I have some questions on social “media” prompted by Mike’s post and in particular the comments the post received.
First, can we please agree that social applications and social media are different ideas that sometimes happen together? I think creating this difference would dramatically help the social discussion along by focusing it and making sure people understand exactly what is being discussed in context.
Now, I suppose you could argue that the comments, pods, and so forth are “media”, to which I would ask, then what is your definition of Content? You can’t have it both ways. If Comments are Content, how about Social Content and Social Media as two different ideas?
Continue reading Social Media Questions
Speaking of the Friction Model, I came across an article based heavily on work done by Bruce Temkin of Forrester Research reviewing the state of the Chief Customer Officer position. You know how I feel about this idea; this CCO function should be performed by Marketing.
Why? Because Marketing has the ability to measure, predict, and act on the Friction in the system which causes dis-Engagement. Heck, lots of the time Marketing (examples) causes this Friction.
Here’s an interesting quote from the article:
“This job is about helping the rest of the company improve, not taking responsibility for the improvement,” Temkin said. “At the end of the day, you still have to have an executive team responsible for running the business. The only way to proceed is to get customer experience embedded into what they’re doing.”
Continue reading Chief Friction Officer
It’s always a treat to work with bright, committed people and I’m happy to say this was the case with the folks at the Oriental Institute. These higher ed environments can be exceedingly complex from a Marketing perspective, and the OI is way up there on the complexity scale. So much to do, so few resources to do it with.
That said, we came up with a crackerjack plan that should significantly boost paid Membership at the OI without additional time or money resources. How? Path Analysis.
Personally, I have never understood why many web analytics folks don’t care for Path Analysis; I can only surmise these folks are simply not doing it correctly. For one thing, Paths don’t make any sense without the context of a behavioral segmentation – entry page, campaign, etc. Just like any other web data, Path is useless without segmentation. Or perhaps these folks don’t know how to interpret the data they see because they can’t survey a Path for the answers.
Continue reading Offline Path Analysis