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Reflections on CSRA's Ten Years in Business

Reflections on CSRA Ten Years in Business Reflections on CSRA Ten Years in Business gives you three glimpses into why I built a firm to pioneer in experiential social media. I’m amazed that we embarked on our 11th year in February 2017! Here I’ll reflect on where we’ve been and where we’re going.

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Chief Digital Officer Needs Analysis: Do You Need a CDO?

Chief Digital Officer Needs Analysis is an executive summary of how CSRA helps organizations assess their need for “going digital” and hiring digital executives. These engagements serve as “requirements analysis” for an enterprise, business or brand.

Improving the Selection Process for Digital Executives

Chief Digital Officer Needs Analysis: Do you need a CDO?Astute CEOs and boards of established firms and brands are awakening to an increasingly uncomfortable reality: for many, business results have been flat, and customers are behaving “unpredictably.” Since this is such a prevalent trend, there is emerging consensus that “going digital” is the way to get closer to customers(1) and revitalize business. CEOs or board members get on the phone to their executive recruiter to search for a Chief Digital Officer, a “digital CMO,” or maybe a digital-savvy CIO to lead digital transformation. As we’ll see, in so doing they are too often putting the cart before the horse. They will get better results by assessing their needs for digital expertise first, so I’ll offer a simple yet robust needs assessment process.

Although CSRA’s client work shows accelerating digital adoption […]

Omni-Channel From Brand and Agency Viewpoints: DAA Chicago Symposium

Omni Channel From Brand and Agency Viewpoints: DAA Chicago SymposiumOmni Channel From Brand and Agency Viewpoints takes you behind the curtain of the digital provider world. The audience of the Digital Analytics Association’s Chicago Symposium was focused on omni-channel from the point of view of how its moving parts functioned because members buy and sell media and marketing content. Brand and agency digital professionals are caught in the tidal wave of data, which is straining legacy processes and relationships to the limit.

However, “Attribution” stole the show from omni-channel—and, for a fascinating reason. The same capabilities that enable big data give ecommerce vendors the ability field solutions that “attribute” the value of each media asset to the customer purchase. Hence, attribution is a massive accounting exercise, but it is disruptive to the digital media ecosystem because it enables, in theory, far more inclusive and granular counting of digital content’s impact on ecommerce or mcommerce or even in-store purchase. This is bringing accountability to digital and advertising firms. Just think of all the media that customers see before they purchase something. Agencies and vendors are […]

Noodle X: Anonymity, Marketing and Predicting the Future

Anonymity, Marketing and Predicting the Future shows that, although each culture has its own concepts of “anonymity” and “marketing,” anonymity will prove to have been a temporary phenomenon in most human cultures because communications technologies are counteracting it. Moreover, based on my studies of and experience with sociology, evolutionary psychology and technology, I observe that 20th century marketing is grounded in anonymity, so we can predict the future of marketing by exploring anonymity and its relationship to marketing.

In brief, marketing’s influence is most poignant when anonymity is high and the marketing “target” is ignorant of the product/service and how to use it. In this scenario, the target is most open marketing’s influence. Read on to learn how marketing is related to anonymity, where anonymity is going and how marketing can transform to strengthen its influence.

Marketing organizations that do not transform will be sidelined because anonymity is dissipating fast.

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Building Post-Product Relationships in the Social Channel

Social Channel One: Building Post-Product Relationships with Customers is how to Build Brands

The Social Channel of ValuePioneering brands are building post-product customer relationships in the social channel because they realize that product features are copied easily and serve as weak differentiators, which leads to pervasive commoditization. Moreover, people’s preferences for individualized information dealt mass media a lethal blow, and products firms will have a similar fate. Here’s why products will become extinct and how to guide your brand in building post-product customer relationships and profits.

I have predicted for years that mass customization would be the fate of “products,” and social business is bearing this out in spades, so here I’ll delve into how impersonal “products” will be rejected by customers in 5-15 years. More important, CMOs and brand stewards who appreciate this transformation will enjoy unusual advantage, and smart ones will prepare for it now. Brands that don’t get it will simply perish, and no one will even notice except their producers and vendors. Just think about the local papers and TV stations you have known.

This is Part One of […]

Networks vs Mass Communications: Using Disruption to Compete

oreilleBased on numerous executive conversations I’ve had over the past few months, I’m struck by the staying power of 20th century “communications” rules, which still govern many brands today. Therefore, I’ll reveal hidden assumptions that lurk in too many boardrooms in the desire that you root them out before your rivals, so you can outmaneuver them before they disrupt you.

20th century success formulas offer very thin ice on which to skate, and many brands will have a cold awakening. Periods of disruption make assumptions lethal because disruptions change past rules or invalidate them completely, which leads executives and brand stewards astray. In this brief treatement of a complex subject, I’ll show why executives unwittingly sabotage social business’s network-based communications by using mass communications principles.

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Behind the Scenes with Facebook Pages' New Pre-Moderation Control

Behind the Scenes with Facebook Pages' New Pre-Moderation ControlFacebook recently released a new control for Pages that acts like blogs’ pre-moderation setting: when a Page admin activates it, Likes’ (Fans’) “organic” posts will not appear on the Page’s Wall until an admin specifically approves them. Read on for how to decide whether to use this control with your Pages as well as my interpretation of how the new control helps to reveal Facebook’s emerging business strategy to maximize the impact of its IPO.

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