Connecting the dots across great snippets 02/16/2010

Connecting the Dots across some snippets below:

• Understand & appreciate what is important for the tribe (target audience) you care about; their passions, frustrations and the context in which these occur..
• Create the spaces & experiences for them to convene; make them so they are perceived as easy (technology simply enables and gets out of the way) and be respectful of the tribe members choice to be there
• Give up control; but don't give up leadership... (of the intent, the direction, the focus)
• Deeply integrate the outcomes of the interaction with the tribe members into the inner workings of your whole enterprise..

Here the snippets

Form this post by Lauren McKay on Accenture's Social CRM Report:

• "Staying in control of your brand is different than it used to be..." "..any true social media strategy must be developed -- and executed -- enterprisewide. Most companies, he says, have yet to progress to that level of maturity"

This great post by Paul M. Banas "What to Listen for" calls out a few of the key areas any Social Media Strategy needs to be based on / listen to:

• Tension (unfulfilled needs & desires)
• Passion (Compelling Emotions)
• Context (What is the surrounding environment that triggers, hosts the above)

Great Insights can be gained from these TED Talks:

• Alexis Ohanian: You no longer control the message; and that is OK (if you are Genuine and truly take the time to listen and harness the Social Power)
• Clay Shirky: It gets Socially interesting when it gets Technologically boring (alas the end user experience must perceived as simple & accessible)
• Clay Shirky: Aim to Convene your users / clients / target audience but not Control them
• Stefana Broadbent: connection & intimacy are not opposite, actually connectedness enables intimacy.
• Seth Godin: You can tell when you are running into someone in a tribe (by watching for the signs, by listening)
• Seth Godin: you don't need everyone, you need a good number that cares enough
• Seth Godin: Tell a Story, connect a Tribe, Lead a Movement and Make Change

What do you think?

Filiberto Selvas

Filiberto.Selvas@Gmail.Com

Nuggets from here & there

Struggling with writers block lately; let's try a different format.. nuggets from here & there..

• From the Social CRM Summit Tweets: In customer's mind, the experience *is* the company.
• On the space of How to use Social Media; Story Telling: (paraphrasing) "If your messaging and your keywords are misaligned.. that means your end users see your company differently that you do.." (if that is not a 'let's check this more closely" sign I don't know what is)
• I have pointed out many times the Social phenomena is really technology eliminating friction, aggregating & accelerating behaviors that are deeply embedded in our souls; check this article about Social Moms if you need any proof.
• The multiple facets and angles on the Social Media ROI can be found (looking hard) in this post by Robin Hamman; a snippet:

"it’s possible to do even more by integrating social tools into core business processes: invite audiences and consumers to co-create innovative product and service offerings, bounce ideas off them, let them get their hands on and provide early feedback about new products, involve them in marketing, encourage them to assist other customers – essentially, involve them in a range of activities which have a known cost, but also a measurable ROI, to your business."

• We spend more and more time in Social Media.. we need to get more out of it... where is my digital music device programmed by those that I designate (implicitly) as friends whose music taste I like? where is my ability to indicate I am in the market for a car and receive information Posted, Twitted, Shared by the friends I have (implicitly) designated as people I trust on car matter?
• According to Gartner: "Through 2015, only 25 percent of enterprises will routinely utilize social network analysis to improve performance and productivity." this sounds like having a proven & tested vaccine and choosing not to use it.. we need to work on eliminating the blocks and bring forward the benefits of these methodologies.

What do you think?

Filiberto Selvas

Filiberto.Selvas@Gmail.Com

Social CRM; the group as the unit of focus

Early efforts in Social CRM too / platform enablements have been focused on the individual:

• Capturing Social activity and informing network value calculation through it
• Identification of behavioral characteristics (connector, maven. Etc.)
• Facilitating two way communication through Social Channels
• Etc.

This is great progress but I think we are yet to see one key aspect of Social CRM; the group as the unit of focus…

There is plenty of academia research on the topic; we behave in different ways as members of a group as we do as individuals.. and these behavioral characteristics change from one group to another (our work, our family, our church, our sport communities).

What are the platform / tool capabilities that will allow us to work with groups as social units and “affect” their behavior by introducing members (i.e. advocates), information (support? Offers?), shared purpose (challenges? Causes?).

• Identify groups/subgroups as they come together (i.e. a group that continuously uses Twitter to discuss a topic)
• Identify the composition & behavior (distinct behavioral characteristics that are present in the group; how many of each?)
• Pattern matching; where does the activity of this group seems to be going based on observations of similar groups we have had in the past? and what variables can I introduce to affect this behavior?

What do you think?

Filiberto Selvas

Filiberto.Selvas@Gmail.Com