Archive for the ‘Relationships’ Category

01.31
12

El profeta Digital: el profesor de Yale David Gelemter predijo mucho de lo que hacemos en inernet

by Wealthy Rich ·



David Gelernter, profesor de la Universidad de Yale, ya está destinado a ser recordado como el hombre casi asesinado por el Unabomber. Tras una dolorosa recuperación, el académico floreció como un conservador crítico social y continuó su vocación personal por la pintura. También escribió libros sobre temas tan diversos como el futuro de la tecnología, el significado del judaísmo y la Feria Mundial de 1939. Hoy, las oportunidades aún revolucionarias de la informática vuelven a ocupar un lugar central entre sus variados intereses.

Para él, Facebook y Twitter son la realización parcial de algo sobre lo que él ha estado escribiendo y pensando desde principios de la década de los 90, una evolución de Internet en una forma mucho menos caótica y más útil que la de hoy. Su término preferido es “lifestream”, que en español sería algo así como “corriente de vida”. Gelernter y la ingeniera en sistemas y escritora Eric Freeman acuñaron el término para describir “un flujo cronológico de documentos que funciona como un diario de su vida electrónico; cada documento que crea y cada documento que otras personas le envían es almacenado en su ‘lifestream’”. Como se llame, el ciberespacio tal como existe hoy necesita una puesta a punto.

La profecía es algo natural para Gelernter. En algunos círculos se le atribuye haber acuñado también el término “la nube”. Pero lo que a él le preocupa es la deficiencia de nuestras convenciones y prácticas para organizar la impetuosa y creciente matriz de objetos digitales que pueblan el ciberespacio.

Con respecto a la computadora personal, Gelernter dice, “el sistema de archivos ya estaba roto a principios de los 90. Los espacios para los nombres estaban saturados. Yo estaba harto de inventar nombres como nsfproposal319. El sistema de archivos se superpobló y la gente comenzó a llenar de íconos sus escritorios”.

A esa complejidad pronto se sumó la complejidad de la web, la masa de objetos digitales que conocemos hoy, conectada por medio de hipervínculos pero organizada de una forma que no es satisfactoria para nadie, excepto quizás sólo para Google.

“La actual forma de la web tiene la misma forma que el hardware de Internet”, dice Gelernter. “El hardware de Internet es un montón de computadoras conectadas entre sí en una telaraña con forma de nada. Internet en sí misma es un montón de sitios web hipervinculados en una telaraña en forma de nada”, explica.

La incapacidad de Internet para organizarse en una metáfora más útil es precisamente lo que hay que solucionar.

“Es imposible imaginarse la web. Es una nada difusa enorme. Atravieso en puntillas sus rincones con una linterna en la mano”, añade.

Nos sentamos en su modesta casa, a pocos kilómetros al norte de New Haven, en el estado de Connecticut. Debido a que la experiencia con el Unabomber ha dado color al interés de la prensa sobre él, Gelernter, en los perfiles que se escriben sobre él, tiende a aparecer como un ser adusto. Será cualquier cosa menks adusto. Es un poco cómico, en una especie de forma inexpresiva. Cita una de las partes “más comentadas” de uno de sus libros y agrega: “no es que alguna parte haya sido muy comentada”.

En su libro Mirror Worlds, de 1991, describe un futuro en el que todas nuestras actividades serían reflejadas en la web. Casi taj pronto como se publicó, el autor comenzó a pensar en una forma radicalmente nueva de organizar nuestro espejo mundial digital. Fundó una empresa para implementar su visión, pero no estaba bien concebida y quebró pocos años después. Hoy en día, sus patentes, en propiedad de un grupo de inversionistas, están en al centro de una importante demanda con Apple.

Sin embargo, la idea de lifestream ha despegado. Es en esencia una cronología que se extiende hacia el pasado pero también hacia el futuro (con citas, listas de tareas, etc.). Facebook, con su “muro” actualizado todo el tiempo por uno mismo o los amigos, es un ejemplo de lifestream. Twitter también lo es.

