Tag: social media

Recap: Agile Marketing – Adapting & Optimizing #SMCSEA

Panel: @kdubleu, @jcolman, @grmeyer, and @shimmage

Key Takeaways:

  • In regard to measurement, assign qualitative data to numbers. Next step is to build correlative models and watch for changes and clues.
  • A product owner in agile is different. They must recognize the difference between a one-off and trend.
  • In agile, customers are the heart and soul of what we do. Social practitioners are at the front line of this!
  • Document what you need and broadcast that to your team. This ensures you get what you need and wins are celebrated.
  • Tout your successes. Scream them from the roof tops. They become your fuel.
  • Failure happens faster in agile. You see it coming and can adjust immediately instead of waiting.
  • In agile, there is one entire person (scrum master) charged with removing obstacles enabling awesome for everyone.
  • Customer wow is something we should integrate into every aspect of the customer experience.
  • Inability to get things done is a contributor to burnout. An agile process battles that with regularly scheduled accomplishments.
  • Key with agile is getting it in to the people doing the work. Beyond – that leadership is key!
  • The easiest way to get buy-in… is to just do it.
  • Institutional boundaries prevent you from moving forward and delivering customer value
  • Agile helps you get sh*t done and out the door.

I Spy With My Mobile Eye, Mobile Spy v6.0

Continuing its efforts to keep children safe on their computers, tablets and smartphones, Retina-X Studios® announced last week the 6th generation of Mobile Spy® monitoring software for smartphones. This version has been overhauled and now includes new social media recording features and application blocking.

Mobile Spy (available across 5 smartphone platforms) silently records smartphone user activity of children/employees. Logs are viewable online in real time and reviewed from any web browser inside a secure online control panel. Standard features include monitoring of entire SMS text messages, actual GPS locations, call information and photos taken on the phone.

With this update they have added the ability to view 9 types of social media messengers (Facebook Messenger, WhatsApp Messenger, BlackBerry Messenger, BlackBerry PIN Messenger, GTalk, Twitter, etc.). This gives the user the ability to make sure their employees are not sharing confidential material or that their children aren’t communicating with forbidden individuals. Also, users can now view a list of applications installed to the device and forcibly block any app remotely. Gmail App email messages and YouTube videos played are also now recorded. Another new feature is the Phone Usage logs, which show how much time the child or employee spends on each activity they perform. The software can also be uninstalled remotely.

Mobile Spy offers the industry’s only LIVE Control Panel, which allows the user to instantly view the phone’s screen and a map of the current GPS location. This optional feature also allows users to perform administration commands instantly, such as having logs emailed to their email address, initiating a silent call or SMS from the device or putting the device in lockdown.

How it works?

  • Customer purchases Mobile Spy and downloads software onto the phone to be monitored. Customer configures program according to their monitoring needs.
  • Phone user performs SMS messages, URL browsing and call activities. Mobile Spy Records the activities and then silently uploads logs to the Mobile Spy servers.
  • Customer logs into their online account from any Internet connected PC. Here they can view all recorded activities in near real time.

With all that said, would you pay $49.97 for 3 months (or $99.97 for 12 months) to monitor/spy on your children or employees?

My first concern was with privacy.
Their company privacy policy is that their customer databases remain confidential and private. They have not, will not, and won’t ever sell names to “spammers” or other parties who would like to use their databases to advertise or solicit their products or services. Their products do not collect any information from your phone other than the information required for the products’ successful operation.

My second concern would be upon purchasing the spy subscription, will users know this software has been installed or is running?
Mobile Spy uses the latest innovations in mobile monitoring to keep monitoring safe and secure. There are no indications that Mobile Spy is running while it is active. The program has no entries in the User Menu, and its files are extremely discreet. Best of all, when Mobile Spy is running, there is NO entry for it in the Task Manager. So it is my responsibility to notify any user they are being monitored.

Luckily, I have no children or employees to monitor, but this capability could make things interesting.

My next questions are; 1) Who do they allow you to monitor? and 2) Who is currently monitoring me?


Recap: Beneath the Surface: A Deep Dive Into the World of Social Analytics with #SMCSEA

Speaker: @chuckhemann
Host: #smcsea
Sponsors:  @vitrue, @CityofSeattle, @alaskaair and @Uber_SEA!
Live Stream!

“In 2009 more data was generated by individuals than in the entire history of mankind through 2008” – Andreas Weigend, Amazon.com


  • How do we turn listening data into something actionable?
  • How do I build a robust measurement program to show value and please my boss?
  • Can influencer analysis be quantified, and can I do it without using Klout?

