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Top Articles
Engaging Personally With Your Consumer Base
[2010-01-28] There's a great scene in the movie Jerry MaGuire . In it, Tom Cruise's sports agent character has finally lost it with his one client (a football player brilliantly played by Cuba Gooding Jr.). Frustrated by Gooding Jr.'s frosty relationship with the media, Cruise implores, "Help me to help you." It's a pivotal moment in the movie for both characters - and it's one that we could (should) use more in the PR industry
Increasing Customer And Business Interaction
[2010-01-14] I was scanning Twitter today when I saw this tweet from Frank Eliason, who's the Senior Director for Comcast's National Customer Service: "Is there any other perspective than the Customer Perspective in Social Media?"
Getting Personal With The New Breed Of Consumers
[2009-12-17] Here are several excerpts from an article by Strats Inc, a leader in developing strategic solutions for businesses and brands, Five rules for understanding a new breed of consumers:
Making Your Enterprise More Personal Using Social Media Monitoring
[2009-12-03] Social media monitoring often gets lumped into very traditional departments inside organizations, and when this happens, certain aspects of the practice can be overlooked. There are many features of social media monitoring beyond its ability to help manage your brand's reputation via customer service.
Consumers Engage Deeper With Personal Connections To A Brand
[2009-11-11] ReadWriteWeb published a detailed post today on research from Razorfish about online consumer behaviours with a strong focus on Twitter and Facebook.
Telling A Story And Being Transparent Within Your Enterprise
[2009-11-05] Software-as-a-Service (SaaS) pioneer and salesforce.com co-founder and CEO Marc Benioff credits storytelling as one of the primary reasons for his company's rapid success. "Communication is probably the most essential part of my job," Benioff told me in an recent interview about his new book, Behind the Cloud.
Personalize Your Content Through New Media
[2009-10-15] If you're looking for some hard evidence that companies are focusing on communicating directly with existing and prospective consumers with content placed in social media sites, the 2009 Survey on Marketing, Media and Measurement has the data.
Have We Become Too Obsessed With Being Socially Interactive?
[2009-10-01] Not to be left out of the rise of social mayhem, the fine folks at the ‘plex are more active in the social spheres than many would suspect - at least not at first glance. In truth there is evidence of deep hooks and commitment that might even be going a bit too far… does the social stand for social engineering?
Using Business Rules To Integrate Personal Customer Preferences
[2009-09-10] I was talking to an interesting company today - TOA Technologies (review tomorrow) - and as we were talking we touched on something I think it both a great idea and underrated - the use of business rules to integrate customer preferences. We all know that giving customers an ability to influence our interactions with them results in happier customers and more successful interactions.
Engaging Your Consumers Socially
[2009-08-27] Yesterday I flew across country on US Air. This was my first flight with them. And it will be my last. At the check in counter I discovered that to check my bag I had to pay $20. When I expressed surprise the attendant was very offhand - ‘we've been charging since last summer.' she said with an annoyed tone of voice and a ‘take it or leave it' attitude.
How To Be Anti-Social Online And Help Your Brand Succeed
[2009-08-13] Everyone wants you to be social. If you're a marketer, you have heard about a million times in recent weeks, months and years about the power and necessity of social media. Get a blog, get on Twitter, create a fan page ... every piece of advice seems to point towards being more social, more open and more transparent. Let's take a deep breath together. This post is not the kind of advice you'd expect to get from a "social media guy" like me. In fact, it's downright antisocial. To put it more accurately, it is about the right times to be anti-social.
Making Your Brand More Personal Using Super Mario Strategies
[2009-07-30] If you were asked who the power players are in social media, what names would spring to mind? Chris Brogan? Robert Scoble? Gary Vaynerchuk? Brian Solis? How about Super Mario?
Behavioral Advertising Is Here To Stay
[2009-07-16] Remember when Gmail launched in 2004 and there was an outcry because Google would be matching adverts to what people wrote in their emails? At the time the BBC even found someone called Simon Davies, from something called Privacy International, to describe the proposed system as, "a vast violation of European law".
Personalizing Your Enterprise Through Social Direct Marketing
[2009-07-02] Lee Odden posed an excellent question in his blog recently, as to whether social media is direct marketing. Brian Clark told Lee that it is, most definitely, direct marketing. Lee said, maybe so, but you cannot use direct marketing pitches in social media.
