The Socializers
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Posts Tagged ‘ Radian6 ’

EXECUTIVE SUMMARY: Your entity owns an existing community of customers and stakeholders. OR, your entity wants to build such a community. In addition, a core aspect of your business model appears to be up-selling these stakeholders to a variety of solutions your organization also owns. The challenge before you is to refine this model where it currently functions and then expand the model across the world. The following document outlines the exact process to be performed by The Socializers for you in achieving this goal.

RESULTS:
The most immediate action we can take for your organization: Audit and Analysis phases. The result of these phases will be:

1. Insights into problems and opportunities in your competitive marketplace AND in your current customer base.
2. Activation of further community building efforts, up-sell strategies and “how to make this thing run more efficiently” would emerge from these insights.

EXAMPLES:

As an example, let us say that your goal is to up-sell 100% of the stakeholders in your communities into one of your alternative offerings. Our work would show you where this is not happening, why it is not happening and how to make it happen. In addition, we can work with you to realize this 100%.

As a second example, let us say your goal is to discover alternative opportunities for up-selling your current stakeholders and want an audit of their public conversations as part of a planning process. We would deliver to you a system for staying on top of “the conversation” in your communities. The insights from these conversations would point towards add’l up-sell opportunities.

A PROCESS FOR COMPETITIVE RESEARCH, CUSTOMER RESEARCH AND CONTENT DEVELOPMENT:
An ideal sequence for discovering a community of influencers around a specific market niche and developing a related editorial calendar & media plan is as follows:

1. Gather the latest industry trade publications for your niche(s) and read these cover to cover. Discover these trade publications by interviewing a leader in the industry and through research.

2. Note down vendors, service providers, advertisers, authors, journalists, and products currently targeting your niche(s).

3. Look within these publications for a Top 100 list of companies, individuals and products/services (specifically targeting your niche(s), again).

4. Create a spreadsheet of these trade publications and Top 100 lists.

5. Discover the Twitter accounts of these Top 100 and other thought-leaders discovered in the trade publications. An easy way to do this is to type the name of the influencer + Twitter into Google. Or search in the Twitter search field. You can also go the websites of these entities and see if there is a Twitter link at the website.

6. Use a solution that delivers a spreadsheet of all followers of a specific Twitter user, such as Simply Measured or Social Bro. We will download the followers of every influencer we have identified in this initial research phase.

7. Use the Sort function in Excel to sort the list of followers by Klout or Kred.

8. Create a 2nd copy and sort by Listed.

9. Use the Filter function in Excel to further narrow these sheets by specific industry-related keywords within the Description (Bio) column.

10. Use the Filter function in Excel to narrow by Location.

11. Combine the filtered results from whatever setting is important to your research question from each sheet into one “Master” Excel workbook.

12. Rank the entities in this workbook by Klout/Kred AND by Listed to indicate global awareness and influence scoring.

13. Ideally, we will narrow this massive Master list to 1000 core influencers. Now, we will download the Simply Measured Klout Audience Analysis for every single one of these influencers (thought-leaders). Go through the exact same Sorting and Filtering process and combine into a second Master list (this will be much larger). Now we will have two concentric rings of influence we are able to connect to through content-marketing, direct-marketing or other selling strategies.

14. Take this work further by creating a data-set called “The Core List” in which we reveal core information for each of the 1000 core influencers: their bio from LinkedIn, all of their social links (find these through their Klout profile and further research, their top 100 influential followers within that specific market niche and their contact info (phone, email, address).

15. Now we are ready to study this core list and know who is leading the conversation in our market niche. Take the time we need to listen to each influencer and jot down observations on what they are saying and working on. Use a leading social monitoring tool, such as Brandwatch, Radian6 or Sysomos to augment your listening. Also, use SpotRight and Reunify technology to glean deep insight AND flesh out the very large prospect lists we develop.

16. Create a list of 10-20 questions for the top 1000 influencers in “The Core List” and send this to them via email. This is our focus group/survey for the market niche and will give you invaluable insight. (Ideally, we are looking for the key products, hooks and trends in what is guiding the stakeholders’ buying habits. We want to hook every single one of these stakeholders who HAVE NOT bought from us yet).

17. Create a two-page executive summary for leadership on our observations. Add, as an appendix, all of the data organized by location, relevant social links discovered via listening, and metrics/statistics for the industry. This report, if concisely written and properly documented using best-practice research techniques, will be THE most comprehensive ever done on social influencers guiding the buying choices of your niche(s). NOTE: numerous studies show that 70% of the buyer’s decision process is done through online and peer-to-peer research currently. We are studying what these stakeholders are looking at and where they are congregating…who is influencing them.

18. Upon discussing this report with leadership, create an Editorial Calendar with channel-specific ideas related to the industry. This Editorial Calendar ought to include specific marketing actions, online & offline channels for marketing and industry-specific publications in which to publish material.

19. In addition, create a Media Plan for targeting regions, online channels and audience sizes. This plan will inform our media spend.

20. Create ALL of the recommended content pieces (these content pieces are delivered into the social streams of our influencers and by direct contact on a daily and even hourly basis, so as to saturate our market with smart, insightful content “hooks”. We want to rule the content space. NOTE: many of these pieces will come through our brand ambassadors and influential allies).

