Author Archive
We’re all human. We all make mistakes. However, when your mistake involves social media, it’s not that easy to make amends. Take, for example, the case of the (now) infamous KitchenAid tweet about President Obama’s dead grandmother. If you somehow missed it, it went a little something like this: During the first presidential debate between…
This is the era of Social Media. With over a billion consumers offering opinions, sentiments, and insights online, Social Media has in a few short years eclipsed many traditional forms of expression in terms of volume and importance. As a result, the professional world is abuzz with discussion of this new form of communication and…
Hey, I feel for you. You’re launching a new campaign and you want to find the most influential people to inform and to win over as advocates. Your CEO asked you to put together a list of influencers but you know the score- every famous person is inundated by such requests and you feel your…
When interpreted via a sensible methodology, data becomes intelligence. When viewed through the lens of real consumer behavior, intelligence becomes wisdom. Social Business Intelligence is all about wisdom- the wisdom to listen, to interpret, and to act authentically and from the outside-in, displaying fidelity to the expressed wants and needs of the billion-plus consumers who offer…
Traditionally, marketers think of outcomes like they think of the weather – you sit back and see what happens. Suffering from the lack of true and authentic knowledge of their audiences, or any provision for real-time data or analytics, they are consigned to a passive role: spend money and hope it creates the intended outcome….
Let’s be clear. Most people who write on social media outlets don’t do so just for the sake of doing it. Some might, but the vast majority of people who share content, post comments, or offer sentiments and opinions online do so because they are in what Andrew Jeavons of Survey Analytics calls “the point…
As fans of the movie Talladega Nights would know, stock car racing in the United States has its origins in bootlegging during Prohibition, when drivers ran bootleg whiskey made primarily in the Appalachian region of the United States. Bootleggers needed to distribute their illicit products, and they typically used small, fast vehicles to better evade…
I love the holidays, and not because of all the family, gifts, and home-cooked food, but because it’s one of the few times of the year you know that you’re going to get some exciting action-packed blockbuster films. This year we’ve got an exciting mix of original content, remakes, sequels, and scarily enough a “quad-quel.”…
The speed with which social media spreads ideas and information has led many marketers to place a premium on capturing data in real-time. But should real-time data be such a priority? Real-time means different things to different people when the term is used as a proxy for recency. To an evolutionary biologist, real-time could mean…
Chief Marketing Officers take pride in being the trendsetters around the corporate corral – the arbiters of hip, the sharpest dressers, the consummate gadgeteers. But when it comes to using data to support decision making, the CMO is likely not to be the smoothest operator. Each year the Marketing team works hard to distill consumer…