Ideas

 

to
  

market
  

by
Viewpoint

Social
  

media
  

has
  

turbocharged
  

the
  

ways
  

we
  

market.
  


  

But
  

along
  

with
  


ŶƵŵĞƌŽƵƐƉŽƐŝƟǀĞƐ͕ŝŶƚŚĞŚĂŶĚƐŽĨŝŶĞdžƉĞƌŝĞŶĐĞĚƵƐĞƌƐ͕ƚŚĞƚĞĐŚŶŽůŽŐLJ
ĐĂŶĂůƐŽƵŶĚĞƌƉĞƌĨŽƌŵ͘,ĂǀŝŶŐĂĐůĞĂƌŝĚĞĂŽĨǁŚĂƚLJŽƵǁĂŶƚƚŽ
ĂĐĐŽŵƉůŝƐŚǁŝƚŚĂƐŽĐŝĂůŵĂƌŬĞƟŶŐƉƌŽŐƌĂŵŝƐŐŽŽĚďƵƚŶŽƚĞŶŽƵŐŚ͘
hŶĚĞƌƐƚĂŶĚŝŶŐƚŚĞůŝŵŝƚĂƟŽŶƐŽĨƚŚĞƚĞĐŚŶŽůŽŐŝĞƐĂŶĚŬŶŽǁŝŶŐ
ƚŚĞǁĂLJƐƚŚĂƚƉĞŽƉůĞŝŶƚĞƌĂĐƚǁŝƚŚŝƚĐĂŶƉƌŽǀĞƚŽďĞƚŚĞĚŝīĞƌĞŶĐĞ
ďĞƚǁĞĞŶƐƵĐĐĞƐƐĂŶĚŵĞĚŝŽĐƌĞƉĞƌĨŽƌŵĂŶĐĞ͘dŚŝƐĞĂŐůĞZĞƐĞĂƌĐŚ
'ƌŽƵƉsŝĞǁƉŽŝŶƚĚŝƐĐƵƐƐĞƐǁĂLJƐƚŽŽƉƟŵŝnjĞLJŽƵƌƐŽĐŝĂůŵĂƌŬĞƟŶŐ
programs.

September
  

2010
/ŶƚƌŽĚƵĐƟŽŶ
Social
  

media
  

has
  

taken
  

business
  

by
  

storm
  

the
  

way
  

any
  

successful
  

new
  

idea
  


usually
  

does.
  


  

Originally
  

a
  

set
  

of
  

tools
  

that
  

help
  

manage
  

one’s
  

social
  

life,
  

social
  


media
  

have
  

penetrated
  

the
  

business
  

world
  

with
  

great
  

speed
  

and,
  

unfortunately,
  


mixed
  

results.
  


  

Part
  

of
  

this
  

uneven
  

success
  

is
  

to
  

be
  

expected
  

whenever
  

a
  

market
  


ĂĚŽƉƚƐĂŶĞǁƚĞĐŚŶŽůŽŐLJĂŶĚƚƌŝĞƐƚŽĮŐƵƌĞŽƵƚŝƚƐďĞƐƚƵƐĞ͘/ŶŽŶĞ͛ƐƉĞƌƐŽŶĂů
life
  

that’s
  

easy
  

and
  

people
  

seem
  

to
  

naturally
  

gravitate
  

to
  

the
  

most
  

popular
  


ŝŶĐĂƌŶĂƟŽŶŽĨĂŶŝĚĞĂďƵƚŝŶďƵƐŝŶĞƐƐƚŚĞƐƚĂŬĞƐĂƌĞŚŝŐŚĞƌĂŶĚƚŚĞƉĂƚŚůĞƐƐ
obvious.
/ŶŽƵƌƉĞƌƐŽŶĂůůŝǀĞƐDLJ^ƉĂĐĞǁĂƐƚŚĞĞĂƌůLJůĞĂĚĞƌďƵƚƚŚĞŶ&ĂĐĞŬ
ĐĂŵĞĨƌŽŵŶŽǁŚĞƌĞĂŶĚĐĂƉƚƵƌĞĚŶĞĂƌůLJŚĂůĨĂďŝůůŝŽŶƉĂƚƌŽŶƐ͘/ƚǁŽƵůĚďĞ
ƚĞŵƉƟŶŐƚŽƐĂLJƚŚĂƚ&ĂĐĞŬŚĂƐǁŽŶƚŚĞƌĂĐĞďƵƚ͕ĞƐƉĞĐŝĂůůLJŝŶďƵƐŝŶĞƐƐ͕
circumstances
  

change
  

and
  

the
  

reasons
  

people
  

use
  

one
  

or
  

another
  

product
  


amount
  

to
  

more
  

than
  

preference.
  


  

Like
  

any
  

tool
  

category,
  

social
  

media
  

have
  


ĚŝīĞƌĞŶƚĂƉƉůŝĐĂƟŽŶƐĂŶĚǁŚĂƚŵŝŐŚƚďĞƌŝŐŚƚŝŶŽŶĞŝŶƐƚĂŶĐĞŝƐŶŽƚŝŶĂŶŽƚŚĞƌ͘
^ŽĐŝĂůŵĞĚŝĂŝƐĂĐƚƵĂůůLJĂŶƵŵďƌĞůůĂƚĞƌŵĨŽƌĂƐĞƚŽĨ/ŶƚĞƌŶĞƚƐŽŌǁĂƌĞƚŽŽůƐ
ƚŚĂƚĞŶĂďůĞŵĂƐƐĞƐŽĨƉĞŽƉůĞƚŽĚĞǀĞůŽƉĂŶĚŵĂŝŶƚĂŝŶŵƵƚƵĂůĐŽŶŶĞĐƟŽŶƐ
ǁŝƚŚŵŝŶŝŵĂůŽǀĞƌŚĞĂĚ͘dŚĞƌĞĂƌĞƐŝŐŶŝĮĐĂŶƚĚŝīĞƌĞŶĐĞƐĂŵŽŶŐƚŚĞƚŽŽůƐͶ
some
  

are
  

oriented
  

toward
  

outbound
  

messaging
  

while
  

others
  

are
  

focused
  

on
  


gathering
  

customer
  

input.
  


  

While
  

individuals
  

can
  

easily
  

decide
  

that
  

they
  

may
  


ŽŶůLJǁŝƐŚƚŽĚĞĂůǁŝƚŚŽƵƚďŽƵŶĚĐŽŵŵƵŶŝĐĂƟŽŶƐ͕ďƵƐŝŶĞƐƐĞƐƵŶĚĞƌƐƚĂŶĚƚŚĞ
ŶĞĞĚƚŽŚĂǀĞďŝĚŝƌĞĐƟŽŶĂůĐŽŶǀĞƌƐĂƟŽŶƐǁŝƚŚƚŚĞŝƌĐƵƐƚŽŵĞƌƐ͘
dŚĞƐŽĐŝĂůŵĞĚŝĂĚŝƐĐƵƐƐŝŽŶŝŶďƵƐŝŶĞƐƐŝƐĂďŽƵƚĮŶĚŝŶŐƚŚĞďĞƐƚŵŝdžŽĨ
inbound
  

and
  

outbound
  

media
  

to
  

use
  

in
  

a
  

coordinated
  

program
  

that
  

enables
  


ƚŚĞďƵƐŝŶĞƐƐƚŽĚĞǀĞůŽƉĐŽŶǀĞƌƐĂƟŽŶƐǁŝƚŚŝƚƐĐƵƐƚŽŵĞƌƐ͘tŚĞŶĚŽŶĞƌŝŐŚƚ͕
ƚŚĞƌĞƐƵůƚŝƐŝŵƉƌŽǀĞĚĨƌŽŶƚŽĸĐĞďƵƐŝŶĞƐƐƉƌĂĐƟĐĞƐ͕ďĞƩĞƌƌĞǀĞŶƵĞŇŽǁĂŶĚ
ŚĂƉƉŝĞƌĐƵƐƚŽŵĞƌƐ͘dŚŝƐĞĂŐůĞZĞƐĞĂƌĐŚdžĞĐƵƟǀĞsŝĞǁƉŽŝŶƚŝŶƚƌŽĚƵĐĞƐ
several
  

ideas
  

that
  

nearly
  

every
  

business
  

can
  

use
  

to
  

make
  

its
  

social
  

media
  


ŝŶŝƟĂƟǀĞƐŵŽƌĞƐƵĐĐĞƐƐĨƵů͘
Know
  

the
  

customer
The
  

Wisdom
  

of
  

Crowds
  

(2004)
  

by
  

James
  

Surowiecki
  

and
  

Crowd
  

Sourcing
  

(2008)
  


