Fantastic roadmap from Jeremiah Owyang originally posted here http://www.web-strategist.com/blog/2009/11/20/social-impacts-every-customer-touchpoint/#
Web Strategy Matrix: Social Technologies Impact Every Customer Touchpoint| Medium | Description and Examples | Market Maturity | Impacts To Brands |
|---|---|---|---|
| Digital Advertising | Facebook launched “Social Ads” that allow advertisements to appear based on your profile information and friends. | Infantile | As profiles become portable (like Facebook or Google connect) people can share their personal info for contextual experiences, expect advertising to improve CTRs as social data is added. See how an interactive ad benefitted from my Facebook data. |
| Search Marketing (Paid and SEO) | For years, bloggers heavy linking and frequent content have scored high on SERP pages. Recently, Google and Microsoft partnered with Twitter, to offer “Social Search” which means users could received customized SERP based on their friends behaviors and preferences. | Pre-Teen | Social search will impact a prospects search results are impacted by their friends, this complicates the traditional search marketing strategy of simple keyword placement. Conversational marketing becomes a key factor in search strategy. Learn more about Social Search. |
| Email Marketing | Many email vendors like Responsys, ExactTarget, Constant Contact and Zeta Interactive provide simple ways to “share this” email with their friends on social networks. More advanced vendors are offering advanced monitoring, and innovative companies like Flowtown are using email addresses to identify a prospects social networks | Infantile | Email marketers can no longer be in broadcast mode, but must be prepared for emails to be shared with each other. Furthermore, they should seek how to influence content on the newsfeed in social networks like Facebook and LinkedIn. Learn how email and social networks are interlaced. |
| Web Campaigns/Microsites | Traditional microsites now have social components from simple “Share this” features to viral videos and community dialog. On the extreme side, Skittles allowed the whole site to be taken over by consumers. | Adult | A marketing campaign today without social elements is asking to be ignored. To benefit from word of mouth, marketers know spurring a conversation will cause the campaign to spread. |
| Corporate Site | Corporate sites are integrating social features, From Community Platforms like Mzinga, Awareness, Pluck, Kickapps, Liveworld (client) they encourage customers to talk back. | Young Adult | Even if companies don’t want their website to be social, they can’t stop it. Google’s “SideWiki” product allows any webpage to be social using a browser plugin. |
| Mobile, Location Based | Location based social networks are quickly emerging among early adopters. Foursquare, Gowalla, and even Twitter are allowing people to share their location, time, and social context. | Infantile | Advertising and special offers becomes more targeted as brands can triangulate contextual information for consumers –but only if they desire to see it. |
| Sales Efforts | Ok, this isn’t a medium, nor the two listed below, but it impacts the scope of the CMO. Most marketers provide sales enablement resources, now these sales folks are armed with LinkedIn, Facebook, Twitter. In fact, many sales folks have had their digital rolodex in LinkedIn for years. | Young Adult | For savvy marketers, providing social marketing skill training to sales folks will provide them with best practices, and teach them to do more quicker. Those that do nothing run the risk of PR nightmares and even legal problems for the untrained department. Learn about social media policies. |
| Support Efforts | What happens in customer support now echos on the social web, from Dooce’s flare up with Maytag to Domino’s Employees snotting on Youtube. Furthermore, customers self-support each other in forums, Facebook, and GetSatisfaction. | Adult | Marketers must provide a holistic experience to customers, as they don’t care what department you’re in. Read more about Social Support. |
| Product Development | A handful of savvy companies like Dell, Starbucks, and Nokia are using social tools to improve the innovation process using tools from Salesforce ideas, Uservoice, or Getsatisfaction | Infantile | Customers want to innovate with brand, use these free resources to improve brand messaging, test new features, and to develop an army of advocates. Learn how some companies have benefitted from co-innovation. |
| Real World and Events | Physical events are now impacted by social technologies, and even virtual events. Attendees will connect to each other, comment about the event, and discuss if even after the event has concluded. | Adult | Event marketers must develop a strategy to encompass both pre, during, and post event to be successful. Here’s a playbook to integrate social and events. |
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Don't get me wrong; I'm blessed for the number of people who believe in me, and for those who reach out to garner my involvement in their fantastic ideas. In fact, it has been a factor in much of my success. But, one of the things I have to constantly caution myself against is over-committing, from meetings to the resultant projects.
During my 'Confessions of a Serial Tummler' talk at SocialDevCamp Chicago, this past weekend, I was asked by a fellow entrepreneur about how I manage meeting requests, and promised I'd share an outline I borrowed from a mentor's suggestions.
Here are the basic points from an outline I use when fielding inbound meeting requests from people I haven't yet met: This is just a malleable template since some answers are provided in our initial phone call, email, or Facebook message.
This may seem like a barrier, but for those considerate enough to put their thoughts 'to paper', it makes for a very fecund first meeting. Otherwise, it's a great time saver.
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When jumping online on Monday, I was greeted with the iconic orange
and pink lower legs of the ever lovable BigBird in place of the 'L' in
'Google' . This kicked off a week of Sesame Street Google Doodles
taking the place of the traditional Google pop logo.
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Thanks to the hosts for a great event, the attendees for coming to my 'Tummler' talk, and for all the great people I met today.
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Many people will be fiddling around with Lists, the newest shiny twitter feature for the first time, today, so it seemed an apropos launch date for 'Make a List Monday' and the related twitter hashtag, #malm
There's plenty of commentary already on the how's and why's of creating them, clever use cases, and the impact list will have on Twitter, so I'll just cover the intent and context of 'Make a List Monday' and #malm.The hope is that each Monday, my followers, your followers' followers, those on my lists, and those on the lists of those on our lists, take a second to consider their inbound and outbound twitter channels, and share their unique perspectives with others in the form of a new list to suggest.Much like Follow Friday #ff, I'm hoping #malm becomes a helpful way to learn about new people, communities, channels, and topics on twitter via these lists.Also, in the case of #ff, less is more with #malm; Rather than simply posting a litany of lists you've created, there's more immediate and ultimate value in selecting one or a few, and adding the purpose and/or rationale behind the list(s) to your fellow followers.Since each twitter account is currently limited to creating 20 lists, I know the intrinsic ceiling that we'd hit if users actually strictly made and shared a new list each week. Rather than having March 15th as the apocalypse for our nascent idea, I hope it just serves as a helpful and fun reminder each Monday to share a list (and include #malm).To walk-the-walk and not just tweet-the-tweet, I just created my newest twitter list, and will be sharing it in a tweet with the #malm hashtag, post haste. Look forward to learning your feedback. Thanks in advance!
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Thanks to @lendkenall for this link
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