The Rallyverse Blog

This is the Rallyverse blog. We show marketers what to say and when to say it in social media.

[rallyverse]

New Gear Update: LinkedIn Publishing

Rallyverse has recently added a third social network to its roster of publishing destinations: LinkedIn.

Now, Rallyverse users can share updates from their RallyDeck directly to LinkedIn, and take advantage of everything that Rallyverse has to offer, including shortened links (for performance tracking), hashtags, and, of course, fresh, relevant content for you to edit and share.

  Publishing to LinkedIn with Rallyverse is easy. Just log in to your account and look for the link in the top right corner of your RallyDeck that's inviting you to connect to LinkedIn. Once you click through and authorize your account, each item in your RallyDeck will now feature a LinkedIn icon:

To publish that message to LinkedIn, just click on the "in" icon to toggle it to blue:

Simple enough, right? We also allow you to select Linkedin as a publishing destination in the composer box at the top of the page:

We encourage you to log into your RallyDeck and give LinkedIn publishing a try -- we look forward to hearing your feedback on how it's working for you. 

[rallyverse]

Lots Of New Gear at Rallyverse: Our September Newsletter

Welcome back from the summer.  If you haven't been following our blog posts this summer you have missed out on a lot of new features and capabilities that we have released.  

So we have a quick summary for you. Just click on the image below and you can see our September Newsletter.  

We're busy working on a major update to the Rallyverse platform. If you'd like a sneak preview, consider this an invitation to get an early look at the next version of Rallyverse. Just ping us at [email protected] and 

[rallyverse]

New Gear Update: Rallyverse Reporting Is Live

We're proud to announce the official debut of Rallyverse Reporting. While we've been testing our reporting offering for some time, we're happy to today announce its official release. 

Our background at Rallyverse is in performance-based marketing, and our approach to reporting reflects that background -- we want to offer our clients a clear and concise view into the results of their social-media marketing. 

What sorts of results? Most of our clients are primarily focused on two sets of goals in social media: (1) community growth and (2) engagement on content. That is, marketers want to (1) build a bigger audience and (2) create conversations with that audience. 

To appropriately measure performance against those goals, Rallyverse keeps constant track of marketers' communities by closely monitoring the number of their Facebook Fans and Twitter Followers. We present the updated results at the top of our reporting page, and allow you to quickly launch a snapshot of your performance on each network.

  In addition to tracking the growth of your community, Rallyverse reporting also allows you to drill into the performance of individual messages:

We present a summary view that gives you aggregate performance statistics on Twitter and on Facebook, as well as detailed views for both networks. 

Each element of performance is tracked in a summary line graph at the top of the page, as well as in a detailed table view. You can sort the data by any column in the table.

On Twitter, we track the clicks on each link you post as well as the number of new followers that you gain via each post. 

On Facebook, we track the clicks, likes, comments and shares that you earn with each post. 

We also offer a quick summary of the top three times of day that generated the most engagements on each post.

And, of course, in addition to the measuring community growth and engagements on each post, Rallyverse reporting offers the sort of flexibility you expect from any marketing system, including flexible date ranges and the ability to export your results to Excel-friendly formats.

Log into your Rallyverse account today and give Rallyverse Reporting a look -- we'd love to hear your feedback.  

[rallyverse]

The First Generation Social Technologies Are Dead

Long live the Next Generation of Social Tech!

With today's announcement of Google picking up Wildfire for a cool $250M that was hot on the heels of Salesforce snapping up Buddy Media and a very hungry Oracle buying not only Vitrue but Involver as well, it's time to call the First Generation of Social Technologies dead.  

Let's all move forward.  

What? You don't understand? These companies were the first in a very nascent industry when platforms were just coming to life. They are the first generation in a wave of innovation around social marketing that is just starting to come to life. Think about it, most of these companies were built because the platforms in place from providers like Facebook and Twitter didn't meet the basic needs of marketers.  

The reality was that marketers needed help to get started in social media. They needed someone or some technology to help them set up shop in social, to help them make structured calls to open APIs and to create workflow that fit their needs. And the reality was that most of what the first generation of social media technologies did was workflow. They didn't do proprietary technology or synthesis of data; they essentially took from the network platforms and repurposed.  At this point, only the ad providers have yet to be gobbled up or left behind.  

The tough part about being a workflow tool is that you get caught up building a breadth of features and becoming a Super Suites of products. And that keeps you from investing in technology that will help solve the most daunting problems facing marketers. And the consolidation will also take momentum away from those companies that may be on the verge of innovating and delivering differentiated technology.  

