Digital Marketing

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How CEOs Can Leverage Twitter

Rather than waiting for impressions about a company to be driven by others in social media, CEOs of large companies can help shape the conversation by becoming active on Twitter. Journalists often check a CEO’s Twitter account before covering the CEO or the company, and certain types of business-related CEO tweets — including tweets about new management initiatives; strategy and performance; and new products and services — have even correlated with positive movement of company stock prices.

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When Customers Become Fans

Beijing-based smartphone maker Xiaomi Inc. has actively involved enthusiastic customers — known as “Mi Fans” — in both software and hardware development processes. Tech-savvy users test interfaces and products as volunteers, doing much of their communication on the Internet. Customer involvement in the product development life cycle has not only helped Xiaomi reduce R&D costs but also enabled the company to cultivate a sense of participation and pride among lead users.

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Setting Up Digital to Tell Stories to a Global Audience

  • Interview
  • Read Time: 14 min 

As the first Chief Digital Officer for the Metropolitan Museum of Art, Sree Sreenivasan leads the charge in managing the museum’s digital content — which means storytelling for a global audience. “My job is to tell a million-plus stories about a million-plus pieces of art to a billion-plus people,” he says. In a Q&A, Sreenivasan discusses the global vision for the Met App (for the museum’s 32 million annual onsite visitors), the museum’s use of social media, and its media lab about the future of museums.

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Using Social Media in Business Disputes

An emergent defensive strategy is being used by both upstart players facing established competitors and by newcomers (such as Tesla, Airbnb, and Uber) facing government regulators. Called “lawsourcing,” the strategy advances legal and public relations goals through social media campaigns, online petitions, and boycotts to draw attention to disputes. These tactics are often framed in moral and ethical terms, and they are being initiated by even very small players.

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Creating Online Videos That Engage Viewers

The Holy Grail of modern online marketing is video content that “goes viral.” So how does it happen? New research shows that engagement with online video content depends less on what the video shows than how the video shows it. A study of viewer reactions to online videos suggests that the key is to juxtapose content elements in incongruous combinations or to create original or exaggerated content that makes an emotional connection with the viewer — to create emotionally surprising videos.

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Customizing Social Media Marketing

There is no one-size-fits-all strategy for social media marketing. Instead, companies need to tailor campaigns to fit their products. Recent research suggests that one key question that can guide the approach is whether a company’s products are primarily useful or fun. For instance, consumers expect to encounter messages about fun products on platforms like Facebook. In contrast, they will only glance over recommendations for useful products. Because reactions differ, so too should the social sharing mechanisms used to promote these products.

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Can You Really Let Employees Loose on Social Media?

At Mitel, a $1.2 billion communications technology company, employees tweet about the company and are proactive on LinkedIn with only one rule: “Use your best judgment at all times.” Martyn Etherington, the company’s chief marketing officer and chief of staff, has no problem with that. “We have to enable the majority and not hold them back by implementing catch-all policies that are aimed at a few.”

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How Effective Is Location-Targeted Mobile Advertising?

New research shows that mobile advertising targeted to consumers based on their locations can be effective. This is particularly the case with customers who have shown a high level of interest in the type of product being shown to them. Researchers also think that some users might simply need more time to evaluate the trustworthiness of an app or offer — suggesting that marketers might see delayed responses to location targeted mobile ads.

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Free Article

Why Your Company Is Probably Measuring Social Media Wrong

If a teenage girl retweets you in Japan, will your video go viral in Brazil? Social business expert Jerry Kane argues that it might — because social media is a complex system, where small or seemingly unimportant factors can converge to produce large or unexpected effects. The challenge for managers in the social arena is to consider the unexpected instead of the linear “X means Y” thought processes. Managers should pay attention to four characteristics of social media that can affect outcomes.

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How to Win in an Omnichannel World

Retail customers now readily use both online and offline retail channels. To thrive in this new environment, retailers need to reexamine their strategies for delivering information and products. Companies that are successful at navigating the omnichannel environment take a customer perspective and view the activities of the company through two core functions: information and fulfillment. They also consider hybrid online-offline approaches, including inventory-only showrooms and “buy online, pick up in store” options.

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Free Article

Why Social Media Will Fundamentally Change Business

Of you haven’t yet jumped on the social media bandwagon, you may want to hurry up and join. Social media is not a passing fad, but a permanent, transformative technological change to how companies conduct business. Social business expert Jerry Kane explains how social media is likely to fundamentally alter the business environment in the near future.

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How Facebook is Delivering Personalization on a Whole New Scale

As Facebook becomes more mobile-centric, it’s also becoming adept at laying its customer data over brand data and third-party data to create uniquely customized experiences for its users. In a Q&A, Blake Chandlee, vice president of global partnerships at Facebook, details the power that comes from being able to overlay all that customer information. “Historically, we’ve never had the ability to have the scale of a mass media along with the personalization that digital provides,” says Chandlee.

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Free Article

An Audio Summary of "Moving Beyond Marketing"

An audio briefing by Gerald C. (Jerry) Kane, co-author of the 2014 social business research report by MIT Sloan Management Review and Deloitte. The report indicates that that measurement sophistication is finally taking hold in social business. More than 90% of “socially maturing” companies actively measure their social business efforts. The authors explain why C-suite leadership is crucial to reaping value from social business.

Image courtesy of Flickr user Michael / Hello Turkey Toe. https://www.flickr.com/photos/helloturkeytoe/8782246559
Free Article

After a Social Media Gaffe: How to Recover and Not Dig a Bigger Hole

It was late at night when a staffer from the American Red Cross accidentally sent a personal tweet from the organization feed. Unfortunately, it was a tweet about beer. Immediately, there were thousands of tweets in response saying, “The Red Cross is drunk.” Wendy Harman, director of Red Cross information management and situational awareness in disaster cycle services, says that what happened next was a product of being prepared for social media mistakes and trusting that a little humor would help.

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Moving Beyond Marketing

The 2014 research report by MIT Sloan Management Review and Deloitte finds that measurement sophistication is finally taking hold in social business. More than 90% of “socially maturing” companies actively measure their social business efforts, and measurement sophistication is starting to prove its value. As well, social business is becoming not just a B-to-C phenomenon, with nearly 60% of B-to-B companies saying that social business initiatives are positively impacting business outcomes. Crucial to all these efforts: C-suite leadership.

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Free Article

Be a Good Sport With Social Media

Reaching out to customers on social media platforms can be a double-edged sword, particularly when the subject is sports. As airlines KLM and Delta discovered, there is a fine line to be walked between supporting the home team and offending a multitude of potential customers. Social media expert Gerald Kane offers some lessons derived from the Twitter errors made during the 2014 World Cup.

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Rejuvenating a Brand Through Social Media

When Nestlé UK invited customers to vote for a new chocolate bar flavor, the company’s target customers participated in droves. By leveraging social media for the Kit Kat brand, the company was able to build positive word of mouth through consumers who became brand advocates; increase sales; and generate a higher return on investment. The process followed a four-step framework that any company can use to extract valuable information from the vast amount of data generated by social media.

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Reimagining Customer Service at KLM Using Facebook and Twitter

For KLM, social business arose as a spontaneous response to the Icelandic volcanic eruption that spewed ash into Europe’s airspace for days, halting all air travel and stranding thousands of passengers. Since the abrupt birth of the airlines’ social business strategy, e-commerce senior vice president Martijn van der Zee has made the company a model for using social in customer service.

Showing 1-20 of 69