Just come across this great video on Social Media. It originates from Social Media World Forum 2010 – a SixDegs’s Channel on YouTube.  There are some 15 related videos.  Enjoy …

Despite being published just over 11 years ago The Cluetrain Manifesto is still provocative, outrageous, and smart – the Cluetrain.com web site went live in April 1999.  As Thomas Petzinger, then a columnist for The Wall Street Journal and author of “The New Pioneers: Men and Women Who are Transforming the Workplace”, states in the foreword of the 2000 edition: “I’ve seen the future of business, and it’s The Cluetrain Menifesto.”

The Cluetrain Manifesto was written by Rick Levine (@ricklevine), Christopher Locke (@clockerb), Doc Searls (@dsearls), and David Weinberger (@dweinberger), all well experienced technology users.  The book quickly climbed the best-seller lists.  But, only now has the Internet matured enough for the books predictions to start ringing true:

The Cluetrain Manefesto - Online Markets

Essentially, The Cluetrain Manifesto is a set of 95 theses, with associated commentaries, predicting how business will be done on the Internet. The 95 theses are a list of declarations aimed at the misconceptions that corporate leaders were applying to customers in the late 90′s, and are put forward as a manifesto, a call to action.  Here are the first four:

1. Markets are conversations
2. Markets consist of human beings, not demographic sectors
3. Conversations among human beings sound human. They are conducted in a human voice
4. Whether delivering information, opinions, perspectives, dissenting arguments or humorous asides, the human voice is typically open, natural, un-contrived
5. …

Wordle: The Cluetrain Manifesto 95 Themes

So why should the Cluetrain Manifesto be required reading?  Social CRM!

What is Social CRM and why it is so important:

Social Networking sites have seen an unprecedented growth in the number of users in the last few year. Brian Solis (@briansolis, a “prominent thought leader and published author in new media“) estimated (August 2009) that Facebook alone recorded 370 million unique visitors globally.  Similarly, Twitter registered  66 million unique visitors worldwide.

So there is a big opportunity for marketers to engage their customers through Social Media channels.  Indeed, in the ENGAGEMENTdb Report “The world’s most valuable brands. Who’s most engaged?” by the Wetpaint/Altimeter Group (@charleneli, “a strategy consulting firm that provides companies with a pragmatic approach to disruptive technologies“) it states that they “… have gone beyond surface case studies to measure the true financial value of social media.”  That there is ” … value in social engagement on top of social presence — it pays to actively and continually participate and invest in your networks.”

The Customer Relationship Management (CRM) tools of the 90′s where process driven; operational and tactical – structuring & controlling the data to help manage the relationship more effectively.  Whereas, Social CRM is young and difficult to define; but it is about people and not technology. Taking the Cluetrain initiative: it’s the conversation – stupid!  It’s a new era for business customer relations.  Business are no long in control.  With the Internet, with Social Media and Social networks, the consumer has more choice – and, the relationship data is unstructured and much more difficult to categorise.  The conversation is not merely business to consumer; but consumer to consumer!

According to Paul Greenberg (@pgreenbe, author of “CRM at the Speed of Light, Fourth Edition: Social CRM 2.0 Strategies, Tools, and Techniques for Engaging Your Customers“), an outspoken advocate of CRM 2.0,  Social CRM is a “philosophy and business strategy designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted and transparent business environment.“  So, Social CRM cannot be done with existing CRM tools alone.

For a more detailed attempt at defining Social CRM see Martin Walsh (@martinwalsh, Head of Digital Marketing at IBM – also on LinkedIn) slide show, including Video’s, on Social CRM Definitions … enjoy:

However, there are signals that the Social CRM market is maturing – see, for example, “M&A & CRM: A timeline of the tumult” at CRM.COM.  Marketers are spending IT and marketing budgets on tools and technology to engage customers on Social Media channels.  For example, Cisco (“the worldwide leader in networking for the Internet“) currently has a team of 7 dedicated staff to manage the companies social media presence – this will rise to 20 to 30 by 2011.  Even TechCrunch has named Social CRM as one of the top ten technologies that will “rock 2010!”

