"We get about 300,000 new mentions of Kodak every month and we don't censor the comments or videos people create about our company," said Beth LaPierre, Kodak's chief listening officer, a role that's just starting to crop up in a few major marketing organizations and involves decidedly non-touchy-feely tasks. "I've spent the past five months defining how we handle those data via technology and tools."
The big task? Data mining -- and figuring out who needs the information.
"What kind of information does our marketing team need vs. our product team?" Ms. LaPierre said. "How do we classify the data? What is the process for handling 'ABC' information vs. 'XYZ' information?"
For example, she sends commentary about features and product requests to a product development team and so forth.
Critical to setting up for social media marketing is having someone like a "Chief Listener" that allows the brand to have a pulse on what is being said about them where, how and by whom. As metrics are developed to better understand the influence beyond the voices that are the biggest advocates and the biggest dissenters, having someone to sort through this from a senior level is critical. T
NEW YORK (AdAge.com) -- When Facebook launched its version of location check-ins called "Places," it seemed to put Foursquare, with its endearing badges and mayorships, in its sights. But Foursquare's founder and CEO, Dennis Crowley, thinks his location-based game app will survive "Places" and thrive as more people get accustomed to sharing their locations.
So far, he's right: Foursquare has had its biggest surge in users since the "Places" launch, no doubt from people curious about the little start-up Facebook was alleged to be "killing." At a little over a year old, Foursquare is readying version 2.0 of its service, including new mobile apps and, potentially, some changes to the mechanics of the game itself.
In addition, the company is working on self-serve tools for local establishments to claim their locations and for brands to interact with users. At nearly 3 million users and 1.5 million check-ins a day, competition for the elusive "mayorships" on the service has become cutthroat. Even Mr. Crowley has trouble hanging on to the few symbolic crowns he has left. We talked to him about it in the video below.
eMarketer estimates US advertisers will spend $1.68 billion on social networking sites this year, a more than 20% increase over 2009. Spending will rise even further by 2011 to more than $2 billion.
In December 2009, eMarketer forecast $1.3 billion in social network ad spending for 2010. Strong performance from online ad spending in general, and Facebook in particular, has resulted in the increased forecast.
Digital games, whether on Facebook or on mobile phones, all employ what developers call "game mechanics," incentives such as points, badges, next levels and achievements that motivate players to keep playing. And a gaggle of brands, from 7-Eleven to JetBlue, H&M and Tesla Motors are counting on people's attraction to competition to get them to be more engaged.
7-Eleven and Zynga connect for a campaign with FarmVille and Mafia Wars.
"Basically game mechanics are a way to get consumers addicted to things," said Tim Chang, principal at Norwest Venture Partners, which has backed many social mobile game companies. "They keep people engaged to keep doing things, as opposed to what goes viral quick: You click, you watch and then never see it again."
One of the best examples is, of course, mobile social game Foursquare, which awards badges as users "check in" via their phones at physical places. Accumulating badges -- and achieving statuses such as the "mayor" -- are motivations to get people to check in.
t’s just the latest in a series of moves that Twitter made to gain greater control over the popular site. The move also illustrates the perils for companies that become too dependent on any one platform such as Twitter, which over time may decide to encroach on or poach their businesses.
Twitter recently released its own mobile applications in competition with many independent companies. It’s also said it will explore developing its own applications for sharing pictures and videos. Some developers have expressed an uneasiness about Twitter's moves.