ďLJ:Ğī,ŽǁĞƉƌŽǀŝĚĞŵĂŶLJŽĨƚŚĞŝĚĞĂƐďĞŚŝŶĚƚŽĚĂLJ͛ƐƐŽĐŝĂůŵĂƌŬĞƟŶŐ͘
ƵƚƚŚĞƐĞŬƐĂƌĞŽŶůLJƚŚĞŵŽƐƚƌĞĐĞŶƚŝŶĂĮĞůĚǁŝƚŚĞdžƉĞƌŝŵĞŶƚĂůĚĂƚĂ
ŐŽŝŶŐďĂĐŬŵŽƌĞƚŚĂŶŽŶĞŚƵŶĚƌĞĚLJĞĂƌƐŝŶƐƵĐŚĚŝƐĐŝƉůŝŶĞƐĂƐƐƚĂƟƐƟĐƐĂŶĚ
economics.
  


  


These
  

books
  

show,
  

among
  

other
  

things,
  

that
  

a
  

group
  

of
  

knowledgeable
  

but
  


ĚŝƐƉĂƐƐŝŽŶĂƚĞƉĞŽƉůĞĐĂŶŽŌĞŶĚŽĂďĞƩĞƌũŽďŽĨƉƌĞĚŝĐƟŶŐƚŚĞĨƵƚƵƌĞƚŚĂŶ
ƚŚĞƐŵĂƌƚĞƐƚƉĞŽƉůĞŝŶƚŚĞŐƌŽƵƉ͘ƉƉůŝĞĚƚŽŵĂƌŬĞƟŶŐƚŚŝƐŵĞĂŶƐŬŶŽǁŝŶŐ
what
  

will
  

sell
  

and
  

how
  

best
  

to
  

sell
  

it.
  


  

You
  

need
  

only
  

look
  

to
  

the
  

popular
  


ƚĞůĞǀŝƐŝŽŶƐŚŽǁ͕tŚŽtĂŶƚƐƚŽĞĂDŝůůŝŽŶĂŝƌĞ͍ƚŽƐĞĞƚŚĞƉƌŝŶĐŝƉůĞŝŶ
ĂĐƟŽŶ͘KŶDŝůůŝŽŶĂŝƌĞ͕ĂƵĚŝĞŶĐĞǀŽƟŶŐŚĂƐĂďĞƩĞƌƚŚĂŶϵϬƉĞƌĐĞŶƚĂĐĐƵƌĂĐLJ
ƌĂƚĞĐŽŵƉĂƌĞĚƚŽŝŶĚŝǀŝĚƵĂůĨƌŝĞŶĚƐǁŚŽƐĞƌĂƟŶŐŝƐŽŶůLJϲϱƉĞƌĐĞŶƚ͘dŚĞ
ďŝŐƚĂŬĞĂǁĂLJ͍tŚĞŶLJŽƵŶĞĞĚĂůŝĨĞůŝŶĞ;ĂŶĚǁŚŽĚŽĞƐŶ͛ƚ͍ͿĂƐŬƚŚĞǁŚŽůĞ
audience.
^ƵƌŽǁŝĞĐŬŝĚŽĐƵŵĞŶƚĞĚƚŚĞƚŚƌĞĞĐŽŶĚŝƟŽŶƐĨŽƌƐƵĐĐĞƐƐĨƵůĐƌŽǁĚǁŝƐĚŽŵ
ͶĚŝǀĞƌƐŝƚLJ͕ŝŶĚĞƉĞŶĚĞŶĐĞĂŶĚĚĞĐĞŶƚƌĂůŝnjĂƟŽŶ͘ƌŝĞŇLJ͕ƚŚĂƚŵĞĂŶƐ
Page 2
ĐƌŽǁĚŵĞŵďĞƌƐƐŚŽƵůĚŚĂǀĞĂƌĂŶŐĞŽĨŝĚĞĂƐĂŶĚƉĞƌƐƉĞĐƟǀĞƐĂŶĚƚŚĞLJ
ƐŚŽƵůĚďĞĂďůĞƚŽĞdžƉƌĞƐƐƚŚĞŵǁŝƚŚŽƵƚŝŶŇƵĞŶĐĞĨƌŽŵĂŶLJŽŶĞĞůƐĞ͘ƐĨŽƌ
ĚĞĐĞŶƚƌĂůŝnjĂƟŽŶ͕ƐĞůĨͲŵĂŶĂŐŝŶŐŐƌŽƵƉƐƉĞƌĨŽƌŵďĞƩĞƌƚŚĂŶƚŚŽƐĞŵĂŶĂŐĞĚƚŽƉ
down.
dŚŝƐŵŝŐŚƚƐĞĞŵĂůŽŶŐǁĂLJĨƌŽŵƐŽĐŝĂůŵĂƌŬĞƟŶŐďƵƚŝƚŝƐŶ͛ƚ͘/ŶƐŽĐŝĂů
ŵĂƌŬĞƟŶŐŝƚŝƐŬĞLJƚŽĮƌƐƚĚŝƐĐŽǀĞƌǁŚĂƚƚŚĞŵĂƌŬĞƚƉůĂĐĞ;ƚŚĞĐƌŽǁĚͿŶĞĞĚƐ
ĂŶĚƚŚĞŶĮŶĚƚŚĞŵŽƐƚĞīĞĐƟǀĞǁĂLJƚŽĚĞůŝǀĞƌŝƚ͘/ŶƚƌƵĞďƵůůƐͲĞLJĞĨĂƐŚŝŽŶ͕ƚŚĞ
ĐƌŽǁĚ͛ƐŽƉŝŶŝŽŶƐǁŝůůďĞƐĐĂƩĞƌĞĚĂůůŽǀĞƌƚŚĞŵĂƉ͕ŵŽƐƚĂŶƐǁĞƌƐǁŝůůďĞǁŝĚĞ
ŽĨƚŚĞŵĂƌŬďƵƚǁŝĚĞůĞŌĐĂŶĐĞůƐŽƵƚǁŝĚĞƌŝŐŚƚĂŶĚƚŚĞƐĂŵĞǁŝƚŚƚŽƉĂŶĚ
ďŽƩŽŵ͘tŚĂƚ͛ƐůĞŌŝŶƚŚĞŵŝĚĚůĞŝƐƚŚĞƉƌŝnjĞĚĂŶƐǁĞƌ͘
dŚĞƉƌĂĐƟĐĂůĐŽŶĐůƵƐŝŽŶ͍/ƚ͛ƐĐƌŝƟĐĂůƚŽŬŶŽǁƐŽŵĞƚŚŝŶŐĂďŽƵƚƚŚĞƉĞŽƉůĞ
ŝŶLJŽƵƌŐƌŽƵƉĂŶĚƚŽĞŶƐƵƌĞƚŚĂƚƚŚĞLJĐĂŶ͛ƚ͞ƐƚƵīƚŚĞďĂůůŽƚďŽdž͘͟dŚŝƐŽŶĞ
ǀŽƚĞƉĞƌĐƵƐƚŽŵĞƌĂƉƉƌŽĂĐŚŚĂƐƐĞǀĞƌĂůďĞŶĞĮƚƐ͘/ƚĨŽƐƚĞƌƐĚŝǀĞƌƐŝƚLJĂŶĚ
ŝŶĚĞƉĞŶĚĞŶĐĞŝŶƚŚĞƐĂŵƉůĞďLJƉƌĞǀĞŶƟŶŐĂĨĞǁƉĞŽƉůĞĨƌŽŵŝŶŇƵĞŶĐŝŶŐƚŚĞ
crowd
  

to
  

go
  

their
  

way.
  


