Social Marketing — Right Idea for the Times
You might be tempted to consider social marketing just another idea in an endless stream of things dreamed up by the software industry (and pundits like me!) to generate more business. Well, you’d be right about some of that but I’d like to argue that the idea is more than hype and is, in fact, [...]
The Science of Influence
All customers are not created equal. Nor are visitors to your website, followers of your Twitter feed, or ‘Like’rs of your Facebook page. While companies often give lip service to providing all customers and prospects equal allocations of resources and attention, the truth is that resources are limited – people, money, time. These limitations force [...]
Influence and Business
Last week I was on a vendor briefing call (social media monitoring and response) and the subject of influence and it’s use by business came up in the discussion. It started me thinking again about influence and how (or if)…
Video: Influencers to Brand Advocates
This week I was invited to participate in a panel hosted as a live event by BrightTalk and sponsored by Think Influence to discuss influence. I was joined on the panel by Don Bulmer, VP of Global Communications at SAP…
What’s Your Customer Score?
I’ve been writing about Klout and the broader topic of social scoring for a while now, but after last week’s piece in the Boston Globe, the level of consumer awareness of the site has stepped up dramatically. What is Klout? In short, it’s an algorithm that assigns anyone (or anything) owning a Twitter handle with [...]
Targeting Consumers with Klout
Interesting post from David Armano today – a demonstration of how marketers are beginning to use Klout and other scoring engines such as PeerIndex to target ‘influential’ consumers. We’re still quite far from marketing nirvana. For instance: * His name is ‘David’ not ‘armano’ * He professes to have little to no interest in basketball [...]
Promoted Tweets and the Next Ad Recovery
A lifetime ago I worked on an Eastern European telecom group’s IPO and one of my favorite slides in my deck was borrowed from Goldman Sachs to paint the picture of a Multimedia Cycle. Yes, I said multimedia, but right…
Social networking: Influence, followers, and ‘nexus leaders’
Many social networking services use follower counts to motivate higher usage among participants. Enterprises must develop a deeper understanding of influence.