Finally, a video discussing the intersection of Social CRM and the enterprise.  This was recorded at the Social CRM Summit held by Paul Greenberg, February 2010.  In the video industry analysts Michael Fauscette (@mfauscette, IDC “the premier global provider of market intelligence, …“) and Natalie Petouhoff (@drnatalie, Forrester Research “an independent research company“) answer questions by Michael Krigsman (@mkrigsman, CEO of Asuret, Inc., “a consulting company dedicated to reducing technology implementation failures.“) … enjoy:

So, The Cluetrain Manifesto is required reading … and, if you don’t have time to read the Manifesto in full, from cover to cover, at least read the Wikipedia entry at Manifesto …

Notes and further links:

• “Social Media Strategy Before Tactics“  See the blog post by Lee Odden (@leeodden, April 2010), “It’s a debate that’s more common than you might think. Strategy or Tactics first when it comes to social media?”
• For a blog post on the Evolution of the Social CRM Process read Jacob Morgan (@jacobm, “the Principal of Chess Media Group, a social business consultancy.”)
• What’s a Cluetrain?  From the Urban Dictionary: to become aware of what’s going on; to “get with the program”
• Theses: there are claims that the 95 Theses are based on the Ninety-Five Theses on the Power and Efficacy of Indulgences, commonly known as The Ninety-Five Theses, written by Martin Luther in 1517 (Wikipedia)
• “Designing social websites”, Christian Crumlish talks to O’Reilly Media about designing social websites (YouTube)

Related Posts:

• Social Business through Social CRM – Video – March 2010
• Social CRM Strategy? – March 2010
• What the hell is Social Media? – Video, March 2010
• Social Media predictions for 2010 – February 2010
• Social Media Policy – February 2010
• Social Media strategy – Video, January 2010
• Dell kicks up a Storm with Social Media – January 2010
  

This is part 2, the concluding part of how to grow your Twitter Following – part 1 can be found  here.

In part 1 we covered:

• Twitter Tags
• Monitoring clients e.g. Monitter
• Googlelabs Follow finder
• Twitter Lists
• Google Custom searches – including time-lines

In this final part we’ll be covering:

• Twitter Clients e.g. Seesmic and Hootsuite
• Influencers e.g. the Twitter tools:
  • Twitalyzer, and
  • Klout
• Conclusion

Twitter Clients

Two very effective Twitter clients that lend themselves to finding new people to follow are: Seesmic and Hootsuite.

Seesmic (with the claim that it’s “…the most popular social software clients that allow users to easily access their social networks in one application“) will enables you, via it’s Contacts tab, to directly access the standard metrics of a Contact plus their tweeps that they have the most contact with.  The Contacts listing can be filtered by: all your Contacts, your Following or Followers, by any of the Lists you’ve subscribed to, or by any collection and filter of the above.  So, for example, you could select just those you are Following, filtered by “water” to list (in my case) two tweeps: @charitywater, and @WaterAid.  Selecting from WaterAid presents, amongst other informative metrics, their three “Most contacted” tweeps:

Seesmic: Contacts - Most contacted From the Most contacted list you can drill down to display their metrics.  E.g. for @EndWaterPoverty

Seesmic: Select End Water Poverty and click Follow And, then directly Follow them …

The People Tab in Hootsuite enables you to do an almost identical task.  So for example in the screen capture from the Hootsuite client below, you can see from the people that I am Following (in bold), that Meryl K. Evans (@merylkevans) is Following me (the √ tick), has (at the time of this post) over 6,500 following her, nearly 7,000 that she is following, and has a Klout score of 40 (see below under Influencer/Klout as to what this means …).  The little star icon to the right of the Klout score will allow me to Follow, or Unfollow Meryl, … , or add her to a List.

