Digital Solid: Marketing Technology ROI

Three weeks ago, on a lark, I registered the domain name RumSocko.com. But until just now, I wasn’t entirely sure what I was going to do with it.

Then, just moments ago, I learned that Google has entered the social network arena in a way that only a market behemoth can. Friend Connect will allow any site to have social network functionality. This tells me two things:

1. Google sees an opportunity in social media marketing (SMM)
2. It’s time for me to invite my friends and relatives to submit their favorite rum drinks

Of course, only point #1 is of real relevance to my fellow marketing technologists. There has been plenty of talk lately about how social networks are still groping for a viable revenue model. I suspect Google will lead the way to the banquet.

The only question will then be: Must other social networks resign themselves to the crumbs that Google leaves behind?

After Comcast’s recent embarrassment of a hilarious YouTube video documenting a cable installation worker sleeping on the job, they’ve realized that good social media management equals good reputation management. That’s my take on why they’ve hired a customer service person to monitor Twitter for consumer complaints.

It almost convinces you that Twitter is more than just a toy.

Naaaah.

Check out Twistori, a brilliant Twitter-fueled demonstration of current social zeitgeist. Perhaps this Comcast customer service person should just troll the site’s I Hate feed for mentions of his employer.

There are many conferences in a year I wish I could attend, but few lately seem as valuable as the latest Search Media Expo (SMX). (Don’t you agree, Erin?).

Then sometimes you get lucky, and stumble across a fellow student’s “really good notes” from the “lecture” you missed. Take for example a post on social media marketing (SMM) by Scott Clark. Here are a few favorites:

SMM cannot be sold as a one-off service or “by the campaign.” Too many external variables mean you have to execute many campaigns over time to hedge your bets. To sell as a one-off service is to invite failure and client ill-will.

Explaining SMM to clients is going to be very, very difficult. But those who have an inherent curiosity and willingness to participate will earn a strong competitive advantage.

To succeed in social network marketing, plugged-in individuals who know the “tribe’s habits” will win. 20-year PR veterans need not apply if they are still in the mindset of the press release or are unwilling to spend time participating before promoting. Plenty of people have got in trouble.

There are a lot of really smart people in SMM. Compared to other forms of marketing, the growth and opportunity aligns with trends towards authenticity, word-of-mouth, and making up for short consumer attention spans.

SEO/SMM are joined at the hip for many things and a link building effort can stack up dozens if not hundreds of authority links — but direct-click traffic itself, independent of the SEO/link advantages, can be significant.

For all the reasons above, this one is my favorite. He states that for the most part, “Advertising agencies don’t get it.” Got it.

Thanks, Scott, for summarizing so well.