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Posts Tagged ‘Twitter’

influence projectA Study by agency 360i indicates that the majority of Twitter conversation is between consumers and that Corporate Twitter seems to be directed at the Consumer rather than with the Consumer.

According to the study, only 12% of consumer tweets mention a brand by name. When they do refer to a brand, consumers are sharing news or information about the brand (43%) or reporting use of or interaction with the brand (35%). Hold on..what do you mean ONLY 12% of consumer Tweets mention a brand name? Are you telling me that  brands would be unhappy if in the physical world over 1 in 10 conversations mentioned a product?

But of course the real failing is in the idea that again Brands are not engaging in a dialogue but in a monologue – ‘’Most conversations are simply monologues delivered in the presence of a witness’’….Margaret Millar. This does seem to hark back to an era when TV and Print indulged in ‘Interruption Marketing’, talked about in great detail over a decade ago by Seth Godin in his book Permission Marketing. And of course even the early days of email marketing followed a dose of ‘Spray and Pray’ communications.

We all know these days its much more about the conversation and the idea of spreading influence through peers and contacts. I came across a very interesting form of this influence spreading by the Fast Company. They essentially wanted to created a viral campaign to find the person with the most Online Influence in 2010 – The Influence Project. They do this by a very crude method of making you feel more of a mover and shaker by getting people to click on your personal url . And yes that was mine. And they have effectively used this to get a degree of awareness out there about their magazine.

Perhaps more importantly, as I type, they have acquired something in the region of 25,000 email addresses. Hopefully they won’t abuse that privilege, and so have used a very ‘social’ need of many people ( i.e. to perhaps to have their 15 minutes of fame) to potentially start a conversation with them in the future and indeed have already created millions of google searches ,tweets, emails, facebook mentions. 100% of which have mentioned the Brand.

Oh, now that I can think about it, 1 in 12 does seem low.

Ps…I am currently ranked 422..please make me famous

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Email working with social.I’ve written recently on a variety of sites about the life that is still left in email marketing – (see for example Social Penguin). With the variety of marketing channels that marketers have to contend with to reach the customer’s ear, are we missing a trick with the importance of the email address?

J-P De Clerk talks about email being his ‘interaction hub’. ”Skype sends me a mail when I missed a call or when someone left a message. Twitter does when someone sent me a DM. Facebook sends me emails when I received an invitation to be “friends” or a mail. LinkedIn friendship requests and group updates: it’s all in the inbox. FriendFeed connections: inbox. StumbleUpon messages, Digg friends, YouTube subscribers, Delicious, comments on my blogs, statistics, social media engagement data: it’s all coming via email. No wonder my email client is my RSS reader as well.”

A Clickz article talks about how the inbox is destined to become the personal dashboard of many

”The integration of social, mobile and e-mail has already begun to settle inside the inbox. Gmail lets me update my status on Facebook, send a tweet, update my blog, and write an e-mail to my mom – all from the same interface. Yahoo integrates with IM and its “What’s New” tab shows status updates from a wide variety of services. Even a beta version of Outlook 2010 integrates social networking. Facebook and MySpace have announced plans to provide primary inboxes as part of their communities. All of this is now accessible everywhere from PCs to iPads to smartphones.”

Even my own blog and Twitter accounts supply me with news about individuals interested in my thoughts.

Jonathan Macdonald of This Fluid World spoke with great engagement at the eCircle conference in Munich about the focus on the individual or citizen as he put it and that focus does need to include an understanding how they lives around using the technology of today

It seems that we are witnessing a real opportunity for the email address to be the key to the many disparate and yet connected channels that today’s consumer (for want of a better word because being a consumer is just one of the mind sets individuals can be in at any one time) logs in and out of repeatedly and frequently during their day (and indeed night).

Client marketers or their communications agencies can create a master key to each of these channels, and use that in conjunction of a better understanding of a ‘consumer’s’ mind set and the channel they are using at that point to ensure that not only the right message is sent at the right time, but also though the right medium.

Of course there are many challenges on the way – such as multiple email addresses, privacy issue and obviously understanding our customers or potential customers better.

But then Rome wasn’t built in a day

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The noughties have been the decade that ‘digital’ has come of age. Where Google has gone from a dotcom start-up to a verb. Where we don’t think twice about listening to the radio online, checking our email on our mobile phones, pausing live telly or having access to every album we’ve ever bought from our pocket. Where we can watch films on a games console whilst commuting to work. Where we don’t have to worry about forgetting to Sky+ the ‘Strictly’ semi-final as we know we can go online and watch it back in our own time. Where presidential elections have been won with the help of campaigns on Facebook and Twitter. Where we can vote out odious members of the public or celebrity world from dreadful reality shows just by pressing a red button. Where we can receive emails predicting what we want to purchase next based on our previous shopping habits. Where we don’t even have to leave the house to have our weekly shop delivered. Where we can speak to granny in Australia face to face via Skype.  Where made-up words such as ‘google it’, ‘re-tweet’, ‘avatar’ and ‘blog’ have entered our vocabulary without a second thought (Source: Digital dictionary).

This very neat illustration I saw today (found from a friend’s status update on facebook!) from the BBC sums up the noughties beautifully.


 What an exciting decade. I for one am very excited to see what the ‘tens’ hold in store. Merry Christmas!

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