Left: The Customer Hourglass looks at the entire customer experience –beyond the marketing funnel. Today, 82% of marketing departments have formalized social media programs, and are just spreading to other business units such as 30% of customer support and a mere 16% of product teams have formalized programs, read the data to learn more. Yet, in our research of the corporate social strategist, we found that their desire to span across multiple business units was a career goal. Segmented primarily into marketing, social media programs must extend across the entire customer lifecycle. To visualize how this change will occur, it’s best to follow a customer framework, rather than gear this by departmental silos. The Customer Hourglass combines both the traditional … Continue readingRecording: Apply Social Across the Customer Hourglass
I want to share with you, I’ve found there are only three types of companies. Once you understand the three variations, you’ll be a better consumer, marketer, or leader. I take a lot of briefings from companies, in fact, hundreds every year. I also meet with many different corporations who are our clients for longer term engagements and have found a clear pattern in just about every industry. In fact this doesn’t just apply to the brand, but also the specific products within a market. And deep down, when you look carefully, you’ll find this applies to siblings too. The Three Types of Companies: 1) Biggest. This company or product, will always make the claim they are the biggest, largest, … Continue readingThe Three Types of Companies: Biggest, Better, and Different
The hires in the social business space continue to heat up, in fact the market research data (read the report) shows that hiring is the top spend in 2011. Expect there to be more hires over coming quarters. Both the submissions on this job announcement board, as well as available social media positions at corporations continue to pour in. In this continued digest of job changes, I like to salute those that continue to join the industry in roles focused on social media, see the archives, which I’ve been tracking since Q4, 2007. People on the Move in the Social Business Industry: Josh Elman joins Greylock partners, stemming from an impressive background as a silicon valley product lead at Twitter, Facebook, LinkedIn, Zazzle … Continue readingPeople on the Move in the Social Business Industry, Sept 19, 2011
Left Image: Startup Alley features 200 emerging startups, I talked to as many as I could. In my quest for ABR (always be researching), the Three Web Strategy Spheres, I had a day to focus in on the technology sphere (the bleeding edge of it) to connect with a handful of the 200 emerging garage startups at Techcrunch Disrupt yesterday. Trends: Emerging Startups Show Innovation –Despite Most Will Fail: It’s been fun attending the Techcrunch events emerge from Michael’s backyard in 2006 to the now international events where thousands descend, here’s the high level trends: The air smelled like “opportunity”. with many entrepreneurs filled with passion bring forth their projects, some who travelled from around the world (there was even … Continue readingDisruption at Disrupt? Not Quite, but Here’s a Few Gems
I had the honor of joining one of the top podcasts in the space For Immediate Release podcast series which has been publishing as long as I can remember on how communication, technology and business intersect. It was an honor to spend my Saturday morning discussing Altimeter’s latest report on Social Business Readiness, how companies are ill-prepared, social media crises, and what companies should do. You can tune in directly with the four options below: Download the MP3 file (14.1Mb, 35:09) Get the show on iTunes Subscribe to the FIR Interviews RSS feed Get the FIR app for your iPhone and for your Android device (visit the Android Marketfrom your device) Thanks Neville, and Shel, for inviting me to share.