Tag: seesmic

We recently completed a globally-focused 10-day social media campaign for one of our clients which resulted in over 1,300 new Twitter followers, overwhelmingly positive Twitter sentiment and also generated over 250 new Facebook fans and traffic to the company’s website and blog.

Here are a few of the basics I used to get up the campaign, manage it, and measure it.

Benchmarks:  Before your first Tweet, make sure to take note of of how many people are already following you on Twitter, Facebook, YouTube, LinkedIn (groups, etc.) so you can compare the before-and-after scenario.

Identifying goals:  While it’s easy to see the hard results – did your numbers go up or down – there’s more to social media metrics than hard numbers.  Sentiment is hard to quantify, but it’s easy to see.  In our campaign, one day we asked people to tell us why they liked what our client was doing.  We received such a great response – comments that were creative, funny, and inspiring.  Of course, you also open yourself up for negative commentary, but in our experience, we have found the community to be collaborative and supportive.  When a snarky comment did appear on another day, the community came to the defense.  A perfect validation of why it’s important to maintain an open dialogue and relationship with the community.

Tone of Voice: For our particular exercise, the voice we used for Tweeting was humorous, approachable and a bit irreverent.  We decided to use this tone as it not only caught the attention of the community but also made people smile, question, and comment.  It was in sync with the client’s brand and messaging.  All elements of the communication – from the press release, to the blog, to the Twitter feed, to the YouTube video, to the Facebook fan page and more reflected upon one another and carried this voice.

Once we had our basics down, then began the work.

We used a variety of free tools to make our job easier, as we provided daily reports on metrics, sentiment, and milestones (by the way, I did try out a couple of paid services, but I found I could gather the same information without paying the subscription fees).  Here are the tools we used:

Tweetdeck:  Tweetdeck’s desktop client was the hub of my Twitter communications.  I set up a few different search columns to make sure I had visibility into all sides of the conversation.  One column was dedicated to the hashtag we used, anothers to particular search terms, and of course others for @ replies and DMs.

Seesmic Web app:  I also used Seemic’s web app as it provided a cleaner and easier way for me to view responses and had a deeper historical view, which was important to me as we were managing this campaign across all time zones (i.e. 24 hours a day).

TwitterCounter:  A great chart that shows how many followers you have today, how many more you just accrued, and how many are predicted to come in a day more more.

Trendrr:  More useful charts and information on the number of mentions on Twitter, blogs, and search engines.

SocialOomph:  When you want to get your message out at 8:00AM in London but you’re based in San Francisco which is 8 hours behind, there’s an alternative to staying awake late or asking your colleagues in London to take on the task for you (assuming you have colleagues in London).  This is where SocialOomph comes in.  You can preschedule a Tweet to go out on a specific date/time.  It’s a great thing to use occassionally, but I don’t advocate you use it often, as the whole point of social media is the conversation, which means you have to have a real-live human on the both ends.

Another analytic tool I did not use during this last campaign but am considering for the future is SocialMention which provides a nice snapshot of all the social media elements you can imagine.

At the end of the campaign, it was gratifying and satisfying to see the upward trend of followers, the collection of great Tweets and comments from the community, and the impact on other social media touchpoints.  We embraced the community to share and ReTweet our news, tips, and were thrilled to see our messages amplified.

The politics of PR is an ever-changing landscape (not that I have a ton of first-hand PR *agency* experience myself, but in my limited time in it as a co-founder of Consort Partners, I’ve witnessed a lot as far as I’m concerned). Today we had an embargoed press release from Seesmic get spilled before it’s time. I was very disappointed about it, but once a story is “in the wild” as they say, there’s no pulling back. The story about Seesmic was seismic – causing ripples and reverberations in many places and my biggest regret is it left Loic in a reactive position. Loic is one of the most radiant and charismatic personalities I’ve met in a long time and he has turned a potential negative into a positive by opening his heart, mind, and diary. See Loic’s blog post here for full insight into his experience: Loic Le Meur.

I’m confessing all of this here, as I want to let y0u know that we too are taking Loic’s advice to heart to be transparent and open in all you do. We have experienced a situation that has caused us enormous stress (okay -I’m having a glass of wine while I write this… and yeah, I’m still working at 10pm…), but it has also elevated the exposure of Seesmic to another level – they are now #1 in Techmeme (at this very minute) and are also ranking up higher and higher in Google, Technorati, etc.. But I also confess I probably wouldn’t be so open about all of this if we didn’t have a pretty nice track record of good publicity for Seesmic to date (yes, Loic and Seesmic are both ideal entities to work with).

So to embargo or not embargo? I think the lesson I’ve learned in all of this today is maybe this whole “embargo” system is ready for the dumpster. For those relationships that are trusted and true, you never have to worry about a leak. For those you don’t know or don’t know well… all of us at Consort will be working on gaining the trust of those whom we don’t know or don’t know well so we too can make this a gain for everyone.

Now back to the Seesmic conversation… without my glass of wine… don’t tell anyone…



Today, the Financial Times features a story written by Chris Nuttall that focuses on the entrepreneurial experience and spirit of Loic Le Meur, founder of Seesmic and the international conference, LeWeb3. The article is entitled Share Ideas to the Maximum. While it provides an insider’s view on Loic’s journey from his first start up to becoming France’s #1 blogger and founder of beta/invite-only video conversation site, Seesmic, it also for the first time publishes Loic’s 10 tips on what to do (and not to do) when starting a startup.

Here’s an excerpt from Chris’s article:

Don’t wait for a revolutionary idea. It will never happen. Just focus on a simple, exciting, empty space and execute as fast as possible

Share your idea. The more you share, the more you get advice and the more you learn. Meet and talk to your competitors.

Build a community. Use blogging and social software to make sure people hear about you.

Listen to your community. Answer questions and build your product with their feedback.

Gather a great team. Select those with very different skills from you. Look for people who are better than you.

Be the first to recognise a problem. Everyone makes mistakes. Address the issue in public, learn about and correct it.

Don’t spend time on market research. Launch test versions as early as possible. Keep improving the product in the open.

Don’t obsess over spreadsheet business plans. They are not going to turn out as you predict, in any case.

Don’t plan a big marketing effort. It’s much more important and powerful that your community loves the product.

Don’t focus on getting rich. Focus on your users. Money is a consequence of success, not a goal.

Chris & Loic