Many companies are entering the social/green/community space, with hopes of impressing customers, yet despite their best intentions, they could come across as inauthentic, and be damaging their own brand. Companies should first take a self-assessment of their brand to see if they’re ready before they … Continue readingIs Your Company Trusted or Do You Have a Digital Comb Over?
As Social Customers Become More Empowered, Organizations Must Have A Listening Strategy As we approach 2010 planning companies need a strategy around listening. Sadly, most companies, and their agency partners don’t know why to listen or how. As a result, they must identify which stage … Continue readingEvolution: The Eight Stages Of Listening
Companies approach social in one of two ways: The first way, companies experiment with little order or goals, the second way, companies have clear goals and intend to invest in a deeper relationship. 1) Shotgun: Toyota’s Yaris Campaign Spreads Chances While experimentation is always important, … Continue readingTwo Approaches: Shotgun vs Laser
I’m very thankful that Forbes has extended me an offer to be a regular contributor discussing emerging technologies for the evolving customer strategy. CMOs are hungry for information. The information landscape is in flux, consumers are more empowered as they assert control using social technologies. … Continue readingInsights for CMOs: A Column For Forbes
Things appear to be picking up in the economy, and I’d like to continue to recognize those moving in the social media space. I’ve started this post series (see archives) to both track and congratulate folks who get promoted, move, or accept new exciting positions. … Continue readingPeople on the Move in the Social Media Industry: Nov 6, 2009
Bold Strategy Bolsters Users, Developers, and Brands In a recent meeting at Facebook HQ, I was pleasantly surprised to find that Facebook is opening its doors to share roadmaps, data, and it’s experience. This strategy shifts attention towards Facebook.com as a sole destination, and towards … Continue readingHow Facebook’s Open Strategy Shifts The Roadmap for Corporate Marketing and Support
Currently, search results serve up content that is popular –but not necessarily content that is accurate or relevant to your needs. With Google’s Social Search feature, it will serve up results based on a users’ specific contact list, here’s how it works: Using the recently … Continue readingQuicktake: The Impacts Of Google’s Social Search
We attended the Forbes CMO Summit in sunny Palm Beach, to learn what’s on the minds of executive marketing leaders. The conversation from this group regarding social was more sophisticated, which Charlene and I don’t think is reflective of most chief marketing groups we speak … Continue readingBehind Closed Doors: What’s On the Mind Of Chief Marketing Officers
I’m attending Steve Forbes’s CMO event in Florida with Charlene Li, and part of the recommended reading for all attendees is the book Good for Business, which came nicely packaged to my desk. Not one to defy Steve Forbes, and certainly wanting to be a … Continue readingBook Review: ‘Good For Business’ Asks The Right Questions, But Doesn’t Give the Answer
Your Boss May Own Your Facebook Wall Posts Both employers and employees may be surprised to find that employee created blog posts, YouTube, LinkedIn profiles, Facebook profiles, and even tweets may be owned by companies. Yes, even those personal pictures you took last Friday with … Continue readingYour Company May Own Your Tweets, Pokes, and YouTube Videos
