Le nuove tribù promuovono nuove infrastrutture di accesso alla Rete. L'innovazione la promuovono i Cittadini; siamo noi quelli che stiamo aspettando.
YOU: "Beautiful, Brian. Looks complicated. What is it?"
ME: It shows the stages of internet marketing, including SEO, PPC, Email, and social media.
YOU: So why'd you call it the 6 spheres of SOCIAL media?
ME: This diagram integrates social media with all the other internet marketing. That's the new thing.
YOU: Oh, cool.
[Download a PDF of all the diagrams in this post.]
What's the Point of The 6 Spheres Diagram?
The point is for you to see how it's a process, with different actions and tactics depending on how close your prospect is to your ultimate goal.
The assumption is that you want prospects to buy something, or if you're a charity or non-profit, you might want them to donate or sign a petition.
(Yes, maybe now your goal is to get emails or build your twitter account or whatever- but those are ends that become means to the real end… if you're ultimately not making money, you're going to have to get another job.)
Surviving and thriving means keeping the end in mind, which is the small green sphere at the bottom.
[NOTE: for clever people, yes, they are circles, not spheres. but if your computer were in 3D, you'd see that they are actually spheres. No, no really.]
How Will This 6 Spheres Diagram Help Me?
My 5 steps of optimization teaches that in order to get where you want to go efficiently, you need:
1. A goal
2. A key metric
3. An understanding of where you're at
4. Strategy and tactics
5. The ability to change your route based on what works and what doesn't.The 6 spheres diagram gives you a map of how to get prospects to take action no matter where they're at, and no matter what internet marketing channel you use.
Let's break it down.
Playing the Music of the 6 Spheres… In Three Stages
1. The outermost sphere, your universe of all prospects, can only be reached by the strongest customer acquisition methods, the ones with the greatest reach: search engine optimization, pay per click, TweetROI (twitter pay per tweet), Twitterhawk (targeted twitter @replies), PR, and branding channels.
2. The second and third outermost spheres are considered relationship building.
3. The inner three spheres begin with your website and end in your most wanted response. Those last three include conversion optimization, email copywriting, and your offline sales process.
The 6 Spheres of Social Marketing and the 4 Phases of Social Marketing
In case you wonder how this relates to my blog post about the 4 phases of social media marketing, the 4 phases all happen outside of your website, so they apply only to the outer three spheres. Check out this diagram…
1. Strategy and brand planning should begin when you still have yet to establish your social media outposts (profiles).
2. Establishing social media presence makes it possible for people in the outermost sphere to become aware of you.
3. Engagement in the two outermost spheres creates a relationship and begins to create affinity for your brand.
4. ROI offers make sense once you have built relationships into the third sphere.Understanding Where Prospects Are At In The 6 Phases
1. The Universe: This is the universe of all your prospects. The size of that group depends on scope of your offerings and popularity of the niche. These people may not know about you but definitely are not members of your email or social media lists. You're working on the Attention aspect of the AIDA acronym.
2. Awareness/Initial Engagement: These people are aware enough about you to interact with you, but they aren't sold on you yet. Engagement happens on almost every level, but the difference is in the degree and strength of the relationship you've achieved. Now you're working on the Interest aspect of AIDA.
3. Social Media List: These people are interested enough to become a Facebook fan,a Twitter follower, or subscribe to your blog RSS. This is similar to your email list, but I regard an email list as a stronger connection and more responsive. We might debate that Gen Y's attitude toward email will change this in the future, but it's equally likely that as Gen Y gets deeper into the workforce they will accept and use email as Gen X and the Boomers do. NOTE: you may turn regular website visitors into SM list members, too. There are a lot of other possible directions. I'm really just examining the process of pulling new customers in via social media.
4. Your Website: People who get to this level have reached an area you have great control over. Everything your website does should help convert visitors to the next level of relationship. That might be to subscribe to your email list or become a lead. Or you might try to get them to buy now. This is the Desire aspect of AIDA.
5. Pre-Conversion: These people are on your email list or have submitted a lead to the sales force. The lead in many cases is closer to a sale than an email subscriber is, unless your lead collecting form is very general.
6. Converted: These people give you your most wanted result. For ecommerce, that means they bought something. For charities that's a donation. For a petition drive, it's a signature. The is the Action part of AIDA.
Examples of Companies Doing a Great Job In Each Sphere
1. Universe responses by topic: Frank @ComcastCares, Ben @OmnitureCare. Both of these companies are using Twitter to reach out and grab people when they talk about Comcast or Omniture respectively. That's both customer service and PR (in the form of reputation management).
