Archive for the ‘Archive 2011’ category

Recent Social Executive Council Post: Open Letter to CMO’s

September 9th, 2011

It has been awhile since I wrote my last open letter to the SEC, but my goal with these is to summarize important trends that I see consistently across the executive members within the group in a way that helps highlight major strategic challenges. Continue reading “Recent Social Executive Council Post: Open Letter to CMO’s” »

Where Are You in the Social Marketing ROI Spectrum?

August 17th, 2011

Social Media is Dead, Long Live Target Marketing

August 10th, 2011

I have spent the last couple of years evangelizing social media and its various flavors; social business, social marketing, enterprise community, social CRM, etc. I can officially say that the “newness” is over, kaput, finished, and has officially kicked the bucket. If you haven’t “done” social media by now, don’t bother. In some markets, we are seeing so much content being generated, you might as well go back to pumping out press releases and spamming email lists as you will have better odds of getting someone to respond. Having a twitter, facebook, linkedin company, etc account does not buy you anything. Worse, if you spend a ton of money with your agency on these free accounts, you are throwing away good money.

Continue reading “Social Media is Dead, Long Live Target Marketing” »

Recent Social Executive Council Post: Social Effect versus Business Affect

July 8th, 2011

Why are we treating social so differently than the market disruptions that we’ve lived through before? I feel as though I have actually contributed to this problem. I have been evangelizing that social is different. I am now seeing the impact over the past few weeks through my conversations:

  • Why have so many executives asked me how they too can become a “social” subject matter expert? That somehow, by virtue of reading the right blogs, by attending the right events, by getting other SMEs to share their wisdom, they too could become the “guru” within their company or for their clients?
  • Why it is so difficult for smart, experienced senior executives to absorb social as an innovation, as a market transformation?
  • Why are these same senior executives who in the past would clearly lead the charge within their organizations now deferring and abdicating their role in this process?

Continue reading “Recent Social Executive Council Post: Social Effect versus Business Affect” »

Recent Social Executive Council Post: Open Letter to CEOs

July 1st, 2011

Several of you have shared with me this week that you have a meeting with your CEO in the next couple of weeks, next month, etc. The topic is “social”, what you are doing today and what you are recommending the company do next.

In this meeting you need to be able to articulate a business case of why you should be investing in this and how will it impact your business.

The top 5 questions CEOs ask in these meetings…

Continue reading “Recent Social Executive Council Post: Open Letter to CEOs” »