So, we were really hoping to launch a behind the scenes blog of our upcoming YouTube contest, so we could *contribute* to the understanding of F500 using social media…but, alas, after it was approved…then rejected…then approved again…it was killed because it didn’t “fit” the brand.
Sad. I guess talking about what we *don’t know* and what we “think we know” in social media marketing, the mistakes we’ve made and the good things we’ve done to get this entire contest up and running is not *suitable* for our brand. Ugh! I guess I’ll need to confine myself to discussing my personal wins and failures as the “project steward”! :-).
Look for us, going forward on the “official” site blog at www.freecreditreportband.com and of course on Youtube itself at www.youtube.com/freecreditreport.
And, come back here for some “personal” commentary…;-)
ACEdge
Since “social media strategist” only takes one so far in the halls of a large corporation, most of us are also tasked with numerous other “real jobs” to justify the paycheck (ugh!). Sometimes, these can be equally fullfilling as strategizing on and executing against a new viral campaign. But, not always.
However, one of my current “additional duties” is to clean up our Account Executives processes for placing, monitoring, and measuring online campaigns. I know, I know, how 1999, right?
Still it must be done, and despite all the interest in and trials of Social Media marketing, we still get our bread buttered with the old-fashioned placements. So, I’ve set about to automate as much as possible and am reminded of something an old B-School professor of mine taught me. “Read, Remember and Relate”…straight from the mouth of the master Guil Babcock on how to prosper as an investor by continuosly learning and inter-relating from various disciplines. Borrowing from this, and trying to cross polinate between these two fields, I have begun proposing to our firm to treat our online marketing individuals as portfolio (or more precisely) “options” traders.
We have set out to build an algorythmic model to estimate expected revenue for each placement in real-time (or near real-time) based on a multiltude of inputs, similar to what the ad networks do, but focused exclusively for our budget/purposes. Hopefully, the notion will extend deep into our upsell/cross sale business as well. It is a large undertaking, no doubt. Transitioning a firm from a “manual” people business to one regulated (if not directed) by algorythms is a daunting challenge. Still, it must be done.
Day trading online placements? You bet. Interesting in a different fashion. And, about as polar opposite to the humanistic side of social media marketing as you can get. Though, I believe professor Wesch said it best, at the end of the day we are all “teaching the machine” http://www.youtube.com/watch?v=6gmP4nk0EOE , no?
ACEdge
How we summed up the push/ pull of social media “marketing” the other day in a working session on our upcoming YouTube video contest. That is, companies certainly need to encourage participation and rellish the fans of a particular social object; however, how much is “too much”? How much “assitance” with the creation or management of participation will lead to the participants or fans becoming bored? What happens when fans are unhappy with the “product” they created (the social object)…
Difficult issues for us emerging “community managers” or “Social media experts” (ugh!).
ACEdge
Interesting article on Trust and using social aspects to verify it. We are working on a few items at experian that may help this space, but it is interesting to see others stuggling with the same issue. One concern I have is for the “trusted, third-party”. IS there ever such a thing? Speaking from a bureau, we certainly take great care to walk that fine, regulated line. But it is certainly a difficult thing…
ACEdge
http://www.toolness.com/wp/?p=64