Jeremiah Owyang talked about the frustration when it comes to some of the current suites in one of his latest blog post - where "Suites may Frustrate Brands who Seek Best in Class" services as well as "The Future is in the Convergence of Paid, Owned and Earned Media".

I may be wrong but I don't think innovation will come from the Suites - it will come from the focused point solutions.  

Innovation will be left to a new generation of social media technology startups.  Startups that are already in place or just getting started in the market.  Yes -- shameless plug for Rallyverse -- we are one of them.  The next generation of social technologies will go deep on technology to tackle the gnarly hard marketing problems. They will build technologies that harness the power of the social platforms and combine it with their own proprietary processing and intelligence. They will harness Facebook's Open Graph and the Twitter API to transform that data into interesting signal that solves a big problem for the marketer.  They will be much more than workflow.  

These are the companies to watch. And Rallyverse is one of them.  

[rallyverse]

Say Hello To Converged Media, The New Paid-Earned-Owned

The folks at the Altimeter Group released their latest report on the state of social-media marketing, and the evolution of Paid, Earned and Owned Media, the combination of which they dub, "Converged Media." 

The report is well worth a read, and outlines the current organizational and product-related hurdles facing brands as they attempt to execute Converged Media campaigns. We've got some detailed thoughts below, but if we had to summarize in haiku format (actually senryu if you're going to be nitpicky about it), it would go something like this: 

Paid, Earned, Owned is real;

Remains tough to execute.

Networks lead the charge.  

Grab a cup of coffee and give it a look:

The Converged Media Imperative: How Brands Must Combine Paid, Owned & Earned Media from Altimeter Group Network on SlideShare

Again, there's certainly plenty to discuss and debate on in the report (again, you should definitely take the time to read it); some additional thoughts and comments from where we sit here at Rallyverse: 

In case you needed further convincing that Converged Media is real and can deliver dramatic results for brands, the success we've seen from integrated campaigns here at Rallyverse has been dramatic. For our brands who've run converged Paid and Owned campaigns, organic community growth rates (absent of the fans and followers they picked up via paid campaigns) increased by 4x, and engagement per post increased by 10x. In terms of Earned Media, Viral Impressions increased by 13x and People Talking About This on Facebook increased by 21x. Converged Media isn't just a buzzword. It is real, and it is measurable. 

The discussion of a fragmented channel across the ecosystem -- within brands, agencies, and technology vendors -- certainly maps to our experiences here at Rallyverse. While we've focused on delivering Converged Media campaigns for our clients, ones that we execute across Paid and Owned channels, we also realize that very few of our clients are currently capable of consuming these sorts of solutions. Certainly many clients and agencies are moving in this direction, but we're not quite there yet. At the same time, we appreciate that even with our focus on Converged Media campaigns, there are other social media point solutions that offer capabilities that are important to marketers -- and which we don't currently offer. Thus we appreciate and agree with the need to build platforms and technologies that are open and integration-friendly. 

Finally, if there was an elephant in the room as we read the report, it was the role of the primary social network operators in driving the move to Converged Media. If a significant portion of the advertising offerings on social networks amounts to "Native Monetization" -- which are essentially content-promotion products -- then taking a Converged Approach as a marketer isn't really a choice. That is, if the ads you buy on Twitter and Facebook are Promoted Tweets and Sponsored Stories, well, how can marketers not take a Converged approach to their social marketing? Do they even really have a choice?

At Rallyverse, we are immersed in this Converged Media world but with a very focused view of this model within the Social Media landscape. We are experiencing the growing pains that the report describes but also the great successes of being early in delivering Converged solutions for marketers. As the report notes, consumers are ready for a Converged experience. So are the network owners. It's just up to the rest of us -- the marketers, the agencies, and the technologies and vendors who work with them -- to make the vision real.  

[rallyverse]

Facebook Opens Itself To Third-Party Tracking: Why Aren't More Folks Tracking Owned Media?

Facebook and Microsoft made news two weeks ago by announcing that Microsoft's Atlas ad server (which was also part of some other recent news as well) was the first third-party ad server certified to track impressions and clicks on paid media on Facebook:

Advertisers who use Atlas can independently track the delivery and measure the performance of the ads they place on Facebook.

Specifically, Atlas advertisers can measure impressions, clicks, and user interactions on Facebook ads, alongside the rest of their media campaigns. Atlas advertisers can now even track through to conversion on the advertiser’s webpages.

Atlas advertisers will continue to enjoy the same the measurement capabilities they’ve come to expect from Atlas across the rest of the publisher spectrum: unique reach, average frequency, day part, conversion attribution, and other advanced analyses.

