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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.

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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 […]

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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 […]

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The End of Social Media Reflected by Fake Followers

Bill Snyder at Infoworld posted some amazing statistics that support the end of social media as we know it, which I predicted in 2009. Marketing and public relations have been losing influence for years because they are impersonal, and people prefer personalized interactions (deep dive here), so marketers and their vendors are grasping at straws. In this context, “social media” has generally been practiced as a shallow promotional activity, and my premise in predicting its demise is that the true potential of social technologies is creating and maintaining relationships, which are based on personalized attention and caring.

Twitter’s Fake Followers lays out in gory detail the extent of vendors’, marketers’, “celebrities’ and politicians’ desperation, and its links take you to real data. It also links to the Fake Follower Check, which reveals the degree of fake followers of any Twitter handle/username. For example, since I have chosen to build a tight Twitter network, I have 2% of fakes, 8% inactive and 90% good. Unsurprisingly, political candidates have some of the biggest percentage of fakes in their followings. I first covered sponsored tweets in 2009 in Advertising on Twitter?

Why the […]

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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. […]

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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 […]

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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 […]

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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 […]

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Why Google Plus Should Be on Executives’ Radar

Why Google Plus Should Be on Executives’ Radar explains Google’s new social network and why it commands attention; it changes the context of social networks.

Why Google Plus Should Be on Executives' Radar

The launch of Google’s new social network has poignant significance for executives—in predictable and surprising ways. Google+ is exceptionally significant because it is an exciting new social venue with the potential to disrupt, but even more important, it can teach us about how the ecosystem works and how organizations can learn to use it to garner support for things they care about. Here I’ll outline my first impressions and give general guidance for executives to take advantage of Google+’s potential.

A Star Is Born

I am not predicting the rate or scale of Google+ adoption as many pundits did early on, but I encourage you to operate as if it will soon rival existing players Facebook, LinkedIn, Twitter and others. This prospect is far more useful; moreover, it is inevitable that existing players will have to make way for new entrants as Web 3.0 evolves. Just as our galaxy and universe evolve through the birth of new stars and […]

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Executive’s Guide to Twitter Releases Free Online Courses

Executives need to get on Twitter so they can understand the potential and the threat to their communications with stakeholders. The problem is, the value proposition isn’t clear, and executives perceive it takes too much time to learn. These free online courses fill that gap. […]

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Comparing Facebook, LinkedIn and Twitter for Developing Business Relationships

How to think about using Facebook, LinkedIn and Twitter for business.. brief comparisons of Facebook with LinkedIn and Twitter from a business perspective […]

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