EL FUTURO DEL AHORA

Gelernter cree que estas líneas de tiempo son una forma más intuitiva y útil de organizar nuestras vidas digitales, sobre todo porque, como el pasado y el futuro salen de nuestras pantallas, en el centro está el ahora, y el ahora es de lo que realmente se trata Internet.

Con el tiempo, predice, Internet estará dominada por los modelos de negocios basados en lo que se conoce como streaming (es decir, la distribución de multimedios a través de una red de computadoras, de manera que el usuario accede o consume el producto al mismo tiempo que se descarga). Toda la información del mundo será presentada en un streaming global público, aunque en su mayoría disponible sólo para los usuarios autorizados. Los navegadores de la web se convertirán en navegadores de streaming. Los usuarios, a su vez, se acostumbrarán a seguir y manipular sus objetos digitales adaptados al streaming y no como archivos en un sistema de carpetas. Así, el streaming se convertirá en un espejo de la historia de sus vidas en desarrollo.

Un stream es cualquier stream que se le ocurra a alguien. Ello le dará a la gente “una sensación mucho más transparente de la red. La gente la comprenderá mejor, y la propia red dará sustento a lo que claramente emergerá como su función más importante, que será presentar la información pertinente a tiempo”, explica.

Su hijo Daniel, un recién egresado de la Universidad de Yale, se suma a nuestra entrevista. Su doble misión parece ser la promoción del triunfo de la nueva empresa en la que ambos trabajan al tiempo que se asegura de que su padre no diga nada extraño sobre la demanda pendiente de su antigua empresa contra Apple.

BOMBA EN EL CORREO

El padre de Gelernter estudió física y se convirtió en un investigador pionero de la inteligencia artificial en IBM. Es por eso que desde muy pequeño estuvo familiarizado con el software. Su ambición desde muy temprana edad era ser un pintor importante, pero en Yale estudió informática “como una manera de sostener a su familia, una obligación primordial del judaísmo”. Su trabajo en computación paralela, en la que muchas computadoras cooperan en tareas, lo convirtió en una superestrella.

Gelernter fue bastante afortunado cuando sobrevivió una bomba que recibió por correo y que le abrió el pecho y el abdomen, destrozando su mano y ojo derechos. El guante que hoy lleva en dicha mano cubre una prótesis. “Me permite darle algún uso a la mano. Está toda rasgada y parchada”, cuenta. Toma medicina para el dolor y visita a un especialista regularmente, pero se siente afortunado, capaz de “operar en el mundo y hacer las cosas que uno quiere hacer. Pudo haber sido mucho peor”, reconoce.

Gelernter vendió hace algunos años su primera empresa, Mirror Worlds Technologies, y su propiedad intehectual a un grupo de inversionistas. El comprador insistió en darle una pequeña parte del resultado de las demandas de sus patentes, y el año pasado un jurado emitió un veredicto de US$625 millones contra Apple por infringir patentes ligadas a lifestream en sus sistemas operativos para Macintosh y iPhone. En abril, el juez del caso invalidó al jurado y denegó la indemnización. El asunto está ahora bajo apelación.

La nueva empresa, para la cual Gelernter recién comienza a buscar financiamiento, se centrará en el desarrollo de un producto de lifestream para el iPad de Apple. “Nos gusta la plataforma”, dice. “Un objetivo concreto es crear un lifestream que reúna los streams de las redes sociales más populares y que incluya e-mail y cosas por el estilo. Generaría ingresos de la manera en que lo hacen Twitter y Facebook, a partir de un enorme número de usuarios, comenzando por el grupo que conocemos, los estudiantes de la Universidad de Yale, que adoran este tipo de novedades. Ellos les contarán a sus padres, quienes tienen abultadas billeteras porque envían a sus hijos a Yale”. El nuevo producto se difundirá de manera viral, con una vasta audiencia para los anunciantes.

Si la idea suena familiar, es porque debe serlo. Facebook comenzó en Harvard y se extendió a otras universidades antes de conquistar al mundo. Facebook, que ha evolucionado en un stream a través del cual los usuarios cuentan sus propias historias y leen las de otros, “está llenando un hueco importante en el ciberespacio, pero no creo que lo esté haciendo de forma elegante”, dice Gelernter. “No creo que Facebook dure para siempre”.

