06.19.10
Posted in E-marketing at 5:51 pm by admin
When I develop online communication strategy for the client (as well as any other strategy development), I like to consult the available frameworks, worksheets, guidelines, or any other strategy document templates.
I found that there are three large groups of a social media strategy documents (it is hard to find the documents related to online communication stuff beyond social media ), which are related to its use for the particular development of a social media strategy:
1. Useless articles and other documents (mainly promotional ones with a “hidden knowledge”). Many people miss the difference between a strategy development and a tactics deployment.
2. Motivational articles/documents, such as for example “Social Media Strategy from A to Z“, by Tamar Weinberg
3. The documents/articles which can be directly consulted/used for the development of a particular strategy.
As I did the social media frameworks analysis two years ago, I went through several dozens of online documents/articles, to try to find a different views of the particular development of a social media strategy. Read the rest of this entry »
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12.20.09
Posted in E-marketing, Online PR at 12:33 pm by admin
When I prepared the material for the conference PR Serbia in October, I watched the Tippingpointlabs’ video - The Influence Pyramid, and I came up with two concepts - New Online Media Landscape (3.0) and The Trust Building Framework. In this post, Online Media Landscape 3.0 is explained (presentation).
Online Media Landscape 2009/2010 - The line between classic and online media is blurring
When the media is perceived in the context of online influence, there is no exact line between the types of social media and the classic media. The focus should be on the target groups, and the goals of an organization, considering reacing a right audience.
Brand Media
Brand Media combines classic media with new online media. Almost all very popular online media outlets become a brands, comparable with classic media brand values. The examples of brand media include Huffington Post, Engadget, Techcrunch, etc.
A majority of online users have the same perception on purely online media and popular blogs, at the same way as they consume classic media Web sites.
Agregation Media
Aggregation Media are mainly a social media outlets. They have risen as the important online syndication-based source for the filtering the information, tailored by an user needs. The examples include Digg, Delicious, Google News, TechMeme, AllTop, etc.
Aggregation media bring visits to a syndicate Web sites (the owners of content), and users have option to follow a plethora of online sources through an aggregation media.
Amateur Media
Amateur Media are the product of user generated content (UGC). Milions of blogs, social networks, forums and other forms of social media profiles, based on user generated content, are generally created by some amateurs (“unknown crowd”). The examples are users’ accounts on Twitter, Facebook, Blogger, Youtube, Flickr, etc.
Those “amateurs” are not perceived as “serious/influential media” (by media experts), until they enter in the field of brand media.
Consumer Media
Consumer Media are the product of user generated reviews, on a classic Web sites, as well as on a social media platforms. If a Web site generate the users’ opinions related to some products and services, that Web site is consumer medium which directly influence the buying behavior of an user.
E.g. the shops with influential user reviews like Amazon.com, or IMDB.com are also Consumer Media, as well as review-based websites like Epinions.com.
Custom Media
Custom media is a marketing term referring broadly to the development, production and delivery of media designed to strengthen the relationship between the sponsor of the medium and the medium’s audience.
Organizations create custom media, and they are in the strong competition with an advertising-based media, using a different revenue model. The main goal of custom media is to achieve as much target audience as it can be, at the similar waz how it is done bu classic media. The differnce is in the editorial focus, as well as in the revenue model. The examples include GSK Alli, UPS Compass, Oracle Magazine, etc.
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10.31.09
Posted in E-marketing at 10:39 am by admin
For months I had the problem with the interaction on my Twitter account, because I have to see how to handle English and Serbian conversation on some propper way.
The problem is in the fact that when I want to more interact in Serbian language, a lot of non-Serbian speaking followers will not understand the statusses, and it could be very boring to them. I experience myself the same issue with some persons with a multilingual Twitter accounts I follow, and often I miss something important from those people. The reason is - I did not have enough attention regarding a lot of tweets in other language(s).
Finally, yesterday I got the tweet from Oliver Gassner (very influential German blogger) with this remark:
I created the account http://twitter.com/draganvaragic to have it only for tweets and the interaction in English. I hope that this will work, although there is the advice not to do multilingual tweets with separate Twitter accounts.
What are your experiences doing multi-lingual Twitter?
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07.29.09
Posted in E-marketing, E-business at 11:28 am by admin
Social Capital, Social Capital Markets (follow SoCap09 on Twitter), Social Enterpreneurship, Social Venture Capital (…) are very buzzworthy terms at these days, and they are all in the the close relation with Social Media…
It is indicative that many social media experts use the term “Social Capital” to clarify and define the benefits of an organization’s use of Social Media, although there are not a lot of places where you can find the explanations about connections between the Social Capital and Social Media.
Defining Social Media Capital
Social capital is a social science concept, which in essence defines the value of the connections in the (offline and online) social networks.
