As part of our research group, we are publishing a few overviews of interesting companies in the social media space.
Altimeter Group is not a marketing company, rather a research/consultancy company (Powerpoint company). Think Boston Consulting or Bain mixed with Gartner or Forrester, focus is “Social Business” which includes social media aimed towards customers but also includes how organizations are internally organized and how information is shared within a company. In some cases this can mean using social media tools internally, but it can also mean creating whole new org charts for large organizations.
Their model is essentially as follows: produce a large number of free report’s which are then use to leverage engagements in advisory, speaking or strategy.
For advisory, this is be the classic consulting job. Called in to provide research and outside eyes on a project. Classically consulting in large organizations to displace blame. i.e. idea fails well expert consultants said it would work.
For speaking, past topics include:
Hot or Not: Deciding Which Disruptive Technologies Matter
Creating a Coherent Social Strategy
The Future of Social Networks
Convincing Your Curmudgeon — Getting Executive Buy-In for Your Social
For strategy, Altimeter has published on:
Get Engaged With Your Customers (or Employees)
Recruiting an Unpaid Army for Word of Mouth
The Customer of the Future
Developing a Mobile Strategy for the Whole Customer Lifecycle
Developing — and Investing — in a Social CRM Strategy
Rethinking Innovation in Your Enterprise Strategy
It’s the People Stupid: Designing a Social Experience
Viewstream does a lot of Facebook advertising for key accounts. Through analyzing a lot of data, we have noticed this phenomenon of the “Booklicant”. The signature behavior of this type of user is characterized by clicking on hundreds of ads merely to collect images of things that they like. Taking an empathetic approach, we assume the user benefits by increasing their ‘like’ score, as well as self-expression and time passing.
So how do you “Keep up with the Booklicants”? Better targeting. Facebook has several key targeting areas that can be utilized, including interests, geography and even contact lists. Experiment with those areas and you ought to see better results.
The author describes how important it is for companies and brands to make a connection with their followers through discovering and understanding the hidden agenda of their customers.
One area of the book that can be really beneficial is his take on targeting. A lot of times we get hung up in the analytical side of targeting, and lose a powerful side of targeting which is the more emotional, creative, and aspirational in focus.
Taking a cue from politics, Allen develops the notion of the conceptual target—a way by which you can develop a powerful emotional definition of your audience. An example would be a “Soccer Mom.” This singular concept nicely sums up the motivations and aspirations of the target, and provides instant demographic and psychographic sensibilities.
Allen says, “In the pursuit of the Marriott business, no matter whether the person was staying at the JW, their topflight property, and spending several hundred dollars a night, or they were staying at Fairfield, the emotional composition of that audience were called Road Warriors, people who are out there selling for their companies.”
For business marketers, there is a lot to learn by rounding out our audience understanding in a more creative, conceptual and aspirational way.
And for fun, and outstanding commercial taking the emotional/aspirational approach:
Viewstream Video Testimonials communicate the benefits of an offering through the voice of the customer. It allows marketers to reach across the sales cycle by building demand and driving sales through discovery, promoting brand awareness, and validating the solution. Video Testimonials can be critical to demonstrating how the solution is applicable in the real world. The combination of story and concrete details provide a strong approach toward inspiring prospects to action.
It’s amazing to think the iPad is only two years old–and across the spectrum usage is skyrocketing (along with the stock). Avid readers in particular have been downloading magazines on their tablets, and engagement remains high. Seeing a future in Tablets for business communication and marketing, we unveiled Viewstream Mags recently. Viewstream Mags brings magazines to businesses for marketing, communication and data analytics. The Mags are beautifully designed and feature engaging content written by actual journalists. Plus, we can do something that other digital document formats cannot do: we can track everything! From page clicks and swipes to engagement patterns and view duration of motion content, our analytic datasets offer a rich source of data for better decision making. To find out more, watch the short video on Viewstream Mags here: http://viewstre.am/1m
Viewstream is excited to announce winning two Telly Awards. Viewstream won for its Windows Azure video for Microsoft, and its “Autodesk Smoke” video featuring Oakley.
The Telly Awards honor outstanding work for local, regional and cable television commercials and programs, video and film productions, and work created for the web. With more than 11,000 entries from all 50 states and numerous countries, this is recognition for Viewstream marketing and our cutting edge and creative storytelling.
A panel of more than 500 accomplished advertising industry professionals, each a past winner of a Silver Telly and a member of The Silver Telly Council, judged the competition, upholding the historical standard of excellence that Telly represents. Less than 10 percent of entries are chosen as winners.
The first award was for a video created as part of the Windows Azure awareness campaign. Viewstream featured Baker labs and their work using Microsoft Azure to created Proteins computer-designed to block flu invasions.
The second award was for a video created as part of the Autodesk Media and Entertainment “Don’t Just Edit. Finish” campaign. Viewstream featured Oakley and how Autodesk Smoke overcomes complexity to solve key post-production challenges.
If you are interested in finding out more about Viewstream work, and how we can help your company, contact us.
Wouldn’t it be great to sit in on CS183 at Stanford taught by Peter Thiel? One student in the class has taken it upon himself to document this class, and has done a remarkable job. Having heard Peter speak many times, the notes capture his thought process very well. Recommended reading for a powerful framework to think about business and technology. Amazing insights into marketing, market intelligence, product choice and product marketing.
Check out the link to the latest by clicking here.
Thanks to Blake Masters, a student in the class, for documenting this.
Viewstream worked with Cherry Productions to create a live capture of the New Schools-Aspen Institute Summit. The Viewstream team digital recorded the five panels in real-time to facilitate rapid integration for digital OnDemand broadcasting.
Viewstream recently began work on a video for the Dabble launch with the goal of making an engaging video. After a few sleepless nights, Viewstream is proud to announce the release of the Dabble video. The video features some cool music and voice, and some interesting iPad and iPhone product captures brought to life. See for yourself here: