Very recently, he joined content marketing technology vendor NewsCred to head strategy for that company. NewsCred is a rapidly growing content marketing technology platform that also offers licensed and original content. Clients include Bank of America, Time Inc. and P&G.
This is a rare moment when an executive from the brand side of content marketing has decamped to the vendor side of the industry. In light of this, I decided to interview him to hear his motives for the move and to look back at his accomplishments at SAP.
What’s the new role?
Head of strategy. Basically, my main area of responsibility is to help each client build out a content marketing model, which obviously then get supported by the technology by the content marketing cloud platform.
This is the first time, to my knowledge, that an executive has moved from the client to the vendor side in content marketing. What prompted the decision?
At SAP, I was building content marketing as a practice, and I had tremendous support from the CMO. We built a blog presence for thought leadership, not only creating an effective platform butdoing so on a very limited budget. It wasn’t a significant investment; if anything, it was a reduction in some other expenditures — for example, on the advertising landing page side.
So when I was looking at what to do next, the options were to continue to mature that model in the brand that I was working with, or to take a leadership/CMO type role within a small company.
I jokingly define content marketing as the gap between what businesses generally do when they market and what customers are actually looking for. So I made the decision to help other brands take the journey to close that gap.
Most marketing sucks — or at least most marketing is highly ineffective. This move will allow me to help other brands be more effective, to reach more customers and generate more sales.
I hear education will be part of the new job?
The first step when I talk to marketing leaders is to explain the value of content marketing — or, more specifically, to arm them with the knowledge to help them obtain buy-in from higher-ups.
CEOs (and even some of the older-school, traditional marketing professionals) still see marketing largely as promotional activity: the email blasts, the ads, the logos all over everything, etc. That’’s why most marketing is still in the stage that it’s in. But as consumers, the digital/social/mobile world has changed the way we expect to interact with brands.
We’re not going to put up with cold calls at dinnertime, or with emails we don’t want, or with banners that interrupt the content experience we’re looking for online. So if we, as marketers, are not going to be doing those things anymore, what do we need to do instead?
That’s the educational part. It took me some time, but I’ve slowly come to realize that ineffective marketing is not really the fault of the majority of marketers — they’re just doing what they’ve been asked to do. So we’re arming them with the information to educate those who are asking them to execute.
Most organizations don’t have infrastructure, roles, or even a documented content strategy.
Where will you start?
After education, the next step is to identify the problem. When I worked at SAP, we helped the organization understand there was a definite content problem.
Part of that process included highlighting all of the customer conversations we weren’t a part of. For example, we looked at our analytics to estimate how much of our website traffic was coming from people who are in the early stages of the buying process — and we realized we weren’t getting any traffic from early-stage search terms.
None of the people who were in the early stages of the buying process for products related to SAP were being exposed to the brand through search. That’s a massive content problem.
We then did an inventory and found that we were already creating content and targeting the people talking to our sales guys. So we identified that budget and that content and asked, “How much of that content is actually being used?”
To this day, I’m shocked. We looked at all the content repositories we had — I think there were 62 — and noted the content that was either viewed or downloaded by the intended recipient. Something like 60 percent of the content uploaded to these repositories was never looked at or downloaded by a single person.
That’s why often I tell people, “You don’t need any more budget. Just look inside your organization at the places that are creating content and see if it’s used at all.”
That’s the most rudimentary type of content audit you can perform.
Exactly. So if we took 40 or 50 percent of this budget, we would have more than we would ever need to build an effective content marketing platform.
So the first step is education. The second step, as you said, is the most rudimentary type of content audit.
Then it’s building the new thing. That starts with understanding search, understanding content requirements by stage. Personas can be helpful here, but only when done correctly. When creating personas, a lot of companies stop short of understanding the types of content each persona is looking for, the channels through which they can be reached, and their stage in the buying process. Yet that’s where a persona actually becomes effective — you can implement an activity against a persona when you know what they’re looking for, where they’re looking, and when they need it.
