2011 October | The Conversation Manager

Monthly Archives: October 2011

Club Brugge’s Conversation Manager: Facing the difficulties

by Editorial teamon October 31, 2011in the categories Conversations, Skills

Last week the following tweet appeared in my feed: “Club Brugge is looking for a conversation manager.” All kinds of emotions struck me. As a long time fan: joy and pride. As a new media consultant: excitement. As a combination of both: even more excitement. Would this be the first step that makes the rather conservative football world realize what great things they can achieve by using new media? Could this be the right moment?

Tags: club brugge, cm48, conversation manager, slkills, Social Media Read more »
The Content Curation Sweet Spot: A creation-curation paradox

by Matthijs van den Broekon October 28, 2011in the categories Conversations

Talking about yourself too much is, even when you’re an international well-known celebrity, almost always annoying. It’s not a good idea to go on and on about yourself. Brands and companies also, should not be too over-promotional. Brands seek to be a part of the conversation on social media by sharing links that are relevant to their followers but often not specifically about their products and services. We at InSites Consulting, do that a lot, too. Finding good content and share it is known as content-curation. But…isn’t promoting your own content the same as talking about yourself, in some cases too much? And isn’t that rude, and thus ineffective? This is what we call a creation-vs-curation paradoxWhere lies The Creation and Curation Sweet Spot, What is the optimal content strategy, creating or curating? At ConvinceandConvert, they’ve tried to find an answer to that.

Tags: content, content curation, contentmarketing, Facebook, marketing, Social Media, Twitter Read more »
A closer look at online product reviews

by Lisa Deryckeon October 27, 2011in the categories Conversations, Social Web

We know by now that social media plays an important role when it comes to discovering, researching and sharing product or company information. According to NMIncite and The Nielsen Company, consumers tend to share their experiences with a brand or product through online media mainly to give recognition and positive feedback (61%), closely followed by the other extreme: to protect other consumers from buying a product with poor quality or bad service (58%). In this case, people try to punish that particular company by sharing bad reviews online (25%), a worst-case scenario for a company. Reviewing a product sometimes comes with a hidden agenda: 41% of the respondents try to receive discounts from their favourite brands.

Tags: Facebook, nielsen, product reviews, Social Media Read more »
The Power of Foursquare

by Matthijs van den Broekon October 26, 2011in the categories Mobile, Social Web

His book is called The Power of foursquare: 7 Innovative Ways to Get Your Customers to Check In Wherever They Are. He’s called Carmine Gallo and he’s… a bit famous. Do we care about that? Not that much. What’s cool and hot, is that Gallo’s made a very very nice presentation on SlideShare to push the sales of his book, probably. It’s food for thought for any marketing- or communictionprofessional considering to put some efforts into FourSquare. Check out the Gallo’s slidedeck below and get inspired:

Tags: Carmine Gallo, checkin, checking in, FourSquare, power of foursquare Read more »
The best place for a link in a tweet is…

by Erik van Roekelon October 25, 2011in the categories Activation, Conversations, Skills
Ok.. let’s test your knowledge! The best place for a link in a tweet is:
1. In the beginning of the tweet
2. In the middle of the tweet
3. At the end of the tweet
Make your choice!
Tags: bit.ly, CTR, heatmap, links, Twitter Read more »
The countless challenges of a Chief Marketing Officer

by Lisa Deryckeon October 25, 2011in the categories Social Web

Being a marketing officer nowadays, is not the easiest job in the world. According to an IBM-study among 1.734 CMO’s, most of them feel unprepared when it comes to social media (68%), as well as handling data (71%). Investing in new tools and technologies to manage those data, is a must. However, one of the hardest parts is to come up with numbers that represent the ROI in marketing. To respond to those challenges, marketing officers should focus on relationships, not just transactions. Although it shows in the graph written below, it is not that simple.

Tags: CMO, IBM, Social Media Read more »
Mary Meeker’s Tech and Web 2.0 Trends [Oktober 2011]

by Matthijs van den Broekon October 24, 2011in the categories Social Web

What’s going on in the world of tech- and internettrends? At the Web 2.0 summit (check out all the very interesting videocontent on their YouTube channel), Kleiner Perkins’ Mary Meeker published an update of her Internet Trends 2011. Meeker is known for her deep market insights in the tech industry and has been publishing about it for years. The latest presentation was about mobile, Erick Schonfeld at TechCrunch was not the only techblogger mentioning that presentation. Below, you can find Meeker’s slidedeck about the most recent web tech and web trends. The slidedeck is just… stuffed with facts and figures. One you just have to watch [Oktober 25th update 12:09, added the video]:

Tags: internet, mary, meeker, Mobile, San francisco, social, web 2.0 summit, web trends Read more »
Social media, a key to success

by Lisa Deryckeon October 21, 2011in the categories Social Web

Nowadays, social media are (or maybe it should be) a huge cornerstone in an organization’s communication strategy; at least it can no longer be ignored. In a study (“Campaigns to Capabilities Social Media & Marketing 2011“, pdf) done by Buddy Media and Booz&Co., the average amount respondents have on social media platforms is 4.6 and Facebook, Twitter and YouTube are the most significant ones. The once big and appealing social network MySpace has died a slow death in recent years: a miserable 2% of the respondents make use of this social network.

Tags: digital strategy, Facebook, marketing, MySpace, pr, Social Media, Twitter Read more »
Which online voices do we actually hear?

by Matthijs van den Broekon October 20, 2011in the categories Conversations, Reviews, Skills, Social Web

Social media can provide valuable customer feedback about products; a lot of companies have already started to listen to this online word of mouth. They regularly scan online conversations to understand customer sentiment. But how accurately do these conversations represent the true underlying sentiment of a product’s customers? To answer this question, research done by Wendy W. Moe, David A. Schweidel and Michael Trusov analyzed product ratings and sales over time from a popular online retailer. By studying rating behavior at the level of individual contributors, they uncovered several key dynamics that drive the evolution of online forums. Drawing from the full set of ratings that were posted on the website of the retailer they studied, the researchers examined ratings, contributed by 2,436 individuals, for 200 products and identified several important dynamics at work in online forums.

Tags: consumer voice, Conversations, MIT, online, product ratings, reviews Read more »
40 percent of American tablet and smartphone owners is a secondscreener

by Matthijs van den Broekon October 18, 2011in the categories Conversations, Mobile, Social Web

In a recent study researchfirm Nielsen found for the US population that the amount of smartphone users and tablet-owners that are multitaskting while watching tv is rising. Roughly 40 percent of tablet and smartphone owners in the U.S. used their devices daily while watching TV, while only 14 percent of eReader owners said they watched TV while using their device every day. What are they doing, while watching tv? They are checking email: the top activity for both men and women during television programming and commercial breaks. In addition, women reported engaging in social networking more than men, while men checked sports scores more often.

No tags Read more »