Hootsuite: People - Following

Influencers

Perhaps, “How many am I following?” is too crude measure? Maybe you should be following those that provide you with relevant (to your strategy!) tweets, or regularly post links to sources of quality information that’s relevant to your strategy. Rather than follow them merely because they follow you, or because their your Twitter friends and you enjoy the conversation with them. Fortunately, source for these richer Twitter metrics are becoming available on the web. The Twitalyzer client uses (amongst other measures) a Tweeps Clout, Generosity, Engagement, Impact, … (see here for Twitalyzer definition of these terms).  So, for example, Twitalyzer’s list of the most influential twitters of Twitter are:

Twitalyzer: The most Influential people on "Twitter"

Of all these emerging Twitter metrics Influence is potentially the most informative (see for background a Post by Scott Karp (@scottkarp) in Publishing 2.0 (2008),  “Influentials On The Web Are People With The Power To Link“).  In the case of Twitter, Influence is the likelihood that a user will either a) retweet something the you has tweeted, or b) reference you.  Either way, these RTs, or mentions, are received by their extensive list of Followers – thereby giving you credibility, and even greater reach …

The Twitter client Klout “… believe that every individual who creates content online has influence.” Has the “… goal is to measure that influence and make it even more effective.”  Klout have taken the art of Twitter metrics to whole new level!

Klout: What Influencers are talking about - Right now!

Klout: Topics - "Social Media Tools" Under the Topics tab you can enter a search phrase (but, only those predefined by Klout) to list Influences in specific areas – for example (above), Twitter Influencers in the area of “Social Media Tools” Of relevance here is the Klout score.  The Klout Score is a number, between 1 and 100, that represents “the size and strength of a [users] sphere of influence on Twitter.” Klout claim that by using more than 25 factors, based on reach (number of followers), engagement (how many @ replies you receive), and velocity (how often your messages get re-tweeted) it can identify “your ability to drive people to action” – to reply, to retweet, or to click on a link in your tweet … Drilling down on mparent77772 (i.e. Marc Parent) in the above example gives:

Klout: Influencers - Social Media Tools: Marc Parent (@mparent77772) So, now you know if Marc is somebody you wish to Follow … good Klout score, Marc!

Klout's analysis of Marc Parent

Now the only complication with this approach is that you are following them – they are not necessarily following you.  You can see their tweets in your Twitter stream, but they may not be necessarily be reading yours!

You can, however, use Klout’s Influencer Analysis (above, for Marc – but you can also enter your own username!) to identify factors that you might include in your Twitter Strategy to enhance your Influence on the ecosystem …

Then the advise stands.  Do choose Influencers that engaged in relevant conversations, engage frequently and recently in conversations about topics aligned with your strategy, that are frequently referred to by others in relevant conversations, that engage in conversation, and have a reputation – and set out to capture their attention!

Conclusion

This has not been a balanced Post.  It’s focused only on a few Twitter clients and resources, and then only clients that are free, and then only on a small portion of each clients functionality.  The clients I’ve mentioned are constantly improving their functionality, and new and better entrants are emerge daily.  Indeed, the Twitter ecosystem could be significantly disrupted by the the soon to be released Twitter Annotation feature (i.e. the addition of metadata text – most likely a very 350+ characters.  So, for example, hashtags could be moved from the existing limited 150 characters of your tweet to become terms in an attached comma separated list …)

First then must come your Strategy. There’s too little time to explore even a small proportion of the proliferation of Twitter clients emerging daily (if you want to explore some other clients, see Twitter Tools – for “Tips from the internets“), let alone monitor even a small portion of the tweets.  So what’s your plan? To start conversations with your on-line community, to improve customer prospecting, to move towards greater customer centricity? To pitch to your followers, reward their loyalty.  Or, to provide your organisation with a rich set of data including sentiment, demographic coverage, influence? Will you be using Twitter just for PR, for competitive intelligence, or just to protect you “Brand”?  Whatever, you’ll need to grow your Following …

Which ever route you take: good luck … and do feel free to let me know how you’re progress in this fascinating area of social media.

One of the entries in your Social Media Strategy, under the section labelled Twitter metrics,  will most likely be the entry “How many people am I following?“  So, this post is an introduction to finding friends to follow on Twitter.

I’ll be covering in part 1:

• Twitter Tags
• Monitoring sites e.g. Monitter
• Googlelabs Follow finder
• Twitter Lists
• Google Custom searches – including time-lines

First let’s clarify the distinction between the Twitter terms: Followers, and Following – two of the most prominent metrics reported directly on your Twitter home page.