Once you know that, that’s where the infrastructure, tools and the technology come in.
Looking back at your SAP achievements, what are you proudest of?
In my seven years at SAP, the first three and a half years were specifically online lead generation. An inbound marketing project turned into a content marketing role. My legacy is building the thought leadership blog. I’m proud of it because it was really up against the tide and flow of the organization. I really had to fight every step of the way to get it done.
There were detractors, and it was surprisingly easy to prove them somewhat wrong — and to do so with very little budget. I had to find the resources around the organization… but with 60,000 employees, you’re going to trip over a few smart people who understand the context of online marketing.
A lot of the interaction we had was with external thought leaders. We were looking at Klout scores, we were looking at bloggers we already knew in big data and cloud computing and analytics. We didn’t have the budget to create our own positions, despite the fact that that it was what my boss wanted, so we decided to “curate” the position from thought leaders. I was proud not just that we built it, but that ROI was so clear from Day One.
What are your new success metrics?
We’re going to figure that out as we go. The main objective is to make sure they’re not walking around with a hammer so that every problem looks like a nail. We truly want to help the entire discipline of marketing get better and improve. It’s not just technology that can do that. Our mission is to help marketers evolve to the changing world.
That involves three different things:
One, there’s going to be a services business helping customers build an effective content marketing platform.
Two, we’re going to work on pipeline acceleration — helping customers get onboard quickly and effectively and generate a return from their investment.
Three, we’re going to focus on retention. That means going back to the happy customers and making sure they’re stretching themselves to think about what the next thing is. It also means helping with the product pipeline and make sure the product is staying up to pace with the needs of the marketplace.
Where do you see the content marketing vendor landscape going?
In the last six months, this industry has changed so rapidly. Some early players are starting to relegate themselves to the position of niche players. Folks like Contently and Percolate and NewsCred almost came out of the blue. At SAP, we were talking to Percolate two years ago and thought they were an interesting sort of CMS — it’s unbelievable what they’ve built in such a short period of time. You’re starting to see these new horses in the race.
This conversation was edited for brevity. Originally published in MarketingLand.
A genuine culture of content goes far beyond enabling and empowering content creators outside of marketing.
In this one-hour webinar, Brian Solis shares research on how businesses explore digital transformation, including results from a 2014 survey of leading digital strategists.
We’re pleased to announce that Susan Etlinger, Brian Solis and Rebecca Lieb are each speaking at this year’s event.
While most of the tech and business press focused on the functionality of the Apple Watch (digital crown, battery life, taptic engine, yadda yadda…) discreetly milling around the event were the fashion press, invited by Apple’s new fashion and design team.
In this 45-minute webinar, analyst Rebecca Lieb shares best practices for your content marketing software selection process.
Digital Darwinism is a fate that threatens most organizations in almost every industry. Because of this, businesses not only have to compete for today but also for the unforeseeable future.
Our research found that the content marketing space is rife with challenges, both internal to the organization and externally across the ecosystem. The following infographic helps visualize this struggle.
How should content be measured and analyzed? Let us count the ways (or at least begin to).
I follow the Maker Movement as a consumer, analyst and also as a maker. What is the maker movement?
Businesses today are met with unique challenges and opportunities that necessitate pause. For years, management models were developed to optimize the pursuit of business objectives.
How much does content marketing cost? Tough question, right? So let’s break the question down a bit to try to simplify it.
We recognize that existing RFP templates cannot be retrofitted to the task of soliciting content marketing solutions due to a number of specific challenges.
Pervasive technology fundamentally changes how people communicate, discover and connect. With smartphones and tablets serving as digital appendages, we focus on small screens throughout our day, every day and in all we do.
In this one-hour webinar, analyst Susan Etlinger explores the phenomenon of “TV Everywhere” and shares findings from her recent report, Data Everywhere.