En cuanto a Google, valora sus esfuerzos para hacer los documentos no digitalizados del mundo, como los libros fuera de circulación, disponibles. Pero “me da la impresión de que Google quiere más poder que belleza”, dice. “Los ingenieros importantes están dominados por la estética, no sólo por la ingeniería”.

Quizá sorpren`a entonces el que sea un admirador de Bill Gates y cree que Microsoft tiene el potencial de ser un actor importante en el futuro de los streams. “Es una de las pocas organizaciones con los recursos para hacer algo grande en el futuro, para hacer las cosas más fáciles y más elegantes y por ende más útiles. Si se decidiera a hacerlo lo lograría”..

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01.31
12

Economia de la experiencia: como cautivar a los clientes: Lloyd Salomons

by Wealthy Rich ·



En este preview The New York Times Film Stars, en la conferencia de Lloyd Salomons ( co-fundador de Outside Lines) titulada The Experience Economy. habla de las maquinas de apuestas de la infancia, esas que con un peso entregaban algunos dulces, y como la experiencia era, desde ese momento, mas importante que la recompensa mismas. Lo que asocia luego con el caso de un aviso en vía publica que desata a la gente a competir contra un corredor de maratón Ryan Hall en un espacio de 20 metros, con motivo de la maratón ING de New York.

Luego muestra el caso de unos ganchos (perchas) inteligentes, que disparan un video tan pronto como el potencial cliente las descuelga para observarlas o probarselas.

Finalmente, trata de demostrar que la Experiencia Social conduce a la propugnación o defensa de la marca (advocacy) y esto en la compra.

Social Experience >> Advocacy >> Sales

The Experience Economy: How to Captivate Your Audience from L2 on FORA.tv

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01.30
12

Spousal Relationships are Special

by Wealthy Rich ·



One of the most common mistakes couples make is forgetting that being a spouse comes with certain responsibilities, responsibilities that are not requisite in any other relationship. Spouses have a responsibility to revere each other above all others, to support each other and to accept imperfections. That doesn’t mean that you are obligated to live with abusive or destructive behaviors but it does mean that you stop expecting more from your spouse than you do from yourself.

Your spouse is your most intimate relationship and all too often we take that closeness for granted. Instead of treating each other with respect and loving sensitivity, we often become critical and demanding. We can become so intent on trying to control or change our spouse that we neglect to look at how our own negativity and bossiness is the cancer eating away at a once happy marriage.

Those things that once attracted you to each other can become the focus of contention in a relationship where selfishness and a need for control are present. Perhaps you once admired his relaxed, non-judgmental nature but now you call him lazy and become irritated with his laid back life-style. Unconditional love cannot exist in a relationship where one or both partners are critical of the other.

Begin today to become your spouse’s advocate instead of his/her critical parent. If you have differences, air them in private, never in public and never in front of your children. Voice your thoughts by using “I statements” instead of demeaning or criticizing each other. Remember, every word you speak and every action you make should be to benefit the relationship, not to gain control or dominance over one another.

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01.30
12

20% discount for Digital Branding conference (Hong Kong, Singapore)

by Wealthy Rich ·


The good folks at Pacific Conferences have asked me to speak at their upcoming Digital Branding conference. I’ll be taking a deep dive into “Meaningful Brand Measurement: Turning Social Media Activity Into Business Outcome”. Specifically I’ll cover:
  • Understanding how digital has changed brand measurement
  • Latest trends in measuring social media initiatives to gauge the effectiveness of digital branding programs
  • A KPI-based measurement methodology (with examples from companies)
  • Deep dive case study on how measurement analysis changed a telecommunications company’s branding approach
  • Understanding big data and the future of measurement

I’m speaking last on day two, so I’m hoping to keep this one both informative and entertaining! If you’re keen to attend, the conference will be in Singapore on March 12 and 13 and in Hong Kong on March 15 and 16.