For marketers who had long since been unable to officially track and measure the performance of Facebook media alongside other paid media channels and publishers, this was welcome news (and probably won't be the last ad server or measurement technology to be certified). Getting more performance data into the hands of agencies and marketers will help those agencies and marketers to better understand the impact of their Facebook ads -- and hone their campaign and allocation strategies accordingly.

Of course, this announcement was also good news for Facebook. For a Facebook ad business that's being asked to prove the ROI of Facebook paid media, allowing more tracking mechanisms -- along with the cross-channel and cross-publisher attribution analysis that they enable -- will help Facebook to demonstrate the value of their network beyond simple last-click conversions. If social media really is the best branding medium in digital (and we think it is), allowing broader tracking and attribution analysis should go a long way toward proving social media's value. 

While this announcement is certainly a step forward for the industry in general and for Facebook in particular, it still raises some interesting questions:

1. While it's good to allow marketers to use their own tracking technology to measure the performance of Facebook media, at what point will Facebook begin to deliver even richer data for media planners as part of their Insights reports? That is, given the instrumentation that Facebook maintains on a wide range of third-party sites across the web, couldn't they provide an extremely rich set of tools for planning media and segmenting audiences? Or will they just use that data themselves for their much-rumored ad network?

2. If Facebook is going to allow deeper tracking of their paid media, why aren't more marketers using tools like Atlas to track the performance of their owned media? That is, why aren't they instrumenting the links that they share on their Timelines and Twitter with a ad-server click tracker? If you really wanted to measure the performance of social media and see how it contributes to clicks and conversions, why not include owned media in your attribution model? The instrumentation would be fairly straightforward, and would enable a much deeper understanding of how users who engage with your owned media travel through your purchase funnel -- do the folks who click on your posts tend to come to your site to buy at a later date? Where do owned and paid social media fit into an overall path to a conversion? And is anyone doing this already (we assume someone must be)?

[rallyverse]

And Then, Sometimes, Only Slides Will Do: Intro To Rallyverse

If you've been a long-time reader of the Rallyverse blog, you probably have a good idea of who we are and what we do. But if you're meeting us for the first time, or have just connected with us on Facebook, Twitter, LinkedIn, Google+ or Pinterest, you might be interested in learning more about Rallyverse. 

And sure, we could tell you what we do (seriously, drop us a line at [email protected], we're happy to chat), but why tell when we can share slides? Though we generally strive to keep most of our interactions (both professional and personal) Powerpoint-free, they do make for lovely leave-behinds. See below for our latest credentials deck from SlideShare:

Introduction to Rallyverse

View more PowerPoint from Rallyverse

We'd love to hear your comments or feedback on it -- thanks for taking a look.

[rallyverse]

The Facebook IPO: How Big Can Facebook Really Get?

There is great hype in the market around the Facebook IPO looming this week. And the noise is deafening for those of us who work either deep in social media, in New York City or around a bunch of bankers. I hear a constant rumbling of doubters: is it really worth $100b? Can Facebook grow into this valuation? Is the market really there for them to capture the advertising dollars needed to justify the valuation? Do Facebook Ads actually work? What is the GM noise all about?

I am here to tell you that Facebook is real. I will disclose that I am a true believer having worked in digital media for the past 15 years and almost all of that time in Adverting Technology. I am also a customer, vendor and partner to Facebook (and also to Twitter and Linkedin and many more). From every vantage point, Facebook is the real deal: they have the network effects, they have the partner ecosystem, they have the platforms and APIs, they have the consumer and they have the advertisers. Facebook is not going away. If you want the details go read this article by Bob Peck (@BPeck) on Business Insider.

But let me share with you some more details focusing on the big data point that came out this week, that GM pulled their Facebook ads, and what that means to the market.

GM News is Positive to the Facebook IPO

This week the timely post by General Motors cutting their Facebook Ad Spend made lots of noise (Peter Kafka's article was one of the best). Facebook doesn't work for Madison Avenue! Their ad model doesn't work! GM doesn't know what it is doing!

These naysayers are missing the forest from the trees. GM is spending $30M on marketing on Facebook. They only cut $10M in paid spend. For every dollar spent on paid media, GM spent $3 on agencies, services and technology to market on Facebook. This money isn't hitting Facebook's bank account but it has a real economic impact.

If we assume that GM is a rational marketer and others brands are spending at the same ratio, 3:1, it has huge economic impacts on Facebook. So Facebook did a cool $1b in Q1, at this ratio there was another $3b spent by companies to market on the Facebook platform. At an annual basis that is $12b! If Facebook just does $4b this year make this market about 3 times as big as all the analysts have predicted.

