Techno//Marketer - Matt Dickman on Digital Marketing and Social Technology

Search + social media, the evolving landscape

You have undoubtedly heard about Google and Bing announcing partnerships with Twitter/Facebook/et. al. to include real time social media results into their search indexes. However, even if you did hear about it, I think few people have seen what it looks like in Google's environment, so I recorded this short video for the search term "Copenhagen". Have a look. (Bing takes a slightly different, segmented approach.)

Key Takeaways:

• These results are pulled into the first page of Google, there are substantial reputation issues to consider
  
• These updates are not listed like other webpages/fan pages/primary Twitter accounts, they are in a separate area on the page (fairly contained...for now)
  
• The searcher will see what is hot at that point in time
  
• It seems like this would be very susceptible to fraud and Tweet bombing, would love to get your opinion on that
  

What does this mean for you and your brand(s)? How are you preparing/sharing and engaging around this? One of the keys to social media gaining the traction it has is its uncanny way of tapping into the power of search and this is taking that to the next level.

Let me know what you think.

[UPDATE 12/11]: It seems that Yahoo has also added in-line Tweets to search results. This model pulls in three recent (not sure the exact algorithm here) Tweets to the bottom of the result page. Screenshot below.

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Technorati Tags:
Matt Dickman, Search, Google, Social Media, SEO

Dickman does Dallas

So, there it is. Over the past couple of months I am sure that you have noticed the fact that I have all but disappeared from speaking, blogging and Tweeting. I've had a lot going on and I have needed the time to get my legs under me and dedicate the necessary time to this blog before jumping back in. Nonetheless, there are a lot of updates to give you, so let me start from the top.

On Dallas:
A couple of months ago an incredible opportunity came open with Fleishman-Hillard here in Dallas to lead the digital team for the Southwest region. Some phenomenal FH colleagues here had the faith in me to do this job and I haven't looked back. I've been working across the region (Dallas, Houston, Austin and San Antonio) and floating back and forth to Cleveland.

I am very lucky to have a great, growing team of individuals here who make this job fun and very rewarding. We're firmly concentrated on digital marketing, advancing social media thinking and tapping mobile to deliver killer brand experiences. Yes, this is a PR agency...well maybe.

If you're in Texas and want to meet up, drop me an email. I'd love to get together and learn more about what you do. Also drop me a line if you're looking to join one of the best digital agency teams anywhere.

On Cleveland:
To all of my fellow Clevelanders, I will miss you guys a lot, but it's an opportunity I could not pass up. But, hey, this is the digital age. I am just a Skype call, IM, text or phone call away from you. Cleveland is an amazing, underrated city filled with extremely talented, passionate people. I am an advocate and always will be.

On the Future:
During my brief hiatus I've done a lot of work in the space, done some heavy thinking on its future and how digital/social/mobile will go next and what that means for marketers. Look for the same multimedia content you've come to expect here, but also look out for even more thought pieces on what this means and where we're going.

Thank you for reading!

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Technorati Tags: Matt Dickman

Ball bearings, social media and you

About three years ago I spoke at an event in a town to the south of Cleveland. The audience was a more traditional marketing audience and they were very receptive to what I had to say...except for one guy at the side of the room. If you give presentations, you know this guy. He nodded a little, but shot an occasional contrarian scowl.

If there is room to become a social media leader in the ball bearing industry, there is room to become a leader in your industry.

After I was done I saw him hanging out toward the back of the room and as I wrapped up my obligatory mingling, I approached him. After introducing myself I asked if he had any questions that he wanted to address with me.

He started, "Matt, I know what you're saying, but this doesn't work for every company. People don't care about some of these products."

I had to wonder what the heck this guy did to have such a low image of his company. I probed a little further, "I think it does apply to every company to an extent and you need to be listening to know when the timing is right. What is your industry?"

Sheepishly the guy said, "We make ball bearings."

I do love a challenge. I mentioned that his company could take a leadership position with customers and in search engines by adopting social platforms now versus waiting to play catch up. He agreed to watch, but I am doubtful that he actually took my advice.

Tonight, I took a quick stroll through the social web. Here is what I found surrounding the ball bearing industry.

