Chart Source: CMO Survey If you think small, you stay small. That’s why companies and brands that treat social like a unique practice — a box within the larger whole — will struggle to achieve results and intangible outcomes. Building seemless customer experiences should take the fore in all strategies. Yet according to the CMO Survey, the integration gap in companies is not closing, in spite of years of research showing that cross-tactic coordination produces more sales. The struggle to achieve ROI and real business impact with new media strategies is a direct result of focusing on individual tactics. Rather than simply discuss integration, an easier approach may be to consider building from the customer’s viewpoint. Customers don’t care about […]
This post was almost titled “Eating Kawasaki,” but the issue extends beyond Twitter behavior and influencers. The general state of online conversation continues to devolve into a snarky, nasty tar pit, in turn impacting the outside world by destroying real relationships. That should not be a surprise, people who exist online interact in real life. As bad manners become the norm online, they inevitably affect their real life relationships. A recent study reported by Reuters and Marketing Pilgrim, showed that “78 percent of 2,698 people reporting an increase in rudeness online with people having no qualms about being less polite virtually than in person.” The above infographic shows more factoids from the study.
Opening Day last week was my Dad’s first day of retirement, so we went to the park with a couple of friends to celebrate. It was one of the best days of my life, a day I’ll cherish and take with me to the grave. But it was also enjoyable because the Nationals’ in-stadium experience significantly improved over the winter. When you walk into the stadium and look out onto the field, the first thing you see in the outfield is the hashtag slogan, “#Natitude.” That’s how my 2013 season began with the Nationals on opening day, a brilliant integrated in-park/online/broadcast experience. Encouraging fans to use the # slogan is brilliant, spanning Twitter, Google+ and Instagram, and perhaps soon Facebook. […]
Pew released its annual State of the New Media report highlighting a continued decline in all forms of journalism except online. Yet online reporting has come with an increase in journalists using social media. My client Vocus issued its fourth State of the Media report last month, revealing a strong synergy between traditional and social media. What was once viewed as an either or choice is now irrevocably intertwined as a powerful synergy of content and fan engagement. Traditional media outlets from newspapers and magazine to broadcast use social media to distribute news and engage their readers. For example, a vast majority of reporters use social media to report and to promote. Over half of respondents use social media primarily […]
I re-edited this John Wall jumper photo with Snapseed, one of my favorite social tools for photo sharing. People frequently ask my opinion about social networks and applications. While I oblige requests individually, generally I don’t proactively seek to give advice or blog about tools unless the discussion revolves around a macro trend or impacts strategy. It comes down to positioning, long term viability and personal interest.
Image by Marion Doss There’s an old saying in politics that perception is reality (attributed to Lee Atwater). If you want an example, look no further than blogs written under the guise of venerable mastheads like Forbes, Fast Company and Harvard Business Review. Consider the perception of journalistic excellence these mastheads possess — and yes, even new media outlets like Techcrunch, Mashable, and others. What these branded blogs deliver often strays from the greatness they promise. Yet people consider these blogs authoritative for some reason. With so much chum and hubris floated to succeed in the attention economy, what we get is not what is perceived.