Disqus - Latest Comments for SocialSteve

Re: Straight talk on being a social media consultant

SocialSteve — Mon, 21 Jul 2014 09:44:58 -0000

Agree!

Re: How to Use Facebook to Increase Leads

SocialSteve — Thu, 03 Jul 2014 11:47:41 -0000

Facebook is no longer a strong platform for organic reach. Paid sponsors are the only way to truly reach a targeted audience now.

Re: The 6 keys to brand messaging through social media

SocialSteve — Fri, 27 Apr 2012 07:51:18 -0000

Solid advice.

Re: How to create social media metrics that matter

SocialSteve — Thu, 23 Feb 2012 18:17:03 -0000

So these actions do count as awareness and consideration and have value to the brand. With regards to who else does the same, Google "Techno Psychodemographics" and see what Forrester says about this ... Very compelling analysis.

Re: The World’s Best Digital Marketing Campaigns

SocialSteve — Wed, 30 Nov 2011 15:14:39 -0000

Awesome.

Re: How to create social media metrics that matter

SocialSteve — Thu, 10 Nov 2011 11:16:42 -0000

Tony - yes, I agree. "Managing expectations is an essential part of running good campaigns,
and designing the expectations with the client more so." I'll give you an example I always run into ... clients always over play the importance of FB "likes". "I want to get a million likes." This mentality is wrong, but I never tell the client they are wrong, but rather try to help them do the right thing. So what I always say is, "I am going to help you increase your likes, but equally important, I am going to help make sure that those likes you capture stay engaged with your brand. We need to not only measure the number of "likes", but measure the interactions of those likes as well."

Re: How to create social media metrics that matter

SocialSteve — Wed, 09 Nov 2011 18:08:25 -0000

Makes sense ... my experience is that you have to explain to clients what you are going to measure before you start and the parameters have to align with the client's KPIs. That way they know from the beginning what an effective campaign and correct measurement should be.

Tony - great discussion! Truly enjoying the conversation with you.

Re: How to create social media metrics that matter

SocialSteve — Wed, 09 Nov 2011 13:19:34 -0000

Tony - the real challenge is when we attempt to breakdown marketing mix activities to direct cause. For example, both radio ads and social media will increase awareness. If we were to run radio ads for a brand and beef up social engagement at the same time, which activity gets attributed the increase in awareness? Sometimes we end up putting tons of effort into quota realization to the detriment of time and resource to developing and executing marketing endeavors. Furthermore, while isolation can be done, it is cost prohibitive for most companies.

It is far more important to worry about integration as covered in the article "Integrating Owned, Earned and Paid Media" (http://socialsteve.wordpres... ... all of the marketing mix needs to be unified.

Best,
Steve

Re: How to create social media metrics that matter

SocialSteve — Wed, 09 Nov 2011 13:08:15 -0000

Use the loyalty parameters for metrics - specifically the number of comments and interactions. I would also add the advocacy parameters of referral.

Re: Breaking Blogging’s Biggest Taboo

SocialSteve — Wed, 09 Nov 2011 13:05:16 -0000

Definitely an honor to be part of this blog. Thanks.

Re: Breaking Blogging’s Biggest Taboo

SocialSteve — Tue, 28 Jun 2011 08:19:54 -0000

Congratulations. You are a thought leader and it has been recognized at the highest level.

Keep rockin',
Steve

Re: Authenticity, Transparency, & Hypocrisy: An Observation

SocialSteve — Wed, 25 May 2011 17:13:34 -0000

Dan, I recognize this debate can go on for a long time and we both can produce point - counter-point back and forth. But I strongly, strongly disagree with you comment "consumers selecting where the product/service and price are right for their needs. Period." There is something to said about a relationship and purchasing something from someone you feel comfortable with. There is a trust factor and other attributes of a relationship that play in purchase decisions. This is especially applicable when price and filling needs are the same across vendor/supplier.

Best,
Steve

Re: Authenticity, Transparency, & Hypocrisy: An Observation

SocialSteve — Wed, 25 May 2011 14:18:08 -0000

Dan -

I believe in authenticity and transparency. I believe in engagement. I believe in opposing views and civil discussions about differences. I believe in agreeing to disagree.

I recognize that many (most) companies behave as you highlight here. But I have much greater hope and optimism than you seem to have. I look at companies like Zappos - yes the exception and not the rule. I see success in ethics and in business and that is NOT a coincidence. Thus, I preach authenticity and transparency not just on ethical grounds, but as a business case as well. Given the choice to do business in various places, I see consumers selecting "good guys and gals" as being one value proposition coupled with many others.

I would discuss this further, but that is too hard to do in a blog/comment thread. We'll have to meet face to face for further discussion - and I look forward to that opportunity. :)

Best,
"Social" Steve

Re: QR Codes: Are They Here For Good?

SocialSteve — Mon, 23 May 2011 12:50:59 -0000

QR codes lay the ground work to allow customers to get more out of the products that they are interested in. I am glad that you mentioned "we’ll see technological developments overtake QR codes." It is a matter of time before our smartphones "talk to and listen to tags" that will replace QR codes. I like the use of QR codes because it makes marketing execs think about building a relationship with customers ... going from Attention to Attraction to Affinity to Audience to Advocate (something I call the A-Path). The use of QR codes is a good implementation piece for the tactics behind an "A-Path" strategy.

