If you’re currently working for an organization that needs to pull itself into the MoSoLo (mobile social local) era, you’re going to want to read this extensive interview with from start to finish. Such a transformation is neither rapid nor guaranteed to work without a number of factors coming together: An internal catalyst Senior management buy-in An external expert /…
Category: Social Media
Keeping the Customer Front and Center
Gripping tightly to the lifeless plastic handle I could only muster a fainthearted “hit it” to the speedboat skipper 50 feet away. This was to be my third and final attempt to rise above my skis and frankly I was already drained and shivering. The first effort had ended in a face plant with skis scattered across the surface like an old-fashioned yard sale. The second…
CMO Insights: How to Use Marketing to Help Your Customers
Jim Collins famous “hedgehog” concept proposed that great businesses were greater still because of their profound focus, doing one thing better in their marketplace than anyone else. Recently, a number of service companies have taken a not so obvious way to become better at their core business and that’s by operating businesses in other areas. Stay with me as I…
How BBVA Compass Banks on Purpose Branding
When you think of banks, or any financial institution for that matter, I doubt you are overcome with heartwarming images of improved welfare and social care. Unless you’re among the few that have had a warm and fuzzy experience, most likely your relationship with your bank is mainly transactional — a deposit made here or statement issued there. Interestingly, there is at least…
Battling Goliath: How to Win as the Underdog
As my daughter was heading off to Copenhagen for a semester abroad five years ago, my “cheap dad” instincts went into high gear. With visions of thousands of dollars of long-distance cellular calls on my horizon, I suggested to her that we use a free messaging app that one of our client’s at the time had introduced. Her lightning response via…
CMO Insights: Making Procurement Awesome
When SAP acquired Ariba a few years back, newly appointed CMO Alicia Tillman was faced with the challenge of rebranding the company to include the qualities of both SAP and Ariba. Next, she had to consider how to best communicate SAP Ariba’s new brand identity to customers. It’s no surprise that social media, one of today’s most effective tools of…
An Inside Look at Dell’s Influencer Program
In the last few years, a number of brands have realized that to earning the trust of consumers isn’t something they’ll be able to accomplish on their own. The reality is that people trust people more than brands, which explains the emergence of influencer marketing. Instead of going straight to their target market, brands are now looking to a chosen…
CMO Insights: How the Grammys Became More Than a One Night Affair
The Grammys have brought us some of the best moments in television, and the most spectacular performances in music. From Michael Jackson’s moonwalk across the stage in ’88 to the Elton John and Eminem duet in ’01, and most recently Lady Gaga’s tribute to David Bowie, the Grammys have been the place for historical moments in music. And if you’re…
Finding the Right Elements for Your Brand
A couple of weeks ago, I had the good fortune to be interviewed by Dan Raviv, a correspondent for CBS Radio. During our conversation, Dan asked me what “elements” he should mix together to help build an audience for the CBS News Weekend Roundup radio show. I hemmed and hawed a bit, suggesting he start with his target audience. He probed…
Lost Opportunities to Engage During #Blizzard2016
This past weekend, New York City had one of its biggest snowstorms ever, and, as usual, this presented an opportunity for brands to engage in the social conversation. Not surprisingly, New Yorkers expressed a lot of joy, surprise and down right frustration across social channels. What was surprising is that as the snow and chatter piled up across Gotham, most…