Storytelling has been marketing’s go-to buzzword for a couple years running. A well-told story that draws on the interests of its audience has the power to connect customers emotionally to a brand and make it unforgettable. But when it comes to social media, few marketers get storytelling right. Traditional advertising follows a broadcasting model, and [...]
When using social media, customers experience brands through dialogue and relationships. A savvy marketer’s first step in extending his or her brand into a social space is to think about what it would be like to experience that brand as a relationship—what are its dynamics? Why would your customer want to “make friends” with you [...]
Social media implementation requires clear strategy paired with customer-driven execution. What that means is that the best companies approach the process with an exploratory, flexible, and collaborative attitude. When we were working with eBay, we built and managed discussion forums for seller support. This was initially intended to be a place where people who sold [...]
Seventy people volunteered to work for free for 6 months to help me launch my company. Here’s why, and how we keep that enthusiasm alive in our culture 17 years later.
It’s a myth that you can’t measure return on investment that’s produced by social media programs. You can. To quote Stephen Quinn, the chief marketing officer of Wal-Mart, “I’m always baffled when I hear people say, ‘It’s really hard to prove the ROI.’ We have ROI that’s really strong. And it’s transforming our organization.” So [...]
We’re often asked how we help the world’s biggest brands maximize the results of social. Their daunting task can involve managing hundreds of social pages with hundreds of thousands of comments in dozens of languages. (Actually, LiveWorld supports up to 70 country-language combinations, to be exact.) Here is a quick list of the kinds of [...]