Browsing Tag


Dude – like social metrics, momentum and stuff

The launch of the latest interim board for Social Media Club has been an interesting thing. The traction has been pretty good and the numbers, while they may or may tie out in the press release to exactly 42 – they are directionally correct. So here is the “Social Media Dashboard” for the market launch:

  • 59 new members signed up since the press release
  • $2,000 in member revenue
  • 35+ comments of people wanting to be the 42nd interim board member, plus 7 private messages
  • Some folks think 41/42 are too many people for a board
  • A significant retort on Nuking the Fridge
  • Revitalized chapters and new requests to form chapters

With the email distribution of the “dashboard”, some of the board members have started their lessons learned phase and improvement iteration already. I suspect each member in their own way is executing something in the context of the “do goood” governance model – posting, actioning feedback and identifying a path forward. This is starting to look like a business and just like a business this dashboard information is a limited and latent view of the ongoing evolution of the conversation around the new board.

The conversation is all over the place – pros and cons. I thought I would spend some time to provide a little context to the metrics and information above for those of you who haven’t decided to get involved YET or may never get involved.

Increased momentum

The release and follow up content is establishing an initial inertia which previously didn’t exist for the social club. More content the better -right? There is no such thing as bad publicity, so I encourage @AmandaChapel to crank up the “hyperbol-ic” satire machine and go. Afterall, it is all upside. Even the group’s lemonade solution of the press release miscount, “the search for member 42”, has been reasonably fruitful and hopefully folks that want to be on the board push it well beyond the 35+ comments of interest.

In general, volunteer groups need more members and the social media club go some in the past week. So it appears the formation of the interim group is building the membership and awareness consistent with it’s corporate speak goes.

Size Matters?

While the momentum math is a little fuzzy, if you consider all the tweets and board member posts is considerably larger than represented above and it appears to be how you size the impact of an event in social media, increasing the share of voice. Without a large interim group, the reach would have been less and board size provides for increased skills coverage and redundancy for task execution. The whole concept about the board is do the work, whatever that is. That’s where the board is going – task groups, execution plans and exits. To that end, I think the use of the term interim is the correct adjective for the noun, the board.

Upon a little reflection though, these headline numbers, while interesting, may not be actionable at this point. This mirrors some of Kelly Feller’s key messages on the importance of metrics, deliverables and transparency in business around social media. As a business guy, who blogs both as an individual and as a member of a corporation, I couldn’t agreement more. Even with Eloqua, Google Analytics and WordPress stats – tough stuff to establish an increases revenue R factor.

<aside> I think overtime social media will move post the transaction and ultimately may not be a demand generation engine at all. Wouldn’t it be helpful is there was a standard based model/approach for social media metrics which could be generally accepted by businesses? </aside>

Metrics matter and is the biggest gap social media marketers have. Don’t get me wrong, metrics are available, but the one’s I’ve been watching for almost 2 years suggest that community is about customers, not prospects – at least in the B2B space which is where I exist.

If all you have is a hammer – everything is a nail.

Jumping the Shark?

So I clearly remember the jumping the shark episode from Happy Days and even recall thinking it was dumb when I saw it as a kid, the same with the Indy flying fridge, but I struggle to find a parallel to the board and based on these high level metrics this appears to be to be the general theme. That being said, putting Nukked the Fridge in the title does make for a killer headline. I think we have all seen enough copyblogger clones like “the 10 irrefutable laws of _________”, so I’m super groovey with the post on that level.

Delivering an ROI

The conversation is social media’s share of voice, old school PR – yuck.

The whole social media ecosystem centers on the key construct of conversation. A conversational approach¬† is essentially the key differentiator from a market approach for new media folk and consumers in the channel. Just to let you know, it isn’t that easy to define or to develop a business justification document against conversation as a deliverable.¬† I know – old school business – yuck.

Even the market metaphor is innately noisy. With increased adoption, diversity of voice and new use cases some of these things will work themselves out. The most interesting factor in impact is typically time oh but if only you could cube the future. Overtime the market participants we become more diverse in their focus, capabilities and the message will morph which will aid in developing more traditional business approaches on how to achieve a tangible benefit.

Diversity is a good thing. Ultimately, if there isn’t enough diversity in the social media conversation, then the risk is we’ll all continue to drink our own Kool-Aid. We’ll continue to distribute our Purplesaurus Rex on our blogs, friendfeeds and tweets with limited awareness, minimal credibility and acceptance. So perhaps the general goals of the Social Media Culb of awareness and adoption will help diversify the predominately “everything is cool, build it and they will come and rainbows and unicorns messaging platform”.

