Chapter Two – Targeting Your Customers
Chapter Two of @smanalyticsbook is in the books as it were. "It is critical to identify the targeted group" #Knowledge #Strategy #Tactical—
TheDigitalGrapevine (@TDGv) December 05, 2011
"Research tools are all but useless UNLESS they're used in context with the information needed for the project'~@smanalyticsbook #ART #CRAFT—
TheDigitalGrapevine (@TDGv) December 05, 2011
"Define the vocabulary needed to identify and track audience behavious"~@smanalyticsbook < complex undertaking in international/slang/trends—
TheDigitalGrapevine (@TDGv) December 05, 2011
Would love to learn more about "how to acquire the information and research required for spreading the word."~@smanalyticsbook vs. CompanyPR—
TheDigitalGrapevine (@TDGv) December 05, 2011
Loved the concept of "Generational Characteristics" in @smanalyticsbook to help uncover motivational elements of value-driven behaviour—
TheDigitalGrapevine (@TDGv) December 05, 2011
If "profile targeting" is identifying members of a group using context, "neuro-targeted" is about streamlining costs/timing of impressions—
TheDigitalGrapevine (@TDGv) December 05, 2011
Chapter 2 of Marshall Sponder’s Social Media Analytics was supposed to be about “Using Data to Find Your Customer”
I actually finished reading Chapter 2 on the same night as I blogged about Chapter 1. I was tempted to blog about it on the same night, but needed to put it down to make sure I wanted to post what was truly on my mind about that chapter.
You see, I was looking forward to this chapter. It is important to target your customers. It is even more important to use the data that is available to you to ensure they are truly a potential customer as opposed to just another unqualified lead.
Unfortunately, what I got instead was what felt like an infomercial for Integrasco. Eight pages of the Twenty in this chapter were dedicated to recounting “The Integrasco Story”.
Maybe it was the fact that Seven of the other pages were Case Studies, but I left the chapter feeling like a huge opportunity was missed in a key topic relevant to Social Media Analytics.
What I did get however out of this chapter, which I deemed valuable, was that all analytics are at the mercy of their collection system.
Hi Robert,
Thanks for this review of CH2 (interested to read your thoughts about CH3, 6, 8 and 10, as well as 12, when you got up to those, as well).
Just want to say … your right …. the Integrasco Story is self promotional, perhaps too much so, but , in my defense (realizing I missed an big opportunity to say more), this is my first book and I had to offer the contributors something to get the level of cooperation to make the book possible, and I didn’t feel it was my place to tell people who contributed, “don’t promote yourself”. Also, my editors, who matched case studies against the chapters (my original proposal was to put all the CS in a single chapter – but they thought no one would read such a dense chapter) didn’t suggest taking it out, either.
But certainly, next book, I will put my foot down. I also want to point out that, unlike some authors, that came in with more cache and actually offer much less than I have, I had to make a calculation that suggested bending backwards for contributors was what was needed to compensate for the fact my book, while broad in it’s treatment of social Analytics, is a niche subject (it led to 2 book signings in London, 1 in Rome and 1 in New York and other opportunities, where many other more established authors, don’t get that opportunity). The book is doing well for a book of it’s nature, but it’s not like it’s featured in the business section, or anything like that – it’s simply too much of a “off the left field subject” to be in the popular vernacular, regardless of it’s relevancy. Nor it it a “how to” book – which some people think it ought to be.
All in all, for a first book, I think it did well – but look at it this way – in a painting, there are parts that are very prominent, while others are just sketched in, and think of Chapter 2 as one of those areas, that as best as I tried, was just sketched in. When thinking of the book as a whole, after reading it all, consider then the areas that were most prominent vs those that, while they could have, and perhaps should have been stronger, really make the some of the other parts, even more prominent.
Thanks for the insight behind the reality of the publishing industry. You are amongst a few first time authors that have expressed such sentiment to me. To your main point, this book is a stepping stone towards your next book and for it to be even more successful, you need to have the benchmark and baseline of this one (good and bad).
When I read the chapter a second time, I skipped that portion entirely. I think this leads well to your point about it being sketched in. It served its need the first read through, but failed to generate any real traction upon further readings. The core of your thoughts in the book is what will be read over and over again. This is what I will be focusing when reading, and blogging about, the forthcoming chapters. I know you have much to say about the topics in the book and the reality of the publishing industry dictates that not all pages are yours to script.
I am looking forward to continuing the review of this book one chapter at a time. The format comes with its own challenges, but between the tweets and independent entries, I think it is the best way for me to give back to you on what is a very good and engaging book to read.
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