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Rapid knowledge sharing is vital for marketers producing cutting edge technical and cultural products. The social environment these goods are intended for is evolving constantly, and production methods have to evolve with it. The goal of knowledge management is to extract the best knowledge of all employees, and redistribute it throughout an organization.
Social media is terrific at this. However, all of the approaches, methods, and tools used so far have often had a limited technical shelf-life. Econsultancy spoke with Catherine Glover, the director of social@ogilvy, about the rise Truffles, a centralized in-house knowledge management system and its eventual obsolescence and replacement by team-level adaption of ad hoc solutions.
This interview is an excerpt from Econsultancy's latest Smartpack: The Social Shift in Internal Communications.
Econsultancy's latest Smart Pack: The Social Shift in Internal Communications is about the trends in internal communication that are not just affecting how your customers navigate their social relations and the marketplace, but will determine your working future as well.
The fact is that no one quite knows what revolution is going to happen next in the field of communications, which makes enterprise-level investments a significant risk.
Large corporations that build their own centralized internal social nets often find that obsolescence comes quickly.
Smaller teams who are encouraged to discover and implement their own ad hoc solutions using mass-market products like Yammer, Jive, Google Apps, or Facebook Groups may not routinely share best practices throughout a larger parent organization. In the words of Catherine Glover, Director of Social@Ogilvy, and a featured interview in the new report, "nothing seems to stick".
Whether you’re doing a print ad with a QR code, updating your brand’s Facebook page, or rigging for SEO, all of the instances of marketing that you create will ultimately be seen in a unique location by a unique viewer.
People always encounter marketing in a specific context. Subsequently, marketers need to anticipate what that context is, in order to engage and connect more deeply with it.
Campaign and brand experiences can and should be integrated across physical space and multiple objects - the impact of multiple brand engagements has been proven to deliver positive results. Strategists need to make certain as best as possible that the chosen medium and messaging tactics accommodate and compliment people’s unique identities, activities, and location.
How can marketers get this mix right? By thinking it through.
The world-renowned architect Michael Graves spoke this morning at Social Media week about the frustrations of inconsiderate hospital room design.
Struck low by a virus in 2003 that has left him partially paralyzed, Graves described his rehabilitation as a constant encounter with awkward, uncomfortable, and downright ugly products and interior layouts that appeared to have been created by “experts” who had never actually imagined themselves having to use them.
Free digital content has broken the revenue mechanisms for many media production companies. Nothing is fixed, and increasingly it appears as though few paths are exactly alike.
How are people making money with digital media? These five examples are newly emergent models of revenue generation being pursued by organizations.
Q: Why have there been so many cataclysmic stories over the past year about digital discounts-gone-haywire?
A: Because too many people had no idea what they were doing.
Marketers are almost guaranteed to get discounting campaigns wrong if they don’t understand a few underlying strategic concepts about what a discount is – and isn’t. Aiming to forestall any repetition of this maladaptive behavior, Econsultancy is pleased to share a few points from our latest Smart Pack, The Fundamentals of Digital Discounting.
Gift-giving, like having an opinion, is something that theoretically everyone knows how to do. But the fact is that most people are terribly, terribly wrong.
Moving towards the final stretch of the holiday season, we reached out to Professor Kit Yarrow, consumer psychologist, to ask her the important questions about magic, marketing, and youth culture that will help keep you and your brand from passing out the literal or figurative equivalent of an inedible fruitcake.
November 30th, 2011 was yet another monumental day in digital media history that will swiftly fade from memory: the New York Times changed its comments section.
In the past few years, while the development of video content, photo galleries, and other interactive features raced ahead, the comments section continued to resemble something from the pre-iPhone days.
Last week, ad:tech, “The Event for Digital Marketing” stormed its multinational show into New York City’s Jacob Javits Center.
At some events, ad technology vendors can rely on marketers to study their wares, because they are necessary for one aspect or another of contemporary marketing.
However, ad:tech is crowded with competing demands for attention. Digital service vendors are in the curiously recursive position of having to market themselves to digital marketers, in person.
What stood out? Why?
Wearing a fedora, bespoke Hong Kong suit, and shirts with “007” embroidered on the breast pocket, Tomi Ahonen stands out in a crowd.
A former Nokia executive, and almost certainly the most prolific business writer to fixate on monetizing mobile technology, Tomi has been writing about mobile marketing since 2002.
He has written the first business book on 3G: m-Profits: Making Money from 3G Services, and more recently The Insiders Guide to Mobile.
Tomi explains why mobile marketers shouldn't obsess over apps, but start with the basics...
Consumers are adopting innovations in mobile technology so rapidly that statistics about Internet usage are out of date almost as soon as they’re printed.
Clearly, marketers need to make sure that their emails are optimized so that they can be viewed properly, no matter what device the consumer is using.
The audience at the Kindle Fire press event yesterday erupted into a froth of mechanical action the instant Amazon CEO Jeff Bezos walked onstage.
Clicking, snapping, tapping; several hundred silent announcers began telegraphing details to the folks back home. A day later, and those details have been spread all over the mediasphere.
But what's happening from a broader industry perspective?