Lessons Learned from the 2011 Shopping Season
Blog PostDachis Group recently extracted data on ecosystem activity for major retail brands around the Black Friday 2011 holiday period. We worked to correlate that data with marketing tactics from these brands to understand how various tactics impacted the specific activity within respective brand ecosystems.
The Emergence of Local Social – Are you ready?
Blog PostSocial business at large companies is maturing rapidly and one of the most conspicuous indicators of that maturation is the emergence of structured local social activity at major retail brands. Brands are realizing that social media tactics, much like every other retail marketing activity, are geographically sensitive. Weather varies, culture varies and big brands have to
Monday Movers: A Closer Look at the Social Business Index
Blog PostHighlighting the recent Social Business Index moves of Amazon, Ford and Adobe.
5 Hard-Earned Lessons in Social Media Listening and Response
Blog PostWe recently undertook a rapid (and non-exhaustive) review of the social media listening and response tool landscape for a client. Like many of you, our eyes began to glaze over after we reviewed video demos and read marketing materials. It seemed like every tool was exactly the same. On the surface there was almost no differentiation among tools, but as we began our detailed briefings we learned that things were not quite what they seemed.
Marketing as Magic: Delighting Customers Through Deals
Blog PostReal-time geo-located deal services transform the social web from a "What are you up to..." sort of place to a "I want to..." sort of place. A place where a virtual prompt can link to a real-world desire and enable seamless fulfillment of that desire. Real-time geo-located deals is to Amazon shopping, what Flash mobs are to G+ hangouts. Both are awesome, both have value - but only one is birthed online and comes to full fruition in the real world. This is magical stuff.
Amplifiers vs. Advocates – which are you after?
Blog PostMarketers today have a problem: we are confusing people who are willing to amplify our message with those fans who are true brand advocates. Why? Because we don't completely understand what an advocate is. We conflate amplifiers and advocates when they are actually quite different. A true advocate lends their personal reputation to a brand to influence their friends and peers. An amplifier lends their reputation to a piece of content or messaging to influence their friends and peers.
Say Less and Learn More – Communicate Better
Blog PostWhile it is now easier than ever for an enterprise to speak with its customers - it is harder than ever for an enterprise to speak coherently, meaningfully and in a timely fashion. This inability to speak with intention exposes enterprises to very real business problems. Here are a couple ideas to help you in your journey.
Social Echoes as Marketing Assets, Assets, Assets
Blog PostPractically anything a marketing department does these days generates corresponding activity in social spaces as, at the very least, a brand's power users interact with the most recent campaign or piece of news. These echoes should be identified and amplified for maximum benefit.
Turning Social Handraisers into Social Sales
Blog PostHere at Dachis Group we frequently field requests from current and potential clients on how best to establish and implement a social servicing process. It's really not that surprising. Widely publicized successes like ComcastCares combined with fiascos like Dave Carrol's "United Breaks Guitars" have forcibly made companies understand the value of a rock-solid social servicing process. What is surprising to me is how infrequently the conversation turns to wringing additional incremental sales out of social media by focusing on social handraisers.
Activating Innovation at Nokia
Blog PostNokia is a fascinating company. They are the single most important company in the nation of Finland. They employ 129,000 people. They control 40.3% of the global cellular phone market - and yet we only really hear Nokia's name in relation to how badly the iPhone and Android are eating their lunch. With that background, it was interesting reading this recent article in the New York times regarding the countless opportunities that Nokia has squandered to lead the smartphone market.