Social Media: who can show us the real value?

Imagine logging into your email every Monday morning to find a report clearly outlining the value derived from all the time, effort and resource you’ve expended on the social web. That would be nice wouldn’t it? Seeing what impact of all that faffing about in Facebook; Twitter twaddling and blog blabbing has done for your brand would be invaluable. 

But what would you want to see (at a high level) in such a, currently fictitious, report? And who is best placed to provide it to you?

Such a report would certainly save a lot of time. The process of collecting and correlating data from several sources; then trying to make sense of it all so that it can be used to plan an effective brand engagement strategy is time consuming to say the least. For what it is worth, this is what I’d like to see.

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Posted 08 December 2009 11:37am by Karl Havard with 13 comments

The ugly side of the social web

Stephen Fry, a couple of weeks ago, decided to stop using Twitter. He was offended by one of his many followers calling his tweets “boring”. Thankfully, he is back and even though he was annoyed by the comment he has since DM’d the chap who made the criticism, and we are led to believe everyone is happy again and normal service has been resumed.

In a similar, but much less grander scale, I was nominated as “Pr*ck of the Year” on Twitter; have being associated with a pregnant goldfish; and had both my intelligence and parenthood brought into question. This was all down to a blog post (not on Econsultancy I might add) in which I had written about how a political party was using Twitter at their party conference.

Many organisations have been on the receiving end of similar comments, which stick around for sometime on the web. But is there anything that organisation can do to tap into this behaviour and turn it to their and their customers' advantage?

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Posted 13 November 2009 10:01am by Karl Havard with 10 comments

If '25% of bloggers' post paid content, who can you trust?

I received an email the other day, which caused me some significant concern. It was a request, which came out of the blue, asking me to consider to be paid for featuring certain content on my personal blog.

For me, this is a very unwanted and somewhat scandalous approach and I sincerely hope other bloggers feel the same way. If you think about it, it is a very seedy means to encourage independent people who take the time to blog about subjects they care about, to succumb to the incentive of money.

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Posted 12 October 2009 13:29pm by Karl Havard with 22 comments

Social Media Engagement - Good habits are hard to start!

Typically, the hardest thing about a "habit" is to try and stop it... it takes 21 days at the least, apparently. Habits are viewed as negative; the word is usually being associated with vices and things that are bad for you.

Well, have you ever thought about how to start a habit? One that is good for you and your business?

Having worked with a number of organisations to help them integrate the social web into their existing customer communications strategy I've learnt that the hardest thing isn't the ideas, the approach or the social medium to use; the hardest and biggest challenge is "change". There is a definite requirement for businesses to adopt and adapt; they need to own and be responsible for managing the social media engagement and not to treat it as separate channel. Some great ideas have crashed and burned because of this, so here are a few ideas to help organisations thinking about; or those who are struggling with their whole social media engagement approach.

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Posted 18 August 2009 10:51am by Karl Havard with 19 comments

Can a single tweet create a tidal wave?

Somatica Twitter waveEver started a round of applause? if you have, you'll understand that weird sense of satisfaction you get by doing so. In fact, I've sometimes felt the need to tell people about it. How sad is that!

A much better game is to see if you can actually achieve the last clap of a round of applause; my six year old daughter wins that game every time.

Anyway, can a single Tweet have a similar contagious effect? Is there something that can be done to enhance its attractiveness. make it retweetable and build up a crescendo of intense internet noise?

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Posted 29 July 2009 11:18am by Karl Havard with 9 comments

The social media paradox: success & time.

Successful social media engagement for online businesses requires a lot of creative thinking, time and effort. Initially, the balance is tipped in favour of hard graft, dedication and eureka ideas and then you start to see some results. Better results and more followers means more time required to interact effectively with them.

A slippery slope or a stairway to heaven? Should we be spending all this time in the social web? Or is it time to take a step back and put the social media hype into perspective? 

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Posted 16 July 2009 15:07pm by Karl Havard with 5 comments

Is consumer trust online misplaced? Can brands do anything to change this?

Misplaced TrustWe've all done it. In our decision making process to purchase something of fairly high value such as a holiday or fancy gadget; or when we think about a purchase that requires a long term commitment such as a mobile contract or gym membership; we ask trusted friends for their opinions and experiences.

It's human nature. We're doing our best to eliminate any risk, whether this be associated with cost or contract catches, anything really. We're after value for money and want to hear about any experiences, warts 'n' all. Based upon the information we gather from these trusted sources, we make what we feel is the best decision for ourselves.

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Posted 10 July 2009 10:36am by Karl Havard with 0 comments

3 basic ingredients for an online social community to exist and thrive

Somatica Social ComunityIt's still happening! Brands are doing their best to manufacture social communities using the social web with varying degrees of success. The majority of 'forced' online communities would appear to be made up of family, friends and those willing to give support...but not really going anywhere.

How many such company-originated Facebook groups have you seen that are genuinely thriving and active? Most don't really go anywhere, but on the rare occasion some really do take off.

I've tried to analyse why and I think there may be a need to go back to basics; your feedback is most welcome on these thoughts.

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Posted 19 June 2009 10:37am by Karl Havard with 9 comments

Multiple Brand Personality Disorder: Who's confusing who?

Multiple Brand Personality Disorder - SomaticaDo you need to take your brand to a psychologist? I would guess we all know someone, maybe a couple of people, who behave noticeably differently dependent upon the environment they find themselves in. Are brands guilty of this too? 

Do brands have a different and inconsistent face for every marketing/engagement channel they use? Are they diving into the world of social media and confusing people further?

This post would argue that some brands are doing just this, but also outlines some ideas on how this can be avoided. It is time to get back to basics...

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Posted 29 May 2009 13:08pm by Karl Havard with 1 comment

Is SEO the 'goal hanger' of internet marketing?

Subbuteo PlayerPrepare yourself for a very loose football analogy... apologies in advance. If natural search (SEO) were a football player, I bet it would be the guy who hangs around the 6 yard box tapping in the goals.

The goal hanger may not be contributing much to the build up play, yet is happy to take all the plaudits for scoring; happy to receive the player of the month awards and can be seen regularly signing autographs. 

Why am I saying this? It's no fault of the player. In fact, without him the team would not achieve the same results and he is absolutely instrumental to achieving the overall success. But what about all the craft and skill of the build up play? The hard tackling and running off the ball to help win back possession? A lot of this usually goes unnoticed.

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Posted 13 May 2009 12:12pm by Karl Havard with 19 comments