CMO Matrix: How Social Technology Must Integrate with Traditional Marketing, a Horizontal Approach

CMOs must approach social technologies in an integration fashion Although social technologies have been capturing marketers time for over four+ years in corporate, they’ve often been operated in a silo as experimental, or a separate deployment from traditional marketing. Yet the savvy marketing leader knows that reaching customers is increasingly becoming challenging as their touchpoints continue to fragment. To reach the fragmented customer, marketers must apply an integrated approach.  As an industry, we should dispel notions that social marketing and it’s subsequent tools should operate in a silo, but instead sit horizontally in the marketing organization as they impact so many different forms of marketing tactics, approaches, and mindsets.  Furthermore, this has considerable impacts as social media organizations are founded … Continue readingCMO Matrix: How Social Technology Must Integrate with Traditional Marketing, a Horizontal Approach

Altimeter’s One Year Anniversary: A Thank You To Our Clients

Jeremiah: The following is a cross posting of our Founder’s blog post on the Altimeter’s blog.  I shared her sentiments completely, and am not sure if I could add anything, so I felt it was just best to repost here.  Later, at another time, I’ll discuss the learnings from starting a company from scratch, and how I feel it’s helped me to better service my clients.  I feel that I’m more complete as a professional and analyst after launching a business.  Here’s Charlene: Charlene Li: One year ago, Altimeter announced the addition of three partners – Jeremiah Owyang, Deb Schultz, and Ray Wang – turning what was up to then a one-woman shop into a company. We moved into small offices (affectionately … Continue readingAltimeter’s One Year Anniversary: A Thank You To Our Clients

People on the Move in the Social Business Industry: August 25, 2010

Both the submissions on this job announcement board, as well as available social media positions at corporations continue to pour in. In fact, this is the second time this month I’m posting this “On The Move” post due to submission volume. Clearly, there is more activity happening in the industry from my perspective, and I expect for this to continue, as we near planning for 2011. In this continued digest of job changes, I like to salute those that continue to join the industry in roles focused on social media, see the archives, which go back a few years. People on the Move in the Social Business Industry The social media powerhouse Louis Gray now joins My Sixth Sense as the … Continue readingPeople on the Move in the Social Business Industry: August 25, 2010

Audio: Opportunities with Social Media and Tourism

Left: The crew at Hawaii Public Radio, Oahu.  Left to Right: Ryan Ozawa (@hawaii),  David Lau (@synwpn), Kara Imai (@hawaiikara), Jeremiah Owyang (@jowyang), and Burt Lum (@bytemarks) How to hotels, restaurants, attractions, airlines, entertainers and cruise ships use social media to connect with tourists?  Listen in to find out. Thanks to Burt Lum (Twitter) and Ryan Ozawa (Twitter), the hosts of the long running tech show called “Bytemarks Cafe” on Hawaii Public Radio. At the Hawaii Tourism Conference in Oahu two weeks ago, I had the pleasure of presenting a primary research findings from a project Altimeter was contracted to do (with my colleagues Alan Webber and Christine Tran) on the socialgraphics of Hawaii tourists. I was joined on the … Continue readingAudio: Opportunities with Social Media and Tourism

Video: Kit Kat’s Risky Word of Mouth Marketing Campaign

Kit Kat got a lot of flack from the Greenpeace brandjacking, yet, I wanted to point out a marketing campaign where they leveraged popular news mentions. What was interesting is they used a simple email and some doctored photos, on Good Friday in the Netherlands (a country in which 45% are not religious) A few questions: When consumers find out this was a hoax, does this create distrust? Does tapping into market memes demonstrate being in tune with your market? Would it have only worked in a country where a large portion are not religious? Whether sacrilegious or brilliant marketing, perhaps it can only work in the Netherlands –it would have never worked in the US, You be the judge, … Continue readingVideo: Kit Kat’s Risky Word of Mouth Marketing Campaign

Analysis: Consumers Trust Friends, Brands, and Independents (eMarketer data)

Data is important. It helps us to guide our decisions based on facts –not just gut instinct. Lately, this data from eMarketer (thanks Scott Monty) has been floating around the web, and I want to add my own thoughts. Having conducted similar trust research, or seen the data from others, much of this is confirmation to what we already know. I do however want to provide my additional insights to how I interpret the findings. Further Analysis: Sources of Information Users Trust Tally: People Trust People They Know: When I was at Forrester, similar research was launched, showing that blog posts (often by people you don’t know) weren’t as trusted.  This data shows that blog post (item 1) from people … Continue readingAnalysis: Consumers Trust Friends, Brands, and Independents (eMarketer data)