A Follower is somebody that has chosen to follow you.  They have visited your website, your blog, or received an email or newsletter from you that included a link to your Twitter  account.  They’ve then elected to follow your Tweets.  Essentially, these are your friends.  Your Tweets appear in their Twitter stream – listed on their Twitter Home Page.  Critically, for these followers, your tweets are separate from the “noisy” Twitter Public time-line …!

Whilst the people, or organisations, that you are Following appear in your Home page – your twitter steam.  It’s this latter group that we’ll be focusing on in this post.

So how might you go about systematically finding people to follow?

#Tags

I’m sure you’ve already come across a hashtag. It’s a tweet that includes a term prefixed with #  – i.e. the hash symbol, hence the term hashtag.  For example, #ashtag (get it: hashtag!) is currently (April 2010) included in tweets discussing the volcanic ash from Iceland that is affecting air travel in North Western Europe.

Search on a hashtag will provide you with people that you might want to follow.   Firstly then some example hashtags:

a) the use of the #nonprofit hashtag (and #ngo, and ‘humanrights) by Timo Luege of @Sm4good:

Social media case studies for non-profit organizations: http://bit.ly/cW06kf #ngo #nonprofit #humanrights

b) the use of #CharityTuesday hashtag by Sheila Britton of @sheb57:

#charitytuesday Check out @Nomads_land, solo walking entire British coastline (7000miles) for charity ……amazing !! :-)

c) alternatively you might follow a hashtag used for a particular #{Event}:

For example the use of an #{Event} hashtag in a Tweet by Amnesty International for their 2010 AGM:

Today is the last day to register online for #agm10! We’ll be tweeting from the event @AmnestyAGM

So find a relevant (to your Strategy!) hashtag, search for it regularly, and you should a find possible Tweeps that will be worth your while following.

Lost for that hashtag?  To find a hashtag you could use http://hashtags.org/, or if there some current event (that is relevant to your organisation or strategy) that is being followed in the media then it’s most likely a trending topic in Twitter.  See, for example: http://www.whatthetrend.com/.  But be aware that not everybody is familiar with, or regularly uses or consistently uses, hashtags.  Take, for example, the term nonprofit.  It might appear with, or without, the prefix # – see http://trendistic.com/nonprofit

Twitter monitoring sites

There’s a proliferation of sites that enable you to monitor Twitter – and the growth in monitoring sites is unlikely to abate.  One you might like to explore is Monitter (“Simple. It’s a twitter monitor, it lets you “monitter” the twitter world for a set of keywords and watch what people are saying“).  With Monitter you can view several columns of Twitter streams each filter by a keyword, or phrase.

So, for example, you good track the terms: “social media”, and “#socialmedia” …

Monitter: Social Media & #socialmedia Twitter streams

Again, your objective is to identify a user in these streams that’s worth you following.

Googlelabs: Follow finder

Google, once again, comes to your rescue!

Google now offers, with classic Google stark  simplicity,  a Follow finder site: http://www.followfinder.googlelabs.com/

For example, entering the Twitter username salesforce (i.e. a username that aligns with your criteria of somebody you would follow, or are following) Follow finder produces two columns of Tweeps …

One column of “Tweeps you might like” to follow e.g. @gartner_inc, @forrester, … . And, a separate column of “Tweeps with similar followers” e.g. @salesforcedocs, @forcedotcom, …

You can obviously have endless fun with this site and completely exhaust your Twitter quota for the day entering Twitter usernames; checking bio’s (the short Twitter biography that many users complete), and some of their current tweets to see if they align with your strategy … to see if they’re worth following.

(Note: the @ prefix is to identify a username, and is used when replying to the user.  It’s also a mention … easy in’it -see Twitter Help)

Similarly, as your count of Followers grows, you’ll need to return Follow finder to continue to extend your reach.