21. Metrics on performance will be secured through online metric measurement tools.

22. Our success in the process above will inform how we utilize more sophisticated social graph technologies that we have access to. These technologies hover over complete national databases rich with data on our customer. We want to only use these tools AFTER performing the steps above so that our costs are kept down and so that efficiency is forefront.

CONTEXT:
Do you own or are you building a social business intelligence platform? If so, I’m interested in your answers. Why? Because I have specific projects I am working on where a satisfactory answer to these questions will result in a sale for you and a win for my clients. Looking forward to your thoughts on these question, all purveyors of social business intelligence solutions.

THE ULTIMATE GOAL:
If you are a social media monitoring solution, have you considered adding a social append function to your offering? Your customers want to see what people are saying about a brand or a market. AND they want to see EVERY bit of contact detail related to each of those commenters. We need blended solutions where the precision of Brandwatch filtering matches with the aspirations of Fliptop social append and is housed in the “nearly there” dashboard at Salesforce/Marketing Cloud.

QUESTIONS FOR SOCIAL BUSINESS INTELLIGENCE SOFTWARE PROVIDERS:

1. Is your social append to emails automatic and 100% correct?

2. Conversely, is address, phone, and email append to social profiles automatic and 100% correct?

3. When will any social business intelligence solution find the social account associated with an email, append this account, and place the photo of the prospect automatically in the photo slot within the sCRM interface?

4. I want to upload just a single column of emails? Can your social business intelligence solution automatically find and append all other info (social profile, address, phone, social streams).

5. What is the future of Salesforce’s Jigsaw?
http://en.wikipedia.org/wiki/Jigsaw_(website)

6. What do you think of Jive’s new StreamOnce? If you had the chance to use Gist prior to its sale to RIM, how would you compare StreamOnce to Gist?
http://www.zdnet.com/jive-streamonce-aims-to-connect-microsoft-salesforce-google-apps-7000015367/

7. What is the max upload of emails for append in your social business intelligence solution?

8. Is the upload of contacts confidential? How do I know that?

FREEDOM: Many individuals want to break free from corporate walls, familial boundaries and cultural structures. This, in fact, is the story of progress and also of experiencing depth. There are many systems of thought that offer paths to freedom. If one considers the interior of his/her psyche as akin to a corporate structure, then we can go further with a few metaphors that may be of help in finding freedom. Before getting into this though, it is vital to know that freedom comes from taking 100% responsibility for one’s own actions within a given context. This singular truth is the key to freedom. The intelligence gathering process for business and government provides leadership with clarity, security and power. And the best kind of power emerges from individuals who have taken 100% responsibility for the process of discovery and subsequent strategy.

INTELLIGENCE IS MAINSTREAM NOW: For our current article, we will take the market intelligence community and its function as a means to discovering freedom via responsibility. Market intelligence used to be a rarified action, not frequently discussed amongst co-workers on your average coffee break. In fact, in many traditional settings this is still true. But there are many forward-thinking corporations, communities and individuals who understand the power of deep intelligence on any given topic or interest. The market intelligence (MI) process has actually become more widespread in the corporate world due to the advent of social media monitoring tools like Radian6, BrandWatch, Sysomos and PeopleBrowsr. Even very basic Twitter, Facebook, Pinterest and Google searches provide the average man and woman a point of view previously unknown. For example, one may type keywords related to a specific interest into the search field at a social network and discover people nearby who share that interest. A new “in-the-flesh” experience becomes possible through such location-based searches related to an interest.

THE FIREFIGHTER AND FUTURIST: The advent of readily available intelligence brings humanity as a whole to an entirely new level of responsibility. Answers to most questions are at everyone’s fingertips. And this experience of responsibility translates into freedom for the corporation, the community and the individual. The process of going from a passive “bored at work” search for one’s passion to standing up from the chair and diving into a completely new life may be described as going from the “Firefighter” to the “Futurist”. To explain: the Firefighter is approaching an interest on an ad hoc basis, reacting to outside stimulus and “sitting at the station” waiting for an emergency. The Futurist is deeply engaged on both a global and local level, using intelligence to drive a process of rewarding, pro-active discovery. The Firefighter has no focus other than the emergency he reacts to…the Futurist is immersed in a broad, deep and future-oriented journey that draws in topics, people and places outside the immediately relevant environment. To be clear yet again on this comparison: the Futurist is creating the reality that the Firefighter often reacts to.

The Futurist has realized that reality may be defined ahead of the curve of fate or karma. While the consequences of an action take place within the boundaries of a specific world, the Futurist has moved on and discovered a completely novel experience, devoid of the content and context wherein the previous consequence was generated. He/she may then transform “the past” via valuable learnings, cultural understandings, and innovative approaches discovered “in the future”. A leading solution helping Futurists do this now is Recorded Future.

RESEARCH LEADS TO FREEDOM: The deepest importance of Market Intelligence has to do with creativity. When one discovers the complexion of an eco-system surrounding a specific interest, then he/she may tweak the elements of that eco-system and create what he/she wants. This is why researchers and business leaders must work hand-in-hand to shape our world. And this is also why it is inexcusable for any individual to say he/she cannot find a path to a dream. Even the simplest location-based search around an interest will place one in the company of others who have thrown themselves with passion into achieving very similar dreams to one’s own. Try this today, using the search fields in the various major social networks. Go deeper with social business intelligence tools.