This is a huge point. With this simple logic, the market for Facebook marketing solutions is $16b in 2012. And accelerating.

The really cool thing about this market sizing is that if true, Facebook has its customers spending real dollars to fund the Facebook ecosystem partners - $12b worth of agencies, services, technology and tools that make Facebook work better, faster and in alignment with Facebook's goals. And Facebook at its whim can reshuffle the ecosystem to bring those dollars back home.

If you don't think the GM ratio is rational, cut it in half. Oh wait that is $6b -- still a huge market. Take a 25 percent haircut, that is $3b. That is a lot of investment in an ecosystem supporting Facebook.

[rallyverse]

General Motors Agrees: The Content Is The Ad (And Content Ain't Cheap)

In case you didn't see it this morning, Peter Kafka at All Things D offered up the most interesting set of details on the Facebook-GM kerfuffle to date, noting a string of background events that could explain this week's news, including multiple agency firings and a new marketing philosophy around social media. Kafka also notes that even though GM cut $10 million in media spend from Facebook, the auto manufacturer still plans to spend $30 million marketing on Facebook -- a fact that Kafka finds astonishing: 

I’m totally amazed by the $3-to-$1 ratio, and am wondering if it’s not to late to pivot myself into a “Facebook content creation consultant.” Those numbers also remind me very much of the late 90s, when companies like Organic went public based on the fact that they knew how to build Web sites and their clients didn’t, and they could charge accordingly. That didn’t last long.

(Quick aside: should we be surprised that the same people that did Organic, Razorfish and Agency.com are doing companies like Dachis Group now? Probably not a coincidence?)

GM is spending $30M to engage and connect with their fans on Facebook. Some of the spend may have been inefficient such as spending on fads like tricking out their Facebook fan pages, but for those who do social media every day, seeing the amount that GM is investing in content development is hardly shocking. Building out that content and the systems to deliver it, along with the teams to monitor and respond to GM's audience -- all day, every day -- is no small feat. As we've noted before, doing social media is not easy; it requires constant attention, herculean effort and intelligent tools -- even more so at the scale of GM's business.

And while the media that GM is using to communicate with customers on Facebook might be "free," the people and tools to succeed aren't. And as we are fond of saying, the Content is the Ad -- it is your best digital branding vehicle.  Whether you pay for distribution or share it for free on your wall, the most important thing is what you share. Rich, timely and relevant content to your audience is the best ad you can create.  

If anything, seeing a brand as big as GM validating an owned media strategy -- and demonstrating a willingness to invest in that strategy -- is the clearest indication yet that digital marketing is changing yet again. Facebook and other social networks have created a disruptive shift in the way marketing is done. Ironically, in so doing, Facebook -- at least in the short term, until they introduce a more attractive set of ad products to the likes of GM -- may have created a situation where they're not able to capture all of the value they've created. Facebook will need to figure out how to guarantee they continue to profit from marketing on their network, but it's clear that there is going to be room in this ecosystem for other firms (agencies, technology providers, copywriters, video producers) to succeed and grow.

The content is the ad.

[rallyverse]

GM Declares That They're (Sort Of) Done Advertising With Facebook; Do We Believe Them?

In a charmingly timed announcement just days before Facebook's scheduled IPO, General Motors has decided to stop buying ads on Facebook. From the Wall Street Journal:

General Motors Co. plans to stop advertising on Facebook after the company's marketing executives determined their paid ads had little impact on consumers, people familiar with the matter said, a move that comes as more companies question the effectiveness of advertising on the social networking site.

The largest U.S. auto maker will continue to expand its use of marketing through Facebook's pages, in which markers can display content at no cost, these people said.

This announcement makes for a great headline, especially given the timing, but it's important to note the distinctions drawn in even this thin of a report. General Motors hasn't stopped marketing on Facebook. Far from it -- they'll go full-steam ahead on pushing their owned content through organic channels on their Pages. In fact, of the $40M they reportedly spend on Facebook Marketing, only $10M is on Paid Ads. They are still spending $30M to build their brand on Facebook.  They've just stopped spending on Facebook ads (at least temporarily). The more puzzling questions are (1) why stop now and (2) what is GM's next move?  Our thoughts:

Diminishing Return on Community Growth:  In a sense, you can see why this strategy could make sense for a certain category of marketer. If you've been buying Facebook ads primarily to build your community on Facebook, at a certain point the very largest advertisers will reach a point of diminishing returns on community growth. You have acquired the known universe of potential buyers or enthusiasts plus a generous helping of riff raff. Those riff raff are usually people that aren't in your target market or have little influence on your objectives. The brand then looks to activate that community with organic participation. If you're content with reaching 16 percent of your community with each post, then this strategy might be sufficient -- you can focus exclusively on driving engagement with a deep investment in organic content. (Of course, it's very clear that organic and earned results are much better in the presence of paid media on Facebook, but that's a post for another day.)

