Posts Tagged “Empowerment”

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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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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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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In this second installment of the Midyear Update, I’ll outline three social technologies that are potential game-changers, and give general guidance for what you can do to evaluate their relevance to your business this year. I’ll decipher them and explain why you need to care about how Geosocial applications are transforming retail, how “federated identity” enables customers to log in to Web 2.0 sites with their Google, Facebook or Twitter credentials and how Web 3.0 slipped in the back door while most executives weren’t looking. [update: the third installment gets personal]
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Social networks change the economics of relationships because finding, developing and maintaining relationships is far less costly… Watch the migration from Friendster=>MySpace=>Facebook=>? It was relatively fast, people are mobile… Don’t think you are getting anything for free. Even if you are not paying cash, your interactions and position are building a rich data repository for Google or whoever else is providing “free” services

How the Seattle Seahawks and the Seattle Sounders are using social networking and social media to engage fans online and offline

Should you worry that interacting with your customers on Twitter, Facebook, LinkedIn and blogs will let your competitors poach your customers? How increased transparency affects business and how you can use the trend to drive your competitiveness

Sneak preview: Christopher S. Rollyson to present eight social networking healthcare case studies at the Social Networking Conference in Miami, January 23, 2009

How to deal with technology disputes when your team gets into prolonged arguments over Web 2.0 tools, vendors or approaches. Taking a customer-centric approach to web 2.0 projects. Unleashing the power of the Web 2.0 conversation within your projects.