How bearings are made:

Bearing service center tour:

Advances in ball bearings using ceramic:

Photos of ball bearings on Flickr:

  

Wikipedia has a good overview of the industry.

Chinese ball bearing company uses a blog to post information about their products

Other companies syndicate their news via RSS to be listed among related blogs.

Bearing manufacturers have Facebook groups as well. On Facebook there are poeple who love ball bearings and people who hate bad ball bearings.

Ball bearing companies are on Twitter too as are fans of ball bearings and the media that covers the space and professional groups as well. There is actually a lot of conversation on Twitter about bearings.

So, what the heck does this mean for you? Ask yourself, who owns my space in the social sphere online? Do a search inside the top social networks. Who is already forming relationships with my customers/potential customers/influencers? What is the best entry point for my company? How can I get involved NOW in order to not lose more ground?

If there is room to become a social media leader in the ball bearing industry, there is room to become a leader in your industry.

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Technorati Tags: brands, conversations, marketing, Matt Dickman, reputation management, sentiment, social media, strategy, Techno//Marketer, trends

The cohesion of conversations; brands taking a #(pound)ing

The hashtag (aka the pound sign, #) is a ubiquitous part of social networking at this point. The purpose of the hashtag is to be able to track and lump a strong of asynchronous messages together for later review and analysis.

For example, a group of people coordinate and use the same keyword at the end of every tweet. You probably saw this at SXSW this year when people were ending their messages with #sxsw. You can use third party sites to aggregate those messages into a single string that is ordered by date to see how events unfold.

However, the hashtag is also being used to track the community's brand engagement. Situations like #motrinmoms, #dominos and #amazonfail now have a public timeline that will remain in place forever. The massive volume of similarly tagged content will make it very easy for anyone to find what happened and see how the company responded across search engines and social platforms.

An argument that people have used to avoid engagement in this space is that it's a relatively small sampling of people who engage in these networks. Regarding the Motrin Moms controversy, an Advertising Age article quoted a Lightspeed research study that stated 90% of women had not seen the Motrin ad that spawned the backlash online. Of the 10% who did, 8% said it negatively impacted their brand impression. While that is a small number, you cannot underestimate the power of small, passionate groups of people who use turbocharged platforms to connect with and influence other like minded people. Wildfires can start with a single match, right?

Internal listening is paramount

I can partially understand when companies have some hesitation in listening to the broad community and engaging. It's time consuming and you have to have a corporate culture to make it work. However, I do not understand companies that do not listen in the social space for employee engagement issues, brand perception problems and platform breakdowns. These types of issues are having an impact on Dominos and Amazon right now.

#dominos: This one is picking up steam now. For more info on what happened, go here.

#amazonfail: This ramped up a couple of days ago when a "glitch" in the Amazon system starting delisting GLBT titles. People responded to the "glitch" with the hashtag #glitchmyass. It seems to be trending down at the moment.

[Update] Here is page one of the Google search result for Dominos as of 10:30am on April 15, 2009. Notice entry #3 from YouTube, the top news story as well as the next three stories after the new results.

The bottom line is that these companies should have been listening and engaging all along, should have been prepared earlier with real, honest, personal responses and taken proactive steps to make things right with their community. Waiting a day to respond is WAY too long, waiting hours may even be too long.

Some things to think about:

• Listening is more important than ever
  
• Active listening can pick up issues before they become crises
  
• Community building is key (in advance of an issue)
  
• Events are being linked together by consumers for all to see
  
• The content of those interactions will live on forever
  
• The content also appears in search
  
• A few, passionate individuals can dramatically hurt or help a brand in its interactions online
  

Do you go back through hashtags to see conversations over time? Have you come across them in search results?

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Technorati Tags: listening, marketing, Matt Dickman, measurement, reputation, social media, social networks, Techno//Marketer, trends, hashtags

The two hour minumum

I am sure that if you are in an agency, on the client side or an individual in the social media space, the following question has popped up.

How much time do I need to spend in social media each day?

I hear this being asked in meetings, presentations and see it pop up across the web. To be truthful, there is no set rule here. However, I have come up with the guideline that I'll talk about in this post for engaging clients in new work, managing existing campaigns, talking to up-and-coming bloggers, etc.

