Hey, Marketers, Here’s How To Stop Worrying And Love The Internet!

David Gillespie’s Digital Strangelove (Or How I Learned To Stop Worrying And Love The Internet)

6 Ways To Integrate Twitter Into Your Site | Small Business Trends

6 Ways To Integrate Twitter Into Your Site | Small Business Trends

Tips for evicting Facebook cybersquatters – iMediaConnection.com

In the world of social media, squatters are an ever-present nuisance. If someone has stolen your brand identity on Facebook, follow these tips to take it back.

View >>

Social Network Spending to Increase

Social Networks continue to show a strong future of growth.  A very obvious trend for both of these reports is the growth of budgets by marketers and companies for social networks.

I’m not releasing any new information here, but just highlighting the public data that they both point out:

---

Social technology marketers bullish in face of recession

We polled interactive marketers with the following question: “Assuming that the economy is in a recession in the next six months, how would you change your Investments in the following marketing channels?” Over 40% of them indicated that they will increase spending on social networks even in face of a recession during the next 6 months.

Josh writes: “Social networks will get the largest number of increases, over 40% of those using it, along with user-generated content, blogs, and that old standby, email marketing.”

---

Forecast: Global Enterprise Web 2.0 Spend By Technology, 2007 To 2013

In Oliver Young’s report on Global Enterprise Web 2.0 Market Forecast: 2007 To 2013 and the graph has been published on Read Write Web and ZDnet, Enterprise spending of social computing software (internal and external) his report provided some clear forecasts demonstrating that purchasing in social networking software (like this white label list) will increase, and take the largest segment of the budget.

Customers Should Avoid Community Software Vendor Lock In: Own your data

Many corporations are outsourcing their community platforms
I’ve been talking to more and more companies that are creating their own corporate communities around their brand. For the most part, they lean on the SaaS models that the white label social network, collaboration, or even insight community vendors provide. While it certainly makes sense for marketers to lean on application service providers (it’s all setup, ready to roll, without the hassle of dealing with internal IT) and a decent to moderate price.

Avoid vendor lock in: own your data
One thing that I think is worth mentioning is that customers of these software providers need to protect themselves against vendor lock in, and the best way to do this is to make sure you own your data. The data is the ethos and soul of your community, it’s all the profile content, interaction content, uploaded media, and discussions.

Good for the industry
I’m hearing that most vendors have a clause that says that the client owns the data, but when you look deeper there may be vague descriptions or time limitations –which could really muck things up if a client wants to pull out.

Now why is this important for customers? It keeps them empowered to take their data and switch providers in the rare case a social networking vendor isn’t providing the right service or support.

What’s in it for community software vendors? It holds them at task to make sure they grow, take care of customer needs, and ensure that the relationship –and product roadmap continues to improve.

What should you own?
Customers should be able to pull their data (all of it) at any time with no questions asked, for a period as long as the forum has continued, or to receive periodical backups and exports perhaps monthly or longer. They should be able to get it at will, with no questions or withholdings by the vendor. If someone has a clause that has been written that meets these objectives, please leave a comment below, I’m no lawyer, so I won’t be creating the specific agreement content –but I know what it should meet.

Concerns and considerations
Of course, by owning the data doesn’t necessarily mean that you can quickly switch vendors, as the data will often be structured differently quite a bit of massaging from experts will need to occur, but you can sleep better at night knowing your more in control of what really matters –the ethos of the community.

If you’re a client (or vendor) in this situation, I’d like to hear about what policy you’ve all agreed upon.

Update: In one case, one client sent me an example of a vendor only offering the last 30 days of archived content. Only after they discussed it further with the vendor that they received the details. Vendors need to be more upfront about what this actually means.

What makes a Successful Marketing Campaign on Social Networks?

Many brands are considering it, some have done it. Done what? Marketed on social networks (Facebook, Myspace, or private label social networks).

Why? Social Networks are attractive because consumers are connecting with other consumers and the trust tends to be higher. Secondly, there’s a tremendous amount of buzz from the media for this newest form of marketing. Lastly, there’s lots of folks using social networks (about 2/3rds of all North American youth use it daily, and about 1/3rd of NA adults use it as least once a month –data From Forrester Research, Q4, 2007)

[What “Makes or Breaks” a social networking campaign? Is there an attribute(s) that makes social networking marketing campaigns a success?]

Sadly, many brand are going to do it wrong, by wasting resources, or embarrassing their brand with a campaign that doesn’t fit the needs of a community. To help marketers do it right, and to save users from dealing with more bad campaigns, I’m going to do some research on the topic.

I’m a laaaazy (or is it efficient?) analyst, I use social media (what I cover) to help me with my research. Besides, the social collective is far smarter than some big headed analyst.

The following attributes are what I think are often found in successful social networking campaigns, but don’t let me be the judge, I want your input.

---

Marketing Campaigns on Social Networks share the following attributes:

Meets a business objective: First and foremost, any marketing campaign or activity should match with a business objective, regardless of the tools being used.

Supports Community Goals: Every community is different, and each has unique goals (from supporting products, to each other, or to just be entertained) the campaign focus should therefore meet the needs of the community, before the needs of the marketer. Effective campaigns will first understand the core drivers, interests, and rituals of the community and learn how to meet those desires. (Expanded by Laurel Papworth)

Encourage Member Interaction: The most successful social networking campaigns and efforts involve the audience.

