Social Media Breakfast #19 was as useful as usually. I noticed over last eight events that the audience is changing – it becomes more mainstream and corporate. Acceptance of social media is growing, so is the number of professionally dressed people in the audience…. This is good.
Lisa Foote started her presentation with the reminder of growing use of mobile. Significant growth of Facebook, Pandora, and Twitter is now coming from Mobile. Socialnomics09 gives more impressive numbers on mobile use and social media in general (video below).
80% of mobile phones are not smart phones – this needs to be considered in marketing programs. “Smart” phone is the opposite of “feature phone” – an appropriate definition for “not smart enough” phone 😉 To make applications useful for mobile devices, applications became “light,” most concentrated on content.
Lisa introduced a new company MixMobi that provides mobile marketing opportunities (and instant analytics!!) on SaaS basis. Social Media Breakfast attendees could see creation of a mobile ad and posting it through Twitter. Attendees could access the ad from their mobile devices and instantly see the metrics on the MixMobi interface. The interface is easy to use, and when available, the service should start from $19.95 per month… There were conversations about a totally free version, but it does not seem to be available at this point. 😉
MixMobi created the platform to answer most common requests from customers and provides a very extensive feature set. The company also emphasized instant and correct analytics (yes, mobile analytics is a problem 😉 ) and ability to promote campaigns quickly in different media. Anybody interested in private beta testing should send Lisa a note.
One of the customers was a company specializing in promotion of private colleges to prospective students – The Lawlor Group who used MixMobi’s technology very successfully.
In the intermission, Zappos’ culture books were presented to two forward-looking people who run Social Media Breakfast.
Yes, Zappos culture is legendary, but I have not realized that it would be analyzed in a sizable volume… 😉
The second part of the event was devoted to promotion of social media in the enterprise. At that point corporate presence in the audience was felt very strongly – in problems that social media enthusiasts had and in their solutions.
Some of the most interesting points:
Internal promotion: focus on a particular task, a business problem that needs to be solved, not the tool. Sometimes, the tool may not even need to be named. Instead of suggesting employees to use Yammer, what could be faced with “oh, one more ‘thing’ I need to learn…” we should tell the user what he/she can do and give username and password. Social media tools are just “new tools to solve business problems.”
Interesting problem solving: Albert mentioned a situation when two groups worked together in different time and it was not easy to encourage them to communicate. People did not want to go to the same work portal during their time off. However, giving them opportunity to communicate through mobile interface was successful – it was not considered “work” in the eyes of the employees.
Importance of the organizational culture: companies need to have a receptive culture for the social media to be successful. “Culture first” – social media should not be considered as “other” – its use should start from a business gap and how to fill it…
Titles and generations:
The executives are often people who understand the benefits of new approaches to reach business objectives, but middle management can be a problem. Middle managers see employees’ involvement into social media as a distraction from the task of their individual departments. The problem is not to “find executive support,” but to “find us” – the enthusiasts in different parts of the organization.
Boomers – many eager to adopt the tools, but concentrate of the tools rather than their application.
Generation X – “Hooray – we found the tools that allow us to do [something] more efficiently!” X wants to be relevant and (many) happy to embrace the tools.
Generation Y – familiar with the tools, but has no idea how to use them for business, lacks work experience; can not get the content for the tools.
Generations need to cooperate… but the enthusiasts are found in each generation.
Security concern: Yammer has file-sharing capability… it is dangerous… Security concern is a “people” issue, not the technology issues… the same risk existed with typewriters, e-mail, phone, Facebook, Twitter, etc. However, the security needs to be addressed through rules of use and basic education of employees.
Popularity of social media: “internet trends” free class at the library changed to “intro to social media;” Science Museum classes on social media were overbooked since conception.
New tool to investigate: staction a project management (variation on a basecamp) tool that excited one of the attendees of Social Media Breakfast.
New Mobile Marketing group in town: Mobile MSP – seem to have a Twitter account only, but the first meeting is scheduled on September 28 – we will see what happens next… 😉