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On Facebook and Google in Smackdown Over Waze Start-Up

Interesting news today that Waze has upgraded its service to include integration of Facebook Places.  Maybe this bidding war isn't over as speculated yesterday....

http://mashable.com/2013/05/30/waze-facebook-events/

May 30, 2013    View Comment    

On Facebook and Google in Smackdown Over Waze Start-Up

Peter, I'd love to read this but it's behind a subscription paywall.  Is there another way to access it?

Meanwhile, Facebook got all the way to the altar with Waze yesterday, but talks broke down because the Waze team didn't want to move from Isreal to Facebook's Menlo Park headquarters.  The price was to be right at $1 billion US.  

So it appears that Facebook is leaving the door wide open for Google, who may buy Waze as a real-time updating to its traffic map application + getting the Waze social community tools and 15 million active users....

Or maybe Google was just trying to get Facebook to overpay for a company Google really isnt interested in.  Stand by.

 

 

May 29, 2013    View Comment    

On New Study Shows 5 Factors Push Social Behavior and Not So-Called Influencers

Jure Klepic has just posted on Slideshare the original research report from Lucule Consulting, "Pente Offers New Way To Measure Social Media Marketing," http://www.slideshare.net/jurecallas?utm_source=uploader_profile&utm_medium=ssemail&utm_campaign=upload_digest

April 11, 2013    View Comment    

On New Study Shows 5 Factors Push Social Behavior and Not So-Called Influencers

Amy: you can handle social strategy however you want, but the point of this study is that it will do you very little good to reach to influencers at all.  

Popular people don't change behaviors of people.  Someone may have 100,000 followers on Twitter but it will be about their expertise, not shilling for a product.  That's what this survey says.

If instead you focused on the messages and the recipients of the mess and the other three factors of the Pente framework you can change behavior.  

But by all means spend your budget as you see fit.

April 11, 2013    View Comment    

On Klout Adds Bing and Instagram

The Klout Katastrophe can never be made right.  Never.  Reducing influence to a single number, using popularity as a proxy for "influence," ignoring blog  content---the list of reasons why Klout is bad goes and on and on...

How wrong does Klout have to be before we stop writing anything about them, let alone giving up this kind of cheerleading that *urges* us to get right over to Klout and by all means get all of our social data feeding into the Klout pipes so they then own information about us?   Huh?

"Influence" is defined as the ability to elicit change in others.  I'm very influential in poetry of the late 20th century in America, but not so much so when it comes to sneakers.  Or at least sneakers outside my immediate social sphere.  (And apparently not influential at all when it comes to the Klout Klowns.) None of these can be measured simply and none by social media at all.

Klout neither meaures influence nor creates any kind of useful product with that measurement.  

The less said about Klout the better.   If we must speak about it, then please paint it for the stupid, irresponsible exercise in VC exit strategy that it is.

April 1, 2013    View Comment    

On Are Personas Useful in Social Strategy Anymore?

Thanks for the good words, Kevin.  I think some of the social listening software platforms like Radian6, NetworkInsights, etc provide aggregate metrics around positive or negative keyword and other semantic analysis--and they also offer easy access to actual comments from individual customers, the "voices of the customer."  This is the third type of VOC that I think companies should curate and distribute, the first being demographic/psycographic personas and the second Big Data crunching and other real-time strategies.  

Thanks again, good discussion to continue from many perspectives--RJ

February 6, 2013    View Comment    

On The Power of Reputation: The Brian Solis Effect

Aha! We've both noticed a form of social media "gaming."  I'm writing about this for a presentation as I write this response.  It's Auto-retweeting that's to blame. 

I post at Social Media Today about once a week.  I've written some posts that have gone ballistic ("Delete Your Klout Profile Now!") and many more that gather less than 1,000 page views.  

After a post of mine goes up I'll check back an hour or two later to see how it's doing.  Usually there are 150-200 page views.  BUT at precisely that same moment there are 125-150 re-tweets.  

If all these re-tweets come from people who've actually read the post and been impressed enough to re-tweet it, that would mean almost 90% of the readers were passing it along--which is absurd.  

A few days later things simmer down and I end up with 1,000 views and about 200 re-tweets in total.  When I analyze the progress of the post on Topsy I can see some RT's of RT's, but a substantial majority are people re-tweeting the post directly from the Social Media Today feed on Twitter.

