Archive for Drew Neisser

Retailers Jockeying on Social Media for Black Friday Victory

Posted by Drew Neisser on November 25th, 2013 at 8:30 am

Retailers still have a few days to make the most of social media to drive Black Friday sales. Research from Shareablee shows who has the edge thus far.

Crisis Management: No Time for Amateurs

Posted by Drew Neisser on September 30th, 2013 at 9:24 am

Every experienced social media practitioner has "crisis planning" as one of the first steps in the on-boarding process with a new client. So when I was asked to moderate a panel called "On the Defensive: Tactics to Spot and Avert Corporate Crises", at the Incite Marketing Summit on September 19, I said, "Sure, no problem," thinking I knew something about the topic. A prep call with the panelists quickly revealed I was a novice compared to these genuine crisis professionals, who’d dealt with misfortunes such as murders and suicides, hurricanes and bombings, and just about every imaginable challenge a corporation might face.
After the discussion, panelist Doug Duvall, Vice-President, Corporate Communications at Sprint, provided his insights in the interview below, which confirms that crisis management is a distinct expertise and should never be left to amateurs. That said, Doug provides some great tips if you are looking to build up your expertise in this area.
Neisser: Can you give me a sense of your job responsibilities at Sprint?
Duvall: I’ve been at Sprint about a year now and I’m responsible for national and regional media relations; social media relations; financial communications; crisis planning; public affairs; customer experience communications and social responsibility positioning.
Neisser: What types... Read more

How to Run a B2B Influencer Program + More on Big Data from IBM

Posted by Drew Neisser on June 20th, 2013 at 4:54 pm

Yeehaw, I'm an influencer. Or at least IBM thinks so which is why they invited me to their Smarter Commerce Global Summit in Nashville this May.  There I joined 15 or so bonafide influencers including emcee Jay Baer, Steven Dennis, Dino Dugan, Bryan Eisenberg, Kim Garst, Glen Gilmore, Pete Krainik, Bryan Kramer, Pam Moore, Rob Moore,  Tonia Ries, Ted Rubin, Peter Shankman, Sandra Zoratti, and more.
None of us were asked to write anything or say anything favorable about IBM but not surprisingly, just about all of us did and many continue to do so.  Not because we felt obligated but because IBM served up genuine news, impressive case histories and provided access to senior sources for interesting content.  (And by the way, they continue to provide news including their announcement this week about 100 new cloud-based tools for the C-Suite.)  But I digress.
For me, the real education was seeing how to put on a world class influencer program. Here are 5 tips I gleaned:

Assemble an eclectic mix of influencers so they aren't all talking to the same people.
Bring the influencers together so they can bond, cross-pollenate and help amplify each other's content.
Have a social media center with a leader board so there's a bit of a competition during the event.
Have a photo... Read more

In Search of Facebook Metrics that Matter at IMW '13

Posted by Drew Neisser on June 14th, 2013 at 8:34 am

I don't really blame marketers for their universal obsession with Like count on Facebook. It probably doesn't help that the number of Likes is featured directly below the brand name on a brand page!  Nonetheless, daily social media practitioners know well that Likes on their own are relatively meaningless if those supposed fans don't engage with the brand, share content and or click on links.
This is where Graham Mudd comes in.  He's the Head of Vertical Measurement at Facebook and one the folks responsible for educating digital marketers on what metrics they should be using and even how to measure effectiveness across various digital channels.  I was able to catch up with Graham at the Integrated Marketing Week conference in NYC this week and he in turn provided some pithy insights on this incredibly important topic to anyone spending pennies or millions on Facebook.
Neisser: Many digital media buyers are still obsessed with Likes and Clicks as a measure of ad efficacy. Is this a mistake and if so, what metrics should they be looking at?
Mudd: It's a mistake unless the business outcome they are trying to drive is either directly related or correlated to clicks or likes. If a marketer's goal is to... Read more

6 Keys to Cutting Through

Posted by Drew Neisser on February 12th, 2013 at 8:10 am

Cutting through has never been easy for marketers. Looking at this year's crop of Superbowl ads, it is clear that formerly reliable components of surprise, emotion and relevance now need to be buttressed with socialize, searchify and extend.