Disqus - Latest Comments for dirkmshaw

Re: To Understand Your Market, Harness The 7 Elements of Customer and Social Data

dirkmshaw — Thu, 17 Feb 2011 11:56:43 -0000

Hey Jeremiah..

Good breakdown of the data categories. One could argue marketers, content strategist and experience designers have been planning against these same dimensions long before social.

What would be an interesting analysis is the underlying data or meta data to in each of these categories. The powerful elixir as you state comes when you can connect these data elements together. At this high level it may still be hard for people to do this data mapping.

As you have stated some of these categories are "data" or information like products while others have more implied logic like behavior and preference. The "logic" combined with the "information" increases relevance of experience.. This was a similar promise of personalization.. Which is another conversation..

Hope all is well..

dirk

Re: @dirkmshaw: Have your employees “Checked in” to your location marketing program

dirkmshaw — Wed, 04 Aug 2010 13:54:32 -0000

Hi Kelly..

Geotoko looks very cool. I have not used it yet. But the idea of allowing people to participate regardless of their chosen platform help to eliminate friction which can only help with participation.

thanks for commenting..

Re: People on the Move in the Social Media Industry: Feb 4, 2010

dirkmshaw — Fri, 05 Feb 2010 11:12:15 -0000

Thanks for the mention..

Hope we can catch up soon.. dirk

Re: Convert check-in's into loyal customers

dirkmshaw — Thu, 04 Feb 2010 23:37:50 -0000

Hey Ryan.. I have not heard about the dashboards. But i agree that location will play a key role in mobile marketing.

Re: Target earned media based on user intent

dirkmshaw — Thu, 28 Jan 2010 11:27:44 -0000

Hi Britta. No problem on the Loomia mention. I have followed your progress for a few years now and think these types of solutions really help to filter the noise that exist and the assumptions marketers make on what they think people want.

Re: Target earned media based on user intent

dirkmshaw — Thu, 28 Jan 2010 11:26:14 -0000

Hey Tom.. Thanks for commenting. I agree autonomy has some great tools for doing this. What i found using their stuff is that it is quite complicated to deploy and is not cheap either.

With that said, there is no doubt they have done some amazing thinking on dynamically targeting content based on behavior.

Re: How do you report social media sucess?

dirkmshaw — Tue, 11 Aug 2009 13:07:09 -0000

Hey Rick. Thanks.

for customer service i look at the # of interactions, #questions/ problems resolved. Most of the metrics are exactly what you have been tracking in different channels. What i have learned is that social is really just part of the mix.

Good luck in your new role.

dirk

Re: 5 things I’ve learned leading social media initiatives

dirkmshaw — Fri, 07 Aug 2009 11:08:45 -0000

Hi Dawn,.

Getting others involved is essential. You might be interested in this whitepaper i wrote about making social media a capability, not a campaing. http://dirkshaw.blogspot.co...

thanks for commenting.

dirk

Re: 5 things I’ve learned leading social media initiatives

dirkmshaw — Fri, 07 Aug 2009 11:06:15 -0000

Hey Scott.

I like how you have turned these into questions and also agree with the point that social media is maturing and there needs to be some controls in place in order to optimize to deliver the best results. Dirk

Re: How do you report social media sucess?

dirkmshaw — Mon, 03 Aug 2009 11:13:46 -0000

Hi Warren..

Thanks.. I think there is a correlation (at least for me) to experimentation and having the ability to step back understand how and what social activity can influence.

Dirk

Re: How do you report social media sucess?

dirkmshaw — Thu, 30 Jul 2009 23:21:29 -0000

Hi There. Most of the reporting of rt's i get from using Radian6. I have seen a few different tools that track retweets, what i have found useful for measuring reach is called tweetreach.

Hope this helps.

dirk

Re: Social media is A tactic, not THE tactic.

dirkmshaw — Wed, 29 Jul 2009 15:53:43 -0000

Hi SImon..

I totally agree. The eye has come off the ball. Only 11% of internet users are on twitter. Not critical mass enough drop everything else.

dirk

Re: How do you report social media sucess?

dirkmshaw — Wed, 29 Jul 2009 12:28:44 -0000

Hey Aaron.

Glad you found this useful.

dirk

Re: Earn, Aggregate And Re-Use

dirkmshaw — Tue, 28 Jul 2009 11:35:09 -0000

Hey Trevor,

Admitting faults is the best way to improve. Could not agree more on this.

