Tag Archives: Social Analytics

commonground Nominated For The Forrester Groundswell Award

commonground Global Social Network for Environmental and Commercial Real Estate ProfessionalsModest and humble? Nah..not my style! It is ok to share wins you are excited about….right? So with that, I am excited to announce that commonground is being considered for the Forrester Groundswell Award under the Business To Business- Support catagory. If you are new to commonground, it is a virtual community for everyone in the environmental and property due diligence industries to share ideas, ask questions and network.

Members can:

Success Metrics:

Growth:

  • 450% increase in discussions/comments
  • 80% increase in blog posts
  • 317% increase in visitors
  • 289% increase in visits
  • 91% increase in membership

Content.  We now have:

Thanks for reading and feel free to visit the Forrester Groundswell page to review the nominations for all catagories, and feel free to visit the commonground page. I hope everyone is having a fantastic fall and watching plenty of Football. Stay tuned for a post on how Social Media is changing American Culture.


5 Alternative Social Analytics Solutions To Radian 6 & Techrigy

reputationIt is 6AM and I am already a third of the way through a pot of coffee. What is early occasion? Brand awareness tools! Thrilling right? Well actually – yes! For many executives, being able to show their brand penetrating the market is vital. So for the last few days I have been researching and playing around with some of the cheaper Brand Reputation tools for those companies with smaller budgets.

NOTE: Let me preface this post by saying, I am a firm believer that Techrigy and Radian 6 are the market leaders and the best value if your organization has the bucks to spend.

The following are the 5 tools I recommend for those with a slimmer budget:

Scoutlabs– A fantastic little service that I have used in the past. Their official quote is “A powerful, web-based application that tracks social media and finds signals in the noise to help your team build better products and stronger customer relationships.” $100 dollars a month for track your brand in Social Media channels, analytics and a platform that helps you assign actions based on sentiment.

YackTrack – A free service that lets you monitor the chatter of any URL. I use this as a quick reference often. Certainly is not a service that you should hang your hat on as being “the monitor service for you”.

Nielsen NetRatings – I have been monitoring their service for awhile. They have been diligent about rolling out more and more bells and whistles. It is an ala carte approach to buying what you need, as you go. This makes it cost effective and simply works. I would just like to see the website be a little less cumbersome!

The Search Monitor – I feel like this service is great for monitoring not only your brand, but also monitor competitive intelligence and an entire industry. For $99 dollars and a free white page, you can’t go wrong!

Buzzlogic – The buzz around this service is very high. The client testimonials are solid and the customer base is fantastic. There is one issue- the issue of cost is vague! It doesn’t show, which makes me believe that they might fall into the Radian6 and Techrigy category instead of the services above.

Have a suggested service? Leave it in the comments? Are you a analytics solution provider? Same deal, drop your value, website and digits in the comments. Have a great hump day!


A Nine Inch Nails Social Media Strategy Plan- Don’t Give Up Yet Trent!

nin_with_teethTrent Reznor’s (from Nine Inch Nails) recent announcement that he is leaving Social Media because of trolls sums up the need for all business to- “have a plan”. Whether you are a musician or a corporate giant – a Social Media marketing strategy with a clear map to real business objective is necessary.

Reznor (@trent_reznor )says:  “The reason no record label knows how to market anything to new media is they don’t live there. They don’t get it because they don’t use it. What up-2ninyou’ve seen happen with the marketing and presentation of NIN over the last years is a direct result of living next to you, listening to you, consuming with you and interacting with you. Directly. There’s no handlers or PR people here, it’s me and my guys – that’s it. There’s no real plan, even – it’s just trying to do the right thing that respects you the fan, the music, and me the artist. That’s the goal – a mutual and shared respect.”

He is right! In a perfect world he could engage his fans transparently and be free and clear of negative sentiment. But the fact remains- transparency will lead to as much negative as positive. But to combat it, businesses need the resources to answer to both the negative and the positive. Reznor’s comments are nothing more than a call for help- not a white flag!