Performance: Citing poor performance is an easy conclusion to draw. Compared to some other flavors of digital ads, Facebook ads don't perform: low CTR, no test drive sign-ups, no car configuration conversions, low engagement on site.  However, we assume that the folks at GM (and their agency) are smart enough to tell the difference between a direct-response ad at the bottom of the purchase funnel and the value of brand-focused placements (after all, few categories do branding as well as automotive). They're not going to abandon Facebook's audience because the CTRs aren't as high as Google's. My bet is they are holding out for a better way to reach that audience (one that isn't built for self-serve DR marketers). That is, there may be an implicit challenge from GM to Facebook here to provide a richer set of advertising and branding vehicles on the network -- one that goes beyond the existing ad products.  They are absolutely working on getting the $30M investment in owned right first before they bring on the paid distribution.   

Strategic Alignment/ Too Many Hands in the Pot:  This is my favorite reason.  I am sure that GM is running hard and fast at Social Marketing, that they believe in the opportunity around Facebook but their goals and execution were not all aligned. They also have been learning a ton over the past few years as they've experimented and developed strategies in this space. It's worth noting that GM has done massive Agency of Record (AOR) changes recently. The new Agency team has the opportunity to look at the missteps of the loosely connected group of agencies running the GM business last year and have a different point of view that brings together a more holistic solution that meets GM current needs (and budget!). This agency cleanup happens all the time as marketers need new fresh thinking and agents empowered and alligned against goals to help them drive their messaging to market. This is especially true when you have untested new mediums like digital.  These shakeups change everything -- strategies and tactics.  I think this is the real reason for the shift now.  

For Facebook, the loss of a major customer (reportedly spending ~$40 million annually) is certainly chilling. And the accompanying announcement that GM planned to keep marketing on Facebook without buying media is especially troubling. That is, GM seems to believe that they can realize the marketing benefits of the Facebook network without actually paying Facebook for media. Can that work for every brand? Probably not, if only because you need to spend to build a truly significant audience. Still, it does force Facebook to think about how they're monetizing their services for marketers, and the sort of ad products they'll need to develop to continue to grow.  Some have speculated that making the Facebook ad ecosystem look more like display is the right answer.  I disagree. It is about making the facebook ad ecosystem work for the marketer's goals -- which means listen to the marketer on what they want to accomplish and how they can help with that.  That is the true ROI that the marketer wants.  

We look forward to hearing more details as they come in; with the IPO looming, this story will certainly linger. And while GM may be cutting their spend for now, we think it's unlikely that they're really done with advertising on Facebook for good. 

[rallyverse]

Facebook Reveals The Secret To User Engagement

What's the best way for brands to drive user engagement on Facebook? Should you ask conversational questions ("Who's got a case of the Mondays?")? Solicit specific actions ("Like this post if you've got a case of the Mondays!")? Ask folks to predict the future ("It's Monday -- is this going to be a great week?")?

Nope.

According to a monthlong study of 1,200 posts from 23 different brands discussed yesterday in Ad Age, the secret to driving user engagement is fairly straightforward: post content that's relevant to your brand.

From the article:

"By far, the biggest predictor of engagement was that the post was on a topic relevant to the brand," said Sean Bruich, head of measurement platforms and standards at Facebook. "It impacts everything, from lightweight likes to more invested shares. It's actually one of the most important things a brand can do. People are seeing the content because they liked the brand, and it makes sense that content about the brand will get them engaged."

And while Facebook isn't going so far as to tell marketers to cut out the social media junk food altogether, they do recommend that you only use them as "a nice change of pace."

The study also makes clear that there's a pecking order to the types of engagement on Facebook posts -- and Likes aren't in the top spot:

Another important finding was that asking people to like a post indeed yielded more likes, but it didn't do much for the other forms of engagement, including the all-important share action that sends a brand's post into a users' timelines for all of their followers to see. Compared with likes, shares represent a bigger investment from the consumer and occur less frequently. Thus, shares are often going to be more meaningful from a marketing perspective. After all, they suggest the brand is tapping into that friend-of-fan network that's central to Facebook's viral proposition. 