Prepare To Be Reactive In The World Of Social Media
[2009-06-18] I'm a consultant, and for consultants, nothing beats being proactive, huh? You want to be ahead of the curve, up on the latest, and [insert your favorite cliché here]. But social media is so new, and it changes so fast, that it's really painful to be proactive.
Gaining A Competitive Advantage Through Social Media
[2009-06-04] At the Online Marketing Summit in Minneapolis this week, I presented on Social Media Strategy and briefly highlighted Blogging and Twitter as tactics. This is the first of several posts that will visit the key concepts offered in that presentation. Why social media? It comes down to gaining a competitive advantage.
Taking Cues From Lost To Personalise Your Marketing
[2009-05-14] Last night was the season finale of the TV show Lost - and just in case you haven't watched it and have it sitting on DVR waiting for you, don't worry ... there are no spoilers in this post. Actually, though I'm an enthusiast of the show, the reason for this post isn't to gush about how great I think it is. It is about what you learn from how the show has been promoted.
Not Using Twitter Can Be Damaging To Your Personalization
[2009-04-30] I don't know the answer to this question. My intuition tells me no and that Twitter doesn't have that much power; but my alternate personality keeps tapping me on the shoulder in disagreement. And to clarify, maybe I should rephrase this question to be "Can Twitter really suck the life out of a brand, if a brand chooses not to participate?"
Making Your Company Personal
[2009-04-09] Yesterday evening I co-hosted a tweetup in New York City where Ford was unveiling the new Ford Fiesta and a brilliantly conceived social media program to get 100 influencers to take the car on an extended test drive for 6 months as part of the Ford Fiesta Movement.
People Make Decisions By Connecting With People
[2009-03-26] The infrastructure of the web is in constant flux, which is, of course, why it's so interesting. However, occasionally a new fault line appears, often over a long period of time, that changes the landscape in a more fundamental way. The new set of identity standards that have emerged in recent times, under the simple guise of reducing the number of log-ins you need to remember, are exactly that. At first, Open Social, Facebook Connect and Open ID seem to be basic devices to get around the annoyance of multiple usernames and passwords.
Geo-Targeting Gets Personal
[2009-03-12] After a run in with everyone's favourite Aussie Webmaster, it seemed a quick checklist for geo-targeting your search optimization efforts could be an interesting exercise.
Personalize Your Business With Online Reputation Monitoring
[2009-02-25] Online reputation monitoring (ORM) is here. I suspect you knew or recognize that intellectually, but have you paid attention to it practically? Intellectually, it makes perfect sense and we know it exists. Practically, however, there's not enough time in the day to do all of this. While that might be valid that doesn't mean that it can't change. In fact, I would posit that it must change. You might need to shift your priorities. If you don't, there could be an impact on you and your personal reputation or business that you can ill afford.
Does Removing Web Cookies Interfere With Personalization?
[2009-02-04] Many marketers are asking me about personalized marketing, which you should expect to see more and more of in the next few years. We've already seen behavioral targeting in display ads and personalized search, and we'll see more personalized advertising emerge. But are we marketers just assuming that users will allow all this personalized marketing in? What if they clean their cookies regularly? Will that prevent those users from being exposed to personalized ads?
Personality Will Determine Your Social Media Effectiveness
[2009-01-22] The world of social media has many pluses. There is exposure to ideas and exposure for ideas. There is finding people in areas that you may never have found them before. There are new ‘relationships' formed (this one is much more precarious since we can significantly water down the definition of relationship in the online space). There are business leads that can be generated and a lot more.
Getting Personal Through Word of Mouth Marketing
[2009-01-10] In the past few weeks, I've looked at where our feelings towards brands come from and how they get stored in our brains for future recall. I've looked at how powerful brand beliefs can be, even to the point of altering our physical sensations (the Coke blind taste test), how advertising can mix with our own personal experiences to create false memories, how emotions can build a powerful subconscious reaction to a brand and how we label complex concepts, including brands, with a summary label that reduces all we know about a brand to an easily accessible impression. Today, I'll round out the building of brand belief with perhaps the most powerful influence of all: the opinion of others.
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