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Neil T. Bendle and Charan K. Bagga
Market share is a hugely popular metric. But is it really useful?
Jielin Dong and Yanli Zhang
Smartphone maker Xiaomi cultivates user pride through user-centered and open innovation.
Lior Zalmanson and Gal Oestreicher-Singer
Content websites can convert visitors to paying customers by engaging them in a “ladder of participation.”
April 27, 2016 | Neil T. Bendle and Charan K. Bagga
The net promoter score (NPS) has become one of the most widely used marketing metrics. Consumers answer a simple question (How likely is it that you would recommend X?) on a scale from 0 to 10. Customers who answer 9 or 10 are considered promoters; those who answer 6 or less are rated as detractors. The score is the percentage of promoters minus the percentage of detractors. One of the strongest selling points of NPS is its simplicity. But the value of NPS may depend upon whether a manager sees it as a metric or as a system.
"If your executives are currently using digital tools for communication (i.e., email)," writes Boston College's Jerry Kane in "Balancing Tradeoffs in Social Media," then they "should begin using social media as well."
Claudia Kubowicz Malhotra and Arvind Malhotra
By tweeting, CEOs have an opportunity to initiate and influence online conversations.
Gerald C. Kane
If companies want to succeed at social business, they need to develop a culture that embraces social media.
Anna Granholm-Brun (Maersk Group), interviewed by Robert Berkman
Danish shipping and energy company Maersk Group learned to embrace the social media spotlight.
The prospect of free viral marketing is incredibly appealing — but often elusive. Many companies are looking beyond simply establishing a social presence toward getting social media marketing right.
Dante M. Pirouz et al.
The Holy Grail of modern online marketing is video content that “goes viral.” So how does it happen?
Matthew Mount and Marian Garcia Martinez
Nestlé UK had customers vote for a new candy bar flavor — and increased customer engagement.
Christian Schulze et al.
There is no one-size-fits-all strategy for social media marketing. Instead, companies need to tailor campaigns to fit their products.
Jay I. Sinha
Social media as a tool for brand promotion has its drawbacks, but a sound strategy can lead to business rewards.
Gerald C. Kane and Alexandra Pear
Images have taken on a broader role in representing brands, communicating value, and cultivating identity.
B. Bonin Bough (Mondelez International), interviewed by David Kiron
B. Bonin Bough oversees social media for Oreo, Ritz and Cadbury — big brands in the social world.
November 12, 2015 | Lainey Garcia (McDonald’s USA), interviewed by Gerald C. Kane
The McDonald’s “Our Food. Your Questions.” campaign engaged customers on social media and the web. As manager of brand reputation and public relations for the U.S. McDonald’s Corporation, Lainey Garcia helped put the campaign together. “We had to align those responses across a variety of functions — whether it be legal, supply chain, communications — and really prepare for what we knew consumers were going to ask,” she says. “That was new for many members of our organization, to really understand the nature of social media.”
Martijn van der Zee (KLM), interviewed by Gerald C. Kane
For KLM, social business developed in response to an epic customer service crisis.
Ming-Hui Huang and Roland T. Rust
In service businesses, there is often a trade-off between productivity and customer satisfaction.
Marc Grainer et al.
Customers are unsatisfied with complaint handling despite years of effort. A new approach is needed.
Gerald C. Kane et al.
For multinational companies, language barriers are a key obstacle to social business. Can a multilingual approach work?