Comments on: My, How the CMO Has Changed http://battellemedia.com/archives/2012/07/my-how-the-cmo-has-changed.php?utm_source=rss&utm_medium=rss&utm_campaign=my-how-the-cmo-has-changed Thoughts on the intersection of search, media, technology, and more. Wed, 19 Jun 2013 11:42:00 +0000 hourly 1 http://wordpress.org/?v=3.4.1 By: Marketing Data is Exploding « Voice of the DBA http://battellemedia.com/archives/2012/07/my-how-the-cmo-has-changed.php#comment-30456 Marketing Data is Exploding « Voice of the DBA Thu, 16 Aug 2012 17:55:44 +0000 http://battellemedia.com/?p=6581#comment-30456 [...] you haven’t yet, I suspect you might have to some time in the next few years. There’s a short piece in how this data is in use at GM, and it’s interesting to read. I don’t know how seriously other companies take this, [...] [...] you haven’t yet, I suspect you might have to some time in the next few years. There’s a short piece in how this data is in use at GM, and it’s interesting to read. I don’t know how seriously other companies take this, [...]

]]> By: AnnetteWithWindward http://battellemedia.com/archives/2012/07/my-how-the-cmo-has-changed.php#comment-30455 AnnetteWithWindward Thu, 16 Aug 2012 14:33:00 +0000 http://battellemedia.com/?p=6581#comment-30455 Sunday August 5th Denver Post article headline "GM ads fail to drive interest. Alas, Mr. Ewanick has been dismissed from GM. Too little too late? Sunday August 5th Denver Post article headline “GM ads fail to drive interest. Alas, Mr. Ewanick has been dismissed from GM. Too little too late?

]]> By: Ewanick’s Departure From GM And Renewed Questions About The CMO Role | Forbes http://battellemedia.com/archives/2012/07/my-how-the-cmo-has-changed.php#comment-30379 Ewanick’s Departure From GM And Renewed Questions About The CMO Role | Forbes Mon, 06 Aug 2012 03:28:44 +0000 http://battellemedia.com/?p=6581#comment-30379 [...] made lots of gutsy moves,” pronounced Stephen Wunker, handling executive of consulting organisation New Markets [...] [...] made lots of gutsy moves,” pronounced Stephen Wunker, handling executive of consulting organisation New Markets [...]

]]> By: Technology: My, How the CMO Has Changed | Behind the Mic http://battellemedia.com/archives/2012/07/my-how-the-cmo-has-changed.php#comment-30364 Technology: My, How the CMO Has Changed | Behind the Mic Thu, 02 Aug 2012 16:45:58 +0000 http://battellemedia.com/?p=6581#comment-30364 [...] Continue reading on John Battelle’s blog. [...] [...] Continue reading on John Battelle’s blog. [...]

]]> By: Friday Flash: The Trulia story, cool calcs and talking brands | 1000watt http://battellemedia.com/archives/2012/07/my-how-the-cmo-has-changed.php#comment-30338 Friday Flash: The Trulia story, cool calcs and talking brands | 1000watt Fri, 27 Jul 2012 23:03:53 +0000 http://battellemedia.com/?p=6581#comment-30338 [...] “My, how the CMO has changed” – a short and worthwhile read from John Battelle in which he illustrates the seriousness with which many brands approach the “conversational economy.” [...] [...] “My, how the CMO has changed” – a short and worthwhile read from John Battelle in which he illustrates the seriousness with which many brands approach the “conversational economy.” [...]

]]> By: johnbattelle http://battellemedia.com/archives/2012/07/my-how-the-cmo-has-changed.php#comment-30335 johnbattelle Fri, 27 Jul 2012 18:14:00 +0000 http://battellemedia.com/?p=6581#comment-30335 I certainly hope that does not become the norm…. I certainly hope that does not become the norm….

]]> By: MarkH http://battellemedia.com/archives/2012/07/my-how-the-cmo-has-changed.php#comment-30333 MarkH Fri, 27 Jul 2012 08:23:00 +0000 http://battellemedia.com/?p=6581#comment-30333 My cynical view is the objective of these social media tools is to target limited customer service resources at the most "influential" customers rather than the most deserving in order to maximise the wider *perception* of customer service. Businesses who can't service everyone will figure keeping an influential customer happier is better than one who isn't. It's also technically easier to call the Klout API for a customer's "influence rank" rather than attempt to rank customers by the "deservedness" based on the text  in their tweets/posts.  People like your good self who are heavily entrenched in "broadcast mode" will do well from this trend.  Our network connectivity is rapidly becoming like a new credit rating system and will influence everything from levels of customer service to the price of your car insurance (I use nets to spot insurance fraud risks). The question is - is this a good thing? My cynical view is the objective of these social media tools is to target limited customer service resources at the most “influential” customers rather than the most deserving in order to maximise the wider *perception* of customer service.

Businesses who can’t service everyone will figure keeping an influential customer happier is better than one who isn’t. It’s also technically easier to call the Klout API for a customer’s “influence rank” rather than attempt to rank customers by the “deservedness” based on the text  in their tweets/posts. 
People like your good self who are heavily entrenched in “broadcast mode” will do well from this trend. 
Our network connectivity is rapidly becoming like a new credit rating system and will influence everything from levels of customer service to the price of your car insurance (I use nets to spot insurance fraud risks). The question is – is this a good thing?

]]> By: johnbattelle http://battellemedia.com/archives/2012/07/my-how-the-cmo-has-changed.php#comment-30326 johnbattelle Thu, 26 Jul 2012 21:23:00 +0000 http://battellemedia.com/?p=6581#comment-30326 I still am, in my own little world, thanks to Google's personalized search! In any case, there are automated tools, plus escalation software, plus people (key) that can and should make it possible for companies to scale this. I still am, in my own little world, thanks to Google’s personalized search! In any case, there are automated tools, plus escalation software, plus people (key) that can and should make it possible for companies to scale this.

]]> By: MarkH http://battellemedia.com/archives/2012/07/my-how-the-cmo-has-changed.php#comment-30325 MarkH Thu, 26 Jul 2012 21:21:00 +0000 http://battellemedia.com/?p=6581#comment-30325 If you're talking about providing personal responses I don't see how that can scale for all customers of certain companies.  Given that, I was talking about an inevitable (and potentially automated) favouritism so citing your own experiences doesn't count when until recently you were the number one  "John" on Google. If you’re talking about providing personal responses I don’t see how that can scale for all customers of certain companies.  Given that, I was talking about an inevitable (and potentially automated) favouritism so citing your own experiences doesn’t count when until recently you were the number one  ”John” on Google.

]]> By: Abdallah Al-Hakim http://battellemedia.com/archives/2012/07/my-how-the-cmo-has-changed.php#comment-30316 Abdallah Al-Hakim Thu, 26 Jul 2012 17:23:00 +0000 http://battellemedia.com/?p=6581#comment-30316 how companies converse with their customers and keep their engagement levels high will determine those that succeed. It is also how online communities develop and get more social conversations ongoing that will influence many individuals in the social web.  how companies converse with their customers and keep their engagement levels high will determine those that succeed. It is also how online communities develop and get more social conversations ongoing that will influence many individuals in the social web. 

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