Over the past several years, consumer generated marketing campaigns have become more and more popular. After all, what brand wouldn't want tons of users to create content on their behalf and share it online with their entire social networks? And by the way, these consumers will create it all for free. For this reason, CGM
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Who is the most influential person online? That is the tantalizing question behind the Influencer Project, a brilliantly conceived marketing campaign from Fast Company magazine dedicated to getting people to engage with the idea of online influence and pass along their participation to their entire social networks. The Influencer Project is a simple site that
Continue reading »There is a company called Brand Affinity Technologies (BAT) that is profiled in last month's issue of Wired magazine which is worth a look for anyone who is interested in how advertising and endorsements in particular in athletics work today, and how this could apply in the future. BAT focuses on what the article terms
Continue reading »For the past two days, I had the chance to interact with a brilliant group of professionals from some of the largest brands in the world on how they are using social media at the Corporate Social Media Summit in New York. This collection of communicators spent the last two days discussing some of the
Continue reading »If you haven't seen it by now, the Nestle brand* has run into a bit of a brand crisis on Facebook thanks to a combination of a coordinated attack from Greenpeace and missteps from the brand in communicating with consumers through the social media environment (for a good recap of the situation and analysis, read
Continue reading »There is a fundamental problem among social media experts today. Some people have argued that the problem lies with people who are rushing to call themselves an expert without having the necessary experience. Others create some sort of artificial metric to try and put some parameters around who should be allowed to call themselves an
Continue reading »It is not easy to know where to start when it comes to social media. The stories of brands that have taken missteps with fake profiles, and become a lightning rod for negative comments are aplenty – causing more than one marketing team to take a big step back and wonder where and how best
Continue reading »Yesterday I hosted a conversation on Twitter all about authenticity and what that truly means. It's a buzzword, to be sure, but it was interesting that the 140 character based conversation yielded many different perceptions of what authenticity means. For most honesty was a big part of it, as was having real one on one
Continue reading »Adrian Moore is the best concierge in the world. At least, according to British travel magazine Monacle, he is. He works at the Four Seasons in Paris, knows all the best spots and restaurants, is intimately aware of any festivals or special events in his city and is, by any account, an authority on all
Continue reading »There is no denying that Twitter has had a huge impact on how marketers are thinking about using social media tools for marketing. One thing that is most interesting about it, however, is how the site has managed to avoid overcomplicating itself with more features. Twitter is simple, and it just works. Of course the
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