http://blog.stevesponder.com Thoughts on how to create social brands. posterous.com Wed, 10 Aug 2011 02:47:00 -0700 http://feedproxy.google.com/~r/stevesponder/~3/qBmT9CHxRXw/the-power-of-connected-narratives http://blog.stevesponder.com/the-power-of-connected-narratives <p> <strong style="display: block; margin: 12px 0 4px;"><a href="http://www.slideshare.net/stevesponder/transmedia-lens-framework" title="Transmedia Lens Framework" target="_blank">Transmedia Lens Framework</a></strong> <iframe marginheight="0" scrolling="no" src="http://www.slideshare.net/slideshow/embed_code/8367346" marginwidth="0" frameborder="0" height="355" width="425"></iframe> <div style="padding: 5px 0 12px;">View more <a href="http://www.slideshare.net/" target="_blank">presentations</a> from <a href="http://www.slideshare.net/stevesponder" target="_blank">Steve Sponder</a></div> </p> <p><a href="http://blog.stevesponder.com/the-power-of-connected-narratives">Permalink</a> | <a href="http://blog.stevesponder.com/the-power-of-connected-narratives#comment">Leave a comment&nbsp;&nbsp;&raquo;</a> </p><img src="http://feeds.feedburner.com/~r/stevesponder/~4/qBmT9CHxRXw" height="1" width="1"/> http://files.posterous.com/user_profile_pics/46673/Me-B_W_Small_1c.jpg http://posterous.com/users/kjumHa4B4 Steve Sponder stevesponder Steve Sponder http://blog.stevesponder.com/the-power-of-connected-narratives Fri, 22 Jul 2011 09:11:00 -0700 http://feedproxy.google.com/~r/stevesponder/~3/vAyGlsffSGk/paid-owned-network-borrowed-and-earned-media http://blog.stevesponder.com/paid-owned-network-borrowed-and-earned-media <p> <table style=""> <tr> <td><a href="https://picasaweb.google.com/lh/photo/9bf-WdgQLV7EhSHrnz-EE9MTjNZETYmyPJy0liipFm0?feat=embedwebsite"><img src="https://lh4.googleusercontent.com/-Mu8y0AryRlA/Ti16NrMcfnI/AAAAAAAAH0I/eDNRUeIN6g8/s400/PONBE_v1.1%2520ScreenGrab.png" height="400" alt="" width="396" /></a></td> </tr> <tr> <td style="font-family: arial,sans-serif; font-size: 11px; text-align: right;">From <a href="https://picasaweb.google.com/107997747326713722625/2011072502?authuser=0&amp;feat=embedwebsite">2011-07-25</a></td> </tr> </table> <p>Further to my <a href="http://blog.stevesponder.com/paid-owned-earned-media-briefing">briefing</a> on the Paid, Owned and Earned Media model I've been thinking about how it could be evolved in order to be a more robust planning tool and have come up with the following thoughts.</p> <p>I think four criteria can be used to catagorise the different forms of media 1) is there a direct cost for placing the content/message 2) who owns the media and 3) what editiorial control does the brand have with regards to the the content/message that's being placed and lastly 4) what generation of&nbsp;exposure are we achieving.</p> <p>So the resulting media&nbsp;catagories look like this...</p> <p><strong>Paid Media</strong></p> <ul> <li>Direct Cost - Yes</li> <li>Editorial Control - Partial</li> <li>Ownership - No</li> <li>Generation of&nbsp;exposure - 1st</li> <li>Examples: advertising on commerical media such as radio, TV, websites, newspapers and magazines, cinema,&nbsp;48 sheets, bus sides.</li> </ul> <p>&nbsp;<strong>Owned Media</strong></p> <ul> <li>Direct Cost - No</li> <li>Editorial Control - Full</li> <li>Ownership - Full</li> <li>Generation of&nbsp;exposure - 1st</li> <li>Examples: website, blog, email, catalog, packaging, vehicle livery, owned retail stores.</li> </ul> <p><strong>Network Media</strong></p> <p>This is an additonal media catagory, these forms of media are controlled by people or organisations which you have a relationship with to the extent to which they will consider placing your content/message. It is helpful to think of these as the media plaftorms of your network.</p> <ul> <li>Direct Cost - No</li> <li>Editorial Control - No</li> <li>Ownership - No</li> <li>Generation of&nbsp;exposure - 1st</li> <li>Examples: media relations, blogger relations, community relations.</li> </ul> <p><strong>Borrowed Media</strong></p> <p>This is an additonal media catagory, these are forms of media that your organisation is borrowing so although you have psudo control you can not stop the platform from being closed or from competitor content from being displayed alongside yours.</p> <ul> <li>Direct Cost - No</li> <li>Editorial Control -&nbsp;Partial</li> <li>Ownership - No</li> <li>Generation of&nbsp;exposure - 1st</li> <li>Examples: social network accounts such as Twitter or Facebook, public places used for guerilla tactics and location-based PR stunts.</li> </ul> <p><strong>Earned Media (aka word-of-mouth, buzz, 'viral' effect)</strong></p> <ul> <li>Direct Cost - No</li> <li>Editorial Control - No</li> <li>Ownership - No</li> <li>Generation of&nbsp;exposure - beyond 1st</li> <li>Examples: people using their own media for your content/message; sharing, tweets, comments, likes, check-ins, reviews, bookmarking and general conversation.</li> </ul> <ul> </ul> </p> <p><a href="http://blog.stevesponder.com/paid-owned-network-borrowed-and-earned-media">Permalink</a> | <a href="http://blog.stevesponder.com/paid-owned-network-borrowed-and-earned-media#comment">Leave a comment&nbsp;&nbsp;&raquo;</a> </p><img src="http://feeds.feedburner.com/~r/stevesponder/~4/vAyGlsffSGk" height="1" width="1"/> http://files.posterous.com/user_profile_pics/46673/Me-B_W_Small_1c.jpg http://posterous.com/users/kjumHa4B4 Steve Sponder stevesponder Steve Sponder http://blog.stevesponder.com/paid-owned-network-borrowed-and-earned-media Mon, 27 Jun 2011 04:11:00 -0700 http://feedproxy.google.com/~r/stevesponder/~3/lJ38bQRaf8g/paid-owned-earned-media-briefing http://blog.stevesponder.com/paid-owned-earned-media-briefing <p> <p>The paid, owned, earned media model is one of the fastest adopted marketing related models I think I've ever seen. However it's interesting to see how it is being adapted and misinterpreted to the point where it could become useless.</p> <p>It was first seen in the wild on Dan Goodall's (<a href="http://twitter.com/#!/dagood">@dagood</a>) blog in March 2009, although in his <a href="http://bit.ly/ek0Hkt">blog post</a> he used the terms 'Owned, Bought and Earned'. He spoke about how it was an approach that he had been using internally at Nokia over the previous 12mths. With regards to Dan's definition of earned media he talks about creating 'something so cool or interesting that people want to use their own media to tell others about it, and hence you earned media'. I've spoken previously about creating value content in my post <a href="http://bit.ly/6T14cl">'The 5 types of Social Currency'</a>.</p> <p>Later that year in December Forrester's Sean Corcoran (<a href="http://twitter.com/#!/seancor">@seancor</a>) brought the model to a wider audience in the blog post <a href="http://bit.ly/goC2rJ">'Defining Earned, Owned And Paid Media'</a>. They put more meat on the bone by using examples to show which media sat in within each category. They gave viral, word of mouth and buzz as examples of earned media. So far so good.</p> <p>&nbsp;<a href="https://lh4.googleusercontent.com/--SAIekeyuRs/T4VnC2djS6I/AAAAAAAAH9Q/CwPMdRLYSDY/s600/POEM.gif"><img src="https://lh4.googleusercontent.com/--SAIekeyuRs/T4VnC2djS6I/AAAAAAAAH9Q/CwPMdRLYSDY/s600/POEM.gif" height="160" alt="" style="margin: 1px 0 0 4px;" width="160" /></a></p> <p>After that we had a flurry of revised models which attempted to enhance Forresters. In March 2010 Dave Fleet (<a href="http://twitter.com/#!/davefleet">@davefleet</a>)&nbsp;<a href="http://bit.ly/ii8fAQ">suggested</a> that instead of the brands social media accounts being within the owned media category they should be in a category of their own called Social Media. In principle that makes sense to me as a brands gives up some control within these media spaces.</p> <p>In November 2010 McKinsey weighed in and <a href="http://bit.ly/kLXQk0">suggested</a> adding 'Sold' and 'Hi-jacked' to the categories plus they gave some more examples of earned media; 'Organic search placement, consumer ratings and reviews' - again this makes perfect sense to me.</p> <p>Interestingly, the focus and nearly all examples from all models and iteration appear to be online at this stage.</p> <p>Since then we've had an explosion of variants and mutations from various agencies across the whole industry landscape.</p> <p><div class='p_embed p_file_embed'> <a href="http://blog.stevesponder.com/paid-owned-earned-media-briefing"><img alt="" src="http://posterous.com/images/filetypes/ppt.png" /></a> <div class='p_embed_description'> <strong>Paid_Owned_Earned_Mutants.pptx</strong> <a href="http://getfile6.posterous.com/getfile/files.posterous.com/temp-2011-06-27/CfchcpjpEmCedeFfhvnbmudFwCnjICdczJqlpGlctwulfmysFpIftpwDHaIo/Paid_Owned_Earned_Mutants.pptx">Download this file</a> </div> </div> I think evolving this model is generally a good idea however the biggest problem I can see is that there are some fundamentally different definitions of earned media being used. If this goes unchecked it'll cause a lot of confusion and ultimately could render the model useless.</p> <p>Some agencies and individuals are true to the Dan Goodall and Forrester definition of earned media, WOM, buzz, viral, basically when people become the media, passing the brands message and content on to others. It goes without saying that this will only happen if the message and/or content is worth passing on.</p> <p>The other definition of earned media appears to be related to PR activity, or more specifically to media relations. Forrester recognised this when they say 'Earned media is an old PR term that essentially meant getting your brand into free media rather than having to pay for it through advertising. However the term has evolved into the transparent and permanent word-of-mouth that is being created through social media.'</p> <p>Unfortunately, some are including media relations and blogger relations within the earned media definition e.g. <a href="http://bit.ly/myfPtE">Wikipedia</a>, <a href="http://bit.ly/jt1IgN">Ketchum</a>,&nbsp;<a href="http://bit.ly/jHF1ix">Halogen Media Group</a>&nbsp;and&nbsp;<a href="http://davefleet.com/tag/blogger-relations/">Dave Fleet</a>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> </p> <p><a href="http://blog.stevesponder.com/paid-owned-earned-media-briefing">Permalink</a> | <a href="http://blog.stevesponder.com/paid-owned-earned-media-briefing#comment">Leave a comment&nbsp;&nbsp;&raquo;</a> </p><img src="http://feeds.feedburner.com/~r/stevesponder/~4/lJ38bQRaf8g" height="1" width="1"/> http://files.posterous.com/user_profile_pics/46673/Me-B_W_Small_1c.jpg http://posterous.com/users/kjumHa4B4 Steve Sponder stevesponder Steve Sponder http://blog.stevesponder.com/paid-owned-earned-media-briefing Sat, 11 Jun 2011 10:23:00 -0700 http://feedproxy.google.com/~r/stevesponder/~3/yTkMZKPmBNM/strategic-marketing-communications http://blog.stevesponder.com/strategic-marketing-communications <p> <p>From a communications perspective people are now closer to each other and organisations are now closer to their markets. These new realities mean we need to challenge received wisdom when it comes to marcoms strategies because these strategies were designed for a different communications landscape.&nbsp;</p> <p>We need to reboot marcoms to ensure we have relevant, balanced strategies. Here are three strategic objectives that we should be introducing and actively planning how we're going to work towards achieving them.</p> <p><strong>Increase value based activity</strong></p> <p>We need to dial down the use of messages in campaigns and dial up the use of value. Conventional thinking was about broadcasting a message and if you look at advertising campaigns those messages often have entertainment value wrappers. Today we need to make sure we are doing stuff that has value at its core as more and more people are either saying 'What's in it for me?' or 'stop saying and start doing'. This could still be entertainment value but could also be another type such as utility, monetary, information or emotive.</p> <p>For more on value based marcoms and social currency see - <a href="http://blog.stevesponder.com/how-valuable-is-your-social-currency">http://blog.stevesponder.com/how-valuable-is-your-social-currency</a></p> <p><strong>Reduce reliance on paid media</strong></p> <p>With the rise of owned, borrowed and network media options, we need to aim for a more balanced media mix. This means investing in these alternative media platforms so they are viable options that can be called upon as required and therefore a calculated reduction in paid media expenditure. It is also worth thinking about paid, owned, network and borrowed media as a means to an end, with the end being earned media, aka word of mouth, aka buzz, aka viral effect.</p> <p><strong>Join more conversations&nbsp;</strong></p> <p>The opportunity to join conversations is a completely new dimension of communications which should be front and central of any marcoms strategy. This communication channel which is not only up close and personal but also public, is alien for most organisations but it is here and here to stay. We need to dial up the amount of investment that enables brands to join conversations and therefore dial down the amount of conversation starting (campaigns).</p> <p>If we reboot marcoms strategies and in doing so introduce these three strategic intents we will be going some way to helping build valuable, sustainable brands.</p> <p>&nbsp;</p> <p>&nbsp;</p> </p> <p><a href="http://blog.stevesponder.com/strategic-marketing-communications">Permalink</a> | <a href="http://blog.stevesponder.com/strategic-marketing-communications#comment">Leave a comment&nbsp;&nbsp;&raquo;</a> </p><img src="http://feeds.feedburner.com/~r/stevesponder/~4/yTkMZKPmBNM" height="1" width="1"/> http://files.posterous.com/user_profile_pics/46673/Me-B_W_Small_1c.jpg http://posterous.com/users/kjumHa4B4 Steve Sponder stevesponder Steve Sponder http://blog.stevesponder.com/strategic-marketing-communications Fri, 10 Jun 2011 05:47:00 -0700 http://feedproxy.google.com/~r/stevesponder/~3/pkiKCZWfs10/transmedia-lenses http://blog.stevesponder.com/transmedia-lenses <p> <p>Conversations about Transmedia have been very healthy recently, with both Brain Clark's (<a href="http://twitter.com/#!/gmdclark">@gmdclark</a>) <a href="http://on.fb.me/k39xnz">'Reclaiming Transmedia Storytelling'</a> post and Brooke Thompson's (<a href="http://twitter.com/#!/imbri">@imbri</a>) <a href="http://bit.ly/kh760D">'Transmedia is killing Hollywood will kill Transmedia'</a> post generating thought provoking discussion in the form of hundreds of comments. Most of the transmediarati (did I just coin that? :) were present including <a href="http://twitter.com/#!/imbri">@imbri</a> <a href="http://twitter.com/#!/gmdclark">@gmdclark</a> <a href="http://twitter.com/#!/mikemonello">@mikemonello </a><a href="http://twitter.com/#!/vpisteve">@vipsteve</a> <a href="http://twitter.com/#!/lanceweiler">@lanceweiler</a> <a href="http://twitter.com/#!/robpratten">@robpratten</a> <a href="http://twitter.com/#!/goonth">@goonth</a> <a href="http://twitter.com/#!/garyphayes">@garyphayes</a> and <a href="http://twitter.com/#!/4dfiction">@4dfiction</a>&nbsp;</p> <p>These guys really know their stuff with many of them behind some of the most progressive entertainment and digital marketing projects over the last decade. However, there doesn't appear to be a general agreement on what is and isn't transmedia between them and I suppose that's partly down to</p> <ul> <li>storytelling as an activity is used by different vertical and horizontal market sectors, although mainly in entertainment and marketing</li> <li>the term is fairly new and therefore open to interpretation and manipulation</li> <li>people are using the following terms interchangeably; media, media channel, media platform, media properties (I've produced a diagram that outlines the differences, which I'll post if people would find it useful)</li> </ul> <p>Remember Web 2.0? Maybe it would of been easier if Henry Jenkins had used the term Entertainment 2.0 instead :P</p> <p>So, one of the aspects of the discussion appears to be about should the definition for transmedia be nailed down, be more specific and maybe closer to what Henry Jenkins first outlined or can it be broader and through some criteria or classification could it include various types of output.