Lately I’ve been doing a ton of work around the content marketing vendor landscape: conducting research, as well as helping clients ascertain what their technology needs are and pinpoint the vendors that can solve their problems.
There’s a lot of talk about the future of work… Technology is indeed connecting us in ways that improve communication, discovery and connectivity.
What’s a digital newsroom? Seems like such a simple question, until you start pondering the potential answers.
Today, I’m proud to announce the release of Altimeter Group’s second report on Digital Transformation. This new report is aimed at executives and digital strategists to help them (you) further understand the state of digital transformation as you plan your next steps and investments.
It’s no corporate HR secret: the greater investment made into employees, the greater the ultimate reward back to the company.
How teens use social media and why it matters to you. Generation Z = (Today’s Teens, Preteens and Children)
Michael Brenner has long been a recognized leader in content marketing in his role as VP marketing at SAP. Very recently, he joined content marketing technology vendor NewsCred to head strategy for that company…
In this one-hour webinar, analysts Andrew Jones and Charlene Li share how insights can be gleaned from social media.
During the past several years, the television industry has changed dramatically, spurred by device proliferation, changing distribution methods, and the increasing popularity of social media.
Murky research collided with lazy journalism last week to create a torrent of #socialmedia + #advertising = #fail link bait.
Silicon Valley is more than a place, it’s a movement. While many debate where the “next” Silicon Valley will gain prominence, the point that many onlookers miss is that innovation is at the heart of the crusade.
By now, you’ve probably heard that data scientists at Facebook recently published a study in The Proceedings of the National Academy of Science…
Social Media Examiner’s 2014 annual Marketing Industry Report found that while 97% of marketers use social media in their marketing efforts, only 37% are able to measure the ROI of those activities.
Modern marketing requires deeper customer understanding to drive meaningful engagement. With social media — and the abundance of social profile and activity data — brands can glean this insight to identify and better understand prospects and customers throughout the customer lifecycle.
Today, I’m happy to announce the publication of my research report, Leveraging Social Identity: Know and Engage Customers Better to Build More Valuable Relationships.
In this one-hour webinar, Rebecca Lieb will share findings from her recent research report on how content marketers should select content marketing tools.
Twice a year, we publish our planned research agenda. You can see the first half of the year’s agenda and what’s already been published here. Today, we’re excited to announce our planned research for the remainder of the year.
This month, we need your help with two reports that will be publishing in July. We’re fielding two surveys – on social business governance and employee engagement.
You know about ad stacks, right? Get ready to say hello to the next big thing in content marketing technology: the content marketing stack.
Our new research report, The Content Marketing Software Landscape: Marketer Needs & Vendor Solutions, published today to help marketers navigate the tangled and complex content marketing software landscape.
Salesforce just announced the release of its Social Studio, an enterprise social relationship platform.
Thank you to everyone who joined us for Tuesday’s webinar on Digital Transformation. We had an excellent turnout from around the globe and received a lot of great questions throughout Brian’s presentation.
Today Sprinklr is announcing the availability of a paid media offering as well as a $40M in series D funding led by Iconiq Capital (which notably manages money for many of Facebook’s early employees, among others).
A key factor to creating and delivering a great customer experience is the ability of a company’s workforce to modernize, use new technology platforms to connect with each other and customers, and most importantly, adopt a new mindset of openness and transparency.
Marketing has changed substantially in the past few decades. With the proliferation of CRM, ecommerce, cookies, loyalty programs, etc. marketers have more customer data than ever.
IBM officially joined the Marketing Cloud battle today, with the news that it is acquiring marketing automation vendor SilverPop.
“Digital transformation” isn’t a trendy moniker to signify an increase in technology investment. It’s a renewed focus on the customer and the human side of business.
To learn more about the state of social media command centers, Altimeter Group spoke with three organizations — MasterCard, eBay, and Wells Fargo Bank.
Late last year, I started wondering about social media command centers. Salesforce had launched one, as had Brandwatch, but I wondered: were they really still relevant? Were companies investing in command center deployments, or had interest subsided since their heyday in 2010?