As in the other forms of Capital, the value is not important by itself, when it is produced by the connections in the social networks. That value can be earned and spent, as the benefit of organization’s engagement in social media environment.
According to Susan Mernit, Social Media Capital represents the value which is developed by the connections, the reputation and the influence of an individual or an organization, in the social media environment.
Susan Mernit also defines the connections between Social Capital and Social Media Ecosystem (Social Media Capital), with the three Rs rule - Referral, Recommendation and Reputation. Read the rest of this entry »
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03.14.09
Posted in E-marketing at 12:18 pm by admin
There are a lot of things going around on the very important concept of Content Marketing, including the establishment of the popular blogs covering this subject.
“Content marketing represents the different marketing formats that involve the creation or sharing of content for the purpose of engaging current and potential consumer bases[…]”
While reading the articles related to content marketing basics, it can be said that only a few of them are not “captured” with the sole writer’s professional perspective:
- The people from software development/sales background (e-CMS) mostly emphasize the production of a different content formats (content as the product of some programming - including software as a service (SaaS), mashups, etc.).
- The people form content writing/production background mostly emphasize the creation of compelling component of a content, which is very important (inbound) part of content marketing, but not the only important part.
- The people from SEO, social media, ePR and e-marketing background emphasize that the base of content marketing is the relation between SEO, social media and compelling content creation activities.
Read the rest of this entry »
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02.25.09
Posted in E-marketing at 8:25 pm by admin
I recently found the interesting example of the hoax Twitter rank creation. It is related to a numerous following Twitter action, which produces a significant number of “automatic followers”.
This means that after a time, with some number of tweet post, this account could be seen as relevant - according to number of followers.
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12.12.08
Posted in E-marketing at 1:11 am by admin
For the training and consulting business related to social media optimization (or company’s use of social media), it is very useful to have a framework (some people call it - success map) which defines general steps for the incorporation of a social media activities in the company’s business processes.
After the development of the framework of a particular activities, it is much easier to create the detail map of the business processes and the responsibilities, needed to develop and maintain a social media activities within the company.
I researched a number of proposed frameworks for social media (optimization), and I found several very useful works. Here is the review of nine proposed general frameworks for social media (social media frameworks taxonomy), and the tenth is my proposition for the subject (I already created SMO Matrix, but it is related to the brand reputation management). The details for the proposed frameworks can be found on the destination Websites. Read the rest of this entry »
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10.11.08
Posted in Web (general) at 8:34 pm by admin
Edgios.com is new kind of distributed search engine, or peer-to-peer search engine, which will be soon introduced to millions of Web users.
P2P Search, Distributed Search, Community Search = User Base!
Distributed search engine concept is not new, I read some posts about this approach to Web search four years ago, and my opinion about it that it is very interesting concept regarding breaking the monopoles in search engines industry by using p2p technology as the search platform, instead of proprietary web crawlers, thousands of SE’s servers, etc. But, I did not read about some successful p2p SE’s in any mainstream media, nor blogs. Will Edgios.com be the breaker of that? Maybe!
Read the rest of this entry »
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09.22.08
Posted in E-marketing at 3:28 pm by admin
About This Fall’s BlogOpen, Bor, Serbia
When: October 4–5 2008.
Where: Bor, Brestovačka banja
This fall’s BlogOpen is a regional friendly and professional meeting of bloggers which has, since last fall, been on the calendar of regular annual meetings of all the participants in blogosphere: authors, readers, IT workers and mainstream media.
Goals:
1. Discussion about the topics and problems characteristic of this manner of public communication;
2. Realization of virtual communication in real, public space;
3. Calling wider public’s attention to this mode of authors’ presence and to the importance of an information society;
4. Promotion of an information society, electronic communication and the role of Internet as a source of information, educative tool, interpersonal networking and fostering of democracy;
5. Making notice of the most significant and most successful blogging authors and their impact as creators of public opinion and as sources of information.
More info…
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09.19.08
Posted in Online PR at 6:49 pm by admin
There are a significant number of different reactions related to recent study “When did we start trusting strangers…” by Universal McCann.
When the study is observed through the organizational communication level, there are the strong evidences related to the proliferation of less controllable online communication environment, through the significant rise of new “super influencers”.
“In Brazil a stunning 24% of active internet users fall into the super influencer category. They are followed by India, Mexico and Pakistan – demonstrating how internet users have found their voice thanks to their massive use of social media in these markets.”
In addition, I would like to emphasize the issue raised on the ReadWriteWeb discussion related to mentioned survey – What is an offline relationships impact of an online influencers? In my opinion, there is a lot more chance that offline influence of some person can be spread easily in online world (when the reputation management transfer is done correctly), related to pure online engagement of some person.
My experience tells me that the best influence results I have in the face-to-face communication, in both cases – when I know person from offline and online World. The best examples for spreading an online influence in offline world are niche conferences… It is the easiest way how to meet influencers and brought their attention to you.
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