It's the two hour minimum per day.

Why two hours?

The two hour minimum comes from my experience here on the blog as well as in the agency environment. I've given this a lot of thought, but at the end of the day, I've tried different formulas to arrive here.

To give you an example, I spend around 5 hours a day personally on this blog and in my networks. This is on top of my workload and personal commitments. I've found that if I spend around two hours I can stay above water. As soon as I dip below that, my community suffers. That's what I am trying to avoid. I've backed this up through client work where that number seems to fit with our internal teams as well as client-side teams.

Two hours is the absolute minimum amount of time that a company/individual needs to spend EVERY DAY in this space.

What do you do with two hours?

Oh, trust me. Once you start engaging, two hours goes by like a speeding bullet. The following items are a good foundation on how to spend the time each day.

Listen - Check your feed reader, check your Google alerts, monitor Tweetdeck, do a Twitter search (unless you've added them into your reader), check Technorati (you never know), look at your commenting service (co.Comment/Backtype/etc.) to see who has replied to you. This isn't a one-time thing, set a schedule through the day and check back for 5 minutes.

Engage - Monitor those conversations through the day and reply as close to realtime as you can. Overnight delays are common and (I think) accepted in most cases. During the workday, however, you can make more impact by replying within 2-4 hours. If you have a blog, write a post or at least brainstorm new ideas based on what you're seeing.

Discover - Another part of the day should spawn from the listening and engagement phases. You should constantly look for new blogs, people on Twitter to follow, new relevant posts to comment on, etc.

This sounds like a lot to do in two hours, eh? It is. Remember I said this is a minimum starting point for entry into the space. The commitment will grow over time.

*Variables: Note that the complexity of your business/industry will weigh on this minimum requirement. If you have 5-10 brands, you may need to spend an hour each. This is not set in stone, just a guideline to get you thinking and talking.

What next?

Scale is important to be aware of in social media. The more success you have, the more time it will take to grow to new successes. The more you monitor, the more conversations, the more people you meet, the more time you spend.

Be aware of this and scale your two hours up to 3, 4, 5 to a full time person to a team of people. Richard Binhammer at Dell (@richardatdell) could probably teach a class on this.

Advancing from two hours

As you grow, it's crucial to maintain your level of engagement. This is a financial commitment for your client/company and needs to have accountability.

Some situations that can tell you when to scale:

• When your response time is slipping due to volume
  
• When your discovery portion of the time you're spending is limited due to listening and engaging
  
• When your customers ask you to ramp up
  

These are good problems to have by the way. It means your community is starting to embrace you and your team. The goal is to grow steadily over time for maximum results. Quick wins are few and far between. It takes real effort and dedication.

How much time do you spend each day? Please weigh in on the poll below.

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Technorati Tags: branding, conversations, listening, marketing, Matt Dickman, research, social media, strategy, Techno//Marketer

The power of the trust economy

Who do you trust? Sounds like a simple, black and white question doesn't it? Trust in the real world (read offline) is something we're all familiar with. We've been burned by people or thrown under a bus or two. We adjust our construct of what trust means over time.

Online, however, this becomes more difficult. As trust levels drop with the stock market, it is also playing out in the microcosm of our online social connections. Savvy spammers have begun leveraging the trust equity that people and companies are establishing.

A couple of weeks ago I started noticing a trend on some of the micromedia sites that I use, including Twitter. Spam accounts were being created using an iteration of a social celebrity's username. I was friended by accounts from Scoble, Tamar and others. Or so I thought. If you looked closely at the invites, they were from the accounts scobleizer_ and tamar_ (note the underscore). Once the account clones were working they spammed about 2000 users and in most cases gained 200-400 followers before they were shut down.

Seeing that trend, I joked around with the following message:

To my chagrin, my username was quickly used with the underscore scam. I had 20+ followers alert me that this happened and I took the appropriate action. This happened two times once with _mattdickman and once with mattdickman_. Each time, over 350 people followed these fake accounts based on the trust I've established.

Another example of trust abuse happens when people/companies don't engage in this space and create a vacuum. Just ask the Dalai Lama. A fake user came on to Twitter and created the account OHHDL and had around 20,000 follow them. It was later revealed to not be an official channel of his holiness.

