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SelvasCanoCommunity as a business tool
August 06 Hidden Gems: Visualization of roles in Social MediaVisualization is very important for human beings; even when the most fortunate of us have five senses, we are clearly biased towards obtaining information through our eyes… there are good reasons why the phrase “an image is worth a thousand words” was coined. In this line I want to highlight the work of Marc Smith, Microsoft Researcher; it was actually Marc’s lectures that introduced and hook me onto Online Communities & Social Media/Networking. Here a sample of Marc’s work: “Visualizing the Signatures of Social Roles in Online Discussion Groups” available @ http://www.cmu.edu/joss/content/articles/volume8/Welser/ Another snippet of Marc’s work to get you interested:
Clearly the above are generalizations; depending on your objectives you want to foster different type of behaviors (sometimes you want discussion, sometimes answers and sometimes connections). Regardless of your objectives having the ability to graph behaviors this way to facilitate interpretation and identification of the right individuals is simply invaluable. Thanks to Marc and other for their work and showing us the way. What do you think? Filiberto Selvas An important pebbleI keep a pebble that was given to me by my son after he found it in a playground: “this is important dad, can you keep it for me?” The pebble was not that important to me, but I decided to keep it for him.. and later it became a symbol that helped as a reminder that I need to think about what is important for others. When you are setting up your Social Networking efforts you need to think about your customers (target audience) pebbles, it has to be about what is important to them.
Resist the temptation to structure your SN efforts around your features, capabilities, organizational structure, business objectives, etc. All of those will have to be presented and become a part of your SN efforts in the context of what is important for your customer. What do you think? Filiberto Selvas July 16 Winds of change blowing this wayI struggled to just select a few snippets from this article By Brian Morrissey; I really liked the implications and points made throughout the brief two pages, but here the two key pearls of wisdom I want to highlight: · Social Media requires a different way to do business; it demands engagement and dialogue (inside and outside of the company); truly embracing this change will be challenging for many. · Social Media is not only about getting your message out, and is not only about saving costs on customer service; it is also about relationships and engagement that lead to better products and services. Here a few snippets: “This is a major shift in how businesses operate," Dachis said. "Businesses are inherently antisocial. ... They're silo oriented and they don't talk to each other.” “social media is increasingly seen as a catalyst for changing how companies operate. It points to a new corporate structure that favors open over closed, dialogue over monologue, and decentralized power over command and control.” “The biggest challenge is moving away from thinking about it as marketing and PR," said Peter Kim, a Forrester Research analyst. "It's about product development, it's about IT. It's got to cut across all functions of the company.” What do you think? Filiberto Selvas June 15 Yahoo Reputation Design Patterns: great resource!Doesn’t give you the detail; but it helps understand the space and when to apply what reputation devices.
What do you think?
Filiberto Selvas May 29 Social Media Strategists: Can we learn from the past?For a while know I have been worried that Social Media, Social Networking, Online Communities seem to be heading down a path that is familiar to me, and that I’d rather have all of us avoid if we can…. I did an experiment: I searched for the key reasons CRM projects failed; I took snippets of one of the the articles I found (here the original, credit and eyeballs due to Adrian Mello) and I replaced CRM by Social Media…. Please read the results below; sounds to me we are at risk of repeating the mistakes, and we need to make an effort to learn from the past: · …It's much more common for SOCIAL MEDIA projects to fail because of a lack of alignment with the business goals, inadequate organizational preparation, and other problems arising from ineffective business planning and management…. · ..One of the biggest sources of failure arises when enterprises put SOCIAL MEDIA tools in place before forging a clear customer strategy…..SOCIAL MEDIA tools can be used for a variety of purposes so companies need to identify their goals…Do you want to reduce the costs of handling customer inquiries? Do you want to acquire new customers? … Without answering these questions companies usually pick the wrong SOCIAL MEDIA tools. <or program strategies> · Some enterprises have a customer strategy, but it's far too broad. Overreaching SOCIAL MEDIA projects usually fail…..Companies can avoid failures by establishing carefully defined short-term business objectives. · Although project objectives should be highly specific, they must still fit into an overall strategy…. When they are administered as isolated "stove pipes," SOCIAL MEDIA programs usually fail…..Individual SOCIAL MEDIA projects need to be coordinated and project leaders need to communicate with each other. · ….Even enterprises that develop a sensible customer strategy will still fail in their SOCIAL MEDIA efforts if they don't modify their organizations to reflect that strategy. A SOCIAL MEDIA rollout must shape appropriate employee attitudes and behavior before the technology is deployed… · ….A common misconception about SOCIAL MEDIA is that it deals only with superficial processes due to its customer-facing nature. To be successful, SOCIAL MEDIA requires deep change within an organization….. That should be enough to make my point; what do you think? Filiberto Selvas
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