TheSocialCMO

Empowerment and Immersive Analysis: A Review of Brian Solis’s Engage

New media evangelist and influential thoughtleader, Brian Solis, gives a thorough breakdown of the social media landscape in his revised edition of Engage.

The book’s approach to helping others understand, and effectively apply, social media tools is rooted in the brand marketer’s point of view. Accounting for varied levels of new media expertise, Solis extensively covers all the bases in the WHO, WHAT, WHERE, WHEN, WHY AND HOWs of your brand’s social media efforts.

Dubbed “The New Media University,” the first half of the book details the various platforms and trends and that make up the Social Web. For Solis, we are continually students of new media, in a field that never stays the same for long. More suitable for those with little experience with social media for brands, readers will find that this half of the book serves as a good overview of the landscape, citing examples of companies that are effectively utilizing these various platforms.

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Blame It on the Youth

If you want to know where the future is headed, sometimes telling clues reside in how the youth of the world interact and share with one another.

With the rise of the Golden Triangle of technology, mobile, social, and real-time, technology is not just for the geeks, technology is part of our lifestyle…it is part of who we are. However, as we are all coming to learn, it’s not in what we have, it’s in how we use it that says everything about us.  In the way we use technology, whether it’s hardware or social networks for example, the differences are are striking.

But something disruptive, this way comes. And the truth is, it’s been a long time coming. How we consume information is moving away from the paper we hold in our hands and also the inner sanctum of family, the living rooms where we huddle around televisions. In fact, Forrester Research recently published a report that documented, for the first time, we spend as much time online as we do in front of a television. Indeed the battle for your attention will materialize across the four screens, TV, PC, mobile, and tablets.

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Face-to-face Customer Service Still Matters

I recently wrote about the dangers of disparity between the customer experience in the social media channel and the customer experience in the traditional channel … and the importance of INTEGRATING your brand messages across all channels.

We also need to make sure that we integrate our brand messages across platforms – both face-to-face and online.

Real-life example:  I have been involved with my bank for years – I’m an Advocate, and I go to this bank all the time.  This week after visiting my bank in their physical location, I walked out realizing that more often than not, I leave their “store” not feeling good.

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Where Have All The Leaders Gone?

Anecdotal evidence is dangerous. But current events (micro and macro level) beg the question: Just when we need it the most, where has real leadership gone?

Significant global unrest appears perpetual. Economic crisis inhibits dialogue around everything from national initiatives to local education. Infrastructures that facilitate so much of what is deemed essential seem stretched beyond reasonable limits.

Yet, those seated in the centers of power – political, social, private enterprise, all – seem impotent when it comes to effecting positive change.

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Social Media ROI: ROI Doesn’t Stand for Return on Ignorance

My good friend Olivier Blanchard recently released his new book, Social Media ROI, Managing and Measuring Social Media Efforts in Your Organization. As he was nearing its completion, he asked if I would write the foreword and to be honest, I was flattered. I agreed to do so under one condition, that I get the opportunity to share the foreword with you here. Long story short, here we are. The book is extremely helpful and carries the endorsements of those I also respect including Chris Brogan, Jay Baer, Geoff Livingston, and Kyle Lacy.

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Q&A: How to drive measurable ROI from social media NOW

Courtney Velasquez, Social Fabric Community Director, interviewed John Andrews, Collective Bias (CB) Founder/CEO, and Ted Rubin and Dave Henry of the CB Board of Advisors to understand how brands and retailers can measure social media ROI, engage in shopper listening and receive shopper feedback. Originally posted at CollectiveBias.com

1. How can brands drive measurable ROI from social media now?

John: This is such an important question! ROI is usually addressed from a longer-term perspective, and with the immediacy of social media interactions (and exponential growth and adoption), we really do need to see measurable ROI in the shorter term.

Ted: Social media is so popular and effective as a marketing tool because it focuses on the customer experience instead of just throwing an advertisement at them and hoping the impression will stick. The key, then, to driving measurable ROI is in customers’ shopping experience. JUST by listening to what shoppers want, you can improve their shopping experience (e.g. in-stock position, proper assortment, promotion placement, etc.) and grow your sales by a measurable effect immediately. Be a socially-focused organization.

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The Business Case for Social Media: Straight Talk to the CFO

“If you doubt that social media is effective or delivers ROI, count the business owners who have flown to Social Slam 2011, in Knoxville, Tennessee, at our own expense. We own marketing/PR firms and generally bill by the hour. What’s the cost of a firm’s time? What’s the value of engaging on a panel of social media practitioners? Is there a business case? We are your proof.”  – Anne Deeter Gallaher

“Strategy is all about how to deploy scarce resources.”  – Dale Evans, CFO, The Scotts Miracle-Gro Company

CFOs are thinking about how to create shareholder value: tell them how social media will help with better communication, investor relations, wiser investments, better returns, more referrals, more press, and stronger communities.

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Social Media Strategy: What doesn’t work

You know what doesn’t work for a social media strategy? Not being social. It might sound like common sense, but all too often, being social is overlooked in a social media strategy.  It’s not enough to just start accounts with all the most popular social media tools and community sites, even when you include professionally-designed graphics and a big bold display of your logo and a few text lines about your brilliant mission.  First and foremost, you absolutely must BE SOCIAL!

When you are not being social, even if you think there is no message, you ARE sending a message to your consumers and potential consumers –  and it is not a message you want to have associated with your brand.  That message is… we don’t want to socialize.

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Social Business and The Age of Infrastructure

It’s inevitable that in many discussions of social media and social business development, someone will ask:

What’s the next big thing? What happens now?

The next big thing isn’t big at all. Well, at least in terms of flashiness or bombastic, noisy fanfare. It’s not even likely to be sexy.

If you care about where social is going next, it’s time to get your sleeves rolled up and dig in. Because the era we’re approaching is in the merging of social at a superficial level, and social at a foundational and organizational level. And that’s going to get messy.

There is and always be a bleeding edge for things, and people that somehow manage to make their livings and livelihoods from predicting what that edge will look and feel like. But there’s precious little room on the brink, and when it comes to building something sustainable that applies to your existing business, there is much work to be done.

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Return on Relationship: The New Measure of Success

Social media is quickly becoming a way of life… and a way of business as more and more companies are realizing they need to integrate social media into their marketing strategies.  We can’t, however, expect to do “business as usual” and succeed in building an eager audience around our brands.

If you want to continue to reach your market in this social media age, the marketing focus needs to be on building relationships, and metrics need to expand beyond ROI (Return on Investment) to include ROR: Return on Relationship.

Most measurements and empowerment stats that are used with regard to relationships (i.e. number of Facebook fans, Twitter followers, retweets, site visits, video views, positive ratings and vibrant communities) are not financial assets, but that doesn’t mean they are worthless.  Instead, these are leading indicators that a brand is doing something that is creating value that will be with you for the long term and will drive ROI if developed and used effectively.

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