Categories

Archives

CSRA Milestones Ten Years of Experiential Social Media

CSRA Milestones: The First Ten YearsCSRA milestones reflects on my first ten years of experiential social media, seen through the eyes of clients I’ve served. I’ll share what I learned about what outcomes we got in each engagement as well as how it happened that I developed and pioneered experiential, which if a repeatable process for developing trust and profit at scale.

If you’d like to watch this post instead, just click the thumbnail button.

Global Investment Bank

CSRA Milestones The First Ten YearsI’m grateful to a global investment bank for being my first client! I worked closely with an internal strategy team for over a year and researched disruptive digital social trends that could affect the bank and its wealth management business. This work was very similar to what I did at PricewaterhouseCoopers’ strategy practice because I advised on strategy for a global business dealing with digital disruption.

The Executive’s Guides

In 2007, I ended up writing the first “executive’s guide” to LinkedIn, by accident. I’d been explaining the value of LinkedIn to […]

The post CSRA Milestones Ten Years of Experiential Social Media appeared first on Christopher S. Rollyson and Associates.

[…]

Social Media Strategy Good Practices

Social media strategy good practices is a short list of principles that can make your firm stand out when empowering customer and employee experience. It’s part of a talk I gave today to a large multidisciplinary team. Their venerable institution plans to use social media strategy to get the ducks in a row without too much squawking. The most exciting aspect of social media strategy is that there’s so much room for improvement: while your peers and competitors are trying to “engage” with finely crafted-yet-impersonal content, you can power past them using experiential social media, which focuses on scalable interaction.

Social Media Strategy Good Practices: summary

Here are the cliff notes to the good practices part of our discussion:

Make Personas Actionable

Social Media Strategy Good Practices: Make personals actionablePersonas are like strategy: often researched and constructed but seldom used to optimal effect. Social media changes that because your teams can find personas online and iterate them continuously, quickly and inexpensively. They […]

The post Social Media Strategy Good Practices appeared first on Christopher S. Rollyson and Associates.

[…]

Financial Services Social Business Pioneer: Putnam Investments

Financial Services Social Business Pioneer: Putnam InvestmentsPutnam Investments has been a financial services social business pioneer for many years, so here I’ll summarize their pioneering initiatives that show that regulated financial services firms can communicate with clients and prospects in many-to-many social venues without going astray. True, it helps having a CEO that was the first CEO from a mutual funds firm on Twitter.

The point remains, imagination and inertia are preventing financial services firms from engaging with clients and prospects in digital social venues, not regulators. Here’s how it’s done.

Putnam Investments Social Business Initiatives Financial Services Blogs and Twitter One of Putnam’s blogs is The Retirement Savings Challenge, which is notable because it’s concerned with stakeholders’ (prospects, clients) financial wellbeing—it’s not focused on financial products. It talks about the challenge in general (most Americans have relatively little saved for retirement). That said, they need to work on interactivity. Wealth Management shows thought leaders in action, as they offer posts pertinent to various investment goals. Advisor Tech Tips shows investment advisors how to use digital tools and social business to engage. How-to posts and videos on using LinkedIn, Twitter, Google Alerts […]

The post Financial Services Social Business Pioneer: Putnam Investments appeared first on Christopher S. Rollyson and Associates.

[…]

Brands’ Facebook Investments Show Increasing Risk

Recent coverage has increased my doubts in Facebook’s management team, whose failure to capitalize on its unique assets looks increasingly likely. In the Facebook As Investment trilogy, I examined Facebook through three different lenses and voiced my doubts about its management team’s ability to realize the company’s fantastic potential. Many of CSRA’s clients have invested significantly in Facebook presences, and I am not predicting the site’s demise, but I question its long-term viability. Brands face two types of immediate risk: erratic technology/functionality changes to “add value” with features—and lack of innovation due to management team paralysis. Facebook Page owners and individual users may be inconvenienced, but nothing drastic will happen right away. As a related issue, Facebook’s experience may presage a Web 2.0 startup bubble bursting. After a summary of danger signs, I’ll recommend how you can minimize your inconvenience due to Facebook’s gyrations.

Posts that Suggest that Facebook Is Drifting

In Facebook Revenue Skids, Shares Plummet, I am not concerned about revenue and even less about share price; however, the management team’s quoted responses do not reflect an understanding of the company’s lack of a value proposition. Zuckerberg’s answer is […]

The post Brands’ Facebook Investments Show Increasing Risk appeared first on Christopher S. Rollyson and Associates.

[…]

The Twitter-LinkedIn Breakup: How to Manage Your Ecosystem Better

The Twitter-LinkedIn Breakup: How to Manage Your Ecosystem BetterThis week Twitter and LinkedIn canceled their agreement for easy cross-posting, which begot numerous indignant comments from people who seemed to have forgotten that they were using free infrastructure. Social business platforms are built and managed by venture-backed firms that need to execute on evolving business models, so we can all expect sudden changes from any and all. However, with some foresight and preparation you and your firm can minimize disruptions, which we’ll cover here. Even better, the LinkedIn-Twitter dustup provides strategic insights into how to operate within the digital social ecosystem, and we’ll address those, too.

What Happened

In case you were not aware of these features, for the past two-three years, LinkedIn members could “connect” their LinkedIn accounts with one or more Twitter accounts (authorized by Twitter), which would enable two-way cross-posting. In other words, your Linkedin status updates would publish as tweets for the specified Twitter account(s). It also worked the other way: the specified Twitter accounts’ tweets would publish as LinkedIn status updates. Effective this week, it only works one way now: Linkedin status updates can publish as tweets. […]

The post The Twitter-LinkedIn Breakup: How to Manage Your Ecosystem Better appeared first on Christopher S. Rollyson and Associates.

