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Category Archive: Social Enterprise

Twitter Saves The Day For Virgin Customer In The Loo, Avoids #PooGate

How closely are you paying attention to your customers on social media? Here’s a great case study on customer experience from arguably the king of customer experience design and execution: Virgin. The customer, Adam (@AdamPlaysYT), was riding Virgin Train in the UK when nature called. He took advantage of the facilities the train made available; however, upon…

Community Management: The 90-9-1 Rule is Dead

We’re all familiar with the 90-9-1 rule, which states that in any group of 100 people there is/are: – 1 member that is a super active communicator, actively engaging everyone else in the group –  he/she becomes the thought leader – 9 who are somewhat active, engaging the rest of the group occasionally -90 who are content…

Will Ambush Marketing Kill Corporate Event Sponsorship

The cost of a Super Bowl commercial, while remaining flat at a rate of $4 million in 2014, has increased by an average of 10% per year since the first Super Bowl was aired ($45,000 for 30 seconds), according to SportingCharts.com.  Clearly, there’s no shortage of interest in this event by the public or advertisers. In fact,…

Why Your Social Media Team Should be PR Professionals

Well, I guess at this point, we can all agree that social media isn’t a fad. Don’t laugh; as recently as February of last year, this comment was still being uttered in my presence by some agency and brand executives. Call it digital marketing, social media marketing, social business or whatever the term du jour is, engaging…

Blurred Lines: Who Owns Social Media in the Enterprise?

With more businesses embracing social media technologies and social networking, it’s inevitable that the question of ownership – and accountability – has become a more frequent topic at the boardroom table.  Sales and marketing may have led most businesses into this digital space, but today, public relations, customer service, human resources, and even operations are embracing digital…

Take This Job and Shove It – Millennial Style

  Marina Shifrin’s now famous “resignation letter” is the video danced to around the world. Well, by 16,596,578 people (and counting) anyway. Shifrin produced a YouTube video, titled “An Interpretive Dance For My Boss Set To Kanye West’s Gone,” which includes custom lyrics that express her reasons for quitting her job at Next Media Animation. Her rationale…

Dinosaurs, Newspapers, and Public Relations

Last night, during my weekly #bizforum debate on Twitter, I introduced an issue that’s been brewing for a while: The role of public relations (PR) in the future enterprise.  The debate was passionate to say the least.   I challenged the “dinosaurs, newspapers, and public relations” argument offered by many but on this night, public sentiment was clearly…

The Sanctity of LinkedIn Contacts

As a business professional, what is your most valuable asset: Your MBA, your years of experience or the awards on your shelf? Or maybe it’s the profit your business made last quarter or the last successful projected you delivered? Each of these is important and each is valuable, yet none are your most valuable asset. A business…

The Business Pivot – The New Standard Operating Procedure

The “business pivot” is not a new dance craze doomed to live forever at  wedding receptions. Pivoting refers to a quick (and often unexpected) shift in a planned business model when the current model doesn’t successfully gain traction among shareholders or consumers. The term is derived from a basketball move where players keep one foot planted while…

Will The Internet and Mobile Technologies Kill Traditional Television?

  According to the latest information shared by ComScore, consumer consumption of media content is fragmenting across digital platforms at an accelerating rate. For example, originally-scripted TV content can now be viewed on the Internet using a PC or Mac — and increasingly via mobile and portable devices; TV ads are being delivered online; and sports programming…

What If Social Media Didn’t Have ROI?

ROI, simplified ROI. These three letters make Boardrooms question everything; make department heads scramble to justify everything; and make many a marketer tremble. But it’s a simple mathematical equation this ROI (return on investment).  ROI = (Profit-Cost)/Cost* That’s it… Now, whether you are a mathematical genius, an accounting wizard, or an InDesign magician, the basic tenet of…

The Halo Effect; Storytelling Is Not Business Strategy

  In his book, The Halo Effect, author Phil Rosenzweig asserts that business strategists derive universal truths by synergizing a collection of facts, data, and scenarios, regardless of how related or unrelated they may be. In particular he targets those who establish business trends through their work in business books, magazines, and newspapers, arguing that their storytelling…