</p> <p>Working with leading film studios and game publishers to launch their titles across UK and Europe it's maybe not surprising that I would like to see the later, as the transmedia party looks pretty good and I'd like in on it. I also see the huge benefits of baking the marketing into the product (I'll leave that for another post). So, I thought I'd have a stab at creating something which would provide this criteria and I ended up using 3 lenses. My thinking has been shaped in no small part by the transmediarati (most of them mentioned above) plus <a href="http://twitter.com/#!/christydena">@christydena</a></p> <p>As you can see below I'm suggesting there are three lenses, Origination, Purpose and Architectural. My thinking is that any output would meet one criteria from each lens. So for example 'Star Wars' would be Brownfield, Franchise and Storyworld. Why So Serious? would be Greenfield, Marcoms and Story.</p> <p><img src="https://lh4.googleusercontent.com/-BE10Y1NhWiY/TfH0uYwFG-I/AAAAAAAAHwM/SZylNGOcvA0/s800/2011-06-10_1138.jpg" alt="" /></p> </p> <p><a href="http://blog.stevesponder.com/transmedia-lenses">Permalink</a> | <a href="http://blog.stevesponder.com/transmedia-lenses#comment">Leave a comment&nbsp;&nbsp;&raquo;</a> </p><img src="http://feeds.feedburner.com/~r/stevesponder/~4/pkiKCZWfs10" height="1" width="1"/> http://files.posterous.com/user_profile_pics/46673/Me-B_W_Small_1c.jpg http://posterous.com/users/kjumHa4B4 Steve Sponder stevesponder Steve Sponder http://blog.stevesponder.com/transmedia-lenses Thu, 09 Jun 2011 15:58:00 -0700 http://feedproxy.google.com/~r/stevesponder/~3/r3s6mKZxGZc/meme-riding http://blog.stevesponder.com/meme-riding <p> <p><div class='p_embed p_image_embed'> <a href="http://getfile5.posterous.com/getfile/files.posterous.com/temp-2011-06-13/mHeaHldlniohlJpwdBgzdqxxhDaffvAoopBDatbHxpIoBfadBcrCjhzgjcwq/2011-06-13_1150.png.scaled1000.png"><img alt="2011-06-13_1150" height="194" src="http://getfile0.posterous.com/getfile/files.posterous.com/temp-2011-06-13/mHeaHldlniohlJpwdBgzdqxxhDaffvAoopBDatbHxpIoBfadBcrCjhzgjcwq/2011-06-13_1150.png.scaled500.png" width="500" /></a> </div> </p> <p>I've been hearing a fair bit about <a href="http://bit.ly/iGD2ym">news-jacking recently</a>, both in terms of the descriptor and the actual activity of brands contributing to something which has captured people&rsquo;s attention.</p> <p>Now don't get me wrong I'm right behind the activity in fact I blogged about it in my <a href="http://blog.stevesponder.com/how-valuable-is-your-social-currency">2009 post about social currency</a>. However, I've been using a different term, meme riding. Which brings me to the point of this post, I don't like the term news jacking, let me explain why.</p> <p>First off it has connotations of hijacking which is not the right mind-set to be in at all. This is about joining a conversation not hijacking it, would you attempt to hijack a conversation in a pub, no of course you wouldn't.</p> <p>Secondly, I don't think &lsquo;news&rsquo; is broad enough.&nbsp;A meme is an idea, activity or information that is gaining attention, they are conversations which are growing and getting louder. Can the news media be the springboard or the platform that helps them grow? Sure but that doesn&rsquo;t mean we should call it news-jacking, because these memes don't have to come via the news media.&nbsp;</p> <p>T-Mobile&rsquo;s Flashmob in Liverpool Street Tube station is a great example of how a brand joined a meme that was a growing trend not a news item and a number of brands jump on-board the Chatroulette meme to the benefit of their marketing efforts.</p> <p>I think the reason this label is being used is partly because this activity is related to a PR tactic, but this meme riding opportunity is quite different and a new label is useful in order to make this point.</p> <p><strong style="display: block; margin: 12px 0 4px;"><a href="http://www.slideshare.net/stevesponder/meme-riding-case-studies-v10" title="Meme riding case studies v1.0">Meme riding case studies v1.0</a></strong></p> <div style=""><iframe scrolling="no" marginheight="0" marginwidth="0" src="http://www.slideshare.net/slideshow/embed_code/8291574" frameborder="0" height="355" width="425"></iframe> <div style="padding: 5px 0 12px;">View more <a href="http://www.slideshare.net/">presentations</a> from <a href="http://www.slideshare.net/stevesponder">Steve Sponder</a></div> </div> </p> <p><a href="http://blog.stevesponder.com/meme-riding">Permalink</a> | <a href="http://blog.stevesponder.com/meme-riding#comment">Leave a comment&nbsp;&nbsp;&raquo;</a> </p><img src="http://feeds.feedburner.com/~r/stevesponder/~4/r3s6mKZxGZc" height="1" width="1"/> http://files.posterous.com/user_profile_pics/46673/Me-B_W_Small_1c.jpg http://posterous.com/users/kjumHa4B4 Steve Sponder stevesponder Steve Sponder http://blog.stevesponder.com/meme-riding Tue, 07 Jun 2011 09:47:00 -0700 http://feedproxy.google.com/~r/stevesponder/~3/o-azxSTUDrI/the-new-creative-toolkit-part-3-time http://blog.stevesponder.com/the-new-creative-toolkit-part-3-time <p> <p>This is the third and last in a series of posts looking at the new tools available in the creative toolkit. Previously I looked at&nbsp;<a href="http://blog.stevesponder.com/the-new-creative-toolkit">Data</a>&nbsp;and <a href="http://blog.stevesponder.com/the-new-creative-toolkit-part-2-location">Location</a>.</p> <p>Looking at 11 case studies in the presentation below you can see how 'time' can be used to great effect whether it be a live or real-time element like Old Spice did in their 'The man your man could smell like' or joining a conversation about a subject that's getting alot of attention.</p> <p>As always please comment and if you like what you see please tweet about it.</p> <div style=""><strong style="display: block; margin: 12px 0 4px;"><a href="http://www.slideshare.net/stevesponder/the-new-creative-toolkit-part-3-time" title="The new creative toolkit - Part 3 - Time">The new creative toolkit - Part 3 - Time</a></strong> <iframe scrolling="no" marginheight="0" marginwidth="0" src="http://www.slideshare.net/slideshow/embed_code/7844738?rel=0" frameborder="0" height="426" width="510"></iframe> <div style="padding: 5px 0 12px;">View more <a href="http://www.slideshare.net/">presentations</a> from <a href="http://www.slideshare.net/stevesponder">Steve Sponder</a></div> </div> </p> <p><a href="http://blog.stevesponder.com/the-new-creative-toolkit-part-3-time">Permalink</a> | <a href="http://blog.stevesponder.com/the-new-creative-toolkit-part-3-time#comment">Leave a comment&nbsp;&nbsp;&raquo;</a> </p><img src="http://feeds.feedburner.com/~r/stevesponder/~4/o-azxSTUDrI" height="1" width="1"/> http://files.posterous.com/user_profile_pics/46673/Me-B_W_Small_1c.jpg http://posterous.com/users/kjumHa4B4 Steve Sponder stevesponder Steve Sponder http://blog.stevesponder.com/the-new-creative-toolkit-part-3-time Mon, 06 Jun 2011 07:51:00 -0700 http://feedproxy.google.com/~r/stevesponder/~3/xgu_h4C0L2w/the-new-creative-toolkit-part-2-location http://blog.stevesponder.com/the-new-creative-toolkit-part-2-location <p> <p>This is the second in a series of posts looking at the new tools available in the creative toolkit.&nbsp;Last post I looked at&nbsp;<a href="http://blog.stevesponder.com/the-new-creative-toolkit">Data</a>&nbsp;and how it was now an extremley powerful creative tool.</p> <p>This post looks at how location is providing creatives with huge opportutunies. I've tried to keep clear of the obvious experiential and PR stunt case studies and instead show how geo-location can be used as well as looking at the pop-up trend and how it's mutating.</p> <p>As always please comment and if you like what you see please tweet about it.</p> <div style=""> <object height="417" width="500"> <param name="movie" value="http://static.slidesharecdn.com/swf/ssplayer2.swf?doc=toolkit2-location-110324103414-phpapp02&amp;rel=0&amp;stripped_title=toolkit-2-location&amp;userName=stevesponder" /> <param name="allowFullScreen" value="true" /> <param name="allowScriptAccess" value="always" /> <embed src="http://static.slidesharecdn.com/swf/ssplayer2.swf?doc=toolkit2-location-110324103414-phpapp02&amp;rel=0&amp;stripped_title=toolkit-2-location&amp;userName=stevesponder" type="application/x-shockwave-flash" height="417" width="500"></embed> </object> <div style="padding: 5px 0 12px;"><span style="font-size: x-small;">View more <a href="http://www.slideshare.net/">presentations</a> from <a href="http://www.slideshare.net/stevesponder">Steve Sponder</a></span></div> </div> </p> <p><a href="http://blog.stevesponder.com/the-new-creative-toolkit-part-2-location">Permalink</a> | <a href="http://blog.stevesponder.com/the-new-creative-toolkit-part-2-location#comment">Leave a comment&nbsp;&nbsp;&raquo;</a> </p><img src="http://feeds.feedburner.com/~r/stevesponder/~4/xgu_h4C0L2w" height="1" width="1"/> http://files.posterous.com/user_profile_pics/46673/Me-B_W_Small_1c.jpg http://posterous.com/users/kjumHa4B4 Steve Sponder stevesponder Steve Sponder http://blog.stevesponder.com/the-new-creative-toolkit-part-2-location Sun, 05 Jun 2011 07:16:00 -0700 http://feedproxy.google.com/~r/stevesponder/~3/pLFmR4WhdfU/the-new-creative-toolkit http://blog.stevesponder.com/the-new-creative-toolkit <p> <p>This is the first in a series of posts that explore the new creative toolkit.</p> <p>It is clear that brands now exist in a world with a growing number of communication and media channels.&nbsp;Each mutation of channels presenting new creative communication opportunities for creative teams that are skilled in the use of the toolkit.</p> <p>Words and pictures were the original tools in the toolkit, working well for the broadcast media of the time. These were enhanced by <a href="http://en.wikipedia.org/wiki/William_Bernbach" target="_self">William Bernbach</a> in the '60s who had the insight to join these two skills together therefore creating the copywriter/art director teams which became the de facto model.</p> <p>We fast forward to the late '90s with the introduction of the Web when we gained a new tool, interactivity, a tool that the majority of traditional agencies <a href="http://bit.ly/fSdpm4" target="_self">found difficult</a> to get their creative teams to learn or to collaborate with interactive specialists, whilst the young digital agencies adopted it as their own and showed brands how powerful it could be.</p> <p>Today, things have got a whole lot more interesting, we have three new tools that enable us to craft creative concepts; data, <a href="http://bit.ly/lWSZTA">location</a> and&nbsp;time. And agencies are again <a href="http://bit.ly/f8VlJq" target="_self">finding it difficult</a> to get their creative teams to learn or collaborate with specialists who are skilled in these new tools.</p> <p>To illustrate the use of these new tools I've looked at various case studies over the last few years. Some are well known others are not, some had large budgets others did not. Most case studies have used multiple tools however they have a dominant one.</p> <p>The data tool is alien to most traditional creatives as it can be seen as cold, sterile and intangible. However it is a very powerful tool and increasingly so, as more and more of our daily activities take place via digital platforms leaving a data imprint, the sea of data that can be mined and used to craft creative concepts is mind-blowing.</p> <div style=""><strong style="display: block; margin: 12px 0 4px;"><br /></strong> <object height="417" width="500"> <param name="movie" value="http://static.slidesharecdn.com/swf/ssplayer2.swf?doc=toolkit1-data-110304110610-phpapp01&amp;rel=0&amp;stripped_title=the-new-creative-toolkit-part-1-data&amp;userName=stevesponder" /> <param name="allowFullScreen" value="true" /> <param name="allowScriptAccess" value="always" /> <embed src="http://static.slidesharecdn.com/swf/ssplayer2.swf?doc=toolkit1-data-110304110610-phpapp01&amp;rel=0&amp;stripped_title=the-new-creative-toolkit-part-1-data&amp;userName=stevesponder" type="application/x-shockwave-flash" height="417" width="500"></embed> </object> <div style="padding: 5px 0 12px;"><span style="font-size: x-small;">View more <a href="http://www.slideshare.net/">presentations</a> from <a href="http://www.slideshare.net/stevesponder">Steve Sponder</a></span></div> </div> </p> <p><a href="http://blog.stevesponder.com/the-new-creative-toolkit">Permalink</a> | <a href="http://blog.stevesponder.com/the-new-creative-toolkit#comment">Leave a comment&nbsp;&nbsp;&raquo;</a> </p><img src="http://feeds.feedburner.com/~r/stevesponder/~4/pLFmR4WhdfU" height="1" width="1"/> http://files.posterous.com/user_profile_pics/46673/Me-B_W_Small_1c.jpg http://posterous.com/users/kjumHa4B4 Steve Sponder stevesponder Steve Sponder http://blog.stevesponder.com/the-new-creative-toolkit Thu, 22 Jul 2010 07:32:00 -0700 http://feedproxy.google.com/~r/stevesponder/~3/Fq6KXsaieGY/deciphering-the-code-of-great-social-ideas http://blog.stevesponder.com/deciphering-the-code-of-great-social-ideas <p> <p><span style="font-family: Arial; font-size: small;">Have you noticed that there appears to be a growing number of weird and wonderful campaigns coming out of various agencies across the world? &nbsp;</span></p> <div style="background-color: transparent; font-family: Times New Roman; font-size: medium; margin: 0px;"><span style="font-family: Arial; color: #000000; background-color: transparent; font-weight: normal; font-style: normal; text-decoration: none; vertical-align: baseline; font-size: small;">There is certainly an increasing opportunity for brands to break out of the constraints of paid media spaces and engage directly with people, via ideas that are constrained only by our imaginations. </span></div> <div style="background-color: transparent; font-family: Times New Roman; font-size: medium; margin: 0px;"><span style="font-family: Arial; font-size: small;">It feels as if ideas are being liberated and experimentation is the order of the day. Agencies from different backgrounds are getting in on the act, each putting their own distinct spin on what constitutes a great social idea. </span></div> <div style="background-color: transparent; font-family: Times New Roman; font-size: medium; margin: 0px;"><span style="font-family: Arial; font-size: small;">In an attempt to decipher the code of great social ideas, I have identified various areas to be considered when either brainstorming social ideas or critiquing them. So let&rsquo;s take a look.</span></div> <p><span style="font-size: small;"><a href="http://picasaweb.google.com/lh/photo/J75lPWeLTo1AbfZd3agADA?feat=embedwebsite"><img src="https://lh6.googleusercontent.com/_ffHsihcFsag/Tdvgo9bTryI/AAAAAAAAHlA/pPY9fmVf2sY/s800/2010-07-22_1535.jpg" alt="" /></a></span></p> <div style="background-color: transparent; font-family: Times New Roman; font-size: medium; margin: 0px;"><span style="font-family: Arial; color: #000000; background-color: transparent; font-weight: bold; font-style: normal; text-decoration: none; vertical-align: baseline; font-size: small;"><span style="font-family: Arial, Helvetica, sans-serif; font-weight: normal;"><span style="font-family: Times New Roman;"><span style="font-family: Arial; color: #000000; background-color: transparent; font-weight: bold; font-style: normal; text-decoration: none; vertical-align: baseline;">1. Value. </span></span><span style="font-family: Times New Roman;"><span style="font-family: Arial; color: #000000; background-color: transparent; font-weight: normal; font-style: normal; text-decoration: none; vertical-align: baseline;">At the core is identifying which of the <a href="http://bit.ly/6T14cl">5 types of social currency</a> does the idea deliver to people; utility, entertaining, monetary, information or personal.</span></span></span></span></div> <div style="background-color: transparent; font-family: Times New Roman; font-size: medium; margin: 0px;"><span style="font-size: small;"><span style="font-family: Arial; color: #000000; background-color: transparent; font-weight: bold; font-style: normal; text-decoration: none; vertical-align: baseline;">2. Engagement. </span><span style="font-family: Arial; color: #000000; background-color: transparent; font-weight: normal; font-style: normal; text-decoration: none; vertical-align: baseline;">Will people be able to engage with the idea? Does the idea tell or build on a wider story? Does it employ any gaming mechanics? Can people participate through interacting or co-creating? Will people be able to easily share it?