A Social Media Management System (SMMS) is a software tool that uses business rules and approved employees and partners to manage multiple social media accounts such as Facebook, Twitter, and YouTube. This system contains features such as governance, workflow, intelligence, and integration capabilities across the enterprise. The success of these tools is dependent upon a business-led strategy, defined processes, trained staff, and ability to measure efforts.

SMMS are there to reduce the complexity of large real time social media platforms. And there are many, many different vendors on the market. From Hootsuite to BuddyMedia, from Wildfire to Spredfast, no two vendors are alike and there is no one-fit-for-all SMMS-solution. Altimeter’s new “Strategy to Manage Social Media Proliferation” serves as a great overview over the SMMS-scene and offers metrics to support the choice for specific vendors based on the social objectives of your organisation.

If you have ever tried to give your customer a founded recommendation on which SMMS to choose you will know how important the following report is. In a market as cluttered and dynamic as this we need more top-level reports like the following one instead of infographics on Mashable.

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Read the rest of Social Media Management Software. Check Out Altimeter’s New Buyer’s Guide. (33 words)

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Post tags: Altimeter, altimetergroup, Business, Facebook, Presentation, Reports, Social Business Design, Social Influence Marketing, Strategy, Tech, Tools, we are social

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Post tags: Altimeter, Diy, Presentation, Report, Social, Social Business Design, Social Influence Marketing, Social Networks

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Thanks to Mark + @moral_apostel.

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Post tags: Media, Social, Social Business Design, Social Influence Marketing, Strategy, Tactics, Tools, Truth

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Post tags: Funny, Presentation, Social Business Design, Strategy, Truth

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Post tags: Business, Creativity, Experimental, Future, Ideas, Prediction, PSFK, Report, Retail, Social Business Design, Strategy, Trends, World

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‘Under the Iron Sky’ is one of the most promising new movies of participatory cinema – projects in which producers have invited everyone interested in joining in with their ideas and creativity. Cinema enthusiasts can also attach media to their shots.

‘Iron Sky’ is not the first collaborative movie. Its predecessor ‘Star Wreck: In the Pirkinning‘ was one of the most successful Finnish movies ever (with a Creative Commons License). Currently at least three more major collaborative movies are being produced (e.g. ‘A Swarm of Angels‘). And these productions have grown to a serious size by now. With a well known international cast (Udo Kier plays the evil German again) and major, professional shoots. If you are as interested in the project as I am, subscribe to the team’s blog, Facebook page or follow them on twitter.

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Read the rest of Collaborative Movies. Under the Iron Sky needs your help, Frankfurt. (408 words)

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Post tags: Cinema, Cool, Creativity, Experimental, Finland, Frankfurt, Iron Sky, Movie, Participatory Cinema, Social Business Design, Trends, World

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The report ‘Social Currency’ asks what a brand’s social currency is, and what it takes to build and nurture it. And, the report indeed brings a couple of crucial things across – it defines the buzzy term Social Currency and attributes success metrics for brands here.

Defining Social Currency

So what is Social Currency and why is it important? From the report’s perspective it is the contextual sum of experiences users can have in relation and interaction with a brand. And a brand’s social currency is bound to a dynamic process that we call reality.

Social Currency is the extent to which people share the brand or information about the brand as part of their everyday social life at home or at work. (…) It is neither a product feature, nor a communications or PR campaign that is completely managed by any one company. From this perspective, social currency is a far more delicate asset to build, nurture and maintain than is brand equity.

Social currency represents a shared asset of consumers and company-owned brands. It originates from interaction between customers and consumers. And it is the material a brand’s success will be fundamentally influenced by…

1. Across categories and brands, 53% of consumers’ brand loyalty can be explained by social currency
2. Users of brands with high social currency show a significantly higher willingness to pay a price premium (correlation=0.73)

The study’s explanatory strength does not only lie in these results – it is remarkable as it tries to define what social currency is made of. Since the research assumes that social currency is crucial for brands to create customer loyalty it consequently also reveals its components. No, a brand does not necessarily have to access all levers – this varies in regard to which industry and brand is involved…

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Read the rest of Social Currency. Where Brands meet Dynamic Context. (575 words)

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Post tags: Adaptation Marketing, Brands, Business, Report, Reports, Research, Social, Social Business Design, Social Currency, Strategy, Study, Trends, Vivaldi, World

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The challenge

In their late Forrester report about ‘The Future of Agency Relationships‘ Dave Frankland, Sean Corcoran, and Vidya Drego have tried to define a CMO’s challenges and their criteria catalogue when it comes to choosing an Agency of Record – a highly complex task. Agencies have always managed to adopt to changes. There were many paradigm shifts from the ad sales era of the early 19th century to our wired reality. Nevertheless agencies (or similar institutions) managed to offer services which were relevant enough. Today, once more, agencies are faced with new requirements in what they are supposed to deliver:

That may not exactly sound completely new. But it is quite interesting to ask which agency model might be able to accept these challenges.

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Read the rest of Dear Forrester. No, We Are Not Going to Die. (1,056 words)

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Post tags: Adaptation Marketing, Agencies, Brands, Business, Diagram, Forrester, Future, Ideas, Industry, Reports, Social Business Design, Strategy, Trends, Truth, World

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Altimeter Group has just published its new report entitled ‘Social CRM. The New Rules of Relationship Management.’ It assumes that companies are simply overwhelmed with social interactions. They need tools, but they need tools to deliver on certain, clearly defined objectives. This report tries to give an overview on the tech-related maturity of SCRM tools and their relation to company objectives. Most of you will find it f*****ing boring. I don’t.

About half a year ago I posted an article entitled ‘Social CRM. Ready for action?‘. I tried to give a rough overview on the relevance of a new approach to brand-customer-relations in an era shaped by interactions among users via social software.

Of course I am not the first one to reflect the outcome of a world gone social for CRM. People like Esteban Kolsky (read his articles ‘The Roadmap to SCRM‘), Wim Rampen, and a few more CRM guys try to define the role of SCRM for today’s marketing. And now there is a new report by Altimeter’s notorious Jeremiah Owyang and Ray Wang – Social CRM: The New Rules of Relationship Management.

What’s it SCRM?

Social CRM extends the classic definition of Customer Relationship Management. According to Paul Greenberg…

CRM is a philosophy & a business strategy, supported by a technology platform, business rules, workflow, processes & social characteristics, designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted & transparent business environment. It’s the company’s response to the customer’s ownership of the conversation.

SCRM accepts the fact that there are millions of people virtually interacting . They are chatting about your brand, recommending your sneakers, or rate your restaurant online. This is where SCRM starts off…

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Read the rest of My Perspective. The New Rules of Relationship Management. (576 words)

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Post tags: Adaptation Marketing, Altimeter, Brands, Business, Monitoring, Reports, Social, Social Business Design, Social CRM, Social Influence Marketing, Strategy, Tools, World

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Post tags: Adaptation Marketing, Agencies, Brands, Campaign, Conversation, Diagram, Social Business Design, Social Influence Marketing, Trends, visual, World

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