[…]

How Brands Cut Their Exposure to Facebook Business Risk

How Brands Cut Their Exposure to Facebook Business Risk shows how brands can reduce the risks of depending on Facebook too much.

How Brands Cut Their Exposure to Facebook Business Risk: Part three

In the Facebook As Investment trilogy, I have analyzed several dimensions of investing in Facebook and raised my doubts about the company’s management and direction. In Part Three, I’ll address how brand executives can insulate themselves from Facebook’s—or any platform’s—fortunes by moving to make their relationships and networks portable. By making and managing investments carefully, brands’ relationships will endure regardless of platforms’ destinies.

By the way, Part One examined how Facebook’s trust gap would make it difficult for Facebook to fully monetize its considerable assets. Part Two analyzed Facebook as a social platform and revealed that it had no competitive threats from other pureplays; rather, the risk was that the whole pureplay category would lose its dominance in 3-5 years.

Seeing Beyond the Platform

How Brands Cut Their Exposure to Facebook Business Risk: part threePureplay firms like Facebook, LinkedIn and Twitter have defined language, behavior, features and the very concepts of […]

The post How Brands Cut Their Exposure to Facebook Business Risk appeared first on Christopher S. Rollyson and Associates.

[…]

Three-Step Executive’s Guide to Blogging

Three-Step Executive's Guide to BloggingThis Executive’s Guide to Blogging offers executives a pragmatic, conservative approach to blogging. For years, now, I have beseeched all the executives and “knowledge workers” I know (that’s thousands) to blog, so please consider this as part of that campaign—with benefits (because this is a how-to post). Here’s why: In the Knowledge Economy’s pervasive digital networks, you are invisible unless you come across people’s screens regularly. And, while you are invisible, your potential business partners are seeing people who do flit across their screens. If you aren’t there, you are in a bloody ocean that gets smaller every year. Don’t stay in, the water is not fine. Please understand that I’m stating this as a simple fact. I’m sure you’ve read books like The Long Tail, which describe how we are all publishers now, that is, those of us who decide to use the free tools at our disposal.

Blogging is 21st century thought leadership, which is table stakes in the Knowledge Economy. Your thoughts represent and “scale” you, so they help you to connect with people with whom you can collaborate to do meaningful things. Moreover, blogging […]

The post Three-Step Executive’s Guide to Blogging appeared first on Christopher S. Rollyson and Associates.

[…]

Triple the Value of Your LinkedIn Network by Interacting

Triple the Value of Your LinkedIn Network by Interacting shows how to attract and maintain the attention of Connections you care most about.

Triple the Value of Your LinkedIn Network by Interacting: adviceOld habits die hard, and so it is with the ingrained assumption that “content sells.” Yes, having a current LinkedIn Profile replete with keyword combinations relevant to your High Interest Connections is very important, but it’s back seat to giving your Connections personal attention. Here I’ll address your protest that “I don’t have time!” by sharing some ultra-efficient processes for interacting on LinkedIn. Read on if you want to outperform 99% of other LinkedIn members.

“I Don’t Have Time!”

Let me tell you a secret. I don’t have time to write this post. But it’s important to someone who is important to me, so rather than sending him an email, I’m posting my advice here. Here’s how to deal with the time conundrum:

Get your priorities in order. This will make some people uncomfortable, but you need to rank your LI Connections in order of importance to your goals. More on that here. The fact is, that we all make […]

The post Triple the Value of Your LinkedIn Network by Interacting appeared first on Christopher S. Rollyson and Associates.

[…]

WSJ Take on Google Plus Epitomizes Market Myopia and Opportunity

WSJ Take on Google Plus Epitomizes Market Myopia and Opportunity reveals how conventional wisdom misunderstands Google+ and how to take advantage of the situation.

Google+_logo

Most people have the whole “web 2.0 thing” sorted out by now. They have accounts in LinkedIn for business, Facebook for personal and Twitter for I-don’t-really-know-but-I’m-on-it. They also know that Google “doesn’t get social” as the search behemoth has littered carcasses of failed ventures around the web.

Alas, as I have argued here and in conference presentations since Google+ launched, this misunderstanding is completely understandable—and wrong. Most interesting here, it elevates opportunities and threats for market participants.

The Wall Street Journal’s The Mounting Minuses at Google+ post epitomizes conventional wisdom about Google+. Here are three reasons I recommend doubting the view that Google+ is a lackluster social network that’s late to the party without a valid value proposition. I have argued that Google+ may prove to be a mammal to pureplay social networks’ reptiles. It’s a fundamentally different animal:

The business model: Google doesn’t have to make money from Google+ the same way as Facebook, LinkedIn and MySpace had to “monetize the eyeballs” Social and search can […]

The post WSJ Take on Google Plus Epitomizes Market Myopia and Opportunity appeared first on Christopher S. Rollyson and Associates.

[…]

How to Create More Career Opportunity in 2012

Many employment or career-related discussions contain a feeling of gloom and doom, but I have noticed a paradoxical market development: that the unpredictable and volatile economy that affects all businesses and careers is actually driving more demand for expertise, but the demand doesn’t look the same to companies or workers. Here I’ll explain how this […]

The post How to Create More Career Opportunity in 2012 appeared first on Christopher S. Rollyson and Associates.

[…]