““I should know what english spoken language think about monitoring dashboard like Radian6 or Nielsen. Are them really usefull as well and track near 90% of conversation (forum too) ? I want know if word mining is influenced...for example for italian brand””
Hi Andrea. You can check http://bit.ly/references to see what people think. Radian6 does track Forums & Boards, as well as blogs, video & Image sharing sites, mainstream news sites, as well as micromedia like twitter and friendfeed (i.e. how I found this post). We also can support multiple languages including Italian. email me if you want to have a look - marcel (dot) lebrun (at) radian6.com - Marcel LeBrun
Hi Marcel I'm an envagelist of your dashboard so I try to have much more information about. I will little talk about it on a usefull book that i'm writing in italian, hope my CEO will try to use radian6 soon for some client. But it can trak slang language? Any way at the moment I think is one of usefull patform of monitoring I see...nice job!! - Andrea Colaianni
Thanks, Andrea, I am not sure if I precisely understand your question regarding tracking slang language. Do you mean - can the system be setup to track slang expressions? Or can the system correctly identify the language of a post even if it contains slang? In both cases the answer is yes. Thank you for your support an an evangelist.. Regards, Marcel - Marcel LeBrun
“Question of the day: in the spirit of collaboration, how would you, moving forward guide the Pepsi brand in engaging folks like you through social media?”
Its really an impersonal product, isn't it? I mean the production, marketing and delivery have all been refined down to the highest efficiencies and profitabilities. My first reaction is to focus on members of the Pepsi team or drinkers of Pepsi so as to put a face with the product, but that is difficult. Celebrity endorsements still work and offer the same efficiencies. Social media has much more depth and personalization - its about connecting a person to a person or a group to a group. To be honest, if I were advising Pepsi today, it would be to not pursue a social media plan for Pepsi itself and perhaps focus on product that would be more favorable to the format. Diet Pepsi could be a rallying point for dieters in the obesity epidemic. I could see where building a rapport with a Diet Pepsi nutritionist or dietician or other such effort would be a way to then put a cause to the brand. Another thought would be to go beyond creating a new logo and create a campaign to create a new flavor based on so - Darryl Parker
And pay attention to #3 here in the link. It would have been better to have a Pepsi exec come in and chat with these influencers than to just send a package. Social media is about being social... http://moblogsmoproblems.blogs... - Darryl Parker
@Darryl Parker Thank you for your suggestions I want to give them some more thought and respond later. - B. Bonin Bough
Do noting. Follow the lead. Interject when it is appropriate. Service the customer. Let it grow! - Andre Pope
IMO I would say the first thing you would have to do is find out what issues around your brand are important to your customers. Like in India how Coke is caught up in environmental issues. What do your customers care about? What do you want them to care about? What kind of insights do you want to glean from your customer? Basically you have to find out what your customers want to talk about regarding your brand before you can engage them. Forcing topics of conversation down their throats just doesn't work. - Devlin Dunsmore
Also, changing the logo is pretty much completely irrelevant. Logos != brand. Check out this presentation from David Armano from Critical Mass http://www.slideshare.net/darm... - Devlin Dunsmore
Tools such as this one are very important. I guess Pepsi, in a similar fashion to what Dell has done with its Direct2Dell blog, will have to enable someone from within the company and become a "chief blogger", someone who is able to write and discuss with consumers about what they like and what they don't about Pepsi, and adapt the initiative in most regions of the world. - Rafael Rojas Cremonesi
@Devlin That is one possibility or it could be a stake in the ground for changes to come. - B. Bonin Bough
@Rafael I think that a "chief blogger" is one way that we could go. In addition continuing to empower people across the organization to be involved. It is an open field lets run with it. - B. Bonin Bough
@Darryl Having more engagement from Pepsi executives is a great idea and is part of the strategy. - B. Bonin Bough
candidly i think you need to be extremely clear with your intentions for "engaging us folks". while i do drink your soda, i find it hard to believe you are here earnestly, and i, as others have voiced already, am skeptical. seems more like "pepsi is spending money on social media consultants to run a friendfeed room for them". i am not saying those ARE your actions, but it sure seems hard to believe this is anything else... and i'm sorry that that comes across so confrontationally, but i couldn't figure - Jeremy Toeman