  

Without
  

this
  

control
  

it’s
  

too
  

easy
  

for
  

a
  

crowd
  

to
  

provide
  


ĂŶĂŶƐǁĞƌƚŚĂƚĨĂŝůƐƚŽĐĂƚĐŚĮƌĞǁŚĞŶƚƵƌŶĞĚŝŶƚŽĂĐĂŵƉĂŝŐŶ͘
dŚĞŽƚŚĞƌďŝŐďĞŶĞĮƚƚŚĂƚĐŽŵĞƐĨƌŽŵƚŚŝƐĂƉƉƌŽĂĐŚŝƐďĞƩĞƌƵŶĚĞƌƐƚĂŶĚŝŶŐŽĨ
LJŽƵƌĚĞŵŽŐƌĂƉŚŝĐ͘^ƵƉƉŽƐĞLJŽƵǁĂŶƚƚŽƚĂƌŐĞƚϰϱLJĞĂƌͲŽůĚƐƵďƵƌďĂŶŝƚĞƐ͘Ž
LJŽƵƌĞĂůůLJǁĂŶƚĂůŽƚŽĨϮϱLJĞĂƌͲŽůĚƐůŝǀŝŶŐŝŶĐŝƟĞƐƚŽƉƌŽǀŝĚĞĚĂƚĂ͍DĂLJďĞLJŽƵ
do,
  

but
  

you’ll
  

also
  

want
  

a
  

way
  

to
  

sort
  

them
  

out.
^Ž͕ŬŶŽǁŝŶŐĐƵƐƚŽŵĞƌĚĞŵŽŐƌĂƉŚŝĐƐŝƐŝŵƉŽƌƚĂŶƚĞƐƉĞĐŝĂůůLJŝŶƐŝƚƵĂƟŽŶƐǁŚĞƌĞ
you
  

want
  

to
  

discover
  

something
  

you
  

didn’t
  

know
  

before,
  

but
  

it’s
  

not
  

necessary
  


ŝŶĂůůƐŝƚƵĂƟŽŶƐ͘&ŽƌŝŶƐƚĂŶĐĞ͕ŝĨĂƉƌŽĚƵĐƚŝƐďƌŽŬĞŶŝŶƚŚĞĮĞůĚ͕ŵĂLJďĞLJŽƵ
shipped
  

a
  

bad
  

batch,
  

you
  

don’t
  

need
  

elaborately
  

structured
  

data
  

to
  

see
  

a
  


ƉƌŽďůĞŵĂŶĚƚŽďĞŐŝŶĂƌĞŵĞĚŝĂƟŽŶƉƌŽĐĞƐƐ͘dŚŝƐŶĞĂƚůLJƐŚŽǁƐƚŚĞĚŝīĞƌĞŶĐĞ
ďĞƚǁĞĞŶĚŝƐĐŽǀĞƌLJĂŶĚĨĞĞĚďĂĐŬĂŶĚǁŚLJǁĞŶĞĞĚĚŝīĞƌĞŶƚĂƉƉƌŽĂĐŚĞƐƚŽ
ĞĂĐŚďƵƚƚŚĂƚ͛ƐƚŚĞƐƵďũĞĐƚŽĨĂŶŽƚŚĞƌƉŝĞĐĞ͘
Inbound
  

and
  

outbound
  

social
  

media
  


^ŽĐŝĂůŵĞĚŝĂŝƐĂƐĞƚŽĨƚŽŽůƐƚŚĂƚĂƌĞŝĚĞĂůĨŽƌĚŝīĞƌĞŶƚƉĂƌƚƐŽĨƚŚĞƐŽĐŝĂů
ŵĂƌŬĞƟŶŐƉƌŽĐĞƐƐ͘dŚĞLJĐŽŵĞŝŶƚǁŽĨƵŶĚĂŵĞŶƚĂůĐĂƚĞŐŽƌŝĞƐƚŚŽƵŐŚŵŽƐƚ
ƉĞŽƉůĞŚĂǀĞƚƌŽƵďůĞŶĂŵŝŶŐŵŽƌĞƚŚĂŶŽŶĞ͘&ŽƌƚŚĞƌĞĐŽƌĚ͕ƚŚĞƌĞ͛ƐƚŚĞ
ƉŽƉƵůĂƌŽƵƚďŽƵŶĚĐĂƚĞŐŽƌLJƚŚĂƚŝŶĐůƵĚĞƐƐŽĐŝĂůƐŝƚĞƐůŝŬĞ&ĂĐĞŬĂŶĚ>ŝŶŬĞĚ/Ŷ
ĂŶĚŵŝĐƌŽͲďůŽŐƐůŝŬĞdǁŝƩĞƌĂƐǁĞůůĂƐďůŽŐƐ͕ǁŝŬŝƐĂŶĚĂŶLJƚŚŝŶŐĞůƐĞƚŚĂƚůĞƚƐĂ
ĐŽŵƉĂŶLJƉƌŽǀŝĚĞŝŶĨŽƌŵĂƟŽŶƚŽŝƚƐĐƵƐƚŽŵĞƌƐ͕ĨĂŶƐĂŶĚĨƌŝĞŶĚƐ͘dŚĞŝŶďŽƵŶĚ
category
  

is
  

less
  

easily
  

described
  

but
  

vitally
  

important.
DŽƐƚŽĨƚŚĞĞīŽƌƚŝŶƐŽĐŝĂůŵĞĚŝĂƚŽĚĂLJŝƐĚŝƌĞĐƚĞĚĂƚŽƵƚďŽƵŶĚƉƌŽĚƵĐƚƐ͘
Though
  

not
  

the
  

earliest
  

products
  

in
  

the
  

category,
  

outbound
  

social
  

media
  

drove
  


ƚŚĞŝŶŝƟĂůŵ͘tĞƵƐĞŽƵƚďŽƵŶĚƐŽĐŝĂůŵĞĚŝĂƚŽƚĞůůĂŶLJŽŶĞǁŚŽŵŝŐŚƚ
listen,
  

or
  

read,
  

what
  

we’re
  

doing,
  

where
  

we’re
  

going,
  

what’s
  

on
  

sale,
  

what’s
  

in,
  


ǁŚĂƚ͛ƐŽƵƚĂŶĚǁŚŽ͛ƐŽŶĮƌƐƚ͘
ƵƚďĞĨŽƌĞƚŚĞƌĞǁĂƐŽƵƚďŽƵŶĚ͕ƚŚĞƌĞǁĂƐŝŶďŽƵŶĚ͘dŚŽƐĞĮƌƐƚƐŽĐŝĂů
ĂƉƉůŝĐĂƟŽŶƐĨŽĐƵƐĞĚŽŶĐĂƉƚƵƌŝŶŐĐƵƐƚŽŵĞƌŝŶƉƵƚ͕ǁŚŝĐŚŝŶĨŽƌŵĞĚŽƚŚĞƌ
ƉƌŽĐĞƐƐĞƐůŝŬĞƉƌŽĚƵĐƚĚĞǀĞůŽƉŵĞŶƚĂŶĚŵĂƌŬĞƟŶŐ͘dŚĞŶĞĞĚĨŽƌŝŶďŽƵŶĚ
ƐŽĐŝĂůŵĞĚŝĂŚĂƐŶŽƚŐŽŶĞĂǁĂLJďƵƚŝƚŚĂƐďĞĞŶƌĞůĂƟǀĞůLJĞĐůŝƉƐĞĚďLJŽƵƚďŽƵŶĚ
social
  

media.
  


