recentpopularlog in

csrollyson : mengpost   22

"The 'Real Thing' for Coke and Product Brands" by @csrainc
2part analysis of Coke's product brand failure: How #coke can transform #customer #relationship+it's using finance to hide its slide
mengpost  q4  2014  product  brand  customer  experience  outcome  howto  trust  integrity  health  obesity  casestudy 
november 2014 by csrollyson
"Social Media Case Study Points to Shift in Economy"
The #LollyWollyDoodle fashion apparel case study: How it sells millions on #Facebook
apparel  fashion  facebook  2fb  ebay  mengpost  q3  2014  mass  customization  media  manufacturing  design  social  network  customer  experience  casestudy 
july 2014 by csrollyson
"The CMO's Guide to Big Data & Analytics" by @CSRAinc
Step-by-step how to use #BigData to outperform in marketing: ground initiatives in supporting customer outcomes of using your products
cmo  cdo  digital  transformation  foundation  big  data  analytics  guide  howto  mengpost  q3  2013  customer  social  business  privacy 
november 2013 by csrollyson
MENGonline: MENG Blend: How Marketers Are Pushing the Wrong Button on Mobile
How digital marketers can do mobile right—by rethinking the purpose of mobile adverts
mengpost  marketing  advertising  mobile  user  usecase  tv  software  digital  cdo  cmo  foundation 
may 2013 by csrollyson
MENGonline: MENG Blend: The CMO's Guide to Social Business and Advisory Firms
How CMOs can use social business to transform their organizations and brands + how to select consultants
cmo  guide  howto  consulting  management  firm  social  business  media  analysis  tool  mengpost  relationship  organization 
march 2013 by csrollyson
MENGonline: MENG Blend: The CMO’s Guide to the Disruption of Products and Brands
Radical transformation: how what happened to music and "news" is coming to products, how CMOs can prepare and harmonize
cmo  guide  disruption  brand  product  adoption  knowledge  economy  mass  network  media  3d  printing  manufacturing  consumerization  empowerment  social  business  customization  transformation  mengpost 
march 2013 by csrollyson
MENGonline: MENG Blend: Outperform in B2B Sales by Understanding the Social Business Sales Funnel
How to use social business to reinvent your "sales funnel" to shorten the sales cycle and cut cost of sales
b2b  sales  business  development  social  funnel  mengpost  2012  marketing  howto 
march 2013 by csrollyson
MENGonline: MENG Blend: Enterprise Adoption of Social Business - 2010 Midyear Update
In April, 2009 I published the Web 2.0 Adoption Curve as an tool to enable CMOs to perceive the promise and perils of social business and its relative, social media. The midyear mark gives us the chance to revisit its major points and to comment on current Web 2.0 and social business adoption trends. By understanding the dynamics of adoption and their drivers, you can better decide how to approach your social media investments. ::08.12.2010
adoption  social  business  2010  q3  mengpost  analysis  cmo  enterprise  transformation 
december 2011 by csrollyson
MENGonline: MENG Blend: Rude Awakening— Only 15% of Word of Mouth Marketing Campaigns Show Positive Results
Word of mouth marketing is seen by many marketers as the economic engine of social business (or media) because people recommend products and services to each other: all marketers have to do is give them the right information to share and make it easy for them to recommend things, right? Wrong. Or, in popular parlance, "It's complicated." Here, I'll identify some of the flawed concepts that underlie word of mouth marketing (WOMM), so you can avoid being part of its 85% casualty rate. I'll show in general how you can tweak the idea and succeed with social business initiatives more often. ::09.30.2010
wordofmouth  marketing  disruption  transformation  mengpost  q3  2010  analysis 
december 2011 by csrollyson
MENGonline: MENG Blend: How Social Networks Change the Rules of Sales and Profit
Social business technologies and behaviors will change the economics of markets because they enable buyers and sellers to find each other far more easily, but most organizations have yet to discover the secret. To many executives, social networks and blogs are still barely legitimate. However, I will outline here how social networks can enable companies to significantly increase profitability by changing their client mix. I'll use LinkedIn to illustrate the case for B2B and Facebook for B2C. What's Changing: Market Participant Trade-offs Buyers and sellers compromise significantly due to the high cost of identifying, and negotiating with, partners who can meet their specific needs. In B2B, salespeople seek buyers who appreciate the firm's USP (Unique Selling Proposition). Marketers for B2C products struggle to get their message to "cut through the clutter." To the extent that they can communicate their USP to the right buyers, they increase the value they deliver and the price they can command. Similarly, buyers assess their needs and seek companies or people who appear to meet their UBN (Unique Buying Need) as closely as possible. The more closely the seller's USP fits the buyer's UBN, the more potential value generated for both parties. ::11.18.2010
relationship  social  business  2010  q4  mengpost  facebook  linkedin  disruption  b2c  b2b 
