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Tag Archive: Corp Social Media Policy

Planned Spontaneity: Twitter’s New Advertising Program

AdAge conducted an interview with Ross Hoffman, Twitter’s director of brand strategy, that revealed the social network’s plans to, well, plan social engagement spontaneity.  A program called Hatch is a new initiative within Twitter’s ad team, which is essentially a stable of marketers that work with brand advertisers to plan ad campaigns months in advance of major…

Is our addiction to the utility of mobile apps blinding us to potential security issues?

Almost a year ago, I called out the Facebook Messenger app on Android for having insidious permissions settings. Unless you’ve been living under a rock, which, in modern day terms means you don’t have access to the Internet, you’ve seen the furor that was created when that post went viral these past few weeks. Last week Facebook made good…

Vote: Should Brands Use YouTube Hoaxes In Marketing Mix?

Earlier this week, Lake Ontario (the greatest of the Great Lakes in my opinion – sorry Lake Superior) made international headlines when a man posted a cell phone video on YouTube of him and his buddies fishing along its shores. What made the video remarkable, and thus go viral, is the fact that the videographer caught a…

Content Marketing: You’re Trying Too Hard

After the Sochi Olympic Games, I posted an article about ambush marketing and the guerilla tactics that brands resorted to when the International Olympic Committee reduced the number of “official advertisers” to 35 during the 1984 Olympics. Brands like Nike, which was outbid by Reebok for official advertiser status, created ambush marketing campaigns to get its share…

IKEA Hacks IkeaHacker Community, Cuts Off Nose To Spite Face

Here at Sensei, we’re always on the lookout for good and bad examples of customer development and community management strategies. This week an IKEA fan community caught our attention. However, where we could (and should) be discussing a best case example, unfortunately, we’re discussing a large brand misstep in both customer development and community management strategies. IkeaHackers…

Are You A Company Or An Online Clique?

When we interact online with people that we work with and hence talk to on a regular basis, we run into a few potential pitfalls that can negatively impact customer acquisition. This is an easy problem to experience. It is natural for us to gravitate towards people we know, especially if we can share experiences and conversations…

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…

Blogs are Thought-Provocation Not Thought-Leadership

A trend is forming in our collective online engagement: less is more.  Some maintain that Twitter’s ever-growing popularity is championing this phenomenon: build it and people will speak in headlines. On the other side of the spectrum, you have those who argue that micro-blogging sites have formed in response to our jam-packed lives and the resulting need…

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…

Competing With Your Employee for Consumer Loyalty

  This week I’ve been exploring the conflict between employee and corporate brands here on Sensei Blogs and during our weekly Twitter debate. The discussion has taken many twists and turns touching on HR policies, corporate risk, brand strategies and even customer service; however, during this week’s #bizforum chat there was one issue that really captured my…

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…

When Personal and Corporate Brands Collide

This past week I was introduced to another case of personal branding colliding with corporate egotism; an increasingly common fender-bender in our over-connected world where the line between personal and corporate personas are becoming thinner and thinner. Last week Dave Reynolds, an extremely popular DJ at 99.7 The River in Campbell River, British Columbia (a Vista-owned radio…

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…

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…

Brand Ideology in the Age of Disruption

The latest posts here on Sensei Blogs have been inspired by our insights into businesses that have been living through the age of disruption, which references the interruption of a business’ outbound communications (branding, public relations, marketing and brand messaging) by consumer messages. In this series: The Courage of Passion Brands and Leaders Stop Measuring Customer Service…

Do Social Media Sensibilities Impact Your Brand’s Reputation?

Last evening’s #bizforum Twitter debate focused on the impact of social media-powered customer service on the business. We saw an excellent exchange on both sides of the various resolutions that were being debated but one had the community divided more than others:  how does a brand close the Twitter-loop on a customer service issue? The assertion was…

Customer Service, Twitter and Why They Fail

I remember the days when the common response to public criticism of your brand’s product or service was: “as long as they’re spelling my name correctly” who cares? Burying one’s head in the sand was a perfectly acceptable response. How bad could it get? Who could they tell? As recent as five years ago, many were quoting…

Scale No Longer a Competitive Advantage for the Enterprise

Since 1776, when Adam Smith published The Wealth of Nations, economists have been espousing the competitive advantages of “scale”, referencing to the almost guaranteed generation of revenue that enterprises enjoy when their sheer size provides a figurative barrier to a competitor’s innovation and price competitiveness. A business’ size has become a predictor of their scale advantage, especially…

Social Business. Enter the Matrix.

  You have a choice. Take the Blue Pill or the Red Pill. Take the Blue Pill and Run on the Corporate Wheel. Acme’s Sales Executive Ted has a conversation with a prospective customer about industry needs, which sparks an idea for an innovative product upgrade. He e-mails the idea to Susan his Sales Manager, who likes…

Advertising Should Follow Social Media’s Lead in Engagement Practices

In reviewing a client’s internal branding/marketing plan recently I noticed that the Marketing VP called for an increase in broadcast and social media “advertising”. Given that CX or the Customer Experience is a key focus of my firm’s practice, I questioned what the impact on the customer’s experience with the brand would be? How would it differentiate…

The Inevitability of Google+ for the Enterprise

Every evolution of Web technologies, applications and devices has seen businesses try to leverage the platforms to fatten their bottom line. While visionary early adopters are quick to see and jump on new trends, conservative businesses eventually – maybe reluctantly – join the fray. As devices and technologies continue to morph and evolve at a faster and…

Realigning Corporate Decision Making

The digital age [powered by the data computing power PCs, Servers and Networks] turned business decision-making into a science rather than a “gut feel”.  Every internal and external activity in a corporation is tracked, analyzed, referenced and cross referenced in an unending array of dashboards, key performance indicators and reports that managers, executives and investors live and…

The Inevitability of Social Business?

Once again Chris Heuer has inspired another blog post here on the Social Roadmap. This past week Chris & I were back to back speakers at the Social Media Masters conference in Los Angeles, where we spoke about the future of the enterprise. Chris outlined his vision of the enterprise in the post-digital era: the Social Business….

Employee Brand Fumbles

I’ve been exploring corporate risk in employee social media engagement lately and the concept of “employee brand fumbles” keeps popping into in my head.  Without the proper training and support, an innocently-intentioned Tweet or Facebook status update by an employee can cause brand or financial damage to the corporation. I’m reminded of a friend (a nurse) who…

Employees. The Corporation’s Greatest Social Brand Advocates?

The evolution of marketing and communications, driven by the popularity of social media has placed a lot of attention on the customer as a valuable business asset. The theory dictates that the “wisdom of crowds” (if enough people are saying it, it must be true) is a more powerful purchasing motivator for prospective consumers than a corporate…

Good Cop/Bad Cop Social Media Policy

*This post is the 2nd in a series that discusses risk mitigation in corporate social media engagement. With more employee-created PR nightmares making the news, C-Suite executives are raising concerns over their social media policies, or lack thereof. This has only fuelled the debate over whether policies that dictate how people communicate should even exist. Can a…

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