After releasing, What’s the Future of Business: Changing the Way Businesses Create Experiences, I also published a secret “bonus” chapter for those who finished the book and found the Easter egg at the end. Now, I’m making the bonus chapter available for everyone. Why? Because the four moments of truth explored in WTF not only define the modern customer journey, the link between the Zero Moment of Truth (ZMOT) and what I call the Ultimate Moment of Truth (UMOT) is…
Marketing Land: Breaking through with meaningful content marketing in the age of storytelling
Industry publication Marketing Land recently conducted a long and detailed interview with Brian Solis about the subjects of marketing and storytelling, and where the two meet for modern companies.
Calculate the ROI of Social Media
Guest Post by Jaap Favier, managing partner of The Small Circle What is the secret of bars? Why do we happily pay four times as much for beer in a bar as in a store? We pay this brand premium to be with friends. The secret of bars is that they convert our quality time into cash. Like bars, social media are places where friends meet. The best social media programs also convert the consumer’s social time into a brand…
When ROI Represents the Realization of Influence
Vincenzo Cosenza is a new media strategist living in Italy who has over the years, designed some of the industry’s most comprehensive infographics on social media’s global footprint. Recently, he asked if I would write the foreword for his new book, Social Media ROI. And, as I’m a fan of his work, it was an easy decision. As usual however, I asked for permission to share it with you here and his publisher agreed. This is the only place where…
What’s the R.O.I.? A Framework for Social Analytics
“Not everything that can be counted counts, and not everything that counts can be counted.” – Albert Einstein Say hello to my little friends, R.O. & I. Yes. Return on investment have become the bane of an entire new media industry. However, avoidance is not the answer. While the question of “what’s the R.O.I. of social media” is difficult to answer, it is necessary as it forces us to dig deeper. The result is maturity. This conversation is important as…
In Social Media, Failing to Plan is Planning to Fail
I’ve received many inbound requests for comments based on a report from Gartner, an IT analyst firm, that estimates as many as 70-percent of social media campaigns will fail in 2011. There are a series of discussions hitting the blogosphere and the Twitterverse exploring this very topic, some elementary and others on the right path. I contacted Gartner earlier this week and the problem is, that this data isn’t new at all. In fact, these discussions are fueled by information…
ROI Doesn’t Mean ‘Return on Ignorance’
The new world of Social Media is among the most actively analyzed, misunderstood, and at the same time, celebrated mediums affecting businesses today. At the very least, it introduces a renewed sense of vigor that is challenging creativity and convention and also inspiring more human connections in the process. Social Media also introduces new channels and methodologies to drive and measure sales, service, and marketing. As such, discerning business executives seek direction to evaluate the opportunity costs associated with new…
Twitter: The Business of Community
Source: Shutterstock Twitter continues to explore and appraise long-term revenue models. For the time being, Twitter’s primary focus is to build and nurture a thriving and indispensable community. Equally critical is the company’s ability to steer engineering and marketing efforts towards developers to empower them to extend, evolve, and enhance the overall Twitter experience for the vast landscape of discerning users as well as those new members who have yet to realize its potential. In July 2009, we were introduced…
A New Mindset is Needed
Guest post by Katie Delahaye Paine: Follow her on Twitter | Visit her site Source There’s been a great deal of discussion of late both here and in other forums about the blurring lines between advertising and editorial and the implications for both relationship building and sales. As a measurement geek (or queen, which ever you prefer) my response is generally – who cares what you call it, focus on the results. Is what your doing selling stuff, saving money,…
Engage or Die! ROI vs. ROP in Social Media
This isn’t an attempt at sensationalism, this is a clear message for all businesses, in every market – Engage or die! If you don’t, you’re competition will. Those who engage with customers and markets will cultivate loyalty in ways never before possible. Traditional marketers will lose, unless they embrace new media. The key however, is finding ways to measure everything in ways that mean something at every level of corporate communications. In any given day, I will sell, evangelize, educate,…
