Erik Qualman's Blog, page 685

Social Media Case Study: Microsoft

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Microsoft was facing severe customer issues.  Their partner base had ballooned to 180,000 and they were facing support and satisfaction issues.  Based on an internal survey they conducted, 64% of their partners were less than satisfied and another 62% wanted better support and information.  Furthermore, the survey revealed the perception from their global partners was that Microsoft didn't care enough, provided minimal proactive communication, and treated their partners as an afterthought.*

Action:

They decided to take the conversation to where their partners and customers were; social media.  They used social to allow for questions and comments, creating an environment where there could be a free exchange of information and rich dialogues.

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Twitter was a big hit; they used deep links to drop their support customers directly into actual answers to common questions and issues.  They setup blogs to give another avenue for the free flow of information.  It was important to allow their partners to select how and where they interacted.   They also allowed their users to select the language they wanted to read and interact in, another big hit within their vast global community.

Another key action was monitoring and reacting to feedback and results.  Content and social strategy is fluid, you need to continuously 'read and react' to ensure that you are being efficient with your communication and information.

Result:

As a result they saw a 15% lift in their satisfaction ratings in the first year and a 17% lift in the second year.  They were successful in driving their users to their main service internet site ("Home Base"), seeing a 400% increase in traffic.  This success resulted in a 30% drop in call service volume.  They also witnessed a 54% YOY growth in their social media engagement.*

Key Learnings:

Give them options:  Let your partners and customers choose how and where they want to interact
Be authentic:  Sometimes you need to admit your mistakes and be forward and honest.  Ensure your employees recognize that they are representing the brand and not themselves.
Develop a kinship:  Sometimes you need to let your partner lead.  You need to show up in both the good times and the bad times.
Deep links to resources:  Provide one click access to commonly requested information; it will save you and your customer's valuable time.
Social and content strategy is fluid:  You are never really done, monitoring and strategy shifts are needed.  But make sure to celebrate milestones along the way, build on your successes.

*Information and statistics as presented at the iStrategy Conference Atlanta, 09/13/11, Katrina Klier, Microsoft, Sr. director worldwide digital engagement
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Infograph: Digital Capital LUMAscape

Originally from BusinessInsider. Complete guide to investment in the digital space!

 

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What is Branding? (Video)

Interesting video that explores what is branding? This comes to us from University of East Anglia in the UK.

(Video: Watch this video on the post page)

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What Defenses Can Be Taken to Fight Social Media Hacking?

[image error]It has happened to major businesses, those not as well-known and even government installations. As some media outlets have discovered, they too can be the victims.

In a rash of publicized cases in recent months, victims of online hacking have come forward to detail exactly what happened to their Web sites.

None may have been more psychologically damaging than what took place just 48 hours before last weekend's 10th anniversary of 9/11.

 

A pre-9/11 Scare via NBC's Twitter Account

Hackers were able to gain entry to the NBC News Twitter account (approximately 134,000 followers) and post false correspondence regarding new attacks on New York's sacred ground zero. What makes the attack even more interesting is that reportedly only a trio of NBC News execs has the account password.

As reports indicate, a group labeling itself The Script Kiddies claimed responsibility for the intrusion on the NBC site, which included three messages regarding a hijacked plane striking the World Trade Center site just prior to 6 p.m. The Script Kiddies are reportedly a splinter group from the better-known "Anonymous" and "LulzSec' groups, both of whom have been targeted by authorities.

Quick to respond to the incident, NBC provided a statement Friday acknowledging the hacking, claiming it is "working with Twitter to correct the situation and sincerely apologize for the scare that could have been caused by such a reckless and irresponsible act." Both Twitter accounts for NBC News and The Script Kiddies were suspended not long after the tweets went live.

So, can you imagine the horror that would have hit New Yorkers and others across the country who came across the fake tweets last Friday on a momentous anniversary was about to take place nationwide?

 

Can Hackers Be Stopped or Not?

As authorities continue their investigation into this latest notable hacking, the big question is can such attacks be halted before doing significant damage? According to one government official quoted in a response to the attacks, "The truth is it's relatively easy to get into these accounts."

The messages, which were obviously tweeted to coincide with the 9/11 anniversary, included:

"Breaking News! Ground Zero has just been attacked. Flight 5736 has crashed into the site, suspected hijacking. more as the story develops," read the first message that appeared on the NBC News Twitter feed at 5:48 p.m. EDT.

A follow-up message four minutes later read: "Flight 4782 is not responding, suspected hijacking. One plane just hit Ground Zero site at 5:47."

Then, three minutes later: "This is not a joke. Ground Zero has just been attacked. We're attempting to get reporters on the scene."

A moment later another message appeared: "NBCNEWS hacked by The Script Kiddies."

 

Company Responses Coming Faster

Despite the trauma that could easily come out of last week's actions by the hacking, it does appear companies are more quickly responding to such incidents.