And if you’d like to save money, if you copy me (woolf.jeremy@gmail.com) in the registration email or quote my name in your registration form, you’ll save 20% on the conference fee. More deets here:

- Jeremy

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01.30
12

Big Social Media & Digital Trends for 2012 – Part Two

by Wealthy Rich ·


Social media is struggling through its adolescence. Growing pains arevery real for many businesses, torn between the social business nirvana and thepragmatic realities of the day-to-day. To help those keen to get a jump on theyear ahead I offer five more trendsthat are likely to shape PR, social media and digital communications in 2012.
1.       From Bolt-on to Business as usual
The advent of social media saw marketers attach themselves to channels such asTwitter, Weibo and Facebook with palpable glee. Many felt they were low-costways of pushing more marketing messages at a receptive public, and gleefullymeasured success per 1,000 likes in the same way they’d previously lapped upmedia coverage measured by the pound. Social networking activity was ratherclumsily ‘bolted’ on to existing marketing and communications programs, andoften left to its own devices.

The lessons of 2011 told us that social isn’t a ‘bolt’ on. For manyconsumers, Facebook is the Internet. Facebook traffic is going up and webtraffic is in decline. 1-800 numbers are passé – customer support is 24×7 and onyour social network. The mission for 2012 is to create a seamless experienceacross a range of historically disparate social media, digital and offlineproperties. Wishful thinking? For many, perhaps. But in the social consumer’smind, the change has happened. Better interaction across business functionsisn’t just management dreaming, it’s social consumer demand.
2.       Social goes mobile

More than 300million people are accessing Facebook via mobile apps as the smartphone becomes the primary internet access device. The users have spokenand in 2012 marketers must be ready for them. The brand relationship isincreasingly dependent on smaller screens which need to offer compelling – anddirective – experiences. 


We’ll need to start marketing through mobile channelsfirst, making better use of images, video, and less text. Variables such as geolocation, NFC, mobile search and augmented realityneed to be factored in as time and location become critical for brands wantingto capture greater mobile wallet share. For those that haven’t considered this,take a look at your website on a smart phone (here’s mine). Hope you’ll like what you see…ormore crucially I hope your consumers like what they see.
3.       Influence is currency
2011 saw the influence debate really take off. Google, Twitter and Facebook are fightingtooth and nail for your social credentials. Influence ranking systems Klout and PeerIndex both have gained greater recognition over the year but withtheir success has come controversy. The fact that Klout’s changes causeduproar indicates that reputation measurement is here so stay. 

2012 will seeeven greater use of influence scores as the industry seeks a better standard. Better algorithms will dictate greater use of scores in shaping PRtactics. Our focus will increasingly be on understanding how the influentialand vocal minority can help us shape our client’s brands. Customers andemployees will play larger roles in marketing programs as social currencybecomes easier to measure. The ability of Klout and its ilk to keep innovatingand providing more specific data will change the way we look at PR forever.
4.       Changing channels?
In 2011 the social network wars exploded. The emergence of Google+ saw Facebookand Twitter make significant changes to their UIs. Niche socialnetworks like Instagram and Pinterest founda home on many desktops and mobile devices. 

In 2012 we’ll see Facebook, Google+and Twitter continuing to innovate and offer greater ability to focus conversationsfor more specialized groups. 

The question is, will this be enough for social consumers to keep them loyal or will newnetworks emerge to challenge?

The traditional broadcasters also aren’tstanding still. The entertainment and social media industries are colliding,with Twitter in particular helping create a new discipline called social TV.Second screen apps such as Umami and Gracenote are also blurring the linesfurther.

In 2012, stories will increasingly have to be told across networks tokeep consumer attention. Social networks will continue to innovate while simultaneously the big networks will do more to keep consumers withintheir ‘walls’. The challenge for brands will be to keep on top of the niche andlarge social networks and traditional broadcasters. It will be critical to keepan open mind and be willing to experiment as the channels jostle for position.
5.       PR’s future
My final prediction is a big call but that’s the pleasure of forecasting. Frommy perspective PR will go through a required change in 2012. The shiftwill reflect the other nine trends I’ve talked to. Our ability toreact to changes in channels, consumer behaviors, tools and technologies willcement our future as an industry. 

