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Simple Instagram Promotion Idea

Each week, New Day, a show on CNN, hosts a simple Instagram contest. They select a theme, #FallisHere, for example. Their audience enters by using a hashtag on Instagram to illustrate the theme. The best photo wins a small prize. Each week the theme is different. No complex rules and regs. No hard to understand concepts or challenging requests, just a simple well executed idea which can be easily repurposed. Give it a...
October 24th, 2013 written by zach
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Digital Transformation – Burberry Case Study Commentary

[caption id="attachment_1097" align="aligncenter" width="300"] Burberry Timeline[/caption] Digital transformation consulting is a multidisciplinary field involving strategic, technologic and organizational planning and fundamental digital changes to the business models and cultures. It’s also a new space that’s still being shaped, and one where perspectives also differ widely. Angela Ahrendts, CEO of Burberry, in a recent conversation with Capgemini Consulting, shed light on what digital transformation means for Burberry. I enjoyed the interview and want to share a few key insights here for you. Focus: “…we decided to target our marketing spending on the millennial consumer, in their 20s, and with a clear focus on emerging economies, where the average high net worth customer is typically 15 years younger. And we communicated and engaged...
October 19th, 2013 written by zach
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SherWeb Feedback: When Little Things Become Big

For the past few years, we have used SherWeb for our business hosting needs. Their service is too expensive, especially compared to alternatives like Google, which we will pursue soon. Many times, the hosting services has stopped with no reason, leaving us without a properly functioning email solution. This last time, this week in fact, they sent an apology letter that underscores our experience with then. Notice the obvious here by seeing who it's addressed to and that it lacks a signature. Sometimes, it's not that the little things matter, it's just the little things, like this letter, remind you of the bigger problem.

Boloco Response to Hate Mail: Peppered with Authenticity

It's storming outside in Boston, but the CEO of Boloco has an announcement to make. Despite the conditions, his store will remain open. What follows is hate mail from customers, which triggered Boloco's response. The CEO responds well to many points: He incorporates the reasons why customers are mad by drawing in direct quotes. He clarifies misconceptions: employees were actually offered the right to leave; employees were offered rides and cab fare; employees need the $ - they suffer loss of...
October 29th, 2012 written by zach
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Reveal Marketing

Check out the Counting Crows (CC) Facebook strategy. CC fans want to know when their favorite band is touring. CC will only reveal that information when enough of their fans share their Facebook application. Fans who share with 10 or more friends are entered to win free tickets. Those who participate are signed up for updates from the band. The strategy is brilliant: 1) It's simple. Anyone can understand it immediately. 2) It's effective. Motivated fans...

Social Media Book Club Launch – Solis’ “The End of Business As Usual”

On November 16th at 7 p.m. we're hosting the first social media book club. Space is limited. We currently have 6 registered, and we are looking for 12 more to join us. We're meeting near our office in Kenmore Square in a beautiful conference room to discuss Brian Solis' "The End of Business as Usual." Currently, we have a brand manager from P&G, a strategy consultant, two students from Harvard and BU, several...

a marketing tip

It’s so simple and so effective. Pose a simple question and ask people to vote. In this case, the more votes, the more tips. Whether it’s tips or attention, how could you apply this simple principle to your marketing efforts?...
June 28th, 2011 written by zach
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Marketing at the Cambridge River Festival

At the Cambridge River Festival, I met the owner of a local Indian restaurant who used every tactic imaginable to get our attention and earn our business. I liked his creativity, and his samosa’s were excellent too. Note the QR...
June 13th, 2011 written by zach
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Social Media Experts

In a recent post, CEO and consultant Peter Shankman argues against the validity of self-professed “social media experts,” whom he suggests would do better to light a match and swiftly put an end to their worthless existence. Yet, Shankman’s open-ended invitation for “social media experts” to set themselves on fire seems to come from a cloudy place, a place where the term “social media expert” becomes synonymous with the term “scam artist.” ...

What letters know

I’ve learned to express myself in 140 characters or less. It’s not only how I write tweets, it’s also how I communicate in emails. Folks in my world want fast and simple communication. Analysis isn’t welcomed in these emails; long power point decks aren’t either. Actions and decisions are valued with short rationale. What’s missing is time to reflect, and it’s evidenced in how we communicate. Writing an email we expect a response within...
May 30th, 2011 written by zach
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Zach Braiker

This blog analyzes where social media culture and business converge. Zach Braiker is the CEO of Refine & Focus a social media agency and an adjunct professor of social media at Emerson College.

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