Given that Twitter is determined to avoid advertising, the plan to charge companies for tools and services is one of the firm’s most promising revenue strategies. There is certainly some market for the tools Stone describes – the large numbers of big brands that join the site each day is testament to that. The question is whether Twitter can charge enough for simple services such as brand verification to cover its operating costs after its venture capital funding dries up.
A pretty interesting business possibility: advertising is not the only way to generate revenue on a popular social media.
I like this idea:
you keep the core value of your service and extend it through premium assets
you make your service evolve with the stakeholders, answering their business needs instead of forcing them
you give another vision than Google or Facebook, and it’s a great breathe to change the common discourse
We often have this question from our clients: what’s the value of listening to social media? Can we predict the future? How can you interprate a huge volume of signals?
Beyond those questions, one thing really matters: explaining that social web monitoring is not about divine super-powers, but about implementing a strong rational material in this strange -and oh! FREE- world.
you filter and structure the social discussions
you better understand how public opinions can be shaped, thanks to an analysis of where the conversations happen, of who’s talking and why, and which arguments are used
you reveal what are the communities that are involved in the debate, and also communities that are not present whereas you thought they should be there
you summarize the whole insights in a simple manner, that can be understandable by anyone
Social media monitoring is all about finding the insights you’re looking for in order to better understand the marketplace you’re working on. About understanding expectations and usages. It’ll help you avoid big mistakes and misunderstandings. And it’ll drive you to the good people. You deconstruct to map this liquid world.
Once you know where you are, who THEY are, and what you can do…it’s like being aware of who’s the smoking gun in a thriller: you don’t know yet the whole story, but you know where it can go…
More challenges are to come: always more media to include, always more formats, networks. But out of the web spaces, the priority is to share a good knowledge of what social media monitoring means (objectives, means, techniques): as we’ve seen, it’s an executive tool, made for decision-makers. You need to make sure that these guys know what they can do with this kind of report.
Marketers always create new words. It’s both “bullshit” & relevant. Because these words are linked to our current context. For instance, in 2008, according to Jive, ROI was the 3rd buzzword. It’s now 11th. It may prove that there a cultural slide into the fact that marketing must go back to public, that it’s not only an automatic system. And so comes “value justification” as the n°1 hit of all the buzzwords. Here’s the ranking:
Top 100 Marketing Buzzwords of 2009
Value Justification – this was a hot buzzword/phrase in late 2008. We expect that this “buzzword” will continue to be on the lips of many marketers and business owners in 2009.
User Engagement – engagement was #9 on our list a year ago but has jumped up into the number two position this year as companies will be working that much harder to get users to engage with their content on their websites.
Business Objectives – in 2009, you can expect to hear a lot about defining business objectives as organizations proceed with lean initiatives.
Lean – you’ve probably already heard that 2009 is going to be a lean year from the economy to budget spend. After a tough 2008, many organizations will be looking towars lean initiatives to ensure that their organizations remain competitive and profitable.
Benchmarking – rounding out the top 5 is benchmarking as companies will be focusing on their direct competition to try and measure their own success.With that here is how the rest of the top 100 play out:
Strategy – one of the most mis-used buzzwords out there.
Off-line vs. Online
Share of Voice
Business-to-Everybody a.k.a B2E
Online Video Ads
The Obama Effect
Calls to Action
Greenlining – the process of going green in the office as a method of improving the working environment