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The ROI of Social Media (?) (The Big Misunderstanding Blues)

An excellent article by Taylor Ellwood on Biznik offers an interesting perspective on the thorny issue of calculating the ROI from an investment company in social media.
start by saying that, personally, these issues always inspire me the image of qualcuno che, con un metro a nastro in mano, in piedi, a fianco di una grande pianta di glicine, si chiede come misurare l’intensità del profumo per decidere se inspirarlo o meno.
Floricultura a parte, vi propongo alcuni stralci del ragionamento di Taylor.
“…Molte aziende chiedono di poter calcolare il ROI per i Social Media, ma non comprendono che prima devono investire nei social media, costruire relazioni e poi potranno raccoglierne il “return”
In sostanza l’azienda chiede: - Quando comincerò a fare soldi grazie alle mie attività sui social media ? – Questo significa che l’azienda è disponibile ad entrare in questo mondo solo se ha la certezza che I will get new customers and profits. The problem with this mentality is that he considers that members of social media numbers (...)
companies that only care about the ROI from social media do not understand that social media is not the place of sales, but the place of networking and marketing, the place (mostly) where you build relationships . Achieving economic
(sale) happens when the relationship has been built and sustained to the point where there is trust and recognition enough to generate buying. It takes time to build value, and with social media, the process may be even longer, because the interactions take place in a virtual environment.
activity on social media is part of the construction process of the report, with the objective to remain visible, to strengthen their reputation and share information. (...)
The best strategy with social media, first of all take note of the intrinsic limitations of the medium itself '. It is important that the conversation is open and transparent, no hidden agenda. What you need to understand is that a business social media can learn a lot about how to provide better service to its customers, how to have better visibility, how to build lasting relationships. Taylor concludes

"What social media can not do is Automatically line up people to do business with you. That Occurs only if you are willing to invest time in building relationships with Those people, and social media is integral to building relationships Those Will Become more integral as it Becomes more integrated into Our Lives. "

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Social Media Marketing: without skills is not going anywhere (No Skills No Party Blues)

I take inspiration an interesting article by David Lux \u200b\u200bon the experience of American Ford on social media for the promotion of Fiesta.

David writes: ".. Ford has embraced social networking Rather Than taking a traditional marketing approach to drive buzz. Without breaking the bank or burning through massive media budgets, Ford was able to promote the Fiesta nameplate, gain traction with consumers, and get people to connect with the Fiesta in an all-new way. Best of all, the excitement continued to brew months before the Fiesta had even been unveiled.”

Ford ha avuto in questa circostanza il coraggio e la necessaria convinzione per puntare con decisione e coerenza su una campagna di social media marketing articolata su YouTube, Flickr, Twitter, e Facebook. 

L’attività di Ford si è incentrata sull’iniziativa Fiesta Movement:  “..The Fiesta Movement Promotes the small car through 100 "socially connected trendsetters Referred to as Agents That Have Been driving Euro-spec Fiestas and taking part in monthly themed" missions "such as volunteerism, adventure, and style and design. Each Of These agents Discusses Their missions and Their experience with the Fiesta through social media

Through this coordinated approach Ford has generated 6 million views on You Tube, Flickr 740,000, and more than 3.7 million on Twitter. And 80,000 customers have already raised their hand to book a Fiesta. According

Scott Monty, Director of Social Media in Ford, …”Social media is “common sense” , but he also notes it’s important to listen – perhaps more so than talk . Opening up a Twitter account is so easy that car dealers often yield to the temptation to tweet inventory or specials, which honestly is a quick way to lose followers. Regarding the tendency to sell on Twitter, Monty says, “Just because you can, doesn’t mean you should.” It’s a valuable lesson that more dealers are realizing.”

Insomma, quel che occorre sono una reale valutazione delle potenzialità dei social media in rapporto al proprio target, e un approccio che comprenda sino in fondo caratteristiche e dinamiche, senza commit the blunder of treating them 'more you' less traditional media. It seems to me that companies often take a bow on social media in an almost "forced", as if it could not simply do more for less, but these are not choices made with due conviction and without trying to understand the nature, so different from the traditional marketing tools. Instruments of evaluation of the results are obviously different, and this is another aspect that should be clarified in the planning stage.

concludes David. "There are plenty of creative opportunities That are possible with social media. Looking at the success of the Fiesta Movement, one important lesson That is to learn active listening and Being in conversation is crucial. Sure this May sound intuitive, But Too Often at car dealers and even Fortune 500 companies are too focused on controlling conversation. By giving up of little bits of control, You May Be Able to gain a little trust too. "

Technorati Tags: PR , Social Media, Marketing , Ford, Ford movement, Fiesta

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Look inside ... but it would be better off. (Insight Communications Blues)

happens.

the end it always happens. Even with the best customers.

What happens is that something happens that the company is perceived internally as an important fact, significant. Something for the marketer whose company (or his) goes into fibrillation and are convinced that this act constitutes a "contained" absolutely relevant to the outside world, which is absolutely necessary to move outside the company.

It operates essentially a translation of the news value from internal to external, and create around it a (dangerous) expectations in terms of media attention and coverage of their results.