Twitter Lists

Late last year (November 2009) Twitter launched Twitter Lists: “… a new way to organize the people you’re following on Twitter, or find new people.“  A Twitter List enables you to group together users on Twitter into lists  so that you see a curated Twitter stream of their tweets.  Better still, Twitter allow you to include people in your lists that you’re not following …  See the excellent Mashable (“… the world’s largest blog focused exclusively on Web 2.0 and Social Media news“) guide: HOW TO: Use Twitter Lists

Obviously you can create you own list (see: Twitter’s How To Use Twitter Lists), alternatively you can capture somebody else’s List.  An example is Listorious (“The definitive list of who matters on Twitter“) website where there are two routes: Lists and Tags.  For example below: “Charity Lists”, and the Top Tag’s page:

Listorious: Charity list

Listorious: Top Tags

Following a relevant list from your Twitter account will enable you to identify new Tweeps to follow.  Similarly, with the Top Tags, you can choose to follow, for example, top Social Media Lists:

Clicking the Listorious “FOLLOW” link copies the SOMEECARDS list to your Twitter Home page …

Twitter Lists are a very powerful tool directly available from your Twitter home page.  The other great opportunity of Lists is that they can be used to filter your Twitter stream – so that with different Lists, for example, you can focus your communications.  Better still, if you’re not the owner (the “curator”) of the list, you may find additional relevant users are being added to the list for you i.e. return frequently to your Twitter Lists.

Google Custom searches

Twitter has a very good Advanced Search page – but Google provides two (at least!) very powerful search tools that should be included in your Twitter Metrics portfolio.  One of these is Google’s Custom Search Engine.  With this tool you can create your own search pages that exclusively searches only web sites you’ve named.  The “Twitter.com” site, say! You can then also apply specific Search engine keywords that further filter the results.

The other Google tool is the Time-line feature available on the “standard” Google search results page:

Google Search: Ash - click on "Show options ..."

Google Search: Ash - Options enabled. Click on "Updates" then "April"

Google Search: Ash - Time-line for April

Observe that, for this time-line, there’s little traffic including the term “ash” before 15th April, and that all the returned results are from Twitter!

End of part 1

The concluding part of this Post can be found here …

This post has been updated and now appears as two Posts:

• How to: Grow your Twitter Following (part 1) – here
• How to: Grow your Twitter Following (part 2) – here

As part of this month exploration of Twitter I’ve come across a really smart intuitive on-line tool for reporting Social Media metrics: SWIX (Social Web Index).

SWIX allows you track several Social Media Campaigns.  It simply enables you to track how you are doing, and where to focus your attention.  It very easy to configure the tracking “pods” for RSS Subscribers, or RSS Hits of your Blogs; or track the number of Twitter Followers or Friends over This Week, This Month, Last 3 months, … all constantly updated.  There’s also a  whole batch of different tracking pods available.  So you can track Facebook, LinkedIn, Google Analytics, Flickr, … SWIX also provides a Social Media Dashboard to which you can choose which metrics you have reported – numbers and charts.  Well worth exploring!

There’s also the obligatory YouTube video – enjoy …

Just come across this very accessible video that seeks to clarify the emerging Social Business – Social Customer – Social CRM trinity.  It’s from Mitch Lieberman (Strategic Solutions, SugarCRM) using Vimeo … enjoy!

I’ve just finished reading a couple of posts on Social CRM Strategies.  This prompted me to re-read Forrester’s “Topic Overview: Social CRM Goes Mainstream” (January 2010), by William Band, Natalie L. Petouhoff, Ph.D., with Connie Moore, Andrew Magarie … and so to this post.

The free Forrester document focuses on Forrester’s latest research on the rise of social web and the changes this has caused in the way “customers” interact with organisations. The authors relate this change to the hot topics of customer management, business process, and the business value of “Social CRM”.  The document introduces Forrester’s seven steps of Social CRM success – see below).

