June 02, 2009

Customer Touchpoint maps and the Social Web 'Diamond'

I've realised that I'm a synergy thinker as opposed to being completely organic. I take bits and pieces of thought from disparate but related sources and mash them together with a dash of personal insight.
Case in point. Thoughts from @evansdave and Kawasaki blended for the TV industry. I think it makes sense, but would be interested in thoughts and (constructive) criticism.


Similar to a traditional media conversion funnel, TouchPoint analysis and mapping offers a distinct and insightful view of media tactics. The X-axis describes ‘Performance’ – a measure of effort and spend, while the Y-axis describes ‘Talk-Value’ – the relative value of the tactic as it relates to customer conversation and social interactions. Ideally, what should emerge is a cloud of media tactics trending ‘up and to the right’ – spending time and dollars on tactics that yield a proportionately higher number of brand conversation cycles.

Our online competitive analysis of recent mainstream media entertainment reveals some interesting trends. In addition to Television and traditional Public Relations efforts to promote an entertainment product (e.g. movie, TV), some organizations invest significantly in promotional websites as well as on-site Search Engine Optimization (SEO).

With notable exceptions however, Social Web and PR 2.0 is largely ignored. As a consequence, once an entertainment product is launched (theatrical debut or other), the Social Web and its associated User-Generated Content significantly increase the signal to noise ratio. In other words, the promotional website gets lost in the frenzy of Social Web activity – SEO rapidly degrades.
Rather than fight against this User-Generated Content tide, adaptive marketers are embracing this trend by creating destinations for Social Web interactions. By using Social Network applications such as Facebook and Twitter, as well as employing off-site SEO (linking) strategies to blogs and other media, marketers have an opportunity to concentrate and monitor online brand building.

In Reality Check
, Guy Kawasaki describes why concentrating on the tip of the pyramid of influencers (traditional PR efforts) – in this context film and TV critics – is no longer effective. Although it is still important to use broadcast media and to develop a robust online presence, it is now critical for marketers to facilitate conversations in Social Networks. So, instead of a pyramid, the sphere of influence is more accurately visualized as a diamond.
We advocate an integrated online approach, utilizing ‘official’ websites and on-site SEO as well as a healthy mix of off-site SEO and Social Web applications, including Facebook pages and Facebook Connect.

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