This change is one that will see a dramaticshift in our required skill set. We’ll need to take our heritage in client and industry understanding,audiences and narrative development and marry them to inbound marketing and content marketing skills. PR’s success will be its ability toput as much emphasis on creating compelling messages as it does on directing and measuring consumer behavior.

Our understanding of lead generation, website optimization, paidsearch, landing pages, calls-to-action and SEO techniques will ensure ourconsultancy is designed to achieve business KPIs. The combination of thisskill set with our traditional expertise in media and analyst relations,internal communications, public affairs, community management and contentcreation will ensure that PR has a role not just as a buzz generator but – mostcrucially – as a function that creates measurable and meaningful change.

Let me know what you think – leave a comment below or find me on twitter.

Images sourced under Creative Commons license from flickr users midgleyjcarlosnJeffHester and MoyanBrenn, respectively.

The original version of this post first ran on my company’s blog, HyperText

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01.30
12

eBook Review: Google’s ZMOT Winning the Zero Moment of Truth

by Wealthy Rich ·


An idea struck me this morning. Don’t know about you, but I’m someone whoabsorbs information better from a printed page. Call me old-school, but that’show I’m wired. I also spend the first part of my day reviewing the latest thinking onsocial media, social business, inbound marketing, PR and other digitalcommunications things. Often I’ll find a whitepaper an eBook that looks interesting, soI’ll tag, print, and add to my reading pile. 
Now while many of these are poorly written attempts to drag you into asales funnel by capturing your attention (and your email address, businesssize, website and title), the majority are excellent sources of new thinkingand ideas (that are really worth your email address, business size and so on).
This all got me thinking. I’ll tweet the good ones out but they’reprobably worth a more thoughtful commentary than one can impart in 140characters. So welcome, gentle reader, to the first (and possibly last!)Whitepaper Review…
By Jim Lecinski
The average shopper used 10.4 sources of information to make a decisionin 2011, up from 5.3 sources in 2010.
Woah. This stat alone makes the paper worth reading. That’s almosttwice as many sources in less than a year. If you ever doubted the influence ofonline in buying decisions of all kinds, then you won’t after finishing this 60odd page whitepaper from Google. 
Full of useful stats and up-to-date research, the core proposition isthat consumer buying has changed forever. Some marketers may be familiar withProctor and Gamble’s First Moment of Truth (FMOT) where the consumer at thestore shelf decides to purchase. The Zero Moment of Truth (ZMOT) happens beforethe consumer gets to the store (or polling booth, presses ‘add to basket’,decides which company to join, or signs the three year multi-million dollaroutsourcing contract).
The ZMOT is the moment when you go online (laptop, TV, mobile orwhatever) and start learning about a product or service. According to thewhitepaper, 84% of shoppers said that ZMOT shapes their decisions. It’snow as important as the original stimulus and Proctor and Gamble’s FMOT inmoving customers from undecided to decided. 