I would say that social media certainly helps humanize an organization by providing some transparency into "who" is actually behind the logo.

Thanks for commenting.

dirk

Re: Twitter MUST Stop the Spam Use of APIs Now

dirkmshaw — Fri, 24 Jul 2009 08:40:05 -0000

I totally agree.Blogged it too. Death to the spammers.

@Dirkmshaw

Re: How much sentiment analysis is good enough?

dirkmshaw — Mon, 20 Jul 2009 14:31:55 -0000

Hey Adam,

Worth is a tough question. In this model of tagging a mention with a rating regardless of manual or automated, the desired "worth" may be to optimize something in the future whether it be a campaign or a product.

Another way to find more "worth" is to be able to extract the tagged or curated mentions and place them in various stages of the purchase path.

This extends the definition of worth to talk about sentiment in context of lead generation and new sales. This implies these monitoring solution open up and allow you to re-purpose the mentions you have curated. Here is how this may come to fruition in context of an online customer experience.

http://dirkshaw.blogspot.co...

Thanks for commenting. Dirk

Re: How much sentiment analysis is good enough?

dirkmshaw — Sat, 18 Jul 2009 10:53:20 -0000

I agree. They :tools: may also want to work work with one another to set some standards. Possible learn a thing or two from the CMS industry. Thanks again for your comments. As always very on target an insightful.

Re: How much sentiment analysis is good enough?

dirkmshaw — Fri, 17 Jul 2009 16:21:24 -0000

Hi KD,

thanks for commenting and sharing your insight. Do you also see a variance in time to tag based on complexity of products? So do you all offer outsourcing for sentiment analysis.

Great stuff.
Dirk

Re: How much sentiment analysis is good enough?

dirkmshaw — Fri, 17 Jul 2009 08:51:26 -0000

Hi Puja,

The question about all sentiment is one i dont have a solid answer to either. I wonder if there is a % based on total mentions that will give a brand a statistically accurate measure of sentiment.

Thanks again for commenting and sharing these other tools.

dirk

Re: How much sentiment analysis is good enough?

dirkmshaw — Fri, 17 Jul 2009 08:48:49 -0000

Hey Ken,

Could not agree more on the infancy stages. Another question this raises is what about switching cost. Imagine spending countless hours tagging and cleaning up data and you decide to move to a new platform. Does this mean start over?

Thanks.dirk

Re: Social media is A tactic, not THE tactic.

dirkmshaw — Thu, 09 Jul 2009 14:50:49 -0000

Hey Donna,

As a customer of many large companies i experience first hand the issues with execution. Healthcare is another place that knows a ton about me yet fails to deliver any useful.

Thanks for commenting.

dirk

Re: Optimize earned media in branded experiences

dirkmshaw — Thu, 02 Jul 2009 11:00:24 -0000

Hey Eric,

Thanks for commenting. You shared exactly what i was hoping to get,glad to see there are some stories to share on this topic. I think you nailed it when you said "Whatever helps users make confident decisions and expediently get to the "finish line" (conversion) in the checkout funnel has to be a good thing, right? :)"

Thanks again,,

dirk

Re: "A community is like a ship; everyone ought to be prepared to take the helm"

dirkmshaw — Thu, 02 Jul 2009 10:57:44 -0000

Hi There. I am not even sure Ibsen was a good playwright. But i did find the quote relevant to my experience trying to integrate social media as a way we do business.

Thanks for the comment,

dirk

Re: Are the fish taking the bait?

dirkmshaw — Wed, 17 Jun 2009 23:27:59 -0000

Hey Matt,

thanks for the comments.You bring up an excellent point about the phase of a purchase lifecycle and how there needs to be some persistence of earned media so that it can be re-used in new context. This point is another argument for aggregating brand mentions into a content management system then doing a social mapping in real time to show which one of your friends has bought the same or similar. Here is another post i wrote on this topic "Placing earned media on the purchase path" http://dirkshaw.blogspot.co...

Thanks again.. dirk

Re: Litter in the the stream

dirkmshaw — Wed, 17 Jun 2009 11:37:17 -0000

Hey Andy,

I agree on viral junk mail, my guess is this will not be the last we see of this..

Thanks for commenting..
dirk