Pursuing the Content Sharers

My first ADOTAS – Every day consumers are interacting with content — from location-based services to content creators to digital content sharing. Currently there are millions of highly motivated consumers sharing content daily.

The Content Consumption Graph (CCG) forms a social currency ecosystem based on how often and who shares content. This drive and desire to obtain a nugget of information and be the first to seed such an information discovery among ones followers/friends (give them something to talk about) is a major opportunity for brands to intelligently source and feed their feeds.

Content worthy of being shared is passed, retweeted (RT) or pushed in a Facebook stream as status updates or posts starting the conversation tsunami; however, brands are not taking advantage of this viral conversation. This highly desired sharing behavior is prompted by consumers using shared information to drive discovery within specific networks which is an amazing conduit for

Every brand has a set of prolific content sharers who are directly connected to the brand on many levels. These hyper-sharers may never mention or post directly on your brand, exposing a major flaw in keyword-based social monitoring platforms.

Mashups and infographs such as recently launched Facebook Stories are hot because they drive more sharing and conversation around the same set of topics. A great example of this CCG interaction was spawned from the Fast Company Influencer Project.

Here we show the interaction breakdown putting Amber Naslund at the very top of the CCG and other sites gaining less share reach.

Today’s brand managers face the challenge of what they should post to their audience versus just product update or special discount offers over and over. Social is not about force-feeding a one-way message, rather more about leading in information discovery.

A/B Testing for Social Media July 8th

Exciting next week as Chase McMichael will be speaking at #SSMSF A/B Testing for Social Media July 8th. Will be talking directly about how to drive and measure target traffice to your site while optimizing the content for increased relevance. Using Social Intelligence in this context is a big deal and will be our first showing of what we have been doing recently. Get over to Hotel Nikko starts at 9am.



Social Media Marketing 2010 – San Francisco – July 8th, 2010

A/B Testing for Social Media

Panelist: Hiten Shah ( @hnshah) – KISSmetrics, Dan Martell – FlowTown and Chase McMichael (@chasemcmichel) – @InfiniGraph

Overview: Over the past decade or more, A/B testing has proven an invaluable method of marketing testing to optimize landing pages, emails, ads, and text. Learn how to apply the A/B testing methodology to your marketing campaigns for increased social media engagement. Find out what the experts are currently using as engagement metrics, learn major pitfalls to avoid, and hear their take on everything from optimizing blog post lengths to optimizing websites for most searched keywords

Register with this link and use discount code: 10smmsf1 to save 10%

Come and join us in the conversation! 




Social Intelligence and Social CRM – a powerful combination

In my last blog we talked about Social Relevancy and the fact that your customer are connected and interacting with many brands and content types that all have to be considered when developing a strategy to engage and ignite your audience.

Social CRM (SCRM) is the new big buzz word for now, however, there is a great deal of definitions and interpretation to what SCRM really is (see Social CRM Pioneers). Several recent studies (link) on what a Facebook Fans “LIKER” is worth brings light to Social Media is serious business when it comes to the companies CRM strategy.


A fraction of your online customer base moves your brand or insight community interaction around your brand enabling social crowd sourcing. If the brand engages with right set of people the crowd wins. Social Intelligence is a key to understanding your audience and the best engagement points. The flaw in social listening or monitoring platforms is not all customers are talking about you. Being keyword base also poses another challenge in that what keywords your customer are using are not the obvious ones such as your brand name.

Customer interaction in the social web is one key mechanism to dive the crowd to participate. This quote from Seth Godin “you don’t manage your customers, your customers manage you” really sums up the truth about what the dynamics are between consumer to brand relationship in the social web.

Beyond understand your customers’ interaction with your brand and connecting the dots of your customers numerous social personas, accessing the Content Consumption Graph (CCG) becomes another critical step to harnessing intelligent crowd sourcing.

Enhance your knowledge of your customer by developing strong SocialCRM foundations;

  • customer-controlled
  • integrated
  • interactive
  • connected
  • lifecycle-based
  • value-focused
  • community-driven
  • cross-divisional
  • marketing-driven

What does all this have to do with Social CRM and the relevant impact? The entire organization needs to socialize and optimize in order to affect decisions and earn relevance.

Social CRM takes a different view on your customer base to enable empowerment and crowd sourcing beyond traditional customer support and put it on its head.

1. Employees and Customers contribute to this echo system

2. Customers have reach and meaning in their own micro communities

3. User generated content like videos, blogs, reviews, forums etc all become the source of consumer ownership.

4. Customer Service becomes a central theme because customers have an amazing broadcast capability and the ones super connect can start a grown swell

5. Marketing is a function of service and who is being engaged is extremely important

Brands now have new opportunities for building customer relationships like never before and are 1 degree separated for a massive collective that operate in real-time. Understanding your customer and what motivates them is a key attribute to finding those who are moving your brand.

According to Solis, ‘the ability to identify active communities of relevance, tracing influential people and channels, and the dissection of all phases of the process of decision making, all in real-time, are crucial aspects of social media marketing.”

Using Social Intelligence enables this Identification and involving these ‘influencers’ and communities. Linking a company CRM to interactive marketing actions are some of the core elements of an integrated, Social CRM solution. Interactive marketing, customer interactions based on real-time data, and customer actions should be linked with one and another. That’s the technical and tactical aspect: you communicate with the customer in a way that he wants to, based on the digital signals and ‘triggers’ they give you.

If we define influence as the ability to inspire action and measure the corresponding activity, the socialization of influence now expands beyond the strategies and software that organize and optimize customer relations and the management processes that govern it.