Sales Funnel No Longer Linear 
The other key finding marketers need to consider is that shoppers todayare non-linear. While Marketing 101 was all about the sales funnel, it’s naiveto assume that once you’ve hooked them, they’ll follow a predictable path topurchase. The paper points out that 54% of people comparison shop for productonline. The nature of the Internet is that they’ll typically widen searchesbefore coming to a conclusion. I really like this quote as it ties it alltogether: “…the funnel is now more like a neuron, with branches that letshoppers move forward and backward through the process until they’re ready tomake a decision.”
What’s perhaps most telling is that conventional wisdom has told usthat only more expensive or complex decisions rely on deep online research. Butin the recessionary environment, everyday products are subjected to a similarscrutiny. 
Proctor and Gamble have taken this to heart and are working onsomething called “store back” where they’re now planning a marketingprogram based on a consumer’s brand experiences working backwards from theshelf to the moments before the store. 
From my POV, I see two other layers to develop. One is “communityback” – where you’re planning from the immediate post-purchase experiencewhere a new buyer, “elector”, employee or whatever is givenconfidence that they made the right decision and also support from a communityor shared interest group to help them with their decision should they havequestions or concerns.
The second is “advocate back” – where we plan for those 20%of customers (using the term generically here) with thegreatest influence, reach, Klout, and predilection for sharing are brought into thefamily with the knowledge that they’re more likely to share good experiencesand help others make the right decisions. 
B2B Buyers Research Online
The paper also reinforces that B2B decisions are made based on onlineresearch. While you may be so ‘long tail’ that there might not be a devotedcommunity talking about your product or service category, your buyers aredefinitely hitting search engines and researching. As the paper says,”Whether you’re buying a refrigerator or a jet engine, you want to do yourhomework in advance.” 
It also offers great advice for companies starting out by offeringseven steps to win at ZMOT that every marketer should test these against theirown strategies. At the heart of this is knowing how people search for yourbrand. 
For example, in “public relations”, people are searching for”what is public relations” and “how to PR”. I wonder howmany agencies ensure these search terms are reflected in their web copy andanchor text? 
Critically the result should answer the question. For example,”what is public relations” must lead to a definition – not a salespitch. 
This is the core of ZMOT. Being where your consumers are when theyfirst take that decision to search. The trick – and it’s a big trick – is thenbeing able to meet their needs through an extended, non-liner buying path tothe point of purchase and beyond. The ‘beyond’ piece is most critical as ifsomeone’s happy with their purchase; they’re more likely to talk about it whichhelps ZMOT. Rinse and repeat…
-Jeremy
I’d love your thoughts, comments and ideas. Jump in through yourpreferred channel below…
Photo Credit: 1017072, El Bibliomata, http://www.flickr.com/photos/fdctsevilla/4306301206/

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01.30
12

Every Presentation Ever: Communication FAIL

by Wealthy Rich ·



The sad but true reality of far too many communications brought to vicious life by GrowingLeaders.com. Worth watching – then watching again before every presentation you give. I especially like the IT guy…

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01.30
12

Are brands losing touch with consumers?

by Wealthy Rich ·


I jumped into a LinkedIn discussion the other day. The Group was discussing how brands are losing touch with consumers.Certainly the data is increasingly telling. As recently as today, more data isout telling us that most consumers don’t talk about brands on the dominantsocial media channels.

Responses ranged from “…brands were never in touch in thefirst place.” to “companies don’t understand the customer service role”. Iweighed in with the following…

Agree with the above but add the following thoughts. Brandshave often gone into social media channels without a clear understanding ofwhat their customers actually want. IBM (disclosure – IBM is a client of myemployer Text 100) released a Social CRM study that highlighted the emerging gap between marketingperception and social consumer reality. It showed that while brand marketersfelt consumers came to their social networks to feel brand love, they actuallywere more interested in receiving coupons, discounts and customer support.
I think this is compounded by the fact that often the peopleinteracting with social consumers on networks like Facebook and twitter aren’tadequately skilled in this type of customer-facing role. Just look at thegrowing list of social media customer service issues (search for OceanMarketing and Penny Arcade on Google for more on this)! I think the time’sright for social consumer support people to step up and play a larger role insocial network planning and execution.
If you’re interested, I’ve blogged about these points in a2012 trends post – link’s here.  

So that’s my two cents. Anything to add?

-Jeremy

Photo credit: “My Favorite”, Erwss, Peace and Love, cc attribution, share alike http://www.flickr.com/photos/erwss/3129884643/

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01.30
12

smart thief caught on cam

by Wealthy Rich ·



Great video from LG. Guess to most people (and vendors!), a thin TV’s a thin TV. But with more than 1.6 million views as of 9 January 2012, you have to assume a bunch of folks have LG=thin embedded somewhere in their brains.

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01.30
12

Big Social Media and Digital Trends for 2012 – Part One

by Wealthy Rich ·


The social media gap is growing into a full-blown chasm. Onone side, we have companies that are struggling to get on board, having stalledat the twin road blocks of ROI justification and resourcing.
In the middle, there many businesses that have made solidsteps but run the risk of seeing their fledgling communities wither and dieunder the growing threat of recessionary cuts.

