My daughter Soleil loves Elmo madly. As much as the little red monster can annoy, I wanted to support my little girl in her crush. So I intentionally identified in with the online Sesame Street videos. While there is a golden nugget in every episode for kids, I saw a pattern of lessons about adult peer-to-peer relationships.
Please excuse my goofy cheesy Da-Da post (as Soleil calls me), but here are four things I learned from Elmo:
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Sales, marketing, branding and ROI drive much of today’s conversation about how to use social, content marketing and interactive. Yet it’s a missed opportunity when companies and nonprofits don’t use their sites to learn more about their stakeholders.
Surveying customers, harnessing data, and determining topical interests can help organizations better understand their customers, serve them with better information, and in turn, increase many desired marketing key performance indicators. Lower cost technologies make learning easier today, whether that’s using interstitial survey technologies, CRM tracking tools, or analytics.
I talked recently with Everyday Health VP of Market Research Carolina Petrini about how they are using Crowd Science to learn more about their stakeholders. They wanted to go beyond knowing that their readers were predominantly women to:
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Most of the online hype about organizational social media adoption revolves around the “social business” craze. In my conversations, most businesses say they’re grappling with the multichannel integration into marketing. It begs the question, “What will come first, the full integration of social media into the marketing wheelhouse or the widespread rise of socially-enabled enterprises?”
Last January, we debated whether social business was BS or reality. It’s a good question, and one that’s still not fully answered in my mind.
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Join Gini Dietrich and me for a Marketing in the Round training on integrated comm- unications strategy.
Geoff Livingston is an author and marketing strategist. His third book, Marketing in the Round will be released in May, 2012.