WHAT IS SOCIAL BUSINESS INTELLIGENCE: The basic concept behind the term “social intelligence” is to derive customer, competitive and market intelligence via data scanned in social networks, such as Twitter, Facebook and LinkedIn.

THE NET RESULT OF A SOCIAL BUSINESS INTELLIGENCE PROJECT (WHAT YOU GET FROM A S.I. PROJECT): The value of a social intelligence project is manifold, including the following benefits:

• discovery of warm leads related to psychographics and demographics from a customer’s current database.

• discovery of current trends and developments in a market sector that could lead to product/service innovation.

• discovery of a competitor’s activities that may aid one’s sales efforts.

• discovery of what your customers talk about, leading to product/service innovation and changes in marketing/sales strategy/tactics.

• discovery of new regions where your product/service is being discussed and your competitors are making money.

• discovery of upcoming events where you could generate awareness and sales.

• discovery of new pools of customers in digital networks. You may not have been aware of these pools of customers and their interests.

• discovery of conversations that social marketers and community managers can enter and utilize for higher brand awareness and sales.

• discovery of vendors and employees via professional networks like LinkedIn or the European Women’s Professional Network.

HOW TO PERFORM SOCIAL BUSINESS INTELLIGENCE:

WHO: Gathering social intelligence is best performed by someone trained in research. Although a great amount of data may be aggregated automatically during a social intelligence project, it takes a human being to segment and make sense of this data and create insights related to the data.

HOW: There are many tools used to gather social data. Some of the best are expensive and require additional training to master. One of the best ways for a novice to begin is to use Twitter and LinkedIn. After setting up accounts in both social properties, use the free tool Listorious to research lists of influencers surrounding specific keywords in Twitter. Be sure to sign up for an Executive Account in LinkedIn so you can use all of the features in the Advanced Search tool.

WHICH TOOLS: More advanced social intelligence tools include Radian6, Sysomos, BrandWatch, PeopleBrowsr, Crimson Hexagon, Recorded Future and Trackur. A comprehensive list of these and other social intelligence tools may be found here.

CHALLENGES FOR COMMUNITY BUILDERS (from forward-thinking leaders):

I wonder what would happen – if we just stopped talking about the crisis (macro-economics) and simply started giving the best service ever to our customers (micro-economics) instead.
~Eleftherios Hatziioannou

Social psychology is more important than economics. ~Peter Economides

All cultures … have grown out of myths. They are founded on myths. What these myths have given has been inspiration for aspiration. The economic interpretation of history is for the birds. Economics is itself a function of aspiration. It’s what people aspire to that creates the field in which economics works. ~Joseph Campbell

The role of purposeful storytelling is to unlock people’s emotions so they can connect to your story and brand. ~Peter Guber

The real opportunity is in reaching out to the dissatisifed, to those in search of something new. ~Seth Godin

DISCOVERING COMMUNITY: One of the most exciting realities of our time is swift connection via digital networks with others who share one’s passion, beliefs and interests. For individuals, such discovery of peers in the social networks often leads to connection in the flesh. Brands have worked for years with technology companies to develop truly amazing solutions for identifying and connecting with individuals, conversations, and existing communities oriented around specific interests. Leaders in the field include PeopleBrowsr, Radian6, BrandWatch and Converseon.

BUILDING COMMUNITY: Powerful communities are often built around dynamic leaders who balance hard-earned lessons in relationship with an appreciation for new knowledge. Increasingly, brand leaders are giving away power to customers – to tell stories, share suggestions, critique corporate leadership, and even design products/services. The result for many brands has been increased loyalty, positive word of mouth and trust. Here are examples of brands that truly demonstrate customer-centric community development in social networks via Lisa Braziel at Ignite (see examples). Two superior tech solutions for building community include Jive and Buddy Media.

NURTURING COMMUNITY: It takes people to truly grow and nurture a long-term community. In social networks, conversations are a major aspect of how people connect, whether in brief texting via Twitter or Facebook, or within long drawn-out comment threads on blogs. A successful brand has community managers on staff who love the brand, are personable, have common sense, understand social technologies and are pro-active in driving community growth. Content-marketing and curation are catch-prhases at this time in history related to growing online communities. Steve Rosenbaum, author of Curation Nation, is arguably the best resource on curation today. Some of the greatest community managers/social strategists in the industry include Amber Naslund, Eleftherios Hatziioannou, and Jeremiah Owyang.

A COLLECTIVE REALIZATION: Humanity is collectively facing James Hillman’s dilemma in The Soul’s Code, where he says, “I can no longer be sure whether the psyche is in me or whether I’m in the psyche…” The national and personal borders that were so vital to identity are increasingly tested by swiftly advancing uncertainties. At the core is a mass realization by a culture engrossed in materialistic pursuit that perhaps, just maybe, something more is afoot.

“All great civilizations when they were flourishing had a living myth,” Marie-Louise von Franz (in above video clip on her work with Carl Jung).

The most popular films and books are stories centered around beings that have entered human experience from another realm. One only need look at the highest grossing films and bestseller lists to see that humanity yearns to be in touch with powers known by our forebears. Individuals want the pinnacle of Maslow’s pyramid and want it now. Our passage collectively will be via an alchemical and very hot journey, characterized by every emotion and, hopefully, resulting in a catharsis that leaves a handful of enlightened forefathers for successive generations. We will not fly to other galaxies until we plumb the very depths of our own collective memory and discover the wealth of psychological wisdom there.

