This week, Bryan Person joined me for an early edition of the Roundtable–we discussed the state of social marketing, the new start-up Insidr, and Jason Fall’s post asking people to stop announcing they were dropping out of Klout.
Today’s show is 28 minutes long.
- First, we discussed Brian Solis’s comprehensive post on the State of Social Marketing 2011-2012. There’s a great deal to think about/chew on there, so please read the piece. Our discussion focused on the role of social consumers: who they are, how much brands *think* they know about them, and what characterizes their marketing interactions on social. I thought the main driver would be product recommendations and research, but that is a close second–the number one reason is for customer service. There’s a split among brand managers in the research about whether social marketing is mainstream, some don’t think it will break through until 2013. Bryan makes some great points about why this might be the case–listen and find out what!
- Next, we talk about Insidr, a new start-up designed to help people get “advanced” customer service from company insiders. There are a few interesting things to note about this–first, that money is involved. You can provide a reward for the information and/or help you receive, and Insidr splits the reward with the company “insider.” I point out that this method of tackling tough customer service issues is basically the role that corporate Twitter accounts, and to some extent blogs, have played over recent years. Unsatisfied with the customer service you received? Tweet about it. But with more tweets going unanswered, maybe this is the next iteration? Bryan wonders how the heck something like this can scale, particularly if the companies involved don’t realize some of their employees are acting as “insiders.” (Note: that point seems to need clarification–no one seems to know if the insiders are company-blessed specialists, or if they are just well-placed employees who can solve problems).
- Finally, we discuss the recent spate of Klout defections loudly proclaimed in blog posts, much to the annoyance of Jason Falls who pens a self-described rant that primarily focuses on those who drop out of Klout because their scores had dropped. My feelings on Klout are rather well-documented, and I welcome anything that will cause companies to rethink how they use the service, including rants about dropping out of Klout. I just think many of the ways in which it is being used are ill-advised. Bryan notes that some companies use Klout to triage customer service complaints as a way of managing the flow. I’ll agree that helps if you’re overwhelmed with scale, but it does have potential to backfire.