And in the distance, we have organizations that are well ontheir way to becoming social businesses. They have vibrant, self-supportingowned media communities while experts from many business functions act asambassadors in earned media networks. Their customers and employees areactively engaged in digital discovery and collaborative service development,and all of this is wrapped up with measurable and meaningful ROI.

But let’s be frank. This is certainly the exception and notthe rule. With this ideal in mind, it seems timely to look the trends that arelikely to shape social business adoption in 2012 and beyond…

1. The year social grows up
The writing is on the digital (or is that Facebook?) ‘wall’…interactive marketing is here to stay. With analysts predicting spendhitting nearly US$80 billion by 2016, social media and digital are no longerthe playthings of pajama-wearing bloggers and tweens. Beneath the headlines,though, there lies another story. Social media is hard. The streets aren’tpaved with digital gold. For example, Reuters recently reported thatfinancial advisors are seeing declining benefits from social media. In the samemonth, The New York Times toldus Facebook visits were dropping.

My company’s client IBM’s Social CRM study highlighted theemerging gap between marketing perception and social consumer reality. Itshowed that while brand marketers felt consumers came to their social networksto feel brand love, the actually were more interested in receiving coupons,discounts and customer support.

In 2012, brands will increasingly be faced with a series ofhard choices. I said in last year’s trends post,that a presence in the big four of Facebook, Twitter, LinkedIn and YouTube wasbecoming a non-negotiable. The hard choices come as they realize that buildinga thriving community in each is time consuming and – without firm goals inplace – possibly pointless.

There is a case for maintaining a minimal presence in onechannel – perhaps using it as a bridge to another. For many brands, YouTubeisn’t a strong community option – but is undeniably the video sharing leader.In this example, they should focus on other channels to build engagement whiledirecting consumers to their videos – and then back to other, more appropriatechannels for conversation or to purchase.

All of becomes more complex as brands need to maintain awatchful eye on emerging channels. Case in point is the much maligned Google+which is tipped tohit 400 million users by the end of 2012. Are you there yet?

Maturing social consumers will also start modifying theirbehaviors. Social media overload will see them dropping away from socialnetworks that don’t give them what they need. Those brands that haveestablished social presences should start 2012 by asking their loyal,high-sharing social consumers what they want – and modify accordingly. This isespecially important for those that have plateaued, are struggling to attractnew followers or are seeing engagement levels dropping. The opportunity forbrands in 2012 is for smarter, probably smaller, social networks that are builtaround tangible social customer needs of the vocal, high sharing minority andmeasurable business outcomes.


2. The age of social consumer relations management
The days of customers being happy with 9 a.m. to 5 p.m.Monday through Friday support are coming to an end. Encouragingly, many brandshave responded with social brand media monitoring programs and customer supportstaff in owned social media channels. While things are on the up,  2011saw brands such as FedExOceanMarketingand Qantas addedto the pantheon of social media fail case studies.

Clearly, we’re not there yet. An October2011 study from by Conversocial found many retailers failed to respondto complaints in social networks. Secondly from the ‘damned if you do, damnedif you don’t’ school of customer support, issues have also blown up whenattempts at online customer interaction have been judged inappropriate. Andwe’re also seeing backlash when brands have failed to anticipate the likelyonline reaction to their social media marketing attempts.


I predict 2012 will see the emergence of socialconsumer support functions. People with solid expertise in managing and predicting online customerbehavior will play a much greater role in all facets of a brand’s onlinepresence. The social media gold rush days are coming to an end. We need expertshelping to plan and manage discussions. 


Surveys have told us people are lookingfor customer support in social channels, so get your customer support peoplethere. This will force even deeper collaboration between business functions andwith external agencies. It will also force jobs to be restructured as socialconsumer support – with its deeper customer understanding – taking a much morestrategic role in business decisions. Begs a question – will PR become a socialconsumer relations function?