So we are engaged in some collective projects now:

PROJECT #1: NO BORDERS – HUMANITY MIXES TOGETHER FULLY: The first project that is important in all of this is already well underway. The Internet has established itself as a borderless region, unbounded by national, religious and political obstacles. It has also sprung physical arms and legs, as evidenced in the swift overthrow of governments, politicians and other oppressors. VALUE: We advance beyond rigid religious systems that limit momentum and are violent to individuals, communities and other cultures. We overcome arrogance, ignorance and fundamentalism. There is more than one way to be a human. We are everything AND unique, all at once. In this way, we benefit from the cultural wisdom of others AND weave a powerful enough garment to absorb the heat of successive stages of an alchemical initiatory process. SAMPLE PROJECT: Can humans finalize the globalization of the planet WHILE retaining the unique, delicate and rich spiritual eco-systems of various regions? Can this unified world then identify and achieve collectively desired outcomes? Over and over again?

worldwidemind

PROJECT #2: A GLOBAL MEDIUM & DELIVERY PLATFORM FOR ALL: The next project is also well underway, in the form of social networks and the myriad devices that social content populates. EXAMPLE: The World Wide Mind and THE Conversation Prism are perfect examples of how this rainbow wheel of social properties is animated by and animates human action. VALUE: Streamlining data analysis and action platforms facilitates achievement of the sample project above, namely collective action BY THE GLOBAL COMMUNITY toward COLLECTIVELY IDENTIFIED GOALS.

PROJECT #3: SUBMARINES INTO THE INTERIOR OF THE COLLECTIVE PSYCHE: The third project is just beginning. Via sophisticated data-mining solutions like PeopleBrowsr, Radian6 and others, as well as a deep understanding of social and human psychology, organizations are plumbing the depth of the collective unconscious.

Carolyn Kaufman describes Jung’s concept: “The collective unconscious is like psychic DNA: it contains “inherited” psychic material that links us not only to other humans in the present but also to our ancestors from the past. According to Jung’s theory, though each of us appears to function independently, in actuality we’re all tapped into the same global mind.”

Nikos Kazantzakis identifies the importance and value of being aware of the collective unconscious, “Myriad invisible hands hold your hands and direct them. When you rise in anger, a great-grandfather froths at your mouth; when you make love, an ancestral caveman growls with lust; when you sleep, tombs open in your memory till your skull brims with ghosts.”

VALUE: The goal of launching missions into the collective unconscious is that we discover what we have forgotten and link this to what we have invented IN ORDER TO reach what we desire.

PLUMBING THE COLLECTIVE UNCONSCIOUS FOR WISDOM: Again, humanity is collectively facing Hillman’s dilemma in The Soul’s Code, where he says, “I can no longer be sure whether the psyche is in me or whether I’m in the psyche…” Immersive mediums of expression and relationship like social networks clue us into deeper mysteries that CAN BE PLUMBED now and then turned into vehicles for going even deeper into our collective unconscious in search of wisdom, forgotten truth and stories. These in turn feed our evolution like nothing else can. In the old tribes, a teenage boy would undergo a ritual that threatened his life. Upon passing through, he had earned the right to sit around the fire with the men, to hunt with them and to enjoy the pleasures of women and family.

Our planet is undergoing such an initiation now, passing from fear and oppression INTO an era typified by simple technologies that resolve timeless human problems. The storyteller Michael Meade has said, “As nature rattles and culture unravels, mythic imagination tries to return to the world, for endings and beginnings are particularly mythic…myth makes meaning and helps a person find the meaningful path through life.”

Again, we will not fly to other galaxies until we plumb the very depths of our own collective memory and discover the wealth of psychological wisdom there. Do you have a different historical timeline that you like? “To keep the future open to all potentials, alternatives and dissenting possibilities, it is necessary to envisage alternative futures from different civilisational and cultural perspectives.” (Sardar) It may be the only way to get free of the “fate” and “karma” that previous generations are so deeply in love with. We do not need to have an apocalypse just because such a weight of humanity yearned for it…there are other optional endings. Cultivating a Choose Your Own Adventure approach is vital to survival at this point.

What is real-time social business intelligence?

Real-time social business intelligence provides, amongst other things, (a) the right vantage point(s) to observe the “river of news” from; (b) a scuba-suit to dive INTO the river and scour its depths; (c) an informed assessment/report of volume, content AND context over time; and (d) targeted frequent alerts on specific findings for the sake of staff who have other things to do.

A superior social intelligence report includes, amongst other options, the following sections:

1. FINDINGS AND RECOMMENDATIONS (Should be accompanied by data-rich infographics that distill findings into a digestible format). Here is a PERFECT example of what the a final product would be: http://jess3.com/go-green-go-public/ Includes the classic 5 W’s of Journalism plus a few more, as outlined here:

• WHO? Who was, is and will be involved? We are able to see a vast amount of material in the social properties based on our current CRM databases.

• WHAT? What happened in the past, present and future? Yes, the future! With tools like Recorded Future, we can refine our knowledge of what is coming up around any vertical or entity.

