Tag Archives: positioning

Social Media is a Croc

There’s an awful lot of chit chat on social media networks about Apple’s latest product – the iPad. This is yet another successful product launch and continued revolution that Apple is leading in bringing new technology appliances to the consumer marketplace. It’s absolutely stunning that Apple doesn’t spend a cent on social media yet has garnered an enormous amount of publicity (admittedly good and bad) from people who just can’t help talking about Apple products on the social web. Maybe that’s one of the reasons why Apple doesn’t spend any money advertising on social networks – all of the publicity through Word-of-Mouth from those who desire, own and love to talk about Apple’s products is FREE anyway.

By the way, anyone who purchased Apple shares a few years ago would have made enough money to fund their iApple desires for the next decade…

– Ted Morris, 4ScreensCRM

Advertising in The Cloud: The Known Unknowns

Anti-Ageing Cream Might Work Better Here

The company advertising here markets some form of youth hormone treatment. Google rotates a series of unrelated ads through this post. I doubt that anyone has a clue on the advertiser’s end where the ad ended up. I could be wrong but placing this message alongside some dried out million-year old pin-headed skull overstates the case a bit.  

This could have been your brand and it may be on some websites unbeknown to you. Key question is – do you know where your brand is out in the cloud and who is paying attention to it? This also begs the question regarding accoutability in advertising in the cloud and what you, your company and your agency have put in place to know how your adspend is playing out.  

Oh, for the days of the Tupperware party.  

– Ted Morris, 4ScreensCRM  

Social Media Monitoring: Skyped!

 Just Signal is a company that has developed an application bringing social media monitoring to business that is cost effective. They’re not alone. Trendr is another such company that gets you started on $0 per month. Their pricing options include Gold, Platinum and Elite services, where at a maximum entry point of $999/month, provide unlimited reports and analytics on as many trending topics or brands as your heart desires. This pricing schema compares favourably with providers such as Radian6 and Sysomos, firms widely associated with a SaaS model.

Let’s be clear – I’m not passing judgement on the quality of the deliverables, their implied go-to-market approach or pricing model. Instead, this is about how the market has changed so much in the past year with the dramatic increase in providers of some form of WOM (word-of-mouth) monitoring application. Back in 2006, there were roughly a dozen or so as tracked by Forrester Research, today they number well over a hundred.

New supply, even in a growing market for services, has an affect on pricing. Like the long distance market of old, established carriers, for a number of very complex reasons, have seen 2 things happen over the last tens years: customers are constantly switching providers and they are shopping on price. After all, most long-distance carriers deliver very similar perceived value. Now there’s Skype. Free. With over 500 million registered users, Skype would be the world’s largest carrier company, according to Morgan Stanley.

Is the Social Media Monitoring industry moving to a similar situation, at or close to free? Will the “Skype” provider emerge as a viable alternative to paid monitoring services. Maybe. Maybe not.

What’s next? Segmentation for one. Monitoring companies will, in my estimate, evolve into 3 streams: Software, Business Intelligence/CRM and Business Insights. They will be priced accordingly and align functionally with the call centre, public relations, marketing & branding  and strategy & innovation. Think in terms of an overlay to  service response, campaign execution and business planning respectively.

Did I mention Google?

– Ted Morris, 4ScreensMedia

Manage The Experience – Control Your Brand

There’s been an awful lot of talk lately about  ‘social media’  and how brands are no longer in control. It’s now all in the hands of the consumer. What strikes me about this kind of thinking is that it’s never actually been proven, using solid data, valid business cases or testimonial by a company or brand that has fallen victim to the rise in consumer control.  

Hell hath no fury like a consumer scorned

Ok, so your first push back might be “What about the Jeff Jarvis Dell Hell”? or “What about David Carroll?”  He’s the travelling troubadour who suffered at the hands of United Airlines who allegedly damaged his guitar then lost his luggage. In both cases, the offending brands were mercilessly flagellated online  as the bad news spread like wildfire through dry sagebrush. Dell and United were either unable to plug the gaping hole in their corporate reputation or stood by with an air of utter indifference. The viral vituperative spread across the socialsphere and consumers were vindicated in (almost) real time. “The Man” was taken down.

"I am now in control here..."

So was this all about consumers being in control? Well, yes and no. Yes, in that social media is one of the best things to happen to consumers in providing a channel for consumers to voice opinions about their brand experience good or bad. No, in that brands still have ample oppportunity to do deliver on the brand promise. What this means is exactly that – deliver on what the consumer is promised regarding product performance, service quality and social responsibility.  Stand by your value proposition and make sure that your company is always firing on all cylinders across every customer touchpoint. Consistently manage all customer-facing processes and drive the use of customer information about preferences, contact protocols  and wants & needs across the enterprise. Make sure employees are enabled, trained and supported to delivery the very best, on demand.

Manage your company. Control your brand.