About the Author:

With a career that has spanned advertising, production, technical services, and project management, Michael is able to articulate the wide range skills and professions that make the Internet work. This eclectic understanding and his desire to shine the light on those hiding behind techno babble has brought success to a wide range of projects.

Twitter @bissell

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Past Postings:

Using Dissent To Enhance Your Social Influence Online

Industry Profile - Author

Industry Profiles Full Time Employees - Professional Writer

Some Thoughts On Freelancing

Building Your Online Brand

Marissa Mayer and the Change in Yahoo's Remote Workforce

LinkedIn for Professional Writers

Fake Republican Twitter Accounts

"Did you mean?" -- Google's chiding nanny of search results

Branded Technology

Sharingspree.com -- Stealing more than GroupOn's Idea

The Internet Isn't Entertaining Enough

It's not your bank... It's Apple's and Amazon's

Violated by Madison Avenue

Google+ Scares Me

"We need to..." Internet Marketing Myths

Facebook's deal with the Devil

My cool new phone is a little too cool.

You are never alone

Promotion vs. Distribution... You'd think they'd know that one...

Publishing Industry Watch

Content for Social Media

Social Media Slot Machine

Anonymous vs Me

News from the Twitter Follow Campaign Trail

The art of Indiscriminate Twitter Following

The Cloudy Meaning of The Cloud

The Demand For The Loss of Creativity

Alien Technology and Government Conspiracies

Time for a New Reality

The Death of Email

Protecting Free Speech... Anonymously (and geekily)

Amazon Shouldn't Have Shut Down WikiLeaks

The Superpowers of the Hive Mind

Time for New Ideas

Comcast, Netflix and the Mystery of the Modem

The Great Technical Disconnect

New for the Sake of New

A Retail Store Built Like the Web

Disposable Personas

When did Google Start Policing the Internet?

Getting back to HTML basics, thanks to Apple

Inspecting my Navel Base

A shoebox vs. an online backup

Is Your "Resume" Website Recruiter-friendly?

iBooks -- Creative Epicenter or Gatekeeper?

The Failure of Success

The Economy is Going to Get Worse, but that's okay

Time lost on Twitter

Client Vendor Relationships

Twitter's back alleys and dark places

Social Media is NOT Advertising

Microsoft Courier

Form (designers) versus Function (geeks)

PDXBOOM -- The power of social media and the portland pipe bomb

China and Apple -- Different organizations, same management

The volume of screens

Logorama

Google Adds Biking Directions to Maps

Transmedia

That magical little tablet

How your website can be in two places at once

Masterpieces created by sheer volume

Suing over lack of originality

A Primer on Internet Fame -- dancing babies, hamsters, numa numa, and more...

Checking my messages

Rules are made to be broken -- in a reasoned, systematic way

So many accounts, so few passwords

Who really uses Twitter? 60% of Twitter's traffic isn't on Twitter

The Web is a Jerry Rigged Kludge

Twitter: Asleep at the Mouse Wheel

Where regulation is good: Google Voice and Vonage

How Facebook is (unintentionally) forcing programmers to piss off users

The Twit Cleaner

Perfect Secretary's pitch for @Adbroad (and the Youtube API)

The Emotions of Text

The Shorty Awards Scandal -- Manual Spam is still Spam

Google Analytics, the cloud and missing numbers #fail

Helen Klein Ross & Michael Bissell Interview at Adweek's Social Media Strategies Conference

The Internet is the New 60's

Cougars from New Zealand (and I don't mean big cats)

Adding facts together, or why you can't charge your cell phone from wifi

Social Media and the Destruction of the World

Rabid Fans vs Passive Viewers -- The Coco vs Leno saga

How to tell someone to retweet (without using up your 140 characters)

You can't buy social media

A book unopened is but a block of paper

Building the LOST: The Final Season Sweepstakes

Holiday SPAM (or the lack thereof)

Archiving Twitter

Too Many Toolbars

Random Censorship with Google Adwords

Accessibility and Shopping Online

Twisted path to customer service

Flash: Shiny objects blinding your audience

Twollow and other gold rush scripts

GPS in a Laptop computer

Thinking outside the box... There was a box?

Twitter was designed for Text Messaging

It's not the corporations, damnit

Entrepreneur or Dreamer?

Adweek Social Media Twitter for Brands Presentation

Socializing is more than Social Media

Generational Marketing is a Myth (or Who's your Daddy?)

Social Media is Just the Way We Use the Internet

Twitter Followers Don't Matter (ask the porn sites)

The Internet is Gooder than Books

Sometimes you don't want your campaign to go viral

Best Twitter Branding Campaign

Like flies to crap, Spammy Twitter Followers don't really go away

iPhone SMS Security Hole

How Flipmytweet works

Cell Phones as Microscopes

Digg is not the Hijacker -- You Are

Steve Ballmer -- the walking dead?

