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Tuesday

TITLE

Making With People

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by Brian Haven
@ 2:03 PM

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CATEGORIES
» Engagement
» Participation
» Platform Thinking
» Research
» Thoughts

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I’ve talked about the four epochs of making over the past several weeks: Making By People, Making For People, and Making Without People. We’re now facing another epoch in making, a shift where institutions no longer completely control the means of production. People now take over the reigns of production, much like our past, but mass distribution is still a possibility. And in many cases the institution is still involved in the making, but as...Read on

 

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Thursday

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Cracking The Social Media Nut: A Product, Not Marketing Problem

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by Brian Haven
@ 2:33 PM

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CATEGORIES
» Brand
» Engagement
» Innovation
» Marketing
» Social Media

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To begin, when I say "product" I mean "that which is produced." It could be an artifact (iPhone, coffee mug), a service (online banking, car repair), an environment (hotel room, furniture store), or an experience (theme park, World Series). We all spend a lot of time talking about how the commercial application of social media is really about marketing. Any corporate effort in social media usually lies in the hands for the marketers, all of...Read on

 

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Tuesday

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Confessions On A Keynote

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by Brian Haven
@ 11:20 PM

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CATEGORIES
» Engagement
» Marketing
» Research

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Finally, there's a video excerpt of my keynote speech for Forrester's Marketing Forum in Los Angeles (April 8-9, 2008). The theme of the entire conference was based on my report, Marketing's New Key Metric: Engagement. I was the opening keynote on the first day of the conference. The title of my speech was Engagement: A New Approach To Understanding Your Customers. It was pretty exciting once I got on stage, but it certainly was stressful...Read on

 

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Thursday

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Is The Campaign Dead?

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by Brian Haven
@ 4:16 PM

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CATEGORIES
» Engagement
» Marketing

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Marketing is too short term. People demand more control over their interactions (with each other, with brands, and with media), and for the most part they get what they ask for. But to effectively engage people, especially in an environment socially charged by technology, the only way companies can realistically communicate with individuals is to do so over a longer time frame. But that significantly changes how agencies and marketers use their staff and keep the creative...Read on

 

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Friday

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New Year's Revolution #2

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by Brian Haven
@ 7:06 AM

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CATEGORIES
» Engagement
» Marketing
» Thoughts

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Measure engagement—the real engagement. It’s funny, marketers dump 92% of their budget into traditional channels that are extremely difficult to measure, the other 8% go to interactive channels where they basically use the same metrics they’ve used for the past five decades. Then they complain that they can’t determine the value of social media. Yawn. My sympathy is wearing thin. Social media is trackable. Every time someone comments, rates a product, reviews a product, connects to...Read on

 

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Thursday

TITLE

Rethinking The Marketing Funnel

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by Brian Haven
@ 10:29 AM

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, ,

CATEGORIES
» Engagement
» Marketing
» Research

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» connect (1)

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I recently published a Forrester report titled Marketing's New Key Metric: Engagement (more detail here on the Forrester Marketing blog). One interesting aspect of this research was presenting the idea that the marketing funnel is more complex than we may think. I initially presented to my fellow marketing analysts an idea that suggest the funnel was dead. That didn't go over so well, which demonstrates how sacrosanct the funnel is to marketers. However, they also...Read on

 

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