Key Takeaways:

  • There are 4 quads a brand can fall into: Monitoring, Listening, Analyzing, Measuring
  • Analyzing is the future! How should we go to market in new/different ways?
  • Listening and data are at the foundation of everything we do.
  • We must listen, leverage, link and launch.
  • Listening gives you:
    • The ability to optimize content real-time
    • Foster a better customer experience
    • Alert you about potential product issues
  • Ask yourself the 5 W’s while listening.
    • What are people saying about your brand?
    • Where are people talking about your brand?
    • When are people talking about your brand?
    • Who is talking about your brand?
    • Why are people talking about your brand?
  • How do I listen effectively?
    • Have you identified a tool?
      • Once selected, ask yourself the following questions:
        • How many sites does the tool capture?
        • Does it have workflow management?
        • Does it have the ability to import and export data from the tool?
        • Does it incorporate other data sources?
        • What is the cost?
    • Do you have a training protocol?
    • Have you outlined a regular reporting schedule?
    • Have you developed a competitive set?
    • Will you list for the broader category?
    • Don’t review all tools, pick 5 and go into further details.
  • Measurement has two tracks!
    • Improve: real-time intelligence gathering
    • Prove: weekly analysis and monthly dashboards
  • What should we be asking more often? Did the program drive results? Sales/leads/consumer satisfaction. However, without awareness we would never get to the end of the funnel.
  • Process for effective measurement:
    • Understand what your campaign goal and objectives are
    • Conducting benchmark research
    • Developing your strategy and tactics
    • Execution of your campaign
    • Measure and tweak
    • Then REPEAT!
  • Good blog source for thoughts on social media: Being Peter Kim
  • Less than 50 people drive the share of conversations about a brand online, so it is important to have complete clarity into who influences your world, and how to reach them with your content.
  • Relevance is KEY!


How to Develop Conversational Content for Your Brand in Social Media

In a recent webinar with MarketingProfs, I heard Jennifer Kane (Principal at Kane Consulting) give easy steps on how to develop conversational content for your brand in social media.

Brands are wanting to know how to create an impression that is both strategic AND organic, here are her tips:

Step 1: Use a consistent and brand-appropriate conversational voice.

  • Think less like a writer, and more like an improv artist.
  • Develop a persona for your brand by asking what does your brand FEEL like and then identify a tone to match.
  • It may be helpful to think of a ‘character’ to help remind you of that tone.
  • …then improvise, extrapolate and rehearse.

Step 2: Use keywords, not phrases, to create an impression and get found.

  • Subliminal suggestion + search optimization
  • Decide what words in your brand toolkit you want to ‘own’.
  • Marry those with the words people are already using to describe you (Google Analytics, SocialMention.com, Twitter lists, Wordle word clouds).
  • Artfully seed the top contenders into your conversational content.

Step 3: Focus your conversations and listen for cues from your audience.

  • Twitter: Content that grabs attention. Keep it short, well constructed and intriguing. Include links and hashtags.
    • Strength: can open the door to new audiences. Easy to mine influencer data.
    • Weakness: Not a great place for continuous conversation and deeper engagement.
  • Facebook: Content that humanizes your brand and builds community. Attach an image to meek content pop in the fee. Ask open-ended quest to encourage likes/shares.
    • Strength: Offers opportunities for your community to build your network for you. Huge audience.
    • Weakness: As a wall-garden, Facebook is a harder place to have content “go viral”. Algorithm makes it hard to stand out.
  • LinkedIn: Content that establishes thought-leadership and initiates networking. Attach an image to make it pop in the feed. Mine lists to micro target content.
    • Strength: Gives you an opportunity to engage in niche-specific conversations with key influencers.
    • Weakness: Content tends to lack a sense of humanity and humor.
  • Pinterest: Content that is visually interesting. Optimize your pin and create a clear click-path to drive traffic.
    • Strength: Offers a different way to start a conversation and create community. Plus, it’s hot as heck right now.
    • Weakness: Many people aren’t there for ‘messaging’. Brands are setting up a presence with a lack of grace.
  • Help your conversations stand out by speaking in a human voice, have a distinct point of view, add humor (if appropriate), be creative in how you present info/insights, ask questions, and lead with conversation and then follow with marketing.
  • Be careful not to close doors by adding ‘door opener’ endings.
  • Listen for conversation cues.

Step 4: Audit and evaluate what’s working and what’s not and adjust accordingly.