• WHERE? Where did it take place in the past, Where is it taking place now and where will it take place in the future?

• WHEN? When did it take place in the past, when is taking place NOW, and when will it take place in the future? We can map this very precisely now.

• WHY? Why did it happen? Why is it happening NOW and Why COULD it happen in the future? This has A LOT to do with accurate contextual and sentiment analysis. Temporal Analytics play a part in future analysis. We also get to prove our campaign idea(s) BASED upon both quantitative AND qualitative measures here.

• HOW? How did it happen in the past, how is happening now, and how will it happen in the future?

• Is it WORTHWHILE intelligence? There’s a LOT of junk out there. Filtering out the wheat from the chaff is an essential aspect of our work. Does the content fit in the context we expected or would like to know about.

• What’s the WOW! factor? How much buzz is this keyword or that entity gaining.

• Develop ACTIONABLE items from the intelligence. Single, punchy commands about what, where, when, why and to whom one MUST message.

• GET SOCIAL! Foster AND WEAVE community with the intelligence.

• ON-GOING: Outline a plan for responsible and consistent follow-up and on-going intelligence gathering that dynamically moves WITH the brand, product/service.

2. IDENTIFY YOUR SOURCES AND METHODOLOGYfor the report as a best practice.

3. PROVIDE RANKED KEYWORD DATA SETS Be sure to include data from Google and Alexa here, as well as other important historical and current data from social property insight/analytic panels.

4. IDENTIFY INFLUENCERS WITH REACH + AMBASSADOR ARCHETYPES (These are suggestions of candidates that represent ideal Community Managers or Brand Ambassadors for a brand/product/service).

5. SHOW SEASONALITY OF PRODUCT/SERVICE (When is the BEST time of year for the various messagings about your product/service?).

6. SHOW TIME OF DAY PRODUCT IS DISCUSSED IN GENERAL IN THE SOCIAL PROPERTIES (When is the BEST time of day for the various messagings about your product/service?)

7. ASSEMBLE REAL TIME BUZZ PANELS (Your view into the “river of news”) One format would be like THIS: http://bit.ly/real_time_buzz

8. CREATE A COMPARISON of size of clusters/categories of conversations around specific product/service features.

A few days ago,  a friend sent me a link to a YouTube video of teenage boys freaking out on Chatroulette. The video shows various teen boys watching a teen girl tease them. Suddenly she turns into a demon-possessed being. The resulting looks on these boys’ faces is truly priceless.

http://www.youtube.com/watch?v=CNSaurw6E_Q

What is interesting from a marketing standpoint is that just a few days ago on YouTube, this video had 1100 videos. Now it has over 1 million views. For internet marketers, I suggest that the study of internet memes is crucial. To quote Lorrie Thomas, M.A., “It is an art AND a science.” One must have a creative AND an analytical mind, OR at least a team with both/and present.

WHAT IS A MEME?
A meme is a unit of cultural ideas, symbols or practices, which can be transmitted from one mind to another through writing, speech, gestures, rituals or other imitable phenomena. (The etymology of the term relates to the Greek word μιμητισμός (/mɪmetɪsmos/) for “something imitated”.) Supporters of the concept regard memes as cultural analogues to genes, in that they self-replicate and respond to selective pressures.

Francis Heylighen, of Free University of Brussels, writes that successful memes follow three characterstics, which include:

1) copying-fidelity: the more faithful the copy, the more will remain of the initial pattern after several rounds of copying. If a painting is reproduced by making photocopies from photocopies, the underlying pattern will quickly become unrecognizable. 2) fecundity: the faster the rate of copying, the more the replicator will spread. An industrial printing press can churn out many more copies of a text than an office copying machine. 3) longevity: the longer any instance of the replicating pattern survives, the more copies can be made of it. A drawing made by etching lines in the sand is likely to be erased before anybody could have photographed or otherwise reproduced it.

SUCCESSFUL INTERNET MEMES INCLUDE:
Successful internet memes have been seen by anyone who has email or spends even a little time on the internet. Some of the most famous include: (1) Double Rainbow (2) Nigahiga’s YouTube channel (3) David After Dentist (4) Diet Coke and Mentos (5) the phenomenon of Rickrolling (where user is tricked into clicking a link to a music video for the 1987 Rick Astley song “Never Gonna Give You Up”. (6) Lady GaGa’s Bad Romance (7) Justin Bieber’s Baby.

A Comprehensive List of Internet Phenomena may be found here.

MEMETICS RESEARCH and ACTION:

1. GEEKY RESEARCH: Read about Cluster Analysis (just to see how deep and complicated the science really gets). Study Meme-Tracking. Check out Group Formation in Large Social Networks.

2. KNOW YOUR DEMOGRAPHIC: Pay attention to the MAJOR archetypes within your chosen demographic AND their needs. Lots of market research has been done already by major research groups like Forrester, Nielsen, JD Power, and MRI into the buying habits, content preferences and behaviors of your audience.

3. USE LISTENING TOOLS TO SPOT SENTIMENT TRENDS: Listen to trends in the social fabric of the internet AND press-releases using Recorded Future, Radian6, Monitter and some of the new Facebook listening tools like Booshaka, Facepinch, OpenBook, It’s Trending and Kurrently. These tools could jumpstart your creative process. Any social campaign worth its salt has included some degree of listening to the customer PRIOR to launch.

