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Last Call for Social Media Sceptics

Idea posted: January 2013
  • Innovation & Entrepreneurship
  • Leadership & Change
  • Learning & Behaviour
  • Marketing

Social media sceptics have all but scurried back into the woodwork. The game is up and the die cast: social media is here to stay. Each week the ‘fad’ seems to blow open a new way of doing things in a different industry; democratizing our flow of ideas even further. The scope of opportunity for science, art, and business here – seems infinite. But what role can leadership play to facilitate those opportunities and create value for their organizations?

Idea #062
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Marriage à la Mode, William Hogarth, 1743-1745, National Gallery London (Source: Wikimedia)

Socially Aware, Media Savvy: Social Media Strategy

Idea posted: March 2013
  • Strategy
  • Marketing
Institutions: Henley Business School

Social media offers both great opportunities, and also challenges, to businesses. For those that embrace social media – by adopting the right strategy – risks can be averted and rewards unlocked. Using a simple framework to create an effective strategy for social media can enable your company to enjoy its benefits.

Idea #111
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Word-of-Mouth and On/Off Line Marketing

Idea posted: August 2013
  • Marketing
Institutions: Insper

Increases in online communities have led to behaviours that influence online activities, such as shopping, becoming more and more important for executives to understand if they want their businesses to flourish. One of these behaviours is word-of-mouth communication (WOM). In this Idea, the impact of WOM on consumption is analysed, with a discussion of those strategies that work and those that do not.

Idea #190
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How to Communicate CSR Online to Stakeholders

Idea posted: September 2013
  • CSR & Governance
  • Marketing

The online communication models used by organizations to inform on their CSR activity can impact negatively on the way they are perceived by stakeholders. How can they try to overcome such obstacles and create a format for the future that engages successfully with their audience?

Idea #207
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Buyers of Experiential Products and Consumer Reviews

Idea posted: September 2015
  • Marketing

Shoppers find consumer reviews to be less useful, and are less likely to seek out such reviews, for experiential purchases (events to be lived through such as vacation packages) than for material products (objects to keep such as electronics). 

Idea #546
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Varied Effectiveness of Paid Endorsements on Social Media

Idea posted: April 2016
  • Marketing

New research reveals the potential benefits and pitfalls of including paid social media endorsers in new marketing efforts. The research notably revealed that paid endorsers are either eager to participate or very effective — but rarely both.

Idea #599
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EU Energy Label

Why Differentiating Rating Scale Labelling is Important

Idea posted: August 2014
  • Marketing

Rating scales, such as those used in online review platforms or stores (for example, Amazon or Tripadvisor) or by government rating agencies (such as agencies rating energy savings), allow consumers to evaluate the performance of products or services. However, new research shows that when the scale levels of the rating scale are not distinguished visually (e.g. by colour) or linguistically (e.g. using the linguistically different A, B, C, D rather than A, A+, A++, A+++), consumers are more likely to ignore them — and this can hurt the sales. 

Idea #431
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The Tribuna of the Uffizi (detail), Johann Zoffany, circa 1772-1778, The Royal Collection, Windsor Castle

What to Get Right when Crowdsourcing

Idea posted: October 2014
  • Innovation & Entrepreneurship
  • Marketing
  • Operations

Social media channels have enabled organizations such as Dell, Starbucks, and NASA to successfully reach out to external contributors to collect suggestions, which have in turn stimulated innovation. This research, however, shows that most initiatives to source external contributions fail and that organizations seeking external ideas need to proceed with care and establish proactive processes to avoid potential pitfalls.

Idea #455
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Social Media Grabbing a Major Share of the Marketing Budget

Idea posted: October 2014
  • Marketing

Companies will be steadily increasing their spending on social media marketing in the next few years, even though most marketing executives cannot measure the financial impact of such spending. The shift in consumer buying patterns to online makes a shift to social media marketing a logical step, despite the current inability to demonstrate ROI. The pressing issue now is for companies to integrate social media activities into their general marketing campaigns. 

Idea #456
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Harness Big Data Using Visualisation Software Tools

Idea posted: January 2015
  • Strategy
  • Innovation & Entrepreneurship
  • Marketing
Institutions: NUS Business School

The phrase “big data” puts the emphasis on quantity — and it’s true that the data available in the world continues to grow exponentially every year. But for businesses wanting to make the most of big data, it’s not quantity that counts, but what you do with the data. Companies are losing millions of dollars because they are not fully exploiting the data they are already gathering. Given the complexity of big data, visualisation software tools are required to help companies avoid this mistake.

Idea #474
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Source: Pexels

CMO Survey: Value of Company Spending on Social Media

Idea posted: March 2018
  • Marketing

While digital age marketing channels such as social media marketing and mobile marketing has captured the public’s attention, the view from the Chief Marketing Officer’s desk is more measured, according to a new survey of marketing leaders in the U.S. Social media marketing continues to grab more and more of the marketing budget, for example, but measuring its impact on the bottom line remains elusive.

Idea #697
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The Boy in the Red Vest (detail) Cezanne c-1890 (Courtesy: Foundation E.G. Bührle, Zurich)

The Good, Bad and Ugly of Covert Marketing

Idea posted: March 2018
  • Marketing

With traditional marketing losing its impact in today’s overcrowded marketplaces, marketers are developing creative covert campaigns to create buzz around their products. Sometimes, however, these covert campaigns can backfire. 

Idea #694
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