Elizabeth Pizzinato, SVP of marketing and communications at Four Seasons Hotels and Resorts, calls content marketing "the new black" and explains how her brand engages its target audience.
Absolutely right. Using social media as just another advertising channel is lame, and can be counter-productive. This, of course, is not good news for Facebook's business model.
This was an especially great interview because it was clear that Elizabeth is so engaged and immersed in the social Web. She's taken the time to understand what interests her target market, and her brand is reaping the benefits of that. There's a big difference between using the social Web to self-promote and using it to engage. Four Seasons appears to be doing the latter and is taking the time to seriously understand where to be, how to engage, and what data matters.
Brands todays have to think and act like an individual to engage consumers in meaningful conversation. I agree with Elizabeth that marketers need to be selective in choosing the right content so as not to tarnish the image of their brand.
The emphasis Elizabeth puts on ensuring that social media data is meaningful seems vital. She's not just sending out random reports; she makes sure the recipients, her customers, understand what they're looking at and what the social media marketing is actually achieving.
Amanda Richman, president of digital at MediaVest, cites the rise of the 'empowered consumer' as one of the most significant changes in digital marketing today.
Jeff Mirman, vice president of marketing at Turner Sports, discusses how his company turns fans and followers into engaged brand advocates through social media.
Alison Lewis, senior vice president of marketing at Coca-Cola, discusses Coca-Cola's marketing strategy and the company's take on social media marketing.
Linda Descano, President and CEO of Women & Co., and managing director of partnerships and branded content of North America marketing at Citi, explains her firm's marketing opportunities and challenges.
New York's Metropolitan Transit Authority is conducting a pilot test of digital kiosks to guide subway users to where they want to go more efficiently and at lower cost.
Facebook's Graph Search may face some profound challenges and risks, first, because Facebook users haven't been thinking of their posts as product reviews; and second, because Facebook will now have to contend with the social-network equivalent of SEO "gaming" of results.
Marissa Mayer at Yahoo has come out with her strategy on turning the company around: culture, company, calibration, and compensation. But Yahoo needs to have a technical approach to the mobile cloud opportunity, not a management theory lesson.
Linda Descano, President and CEO of Women & Co., and managing director of partnerships and branded content of North America marketing at Citi, explains her firm's marketing opportunities and challenges.
A recent release of the popular TweetDeck app for Twitter power-users gives new life to software that had previously taken a wrong turn. Here's a quick walk-through of the new TweetDeck, to show you why it should be at the top of your Twitter toolkit.
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M2M: Rise of the Machines? Not Yet David Weldon In the 1970 science fiction thriller Colossus: The Forbin Project, two giant supercomputers from the United States and Soviet Union secretly join forces to take control of the collective nuclear might of the two countries. In the film, the two machines discover each other's existence, communicate back-and-forth, share their collective data, and cut their human creators out of the process. It is the ultimate example of machine-to-machine communications, or M2M. CLICK FOR MORE
M2M: Rise of the Machines? Not Yet David Weldon In the 1970 science fiction thriller Colossus: The Forbin Project, two giant supercomputers from the United States and Soviet Union secretly join forces to take control of the collective nuclear might of the two countries. In the film, the two machines discover each other's existence, communicate back-and-forth, share their collective data, and cut their human creators out of the process. It is the ultimate example of machine-to-machine communications, or M2M. CLICK FOR MORE
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