Many traditional CRM, pre-Social CRM, projects failed (some analysts reported failure rates as high as 60%) because they didn’t resolve the classic issues of cultural change, performance and incentives, integration, or that most basic requirement, that’s essential for any successful CRM implementation, of data quality. These traditional CRM solutions would have brought together sales and customer data from disparate parts of the organisation and provide a view of an individual customer (B2C), or company (B2B), to help sales and marketing. Traditional CRM will continue to be implemented and used to aggregate customer data, provide analysis of that data, and automate work-flows to optimize business processes.  Social CRM merely adds new layers of complexity – mainly collaboration, ideation, and (preferably) to enhance the overall customer experience.
Continue reading…

What is the average age of the reader of your blog?  Or, what’s the age distribution of the readers of your “competitors” blog, tweets, Facebook page …

I’ve been exploring Google’s Ad Planner to find an answer to some of these questions.  With Ad Planner you can:

“Identify websites your target customers are likely to visit

• Define audiences by demographics and interests
• Search for websites relevant to your target audience
• Access unique users, page views, and other data for millions of websites from over 40 countries”

It’s the last bullet point above that I’ll be exploring in this post.

As a starter let’s consider some Social Media sites: Twitter, Facebook, and LinkedIn – well that should be the majority!  The overall age distribution for these Social Network sites for the UK, and the US (for comparison) is:

Drilling down on the UK users only, and to enhance the comparison I’ve added  “Club Penguin” (Disney’s: “virtual world for children” UK users only), and “Age Concern” (soon to be called “Age UK”: “… to promote the well-being of all older people …”):



No surprises for Club Penguin with, for the UK, 50% of it’s users (“unique visitors per month”) being under 18.  And, for Age UK the majority, nearly a quarter, of its users are aged 55-65, with 55% of them being over 45 years old.

But what of the Social Media sites and UK users?  For Twitter (UK) over half are aged between 25 – 45 years old, with the majority, nearly a third, being 25-35 years old.  This is almost repeated for Facebook (UK), and LinkedIn (UK) but in the latter case over three quarters of it’s UK users are aged between 25 and 55 – which is not surprising given the use of LinkedIn.

When compared with the US, however, you’ll find that the majority users are older for all three Social Media sites.  With over a quarter of the majority of users of Twitter (US), and just under a third of the LinkedIn (US) users, being aged 35-45.  Surprisingly, the majority age range for Facebook (US) is older than Facebook (UK) with some quarter of the users being 45-55 years old – though this may be a reflection of the origins of Facebook in the US.

When the population size (“number of unique visitors per month”) is included a representation of age distribution of Social Media users for the UK and US can be derived.  From Ad Planner the number of “users” are: Twitter (UK) – 3.8 million, Twitter (US) – 21 million; Facebook (UK) – 25 million, Facebook (US) – 130 million; and LinkedIn (UK) – 2.4 million, LinkedIn (US) – 16 million.  Giving an age distribution of Social Media users by Country:

This shows a distinct bias!  The majority of Social Media users in the UK are aged 25-35 years, whereas in the US they are significantly older being 45-55 years old.  A calculation of the average ages gives; Twitter: 37 (UK) – 39 (US), Facebook: 36 (UK) – 38 (US), and LinkedIn: 40 (UK) – 45 (US).  So quite similar bias towards the older users of Twitter and Facebook in the US, but with a significantly older  user of LinkedIn in the US.

Finally, when gender is included another significant difference is apparent between the UK and the US users of Social Media sites:

For both Twitter and Facebook some 60% of the Social Media users in the US are female.  This is almost reversed for the UK with 57% of the Twitter users, and 45% of the Facebook users, being male.  For the US the bias is less obvious with an almost equal distribution of the genders accessing LinkedIn (52% female, 48% male).  Whilst the majority of UK users of LinkedIn are male at 59%.

The Google Ad Planner site also displays traffic statistics including the daily trend in visitors over a set period (1 year).  For example, below is the traffic statistics for Twitter for UK visitors for the year ending February 2010.

That all goes to show that Google knows a great deal about us! (see: “A special report on managing information: Clicking for gold“, The Economist)

This video originates from Jennings Social Media Marketing.  I’ve posted it here because it presents an excellent example  for using a blog “… to educate, advocate and promote [a] company.”  More specifically the blog is used by Kevin Klinkenberg (Principal of 180° Design Studio – The New Urbanism Blog) “… to do short pieces that are very topic oriented to see if there is a response to them out of the community.”  Enjoy …