What's happening is either automated or hand processed auto-RTs--a tweet goes out on the Social Media Today feed on Twitter (with more than 100,000 followers)  Some people immediately re-tweet the SMT tweet without reading the article because they want to raise the quality of their own Twitter feed.  That's it.  SMT tweets, they re-tweet.  As a result there's a RT but no page view on SMT. 

These people, I believe, look for a few dozen sources of high quality material like SMT and every single time a post is released, they immediately re-tweet the post.  I can find people who post 50-100 times a day.  Even if these people did nothing but sit in front of their computer all day hunting for material they couldn't possibly read, evaluate, and then re-tweet that number of links.

A recent article in AdAge by  and  looked at articles passed along via BuzzFeed and StumbledUpon and found that the average number of people who visit an article based on a recommendation by another person is only nine people. Real viral pass-along influence happens in very small numbers between people who know each other.  

Brian Solis probably gets huge pass along traffic numbers from people who actually read his content.  But as you note (and my own observations confirm) there are a lot of people out there who are re-tweeting without reading just for the sake of improving the quality of their Twitter feed. 

It's the "I'm A Genius By Association" effect.

April 6, 2012    View Comment    

On The 6 Pillars of Social Commerce: Understanding the Psychology of Engagement

Absolutely brilliant.

The best infographics (excluding the first one) on the subject of engagement--clear, substantial and simple.

April 5, 2012    View Comment    

On SXSW: 'I'm Rudolph, I'm a 4G HotSpot...and I'm Homeless'

Meg: Thanks for the link to the NPR piece.  I think both of you have hit the big point, which is that BBH Labs ought to be given credit for thinking about a problem and trying to come up with an innovative social solution.  I'd hate to see them abandon it because some people had a bad gut reaction to what they heard from first news reports.

I do think they need to re-write the tagline.  It's not enough to say other people--like the babes who are hired for trade show booths (some of that evident at SXSW, btw)--are okay with being treated like objects. I think objectification, and worse, refusing to see people at all are both really wrong.  

Most people I've talked with now are taking a more measured look at this and coming down on the side of BBH Labs, understanding that it wasn't perfect.  

Working with social issues, especially with people who are homeless, is going to raise big emotions.

March 15, 2012    View Comment    

On Google's Social Strategy Walks Same Thin Ice as Microsoft Windows 10 Years Ago

IamDez, thanks for the note.  Actually Microsoft was charged with two different anti-trust violations in 1999.  You are referring to the first and I am referring to the second.

The first violations were the predatory marketing practices that you describe--requiring hardware partners to carry Microsoft programs in order to get Windows OS.   These were quickly eliminated by Microsoft as part of the 2001 consent decree.

The second, which is the crux of my post, was Microsoft's practice of creating within Windows special resources and code enhancements that only Microsoft applications could use--these were kept secret and unavailable to other application developers.  The compliance with the order from the court to disclose the use of these communications protocols between Windows and Microsoft applications was not complete to the court's satisfaction until 2011.

My analogy is that Google is using the Google search engine as a core offering not unlike the Windows OS, and then creating products like Google Finance, Google Maps, Google Places and now Google+ which all succeed only because of Google's ability to drive traffic to them from preferential placement and inclusion in the user experience of the Google search engine.

Yes, Facebook and Twitter decided to keep their social data from Google.  But that doesn't change the facts that Google is using the search engine to keep customers within integrated Google applications and in doing so move into the "grey zone" of technical integration that might in the future be considered anti-competitive.  

January 19, 2012    View Comment    

On Google's Social Strategy Walks Same Thin Ice as Microsoft Windows 10 Years Ago

David, thanks for your kind comments and appreciation.  

Your point about Twitter and Facebook deciding not to agree with Google to providing their social content is a significant one, and is a defense for Google against accuasations of anti-trust,  However the SPYW function is one of a series  of innovations--Google +, Google Maps, Google Finance--that increasingly create an experience through the Google search engine from which these applications benefit.  

In particular Google+ is a clear attempt to create an alternative to Facebook which offers better features like circoles and video chat.  Should Google+ succeed in gathering a critical mass of consumers (currently at 65 million sign ups and counting) then SPYW would be all Google all the time and that would pretty much be the same sad state that led 19 states and the US Justice Department to sue Microsoft in 1999 for anti-trust.

January 19, 2012    View Comment    
 
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