The message from Facebook HQ the past few months has been pretty clear: if marketers want to activate viral activity, they need to focus on sharing great, relevant content. Apps, contests, fan-gating, junk food: it's all fine in small doses, but the biggest predictor of success for brands is relevant content. It's that relevant content that will push a brand past a Like and into Shares, and will enable brands to take advantage of the unique attributes of Facebook -- viral activity and earned media impressions.

The challenge, then, is figuring out how to do that on a consistent basis.

(Don't worry, Rallyverse can help.)

[rallyverse]

Twitter Takes Another Swing At Curation; Yup, Still Hard

Twitter's announcement yesterday of an update to their content recommendations for users was the company's latest attempt to address a long-standing problem: Twitter is really really hard to consume for many users. 

That is, Twitter offers users complete access to a non-stop stream of Tweets from all the folks the user follows. Unlike, Facebook, which curates each of our Newsfeeds based on what we click and who we talk to, Twitter gives us our full stream, uncut and unedited. If someone you follow said it, you'll be able to find it.

The challenge for users is, of course, that once your start following enough people, your stream very quickly becomes unwieldy. Sure, it's cool to get access to everything that everyone you follow said...it just turns out that it's next to impossible to make sense of all of that information.

Some users address the issue with carefully managed lists, others use apps like Flipboard, Zite, or News.Me, while others just throw up their hands and make their peace with the fact that they can't really deal with Twitter. 

Twitter understands the problem. And they're trying to solve it. With this latest update to the "Discover" tab (rolling out to Twitter.com as well as the official mobile apps over the next few weeks), Twitter is refining the recommendations they make for each user. and is using the actions of the folks you follow as a relevance signal. Specifically, they're planning to show the stories that are popular among "the people you follow as well as the folks they follow."

The question remains: is this enough? Is a curated list of stories from Twitter enough to flip more casual users into heavy users? Will they continue to marginalize the Lists feature (full disclosure: as someone who works hard at my lists, I don't appreciate how deeply they're now buried in the mobile app experience)? Are all roads still leading to omnipresent curation (similar to Facebook), where the default view is headlines and you can only get to the full stream if you really dig for it? 

We'll be curious to see if the tweaks to the Discover algorithm make a difference (and if Twitter will share any success metrics around the features). As we've noted before, as challenging as it is for marketers to figure out what to say on Twitter (ten times a day, no less), the more pressing issue for Twitter's business is helping its audience consume the product -- because it's that audience that matters for Twitter's sustained success. 

[rallyverse]

The Real Reasons Social Media Is So Hard

If you've had a job that's paid you to manage social media for a brand or business, chances are you've heard a snarky remark or two about your chosen profession:

"So, you like play on Facebook all day?"

"Wait, so you "listen" and "monitor" social media? On your phone?"

"140 characters? That's it? That's all you do?"

The assumption inherent in all that snark is that since social media is so popular (and since you seem to like it so much), doing it for a living must be easy. To the casual observer, posting short comments on the internet and answering questions doesn't sound particularly taxing or stimulating -- I mean, isn't that what the young people these days would be doing anyway?

And that couldn't be any further from the truth. 

Because if you're a community manager or a social media professional, you know the dirty secret about your job: it's really really hard. Important for sure, but definitely extremely difficult, and not to be taken lightly as a task or a career.

Here's why:

You've Got To Say Something Every Day, Maybe Ten Times Every Day. With other forms of marketing (online and offline), your ad creative is labored over for weeks if not months before being shared with the world. And sure, you might come up with a small library of creative, but once it's built, you can use it for months and months, if not a whole year. In social media, you need to generate enough creative for 5-10 posts every single day -- with no breaks and no downtime. 

When You Say Those 5-10 Things, You Need To Sound Like You're Listening. Every marketer has their own calendar and plan for what they want to say and when -- when a new product will be released, when a campaign will launch, etc. But you also need to stay connected to the pulse of discussion among your fans and followers, and say and share things that connect with that discussion. And that's a lot of work. 

You Need To Have A Voice For Your Business Or Brand. For some companies, figuring out their voice is easy -- they either have a long history and heritage around a particular voice, and/ or they have an agency or employee who's very comfortable inhabiting that voice. For the other 98 percent of the world, figuring out that voice, developing it, and staying true to it, is a challenge, and one that isn't casually overcome. You're going to use that voice in every outbound tweet or Facebook post, and in every response to a mention or comment. It matters. 

Your Voice Needs To Be Distinct. Some businesses develop a voice in social media, only to find out that their voice sounds a lot like everyone else's. Typically, the voice that sounds like everyone else's sounds a lot like someone in their mid-twenties who lives in a major city and likes to go out for libations after a long week at work. That is, "It's Friday, Like if you're ready for happy hour" doesn't really work for every brand. 