</span></span></div> <div style="background-color: transparent; font-family: Times New Roman; font-size: medium; margin: 0px;"><span style="font-size: small;"><span style="font-family: Arial; color: #000000; background-color: transparent; font-weight: bold; font-style: normal; text-decoration: none; vertical-align: baseline;">3. Channels. </span><span style="font-family: Arial; color: #000000; background-color: transparent; font-weight: normal; font-style: normal; text-decoration: none; vertical-align: baseline;">Which social channels does it exist in; web, mobile or experiential?</span></span></div> <div style="background-color: transparent; font-family: Times New Roman; font-size: medium; margin: 0px;"><span style="font-size: small;"><span style="font-family: Arial; color: #000000; background-color: transparent; font-weight: bold; font-style: normal; text-decoration: none; vertical-align: baseline;">4. Data. </span><span style="font-family: Arial; color: #000000; background-color: transparent; font-weight: normal; font-style: normal; text-decoration: none; vertical-align: baseline;">Does the idea take advantage of data from social graphs, back office or 3rd parties such as Google maps?</span></span></div> <div style="background-color: transparent; font-family: Times New Roman; font-size: medium; margin: 0px;"><span style="font-size: small;"><span style="font-family: Arial; color: #000000; background-color: transparent; font-weight: bold; font-style: normal; text-decoration: none; vertical-align: baseline;">5. Time. </span><span style="font-family: Arial; color: #000000; background-color: transparent; font-weight: normal; font-style: normal; text-decoration: none; vertical-align: baseline;">Does the idea exist in real-time or does it have any time sensitivity around it? Does the idea contribute to an existing conversation or is it starting a new one?</span></span></div> <div style="background-color: transparent; font-family: Times New Roman; font-size: medium; margin: 0px;"><span style="font-size: small;"><span style="font-family: Arial; color: #000000; background-color: transparent; font-weight: bold; font-style: normal; text-decoration: none; vertical-align: baseline;">6. Location. </span><span style="font-family: Arial; color: #000000; background-color: transparent; font-weight: normal; font-style: normal; text-decoration: none; vertical-align: baseline;">Does the idea utilise geo-location? Are we asking people to visit our space and if so can we realistically create a social destination without expensive advertising?</span></span></div> <div style="background-color: transparent; font-family: Times New Roman; font-size: medium; margin: 0px;"><span style="font-family: Arial;"><span style="font-size: small;">Obviously, the overriding questions are;&nbsp;</span></span><span style="font-family: Arial; font-size: small;">does the idea conform to the <a href="http://bit.ly/9ZYUOQ">brands social principles</a>, does it contribute to the <a href="http://bit.ly/9GyjF3">brand ideal</a> and </span><span style="font-family: Arial; font-size: small;">will it deliver on the business objective. </span></div> <p /> <div style="background-color: transparent; font-family: Times New Roman; font-size: medium; margin: 0px;"><span style="font-family: Arial; font-size: small;">Let me know what you think.</span></div> </p> <p><a href="http://blog.stevesponder.com/deciphering-the-code-of-great-social-ideas">Permalink</a> | <a href="http://blog.stevesponder.com/deciphering-the-code-of-great-social-ideas#comment">Leave a comment&nbsp;&nbsp;&raquo;</a> </p><img src="http://feeds.feedburner.com/~r/stevesponder/~4/Fq6KXsaieGY" height="1" width="1"/> http://files.posterous.com/user_profile_pics/46673/Me-B_W_Small_1c.jpg http://posterous.com/users/kjumHa4B4 Steve Sponder stevesponder Steve Sponder http://blog.stevesponder.com/deciphering-the-code-of-great-social-ideas Thu, 13 May 2010 07:03:00 -0700 http://feedproxy.google.com/~r/stevesponder/~3/1U0UCLaKpSk/3-principles-for-building-social-brands http://blog.stevesponder.com/3-principles-for-building-social-brands <p> <div style="margin-top: 0px; margin-bottom: 0px;"> <div style="margin-top: 0px; margin-bottom: 0px; text-align: left;"><span style="font-family: arial, sans-serif; font-size: small;"><span style="border-collapse: collapse; font-size: 13px;"><img src="https://lh3.googleusercontent.com/_ffHsihcFsag/Tdvfu3aM0cI/AAAAAAAAHk4/PIfCc1UGMcw/s800/4.3.jpg" alt="" style="height: 422px;" /><br /></span></span></div> </div> <div style="margin-top: 0px; margin-bottom: 0px;"> <div style="margin-top: 0px; margin-bottom: 0px;"><strong><span style="font-weight: normal;"> </span></strong><span style="font-weight: normal;"> </span> <p style="margin: 0px;">&nbsp;</p> <p style="margin: 0px;"><span style="font-size: small;">For organisations to be successful in this new hyper-word-of-mouth world they will need to fully embrace the notion of a building a social brand.</span></p> <span style="font-weight: normal;"> </span> <p style="margin: 0px;"><span style="font-size: small;">&nbsp;</span></p> <p style="margin: 0px;"><span style="font-size: small;">A social brand is one that is able to stay true to three core principles; it <a href="http://blog.stevesponder.com/active-listening-4">actively listens</a>, it has appropriate social behaviour and it builds win/win relationships with its stakeholders.</span></p> <p style="margin: 0px;"><span style="font-size: small;">&nbsp;</span></p> <p style="margin: 0px;"><span style="font-size: small;"><a href="http://blog.stevesponder.com/active-listening-4">Active listening</a> is required if the brand is to truly be part of the market conversations, being part of the conversation provides valuable insight and critical feedback. Without active listening, and appropriate responses, the brand is still operating in the pre-social media world of mass communication.</span></p> <p style="margin: 0px;"><span style="font-size: small;">&nbsp;</span></p> <p style="margin: 0px;"><span style="font-size: small;">Appropriate social behaviour is the easiest to define, authentic, honest, transparent, human, but it&rsquo;s the hardest to successfully implement. Ultimately it will come down to the organisations&rsquo; commitment to a social brand value system and a people strategy that is aligned to this.</span></p> <p style="margin: 0px;"><span style="font-size: small;">&nbsp;</span></p> <p style="margin: 0px;"><span style="font-size: small;">Lastly, because social media is creating perfect markets the last principle is win/win relationships. This is about the value exchange, the value exchange between the brand and each of its stakeholder i.e. prospects, customers, employees, influencers, investors etc. This value can take different forms, so for customers it could be about the performance of the product, the quality of the customer support or the influence they may have over shaping the product development.</span></p> <p style="margin: 0px;"><span style="font-size: small;"><br /></span></p> <p style="margin: 0px;"><span style="font-size: small;"><span style="font-weight: normal;"> </span></span></p> <span style="font-size: small;"> </span> <p style="display: inline !important; margin: 0px;">In reality the impending challenges to re-engineer an organisation in order to be able to successfully build a social brand is huge; aligning internal departments, processes and communication channels is just the tip of the iceberg.</p> <p style="margin: 0px;"><span style="font-weight: normal; font-size: small;"> </span></p> <p style="margin: 0px;">&nbsp;</p> <p style="margin: 0px;">The conclusion therefore, is that the only way an organisation can effectively meet these challenges will be if the board, and more specifically the CEO, genuinely understands this new social world, is committed to building a social brand, has a clear, effective strategy and strong leadership to make it happen.</p> <p><span style="font-size: small;">There is certainly an opportunity for organisations to get a competitive edge by building social brands although the interesting question is how organisations will differentiate themselves in the future when all brands are social brands.</span></p> </div> </div> <p>&nbsp;</p> </p> <p><a href="http://blog.stevesponder.com/3-principles-for-building-social-brands">Permalink</a> | <a href="http://blog.stevesponder.com/3-principles-for-building-social-brands#comment">Leave a comment&nbsp;&nbsp;&raquo;</a> </p><img src="http://feeds.feedburner.com/~r/stevesponder/~4/1U0UCLaKpSk" height="1" width="1"/> http://files.posterous.com/user_profile_pics/46673/Me-B_W_Small_1c.jpg http://posterous.com/users/kjumHa4B4 Steve Sponder stevesponder Steve Sponder http://blog.stevesponder.com/3-principles-for-building-social-brands Tue, 11 May 2010 07:08:00 -0700 http://feedproxy.google.com/~r/stevesponder/~3/-zR1tHpFppY/lets-create-awesome-content http://blog.stevesponder.com/lets-create-awesome-content <p> <div style="margin: 0px;"><span style="color: #222222; font-size: small;">A few weeks back I wrote the blog post 'Planning a Content Strategy' for which I received some great feedback, since then I've given some more thought to this subject and spent some time trying to get a sense of how brands view of 'content' is changing.</span></div> <p /> <div style="margin: 0px;"><span style="color: #222222; font-size: small;">I think we are starting to see brands recognising that a more strategic approach to content is becoming increasingly important. It's moving from being one of the last considerations of a web dev project and is taking centre stage of the digital strategy.</span></div> <div style="margin: 0px;"><span style="font-size: small;"><span style="color: #222222;">So, what follows is a revised and more in-depth version of that post with an extended 10 step process.</span></span></div> <p /> <p /> <div style="margin: 0px;"> <div style="margin: 0px;"><span style="color: #424037; font-size: medium;"><span style="margin-left: 0px; margin-right: 0px;"><strong>Engage through conversation; power your conversations with awesome content.</strong></span></span></div> <span style="font-size: small;"> <br /> </span> <div style="margin: 0px;"><span style="color: #222222; font-size: small;">It&rsquo;s very easy for brands to get drawn into the hype around the latest format, platform or tactic. Where as a couple of years back brands were all asking for a &lsquo;viral&rsquo; it feels like they are now all asking for iPhone apps. It is worth noting that content is merely a means to an end, content drives conversations and conversation are how you engage with people, and engaging with people is the only way brands will be able to survive in this social media disrupted world we now live in.</span></div> </div> <div style="margin: 0px;"><span style="font-family: arial, helvetica, sans-serif; font-size: small;"><span style="color: #424037;">Formulating a content strategy can be a difficult process partly due to the many considerations and partly due to the number of stakeholders. So, to help here's a simple 10 step systematic process.</span></span></div> <p /> <p><a href="http://picasaweb.google.com/lh/photo/lYz_wfOS5YWbI1tPryiCDg?feat=embedwebsite"><img src="https://lh5.googleusercontent.com/_ffHsihcFsag/TdvhToyr45I/AAAAAAAAHlE/wFANTMB3sxY/s640/2011-04-13_1503.jpg" alt="" /></a></p> <p /> <div style="margin: 0px;"><span style="color: #424037; font-size: small;"><span style="margin-left: 0px; margin-right: 0px;"><strong>1. Principles</strong></span></span></div> <p /> <div style="margin: 0px;"><span style="color: #424037; font-size: small;"><span style="margin-left: 0px; margin-right: 0px;">First off set some principles, this allows for the brand to have a healthy and robust discussion around authenticity, transparency and humility as well as an opportunity to define the engagement policy. There also needs to be acknowledgement that because&nbsp;<span style="color: #222222;">brands no longer control when the conversations ends, unlike campaigns, there needs to be a commitment to continuous investment.&nbsp;</span></span></span></div> <p /> <div style="margin: 0px;"><span style="font-size: small; color: #424037;"><strong>2. Business Objectives</strong></span></div> <p /> <div style="margin: 0px;"><span style="color: #424037; font-size: small;"><span style="margin-left: 0px; margin-right: 0px;">Next we get into the 'Why are we doing this?' question, clarify your objectives, link them to appropriate metrics, if possible setting targets and define a budget.</span></span></div> <p /> <div style="margin: 0px;"><span style="color: #424037; font-size: small;"><span style="margin-left: 0px; margin-right: 0px;"><strong>3. Brand Purpose</strong></span></span></div> <p /> <div style="margin: 0px;"><span style="font-size: small;"> <span style="color: #424037;"><span style="margin-left: 0px; margin-right: 0px;">Substance focuses the mind on w</span></span><span style="color: #222222;">hat subjects and topics are important to you? What&rsquo;s your position on things, your point of view? Where&rsquo;s the evidence you&rsquo;re serious about this stuff? What&rsquo;s your story? What's your purpose? Why should people give a damn?&nbsp;</span> </span></div> <p /> <div style="margin: 0px;"><span style="font-size: small;"><span style="color: #222222;">Ogilvy talk about identifying the brands ideal, so for example Dove believes the world would be a better place if women were allowed to feel good about themselves, Fanta believes the world would be a better place if we grew up less and played more, Scrabble believes the world would be a better place if we loved words more and Coca Cola believes the world would be a better place if we saw the glass as half full - not half empty.</span></span></div> <p /> <div style="margin: 0px;"><span style="font-size: small;"><span style="color: #222222;">I think that identifying your brand ideal is a great way to uncover your purpose and therefore gives you something to anchor your content to, just remember though that this needs to be backed up with evidence, just playing lip service is playing with fire.</span></span></div> <p /> <div style="margin: 0px;"><span style="font-size: small; color: #222222;"><strong>4. Content Value (Social Currency)</strong></span></div> <p /> <div style="margin: 0px;"><span style="margin-left: 0px; margin-right: 0px; font-size: small;"><span style="color: #222222;">What value will your content deliver directly to people?&nbsp;<span style="color: #222222;">What value does it deliver indirectly, i.e. the payback I get for telling someone else about it?&nbsp;</span></span></span></div> <p /> <div style="margin: 0px;"><span style="margin-left: 0px; margin-right: 0px; font-size: small;"><span style="color: #222222;">The direct value is the contents' social currency and there are 5 types of value&nbsp;</span></span></div> <p /> <div style="padding-left: 60px; margin: 0px;"><span style="margin-left: 0px; margin-right: 0px; font-size: small;"><span style="color: #222222;">4.1) Entertainment value &ndash; Advertising campaigns typically deal in this type of currency. It's worth asking if the idea lends itself to being parodied like Cadburys Gorilla as this can be a potent conversation multiplier.</span></span></div> <div style="padding-left: 60px; margin: 0px;"><span style="margin-left: 0px; margin-right: 0px; font-size: small;"><span style="color: #222222;">4.2) Personal value - Fame delivers powerful personal value, the rise of Factor type shows and&nbsp;</span></span><span style="font-size: small; color: #222222;">Reality TV shows over recent years indicate&nbsp;</span><span style="font-size: small; color: #222222;">the value people place on this kind of content.</span></div> <div style="padding-left: 60px; margin: 0px;"><span style="margin-left: 0px; margin-right: 0px; font-size: small;"><span style="color: #222222;">4.3) Knowledge value &ndash; B2B thought leadership via whitepapers is a example of this type.