links for 2007-05-01
links for 2007-04-30
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“Blogging is not for everyone. Web 2.0 is for everyone….Web 2.0 is not about blogging, People. Web 2.0 is about Cheap & Easy.”
links for 2007-04-29
links for 2007-04-28
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2 kinds of people, those that use RSS and those that wish they knew how to
links for 2007-04-26
links for 2007-04-25
links for 2007-04-24
Part 2: Conversation with Charlene Li and The Participation Ladder
Charlene Li and Josh Bernoff released a new research report today called Social Technographics that expands upon their research and writing on social computing and the ROI of Blogging; in this report they are taking about levels of participation, what they call the particpation ladder.
The message is for corporations, advertisers, or anyone trying to understand how to implement a social media strategy. Like any sound marketing strategy, start with what you are trying to do, then decide upon the tools to accomplish the goal.
As mentioned in the earlier Part 1 post, I had the opportunity to speak to Charlene Li at the Forrester Marketing Forum . She talked about the Participation Ladder and the way that the ladder metaphor demonstrates the way that consumers adopt social computing.
The bottom rung of the ladder is for non-participants, currently 52% of US online consumers The first step begins with spectators; those that read, watch and
listen and moves all the way to the top of the ladder, the consumers
most engaged in social computing: the creators (13%).
The interesting aspect of the ladder visual I think is that looking at consumr adoption of socia media as a spectrum of behavior leads marketers to a more strategic approach to designing social media programs …and emphasizes the necessity of refining a target.
Ringtones might make a great addition to your branding program and your target may own what you call a mobile device, but if your target only talks on what they call their cell phone, your probably should wait on the ringtones.
Current consumer behavior typically predicts future behavior. Ted Schadler’s Forrester Marketing Forum presentation on behavioral targeting discussed the ways to identify the best target for your product or service by looking at their current behavior. Monitoring online behavior is a gold mine of data.
Charlene mentioned the perenial interview question: Where will you be in five years? as a way to look at consumer adoption of social media. As you plan your strategy, think about where the consumer is headed on the ladder.
The recent events at Virginia Tech demonstrated to the world the way that college students communicate and connect with each other through social media.
It also demonstrated the availability of the technologies that enabled the communications to the uninitiated. Awareness is of course a precurser to adoption. My guess would be that there are far more people on their way up the participation ladder than there were before the trgic events of April 16th.
In the last part of the conversation with Charlene, we taked about the elusive metric, engagement and how the discussion is in a sense pointless. Her advice regarding deciding what kind of relationship you want to have with your consumer and then designing social media program to achieve that goal carried onward to the metrics….measure how you achieved the goals you set. Focus on your results, not the definition of engagement.
Steve Rubel weighs in at Micropersuasion.
Tags: Charlene Li, Josh Bernoff, engagement, Participation Ladder, Ted Shadler, Forrester, Forrester Market Forum, social technographics, Steve Rubel
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Brand Google
Millward Brown Optimor announced today that according to their second annual BrandZ survey of the top 100 Brands, Google is the number one most powerful brand. This translates to a brand value of $66, 434 million. Following behind Google were GE, Microsoft and Coke.
 Valleywag notes that Business 2.0 asked just last week, "Why Can’t Google Brand?" and adds in a compelling graphic that Google achieved this dominance by spending a fraction of what brands such as GE, IBM and Microsoft do.
One of the top critieria for a high ranking in this list is innovation according to Peter Walshe at Milward Brown. This explains the number of technology brands at the top of the list versus consumer package goods brands….when it comes to innovation, Google, not Coke is it.
Tags: Google, Millward Brown, Valleywag, BrandZ, Coke, Microsoft, GE, IBM
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links for 2007-04-23
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