When Google bought Wildfire for $350M, it took many by surprise. What did Google want with a Social Relationship Management company? Google is in the ad business, not the SRM business.
Your refrigerator has a message for you — and no, it’s not that you need more orange juice– it’s an ad for belly fat pills. Thanks, Refrigerator. This post was originally posted on Wearable World News. The original can be found here.
Rebecca Lieb shares findings from her recent research report on real-time marketing, including the top 6 use cases, the benefits and risks, and 12 best practices.
At the most basic level, the Internet of Things (IoT) is connectivity between people, processes and things. While this is as vast as it sounds — spanning all industries, the enterprise, and consumers — one of the central-most challenges facing…
Two things: To stay competitive with (or arguably ahead of) the giants in the social world—Salesforce, Adobe, and Oracle—Sprinklr needed to build out its analytics capabilities. Sprinklr’s customers increasingly need custom consulting services, especially for implementation and training.
It’s almost that time of year again: Altimeter’s analysts are mapping SXSW plans and schedules. Making the trip to Austin this year are Brian Solis, Susan Etlinger and Rebecca Lieb.
Large enterprises are rolling out social media at scale – and training and education for employees is critical. Well-developed social media education programs can help companies achieve business goals by reducing social media risk and activating employees for engagement and advocacy.
One question Altimeter hears frequently is “What’s next?” A better way to ask this is “What should we care about?” Often with emerging technologies, there is a disconnect between what people are excited or care most about versus what they will actually invest in.
Digital, Social, Content Strategists: We want to hear from you! Would you be willing to participate in our latest survey? Click here to get started: http://bit.ly/1bK8TRE Wondering how other organizations are mapping their customer journeys?
Last week, Charlene Li, Ed Terpening, and I hosted a webinar on how large enterprises — like ARAMARK, Aetna, Kaiser Permanente, RadioShack — are rolling out corporate social media education, and why.
Take a look around our site today, you might notice a very subtle change. We’ve seen a lot of change in our industry, not to mention at Altimeter, since we started five years ago. It felt like the right time to refresh our brand.
Facebook may be losing teens (/the cool kids), but contrary to some beliefs, 2014 will not be a dire year for the company.
Real-time content synchronization between offline and online media has become the darling of social TV, frequently serving as its very definition for companies looking to marry traditional and digital marketing experiences.
As we launch into 2014, the analysts at Altimeter each pulled together a compilation of trends and issues they are watching closely this year.
Customer attention will continue to fragment in 2014, making it harder than ever for brands to engage with customers. But it will also be the year in which brands capitalize on a largely untapped opportunity presented by social media…
As digital channels operate increasingly in the ‘now,’ all marketing organizations must consider to what degree they will function in real-time, and even define what real-time is relative to their operations and marketing organization.
Miss our recent report, The State of Social Business 2013? If you’re looking for a cheat sheet, here’s a visual of the key findings: The graphic below shows how companies are formalizing, organizing, and growing their social media efforts. For example, three out of four large companies now have a dedicated social media team — […]
Miss our recent report, The State of Social Business 2013? If you’re looking for a cheat sheet, here’s a visual of the key findings: The graphic below shows how companies are formalizing, organizing, and growing their social media efforts.
Last year, we asked companies about their top social strategy priorities. The second top response was “Developing Internal Education and Training.” Yet, when we surveyed companies earlier this year, we saw that only 38% had any education program in place, beyond ad hoc efforts.
In the past year, social data has continued to wend its way into organizations of all types, from large enterprise to small business to media and entertainment and the public sector. We’ve seen use cases far past marketing into product and service quality, entertainment programming, customer service, fraud detection and a host of other examples.
Last month, we published our report, The State of Social Business 2013, based on data and analysis from four years of Altimeter’s annual digital strategists’ survey. Today, we’re happy to release the data charts from that report, in a downloadable, easy to share PowerPoint presentation that you can take and inject in your own presentations.