december 2011 by csrollyson
MENGonline: MENG Blend: Geosocial Is Moving Your Cheese:  How It's Transforming Brand Value
You have undoubtedly heard about geosocial applications Foursquare,Gowalla, and Facebook Places, but there has been little discussion of how they are transforming the brand experience. Brand stewards need to understand that a geosocial/Web 3.0 fault line lies beneath many a company, poised to shake more than windows in the short- to medium-term. Here I'll outline opportunities and threats and describe how you can start getting in front of geosocial this year. ::02.08.2011
geosocial  marketing  cmo  2011  q1  mengpost  vision  disruption 
december 2011 by csrollyson
MENGonline: MENG Blend: E-Commerce Marketers:  Have You Noticed the HUGE Banner Opportunity Created by Facebook?
How Social Actions Have Pulled the Rug from under Banner Ads: Facebook's development schedule epitomizes the "white water, fast iteration" approach to serving company and customer. Although its mishaps are legendary, it succeeds in consistently fielding a mind-numbing array of features, so it is difficult to keep up and very easy to miss the significance of things. To whit, very few people people have noticed that Facebook has quietly revolutionized banner ads through a feature that is maligned by users but gold for marketers. This feature has created two opportunities for e-commerce marketers: a new means of inexpensive market research and an easy way to improve relationships with their viewers. Read on to do this to your competitors before they do it to you. ::03.10.2011
marketing  website  advertising  online  disruption  facebook  empowerment  mengpost  2011  q2 
december 2011 by csrollyson
MENGonline: MENG Blend: Customer Service Is the New Marketing:  How CMOs Can Leverage Digital Word of Mouth
In most brand organizations, marketing investments rest on 20th Century marketing principles whose results are diminishing every year. At the same time, an increasing portion of products and services is "commoditizing," which puts more pressure on marketing to "create" differentiation and value. In many cases, there is no escape—except by changing the rules. Here I'll show how marketing can reinvent itself by using social business to tap a hidden gold mine. ::06.02.2011
customer  service  social  business  transformation  marketing  enterprise  mengpost  2011  q3 
december 2011 by csrollyson
MENGonline: MENG Blend: Google+ and Early Lessons for CMOs
The launch of Google’s new social network has poignant significance for CMOs—in predictable and surprising ways. The launch is significant because Google+ is an exciting new social venue with the potential to disrupt. But even more importantly, it can teach us how the ecosystem works and how organizations can learn to use it to garner support for things they care about. ::07.13.2011
google  plus  analysis  2011  q3  mengpost  cmo  marketing  enterprise  brand  Platform  google+ 
december 2011 by csrollyson
MENGonline: MENG Blend: Social Enterprise:  How Giving Can Help CMOs Create Serious Value
You have undoubtedly heard of TOMS Shoes, the company that gives one pair of shoes to a barefoot child for every pair bought. Its entrepreneurial founder, Blake Mycoskie, created a simple yet innovative business model and launched the company in 2006. What you probably don't know is that social enterprise sensibility and strategy could well apply to your brand. Mycoskie makes a convincing argument that giving can be a way to create more passionate and durable relationships with the people you care about, which is what I'll expand before offering general recommendations. ::08.29.2011
social  business  enterprise  volunteer  cause  strategy  tomsshoes  marketing  cmo  mengpost  q3  2011 
december 2011 by csrollyson
MENGonline: MENG Blend: Global Social Business Strategy:  Early Lessons from the Field
My firm just completed a global study of social business in ten OECD language markets that may bode well for commercial and nonprofit organizations that are considering global audiences. We found that when you ground your social business strategy on rigorous research into the people you want to engage (stakeholders) and their specific online activities (workstreams), social business strategy can be applicable in several language markets simultaneously, leading to significant leverage and supporting global go-to-market initiatives. ::10.12.2011
global  social  business  strategy  reflection  analysis  howto  ngo  theater  mengpost  2011  q4 
december 2011 by csrollyson
MENGonline: MENG Blend: 2012 Will See B2B Early Adopters Move on Social Business
Although I have served numerous B2C enterprises, I have a more profound understanding of B2B because my businesses and employers have sold to businesses. Web 1.0 ("The Internet") adoption is a very useful pattern for understanding Web 3.0 adoption (we're way past Web 2.0 now). For brevity, I'll use it, along with some other patterns, to explain why my crystal ball says that 2012 will see serious B2B adoption of social business. In a future post, I'll address why CMOs can benefit by helping CIOs, COOs, CAOs, CSOs, etc. ::11.29.2011
cmo  marketing  social  business  adoption  prediction  b2b  mengpost  2011  q4  2sbs 
december 2011 by csrollyson

Copy this bookmark:

to read