The Twitterverse, a beta map of the Twitter universe that arranged relevant applications in a way that allowed us to see and navigate the landscape more efficiently and effectively.
Brian Solis is a digital analyst, anthropologist, and also a futurist. In his work at Altimeter Group, Solis studies the effects of disruptive technology on business and society. He is an avid keynote speaker and award-winning author who is globally recognized as one of the most prominent thought leaders in digital transformation.
His most recent book, What's the Future of Business: Changing the Way Businesses Create Experiences (WTF), explores the landscape of connected consumerism and how business and customer relationships unfold in four distinct moments of truth. His previous book, The End of Business as Usual, explores the emergence of Generation-C, a new generation of customers and employees and how businesses must adapt to reach them. In 2009, Solis released Engage, which is regarded as the industry reference guide for businesses to market, sell and service in the social web.