</span></span></div> <div style="padding-left: 60px; margin: 0px;"><span style="margin-left: 0px; margin-right: 0px; font-size: small;"><span style="color: #222222;">4.4) Monetary value - Consumer PR typically deals in this type of currency with&nbsp;<span style="color: #222222;">promotions</span>&nbsp;and competitions, the Threshers 2006 40% off Voucher is a great example of this.</span></span></div> <div style="padding-left: 60px; margin: 0px;"><span style="margin-left: 0px; margin-right: 0px; font-size: small;"><span style="color: #222222;">4.5) Utility value &ndash; a lot iPhone apps fall into this category like Sky+ app. Charmin installing 20 restrooms in Times Square is a great example as is the B&amp;Q kitchen planner.&nbsp;</span></span></div> <p /> <div style="margin: 0px;"><span style="font-size: small;"><span style="color: #222222;">How can we blend some of these together to make them more potent? - A game with a leader board hits two types, a competition for the next flavor of Walkers crisps delivers a prize plus bragging rights. However attempting to blend various values together is the modern day equivalent of the challenges faced in creating an integrated campaign, i.e. you need a multi-disciplined/experienced/talented team to work collaboratively together.&nbsp;</span></span></div> <p /> <div style="margin: 0px;"><span style="color: #222222; font-size: small;">Here are some other thoughts; can we tap into popular culture as T-mobile did with 'Dance', or can we ride a meme like EA Games&nbsp;<span style="color: #222222;">did with the&nbsp;</span>Tiger Woods 'walking on water' game glitch? I wonder if I've just coined the phrase 'Meme Riding'?</span></div> <p /> <div style="margin: 0px;"><span style="font-size: small;"><span style="color: #222222;">For more info on this please see my blog post - <a href="http://blog.stevesponder.com/how-valuable-is-your-social-currency">http://blog.stevesponder.com/how-valuable-is-your-social-currency</a></span></span></div> <p /> <div style="margin: 0px;"> <div style="margin: 0px;"><span style="font-size: small; color: #424037;"><strong>5. Sources</strong></span></div> <p /> </div> <div style="margin: 0px;"><span style="margin-left: 0px; margin-right: 0px; font-size: small;"><span style="color: #424037;">Who is going to be creating or producing all this great content for you. Well there are actually more choices than you may first realise.&nbsp;</span></span></div> <p /> <div style="padding-left: 60px; margin: 0px;"><span style="font-size: small;"> <span style="margin-left: 0px; margin-right: 0px;"><span style="color: #424037;">5.1) E</span></span><span style="color: #222222;">mployees could be an effective choice, Zappo the US online shoe retailer encourages all staff to use twitter and even has a Leaderboard which introduces a competitive element into the mix.&nbsp;</span></span></div> <div style="padding-left: 60px; margin: 0px;"><span style="font-size: small;"><span style="color: #222222;">5.2) Agencies are an obvious route.&nbsp;</span></span></div> <div style="padding-left: 60px; margin: 0px;"><span style="font-size: small;"><span style="color: #222222;">5.3) You could use industry peers by simply sign-posting people to relevant, interesting stuff.&nbsp;</span></span></div> <div style="padding-left: 60px; margin: 0px;"><span style="font-size: small;"><span style="color: #222222;">5.4) User generated content (UGC), crowdsourcing and co-creation can also be a viable option for some brands.&nbsp;</span></span></div> <p /> <div style="margin: 0px;"><span style="font-size: small;"><strong>6. Spaces&nbsp;</strong></span></div> <p /> <div style="margin: 0px;"><span style="font-size: small;"> <span style="color: #424037;">Which social and digital channels will the content be going out through or put another way what's the d</span><span style="color: #222222;">istribution strategy?&nbsp;</span> </span></div> <p /> <div style="padding-left: 60px; margin: 0px;"><span style="color: #222222; font-size: small;">6.1) Brand media; outposts, web sites, email or events</span></div> <div style="padding-left: 60px; margin: 0px;"><span style="color: #222222; font-size: small;">6.2) Earned media;&nbsp;<span style="color: #222222;">influencer networks,&nbsp;</span>communities or the media</span></div> <div style="padding-left: 60px; margin: 0px;"><span style="font-size: small;"> <span style="color: #222222;">6.3) Paid&nbsp;</span><span style="color: #222222;">media&nbsp;</span></span></div> <p /> <div style="margin: 0px;"><span style="font-size: small;"><span style="color: #222222;">How are you going to balance and/or integrate content across these spaces? Experiential and social spaces work really well together. For example if we look at the&nbsp;<span style="color: #222222;">T-mobile Flashmob in Liverpool St station they&nbsp;</span>started with an event (or PR stunt if you like), word of mouth spread online and then the traditional media picked up the buzz and covered it via their channels. &nbsp;</span></span></div> <p /> <div style="margin: 0px;"><span style="font-size: small;"><span style="color: #222222;">Another challenging question, is the brand able to&nbsp;build a social destination? Not many brands can pull this off, if you try and you don&rsquo;t currently have enough pulling power you could find yourself spending a lot of budget on traffic generation activates which is pointless. It may be better to get out into the communities that already exist.</span></span></div> <p /> <div style="margin: 0px;"><span style="font-size: small; color: #222222;"><strong>7. Formats</strong></span></div> <p /> <div style="margin: 0px;"><span style="color: #222222; font-size: small;">What formats are appropriate to use; blog posts, presentations, videos, pictures, podcasts, tweets, Facebook or iPhone apps or live streams.&nbsp;</span></div> <p /> <div style="margin: 0px;"><span style="color: #222222; font-size: small;">Can you re-purpose your content into different formats? For example a whitepaper could be re-purposed into a YouTube video interview with the author and then into a series of blog posts and then into an iTunes podcast.</span></div> <p /> <div style="margin: 0px;"><span style="color: #222222; font-size: small;">Is it in a format that is easy for people to share? Is it in a format that is easy for people to remix? Cadburys Eyebrows actively encouraged people to parody by providing tools to enable people to remix and share it.</span></div> <p /> <div style="margin: 0px;"><span style="font-size: small; color: #222222;"><strong>8. Schedule</strong></span></div> <p /> <div style="margin: 0px;"><span style="color: #222222; font-size: small;">Remember conversations can&rsquo;t be turned off like campaigns so look to plan for a rolling 3mth content schedule. Consider what will be pre-planned and what will be left to be ad-hoc and reactive? How will you ensure a constant stream of content? How are you going to create peaks of interest?</span></div> <div style="margin: 0px;"><span style="font-size: small; color: #222222;"><span style="color: #424037;"><strong>9.&nbsp;</strong></span><strong>Social Agents</strong></span></div> <p /> <div style="margin: 0px;"><span style="color: #222222; font-size: small;">Who will be manning your brand outposts? Who will be managing the conversations? Who will be building the relationships? Who will be re-directing questions or suggestions to the appropriate internal function? Who will be looking for early signs of a online crisis? Ultimately, who will be responsible for your social brand? Will your social agents by a central team, a distributed team, all employees or an Agency?</span></div> <p /> <div style="margin: 0px;"><span style="color: #222222; font-size: small;"><strong>1</strong></span><span style="font-size: small; color: #222222;"><strong>0. Actively listen&nbsp;</strong></span></div> <p><span style="font-size: small; color: #222222;">To find out what the reaction to your content has been you need to ensure you have set-up your active listening tools. What conversations have you started? What conversations do you want to join? How are you tracking against your objectives, targets and budgets?</span></p> <div style="margin-top: 0px; margin-bottom: 0px;"><span style="color: #222222; font-size: small;"> For more detail on active listening please read my blog post -&nbsp;<a href="http://blog.stevesponder.com/active-listening-4" style="color: #551a8b;">blog.stevesponder.com/active-listening-4</a><br style="margin-left: 0px; margin-right: 0px;" /> </span> <p /> <div style="margin: 0px;"><span style="color: #424037; font-size: small;">Lastly, it'll be interesting to discuss with people how the roles of a content strategist, traditionally focused on web site content and the new breed of content strategist, focused of social currency and objectives, relate to each other.</span></div> <p /> <div style="margin: 0px;"><span style="color: #424037; font-size: small;">Thoughts? Let's discuss.</span></div> </div> <p>&nbsp;</p> </p> <p><a href="http://blog.stevesponder.com/lets-create-awesome-content">Permalink</a> | <a href="http://blog.stevesponder.com/lets-create-awesome-content#comment">Leave a comment&nbsp;&nbsp;&raquo;</a> </p><img src="http://feeds.feedburner.com/~r/stevesponder/~4/-zR1tHpFppY" height="1" width="1"/> http://files.posterous.com/user_profile_pics/46673/Me-B_W_Small_1c.jpg http://posterous.com/users/kjumHa4B4 Steve Sponder stevesponder Steve Sponder http://blog.stevesponder.com/lets-create-awesome-content Tue, 20 Apr 2010 04:05:00 -0700 http://feedproxy.google.com/~r/stevesponder/~3/JZaLit14xkM/big-boxes-of-social-media http://blog.stevesponder.com/big-boxes-of-social-media <p> <p>After watching the Web 2.0 hyper-juggernaut scream into town a few years back it has been interesting to see it delivering big boxes of social media filled with shiny new tactics including a bunch of social networks, a corporate blog, a few micro-blogging platforms, a suite of widgets and a packet of chicklets.  </p> <p>It’s unfortunate that there was no mention of which department to deliver it to and no instructions on how to use the tactics.  As a result the box was mistakenly handed to the marketing department. Interestingly enough a similar story happened back in the late 90's when the Web 1.0 hyper-juggernaut incorrectly delivered the website boxes to the IT department instead of the marketing dept, remember the issues that caused? </p> <p>So, and in lieu of any instruction manual the marketing guys have been busy blending social media into the marketing mix; resulting in social networks being added to the media planning process, playing with corporate blogs, producing widgets and starting a Facebook groups. But they are simply applying existing marketing principles to these new media, that’s not their fault that’s the natural thing for them to do.</p> <p>The other thing missing from the social media box was the sticker ‘Interactive  - Handle with Care”, this means social media opens up a feedback-loop, encouraging a response, a comment and a conversation, something the marketing team have not been prepared for.</p> <p>We’re now becoming aware the box should have been delivered to the CEO as we appreciate that the impact of social media is far, far broader than the marketing department; it touches every brand touch point, customer service, human resources and challenges the product development team to deliver the ultimate product. </p> <p>The impending challenge for CEO’s to respond to this new world order, without the instruction manual, is huge; re-structuring and streamlining internal departments, processes and communication channels.</p> <p>So, if you’re in the marketing department and see a big box labelled social media please pop it up to the CEO’s office, thanks.</p> </p> <p><a href="http://blog.stevesponder.com/big-boxes-of-social-media">Permalink</a> | <a href="http://blog.stevesponder.com/big-boxes-of-social-media#comment">Leave a comment&nbsp;&nbsp;&raquo;</a> </p><img src="http://feeds.feedburner.com/~r/stevesponder/~4/JZaLit14xkM" height="1" width="1"/> http://files.posterous.com/user_profile_pics/46673/Me-B_W_Small_1c.jpg http://posterous.com/users/kjumHa4B4 Steve Sponder stevesponder Steve Sponder http://blog.stevesponder.com/big-boxes-of-social-media Wed, 31 Mar 2010 01:50:00 -0700 http://feedproxy.google.com/~r/stevesponder/~3/B3J4hlqPiKo/active-listening-4 http://blog.stevesponder.com/active-listening-4 <p> <p><a href="http://picasaweb.google.co.uk/lh/photo/Y2D0rvsOyXXspXl9970gag?feat=embedwebsite"><img src="https://lh3.googleusercontent.com/_ffHsihcFsag/TdveHSWmZAI/AAAAAAAAHkw/VoB1jmXNBbs/s640/Fullscreen%20capture%2018012010%20171007.bmp.jpg" alt="" /></a></p> <p>&nbsp;</p> <p><span style="font-family: Arial, sans-serif; font-size: 12px; color: #424037; line-height: 28px;">As we move from tactical social media activity to a more strategic approach we&rsquo;ll need to start thinking about how we are going to build social brands.&nbsp;<span style="">&nbsp;</span></span></p> <p style="margin-top: 10.35pt; margin-right: 0cm; margin-bottom: 10.35pt; margin-left: 0cm; line-height: 21.6pt;"><span style="font-size: 9.0pt; font-family: Arial,sans-serif; color: #424037;">Well, I think we need to focus on three core principles, the first of which is listening to our stakeholders and markets. <span style="">&nbsp;</span>This is obvious and many organisations have already started listening although I wonder how many are actively listening? Wikipedia defines active listening as the intent to 'listening for meaning' which I think is more aligned to what we want to do. I&rsquo;d like to go even further and suggest that active listening should be considered as a systematic, comprehensive process, starting with monitoring and finishing with action. </span></p> <p style="margin-top: 10.35pt; margin-right: 0cm; margin-bottom: 10.35pt; margin-left: 0cm; line-height: 21.6pt;"><strong><span style="font-size: 9.0pt; font-family: Arial,sans-serif; color: #424037;">1. Monitor</span></strong><span style="font-size: 9.0pt; font-family: Arial,sans-serif; color: #424037;"> - Ongoing monitoring of conversations via keyword searching is the most basic of these activities. You can do this by using one, or a combination of, paid-for or free tools. Some of these free tools are platform or channel specific like <a href="http://search.twitter.com/">Twitter Search</a> and <a href="http://blogsearch.google.com/">Google Blog Search</a>, whilst others have a broader search net like <a href="http://addictomatic.com/">Addictomatic</a>&nbsp;and&nbsp;<a href="http://www.socialmention.com/">Socialmention.</a> It is also possible for you to build a fairly comprehensive 'monitoring system' as explained by Chris Brogan's excellent&nbsp;<a href="http://bit.ly/cvaBTG">'Grow Bigger Ears</a>' blog post.</span></p> <p style="margin-top: 10.35pt; margin-right: 0cm; margin-bottom: 10.35pt; margin-left: 0cm; line-height: 21.6pt;"><strong><span style="font-size: 9.0pt; font-family: Arial,sans-serif; color: #424037;">2. Measure</span></strong><span style="font-size: 9.0pt; font-family: Arial,sans-serif; color: #424037;"> - Next you should be looking to&nbsp;identify&nbsp;some appropriate metrics, with these in place you are then into the activity of measuring. These metrics should have some targets and be linked to some business objectives - see this post for more info &lsquo;<a href="http://blog.stevesponder.com/social-media-analytics-strategy">7 Steps Social Media Analytics Strategy</a>'. </span></p> <p style="margin-top: 10.35pt; margin-right: 0cm; margin-bottom: 10.35pt; margin-left: 0cm; line-height: 21.6pt;"><strong><span style="font-size: 9.0pt; font-family: Arial,sans-serif; color: #424037;">3. Track - </span></strong><span style="font-size: 9.0pt; font-family: Arial,sans-serif; color: #424037;">Closely linked to measuring is tracking, where trends can be discovered over time. For example you could be tracking the sentiment around a brand, the number of comments on a blog post or the number of retweets. What we're interested in here is tracking the velocity and acceleration of any changes as this will start to turn the data into information which we can respond to. Nathan Gilliatt provides further detail around tracking velocity and acceleration in his blog post '<a href="http://bit.ly/dgtZBt">Derivatives in media measurement</a>'.