Enterprise Social Media Lessons Learned
This is a part of our series in Enterprise Social Media Lessons Learned. It’s always best to start at the beginning and you’ll find that here.
Josh Resnik of Gannett talks about the new revenue models social media is presenting to Gannett that they have never had before with traditional media. These include; syndicating blogs (Ripple6 Cloud Communities) and Social Media Analytics (Ripple6 Analytics).
And Dan Hickey relates a wonderful story about snowflakes and new a type of engagement that Meredith discovered on a website last year.
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Today’s take away quote; “That’s a new type of engagement that we’ve never seen before!” by Dan Hickey.
QUESTION: What are some of the other forms of engagement that social media has created? Let us know in the comments below.
Next – Generating Engagement with the Audience (Part 5)
Previously:
1. Enterprise Social Media Lessons Learned (Part 1)
2. Determining What Users Want (Part 2)
3. Advice for Publishers Starting In Social Media (Part 3)
Enterprise Social Media Lessons Learned
This is a part of our series in Enterprise Social Media Lessons Learned. It’s always best to start at the beginning and you’ll find that here.
Our panelist’s were asked “what advice would you give to another publisher who is just starting out in social media?” by a member of the audience. Josh Resnick of Gannett and Dan Hickey of Meredith have great advice for anyone following in their footsteps. That is, anyone planning on building a social network, including looking inside the organization as well as externally.
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Question: Where do you tell others to look for good advice on how to do social media right? Put your links in the comments (free SEO link love).
Next- New Revenue Models for Social Media
Previously:
1. Enterprise Social Media Lessons Learned (Part 1)
2. Determining What Users Want (Part 2)
Enterprise Social Media Lessons Learned
Part of our series in Enterprise Social Media Lessons Learned. It’s always best to start at the beginning and you’ll find that here.
Our panelists were asked what their organizations did to determine what people wanted in a social media site. Josh Resnik of Gannett and Dan Hickey of Meredith responded with the tactics both organizations used, some of what you would expect, and some that maybe you wouldn’t.
Note that Gannett launched www.MomsLikeMe.com in October 2008 and Meredith will be launching MixingBowl.com in the next few weeks. Both of these sites are complete social networking sites with full compliments of features and capabilities, you can visit the sites or learn more here.
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QUESTION: One of the things that many fail to do when they begin a social media project is adequately plan the monetization of the site. How do you think future social media planners can avoid this?
Next – New Revenue Models for Social Media.
Previously:
1. Enterprise Social Media Lessons Learned (Part 1)
Over the next few weeks we are going to post a series of articles and videos covering issues in Social Media. And rather than give you the Ripple6 position on these subjects, we’ve asked our customers to talk about their experiences- Procter & Gamble, Meredith and Gannett.
We took the information packed 45 minute video of the DPAC conference panel and made it into separate one topic vignettes. Each will focus on a single subject and offer our readers an opportunity to comment and discuss each area further.
We begin today with:
The Changing Role of Brands and Publishers.
Susan Ross of Procter & Gamble kicks off the discussion talking about how Procter & Gamble is learning to cope with bloggers talking about other products. Dan Hickey of Meredith (publishers of Better Homes and Gardens, More, etc.) mentions that broadcasting to consumers is dying off, and that publishers are now in the role of facilitating experiences. And he discusses some of Meredith’s surprising plans for 2009.
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QUESTION: Do you think this shows that some big companies are starting to get the idea of social media? (Tell us in the comments below…)
Tomorrow- Determining What Users Want.
Followed by:
Advice for Publishers Starting Out in Social Media
New Revenue Models for Social Media
Generating Engagement with the Audience
New Types of Engagement
Implementing Social Media in the Enterprise
New Brand or Old Brand
Meredith’s Mixing Bowl Social Site
How Ripple6 Creates Value for Publishers
And lots more…
Over the weekend, Motrin launched an advertising campaign that has raised a strong backlash in the blogosphere. By yesterday, they had pulled the ad. In a nutshell, the story is that the Motrin ad campaign talked about the pain resulting from “wearing your children” in a carrying pouch type of device. Many moms took offense to the ad and labeled it as insulting and condescending. We’re not going to get into the fray with this- it’s not our place. If you want to read up on it here are some of the top links: Mashable Twitter Search Marketing Magic Blog Marketing Pilgrim
How to Avoid Social Media Headaches
Could being more deeply involved in social media have prevented this catastrophe for Motrin? Let’s look at the advantages of that:
- An open communications channel with your client base and specifically with the target group.
- The ability to detect and react more quickly to adverse news.
- Having established a dialog with thought leaders before bad news breaks.
- Having staff familiar with the “lay of the land” in the social media sphere.
- Being ready and available to communicate when thought leaders like Bloggers have questions.
It’s not likely that simply being involved in social media would prevent the problems that Motrin had. But having a good social media base to work from may have allowed Motrin to do some things differently to avert the problem. Our ad experts tell us that any good strategy and concepts get tested thoroughly before launching, but it appears that this one somehow missed its mark. One solution is to use Focus Groups to test your advertising campaign before its launched.
Social Insights
An alternative available for Motrin and other brands looking gain a better understanding of their target market is Ripple6′s new Social Insights service. This innovation allows brands to establish online consumer research groups within existing social networks. These are focus groups that exist within the online communities that people visit every day. Unlike other online focus group technologies, Ripple6 creates these groups directly inside the community that users know and where they have an established comfort level.. It’s a more natural environment for the user, so it leads to a freer, more open and honest discussion for both parties. It also leads to deeper insights to the preferences and opinions of members. Just the kind of thing that might have headed off this posse at the pass.. For more information visit this page, or download our handy PDF brochure.
What do you think Motrin could have done to prevent this from happening?
