I’ve been doing some extra reading on social media, online marketing, and online experiences as we prepare for our first presentation of Digital Strategies in Denver in October. One of the readings we are using, “Can You Measure the ROI of your Social Media Marketing?” got me thinking. The authors surface the classic problem in marketing: how do you demonstrate that specific communications tactics generate the sales, visitors, new audiences, new donors, and other business results you want? What got me thinking was the shape this problem takes … [Read more...]
Unlocking the elusive potential of social networks
We often hear arts leaders asking about how to use social media. This McKinsey Quarterly article offers a good frame for looking at social media... thinking about the word of mouth generated on social networks as a form of content that must be earned. Unlocking the elusive potential of social networks - McKinsey Quarterly - Marketing - Digital Marketing. … [Read more...]
How Hospitality Companies are Using Social Media for Real Results
"Because social media is a platform for the customer’s voice — and that voice can be heard by anyone in the world — the hospitality industry as a whole has embraced social media in a huge way." An interesting look at how a few smart organizations have integrated social media into their work. How Hospitality Companies are Using Social Media for Real Results. … [Read more...]
A new way to measure word-of-mouth marketing – McKinsey Quarterly – Marketing – Strategy
Assessing its impact as well as its volume will help organizations take better advantage of 'buzz.' A new way to measure word-of-mouth marketing - McKinsey Quarterly - Marketing - Strategy. … [Read more...]
The Outside-In Approach to Customer Service — HBS Working Knowledge
An interesting Q&A in which Harvard Business School Professor Ranjay Gulati describes how companies can evolve through four levels to become more customer-centric. The Outside-In Approach to Customer Service — HBS Working Knowledge. … [Read more...]