Blog

It’s well-known that communities are highly beneficial for B2C companies. Concepts like email lists and user-generated content have been used by companies to increase consumer engagement and curry brand loyalty while simultaneously maximizing the potential for future sales from this community. The same idea holds true for B2B organizations. In fact, a B2B community isRead more

When you think about how to build a community in the healthcare industry, and reduce the divide between medical and social circles, healthcare is the obvious connector. Social engagement happens in medical circles of health care providers, researchers, and patients just as medical talks also happen in social circles. This interplay happens because healthcare affectsRead more

With the news that CrossFit are deleting their accounts on Facebook and Instagram, the multi-national brand is just the latest in a growing number of brands pulling, or deleting, their social media accounts. British restaurant chain Wetherspoons, cosmetics firm Lush, and now CrossFit – are these brands leaving social media just a one-off, or isRead more

The bad news for Facebook just doesn’t seem to quit surfacing. We had Cambridge Analytica’s data scandal in 2018 that revealed it had harvested the personal data of millions of people’s Facebook profiles without their consent and then used it for political advertising purposes. Despite reports of this happening since 2015, Facebook refused to publiclyRead more

When it comes to influence marketing, there are several tactics and metrics you can implement/measure to ensure your campaign’s success. These can range from simple (reach, impressions, blogger outreach, etc.) to more defined and advanced (leads, brand lift, niche communities, etc.). However, as important as these are, you’ll struggle to implement any of them withoutRead more

For professional associations, organizations, and special interest or cause-oriented groups, influence is relative to membership. The bigger the number, the greater the influence. Key to this is member engagement. In the digital age, membership recruitment happens in social spaces. That is when it becomes a derivative of influence marketing. Here are five examples of howRead more

The days of brands competing solely on the basis of price and prestige are gone. Today, the real way to the heart of consumers is through the customer experience (CX). We’ve all heard about the value of the customer experience, but only the most successful businesses realize just how important the customer experience is to the bottom line. It’sRead more

Think of Artificial Intelligence not as something to replace humans, but automating and augmenting our cognitive skills. From repetitive and mundane tasks to predictive analytics across multiple industries, AI has the intelligence of human thought but at a much larger scale. Depending on the type of AI in use, it can even go beyond humanRead more

When it comes to the customer lifecycle, a lot of marketers and businesses are still only thinking in the linear – find an audience, look to attract them, sell a product/service, and done. But this misses a far bigger picture in the journey. While getting leads and conversions is important, it’s just one facet ofRead more

When it comes to loyalty and/or affinity programs, many businesses and brands are still missing the mark. Too many go for short-term thinking, and offer discount after discount to get customers into their stores, and this can hurt them in the long term. With new programs from Canadian coffee chain Tim Hortons, updated programs fromRead more