Still looking for ways to convince your boss, clients or board of investors to invest money in realtime tools and strategies? How about this one: according to a new study by Capgemini Consulting and the MIT Center for Digital Business, companies that are “digitally mature” generate more revenue, are more profitable and achieve higher market valuations. Read →
Businesses have always understood that word-of-mouth marketing is one of the most powerful ways to shape opinions and drive awareness, preference and sales. “Influencer marketing” is simply the new, fancy way to describe word-of-mouth. The difference now: the spread of influence is directly measurable, and there are all kinds of tools designed to help you identify and manage influence marketing programs.
So what are the elements that actually make up an influencer marketing program? Read →
Now that Twitter is a media company, building a walled garden around “its” content, it has two customers. The people who use the platform to share and read content (formerly known as “users,” but now better referred to as “the audience”), and the advertisers. And, like other media companies, it now needs to build another wall: a Chinese Wall between advertisers and users. Read →
Ever since Twitter picked a business model based on advertising, the company has been emphasizing the importance of creating a “consistent experience” for Twitter users. What will this experience look like? Read →
I love Twitter, the platform. But Twitter, the company, has often puzzled me. And I have often felt that Twitter the company is an organization that doesn’t really understand its own product. The #NASCAR Branded Hashtag page is just the latest evidence that Twitter often completely misses the point of what it has built. Read →
While many brands are still struggling with some of the most basic tenets of social media marketing, some have made the leap to engage in realtime marketing–connecting customer actions or cultural moments to their brands in realtime. In the case of Pepsi, that leap was made more than a year ago–but the presentation that PepsiCo Head of Digital Shiv Singh delivered at Realtime NY on June 6, 2011 still feels cutting-edge and exciting one year later. Read →
Too often, brands sign up to run promotional programs targeted to influencers using tools such as Klout or Kred—but forget all about the basics of what makes a marketing campaign work. If you’re using a personal influence measurement tool to identify and deliver product samples or special offers to high-ranking online individuals, make sure you think through the details of how you plan to engage with them. Read →
Facebook is winning the social media wars. But Google isn’t worried. Here’s why. Read →
Personal influence measurement tools are commonly used by communications firms to keep tabs on influencers with whom they are building relationships on behalf of their clients. But relying on Klout or Kred scores to identify the right influencers is not enough—these tools should be part of a balanced, integrated approach to understanding influencers, and identifying the right ones for your brand or your client. We spoke to Zoetica founder and PR veteran Kami Watson Huyse to get her take on how she uses personal influence measurement to build and manage relationships with the right influencers for her clients. Read →
“Klout has no interest in understanding the influence of minors. We are working with Facebook and Twitter on this, as well as building our own safeguards to make sure this does not happen.” — Klout CEO Joe Fernandez, November 11, 2011. I guess Joe has changed his mind, since this week, Klout delivered the following letter, addressed to “Dear Teen Influencer and Parent,” as part of a Perks promotion on behalf of Clean & Clear’s Morning Burst Body wash: Read →
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