AdAge conducted an interview with Ross Hoffman, Twitter’s director of brand strategy, that revealed the social network’s plans to, well, plan social engagement spontaneity. A program called Hatch is a new initiative within Twitter’s ad team, which is essentially a stable of marketers that work with brand advertisers to plan ad campaigns months in advanceRead more
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Almost a year ago, I called out the Facebook Messenger app on Android for having insidious permissions settings. Unless you’ve been living under a rock, which, in modern day terms means you don’t have access to the Internet, you’ve seen the furor that was created when that post went viral these past few weeks. Last week FacebookRead more
Earlier this week, Lake Ontario (the greatest of the Great Lakes in my opinion – sorry Lake Superior) made international headlines when a man posted a cell phone video on YouTube of him and his buddies fishing along its shores. What made the video remarkable, and thus go viral, is the fact that the videographerRead more
After the Sochi Olympic Games, I posted an article about ambush marketing and the guerilla tactics that brands resorted to when the International Olympic Committee reduced the number of “official advertisers” to 35 during the 1984 Olympics. Brands like Nike, which was outbid by Reebok for official advertiser status, created ambush marketing campaigns to getRead more
Here at Sensei, we’re always on the lookout for good and bad examples of customer development and community management strategies. This week an IKEA fan community caught our attention. However, where we could (and should) be discussing a best case example, unfortunately, we’re discussing a large brand misstep in both customer development and community managementRead more
I posted a short rant last week on my growing frustration with marketers fixated on social media metrics such as size of community, depth of reach, frequency of connections and sentiment while failing or refusing to measure how they impact the profitability of the business. It generated a healthy debate within the comments, which, inRead more
A trend is forming in our collective online engagement: less is more. Some maintain that Twitter’s ever-growing popularity is championing this phenomenon: build it and people will speak in headlines. On the other side of the spectrum, you have those who argue that micro-blogging sites have formed in response to our jam-packed lives and theRead more
A report released by Domo and CEO.com this week highlights the dichotomy of online engagement: the American population has increased their adoption of social chatter in their daily activity yet the concept is barely a blip on the radar of top executives who market to these people. Only 30% of the CEOs from America’s topRead more
This week I’ve been exploring the conflict between employee and corporate brands here on Sensei Blogs and during our weekly Twitter debate. The discussion has taken many twists and turns touching on HR policies, corporate risk, brand strategies and even customer service; however, during this week’s #bizforum chat there was one issue that really capturedRead more
Earlier this week I posted When Personal and Corporate Brands Collide, in which I outlined a case study of corporate egotism rearing its ugly head in the face of an employee’s personal brand and public recognition. The “personal brand” phenomenon is quickly becoming problematic for c-suite executives, marketing, PR and human resource departments alike. NeitherRead more