</span></p> <p style="margin-top: 10.35pt; margin-right: 0cm; margin-bottom: 10.35pt; margin-left: 0cm; line-height: 21.6pt;"><strong><span style="font-size: 9.0pt; font-family: Arial,sans-serif; color: #424037;">4. Alert </span></strong><span style="font-size: 9.0pt; font-family: Arial,sans-serif; color: #424037;">- In order to respond to a real-time online crisis, or opportunities for that matter, it is important to consider setting up your alerts. These alerts can be based on a volume threshold for some of the metrics that you're tracking or be based on the mention of a&nbsp;specific&nbsp;phrase that you may be monitoring such as 'Brand sucks' or 'Brand FAIL'.</span></p> <p style="margin-top: 10.35pt; margin-right: 0cm; margin-bottom: 10.35pt; margin-left: 0cm; line-height: 21.6pt;"><strong><span style="font-size: 9.0pt; font-family: Arial,sans-serif; color: #424037;">5. Insights - </span></strong><span style="font-size: 9.0pt; font-family: Arial,sans-serif; color: #424037;">Over time you are going to be building up a huge volume of data, all of which could provide a wealth of insights. Depending on how you're collecting and holding this data will depend on how insightful and how easy it will be to mine. Currently I believe that appending information manually to the data collected provides the best results. These insights could be applied right across the organisation from product development to customer service, from HR to marketing.</span></p> <p style="margin-top: 10.35pt; margin-right: 0cm; margin-bottom: 10.35pt; margin-left: 0cm; line-height: 21.6pt;"><strong><span style="font-size: 9.0pt; font-family: Arial,sans-serif; color: #424037;">6. Disseminate - </span></strong><span style="font-size: 9.0pt; font-family: Arial,sans-serif; color: #424037;">Obvious although not happening comprehensively enough from my experience, the output from all of the five active listening&nbsp;activities above need&nbsp;to get to the right person within the organisation at the right time.</span></p> <p style="margin-top: 10.35pt; margin-right: 0cm; margin-bottom: 10.35pt; margin-left: 0cm; line-height: 21.6pt;"><strong><span style="font-size: 9.0pt; font-family: Arial,sans-serif; color: #424037;">7. Act -</span></strong><span style="font-size: 9.0pt; font-family: Arial,sans-serif; color: #424037;"> And lastly, to ensure that the listening has been Active Listening we need to ensure that the business responds to what has been heard either through immediate action or by informing future strategy.</span></p> <p style="margin-top: 10.35pt; margin-right: 0cm; margin-bottom: 10.35pt; margin-left: 0cm; line-height: 21.6pt;"><span style="font-size: 9.0pt; font-family: Arial,sans-serif; color: #424037;">So are you monitoring, actively listening or somewhere in-between? It would be great to hear about your approach?</span></p> <p>&nbsp;</p> <p>&nbsp;</p> <p>&nbsp;</p> </p> <p><a href="http://blog.stevesponder.com/active-listening-4">Permalink</a> | <a href="http://blog.stevesponder.com/active-listening-4#comment">Leave a comment&nbsp;&nbsp;&raquo;</a> </p><img src="http://feeds.feedburner.com/~r/stevesponder/~4/B3J4hlqPiKo" height="1" width="1"/> http://files.posterous.com/user_profile_pics/46673/Me-B_W_Small_1c.jpg http://posterous.com/users/kjumHa4B4 Steve Sponder stevesponder Steve Sponder http://blog.stevesponder.com/active-listening-4 Tue, 30 Mar 2010 09:11:00 -0700 http://feedproxy.google.com/~r/stevesponder/~3/mqjfE2WF92c/the-content-imperative http://blog.stevesponder.com/the-content-imperative <p> <div style="margin-top: 0px; margin-bottom: 0px;"><span style="font-size: small;">This is the presentation I gave at a @silverpop event on Tues 16th<span style="">&nbsp;</span>March 2010.&nbsp;<span style="font-size: 11pxt;">In this session, I explained why content is now so important and outlined how to plan for </span>creating awesome content. </span> <p><span style="font-size: small;"><span style="font-size: 11pxt;">I proposed that content is merely a means to an end; content drives conversations</span><span style="font-size: 11pxt;">,&nbsp;</span><span>conversations&nbsp;are how we engage with people and engaging with people is the only way&nbsp;</span><span>brands will be able to survive in this social media disrupted world we now live in.&nbsp;</span></span></p> <div class="O"> <div><span style="font-size: small;"><span>It&rsquo;s very easy for brands to get drawn into the hype around the latest format, platform or tactic. </span><span>Where as a couple of years back brands were all asking for &lsquo;virals&rsquo; it feels like they are now </span><span>all asking for iPhone apps.&nbsp;</span></span></div> <p /> <div style=""><span style="font-size: small;">Thanks for the great feedback I've received, here's the presentation. Please note the slide commentary is in the notes which you can see if you view the presentation on SlideShare.</span></div> <div style=""><strong style="display: block; margin: 11px 0 4px;"><a href="http://www.slideshare.net/stevesponder/the-content-imperative" title="The Content Imperative">The Content Imperative</a></strong> <object height="355" width="425"> <param name="movie" value="http://static.slidesharecdn.com/swf/ssplayer2.swf?doc=contentpres-100317060012-phpapp02&amp;stripped_title=the-content-imperative" /> <param name="allowFullScreen" value="true" /> <param name="allowScriptAccess" value="always" /><embed src="http://static.slidesharecdn.com/swf/ssplayer2.swf?doc=contentpres-100317060012-phpapp02&amp;stripped_title=the-content-imperative" type="application/x-shockwave-flash" height="355" width="425"></embed> </object> <div style="padding: 5px 0 11px;">View more <a href="http://www.slideshare.net/">presentations</a> from <a href="http://www.slideshare.net/stevesponder">Steve Sponder</a>.</div> </div> </div> </div> </p> <p><a href="http://blog.stevesponder.com/the-content-imperative">Permalink</a> | <a href="http://blog.stevesponder.com/the-content-imperative#comment">Leave a comment&nbsp;&nbsp;&raquo;</a> </p><img src="http://feeds.feedburner.com/~r/stevesponder/~4/mqjfE2WF92c" height="1" width="1"/> http://files.posterous.com/user_profile_pics/46673/Me-B_W_Small_1c.jpg http://posterous.com/users/kjumHa4B4 Steve Sponder stevesponder Steve Sponder http://blog.stevesponder.com/the-content-imperative Mon, 29 Mar 2010 01:39:00 -0700 http://feedproxy.google.com/~r/stevesponder/~3/8MppHzwslQk/age-of-conversation-3 http://blog.stevesponder.com/age-of-conversation-3 <p> <p><span style="font-size: small;">Having learnt a lot from the first two editions of Age of Conversation, I'm chuffed to be an author of the new edition which is being published in April 2010.</span></p> <div class="entry-body" style="clear: both;"> <p>I'm rubbing shoulders with some of the best thinkers in social media right now, the full author list is at the end of this post. My contribution is 'Social Brands need Bold CEOs' which is in the 'In the Boardroom' section.</p> <p>Here are the full details....</p> <h6 style="font-weight: normal; font-size: 18px; color: #336633; padding-left: 60px; margin: 0px;"><span style="color: #000000;">Age of Conversation 3</span></h6> <h6 style="font-weight: normal; font-size: 18px; color: #336633; padding-left: 60px; margin: 0px;"><span style="color: #000000; font-size: 16px;">It&rsquo;s Time to Get Busy!</span></h6> <h6 style="font-weight: normal; font-size: 18px; color: #336633; padding-left: 60px; margin: 0px;"><span style="color: #000000; font-size: 16px;">&nbsp;</span><span style="color: #333333; font-family: Arial, Helvetica, sans-serif; font-size: 12px;"><em>by Drew McLellan and Gavin Heaton</em></span></h6> <p style="padding-left: 60px;">Following on the success of the first two editions,&nbsp;<em>Age of Conversation III: It&rsquo;s Time to Get Busy!</em>&nbsp;again kick-starts the discussion about how the global marketing landscape is changing. With over 300 of the world&rsquo;s leading marketers, writers, thinkers and creative innovators contributing chapters, this collaborative work investigates the roles that community, conversation, experimentation, engagement, and collaboration play in shaping the 21st century&rsquo;s economy of ideas. As businesses, public and private organizations, and individuals realize that there&rsquo;s much more to social media and its impacts than first meets the eye,&nbsp;<em>Age of Conversation III</em>&nbsp;shows which platforms, tools, and approaches truly work.</p> <p style="padding-left: 60px;">From the boardroom to the locus of customer interaction, social media is transforming the way we do business. The impact of this is being felt in every customer interaction, each business decision and even the way we source, retain and engage our staff.</p> <p style="padding-left: 60px;">&ldquo;Social media&rdquo; is the business buzzword of 2010.</p> <p style="padding-left: 60px;">But what is happening beyond the hype? What are the practicalities that social media are imposing on our business practices?</p> <p style="padding-left: 60px;">In&nbsp;<em>Age of Conversation III: It&rsquo;s Time to Get Busy!,</em>&nbsp;the world&rsquo;s leading practitioners share their stories, ideas, strategies and observations. Each chapter yields practical insight and valuable experience.</p> <p style="padding-left: 60px;">Featured topics include:</p> <li style="padding-left: 90px;"><span style="font-size: small;">At the coalface</span></li> <li style="padding-left: 90px;"><span style="font-size: small;">Conversational branding</span></li> <li style="padding-left: 90px;"><span style="font-size: small;">Influence</span></li> <li style="padding-left: 90px;"><span style="font-size: small;">Getting to work</span></li> <li style="padding-left: 90px;"><span style="font-size: small;">Corporate conversations</span></li> <li style="padding-left: 90px;"><span style="font-size: small;">Measurement</span></li> <li style="padding-left: 90px;"><span style="font-size: small;">In the boardroom</span></li> <li style="padding-left: 90px;"><span style="font-size: small;">Pitching social media</span></li> <li style="padding-left: 90px;"><span style="font-size: small;">Innovation and execution</span></li> <li style="padding-left: 90px;"><span style="font-size: small;">Identities, friends and trusted strangers</span></li> <p><span style="font-size: small;">Full list of authors with links to their blogs or social media profile pages...</span></p> </div> <table border="1" width="480"> <tr> <td valign="top" width="230"><span style="text-decoration: underline; font-size: small;"><a href="http://www.linkedin.com/in/adamjoseph" target="_parent" style="text-decoration: underline; color: #003366;">Adam Joseph</a></span></td> <td valign="top" width="200"><span style="text-decoration: underline; font-size: small;"><a href="http://blog.twilightfairy.in/" target="_parent" style="text-decoration: underline; color: #003366;">Priyanka Sachar</a></span></td> <td valign="top" width="181"><span style="text-decoration: underline; font-size: small;"><a href="http://herd.typepad.com/" target="_parent" style="text-decoration: underline; color: #003366;">Mark Earls</a></span></td> </tr> <tr> <td valign="top" width="230"><span style="text-decoration: underline; font-size: small;"><a href="http://ca.linkedin.com/in/corycoleychristakos" target="_parent" style="text-decoration: underline; color: #003366;">Cory Coley-Christakos</a></span></td> <td valign="top" width="200"><span style="text-decoration: underline; font-size: small;"><a href="http://eranium.posterous.com/" target="_parent" style="text-decoration: underline; color: #003366;">Stefan Erschwendner</a></span></td> <td valign="top" width="181"><span style="text-decoration: underline; font-size: small;"><a href="http://www.i2i-align.com/" target="_parent" style="text-decoration: underline; color: #003366;">Paul Hebert</a></span></td> </tr> <tr> <td valign="top" width="230"><span style="text-decoration: underline; font-size: small;"><a href="http://www.principledinnovation.com/" target="_parent" style="text-decoration: underline; color: #003366;">Jeff De Cagna</a></span></td> <td valign="top" width="200"><span style="text-decoration: underline; font-size: small;"><a href="http://www.directortom.com/" target="_parent" style="text-decoration: underline; color: #003366;">Thomas Clifford</a></span></td> <td valign="top" width="181"><span style="text-decoration: underline; font-size: small;"><a href="http://philgerbyshak.com/" target="_parent" style="text-decoration: underline; color: #003366;">Phil Gerbyshak</a></span></td> </tr> <tr> <td valign="top" width="230"><span style="text-decoration: underline; font-size: small;"><a href="http://jburg.typepad.com/future" target="_parent" style="text-decoration: underline; color: #003366;">Jon Burg</a></span></td> <td valign="top" width="200"><span style="text-decoration: underline; font-size: small;"><a href="http://www.divamarketingblog.com/" target="_parent" style="text-decoration: underline; color: #003366;">Toby Bloomberg</a></span></td> <td valign="top" width="181"><span style="text-decoration: underline; font-size: small;"><a href="http://vinebergcommunications.wordpress.com/" target="_parent" style="text-decoration: underline; color: #003366;">Shambhu Neil Vineberg</a></span></td> </tr> <tr> <td valign="top" width="230"><span style="text-decoration: underline; font-size: small;"><a href="http://jaffejuice.com/" target="_parent" style="text-decoration: underline; color: #003366;">Joseph Jaffe</a></span></td> <td valign="top" width="200"><span style="text-decoration: underline; font-size: small;"><a href="http://bateshook.com/blog" target="_parent" style="text-decoration: underline; color: #003366;">Uwe Hook</a></span></td> <td valign="top" width="181"><span style="text-decoration: underline; font-size: small;"><a href="http://allthingsworkplace.com/" target="_parent" style="text-decoration: underline; color: #003366;">Steve Roesler</a></span></td> </tr> <tr> <td valign="top" width="230"><span style="text-decoration: underline; font-size: small;"><a href="http://empowermm.posterous.com/" target="_parent" style="text-decoration: underline; color: #003366;">Michael E. Rubin</a></span></td> <td valign="top" width="200"><span style="text-decoration: underline; font-size: small;"><a href="http://www.accidentalthinking.com/" target="_parent" style="text-decoration: underline; color: #003366;">anibal casso</a></span></td> <td valign="top" width="181"><span style="text-decoration: underline; font-size: small;"><a href="http://www.stevewoodruff.com/" target="_parent" style="text-decoration: underline; color: #003366;">Steve Woodruff</a></span></td> </tr> <tr> <td valign="top" width="230"><span style="text-decoration: underline; font-size: small;"><a href="http://blog.stevesponder.com/" target="_parent" style="text-decoration: underline; color: #003366;">Steve Sponder</a></span></td> <td valign="top" width="200"><span style="text-decoration: underline; font-size: small;"><a href="http://customersrock.net/" target="_parent" style="text-decoration: underline; color: #003366;">Becky Carroll</a></span></td> <td valign="top" width="181"><span style="text-decoration: underline; font-size: small;"><a href="http://www.strikeachord.com.au/" target="_parent" style="text-decoration: underline; color: #003366;">Tim Tyler</a></span></td> </tr> <tr> <td valign="top" width="230"><span style="text-decoration: underline; font-size: small;"><a href="http://www.freshpeel.com/" target="_parent" style="text-decoration: underline; color: #003366;">Chris Wilson</a></span></td> <td valign="top" width="200"><span style="text-decoration: underline; font-size: small;"><a href="http://theharteofmarketing.com/" target="_parent" style="text-decoration: underline; color: #003366;">Beth Harte</a></span></td> <td valign="top" width="181"><span style="text-decoration: underline; font-size: small;"><a href="http://asktinu.com/" target="_parent" style="text-decoration: underline; color: #003366;">Tinu Abayomi-Paul</a></span></td> </tr> <tr> <td valign="top" width="230"><span style="text-decoration: underline; font-size: small;"><a href="http://personalbrandingblog.com/" target="_parent" style="text-decoration: underline; color: #003366;">Dan Schawbel</a></span></td> <td valign="top" width="200"><span