Studying the impact of innovation on business and society

Business – Marketing

The Social Media Style Guide: 8 Steps to Creating a Brand Persona

What follows is an edited excerpt from Engage! Anyone who has ever worked in corporate marketing, advertising, and branding is more than familiar with a brand style guide. It’s how we ensured that the brand was represented as intended through marketing aesthetics and messaging – including detailed usage instructions on font, style, color, language, placement, positioning, etc. It is our bible and adherence to its tenets and instructions is strictly enforced. However, with the unstructured proliferation of social media within…

Q&A: The Impact of Social Media in the Enterprise

In the spirit of sharing dialog that transpires outside of this domain, I would like to invite you to read a recent discussion with good friend Jacob Morgan, co-author of Twittfaced (I contributed the foreword). While the discussion centered on Engage!, as you’ll soon see, it expanded to analyze the effects of social media in the enterprise. #EngageorDie Why is sociology and anthropology so important to understand for social media? I believe that at the top level, all of social…

Lifestyles of the Rich and Social

In June 2008, I presented at a conference in Southern California where I debuted The Essential Guide to Social Media. While it seems like a lifetime ago, I remember this event distinctly because a couple of the questions at the end of conference addressed luxury brands specifically. And, they’re questions that many ask or have yet to ask today. What role do luxury brands take on the social web and what is the corresponding voice and personality associated with the…

21 Rules of Engagement in Social Media

What follows is a modified excerpt from Engage!, the complete guide for businesses to build, cultivate, and measure success in the new Web. Chapter 17 Social Media is reinventing marketing, communications, and the dissemination of information. For many businesses and organizations, social networks represent hallowed grounds, bringing together customers, prospects and the people who influence their decisions in a shared, balanced, and interactive medium. While businesses now have access to these rich channels, the true promise of social media however,…

SCRM and SRM: Potay-to, Potah-to When Done Right

This is Part Two of Two in a series exploring the promise and potential of Social CRM and SRM. In Part One, we reviewed the importance of sCRM as well as introduced the concepts of Social Relationship Management (SRM) to look beyond customers in Social Media. Originally intended for inclusion in Engage!, Paul Greenberg contributed his view of sCRM and SRM to continue the discussion… There is little doubt that customers are ruling the roost right now — to a…

Question of the Week: How Should Organizations Respond to Social Technologies?

This week, I’m participating in “The Question of the Week” series hosted by Nokia’s IdeasProject. Each week, Nokia partners with industry thinkers to spark productive conversations and generate promising ideas. On June 6th, this Sunday, Nokia and I will select the best response and as a way of saying thank you, Nokia will send a new phone to the winner. This conversation is important and one that faces almost every business today. And as a result, the answers that I…

Social CRM is Just the Beginning: Looking Beyond Customers

In Engage!, I review the important catalysts and methodologies defining the new era of Social CRM or sCRM. In the discussion, I also introduce the idea of SRM (social relationship management), a concept that may at first blush, seemingly appear to introduce yet another acronym or perhaps challenge the promise of sCRM. However, its only intention is to spur thinking beyond the literal frameworks of traditional customer relationship management, whether it’s social or one-way. Much of this chapter was cut…

Top 10 Ways to Become a Real Social Media Expert

The headline is shared mostly in jest, but this topic is one worthy of serious attention. The question at hand is whether or not the general advice shared in popular blogs and books when designed to be snappy, shareable, and consumable, help or hinder the ability to learn critical and important lessons in social media. I recently read a post by Alan Maites that used an article that I wrote for AdAge as the nexus for an industry-wide quest to…

Q&A: Is One-Way Communication an Oxymoron?

Every now and then, I’m asked to answer questions for other blogs and media outlets – more so lately due in part to the recent release of Engage! The conversations that always trigger new insights, ideas, or perspectives and sometimes, I believe that the discussion is worth sharing with you, here. This is one such discussion hosted by my friend in Belgium, Jean-Paul De Clerck. #Engage! 1) A thought: Social networks are merely a technological extension of our human nature…

We Are The Champions

An important reminder that you are on the right path… Social Media marketing is not new nor is it widely established or even understood. However in 2010, it will completely transform the way businesses attract customers and the way consumers find the businesses and services that matter to them. And like that, an overnight landmark, which really is over a decade in the making, will challenge business owners, more so than today, as they now compete for the future, right…

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