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  • dbinkowski 10:07 pm on June 22, 2011 Permalink | Reply
    Tags: audi, fast company, roi,   

    Can Social Media ROI Be Determined? Yes. Just Don’t Ask Fast Company. 

    I have to take major exception with this article, as those willing to  invest in measurement can put a return on their investment. I’ve preached this for a while now, but if a company like Audi wants to make a difference they need to create, support and empower their dealerships to pick up where the national halo campaigns leave off. That is, if they’re actually willing to change what in the auto industry is typically a bad customer experience. 

  • dbinkowski 10:09 am on July 8, 2010 Permalink | Reply
    Tags: , fast company, influencer project, izea, , , todd and   

    Fast Company’s Influence Project Is A Complete Sham 

    For anyone following this meme on Twitter, Fast Company recently launched a site called “Influence Project”, where they’re essentially pitting online “influencers” against one another to vote for their influencer ranking. The Project is being pushed left and right on Twitter and Facebook and I’m sure elsewhere, but at this point I’ve tuned out from it, not because I don’t want to vote for my friends but because it’s like watching cattle being lined up onto a conveyor belt only to be lead to slaughter.

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    • Jeff Tippett 3:59 pm on July 8, 2010 Permalink | Reply

      Trolling around for posts on the Influencer Project. Thanks for posting.

    • Anna Viele 7:48 pm on July 8, 2010 Permalink | Reply

      I was wondering what that was. Makes sense. They will still need content producers, but they won't need people who make a business of showing people who the influnecers are, or how to be influential, or whose business is “influence.”

    • Krista Neher 10:21 pm on July 9, 2010 Permalink | Reply

      Great post! Part of the issue is that REAL influencers rise to the top naturally through their actual influence whereas in most of the examples you mention it is more about a popularity contest. The most popular people (or those who can be bothered to harass their friends to vote for them) are not usually actually the most influential.Additionally, many companies who try to leverage influencers totally miss the mark by assuming that “influencers” will pimp their audiences in return for free product. Real influencers have it because they don't do that (and they probably also have better things to do then harass people to vote for them).On a side note, we should launch the Social Media Cool Kids Awards – to enter you have to link to my site 10 times and also drive your friends to my blog to vote. You also have to give me your entire email address book to add to my mailing list. You In? </sarcasm>

    • dbinkowski 4:32 pm on July 10, 2010 Permalink | Reply

      Exactly. Most influencers online don't move cases, bottom line. They're good at gaming the system but they are but a sliver of a consumer's overall purchase decision. I think smart marketers know better, though, because even in our space most of the “Top” thinkers don't get any respect; it's typically the unemployed and junior folks helping them maintain their status vs., oh, I dunno, any major brand giving them props for great thinking or work.

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