RMM

I’ve been reading some very interesting commentary over the last few weeks regarding McKinsey’s article on word-of-mouth equity (such as this and this). It’s interesting stuff, putting aside the fact that they’re arguably trying to re-brand “social capital” as “word-of-mouth equity”.
And it’s useful - particularly during those conference panels or client meetings when you know [...]

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I have a couple of potential issues with crowdsourced advertising. Now, I should first make clear that I am not referring to UGC that is subsequently used for marketing purposes. Lord knows, there’s been enough material out of Nike alone to show how effective and imaginative this can be.
No, what i’m specifically referring to is [...]

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As part of our remit as members of the IAB’s social media council, we’ve been working with our fellow council members Brad and Henry on an updated version of our original social media activity framework. You can read the new post on the IAB’s social media blog.
Okay, so there were originally four activities and now [...]

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I took part in yesterday’s social media debate, hosted by the IAB as part of social media week. Lots of interesting debate amongst the panel and audience regarding when, where and how organisations should respond to commentary within social spaces.
I talked mostly from the customer experience/service angle. Although the room was mostly full of agency [...]

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I’ve been thinking about the type of stimulus or fuel we use to develop ideas for social activities. I think there are two places to look:
1. Resources created within an organisation as a result of product development and business management.
These resources can be reused, re-purposed or re-assembled - and then shared with media, customers or [...]

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