style="text-decoration: underline; font-size: small;"><a href="http://www.carolbodensteiner.com/" target="_parent" style="text-decoration: underline; color: #003366;">Carol Bodensteiner</a></span></td> <td valign="top" width="181"><span style="text-decoration: underline; font-size: small;"><a href="http://treypennington.com/" target="_parent" style="text-decoration: underline; color: #003366;">Trey Pennington</a></span></td> </tr> <tr> <td valign="top" width="230"><span style="text-decoration: underline; font-size: small;"><a href="http://dsinsights.blogspot.com/" target="_parent" style="text-decoration: underline; color: #003366;">David Weinfeld</a></span></td> <td valign="top" width="200"><span style="text-decoration: underline; font-size: small;"><a href="http://idea-sellers.com/" target="_parent" style="text-decoration: underline; color: #003366;">Dan Sitter</a></span></td> <td valign="top" width="181"><span style="text-decoration: underline; font-size: small;"><a href="http://blog.leadernetworks.com/" target="_parent" style="text-decoration: underline; color: #003366;">Vanessa DiMauro</a></span></td> </tr> <tr> <td valign="top" width="230"><span style="text-decoration: underline; font-size: small;"><a href="http://edbrenegar.typepad.com/" target="_parent" style="text-decoration: underline; color: #003366;">Ed Brenegar</a></span></td> <td valign="top" width="200"><span style="text-decoration: underline; font-size: small;"><a href="http://www.davidzinger.com/" target="_parent" style="text-decoration: underline; color: #003366;">David Zinger</a></span></td> <td valign="top" width="181"><span style="text-decoration: underline; font-size: small;"><a href="http://brettmacfarlane.typepad.com/" target="_parent" style="text-decoration: underline; color: #003366;">Brett T. T. Macfarlane</a></span></td> </tr> <tr> <td valign="top" width="230"><span style="text-decoration: underline; font-size: small;"><a href="http://www.thedailyandthenotso.blogspot.com/" target="_parent" style="text-decoration: underline; color: #003366;">Efrain Mendicuti</a></span></td> <td valign="top" width="200"><span style="text-decoration: underline; font-size: small;"><a href="http://www.debworks.com/" target="_parent" style="text-decoration: underline; color: #003366;">Deb Brown</a></span></td> <td valign="top" width="181"><span style="text-decoration: underline; font-size: small;"><a href="http://www.thinkingaboutmedia.com/" target="_parent" style="text-decoration: underline; color: #003366;">Brian Reich</a></span></td> </tr> <tr> <td valign="top" width="230"><span style="text-decoration: underline; font-size: small;"><a href="http://gauravonomics.com/" target="_parent" style="text-decoration: underline; color: #003366;">Gaurav Mishra</a></span></td> <td valign="top" width="200"><span style="text-decoration: underline; font-size: small;"><a href="http://www.dennisdeery.com/" target="_parent" style="text-decoration: underline; color: #003366;">Dennis Deery</a></span></td> <td valign="top" width="181"><span style="text-decoration: underline; font-size: small;"><a href="http://simplemarketingblog.com/" target="_parent" style="text-decoration: underline; color: #003366;">C.B. Whittemore</a></span></td> </tr> <tr> <td valign="top" width="230"><span style="text-decoration: underline; font-size: small;"><a href="http://thegit.com.au/" target="_parent" style="text-decoration: underline; color: #003366;">Gordon Whitehead</a></span></td> <td valign="top" width="200"><span style="text-decoration: underline; font-size: small;"><a href="http://insightsandingenuity.com/" target="_parent" style="text-decoration: underline; color: #003366;">Heather Rast</a></span></td> <td valign="top" width="181"><span style="text-decoration: underline; font-size: small;"><a href="http://www.chaosscenario.com/" target="_parent" style="text-decoration: underline; color: #003366;">Cam Beck</a></span></td> </tr> <tr> <td valign="top" width="230"><span style="text-decoration: underline; font-size: small;"><a href="http://hajjflemings.com/blog" target="_parent" style="text-decoration: underline; color: #003366;">Hajj E. Flemings</a></span></td> <td valign="top" width="200"><span style="text-decoration: underline; font-size: small;"><a href="http://www.joanendicott.com/" target="_parent" style="text-decoration: underline; color: #003366;">Joan Endicott</a></span></td> <td valign="top" width="181"><span style="text-decoration: underline; font-size: small;"><a href="http://www.creativesage.com/" target="_parent" style="text-decoration: underline; color: #003366;">Cathryn Hrudicka</a></span></td> </tr> <tr> <td valign="top" width="230"><span style="text-decoration: underline; font-size: small;"><a href="http://www.copypaste.co.uk/" target="_parent" style="text-decoration: underline; color: #003366;">Jeroen Verkroost</a></span></td> <td valign="top" width="200"><span style="text-decoration: underline; font-size: small;"><a href="http://wordsforhirellc.com/" target="_parent" style="text-decoration: underline; color: #003366;">Karen D. Swim</a></span></td> <td valign="top" width="181"><span style="text-decoration: underline; font-size: small;"><a href="http://www.sublimegoodness.com/" target="_parent" style="text-decoration: underline; color: #003366;">Christopher Morris</a></span></td> </tr> <tr> <td valign="top" width="230"><span style="text-decoration: underline; font-size: small;"><a href="http://junta42.com/" target="_parent" style="text-decoration: underline; color: #003366;">Joe Pulizzi</a></span></td> <td valign="top" width="200"><span style="text-decoration: underline; font-size: small;"><a href="http://scribblesandstrays.wordpress.com/" target="_parent" style="text-decoration: underline; color: #003366;">Leah Otto</a></span></td> <td valign="top" width="181"><span style="text-decoration: underline; font-size: small;"><a href="http://organic-frog.com/" target="_parent" style="text-decoration: underline; color: #003366;">Corentin Monot</a></span></td> </tr> <tr> <td valign="top" width="230"><span style="text-decoration: underline; font-size: small;"><a href="http://justanotherprblog.wordpress.com/" target="_parent" style="text-decoration: underline; color: #003366;">Karalee Evans</a></span></td> <td valign="top" width="200"><span style="text-decoration: underline; font-size: small;"><a href="http://livepath.blogspot.com/" target="_parent" style="text-decoration: underline; color: #003366;">Leigh Durst</a></span></td> <td valign="top" width="181"><span style="text-decoration: underline; font-size: small;"><a href="http://www.marketersstudio.com/" target="_parent" style="text-decoration: underline; color: #003366;">David Berkowitz</a></span></td> </tr> <tr> <td valign="top" width="230"><span style="text-decoration: underline; font-size: small;"><a href="http://refreshingresearch.com/" target="_parent" style="text-decoration: underline; color: #003366;">Kevin Jessop</a></span></td> <td valign="top" width="200"><span style="text-decoration: underline; font-size: small;"><a href="http://www.twitterqueens.net/" target="_parent" style="text-decoration: underline; color: #003366;">Lesley Lambert</a></span></td> <td valign="top" width="181"><span style="text-decoration: underline; font-size: small;"><a href="http://www.creativetraction.com/" target="_parent" style="text-decoration: underline; color: #003366;">Duane Brown</a></span></td> </tr> <tr> <td valign="top" width="230"><span style="text-decoration: underline; font-size: small;"><a href="http://www.semiosiscommunications.com/" target="_parent" style="text-decoration: underline; color: #003366;">Peter Korchnak</a></span></td> <td valign="top" width="200"><span style="text-decoration: underline; font-size: small;"><a href="http://blogs.msquaredgroup.com/" target="_parent" style="text-decoration: underline; color: #003366;">Mark Price</a></span></td> <td valign="top" width="181"><span style="text-decoration: underline; font-size: small;"><a href="http://shakegently.com/" target="_parent" style="text-decoration: underline; color: #003366;">Dustin Jacobsen</a></span></td> </tr> <tr> <td valign="top" width="230"><span style="text-decoration: underline; font-size: small;"><a href="http://www.germaine.be/glog/" target="_parent" style="text-decoration: underline; color: #003366;">Piet Wulleman</a></span></td> <td valign="top" width="200"><span style="text-decoration: underline; font-size: small;"><a href="http://www.thehotiron.com/" target="_parent" style="text-decoration: underline; color: #003366;">Mike Maddaloni</a></span></td> <td valign="top" width="181"><span style="text-decoration: underline; font-size: small;"><a href="http://erniemosteller.com/" target="_parent" style="text-decoration: underline; color: #003366;">Ernie Mosteller</a></span></td> </tr> <tr> <td valign="top" width="230"><span style="text-decoration: underline; font-size: small;"><a href="http://www.creatingcontent.blogspot.com/" target="_parent" style="text-decoration: underline; color: #003366;">Scott Townsend</a></span></td> <td valign="top" width="200"><span style="text-decoration: underline; font-size: small;"><a href="http://www.nickburcher.com/" target="_parent" style="text-decoration: underline; color: #003366;">Nick Burcher</a></span></td> <td valign="top" width="181"><span style="text-decoration: underline; font-size: small;"><a href="http://www.linkedin.com/in/striefler" target="_parent" style="text-decoration: underline; color: #003366;">Frank Stiefler</a></span></td> </tr> <tr> <td valign="top" width="230"><span style="text-decoration: underline; font-size: small;"><a href="http://thesteveozone.blogspot.com/" target="_parent" style="text-decoration: underline; color: #003366;">Steve Olenski</a></span></td> <td valign="top" width="200"><span style="text-decoration: underline; font-size: small;"><a href="http://digitalstrategy.typepad.com/" target="_parent" style="text-decoration: underline; color: #003366;">Rich Nadworny</a></span></td> <td valign="top" width="181"><span style="text-decoration: underline; font-size: small;"><a href="http://www.stopwatchmarketing.com/" target="_parent" style="text-decoration: underline; color: #003366;">John Rosen</a></span></td> </tr> <tr> <td valign="top" width="230"><span style="text-decoration: underline; font-size: small;"><a href="http://masiguy.com/" target="_parent" style="text-decoration: underline; color: #003366;">Tim Jackson</a></span></td> <td valign="top" width="200"><span style="text-decoration: underline; font-size: small;"><a href="http://unemployedindesmoines.com/" target="_parent" style="text-decoration: underline; color: #003366;">Suzanne Hull</a></span></td> <td valign="top" width="181"><span style="text-decoration: underline; font-size: small;"><a href="http://www.constructivegrumpiness.com/" target="_parent" style="text-decoration: underline; color: #003366;">Len Kendall</a></span></td> </tr> <tr> <td valign="top" width="230"><span style="text-decoration: underline; font-size: small;"><a href="http://altitudebranding.com/" target="_parent" style="text-decoration: underline; color: #003366;">Amber Naslund</a></span></td> <td valign="top" width="200"><span style="text-decoration: underline; font-size: small;"><a href="http://lifeloveandlearning.com/blog" target="_parent" style="text-decoration: underline; color: #003366;">Wayne Buckhanan</a></span></td> <td valign="top" width="181"><span style="text-decoration: underline; font-size: small;"><a href="http://lateralaction.com/" target="_parent" style="text-decoration: underline; color: #003366;">Mark McGuinness</a></span></td> </tr> <tr> <td valign="top" width="230"><span style="text-decoration: underline; font-size: small;"><a href="http://melberg.com/" target="_parent" style="text-decoration: underline; color: #003366;">Caroline Melberg</a></span></td> <td valign="top" width="200"><span style="text-decoration: underline; font-size: small;"><a href="http://andydrish.com/" target="_parent" style="text-decoration: underline; color: #003366;">Andy Drish</a></span></td> <td valign="top" width="181"><span style="text-decoration: underline; font-size: small;"><a href="http://h.ua/profile/58299/" target="_parent" style="text-decoration: underline; color: #003366;">Oleksandr Skorokhod</a></span></td> </tr> <tr> <td valign="top" width="230"><span style="text-decoration: underline; font-size: small;"><a href="http://clairegrinton.extendr.com/" target="_parent" style="text-decoration: underline; color: #003366;">Claire Grinton</a></span></td> <td valign="top" width="200"><span style="text-decoration: underline; font-size: small;"><a href="http://www.angelamaiers.com/" target="_parent" style="text-decoration: underline; color: #003366;">Angela Maiers</a></span></td> <td valign="top" width="181"><span style="text-decoration: underline; font-size: small;"><a href="http://www.idea-sandbox.com/" target="_parent" style="text-decoration: underline; color: #003366;">Paul Williams</a></span></td> </tr> <tr> <td valign="top" width="230"><span style="text-decoration: underline; font-size: small;"><a href="http://www.garydcohen.com/" target="_parent" style="text-decoration: underline; color: #003366;">Gary Cohen</a></span></td> <td valign="top" width="200"><span style="text-decoration: underline; font-size: small;"><a href="http://www.asourceofinspiration.com/" target="_parent" style="text-decoration: underline; color: #003366;">Armando Alves</a></span></td> <td valign="top" width="181"><span style="text-decoration: underline; font-size: small;"><a href="http://www.samismail.com/" target="_parent" style="text-decoration: underline; color: #003366;">Sam Ismail</a></span></td> </tr> <tr> <td valign="top" width="230"><span style="text-decoration: underline; font-size: small;"><a href="http://gautamramdurai.tumblr.com/" target="_parent" style="text-decoration: underline; color: #003366;">Gautam Ramdurai</a></span></td> <td valign="top" width="200"><span style="text-decoration: underline; font-size: small;"><a href="http://www.bjsmith.us/" target="_parent" style="text-decoration: underline; color: #003366;">B.J. Smith</a></span></td> <td valign="top" width="181"><span style="text-decoration: underline; font-size: small;"><a href="http://3i.wildfirestrategy.com/" target="_parent" style="text-decoration: underline; color: #003366;">Tamera Kremer</a></span></td> </tr> <tr> <td valign="top" width="230"><span style="text-decoration: underline; font-size: small;"><a href="http://eaonpritchard.blogspot.com/" target="_parent" style="text-decoration: underline; color: #003366;">Eaon Pritchard</a></span></td> <td valign="top" width="200"><span style="text-decoration: underline; font-size: small;"><a href="http://btripp.ning.com/" target="_parent" style="text-decoration: underline; color: #003366;">Brendan Tripp</a></span></td> <td valign="top" width="181"><span style="text-decoration: underline; font-size: small;"><a href="http://adelino.typepad.com/" target="_parent" style="text-decoration: underline; color: #003366;">Adelino de Almeida</a></span></td> </tr> <tr> <td valign="top" width="230"><span style="text-decoration: underline; font-size: small;"><a href="http://www.jmorganmarketing.com/" target="_parent" style="text-decoration: underline; color: #003366;">Jacob Morgan</a></span></td> <td valign="top" width="200"><span style="text-decoration: underline; font-size: small;"><a href="http://www.storiesthatsellguide.com/blog" target="_parent" style="text-decoration: underline; color: #003366;">Casey Hibbard</a></span></td> <td valign="top" width="181"><span style="text-decoration: underline; font-size: small;"><a href="http://experiencefreak.com/" target="_parent" style="text-decoration: underline; color: #003366;">Andy Hunter</a></span></td> </tr> <tr> <td valign="top" width="230"><span style="text-decoration: underline; font-size: small;"><a href="http://adspace-pioneers.blogspot.com/" target="_parent" style="text-decoration: underline; color: #003366;">Julian Cole</a></span></td> <td valign="top" width="200"><span style="text-decoration: underline; font-size: small;"><a href="http://debrahelwig.wordpress.com/" target="_parent" style="text-decoration: underline; color: #003366;">Debra Helwig</a></span></td> <td valign="top" width="181"><span style="text-decoration: underline; font-size: small;"><a href="http://anjalir.wordpress.com/" target="_parent" style="text-decoration: