Sorry, We Are Not In Right Now


Thanks for checking out our blog, we really appreciate it.

However, our blog has moved to

Sorry that you have to visit another site to find us, but it is worth it...we have all of our 'classic' posts and comments on the new blog, plus a ton of new thoughts and ideas.

Why are we moving? Basically, Blogger failed us and never responded to our emails and requests. A clear example of poor customer service...too bad, we liked Blogger.

Come over and see us on the new blog.

Troy and Mo

Monday, July 28, 2008

Musings from the Internet Strategy Forum

About a week ago, I spent a pretty inspiring day at the 5th annual Internet Strategy Forum in downtown Portland. Drawing over 200 fellow digital strategists from around the country, the forum is a “professional association and peer networking group” designed to spread best practices about general digital strategy, social media strategy, personalized marketing, e-commerce, email marketing and customer metrics.

The meeting kicked off with a rousing keynote speech by Charlene Li from Forester—co-author of Groundswell—that covered the topics and themes from the book and lays out a very clear “road map” to build a social media strategy for your business. If you haven’t read the book, I’d highly recommend it. It’s a well written and absorbing book about how technology is transforming how we connect with one another and with brands. Littered with plenty of real world examples and case studies, this is good reinforcement for the "pros" and a great social media 101 for the “newbies.” Charlene urged marketers to deal with social media using a four-step process, POST:

  • People: first access how your customers use social media

  • Objective: Figure out what you want to accomplish with social media

  • Strategy: Plan for how this engagement will foster your relationship with customers

  • Technology: Pick your method of engagement LAST

Charlene also explained the Social Technographics Ladder, which explained the levels at which consumers engage with social media. The “steps” on the ladder are: Inactives (44%), Spectators (48%), Joiners (25%), Collectors (12%), Critics (25%) and Creators (18%). Not surprisingly, 15-26 year olds are the most fervent “creators” – i.e they write blogs, upload videos, rate places etc. If you’re curious how your customers stack up on the ladder, use this profile builder tool on the Groundswell website. While you can’t get granular by adding specific geographic targets or psychographic information, it gives you an insightful window into how consumers of all ages are engaging with social media.

Finally, she spoke at length (this is also available in the book) about how to use the groundswell to meet several business objectives. They are:

  1. Listening (research - what does the buzz stand for, how do people perceive you, who are the influencers among your audience etc.)

  2. Talking (marketing - engaging with your audience via blogs, social networks etc.)

  3. Energizing (sales - getting your customers to be evangelists by giving them tools such as ratings/reviews and by participating in pre-existing communities)

  4. Supporting (use it as a customer support mechanism; e.g. Dell forums)

  5. Embracing: Helping your customers to work with each other to come up with ideas to improve your products or services

Other highlights of the day long conference included:

  • David Placier of Spoke in broad terms about how an integrated CRM (customer relationship marketing) tool has become a fundamental tenet in Disney's efforts.

    Key takeaway: According to David, key characteristics in the best use of CRM are: differentiated treatment of individuals and cross-platform compatability; i.e. if you tell ESPN you only want to see text messages scores of PAC-10 teams, this preference should be reflected next time you view a personalized ESPN website.

  • Mike Moran, former IBM online marketer: Gave an interesting speech comparing online marketing with the more traditional direct response measurement (DRM); he urged us to follow the highly iterative DRM process of "measure," "experiment", "test" and "monitor".

    Key takeaway: Measure three categories of metrics: impressions (did they see it), selections (did they click it) and conversions (did they act). The numbers aren't as important as trends; don't forget "mini" conversions (subscribing to RSS or downloading a white paper)

  • Geoff Ramsey of eMarketer enchanted the audience with a dizzying presentation chock full of charts and data. If you're an eMarketer subscriber, you've most likely seen the content of this presentation in your inbox or read about them in this blog.

    Key takeaway: "...transparency equals trust...give the user control, make it fun and give them tools to spread the word." He specifically cited, where conversions increased 49% while average order size increased 40% after user reviews and ratings were introduced.

  • Nancy Bhagat of Intel was probably one my favorite session of the day (besides Charlene). While she talked at length about how Intel has moved most of its branding efforts to the web--so much so that it's offering a 35% reimbursement for co-op partners--she spoke most passionately about about the discombobulated nature of measuring the impact of the conversations happening in social media, urging the industry to work together to come up with a more intuitive and accurate method. Hmmm...I wonder if she's been reading Troy and I wax poetically about engagement!

    Key takeaway: "Great brands are not the best storytellers...but...the ones with the best stories being told about them..."