Your Fans and Followers Don't Sleep. Being a community manager isn't a 9-to-5 job. Your company's social media presence needs to be staffed around the clock. While you may not be expected to immediately generate a response to a question posed at 3 am (your time), you'll sure need to get an answer out first thing the following morning. And certainly you can't claim that 9 pm on a school night is too late for attention. Nope -- you (or you and and tag-team partner) need to be on the case every hour you're awake.

I think a very compelling argument can be made that there is no more exciting marketing job right now -- at a brand or agency -- than being a community manager. But that's for another day and another post. In the meantime, if you're managing a social presence for a business, understand that the folks here at Rallyverse appreciate the challenges you face every day.

Oh, and one other thing. Rallyverse can help.  

[rallyverse]

Five Social Marketing Trends Hammered Home @ SXSW

As noted yesterday, South By was awesome. We had an exhilarating and very informative weekend -- essentially, it was delicious cocktail with two parts social media and one part speed dating. The Rallyverse team had a great showing, crashing some of the coolest parties, hanging with clients and investors and being just social.  

But, in between tacos and drinks, we also learned some things: 

(1) The Content is the Ad  

We heard it two weeks ago at #fMC where Facebook set the social world on its ear with all its new gear. And it reverberated into South by. Most sessions talked about engagement, but they started by talking about the importance of sharing great content.  That the content you share has to be relevant and interesting to your consumers right now. That it needs to (a) Inform them (give them some utility or value) or (b) Entertain them (make the laugh or cry). We heard loud and clear that brands need to curate content. It isn't enough to talk about the content you create; you need to talk about what others create as well. And don't talk about your brand. Go beyond it by talking about your customers and the benefit they get from you and your product: "How do you make your customers day better?"

(2) Likes (Still) Matter

We sat through a panel where some of the panelists were Like haters, and were especially dismissive of brands who have more than 10M Likes. I say don't be a "Like Hater." The "Like Hater" position is as follows: most brands with millions of Likes have a low-quality Like audience and that their community isn't really worth what they think it is.  Fair enough. But that's the price of being an early adopter. If you are building communities now, you have to be especially careful to target appropriately and build a community of people that want to connect with you and your brand -- it's the best path to healthy engagement. Oh, and compound interest still matters.  

(3) Engagement Engagement Engagement!

Everyone is talking about engagement. We are beyond the go-get-Likes stage and we need to move to the engagement stage of social-media marketing. I agree that Engagement is job one. It's how you build your brand and activate word-of-mouth activity. But you also need scale of audience -- Likes Matter! -- to make engagement really work. And your content will be engaging if you think of it as an ad (Point #1). You need to understand that you are selling something, either your brand's value or your product.

(4) Paid Owned and Earned 

The level of understanding of what these three words mean -- and where they sit within a marketing organization -- appears to be inversely proportional to the number of times said words are casually dropped on panels and in cocktail parties. We have fragmented our teams and put up walls to keep the learning from what we do in Paid Media away from what we do in Owned Media -- while the Earned Media is a jump ball. We expect this to start to get sorted out between marketers, agencies and vendors this year, but it likely won't be quick (or pretty). 

(5) Audience Insights And Interests Matter  

The Open Graph is awesome -- thanks, Facebook! And the openess of the Twitter API is fantastic -- thanks, Twitter! But 70 percent of marketers don't know or store the interests or preferences of their customers. If you don't know them, you can't use them.  As a data-driven brand marketer, this is shocking to me but very much a reality in today's world. I think this will be a big trend that will start slowly this year and be huge in 2013 -- and no I don't think this is Social CRM. CRM is a term that gets over used in all the wrong situations. This is simply about knowing the interestes and preferences that define the people in your social community. Exciting things can start once you know this data.  

[rallyverse]

My Co-Founders Went To SXSW 2012 And All I Got Was This Lousy Blog Post

Whew! 

We're finally back in New York after a great couple days in Austin for SXSW Interactive 2012. The conference definitely exceeded our expectations on a number of fronts. We'll have a few more posts about what we learned and how it relates to our business here at Rallyverse (things that have us very excited), but we'll kick off our post-conference coverage with some musings on the conference itself and how to survive a couple days in Hipster Nerd Utopia. 

(1) Dude, It's "South By" 

It took us only a few minutes to figure out that we'd sound like total noobs if we took the time to actually say "South" "By" "South" "West" aloud. It's a busy conference filled with busy, high energy people. No one has time for those extra two syllables. 