Re: Debating the future of social media leadership and strategy

SocialSteve — Mon, 02 May 2011 14:05:39 -0000

I always say social media has 4 parts - strategy, planning, execution, and measurement. Then start looking at all the piece parts under these 4 headings. When you begin to look at it this way, then you will (rationally) see which parts should be centralized and decentralized. You cannot make a blanket statement for social media in general.

Good talk guys!

Re: Why Friendster Died: Social Media Isn't a Game

SocialSteve — Mon, 02 May 2011 07:06:56 -0000

Excellent article and example. I totally agree with your deduction. In fact, I captured similar sentiments in an article I posted this weekend - "Forget Social Media – Let’s First Start with Social" at http://bit.ly/l1bfVV . I give some examples of the benefits of being social and reference some ways to measure social-ness.

Thanks!
Social Steve

Re: Success on the social web? It all boils down to this.

SocialSteve — Thu, 28 Apr 2011 09:57:17 -0000

Agree - let the fun begin!

Re: Why Would You Want A Facebook ‘Send’ Button?

SocialSteve — Tue, 26 Apr 2011 13:16:00 -0000

I always liked Brian Solis' KISS principle - Keep It Simple and Shareable. Now Facebook gives us "Share." And yet, social media always has share at it's core. If you look at "Like" and "Share" - they are both sharing. (Confused, yet?) And to your point in the article - "The new ‘send’ feature is designed to be a private sharing option rather than a public message and mass news update function provided by the ‘like’ button."

If we peel this one layer deeper, we will look at user behavior and potential motivation. I would say that Facebook "Share" will be used to really share something with friends, family and colleagues as specifically selected. In other words - "<distribution list=""> - I want you to see this because I believe it is of value to you." I see Facebook "Like" evolving to more of a personal branding label for people. Stating you "Like" something defines you. Kind of like the use of bumper stickers, but more powerful. Yes "Likes" do promote sharing and invoke word-of-mouth marketing.

The point is that now that we have "Share" and "Like", the usage behavior will evolve. Marketers need to acknowledge this and consciously decide how to implement "Like" and "Share" widgets for the different user behaviors.

Re: Reading Ads

SocialSteve — Mon, 25 Apr 2011 12:09:08 -0000

Makes me think the intersection of the warmth of magazines and the flash of TV is an iPad app. Now all we need to do is study the target audience deeper and create a more compelling UI and user experience. I expect this will happen.

Re: Marketing…this is a wake up call

SocialSteve — Wed, 06 Apr 2011 17:43:39 -0000

Superb.

Re: Social Media Turns Tie Games Into Brand Wins

SocialSteve — Tue, 29 Mar 2011 09:37:22 -0000

Great read. Thanks!

Re: Are Content Curators the power behind social media influence?

SocialSteve — Thu, 24 Mar 2011 14:01:54 -0000

Definitely agree with your perspective on the role and importance of the "Curator". I do think that once curators play a monetization card, their credibility to their audience is tarnished. Almost the way we look at some analysts organizations in their pay-to-play business model. Curators will need to continue to serve their audience for passion sakes.

I do think the monetization opportunity lies with PR Agencies. Much as they have done with traditional marketing and PR (identified influencers in media and established relationships with them), organizations will turn to PR agencies as a conduit to the RIGHT curator that has strong influence for a particular vertical.

Great post!

Thanks,
Social Steve

Re: A Bold Experiment in Paid Content

SocialSteve — Wed, 23 Mar 2011 13:19:10 -0000

Mark -

I think the NYT approach is correct, but not fully baked, yet. Yes, media needs to focus on customer revenue - not just advertiser revenue. This is highlighted in AdAge's article "What Magazines Should Learn From the Movie Business" - an interview with David Carey (President of Hearst) at http://adage.com/article/me... ... (full disclosure - I am Director, Social Media at HFM US - recently announced to be acquired by Hearst). BUT paying for content requires a few things (not some) ... 1) superior content (yes NYT wins here), 2) contextual relevance (catered to the individual), 3) multi platform access, 4) ability to for add UGC and then distribute (more than just sharing), 5) archival retrieve, and a number of things I have not thought about yet.

I think the NYT has taken a bold step, BUT does not have a full functional feature set to be successful, yet. Paid content will require great content and complete ease for users to get exactly what they want - content specific to them. Almost there - but not quite yet. I think we are still a little short on contextual relevance and integrated UGC-then-sharing capabilities. This means the content providers will also need to be curators of other great content providing an aggregation point to get the best content for the reader.

Value proposition - give me great content that you produce, pointers to other great content I care about, and the ability to add my own additions and you have a platform worthy of payment.

(The opinions expressed here are completely mine and do not reflect that of my employer.)

Best,
Steve (aka "Social Steve")

PS - Only the very best content providers will be successful with a paid initiative.

Re: LivingSocial’s Newest Deal: Matching Donations for Japan Earthquake & Tsunami Relief

SocialSteve — Fri, 18 Mar 2011 10:05:08 -0000

Best social deal I have ever seen.

Social Steve

Re: Why Social Media Innovation Has Hit a Plateau [OPINION]

SocialSteve — Thu, 17 Mar 2011 09:50:08 -0000

I do not agree. Social media is a very hot space and thus the attraction of the space causes much clutter. Not just "start-up" clutter as opposed to innovators, but clutter for big corporations wanting in on the game (or at least in on the audience). There will continue to be great innovation in the space as we focus more on user behavior and match "solutions." Yes - it is harder to find the key innovations with all this clutter, but it will be worth it for brands.

Keep the faith,
Social Steve