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Lost in Social Media: Who Are The Mistrusting? #lostinsm

January 26, 2011 at 8:22 am PST

This week, I’d like to explore 4 concerns of the Mistrusting: fear of losing control, fear of change, lack of commitment or support, and lack of knowledge or skill. The other name for The Mistrusting is The Missing because they’re absent from social media. (If you need more background on what I’m talking about, please read last week’s blog.) To lighten things up – and because I’m inspired by the music playing in the background -, I’m going to use song titles as sub-heads. Grab a cup of coffee or tea, sit back and relax…this is going to be a longer post.

Losing Control (I.e. Fear of Losing Control)

Control over what? According to a report Flowtown published in February 2010, each year the number of people engaging in social conversations on the web increases by about 30%. The same analysis reveals that 80% of the social community’s engagement with content happens on platforms other than the one the content originated on. (1)

Whether or not a business embraces social media is only part of the equation. Many people already have – and they can (and will) say whatever they want to about your company. Dialogs and information exchange are already happening online.

Social media does not create these conversations, it just provides a series of platforms to move them online and uncover them. Read More »

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Social Media Club Silicon Valley: Social Media for Social Good #smcsv

January 24, 2011 at 8:50 am PST

I’m participating in a panel discussion at PayPal on Thursday evening about using social media for social good. This is the inaugural meeting of the Social Media Club – Silicon Valley, and it will be a great opportunity to meet some social media professionals.

I’m extremely interested in this discussion, as I am only 3 months into my new role as Marketing Strategy Manager for Corporate Social Responsibility (CSR). I believe social media is powering a revolution in social causes today.

Please join us at this event if you’re in the bay area, and if you can’t make it, I’ll post a follow up blog and try to capture some video interviews.

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Happy Community Manager Appreciation Day! #CMAD 2011

Community Managers are the unsung hero of social media ballads. However, today is Community Manager Appreciation Day (#CMAD), so step away from your Facebook, Twitter, Quora, or blog and give yourself a pat on the back!

In honor of #CMAD we created this image that truly captures the role of a Community Manager.

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Visualizing Your Brand’s Audience Engagement Profile

We recently introduced the concept of a Brand Value Index (BVI) — a composite index media companies can use to assess the relative value of their social entertainment sites powered by the Cisco Eos platform.  (Read the blog entry here.)

As I noted, a singular number like the BVI can help provide context at a portfolio level,  but it doesn’t provide a lot of prescriptive power on what I should do to improve or optimize a particular site experience.  For that kind of insight, we need more data points and the ability to compare individual factors to comparative benchmarks.

We can achieve both of these by standardizing each of the 11 variables in the BVI on a common scale, and displaying them on a radar plot like the attached.  (For those that are interested, this graph has also been normalized on a scale from 0-6, where the average across all sites is always a “3″ and “0″ is the absence of a particular factor).

Remember Site A and Site B from the previous post?  The question I posed about was: would you invest your limited resources in Site A, an over performer in the portfolio, or Site B, an under performer?  Without more context, you can’t make a good decision one way or the other.

To help you answer this question, let’s look at each site’s situation and BVI footprint for context: Read More »

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Movie Web Sites: A missed chance to engage audiences?

FACT: A box office blockbuster hit movie results in big web traffic numbers at the site managed by major motion picture studio. But the big audience draw at an official movie web site is temporary.

In 2009, I put together this chart on the web sites of three biggest films of 2008. The movie web sites for the top 3 films of 2008 nabbed about 500,000 unique visitors when the movies launched in theaters. About half that traffic number you’ll find on the sites a few months later when the DVD releases for the same film titles are promoted.

Top 10 Grossing Movies of 2010

I recently looked at some ComScore traffic statistics for the web sites of the top ten grossing movies of 2010 ; I discovered the trend of rapidly rising and falling web traffic at movie web sites has not changed since 2008.

In fact, the top 10 films of 2010 drew even more web traffic than ever – most every top 10 film drew over 1 million unique visitors to the official site at the time of film release. After the release, traffic to the official movie web site falls precipitously, maybe returning to about ½ of the numbers at the time of the DVD release.


Despite being a long term franchise, Shrek.com site only experiences traffic when a new title in the series is in theaters.

Eventually the movie sites are abandoned or just stay online and have few visitors. This happens quite often because there is no new content or little social engagement on the movie sites to motivate fans to come back.

As outlined an IDC whitepaper (offered here by the Cisco Media Solutions Group), the average movie promotional web site costs $1 to $3 million to design, develop and host during the theatrical release (typically 4-6 weeks of heavy traffic). Those costs includes all design and development, staffing and technology infrastructure.

It’s amazing to consider all these resources are applied towards a single movie site while the audiences visit, leave and never come back. It makes you wonder what the return on the investment is.

Chris Thilk agrees – Thilk runs a web site MovieMarketingMadness.com. On his site, he covers how major movie studios market their films, especially digitally. In a post he wrote for AdAge.com called ‘Why Do Most Movie Web Sites Suck’ (subscription required), Thilk faults studios for not committing to the conversation around their movies on the Facebook pages they’ve created for their movie titles. He also wonders why the official movie sites do not have as much information as the Facebook pages:

I keep noticing big gaps between what I know has been created and what is available on official movies sites, which are (in theory) supposed to be a movie’s central hub of information. Often missing are bios on the stars, other versions of the trailer (especially after you’ve seen them on TV), photo galleries and more.

Chris Thilk also hits on a theme we’ve blogged about here many times he believes a movie marketing web site should be the central hub for the conversation around a film title. Facebook, Twitter, YouTube comments can all be aggregated back on the main movie site, while social tools should be added to the movie site so fans can share content from the main site with their social networks like Facebook (read a related Cisco blog post on how social sharing features can drive audience back to a branded entertainment web site).

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