Two important reports were released today with enlightening perspectives on social networking and online communities. Jeremiah Owyang of Forrester Research released their Best and Worst of Social Networking, 2008, and Deloitte release the 2008 Tribalization of Business Survey, where the WSJ reports on the study’s findings of why most online communities fail.

The Forrester report has some of the more interesting results, with a great report card of notable case studies:

Forrester applied its Social Network Marketing Review methodology to programs run by 16 firms in four industries: automotive, media, technology, and consumer products. Only the BMW Series 1 received a passing grade, and half of the firms scored a zero or lower. But even with these dismal overall results, we found examples of specific best practices: The Dell/Microsoft (Red) program provided a rich media theme that was easily sharable, Sony’s BMG page for Alicia Keys was personable and interactive, and Kraft’s DiGiorno Pizza delivered a unique interactive experience with its members. To improve social network marketing, brands must develop community-centered content and activities, measure success based on new criteria, and be prepared to participate.

Continue reading "Reporting on the Best and Worst of Online Communities"

Dave Balter of BzzAgent published a must-read book about Word of Mouth Marketing earlier this week that is definitely worth your time. You can either pick your up your very own copy at Amazon for $45, or you can grab the free e-book version right here. While it may seem like a no-brainer, the purchased version does at least include a limited edition original piece of artwork by Seth B. Minkin.

I read Balter’s Word of Mouth Manual Volume II last night - it’s a quick read at just 119 pages - and it’s chock-full of helpful case studies and ideas about how brand and marketers can be a part of their customers’ conversations without doing what they usually do: absolutely destroy any meaningful dialogue. Even the strategy for promoting the book itself is a strong case study on how to work with bloggers in marketing a book. Balter worked with 20 top bloggers to distrubte the e-book for free and get folks talking about the book and his ideas.

Continue reading "The Word of Mouth Manual"

Not able to attend BlogPotomac? Not to worry - we’ve got all the live video goodness of the event you can handle. Sponsored by Livingston Communications, Viget Labs, and WordBiz.com, Inc., BlogPotomac is this year’s premiere social media marketing event for greater Washington DC. Check it out:

 

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Within the past week, Weezer's newest music video "Pork and Beans" has been viewed more than 5,000,000 times. Is Weezer that popular? Or do they just get it?

Most of us can burn hours with friends on YouTube. The conversation usually starts with, "Yeah ... but have you seen this one?" and then YouTube glory ensues. And yet, even with seemingly universal YouTube awareness, so many YouTube campaigns just straight bomb. What is Weezer's secret?

Participation!

Weezer is participating in the YouTube world by referencing -- and paying tribute to -- content that other community members have created. By showing they understand and care about the rest of the community, they have engendered a positive vibe, added value to others, and in the process promoted their new single. Unlike your standard "shove-it-down-their-throats" marketing, Weezer *gets* that marketing itself should make our lives better.

Also, this video was put on YouTube by the Weezer channel. They're giving the video away for others' enjoyment. They're not concerned with copyrights, whether it's being used properly or not, or who is watching it. They put the content out there for others to enjoy and have fun with, and it's paying off.

With references to YouTube hits like Afro Ninja, Numa Numa, Miss Teen USA 2007, Evolution of Dance, and Diet Coke and Mentos (to name just a few); the Pork and Beans video is a tribute to user-generated content--and it's awesome.

Not only that, but I kind of dig the crunchy guitars and catchy tune. Enjoy:

 

It feels like Southwest has popped up as a case study of some sort or another in every blog and book I’ve read in the last year. The most popular example has to be how it engages in social media. Why is it such a solid case study? Is it because of Southwest’s cheap fares? Partially ... but that’s definitely not all.

Most of you know that the people behind Southwest  Airlines have a blog, "Nuts About Southwest," and some of you may also know they’re avid Twitter users. They’ll Tweet about new airfare deals, recent blog entries, and special promotions. But, if all they tweet about is themselves, doesn’t that go against social media 101? Good news! That’s actually not all they tweet about. They actually do care about their customers (take some notes, NWA), and I can prove it.

I was recently the recipient of their awesomeness. They tweeted about a special deal, and their link was broken. So, being the faithful citizen that I am, I tweeted back that their link was broken. Within a short period of time, they tweeted back to me that the link was fixed! I think I blushed.

Continue reading "Southwest Airlines Knows Me. I’m Kind of a Big Deal"