Twitter as an open mic poetry reading

Automatic Social [un]Awareness

First splash for United Against Malaria

New Media/Old Media and the CLIO Awards

Interview at SXSW: Mad Men Twitter And Tracking

We've got an App for that -- it's called the Web

Understanding Google To Get Your Resume Noticed

The trouble with Wordpress and other templates

Wayward Words with Baggage

Speaking at SXSW March 17th

The fleeting Memory of the Internet

It's okay to say 'I don't know'

Nike Takes Over Conquent

Facebook owns this title

Excuses, excuses

A little on Social Media

Feeding on Content

Attack of the Bots

Web 1.0

Net Neutrality

Getting clever with data feeds

The Other Credit Crisis

The Broadband Inauguration

T-Mobile owns Magenta and Other Patent Stories

The Risk-takers, Doers and Makers of Things

The noise of 20,000+ Twitter Followers

30,000 feet, 500 MPH Suburban Strip Mall

Cellphones, toilets and the Inauguration

The End of Days (of song): Microsoft Songsmith Example

Browser Bigotry

The Death of your Soul: Microsoft Songsmith

Creative Development or Developing Creatively?

The Myth of Wikipedia (or the Wiki-1400)

Online/Offline Sales -- is it really that bad?

Is PayPal Tacky?

Old School Web Design Still Works

Domain Squatting

Green Chri$tma$

QA 101

Portland Snow

Get some return on that web traffic

I think they have a backup...

I'd love to have that problem

The [un]importance of statistics

Don't be a tool of viral marketing

Emails, discussions, blogs, wiki and web content

You Designed for Print First

You let someone else register your domain name

You figured .biz, .info, .us would work fine

What's after the Integrated Circuit?

Intelligent life is out there (but it's bugger all down here on earth)

Subject Matter Experts Talking Other Subject Matter

The Totalitarian Regime of Apple

Oversimplifying how people work

crowdSPRING

Creative Services for the New World

Reverse Anthropomorphism

The End of Time

Better Living Through Twitter

Lessons Learned From Apple

It's the Brand, Baby

Business Architecture vs. Web Construction

On Truth

Inverse Peter Principle

Random Knowledge

The Hive



RSS for this blog
A little on Social Media
Posted: 2009-02-12 12:38:58
Shortcut URL: http://t.conquent.com/r300



Because @PeggyOlson won the Shorty Award last night, we outed all our Mad Men Characters to the Wall Street Journal which they posted in an article called Behind the Twitter Mad-ness.

We learned a lot about social media in the Mad Men experiement. One of the problems that I've seen in the "industry" is that there are a lot of folks out there who present themselves as experts in something that is rapidly evolving and difficult to define.

This makes it difficult to explain exactly what an agency can do for you if you're looking for a Social Media "expert."

In our exploration of the Twitterverse, I think we've defined a few constants that might help if you're considering getting into social marketing.

Monitoring
Although there are a lot of tools out there to keep an eye on Twitter and other streams, it's the experienced human being who knows what to do and when to act that's important. Catching negative comments and forwarding them to the appropriate department or agency is different than engaging discussion and turning a negative into a positive.

For example, the decision to shut down the Mad Men accounts became a positive for us and we can prove it through the blogs and mainstream press it generated -- they missed the boat and inadvertently created more buzz by doing something stupid.

Engagement
This is, of course, what people expect Social Media to be all about -- you can go out and make friends. But making them, keeping them, and keeping them interested, are all different things. This takes creative writing skills and an understanding of the message and letting that message change as the medium changes.

Honestly it got harder for me to tweet as Roger Sterling after he became so smitten with Jane -- an aloof, skirt-chasing drunkard gives lots of opportunity to engage people with quick comments. But using that relationship in the Mad Party was brilliant -- it gave not only all our characters something to talk about, but it also gave our friends something juicy to dish on.

Redirecting/Harnessing
The Mad Men experiment doesn't really give us an opportunity to do anything beyond engaging people -- we are not involved with the show, and it would be inappropriate to co-opt the brand. But the agency could have done some really cool promotions through the brand by creating a Sterling Cooper company website, with links to promotional items, teasers and fun stuff.

Star Trek has been doing this for years with "fan" sites which are often driven by Paramount. Even more "in your face" goals like the Bissell Pet Photo contest use the engagement on the web to bring visitors to the site and build basic brand awareness.

This, naturally, requires a nimble team that can create these destinations AND be flexible enough to keep up with the fast pace of the social scene.

Tracking
Finally, if you're going to do any kind of campaign, you have to have tracking to see how your efforts are panning out. This is different than monitoring in that it's more like tagging your efforts to separate them from the general buzz. For me, this has been similar to existing advertising tracking; pretty much track IP address and referring pages so I know when something really goes viral (like my Songsmith blog).

The data sources keep changing, and I've found my needs keep evolving as I learn more about where data comes from (and goes) and what sources there are to monitor that data. Turns out my blog gets steady traffic from Google Reader, which I only saw when I started including remote images in my blog, so I modified my tracking to system to accommodate RSS readers and found people reading my blog using Firefox's embedded reader, Google Reader, and a couple unidentified sources which may be bots; I don't know yet -- but with tools in place, I can learn.


In the end, it's all about being aware and learning more as you go. Social media lets you do it faster and with a lot more random energy and therefore a lot more opportunity for random creative ways of interacting with people.


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Excuses, excuses
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Feeding on Content


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