Amanda Rykoff is a NYC-based sports fan, TiVo junkie and social media enthusiast. She shares her observations, commentary and diatribes on these and many other topics at The OCD Chick. You can follow her on Twitter @amandarykoff.
This popular event, hosted at the spectacular midtown offices of JWT and sponsored by Meebo, attempted to answer this potentially multi-billion dollar question: with so much choice in how consumers tap into their social graph, how do media and brands reach, connect and influence these networks at scale?
An outstanding panel took on that question and many more, and engaged in an entertaining, intelligent and extremely informative dialogue about this new and evolving topic. Here’s who shared their insights and opinions with an engaged, constantly tweeting crowd:
- Moderator: David Berkowitz (@dberkowitz) Senior Director of Emerging Media & Innovation, 360i
- Seth Sternberg (@sethjs), CEO, Meebo
- Mark Ghuneim (@MarkGhuneim), CEO, Founder of Wiredset and Trendrr
- Hashem Bajwa (@HashemBajwa), Head of Digital at Droga 5
- Anna O’Brien (@annaobrien), social media enthusiast and data analyst (“Anna the Analyst”)
Berkowitz led the panel through a practical (and slightly aggressive) agenda, including: What techniques will work? How can marketers maximize the audience? And what’s next in this new and constantly evolving world of social graph optimization?
What’s a Social Graph?
But before we even get to those questions, there may be a few of you out there who want to know what a social graph is. And just in case you need to know, you’re in luck. When people use the term “social graph”, they’re referring to an online representation of our relationships (personal, family, business) on social networking sites.
Social Graph Optimization
Social graph optimization is just the term for how to maximize a presence in a user’s social graph (Twitter, Facebook, etc.). Or to put it another way, for people that run websites and brands, how to get SEO optimization and lots of visibility in all the feeds in the social graph?
Simple, right? Not so fast.
We’re in a new, constantly evolving social media world, both as consumers and marketers. The social graph and the ways to reach consumers constantly changes and grows. As consumers are provided with seemingly infinite networks, marketers need to be creative, sensible and practical about ways to connect with consumers. Social media and social graph optimization represent important new tools to be explored, but aren’t the so-called magic marketing bullets.
Tale of the Tweets
What follows is my recap of the panel, which I call the Tale of the Tweets. It’s a collection of live tweets from the event which provides an entertaining, unfiltered and real-time look at what the panelists discussed. For more insights from the Twitterati (and there were a lot of people live-tweeting the event), Twitter Search #smwgraph.
Just Getting Started
Aaand like every #smwny event, we’re starting a half hour late.
Panelists: @dberkowitz of @360i, @annaobrien, @sethjs of Meebo, @MarkGhuneim, @HashemBajwa. #smw #smwnyc #smwgraph
Search v. Social Graph
Search has been great traffic driver. Now social media drives and needs to be optimized (@sethjs). #smw #smwgraph
Social graph optimization = increasing your visibility in social graph, like SEO optimization does for search. #smwgraph #smwnyc
This is the wild wild west. #smwgraph
What is a Social Graph?
Ok, let’s take a step back: what the hell is a social graph? #smwnyc #smwgraph
P.S. I wasn’t asking what a social graph is. That was asked at the panel! #smwgraph
How to Optimize the Social Graph?
Social graph optimization: study users that are already fans. Do things that make them want to tell their friends. @sethjs #smwgraph
Most important part of any business is to listen and understand what your customers, competition is saying. What you should be saying. (@annaobrien)
Listening to consumers isn’t new to marketers. It’s just way more complicated today. @HashemBajwa #smwgraph
How to Encourage Sharing?
Bottom line: if you do something well, it will be shared. Quality gets shared. @MarkGhuneim #smwny #smwgraph
RT @db: Someone relatively small that’s connected to a lot of other big influencers is just as influential. -@annaobrien #smwgraph
ET @CatherinVentura: If you get 1% of daily use visitors to share, you are doing well (@sethjs of @meebo ) #smw #smwgraph
Sometimes it’s not that complicated: make it easy to share. @sethjs #smwnyc #smwgraph
People love to share videos and photos. @sethjs of @meebo. #smwnyc #smwgraph
I may have a blackberry, but thank god I have a black MacBook to help save my credibility at #smwny.
RT @CatherinVentura: Words that work in promoting buy in to shared content are “play with me” and “help me” @sethjs #smw #smwgraph
RT @dwag29: Create natural messaging for your users to make their friends want to click. @sethjs #smwgraph
What Does SGO Mean to Your Business?
Did I make you more $, did I save you more $, and did your brand grow? Nothing else really matters. @MarkGhuneim #smwgraph
BTW, @MarkGhuneim is founder of Wiredset and Trendrr. He’s built products to listen to the conversation real time. #smwgraph
Meebo bar: 3 goals: more users, more engagement w/content and revenue. Work to move all 3 metrics via social graph @sethjs #smwgraph
Location-Based Applications in the Social Graph:
Aha! Hot question: where do mobile location-based applications factor in to the social graph? #smwgraph
Your Twitter stream and your Foursquare streams are very different and achieve different goals. @HashemBajwa #smwgraph
RT @dwag29: @Foursquare adds value to the environment we’re in. – @HashemBajwa #smwgraph
Sharing: How much? How little?
To share or not to share: that is the question. @annaobrien #smwgraph #smw #smwnyc
Social media has created a new term: “oversharer” (used by @dberkowitz) #smwgraph #smwnyc
RT @db: “How do we stop amusing ourselves to death? The conversation needs to evolve” -Mark Ghuneim, Wiredset / Trendrr #smwgraph
RT @db: “Where’s the line w/ sharing? There’s going to be people that cross the line but that needs to happen” -@annaobrien #smwgraph
Digital and Social Media Education
Education is key. We’re failing to teach the tools that are necessary to succeed in this new media environment. @sethjs #smwgraph
There are people who know how to consume information and those that don’t. @sethjs #smwgraph
RT @dwag29: Massive audience doesn’t know diff btwn web page & application. Need digital education. -@sethjs #smwgraph
What’s Next in Analytics?
Who are my real friends? Various levels of relationships. It’s no longer “everybody is friends.” @annaobrien #smwgraph
RT @dwag29: Moving from “everybody is friends” in SM to diff types of friends and groups that need to be targeted. -@annaobrien #smwgraph
Data. There is so much data out there. Need to figure out what to do with it. That’s the key. #smwgraph #smwnyc
Facebook Connect
Ah, we have a Facebook Connect sighting. @MarkGhuneim: it removes a giant barrier of entry and is effective that way. #smwgraph
RT @CatherinVentura: “I just commented” and “I just rated” work well with Facebook Connect (@sethjs) #smwgraph
You can’t just add the Meebo Bar or Facebook Connect onto your site. It won’t work. There needs to be strategy. @sethjs #smwgraph
Companies are trying to become “identity management systems” rather than social sites. @annaobrien #smwgraph #smwny
You want to publish where your users are, but don’t give up your own home. @sethjs #smwgraph
RT @CatherinVentura: Balance publishing on other publishing platforms (eg Facebook) & publishing on their own (@sethjs) #smw #smwgraph
On Customer Service
The 759th time I’ve heard it, but it bears repeating: social media can be a huge key for customer service. @MarkGhuneim #smwgraph
Quote of the Day
“When I lose a follower, I consider that optimization. They weren’t listening and weren’t relevant.” @MarkGhuneim #smwgraph
Want to read more about Social Graph Optimization? Check out this article.
This was a great panel. And stay tuned. We’ll soon be talking about “SGO” in the same way we’ve been talking about “SEO” for years.