4. BRAINSTORM using BIG pieces of paper and LOTS of flexibility WITH ALL IDEAS that emerge. Get INSPIRED in the Behance community, a fabulous place for meeting peers in the creative space AND to learn fabulous CREATIVE PROCESS TECHNIQUES.

5. A, B, C test your top ideas using landing pages, images, tweets, FB status updates, and blogposts. Notice AND measure response to these communications using Google Analytics, Facebook Insights and Alexa.

Great content contains effective memes, or word-creatures, the weavers of this living tissue that we call the social fabric of the internet. Viral videos like the one above, inspirational quotes, one-liners and personal news in the form of tweets and status updates are examples of word-creatures that move through individual and communal minds/hearts to what end none of us may ever know. These thought-animals consume the attention of a community, grow larger, and move deeper into the texture of the community.

Social networks and media are templates for humanity to develop multi-dimensional/spiritual abilities. Greek myth is just one “instruction manual” for application of this metaphor. One could identify the JOURNEY of BOTH the individual AND the community in social networks WITH Psyche’s journey toward Eros in the Greek myth of Psyche and Eros. For the Greeks, the essence of Eros is the unfoldment of human thought, and in Greek philosophy, he is described as a liberating agent who releases and activates the creative process of the mind. Eros inspires and opens the channel of intuition to the higher and abstract understanding and communion with beauty and truth. The myth of Eros and Psyche describes in detail the inner process of transformation.

One could identify the JOURNEY of BOTH the individual AND the community in social networks WITH Psyche’s journey toward Eros in the Greek myth of Psyche and Eros. For the Greeks, the essence of Eros is the unfoldment of human thought, and in Greek philosophy, he is described as a liberating agent who releases and activates the creative process of the mind. Eros inspires and opens the channel of intuition to the higher and abstract understanding and communion with beauty and truth. The myth of Eros and Psyche describes in detail the inner process of transformation.

To begin, here is a shortened version of the tale:

ONCE UPON A TIME there was a king with three daughters. They were all beautiful, but by far the most beautiful was the youngest, Psyche. She was so beautiful that people began to neglect the worship of Venus, the goddess of love and beauty. Venus was very jealous, and asked her son Cupid (the boy with the arrows) to make Psyche fall in love with a horrible monster. When he saw how beautiful she was, Cupid dropped the arrow meant for her and pricked himself, and fell in love with her.

Despite her great beauty no-one wanted to marry Psyche. Her parents consulted an oracle, and were told that she was destined to marry a monster, and they were to take her to the top of a mountain and leave her there. The west wind took her and wafted her away to a palace, where she was waited on by invisible servants. When night came her new husband visited her, and told her that he would always visit her by night and she must never try to see him.

Although her invisible husband was kind and gentle with her, and the invisible servants attended to her every desire, Psyche grew homesick. She persuaded her husband to allow her sisters to visit her. When they saw how she lived they became very jealous and talked Psyche into peeking at her husband, saying that he was a monster who was fattening her up to be eaten and that her only chance of safety was to kill him. Psyche took a lamp and a knife, but when she saw her beautiful husband, Cupid, she was so surprised she dripped some hot wax onto his shoulder, waking him. He took in the situation at a glance and immediately left Psyche and the magnificent palace she had been living in disappeared in a puff of smoke.

Psyche roamed about looking for her husband, and eventually in desperation approached his mother, Venus. Still angry, the goddess set various tasks for Psyche, all of which she passed, with a bit of help from ants and river gods. At last Cupid found out what was going on, and he persuaded Jupiter to order Venus to stop her persecution of Psyche. Then they were married and lived happily ever after – and it really was ever after since Psyche was made a goddess.

According to JEAN SHINODA-BOLEN“In the Greek myth of Eros and Psyche, Psyche’s story is about the growth of the soul that began with her decision to face the truth, and led her to being on her own, challenged to complete tasks that were initially beyond her ability to perform. In the myth, her unseen bridegroom would come to her in the dark of the night and be gone by morning. Metaphorically, she was in an unconscious relationship. Fearing that he could be a monster, Psyche followed her sister’s advice, hid a lamp and a knife, and waited until he had fallen asleep. She needed the lamp to see him, and the knife to cut off his head if indeed her were a monster.”

“These two symbols, the lamp and the knife, are both necessary for a psyche–for a soul–to act decisively when we know the truth. The ‘lamp’ is a symbol of illumination, of consciousness, the means of seeing a situation clearly. The knife, like the sword, is a symbol of decisive action, of the capacity to cut through confusion. The lamp without the knife is not adequate; it is insight into the situation with the capacity to act upon this perception.”

“Myths and symbols are in the language of the soul. A myth helps us to take a situation to heart and know what we must do: if it is to see the truth and act upon it, then the image of Psyche with her sword provides a magic perspective. A symbolic object can then be a talisman that helps us to do what we need to do. Like passing a literal torch, these are rituals that empower us by infusing an act with a deeper meaning. To think and act this way is magical, metaphoric thinking that can call forth the qualities we need from within ourselves and may also tap into sources of help that lie beyond us.”