So, how do you make sure this doesn't happen to you? If it does happen, what is your response? I think having a supportive community (like mine) helps a lot as they spread the word and make sure it doesn't get out of hand.

Has this happened to you? How would you respond?

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Technorati Tags: brands, marketing, Matt Dickman, social media, Techno//Marketer, trends, trust

Executing a listening plan

Last week I wrote a post on the lack of listening that is taking place among top marketing executives. In my opinion, most of the problem with listening stems a lack of the right tools and a lack of an action plan for what to do with the information.

Two of my top key takeaways from that post got me thinking.

1. You have to have humans involved
   
2. You have to have an escalation plan
   

I'm a visual person, so I wanted to come up with a construct that could frame this challenge in the enterprise for further discussion. Here is what I cam up with, let me know what you think:

[Click to enlarge image.]

The data layer

The data layer has been getting a lot of attention lately. Many companies are very active in this space and provide great solutions. However, data without human filtering is useless. The key to the data layer is that you're listening to the spaces that matter and that it spans media types.

Data alone without human filtering is useless.

Aggregating news, TV, radio, blogs, micromedia, message boards, etc into a single location is becoming a necessity. People are doing this now, but the information is rarely synchronized and shared in a coordinated manner. Good filtering in the data layer can help to eliminate work in the human layer, but it's a fine line to make sure that emerging trends aren't excluded. The solutions that exist in this space at the current time are not adequate for major global brands.

The human layer

This, in my mind, is the key to success. No matter how good the data layer, you still need a human looking at it who knows the business, challenges and processes. You need to spot trends across media, uncover new innovations, and listen to what is happening with internal department responsibilities in mind.

The humans in this layer should span media formats, look for trends and spot emerging issues to flag for appropriate follow up. Within a company, these flags will need to be communicated to the right department at the right level. That's where the action level takes over.

The action layer

Listening without action is a waste of money and is one of the reasons I think more companies are not engaging. Companies are huge, siloed beasts that eat disorganization for lunch. Rolling out a listening plan is a challenge, but not one that can't be overcome.

The humans who review data need to know the structure of the organization and the people involved. In other words, these people need to be 100% integrated in the company's culture/process. They need to know the legalities of the business, HR issues, communications opportunities, brand/product feedback, how employees are engaging and representing the company and what is being said about the companies media properties.

In a company that is fully engaged in social media, this structure is VERY flat and responsive to even the smallest issues/opportunities.

Within each layer there needs to be an escalation plan. I didn't show that in this diagram, because each department will be different. You need to think about how the business operates and look at the possible issues that could arise. For each possible issue, determine who needs to know what and how fast they need to know it.

Here is an example for a consumer product company:

1. Issue is detected. What is the issue?
   
2. It's a product safety problem. How serious is it?
   
3. Lives could potentially be threatened.
   
4. Alert all heads of departments by SMS/email as well as key contacts within each department
   
5. Schedule call as soon as possible
   

A cross-functional team needs to sit across all related departments to bind this process together and ensure success. They determine alerting protocol and responses. In a company that is fully engaged in social media, this structure is VERY flat and responsive to even the smallest issues/opportunities.

Listening as step one

If you remember my post from late September "Should your company blog?" (it applies to your company/CEO/VP/or yourself), the first step in the process is listening. The more companies that take this first step and listen are on their way to a solid foundation in customer engagement. You can't start truly engaging with a strategic insight until you listen. What's stopping you?

How would you improve this? What am I missing? I'd love to have your feedback.

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Technorati Tags: brands, listening, marketing, Matt Dickman, reputation, social media, strategy, Techno//Marketer, trends

You suck at listening!

Well, not you personally (I hope). A recent CMO Council study, however showed that only 16% of 400 executives they surveyed have an online listening plan in place. 56% have no plan to track of drive word-of-mouth and only 30% thought they had the ability to resolve complaints quickly. Why such a low percentage? What is stopping these CMOs from implementing a plan?

Personally, I think that creating a listening plan is pretty easy. It's what you do with the information that you are collecting that is the hard part. This is where these marketing executives are falling down.

