Defining Social Business: a Call for Clarity and Collaboration
JUNE 9, 2012
Dada quotes IBM and the company’s definition of social business: “IBM defines social business as an agile, transparent, and engaged organization,” rightfully adding that IBM sells collaboration, community, and social-listening tools, although that doesn’t really matter when talking about the essence. Yes, you are right: social business is a buzzword. Social is social.
Gartner: the Growing Role of the Social Customer Experience
APRIL 24, 2012
The company predicts that by 2014, refusing to communicate with customers via social channels will be as harmful to the relationship as ignoring their emails or phone calls is today. Providing great customer experiences and optimizing touchpoints in a consistent way equals successful marketing. It’s as simple as that. We are shifting to a more customer-centric marketing view. Guess why?
Social Business Failure Is a Choice: Speaking a Common Language
FEBRUARY 3, 2013
Becoming a social enterprise, conversation company or other similar ‘ideals’, is not a goal. The percentage of companies using their analytics tools to the fullest – and acting upon resulting data – is really low. We are warned. Gartner predicts 80% of social business efforts will not achieve intended benefits through 2015. In practice, social business is a huge Babylonian confusion.
The Big Content Marketing Fail: How Much Content Do You Need?
NOVEMBER 27, 2012
In 2001, I acted as the administrator of a small company , called WebWare. Have you seen how companies writing mediocre content for a few dimes and with nearly no understanding of the businesses they are hired by (and thus also the customers of these businesses) are popping up? This blog post tells some personal stories and takes you a bit back in time. Of course content is not king.
Evangelizing a Content Marketing Program
person to tell the company’s story, even though he. CEO’s office and pitch the idea of building a small me- dia company within a large corporation. B2C Marketers companies that excel at lead nurturing generate. It’s also worth noting that companies that. company? mistake brands often make is only considering companies in their in- dustry as potential competition.
From Conversation Company to Optimization Organization
APRIL 28, 2012
A friend and fellow country-man, Steven Van Belleghem from InSites Consulting , wrote two books, ‘ The Conversation Manager ’ and, more recently ‘ The Conversation Company ’. Steven makes very valid points of how important it is to involve people and facilitate conversations while having a ‘social’ mindset across the organization. Again, feel free to comment. Indeed: “Join the conversation.”
Five Cultural Reasons Marketers Fail to Keep Up with Consumers
APRIL 28, 2012
However, most companies do not involve the customer at all. Consumers are becoming channel-agnostic. They are effortlessly switching from one channel to the other. People discuss their experiences as they get in touch with a business, product and service. These discussions have a huge impact on buying decisions. The shift is clear. The cultural and organizational barriers 1.
The Cross-Channel Customer Experience Must and How to Achieve It
AUGUST 1, 2011
Conversion is the direct result of a thorough excellence in everything we do as a company, taking the needs, behavior and experience of people as a starting point. However, ultimately, it’s mostly a matter of common sense and a pure client-or people-oriented culture within the company. Where are companies in this far-reaching exercise? Are some companies there yet?
Open Letter to the CxO: Can You Survive the Age of Integration and Collaboration?
APRIL 24, 2013
The customer doesn’t care who leads The lead over digital and IT in practice is a debate without a one-size-fits-all answer as each company is different and the CEO, CIO, CMO, and CxO have a name and a face. Well, if you have a collaborative structure and work in an integrated way you don’t have to look for all the content you have in your company because you know where it sits.
Content Marketing Playbook: Strategy and Roadmap
returned to the company after a 28-month stint leading. back the curtain on the groundbreaking work hap- pening inside a company Thomas Edison founded 130. with a better example of a brand building a more effec- tive content roadmap than GE. “It’s been a big change in our company—we’ve tried to. the powerful force that pushed the company forward. All rights reserved.
Recruitment and Social: the Shift in Control Employers Forget
JUNE 3, 2012
The poll found 47.8% of younger workers (aged 16 – 24) claim “t hey would not work for companies who impose such measures (strict policies against the use of social networking tools).” Your future employees are connected and demanding consumers as well. And it impacts recruitment. Your business has many customers, everyone in its ecosystem and beyond. Just watch.
B2B: Involve Your Sales People in Social Media Marketing and CRM Now
JULY 21, 2011
In many B2B companies, especially those with a longer sales cycle (or buying cycle if you will), there is at least one division where employees meet customers and prospects without sitting behind their computers and campaign or CRM dashboards all the time: sales. All these people-to-people interactions lead to a perception of your company and brand by your clients and prospects.