Also, one of the founders here at Rallyverse (who shall remain nameless) developed a nasty habit of then pronouncing "South By" with the lilt of a teenaged mallrat. This is not recommended. I mean, sure, you won't sound like a noob, but you will sound like a jerk.

(2) 5-Hour Energy, Aspirin and Motrin

South By is an endurance event. This was not a stroll-the-trade-floor-attend-one-party-and-slink-back-to-your-hotel kind of event. You need to be ready for a lean-forward, high-engagement environment.  Besides having great comfortable shoes, you need to be physically ready for 12 hours on your feet, selling, being interesting and drinking. It turns out that it takes a lot of energy to make smalltalk with strangers for an entire day. If you work in advertising/ media, you're probably ready for this. To help you through you will need some caffiene (coffee for us, 5-Hour Energy if you're into that sort of thing), aspirin for the hangover and Motrin to keep the swelling in your feet down.  

(3) Promiscuity That Won't Get You In Trouble

You're at a conference that is all about networking. You need to embrace that you (a) should and (b) will talk to dozens if not hundreds of strangers over the course of four days. Rest assured that everyone else is there for the same thing: either business or money or both (inasmuch as these are different things). Strangers will shamelessly approach and interrogate you. You'll do the same to them. So remember to be interesting but quick; if there isn't a good fit, exchange cards and pleasantries and move on.  If there is fit, push for how you work together.  Get details and follow up quickly either at the conference or right after.  Also, there's no need to be anything but nice; if anything, South By should remind you just how small a world it can be -- no room for jerks. 

(4) This Is A Young Person's Conference

Note 1-3, if you are approaching 40 or above, you will feel noticeably out of place.  Don't worry -- embrace it! Inhale the energy and excitement of the event. Lean into the differences, and I think you'll be pleased to discover that a lot of the young people are just as interested in you (though some might just think you'll be able to fund them...or buy them beer).  

(5) Don't Do Dinner. Or Lunch. Or Really Anything But Cocktail Party Snacks and Food Truck Vittles

Don't plan long dinners at South By -- just not worth it. Everyone is overbooked and has ten other parties they want to go to or crash. No one can afford to stay in one place for two hours. Plus, we have been walking, talking and drinking for the past six hours, if you make us sit down we may fall asleep. Don't sweat being hungry, though -- turns out you can make it all the way through your day subsisting exclusively on cocktail party snacks (I had a meal of an asparagus and french fries one day, no joke) or treats from food trucks (hello, Coreanos and MMMpanadas!) 

(6) It Only Counts As Crashing If There's A Line

There are many many parties at South By. You will be invited to some of them. A friend or colleague will be invited to others (and will graciously help you enter). And then there  will be the ones where you really don't know anyone at all, but "it's at a barbecue place and maybe they'll have awesome free barbecue -- whaddya say we go?" And you know what? So long as there's room inside, and you're bringing something to the table  -- some energy and a positive, outgoing vibe -- there's going to be room for you there. Sure, there are uptight folks with clipboards lurking at some places, but for the most part, there was plenty of fun on offer. 

(7) Don't Sweat The Hassles

From everything we've mentioned so far, it sure sounds like South By = Life Is Meadows At Last. Well of course it isn't perfect. You have to show up early if you want a seat for a session. It's hard to find a place to stay ($792/ night for the Super 8 Motel!). Your phone will definitely run out of juice. The wi-fi will be slow. It will be impossible to get a cab at times. But you know what? The good definitely outweighs the bad, and you quickly learn to work around the challenges. You show up a little earlier for sessions. You rent a chill house a few miles north of downtown on AirBNB. You don't fiddle aimlessly with your phone. You put your computer down and listen a bit more. And, in a pinch, you can just take the bus (Editor's note: I rode the Austin bus twice more this weekend than I did in the 18 months I actually lived in Austin).

[rallyverse]

Infographic: Social Media Demographics

Great new Infographic on The Social Networks and their demo breakdown.  I believe the numbers but when we look at how our customers data, what really matters is not who in in the network but who is active in sharing and connecting.  They are the people that amplify your voice and your brand.  But great data none the less.

http://www.searchenginejournal.com/social-media-demographics-infographic/41185/

[rallyverse]

Infographic: How To Train A Community Manager

Making the call on who to hire and train as a Community or Social Media Manager.  Here is a quick infographic on the topic.    

Whatever you decide, Rallyverse can help.  We can help your Community Manager in doing a great job growing and engaging your community with brand relevant content in a simple easy to use interface.