Nicked form Clickz
TweetBacks. These are folks who use Twitter as a real-time focus group for immediate feedback. Robert Scoble, Steve Rubel, and many others use Twitter like an open-end survey tool. Machiavelli wonders out loud whether these folks will get buried.
TimeTweeters. These folks just love to "punch the clock" with a time-stamped discovery before anyone else. Their social currency, Machiavelli says, correlates with the speed with which they can put a fresh link in play.
FlackSmackers. These are journalists or high-reach bloggers who use Twitter to publicly complain -- nay, groan -- about lame PR or shill-induced pitches. Machiavelli cites Brian Morrissey of Adweek, for example, as someone who's on a "hair twitter" to out bad pitches and shills.
SpamSneakers. These are the folks who use Twitter as just another marketing channel for preexisting content. They just drop the URL from the blog, newsletter, or Web page with something like, "Just blogged this." Machiavelli warns that such individuals still have an early-adopter grace period but warns of backlash and mass mutiny.
BrandBaggers. These folks "bag" anything related to their brands and use tools like Twitter as a customer-service or resolution proxy. Machiavelli points to Frank, a.k.a. ComcastCares, as a classic example of a brand using Twitter to reach and engage with consumers, or even sandbag potentially bad news. (Full disclosure: Comcast is a client.)
BankRunners. These are the folks who post "end is near unless you act now" messages, potentially eliciting a sense of panic -- a run on the bank, if you will -- among Twitterites. Here's a sample post from high-reach Twitter maven and search guru Danny Sullivan: "smx advanced 85% sold, less than 100 tickets left. today's early bird deadline so more will go. not joking, book now."
RingCiters. These are the folks with real or virtual ring-side seats at sporting events who can't resist sharing even most mundane play-by-play, as though the rest of Twitter Nation is glued to their modern day Howard Cossel-inspired tweets. Really exciting stuff like "he's about to shoot" or "Kobe's breaking a sweat."
Tweetniks. People who try to write literature with Twitter. Every once and a while you'll find someone turning Twitter into haiku.
FamilyTweeters. These are folks (like myself) who tweet about the most mundane of family-related issues. We're usually (mistakenly) convinced Twitterites are interested in our family drama and engage in silly comments like "Just changed a diaper," or "Back from childcare." Machiavelli warns me that family tweets will decrease the more my Twitter network grows.
ProudRouters. Quintessential connectors, these folks love to forward things from other Twitter posts. In Twitter parlance, the ProudRouter usually puts the @ in from of Twitter profiles. By definition, they're social connectors and love to bring folks together, make introductions, and take credit for matchmaking. Former colleague Max Kalehoffis a classic ProudRouter. Machiavelli urges moderation here.
TravelTeasers. These are the folks who create a bit of mystery about exactly where they are. Are they really on business? Could it be a job interview? A secret affair? Sometimes we just don't know, but we can't resist playing out scenarios when they say something like, "Here at Amsterdam coffee house" or something.
WeightWatchmen. These folks believe Twitter's potential for peer pressure might have motivational value for losing weight or achieving some other major goal. So they report results in real time, like "Just swam 20 laps." Machiavelli points to über early adopter Jason Calacanis, who now posts photos to Twitter of himself on the treadmill. Machiavelli has doubts about this tactic.
TweetSquaters. These are folks (sinister or entrepreneurial, depending on your view) who squat on well-known Twitter names. Machiavelli points to Judah, for example, the dude who registered an account ostensibly from John McCain. Then there are the bogus tweets from folks who falsely impersonate Steve Jobs or Chuck Norris.
AdverTweeters. Lots of brands are tweeting these day, observes Machiavelli. Tony Hsieu of Zappos.com has nearly 4,000 folllowers -- a sign of Zappos's appeal. In the process of his fans following his most mundane activity on the Zappos publicity tour, a whole heck of a lot of branding and advertising takes place.
Twitterazi. Even worse than paparazzi, Machiavelli warned. These folks send Twitter updates on any scoop or personality they see, touch, or even imagine. Sometimes it's supported with a link to a photo or video feed. Sometimes you feel like the Twitterazi are after you at conference.
GameTrappers. These folks post Twitter messages to an entire distribution list hoping to snare an unsuspecting target to respond (usually in error) to the entire group. GameTrappers try to force adversaries to take sides prematurely, especially when they know how others will pounce on the first responder. They also know it's extremely difficult to unwind a Twitter message.
Wednesday, 14 May 2008
Monday, 12 May 2008
What's The Social Technographics Profile Of Your Customers?
Companies often approach Social Computing as a list of technologies to be deployed as needed — a blog here, a podcast there — to achieve a marketing goal. But a more coherent approach is to start with your target audience and determine what kind of relationship you want to build with them, based on what they are ready for. You can use the tool on this page to get started.