Daniela said...

Thanks ever so much, very useful article. If you do not mind, please visit my article related to pandeglang district in Banten, Indonesia at Kenali dan Kunjungi Objek Wisata di Pandeglang or Kenali dan Kunjungi Objek Wisata di Pandeglang second and also Kenali dan Kunjungi Objek Wisata di Pandeglang Objek Wisata Air Terjun Curug Gendang and Kesenian Debus, Sejarah dan Ciri Khas Wisata Banten and our hard work at Kerja Keras Adalah Energi Kita that's right Kerja Keras Adalah Energi Kita, and Kenali dan Kunjungi Objek Wisata di Pandeglang Memasuki Babak Akhir also Objek Wisata Taman Wisata Alam Carita, Learn Indonesian language, Kenali dan Kunjungi Objek Wisata di Pandeglang, or Kenali dan Kunjungi Objek Wisata di Pandeglang, also Kenali dan Kunjungi Objek Wisata di Pandeglang, or Kenali dan Kunjungi Objek Wisata di Pandeglang, also Kenali dan Kunjungi Objek Wisata di Pandeglang, or Kenali dan Kunjungi Objek Wisata di Pandeglang, also Kenali dan Kunjungi Objek Wisata di Pandeglang, or Kenali dan Kunjungi Objek Wisata di Pandeglang, very smart thank you!

Daniela said...

Find your great Travel News and sing the songs at Free Song Lyric or you can watch the drama at Korea Drama Online one of great korea drama is A Love to Kill if you go to travel to Indonesia learn Learn Indonesia Language first! And find your home cari rumah or make a blog Belajar membuat Blog find your home again rumah dijual and again at jual rumah then if you want buy a new laptop see the Laptop Price List or you can buy a New Blackberry and then take care your Health & Jewerly.

Anonymous said...

Who knows where to download XRumer 5.0 Palladium?
Help, please. All recommend this program to effectively advertise on the Internet, this is the best program!

William D. said...

If you're a foreigner and are gonna on a Tibet Travel or Tibet Tour, it's better to consult professionals on Tibet Travel Information or Tibet Travel Service. They may advise you to take part in the Tibet Travel Packages or Tibet Tour Packages because it's cheaper and the cheapest way of traveling is by Tibet Train. But travel abroad often needs to apply for a series of procedures such as visa, of course you need a Tibet Travel Permit. A Tibet Travel Operator or Tibet Travel Agency is the best way to choose for you. said...


Thanks for the effort you took to expand upon this post so thoroughly.

When it comes to adventure vacation deals, there actually are a number of different choices available to you. Find out more! Africa travel

Nagendra kumar said...
This comment has been removed by the author.
Nagendra kumar said...
This comment has been removed by the author.
Rakesh said...

Cheap Flights to Shanghai
Shanghai Flights
Flights to Shanghai

Flights to Beijing
Cheap Flights to Beijing
Beijing Flights

Flights to Guangzhou
Cheap Flights to Guangzhou
Guangzhou Flights

Flights to Chengdu
Cheap Flights to Chengdu
Chengdu Flights

Flights to Doha
Cheap Flights to Doha
Doha Flights

Cheap Flights to Montreal
Flights to Montreal
Montreal Flights

Cheap Flights to Houston
Flights to Houston
Houston Flights

Cheap Flights to Orlando
Flights to Orlando
Orlando Flights

Rakesh said...

Cheap Flights to Delhi
Flights to Delhi
Delhi Flights
Mumbai Flights
Cheap Flights to Mumbai
Flights to Mumbai
Cheap Flights to Goa
Flights to Goa
Goa Flights
Manila Flights
Cheap Flights to Manila
Flights to Manila
Cheap Flights to Bangkok
Flights to Bangkok
Flights Bangkok
Kualalumpur Flights
Flights to Kualalumpur
Cheap Flights to Kualalumpur
Cheap Flights to Singapore
Flights to Singapore
Singapore Flights

cheap flights to perth said...

Flights to Melbourne,
Flights to Sydney,
Flights to Hong Kong,
Flights to Brisbane,
Flights to Perth,
Flights to Auckland,
Flights to Bogota,
Flights to Sao Paulo,
Flights to Rio De Janeiro,
Flights to Caracas,
Flights to Dubai,
Flights to Kuwait,
Flights to Abu Dhabi,
Flights to Buenos Aires,
Flights to Quito,
Flights to Cairns

FANdoo deals said...

Great Blog!! That was amazing. Your thought processing is wonderful. The way you tell the thing is awesome. You are really a master.

Best Deals in India