Low Cost Innovation Confuses Buyers With Excess Choices As a Web Strategist, you seek to balance the three spheres of business, technology and community. Perhaps a challenging one is the ‘technology’ sphere as you’re faced with the decision of build vs buy, specialized vs broad, … Continue readingSocial Technology Buyers Matrix: Broad vs Specialized vs Do It Yourself
Agency Partners Are Critical To The Success Of A Brand Your strategic agency partners are key to your success. They bring with them domain expertise, years of experience deploying, and a fresh injection of thinking that most brands can’t foster internally. As a result, relying … Continue readingScorecard: Does Your Agency Fondle The Hammer?
Lack Of Signal In A Sea of Noise There’s an incredible amount of media and blogger noise about social networks, yet most focus on “killer app” hype without an objective point of view. My career mission? To cut out the hype and help companies … Continue readingWeb Strategy Matrix: Google Buzz vs Facebook vs MySpace vs Twitter (Feb 2010)
Case Study: An Influential Mom Blogger Caused Mainstream Crises Popular blogger, Heather Armstrong (@dooce) was dissatisfied with her non-working Maytag appliance. Following protocol, she called their support number, yet her issue was not solved. Stonewalled, she argued/warned the support staff that she was on Twitter, … Continue readingMatrix: Companies Should Factor ‘Social Influence’ Into Total Customer Value
The recession has been great for social marketing, in fact, I feel it’s spurred the industry on. With overall reduced marketing budgets, companies must innovate, and find new channels that are more efficient than the ‘carpet-bombing’ techniques of traditional marketing. There are a handful of … Continue readingMatrix: Breakdown of Advocacy Marketing
Know The Upsides –And Downsides Of Your Adoption Behavior Individuals and companies should be deliberate in their adoption strategy, there are benefits and risks to each category. It’s been interesting watching different group adopt social technologies over the past few years, I can see who … Continue readingMatrix: Social Technology Adoption Curve Benefits –and Downsides
I was briefed as an analyst by Adam Nash, LinkedIn’s Vice President, Search & Platform Products to learn about today’s announcement around opening their network as a platform. Announcement: Access LinkedIn Data From Other Locations Using The LinkedIn Platform Starting today, developers worldwide can integrate LinkedIn … Continue readingFirstTake: Extend LinkedIn’s Community To Your Website
At the Altimeter Group, I cover Customer Strategy, which encompasses not only marketing, but also support, expect our discussion to grow as social technologies impact the whole enterprise. The Social Support movement is afoot (see opportunities), and more companies will be connecting existing marketing and … Continue readingMatrix: The Four Social Support Strategies
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
