Mark Parker

Achieving ROI from Social Media

Where's the ROI? This is a pretty popular question from business leaders and mar/com folk. In many respects the question is driven by a campaign-centric mindset and a short-term ROI mentality. Whilst doing research ahead of a workshop for Australasian Mutuals Institute recently I came...

Manage Your Social Media Assets

Recently I've had a number of customers express to me that they've lost track of a certain social media account – usually because the person who set up the account is no longer working for the company. Getting control of an account or reactivating...

Social Media Policies Need to Account for Exit Procedures

When I'm out working with clients on either social media strategy or specifically LinkedIn I always seem to come across situations where the list of employees for a firm on LinkedIn includes former staff members. What's disturbing about this is that many executives are...

Are Your Fans and Followers Real?

Quite a lot has been written this year about fake fans and followers on some of the largest social media platforms. Mashable wrote about this a few months ago along with a Forbes article in August. Clearly this is a growing issue and one...

New LinkedIn Skills Endorsement Features

Many of us have noticed the introduction of endorsements in the past week by LinkedIn. Endorsements relate to the skills and expertise that you have listed on your profile – now with one click, a connection can endorse a specific skill that you have...

The Changing Face of Sales Prospecting

A lot has been written about sales 2.0 and the impact social media is having on sales – particularly B2B. The impact is varied and can range from providing simple and effective alternate contact channels through to a wealth of information about reputation, pricing,...

The Discipline of Listening in the Social Media Age

Harvard Business Review published an article last month titled "The Discipline of Listening" – the article was interesting on many fronts in relation to the demands placed on business leaders, entrepreneurs, and CEO's. We all live in a world that is now uber-connected, uber-social,...

Clothes Hangers Go Social

There's a fierce debate going on in Australian retail regarding the online sales threat. Major retailers are under siege from the rise in online sales – particularly from overseas vendors (though I personally feel local eCommerce merchants are the more significant threat) . Whist many...

Top 5 Tips for Compelling LinkedIn Group Discussions

LinkedIn Group discussions are one of my favourite features on the platform – but they're also a function that is most misused. Putting aside the spam issue for a moment – a lot of posts simply don't use the key features of a post properly...

Does Social Media Increase the Risk of Staff Being Poached?

YOUR best employees are most at risk of being poached by competitors under the new rules of the modernising economy. That's because changes in the workplace, growth of technology and the rise of social media now allow employers to cultivate relationships with prospective employees –...

How User Generated Content Will Transform Residential Real Estate Sales

I've been working on a Blue Ocean Strategy presentation for The Executive Connection (Vistage) in Australia and caught up with the head of their local operation – Andrew Nelson to talk all things BOS, social and we got caught up discussing how innovation often...

Airline KLM Showcases Innovative Approach to Using Social Media

I caught a really interesting video from European airline KLM showing how you can be innovative and engage with your customers via social media. There's a couple of interesting points about the approach KLM has taken with this campaign: Social media doesn't need to be…

Giving a Bank Feedback re Non-Service on Twitter

I recently had cause to appeal to NAB via Twitter for assistance in resolving a business banking issue. This was an exercise in futility – I could argue they simply transferred their lack of action from the branch, to the call centre, to Twitter...

Audit Your Social Media Footprint Now

Earlier this month Jeremiah Owyang and his team at Altimeter Group published a report called "A Strategy for Managing Social Media Proliferation" – The SlideShare version is below. Back in 2010 I blogged about the need for organisations to take a more proactive role in...

Credit Unions Doing Better with Social Media than Banks

The major banks in Australia seem to get a lot of the headlines when it comes to social media – the NAB being an example with their "Break Up" campaign (read my thoughts on that here) Whilst some of the banks are starting to do...

There’s People Talking About Your Brand – And Then There’s Qantas

I think it's fair to say Qantas has raised the bar on how to go atomic in the social media world. In case you missed the story, on Saturday afternoon (Australian time), Qantas CEO Alan Joyce grounded the entire airline globally due to an...

I’m a CEO – Should I be on Twitter

This is a pretty common question and one that CEO's often ask me. It's unfortunate that a lot of the public discussion around CEO involvement in social media and specific services like Twitter is so biased and lacking in real world consideration. The fact is,...

Augmented Reality, Social Media, and Events – An Interesting Coming of Age

I've been working on a couple of Augmented Reality mini-projects over the past few weeks as well as doing some research for a client in the exhibition space so AR has been in my thinking a bit recently. I'm impressed at how this field of...

Realising Value from LinkedIn Groups

LinkedIn Groups are one of my favourite features within LinkedIn. Groups are a fantastic resource for users with thousands of topics, and tens of thousands of rich, open discussions. But for all my enthusiasm about LinkedIn Groups I'm also increasingly frustrated at how they...

The Social Ads Storm for LinkedIn

There has been a flurry of activity this week after it was revealed that LinkedIn was allowing certain profile information to be incorporated into social ads that are displayed with the LinkedIn user interface. The blog post that seemed to end up in my inbox...

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