  

But
  

over
  

reliance
  

on
  

outbound
  

social
  

media
  

can
  

have
  

the
  



Page 3
ŶĞŐĂƟǀĞĞīĞĐƚŽĨƚƵƌŶŝŶŐŽīĨŽůůŽǁĞƌƐ͘ŐŽŽĚǁĂLJƚŽĂǀŽŝĚƚŚĂƚƉƌĞĚŝĐĂŵĞŶƚ
is
  

to
  

rely
  

on
  

gathering
  

customer
  

input
  

which
  

can
  

inform
  

product
  

development
  


ĂŶĚŵĂƌŬĞƟŶŐŵĞƐƐĂŐŝŶŐ͘
'ĂƚŚĞƌŝŶŐĐƵƐƚŽŵĞƌŝŶƉƵƚŶĞĞĚŶŽƚďĞĚŝĸĐƵůƚďƵƚĨŽƌŵĂŶLJŵĂƌŬĞƟŶŐ
ŽƌŐĂŶŝnjĂƟŽŶƐŝƚŝƐŶŽƚĂŚŝŐŚƉƌŝŽƌŝƚLJ͘DĂƌŬĞƚĞƌƐĂƌĞŝŶĐĞŶƟǀŝnjĞĚƚŽĐƌĞĂƚĞ
and
  

execute
  

programs
  

that
  

generate
  

leads,
  

which
  

are
  

counted
  

as
  

the
  

number
  


ŽĨĐůŝĐŬͲƚŚƌŽƵŐŚƐͶŽƌĂůŵŽƐƚĂŶLJŽƚŚĞƌŵĞƚƌŝĐƚŚĂƚĐĂŶĚĞŵŽŶƐƚƌĂƚĞĂ
ĐƵƐƚŽŵĞƌƌĞƐƉŽŶƐĞƚŽŵĂŶĂŐĞŵĞŶƚ͘ƵƚƐƵĐŚƌĞƐƉŽŶƐĞƐĂƌĞŽŌĞŶĞƌƌŽŶĞŽƵƐůLJ
ƚĂŬĞŶƚŽŵĞĂŶŝŶƚĞƌĞƐƚĂŶĚĨĞǁƉĞŽƉůĞĂƐŬƚŚĞĨƵŶĚĂŵĞŶƚĂůƋƵĞƐƟŽŶƐĂďŽƵƚ
ŵŽƟǀĂƟŽŶ͕ďĞŚĂǀŝŽƌ͕ďŝĂƐ͕ŽƌŽƉĞŶͲĞŶĚĞĚƋƵĞƐƟŽŶƐĂďŽƵƚŶĞĞĚ͘
/ŶďŽƵŶĚƐŽĐŝĂůŵĞĚŝĂŝƐŽƌŐĂŶŝnjĞĚĂƌŽƵŶĚƚŚĞŝĚĞĂŽĨĐŽŵŵƵŶŝƟĞƐ͕ǁŚŝĐŚ
ƟĞĚŝƌĞĐƚůLJŝŶƚŽĐƌŽǁĚƐŽƵƌĐŝŶŐĂŶĚĐƌŽǁĚǁŝƐĚŽŵ͘dŽďĞƐƵƌĞ͕ĂůŽŐŝĐĂůĂŶĚ
very
  

successful
  

way
  

to
  

use
  

inbound
  

social
  

media
  

is
  

for
  

capturing
  

customer
  


ŶŽƟŽŶƐĂďŽƵƚƉƌŽĚƵĐƚƐĂŶĚƐĞƌǀŝĐĞƐĂŶĚŵĂŶLJĐŽŵƉĂŶŝĞƐĚŽƚŚŝƐ͘ƵƚĞǀĞŶ
ŵŽƌĞŝŵƉŽƌƚĂŶƚůLJ͕ŚŝŐŚůLJƐƵĐĐĞƐƐĨƵůŽƌŐĂŶŝnjĂƟŽŶƐĂůƐŽƵƐĞŝŶďŽƵŶĚŵĞĚŝĂ
to
  

understand
  

customer
  

biases,
  

unmet
  

needs
  

and
  

wants.
  


  

This
  

is
  

pure
  

crowd
  


sourcing
  

and
  

it
  

can
  

lead
  

to
  

the
  

insights
  

that
  

companies
  

need
  

for
  

designing
  


ŶĞǁƉƌŽĚƵĐƚƐĂŶĚĚĞĚƵĐŝŶŐ;ĂŶĚƚĞƐƟŶŐͿƚŚĞŵĞƐƐĂŐĞƐƚŚĂƚǁŝůůƌĞƐŽŶĂƚĞǁŝƚŚ
customers.
Outbound
  

social
  

media
  

is
  

complementary
  

to
  

the
  

beginning
  

and
  

end
  

of
  

this
  


ĨƵŶĐƟŽŶ͘hƐŝŶŐŽƵƚďŽƵŶĚŵĞƐƐĂŐĞƐǀĞŶĚŽƌƐĐĂŶŝŶǀŝƚĞƉĞŽƉůĞƚŽƉĂƌƟĐŝƉĂƚĞ
ŝŶĐŽŵŵƵŶŝƟĞƐƚŽƉƌŽǀŝĚĞƚŚĞĂůůͲŝŵƉŽƌƚĂŶƚĐƵƐƚŽŵĞƌŝŶƉƵƚ͘KƵƚďŽƵŶĚŵĞĚŝĂ
ĐĂŶďĞƵƐĞĚĂŐĂŝŶƚŽĐŽŵŵƵŶŝĐĂƚĞŝŶĨŽƌŵĂƟŽŶĂďŽƵƚŶĞǁƉƌŽĚƵĐƚƐĂŶĚǀĂůƵĞ
ƉƌŽƉŽƐŝƟŽŶƐďĂƐĞĚŽŶƚŚĞŽƌŝŐŝŶĂůŝŶƉƵƚ͘
dŚĞďŝŐƋƵĞƐƟŽŶĨŽƌĂůůŽĨƵƐŝƐǁŚLJǁĞĚŽŶ͛ƚƵƐĞŝŶďŽƵŶĚƐŽĐŝĂůŵĞĚŝĂŵŽƌĞ
ŽŌĞŶ͍/ƚ͛ƐŚƵŵĂŶŶĂƚƵƌĞƚŽĂǀŽŝĚǁŚĂƚ͛ƐĚŝĸĐƵůƚĂŶĚǁŚĂƚĚŽĞƐŶ͛ƚƐŚŽǁ
ŝŵŵĞĚŝĂƚĞŐĂŝŶ͘/ŶďŽƵŶĚƐŽĐŝĂůŵĞĚŝĂŝƐďŽƚŚŽĨƚŚŽƐĞƚŚŝŶŐƐ͘ƵƚĂŶŽƚŚĞƌ
ŝŵƉŽƌƚĂŶƚƉĂƌƚŽĨŚƵŵĂŶŶĂƚƵƌĞŝƐƵƐŝŶŐŽƵƌŝŶƚĞůůĞĐƚƚŽƉƵnjnjůĞƚŚƌŽƵŐŚ
ĚŝĸĐƵůƟĞƐƚŽĂĐŚŝĞǀĞƐŽůƵƟŽŶƐƚŚĂƚĂƌĞŶŽƚŽďǀŝŽƵƐ͘dŚĞƌĞǁĂƌĚĨŽƌƵƐŝŶŐ
social
  

media
  

appropriately
  

out
  

shines
  

the
  

easier
  

results
  

by
  

a
  

long
  

shot.
  


  

