Yammer’s Community Management Playbook

As a boy I can remember my Nanna holding court at a friend’s house. We were sitting at a 50s laminex kitchen table (you know the kind with the fake marbling and the shiny metal edging) and there were copious cups of tea, home made cakes, scones and biscuits carefully laid out. But no one was eating. The conversation was coming thick and fast – with this coterie...

Report – CMOs: Time to Re-Cast the Marketing Funnel

It is often said that companies only have two functions – marketing and innovation. Despite this, most corporate marketing practices are based on century old theories and frameworks that no longer adequately accommodate the complexities faced by today's CMO. Rather than the inside-out view offered by the traditional marketing funnel, marketers need to...

News Analysis: Google Takes on Financial Services

In the UK, Google is set to launch a new financial services division with a new credit business the first product to market. As Adam Clark Estes reports, the initial offering will provide businesses with a small line of credit linked specifically to Google’s AdWords program. A number of items within the announcement are worthy of attention: It’s a new product...

Trust and the Marketer

Consumers have always suspected marketers. Of something. But this “something” has always been elusive. Hard to pin down. In the back of the mind of most consumers, there is a small voice – a remnant of our evolutionary instinct – that warns us of a potential risk, a trap. The limbic system is part of our pre-verbal brain that we commonly refer to as “gut...

CMO to CIO – It’s Time We Talked

When we crowdsourced the first The Age of Conversation book back in 2008, the idea of working from the outside-in was untested. Over 100 marketing innovators from 15 countries shared their thoughts and early experiences and Drew McLellan and I produced a book that would go on to create a community, showcase the early adopters and leading social media...

Don’t Like Me – Hire Me: Recruiting Goes Social

The 2012 Jobvite Social Recruiting Survey reports that 92% of US companies have used social media to identify talent and potential employees. The survey also indicates that 43% of companies using social recruiting have seen an increase in candidate quality – with 73% successfully hiring. Increasingly this means that personal brands and employer brands are...