2. Engagement with @replies: @coffeegroundz made history as perhaps the first to take a to-go order online from a customer.
3. Relationship building with SM lists: Both @ComcastCares and @OmnitureCare do this too. And you could argue that @coffeegroundz did this by being open minded enough to take an order on Twitter. But this is the nitty gritty tweeting that many companies are doing on a daily basis. Great examples include Christi Day @SouthwestAir, Morgan and Lindsey @JetBlue, Brad @Starbucks, Scott Monty @Ford, and Lucia @pandora_radio.
Just check out their stream and look for @replies they've written, especially if there are several to the same person. Everybody tweets and announces things and promotes stuff, but the twitter accounts that are having personal and helpful conversations with people are the ones to watch.
4. Direct ROI offers to SM lists: @DellOutlet brought in $1 million from offers tweeted in 2008. They're the pioneers. Looking forward to seeing more successes in this area from companies with less of a mega-brand. I'd love to hear from small businesses that have succeeded here.
Wow. What Now?
That's a lot to digest. I think you'll need to read this several times. It's a bit denser than my usual blog post.
This all provides you with a map for social media marketing. As you might guess, there's still a lot of work left:
- What's your brand planning and brand projection process for collaborative brainstorming with clients?
- What viral acceleration strategies fit the brand and goals?
- Will engagement be executed by client, agency, or both?
- What kind of ROI offers make sense?
[Download a PDF of all the diagrams in this post.]
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Dr. Peter H. Diamandis Vice-Chancellor & Chairman, Singularity University
The 6 Levels of Engagement in Online Conversations | Lateral Action
- A. Mindless Chatter: This is basically saying whatever comes to your mind and sometimes you might get a reply (the other person may also be bored, right?) and you might think there is engagement.
- B. Inconsequential Topics: These are like ice-breakers. After you break the ice, you have to move on but many people are happy to continue those conversations forever and think they are engaged.
- C. Genuine, Caring and Thoughtful Conversations: You are genuine, caring and thoughtful about those topics you are discussing. That comes across and this is like the entry point to getting the other person engaged at a higher level. When I say this is an “entry ticket,” it means there is more work to be done. It’s not over.
- D. Immediate Relevance: From here on, you always include the previous section starting from C (Genuine, Caring and Thoughtful) as a given. You talk about things that are of immediate relevance to the other person. So you become a positive possibility for the other person right NOW.
- E. Future Relevance: You start engaging in conversations that are of immediate and future relevance to the other person. You show that you are a positive possibility for the other person now and in the future.
- F. Who You Are: This is where your personal brand kicks in. You not only show that you are a positive possibility in the immediate and future concerns of the other person in your conversations but also by showing “who you are.” The other person will make an assessment on the level of engagement based on both - what you are saying and who you are.
As much as I love and enjoy new and exciting web services and applications I still find it as hard as the next person to “convert” to a new service. I can be often fiercely loyal to certain services and very hestitant to adopt new ones unless there is an obvious (and wide) gap of value discrepancy.
One such instance recently is Posterous, a simple service that lets you post pretty much anything. I’ve had an account with Posterous for a while but didn’t have a burning need to jump on to it decisively.
Until now.
But with recent updates to the service and the fact that I recently bought a new iPhone 3GS with video, I’ve been hunting for the perfect solution for uploading pretty much everything, which is exactly what Posterous does, and it does it well.
And yeah, I’ve only used it a handful of times; it’s just that good of a service after using it 5 times.
You see, I want to not only upload images and videos, I want them to connect to my Flickr account as well as provide an opportunity to tweet them out to Twitter and Facebook. I can do this as easily as emailing Post@Posterous.com with whatever media I’d like. It’ll automatically upload images and video to Flickr, tweeting them out to my Twitter, and updating Facebook.
All I had to do was add the services I wanted:
Not only that, I can also specify a specific service that I’d like to upload it to by just emailing the appropriate address. So, if I didn’t want to tweet out a video but I did want to make sure it was posted to Facebook and uploaded to Flickr I could email Flickr@Posterous.com and Facebook@Posterous.com instead of the catch-all email Post@Posterous.com.
It’s almost too easy and it’s impossible for me to forget the right email addresses:
Amazing. Seriously. This has been such a huge hit for me!
But the service gets better. Posterous also has built in metrics and analytics, showing you how many people commented, viewed, and starred your post.
Sweet!
