In the age of consumer marketing, which focused on advertising benefits and features of a product, this automobile ad would have been strategically placed in a men’s magazine. There is enough text in this ad for a short story and a message being pushed to the male reader (and his ego). With a consumer marketing mindset, the brand’s arching goal was to strategically pinpoint the people who would need, use, and ultimately buy their product. For an individual, consumer marketing meant being talked at, not with. Continue reading
The Economist Intelligence Unit recently released a report about how the value of customers is being measured. There are some important implications for businesses, and you can download the full report if you want to dig a bit deeper.
One of my favorite quotes from the report was the following:
…measures of customer value that focus solely on transaction activity capture only a fraction of an individual’s behaviour and potential value.
It’s so true. While we always need to tie metrics and measures of social media back to our business goals (and often the bottom line), there is so much more value to the new social customer than the $29.99 they just spent on your website. Continue reading
mBLAST recently launched a free version of its tool mPACT which claims to find influencers based on topics or keywords. mPACT looks through, “a database of over 25 million articles, 8 million blog posts, and 753 million social media entries.”
So there’s no doubt that there is plenty of data to be had. But does their algorithm work? mPACT assigns an influence score as well if you sign up for the Pro account, but it’s unclear what metrics factor into this score.
I ran a couple of tests to see how well the tool works for finding influencers. Continue reading
Last week I received an email from the folks at Klout informing me that Fox wanted to send me a watching kit for its new television series Lone Star. I am sure that some of you reading this got the same email.
I’m not required to do anything for them but they mailed me a promotional package and I can talk about the show if I want to. Disclosure – I love free stuff, seriously. The popcorn tin and tailgate beer mugs were pretty sweet. Now don’t take this post as an endorsement – I watched the show and was not crazy about it. I am also not a television critic so my level of expertise on the matter is also questionable, which is what makes me wonder why I was selected as an influencer for this campaign. I am simply using this as a question of influence. Disclosure #2, I do not see myself as an expert or authority in anything; I am just a guy who loves his job, but if you want to send me free stuff go ahead. There I said it. Continue reading
I’ve been thinking a lot lately about how, somewhere along the line, the term “media relations” became such a derisive and reviled term within the public relations business. In the world of PR 2.0, Web 2.0 and everything 2.0, why have we suddenly come to the conclusion—seemingly as an entire industry—that media relations (i.e. the act of actually understanding and trying to help the media as a key function of PR professional’s job) is dead? That now it’s all about bloggers, or reaching the hottest social media “influencers” and anyone else who can who has an online portal that has high enough uniques according to Compete or Quantcast. Continue reading