Quickly scale: Social networks are designed for information to quickly move from member to member, so campaigns that lean on these capabilities perform the best. These attributes known as Velocity, Viralness, and Spread are key.

Utilize Media: In some campaigns, the best way to get members to return is to offer them media. Depending on demographics and community needs, this could be audio, videos, or demos

Foster self-expression or communication: Members in social networks like to communicate with each other, or self-express. As a result, campaigns should satisfy these needs with the appropriate tools

Offer a satisfying User Experience: This encompasses the overall experience of the campaign, the content and navigation items should be where expected, the language familiar to the audience, and overall look and feel of the site appeasing.

Provide longer term utility: Successful campaigns have a longer term value, rather than a short term ‘disposble campaign”. These campaigns add value by being a useful application to the members, rather than just quick dose of entertainment.

Enhance Value as Community participants: As more people contribute or interact with the campaign, the value is increased. This can be in the form of content that is created by the community, contests, voting, or games.

Integration with other marketing activities: Successful marketing campaigns aren’t single channel, in fact they utilizie multiple channels and mediums to enhance the overall activity. The same thing applies to marketing campaigns on social networks, those that are promoted from other locations such as (corporate websites, email newsletter, blogs, podcasts) outside fo the social network have a great chance for success.

Maintain agility during the campaign: Social networks are living, breathing organisms made up of real people connecting with each other. Marketing campaigns also should share these attributes and show be flexible to change in-flight, yield to legitimate requests or complaints of the community. Those campaigns that reflect the same dynamic behavior as human interaction have a higher chance to be interacted –and accepted –by the community. (Submitted by Graham)

Company Participation: In some cases, companies that participate in the discussions or conversations will yield to a more successful marketing campaign. Activities can range from recognition, company interaction, or attention to members perhaps from a community manager (Submitted by Whitney McNamara, Esther Lim, Crimson Consulting, Warren Sukernek)

You add your attribute: Please leave a comment below, I welcome and respect your opinion. If you’re from a vendor in this space, feel free to leave your company name or email so I can properly credit you.

The Many Challenges of Social Network Sites

In this blog, I strive to provide a balanced viewpoint of both the benefits and challenges of a web strategy, it’s easy for us to become over-hyped and then fall right into the pit of exuberance.

From white label social networks to existing social networks like Facebook, MySpace, Bebo, and on, there’s been much hoopa raised. Yet, we should always remember the challenges that are facing these tools, as there are many difficulties to overcome.

---

The Many Challenges of Social Networks:
Each of the following hurdles can be overcome, but first, let’s identify them.

Difficult to Monetize
Even Google says it’s having a hard time monetizing social networks, why? The use case is completely different. Members aren’t hunting for information like they do on a search, instead they are communicating with each other, and self-expressing. (We’ve data to back that up too), Bakardo agrees. How bad is bad? “Marketers say as few as 4 in 10,000 people who see their ads on social networking sites click on them”

Excess of Players
In the case of the many white label social networks (white label means you can rebrand, and create your own Facebook), there are too many players in the space. As a result, I spoke with CIO magazine and share with them our thoughts on the future of these many products. Consolidation will happen, and many will be irrelevant.

As Marketers Move In, Users Move Out
Remember Friendster? Tribe, or waay back and eCircles? Nothing is new, as communities form, marketers will move in, and in some cases bastardize the experience and the hip, cool, influencers will leave to the next network.

Untrustworthy Member Data
In many cases (I’ve seen reports of up to one-third) of users submit inaccurate information on their profile. As a result, marketing efforts will not be aimed at the right audiences, members continuing to be an elusive target.

Lack of Metrics Makes Success Hard to Measure
For many marketers who want to deploy a campaign on a social network, access to server metrics isn’t always available. As a result, they have to often visually monitor the interaction on the site, or measure click throughs to their site. In some of the more sophisticated platforms, a crude dashboard is provided.

Stalkers and Other Unwanted Activity Ruins Lives
Child stalkers in MySpace continues to be a problem, and in some cases, masking oneself as someone else is easy, and to readily fool others. As a result, one young teen committed suicide from the deception, rejection, and embarrasment from a peer’s mother.

Privacy Concerns Mount as Developers Move In
The great hoopla and community push back from the recent Beacon experiment, launching of newsfeeds, and social networks sharing too much information with third party widget developers puts members at risk, and visibly makes them uncomfortable.

Strings Attached to Membership: Difficult to Leave
According to this NYT article, leaving Facebook is difficult, there are hooks, saved accounts, and ways to continue to reconnect to the site, even after you’ve left.

Plateau or Social Network Fatigue?
I’m starting to see some reports from sources that suggest that the usage of social networks are slowing down, if not reducing perhaps it’s from the endless tasks that occur, or the shinyness has rubbed off.

Successful Networks have hard time scaling
Facebook and Twitter (yes a social network too) are suffering from scaling issues, as a result, their sites have a great deal of downtime or latency. The complicated applications will only increase in intricacy as more users are added.

Loss in workplace productivity “Social not-working”
Companies, organizations, and individuals are concerned about the time wasted in managing social network profiles, in some cases, companies have banned Facebook from their employees, often using Firewalls. (submitted by Beth Kanter and David Mitchell in comments)

Got others? leave a comment
If you’ve got one that I missed, I may add it here and credit you.