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Tag Archive: Corporate Social Planning

Why Build a Corporate Blog Instead of a Corporate Website?

In recent months, I’ve been approached by numerous people asking why Sensei’s corporate website is predominately a blog site rather than more artistic presentation of the technology and creative we supply our clients. “Our goal is not to promote ourselves but our thinking; our website is not a sales tool but an educational one,” I reply. The…

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…

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…

The Business of Socially-Powered Boycotts

Unless you’ve been living under a rock, you’ve experienced, seen or at least heard of the many boycotts being waged against corporate brands. Currently, we’re in the throes of a campaign against Chick-fil-A, an Atlanta-based fast food restaurant for comments made by owner Dan T. Cathy that supported the “biblical definition of the family unit”…essentially speaking out…

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…

Social Scoring, Misdirection and HR Recruiting

You’re not active on Facebook? You may not be qualified to work as an Engineer. Not Tweeting? Sorry, you can’t be hired in the Travel & Tourism industry. No Pinterest board? You’re future as a Chef just hit a major roadblock. To rational people such statements will seem ridiculous but in reality they’re not far from becoming…

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…

Can You Be Influential While Under the Influence?

The debate around influence scoring and measurement has once again reared its ugly head with a new series of articles written in Wired Magazine, Forbes and Social Media Examiner, among others. Mark Schaefer also published a book recently titled: Return on Influence, which presents the online influence tracking service Klout.com as the future of marketing: low-cost, high-speed,…

Brand Communities – Your Sandbox or Mine?

Community: a term that has been given new life in our vocabulary of late. The common connotation today is a collective of enthusiastic people organized around the lifestyle, activities and/or ethos of a brand in an online channel(s). The term “community” has been anointed with a multitude of mystical powers thanks to Web 2.0 and Social Networking….

The Seven Rs of Modern Day Communications

Each year sees a new trend in the evolution of business communications. Over the past years people have called out Unified Communications, Cloud Computing and more recently Mobility and SIP-Enabled Infrastructure. Most predictions focus on the evolution of the technology rather than the cultural changes that impact how we communicate within our organizations and beyond. Have technologies…

Will Data Usurp Big Judgment?

The next big thing or simply the next big catch phrase? Big Data is a term used to describe the increasing amount of business and consumer data being collected and stored by organizations that cannot be effectively data mined due to the limitations of commonly used software tools that capture, manage, or process the data. While first…

Challenging the Rules of Social Darwinism

“Survival of the Fittest”, first championed by philosopher Hebert Spencer is an extension of Charles Darwin’s theory on “natural selection”, which describes the preservation of favoured races in the struggle for life. Spenser’s sociological adaptation of Darwin’s biological theory has been sometimes referenced as “Social Darwinism” (note: the term “social” was not used to reference modern day…

The Short-Sightedness of Customer Service

In my last post: Customer Service, Twitter and Why They Fail, I stated that the use ofTwitter for customer service communications may not be delivering businesses what it can or should. I argued that current customer engagement practices are filling up social media streams with public apologies and mea cuplas, which certainly demonstrate empathy, caring and listening…

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…

Marketers: Make an Emotional Connection in 2012.

We’ve often discussed the concept that consumers make decisions based on emotions, which they then justify by logic on this blog. A concept that few dispute yet few seem to put into practice. While businesses may understand how decisions are made, they are not confident enough to shift their culture to cater to the customer’s emotional triggers….

Social Media Measurement. A Matter of Courage.

As 2011 wraps up I’m reflecting on the main themes I’ve encountered in my business practice, speaking engagements and social communications this year. Across all channels the one topic that was consistently questioned, caused frustration and confounded even the most gifted of business leaders was the concept of social media measurement. My professional focus is helping clients…

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…

I’m Taking Back my Influence; Opting Out of Klout

So after almost a year of complaining about the evils of Klout and its minions, I’ve finally been told to put my money where my mouth is. And I’ve accepted the challenge by opting out of Klout. Make no mistake, this is a business. As a business, I admire Klout. But I also firmly believe that Klout has…

Are Your Employees Operating “On-Demand”?

  It’s a well-known fact that customers now expect your business to be “on-demand”. They tweet a complaint with the expectation that you’ll see it and respond quickly. They check-in on FourSquare looking for some immediate reward or offer. They order a product and expect “in-stock” status and shipping overnight.    More than on-demand response, they expect…

Rethinking Social Relationships and Business Growth

  In preparation for the last event on the Social Media Masters 2011 Tour (Kansas City, Oct 21st 2011),  discussion leader Shelly Kramer, CEO of V3 Integrated Marketing has me thinking about social media and sales.  It’s my opinion that many organizations fail to leverage the power of “social” because they equate it to marketing and relationship building….

Does your Brand have Social Momentum?

  Social Momentum is the public perception that a brand is up-and-coming, exciting, and a must-be-followed.  By contrast, a legacy brand is seen as having achieved its full potential; nothing new or exciting is expected from this company. Today’s fickle, over-stimulated consumers are more interested in companies – and their products – that have social momentum. B2B…

The Impact of Influence on Social Media Measurement

  Analysts love metrics. Specifically, metrics that can be easily selected, tracked and added, which when aggregated provide the raw data resources to create benchmarks and predict how the audience may behave in the future. To analysts – at first anyway – Social Media seemed God-sent because it allowed direct access to that audience and provided immediate 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…

Trend Currents: Social Media in 2012

The speed of evolution in digital communications and technologies has created a curious conundrum for marketers and business leaders alike. With such rapidly advancing technologies, even the early adopters are too busy trying to understand what is happening now to be capable of looking into the distant future to see what’s coming.  Further, they’re so focused on…

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….

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