out a "softer" way to say it. by the way, the fact that the room is moderated doesn't help. - Jeremy Toeman
@Jeremy confrontation and candid opinions are important in open dialogue. I hope that as we progress and you see how much we participate in conversation your skepticism will disappear. However, your point is well taken its on us to prove we deserve your continued participation. - B. Bonin Bough
I actually think this moderated approach makes sense. Pepsi can already monitor spontaneous conversations with ORM. This forum allows them to ask specific questions. Obviously, they can't associate their brand name with any and all of the unmoderated randomness that could and would pop up. - Brian Carter
@Brian Cater The goal is make sure no profanity hits the room. - Josh Karpf
I actually think this moderated approach makes sense. Pepsi can already monitor spontaneous conversations with ORM. This forum allows them to ask specific questions. Obviously, they can't associate their brand name with any and all of the unmoderated randomness that could and would pop up. - Brian Carter
Um.. Swap out the high fructose corn syrup for cane sugar? - Fred Greenhalgh
Just an idea - what about engaging with people on initiatives that go beyond your immediate product brand that the community can rally around.... sharing Pepsi's passion for a particular issue, etc.. For example, Dell sells computers - we all know that, but they also launched a program called "regeneration" (regeneration.org) where they share their vision and plans for helping the environment by producing green computing technology and achieving their goal to be carbon neutral. Thanks for asking... - Marcel LeBrun
@Daryl Parker You've been making great points all week. Specifically, the point on using brands to support causes is great. Actually, Quaker is doing some cool things using social media to rally around nutritional-oriented themes for their business. Using social media to support causes for the company like nutrition is something that we are really going to start focusing on. I would love to hear more of your thoughts on this. - Josh Karpf
by the way, I think it would be better if room members could start their own threads about pepsi in this room rather than having to tack on to existing threads started by you all. Pepsi is a big part of American culture and you should let the conversation go wherever it goes by the room participants rather than force the conversation about threads started by you all. The room will develop better organically that way. - Thomas Hawk
I also think moderating comments isn't the best way to go. I'd let anyone leave comments and only move to moderation if you had a problem. There is a better immediacy to the conversation when conversations aren't moderated. - Thomas Hawk
Ok, I think what I meant to say was that as admins you all should make this room public instead of semi public. By making it semi public it prevents people from starting conversations. They can only join existing conversations started by you guys. Lets say for instance I wanted to start a thread of Pepsi photos in this group. I couldn't do that as it is now. I could only tag on irrelevantly to another conversation that you all started. - Thomas Hawk
@Thomas We may revisit at some point and do just that. The challenge is the room would need to be monitored 24/7 given this is a big brand and all. - Steve Rubel
Pepsi is trying to reach the "younger" generation?!? How about us old post-boomers who are also on social media? Pepsi needs a face, a person talking for it. Otherwise, it's just corporate-speak. We've got a bunch of marketers speaking up - but they live here. How about real Pepsi employees saying their piece? It's not just new cans and timed delivery to evangelists. It's real talk about something that matters. Until Pepsi shows things matter and want to help forward those conversations, this room is dead. - Robert Worstell
Well, my take is this. Without being able to start a conversation about Pepsi, the room is limited. What if I want to start a thread, for instance titled post a photograph of your favorite pepsi sign here. I can't do that as it is now. Now a thread like that might be really cool. There are some amazing vintage old Pepsi neon signs out there. By restricting it like you do now you prohibit that sort of spontaneity. - Thomas Hawk
I think that there are probably very few eyeballs on this forum at present. At most you have 233 room members. The risk is someone posts something inappropriate of course and you guys can't moderate it fast enough. A small risk for a small number of eyeballs vs. the utility of being able to have more freedom in discussing the brand. Feels confined, controlled and constricted without that ability. Just my two cents. - Thomas Hawk
@Thomas that's fair. We will explore opening it up. But we want to take things one step at a time. - Steve Rubel