Forrester's Social Technographics® classifies consumers into six overlapping levels of participation (see a presentation, 8 slides). Based on our survey data we can see how participation varies among different groups of consumers, globally.
http://www.forrester.com/Groundswell/profile_tool.html
Forrester's Social Technographics® classifies consumers into six overlapping levels of participation (see a presentation, 8 slides). Based on our survey data we can see how participation varies among different groups of consumers, globally.
http://www.forrester.com/Groundswell/profile_tool.html
Onboarding new staff
Getting people acclimated to their new jobs and bolstering the odds that they won’t jump ship are the top concerns of organizations for 2008, according to a Vurv Technology survey. Nearly 40% of companies cited “mastering the onboarding process” as a primary area of focus.
WORKFORCE MANAGEMENT | 4.8.08
source: iconoculture
WORKFORCE MANAGEMENT | 4.8.08
source: iconoculture
Selling in social media?
Start with Technographics
First, obtain the technographics of your market segment (we’ve made a sample free), if your customers are using social media tools, then you’ve a strong business case. Secondly, we’ve already concluded that decisions are based on trust, and trust is highest among peers, not from marketers. This disruptive change is enough to kick start the thinking gears of your executive.
Ascertain if this is right for your company
It’s important to note that social media may NOT be the best for your market or company, if the inactives are a significant amount of your technographics, or you’re in a very conservative industry, you may be ready to deploy a listening program, but may not want to participate. I really believe that social media isn’t for every company, and you’ll have to do an internal reality check to see if this is the case for you.
Focus on value, not technology
Next, don’t focus on tools, instead focus on the end result: value. How To: Effectively Talk to Execs and Clients about Social Media. This post teaches you how to talk about the end results of what’s expected, ever lead with “we want to start a blog”
Learn how to talk to immigrants about natives
Getting Your Digital Immigrant Executives to Understand the World of Digital NativesFrequently, the decision makers, are my parents age, and often their technographics usage is very low. I’ve found talking about Generation X and Y as the new workforce a quick way to open their eyes about the changes in communication.
Be prepared for the business questions
Lastly, before you go to your execs, be prepared to answer the tough questions, the one Legal, the CFO, the COO will ask. Be prepared.
First, obtain the technographics of your market segment (we’ve made a sample free), if your customers are using social media tools, then you’ve a strong business case. Secondly, we’ve already concluded that decisions are based on trust, and trust is highest among peers, not from marketers. This disruptive change is enough to kick start the thinking gears of your executive.
Ascertain if this is right for your company
It’s important to note that social media may NOT be the best for your market or company, if the inactives are a significant amount of your technographics, or you’re in a very conservative industry, you may be ready to deploy a listening program, but may not want to participate. I really believe that social media isn’t for every company, and you’ll have to do an internal reality check to see if this is the case for you.
Focus on value, not technology
Next, don’t focus on tools, instead focus on the end result: value. How To: Effectively Talk to Execs and Clients about Social Media. This post teaches you how to talk about the end results of what’s expected, ever lead with “we want to start a blog”
Learn how to talk to immigrants about natives
Getting Your Digital Immigrant Executives to Understand the World of Digital NativesFrequently, the decision makers, are my parents age, and often their technographics usage is very low. I’ve found talking about Generation X and Y as the new workforce a quick way to open their eyes about the changes in communication.
Be prepared for the business questions
Lastly, before you go to your execs, be prepared to answer the tough questions, the one Legal, the CFO, the COO will ask. Be prepared.
Who got done on social media?
Pinched from Web Strategy by Jeremiah
A list of companies that were blind-sided by the internet, they didn’t understand the impacts of the power shift to the participants, or how fast information would spread, or were just plain ignorant.
Criteria of “Punk’d” includes a situation where the story would have not been told if social media was not available, or if social media enhanced the situation.
This doesn’t include fake blogs, companies who deliberately tried to cheat the system get their own honorable mention.
--------------------------------------------------------------------------------
2008
Burger King exec trash talks using daughter’s email
Not sure why he didn’t just create a new email address, that would have been a lot safer. Submitted by Hilker.
Johnson and Johnson to bloggers: Hurry up and get dis-invited
Sounds like a mis-coordination, bad timing, and not a well thought through process that ended up getting scobleized, and Maryamized.
2007
Target’s Rounders program “This is our secret game”
Target encouraged it’s premier members in the rounders program to pump up it’s brand in a Facebook group, sadly, the covert operation ended up on blogs and then mainstream media
HD DVD Decoded by Digg, unDugg, then Dugg again
Digg users publish HD code, industry freaks out, Digg maintains stance.
Wholefoods CEO caught being a troll
Whole Foods CEO, was anonymously trashing competitors and pumping company up on Yahoo finance boards.
Apple’s dirty little secret plastered over NYC
Apparently, 18 months is all the iPod will run before you’ll need to buy a new one, says this video, where street teams went around defacing ads. Submitted by David Churbuck (I got his name right this time)
Delta holds customers hostage
What’s worse than being held prisoner on Delta’s dirty plane? (Video), watching the crew getting off da plane. Oh, and no food, crying babies, but one talented videographer.
2006
Data storage blogger posts industry price lists, sales reps cry f#ck!
Robin Harris, one of the most well known of the data storage blogosphere posts price lists that were received from various customers.
