By Ethan McCarty
A brand’s true currency is its reputation, which derives from all the experiences people have with it. Maintaining that reputation requires a delicate balance, especially when we’re all connected through social media.
The key to success for today’s brands is to embrace authenticity. This means exploring ways to engage individuals instead of demographics. It’s proving relevance and value through utility instead of making over-simplified claims. And it means allowing employees and advocates to have a share in the corporate voice. Ours is a world that increasingly favors transparency over a neatly packaged message.
Throughout its history, IBM has maintained that its brand is best experienced through the IBMer. After all, what could we possibly say about ourselves that could be more interesting than our researchers finding new ways to treat cancer or developing computer chips that have neurons and synapses? Continue Reading »
It’s like the Beatles arriving in America all over again. A culture shift is upon us.
The winds are changing, the boomers are aging, and the reigns of start-ups, small businesses and enterprises are slowly but surely being turned over to the Millennials. Much like when John, Paul, George and Ringo touched down in New York in 1964, there was some resistance at first, but in the end the new guard managed to convince skeptics and change minds. In one case music and culture was changing. In the case of the Millennial leader, business and technology are shifting.
By Cheryl Burgess
The words we use in the business world speak to our collective dreams and aspirations. Every few years or so, new buzzwords come in to replace the old ones, pointing our way like the North Star to our future. The language we use reflects how we see ourselves at our very best, and we use these terms to project these best versions of ourselves to our communities.
I like to think it’s a sign of the times that words like “social employee,” “engagement,” “brand ambassadorship,” and “authenticity” are so fashionable. There may be a lot of uncertainty in the business world as we as a group learn what social business truly means in the real world, but there’s a lot of optimism as well, and these words reflect that. Continue Reading »
By Steve O’Donnell
Sustainability is all about the capacity to endure.
To achieve sustainability, we need to be smarter about our impact on the world, and more efficient in everything we do, from how we consume resources to how we do business. Consumer groups demanding more responsible business operations have long been pushing for sustainability to preserve natural resources and lower the carbon footprint of business nationally.
But there’s another aspect to creating a sustainable business, one that has to do with the way we market to, and interact with our customers – pursuing new approaches and better engaging customers through a social, collaborative approach. Not surprisingly, small businesses are catching on. Continue Reading »
By Chris Altchek
From climate change to volatile financial markets to unstable political divisions, the generation born between 1980 and 1996, known as Millennials, faces historic challenges over the next few decades.
As the world continues to globalize, these challenges will become broader in scope and complexity. In order to find real solutions, our generation will be required to organize, communicate, innovate and collaborate in far greater numbers, with greater clarity, through multiple channels, and with greater speed. Continue Reading »
By John Mason
Gone are the days when a company launched in its home market and then waited 10 years before expanding overseas.
Today, many entrepreneurs think globally from the start. What is driving this change and what does it mean for start-ups and the investors that back them?
For starters, consider the 6.8 billion mobile subscriptions worldwide. Many of these are in emerging markets where users are often connecting to the internet for the very first time via a mobile device. Next, think about the explosive growth of cloud computing, where data generated from these devices through transactions, interactions and social networking can be collected, collated, analyzed and exploited. For the first time ever, there exists a massive global communications platform, providing tremendous reach for even the most modest of companies wishing to expand their horizons – literally. Continue Reading »
By Larry Bowden
There’s a new kind of consumer in town and they mean business – digital business.
The growth of mobile, social and online commerce has given rise to the digital consumer and that has, in turn, prompted more and more companies to reevaluate how they conduct business across their various touch points. For many, the new strategic priority is to attract and retain this new consumer by providing personalized customer experiences.
A digital experience strategy takes into account the emerging trends around the use of web and social analytics, more advanced rich media management and delivery, deeper social engagement and robust responsive design for mobile delivery. Continue Reading »
By Sameep Mehta
Positive, negative, funny, serious – anything but neutral. That about sums up the typical sentiment around any political election, especially when considering what people write on Twitter. To find out, ABS CBN, a television news network in the Philippines, teamed up with IBM Global Business Services and IBM Research – India to analyze public Twitter chatter about candidates and related topics around the country’s recent mid-term Senatorial elections.
The social media tracker tool uses Natural Language Processing and Text Mining Technology (similar to how IBM Watson read and understood text) to comb through the millions of tweets about all manner of topic around the elections. ABS CBN then used the analysis, which filtered to them in near real-time to generate new articles for their website as part of their election coverage. Continue Reading »
Alexandra Willis in
By Alexandra Willis
For the last two weeks, the eyes of the sporting world, and non-sporting in some cases, have centered on a very unique plot of land in the South West area of London, known as Wimbledon SW19. That’s where the All England Club, Wimbledon, a private members’ tennis club, opened its gates and grass courts once again to the world’s best tennis players and the public for The Championships, the oldest of the four Grand Slam tennis tournaments.
Thirty-eight thousand, five hundred people occupy the grounds at any one time, with the daily attendance rising above that as people come and go throughout the day. But it’s easy to forget that the majority of Wimbledon fans get their Championships fix from outside of SW19, and many of them have never been fortunate enough to make it through the turnstiles.
Thus, for those who can’t be at The Championships in person, our objective continues to be to replicate the Wimbledon experience for fans through our digital channels and to make Wimbledon’s digital platforms the next best thing to being here. Continue Reading »
Keith Mercier in
By Keith Mercier
Retailers have traditionally pursued Big Data’s promise of understanding the shopping habits of customers by analyzing structured data from in-store transactions and other traditional sources. Now they have a new challenge – analyzing unstructured and often newly-sourced data from mobile devices, social networks, digital video and even sensors.
An ideal solution would combine external data from mobile devices and social networks with the information retailers already collect in-house, like purchase history and shopping channel preferences. But that’s easier said than done. The reality is that the sheer variety and forms of available information can be difficult to assemble, aggregate and analyze. Continue Reading »