If you’re a marketer who has evaluated native advertising offerings, then you’re likely already familiar with Facebook’s suggested posts, Twitter’s sponsored tweets and hashtags, or sponsored content on any number of online publications.
Each year, Altimeter surveys social strategists and executives, and shares our findings and analysis in Open Research reports. In our most recent report, we looked at our survey findings from the last four years, 2010 to 2013, to share our analysis of the state of social business.
On Tuesday, Sprinklr raised $17.5M in series C funding. That follows additional rounds raised by other enterprise social media management vendors in the past year, including: Spredfast raised an $18M series C in February, Hootsuite raised $165M in its series B in August, and HearSay Social raised $30M in its series C in September. What […]
The concept of using game mechanics to achieve desired outcomes may not be new, but to many brands, the use of gamification across the enterprise to drive business value is gaining speed. In our latest research, Altimeter has found that gamification is quickly evolving to become an important component in many organizations’ internal and external […]
I am thrilled to announce the promotion of Andrew Jones to Analyst at Altimeter.
Adobe Marketing Summit and Oracle OpenWorld both took place recently. It’s another month until Dreamforce, but I expect similar announcements to be made there.
Co-written with: Susan Etlinger, Rebecca Lieb, Andrew Jones, Linda Saindon, Brian Solis, and Ed Terpening The not-so-long awaited Twitter S-1 is out and now the intense scrutiny begins.
What is native advertising and, by extension, what is it not?
Jeremiah Owyang will be leaving Altimeter Group at the end of September to start a new company focused primarily on his passion for the Collaborative Economy.
Not since the legislative debate over spam back in the early part of the millennium has a digital marketing term been so riddled by obfuscation and misunderstanding as native advertising.
As the founder of a small business, I know that the hiring and departure of each and every person makes a huge impact of the firm — and that this is an evitable part of the business.
In this report, industry analyst Susan Etlinger demonstrates how leading organizations are deriving actionable intelligence from a holistic view of social and enterprise data.
In this webinar, they discuss the seven factors that successful social businesses share and how their strategies are designed to deliver business value.
I’ve taught more than 300 professionals Social Business through hands-on workshops, and happy to announce new workshops from Altimeter Academy focused on Content Marketing and Social Business Analytics.
I spend a lot of time reading and thinking about social data: what it is, what it isn’t, how to measure it, where it’s going.
In this 1- hour webinar, industry analyst Jeremiah Owyang presents his research on the business disruption, and share examples of companies that are already moving into the Collaborative Economy.
Altimeter analysts Charlene Li and Brian Solis proudly introduce their new book The Seven Success Factors of Social Business Strategy. It was written to help readers learn how to better align social media strategies with business objectives to deliver real results and ROI.
In this webinar, Altimeter Group’s Charlene Li and Brian Solis review the six distinct stages that organizations move through as they evolve their social business strategy.
Five years ago, I started a company. At the time, it was simply just me deciding I wanted to do something different. I learned it was by far the hardest professional decision I have ever made, to strike out on my own.
This report defines the Collaborative Economy, looks at companies that are already moving into this space, and provides a framework, the Collaborative Economy Value Chain, which companies can use to help rethink their business models.
Watch this webinar with industry analyst Rebecca Lieb, to explore scalable organizational models for addressing content needs across the enterprise.
By now you’ve more than heard about Yahoo’s massive $1.1 billion acquisition of Tumblr. The deal is done, another Internet entrepreneur and early employees become multimillionaires, Marissa Mayer’s Yahoo earns a new shot at digital relevance, and hundreds of millions of Tumblr users go about their Tumbling life as if it were just another day.
This post originally appeared on my Altimeter analyst Jeremiah Owyang’s Web Strategy Blog By Chris Silva and Jeremiah Owyang, Industry Analysts at Altimeter Group Last year’s over hyped skydiving was replaced by down to earth by grounded product enhancements.
