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Great post Daniel! As someone whose come from digital agencies, there was a core of us who was responsible for thinking outside the box and looking at innovations to allow us to keep up.
Because I came in with an understanding of social, community building I found myself teaching agencies rather than collaborating with them.
The reality is agencies haven't evolved. Their money and resources are invested in the things that continue to make the most money: creative strategy, campaign development, websites. Where social and SEO are evolving, they still turn to subcontracts WHO are experts in this space, to make them look good.
I've refused to work with agencies for this reason. Agencies need to evolve, as per your post. I just refuse to get back in that game for fear of getting stuck!
8 months ago on Digital Agencies Have Reached An Inflection Point
@wallowacountyduck @hessiej Agreed! Roll up the sleeves, sit back and get to know each other. It's also very rewarding. Thanks for the chat Sean!
8 months, 2 weeks ago on Facebook: Does This 10-Year Old Need Some Serious Time Out?
@dbvickery @hessiej @JonAston Brian, I wouldn't compare Facebook to Klout. Yes Klout was first to the game but so was MySpace and Friendster. But they all suffer from the very same thing: from the inability to stay ahead of the consumer and anticipate needs to dictate changes in the platform. Klout is now changing to a content -based platform to allow users to maximize their individual influence. http://mashable.com/2014/02/10/why-klout-had-to-change/. They've had to evolve because the market was questioning their value prop as time went on. Facebook continues to screw up but it does iterate and yes, it does have the benefit of an engaged user base and that's a key driver for their sustainability right now.
@wallowacountyduck @hessiej You're right it's only part of the picture. The marketer now has a responsibility to the consumer to disclose what they access and for what. They've never done that before. The reality is that this may throw a wrench into the gap that already divides brand and consumer. However, if done right, the brand will capitalize in spades. This world of engagement is the most challenging and probably the most rewarding to any company who chooses to embrace it and learn from it.
@wallowacountyduck @hessiej transparency is the key. Sites like BlueKai http://www.bluekai.com/registry/ are already giving the user the choice (for opt-in, and whether they want to be tracked). For the first time companies like these are giving the consumer the power over their own information, something that they should have been privy to much earlier.
@wallowacountyduck @hessiej You're absolutely right and marketers have kept consumers in the dark all this time. I welcome the day when this use of personal data becomes a give and take that benefits both sides (consumers and brands) and doesn't leave the consumer skeptical and distrusting.
@wallowacountyduck Thanks for your post. Consumers migrating to other sites like Twitter and Tumblr where there is less demographics information collected is short-sighted. Consumers must understand that personal data is also about behaviour and propensity and that can be surmised from what you post and with whom you interact. Remember that the new demographic on Facebook include 50+ audience who have seen amazing opportunities to keep in touch.
And is it realistic to believe that users will regain control over their personal information? I agree they want transparency, however the same consumer wants relevant messages and offers. You can't have both and the consumer shouldn't expect a brand to give them what they want/need without some access to their information.
Ken, that was a scary incident. It's a great case to show how much we all are really connected. Perfect strangers who probably will have some connection to you going forward:) At the end of the day the value of that information on Facebook triggered a connection --- 6 degrees of separation. I'm glad Elizabeth is alright. Rest easy. Well, for now:)
8 months, 3 weeks ago on Social Media and the Power of Community and Connection
@JonAston thanks Jon! Facebook is paving the way for all other social-networks who want to grow into viable business applications. Every other social network will learn from Facebook's mistakes and this is true testament to where the medium is headed. I don't think Facebook will die but I would hope it will evolve and build other value-added technology outside of its platform. I haven't been able to get Paper yet. I guess it's not in Canada yet:) btw XOHJ:)
8 months, 3 weeks ago on Facebook: Does This 10-Year Old Need Some Serious Time Out?
@dbvickery OK Brian, will give you that:) Pulse Analytics is awesome for bringing the insights that social needs for validation. Bundlepost is another one that Amy's asked me to look into. BTW, I think Amy would agree that Trackur rocks!
8 months, 3 weeks ago on 10 Tools to Make Your Social Media Management Easier
I really like this article Daniel! This is the answer that allows a company to be social --- leveraging its own resources who are social. The approach is to allow employees to be champions while giving up some control in the process. And it increases employee retention if they have a stake in the organizational goals.
