Social Media
How McDonald’s Cooked Up More Transparency
Preparing the McDonald’s “Our Food. Your Questions.” campaign put the company through a kind of “culture shock.”
Customer Engagement
Latest
Technology Implementation
Why Social Engagement May Be More Important Than Marketing
Companies need to focus more on the people already invested in the brand, says the president and COO of Sprinklr.
Carlos Dominguez (Sprinklr) interviewed by Gerald C. Kane
Analytics & Business Intelligence
Sports Analytics: The NFL Connects with Fans
The NFL’s CIO discusses the organization’s customer-focused approach to big data and analytics.
Michelle McKenna-Doyle (NFL), interviewed by Michael Fitzgerald
Marketing Strategy
The Case for ‘Benevolent’ Mobile Apps
Smartphone apps that provide consumers with helpful information can improve users’ trust in a brand.
Glen L. Urban and Fareena Sultan
Climate Change
Working Toward Totally Transparent Yogurt
As part of its sustainability strategy, organic yogurt company Stonyfield has made a mission of total transparency in its sourcing.
Wood Turner (Stonyfield), interviewed by Nina Kruschwitz
Digital Marketing
Be a Good Sport With Social Media
Two World Cup-related gaffes by international airlines offer lessons for social business.
Gerald C. Kane
New Product Development
How Procter & Gamble Uses External Ideas For Internal Innovation
P&G’s open innovation program nurtures collaboration with individuals and companies globally.
Leslie Brokaw
Digital Marketing
The Multiplier Effect of Social Business Tools
B. Bonin Bough oversees social media for Oreo, Ritz and Cadbury — big brands in the social world.
B. Bonin Bough (Mondelez International), interviewed by David Kiron
Customers
What Unhappy Customers Want
Customers are unsatisfied with complaint handling despite years of effort. A new approach is needed.
Marc Grainer, Charles H. Noble, Mary Jo Bitner and Scott M. Broetzmann
Developing Strategy
Stories That Deliver Business Insights
Companies are gaining insights from ethnography, the in-person study of how consumers use a product.
Julien Cayla, Robin Beers and Eric Arnould
Analytics & Business Intelligence
How eBay Uses Data and Analytics to Get Closer to Its (Massive) Customer Base
Neel Sundaresan, senior research director at eBay, discusses how eBay uses analytics at every level.
Neel Sundaresan (eBay), Interviewed by Renee Boucher Ferguson
Digital Marketing
How to Create Brand Engagement on Facebook
What determines whether consumers will “like,” comment on or share a company’s Facebook posts?
Arvind Malhotra, Claudia Kubowicz Malhotra and Alan See
Digital Marketing
Turning Facebook Fans into Product Endorsers
How companies can find their most influential online customers and enlist them to help promote their brands.
V. Kumar (Georgia State University), interviewed by Robert Berkman
Social Media
How Finding “Exceptions” Can Jump Start Your Social Initiative
John Hagel, co-chairman of the Deloitte Center for the Edge, explains how social tools can increase productivity.
John Hagel (Deloitte Center for the Edge), interviewed by David Kiron
Social Media
Social Business By the Numbers
Do companies know why consumers interact with their social sites? How much value can social business deliver?
Digital Marketing
Enhancing Relationships With Customers Through Online Brand Communities
To improve online communities, companies need to enhance communication among custoemrs.
Mavis T. Adjei, Charles H. Noble and Stephanie M. Noble
Transportation and Young Adults: Driving is Down, Biking and Public Transport Way Up
With the rise in bike-sharing programs, car-sharing programs and more, the number of vehicle miles traveled has dropped significantly.
Leslie Brokaw
Innovation Strategy
Collaborating With Customer Communities: Lessons From the Lego Group
For the Lego Group, a close bond with user communities is not a pipe dream but a reality.
Yun Mi Antorini, Albert M. Muñiz, Jr. and Tormod Askildsen
Innovation Strategy
Five Steps for Embracing Consumer Innovation
Companies can work with consumer innovators, or “casual entrepreneurs,” by understanding their lead users.
Leslie Brokaw
Innovation Strategy
The User Innovation Revolution
According to von Hippel, users are often the first source of new products.