Wow. Posterous even shortens the URL into something friendly like “Post.ly/_________” for you as well. Byebye Bit.ly!
What else do I like about it? Sheesh. Let me count the ways. A simple search for “uptime” issues didn’t reveal much. Twitpic is historically terrible with uptime and server issues. Posterous is doing just fine. You can also respond to comments via email directly, just like IntenseDebate Comments:
Doing a test or two revealed that the response posted near-instantaneously, which was awesome. What else? You can have custom domains, add your own Google Analytics package to get even more metrics and analytics, and the administrate and add other contributors to your Posterous (if you have friends, family, or whomever):
It’s gotten to the point where I like it so much I’m heavily considering buying a custom domain just for it. Yeah, that serious.
Ok, and perhaps one of the most important things is that Posterous posting works with pretty much all of the major desktop apps out there, including my favorite: Tweetie.
Is there anything more I need to say?
So, why are you still hanging onto Twitpic? What other services are you using that are far inferior to Posterous?
Let me know, because I think I found my winner. If you’ve got a Posterous account, let me know in the comments!
PFIR Internet Policy Statements
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VeriSign/NSI "Site Finder" and Domain Abuse (16-Sep-2003)
Overcoming ICANN: Forging Better Paths for the Internet (18-Mar-2002)
Terrorism, Civil Liberties, and the Internet (23-Sep-2001)
Top-Level Domain "Ghettoization" Proposals (9-Mar-2001)
The Coming Electoral Blackout? (20-Jan-2001)
Proposal for a Representative Global Internet Policy Organization (6-Dec-2000)
Government Interception of Internet Data (7-Sep-2000)
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What is PFIR?
- Who organized PFIR?
- Why was PFIR formed?
- What does PFIR do?
- PFIR Funding
- How can I stay informed about or become involved with PFIR?
- PFIR Contact Information
What is PFIR?
Who organized PFIR?
PFIR was founded in November, 1999 by Lauren Weinstein of Vortex Technology in Woodland Hills, California and Peter G. Neumann of SRI International in Menlo Park, California. Both have decades of continual experience with the Internet and its ancestor ARPANET, Lauren originally at the UCLA lab which was the ARPANET's first site, and Peter at the Net's second site, located at SRI.
Peter is the chairman of the ACM (Association for Computing Machinery) Committee on Computers and Public Policy, and the creator and moderator of the ACM RISKS Forum. Lauren is a member of the same committee, and he is the creator and moderator of the PRIVACY Forum.
Why was PFIR formed?
What does PFIR do?
PFIR is a resource for discussion, analysis, education, and information regarding Internet issues, aimed at providing a forum for all people around the world to participate in the process of Internet evolution, control, and use--a forum that is not controlled by entities with existing major vested financial, political, or other interests. This is accomplished through the PFIR Web site, the handling of telephone and e-mail queries, and through digests, workshops, discussion groups, statements/reports/papers, broadcast/Internet radio and television efforts, and other venues.
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To subscribe or unsubscribe to/from the PFIR mailing list via the Web, please visit the "pfir" subscription page.
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PFIR Contact Information
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lauren@pfir.org
Please send any physical mail to:
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neumann@pfir.orgThank you very much. Be seeing you!
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NNSQUAD.ORG
A project of PFIR - People For Internet ResponsibilityThe Network Neutrality Squad (NNSquad) is an open-membership, open-source effort, enlisting the Internet's users to help keep the Internet's operations fair and unhindered from unreasonable restrictions. The project's focus includes detection, analysis, and incident reporting of any anticompetitive, discriminatory, or other restrictive actions on the part of Internet Service Providers (ISPs) or affiliated entities, such as the blocking or disruptive manipulation of applications, protocols, transmissions, or bandwidth; or other similar behaviors not specifically requested by their customers. Other key aspects of the project are discussions, technology development and deployment, and associated activities -- fostering cooperation and mutually agreeable methodologies whenever possible -- aimed at keeping the Internet a maximally unhindered, useful, competitive, fair, and open environment for the broadest possible range of applications and services.We invite individual, commercial, nonprofit, government, and all other Internet users and stakeholders (including ISPs) to participate in the Network Neutrality Squad.
Please join the moderated mailing list (choice of immediate distribution or digest) for project announcements and discussions, by sending a message (any subject or text) to nnsquad-subscribe@nnsquad.org, or by signing up at the mailing list Web page. A searchable archive of past messages that have been distributed to the mailing list is available for your use.Questions and comments are welcome at nnsquad-info@nnsquad.org, or feel free to contact Lauren Weinstein directly as shown below for project-related details.
