Dirk Shaw's blog - Latest Comments

Re: Defining social media metrics

Joann Alexander — Tue, 11 Oct 2011 10:11:32 -0000

very, very helpful !

Re: How much sentiment analysis is good enough?

mpazy38 — Mon, 10 Oct 2011 13:14:06 -0000

The best sentiment analysis from my work was done by making profile and SEOing for bad terms with in the context of the industry..

Re: @dirkmshaw: 4 Examples of LinkedIn API integration

Sonya Wodopianov — Fri, 10 Jun 2011 18:44:19 -0000

Dirk that sounds like a much better approach than the edible VW print ad I read about this week! http://www.adweek.com/adfre...

Re: @dirkmshaw: Social Commerce on TV

Carrie — Wed, 25 May 2011 20:34:57 -0000

Hi

Can I contact you via email? I have a quick question I’d like to ask you. You can reach me at ctaaca@gmail.com.

Thanks!

Carrie Taaca
Higher Level Group / The Leadership & Influence Blog

Re: How do you report social media sucess?

Brett Brinson — Wed, 27 Apr 2011 07:13:21 -0000

I think it might also be worth checking out http://www.socialreport.com - essentially google analytics for social media

-Brett

Re: Panel Discussion: Traditional, PR and Digital Playing Together

Marc Accetta — Tue, 10 Aug 2010 03:36:15 -0000

That is the best approach anyone can do these days. AS the old saying goes, if you can't beat them, join them.

Re: @dirkmshaw: Have your employees “Checked in” to your location marketing program

dirkmshaw — Wed, 04 Aug 2010 13:54:32 -0000

Hi Kelly..

Geotoko looks very cool. I have not used it yet. But the idea of allowing people to participate regardless of their chosen platform help to eliminate friction which can only help with participation.

thanks for commenting..

Re: @dirkmshaw: Have your employees “Checked in” to your location marketing program

Kelly Onchulenko — Tue, 03 Aug 2010 01:28:27 -0000

What are your thoughts on NY based startups like http://geotoko.com/ to manage location based campaigns?

Re: Making content move across the web

Ric Dragon — Wed, 05 May 2010 12:09:19 -0000

Always thoughtful writing, Dirk. Wish I could click a button and send it to Twitter.

Re: Integrating digital with offline events

Chris Oquist — Mon, 22 Mar 2010 12:50:56 -0000

Great job outlining important elements of integrating digital and live.

This reminds me of something I saw yesterday on Mashable - Ben Folds playing a live show in front of 2,000 people while connected to Chatroullete and improvising songs about the people who connected:

http://mashable.com/2010/03...

It definitely validates some of your points: viewer participation, promoting across channels (especially using the content post-show), and telling a story.

Enjoy!

Re: Measuring brand awareness & sentiment thru social media

Ric Dragon — Fri, 19 Mar 2010 08:09:39 -0000

Perhaps, in the value of retweets - we could assign a value based on reach. I don't think I would remove overlaps, however, as someone being exposed to a retweet repeatedly could have a reinforcing value. "Likes" have much less value (IMHO) than a retweet. Although... in certain places, likes bring posts to the attention of more people (as in Google Reader).

Re: Influencers are not a broadcast channel

Promotional Products — Fri, 26 Feb 2010 14:09:19 -0000

Thanks for your brief words of wisdom. I think that we all need to be thinking long term, Social Marketing won't happen over night, yet most think that this is the case.

Re: Influencers are not a broadcast channel

bobbymcdonald — Thu, 25 Feb 2010 12:17:07 -0000

Good point Dirk, and so true! I work at a PR firm and we occasionally reach out to identified influencers online. It's so important to recognize that the people you're trying to get something from are just that, people and not a giant mega-phone!

I've found that being able to give back is an important aspect of establishing long-term relationships with influencers. If you're seen as always taking, people will stop listening. Something as simple as a hand-written thank you note goes a long way!

Finding ways to give back, while being completely transparent online and off about the situation, is important in building those relationships.

Re: Convert check-in's into loyal customers

dirkmshaw — Thu, 04 Feb 2010 23:37:50 -0000

Hey Ryan.. I have not heard about the dashboards. But i agree that location will play a key role in mobile marketing.

Re: Convert check-in's into loyal customers

RyanMoede — Thu, 04 Feb 2010 13:01:24 -0000

Nice post, Dirk. I have to say I'm still pretty excited about the opportunities for Foursquare, namely because it's an experience where everyone (both the brand and the customer) can come away a winner. They're making the right moves into the customer loyalty sphere, and I love their new experiment with Bravo. Any truth to the rumors that Foursquare is going to roll out a CRM-esque dashboard features for businesses? Regardless, it's an exciting platform, and has a lot of the foundational values of where I see mobile marketing headed - http://ryanmoede.posterous....

Re: Target earned media based on user intent

dirkmshaw — Thu, 28 Jan 2010 11:27:44 -0000

Hi Britta. No problem on the Loomia mention. I have followed your progress for a few years now and think these types of solutions really help to filter the noise that exist and the assumptions marketers make on what they think people want.

