Results for articles with tag 'altimeter' (2 total)
09/10/2024 03:50:02 PM 
(1) 
(1) On the surface, it seems simple, but dig a little deeper and you come across a myriad of complex political and structural issues that are standing in the way of success.
It seems there's probably a role for consulting companies to step into the vacuum and help companies navigate their way through this complexity. It appears Charline Li, formerly a superstar analyst at Forrester felt this way, because she now has her own consulting group- Altimeter.
Glancing through Alitimeter's Slideshare credentials deck, it appears they have a vibrant business model. There are very few consultants or agencies digital and otherwise who can help clients answer every single one of these questions the credentials deck suggests they answer.
Strategy
How do emerging technologies impact my strategy?
How can I align technology with my business goals?
Leadership
How do I lead my company in this new landscape?
How do I transform this organization with these technologies?
Tactics
What channels should I use to reach my audience?
How do I integrate technologies into existing systems?
When should I use which technologies?
Technology
How do I decide which technologies/service providers to use?
What's the future of emerging technologies?
How long before Altimeter gets an on offer from IPG, Publicis, WPP and the rest?
Posted by Ed Cotton
07/31/2009 07:20:36 PM (1)
(1) Tom singles out Apple and Wells Fargo as examples of companies who don't really to respond to negative comments. He claims that because they face no repercussions for their inaction that this is a bad thing for the social media marketing mavens.
It's a complex subject and involves understanding how people relate to brands. Certainly, there's an impact to bad news and some consumers react, communicate vocally and exit from the brand. However, it's all about brands having strong "mental balance sheets", if people feel that overall the brand is doing a good job they will give the benefit of the doubt and allow it a few indiscretions.
I would argue that all brands need to be aware of the balance of the conversation by monitoring and evaluating it.
There's no doubt that brands like Dell needed a response when the conversation turned against them and they turned things around rapidly. Interestingly, Dell is a brand heavily invested in social media, but one that's yet to reap the rewards. This is because a turnaround is a long uphill battle involving product and category evolution.
Starbucks is another brand in the same postion. In a recent report by The Altimeter Group, Starbucks ranked as the no1 brand in social media, but as we all know, the brand is in something of a crisis.
Incidently, Dell ranks as No2 in the Altimeter study, suggesting that the most troubled brands are currently the most invested in social media.
Then there's Zappos who used social media probably to enhance its value, who recently sold to Amazon for for close to $900 million.
Social media engagement is no guarantee of instantaneous success and it doesn't replace the need for product and service excellence. At present, it's return on investment story seems undeveloped at best. We are the early stages of learning about this world, but within the next 24 months, companies will become much more strategic about goals and objectives setting for social media across divisions.
At present, as Tom suggests there's no penalty for brands with strong "mental balance sheets" not engaging in social media, as the field becomes more crowded and brands get to understand it better, this is not likely to remain a "truth" for much longer.
Posted by Ed Cotton
Articles for tag altimeter (2 total).