Working together, we can help to keep the Internet an incredibly useful resource for everyone around the globe, unhampered by any efforts to skew its enormous capabilities in ways that could hinder the many while benefiting the relative few. We hope that you'll join this cause. Thank you for your consideration.Affiliations noted below are for identification purposes only, and signatories' opinions do not necessarily reflect those of their affiliations.Lauren Weinstein - lauren@pfir.org
Co-Founder, PFIR - People For Internet Responsibility
TEL: +1 (818) 225-2800Peter G. Neumann - neumann@pfir.org
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Opportunità e sfide europee
Bruxelles 25/06/2009 La conferenza sarà dedicata ai temi: "Come può la politica in materia di scienza e tecnologia (ST) contribuire ad uscire dalla recessione e affrontare l'odierna crisi dei sistemi globale (energia, ambiente, acqua, fornitura alimentare)?"; "Transizione verso un'economia basata sulla conoscenza, il ruolo della diffusione dell'innovazione e della specializzazione intelligente"; "Governance e riforme relative al finanziamento della ricerca e dello sviluppo nel contesto di un'UE più ampia e più eterogenea.Organizzatore: Gruppo "Knowledge for growth"
Tipologia: Convegno
Lingua: Inglese
Nikon D5000 Review
by Richard Butler, June 2009
Review based on a production Nikon D5000The recent boom in DSLR sales has seen all the major manufacturers adding bulked-up or stripped-down entry level models, repositioning their offerings to make sure that anyone willing to put up with the size and weight of a DSLR will look at one of their models. The whole thing has often left existing DSLR owners a little lost - 'why isn't there a direct replacement for my camera?' - but has undoubtedly meant there are many more attractive, accessible cameras on the market just waiting to entice first-time DSLR owners.
And its into this maelstrom of DSLR proliferation that Nikon launches its latest baby DSLR, the D5000. Nikon's recent strategy of inexpensive, simplified models caused a lot of confusion. The D40, D40X and D60 removed the autofocus motor, making them smaller and less expensive but limiting the choice of lenses that could be autofocused. Despite this oft-criticised move, the cameras sold very well, prompting the major third-party lens makers to create versions of their popular budget lenses that would focus on these baby Nikons. However, it appears Nikon has again decided that simply replacing models isn't the best way to address the market. So here we have a camera that genuinely seems to sit above the D60 (rather than continuing in parallel until the stock runs out), and below the D90. Like the baby Nikons, the D5000 doesn't have an autofocus motor built into the body but does gain a tilt-and-swivel LCD.
The idea of an upper-entry-level DSLR (for want of a better term), that sits below the 'enthusiast' grade D90 (with its twin control dials, big battery and pentaprism viewfinder), is hardly a radical one - the Canon EOS 500D and Olympus E-620 seem to cater to a similar market. So what does this new Nikon have to offer either the tech-savvy first-time DSLR buyer, or the owner of an older entry-level model wanting newer features but unwilling to slavishly follow the manufacturer's 'upgrade path'?
Nikon D5000 Key Features
- 12.9 megapixel DX-format CMOS sensor (effective pixels: 12.3 million)
- 2.7" tilt and swivel LCD monitor (230,000 dots)
- Movie capture at up to 1280 x 720 (720p) 24 fps with mono sound
- Live View with contrast-detect AF, face detection and subject tracking
- Image sensor cleaning (sensor shake)
- 11 AF points (with 3D tracking)
- IS0 200-3200 range (100-6400 expanded)
- 4 frames per second continuous shooting (buffer: 7 RAW, 25 JPEG fine, 100 JPEG Normal)
- Expeed image processing engine
- Extensive in-camera retouching including raw development and straightening
- Connector for optional GPS unit (fits on hot shoe)
- New battery with increased capacity
- 72 thumbnail and calendar view in playback
Nikon D5000 vs D60: Key Differences
The D5000 could easily be seen as a D60 with a tilting screen added, and most of a D90 stuffed into it. As such it offers quite a few feature improvements over its little brother:
- 12.3 MP CMOS sensor (D60: 10.2 MP CCD)
- Tilt/swivel screen
- Live View with contrast detect AF
- Movie Mode
- Wider ISO range
- 11 point AF system with 3D tracking (D60: 3 point AF)
- Control of Active D-Lighting intensity
- Automatic correction of lateral chromatic aberration
- Choice of JPEG quality in RAW+JPEG shooting
- Extra retouching options
- More scene modes
- Faster continuous shooting
- Exposure bracketing
Compared to the Nikon D90 and D60: major feature and specification differences
As you can see from the table below the D5000 offers many of the features of the D90 and certainly represents a major step up from the D60.