3. Drop the ‘social’ as social business becomesbusiness
Me (left) discussing socialbusiness evolution with Clelia Morales from eBay;Christophe Rocca from SanDisk and Jonathan Jiménez from Vodafone during a Text 100 event in Madrid

McKinsey reports thatsocial technology use is increasingly correlated with operating marginimprovements and market share leadership. Great news, especially for those ofus who see social business becoming, simply, business in 2012, just ase-commerce became commerce before it. This year, we’ll see a rapid adoption of social technologieschanging all facets of business, whether they want to change or not.

The days of a marketing-led social media function are comingto a close. Smart companies are building centers of excellence that aresupporting all business functions in a coordinated fashion. They’re alsoinvesting in training all employees, realizing that the core demands fromsocial consumers are for subject matter expertise, not the size of someone’sTwitter following, Klout ranking or ability to text 100 words a minute. 

Text100 has created an ambitious Digital Certification program where consultants,HR, IT, Finance staff and Office Managers are all tasked with improving theirthought leadership, digital consulting skills, community management andtraining.

Like an increasing number of companies, we’ve realized oursocial consumers want to interact with us through social channels. In responsewe’re redesigning our client support, marketing, recruitment and internalcommunications channels to suit the requirements of our audiences.

The mission for 2012 is for marketers to let go of otherbusiness disciplines. Future success won’t be in their ability to interpretwhat their colleagues in customer service, human resources and so on do anddeliver on their behalf. It will be in their ability to partner, coach andultimately enable these functions.

4. Spokespeople evolved: Executives to experts
A recent GlobalWebIndex reportfound that B2B decision makers were highly socially engaged and ratedconversations with brands on social networks as more influential than webinars,sales presentations, conferences or corporate entertainment. The more complexthe decision, the greater the need to ask questions of experts in onlinecommunities.

Social consumers who make big decisions want to talk to theright people online. We’ve pushed C-level executives into the spotlight formore than a hundred years – and if they’re the right people to manage thesecomplex online conversations then we need to arm them for the discussion.

We’re increasingly managing Digital Academy training for ourclients. These programs help people from customer support, sales, marketing,human resources and so on use social networking channels such as Twitter andLinkedIn to support their business goals. The resulting programs see theseexperts blogging on corporate websites, managing communities in companydiscussion forums, and acting as ambassadors in external earned mediacommunities.

Through 2012 and beyond we’ll see people from all businessfunctions playing similar expanded roles in support of their own objectives.This is a logical next step for those companies that have developed owned mediaproperties across Facebook, twitter, YouTube and LinkedIn. Based on ourexperience, it’s best to start with one business function, division or productand build a program around someone with a greater aptitude for social media.Measure their success – learn from the things that didn’t go well – and evolvethe campaign around them.


5. Big data becomes business as usual
IDC’s “2011Digital Universe Study: Extracting Value from Chaos” told us the world’sinformation is doubling every two years. Last year saw 1.8 zettabytes createdand replicated. That’s a lot of info and while most PR people would run amile before diving into the data, that’s one fear our profession is going tohave to face.

In 2012, marketers will need to use hard metrics to gaugedigital and social marketing ROI. We’re entering a tough economic environmentwhere even harder questions are going to be asked of the PR tactics we propose.The time for social media experimentation is waning in the hunt for solidbottom-line results.
The answer increasingly lies in what’s being called ‘bigdata’. While the definitions are blurred, at its corebig data means using a range of data sets including competitive information,online data such as social networking behaviors, offline data and customerinformation to enable a three dimensional approach to business decisions.

From a PR perspective the emergence of better, easier-to-usemore targeted tools combined with geo-location technologies will mean data willplay a meaningful role in PR activities. We’ll go beyond reach and“participation” measures such as likes and retweets and instead deriveaction-oriented insights from our metrics.

Big data will also help us understand the individuals we’reinfluencing so we can create more targeted strategies. And if this still makesyou want to run a mile, 2012 will also see a rise in specialist dataanalysts who will increasingly play a role in shaping communications decisions.

I’ll put up part two of this post next week. As always, your thoughtsare very welcome. To discuss directly with me, fire a note to woolf.jeremy@gmail.com
Photos courtesy of flickr users Stuckin CustomsKY_OlsenText 100,and Koenvereeken,respectively.

The original version of this post first ran onmy company’s blog, HyperText

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