Here are 5 action items that Trent can do to remedy his troll problem and create a solid foundation fora  true Social Media Strategy Plan:

  1. Hire a Social Media Director – I am sure there are a great deal of recent college grads that would kill to put Nine Inch Nails Social Media Director on their resume. I am also sure this person would work on the cheap! They would be in charge of monitoring, responding, engaging, and consistently push/pulling relevant content to Nine Inch Nails. Essentially being the overseer of the NIN brand in Social Media channels. Instead of Trent doing it, this person will carry out  tedious tasks and put the most important content in front of Trent daily to respond to. Everything between the good ideas to negative sentiment!  This essentially removes the trolls and lets Trent focus on making great music. Lastly, this person will work under NIN’s PR folks.
  2. Purchase a Social Analytics tool– these tools help track, reply, document and recognize real ROI. For $500-$750 per month a business can have a birds-eye view of their social media presence. I recommend Techrigy – although the marketplace is becoming flush solutions. I would suggest demoing several and deciding what would work best for a music artist.
  3. Migrate to Modlife: Because Modlife is fee service for fans to join, it eliminates trolls and allows musicians to create almost their own safe market research community. They can share, test, and interact with passionate fans. My suggestion is to utilize Modlife as a musicians center location, and use Myspace, Twitter, Facebook and Social Bookmarking sites to push information, take information- but most importantly to draw in the “real fans”. The innovators if you will- NIN’s very own market research community. Look no further then what Angels & Airwaves have done here: http://modlife.com/angelsandairwaves Perfect for NIN!
  4. Create a Recognition Rewards Program– Use meet and greets as a way to build a group of online body guards. Dangling a “meet Trent Reznor opportunity” is a stellar reward for being a pro-NIN presence that pushes the band in the social channels. This is enabling and empowering and can be done with nothing more than a bit of organizing and a brief shining of the spotlight on these do-gooders electronically. It is amazing what a simple tweet from rock star can do from an ego perspective.
  5. Build a Content Schedule & Engage– Start doing chats on TinyChat. Conduct monthly webinars and podcasts where fans get to hear new material or offer feedback on what artists NIN should tour with. The content schedule should be focused on the business goals of  fan feedback and innovation to their voice. When you give your customers what they want, you will win their business repeatedly. Once again, the content schedule is geared towards enabling, empowering and organizing NIN’s own market research community. It is no different then what Barack Obama did to get elected.

My life as a social media consultant consists of creating plans such as these-although much more in-depth than this blog. But every business is different in their needs, desires, and objectives. In fact, how each business measures ROI is vastly different.  In Trent Reznor’s case, his ROI is to be able to engage Social Media effectively so he can listen to his customers (the fans) and innovate his music based on their feedback. His desire is no different than a billion dollar corporate empire- to be able to go direct to consumer with new products-thus lowering marketing churn, while having a product that is created based on the voice of the customer. Trent just needed a strategy plan….

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3 Musings: Social Analytics, #starwarsday & Twitter, Swine Flu & Social Media.

techrigy-demo-graphics-analyticsSocial Analytics: I am amazed at how many companies are engaging in Social Media without true business objectives, nor a list of benchmarks to show real ROI. I use Social Analytics to create benchmarks and continue to show real ROI over time. This is a no brainer for any business. I can hook you up with the Techrigy product, just email me: derek@authoritydomains.com.

Personal Branding & Twitter: This blog about the importance of personal branding reminded me to share an important Twitter best practice:

An organization should have one Corporate Twitter account. For example, a mythological company that sells lightsabers called Lightsabers R Us joins twitter. They have one corporate address (with a username: lightsabersrus) to announce press releases and happenings around the organization. Then the rest of the workers havedarth-vader their real name as their user name, with the lightsabersrus.com web address in their BIO URL for a “link juice” purposes. Then each worker will tweet about their job at the company with 60% of the posted devoted to their daily jobs and things they are working on. The other 40% are personal posts, making them human. The end result is organic and serendipitous business opportunities and ultimately new Lightsaber sales. In the real world I have guided clients to using Twitter this way and have continued to have success with this plan. It does however take commitment and resources-at least 10 business folks tweeting with the pertinent keywords daily.

Thanks to all the Twitter folks who partook in #starwarsday for the inspiration around this fictional business reference.

Swine Flu: I believe Social Media was just as much at fault of pushing all the fear b00526_h1n1_flu_smlsurrounding swine flu as it was at debunking the legitimacy of it! It proves that the social end of business and entertainment is a powerful tool that takes planning to use it correctly. If used in correctly it can be as detrimental as it is helpful! Social Media is truly viral!


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