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Re: The Social Media Landing Page Phenomenon

adamcohen — Fri, 30 Oct 2009 16:21:12 -0000

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Re: Please Help Us Help The Loveless Family

adamcohen — Tue, 27 Oct 2009 21:49:51 -0000

Thoughts are with the Loveless family, every bit counts.

Re: Traveling Dad Doesn’t Have Guilt

adamcohen — Sat, 24 Oct 2009 14:40:48 -0000

I travel every week for work, and there's no way around it - the daddy guilt creeps up every trip. I take solace only in that while I am on the road, I try to get 10X more accomplished because I can go into the office early and work late. When I am home, usually on Mondays and Fridays, I make it a point to be around and present. I try to help get the kids off to the bus in the morning and be home for dinner with everyone. It makes those days when I am home more special and I draw the line on attending weekend events so I can just be home. The daddy guilt I guess is only overcome by the fact that I'm working to make it better for the family.

Re: Social Media Is Not Right For Your Business If…

adamcohen — Fri, 23 Oct 2009 19:17:19 -0000

I hear that all the time, and agree that "Why?" is a great response.
The only thing I'd amend to the content strategy is to define
objectives and develop a full strategy with social media - providing
good content is a major part, but a plan and approach for listening
and engaging is just as important. Thanks for your feedback.

Re: Social Media Is Not Right For Your Business If…

adamcohen — Thu, 22 Oct 2009 22:54:47 -0000

Great add! You've got me thinking; that could be a whole separate blog post on how it could be worse to start and abandon, than to not start. It could also be bad to start and not be relevant - as the social media space matures businesses will be expected to get it right the first try. Hmm.... Thanks for the thoughts Chad.

Re: Social Media Is Not Right For Your Business If…

adamcohen — Thu, 22 Oct 2009 22:52:25 -0000

Great point Kevin - although I don't always think of social media as being the most effective at driving traffic. Still, if someone is coming to your site (via whatever means) they need to have a positive experience.

Re: Social Media Is Not Right For Your Business If…

adamcohen — Thu, 22 Oct 2009 22:50:52 -0000

Great additions, thanks! The "social media is free" one is a gem.

Re: Social Media Is Not Right For Your Business If…

adamcohen — Thu, 22 Oct 2009 14:51:19 -0000

I tend to hear "I need a Facebook page" most often, Twitter strategy second. I also respond with "Why?" The only thing I'd amend to the content strategy is to define objectives (brand awareness? build customer loyalty?) and develop a full strategy in social media based on where customers are and where conversations about the brand are taking place. Providing a solid content roadmap is one key part, but listening (first) and a plan for eventually engaging in communities is just as important. A content strategy to me implies a push of value-add content - we need to addres the "pull" and two-way dialogue too. Thanks for sharing and your feedback!

Re: 5 Twitter Tips You May Not Know

adamcohen — Sun, 18 Oct 2009 16:57:59 -0000

Hi Judy - Did you try http://twitter.com/goodies/widgets ? From there you can pick the platform you'd like to use and get code to copy/paste.

Re: 5 Twitter Tips You May Not Know

adamcohen — Sun, 18 Oct 2009 10:57:53 -0000

Thanks Ileane, I appreciate the feedback. I've heard good things about Hootsuite, but I really dislike the overlay of the ow.ly header bar on shared tweets. I tend to use Bit.ly to share more and get the data behind the scenes instead. I've invested a lot in creating/managing Tweetdeck groups - I hope the developers of Tweetdeck continue to push the envelope with features. Plus I love that the groups are portable across computers and mobile devices now.

Thanks for weighing in and glad to see (via retweets and traffic) that people are finding this post helpful.

Re: The Marketing Hot Seat: Kevin Ertell

adamcohen — Thu, 15 Oct 2009 21:03:09 -0000

Hey Kevin - I thought I'd be able to peg how authors would respond to the challenge. The one major part of your outline that I didn't figure: I really like your inclusion of user/ratings and reviews, blogs and video up front as part of the assets you would get right from the beginning. Often times companies view this as an afterthought and focus on getting traffic first. This could lead to low conversion rates and customers who don't return back because the company isn't providing the value. That old adage "you never get a 2nd chance to make a 1st impression" comes to mind. Imagine if a customer came to a site through search or a display ad, then was blown away by the content-rich experience that speaks to them? Wow.

Re: Google Sidewiki and Implications for Pharma Brands

adamcohen — Mon, 12 Oct 2009 12:21:46 -0000

Thanks Ellen, I appreciate the feedback! The posts you list are all terrific ones for Pharma and Sidewiki. I just caught Steve Woodruff's post this morning, hadn't seen that one yet. I'm wondering if the FDA will include this in their briefings on social media in November. Should be interesting and we're hoping to have a Rosetta contingent in attendance.

Re: News Flash: Big Brands Can Be Social Too

adamcohen — Fri, 25 Sep 2009 22:24:33 -0000

Thanks Tyson - agree that Moo does a fabulous job. It's wild to put Moo and Tide together in the same bucket as many perceive Tide to be a brand born from old school marketing tactics. P&G is really keeping things moving forward as they have done time and again.

Re: Get Your But Out of Your Head

adamcohen — Thu, 20 Aug 2009 10:00:11 -0000

I can't remember what professional seminar it was that I heard this, however the best way I think of using "but" in any dialogue is that it completely erases the point previously made. "I like what you're saying, but" essentially means you are erasing and discrediting everything someone is saying - it can mean you aren't listening or are trying to sugar coat that you completely disagree rather than just saying so.

