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by kc on June 28, 2013

in Converoo Blogoo

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As a Social Web evangelist and practitioner, I recognize that there are limitations to what can currently be achieved and no level of zealotry will overcome these shortcomings.  The social landscape is dramatically different based on the scale of the interaction.  Large national brands are not people and trying to develop a relationship on a one to one basis with phony automation tends to detract from the UX.

The Brand Marketing team has one job, and that is to create a “desire” for consumers to buy their brand.  The brilliant Youngme Moon in her book “Different – Escaping the Competitive Herd” states, “…a marketer’s goal is to make us “picky” about what we consume.”  Marketers will cling to the effort of crafting an image for their brand that makes us feel picky and want to buy it.  Social interaction can and will be part of that mix, but savvy marketers will not (and should not) abandon classic marketing methods.

Small & medium businesses (SMB’s) have fewer of these barriers as they aren’t communicating to millions of consumers and have a better pathway to scale their interactions. Although, the impact could be less than stellar due to the very fact that their audience is on the small side (most will have to work at it).  Small businesses are also strapped for the resources and capital to initiate a social strategy for the long term.  It’s a necessity for a smaller company to build trust with their regular customers, and an intermittent Social Marketing program will erode that pretty fast – so long term is very important.  To me a midsized company just approaching the level of resources that can provide for a full on marketing campaign is the sweet spot for Social Marketing.

The ability to interact with consumers in a way that makes sense has still yet to be defined in the marketplace.  What is needed is a method for brands of all sizes to create recurring events of not one to one, but one to a group, where the group is large enough for the effort – but small enough to interact with.  If targeted well these interactive group events can provide the stellar social interactions that can propel a brand forward.  By introducing sharing techniques for “outside the group” interactivity, they will be able to impact a large footprint of their connections in other social networks.  This can also provide the control brand managers crave and offer a way for the brand stakeholders to humanize their brand in a smaller setting .

When this happens social sparks will begin to fly…

Re-Thinking Group Tweeting (Chats)

June 27, 2013
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As an avid Twitter user over the past several years, it has been interesting to watch the evolution of Group Tweet activity or “Chats.” In essence, Chats are unofficial Twitter Groups with huge differences in how they compare to groups on other Social Networks, mostly the others make group activity a big part of their […]

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Consumer Navigation – Don’t Lose Your Way…

June 25, 2013
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It seems that business strategists are beginning to seriously grapple with the huge marketplace changes that have occurred in the last several years. The shifts to digital commerce, changes in consumer culture and the impacts these have had on corporate organizations is startling. In my view, the financial collapse of the Great
Recession only masked these […]

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The Group Tweet Experience

June 24, 2013
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Everywhere we look there is so much content screaming for our attention.  It can be tiring figuring out what or where to spend our precious time.
I find a great place where I can get back a sense of control is through participating in Group Tweet Conversations. (For a Searchable Directory: Go Here)
There are hundreds of […]

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The Twitter (R)Evolution

June 20, 2013
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One of the four pillars of human happiness is Social Connectivity. Since we emerged from the Cave we’ve assembled socially for comfort, protection and support, with a focus on creating better ways of sharing ideas and improving society (printing press, telephone, Internet, etc). Is it really a surprise that we’ve continued to push the levels […]

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The Inevitable Misnamed Twitter Chat

June 18, 2013
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It was only a matter of time for Twitter users to find a way to congregate in groups. Social Connectivity is one of the core elements for human happiness so…it was preordained!
…but it didn’t happen naturally because Twitter doesn’t offer groups as part of their basic service. On Facebook, Google+, Linked In, basically on every […]

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Catching Up to the Promise of Video Chat

June 1, 2013
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It’s easy to argue that the “holy grail” of digital engagement is harnessing video for interactivity.   I recently attended an entrepreneur pitch event where there were 6-7 start-ups showing their wares to about 150 people and the cacophony of voices all talking at once was distracting.  In looking around the room, there were small pockets of 3-4 […]

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A Twitter Gem Comes out of Hiding

May 21, 2013
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The Twitter platform has one of the most powerful social connecting tools in all of Social Media. Surprisingly, the tool was spawned organically by users who craved more “social coziness” in their Twitter experience. Crafting pithy tweets in hopes of making social acquaintances is one thing, but to create stronger connections they found a way […]

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The Big Event Twitter Experience – Priceless…

May 17, 2013
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As Twitter adds up the sponsor and advertising cash for the Olympics, they may find their biggest revenue niche.  Covering a big event by concentrating tweeted content from thought leaders, editorialists and participants who interact about the story as it unfolds is unmatched from any other media source.
Like the Olympics there are hundreds of “events” […]

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Removing the Blindfold – Twitter Media

February 2, 2013
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The excellent moves by the Twitter Team into channeling tweet content for “viewers’ should come as no surprise.  2012 has been the year that Twitter has become serious about driving revenue and they’ve launched numerous advertising schemes and enhanced Corporate Profile pages as a start.  Their use of the 300+ million daily tweets as targeted features of […]

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