  • What is your goal? – Brand lift, increase share of voice comparable to competitors, drive lead generation/sales, expand the reach of your brand throughout your network, change in sentiment.
  • Where do you want them to go next?
  • What do you look like to them? Take a step back and look at yourself.
  • Just go for it.



At this social media conference, we took a look at what exactly is happening in the world of social engagement today. By doing so together, we hope to influence what it will be in the future. The goal of the conference was to inspire creativity and thought leadership, inform participants with best practices and instigate action throughout everyone’s respective online communities.

Below was the agenda and my key takeaways.

New + Emerging Tools with

  • Panel: David Tedman, CEO at Invoke Media (Creators of Hootsuite), Hanson R. Hosein, Director at UW MCDM, Peter Wilson, Facebook, Evan Lew, Senior Product Manager for Bing
  • Key Takeaways:
    • Wisdom of my friends is more relevant than wisdom from a crowd.
    • The web is now made of verbs, not nouns.
    • Social search will bring in social signals to help you cut through the clutter and bring in the opinions of your friends.
    • How to optimize your website for social search: Quality content, trustworthy content, popularity/traffic, timeliness/current
    • ‘Second screen’ (ex. watching tv with another device open in front of you) is highly successful, now let’s explore ‘third screen’.
    • When putting content on social, think of it as a conversation, be authentic, and make it relevant for the end user (ask yourself, what’s the best way to reach my audience).

Social Engagement with Alexandra Wheeler, VP of Global Digital Marketing at Starbucks

  • Key Takeaways:
    • You cannot stamp out the same content across every social media channel!
    • Go beyond campaigns by building stronger customer relationships.
    • Get closer to the customer by improving sentiment and increasing word of mouth.
    • If you want to set and forget, social is not for your brand.
    • It’s all about relationships, not marketing.

The Power of the Internet to Bring About Change with Ben Huh, CEO of Cheezburger

  • Key Takeaways:
    • The Internet is the greatest thing man has ever made!
    • There will always be a David and Goliath. If we keep supporting Goliath, then we will never see more David’s.

Tweet ‘n Eat with Corey Dilley, Marketing & Business Development Manager at Eat St.

  • Key Takeaways:
    • Download their app to find out where local food trucks are in your area.

Crisis Management with Monte Lutz, SVP at Edelman Digital

  • Key Takeaways:
    • Trust is your most important asset.
    • Social media is the new 1-800 #.
    • You have on reputation and it’s at risk.
    • How to navigate through a crisis:
      • Crisis planning.
      • Search strategy.
      • Rapid Response.
      • Content Development.
      • Asses your risk.
      • Monitor, monitor, monitor.
      • Escalate.
      • Plan ahead: explore your “dark” site.
      • Plant the seed.
      • Win the battle for search.
      • Respond in kind.
      • A little schadenfreude never hurt you.
      • Drill baby drill.

New Media: Getting Your Story Heard + Told with

  • Panel: Monica Guzman, Journalist and Community Strategist, Mark Briggs, Director of Digital Media at King 5 TV, Tracy Record, Co-publisher and editor at the West Seattle Blog, and Sharon Pian Chan, Senior Producer for The Seattle Times website and mobile platforms
  • Key Takeaways:
    • What gets your story heard? Your story should have impact, be compelling and be told through people.
    • Ask yourself: Is it local? Is it timely? Is it significant?
    • All media channels are useful, but think of it as an orchestra each of them has a place and don’t have to be updated all at once.

Non Profit + Cause Engagement with

  • Panel: Mary Grace Roske, Director of Communications at The Seattle Foundation, Kaitlin Bartik,Volunteer Coordinator at the YWCA of Seattle-King County-Snohomish County, Madeline Moy, Digital Media Manager at the Seattle Art Museum, Joelle B. Gruber, Relationship Associate at JPMorgan Chase & Co., and Jaci Dahlvang, Children’s Home Society of Washington, North Seattle Family Center
  • Key  Takeaways:
    • Remember that social allows your content to become richer.
    • Changing followers into brand ambassadors will truly tell your story or support your cause.
    • Wondering what your followers what to see? Ask them!

Twitter for Marketing with Robert Pietsch, Twitter

  • Key  Takeaways:
    • Twitter users are opinion leaders.
    • 2 of 3 users say that Twitter influences their purchase decisions.
    • Users want discounts, promos, free stuff, plus fun and entertainment.
    • Social marketing is getting your brand IN the conversation, not just around.
    • Secrets to success on Twitter engagement:
      • Link
      • #hashtag
      • Real time
      • Call to action
      • Exclamatory
      • New product
      • Ask a question
      • Game related

Music + Media with