Insights for Marketing in a Digital World

Do you know the psychological profile that your trail of tweets tells about you? TweetPsych just may be able to tell you. Another new entrant into the ever expanding world of Twitter measurement tools,TweetPsych is uniquley different in that it seeks to provide a psychological profile of a person through deep linguistic analysis of their tweets. I'm always looking for tools that can provide insight into people's mindset and provide data that helps to build a more accurate persona, TweetPsych is a facinating discovery.

I was recently blown away at seeing the sophisticated measurement and real-time optimization systems of a large multi-channel retailer and their ability to not only measure, but influence in real-time the metric of revenue per minute. It was almost like watching a highly active trader on the stock exchange make minute-by-minute decisions on buying or selling stock. Very cool stuff.

Check out Chris Brogan’s presentation at Web2 Expo 2009. I particularly like the part about social media and serendipity, which is similar to a discussion I had early this week about promoting those “cosmic collisions” with shoppers that make them stop in their tracks and think differently about your brand.

The New Group President, Steve Marshall, and Digital Strategist, Tom Bennett, will be speaking at a Linfield College Alumni Luncheon at The Westin in Portland this coming Wednesday the 11th. Steve, a Linfield College Graduate, is a 20+ year international marketing veteran. Tom is a 20+ year marketing veteran and TNG's own social media guru. 

In my line of work I am often asked to explain industry-speak and buzz words; to put them into plain English and to illustrate why anyone should even care. User Experience is one topic that sparks a lot of questions and while I think most people innately understand the concept, they struggle with how to put it into words. Especially how you describe a positive user experience and what makes it so?  

Not every interaction or engagement with your brand by consumers has equal value. Especially if your goals are to influence consideration of your brand or ignite word of mouth sharing about your products.

So do you have a schema for measuring engagement with your brand across online social channels? If so, how have you determined which actions and points of interaction are the most valuable? Which get higher weighting than others?

A common question I am asked by clients who are nervous about engaging in Social Media is “What about negative comments or flame wars?” It’s a valid concern. We all know instances where a negative meme picks up steam and spins out of control, leaving the brand scrambling to recover. And that’s where the failure was: if you’re not going to be actively engaged in your social media efforts, then don’t bother. Playing catch up is generally a losing game.