Watch this webinar and learn how prepared your company is for social business.
More than a handful of brands publish more content now than a major media property such as Time Magazine did 25 years ago.
Over 30 Technologies Have Emerged, at a Faster Pace than Companies Can Digest. If you think social was disruptive, it was really just the beginning.
We all gathered amidst the rain and clouds at Facebook HQ, 1 Hacker Way, Menlo Park, CA to see what would be unveiled. A new flagship Android phone, tailored toward Facebook users? A new branch of the Android OS? A groundbreaking partnership?
SXSW Interactive—or what I like to call it, “Geek Mardi Gras”—is over, and the dust is settling.
It’s been a week since SXSW 2013 and here at Altimeter Group, we’ve had a chance to reflect on what we saw. Check out our coverage from analysts, consultants, researchers, and even media. We’ll be updating as more coverage comes in.
Technologies are Emerging at an Increased Rate –Making Tracking Harder than Ever SXSW is no longer about disruptive technologies being launched, instead, it’s a mainstream, it’s a mainsteam festival, actually) and digital leaders at today’s large corporations are already present, and you should be too.
Is SXSW for Business or just a Boondoggle? That’s the wrong question. More than ever, I heard more folks debating if SXSW was good for business, or just a big party.
In its latest research, Altimeter Group’s Charlene Li and Brian Solis uncovered a distinct gap between organizations that execute social media strategies and those that are truly a “social business.”
My colleague Brian’s blog is abuzz with comments about mobile strategy, so key to success he urges readers to “[f]orget about social media,” at least for a moment. Brian’s comparison of social to mobile is apt, both began as fragmented, bootstrapped efforts, then social got the attention of the CMO.
Yesterday’s Burger King brandjacking was an important reminder to brands and their agency and software partners about how vulnerable social media accounts are.
Last week, Jeremiah and I published Altimeter Group’s first “short doc,” focused on in-depth case studies that illustrate how large brands are managing complex, distributed social media programs.
That Time of Year is rapidly approaching: “Will you be there?” “Are you speaking?” “When are you in town?” The Altimeter Group analysts attending SXSW 2013 next month are Jeremiah Owyang, Brian Solis, Susan Etlinger, Chris Silva and Rebecca Lieb.
For the last few years (see 2012 data). This analysis is a bellwether on how brands will spend on an integrated experience for the year.
Businesses may be seen as having a “successful” social strategy by virtue of citations in case studies and speaking at conferences. But, by far, the best metric of success is concrete examples of how the organization creates business value via social technologies across multiple departments and dimensions of their business.
Altimeter continues to grow with the addition of Ed Terpening as Senior Consultant, where he will be leading Altimeter’s client engagements and develop Altimeter Academy the company’s new training offerings.
It’s a nightmare scenario. You get a frantic text or call from a co-worker that someone tweeted a tasteless joke or profanity from your corporate Twitter account.
One of the major themes in our research this year is Adaptive Organization. As we think about what makes organizations adaptive, it’s not just the tools and services that they embrace but also their ability to adapt to change to stay in touch internally and to reach customers and prospects proactively.
Advertising and media are converging. The results will disrupt how companies must deploy their marketing efforts.
The volatility of social data and the pace of change mean that tried-and-true measurement methods are no longer enough. Social data is different.
Request: We want to hear from you. Tell us on your blog or website how the Sentient World impacts your business (positively or negatively), and we’ll cross-link to the conversation.
In the wake of the Samsung/Apple trial verdict the news is crawling with hyperbole about how disruptive the verdict will be to the mobile OS ecosystem, specifically Android’s momentum.
Social media is the modern Pandora’s box: it has had a meteoric rise as a tool to interact and engage with customers, but also a dark underside exposing companies to new types of risk.
Google announced Google+ for Enterprises today with Hangouts integration into Docs and Calendar as well as administrative controls such as default posting to only within the company.
Real-world case studies of best practice training programs are discussed, as well as outcome-oriented training strategies that will keep all levels of employees engaged.
