drag2share: Earned Media And Social Media: How Brands Can Get Beyond The Hype


bii_earnedmedia_adoptionEarned media is really just the digital-age term for word-of-mouth advertising. It’s an idea that has grown hand-in-hand with content and social media marketing and the notion that a viral success can translate to mega-exposure on the cheap.

Everyone wants earned media.

Marketing agencies know this, and they routinely pitch their ability to generate it. Most brands and businesses, even small ones, are embracing the earned media paradigm. However, there are many misconceptions floating around the notion of earned media via social media.

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Monday, July 15th, 2013 news No Comments

Majority of Marketers Under-utilizing Their OWN Data

This brings me to some new data that my firm has uncovered. The state of segmentation suggests that marketers are missing many segmentation opportunities.

While I have written before and have proven the performance of segmentation, what is interesting is that we are starting to see marketers work more toward attitude and satisfaction surveys. This notion of an über-crowdsource is a necessary thing to do, but our belief is that it should not exceed the data and information that you know about your subscribers and clients – including spending and click data.

We’ll see this view of this chart – but what do you all think? Should marketers use mushy, social satisfaction “Thank you” elements in advance of spending and behavior?


Our research would suggest that you focus first on the things that you know as truisms. As in spending, clicks, and that old recency-frequency-monetary (RFM) approach that I have seen proven since the late 1980s in my earliest catalog and CompuServe, er, Internet days.

Targeting clickers and buyers drives more revenue than targeting likers. It works. All tactics have a place, and in combination there is a huge massive return when email is married to social data and attitudinal data.

But please, don’t skip your own ability to target off your own data, as it’s likely that those who like you have bought from you.

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Monday, April 22nd, 2013 news No Comments

Forrester survey finds first ever decline in people ‘using the internet,’ but a changing notion of ‘being online’


Forrester survey finds changing notion of 'being online,' less of the old more of the new

A survey measuring people’s internet use used to be a fairly simple thing. If you dialed up to your ISP and logged onto CompuServe or AOL, you were “online” until you disconnected. Even in more recent years, you were “online” for as long as you were looking at a web browser or a chat window. But things have gotten more complicated as we’ve grown more mobile and connected than ever, and that’s now resulted in the first ever decline of people “using the internet” in Forrester’s annual survey since it began asking the question in 1997. As AllThingsD reports, this year’s survey found that people spent an average of 19.6 hours per week using the internet, compared to 21.9 hours in 2011. According to Forrester’s Gina Sverdlov, however, that’s not due to a shift back towards TV or other activities, but to a changing notion of what “being online” means to individuals. As she puts it, “given the various types of connected devices that US consumers own, many people are connected and logged on (automatically) at all times,” and that “the internet has become such a normal part of their lives that consumers don’t register that they are using the internet when they’re on Facebook, for example.” The full report isn’t available to the public, but you can find a few more details from it at the links below.

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Forrester survey finds first ever decline in people ‘using the internet,’ but a changing notion of ‘being online’ originally appeared on Engadget on Wed, 17 Oct 2012 18:22:00 EDT. Please see our terms for use of feeds.

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Wednesday, October 17th, 2012 news No Comments

Netflix Reportedly Talking to Cable Companies About a Package Deal


Netflix Reportedly Talking to Cable Companies About a Package DealLast week, Netflix CEO Reed Hastings spoke vaguely of wanting Netflix to be part of your cable package. Now Reuters cites unnamed sources saying Hastings might actually be negotiating that deal under our noses.

Netflix joining forces with the very cable companies is a weird notion, but ultimately makes sense. Studios, networks, and even the cable companies have proven very hostile towards supplying consumers, and even the streaming video services, with a wide selection of on-demand content. And if they’re going to lose directly as a result of a lack of good movies, they might as well make it back through the cable companies as an added-value type of service. [Reuters via Techmeme]

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Wednesday, March 7th, 2012 news No Comments

RIM indulges in some ‘myth busting’ at BlackBerry DevCon Europe


Alec Saunders, VP of Developer Relations, just took the stage at RIM’s DevCon gathering in Amsterdam to build up and promptly knock down a few “myths” about RIM’s state of health. First up, he tackled the notion that BlackBerry is a declining platform by saying that App World is seeing six million downloads per day, which is up 30 percent from three months ago. He also rejected the idea that BB app devs don’t make money, revealing that 13 percent of them have made over $100,000 from their products and that App World generates 40 percent more revenue than the Android Market. Lastly, Saunders said “we’re sorry” that RIM’s strategy has been “hard to understand” for “some people”, but added that BB 10 will solve that problem. He said that the new OS represents a “simple and easy-to-understand strategy” that is about combining the best of QNX and the current BB OS, offering consistent cloud services and making software that is both backwards and forwards compatible.

RIM indulges in some ‘myth busting’ at BlackBerry DevCon Europe originally appeared on Engadget on Tue, 07 Feb 2012 05:58:00 EDT. Please see our terms for use of feeds.

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Tuesday, February 7th, 2012 news No Comments

Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.

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