I submit that the social fabric of the internet IS the fabric of humanity’s collective soul. I also suggest that the tale of Psyche and Eros is a template for one’s journey into the complex eco-systems of social networks. In keeping with this metaphor, one has a real working metaphor that may act as a template, NOT ONLY for the INDIVIDUAL but also for the BRAND andCORPORATIONBrian Solis’ Behaviorgraphics images the action of one who gets how to access the heart of this collective digital environment. Pair Behaviorgraphics WITH his Conversation Prism and you have a philosophy of engaging not only a customer, a competitor and a market BUT also one’s own unique gift and contribution to the world at large.

I submit that Psyche’s journey and the tasks she undertook to reach Eros IS a model for successful engagement by a BRAND of its target audience.

What were her tasks and HOW does this look from a marketing standpoint?

a)  SORTING OF THE SEEDS: Intelligence gathering and listening. Psyche’s first task is to sort all the seeds that are heaped up in a room. This is a wonderful metaphor for all of the possibilities before a brand. Sorting the seed is really taking stock. What are all of the seeds of possibility in the psyche of your brand? What belongs where? WhichFacebook Groups, Key Influencers in blogs, Twitter, YouTube channels and in forums are worth engaging with? (read more on the importance of listening to the social fabric of the internet)

b)  THE GOLDEN FLEECE: Timing and correct audience for an offering. The second task of Psyche is to get some golden fleece from the violent rams of the sun, gather a small amount of it, and bring it to Aphrodite. This takes strategy. Some of the best examples of effective strategists come from the extremely competitive environments of sports and warfare. Military strategy in particular provides a template for marketers as they move out into the social fabric of the internet and command a particular market space. Here is a simple outline of HOW to move into the social space of the internet for enterprise-level businesses. And here is THE template for SCENARIO PLANNING straight from center of military strategy 101.

c)  CRYSTAL GOBLET OF WATER: Developing content that has depth and purchase with an audience. In the myth, Psyche has to deliver something of great value that is actually from the shadow realm – water from the River Styx: an image of being quenched by “hidden” wisdom and all the value such a quenching entails. This is the basis effective and engaging content theory: original, living/breathing messaging that comes from a place of depth.

Great content contains effective memes, or word-creatures, the weavers of this living tissue that we call the social fabric of the internet. Quotes, one-liners and personal news in the form of tweets and status updates are examples of word-creatures that move through individual and communal minds/hearts to what end none of us may ever know. These thought-animals consume the attention of a community, grow larger, and move deeper into the texture of the community.

Eros IS a powerful archetypal force in the action of these thought-animals. Civilization is a process in the service of Eros, whose purpose is to combine single human individuals, and after that families, then races, peoples and nations, into one great unity, the unity of mankind. Why this has to happen, we do not know; the work of Eros is precisely this. Great content is informed by the greek god Eros. It is lyrical and attracts.

d)  PERSEPHONE’S BEAUTY: In her fourth task, Psyche descends into Hades to retrieve some of Persephone’s beauty for Aphrodite. Psyche is given a box to carry the beauty in. To do this task requires incredible focus and compliance with a list of complicated instructions – things to do and NOT to do.

Again, with this task, we return to the psyche’s connection with what is real for an audience: image vs. reality, the cover of a book vs. the full text, and an engagement + lifetime relationship with the customer developed. In the fourth task, it could be said that Psyche undergoes a kind of ego-death in order to serve love. This love of the demographic we are marketing to really captures the identity of today’s most effective marketers. Immersion in the “underworld”, in the shadows AND beauty of the target customer within that demographic gives a marketer insight and a kind of hypnotic power over the audience. To know a demographics shadow, both in negative and positive potential, yields a FULL knowing of the OTHER. The value of understanding what is “hidden” within a demographic’s collective psyche is priceless. A fabulous example of such an exploration may found in books like Karma Queens, Geek Gods and Innerpreneurs: Meet the 9 Consumer Types Shaping Today’s Marketplace. In this book, the author has delved deeply into the internal complexity of his market’s psychic complexion and the result is a fantastic study of that demographic. Read it!

To continue, Psyche goes all the way with this fourth task and is brought back to life through Eros’ kiss in the end. The image here is of giving oneself IN SERVICE and doing EVERY single action required to reach the center of the customer’s heart.

A fabulous condensation of HOW social business pros REACH THE CENTER OF THE CUSTOMER’S HEART, with REAL case studies, has been assembled by ANN MACK (Director of Trendspotting at JWT Intelligence) in her June 2010 Social Media Checklist. Ann has identified 18 global experts in social business integration and outlined the  powerful process of ENGAGEMENT, the heart of social business practice! Another recommended read!

By Nathaniel Hansen, CEO, The Socializers

If more Marketing Managers at Fortune 500 companies/major media companies truly understood the potential of future media delivery channels like GoogleTV PAIRED WITH “content-informing-intelligence”, there would be a mass re-organization of dinosaur-age ad/marketing agencies whose teams have yet to even train in social monitoring/intelligence tools AND have none of the talent-identification capabilities that a CAA or William Morris has. Those same Marketing Managers would then turn to social business agencies for the following process:

(a) pre-product dev intelligence gathering/listening,
(b) demographic-savvy content/product design RELATED TO what is discovered/analyzed from conversations in the social fabric of the internet,
(c) Relationship Architecting with related Social Strategy to identify ideal Key Influencers (and their content), thus paving the way for seamless and swift introduction of said content into the fabric of communities hungry for it,
(d) on-going listening that creates a virtuous cycle of this process.

