This cartoon by Tom Fishburne, published a few days ago, is a pretty good reminder of what differentiates influencer marketing from many other kinds of marketing where, in the latter case, 'big' tends to be what matters. It seems to me that the term 'influencer marketing' is used by many people as a synonym for 'mass marketing' where the prime question is "how many?" instead of "who are they?" This is especially so where social media is concerned, where far too much attention is paid to the … [Read more...] about Small matters most in influencer marketing
Chatbots are all the rage at the moment. These clever computer programs (algorithms, to be more precise) are popping up everywhere online to help you with mundane tasks from getting a weather forecast or currency exchange rate to travel planning to online shopping. Organizations everywhere are experimenting with these useful bits of technology, with varying degrees of success as part of the learning process (remember what happened to Microsoft's Tay earlier this year?). If you use Siri … [Read more...] about Give your chatbot some real personality
The Championships, Wimbledon 2016 started yesterday, June 27, and run until July 10. During these two weeks of intense competition, Wimbledon and the competing players will be names and brands in an event that will not only be on television screens large and small across the globe in real time and recorded, but also available and accessible on myriad devices, from smartwatches to big-screen PCs, almost anything that can connect to the global internet any time anywhere. To be sure, there's … [Read more...] about Meet the omni-channel experience that is Wimbledon 2016
It's been a tumultuous few days since polling stations closed at 10pm on Thursday June 23 and the UK awoke on the morning of Friday June 24 to the news that the result of the national referendum on whether this country would remain a member of the European Union or not turned out to be not. I am very sad at this result - one that took many people by surprise, me included - as I believe that our future is intertwined with that of our European neighbours, individually and collectively; that … [Read more...] about The EU referendum was a political gamble that didn’t pay off: what’s next?
The simple cartoon above by Will Dawburn sums up many people's feelings about political campaigning on the EU Referendum that we'll be voting on in four days' time, on Thursday June 23. For me, most communication by the Stronger In and Vote Leave campaigns, by other campaigners, by (a biased) mainstream media, by many politicians, by individuals with strong opinions across the social web, has been characterized by ugliness, lack of thought-leadership, relentless doses of FUD, half-arsed … [Read more...] about A clear case for ‘Remain’ in the EU referendum vote