What you do with that information once you have it? How do you get all of the other departments to commit to the initiative? How do you execute on it without losing productivity? It really comes down to creating a customer service culture, where the customer is the priority. This is not how a lot of companies operate, however.

From my post earlier in January, here are three keys to listening online:

1. Find your customer and spend your time there. While Twitter is great for some brands, you will find that message boards, Facebook, MySpace, Bebo, Orkut, etc. may hold the majority of your customers. If you're listening in the wrong place you're not doing any good.

2. Use technology to speed the process. Instead of watching Twitter for 12 hours a day, subscribe to the RSS feed for your keywords on Twitter Search. Do the same with keywords on Google and your Technorati page. Check this a couple of times a day. On top of that, you can overlay that information on top of the monitoring tools.

   Big tip, I've seen monitoring companies sell their services as the end-all of this area and they are not. This requires a human being who knows the industry and company to make it worth while.

3. Create your active listening plan. Listening is a good first step, but a lifetime of listening without action is not going to move the needles that you need to move for your business. Creating an plan for what to do with the information you learn is key.

   I wrote this post in February of 2007 on active listening and it still holds true today. This quote sums it up:
   

   "Agile marketing companies are leveraging new technology to create real, one-to-many and many-to-many conversations. They are using the outcome from that interaction to make meaningful, remarkable, relationship-enhancing changes that impact their clients in a positive manner. Are you listening?"

   
   

Key Takeaways

• You have to have humans involved. This is often overlooked with all of the technology that we have out there, but humans can spot trends, flag issues that matter and ignore ones that don't. Whatever automation you employ, make sure you have a smart person reviewing it.
• Have an escalation plan. Don't just listen for listening's sake. You need to know what to do when you hear something. Set action alerts when a certain criteria is met, set a clear path for issues to be escalated through and assign a person to follow up and make sure they're resolved.
• Use the community to improve your ideas. Just like the examples I mentioned in this post listening can give you insights into your customers that would otherwise cost you millions in testing and research. Listen hard and act on what you hear.

At the end of the day, listening is easy. Setting up the systems and processes that take what you hear and turn it into a business resource is the hard part. What steps would you take if you were in their shoes?

2/3/09 - IMPORTANT UPDATE: I think that it's important to note that 75% of journalists get story ideas from blogs. How can you not be monitoring the space that has this much influence over the editors who cover you? This single reason alone should be enough to get people off of their butts and starting to plan their strategy.

Also, check out Jon Burg's great follow up post "10 reasons CEOs need social insights and 6 steps to setting this up".

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Technorati Tags: listening, marketing, Matt Dickman, PR, reputation management, social media, social networks, Techno//Marketer, trends

Talking with Danny Kim

One of the highlights on my trip to keynote the IDG "Next Generation Marketing" conference in Seoul, South Korea was having an opportunity to stop by the Fleishman-Hillard office (my employer) and meet our team there. I presented the same keynote to our internal group and was pleased to see a lot of nodding heads around the conference room. These ideas are truly global!

As a wrap up to my day, the team invited in one of South Korea's top bloggers, Danny Kim. Danny is a published author, tech blog-father and all around great guy. Our conversation varied from blogging experiences to PR pitches to presidential elections. Here is the video that the fine folks in the office put together with some of the highlights. I hope you enjoy.

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Technorati Tags: marketing, Matt Dickman, PR, Techno//Marketer, Danny Kim, South Korea

We bring good memes to life

If you live in Cleveland (or follow the NBA at all) you are sure to know about LeBron and his pre-game chalk hurling ritual. Basically, he walks to the scorer's table, gets a handful of chalk and launches it into the air in a huge puff of smoke. Very dramatic. I've seen kids around Cleveland pretend to do this in the street and grown men demonstrate it in line for lunch (I am not kidding).

That's why I love this ad from Wieden which plays on this insight and the experience and is right in line with the brand.

To go along with that, Nike has this LeBron ad when you enter downtown Cleveland. Note the smoke at the top of the photo.

This goes to my post about being ready to pounce. This is a more public example, but the execution is terrific in what could have been a lost opportunity.

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Technorati Tags: advertising, branding, marketing, Matt Dickman, social media, Techno//Marketer