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Technology -
DigitalNow 2009
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Written by Renato Cruz Sogueco
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Saturday, 18 April 2009 14:09 |
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Quick links: Check out the DigitalNow Blog or DigitalNow Live!
Author, Digital Strategist and Founder, Altimeter Group.
Co-author of the influential book, Groundswell: Winning in a World Transformed by Social Technologies.
From the DigitalNow brochure:
"Social media - blogs, wikis, Facebook - has impacted the way customers interact with brands and has created a permanent, long-lasting shift in the way the world works. According to an article by Groundswell co-authors Charlene Li and Josh Bernoff, "... groundswell technologies are exploding... The net result of all this accelerating activity is that the groundswell is about to get embedded within every activity, not just on computers, but on mobile devices and in the real world." Former Forrester analyst, Charlene Li will share ways organizations can engage with members based on how they use social technologies. She also has advice on how organizations can learn, dialog, help and innovate with members AND achieve measurable impact. From her current research, she will explain how the future is developing: "social networks will be like air" - everywhere and anywhere people need and want them to be. Learn best practices and new ways to earn trust, engage people, develop a strategy and create an action plan that speaks directly to the unique make-up of your constituents and mission."
How to create coherent strategy. (what do on Monday).
Made some new connections. Barriers: budget. Risk. What going to happen if you fail? What's the ROI?
Your ideas can become buzzwords. Don't let them become buzzwords. Questions. Members are inundated with information - how do we find a way to become meaningful with these new communications. How do you transition from successful print mentality to online when print is still doing real well? Important to have people who will understand what they are - bring enthusiasm back. Feeling of control- we like control. From within or from members, it's a big issue.
Need a strategy.
What you will do and what you won't do. Focus on relationship, not technologies.
Goals define your strategy.
First is Learning. Which leads to dialog - directly with audience and with each other, help and innovate - how do you create new ideas?
Link corporate strategy with digital goals. Radiant6 - real time monitoring. Identify the influencers with these monitoring tools. Can track conversation and the PEOPLE. People are the ones who are going to sustain the conversation. Developing the relationship with the people generating content. Reach out to them.
Build engagement, comes from trust. Engagment pyramid. Base - the watchers (lurkers) but that's it. Next level are those who share -send it to some else. Why do people share? Next level are commenters, then producers - contiunually create content and finally curators - organizers of all this data. Engagement is deepest at the top but must focus on the bottom part of the pyramid. The watchers and sharers. You build a good foundation.
Dialogue with members.
Strated blog, then find people on social networks. Have Wikipedia page. Youtube page. Three twitter pages for each conference. Goals and metrics - very specific. Create value of network, promote the brand. The number posts. Only 25 percent are doing this.
Help.
Blogs focusing on FAQ. Wikis. Qwitter - help you to quit smoking. Keeps track of how many cigarettes you smoke. Makes graphs. New ways using twitter api.
Innovate with crowds.
How to create rainwater catchment. Hundres of ideas on rainwater collection. Starbucks built into the operating process that they review feedback from mystarbucksideas.com. They don't do every single idea but will tell you why.
Social networks will be like air.
Not FB, Linked, the sites. But the people you know. Will be everywhere you'll be. Reviews from people I know! Rather than from the strangers. You have context
Get the right people on the bus.
Find your revolutionaries. Deal with the fearful skeptics. Cautious testers. Realist, optimists - you need to depend on these people. Transparent evangelists - gotta move faster, more authentic. Every organization has the gamut of characters.
Start real small. Listen first, experiment. Then do it. Rather than grand strategy.
Blueshirtnation.com. based on drupal. Start small, build the groundswell. Relationships will have time to jel. Spreads from member to member.
Measure the right things.
Your goals determine your metrics. And lots of micro metrics. How much customer feedback? Faster, better insights? Number of ideas your getting and implementing. Measure the VALUE you're getting.
Net promoter store. How likely are you to recommend this to someone you know. Lifetime value. How long does that relationship last? How often does someone refer back to the organization. Loyalty metric.
How do you prepare for organizational change? No longer the traditional top down flow, now a matrix. Social tech is making org structures even more of a mess. However the most component is missing are the members.
Embrace failure. You will fail at your social media efforts. It's a relationship. Who has perfect relationships? Identify the worst case scenarios. Bad things will be said, being total out of control - members saying something to a major newspaper. Charlene -what stopping them now? But we are providing them the platform. Are you in a better position to fire back? What are the mitigation plan? Do we put rules of engagement. Have to prepare people for these failures. Can we live with it? The benefits on the other site are worth it.
Walmart. Failed many many times. Own social network, fake blog, bad FB page. Succeeded with "Check out" - walmart buyer blog. They shifted the conversation to the buyer. They wanted to increase engagement with the buyer. Buyer's are allowed to say whatever they want, just be respectful.
Twittersearch.
If you want social strategy, it's got to be linked to a strategy the association has already bought into. Tied to strategic plan. From those goals, where do we see social tools will apply.
Is it to increase membership? Satisfaction? Support blogs.
How much control do you let go? You have to let go of control to be in control. If you think you're in control that's a fallacy. You're not in control.
You know what you are doing is right, when you feel queesy. Never feel comfortable.
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Last Updated on Monday, 22 November 2010 18:46 |
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