Evernote Openbook: Social Computing

Quote: Why Twitter Matters - 3

Wed, 02 Jul 2008 14:55:51 GMT

Next, I think, BusinessWeek's readers will see that social media are changing their fundamental relationship with customers to be less about serving and more about collaborating. No, I don't mean that every product will be the product of a committee. But customers who want to talk will, and smart companies will not just listen but will engage them in decisions. This will have an impact not just on PR and image but on product design, marketing, sales, customer service—the whole company.

Three years from now, I predict BusinessWeek's cover won't be about blogs or tools but about companies as communities.

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Quote: Why Twitter Matters - 2

Wed, 02 Jul 2008 14:45:08 GMT

Businesses, of course, are more interested in what Twitterers are buying. Dataminers like Seattle's Visible Technologies are helping companies such as Hormel Foods (HRL) and Panasonic pore through millions of tweets, finding customers talking about their products. Dell (DELL), a Visible customer, scouts out the tweets and dispatches its Twittering workers to jump into the conversations. At a conference last week, the company claimed to have boosted sales through these efforts by $500,000 in recent months.

Lots of other companies are starting to use Twitter for quick customer service. To see whether they were really on the line, we held a race. We sent a tweet. Seven had responded within an hour, led by H&R Block.

Quote: Why Twitter Matters - 1

Wed, 02 Jul 2008 14:44:58 GMT

How could tiny Twitter ever become such a titan? It's not the core technology, which is simple, but instead the community. Twitterers find and follow the people they care about on the service. Late in April, following one of Twitter's outages, TechCrunch's Michael Arrington wrote: "I realized that in the last two months a subtle shift occurred: I now need Twitter more than Twitter needs me." Arrington, who has nearly 17,000 people following his Twitterstream, continued: "It is now an important part of my work and social life, as I carry on bite-sized conversations with thousands of people around the world throughout the day. It's a huge marketing tool, and information tool. But it is also a social habit that's hard to kick."

Quote: Your Tweets must be useful to OTHERS

Tue, 08 Apr 2008 21:53:03 GMT

Twitter can be a great vehicle for a brand extension if you are willing to produce feeds of cool, useful things. And by useful, I mean useful to others, not to yourself. In any environment where everyone is publishing and everyone subscribes to feeds that add to their lives, the self-serving will flounder and the useful will flourish. So as brand extension, you need to work to not be rejected as a spammer.

Quote: Transparency is about helping your customers succeed

Tue, 01 Apr 2008 13:38:56 GMT

As you participate in each of these new discussions, the key ingredient to ensuring transparency is realize that whatever you do, is less about the company, per se, and more about how your customers can succeed in their business or how people can simply improve their personal lives. They learn. You learn. It’s about building a community around them – literally. The rest are just tools to facilitate the conversation.

Quote: Role of the 'community manager'

Tue, 01 Apr 2008 13:36:26 GMT

What the CMO, chief marketing officer, was to Web 1.0, such is the new role of community managers in the new world of Web 2.0 and social media. This is the role that keeps the company ear to the ground in order to determine where the conversations are taking place and where they should participate. They are on the front lines of listening and engaging in conversations across the Web.

Quote: Social media is about socialog

Tue, 01 Apr 2008 13:33:37 GMT

First it’s an understanding that social media is about sociology and less about technology.

Quote: BE what people are interested in

Mon, 24 Mar 2008 17:21:25 GMT

Try not to interrupt what people are interested in. Instead, BE what people are interested in!

Quote: B2B marketing & social media - it's a social experience

Fri, 14 Mar 2008 18:53:27 GMT

...most marketers go with technologies like blogs or online communities as a sales tactic, without understanding that "social media" is, as its name indicates, more of a social experience. Listening to what customers are saying, rather than trying to sell them something, should come first.

Quote: B2B marketing using social media: Listen!

Fri, 14 Mar 2008 18:52:27 GMT

Productively using social media in B2B marketing, Ramos says, means tapping into networks of like-minded participants without dominating or stifling the conversation. As blogs, wikis, and social networks amplify customer voices, marketers who listen gain deeper knowledge about target audiences and prospect preferences. They must also work harder, and over longer periods of time, to create conversation and engagement, instead of merely broadcasting messages.

Quote: "Launch" is not the way to think about soci

Tue, 11 Mar 2008 14:03:33 GMT

Launch implies a single effort, getting a program in the air, and letting go, social media efforts are long term, and require a different approach, here’s how to approach it: think grassroots, not big bang.

Quote: Marketing through social media should build

Tue, 11 Mar 2008 14:04:14 GMT

The next time you buy an item, think about who you trust more, a friend who has the product, or a marketer from that company. Therefore, the most effective way to announce your social media program is to get those in your community to announce it for you.

Quote: It's about the people, not the technology/f

Tue, 04 Mar 2008 17:44:07 GMT

The secret about tech is that it’s always about the people. In speaking with groups about how their social network isn’t quite taking off in the organization, I’m often told about all the features, but never about how it was integrated into the flow of a given employee’s day. That’s the key.

Quote: Social media traits vs PR

Fri, 29 Feb 2008 20:59:13 GMT

Social media is about respect, engagement, and transparency – critical traits that most PR is guilty of not practicing or embracing.

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Quote: You must first participate

Fri, 29 Feb 2008 20:58:45 GMT

The only way to evaluate the potential for new media releases is to first participate in the communities you find interesting, and not as a PR person, but as a genuine enthusiast. This is the first step that will separate the PR people of today versus the communications professionals of tomorrow.

Quote: How users consume new media releases

Fri, 29 Feb 2008 20:58:10 GMT

New media releases represent the opportunity to share news in way that reaches people with the information that matters to them, in the ways that they use to digest and in turn share with others through text, links, images, video, bookmarks, tags, etc., while also giving them the ability interact with you directly or indirectly.

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