Whatever the case, I think it's very interesting for Pepsi to have any presence on FF at all actually. Just not sure how much impact they're going to have if it feels constricted and confined and closed when so much of us are used to social media being so open, transparent and free flowing. - Thomas Hawk
@Robert Thanks. Many of us here are in our 30s which means we have lots of people in our social circles, some older and some younger, who love Pepsi. So we plan to be inclusive, no worries. In addition, we agree with you on the idea of bringing in more voices to the Room and it's something we're working on. What kinds of voices would you like to see us bring in? - B. Bonin Bough
@Robert Wortstell I totally agree. We are trying to move beyond logo discussion into something a bit more meaningful; and part of that will be bringing some additional Pepsi voices into the fray. More to come on that and per Bonin's point, would love to get your perspectives on how we could that. - Josh Karpf
You guys are hearing a lot from me... why? I like sharing ideas and learning new things, but its mostly self-promoting to you and the space. Within the space you have to appeal to the curiousity that continues a conversation and to the basic needs of returns on that investment which here is expansion of reputation or influence. A good question is don't any of the 25 appear as interested? Lack of objective? Anything to drive continued curiousity? - Darryl Parker
In lieu or in addition to large advertising spends, what if you expanded your microadvertising beyond the restaurants and supported organizations within the space? For example, the USFirst.org robotics competition who has a primary sponsor of Legos (Bonin!) and contains some highly technical folks. (EDITED: Just saw Coke is already a sponsor there.) Additionally, working with the social space as an advertising sponsor on blogs, the more popular of whom are geared for advertising. Finally, I go back to my shaping the space challenge I brought up last week and put together a "moonshot" contest targeted to the creators of the 1:1 social space. - Darryl Parker
still kinda waiting for an answer to "what are your explicit goals/objectives for being on friendfeed?" - Jeremy Toeman
@Jeremy Toeman Our object has always been to engage a group of folks who we have not generally connected with. Through some ideas or questions out and start conversation. We are hoping to build a long term mechanism for collaboration using social media as a driver. A lot of the ideas here have been really intriguing and we are already talking about new paths of exploration that hadn't been on the radar before. We are hoping to continue to do that going forward. - Josh Karpf
For an industry that is focused on helping others communicate and present well, it surprises me they suffer from their own disease they aim to cure (perhaps that makes them good at it?). I like how Todd uses customer references to tell his own story. Physician, heal thyself! - Jeremiah Owyang
via Bookmarklet
Todd (Shift Communications) is definitely one of the leaders who gets social media right. - Marcel LeBrun
I assume you saw Michael Arrington's post from today along the same lines (bashing PR) - lots of good conversation ensued - 102 comments at the moment. - Marcel LeBrun
Interesting comment. Can you elaborate? How has your current role helped you better understand PR re: listening, filtering, etc.? - Marcel LeBrun
Marcel, because I'm dealing with PR folks daily, they feed me with the news in the space I cover. The smart ones are already listening to my preferences, state that in the pitch (cleverly or not) and help to try to deliver what I want, as well as meet their clients needs. To that end, it's not spoon fed, I almost always have to read between the lines to find out what the real truth is --it's never at face value - Jeremiah Owyang
So with that, I've found that savvy PR folks do a good job of listening to what I'm focused on, reframe it to make sense to me, then pitch. Done correctly, this helps them to rise above the clutter. - Jeremiah Owyang
Jeremiah, you are actually referring to "good" PR. The rants that are going around right now seem to be focused on those types that send a form email to people about their new great product and how they want a review. - Rob Diana
Thanks for sharing that! @exxonmobilcorp, I lived in Richmond, CA by the Chevron refineries. Interested to hear your perspective! - Clay Newton
I commented on the Twitter site as well. I guess it's kind of progressive for one of our leading oil companies to become involved in social media. - James
Brian Solis takes a step back to remind new media marketers that listeners make the best strategists and conversationalists. He states that conversational and social media marketing isn't really marketing at all. - Brian Solis
My fav. quote from the post: "Everything starts with listening and observation and as always, actions speak louder than words." - Marcel LeBrun
Paul, I can hook you up with someone at Radian6 is you want to take look. Here is what some people have said about us on twitter http://tinyurl.com/5zugkj - Marcel LeBrun
