When a Brand Ambassador Takes Control

They say that you can’t control social media. They say that the message is in the hands of your customers. But is it really? What happens when that customer is on your side. And which side, exactly, is that? During the US summer, Target received a range of online complaints about gender focused signage. In response, the company decided to take on the feedback...

How IBM and AusOpen Tennis are rethinking the “sportacular”

The spectacle is not a collection of images, but a social relation among people, mediated by images. — Guy DeBord, Society of the Spectacle One of the most transformative trends of the last decade has been the shift from inside-out to outside-in thinking. It can be applied to almost any industry or area of expertise. Think, for example, about technology...

A Collection of Social Media Case Studies

Some organisations are well ahead of the digital innovation curve – and are maturing their digital business practices. Others, however, are in the early stages, feeling their way, gathering information and trying to figure out just HOW digital can be part of their businesses. If you (or your organisation) are in the early stages, it sometimes helps to learn...

Putting Experience Back into Customer Experience

Yesterday I wrote about the importance of reading mean tweets. It’s a post about the rough and tumble nature of online conversation and what can happen when you step out into the gaze (and full throttle voice) of the social web. And then today, almost on cue, comes what BuzzFeed calls the most epic brand meltdown on Facebook ever. It began with an appearance on...

The Long Trail of Digital’s Long Tail

For the last couple of months I have been researching the digital marketing automation market – speaking with vendors, watching demos, listening to customers and analysing features, statistics and case studies. It’s a crowded market with a wide variety of feature sets and capabilities. But if there is one thing that is obvious in all the noise, it is this:...

Go Where Others Don’t – The Digital Newsroom of Medecins Sans Frontieres Australia

There is a lot of talk about brands becoming publishers – as if it was a simple transformation achieved by the stroke of a budget making biro. But what does it really take? In Australia, Medicins Sans Frontieres or “doctors without borders” aim to put this to the test. Médecins Sans Frontières is the world’s leading independent organisation for medical...