Peter Fasano’s social media strategy blog

Thank you to all that have supported my job search over the past months. As you may or may not know - I have joined the team at Reprise Media. The new gig is leading the SF Office as Group Account Director. I am very excited about working with our agency partner Universal McCann and the Microsoft Marketing teams.I will be back regularly now with a focused POV and already a stream of ideas to explore for future posts. Having settled roots for home and work make all the creative difference and pleased with the sense of balance that is emerging.Next task - finding the right apartment in SF!

Tags: Agency, job

A Twitter post caught my eye yesterday from Jeremiah Owyang- Web Strategy Guru - announcing his Forrester webcast and seeking input to the topic: Your Social Network Strategy: Join or Build?It has been my experience with clients that the brand typically lack the budget, resources and content to sustain a unique, brand specific destination/social community. These three critical elements are the factors that have been the demise of the best marketing intentions on behalf of the brand. Like the three-legged stool metaphor goes - you need all of the legs to be stable otherwise the stool will fall. Depending on the genesis of the concept - so skews the budget. It is a fight for dollars to go to technology or branding all to get to the launch. This has been true since the early days of web development through interactive marketing and now amplified by social networks. With this attention to the launch, budget is rarely considered for the management of the community growth or continuing the contribution of content in context. How may virtual ghost towns abandoned, sites and blogs exist? At best, it seems that the content companies - traditional media - are those best suited for entry into the social nets to offer context to the conversations. However, I think it is the rare bird that can offer the staff and budget to support it. Thus, it is the safe play to focus on distribution and connections via joining the community in unique and tactical ways that may lead to the brand education and discovery of how to converse, engage and invest for the long run of what we now call social media marketing but is emerging to be the foundation of future marketing 101.PS - thanks for the invite @jowyang

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Tags: socialmedia marketing, “social network strategy

Tags: "social media marketing", "social network strategy"

Good calls John!

Tags: Media

CooBric NYC is hosting a coworking social tonight. Meeting Chris Bose and hope to see Greg Narain and Bill Cammack.  

Tags: cowork, event

I am thrilled to meet the team behind matchmine this week at their Needham, MA offices. Very interesting media discovery platform honed to connect the consumer with content. There approach puts the consumer first by protecting end user identity and instead analyzes the consumer media attributes. Unlike other referral platforms like Amazon, Last.fm, iLike - matchmine is not specific to a single media type or destination. They private key is portable across communities  - currently limited to a partners FilmCrave, Peerflix and Fuzz.com. More players to come as the startup is in it’s first-quarter since there September launch.As Facebook has learned this week, the social consumer is willing to offer directional or opt-in lifestream information with the connected community but are not willing to be used as a marketing experiment. The matchmine approach of shielding the identity of the consumer while offering very detailed consumer attributes to the marketer/community is a solid approach to answering the question of what is consumed and where rather then who is consuming. This approach to analytics and possible advertising placement is a realistic bridge to the gap between the journey of the digital consumer’s behaviors and the desire of marketers to effectively narrowcast to target audiences.I am getting familiar with the download and discovery tools now and like most apps - need to feed it and test it a few more days to judge outcomes of the engine and help it learn about me. I like the model now let’s check the outcomes. What other referral engines are you using? What are you doing to maintain an anonymous status while seeking more media?

Tags: matchmine, mediadiscovery, platform, Tools