The Force Behind Successful Brand Journalism

Guest post by Todd Blecher, Communications Director, The Boeing Company

Much wisdom did Yoda accumulate. But experience with social media I think not the Jedi had. Yoda’s insistence that we “do, or do not. There is no try,” to brand journalism does not apply.

When it comes to brand journalism the instruction should be “Try. There is no do or do not.” In fact, since April, 2010, when we transformed www.boeing.com into a brand journalism platform, we’ve been all about trying. We started with modest goals and walk-then-run approach that has been essential to sustainable success.

How to Make Customer Service Matter Again Part 1

Part 12 in a series introducing my new book, The End of Business as Usual…this series serves as the book’s prequel.

Over the years, customer service has been something of a paradox within the organization. The name itself inspires dedication to helping people. And while that is the intention of customer service professionals worldwide, customer service as a line item in business accounting has often placed it in the hands of outsourced organizations, under-qualified personnel, or in the hands of customers directly through self-service or automated technology. The mission of course is to improve profitability. It is what it is.

You can’t go back and create a new beginning, but you can begin to change the ending

Part 11 in a series introducing my new book, The End of Business as Usual…this series serves as the book’s prequel.

There are those who believe social media is the catalyst for a new genre of business and that it will ultimately change how companies engage with customers. Others believe that for the organization to truly matter, it must adopt a culture of customer and employee centricity. Then there are those who study the evolution of consumer behavior and market shifts to develop informed strategies for the business overall and in some cases, demonstrate the need for organizational transformation. To successfully compete for the future, you must unite these internal fronts and lead a concerted effort for meaningful change.

16 Quotes Visualized from The End of Business as Usual

The other day I saw a Tweet that caught my attention. It read “16 Reasons Why You Should Read the End of Business as Usual” and included a link. I ended up on the site of Josh Duncan who publishes visual summaries of information that moves him. I was intrigued and decided to click through the 16 quotes from the book that motivated him to take the time to create a presentation. To put it simply, I was moved and felt the need to share it with you here. To be honest however, 16 barely scratches the surface. And as you read the book, I hope you’ll be inspired to share the passages that grabbed you.

The Illusion of Importance

Guest post by Francisco Dao

Most people view the social web as a tool for bringing people together and sharing ideas. They credit it with everything from democratizing media to enabling the protests of Arab spring, but they fail to see how these same community building attributes can fuel dangerous thought bubbles and lead us down paths of extremism.

The Rules of Smarter Engagement

To celebrate the release of my new book, The End of Business as Usual, I recently hosted a discussion on behalf of Vocus on how businesses should rethink a marketing-driven social media approach by not just engaging, but activating a market-driven strategy defined by smarter, more meaningful engagement.

More than 1,000 people attended the event and while I tried to answer every question, many were left unaddressed because of time constraints. This post tackles some of the recurring questions we received on Twitter.

Dunkin’ Donuts Uses Social Media to Improve Customer Relationships and Experiences

Dunkin’ Brands is a customer-centric business and has earned a community of loyal supporters over the years. If “America runs on Dunkin’,” or if it is to continue to do so, the company must continue to earn the time, attention, and support of customers. As their behavior and preferences evolve, Dunkin’ to must rethink its customer approach to remain part of its customer’s daily routine.

Your customers will share their experiences and they will influence the decisions of others

In The End of Business as Usual, I review in detail how markets are evolving and what businesses need to do to earn relevance among a different breed of consumer. For those who struggle to make the case within their business or organization, to not just engage consumers online, but evolve business philosophies, practices, and systems, to truly matter, this is your guide.

From Social Commerce to Syndicated Commerce


Part 10 in a series introducing my new book, The End of Business as Usual…this series serves as the book’s prequel.

Today’s social media best practices will show you the marvels of creative marketing in social networks, the benefits of customer service on Twitter and blogs, innovations in co-created products and services, and insights into how to build a more engaged business. As organizations migrate from rigid to social business models, no line of business, department, function, or small business for that matter, will go untouched or unchanged. So what’s next? As you can see in the image above, one of the more aggressive trends on the horizon is social commerce and it centers on improving the complicated relationships that exist between…

CMO’s are at the Crossroads of Customer Transactions and Engagement

Part 9 in a series introducing my new book, The End of Business as Usual…this series serves as the book’s prequel.

ABOUT ME

Brian Solis is principal at Altimeter Group, a research firm focused on disruptive technology. A digital analyst, anthropologist, and futurist, Solis has studied and influenced the effects of emerging technology on business, marketing, and culture. Solis is also globally recognized as one of the most prominent thought leaders and published authors in new media. His new book, What's the Future of Business (WTF), explores the landscape of connected consumerism and how business and customer relationships unfold and flourish in four distinct moments of truth. His previous book, The End of Business as Usual, explores the emergence of Generation-C, a new generation of customers and employees and how businesses must adapt to reach them. Prior to End of Business, Solis released Engage, which is regarded as the industry reference guide for businesses to market, sell and service in the social web.

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