Marketers are looking for a way to make the customer’s online experience better. Kerry Bodine, principal analyst of Forrester gets just how to do that. She explores how user-centered design processes, design-centric corporate cultures, and organizational structure contribute to the creation and sustainability of superior customer experiences. Marketing Voices spoke to Kerry at the Forrester Marketing Forum in early April about her perspective.
Search Results for 'corporate media'
Using Design To Create Customer’s Experience On The Web
Published by April 28th, 2008 in Marketing Voices. 0 CommentsHow Social Media is Impacting the Corporate Marketing and PR Functions
Published by April 8th, 2008 in Marketing Voices. 0 CommentsClick here for the Comrade Discovery Doc (PDF)
There are no established practices for setting up social media within most corporations. Those are the findings of Comrade Managing Partner Thelton McMillian in an exclusive study conducted for Marketing Voices. In this podcast, McMillian speaks with Jennifer Jones about the study, which is based on conversations with corporate marketing professionals, and found also that the public relations role is most likely to best understand the viral aspects of social media.
Comrade is a full-service boutique marketing agency based in Canada, specializing in discovering and reporting on the latest trends in social media strategy and implementation.
Social Marketing Insights From the Obama and Clinton Campaigns
Published by March 24th, 2008 in Marketing Voices. 0 CommentsThe Democratic campaigns provide multiple opportunities for learning about social marketing. Pete Blackshaw EVP of Nielsen Online just completed an analysis of the campaigns and gives Marketing Voices his perspective on what corporate marketers need to do to make their brands better. Blackshaw also alerts Marketing Voices that he will be releasing his new book on July 2008 called Satisfied Customers Tell Three Friends; Angry Customers Tell Three Thousand.
Social Media Metrics: Making Them Work for a Corporation
Published by November 12th, 2007 in Marketing Voices. 0 CommentsGiven his experience in social media marketing, Vice President David Appelbaum of Big Fix tells Marketing Voices listeners about social media metrics. For the second week in a row, Appelbaum is back on the show to explain how best to gauge the success or failure of a social media campaign. What tools are working best for corporations today and why? Appelbaum recently launched a campaign that drove thousands of eyeballs to his site and tells listeners about the most important measurement criteria for making social media work for corporations.
Corporate Social Media Use Blossoming Says New Study
Published by October 29th, 2007 in Marketing Voices. 0 CommentsBlogs and discussion boards are being used the most by corporate marketers. So says a new study directed by Prospero Technologies founder, Rusty Williams. Talking to Marketing Voices’ host Jennifer Jones, 31% of corporate marketers plan to spend more on social media in 2008; 35% have seen a positive return on investment from social media, but 41% don’t really know how to measure that ROI other than by engagement. The study is available at:
www.prospero.com.
Social Media is Affecting The Game of Politics
Published by June 18th, 2007 in Marketing Voices. ClosedThe use of social media in politics can drive the use of it in the corporate world, so says Peter Leyden, the Director of New Politics Institute. Peter says that marketers who see the most creative uses of social media should look to the political realm. Peter and I also discussed just how the election will be affected by the candidate’s use of social media. We are already seeing major changes in the impact the Democrats are having because the party which is the “one-down” position can afford to be more creative in their use of tools such as blogs, podcasts etc. to try to better position themselves.
Intuit Builds Community Using Social Media Tools
Published by February 25th, 2007 in Marketing Voices. 1 CommentDownload MP3
Scott K. Wilder, group manager of the small business division for Intuit tells how to make social media tools work for a large corporation. Intuit is viewed as a leading social media company — one that has created guideposts and guardrails — which gives parameters to Intuit employees seeking to create a stronger community. Community forums, blogs and podcasts are all part of the mix, and Wilder describes how Intuit’s customers have become more connected. He talks about making “legal less evil” by striving to partner with the legal department and corporate communications so that Intuit’s community benefits.
Building a Corporate Culture for Social Media
Published by January 28th, 2007 in Marketing Voices. 3 CommentsDownload MP3
The best company cultures that work for social media are just like people who embrace conversations and two-way interactions — they are open, trusting and talkative. Jennifer McClure, executive director of the Society for New Communications Research talks to Marketing Voices host Jennifer Jones about corporations like IBM that embrace the idea of blogging employees (more than 25,000 IBM bloggers attest to this) and are willing to talk directly with their customers and employees. McClure also discusses how she would assess a company’s readiness for social media. Fear used to reign in corporate cultures, but McClure sees fear waning, as trust becomes more prevalent in Fortune 500 environments.
How to Implement a Corporate Social Media Strategy
Published by January 7th, 2007 in Technology and Marketing Voices. 6 CommentsDownload MP3
PodTech’s own Jeremiah Owyang, director of corporate media strategy, knows how to harness user needs, business goals and web technology to craft web programs. Talking with Jennifer Jones about his strategies for media implementation, Owyang explains how listening to the blogosphere, participating in the conversations, and building a community are instrumental to success. Jones and Owyang also answer questions from bloggers on the importance of establishing credibility using social media, news aggregation sites and whether blogs will ever become as ubiquitous as Google.
Marketing Guru Regis McKenna On the Power of Social Media
Published by January 1st, 2007 in Marketing Voices. 1 CommentDownload MP3
Marketers are still doing marketing like they were 15 years ago and it is time to adopt social media in a big way and learn the tools says renowned marketer Regis Mckenna. Access is replacing broadcast and people want to connect to each other and this is true in every corporate and personal environment. People have to listen to each other to participate. Many corporations are too set in their ways today says McKenna and they will change or slowly become irrelevant. Pulling thoughts from his own research, McKenna describes how radio and TV went through much of the same technology adoption process. Social media is a natural outcome of what we have seen progressing over the last ten years. Marketers must adopt and adapt says McKenna.
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