Social in the C-Suite: Five Core Observations

The numbers keep coming in. Slowly, very slowly, executives in the C-suite are recognizing, at least in principle, that social media has long since ceased to be a novelty of the rising generation and become a core driver of social life and therefore economic decision-making. The process is remarkably slow for those whose chief concern is to…

Relationship Intensity and ROI Measurement

I had the honour, last week, of joining many insightful and intelligent people at the eMetrics conference in Toronto. Self-defined: eMetrics is “big data for Marketers; this is a comprehensive event dedicated to digital analytics and marketing optimization”. Some very smart speakers sharing case studies, tools and exposés on best practices, tools and, of course, metrics to…

Steering the Social Media Ship

The stories of revolutions are often brutal: someone gets marched to the guillotine, hoisted from their own petard, stood before the firing squad, or exiled to some desolate rock.  There is little doubt about it, the internet and social media have brought about a true revolution in business communications, the likes of which we haven’t experienced since…

Must Every Company Be A Media Company?

Every company is a media company. Or it should be. That’s the cry of social and content marketers today. They point to the open and direct channel that businesses have to their consumers and the wider audience that did not exist, arguably, prior to 2004 when Chris Shipley popularized the term “social media” in his book, Clue…

Show Me The Numbers! [Why I never trust a calculation]

Marketers love data. Data, data, data. Big data. Little data. Internal data. Platform date. Web site data. Sales data. Conversion data. You name it data. Our fascination with data is bordering on the obsessive. I’m all for making wise business decisions based on solid data, but show me the numbers!  What I’m categorically against is holding data,…

Training Non Profits in Use of Social Media

Lately, I’ve been asked to help several non-profits on a pro-bono basis.  I’m a big believer in the notion that if an organization can empower their constituents they could have a powerful army at their hands.  There’s no reason why these ideas can’t be applied to businesses as well – it’s just that the thinking here was…

3 Ways to Manage Risk in Social Environments

Last week I argued that social media is creating bad customers. The post was designed to open people’s minds to the reality that social media channels create high degrees of risk for brands based on a number of factors. It detailed how social media enables poor customer behavior as easily as it enables good customer behavior. For…

Why Social Media Marketers Don’t Measure Up

I posted a short rant last week on my growing frustration with marketers fixated on social media metrics such as size of community, depth of reach, frequency of connections and sentiment while failing or refusing to measure how they impact the profitability of the business. It generated a healthy debate within the comments, which, in part, began…

A Social Media Measurement Rant

Social Media marketers first measured the number of fans and followers they had on Facebook and Twitter and yelled: “Yeah! We’re driving results through our social media efforts. Look at me, I’m wonderful”. Then the CEO asked: “How much money did that make us?” Room goes silent. So marketers, learning from this looked to metrics such as…

CEOs – The Blind Leading the Socially Connected

A report released by Domo and CEO.com this week highlights the dichotomy of online engagement: the American population has increased their adoption of social chatter in their daily activity yet the concept is barely a blip on the radar of top executives who market to these people.  Only 30% of the CEOs from America’s top 500 businesses…

Should Corporations Fire Personal Brands?

  Earlier this week I posted When Personal and Corporate Brands Collide, in which I outlined a case study of corporate egotism rearing its ugly head in the face of an employee’s personal brand and public recognition. The “personal brand” phenomenon is quickly becoming problematic for c-suite executives, marketing, PR and human resource departments alike.  Neither the…

Which is Social? The Customer or the Business?

  With the exponential growth of social platforms, the face of the customer is continuously changing. Today’s customer seeks to do business with more than a product or a service; they seek to do business with a brand that stands for something and more importantly, with the people behind the brand. This is a statement posted by…

The Uncomfortable Age of Transparency

Gone are the days of the stand-alone customer loyalty card (or just plain loyalty for that matter)  – we’re now seeing a range of new data, social media feeds and smart phones that are changing the way organisations engage with their clients. We’re in a generational and philosophical struggle between older, closed systems and the new, open…

McDonald’s Choose Risk Mitigation Over Customer Development Innovation

  It was reported today (see here) that McDonald’s Corp voted down a proposal to assess its impact on public health, particularly childhood obesity. The proposal was brought by consumer watchdog group: Corporate Accountability International. The group requested that the McDonald’s board “issue a report within six months of the 2012 annual meeting assessing the company’s policy…

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