Another nother post.
A third post.
Trying out a couple of things….
It’s official: I’ve joined GoDaddy. I am incredibly stoked.
(Ob disclosure: while I’m now an employee of GoDaddy, these are my personal opinions.)
This is a company that has gone through an incredible maturation process in the past few years, and where the company is now is miles ahead of where it was even 24 months ago, both in brand and in product. The T&A Super Bowl ads are long gone, the products are getting solid reviews, and a lot of attention is being paid to customers: from small businesses to web designers and developers (including WordPress, Drupal and Joomla!) to mobile and local.
In particular, I’ll be working with our customers who are web professionals, ensuring that we’re engaging with communities of designers and developers and delivering the content, community and product that help this very important constituency kick ass.
Tomorrow is my first “official” day.
New job == new swag sweatshirt. Bonus.
Bitcoin has a woman problem that, unless solved, will keep it from hitting the mainstream as a medium of exchange, at least in the US. The following conversation is primarily aimed at the particular challenge Bitcoin faces in getting to mainstream adoption, and is not focused on the speculative rises and falls that have dominated the news cycles for the past few weeks in particular.
Right now (Dec 2013), the overwhelming majority of activity in the Bitcoin space is dominated by males. In doing a review of the market for consumer activity, and then comparing it to the market at large, it is clear that there is a significant gender gap that will need to be filled before Bitcoin can hit the mainstream as a payment mechanism in any meaningful way. Although all web statistics of this type are prone to some margin of error, these are certainly directionally correct. Read more at Coindale.
By way of a path through this whitepaper from Limelight networks and Digital Clarity Group, found an interesting presentation from this month’s Inbound Marketing Summit (#IMS13) that was created by Allen Bonde from DCG. Not only does Bonde’s presentation echo research we are seeing from the likes of Forrester and others that points to the reality of video channels becoming an increasingly important asset in the portfolio of B2B marketers, it also brings up an interesting model on the steps from engagement to action in the medium. In particular, Bonde outlines three phases of note: Inform, Connect and Motivate.
Inform: Tailored, simple and relevant content results in initial attention and gives the organization the opportunity to develop a deeper relationship
Connect: If your prospects, customers and influencers are spending time on social channels, your stories need to be reachable from social networks as well
Motivate: Simple, smart, responsive offers result in action
These three phases are critical, in my opinion. The things that drive initial engagement are either things that are educational or entertaining. (They’re the types of things that get saved or passed around.) As such, for a B2B marketer seeing to become a trusted advisor to her customers, skewing content toward the informational is a sensible route to take. Similarly, one needs to fish where the fish are. With social networks dominating the usage landscape, an organization simply can’t ignore their potential customers.
Which brings us to “motivation.” (And a brief mini-rant.)
As anyone who has been within earshot of me in the past couple of years can attest, I think it’s critical that we all actively work to end the process of “engagement for engagement’s sake.” On that note, “engagement” is a weak metric. In and of itself, engagement is near-worthless. What matters is the action that’s taken as a result of the engagement. That action can be the “next step” in the buying cycle, or it can be a request for further information, or it can be a phone call. But it needs to be something. The “counting metrics” don’t count anymore.
Check out the rest of Allen’s presentation here:
I always find it interesting when things get used in unexpected ways, like using a nutcracker as a bottle opener or using rice to dry out a smartphone that got soaked. So when I saw that Koka Sexton had run an experiment that sought to understand how a meme could travel on LinkedIn, I was intrigued.
What Koka did was share an on-brand and topical image into his LinkedIn network which, frankly, isn’t something one sees every day. In this case, the image was a riff on the Liam Neeson “Taken” character.
A couple of weeks ago, we linked to an article about how scientists had solved the fundamental problem in viral distribution of information. The research showed that seeding information into key groups in a network could significantly affect at what velocity and distance information spread throughout the network. Koka found that by sharing this type of content as a LinkedIn update, as opposed to the more typical link to external content, he was able to have an initial interaction with many more individuals than he typically would.
Perhaps even more interestingly, however, was Koka’s recognition that certain individuals in his network act as bridges between different parts of his overall network. (Social network analysis researchers measure this concept being a bridge or a broker as an individual’s “betweenness centrality.) In this case, he saw that many of the links to his third-degree network went through one of his colleagues and once the meme “jumped” into this other part of his network, it continued to propagate. This also showsthe strength of weak ties.
Once someone interacted with the meme, the most important thing was to take some form of action to take the first step in turning what could be a one-off engagement into the start of a business relationship. Four ways to do that included:
• Liking their interaction
• Thanking the individual for their interaction
• Messaging the individual directly
• Connecting with the individual on LinkedIn
“The idea isn’t to create the content, get engagement and then start pitching your product. The idea is that you share great things and then use the engagement to expand your network.” – Koka Sexton, LinkedIn
In reading the original post, it clearly cast the network that the meme traveled through into an explicit model of “1st, 2nd, 3rd degree connections.” While I know that’s how LinkedIn technically refers to individuals in the system, I don’t think I’d ever really used that frame as actively. When I look at the world, I typically didn’t go through the mental action of “do I know this person, or do I know someone who knows this person, or are they further away than that?”
A few key takeaways for me:
• I’m definitely going to start to look for more instances where LinkedIn has worked as a medium through which information can travel, and not solely a place to build connections.
• Need to do some more thinking on this “1st, 2nd and 3rd degree” framing of the world
• Liam Neeson still kinda spooks me out a little bit with his intensity
What do you think? Have you seen other examples where this type of content achieved significant distribution through LinkedIn, as opposed to the more obvious venues such as Facebook or Twitter?
Bonus link: The voiceover is pretty funny
(I also wanted to try out the Facebook embed post thing, just to check it out.)
(The part you know starts around 12:10.)