Posts Tagged “Alterian”

Continuing the Alterian 2010 series, Monte gave his impression of the profound changes in marketing Edelman sees.

• Social media is about story—and trust. Citing the Trust Barometer, he asserted that trust was at an all-time low among consumers. The 18-29 age group has more trust, but they don’t consume traditional media [maybe that's why they trust more?]
• Trust in experts is up and “people like me” down. Billiam the snowman had the highest trust according to one survey [don't know what to make of that, is he an expert? ,^) ].
• When people are facing uncertainty, they will accept a new idea as truth when they hear it from 3-5 sources on average. This gives people peripheral vision.
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At the Engaging Times Summit, Mike gave an overview of the Alterian software stack and a preview of their new platform. The key takeaway is that Alterian is not a social media company, its core competency is deep marketing data analysis. That said, their SM2 platform is one of the social media monitoring leaders [disclosure, [...]

Continuing the Alterian 2010 series, this discussion featured: Donna Rossi, Vice President, Global Customer Experience Management, Western Union; Rob Singer, Senior Vice President, CRM, Bank of the West; Geoff Sherman, Director Pricing, Promotions & Trade Funds, Walgreens; Kathy Hecht, CMO, American Greetings Interactive; Michael Fisher, Senior Vice President, Alterian.

The message of this panel was that senior marketers and brands that don’t understand and embrace the changing landscape will feel the pain. Realize that the environment is changing fast: Read the rest of this entry »

At Alterian’s Social Business Engaging Times Summit, Jennifer summarized how Dave & Buster’s was beginning to see results from their social media initiatives:

• In the U.S., they have 57 stores, and each averages 40,000 sq.ft. of gaming and restaurants. July 2010 marked their first anniversary of doing social media.
• Customers are totally online, especially the 18-24 and 25-34 age groups, talking about food and entertainment; Dave & Buster’s benchmark themselves against casual dining because it has similar demographics. They go to where the customers are.
• There’s a fundamental shift (in marketing), and we have to get social media into the decision set. Facebook is the most important right now. We have a new data warehouse and customer surveys.
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Continuing the Alterian 2010 series, this discussion featured: Michael Harrison, Chief Strategy Officer, Razor; Taleen Ghazarian, SVP Strategy, Epsilon; Cristene Gonzalez-Wertz, Chief Strategist, Covalent Marketing; Don Peppers, Co-Founder, Peppers & Rogers; Jennifer DeMarco Herskind, AVP Marketing, Dave & Buster’s.

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Stan keynoted the first day of Alterian’s 2010 User Conference, Engaging Times Summit. He picked up David’s theme but drilled down into the history of (mostly direct) marketing to explain how powerful the transformation will be.

• We now have the most narcissistic consumer ever, they want total engagement, personal connection.
• Marketing priorities are all wrong: marketers invest in TV and print for which they get low returns while they underinvest in social media. Mass media is dying.
• Their leaders don’t understand social media (“one to one to every one”), so they can’t create appropriate strategy. New technologies like iPad, mobile, geolocation need strategy.

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David set the tone of Alterian’s 2010 User Conference, Engaging Times Summit, with these highlights:

• The change of control we’re witnessing is a major societal change. Young people immerse themselves in social media, don’t watch TV at all.
• Brands have lost trust, and there is major misalignment, too much marketing speak.
• Collaboration is the thing now, people don’t want to be interrupted (by marketers). Brands need to reduce broadcast and increase listening.
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