The future leaders of transmedia will use the process above as just one of their approaches in expanding possibility for those who interact with media, advertisers, media/content producers AND communications entities. Transmedia and the associated processes that will bring this fabulous new way of interactive relationship to programming IS the future of CONTENT IDENTIFICATION AND PRODUCTION.

Colin Donald of FUTURESCAPE.TV says it best in the following comment on an article entitled Struggling for control: The humble channel-zapper is evolving in ways that will shape television’s futurein a recent edition of The Economist magazine:

“Internet-connected TVs lead to massively increased choice and require next-generation EPGs to help viewers navigate the wealth of content.

One solution backed by many in the industry, like Rovi, is to develop social EPGs that let friends recommend TV shows and videos to each other, via social networks or via systems which use data from social networks.
However, the implications are even more radical than your article suggests.

When Futurescape.TV recently researched this nascent social TV sector, we concluded that Facebook and Twitter are already battling for key roles in the TV industry as Internet-connected televisions transform TV into a social medium.

The two social networks have an actual or potential commercial role across the entire TV value chain.

For instance:
Global pay-TV, estimated at $250bn in 2014, needs social recommendation and discovery services because these encourage viewers to subscribe to more expensive packages and buy more video-on-demand – Facebook and Twitter are both major providers of social data.

Facebook in particular has a highly developed social graph of people’s relationship with entertainment content, from the ubiquitous Like button, integrated into many broadcasters’ Web sites. Both it and Twitter own considerable, detailed data about people’s behaviour, such as discussing TV shows and sharing links to videos.

As your article described, set-top box middleware and EPG providers similarly need social network data for recommendation and discovery – the European EPG market alone will be worth $555m by 2014.

TV manufacturers’ strategy to provide video-on-demand direct to viewers also requires social recommendation, while their connected TV apps enable viewers to interact with Facebook and Twitter on home TV sets. Facebook aims to tap the $180bn worldwide TV ad market, competing with broadcasters for brand advertising – Google TV and similar Web-on-TV systems will put Facebook and Twitter targeted ads on TV screens.

Facebook and Twitter buzz affects TV ratings, while broadcasters that use the social networks for viewer engagement are effectively sharing their audiences with them.

The social networks know in real time how people react to TV programming – this is an essential supplement to Nielsen-type viewing data.

Integrating social networks with EPGs is only one manifestation of a profound and permanent change in the television industry, a change through which Facebook and Twitter are positioning themselves as major industry players.”

The teams working on Oprah’s new cable channel and on eBook sales strategy at Bertelsmann’s Random House are contending with issues related to the new possibilities in transmedia and how to make content delivery platforms lucrative for their shareholders WHILE giving users the most flexibility in interacting with their portfolios of content. Those media publishers who acknowledge the value in being customer-centric vs. product-centric in their offering AND develop platforms that allow maximum interactivity WILL win!

To quote Ali Valdez, a senior Microsoft sales leader, “Their customers will be their marketers. Their customers’ social network friends will be their new customers. Full transparency, good and bad, will drive innovation and competitive pricing. The consumer will win. Those brands that enable consumer victory will share in the bounty.”

TO SUM UP: Combining research from tools like Recorded Future, the world’s first temporal analytics engine (a video intro to Recorded Future here), and Radian6, a leading social media/network monitoring solution, media companies now have the opportunity to LISTEN to audiences that have OPTED OUT of traditional marketing channels and are OPTING INTO new, socially chosen/recommended channels. They then are able to match valuable information from conversations within the social fabric of the internet WITH market trends and probable future events to create product/service/content offerings with previously un-paralleled precision. Existing portfolios of content may be re-purposed into countless monetizable and USER-GENERATED interactive communities.

Understanding the future requires observation and listening and it is a Chief Customer Officer who will teach this to marketing staff, brand managers and community managers.

Over the last week I have worked in Los Angeles with a variety of individuals and entities. The experience has been fascinating AND revealing.

One of the first observations I have is that most entities interacting for the first time with social media marketing truly struggle with the concept that relationship architecture and network analysis MUST be preliminary steps. And this is done using LISTENING tools like Radian6, Buzzmetrics, Trackur, Compete, JIVE and the like. The concept of listening to OTHERS as an INTEGRAL aspect of formulating marketing plans and models lies outside the conventional creative bent. Most of the super-creatives I have run into this last week are hell-bent on THEIR own vision, which is fabulous of course. AND it has been my job to be the listener and translator of what their prospective audiences say each day about their material.

LESSON #1: Transitioning creatives to customer-centric marketing/sales tactics IS JUST AS CHALLENGING as doing so with brand managers, marketing managers AND general managers at major corporations. BUT once both types of individual and entity see lists of top bloggers, top tweeters, top FB groups and top forums in which their audience resides AND the volume of their potential market…ONLY THEN do they wake up to the amazing POSSIBILITY that social architecture and relationship analysis provides. Again, employing strategists trained in LISTENING TOOLS is vital to customer-centric vs. product-centric business. (ie.- A single Key Influencer who tweets to 1.5 million of their prospects OR a FB group of 850,000 entirely populated with their kind of tribe members OR a blogger who over 2 million read every day. Those are NOT numbers to turn away from).

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