8 months, 4 weeks ago on Social Employees Drive Social Business
@dbvickery Hey Brian, every data geek knows this and Steamfeed has proven their success is found in the data insights.
9 months ago on Case Study–SteamFeed: Adapting Your Plan From Social Listening Data
@AmyVernon @hessiej Thanks Amy! We're just getting started! The nice thing is that we're paving our own path and we're capitalizing on opportunities as we see them! It's the influence from our amazing peers like you –who continue to challenge the status quo –that will help all of us evolve this industry and corporate mindsets.
9 months ago on The ArC Story: Lessons Learned and Looking Ahead
@danielghebert @hessiej For some people, it's not intuitive but for you, it's how you're wired, as you put it. I guess that's the lesson for the new marketer. The next decade of data intensity will definitely be a challenge.
@Daniel Hebert it's great that you practice what you preach. Using data to validate the need for a product plus building up momentum from people who are the very audience who would comply is absolutely the right thing to do -- and yet very few companies do this. These days your approach for building product is bang on -- as opposed to building something bigger and better (with few anecdotal evidence). This is a great lesson I will continue to share.
@AmyMccTobin I think we're helping level the playing field Amy. Many have proven that you don't need the big bucks to get the visibility you need. You just need to leverage social and make it a part of your job and your culture. Organizations will embrace this sooner than later.
@Danny Brown I think Danny, in your case it could be the person vs the content. Because your content is well-read there may not be any necessity to test and learn. For the rest of us schmucks that are finding our way, we go with what works best:)
Your devout fan:)
9 months ago on Long-Form Content: It’s Time We Take it Seriously
@Ari Herzog @danielghebert Ari, I agree with your point that sharing does not imply reading, however it does increase the probability of the post being read.
The correlations we use include: blog subscriptions, inquiries on the site, time spent (as you've noted).
From a purely SEO perspective, I agree with Daniel on "complete answer" perspective. For us the more detailed the response, the higher time spent on the site, the higher the likelihood the post is read.
@JoeCardillo Hey Joe! One thing I realize as we move along this space: putting your money where your mouth is, walking the walk is not necessarily that easy. Putting ourselves out there could leave us open to criticism and we're vulnerable to negative perception... but that's ok. It's the reason we learn and we evolve. I welcome all comments, negative and positive. If we are arrogant enough to believe that what we're doing is the right thing, irrespective of what the market is saying, then we're doing ourselves a disservice. I love that our peers are being honest with us and giving us the feedback we need to make ourselves successful. With people like you taking the time to follow us on our journey and helping us iterate along the way, there is already validation on the value of true community!
As for CSR -- @Amy McCloskey Tobin continues to encourage the team that we need to be giving back in one form or another. This is one venture I'm looking forward to developing.
9 months, 1 week ago on The ArC Story: Lessons Learned and Looking Ahead
@ryancox @hessiej BTW I meant to say "DON'T" kick yourself if you don't achieve everything. Sorry about that!
9 months, 4 weeks ago on My Personal + Professional Goals for 2014
Ryan, it's great to have these amazing goals --- there are so many but you are, no doubt, pretty tenacious. I am rooting for you to succeed. Just remember to get some sleep and kick yourself if you don't achieve everything. The intent is what matters. Attitude is everything. Just keep moving in one direction and don't detract from your plan. Stay positive!
I am also very sensitive to other's needs. My life is public as well but many of my friends, colleagues don't have the same comfort level as I do. I always say "Knowledge is power" -- unfortunately those who don't want to learn this new medium tend to be hyper-critical and paranoid. You're right Amy! When in doubt -- don't do it.
10 months ago on Dear Amy: Social Media Etiquette for the Rest of Us
I refused to go to WalMart since KathiLee Gifford's new clothing line came under fire because of the alleged child sweat shop labour to produce her product line : http://voices.yahoo.com/kathy-lee-gifford-controversy-wal-mart-8696791.html I'm not alone in this. The more people "know" about these types of practices the more they see they have a choice not to continue to contribute to these conditions. Companies are bearing more responsibility nowadays and it extends to the supply chain. I found this interesting statement back when the article was written in 2011: "Wal-Mart only has one competitive edge in these hard economic times; their prices are still low. If the economic situation in America was different, it is likely that many more Americans would shop elsewhere, and would rather spend a little more, than to support a company that endorses child labor and poor working conditions."
