Category Archives: social media marketing techniques

The top 5 Trending Stories at #CMWorld right now

Here are the top 5 trending stories at #CMWorld today based on Twitter retweets right now:

  1. Social Media Content Strategy – 4 Ideas to Better Target Your Content  – 39 retweets
  2. Social Media Content Strategy – Building Characters in Your Organization – 39 retweets
  3. Back-to-School: The 23 Top Content Marketing Blogs – 36 retweets
  4. Tower lights are lit up Orange – 36 retweets
  5. The Kick-Ass Guide to Cleveland for Content Marketing World Attendees – 35 retweets
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Why we love building lists and why an influencer list matters

My latest guest blog post on Successful Workplace: Why we love building lists and why an influencer list matters.

Try out creating an influencer list at: http://www.leaderboarded.com/home/partners/peerindex.

Bold New Thinking in Social Media: 3 Key Trends and 4 Key Terms

At the meeting of minds the other week I introduced some key social media language concepts to help people in understanding and engaging with social media in their businesses.

I’ll share them here too as they were quite well received:

3 Key Trends

Extension – we are no longer seeing our online personas as ‘avatars’ – things that are not us but instead as ‘extensions’ – digital extensions of our true selves. If we engage only the physical side of people we are not engaging the whole person. That’s why event leaderboards are important.

Tribes – our identities are increasingly linked to tribes rather than traditional identities of geography and nationhood. Listen to Seth Godin’s TED talk.

Herds – as the influence of experts, leaders and authority figures diminishes so we look instead to social proof and the movement of others in the herd to decide how to behave. Again another reason for the rising popularity of leaderboards – you can now create your own via my app leaderboarded.

 

4 Key Terms

Social Architecture – this is all about how you set up your social presences balancing management cost versus delivering relevance to the customer – do you have a brand page for every product, category, in every territory and language? that could get tricky to manage, especially if you add multiple channels – Facebook, Twitter, Youtube, Pinterest….

Social Data – how do you tap into the social data stream in such a way that it can trigger targeted, context sensitive, transactional offers to your customers. My classic example of this is the girl who has signed up for pizza offers, when she posts on her social channel – “wow what a great film that was, Skyfall rocks” – can the pizza company respond – hey why not celebrate with a trip to our pizza restaurant, here’s some vouchers valid for tonight only.  You need lots of clever lifting at the backend to make this work at industrial scale.

Social Design – this is a term popularised by the Facebook team – we need to think about how our product or service “adds” to a user’s expression of themselves online. What does it mean to my friends if I am a Marmite fan? What does it say about me if I join the 2nd circle of the Marmarati?

Social Triage – how does the social media profiles of our customers change how we behave towards them. Cathay Pacific offers people with Klout scores over 40 a chance to sit in their business lounge. But should we all rely on a standard influence score – surely it would be better if each company had its own influence score for customers. Contact me now if you want more info on how to do this for your business as I am working on a productised solution.

Announcing two new blogs

Hello loyal subscribers!

I’m changing tack! To follow my continued interest in creating better communities, better teams and better ways of working together, I’m leaving the social media ocean, which has met many of the needs of individuals but has struggled to build collaboration and dependable communities.

So  as I head into new waters, I’d like to invite you to join me.  The new waters are:

The Sea of Meetings

We all have meetings and I guess we all feel they could be a bit more efficient.  I’m going to be focusing specifically on the structure of meetings: agendas, minutes and actions – helping people to get the meeting, this fundamental unit of team work, right. How can we use web technology to make meetings altogether better and more productive?

The blog for this is http://www.themeetingminutes.com – a web resource for anyone searching for advice on running great meetings. It features my own posts and also guest posts – so if you have a view of meetings that you’d like to share – ping me a mail (toby@pailz.com) – and I’ll send you a brief.

