Welcome to my blog on Content Intelligence and Engagement Performance; I have spent years in collaboration, messaging and social space developing advanced technologies to improve the consumer experience and lead generation. Was inducted into the Viral Hall of Fame by Marketing Sherpa as well as other industry awards. Join me in the conversation.
Wednesday, July 28, 2010
The Content Consumption Graph (CCG) forms a social currency ecosystem based on how often and who shares content. This drive and desire to obtain a nugget of information and be the first to seed such an information discovery among ones followers/friends (give them something to talk about) is a major opportunity for brands to intelligently source and feed their feeds.
Content worthy of being shared is passed, retweeted (RT) or pushed in a Facebook stream as status updates or posts starting the conversation tsunami; however, brands are not taking advantage of this viral conversation. This highly desired sharing behavior is prompted by consumers using shared information to drive discovery within specific networks which is an amazing conduit for
Every brand has a set of prolific content sharers who are directly connected to the brand on many levels. These hyper-sharers may never mention or post directly on your brand, exposing a major flaw in keyword-based social monitoring platforms.
Mashups and infographs such as recently launched Facebook Stories are hot because they drive more sharing and conversation around the same set of topics. A great example of this CCG interaction was spawned from the Fast Company Influencer Project.
Here we show the interaction breakdown putting Amber Naslund at the very top of the CCG and other sites gaining less share reach.
Today’s brand managers face the challenge of what they should post to their audience versus just product update or special discount offers over and over. Social is not about force-feeding a one-way message, rather more about leading in information discovery.
Sunday, July 18, 2010
Information about information
The first revolution hit when people who made stuff started to discover that information was often as valuable as the stuff itself. Knowing where something was or how it performed or how it interacted with you can be worth more than the item itself.
Frito Lay dominates the snack business because of the information infrastructure they built on top of their delivery model. 7 Eleven in Japan dominated for a decade or more because they used information to change their inventory. Zara in Europe is an information business that happens to sell clothes.
You've probably already guessed what's now: information about information. That's what Facebook and Google and Bloomberg do for a living. They create a meta-layer, a world of information about the information itself.
And why is this so valuable? Because it compounds. A tiny head start in access to this information gives you a huge advantage in the stock market. Or in marketing. Or in fundraising.
Many people and organizations are contributing to this mass of data, but few are taking advantage of the opportunity to collate it and present it to people who desperately need it. Think about how much needs to be sorted, compared, updated and presented to people who want to choose or learn or trade on it.
The race to deliver this essential scalable asset isn't over, it's just beginning.
Monday, July 12, 2010
A/B Testing in Social Media please see InfiniGraphs YouTube channel for the rest of the program.
In this clip I talk about what InfiniGraph is doing on the social graph and the great innovation we have coming out soon.
Full length is here
Friday, July 2, 2010
Exciting next week I will be speaking at #SSMSF A/B Testing for Social Media July 8th. Will be talking directly about how to drive and measure target traffice to your site while optimizing the content for increased relevance. Using Social Intelligence in this context is a big deal and will be our first showing of what we have been doing recently. Get over to Hotel Nikko starts at 9am.
Social Media Marketing 2010 - San Francisco - July 8th, 2010
A/B Testing for Social Media
Panelist: Hiten Shah ( @hnshah) – KISSmetrics, Dan Martell – FlowTown and Chase McMichael (@chasemcmichel) - @InfiniGraph
Overview: Over the past decade or more, A/B testing has proven an invaluable method of marketing testing to optimize landing pages, emails, ads, and text. Learn how to apply the A/B testing methodology to your marketing campaigns for increased social media engagement. Find out what the experts are currently using as engagement metrics, learn major pitfalls to avoid, and hear their take on everything from optimizing blog post lengths to optimizing websites for most searched keywords
Register with this link and use discount code: 10smmsf1 to save 10%
Come and join us in the conversation!