No more speed dating
Posted 14 October 6th, 2011
Much has been made of the way that people interact online. There have been a lot of discussion about how the attention spans of social media users are getting shorter, and possibly more superficial. In many ways there is some truth to this point of view. Many interactions in the social web are light and [...]
Letting go – dealing with negative comments online
Posted 14 September 25th, 2011
The social media space and it’s seemingly endless supply of instant feedback loops can be a scary place for some people. One of the most frequent questions I’m asked when discussing social media strategy is “how do we control messages when people say something about our brand that we don’t like?”. The answer to this [...]
Your customers own your brand
Posted 14 August 29th, 2011
You may think that your company owns its brand. As intellectual property, if you will excuse the pun, that’s patently true. But while owning the IP of a brand offers some advantages, it provides little real control over the ability to generate or maintain value. A fundamental principle of brand strategy is that a brand [...]
Almost everyday we hear about the struggling retail sector. Despite weathering the GFC far better than most of the developed world, here in Australia our bricks and mortar stores can’t seem to get people to part with their money. What’s actually happening is quite profound. There is a cultural shift happening at the moment that [...]
Leading from the top
Posted 14 August 5th, 2011
Social media, combined with some careful strategic planning, is a perfect channel for developing a thought leadership marketing plan. And if you get it right it can be transformative.
Gathering social intelligence
Posted 14 July 26th, 2011
This year has seen an ever increasing number of companies and organisations experiment with social media. As they embark on what in most cases is a long journey, the need to become more sophisticated about how they approach the social web becomes greater. Of course, there are a number of tools and techniques to help [...]
One of the most powerful aspects of social media is the ability to connect and listen to what your audience has to say. For companies this means being able to get feedback on products, find opportunities and develop new ways of performing customer service. While the promise of these benefits are exciting to businesses, they [...]
Twustomer Service
Posted 14 June 21st, 2011
Major technological breakthroughs can change expectations, behaviours, profit opportunities, and the economic profile of businesses and economies. The introduction of rail, electricity, mass production of cars, telecommunications and the Internet were all profound economic disrupters.
The Rise of the Social Economy
Posted 14 August 12th, 2010
In this article I take a close look at the social media landscape, describe some of the “platforms”, examine how these are changing the market place and outline a strategic framework for deploying social media as a branding, marketing, PR and intelligence tool.
The following article is a response to an article published in the June 17-23, 2010 edition of BRW… I recently read an article in this magazine written by Mark Ritson titled “The Emporer’s New Tweets”. In essence the article argued that Twitter was a waste of time. It made some interesting points but it’s logic was flawed. [...]
Social media seems to be everywhere this year. Facebook is rarely out of the mainstream media and marketing publications are constantly referring to the ever increasing percentage of budget being moved to social media. With all of this activity it is worth taking a step back and thinking about what social connectivity really is, how [...]
Progressing with Social Media : Owning the data
Posted 14 April 9th, 2010
Are you using social media to push your companies message, gain a thought leadership position or generate new product ideas? If the answer is yes then that’s great, consider yourself ahead of the curve. But if you are now wondering how to measure the effectiveness of your activity or if you have spotted that a [...]