IAB Europe AdEx Benchmark Europe 2012: Facts Behind the Numbers
JUNE 3, 2012
The company emphasizes “the opportunity of having richer and more engaging ads….” Alain Heureux, IAB Europe According to the IAB Europe AdEx Benchmark Europe 2012, the online advertising market in Europe rose to a total market value of €20.9bn in 2011, a year-over-year growth by 14.5%. This means that 1 in 5 advertising Euros in Europe is now spent online. Ask any serious agency.
On Twitter and real life: some love and some tips #socialsong
DECEMBER 23, 2012
Some of us are taking a deserved break, others continue working because they have to or don’t celebrate Christmas and some do something else. I’m working on a few trainings for a company to get their employees involved in a social business program. It’s that time of the year. Yes, that involves training as well. My rules, not everyone’s rules. Some examples? Because guess what: you forget.
Content Marketing 2016: Staffing, Measurement, and Effectiveness
fully formed media company. number of other companies like General Electric, Marriott, and Starbucks joined the club, competing. Full disclosure: GE and Marriott are Contently clients.) It may seem odd at first to liken companies known for. as media company.” challenge for any company, no matter its size or budget. of content marketing technology companies have.
Social Business: the Essence of Collaboration and Purpose
JUNE 20, 2012
The ideal of the fully ‘social business’ is a dream, and we should stop making silly statements that customers are co-managing the company today, they’re not. However, the words don’t matter. What lies underneath them is key: how smart can a crowd really be? What drives collaboration? How does engagement lead to action? What new business models, such as crowdfunding, work and how?
The Humanization of User Experiences: the Emotional and Personal Must
JULY 26, 2011
Despite the clear and simple fact that a company lives to be profitable in the first place (shareholders must be satisfied and employees paid) and the existence of agendas and realities that are still hidden behind the smokescreens of corporate communication and PR, the need to be human in all business processes and marketing/communication interactions grows fast.
Second Screen Engagement: the Social Dimension of the TV Experience
MAY 28, 2011
The games the company developed every time a new technology came around, were strongly focused on that “real world” interaction. When social games on Facebook popped up, the company was there as well, and every “next thing” was used for new gaming concepts. also know when looking at the mobile company bills. This week I moderated IAB Belgium’s annual Think Digital congress.
Listen to the Voice of the Customer or Stop Doing Business
NOVEMBER 25, 2011
In a recent study by MarketTools 34% of executives surveyed stated that they were aware of customers using social media to comment on or complain about their company and/or its products. That’s about one-third of respondents. Great, isn’t it? It seems some executives realize that the voice of the customer is channel-agnostic and consumers use [.]. Blog Connected marketing Customer engagement Customer relationships Customer service Research Social media marketing customer experience customer feedback social media sentiment analysis voice of the customer
Definitive Guide to Planning a New Content Initiative
to plan and produce effective content for their respective companies. internal company communication. story of a large technology company (a fortune 100 company) that had 18 different. When it comes to planning for content initiatives, many companies are still stuck in. In some companies, there’s not really a shortage on subject matter expertise or passion.
The Perception of Social Media Marketing: it’s a Free Lunch
MAY 27, 2011
Furthermore, 73% of the questioned companies don’t have a social media policy. The company even established that the number of businesses with a social media policy in Belgium has ceased to grow! Maybe we should realize that a vast majority of companies in Belgium (and probably in many other countries) may not yet consider social media seriously, or that they simply don’t get it. As far as I know a company’s obligation is among other things: Improve customer experience by listening to your clients. The social media marketing hype is bad for business…. Certainly not!
How to Unsuck at Personalization in Marketing
JULY 18, 2012
mention the research, that was done on a subset of the company’s clients, since it also shows that d espite the growth of the number of touchpoints, the number of channels used hasn’t risen. The truth is that many companies utterly suck at personalizing with the preferences and needs of their – prospective – customers in mind. US open rates of house lists rose 2.6% all play a role.
Web analytics Is Not Sufficient For Customer-Centric Inbound Marketing
OCTOBER 14, 2011
For many companies they are sufficient to measure and improve the results of content marketing, search engine marketing, social media marketing and what we generally call inbound marketing. Web analytics offers enormous possibilities for those able to take all out of it. However, if you want to go a step further and know the efficiency, [.]. Blog Inbound marketing Web Analytics Avinash Kaushik ClickTale heatmap HubSpot inbound marketing web analytics
Mobile Is Not a Channel: Multi-Purpose Impact of the Smartphone
JULY 15, 2011
27% liked a company on Facebook. ExactTarget recently released a report, called “Mobile Indepence Day” (guess when they released it). It’s an exhaustive overview of how one significant device in the whole mobile explosion, being the smartphone, impacts the way people communicate, network, transact and shop. smartphone is a device. However, it plays a role in many of our daily activities.