Those
  


who
  

can
  

make
  

small
  

investments
  

will
  

achieve
  

great
  

things.
DĞŵďĞƌƐŚŝƉŝƐŶŽƚƉĂƌƟĐŝƉĂƟŽŶ
dŚĞƌĞĂƌĞƚǁŽǁĂLJƐƚŽĂŶĂůLJnjĞĐƵƐƚŽŵĞƌƉĂƌƟĐŝƉĂƟŽŶƚŚƌŽƵŐŚƐŽĐŝĂůŵĞĚŝĂ͘
dŚĞĮƌƐƚŝƐďLJƚƌĂĐŬŝŶŐƚŚĞŽǀĞƌĂůůŶƵŵďĞƌŽĨŵĞŵďĞƌƐĂŶĚƚŚĞƐĞĐŽŶĚŝƐ
ƚŚƌŽƵŐŚƵŶĚĞƌƐƚĂŶĚŝŶŐƚŚĞƉĞƌĐĞŶƚĂŐĞŽĨŵĞŵďĞƌƐǁŚŽĂĐƚƵĂůůLJƉĂƌƟĐŝƉĂƚĞ͘
ŶĚŽĨĐŽƵƌƐĞ͕ŬŶŽǁŝŶŐƐŽŵĞƚŚŝŶŐŽĨƚŚĞĚĞŵŽŐƌĂƉŚŝĐƐŽĨĂůůƉĂƌƟĐŝƉĂŶƚƐŝƐ
ĂďƐŽůƵƚĞůLJĐƌŝƟĐĂů͘
tĞĐŽŵŵŽŶůLJŵĞĂŶƚŚĂƚƉĞŽƉůĞĂƌĞƉĂƌƟĐŝƉĂƟŶŐŝŶĂĐŽŵŵƵŶŝƚLJŝĨƚŚĞLJ
ĐŽŶƚƌŝďƵƚĞƐŽŵĞƚŚŝŶŐĂŶĚƐŝŶĐĞǁĞ͛ƌĞĚĞĂůŝŶŐǁŝƚŚƚŚĞǁĞď͕ƚŚĞĐŽŶƚƌŝďƵƟŽŶ
ƵƐƵĂůůLJƚĂŬĞƐƚŚĞĨŽƌŵŽĨƐŽŵĞŬŝŶĚŽĨƉŽƐƚ͘/ƚĐŽƵůĚďĞĂƐůŝƩůĞĂƐŽŶĞŚƵŶĚƌĞĚ
ĨŽƌƚLJĐŚĂƌĂĐƚĞƌƐŽŶdǁŝƩĞƌŽƌƐŽŵĞƚŚŝŶŐůŽŶŐĞƌŽŶĂďůŽŐŽƌŵŽƌĞĐƌĞĂƟǀĞͶ
ƐĂLJƉŽƐƟŶŐƉŚŽƚŽƐŽƌĂǀŝĚĞŽͶŽŶ&ĂĐĞŬŽƌDLJ^ƉĂĐĞ͘
dŚĞŵĞŵďĞƌǁŚŽĚŽĞƐŶŽƚƉĂƌƟĐŝƉĂƚĞŝƐĂĐŝƉŚĞƌ͘ŽĞƐƚŚĂƚŵĞŵďĞƌĂĐƚƵĂůůLJ
ůŽŐŝŶƚŽŽďƐĞƌǀĞďƵƚŶŽƚƐĂLJŽƌĚŽĂŶLJƚŚŝŶŐŽƌŝƐƚŚĞƉĞƌƐŽŶĂŶŽͲƐŚŽǁ͍/Ŷ
ƌĞĂůŝƚLJŝƚ͛ƐďŽƚŚďƵƚŝƚ͛ƐŚĂƌĚƚŽŬŶŽǁǁŚŝĐŚ͘ZĞůLJŝŶŐŽŶŵĞŵďĞƌƐƚĂƟƐƟĐƐ
ƌĂƚŚĞƌƚŚĂŶƉĂƌƟĐŝƉĂƟŽŶƌĂƚĞƐĐŽŵŵƵŶŝƚLJĐĂŶůĞĂĚƚŽŵŝƐŝŶĨŽƌŵĂƟŽŶ͕ŝŶƐŝŐŚƚƐ

Page 4
that
  

are
  

wide
  

of
  

the
  

mark
  

and
  

missed
  

revenue
  

targets
  

if
  

the
  

data
  

generated
  

by
  


these
  

sites
  

is
  

used
  

for
  

strategic
  

purposes.
dŚĞƌĞŝƐŶŽƐƵďƐƟƚƵƚĞĨŽƌŬŶŽǁŝŶŐĂďŽƵƚƉĂƌƟĐŝƉĂŶƚĚĞŵŽŐƌĂƉŚŝĐƐĂŶĚĨŽƌ
ŐĞŶĞƌĂƟŶŐƚŚĞůĂƌŐĞƐƚƐĂŵƉůĞŽĨƉĂƌƟĐŝƉĂŶƚƐƉŽƐƐŝďůĞ͘dŚŝŶƉĂƌƟĐŝƉĂƟŽŶŝŶ
your
  

target
  

demographic
  

can
  

give
  

the
  

willies
  

to
  

the
  

people
  

signing
  

the
  

checks
  


ĨŽƌĂŵĂƌŬĞƟŶŐƉƌŽŐƌĂŵŽƌŶĞǁƉƌŽĚƵĐƚĚĞǀĞůŽƉŵĞŶƚ͘
Recent
  

research
  

from
  

a
  

variety
  

of
  

sources
  

illustrates
  

how
  

serious
  

the
  

challenge
  


ŝƐĨŽƌŵĂƌŬĞƚĞƌƐ͘&ŽƌŝŶƐƚĂŶĐĞ͕ůĂƐƚLJĞĂƌĂƐƚƵĚLJĂƚ,ĂƌǀĂƌĚƵƐŝŶĞƐƐ^ĐŚŽŽů
ƐŚŽǁĞĚƚŚĂƚŶŝŶĞƚLJƉĞƌĐĞŶƚŽĨƚŚĞƚǁĞĞƚƐŽŶdǁŝƩĞƌĐĂŵĞĨƌŽŵƚŚĞƚĞŶ
ƉĞƌĐĞŶƚŵŽƐƚĂĐƟǀĞŵĞŵďĞƌƐ͘WƌŽĨĞƐƐŽƌDŝŬŽůĂũ:ĂŶWŝƐŬŽƌƐŬŝĂŶĚD
ƐƚƵĚĞŶƚŝůů,ĞŝůĐŽŶĚƵĐƚĞĚƚŚĞƐƚƵĚLJ͘dŚĞŝƌĚĂƚĂĂůƐŽƐŚŽǁĞĚƚŚĂƚŵŽƌĞƚŚĂŶ
ŚĂůĨŽĨƚŚĞϯϬϬ͕ϬϬϬƐƵƌǀĞLJƐƵďũĞĐƚƐƚǁĞĞƚĞĚŽŶůLJŽŶĐĞĞǀĞƌLJϳϰĚĂLJƐ͘EŽƚ
ĞdžĂĐƚůLJƚŚĞƉĂƌƟĐŝƉĂƟŽŶůĞǀĞůƐŵŽƐƚŽĨƵƐǁŽƵůĚŚŽƉĞĨŽƌ͘
Another
  

study
  

by
  

Pingdom.com
  

(with
  

a
  

small
  

sample)
  

showed
  

a
  

small
  


ĚŽŵŝŶĂŶĐĞŽĨǁŽŵĞŶŽǀĞƌŵĞŶƉĂƌƟĐŝƉĂƟŶŐŽŶƐŽĐŝĂůƐŝƚĞƐ͘tŽŵĞŶĞĚŐĞĚ
ŽƵƚŵĞŶϱϯйƚŽϰϳйŝŶƚŚĞĂǀĞƌĂŐĞŽĨĂůůƐŝƚĞƐƌĞǀŝĞǁĞĚ͘ƵƚƚŚĞƌĂƟŽǁĂƐĂƐ
ĚŝīĞƌĞŶƚĂƐƚŚĞƐŝƚĞƐĞůĞĐƚĞĚĨŽƌƐƚƵĚLJǁŝƚŚĞďŽŐĂƌŶĞƌŝŶŐϲϰйǁŽŵĞŶĂŶĚ
^ůĂƐŚĚŽƚĂƩƌĂĐƟŶŐŽǀĞƌϴϬйŵĞŶ͘
tŚĂƚƚŽŵĂŬĞŽĨƚŚŝƐ͍/ƚ͛ƐĂůůŐŽŽĚ͕ŝĨLJŽƵŬŶŽǁŐŽŝŶŐŝŶǁŚĂƚƚŚĞƉĂƌƟĐŝƉĂƟŽŶ
ƌĂƚĞŝƐ͘/ĨLJŽƵǁĂŶƚĂƉƌĞĚŽŵŝŶĂŶƚůLJŵĂůĞŽƌĨĞŵĂůĞĐŽŚŽƌƚƚŽƚĞƐƚĂŶŝĚĞĂLJŽƵ
ĐĂŶĮŶĚŝƚ͕ƚŚĞƌĞĂůŝƐƐƵĞĐŽŵĞƐĨƌŽŵŶŽƚŬŶŽǁŝŶŐ͘
Since
  

