Toronto - New York
Author of: Influence Marketing: How to Create, Manage and Measure Brand Influencers | Partner, Sensei Marketing | Moderator #Bizforum Twitter Debate
@dbvickery Fair enough. NLP has only gone so far. Human interpretation of data is still required. More so, a corporate culture must be cultivated that values this data and placing a priority on doing whatever it takes to engage in real-time.
2 days, 16 hours ago on The New Marketing Trend You Must Pay Attention To
@HengBinTeo For me it's about focus. Who is the customer and what motivates them to make decisions. Everything should revolve around that - and be held accountable to that.
Keep Jason. Get rid of Gini. Big things happening! Big I tell you!! :)
2 weeks, 5 days ago on #FollowFriday: Our New Paid Media Manager
@profkrg You and me both!! I'd be happy if the barista was just waiting at my door when I left in the morning holding out my Grande Pike Place.
1 month, 1 week ago on Starbucks’ Tweetable Coffee Program is a Lesson in Real-Time Marketing
@chieflemonhead Funny enough, Influence Marketing, with it's talk about volumes of people, is really about one-to-one marketing. Again. Purchase patterns can certainly be swayed by the "wisdom of crowds" but to change someone's behavior or buying patterns often requires a person within one of those dyadic relationships since the connection and relevancy between the two is typically stronger.
@Frank_Strong Yes, well, that's my point too: the PR industry, despite the few that get it, are not doing themselves any favors by not embracing the medium and taking a leadership role. It has allowed marketing to take ownership; worse, it has allowed an entirely new department of social media and community managers to evolve to stake claim.
1 month, 1 week ago on Dinosaurs, Newspapers, and Public Relations
@profkrg Fair enough. I'm curious on your thoughts: Why do so many still think of the PR industry as one-way, push communications? Why are so many predicting its demise?
1 month, 2 weeks ago on Dinosaurs, Newspapers, and Public Relations
@Soulati | Hybrid PR I agree that PR pros are well suited to lead social media strategy but not that they understand this. If they all do, then they've done a poor job of selling it.
Maybe the PR industry needs a good marketing team? (hehe, couldn't stop myself)
@HeleneSmith You know, you could have just asked to submit a guest post. But I will accept it in the comments just the same. :)
On a serious note - I agree with you, obviously. However, we can't ignore the fact that too few businesses link PR with social media management. I believe it has a lot to do with the fact that the engagement which happens between brands and consumers occurs on computer screens -- and now mobile screens. And those have typically been under the management of the marketing dept. Secondly, the concept of "engagement" or relationship building has always been under the management of sales, marketing, and customer service. Like it or not, PR has been seen as "pres relations" more than customer relations. Any wonder that there's always a sales and marketing dept but rarely a PR dept resident within the walls of many businesses?
This industry still has a long way to go to convince the C-suite that the training and skills owned by public relations professionals are best suited to lead social media engagement. These conversations need to continue.
@Soulati | Hybrid PR I'm not sure I agree with you. Well, your statement that you "seasoned of the elders" understand were you fit, at least. You do, clearly. You understand that your skills, as a PR professional, are uniquely qualified to take on the social communication strategy. You understand that you've had to adapt those skills to the new media.
Too few understand this - both PR pros and the businesses who hire them. Too little too late for most.
I'm not in the PR game, but I've always felt that social media engagement should be led by those with formal public relations training. Sadly, too few have adequately re-positioned their skills and services.
@never again I feel for ya. Hang in there brother.
1 month, 2 weeks ago on 12 Most Horrific Hours Leading Up To My Colonoscopy
Holy worn out thesaurus Batman! Inspiring post,especially #10. We seem to focus on all the soft-traits of leaders these days (good listeners, etc.) that we don't put enough emphasis on the ability to drive enough revenue to keep the lights on and the employees paid! :)
1 month, 3 weeks ago on 12 Most Magnificent “M” Marks of Great Leaders
@Craig McBreen Brands are confirmed by the customer's experience with the various touch points and interactions they have with the business. However, in our social world, that experience can be heightened or diluted by the perception created by social proof, especially among prospects and media. Take Blackberry for example; there's no question that they failed at innovating but the social dialogue expedited the demise of the business. A strong blog, as a hub for a brand's social voice and engagement, can help prevent the brand erosion. Yes, this is the new world of branding.
1 month, 3 weeks ago on Corporate Blogging Questions Answered
@Danny Brown Well given that you the king of blogging, I appreciate the kind words. I believe that 99% of corporations need blogs; however, they don't all need the same content strategy. Aligning the strategy with the business's goals is always a good starting point.
@RyanKBiddulph Agreed. The challenge a lot of corporate bloggers face is the need to increase metrics such as page views, time spent on site, etc. Chasing those metrics often leads the content strategy away from consistency. Better to take a long-term view, which, sadly, is something most corporations are not good at.
@StuckIncali2Long They don't release this information but given the number of businesses engaging in the tactic, you'd have to think that most are gaining from it - like Chick-fil-A.
1 month, 3 weeks ago on From Chick-fil-A to Barilla – Is Courting Controversy The Next Big Thing?
@Shankar Poncelet Correlation v. Causation - that's the crux of the debate on marketing measurement. Social media marketing is certainly in high demand because of the increased adoption of it by consumer (and in large part because of the hysteria whipped up by the media and marketers themselves), but that's only put more of a spotlight on this issue. How much money do you invest in relationship building without linking social metrics to bottom-line results?
1 month, 3 weeks ago on You’re The World’s Greatest Marketer, Until It’s Budget Review Time
@dschulenberg Agreed. Often marketers are put in a position where we can't satisfy the inevitable demands that we'll be held accountable for. Sometimes we do it to ourselves. We must learn to look at marketing as a profit center, not a cost center.
Is it fair to put the fate of developing countries on a business? Can a business truly effect 'the root cause of poverty" that's often rooted in history, culture, politics, geography etc.? Such solutions require a willingness of the people that live in that country and the support (or pressure) of other countries. So the criticisms of Toms is a bit harsh.
However, any business that makes a profit by linking its product or brand to supporting those in need, should expect that it will be questioned by the same medium it used to build its business. I agree that helping employ locals would be a better service than giving away product; however, at least their doing something. They cared. More than I can say about most of those criticizing Toms.
1 month, 3 weeks ago on Social Justice: Toms Shoes – Not the Story You Might Expect
So true Mila. I'm thankful that you chose to share this picture. It's an excellent example of personal moments become possible thanks to the courage and willingness of people to reach out to others. Social media certainly facilitates this for so many people, me especially.
That t-shirt, and the message it represents, connects me to so many people that I'm honored to call friends. All of them started online. Discussing my views on Klout online gave me 15 minutes of fame, which then allowed me to connect to so may people. The image on that t-shirt was drawn by JC after reading a blog post. I wore that t-shirt to two conferences and in each, it was the catalyst for pictures with people that I've maintained friendships and business relationships with including you, Ann Handley, Diane Brogan, and others. In fact, I wrote that t-shirt on the car ride to Montreal for the 140 conference you produced with two others than I met online and now consider friends: Alan K'necht and Pamela Ross. Of course, this online dialogue connected both Danny and I to Pearson publishing and a book deal was signed. I could go on, but you get the point.
Honored to call you a friend.
2 months ago on The Picture Frame That Moves and Gives Back: Part II