Here are all of the posts tagged ‘Jeremiah Owyang’.
It’s time for We Are Social’s Monday Mashup, our pick of some of the web’s finest research, news and case studies.
CMOs: Consumers Are Connected. You Need To Be, Too
The prolific Jeremiah Owyang penned this article for Forbes magazine, as a guide for CMOs who are currently putting the finishing touches on their 2010 marketing strategies. Though most CMOs now recognise the need to put more resources behind social media, many more need some suggestions about how they might develop a solid strategy. As such, Jeremiah assembled his thoughts under the following headings:
- Social marketing affects all digital marketing channels
- Customers don’t care what department you’re in
- Technology is cheap, yet soft costs are high
- Develop a pragmatic approach
- Social marketing affects the whole organisation
Losing To The Social Web: Visualized
If you like visuals, then read on. This post from Unmissable blog looks at the decline of the ‘destination web’ (a topic we’ve covered here in the past) and suggests that the sun is setting on branded websites and microsites as social media swallows up a greater proportion of traffic on the web.
Unmissable has assembled graphs for some of the biggest brands on the web – Dell, Adidas, BMW, Quicksilver, Sony – and what you’ll immediately notice is “ websites and portals have been loosing unique visitors hand over fist for the last 3 years.”
This stands in sharp contrast to the graphs assembled for social networks, which show traffic rising ever higher over the same period.
Off-site content distribution like RSS, and the fact that social networks have become far more relevant to consumers are cited as the main reasons branded websites are suffering. The lesson here is that agencies and brands need to work out how better connect with customers online, and deliver relevant content and experiences where they are spending a growing proportion of their time online: in social media.
Measuring Engagement of the Social Web: ‘07-’09
An interesting post from the Postrank blog, which looked at various measures of ‘engagement’ since 2007 and identified a few trends worth paying attention to for content publishers. In sum:
- In absolute terms, more people are participating in the social web
- Conversations and discussions about the content are increasingly happening off the publisher’s property, fuelled by the growth of the “share and like this phenomenon which is sweeping through Facebook, Twitter and dozens of other social hubs”
- The widespread adoption of more pervasive communication tools like Facebook and Twitter is actually increasing the lifespan of a typical story, with engagement taking place over a longer period of time as the story gets passed around more widely
Twitter to launch paid-for corporate accounts this year
It been rumoured for some time and is perhaps one of the few ways in which Twitter could derive revenue, but at last Twitter has confirmed they are planning to launch ‘paid-for commercial accounts’, according to founder Biz Stone. Don’t panic though. What this actually means for brands and agencies who help them online is that Twitter will remain free for corporate and personal users, but would now offer companies additional paid-for services to help manage and analyse conversations online.
Bloggers strike back at Buscombe
Last week it was reported that Peta Buscombe, the chairman of the Press Complaints Commission, had ambitions to regulate bloggers. As one might imagine, it was not well received. Sunny Hundal, one-time winner of The Guardian’s blogger of the year award, has set out in detail why such regulation would be wholly incompatible with blogging practice. Read the letter in full.
Social networking sites criticised for failing to protect children
The head of a government body responsible for keeping children safe has criticised social networking sites for not doing enough to protect youngsters.
Whereas Bebo has recently introduced a “Ceop report” button for users to log abuse, no such mechanism currently exists on Facebook or Myspace. Here’s to hoping social networking sites follow Bebo’s lead in order to make the web a safer place for young people.
Other notable stories:
Forrester have just released a new research report called looking at how companies should organise to best deal with social media, which as well as giving the data above, answers the questions “Which roles do we need” and “Which department is in charge”.
They recommend that the best approach to organising for social media is for companies to form “a cross functional team that includes representatives from different departments and groups and is responsible for social media strategy and implementation” – which we agree with. Social media crosses all organisational boundaries, and as we said back in January, the most effective engagements tend to be when we’re working with a combination of the Marketing, PR, Customer Service and Research departments.
The biggest challenge brands often have to overcome isn’t technology but managing cultural change within the enterprise. With an ever-increasing number of brands engaging in social media marketing in recent years, companies need to not only be properly budgeted but also well organized. Once brands experiment with social activities, they must then organize from the inside out — or risk not properly staffing or responding to customers. Brands need to integrate social into their companies by developing a safe place for employees to experiment, creating a process to manage and measure these programs, and integrating social into other marketing and enterprise systems. Above all, brands must organize their companies in the hub-and-spoke model [a cross functional team], which allows business units to be flexible with their social programs — but provides a grounded center that enables the company to act efficiently.
Update: David Armano asks Is The Hub And Spoke Model Adaptable?
The first time I met Jeremiah Owyang, was in 2007 when I had been invited to speak at the Forrester Consumer Forum EMEA in Barcelona, about the social media strategy I had put in place whilst at Renault to launch the New Twingo. Two years later, I am now working agency side, spending 100% of my time working on something I am passionate about: social media.
As part of developing We Are Social in France, I spend a significant amount of time in Paris these days so I had the chance to meet Jeremiah for the second time last Wednesday, at the #paristweetup he had organised.
During this tweetup, Jeremiah took us through the findings of the latest Forrester report The Future of the Social Web: In Five Eras. If you haven’t read it yet, I recommend you head over to Jeremiah’s blog post.