Evolution of Social Media Integration and Corporate Websites
1) Do nothing, no social integration Corporate websites that have no integration with social tools at all. Cheap. Ignorance is bliss, at least in the short term Your corporate website is irrelevant.
2) Link directly away without a strategy Corporate homepages that have chickelts that say “Follow us on Twitter/Facebook/YouTube” sending traffic away, see sharethis, add this and tweetmeme Encourages growth of social channels Sending traffic away, without having a strategy
3) Link away, but encourage them to share with a pre-populated message A chicklet that encourages new Twitter followers to Tweet at their friends “I’m no following X brand” Triggers a social alert as a form of endorsement Better than the above, it may not have a followup or call to action
4) Brand experience is integrated in social channels Extending the brand to social channels, so the corporate experience is somewhat mirrored on social channels Regardless of wherever users go, they are still experiencing the brand Social channels sometimes serve better as a conversational area –not for traditional branding campaigns
5) Aggregating the discussion on your site Aggregating select conversations from Tweets like the skittles homepage did, top discussions in communities or blogs, see Disqus and Echo. Centralizes the discussion on your site, making it a resource to first look at. Low cost content Lack of control over which content can be created, still links off site
6) Social login systems that allow users to stay on site Using FB connect, or Twitter connect allow users to use their existing logins to access site, see how JanRain and Gigya (client) helps May increase sign ups, widening marketing funnel, chances are content is more accurate than a sign up form May not have access to email addresses, as users passthrough using social logins.
7) Social login systems that allow users to stay on site, but triggers viral loop In addition to the above, there’s an actual social or interactive experience on the corporate site that triggers them to share with their friends Users stay on site, interact with brand or peers, yet recruit other members in social networks Requires planning, a campaign, and extensive resources.
8. Complete integration between corporate site and social sites Other than URLs there’s no difference between a corporate site and a social site, the experiences are seamless Customers, prospects, and employees mix together, churning on new members and viral activity It doesn’t exist, yet.
Excellent comparison matrix of benefits and challenges for social media and web site integration. My interpretation… traditional web sites are not long for this world. The content is important, the hosting in a single branded site is not. Seamless integration of content hosted in a variety of ‘social’ ponds will be the future. Instead of ‘luring’ fish into you bay, ‘fish’ where the fish already are.
"The web has something like 1011 web pages and there are a similar number of neurons in the brain. The brain is very complicated and we don’t understand it - yet we rely on it. The web is very complicated too and, though we built it, we have no real data about the stability of the emergent systems that have cropped up on it.”
“The convergence of fashion and mobile technology was previously limited to fun, co-branded mobile phones (like the Juicy Couture T-Mobile Sidekick),” said Shari Doherty, a consumer-marketing consultant with over 15 years of industry experience in digital entertainment, mobile and location-based services. “But now, with the advent of location-based services, there are even more exciting opportunities for fashion retailers and brands to deliver entertaining and interactive experiences.
enable any business with a physical location to not only communicate with customers online, but actually get more of them to walk in the door — and that’s exciting.”
"The question any brick-and-mortar business owner should be asking him or herself is no longer “Should I use lo-so networks?” It’s “How do I do it?” The following tips are essential to getting started."
New browser technologies may reduce the need for Adobe’s ubiquitous plug-in.
Since it was introduced in the mid-’90s, Adobe’s Flash has remained one of the most popular ways for developers to create animations, video and complex interactive features for the Web—regardless of what browser or operating system an end user is running. According to Adobe, which makes the Flash Player and various Flash development tools, 98 percent of Internet-connected desktop computers have Flash installed, and 95 percent have the most recent version, Flash Player 10.
Credit: Technology Review
In an effort to further push the adoption of Flash technology, yesterday Adobe released a new set of features for Flash, including a cloud-based service that lets developers connect applications to 14 different social networks through a single programming interface.
(via @jowyang) SMMS But do we really need a new buzz word?
“Solution: As a Result, Social Media Management Systems are Emerging
Like CMS and WMS for centralized website management, Social Media Management Systems (SMMS) empower social media teams to manage multiple distributed social channels from one location –enabling the opportunity to build deeper relationships by being in more places at once.
Definition: Social Media Management Systems are collection of procedures used to manage work flow in a disparate social media environment. These procedures can be manual or computer-based and enable the manager to listen, aggregate, publish, and manage, multiple social media channels from one tool.
How it works: Three simple features In the most basic sense, these management tools do the following: 1) connect with social media channels like Facebook, Twitter, LinkedIn. 2) Allow the manager to quickly publish from one location to each of those channels, some provide ability to customize to each channel 3) Aggregate and Manage. The system allows the manager to see an aggregated view of what’s happening (from views to comments) and may offer some form of analytics and conversion metrics.”
"The content was created in Adobe InDesign, as is the case for the print magazine, with the same designers adding interactive elements, from photo galleries and video to animations, along with adapting the designs so it looks great in both portrait and landscape orientation. This is a departure from the usual web model, where a different team repurposes magazine content into HTML, unavoidably losing much of the visual context in the process. Wired.com is not a re-purposed version of the magazine, but rather an separately-produced news service."
From that study here are the top 10 questions your clients want answered regarding social media marketing:
What are the best tactics to use?
How do I measure the effectiveness of social media?
Where do I start?
How do I manage the social balance?
What are the best sites and tools out there?
How do I make the most of my available time?
How do I find and focus my efforts on my target audience?
How do I convert my social media marketing efforts into tangible results?
How do I cohesively tie different social media efforts together?
Does social media marketing work, and if so, how effective is it?
What is the best way to prepare your agency to answer these questions?
Practice what you preach and use the tools you recommend your clients use. Don’t just talk the talk but walk the walk. Social media is so transparent you’ll not be able to hide your agency’s lack of understanding and preparedness.
"Among the long-term goals: affordable 100M bps (bits per second) service to 100 million [m] U.S. homes by 2020, and 1G bps service to anchor institutions such as hospitals and schools in every U.S. community in the same timeframe."
Laudable - but is it enough to help us be competitive globally?