Granovetter, Barry Wellman and Duncan J. Watts, all of whom have shaped theories govern- ing influence across social networks. 7. Social influence research will become more important than social measurement. Do you want to know how? By focusing on meaning rather than measurement. To think in terms of social as a channel that should be measured like TV, print, radio or digital is missing the point. Instead, the greatest value in social for marketers will be in the real-time insights it provides. We call this Social Influence Research and it is going to drive marketing campaigns, product devel- opment and customer service programs. There will be an evolution from measuring sentiment to understanding opinion and synchronizing it with the Net Promoter scores. Why? Because marketers care about opinion much more than they do about sentiment. 8. Marketers will organize around Social Influ- ence Marketing™ 9. The intranet will join the Web. By virtue . In today’s organization, SIM is everyone’s stepchild. It is part public relations, part direct response, part brand marketing, part customer intelligence and part sales support, just to name a few categories. That will change in 2009 as marketing organizations discover the benefits in approaching it holistically. Budgets will be put behind SIM and it will be treated as the third dimension of marketing with its own team, objectives and initiatives. This will also force cor- of buying media for our clients, building massive Web sites and designing intranets too, we have a unique perspective on all things digital. And something we’ve learned in the last few years is that the boundaries between the corporate Web site and the intranet are blurring. Your employees want to collaborate and share knowledge with peers who work outside your organization too. Your intranet is going to need to encourage and allow for that kind of collaboration if you want to be competitive in this economic environment with fewer employees having to do more work. The best ideas can come from anywhere and the best people will look for others like them to col- laborate with. They may be in your company — but they may not be. If they aren’t, you better give your employees the tools to reach them. 10. Your CEO will join Facebook. We believe it’s finally going to happen this year — your CEO is going to succumb to the pressure from employ- ees and join Facebook, or at the very least, LinkedIn. If he (or she) is smart, he’ll be on a blog- ging or micro-blogging service too, sharing his perspective in an authentic fashion. Why does this matter? Because by doing this, he is going to porations to rethink how they are organized, including agencies. Niche social media consulting firms will find it harder to compete as SIM goes mainstream.
Previous Page
Next Page
Publication List
Loading