10 months, 3 weeks ago on Social Justice: H&M Leading with a Conscious Movement
@DwayneAlicie @AmyMccTobin @AmyVernon Funny thing with brands these days: any press is good press. Is it any different than Kenneth Cole taking advantage of a trending tweet? Eventually things die down ---- YES but as a brand you are now marked for life!
11 months ago on Why Going Viral at All Costs Cannot be the Goal
@Howie Goldfarb @VermontCoffeeCo @Chobani Howie, I remember when it didn't matter to me to go to Walmart despite their questionable business practices. Eventually i started listening to the staunch anti-Walmart supporters, who made so much sense. I read a lot about sustainability and what companies have done that have contributed to the unhealthiness of our food, the high incidence of cancer, the plight of endangered species, the slow destruction of our planet, and the impact on society as a whole. More people that I know care about how their dollar contributes to this vicious cycle. There is more information out there. This millenial generation has a much different mindset than we do. They care that a company takes responsibility for the well-being of society as a whole, and they think this way in greater numbers.
I think government will be needed to develop policy that puts more stringent measures into place that scrutinize a company's move into this space --- especially determining the impacts of their efforts on those areas I've mentioned. Europe is much more advanced in this regard and only approve e.g. cosmetic products, for example, that have ave a tolerable level of "ingredients" that increase toxicity with may lead to certain health risks. Suffice it to say, there is strength in numbers. I pray we begin to weed out those who do it for money vs. those who do it to help society.
11 months ago on Social Justice: Can and Should Business Replace Government for Social Good?
@AmyMccTobin @Lawrence W Garner Lawrence, as someone who has worked for big banks, I've been on divergent ends of the spectrum. Big banks are all about profit. Individual compensation continues to drive to increased revenue, reduced customer church and increased revenue per customer. I was in the marketing department and we had long discussions about how we could "milk" the customer to drive more revenue for the bank. At that time we knew that the customer was "shackled" to us especially if they had multiple accounts. It would take more time and hassle to move banks.
That very same bank has seen increases in customer churn in recent years. Though it probably won't admit it, the rise of the negative mentions in forums and on their FB wall eventually contribute to this churn. They have adopted more active listening and are more sensitive to mentions about them than ever before.
Are they riding the social good bandwagon? More than ever! And yes, they try to promote and beef up their social currency more often through their PR and advertising --- whatever keeps the customer in their favour.
AND that's the difference between what's changed from less than a decade ago to now. Everyone, including corporations, are realizing that their reputations precede them. YES social good may help but NOW can come under extreme scrutiny as the public and customers will question the intent.
Lawrence, the reason Blockbuster went bankrupt is because it didn't keep up with the times and the way individuals, and their social networks influenced the consumption of content. Same with Borders and Newscorp.
Its a different world out there --- even the biggest (as Amy alluded to) will fall much more quickly these days.
Totally disagree that the government should maintain the "invisible hand". It's obvious this isn't working out --- but that's a disagreement for another time.
By the way, I am one of those "idiots" that would pay $5 for a jazzed up coffee. The experience at Starbucks is awesome and it keeps me coming back.
As for Nisolo, Tom Shoes and Warby Parker, I wouldn't assume they will die a premature death yet. I think they're doing all the right things right out of the gate. They're smart and right now the consumer is on their side.
You're building a great team @gini! Congrats @jasonkonopinski !
11 months, 1 week ago on #FollowFriday: Our New Paid Media Manager
@kmore Thanks Kerry! I too am a believer that technology will help individuals --- it won't replace them. Let humans do the work, let the technology empower the individual!
11 months, 1 week ago on Norrrrmmmm!!: You Wanna Go Where Everybody Knows Your Name
@jewelfry @hessiej @creativeoncall I like your point about "marketers turning into tools themselves". Totally agree. I am a marketer but I've learned so much in the last decade about how marketing has to change, become more accessible, to nurture and engage as opposed to just sell and promote.
@AmyMccTobin It is a huge topic. Here are some insights: http://socialnewsdaily.com/19161/more-teens-leaving-facebook-for-whatsapp-snapchat-and-instagram/ "Teens are also picking mobile messaging services over Facebook, including ShapChat and WhatsApp."