Dell Laptop Explodes, news at 11 –on YouTube
More bad news for Dell, as laptops explode in Japan, all can see online.
Comcast suffers from Narcolepsy
Sleepy Techician caught on YouTube, then fired. Also see Comcast must die blog, submitted by Jeff Jarvis.
Hitachi Hell gets the finger
Angry customer gets bad service, writes long experience, and flips off HQ in picture, he’s also an influencer in the gaming community
The naked NOKA chocolate uncovered
A premium chocolatier (Noka) had a tremendous markup ($309- $2,080 per pound) of their secretly re-packaged chocolate, was exposed as a fraud and spread on blogs. And their google results is really painful. Submitted by Whitney.
AOL gets canceled –how to get get on my nerves
This guy really bothers me, I can see why Vincent Ferrari was miffed. It’s clear, he was dealing with the customer retention department. Nothing worse than the feeling of being held hostage. Submitted by David Alston.
Airplane fiasco’s spread online: JetBlue
There are so many examples, such as a YouTube testimonial about JetBlue’s 8+ hours stranded in terminal. Related: JetBlue’s CEO responds after flights are cut months later due to storm.
2005
Why we Dwell on Dell Hell
Jeff Jarvis launches blog post that sends a flurry of PR negativty at Dell’s poor service, it’s since been improved.
2004
Kryptonite unlocked
Locks were disabled using a simple bic pen cap, spread on forums and blogs, one of the earliest examples that got mainstream attention.
2003
The Barbera Streisand Effect
Singer star tries to remove content from internet, it all goes downhill from there. I actually learned about this from reading my colleagues Groundswell book
A list of companies that were blind-sided by the internet, they didn’t understand the impacts of the power shift to the participants, or how fast information would spread, or were just plain ignorant.
Criteria of “Punk’d” includes a situation where the story would have not been told if social media was not available, or if social media enhanced the situation.
This doesn’t include fake blogs, companies who deliberately tried to cheat the system get their own honorable mention.
--------------------------------------------------------------------------------
2008
Burger King exec trash talks using daughter’s email
Not sure why he didn’t just create a new email address, that would have been a lot safer. Submitted by Hilker.
Johnson and Johnson to bloggers: Hurry up and get dis-invited
Sounds like a mis-coordination, bad timing, and not a well thought through process that ended up getting scobleized, and Maryamized.
2007
Target’s Rounders program “This is our secret game”
Target encouraged it’s premier members in the rounders program to pump up it’s brand in a Facebook group, sadly, the covert operation ended up on blogs and then mainstream media
HD DVD Decoded by Digg, unDugg, then Dugg again
Digg users publish HD code, industry freaks out, Digg maintains stance.
Wholefoods CEO caught being a troll
Whole Foods CEO, was anonymously trashing competitors and pumping company up on Yahoo finance boards.
Apple’s dirty little secret plastered over NYC
Apparently, 18 months is all the iPod will run before you’ll need to buy a new one, says this video, where street teams went around defacing ads. Submitted by David Churbuck (I got his name right this time)
Delta holds customers hostage
What’s worse than being held prisoner on Delta’s dirty plane? (Video), watching the crew getting off da plane. Oh, and no food, crying babies, but one talented videographer.
2006
Data storage blogger posts industry price lists, sales reps cry f#ck!
Robin Harris, one of the most well known of the data storage blogosphere posts price lists that were received from various customers.
Dell Laptop Explodes, news at 11 –on YouTube
More bad news for Dell, as laptops explode in Japan, all can see online.
Comcast suffers from Narcolepsy
Sleepy Techician caught on YouTube, then fired. Also see Comcast must die blog, submitted by Jeff Jarvis.
Hitachi Hell gets the finger
Angry customer gets bad service, writes long experience, and flips off HQ in picture, he’s also an influencer in the gaming community
The naked NOKA chocolate uncovered
A premium chocolatier (Noka) had a tremendous markup ($309- $2,080 per pound) of their secretly re-packaged chocolate, was exposed as a fraud and spread on blogs. And their google results is really painful. Submitted by Whitney.
AOL gets canceled –how to get get on my nerves
This guy really bothers me, I can see why Vincent Ferrari was miffed. It’s clear, he was dealing with the customer retention department. Nothing worse than the feeling of being held hostage. Submitted by David Alston.
Airplane fiasco’s spread online: JetBlue
There are so many examples, such as a YouTube testimonial about JetBlue’s 8+ hours stranded in terminal. Related: JetBlue’s CEO responds after flights are cut months later due to storm.
2005
Why we Dwell on Dell Hell
Jeff Jarvis launches blog post that sends a flurry of PR negativty at Dell’s poor service, it’s since been improved.
2004
Kryptonite unlocked
Locks were disabled using a simple bic pen cap, spread on forums and blogs, one of the earliest examples that got mainstream attention.
2003
The Barbera Streisand Effect
Singer star tries to remove content from internet, it all goes downhill from there. I actually learned about this from reading my colleagues Groundswell book
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