Thanks to all those who helped us make our #AGMobileUP Tweetup a success last night in Boston. We had a great and varied group of attendees hailing from agencies, mobile startups and the VC community as well.
What we found was that social media is the modern Pandora’s box – It has great value but almost two-thirds of companies we surveyed say that social media is a significant or critical risk to their brand reputation.
We talk a lot about screens these days, so much so that for me to type the word “table” without appending a “t” onto the end has become somewhat of a difficult task. That said, there’s much talk about how it’s important to converse with customers across the multiplying number of screens we interact with […]
Everyone talks about the challenges of measuring the revenue impact of social media, but how are top brands actually doing it? And are they successfully measuring ROI?
In the late 20th century, when the commercial internet was in its infancy, there was no end to the griping about “silos.” Back then silos referred to That Which Is Digital and That Which Is Not Digital. The gripe (from the digital side of the equation) was that the not-digital team got all the budget, […]
Want to learn about Formalized Social Advocacy Programs? An embedded recording is below.
Altimeter Group continues its blog ring in July and August to deepen understanding of our three research themes. The next theme of focus is the Adaptive Organization.
I spent yesterday morning at the Google I/O developer conference and, aside from people literally skydiving into the event – the news was largely tech-related and heavily mobile. Google made announcements of its new Nexus Tablet, the JellyBean aka Android 4.1 OS and home media sharing features of its new Nexus Q device.
Below is a 15 minute video which encapsulates Altimeter’s themes on the Dynamic Customer Journey and the Sentient World.
Today marks the publication of Altimeter Group’s newest enterprise mobility research report, authored by analyst Chris Silva.
Did you miss today’s webinar with Charlene Li and Chris Silva talking about the proper foundation for mobile business? If so, please see a full replay of today’s content, available on Vimeo.
The potential for social influence is enormous on both sides of the equation. Services that rank and identify “influence” open the door to new opportunities for businesses to cultivate mutually beneficial relationships with digital tastemakers and authorities.
Have you read my report, “Make An App For That, Mobile Strategies For Retailers” yet? If so, and you didn’t have a chance to tune into today’s webinar, I want to share the content with you to use, share and discuss.
In 2011, the US hit a milestone — more than half of all adults visit social networking sites at least once a month. But when it comes to using social-networking technologies inside organizations, many business leaders are at a loss to understand what value can be created from Facebook-like status updates within the enterprise.
There’s been a rash of news stories recently with headlines so misleading it’s hard to believe they passed editorial muster. Yet a quick search of Google News reveals no less than five articles with ledes very much like this one: P&G to cut 1600 staff after CEO discovers digital media is free.
This week, Altimeter (myself and Andrew Jones) hosted a webinar stemming from the the recent report on Social Media Proliferation, which you can download the full report on this blog post.
2011 was the year of the mobile shopper, so why aren’t retailers doing more to serve them? Today Altimeter Research has published its latest report, Make An App For That: Mobile Strategies For Retail.
Get account control now –or risk a career of continual social media sanitation. To match the growing consumer adoption of social media, many companies have launched social media efforts with little planning.
Sales and operations planning processes are 35 years old and are currently experiencing a renaissance. The redefinition of the process powers growth and improves resiliency in the face of increasing volatility.
If you have a website, a blog, or even a Facebook or Twitter presence, you are a publisher. Think like one: build a digital content strategy that embraces words, images and multimedia to systematically enhance consumer engagement and conversion rates.
The End of Business As Usual explores each layer of the complex consumer revolution that is changing the future of business, media, and culture. As consumers further connect with one another, a vast and efficient information network takes shape and begins to steer experiences, decisions, and markets. It is nothing short of disruptive.
As mobile becomes the leading means for users to interact with brands, content, and one another inside of organizations, simply “getting to mobile” is not strategy enough.
What’s a crises? We did analysis on the list of social media crises aka “punkings” to find out what went wrong, why, and what should have been done.