so
  

much
  

of
  

crowd
  

sourcing
  

and
  

crowd
  

wisdom
  

depends
  

on
  

independence
  


ĂŶĚĚŝǀĞƌƐŝƚLJŝƚ͛ƐƐŝŵƉůLJŝŵƉŽƌƚĂŶƚƚŽĐŽŶƚƌŽůĨŽƌŝƚŝŶLJŽƵƌƐƚƵĚLJ͘/ƚŵĂLJƐĞĞŵ
ĐŽƵŶƚĞƌŝŶƚƵŝƟǀĞĐŽŶƚƌŽůůŝŶŐ͞ŝŶ͟ƌĂƚŚĞƌƚŚĂŶĐŽŶƚƌŽůůŝŶŐ͞ŽƵƚ͟ŝŶǁŚĂƚĂŵŽƵŶƚƐ
ƚŽĂƐĐŝĞŶƟĮĐĞdžƉĞƌŝŵĞŶƚ͕ďƵƚƚŚĞƐĞĂƌĞƚŚĞŶĞǁƌƵůĞƐ͘
DŽƌĞǁŽŵĞŶƵƐĞ&ĂĐĞŬ;ĂŶĚdǁŝƩĞƌ͕ĂŶĚ>ŝŶŬĞĚ/ŶĂŶĚ͙Ϳ
tĞ͛ƌĞďĞŐŝŶŶŝŶŐƚŽƐĞĞƌĞƐĞĂƌĐŚƌĞƉŽƌƚƐƚŚĂƚĨŽĐƵƐŽŶƚŚĞĞĸĐĂĐLJŽĨƐŽĐŝĂů
ŵĞĚŝĂĂŶĚŝƚ͛ƐĂďŽƵƚƟŵĞǁĞƚŽŽŬĂĐƌŝƟĐĂůůŽŽŬĂƚƚŚŝƐŶĞǁƚĞĐŚŶŽůŽŐLJĂƐ
ĂďƵƐŝŶĞƐƐƚŽŽů͘dŚĞƌĞŝƐŶŽĚŽƵďƚƚŚĂƚŽŶůŝŶĞƐŽĐŝĂůŝŶƚĞƌĂĐƟŽŶƐďĞƚǁĞĞŶ
ǀĞŶĚŽƌƐĂŶĚƚŚĞŝƌĐƵƐƚŽŵĞƌƐĐĂŶďĞďĞŶĞĮĐŝĂůƚŽďŽƚŚƉĂƌƟĞƐ͕ƚŚĞƌĞ͛ƐƌĞĂůůLJ
ŽŶůLJƚŚĞƋƵĞƐƟŽŶŽĨǁŚŝĐŚƉƌĂĐƟĐĞƐĂƌĞďĞƐƚ͘
DĂŶLJƐƚƵĚŝĞƐŽŶƐŽĐŝĂůŵĞĚŝĂƉŽŝŶƚƚŽƚŚĞƐĂŵĞĐŽŶĐůƵƐŝŽŶͶƚŚĂƚǁŽŵĞŶĂƌĞ
more
  

social
  

creatures
  

than
  

men.
  


  

At
  

least
  

more
  

women
  

frequent
  

the
  

pages
  

of
  


popular
  

social
  

sites.
  


  

That’s
  

not
  

universally
  

true,
  

there
  

are
  

places
  

where
  

guys
  


ĐŽŶŐƌĞŐĂƚĞďƵƚŵĂŶLJĂƌĞŶ͛ƚƉůĂĐĞƐƚŚĂƚĂƉƉĞĂůƚŽƚŚĞŐƌĞĂƚĐƌŽƐƐƐĞĐƟŽŶŽĨ
women.
^Ž͕ǀĞƌLJƋƵŝĐŬůLJǁĞŚĂǀĞŐŽƩĞŶƚŽƚŚĞƉŽŝŶƚŽĨƐƉĞĐŝĂůŝnjĂƟŽŶŝŶƐŽĐŝĂůŵĞĚŝĂ
and
  

that’s
  

ironic
  

on
  

at
  

least
  

one
  

level.
  


  

The
  

technology
  

that
  

was
  

supposed
  


ƚŽďƌŝŶŐƵƐƚŽŐĞƚŚĞƌŝƐĂĐƚƵĂůůLJŚĞůƉŝŶŐƚŽƐĞŐŵĞŶƚƵƐŝŶƚŽĞǀĞƌͲƐŵĂůůĞƌ
demographics.
  


  


  


^ŽĐŝĂůŵĂƌŬĞƟŶŐŝƐƚĂŬŝŶŐŽŶƚŚĞĨƵůůĂƉƉĞĂƌĂŶĐĞŽĨĐŽŶǀĞŶƟŽŶĂůŵĂƌŬĞƟŶŐ
ŝŶŽŶĞŝŵƉŽƌƚĂŶƚĂƐƉĞĐƚ͗LJŽƵƐƟůůŚĂǀĞƚŽŐŽǁŚĞƌĞƚŚĞĐƵƐƚŽŵĞƌƐĂƌĞĂŶĚ͕
ŝŶĐƌĞĂƐŝŶŐůLJ͕ƚŚĂƚŵĞĂŶƐŚĂǀŝŶŐĂƉůĂŶǁŝƚŚŵƵůƟƉůĞŽƵƚůĞƚƐĂŶĚŵƵůƟƉůĞ
ƐŚĂĚĞƐŽĨŵĞƐƐĂŐŝŶŐ͘/ĨLJŽƵŽīĞƌƉƌŽĚƵĐƚƐƚŚĂƚĂƉƉĞĂůƚŽĂďƌŽĂĚĂƵĚŝĞŶĐĞ
LJŽƵƐƟůůŶĞĞĚƚŽĞŶƐƵƌĞLJŽƵƌĞīŽƌƚƐĐŽǀĞƌƚŚĞǁĂƚĞƌĨƌŽŶƚŽƌLJŽƵ͛ůůŵŝƐƐƐŽŵĞ

Page 5
ďƵƐŝŶĞƐƐ͘EŽƚŽŶůLJĚŽLJŽƵŚĂǀĞƚŽĂĐĐŽƵŶƚĨŽƌĚŝīĞƌĞŶƚƉŚLJƐŝĐĂůůŝŵŝƚĂƟŽŶƐ
ƐƵĐŚĂƐdǁŝƩĞƌ͛ƐϭϰϬĐŚĂƌĂĐƚĞƌůŝŵŝƚ͕ďƵƚLJŽƵĂůƐŽŚĂǀĞƚŽƉĂŝƌŵĞƐƐĂŐĞƐǁŝƚŚ
customer
  

demographics.
ĞĮŶŝŶŐĂŶĚĂƉƉĞĂůŝŶŐƚŽŐƌŽƵƉƐŝƐŽŶĞǁĂLJƚŽŚĞůƉƚĂƌŐĞƚĐƵƐƚŽŵĞƌƐďƵƚĂƐ
the
  

groups
  

and
  

social
  

sites
  

proliferate
  

in
  

your
  

outbound
  

programs
  

it
  

becomes
  


ĂũƵŐŐůŝŶŐĂĐƚƚŽŬĞĞƉŝƚĂůůƐƚƌĂŝŐŚƚ͘dŽŽůƐƚŚĂƚŵĂŶĂŐĞŵĞƐƐĂŐŝŶŐĂŶĚŝƚƐ
ĚŝƐƚƌŝďƵƟŽŶďĞĐŽŵĞŶĞĐĞƐƐĂƌLJĞǀĞŶƚƵĂůůLJ͘tŚĞŶLJŽƵŐĞƚƚŽƚŚĂƚƉŽŝŶƚLJŽƵǁŝůů
ďĞŐŝŶƚŽƵŶĚĞƌƐƚĂŶĚƚŚĞƌĞĂůƉŽǁĞƌŽĨƐŽĐŝĂůŵĂƌŬĞƟŶŐďĞĐĂƵƐĞŝƚǁŝůůĞŶĂďůĞ
LJŽƵƚŽŬĞĞƉŶĞĂƌƌĞĂůƟŵĞƚĂďƐŽŶŵĞƐƐĂŐĞƐĂŶĚŵĂƌŬĞƚƐƚŚĂƚ͕ŝŶĐŽŶǀĞŶƟŽŶĂů
ŵĂƌŬĞƟŶŐĚĂLJƐ͕ĐŽƵůĚŽŶůLJďĞŵĂŶĂŐĞĚƚŚƌŽƵŐŚŵŽŶƚŚůLJƌĞƉŽƌƚƐ͘
Avoiding
  