underline; color: #003366;">Anjali Ramachandran</a></span></td> </tr> <tr> <td valign="top" width="230"><span style="text-decoration: underline; font-size: small;"><a href="http://jyesmith.com/" target="_parent" style="text-decoration: underline; color: #003366;">Jye Smith</a></span></td> <td valign="top" width="200"><span style="text-decoration: underline; font-size: small;"><a href="http://www.drewsmarketingminute.com/" target="_parent" style="text-decoration: underline; color: #003366;">Drew McLellan</a></span></td> <td valign="top" width="181"><span style="text-decoration: underline; font-size: small;"><a href="http://www.mediahunter.com.au/" target="_parent" style="text-decoration: underline; color: #003366;">Craig Wilson</a></span></td> </tr> <tr> <td valign="top" width="230"><span style="text-decoration: underline; font-size: small;"><a href="http://thekissbusiness.co.uk/" target="_parent" style="text-decoration: underline; color: #003366;">Karin Hermans</a></span></td> <td valign="top" width="200"><span style="text-decoration: underline; font-size: small;"><a href="http://www.conformistsunite.com/" target="_parent" style="text-decoration: underline; color: #003366;">Emily Reed</a></span></td> <td valign="top" width="181"><span style="text-decoration: underline; font-size: small;"><a href="http://digitalbiographer.com/" target="_parent" style="text-decoration: underline; color: #003366;">David Petherick</a></span></td> </tr> <tr> <td valign="top" width="230"><span style="text-decoration: underline; font-size: small;"><a href="http://zebrabites.com/" target="_parent" style="text-decoration: underline; color: #003366;">Katie Harris</a></span></td> <td valign="top" width="200"><span style="text-decoration: underline; font-size: small;"><a href="http://servantofchaos.com/" target="_parent" style="text-decoration: underline; color: #003366;">Gavin Heaton</a></span></td> <td valign="top" width="181"><span style="text-decoration: underline; font-size: small;"><a href="http://www.retailsmart.com.au/" target="_parent" style="text-decoration: underline; color: #003366;">Dennis Price</a></span></td> </tr> <tr> <td valign="top" width="230"><span style="text-decoration: underline; font-size: small;"><a href="http://levyinnovation.com/" target="_parent" style="text-decoration: underline; color: #003366;">Mark Levy</a></span></td> <td valign="top" width="200"><span style="text-decoration: underline; font-size: small;"><a href="http://ivebeenmugged.typepad.com/" target="_parent" style="text-decoration: underline; color: #003366;">George Jenkins</a></span></td> <td valign="top" width="181"><span style="text-decoration: underline; font-size: small;"><a href="http://createwowmedia.com/" target="_parent" style="text-decoration: underline; color: #003366;">Doug Mitchell</a></span></td> </tr> <tr> <td valign="top" width="230"><span style="text-decoration: underline; font-size: small;"><a href="http://www.businessesgrow.com/" target="_parent" style="text-decoration: underline; color: #003366;">Mark W. Schaefer</a></span></td> <td valign="top" width="200"><span style="text-decoration: underline; font-size: small;"><a href="http://www.180360720.no/" target="_parent" style="text-decoration: underline; color: #003366;">Helge Tenno</a></span></td> <td valign="top" width="181"><span style="text-decoration: underline; font-size: small;"><a href="http://www.serviceuntitled.com/" target="_parent" style="text-decoration: underline; color: #003366;">Douglas Hanna</a></span></td> </tr> <tr> <td valign="top" width="230"><span style="text-decoration: underline; font-size: small;"><a href="http://www.webmetricsguru.com/" target="_parent" style="text-decoration: underline; color: #003366;">Marshall Sponder</a></span></td> <td valign="top" width="200"><span style="text-decoration: underline; font-size: small;"><a href="http://breathingsince1978.wordpress.com/" target="_parent" style="text-decoration: underline; color: #003366;">James Stevens</a></span></td> <td valign="top" width="181"><span style="text-decoration: underline; font-size: small;"><a href="http://www.conversationmarketing.com/" target="_parent" style="text-decoration: underline; color: #003366;">Ian Lurie</a></span></td> </tr> <tr> <td valign="top" width="230"><span style="text-decoration: underline; font-size: small;"><a href="http://hanser.com/" target="_parent" style="text-decoration: underline; color: #003366;">Ryan Hanser</a></span></td> <td valign="top" width="200"><span style="text-decoration: underline; font-size: small;"><a href="http://linkedin.com/in/jennymeade" target="_parent" style="text-decoration: underline; color: #003366;">Jenny Meade</a></span></td> <td valign="top" width="181"><span style="text-decoration: underline; font-size: small;"><a href="http://www.digitalsolid.com/" target="_parent" style="text-decoration: underline; color: #003366;">Jeff Larche</a></span></td> </tr> <tr> <td valign="top" width="230"><span style="text-decoration: underline; font-size: small;"><a href="http://www.sharek961.org/" target="_parent" style="text-decoration: underline; color: #003366;">Sacha Tueni and Katherine Maher</a></span></td> <td valign="top" width="200"><span style="text-decoration: underline; font-size: small;"><a href="http://spurspectives.com/" target="_parent" style="text-decoration: underline; color: #003366;">David Svet</a></span></td> <td valign="top" width="181"><span style="text-decoration: underline; font-size: small;"><a href="http://thisisindexed.com/" target="_parent" style="text-decoration: underline; color: #003366;">Jessica Hagy</a></span></td> </tr> <tr> <td valign="top" width="230"><span style="text-decoration: underline; font-size: small;"><a href="http://www.simonpayn.com/" target="_parent" style="text-decoration: underline; color: #003366;">Simon Payn</a></span></td> <td valign="top" width="200"><span style="text-decoration: underline; font-size: small;"><a href="http://theincredibleshrinkingwoman.wordpress.com/" target="_parent" style="text-decoration: underline; color: #003366;">Joanne Austin-Olsen</a></span></td> <td valign="top" width="181"><span style="text-decoration: underline; font-size: small;"><a href="http://www.convergingarts.com/" target="_parent" style="text-decoration: underline; color: #003366;">Mark Avnet</a></span></td> </tr> <tr> <td valign="top" width="230"><span style="text-decoration: underline; font-size: small;"><a href="http://branddna.blogspot.com/" target="_parent" style="text-decoration: underline; color: #003366;">Stanley Johnson</a></span></td> <td valign="top" width="200"><span style="text-decoration: underline; font-size: small;"><a href="http://grannimari.blogspot.com/" target="_parent" style="text-decoration: underline; color: #003366;">Marilyn Pratt</a></span></td> <td valign="top" width="181"><span style="text-decoration: underline; font-size: small;"><a href="http://www.holycowthinks.com/" target="_parent" style="text-decoration: underline; color: #003366;">Mark Hancock</a></span></td> </tr> <tr> <td valign="top" width="230"><span style="text-decoration: underline; font-size: small;"><a href="http://www.wordstosell.com/" target="_parent" style="text-decoration: underline; color: #003366;">Steve Kellogg</a></span></td> <td valign="top" width="200"><span style="text-decoration: underline; font-size: small;"><a href="http://creatingconnectionsconsulting.com/" target="_parent" style="text-decoration: underline; color: #003366;">Michelle Beckham-Corbin</a></span></td> <td valign="top" width="181"><span style="text-decoration: underline; font-size: small;"><a href="http://www.synthesio.com/" target="_parent" style="text-decoration: underline; color: #003366;">Michelle Chmielewski</a></span></td> </tr> <tr> <td valign="top" width="230"><span style="text-decoration: underline; font-size: small;"><a href="http://www.amymengel.com/" target="_parent" style="text-decoration: underline; color: #003366;">Amy Mengel</a></span></td> <td valign="top" width="200"><span style="text-decoration: underline; font-size: small;"><a href="http://rabuteau.blog.ouestjob.com/" target="_parent" style="text-decoration: underline; color: #003366;">Veronique Rabuteau</a></span></td> <td valign="top" width="181"><span style="text-decoration: underline; font-size: small;"><a href="http://www.bottomlinezen.com/" target="_parent" style="text-decoration: underline; color: #003366;">Peter Komendowski</a></span></td> </tr> <tr> <td valign="top" width="230"><span style="text-decoration: underline; font-size: small;"><a href="http://www.andreavascellari.com/" target="_parent" style="text-decoration: underline; color: #003366;">Andrea Vascellari</a></span></td> <td valign="top" width="200"><span style="text-decoration: underline; font-size: small;"><a href="http://www.carpefactum.com/" target="_parent" style="text-decoration: underline; color: #003366;">Timothy L Johnson</a></span></td> <td valign="top" width="181"><span style="text-decoration: underline; font-size: small;"><a href="http://www.business.otago.ac.nz/marketing/staff/osbornep.asp" target="_parent" style="text-decoration: underline; color: #003366;">Phil Osborne</a></span></td> </tr> <tr> <td valign="top" width="230"><span style="text-decoration: underline; font-size: small;"><a href="http://www.thinkaor.com/" target="_parent" style="text-decoration: underline; color: #003366;">Beth Wampler</a></span></td> <td valign="top" width="200"><span style="text-decoration: underline; font-size: small;"><a href="http://www.shapingyouth.org/" target="_parent" style="text-decoration: underline; color: #003366;">Amy Jussel</a></span></td> <td valign="top" width="181"><span style="text-decoration: underline; font-size: small;"><a href="http://www.rickliebling.com/" target="_parent" style="text-decoration: underline; color: #003366;">Rick Liebling</a></span></td> </tr> <tr> <td valign="top" width="230"><span style="text-decoration: underline; font-size: small;"><a href="http://www.ericbrodysblog.com/" target="_parent" style="text-decoration: underline; color: #003366;">Eric Brody</a></span></td> <td valign="top" width="200"><span style="text-decoration: underline; font-size: small;"><a href="http://www.arunrajagopal.com/" target="_parent" style="text-decoration: underline; color: #003366;">Arun Rajagopal</a></span></td> <td valign="top" width="181"><span style="text-decoration: underline; font-size: small;"><a href="http://www.wrightplacetv.com/" target="_parent" style="text-decoration: underline; color: #003366;">Dr Letitia Wright</a></span></td> </tr> <tr> <td valign="top" width="230"><span style="text-decoration: underline; font-size: small;"><a href="http://www.hughdewinton.blogspot.com/" target="_parent" style="text-decoration: underline; color: #003366;">Hugh de Winton</a></span></td> <td valign="top" width="200"><span style="text-decoration: underline; font-size: small;"><a href="http://www.mokummarketing.com/blog" target="_parent" style="text-decoration: underline; color: #003366;">David Koopmans</a></span></td> <td valign="top" width="181"><span style="text-decoration: underline; font-size: small;"><a href="http://www.fallon.com/fallon-blog" target="_parent" style="text-decoration: underline; color: #003366;">Aki Spicer</a></span></td> </tr> <tr> <td valign="top" width="230"><span style="text-decoration: underline; font-size: small;"><a href="http://www.linkedin.com/in/jeffwallace913" target="_parent" style="text-decoration: underline; color: #003366;">Jeff Wallace</a></span></td> <td valign="top" width="200"><span style="text-decoration: underline; font-size: small;"><a href="http://www.leadquietly.com/" target="_parent" style="text-decoration: underline; color: #003366;">Don Frederiksen</a></span></td> <td valign="top" width="181"><span style="text-decoration: underline; font-size: small;"><a href="http://www.coolmarketingstuff.com/" target="_parent" style="text-decoration: underline; color: #003366;">Charles Sipe</a></span></td> </tr> <tr> <td valign="top" width="230"><span style="text-decoration: underline; font-size: small;"><a href="http://kdsvoice.wordpress.com/" target="_parent" style="text-decoration: underline; color: #003366;">Katie McIntyre</a></span></td> <td valign="top" width="200"><span style="text-decoration: underline; font-size: small;"><a href="http://www.purplewren.com/" target="_parent" style="text-decoration: underline; color: #003366;">James G Lindberg &amp; Sandra Renshaw</a></span></td> <td valign="top" width="181"><span style="text-decoration: underline; font-size: small;"><a href="http://reichcomm.typepad.com/" target="_parent" style="text-decoration: underline; color: #003366;">David Reich</a></span></td> </tr> <tr> <td valign="top" width="230"><span style="text-decoration: underline; font-size: small;"><a href="http://www.tradeshow-stuff.com/" target="_parent" style="text-decoration: underline; color: #003366;">Lynae Johnson</a></span></td> <td valign="top" width="200"><span style="text-decoration: underline; font-size: small;"><a href="http://blog.wonderwebby.com/" target="_parent" style="text-decoration: underline; color: #003366;">Jasmin Tragas</a></span></td> <td valign="top" width="181"><span style="text-decoration: underline; font-size: small;"><a href="http://www.allwriteink.com/" target="_parent" style="text-decoration: underline; color: #003366;">Deborah Chaddock Brown</a></span></td> </tr> <tr> <td valign="top" width="230"><span style="text-decoration: underline; font-size: small;"><a href="http://www.mpdailyfix.com/author/mike-otoole/" target="_parent" style="text-decoration: underline; color: #003366;">Mike O'Toole</a></span></td> <td valign="top" width="200"><span style="text-decoration: underline; font-size: small;"><a href="http://www.writersnotes.net/" target="_parent" style="text-decoration: underline; color: #003366;">Jeanne Dininni</a></span></td> <td valign="top" width="181"><span style="text-decoration: underline; font-size: small;"><a href="http://www.misentropy.com/" target="_parent" style="text-decoration: underline; color: #003366;">Iqbal Mohammed</a></span></td> </tr> <tr> <td valign="top" width="230"><span style="text-decoration: underline; font-size: small;"><a href="http://everythingcu.wordpress.com/" target="_parent" style="text-decoration: underline; color: #003366;">Morriss M. Partee</a></span></td> <td valign="top" width="200"><span style="text-decoration: underline; font-size: small;"><a href="http://katiechatfield.wordpress.com/" target="_parent" style="text-decoration: underline; color: #003366;">Katie Chatfield</a></span></td> <td valign="top" width="181"><span style="text-decoration: underline; font-size: small;"><a href="http://jeffcutler.com/" target="_parent" style="text-decoration: underline; color: #003366;">Jeff Cutler</a></span></td> </tr> <tr> <td valign="top" width="230"><span style="text-decoration: underline; font-size: small;"><a href="http://desmoinesisnotboring.com/" target="_parent" style="text-decoration: underline; color: #003366;">Pete Jones</a></span></td> <td valign="top" width="200"><span style="text-decoration: underline; font-size: small;"><a href="http://pimpmycontent.blogspot.com/" target="_parent" style="text-decoration: underline; color: #003366;">Riku Vassinen</a></span></td> <td valign="top" width="181"><span style="text-decoration: underline; font-size: small;"><a href="http://www.jcgarrison.com/" target="_parent" style="text-decoration: underline; color: #003366;">Jeff Garrison</a></span></td> </tr> <tr> <td valign="top" width="230"><span style="text-decoration: underline; font-size: small;"><a href="http://prblog.typepad.com/" target="_parent" style="text-decoration: underline; color: #003366;">Kevin Dugan</a></span></td> <td valign="top" width="200"><span style="text-decoration: underline; font-size: small;"><a href="http://www.digitaltip.com.au/" target="_parent" style="text-decoration: underline; color: #003366;">Tiphereth Gloria</a></span></td> <td valign="top" width="181"><span style="text-decoration: underline; font-size: small;"><a href="http://www.converstations.com/" target="_parent" style="text-decoration: underline; color: #003366;">Mike Sansone</a></span></td> </tr> <tr> <td valign="top" width="230"><span style="text-decoration: underline; font-size: small;"><a href="http://lorimagno.com/" target="_parent" style="text-decoration: underline; color: #003366;">Lori Magno</a></span></td> <td valign="top" width="200"><span style="text-decoration: underline; font-size: small;"><a href="http://www.examiner.com/x-5725-Public-Relations-Examiner" target="_parent" style="text-decoration: underline; color: #003366;">Valerie Simon</a></span></td> <td valign="top" width="181"><span style="text-decoration: underline; font-size: small;"><a href="http://www.nettiehartsock.com/" target="_parent" style="text-decoration: underline; color: #003366;">Nettie Hartsock</a></span></td> </tr> <tr> <td valign="top" width="230"><span style="text-decoration: underline; font-size: small;"><a href="http://plantingseeds.ca/blog" target="_parent" style="text-decoration: underline; color: #003366;">Mark Goren</a></span></td> <td valign="top" width="200">&nbsp;</td> <td valign="top" width="181"><span style="text-decoration: underline; font-size: small;"><a href="http://www.collaborative.com/thought-leadership/white-papers/" target="_parent" style="text-decoration: underline; color: #003366;">Peter Salvitti</a></span></td> </tr> </table> </p> <p><a href="http://blog.stevesponder.com/age-of-conversation-3">Permalink</a> | <a href="http://blog.stevesponder.com/age-of-conversation-3#comment">Leave a comment&nbsp;&nbsp;&raquo;</a> </p><img src="http://feeds.feedburner.com/~r/stevesponder/~4/8MppHzwslQk" height="1" width="1"/> http://files.posterous.com/user_profile_pics/46673/Me-B_W_Small_1c.jpg http://posterous.com/users/kjumHa4B4 Steve Sponder stevesponder Steve Sponder http://blog.stevesponder.com/age-of-conversation-3 Wed, 03 Mar 2010 02:19:00 -0800 http://feedproxy.google.com/~r/stevesponder/~3/KPGyGBp52t0/planning-a-content-strategy http://blog.stevesponder.com/planning-a-content-strategy <p> <div style="margin-top: 0px; margin-bottom: 0px;"><span style="font-size: small;">A core part of any social media strategy is the content element. Whether the brand is adopting various outposts or embarking on an influencer network programme a well thought out content strategy and plan is going to be important, in fact if the brand is doing both of these plus has a website, a comprehensive content strategy is critical.