Nikon D90
Nikon D5000
Nikon D60Sensor • 12.3 million effective pixels
• 23.6 x 15.8 mm CMOS (DX format)• 12.3 million effective pixels
• 23.6 x 15.8 mm CMOS (DX format)• 10.2 million effective pixels
• 23.6 x 15.8 mm CCD (DX format)Image sizes • 4,288 x 2,848 (12 MP)
• 3,216 x 2,136
• 2,144 x 1,424• 4,288 x 2,848 (12 MP)
• 3,216 x 2,136
• 2,144 x 1,424• 3872 x 2592 (10.0 MP)
• 2896 x 1944
• 1936 x 1296Sensor cleaning • Image Sensor Cleaning
• Image Dust Off reference data (optional Capture NX 2 software required)• Image Sensor Cleaning
• Airflow control system
• Image Dust Off reference data (optional Capture NX 2 software required)• Image Sensor Cleaning
• Airflow control system
• Image Dust Off reference data (optional Capture NX 2 software required)Autofocus • 11 area TTL
• Nikon Multi-CAM1000• 11 area TTL
• Nikon Multi-CAM1000• 3 area TTL
• Nikon Multi-CAM530In-body focus motor • Yes • No • No AF area modes • Single point
• Dynamic area
• Auto area
• 3D Tracking (11-points)• Single point
• Dynamic area
• Auto area
• 3D Tracking (11-points)• Single point
• Dynamic area
• Auto area (closest subject priority)Live view AF modes • Face priority
• Wide area
• Normal area• Face priority
• Wide area
• Normal area
• Subject trackingN/A Sensitivity • ISO 200 - 3200
• ISO 100-6400 with boost• ISO 200 - 3200
• ISO 100-6400 with boost• ISO 100 - 1600
• Up to ISO 3200 with boostContinuous • 4.5 fps
• 25 / 7 frames (Fine JPEG / RAW)• 4 fps
• 63 / 11 frames (Fine JPEG / RAW)• 3 fps
• 100 / 9 frames (Fine JPEG / RAW)Viewfinder type • Pentaprism • Pentamirror • Pentamirror Viewfinder magnification • 0.94x • 0.78x • 0.8x Viewfinder Frame coverage • Approx. 96% • Approx. 95% • Approx. 95% LCD monitor • 3.0" TFT LCD
• 920,000 pixel TFT (RGB x 3 colors)
• Removable protective cover• 2.7" TFT LCD
• 230,000 pixel TFT
• Articulated• 2.5" TFT LCD
• 230,000 pixel TFTDimensions 132 x 103 x 77 mm (5.2 x 4.1 x 3.0 in) 127 x 104 x 80 mm (5.0 x 4.1 x 3.1 in) 126 x 94 x 64 mm (5.0 x 3.7 x 2.5 in) Weight • No battery: 620 g (1.4 lb)
• With battery: 703 g (1.6 lb)• No battery: 560 g (1.2 lb)
• With battery: 611 g (1.3 lb)• No battery: 471 g (1.0 lb)
• With battery: 522 g (1.2 lb)Image processing engine • Expeed
• 12 bit• Expeed
• 12 bit• Expeed
• 12 bitActive D-lighting Can be selected from Auto, Extra high, High, Normal, Low, or Off Can be selected from Auto, Extra high, High, Normal, Low, or Off On/Off Automatic chromatic aberration correction Yes Yes No In-camera retouching • D-Lighting
• Red-eye reduction
• Trimming
• Monochrome & filter effects
• Color balance
• Small picture
• Image overlay
• NEF (RAW) processing
• Quick retouch
• Straighten
• Distortion control
• Fisheye• D-Lighting
• Red-eye reduction
• Trimming
• Monochrome & filter effects
• Color balance
• Small picture
• Image overlay
• NEF (RAW) processing
• Quick retouch
• Straighten
• Distortion control
• Fisheye
• Color outline
• Perspective control• D-Lighting
• Red-eye reduction
• Trimming
• Monochrome & filter effects
• Color balance
• Small picture
• Image overlay
• NEF (RAW) processing
• Quick retouch
• Straighten
• Distortion control
• FisheyeMovie mode Yes Yes No Live View Yes Yes No Bracketing Yes Yes No