Wherever I go, the question I hear most often is this: “What is the ROI of social media?” Even though most companies we’ve surveyed have a brand monitoring solution in place, few have yet to crack the measurement code. It remains one of the most stubborn challenges for the social business.
Charlene Li sat down with Ken Blanchard, the author of The One Minute Manager, on the morning of June 21st, 2011 to discuss how leadership is being affected by social media.
Is the supply chain ready to be social? And, if so, how do companies begin the journey? What steps do they take?
Engage! examines the social media landscape and how to effectively use social media to succeed in business—one network and one tool at a time. It leads you through the detailed and specific steps required for conceptualizing, implementing, managing, and measuring a social media program.
There’s more to disruptive technologies than social to watch. In fact, we’re exploring a variety of new disruptive technologies, to see how they impact business, culture, and customer relationships.
One question I frequently get is “How much should I be spending on social media?” The answer, of course, is it depends. This report looks at how 140 Social Strategists spent on social media in 2010 — and their plans for 2011 (read report).
Last quarter, Altimeter hosted a conference on The Rise of Social Commerce, in which we release a research report based on interviewing dozens of companies who are integrating ecommerce with social media.
This Social Media Decision Maker Must Choose One of Two Career Paths. This emerging role is critical to the success of social media programs yet, most Social Strategists and their programs lack maturity, with only 23% of Social Strategists having a formalized program with long-term direction.
Download our paper and presentation below, and register for a webinar with me and partner Jeremiah Owyang on Wednesday, December 1 at 11 am PST for a webinar on the Rise of Social Commerce. Registration at: http://bit.ly/rscwebinar. Meet the new shopper. Underneath the keys of the keyboard, they are shopping in a new way. Unleashing […]
Altimeter Group conducted research, and gleaned input from 34 vendors, agencies, and experts, to determine success criteria and develop a roadmap for Facebook page best practices.
Social technologies are disrupting traditional business models, and the analyst industry is no exception.
While numerous social media measurement technologies exist, no single tool can adequately measure and provide insights for all social marketing activity.
In Open Leadership, Charlene Li offers the next step resource that shows leaders how to tap into the power of the social technology revolution and use social media to be “open” while maintaining control.
“Be Open, Be Transparent, Be Authentic” are the current leadership mantras — but companies often push back.
I conducted the first of four Webinars on the ideas around “Open Leadership” and am making available the slides as well as a video recording. This Webinar laid out the reasons why open leadership is inevitable and required because of the adoption of social technologies.
We finally completed our final third webinar in our social strategy trilogy. It’s been great sharing our insights and widely releasing it to the community, and I hope you enjoy this final segment.
This webinar follows Altimeter Group’s recently published open research report: Social CRM: The New Rule of Relationship Management, which covers 18 uses cases of social CRM.
Social and CRM: How Companies Will Manage Their Social Relationships Over the last six months, I’ve been working closely with Ray Wang who is well known in the CRM space as an expert. Coupled with my focus on social technologies we did a deep dive on how our worlds are intersecting at Social CRM.
Jeremiah Owyang and I held a webinar entitled “Developing A Social Strategy” that had over 495 participants asking very insightful questions — we had a great time sharing the information and got new ideas on how to develop our thinking as well.
In 2009, a subset of the marketing-focused chapters were published as “Marketing In The Groundswell.”
Putting the Public Back in Public Relations is a crucial guidebook for helping brands navigate the social economy, while enhancing your career and future in the process.
In this book, leading search optimization expert Rebecca Lieb brings together more than 50 absolutely crucial facts and insights decision-makers must know to drive more web traffic through better search engine placement.
Groundswell is required reading for executives seeking to protect and strengthen their company’s public image.
Now Is Gone seeks to help businesses embrace Social Media intelligently. Readers can learn if their organization is ready, how to begin, the predominant participation is marketing approach that other businesses are using, social media marketing strategies, and general social media insights.