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Bad news for Chipotle last week, as a judge ruled it was at fault for firing an employee who tweeted a negative comment about working there.
But while the fajita-flogger might not be happy about the situation, I think brands could certainly learn a few things at the expense of Chipotle’s misery.
Let’s face it, it’s not too unusual to run into corporate communications that feel impersonal and distant from a customer’s point of view.
So, it's no coincidence that agencies use the word ‘humanising’ over and over again when providing advice on brand messaging.
Putting aside any possible scepticism towards the seemingly volatile concept, humanising customer interactions must be the ultimate mission of any modern brand, which should empower its brave employees to shake off any robotic feel customers may perceive in their interactions with the company.
Earlier this week I attended a talk by L'Oréal’s Digital Employer Branding Manager, Alexander Onish, in which he discussed how the cosmetics brand uses social media to make it a more attractive employer and improve employee engagement.
Having previously worked for a learning and development company, I’m familiar with employee engagement.
You could describe it in any number of convoluted ways, but essentially it is a measure of how much your people actually care about their jobs and the company.
If there is one thing job candidates are becoming better and faster at, that’s gathering information on social media about companies they might want to work for.
From friends of friends who work at an organisation, to Instagram photos showcasing glimpses of company’s culture & life, there are a number of ways for recruits to find out more about their future employer.
To make the most of your employees' sharing habits, it is important to learn which type of content they love best.
When brands focus their attention on advocacy strategies, it usually revolves around turning their best customers into brand advocates.
After all, word of mouth is a powerful force. However, your sales teams and employees are, more often than not, the greatest brand ambassadors for your company.
Who better than the people closest to your product to share your brand message?
The key to cultivating advocacy from the inside out is to ensure your employees feel invested in your brand’s success. There are many ways to convert your employees from passive sales associates to true brand advocates that help ensure the success of a campaign.
The world has changed very quickly in the past decade and marketers have struggled to keep up with the advances that digital marketing now provides.
Marketing automation has been heralded as the saviour of marketing departments and it really can help them to maximise the opportunities that the shift online has brought - but only if it’s done right.
To find out how you can do that, read on for part one of this two-part blog post.
And for more information on this topic, check out the Econsultancy Marketing Automation Trends Briefing 2013.