Ryan Osborn, the director of social media for NBC News, told reporters he viewed the hackers' Twitter message online less than a minute after it went live. He was already logged into the account and determined that the password had been altered. Reports indicate some NBC News employees and other Twitter users recognized what was going on and quickly informed the public of what was going on.

Given the fact that reports indicate more users are turning to Twitter each month for news and information, it is incumbent upon companies and Twitter for that matter to put as many firewalls as possible in place to prevent such attacks.

Otherwise, the news and information we receive may be taken with a grain of salt.

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Social Media Helps Us Remember September 11th

10 years ago, I watched the news in Mr. Golden's 8th grade science class. I remember going to lunch and seeing half of my grade crying. I remember getting out of school early and looking up at the sky to see smoke in the air, even being miles away from New York City. I couldn't help but think back to two weeks earlier, when I went to the very top of the World Trade Center for the first and last time. Everyone has their own 9/11 story. 10 years after September 11th, social media provides us with an outlet to share our stories and remember the impact of that fateful day.

Facebook teamed up with the National September 11th Memorial & Museum to create the 9/11 Memorial application. This application allows you to update your profile picture and dedicate your status to those who sacrificed their lives during the September 11th attacks. Since September 11th affected so many people's lives, it is impossible for us to know every personal story and truly understand the magnitude of this event. This application helps us recognize those who have lost their lives on 9/11, even if we didn't know them personally. Michael E. Brennan, this is for you.

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YouTube created a channel dedicated to the 10th anniversary of September 11th.  On this channel, YouTube asks users to submit a video answering "What is your strongest memory of 9/11?," "How did 9/11 change you and/or America?," or "What did you lose or gain because of 9/11?" These submissions make up a collection of personal stories, reactions, and memories from that day.

#GodBlessAmerica and #September11 were both trending topics for the majority of September 11, 2011 on Twitter. Using these hashtags allowed Twitter users to share their personal experiences as well as a pay tribute to those who have lost their lives on this day 10 years ago.

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Did you use social media to share your memories of September 11th?

How do you think our response to 9/11 would have been different if social media existed in 2001?

Leave a comment with your thoughts!

 

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Social Media Quote of the Day

Pushing a company agenda on social media is like throwing water balloons at a porcupine. – Erik Qualman

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Register now for "Myth of the Fan Page" Webinar

Webinar: Myth of the Fan Page
Who: Marketing, Advertising and Social Media Executives
What: Q and A session with Erik Qualman, followed by a demonstration of Loyalty Rewards Platform Bamboo
When: Thursday September 15th, 2011, 2:30 pm Eastern
Where: Click Here to Register
Let's face it, Facebook Fan pages can be cool, but they are limited in their reach and efficacy. In fact some studies suggest that 90% of the people who "like you", never come back! Additionally, recent studies have suggested that consumers resent being told to "like" your brand on Facebook. With people paying thousands of dollars for "likes" we thought we would inject a little fuel into the debate and get to the bottom of it.

If you have marketing resources available, specifically over $25,000 a year, there are far more effective options than just Facebook fan pages. Join us on September 1st, at 1pm Eastern time, for a Q and A with renown speaker and author, Mr. Erik Qualman! We will explore common misconceptions about Facebook Fan Pages and how to get the most of your Facebook marketing strategy.  Topics to include

Are "likes" on Facebook actually valuable?
is the Fan Page the best place to market on Facebook?
What types of content work best for sharing?
What is needed for an effective Facebook marketing strategy?


Space is limited!
Click Here to Register
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Webinar: Myth of the Fan Page

Webinar: Myth of the Fan Page
Who: Marketing, Advertising and Social Media Executives
What: Q and A session with Erik Qualman, followed by a demonstration of Loyalty Rewards Platform Bamboo
When: Thursday September 15th, 2011, 2:30 pm Eastern
Where: Click Here to Register
Let's face it, Facebook Fan pages can be cool, but they are limited in their reach and efficacy. In fact some studies suggest that 90% of the people who "like you", never come back! Additionally, recent studies have suggested that consumers resent being told to "like" your brand on Facebook. With people paying thousands of dollars for "likes" we thought we would inject a little fuel into the debate and get to the bottom of it.

If you have marketing resources available, specifically over $25,000 a year, there are far more effective options than just Facebook fan pages. Join us on September 1st, at 1pm Eastern time, for a Q and A with renown speaker and author, Mr. Erik Qualman! We will explore common misconceptions about Facebook Fan Pages and how to get the most of your Facebook marketing strategy.  Topics to include

Are "likes" on Facebook actually valuable?
is the Fan Page the best place to market on Facebook?
What types of content work best for sharing?
What is needed for an effective Facebook marketing strategy?


Space is limited!
Click Here to Register
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10 companies using GPS

Many companies have discovered that using GPS to track their company vehicles and employees is a useful tool for saving time and money.  Here are 10 companies courtesy of Kate Croston that use GPS's to track their employees.

