A friendly voice—the chief content officer from ad:tech, the world’s largest digital marketing conference, has an offer I can’t refuse. He asks me to run a Marketing Masters double session at the next event to review the state of the industry for social technologies, all current trends and data, and to present case studies and best practices from smart brands—all in two hours. I say, “Sure!” (I know I have an ace in my pocket.) The ace in my pocket is Dave Evans. Dave has a “catalogic” perspective of social media.
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Catalogic is a word I’ve made up to describe Dave. He’s that unique. Catalog + Logic = Dave Evans. He has indexed and organized social technologies and strategic approaches. He has dissected exactly how to measure this world, from ROI to KPIs to quantifying the Intangible Value of social marketing. His experience working with brands and at an enterprise level to integrate social strategies results in straightforward, no-fluff processes you can use to get your social business plans confidently organized.
With the help of speakers from Toyota, Levi’s, and New Belgium Brewing, and especially from Dave, we satisfied the hundreds of eager social strategy seekers in the audience at ad:tech that day. Think about this social networking phenomenon as a big, black stallion that used to be owned by marketing. Now it’s kicked down the fence—and HR,
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Ops, Customer Care, and the CEO are out there in the field, all trying to get Social Stallion back in the marketing paddock. Social Stallion ain’t gonna go back: Instead it’s taking over your entire business. The Internet and search engines have fundamentally altered biz ops, and now social networking is the next gale force to blow us forward.
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As football moms in Australia and tribal chiefs in Tanzania get on Facebook, or one of hundreds of thousands of other niche social networks, and bring their opinions and their contacts with them, the way we connect with customers hits a whole new dimension of complexity, yes, but more importantly, opportunity.
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