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8 Steps to Rock Your Social Media Engagement #lostinsm

November 10, 2011 at 5:31 pm PST

As a follow-up to my last blog post, here is the Reader’s Digest version of how to create social media engagement.

Each step is a word:

Listen • Integrate • Share • Talk • Enable Talk • Nurture • Evaluate • Refine

If you have paid close attention, you’ve probably discovered that the first letter of each word put together spell the word LISTENER. Makes it easy to remember, right? It all starts and ends with listening!

LISTEN

If you don’t do anything else, just listen. If you’re new to social media, listen first, engage next. If you’ve been doing social for a while, keep listening. Always! Not just during your launch period or around your event. Listening can help you get an outside perspective on your company. It can help you gain real-time unfiltered feedback, uncover issues, pain points and new opportunities. It can also be used to gain an edge on your competition, and can even help you avoid or minimize a crisis situation. Hint: Read More »

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Digital Britain: Combining eCommerce with Social Networks

July 5, 2011 at 8:00 am PST

We’ve all heard of Facebook, LinkedIn and Twitter, and some of us may even have our own blog, but the question remains — how do we effectively use these online communication tools and how can we start to apply social media as a revenue generating engine?

Read More »

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7 Social Media Tips, Tricks and Stories from Silicon Valley Practitioners

June 30, 2011 at 6:00 am PST

According to Mashable, today is Social Media Day. Whether or not you think that social media should have its own day (#smday), a group of us, Silicon Valley practitioners thought we’d have some fun today anyway…social media style. We created 2 videos to celebrate the lessons we have learned over the years and remind ourselves of the effects social media has had on our lives….so far. I say “so far” because there’s more to come. If you’re new to social media, we hope you’ll walk away with some good conversation starters. If you’ve been doing this for a while, we hope to put a smile on your face – maybe because you recognize your own advice or maybe because you have a similar story.

Watch this video for some great social tips from Read More »

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Deep Breath and… Go For It

May 16, 2011 at 2:56 pm PST

Sheryl Sandberg speaking at PBWC

“Opportunities are handed to people who reach for them. In those quiet moments when you’re not sure, take a deep breath and go for it.” Sheryl Sandberg, Chief Operating Officer of Facebook, spoke at the Professional Business Women of California Conference in San Francisco last week.

She covered many of the topics she covered in her famous TED talk on Why We Have Too Few Women Leaders; among them, how men will put themselves forward more than women, even if they have the same ability.  She encouraged attendees to be more aggressive about reaching for opportunities, as women tend to underrate themselves.

Sandberg also spoke about how a doctor changed his teaching style after hearing her speak.  Read More »

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Is there Gold in the Trash? Lessons from the Film Industry

Recently at the Consumer Electronics Show I had a enlightening conversation with the head of a major movie studio.  He told me that they spend close to $1 billion annually to “acquire the same customer over and over--people that go to movies.”  That’s because the natural goal with each movie is to maximize box office revenue.  Since web properties deliver little incremental revenue today, all their effort is placed on the traditional revenue streams.

They create web properties and social engagement platforms primarily for promotional purposes that live for about four to six weeks after the in-theater window.  Then, they are abandoned and they start over on the next film.  With the cost of the average Hollywood movie promotional website running about $1-3 million, the studios lose an opportunity to understand, engage and monetize that audience.

The lack of recognition on digital opportunities goes even deeper.  At the Digital Media Wire/Variety Future of Film Conference, a tech startup that does social widgets for film sites said they loved coming to Hollywood because it was “like printing money--every film studio wants to ‘do social.’”  They said they were surprised at the end of each engagement because they’d try to transfer the audience data they collected via the widget back to the studio, and they’d be told to keep it; that the use of that data wasn’t the studio’s “job” and that they wouldn’t know what to do with it anyway.  The startup said it was fascinating to watch studio CFOs scrutinize the ROI on every campaign as measured by impressions, click through rates, etc, but then walk away from the most valuable assets--the data and the relationship with the consumer--that the social app was generating.

Movie studios perhaps are optimizing around revenue today (box office) but not yet optimizing around the revenue and asset of tomorrow.   That asset is data.  By having a source of data about their audience that can do useful things, studios can both decrease marketing costs and develop new revenue sources around that audience and film property.

While Cisco Eos can help studios accomplish short term promotional goals via a socially enabled entertainment experience, the real added value is over the long term.  That value is realized in three ways: Read More »

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