September 2009
7 posts
A Review of the Importance of Social Media...
I’ve been getting asked a lot of questions about social media management and it’s roll in overall social media ROI. There seems to be a lot of confusion about who should be in charge of communicating with the community once it’s created.First, let me explain that the decision to begin a social media initiative needs to be well defined upfront. I’ve walked through this...
3 siblings of social media: social networking,...
Social Networking Primary Goal: Creating connections & relationships Social networking isn’t a new phenomena, & I’m not convinced that the model for social networking has changed that much.The basic idea of social networking is making connections with people drawn together by a common interest. So, here’s the scenario: You walk into a Star Trek convention and...
Guidelines to Strategic Inbetweening for Social...
I recently learned that inbetweening, in animation, is adding additional states of motion to increase the fluidity of a sequence. Flight reference drawings by Jennifer Hager I suggest ‘strategic inbetweening’ can add fluidity, and increase the ROI of social media initiatives.Guidelines to ‘strategic inbetweening’ Recognizing when it’s necessary Here are 4 key...
Roadmap For Collective Storytelling
The ability to tell stories has always been one of the most powerful ways to connect with other people. Social media has given us a unique way to to tell stories as a collective. Here’s a roadmap for collective storytelling. Stop #1 - Define Your Story The process of discovering what you want to tell a story about is always different, but the most important step in storytelling. You need...
How to cohesively tie marketing tactics across...
Let’s first decide which tactic will work best.Here’s the Social Media Tactic Refinement Framework I use: (Click here to download as a PDF) Here’s how it works: Part A: Consider business goals, and distill them into a coherent strategy. Part B: Take the strategy and derive campaign objectives. Distill your objectives into the primary message you want to deliver. ...
How corporate brands can deal with "synthetic...
It’s long been known that corporate brands have started using social media in way’s it was never meant to be used. The fact that faceless entities exist on sites where personal transparency is valued, is unusual. A couple days ago my friend was telling me about having a conversation with Nike Plus on Twitter. He didn’t know who the person was that he was talking to, but...
A Framework for Branding Through Social Media
I suggest there are 5 primary models a brand can use to communicate with its audience via social media. (These models can be applied to other media as well, but some work much better, and are much easier to execute using social media.) Direct Communication Communications Catalyst Cooperative Communication Participatory Definition Brand Embodiment Direct Communication: Occurs when a brand...