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Being effective AND measuring your success

Run into this survey at eMarketer.com in one of my Google Alerts the other day. With all the plethora of information sources, I find it more difficult to focus on topics and trends that interest me, as well as joining in on conversations, so it’s good to know GAlerts still has some benefits.. 😉

The survey in hand was conducted between some 1,800 social media marketers in the US, asking them about the effectiveness of their practices – meaning which tactics they used, how effective those tactics were and how accurately can they measure such tactics. The results are not that surprising, but I would like to focus on next steps – how can we make those practices more effective and measured more accurately.

The first issue we’re seeing is the negative correlation between a tactic’s effectiveness vs. our ability to measure it accurately (graph below). The 3 most effective tactics are User reviews or ratings (47%), Blogger or online journalist relations (46%) and Forums or discussion groups (42%). When looking at the ‘Very accurately measured’ column, those tactics are ranked 3rd, 4th and 5th, respectively. With the expansion of broadband and the coming of web 2.0, everyone is a publisher, and thus consumers are more suspicious and don’t believe everything they read online. In the US the FTC are targeting bloggers’ freebies (PDF guidelines), and in the meantime there are some un-official guidelines on how to disclose and authenticate a sponsored conversation. In Israel on the other hand, things are moving slower (article in Hebrew).

The second issue pertains to hooking financial success with social marketing (graph below). It’s pretty obvious that social marketing is most effective for Brand reputation (39%), Brand awareness (37%) and Search engine results (38%). I’d like to point your attention to the Sales aspects of social marketing, Generate leads and Increase online sales. The marketers who were surveyed said that social marketing is not effective at Generating leads (35%) and Increasing online sales (46%). For social marketing to become bigger and better, we have to add revenues to the game, and being able to measure it. Dell are already showing the added value of their social activity on twitter, a new study finds correlation between social media and financial success and George Colony urges CEO to understand that social marketing is here to stay.

If we want social marketing to rock, Sales indicators must be inherent to any social campaign. It’s OK to start small, but start somewhere. Move the conversation from brand (only) to revenues as well. And one last request – be honest to your readers.

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Nokia N97 Screenshots

By now you’re probably aware that I got the new Nokia N97 for a 1 month trial. I posted an elaborate review of the N97 (in Hebrew) yesterday, and I plan on writing a detailed review here as well, following my initial post.

In the meanwhile, I’ve uploaded some screenshots to facebook, showing some of the N97 features. As I screenshot pretty often, I’m sure that album will expand. If there’s anything specific you’d like to see or hear my opinion about, let me know. Screenshots were taken using Best Screen Snap for S60 (free). Note that in landscape mode some pictures came out distorted. Portrait mode is much better.

Links:
Nokia N97 review (in Hebrew)
First 4 hours with the N97
Nokia N97 Screenshots (facebook)

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First 4 hours with my Nokia N97

Following my participation at Nokia Israel’s N97Unboxing campaign earlier this week, I was starting to pile some feedback and comments from people I knew, getting their opinion towards writing a post later this week. Frankly, after Lior Levin and Amit Cohen won the N97 I kind of lost the interest in the game, ’cause once the package reached me, and was sent to the next blogger, my incentive for following the campaign and contributing to it was gone.

Yesterday Nokia Israel called me up to set up a time to deliver me a package, ‘a surprise’ they said, for participating in the campaign. I thought it’s gonna be some promotional material, t-shirts, accessories maybe – but today at 14:30 I got my very own Nokia N97 Black!! Before you think of ambushing me at a dark corner, the phone is on a lease, for a month, without any strings attached – meaning Nokia Israel don’t expect me to write anything, good or bad. The only term in the contract is that I have to return the phone in 1 month, un-harmed.

So, first impressions, 4 hours into the action:

  • First off – it’s a beautiful device. In dark black it attracts attention, and the screen is HUGE (3.5″), especially when compared to other Nokia devices, N95 or E71.
  • Touchscreen takes some getting used to. Unlike the iPhone’s capacitive touch screen, the N97 screen is resistive (what’s the difference?), to ensure proper recognition via a stylus pen as well. There’s a feedback on your click, as if the screen is pushing back at you. Also, when there’s a list of items (like in your Inbox or Music Library), you’ll need to ‘double-click’ to select – one click only highlights your choice.
  • Homepage has widgets, which can be customized according to your need. The list is quite long and includes: weather, Amazon, Facebook, Calendar, Contacts, Bloomberg, FM Radio, Media Player, Shortcuts and you can always download more from OVi. You can drag&drop the widgets and set them up as you want.
  • Data plans – a MUST! Since Facebook for S60 Touch is a widget, you’ll need to have an open connection (wi-fi, UMTS, GSM) if you want to see updates as they happen. Syncing your business email is easy, as well as connecting to Gmail/Yahoo/Live via a friendly wizard.
  • Sound quality is solid and the stereo speakers do an excellent work when listening to music or using the speakerphone.
  • Keyboard takes some getting used to, and the N97 is the first N-Series phone to get a full QWERTY keyboard. The 3-line layout is different, and I still haven’t formed my opinion about it. Because there are only 3 lines, the ‘space’ button is at the right, and there’s a multi-touch button at the left side – to go right/left/top/bottom/select, in any application/screen you are. The keys are well spaced, much better than the E71. Oh, and to change input language (Hebrew/English) you need to press & hold ‘Up arrow’ with ‘Sym’.
  • Twibble has some issue, which my guess is the result of the N97 being both Symbian and Touchscreen based. The ‘menu’ and ‘hide’ keys are non-functional, and instead you see on the screen 2 buttons (when the keyboard is open) or a full navigation-pane, like a multi-touch button, with A/B/C/D quick link button, that takes up half the screen (when the keyboard is closed).
  • Storage is almost infinite in today’s landscape: 32GB of internal memory, with up to 16GB in Micro-SD card. You can throw pretty much anything to it, and you’ll still have couple of GBs free.

So far I’m quite pleased – it’s a great phone, huge screen and the keyboard is a needed addition to the N-Series line. I have the Nokia N97 for a month, so stay tuned for future reviews. I’ll also take some photos and actual screenshots and post them later.

Nokia N97 Unboxing

Nokia N97Image by suanie via Flickr

Nokia Israel kicked off a unique campaign this week, dubbed The Nokia N97 Unboxing – Online as it happens. During the game, Nokia Israel reps are visiting prominent bloggers bearing a box, that might house the new powerhouse from Nokia. The initiative, in cooperation with Y&R, joins this list (also in Hebrew) of digital marketing campaigns, and is quite welcome I might add.

True to the theme of Online as it happens, each visit is broadcasted live and can be viewed at any time on the site, along with a Google Map widget to show you where the package was last. There are also photos from each visit shared on OVI, for your pleasure. If the N97 is not at the box, the blogger is then asked to pick a name from the list I mentioned earlier – the next candidate who’ll recieve a visit from Nokia Israel folks. Each visit is broadcasted, and publicized by both the blogger and Nokia Israel in the various social media sites. The social features could have been better, focusing on (and showing) more content published by those prominent bloggers, but I guess you can’t have all at once.

Although my name is on that list (it’s a short list.. 😉 I’m still waiting for my surprise visit, all dressed up and ready for my close-up.. In the meantime, check out Ilan Peer unboxing his Nokia N97 box:

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drinking a cold one between the action

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Mobile & Media Consultant. I help startup companies launch products to the consumer market. Reach out: dvir.reznik [at] gmail.com
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This is my personal blog. The postings here do not represent the thoughts, intentions, plans or strategies of my past employers or of my clients. It is solely my opinion.