Social media and your bottom line
Running a multi-channel social business program, even for a small company, can be a huge investment in time and resources, as many as 500 per year. And for larger companies, social media teams of 40 to 50 full time employees are not uncommon.
There are many factors to consider before diving into social feet first. Will a multi-channel social media initiative broaden your reach and measurably increase your revenues? How long will it take?
Here are some suggestions for successfully engaging the social customer using social channels:
Consider deploying a methodology called l-P-O-S-T-m, which was partly developed by Charlene Li and Josh Bernoff in their book, Groundswell, l-P-O-S-T-m stands for listen, people, objectives, strategy, tools and measure. (I added the "L" and "M").
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Recently a big customs brokerage company was having trouble making a list of “watering holes” because there were only a couple of relevant spots in their industry. Our recommendation was to call 250 of their current customers and 250 of their lapsed customers, and ask them six simple questions:
o Have you ever used the social web to search for information on our industry? (YouTube, blogs, forums, LinkedIn, etc.)
o Where do you go to find information on our industry?
o Where do you find videos to help you learn the tactics of our industry?
o Have you ever created original content on the Internet?
o What kind of content?
o Have you ever posted a review of a business that you’ve worked with?
Dive a little deeper into the People in your strategy. Obviously, you’re going for current and prospective customers, but now, you have some data on where they are and which social tools will best reach them.
Be sure to select the measurements that connect directly to your business objective first. Put a premium on all measurements that can be automatically determined by your social media monitoring system. These types of measures are highly indicative of future revenue and don’t take lots of man-hours to complete.
Adam Metz is the Director of Social Business at The Pedowitz Group, a social demand generation firm. He is also the author of social strategy book There Is No Secret Sauce and the forthcoming book on social business, The Social Customer. To obtain a complimentary copy of There Is No Secret Sauce, email: [email protected].
How AWS helps NASCAR delight its fans
AWS needs no introduction to readers of Technology Magazine but we rarely get an opportunity to look closely at how it serves the sports sector. All major sports draw in a huge supporter base that they want to nurture and support. Technology is the key to every major sports organization and enabling this is the driving force for AWS, says Matt Hurst, Head of Global Sports Marketing and Communications for AWS. “In sports, as in every industry, machine learning and artificial intelligence and high performance computing are helping to usher in the next wave of technical sports innovation.”
AWS approaches sports in three principal areas. “The first is unlocking data’s potential: leagues and teams hold vast amounts of data and AWS is enabling them to analyze that data at scale and make better, more informed decisions. The second is engaging and delighting fans: with AWS fans are getting deeper insights through visually compelling on-screen graphics and interactive Second Screen experiences. And the third is rapidly improving sports performance: leagues and teams are using AWS to innovate like never before.”
Among the many global brands that partner with AWS are Germany's Bundesliga, the NFL, F1, the NHL, the PGA Tour and of course NASCAR. NASCAR has worked with AWS on its digital transformation (migrating it's 18 petabyte video archive containing 70 years of historical footage to AWS), to optimize its cloud data center operations and to enable its global brand expansion. AWS Media Services powers the NASCAR Drive mobile app, delivering broadcast-quality content for more than 80 million fans worldwide. The platform, including AWS Elemental MediaLive and AWS Elemental MediaStore, helps NASCAR provide fans instant access to the driver’s view of the race track during races, augmented by audio and a continually updated leaderboard. “And NASCAR will use our flagship machine learning service Amazon SageMaker to train deep learning models to enhance metadata and video analytics.”
Using AWS artificial intelligence and machine learning, NASCAR aims to deliver even more fan experiences that they'd never have anticipated. “Just imagine a race between Dale Earnhardt Sr and Dale Jr at Talladega! There's a bright future, and we're looking forward to working with NASCAR, helping them tap into AWS technology to continue to digitally transform, innovate and create even more fan experiences.”
Just as AWS is helping NASCAR bridge that historical gap between the legacy architecture and new technology, more customers are using AWS for machine learning than any other provider. As an example, who would have thought five years ago that NFL would be using ML to predict and prevent injury to its players? Since 2017, the league has utilized AWS as its official cloud and ML provider for the NFL Next Gen Stats (NGS) platform, which provides real-time location data, speed, and acceleration for every player during every play on every inch of the field. “One of the most potentially revolutionary components of the NFL-AWS partnership,” says Matt Hurst, “is the development of the 'Digital Athlete,' a computer simulation model that can be used to replicate infinite scenarios within the game environment—including variations by position and environmental factors, emphasizing the league's commitment to player safety.”