A whiteboard sketch about an integrated online feedback strategy including online channels, web site, analytics, crm, customer feedback and recommendations. This Map is made for printshops, the basic structure could be used for any other business with some changes.

The key element of the strategy is the “Electronic Line Of Visibility (eLOV)”. The “Line Of Visibility” is a strategy to describe the areas of contact with customers. eLOV does the same for online communication. The idea of the map is to close feedback loops between customers and employees as well as employees only.

Inspired by the Contact 2.0 Strategy by Marc Keating, Chris Brogans Trust Agents and Thomas Scheuer’s Marketing für Dienstleister.

The following charts are made with Google Docs and build using published poll data from Harris Interactive. The Harris Poll was conducted by telephone within the US July 7-12 and October 13-18, 2009 among 2,029 adults (ages 18+). Figures for age, sex, race/ethnicity, education, region, number of adults in the household, number of phone lines in the household were weighted where necessary to bring them into line with their actual proportions in the population.

“In Rainbows” by oljmpya

Communities and networks have existed before Web 2.0 and Social Media. People have always connected and collaborated, by sharing ideas, concepts, points of view. The historic context of communities remains visible, it is the reason why a lot of Web 2.0 services and social networks use names borrowed from real-life precursors — Facebook, for example. Students have been connected before, by virtue of their alumni status. A facebook documents one’s participation in a group. Metaphorically, it’s a hub that unites and keep the members connected after they graduate. Web 2.0 reinvents this interconnectedness of community members. Facebook, for example, allows them to connect easy and effectively across geographical barriers, 24/7/365. Web 2.0 and Social Media lowers physical and social barriers to maintaining a connection with people, to sharing of interests, ideas, information. But it is important to remember that a community has existed before as a real-world entity.

Yesterday I’ve been reading Samir Balwani’s great blog post about social media measurement. Reading the post and the comments, I’ve been directed to Jeff Hammonds blog post about social media metrics. And the combination of both posts opened my eyes.

Bandwith indicators are unsuitable for measurement of social media ROI. Bandwith is the indicator of the generation push. Social medias nature is pull. People only listen to thinks they care about. Your bandwith maybe high, your marketing KPI may be great – but your company crashed because nobody cares about your products.

Back to start. The bandwith indicator was made by a few guys. Thier effort was to measure the bandwith of marketing and advertising. They used bandwith as a benchmark and while more and more people used it, bandwith itself became a rule. But that’s a long time ago. It’s time to create new indicators. Free your mind and use a different term. I’ll call them “proxies” or “a proxy”. Proxies because it’s a known word from webtech and it describes what it is: A placeholder.

It’s time to develop social media proxies. These proxies measure “weak values”. This values are not direct bound to your work, the work of your deparment, the work of your company. But used wisely a “weak value” tells a story about the customers conception outside of the circle of control. And it’s nothing else than a placeholder, like bandwith is too. A proxy.

Here’s a wikimap showing social media proxies. Measurement placeholders capturing the social media circles of culture, conversation and commerce. Feel free to edit and update this map. May the bandwith rest in peace!

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About three month ago I’ve posted my first Social Media Sketch. Meanwhile a lot of things happend and so I thought it would be the nice to update my sketch. And if you think you know this one, you are wrong! I’ve improved the colors and the structure but most of all I’ve updated the content. Some weak parts are replaced by more general and systematic information.

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Thanks to my buddy Digitalmind, he send me the link of the Social Colliders website. The service analyzes Twitter and shows a chart based on a keyword and corresponding posts. Here is an image of the output:

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Here the first result from my social media network. On december 29. I’ve published my social media sketch at Flickr.com – today this image has more than 67.000 views http://www.flickr.com/photos/birgerking/3145391821/

Flickr user 802.11 created this visual from the quintessence of my sketch http://www.flickr.com/photos/7372907@N07/3212348947/sizes/l/ Thank you very much 802.11! Great visualization! Please visit her Flickr page an leave a comment for her great work! The visual shows the flow of information between users and the influence of each other. Informations are displayed as water. When users aggregate informations, they steam up and collect as internet-clouds. Growing clouds create energy, the discharging power is displayed as lightning which bleed off on users/socities surface. Examples for energy discharge are Wikipedia or the change of the music industry. Other influences could be discovered with this visual, for example the future of data mining on database layers.

Thank you for every comment, participation and enhancement on this project. We are searching for partners who support the develoment of an interactive visual for touchscreen or iPhone. A skilled 3D-interactive-desigern is already supporting us.

Rgds,
Birger