blacklash
dŚĞƵŐůLJƚƌƵƚŚĂďŽƵƚ&ĂĐĞŬĨŽƌďƵƐŝŶĞƐƐ;ŚƩƉ͗ͬͬďŝƚ͘ůLJͬĚƋŐ>ƵϳͿŝƐĂŶĂƌƟĐůĞ
ĂďŽƵƚƐŵĂůůďƵƐŝŶĞƐƐŽǁŶĞƌƐǁŚŽƐĂŝĚƚŚĂƚ&ĂĐĞŬŚĂĚďĞĞŶĂƚŽƚĂůǁĂƐƚĞŽĨ
ƟŵĞĂŶĚƚŚĞƐĞŽǁŶĞƌƐŚĂĚƐƚĂLJĞĚǁŝƚŚƚŚĞƚĞĐŚŶŽůŽŐLJ͕ŝŶƐŽŵĞĐĂƐĞƐ͕ĨŽƌƚǁŽ
LJĞĂƌƐ͘dŚĞĂƌƟĐůĞƚĂůŬƐĂďŽƵƚŚŽǁŵƵĐŚĞīŽƌƚĂŶĚƟŵĞƚŚĞƐĞďƵƐŝŶĞƐƐĞƐƉƵƚ
into
  

developing
  

content
  

for
  

their
  

accounts
  

daily
  

and
  

how
  

frustrated
  

the
  

owners
  


were.
/ƚŵŝŐŚƚďĞƉĂŝŶĨƵůƚŽŚĞĂƌƚŚŝƐĂŶĚŚĂƌĚƚŽƐǁĂůůŽǁďƵƚƚŚĞƌĞĂƐŽŶĨŽƌƚŚĞůĂĐŬ
of
  

success
  

can
  

be
  

boiled
  

down
  

to
  

operator
  

error.
  


  

Almost
  

two
  

years
  

ago
  

author
  


ůĂƌĂ^ŚŝŚ;dŚĞ&ĂĐĞŬƌĂͿƉůĂŝŶůLJƐŚŽǁĞĚƚŚĂƚ&ĂĐĞŬĂŶĚŽƚŚĞƌĨŽƌŵƐŽĨ
ƐŽĐŝĂůŵĞĚŝĂĂƌĞŐŽŽĚĂƚŬĞĞƉŝŶŐƚĂďƐŽŶĂĐƋƵĂŝŶƚĂŶĐĞƐͶƚŚĞƉĞŽƉůĞǁĞŬŶŽǁ
ĐĂƐƵĂůůLJŽƌƚŚƌŽƵŐŚĂŵƵƚƵĂůĂƐƐŽĐŝĂƟŽŶͶũƵƐƚƚŚĞŬŝŶĚŽĨƉĞŽƉůĞǁŚŽĐŽƵůĚ
be
  

called
  

customers.
  


  

Our
  

best
  

friends
  

might
  

interact
  

with
  

us
  

through
  

social
  


media
  

but
  

they
  

also
  

email,
  

pick
  

up
  

the
  

phone
  

or
  

eat
  

and
  

drink
  

with
  

us.
dŚĞĚŝīĞƌĞŶĐĞŝƐŚƵŐĞďĞĐĂƵƐĞƚŚĞƐƵŵŽĨĂůůƚŚŽƐĞŝŶƚĞƌĂĐƟŽŶƐŝƐďŝͲůĂƚĞƌĂů
ĐŽŵŵƵŶŝĐĂƟŽŶŝŶǁŚŝĐŚǁĞŐŝǀĞŝŶĨŽƌŵĂƟŽŶďƵƚǁĞĂůƐŽŐĞƚŝŶĨŽƌŵĂƟŽŶ͘dŚĞ
ƉƌŽďůĞŵǁŝƚŚƵƐŝŶŐ&ĂĐĞŬŽƌĂŶLJŽƚŚĞƌŽƵƚďŽƵŶĚƐŽĐŝĂůŵĞĚŝĂĞdžĐůƵƐŝǀĞůLJ
ŝƐƚŚĂƚǁŚĞŶƵƐĞĚƚŚŝƐǁĂLJŝƚŝƐŶŽŵŽƌĞƌĞǀŽůƵƟŽŶĂƌLJƚŚĂŶĂĚƵŵďĚŝƌĞĐƚŵĂŝů
blast
  

and
  

we
  

all
  

know
  

how
  

well
  

that
  

works.
dŽďĞĞīĞĐƟǀĞĂƚƵƐŝŶŐƐŽĐŝĂůŵĞĚŝĂLJŽƵŶĞĞĚĂƐŽĐŝĂůŵĞĚŝĂƐƚƌĂƚĞŐLJƚŚĂƚ
incorporates
  

both
  

the
  

outbound
  

messaging
  

that
  

we
  

love
  

as
  

well
  

as
  

ways
  

that
  


ƉƌŽŵƉƚƵƐĞƌŽƌĐƵƐƚŽŵĞƌŝŶƉƵƚ͘/ƚŝƐƚŚĞŝŶƉƵƚƚŚĂƚŵĂŬĞƐƐŽĐŝĂůŵĞĚŝĂǀĂůƵĂďůĞ
and
  

it
  

is
  

seeking
  

input
  

that
  

we
  

seem
  

to
  

have
  

trouble
  

with.
WĞƌŚĂƉƐƚŚŝƐƌĞŇĞĐƚƐƚŚĞŝŶĐĞƐƐĂŶƚŵĂƌŬĞƚĞƌƐ͛ŶĞĞĚƚŽũƵƐƟĨLJƚŚĞŝƌĞdžŝƐƚĞŶĐĞ
ƚŽƚŚĞ&K͘dŚĞƵƐƵĂůĂƉƉƌŽĂĐŚŝƐƚŽŚĞĂƉƵƉƐŽŵĞƐƚĂƟƐƟĐƐůŝŬĞƚŚĞƐŝnjĞŽĨ
the
  

base
  

you
  

market
  

to,
  

the
  

number
  

of
  

impressions
  

and
  

similar
  

things.
  


  

We
  


ĐŽŶƐŝĚĞƌƚŚĂƚƌĞĂůǁŽƌŬďƵƚǁŚĞŶŝƚĐŽŵĞƐƚŽĂƐŬŝŶŐŽƉĞŶͲĞŶĚĞĚƋƵĞƐƟŽŶƐƚŽ
ĐŽŵĞƵƉǁŝƚŚĂŐŽŽĚŝĚĞĂƚŚĂƚŚĂĚďĞĞŶŚŝĚĚĞŶĂŶĚƚŚĂƚǁĞĐĂŶƵƐĞƚŽƌĞĮŶĞ
products
  

and
  

messaging
  

we
  

don’t
  

see
  

the
  

same
  

value.
dŚĞƌĂƟŽŽĨŝŶďŽƵŶĚƐŽĐŝĂůŵĞĚŝĂƵƐĞƚŽŽƵƚďŽƵŶĚƐŚŽƵůĚĂƉƉƌŽdžŝŵĂƚĞ
ƚŚĞϴϬͬϮϬƌƵůĞ͘dŚĞƉƌĞƉŽŶĚĞƌĂŶĐĞŽĨĞīŽƌƚƐŚŽƵůĚďĞŽŶůŝƐƚĞŶŝŶŐĂŶĚ
ƵŶĚĞƌƐƚĂŶĚŝŶŐŽƌĂƐ^ƚĞƉŚĞŶŽǀĞLJƐĂŝĚŝŶZƵůĞϱŽĨdŚĞ^ĞǀĞŶ,ĂďŝƚƐŽĨ
,ŝŐŚůLJīĞĐƟǀĞWĞŽƉůĞ͕͞^ĞĞŬĮƌƐƚƚŽƵŶĚĞƌƐƚĂŶĚƚŚĞŶƚŽďĞƵŶĚĞƌƐƚŽŽĚ͘͟
zŽƵƌŵĞƐƐĂŐŝŶŐƐŚŽƵůĚďĞƐŽĐŚŽĐŬĨƵůůŽĨŬŶŽǁůĞĚŐĞĂŶĚŝŶĨŽƌŵĂƟŽŶƚŚĂƚ
the
  