Re: Target earned media based on user intent

dirkmshaw — Thu, 28 Jan 2010 11:26:14 -0000

Hey Tom.. Thanks for commenting. I agree autonomy has some great tools for doing this. What i found using their stuff is that it is quite complicated to deploy and is not cheap either.

With that said, there is no doubt they have done some amazing thinking on dynamically targeting content based on behavior.

Re: Target earned media based on user intent

Britta Meyer — Wed, 27 Jan 2010 21:19:10 -0000

Dirk- Great post on a very up-and-coming topic, and thanks for mentioning Loomia in this context. You are absolutely right in that the short-coming of search - no matter how sophisticated - is simply that you can only search for what you know exists. Discovery, on the other hand, intends to anticipate what the user is looking for without the specific keyword query. As you pointed out, it is social on multiple levels, in that it is using the wisdom of the crowd to determine relevance, as well as input through the social graph, or even based on the individual user. Fortune recently wrote about the "Era of discovery" and we certainly agree with you in that it holds a lot of promise for websites going forward. More on us here: http://www.loomia.com/

Re: Target earned media based on user intent

Tom Wentworth — Tue, 26 Jan 2010 19:33:54 -0000

Autonomy has some amazing technology that helps solve this problem. Its ability to operate on meaning rather than patterns and keywords makes it much more powerful and useful in the social world. For example, think of all the different ways to express discontent with social media. Autonomy is smart enough to understand the meaning (or intent) of these interactions and use that understanding to deliver different web experiences. It's hard to sift through all the buzzwords on their website, but there are some interesting case studies and white papers there www.autonomy.com/mbm.

Re: From Portals to Porsche's - A new road ahead.

cherylmckinnon — Thu, 01 Oct 2009 16:57:22 -0000

Congrats Dirk, wish you all the best. Quite the season of change. Just so sorry we never got to meet during our brief time as colleagues.
- Cheryl McK

Re: Segment twitter streams to increase relevance and reduce noise

Ken Burbary — Fri, 28 Aug 2009 20:36:28 -0000

Dirk,

The reality is that most medium to large business will have to segment for the simple reason that a single human being cannot scale across multiple business units, product lines, support departments, etc... Brands like Dell (who at last count had 35 separate Twitter accounts), McDonalds and Ford have organizational structures that are much too large to expect a single individual to provide the quality coverage from a single account needed to properly service customers. There are additional benefits to segmenting, as you have highlighted above, so I expect to see more brands take this approach.

Re: Checkout abandonment issues? Add a concierge.

DoctorPsi — Tue, 25 Aug 2009 12:26:09 -0000

I read the psychological researcg about video use for a higher purchse rate, but in the end, my opinion is that a customer will purchase an item considering his/her financial status and the measure the risk of payment.
_______________________
Cart Parts

Re: Segment twitter streams to increase relevance and reduce noise

Steve_Dodd — Tue, 18 Aug 2009 21:03:45 -0000

Hi Dirk, I believe you are taking the right approach, especially for companies with multiple products serving various vertical markets. People want focus and to see content that is relevant to them. With too much noise, they'll lose interest. Although there are some corporate announcements and cross sell items that would need to be posted across the streams, mostly each stream should be self sufficient and focused. From a corporate point of view, this also makes measurement much easier and less subjective.

Re: Segment twitter streams to increase relevance and reduce noise

Brian Hayashi @connectme — Thu, 13 Aug 2009 17:36:11 -0000

Hospitality brands such as @MGMGrand manage their uber-channels while allowing individual on-premise venues such as @WetRepublic, @TabuLounge and others to maintain their own accounts. They recently launched @tasteMGMGrand to aggregate information about all of their restaurants, whether or not they have an active Twitter presence.

The rise and fall of such sub-accounts mirrors the rise and decline of co-branded credit cards decades ago. Most mocked Shell Oil when they launched their credit card, reasoning that Shell Oil consumers would use their card to buy gas at Exxon. The mocks turned into a land grab when other gas companies -- and ultimately, lots of other marketers -- realized the gold mine of insight into consumer purchase behavior.

I foresee the same with Twitter - today, people can choose whether they want to get customer service from DMOs like #inPDX, chainwide concierges like @HyattConcierge or individual properties like @FSMaui. Consumers don't really want to be following lots of Tweeple and will ultimately resolve to those voices that deliver the best value. That entity may be a complete surprise: I could foresee a day when @oprah stands alone as the authentic voice best able to tell us where to go and what to buy once we get there.

Re: How much sentiment analysis is good enough?

ve3cnu — Wed, 12 Aug 2009 14:01:48 -0000

What sentiment are we referring to here? I track Pre-sentiment and Post-sentiment, as I think an interaction with a customer which changes a negative sentiment into a positive sentiment is where I can really show the effectiveness of my efforts. It also really looks good in reports :=)