Re: The New Marketing Funnel

adamcohen — Mon, 17 Aug 2009 12:49:19 -0000

Thanks all for the comments. Two points are clear - 1) not enough emphasis is being put on advocacy in marketing programs, and 2) the "shape" of the funnel may be dated since the effect of advocacy can touch all other areas of the funnel (awareness, consideration and even purchase). Lots of food for thought, especially when thinking of practical applications... I really appreciate the response this has generated, thanks again.

Re: The New Marketing Funnel

adamcohen — Mon, 17 Aug 2009 12:43:52 -0000

Thanks Jen - your feedback in particular means a lot. Perhaps thoughts for a separate post, but I'm curious about ways to ultimate measure advocacy.

Re: The New Marketing Funnel

adamcohen — Mon, 17 Aug 2009 12:40:43 -0000

Funny, at the Search Engine Strategies conference this week Dave Evans showed a slide that had a sideways hourglass depicting social media marketing. You're on to something here, Rachel. Gargi and I struggle to show how once you achieve advocacy, the leverage is applied throughout the funnel (making it wider?) - it makes the focus on advocacy that much more significant.

Re: The Zen of Advocacy

adamcohen — Thu, 06 Aug 2009 16:16:30 -0000

Rachel - Great point about matching customer flow. I was thinking about that state that brands or companies can achieve when all of these things are working in order - you aren't so focused on in-your-face marketing because you've build solid relationships with advocates. Their word of mouth and passion for the brand helps compound the benefit, and social media provides so many new tools to do that in an online way.

Ken - Thanks, those are great examples where companies are asking customers to participate. I wonder if the ratio of those customers involved are full brand advocates vs. the "passer-by" who opted to participate. Recently I've been working on designing programs that are invitation only, recruiting and activating the "best of the best" customers from companies' CRM platforms. I'm really fascinated by it - I would expect that every company would want to achieve that same "Zen."

Re: How much is sentiment analysis “Worth”?

adamcohen — Fri, 24 Jul 2009 12:03:59 -0000

Dirk - Great post and thanks for the mention. I think there are a lot of ways to look at this. Sentiment analysis is definitely a new form that can supplement traditional market research. Tools that provide such (in a self service format, anyways) are not that expensive and can provide near-real time information. Some of these tools are starting to segment data to provide more value - for example, I spoke with a company recently trying to parse sentiment by geography. Lots of possibilities there.

But if sentiment is automated (aside from requiring some minimum manual intervention), and it's accuracy is decent, what would a company pay to have sentiment analysis that is 2X more accurate? 3X? Especially if it offsets some of the manual intervention required?

Re: How much sentiment analysis is good enough?

adamcohen — Mon, 20 Jul 2009 11:17:34 -0000

Great post Dirk. Automated analysis can get a jump start, but no way that it can be left alone - there is always a need to include some level of manual intervention. Radian6's Amber Naslund and I had a spirited discussion on Twitter last week. An interesting angle on this is how "worth it" is the level of accuracy? Alone, let's say an automated tool provides 75% accuracy with sentiment. With some manual analysis you can beef that up to 90%. Would it be worth it if the automation could be higher? 85%? Less manual intervention would be required, but in my opinion there will always be some amount of manual intervention needed. For example, none of the automated tools "get" sarcasm. I've also seen in healthcare most of the automated tools flag things incorrectly - when a bog post about a prescription drug uses words like "inhibit" or "destroys" it is often because the drug is working, however those words can be flagged as "negative."

Re: The Powered Social Marketing Help Desk is Open

adamcohen — Fri, 17 Jul 2009 09:17:33 -0000

Thanks Tyson, I appreciate it - I don't know that we'll have all the answers, but we'll give it a shot. I appreciate the support!

Re: Discussion: What’s your biggest campaign-based traffic driver?

adamcohen — Tue, 14 Jul 2009 08:42:35 -0000

Chris - Especially for campaign driven boosts, email can be a great tool. Paired up with strategy to reach the right segments for your campaign (for example, target folks who abandoned shopping carts in the past, etc) you can have a very effective short term boost. We have some clients who are less sophisticated and just send a weekly email with specials, they always seem to get a boost within the next 48 hours. I think one day social networks may be another way for companies to do this, but they need to have established communities to get the same kind of reach.

Re: Study: 59% of Top Retailers Now on Facebook

adamcohen — Fri, 10 Jul 2009 15:18:29 -0000

Hi Kristin,
I have your email address and will send that over to our PR folks. Thanks for reaching out.
Adam

Re: Can Social Media be Taught?

adamcohen — Wed, 08 Jul 2009 12:06:35 -0000

Chuck - I agree that the "user manual" for any of these services could at best include what features and functions do. They could showcase successful examples though. I tend to learn 10X better by doing rather than watching or being taught, but I think there is a place for instruction. For example, when I first signed up for Facebook I was using the status like Twitter - before I found Twitter. Today I keep them separate since it's hard to have a conversation via FB status updates. Everyone can find what works for them, but maybe training can give people a leg up on getting started.

Warren - thanks for chiming in. I'm blown away at the thought of a Masters in Digital Media - hopefully people don't abuse the degree or title. A course on Twitter too, wild. Thanks for sharing.

Re: Why Everyone Should Fly Virgin America

adamcohen — Wed, 01 Jul 2009 08:02:54 -0000

Hi Scott - Thanks very much, I appreciate the feedback and are welcome to quote the post. If you don't mind please include a link back here. Thanks again.