As per Brian Solis: "“Facebook realized it needed not just a mobile feature, but also a future for this younger or teen audience.”
@AmyMccTobin That's right Amy! Attention must be paid and companies that adopt technology must realize they need to change how they need to think differently about the end customer.
@creativeoncall @hessiej I saw this post on my FB wall just right now from Jewel: "I prefer a human doing it and knowing me over a data mining machine that collects bits of data about me to then use to sell me something. I like the concept, just weary of the method."
It's all about caring and scaling "the ability" to care. You can't have technology without the intent to use it properly. Changes need to be made to infrastructures to manage caring as a stronger priority.
@creativeoncall You're absolutely right and hypersensitivity is what local is all about: listening and understanding "individual" experiences and opinions. It's less about targeting sales message but understanding the context of discussion with people who engage with your brand. The ability to scale social is by having apps like Norm to present this data to you. YES, you have the aggregated view of all your customers who engage with you but how you treat them is on a one-to-one level. It's less about the technology and more about how an organization structures itself to be able to do this.
This is an area new to me and I commend Andrew for bringing this to light. It's definitely an area that will gain more attention. Great post Andrew!
11 months, 2 weeks ago on Eight Things I Learned From Social Selling
@AmyMccTobin @tinyspark_org We have quickly learned that companies setting out to do the right thing from the get go quickly build community --> that which has impacting and lasting effects to their bottom line. I've seen and have been part of organizations jumping on the bandwagon of CSR because it's the trendy thing of the day or it builds more shareholder value. It's tough being a small organization, just growing and making the commitment to do some good (which comes at a cost). I applaud the work that you're doing Amy Costello to bring these stories to light and to help perpetuate the need to have organizations accountable (and instill the desire to want to be accountable) for the well-being of society overall.
11 months, 2 weeks ago on Social Justice: Tiny Spark – Investigating Social Responsibility
I love @danielghebert -- in a respectful way of course:) There was a time when "us" social media professionals who've been around for awhile dismissed the notion that hiring an intern to do your social media and be the voice of the company was ludicrous! How could someone just out of school understand the nuances of building a community from a business perspective? They couldn't --- that is until Daniel came along. It's been a long time since I've seen the caliber of smarts coming from someone so young especially as it relates to social media. Daniel gets it and Innetwork is lucky to have someone who has the knowledge to build community and keep the company consistently on the radar!
11 months, 3 weeks ago on #FollowFriday: Daniel Hebert
@dbvickery Brian, it's funny how those services DON'T stipulate that information when you first join. Of course, hindsight is 20/20 and Facebook had no idea that they were eventually use the user to monetize. Zuckerberg couldn't be that naive in thinking that users would have an ad-free environment forever! Regardless, they sucked us in got us to do a whole bunch of sharing and communicating and then they struck gold with the wealth of content they accumulated. Today, monetize is the name of the game. Free isn't forever as my daughter and her friends on Tumblr are finding out. The ads that everyone ran away from are NOW coming back with a vengeance.
1 year, 1 month ago on Data Transparency and Discretion: Has Consumer Trust Been Broken?
@Danny Brown We've seen this time and time again Danny, where companies are riding the coat tails of a trending topic hoping to get a sliver of benefit from it. You are much too kind when you say, "Leeches". Do the Kenneth Cole's of the world never learn or do they think that any press winds up being good press in the end? We have new rules to play by these days. It's true what they say about the customer being increasingly in control. They are more educated now about their data. Hopefully kids see the danger of oversharing and be more responsible about what they post. It'll be interesting how this dance between marketer and consumer play out.
@InfoSara I like your style Sara. These days we can't be too careful. I'm not sure about that last statement. It's the 21st century, girls chase as much as t he boys these days. But there are more discreet ways of doing it than the overt stuff we see today.
1 year, 1 month ago on Social Justice: Cyber Bullying and the Suicide of Rebecca Ann Sedwick
Amy, the sad thing is that we can't turn off any of these hateful channels. I hear about kids who, despite the taunts and attacks can't simply walk away. They try to defend themselves to no avail. I am so more vigilant these days, especially when it comes to my daughter who is addicted to her Tumblr and Twitter. I demand access to her user and password information and I read everything that comes in to her email. She asked me if I trusted her. I said, "Of course I trust you; it's everyone else out there that I don't trust".