TheMeetingMinutes.com - meeting advice blog

The Big Game River

Games are everywhere, we play them everyday, we just don’t usually call them out as such. Whether it is ‘levelling up’ at work with a promotion or losing points on your driving licence, the mechanics of gameplay are often used.  Over the next few years, as a new generation of workers join the workplace, those brought up with the benefits of game playing, will expect those same benefits when applied to work. Common game benefits such as transparency of how to win (which points make prizes) and visibility of progress and where you stand versus colleagues (leaderboard) will become standard.

I’m launching a blog to track and analyse this change – called ‘Gamification Of Work‘ – do subscribe and keep track on the Game Layer at the top of the world….

And social?

I’m afraid that means the end of blogging at The Social Bazaar – the social layer is built, it is now widely understood, now on to build the game layer…  join me

How much of a viral uplift can I expect from social engagement

”]My Petal Model of Social Engagement seemed to go down well at TechHub yesterday when we applied it to social startup design. Whether the startup was a food social network, a new film about the monarchy or a train booking application, the group found examples of active viral loops, passive viral loops, positive and negative daily loop to apply to their products.

Indeed, one of the participants was a full time social game designer and the session prompted him to fix a negative daily loop on his application today!

A key question that came up, which is worth discussing here in the blog, is what percentage of acquistions are likely to come from the viral engagement channels (the viral petals in our model) versus from the initial discovery (the stem).

This relates to the virality of the app, as measured by the viral coefficient (the number of earned users you get relative to each paid user). Obviously benchmarks vary wildly depending on the application type but I would say that if you see 30% uplift (a viral coefficient of 0.3) on your initial discovery then you are doing well. For a product to ‘go viral’ – i.e. to spread of its own accord you would need to see a viral uplift of at least 100% – for each person you add they bring in at least one more.

5 ways to get ready for f-commerce

Facebook Credits: could they be a new global currency?

Facebook Commerce is coming, haven’t you heard?  Doing business with your customers via Facebook is the next big thing. So, if you’re lagging behind in this space, what should you do to get ready?

1. Build a fan base

Creating a Facebook fan page (or 100 fan pages) creates you a beachhead on the world’s favourite social network and an owned audience channel to engage with your fans for as long as they ‘like’ you.  Companies like Syncapse [Disclosure: where I work] or any of the Facebook Preferred Developer Consultants will help.

2. Integrate social plugins to your website

Take a look at The Huffington Post – note how it uses your Facebook identity to provide you a personalised experience – the news as recommended by your friends. Go and do likewise.

3. Create a Facebook application so you have permission to message your Facebook fans via email.

A Facebook application, whether a competition, a game or utility, will give you access to the social data you’re going to need to be successful – at minimum it’s a way to send a push message to your customers via email.

4. Understand Facebook Credits 

Facebook Credits could be the global currency of the future – but every transaction will cost you 30%? Seems a crazy percentage? Well it’s for real, you’d better look at your your financial model in light of this. Credits are only accepted for virtual goods at present but understanding why they are worth 30% is perhaps your first port of call.

5. Start trialling today

Take one part of your business and start trialling some aspect of Facebook commerce – there are off the shelf tools to try, as you can see from my own Facebook shop.  The only thing is clear, doing nothing and just ‘listening’ as so many companies seem to be doing, is no longer an option.

When creating content on social – think canapes not main meal

Social media content should be like a canape - quick to gobble and easy to digest. Photo: sushi♥ina

Too many brands and companies are trying to create immersive and complex experience for their customers on social media.

The reality is that social media content should be quick to read and easy to digest. That’s because social media is the equivalent of a drinks party – we’re standing up, talking to lots of people, we haven’t sat down to a full meal.

When I sign up to your website, that’s when I’m ready for a full meal – that’s the time to give me white papers, full game experiences, complex competitions.

When I’m on social, I’m a butterfly, fluttering past, think yourself blessed if I stop by to nibble on one of your content canapes. That means 140 character twitter posts that say everything you want to say, Facebook wall posts that include a single meaningful photo and youtube videos that are under two minutes long.

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