I'm releasing today a new research report that I wrote in conjunction with Wetpaint called "ENGAGEMENTdb". The study looked at how the 100 most valuable brands -- as identified by the 2008 BusinessWeek/Interbrand Best Global Brands ranking -- engaged in 11 different online social media channels. We critiqued the brands on not only their breadth of engagement across these channels, but also their depth, such as whether they reply to comments made on blog posts. Each brand was given a numerical … [Read more...]
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New study: Deep brand engagement correlates with financial performance
Filed Under: Advertising, Blogs, Consumers, Enterprise, Marketing, Media, Social, Technololgy, Twitter, Work
Redesign and logo for Altimeter Group
It's with great excitement that I'm beta launching a redesigned web site at www.altimetergroup.net today. I welcome your feedback before I port the main altimetergroup.com site over to the new design on Friday. The site was designed by Horn Group, a digital communications agency (disclosure: Horn Group is a client and they were paid for their work on the site). The goal of the site is to provide more information about Altimeter, the services being offered, and also be a home for The Altimeter … [Read more...]
Filed Under: Agency, Marketing, Shameless plug, Social Tagged With: altimetergroup, charleneli, crowdspring, design, horngroup, logo, website
Why Social Media Marketing Fails – Notes From Web 2.0 Expo panel
I had the honor and pleasure of being on a panel with my two former Forrester colleagues, Peter Kim (now at Dachis Corporation) and Jeremiah Owyang (still at Forrester). Our topic: "Why Social Media Marketing Fails -- and What To Do About It". Peter organized the panel to discuss four topics: How can I get my culture to adapt? How can I make my campaigns work? What am I supposed to measure? Does social media even matter? I've included an audio podcast of the … [Read more...]
Filed Under: Advertising, Events, Marketing, Social networks Tagged With: charleneli, jowyang, peterkim, smfail, web2e
Skittles bravely lets social media take over the homepage, redefines branding
On Monday, Skittles changed it's home page over to emphasis social media, specifically a Twitter search for "skittles". I've included a screenshot of it (click on it to see it full size). The result: "#skittles" was the top trending topic on Twitter on Monday, and actually took Twitter down as the buzz spread. Skittles did a great job at dominating the Twitter conversation, especially for a candy. On Tuesday, the home page shifted to highlight Skittle's Facebook page. It will likely shift … [Read more...]