These are all great examples Amy. There are countless initiatives and one worth mentioning is @cindywaitt and her venture following the movie, "Bully": The Bully Project: http://www.thebullyproject.com/. This not only provides a venue for people to share their stories but also tools and resources to help.
1 year, 1 month ago on Social Justice: The Positive Power of Social Media
Great comments on this post @AmyMccTobin. And you've brought out a topic that is definitely something that needed to be said. People will continue to be who they are. What @ShellyKramer says is true and that all this gossip and inane discussion continues to perpetuate regardless of channel. That's why gossip mags are a multimillion dollar industry. Social just ignites it even further. You've said it yourself: It absolutely is a choice to participate. @bowden2bowden made some pretty insightful comments about the wiring of human brain. If this is what defines us, it's pretty sad.
1 year, 2 months ago on Social Justice: Have the Social Networks Failed Us, Or Have We Failed Them?
@AmyMccTobin I completely agree with you. Any potential threat you make in person, on the phone is considered assault. Apparently, online is a different story. I saw this article: http://www.theglobeandmail.com/news/british-columbia/police-grapple-with-how-to-handle-threats-online/article4487785/ written last year that alluded to revising the criminal code to include the increasing number of these threats that occur online. Funnily enough, the article goes on to state the responsibility of the individual to mitigate occurrences by being careful about what he/she posts. Something has to change and you're correct in assuming that it's more probable governing laws need to mandate these changes. It goes beyond privacy -- it's now about our security.
1 year, 2 months ago on Publishers OR Platforms? Cyberbullying and Increased Accountability by Social Networks
@bowden2bowden Randy, the one word that doesn't fit here is "rational".... because humans aren't rational. It's much different having a debate face to face because the context is different. But in the comfort of your own home and the protection of your four walls, people will more likely speak their mind and be less fearful of circumstances.
@Danny Brown @AmyVernon Let's look at the economic side of the issue. How much more will platforms need to spend to make these platforms safer? I'm sure the platforms are also looking at it from the standpoint of user churn. Perhaps the content will be cleaner, and the behaviour will be acceptable but will the content be scrutinized to a level that makes even the innocent wary? It is a profound change that will affect user retention, growth and ad revenue.
@mickeygomez Mickey, I think you've touched on something interesting. As much fakery and anonymity that exists there are just as many people willing to be authentic to make a point. I suspect you're right about why they're doing it, but also consider those looking for their 15 seconds of fame. One thing I'm starting to realize as I read some of these horrid comments: rarely is anyone slapped on the wrist or prosecuted for making a comment. The deluge of the collective anger, built upon one another that becomes increasingly hateful is what makes this all the more disturbing. It's what @AmyMccTobin wrote about in one of her posts about the mob mentality. The sad thing is that it could be "anyone" you know who you may never suspect.
@T_Burrows Thanks Tim. Anonymity is the biggest form of cowardice. The reason 4Chan and Ask.fm persists is because people can say whatever they want without repercussions. It's like groupthink. Somehow individuals don't feel as guilty as long as they know that "no one" else knows. Your point on Draconian measures is bang on. I just hope we don't have to resort to that.
@BilalJaffery @ajenkins I remember when Rogers created the "Convergence" Division over a decade ago. Not sure whether that exists today but they had the right idea. All these channels rely on each other and leveraging their interdependence will only help to move this industry forward.
1 year, 2 months ago on Big Data Will Change Advertising Forever
@dbvickery Hi Brian, engagement at scale is the next step. What you've mentioned goes beyond the "who". It will rely on technologies like Natural Language Processing, Sensemaking and stronger computational algorithms to deconstruct meaning at scale to begin to provide the biggest value for today's companies seeking out more understanding in a much shorter time span. Segmentation by categorization ie message type, purchase funnel plus even more drill-down within sentences to get more granular context with ever increasing accuracy levels is the next challenge which I'm hoping is tackled, if it isn't already.
Valerie Maltoni put it nicely in this post: http://www.conversationagent.com/2013/08/cultural-signals.html? where she talks about the future of business:
This is essentially where we are now, and these skills or abilities are critical:
@Danny Brown @JoeCardillo @hessiej It's the special cheese in the poutine:)