Tag Archives: strategy
Thinking more in terms of “user” rather than “customer”
There’s a new book out by Aaron Shapiro called “Users, Not Customers: Who Really Determines the Success of Your Business“. Listening to an interview with him promoting the book, I realized that this is one of the fundamental things that … Continue reading
Filed under Corporate Social Media
To engage or to analyze?
Active listening across social media channels and responding directly to questions and comments across these channels is a lot different than in-depth trend analysis which can influence business strategy. But as we work with our clients, we are noticing that … Continue reading
Filed under Corporate Social Media
The Challenge of Integrating Social CRM Across the Enterprise
For even skilled and innovative companies who are at the forefront of embracing social, there are some aspects of the social CRM process that continue to be difficult to integrate across the organization. And mainly because social remains siloed into … Continue reading
Filed under Corporate Social Media
Set the Needle, and Watch It Move
Last Friday,John Hagel, the New York Times bestselling author of Power of Pull and founder of Deloitte’s Center for the Edge, gave a “fireside chat” to the Bay Area TEDx group on “Measuring the Impact of Collaboration”. As the title … Continue reading
Filed under Corporate Social Media
Social Media lessons from the campaign trail
For the majority of traditional marketing campaigns of most products and services, there often isn’t a definitive beginning or end. Many times one product or service line grows from another, and it can be hard to attribute success and failure … Continue reading
Filed under Corporate Social Media
How Fast Can You Move?
Yesterday, after the Oscars, the general news media from CNN to the New York Times began speculating on the way that micro-media like Twitter could change the way that national broadcasts are produced. Richard Robbins, the director of social innovation … Continue reading
The Value of Broadcasting
After last week’s post on using longer format social media channels for insight, we started hearing from our clients. What is broadcasting, and should we be encouraging it? First, a definition on “broadcasting” from a social media perspective – Broadcasting … Continue reading
Insights that are Bigger than 140 Characters.
A fundamental part of the strategies that we implement for clients include a listening analysis or audit that takes a baseline of all the social media conversations that are taking place across over half a billion sources of user generated … Continue reading
Filed under Corporate Social Media
What Topics Drive Conversations?
For the last three posts, we looked mainly at influencers, who they are, and how companies can think about finding them outside of the traditional conversation topic areas. This may inevitably bring up the question that asks what individuals are … Continue reading
Filed under Corporate Social Media, PR and Communications
Finding the Target Audience away from the Target Conversation
After our clients have spent the time listening for what customers are saying about them and their brands, the next question is how to find others who may be interested in their products or services… but maybe just do not … Continue reading
Filed under Corporate Social Media, PR and Communications