recipient
  

is
  

compelled
  

to
  

act
  

and
  

that
  

doesn’t
  

happen
  

if
  

you’re
  

spending
  

a
  


ĐŽƵƉůĞŽĨŚŽƵƌƐĂĚĂLJũƵƐƚƚƌLJŝŶŐƚŽĚƌĞĂŵƵƉƐŽŵĞƚŚŝŶŐƌĞůĞǀĂŶƚƚŽƐĂLJ͘

Page 6
 EŽǁƚŚĂƚǁĞĂƌĞŐĞƫŶŐŽǀĞƌƚŚĞƉŚĂƐĞŝŶƚŚĞƐŽĐŝĂůŵĞĚŝĂďƵďďůĞǁŚĞŶǁĞ
ƚŚŝŶŬŝƚ͛ƐƚŚĞĂŶƐǁĞƌƚŽĞǀĞƌLJĂŋŝĐƟŽŶŬŶŽǁŶƚŽŚƵŵĂŶŬŝŶĚ͕ƉĞƌŚĂƉƐǁĞ
ĐĂŶďĞŐŝŶƚŚĞƉƌŽĐĞƐƐŽĨƵŶĚĞƌƐƚĂŶĚŝŶŐŝƚƐƵƐĞƐďĞƩĞƌ͘^ŽĐŝĂůŵĞĚŝĂŝƐĂƌŝĐŚ
ƚŽŽůďŽdžǁŝƚŚŵĂŶLJŝŶƚĞƌĞƐƟŶŐĂŶĚĞīĞĐƟǀĞŐĂĚŐĞƚƐĂŶĚŬŶŽǁŝŶŐǁŚŝĐŚŽŶĞƐƚŽ
ƵƐĞĂŶĚǁŚĞŶŝƐŵŽƌĞƚŚĂŶŚĂůĨƚŚĞďĂƩůĞ͘
Conclusions
tŚĞŶƉůĂŶŶŝŶŐĂƐŽĐŝĂůŵĂƌŬĞƟŶŐƐƚƌĂƚĞŐLJ͕ŝƚ͛ƐŝŵƉŽƌƚĂŶƚƚŽƵŶĚĞƌƐƚĂŶĚǁŚĂƚ
ƐŽĐŝĂůŵĞĚŝĂĚŽĞƐǁĞůůĂŶĚƉůĂLJƚŽŝƚƐƐƚƌĞŶŐƚŚƐ͘dŚŝƐƐƚĂƌƚƐǁŝƚŚŝŶƚĞƌŶĂůŝnjŝŶŐ
ƚŚĞĚŝīĞƌĞŶĐĞďĞƚǁĞĞŶŝŶďŽƵŶĚĂŶĚŽƵƚďŽƵŶĚŵĞĚŝĂĂŶĚůĞǀĞƌĂŐĞƚŚĞƚŚƌĞĞ
ĂƐƉĞĐƚƐŽĨĐƌŽǁĚǁŝƐĚŽŵͶĚŝǀĞƌƐŝƚLJ͕ŝŶĚĞƉĞŶĚĞŶĐĞĂŶĚĚĞĐĞŶƚƌĂůŝnjĂƟŽŶ͘
/ŶĨŽƌŵĂƟŽŶĨƌŽŵƐŽĐŝĂůŵĞĚŝĂǁŝůůŐŝǀĞLJŽƵƚŚĞĂďŝůŝƚLJƚŽŚĂǀĞĨƌĞƋƵĞŶƚ͕ŚŝŐŚͲ
ƋƵĂůŝƚLJĂŶĚĂďŽǀĞĂůůůŽǁĐŽƐƚĐŽŶǀĞƌƐĂƟŽŶƐǁŝƚŚLJŽƵƌĐƵƐƚŽŵĞƌƐ͘&ƌŽŵƚŚĞƐĞ
ŝŶƚĞƌĂĐƟŽŶƐLJŽƵǁŝůůďĞĂďůĞƚŽĚĞƌŝǀĞŝŶƐŝŐŚƚƐŝŶƚŽLJŽƵƌĐƵƐƚŽŵĞƌƐ͛ďĞŚĂǀŝŽƌƐ
ĂŶĚŶĞĞĚƐĂŶĚLJŽƵǁŝůůďĞĂďůĞƚŽƌĞƐƉŽŶĚǁŝƚŚƉŝŶͲƉŽŝŶƚĂĐĐƵƌĂĐLJ͘KƵƌ
ƌĞƐĞĂƌĐŚƐŚŽǁƐƚŚĂƚĐŽŵƉĂŶŝĞƐƚŚĂƚŚĂǀĞŝŶƐƟƚƵƚĞĚďŝͲĚŝƌĞĐƟŽŶĂůĐƵƐƚŽŵĞƌ
ĐŽŵŵƵŶŝĐĂƟŽŶƐůŝŬĞƚŚŝƐŚĂǀĞďĞĞŶŵŽƌĞƐƵĐĐĞƐƐĨƵůŝŶƚŚĞŵĂƌŬĞƚĂŶĚƚŚĞLJ
represent
  

some
  

of
  

the
  

best
  

known
  

brands
  

in
  

the
  

world.
dŚĞůĂƌŐĞŶƵŵďĞƌŽĨƐŽĐŝĂůŵĞĚŝĂĂŶĚƐŽĐŝĂůƐŝƚĞƐĂǀĂŝůĂďůĞŽŶƚŚĞ/ŶƚĞƌŶĞƚ
make
  

keeping
  

tabs
  

on
  

the
  

social
  

graph
  

a
  

challenge.
  


  

But
  

new
  

technologies
  


ƐƵĐŚĂƐƚŚŽƐĞĨƌŽŵǁĂƌĞŶĞƐƐEĞƚǁŽƌŬƐĂƌĞŵĂŬŝŶŐŝƚƉŽƐƐŝďůĞĞǀĞŶĨŽƌƐŵĂůů
ŽƌŐĂŶŝnjĂƟŽŶƐƚŽƚĂŬĞĐŽŶƚƌŽůŽĨƚŚĞŝƌƐŽĐŝĂůƉƌĞƐĞŶĐĞƚŽƉƌŽĚƵĐĞĐŽŶƐŝƐƚĞŶƚĂŶĚ
engaging
  

content.
dŚĞĂůƚĞƌŶĂƟǀĞŝƐƚŽĂĚŽƉƚƐŽĐŝĂůŵĞĚŝĂďƵƚƚŽƵƐĞŝƚĂƐĂďƌŽĂĚĐĂƐƚƚŽŽůƐŝŵŝůĂƌ
ƚŽĞŵĂŝůŽƌĚŝƌĞĐƚŵĂŝů͘DĂŶLJĐŽŵƉĂŶŝĞƐĂƌĞĚŽŝŶŐƚŚŝƐďƵƚǁŝƚŚŵŝdžĞĚƌĞƐƵůƚƐ͘
dŚĞĐŽŵƉĂŶŝĞƐƚŚĂƚŐĂŝŶƚŚĞŵŽƐƚĨƌŽŵƚŚĞƌĞǀŽůƵƟŽŶŝŶƐŽĐŝĂůŵĞĚŝĂǁŝůůďĞ
ƚŚŽƐĞƚŚĂƚƐĞĞŬĂŶĚĮŶĚƚŚĞďĞƐƚƉƌĂĐƟĐĞƐĨŽƌůĞǀĞƌĂŐŝŶŐƚŚŝƐƉŽǁĞƌĨƵůŶĞǁ
tool
  

set.

Page 7
Beagle
  

Research
  

Group,
  

LLC
ʹ͸Ͷ
”‡‡„”‘‘”‹˜‡Ȉ–‘—‰Š–‘ǡͲʹͲ͹ʹ
͹ͺͳǦʹͻ͹ǦͲͲ͸͸Ȉ™™™Ǥ‡ƒ‰Ž‡‡•‡ƒ”…ŠǤ…‘Ȉ‡‹•̷‡ƒ‰Ž‡‡•‡ƒ”…ŠǤ…‘