There is definitely the risk of the social media marketers to plateau as the deadhead equivalent of a marketer. At this point, the social media’s value prop is at best the revenue equivalent of “Kind grilled cheese & veggie pitas made with love for only a $1”, which trust me doesn’t scale and can’t be sustainable in the current energy market.


Social Media Club Hits the Accelerator

With the recent press release from the Social Media Club, everyone is off and running! A new board and new opportunity. So I’ve clearly gotten myself over my head again, looking for some input…. It’s not like being over my head it’s unfamiliar space for me. After my post on the Social Media Club’s execution, I’ve had a flurry of activity around here. After the dust has settled, I have now committed to figuring some stuff out and doing a little effort. Oh what crazy stuff comes from truthiness. Great opportunity, is my take and an interesting process to boot.

After several interactions and a thoughtful discussion with Chris, I’m back to doing standards work, but in the context of Social Media. Chris and I rambled for a couple of minutes on the phone, talked around some my volunteer work in standards and industry groups (X12, VICS, NEECOM, OAGi, RosettaNet and then UCC, now GS1) and shared interest which apparently gave me some street cred. So with this somewhat trivial and completely unverified experience, I’m now able to “officially” allocate some time to the group. The trust economy is indeed a strange thing.

Kinda of refreshing – add value where you can. I guess membership wasn’t a bad idea and yes the t-shirt is great!

The evidently egalitarian approach to this club is fairly refreshing. An interim group to drive the next iteration of Social Media Club was kicked off this week. The group is 42 folks with seemingly diverse skill sets, seems a little big I know. The benefit of this approach is a highly redundant skills architecture to help scale the organization, a service oriented architecture for the organizations. The loosely couple governance model is constrained to a single rule set/theme – “do good for SMC”. In near real-time the group had a list server, press release draft, a wiki and a request for research.

Do The Work

Volunteer organizations are interesting entities – passion, skills and no shortage of things to do to be successful. Same thing at SMC. Every organization I’ve ever engaged in since I was young democrat had more work to go around than folks. So in an effort to start doing the work, I thought I would kick off my participation to better understand Identity.

Social media is a changing landscape where personality, historical actions and group membership/brand association continue to impact the individual and identity. Below is a piece that Chris did a while back to help thinking about how social media and identity are innately evolving or devolving in lock step.

Fractured identity and the limited ability to aggregate access is becoming increasingly laborious set of activities for me at least. Platform fatigue, technology emergence or context changes impact where and how an individual participates, so data portability could be considered important.. That being said, it may not be the priority to focus on which would better enable adoption.

So in the interest of loosely defined research, I am lookin for a little help from my friends. What should be highest priority area of interest in standards alignment/adoption for Social Media Club? Is there another theme or standard which would return significant value to the over all community?

Here is the shortlist:

So let’s prioritize and do the work.

Comment, post or tweet.

If you post your ideas, let me know with a comment or use SMCBOARD as a tag for your post.

A Group of Conversations: Social Media Clubbing

I’ve struggled with posting on a customer experience I had with the Social Media Club since Kristie was SOO nice in her follow ups and a group of commonly held interests is a good thing and I really like my t-shirt. This is essentially a tale of a $250 transaction which in a REAL business would have been approached a different way with me, but since a person I trust vouched for them and Wells was super cool in the notes, I chose to ignore it until now.

It was a very interesting set of interactions. The most interesting thing is during the whole 3+ month ordeal which included over 10 emails, most which Chris was on, he was silent on the conversation. A recent twitter exchange between my favorite social media antagonist, @amandachapel, and @chrisheuer made me start to think, that maybe I could write about this experience at this point and not feel bad. I still was a little hesitant, but I now feel I can do it without issue, thanks to the following tweet:

I’m not sure I have an ethical issue, but it is close to one. From my experience this whole transparency, accountability and other reasonably important social media core values may actually not be commonly held/acted on by the founders of the Social Media Club, which in my world could be interpreted as hypocritical. So with this concern, the recent exchange below and Kristie’s post today about the biggest ethical issue in social media, I thought it was acceptable to do this post.

I appreciate the effort and passion which Chris has and I think he is probably a good guy, but repeatedly I see him just failing to make a reasonable argument for things he believes in and failing to execute, at least for the things I’ve been involved in or have had visibility to, which admittedly isn’t that many, but the guy is batting zero from my vantage point.

So here is an exchange which started thinking about this post more seriously and was pushed over the edge with today’s SMC post…..

Team/he/she/it/them @amandachapel’s retorts:

So here is the story/response to the question in a powerpoint:

Uploaded on authorSTREAM by spatiallyrelevant

My Dad always said: “Be careful what you ask for, you just might get it”.