Every Friday I post links to a few of the blog posts that I read during the week that I found interesting and insightful.
Included in this week’s round-up is a best-practice guide for determining the value of a Facebook fan; how Chevron uses LinkedIn to target influencers; a best practice guide for relationship marketing; and insights from the coming 2011 Online Branded Communities Study.
If a fan seems to be influencing other people in his or her network to become transacting customers (or increase their buy rate or yield), then you can factor that value in as well for those specific time-frames. Because measurement tools are not yet sophisticated enough to a) properly measure influence and b) accurately tie it to specific transactions, I wouldn’t agonize over this point a whole lot. As long as you understand the value of word-of-mouth, positive recommendations and the relative influence that community members exert on each other, you will hold some valuable insights into your business ecosystem. Don’t lose sleep trying to calculate them just yet. Too soon.
When Chevron first took ownership of its LinkedIn group (an employee had originally started it), it was full of spammers and recruiters. One of the first things they did was establish clear discussion guidelines and, as a result, created a safe space for energy leaders to come together.
With Facebook, it’s very, very big, so you have to go vertical, and more narrow and segmented. But any individual brand, by definition, with its own Page, is a segmented experience. But the real issue or dynamic is that today, most brands have not approached Facebook as a true relationship marketing venue, failing to create a cultural model and to use the party metaphor.
Brands are making a concerted effort to sunset communities that have run their course. Not all communities are meant to stick for the long term. In those cases, it’s great to see brands managing that process and the relationship with members rather than let them lie fallow.
Think there’s something missing from this list? Leave a link in a comment, or tweet me @BenLaMothe!
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