Archive for Drew Neisser

Does Culture Really Trump Strategy?

Posted by Drew Neisser on April 12th, 2015 at 8:14 am

Leaders from Dunkin’ Brands, Mary Kay, MasterCard and Unilever share how they were able to drive strategic change through entrenched cultures.

The Fine Art of Marketing to Marketers

Posted by Drew Neisser on September 9th, 2014 at 7:00 am

When it comes to marketing to marketers, the old adage "don’t blow smoke at smoke blowers" certainly applies. Marketers as a whole are even more skeptical than the average consumer and can sniff out an overpromise faster than you can say big data.  So when you see a brand succeed within this context inquiring minds can’t help but wonder how the heck they pulled it off.
MediaMath is just such a brand, having enjoyed successive years of double-digit growth and establishing itself as the leader in programmatic which should help explain why I was so excited to catch up with Rachel Meranus, their Senior Vice President of Marketing.  In our extensive interview below, Meranus reveals a deep understanding of MediaMath’s target and their multipronged approach to prospecting, nurturing and customer education.
Neisser: The big media buying agencies are all over programmatic and have been for a while now.  This doesn’t seem to be case with most brands and their CMOs. Why the understanding gap and why do you think it is so important that CMOs understand the power of programmatic?

Meranus: We see quite a range when it comes to a CMO’s understanding and level of sophistication with the technology.  Some jump... Read more

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