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Social Enterprise: How Giving Can Help CMOs Create Serious Value
You have undoubtedly heard of TOMS Shoes, the company that gives one pair of shoes to a barefoot child for every pair bought. Its entrepreneurial founder, Blake Mycoskie, created a simple yet...
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2012 Will See B2B Early Adopters Move on Social Business
On October 29, 2007, Sarah Caldicott had me on the edge of my chair when she spoke about Edison’s view of the world as a limitless collection of patterns. A big part of innovation, she explained, is...
View Article2012 Game Changer: This Year’s B2B Marketing Social Business Opportunities
It happens every time. Executives in regulated and specialized B2B industries see disruptive technologies rise above the horizon, and they discard them out of hand because “that doesn’t apply to our...
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Fuqua CMO Study Underestimates Social Business Adoption
The Duke University Fuqua School of Business CMO Study projects a steady increase in CMOs’ social business allocation within their marketing budgets, from a 7.4% boost in 2011 to 10.8% in 2012 (a 46%...
View ArticleOutperform in B2B Sales by Understanding the Social Business Sales Funnel
In my twenty-five years of experience advising firms on corporate strategy and leading transformation as a line executive, I have consistently seen that the gold is hidden by assumptions that were...
View ArticleHow Brands Fail: They Treat Social Business as Mass Communication
The brand leaders I know are intelligent and ambitious, which leads their teams to underperform in social media. Yes, brand teams fail at social because they don’t appreciate that it is networked, not...
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Social Business’s Hidden Potential in Financial Services and Other Regulated...
I am currently leading “Financial Services Social Business Adoption 2013,” a research engagement in which my firm is assessing how banks, insurance firms, and other FSIs are using social technologies...
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The CMO’s Guide to the Disruption of Products and Brands
The disruption of mass media and entertainment is old news — but do you realize that the same phenomenon is already nibbling at consumer and industrial products and the brands they support? Media firm...
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The CMO’s Guide to Social Business and Advisory Firms
As chronicled in marketing budget reports that have been shared in MENG meetings over the years, most line items in marketing budgets have been shrinking at many brands with the notable exceptions of...
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The CMO’s Guide to Getting Serious about Social Business Competency
Nike ruffled some feathers when it announced in fall 2012 that it was taking management of its social media marketing in-house and away from its digital advertising agencies “to get closer to its...
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The CMO’s Guide to the Chief Digital Officer
The CMO’s Guide to the Chief Digital Officer informs chief marketers about what CDOs mean for their businesses, brands, and careers. After outlining the market factors driving boards of directors and...
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