As the year begins to wind down, before the party season gets underway, it is worth putting time aside to take stock and plan for the the coming months. Over the course of this year, this column has discussed many of the facets of social media management. We have looked at how to grow a [...]
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 [...]
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 [...]
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 [...]
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.
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 [...]
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 first half of the year has seen growing interest in social media as a marketing platform, with an ever-increasing number of success stories making marketing headlines. We are seeing all kinds of brands making social media marketing work, and others want to enjoy the same success. As a result, Facebook ‘Likes’ have become the [...]
Working Three recently worked on a digital strategy for Netball Australia and as a result have had significant contact with The Australia Sports Commission. What we have found is that sporting organisations in Australia are getting more serious about their digital future. Advances in technology such as cloud computing, Software as a Service and the [...]
Now that 2011 is well underway I thought I’d kick off by reviewing one of the most interesting uses of Twitter last year. This is not a story about Twitter being used to influence an election or kick starting a sit-com. This is a far more commercially focused story… Best Buys has been focusing on [...]