This expectation is also reflected in a PR agency effort required to produce those results was not really expected.

are obvious disadvantages of this kind of situation:

• i consulenti di comunicazione (o chi per essi) investono tempo, energie e risorse verso un obbiettivo scorretto
• si crea un inutile e in realtà ingiustificato senso di frustrazione per i risultati ottenuti (che non possono che essere scarsi)
• si sottopongono i giornalisti coinvolti ad un inutile ed esasperante lavoro di sollecitazione per ottenere il famigerato “articolo”, ingenerando quindi fastidio e antipatia verso l’azienda e verso l’agenzia, mettendo inutilmente a rischio la qualità dei rapporti con i giornalisti stessi. 
• si perdono di vista altri stakeholders (diversi dai media, ad esempio dipendenti o fornitori), on which would be helpful to focus instead.

I realize that those who live intensely in corporate life can easily fall into this kind of misunderstanding, and it is important that the consultant has the courage to explain what is happening now: it is a service that makes the customer and if ' same, even if it is not always easy to do 'nice' dampen "the enthusiasm.

Technorati Tags: PR , communication, stakeholders

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Unpacking ... (2.0 Unpacking Blues)

Yesterday afternoon I participated (both as a blogger that of actor involved in una delle inziative legate all'evento) a Unpacking SM AU, una inusuale introduzione/presentazione a SMAU dedicata alla blogosfera, dove nell'ambito del concitato clima di allestimento del giorno prima dell'apertura, SMAU ha voluto sperimentare ( a mio modo di vedere con successo) un contatto diverso e specifico con i blogger italiani.

Nel corso dell'incontro sono stati presentati i risultati di una survey esplorativa circa l'effettivo utilizzo dei tool "web 2.0" da parte delle aziende IT italiane. Un lavoro che offre parecchi spunti di lettura alle aziende e agli operatori della comunicazione.

La survey, promossa per SMAU da 1000Ottani , è stata conducted through the site Surveye.info , edited by PR Quorum (my agency)

To see it (PDF format) can be found here

In any case, here's a brief summary of Pharmacokinetic by Matteo Ranzi 1000Ottani

"The survey saw the participation of 98 companies, mostly vendor, heterogeneous in size, product type and specific segments of the market. 96% of participants belong to departments Directorate General, Directorate of Marketing and Sales Manager.

The results of this survey is a relationship between the Player Information Technology and Web 2.0 evolving towards a new scenario.
The general understanding of the phenomenon is considerably more than 90% say they will hear about blogs, social networks, Web and Video Forum.
The presence of Web 2.0 is higher in private life and in the strategies of firms. 89% of respondents attend personally because of social networking environments, while companies that use the new tools in general are 52% of the panel analyzed. In
company currently outweigh Web Videos, Forums and Social Networking.
72% of the player who attends an active Web 2.0 makes it less than a year. 74% of the companies that it does not take action in the future will mainly with solutions developed internally. Marketing investments in the coming years will be directed towards the web 2.0, for 79% of the participants.

In conclusion we can say that the initial concerns of managers and companies to the novelty of Web 2.0 found in previous years, we are witnessing a period of increase of knowledge and interest that will lead soon to a massive adoption of new tools . This is a radical change that will change the way we do marketing and to establish relationships with the audience even in the IT industry "

people meditate, meditate ....

Ps: do a search on twitter with "Unpacking smau "interesting ...

Technorati Tags: unpacking smau , smau , smau 2009, web2.0

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Content, always, strong content .. (Content the King Blues)


Well, now that Mr. Guy Kawasaki the repeats, along with Dawn Foster believe it or not?

take on ... Here it is, "... writing compelling, interesting blog content That People Will Want to talk about and link will get you to around 95 percent of the way to good search engine rankings." ...

See also:
content, these strangers ...

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Back from holiday ... (Hard Return Blues)

Okay, I admit I came unusually late, but I came back. Having

still see the green of Lower Bavaria and the sun of the Elbe, the computer screen is still a bit 'fuzzy ... just be patient, I'm get used ...

soon ...

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Chiusura estiva… (Summer Blues)

In fact, this blog is actually on vacation for a while '(the most acute of you have noticed it ...).

I hope the break will help me to recharge a bit 'batteries (already arrived this year to near zero in June)

The energy remained still allow me a few shots of Twitter, but no more.

In September! Happy holidays to all six or seven readers of this blog! ;-)

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I contenuti, questi sconosciuti (Content Marketing Blues)

I now propose a quick but healthy reflection on the theme of "contents", which should push up the thing that your loved one and not enough known "target" & # 160; to visit (and return to visit) your sites, blogs, portals, wikis or any type of online presence continuously.

I find it interesting and full of ideas proposed to the Decalogue Kat French on Social Media Explorer.

The "commandments" to Kat proposed are as follows:

1. Make content easy to share.

2. "Content" is not just "text": If available, audio, video, podcasts and images must add to your bid.

3. Do not use the term "viral" to describe your content: if the contents have value will spread automatically without the need to label them.

4. Do not define the content of your program as a "campaign" means the content marketing involves a long-term vision and sets goals for the long term. The report through content that is created does not have a deadline.

5. Draw an editorial calendar: themes and designs a line for publication.

6. Clarify roles and responsibilities of the project.

7. Beware of possible legal issues (and, I might add, of references and ideas about netiquette taken online)

8. Consider additional areas of distribution or republication of content, such as Facebook and Twitter, but be careful to properly adapt to specific channels.

9. Do not let your site's content grow old.

10. Remember to "reward" those who spread positive your content: you recognize his efforts. Le modalità possono essere diverse e devono essere valutate caso per caso, ma non dimenticare di farlo.

Technorati Tag: content , content marketing , marketing , blogging , online PR , viral marketing , PR