Trucking – Large trucking companies have tracking devices installed on all their vehicles to monitor them at all times. This helps ensure that deliveries are made on time and that their drivers are using the most efficient routes. They can also determine if their drivers are staying within the speed limits.
Law enforcement – It's critical for law enforcement to know where their vehicles and personnel are at all times. When a crime is called in, they know instantly who is in closest proximity so they can be dispatched more quickly. GPS tracking is often used to file reports and conduct investigations.
Construction – Many construction companies have numerous company vehicles used by their employees. They need to know that their vehicles are used for company business and not for personal uses. They also want to make sure their employees are where they're supposed to be when they're on the job.
Taxi service – Dispatchers for taxi companies use GPS to know where their vehicles are so they can get the most efficient use of them. The time and miles between fares is greatly reduced and also keeps their drivers honest.
Utilities – Companies that have field service workers like telecommunications and power companies also use GPS tracking on their vehicles. This makes it easier to keep track of their workers, especially those who have large service areas.
Fleet owners – Any company that has a large fleet of vehicles, such as plumbers and electricians, need to track them on a regular basis. They have a lot of money invested in their fleet and want to make sure employees aren't misusing their equipment.
Sales – Businesses with field sales professionals use GPS to get driving directions and implement last minute itinerary changes. This saves time and increases productivity of their sales staff.
Delivery service – Any business that delivers anything from flowers to packages needs to use GPS tracking to improve efficiency. Drivers no longer need to rely on incorrect or vague directions to make deliveries and owners know where their employees and vehicles are at all times.
Transit – Whether its airplanes, buses or trains, transit companies rely on GPS to make sure they are on schedule. They also have automated systems that announce upcoming stops and inform passengers of the vehicles route number and destination.
Limousines – Even the hospitality industry has found the value of using GPS for tracking their limousine services. This improves customer service and ensures navigable routes for their oversized vehicles.

Employees of these companies have expressed privacy concerns about these tracking devices, but most are unwarranted. Businesses have every right to protect their assets and prohibit employee fraud and abuse. The cost of the GPS tracking system is far outweighed by savings to the company. Employees must be informed of the tracking policies up front and know they will be held accountable for any misconduct. GPS tracking gives employers a useful and cost effective tool to manage their fleets and workers efficiently and effectively.

Photo Source: NaviGadget

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Photography, a Medium Never Finished

Since the dawn of the time, pictures have told a story.  Native Americans used rocks to illustrate stories of their tribes through hieroglyphics, pioneers used feather quills and ink to write letters and tell their stories, but since the invention of the camera, the story-telling concept has revolutionized the way we communicate.

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courtesy of sxc.hu

Isn't it amazing how one image can describe so much?

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courtesy of Tammy Luksich

A few things I think of when it comes to photography:

Rule of thirds and cropping—is this something anyone could have shot or was there something unique found within the frame?

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courtesy of Tammy Luksich

Focus—is there a specific focal point the photographer chose to outline?

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courtesy of Tammy Luksich

Color—sometimes this deals more with post-production. Nowadays, there is a plethora of color changing options; the entire color wheel is at your fingertips… Which colors did you choose to saturate or adjust?

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courtesy of Tammy Luksich

Lighting—what kind of exposure is portrayed on the image and how does that affect the mood of the story?

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courtesy of Photo| Flickr, CharlotteLM

Creativity—how did the photographer show a different side of an object in the image?

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courtesy of http://pdwallpaper.blogspot.com/2011/...

Patience—do you retake a picture if it doesn't come out right, or do you settle with what you've got?

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courtesy of Google Images

The best photographers know how to capture each of these components and embed their own style into the picture.

When the creative juices are running through my brain, I'll usually grab my Nikon D3000 SLR, extra batteries, a SD card, and begin shooting.

Sure, anyone can take a picture, but who's to say it tells the best story?

I may go through 10 shots before I pick one that works best. Then I go through two or three stages of post production before I feel it's worthy to present to a customer as a proof.

It's taking that extra time in the beginning to get the high quality shot and working carefully to enhance the potential of the photo that brings out the best work.

Overall, I believe photography is a lot of like fashion, never finished.

It is an art form that continues to gain stability for five reasons:

Technology—smartphones, photo hosting sites,  and photo filtering applications/software will continue to populate the web with new images every second of every day (i.e. Insta.gram, Flickr, Photobucket, Adobe CS5, etc.)
Need to share—humans have this unwavering need to share information with images being the forefront of this concept
Memorable—reflecting on times of the past can help enhance the recollection of different events; good and bad, (i.e. Tommy's first day of school, 9/11, etc.)
Fun— taking photographs with friends and family is a joyous occasion. It brings people together and captures those moments that evoke emotion.
No rules—photography is an art form that continues to evolve and enhance the world around us.  There are no rules. Anyone can purchase a camera and begin snapping. It's easy and simple.

Photography is a form of science in a way; it will continue to revolutionize and tell stories, especially the best shots.

In the future, technological advances can be expected.  It is what people do with that technology that will continue to amaze us.

 

 

 

 

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