Study: How Much of Your Content Marketing Is Effective?
companies will spend in the neighborhood of 50. identify them by their names and companies. companies are devoting to content marketing. Companies like Coca-Cola have succeeded with a. companies for audience attention. and interests instead of just telling them about the company’s. These companies need to talk with. Copyright © 2015 Contently. in it.
Touchpoint and Customer Experience Mapping Made Easy
DECEMBER 10, 2012
For the record: I am in no way related to the company just as I was in no way related to Spredfast when they started and I advised you to watch them too. Example of retention stage touchpoints “This is the age of the customer”. You need to see the world through your customers’ eyes”. Two simple sentences from a video of Touchpoint Dashboard. But it’s not because I didn’t want to.
The Social Customer Service Elite: All Customers Are Equal But Some Are More Equal than Others
MAY 25, 2011
Major shift in thinking in several companies. Last week George Orwell’s famous “All animals are equal but some are more equal than others” line from “Animal Farm”, his anti-totalitarianism novella, came to mind in an unusual context: customer service in a “social media world”. Do you remember the days of the Pareto principle? The long tail and the socialization of customer service.
How to Earn Trust When Distrust Rules
JULY 29, 2012
Faceless and big companies are looked upon with distrust. It’s an evolution that has been going on for years, especially since communication essentially often was company-oriented and more a monologue than a dialogue. Organizations have been facing a challenge for several years now: a lack of trust among people regarding what they say, the messages they spread and how they act.
Word of Mouth Marketing: When a Human Phenomenon Goes Business
JULY 27, 2011
Word of mouth marketing does not only involve products, brands and companies. Firstly it involves (user) experiences and interactions, including with companies: experiences with businesses and products are talked about. People have always talked about their experiences, emotions, needs and also products, services and brands. Word of mouth is an old and human phenomenon. Period.
Content Methodology: A Best Practices Report
company’s content across the enterprise. for their audience’s attention, including major publishers and media companies. suppliers, and can help facilitate corporate communications and build company culture. This virtuous circle is only possible when the company works to build a culture of. The studio helps unify the company around a. for the company’s newsroom.
B2B Blogging Trends 2011: Towards an Integrated Approach
MAY 24, 2011
Should a company blog? In many organizations, blogs are still seen as almost separate entities. Several other organizations have no blog at all. included). Should employees blog? There are no “musts” in business. However, when not blogging you are missing out on important opportunities. In this post, I will not tackle the ‘advantages’ of blogging. They should be obvious by now.
Inbound Marketing versus Outbound Marketing: a Pointless Debate
JUNE 8, 2011
Inbound marketing is defined as all forms of (mostly digital) marketing whereby people “find” your company/products/services and that includes tactics and channels such as social media marketing, SEO, SEA, blog marketing and content marketing. Since several years marketers are debating the evolution of marketing from the inbound marketing versus “outbound perspective. Outbound marketing is basically [.]. Blog Connected marketing customer-centricity HubSpot inbound marketing outbound marketing
Customer-Centric Marketing: Optimize and Integrate
MARCH 7, 2012
Since the beginning of this year bloggers, experts, research companies and marketers are increasingly talking about cross-touchpoint marketing, integration and customer-centric marketing. Have you noticed? Social media pundits tackle topics such as conversion and cross-channel strategies. SEO experts say search should be seen in an integrated and customer-centric context. Email pros are defending how [.].
Social CRM: Social Media and Communities in Customer Relationship Management and Marketing
MAY 20, 2011
Your company is managed according to this list. They further write that “thousands of customer interviews have convinced them that the “company’s list” and the “customer’s list” are always significantly different – including the items on the list, the specific characteristics of the items on the list, and the priority of the items on the list”. Social CRM is a term that is often misused, certainly in a product and solution context. It’s also frequently narrowed down to specific customer-oriented activities such as customer service and even social media monitoring.
B2B Marketing Trends for 2016
Collaborate with industry influencers: marketers must creatively build advocacy and content amplification outside the company as well. customer/stakeholder goals of my company, and what do I need to make. company sales rep, it becomes even more vital that both groups understand the buying process from. There will be more companies developing SLAs between sales and.
The Challenges of a Real-Time Economy: an Unexpected Small Crisis
JULY 19, 2012
Regardless of the details, I wonder if you have a scenario about how you would react if someone in your company by mistake put something online too fast – or that wasn’t supposed to go online at all? I’m interested, really, this can be a good exercise for you to do. If you follow someone on SlideShare, you know what kind of mail I am talking about. The question is how.