</span></div> <p><span style="font-size: small;">Formulating a content strategy can be a difficult process partly due to the many considerations and partly due to the number of stakeholders. So, to help our clients we have a simple 9 step systematic process.</span></p> <p /> <p><a href="http://picasaweb.google.com/lh/photo/mIW4i3bL_nwf_WtKL3egFQ?feat=embedwebsite"><img src="http://lh3.ggpht.com/_ffHsihcFsag/S442b5uZ1FI/AAAAAAAAGok/4YTSLKcbdlY/s400/Content%20Strategy%20Formulation.jpg" alt="" /></a></p> <p><span style="font-family: Verdana; font-size: 11px;"> </span></p> <div style="margin-top: 0px; margin-bottom: 0px;"><span style="font-family: Verdana; font-size: 11px;"> </span><p /> <div style="margin-top: 0px; margin-bottom: 0px;"><span style="font-size: small;">First off we suggest setting some principles, this allows for a healthy discussion around authenticity, transparency and humility as well as the defining the engagement policy with the client.</span></div> <br /> <div style="margin-top: 0px; margin-bottom: 0px;"><span style="font-size: small;">Next we get into the 'Why', clarifying objectives, linking them with appropriate metrics and if possible setting targets.</span></div> <br /> <div style="margin-top: 0px; margin-bottom: 0px;"><span style="font-size: small;">'What' comes next covering stage 3 Substance and stage 4 Sources. Substance focuses the mind on what topics, subjects and point of views the brand wants to have as well as considering the type of social currency value - entertainment, useful, monetary, information or personal value.&nbsp;</span></div> <br /> <div style="margin-top: 0px; margin-bottom: 0px;"><span style="font-size: small;">Sources looks at who is going to be creating or producing this content, from employees to agencies to crowd-sourcing.</span></div> <br /> <div style="margin-top: 0px; margin-bottom: 0px;"><span style="font-size: small;">Next we get into the 'How', who's going to be managing the content, which social and digital channels will the content be going out thru, which formats are most appropriate and a schedule over an agreed time period.</span></div> <br /> <div style="margin-top: 0px; margin-bottom: 0px;"><span style="font-size: small;">Lastly, with active listening in place we are able to constantly review the conversational effect of our content against our objectives and&nbsp;the brand will be able to respond in accordance with their engagement policy.</span></div> </div> </p> <p><a href="http://blog.stevesponder.com/planning-a-content-strategy">Permalink</a> | <a href="http://blog.stevesponder.com/planning-a-content-strategy#comment">Leave a comment&nbsp;&nbsp;&raquo;</a> </p><img src="http://feeds.feedburner.com/~r/stevesponder/~4/KPGyGBp52t0" height="1" width="1"/> http://files.posterous.com/user_profile_pics/46673/Me-B_W_Small_1c.jpg http://posterous.com/users/kjumHa4B4 Steve Sponder stevesponder Steve Sponder http://blog.stevesponder.com/planning-a-content-strategy Tue, 26 Jan 2010 08:56:00 -0800 http://feedproxy.google.com/~r/stevesponder/~3/pQz2OXEaI-I/the-disruption-briefing-presentation http://blog.stevesponder.com/the-disruption-briefing-presentation <p> <p> <object height="417" width="500"> <param name="movie" value="http://static.slidesharecdn.com/swf/ssplayer2.swf?doc=2996679&amp;rel=0&amp;stripped_title=the-disruption-briefing-tlc-jan-2010-2996679" /> <param name="allowFullScreen" value="true" /> <param name="allowScriptAccess" value="always" /><embed src="http://static.slidesharecdn.com/swf/ssplayer2.swf?doc=2996679&amp;rel=0&amp;stripped_title=the-disruption-briefing-tlc-jan-2010-2996679" type="application/x-shockwave-flash" height="417" width="500"></embed> </object> </p> <div style="font-size: 11px; font-family: tahoma,arial; height: 26px; padding-top: 2px;">View more <a href="http://www.slideshare.net/" style="text-decoration: underline;">presentations</a> from <a href="http://www.slideshare.net/stevesponder" style="text-decoration: underline;">Steve Sponder</a>.</div> <p>I've been keen to get this presentation finished for some time now as I feel there is a need for a presentation that explains the importance of social media in a logical, structured way.</p> <p>So this is the Disruptive Briefing - It tells the story of how social media, as a set of tools and platforms, is having a disruptive impact on business models. The chapters of the story build on top of the previous and is supported by a few facts, stats and case studies plus a healthy dose of viewpoint and experience.</p> <p>The chapters of the story are:</p> <p>1. Disruption is not always obvious <br />2. Social media are the disruption drivers <br />3. People are sharing their views and experiences <br />4. People can easily discover others' views and experiences <br />5. People are now 'in the know' and in control <br />6. In this transparent world, brands are forced to change their approach &amp; behaviour <br />7. The payback?</p> </p> <p><a href="http://blog.stevesponder.com/the-disruption-briefing-presentation">Permalink</a> | <a href="http://blog.stevesponder.com/the-disruption-briefing-presentation#comment">Leave a comment&nbsp;&nbsp;&raquo;</a> </p><img src="http://feeds.feedburner.com/~r/stevesponder/~4/pQz2OXEaI-I" height="1" width="1"/> http://files.posterous.com/user_profile_pics/46673/Me-B_W_Small_1c.jpg http://posterous.com/users/kjumHa4B4 Steve Sponder stevesponder Steve Sponder http://blog.stevesponder.com/the-disruption-briefing-presentation Fri, 04 Dec 2009 08:21:00 -0800 http://feedproxy.google.com/~r/stevesponder/~3/HVdanBMIEOU/how-valuable-is-your-social-currency http://blog.stevesponder.com/how-valuable-is-your-social-currency <p> <p><a href="http://www.flickr.com/photos/stevesponder/4169690068/" title="2009-12-08_1716 by Steve Sponder, on Flickr"><img src="http://farm3.static.flickr.com/2740/4169690068_6459398afc.jpg" height="500" alt="2009-12-08_1716" width="414" /></a></p> <div style="margin-top: 0px; margin-bottom: 0px;">The social web has created a hyper-word-of-mouth platform that has tipped the balance of power away from brands. As a result, brands are now beginning to realise that engagement is the new communications. In order for a brand to achieve engagement with its stakeholders, it needs to consider the value that their content will deliver, or to frame it from the recipients perspective - what's in it for me.&nbsp;</div> <p /> <div style="margin-top: 0px; margin-bottom: 0px;">If the content has high value then not only will the recipient be more likely to engage with it, but they will be more likely to engage in conversation with the brand, compelling them to pass-along the content to their friends because it has social currency.&nbsp;</div> <p /> <div style="margin-top: 0px; margin-bottom: 0px;">I have identified 5 core types of social currency value;&nbsp;Useful,&nbsp;Entertainment, Monetary, Information and Personal.&nbsp;</div> <p /> <div style="margin-top: 0px; margin-bottom: 0px;">Before giving some explanation and examples for each area, it is worth pointing out that they are all channel agnostic, so for example 'events' are particularly suited for entertainment. In fact, an event like Barcardi's B-Live can in itself provide a rich stream of social currency for the digital channel e.g. twitter announcements, flickr photostreams and YouTube channels.</div> <p /> <div style="margin-top: 0px; margin-bottom: 0px;"><strong>1) Useful value</strong> is more commonly referred to as brand utilities, so although Nike+ is held up as the 'daddy' of brand utilities, there are also a huge numbers of mobile apps that would qualify for this category.&nbsp;</div> <p /> <div style="margin-top: 0px; margin-bottom: 0px;"><strong>2) Entertainment value </strong>is more commonly referred to as branded entertainment and it's interesting to note that typically this is the approach that an ad campaign concept would take. The ultimate proof of social currency is when your content is being remix ed and parodied, as happened with the Cadbury's gorilla campaign.&nbsp;</div> <p /> <div style="margin-top: 0px; margin-bottom: 0px;"><strong>3) Monetary</strong> <strong>value</strong> is the social equivalent of the conventional sales promotion or PR activity. So it could be a simple voucher like the infamous Threshers' discount voucher or a competition run in conjunction with an influential blogger.</div> <p /> <div style="margin-top: 0px; margin-bottom: 0px;"><strong>4) Information value,</strong> in the form of knowledge and thought leadership, can be produced in various formats e.g. video interviews, slideshare presentations and blog posts (like this one ;). More&nbsp;superficial forms of information, like gossip and conspiracy, can also be adopted.</div> <p /> <div style="margin-top: 0px; margin-bottom: 0px;"><strong>5) Personal value</strong> is a&nbsp;particularly&nbsp;interesting currency, as it often provides social currency that is extremely compelling. The global success of reality TV shows, such as Big Brother, and the talent shows such as Pop Idol and X-Factor&nbsp;demonstrate&nbsp;the importance of fame.</div> <p /> <div style="margin-top: 0px; margin-bottom: 0px;">As the above Venn diagram suggests, there are opportunities to blend various currencies together and if done correctly, produce in a more potent piece of currency. An example of this would be a game (entertainment) which has a leaderboard (fame).</div> <p /> <div style="margin-top: 0px; margin-bottom: 0px;">It is possible to capitalise on social currency that has already gained momentum by adopting the concept in your campaign - maybe we should call this meme-riding? T-mobile did this very successfully when they rode the flash-mobbing meme with their 'Dance' campaign.</div> <p /> <div style="margin-top: 0px; margin-bottom: 0px;">Key to successfully producing high-value social currency is setting out with the right mind-set at the planning stage and get the right multi-disciplined team together to work on the social currency idea.</div> </p> <p><a href="http://blog.stevesponder.com/how-valuable-is-your-social-currency">Permalink</a> | <a href="http://blog.stevesponder.com/how-valuable-is-your-social-currency#comment">Leave a comment&nbsp;&nbsp;&raquo;</a> </p><img src="http://feeds.feedburner.com/~r/stevesponder/~4/HVdanBMIEOU" height="1" width="1"/> http://files.posterous.com/user_profile_pics/46673/Me-B_W_Small_1c.jpg http://posterous.com/users/kjumHa4B4 Steve Sponder stevesponder Steve Sponder http://blog.stevesponder.com/how-valuable-is-your-social-currency Tue, 01 Dec 2009 03:35:00 -0800 http://feedproxy.google.com/~r/stevesponder/~3/POqUrb18I5g/social-media-analytics-strategy http://blog.stevesponder.com/social-media-analytics-strategy <p> <p>&nbsp;</p> <p><a href="http://www.flickr.com/photos/stevesponder/4149352035/" title="2009-12-01_1133 by Steve Sponder, on Flickr"><img src="http://farm3.static.flickr.com/2699/4149352035_a1f35ba55d.jpg" height="102" alt="2009-12-01_1133" width="500" /></a></p> <p>After reading a huge amount about social media measurement over recent months I thought I'd add my five pennies worth to the conversation. What follows is a 7 step process for helping brands put in place a robust social media analytics strategy.</p> <p>1. The first consideration is whether the conversation has been started by content produced by the brand or the community. This is important as it will have an impact on the approach and some of the specific actions as we move through the process.&nbsp;</p> <p>So to give some context to this, brand initiated could be a video uploaded to YouTube or a blogger out-reach programme. Community initiated conversations could be the beginning of a crisis or the start of a positive groundswell response to your new product launch.</p> <p>2. For brand initiated activity, clarifying the objectives may reflect a tactical approach (increase the number of Twitter followers) or a more strategic one (build our brand influence). For community initiated conversations the objective could be to identify how social the brands' marketplace is or maybe to protect the brands reputation.</p> <p>3. With the objectives clarified it is now a lot easier to identify the appropriate metrics which when measured will tell us if the objective has been met. It is important for clients to understand the options and complexities around different metrics by exposing them to all the choices available together with the pros and cons of these. To help our clients we have a metric toolkit which includes 50-odd different metrics across 4 key categories.</p> <p>4. For brand initiated activity we can now set some targets. Obviously, the more social media activity you have under your belt the more data you have to set realistic targets.</p> <p>5. Active listening is the term we use to cover social media monitoring, measuring, tracking, alerting and data-mining. So, with the appropriate metrics identified we can then select the right monitoring tool and implement our active listening plan.&nbsp;</p> <p>Interestingly we estimate that the commercial social media analytic tools (SMATs) can only measure circa 50% of the possible metrics within our toolkit and therefore need to be augmented with other grassroot tools.&nbsp;</p> <p>6. For brand initiated conversations this is the point at which we can start the activity or programme.</p> <p>7. Lastly, we actively listen based on the plan and the brand would respond in accordance with the engagement policy.&nbsp;</p> <p>This process has evolved over the last year as the SMATs have evolved and as I read and digest others blog posts and whitepapers although at the moment it is serving us and our clients well.</p> </p> <p><a href="http://blog.stevesponder.com/social-media-analytics-strategy">Permalink</a> | <a href="http://blog.stevesponder.com/social-media-analytics-strategy#comment">Leave a comment&nbsp;&nbsp;&raquo;</a> </p><img src="http://feeds.feedburner.com/~r/stevesponder/~4/POqUrb18I5g" height="1" width="1"/> http://files.posterous.com/user_profile_pics/46673/Me-B_W_Small_1c.jpg http://posterous.com/users/kjumHa4B4 Steve Sponder stevesponder Steve Sponder http://blog.stevesponder.com/social-media-analytics-strategy