Archive for Marketing

innovation, new ways of doing things

Why Tying Your Shoes Wrong Matters

You learned how to tie your shoelaces in kindergarten, or maybe you were very bright and your parents taught you when you were three or four.

So for all these years, you’ve been doing it the same way as I have – and it’s wrong. I learned this just a couple of days ago from a BloombergBusiness video.

I’ve practiced tying my walking shoes several times and it’s far superior to how I did it before. Learning to do this most basic task a new way shook up how I’ve been thinking about things. Read More→

Inc. 500

Marketing Taking Over Social Media Function in Inc. 500

An interview with Dr. Nora Ganim Barnes, a Chancellor Professor of Marketing and Director of the Center for Marketing Research at the University of Massachusetts Dartmouth. The Center recently released its 6th Annual Benchmark Study of the Inc. 500

Based on your Inc. 500 study what are you finding that’s changing in social media?

It appears that the Inc. 500 are settling in and getting comfortable with their social media efforts. They are looking for tools that help move their companies forward and are considering social media measurement, ROI and future investments in these new communications strategies. Read More→

Just Out: 2011 Social Media Marketing Industry Report

[tweetmeme]Social Media Examiner has just issued 2011 Social Media Marketing Industry Report. In its third year, the report is now able to make a number of interesting comparisons to prior years — what’s growing and what’s not and the most important issues to social media marketers. Below is a page from the report with key findings. Not surprising, the companies that have invested heavily in money and human resources building their presence on social media want to know: what’s the payoff?

The respondents were asked these three questions:

  1. How do I measure the effect of social media marketing on my business?
  2. How do I integrate and manage all of my social media marketing activities?  (This moved to #2 this year from #9 in 2010.)
  3. What are the best ways to sell with social media?

As a blogger, I was pleased to learn that blogs are the fourth most used social media tool, as ranked by 68% of the respondents. Facebook, at 92%, is the giant, as expected. Next are Twitter at 84% and LinkedIn at 71%. You’ll find many interesting findings in the report which you can download at Social Media Examiner.

Career of Path of a Corporate Social Strategist


If you’re interested in how corporations are organizing their social media strategies, then the slide show at the bottom of this post will bring you up to date on current practice.

It highlights the results of recent online study, conducted by the Altimeter Group, a technology management consulting firm. The firm surveyed “140 enterprise-class social strategists across industries,” according to the study.

The study’s catalyst was noted web strategist and Altimeter partner Jeremiah Owyang.  His blog Web Strategy gets 70,000 unique visitors monthly so obviously a lot of people believe his insights and research into corporate social media strategy are on the money.  In this presentation he tracks the career path of a Corporate Social Strategist defined as:

“The Corporate Social Strategist is the business decision maker of social media programs — providing leadership, roadmap definition, innovation; and directly influencing the spending on technology vendors and service agencies.”

Among the key findings:

  • Almost 80 per cent of those surveyed said their programs are not looking long term, and have existed for less than three years.
  • The vast majority of Corporate Social Strategists report to Marketing or Corporate Communications
  • Funding is limited, with more than 75% of companies reporting an annual spend of less than $500,000.
  • There are five principal ways that companies organize the social media function.
  • It’s uncertain whether the Corporate Social Strategist will achieve top management ranks in the next five years.

Do you agree with Altimeter’s definition and where do you think the Corporate Social Strategist will be in his/her organization in five years?  How will they be influencing corporate strategy?