Studying the impact of innovation on business and society

Month: January, 2012

The Hierarchy of Contagiousness

Guest post by Dan Zarrella, author of Zarrella’s Hierarchy of Contagiousness The key to applying science to marketing is being prescriptive. Calculating and analyzing data that is interesting is fun, but information becomes useful when it tells you how to achieve a specific goal. Throughout my career, one of the goals I’ve focused on is the engineering contagious ideas. I’ve worked for years, using science and data to understand how to craft content that spreads like wildfire. Humans have been…

Ten Social Media Strategies to Define a Successful 2012

Welcome to another New Year! While everyone else is busy thinking about or already breaking their New Year resolutions, it’s time for us to take a moment to rethink what it is we can really do better now and over the next 12 months. I’m sure you heard it everywhere last year. Experts found the highest blog mountains and social network skyscrapers to Tweet in concert, “You need a Facebook brand page! Why are you not on Twitter yet? Have…

Ford’s Jim Farley on the importance of putting your brand in the hands of customers

During Blogworld Expo in Los Angeles, I was given the opportunity to interview Jim Farley, Ford’s Group Vice President, Global Marketing, Sales and Service live on stage. The discussion was focused on a powerful theme, putting your brand in the hands of customers. Certainly for any business, large and small, the idea of empowering customers to shape and steer your brand can be perceived as both frightening and dangerous. But here, Farley brings a refreshing perspective on why businesses, including…

Going Global by Going Local: Why localization improves engagement

Part 15 in an ongoing series that serves as the prequel to my new book, The End of Business as Usual… The world is becoming a much smaller place. But even with social media contributing to a globally connected society, businesses that continue to take a global approach to social content and engagement may be missing opportunities for greater resonance and relevance. While a global presence is necessary for any organization hoping to connect with customers around the world, placing…

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