ROI | Olivier Blanchard

Influencers: to pay or not to pay?

January 28, 2015 by Olivier Blanchard - 74 Comments

Okay... let's get back to business for a minute. Today's topic: the ethics of paying influencers.Buzzword Bingo: is "influencer" even a credible term?Note: When I use the term influencer, assume that I mean "influencer" (with conspicuous quotation marks). I am not a fan of the term and would ...

Change With Purpose – Part 2: the opportunity engine

November 17, 2014 by Olivier Blanchard - 1 Comment

I just got back from Dassault Systemes'#3DXforum in Las Vegas, where I spent the better part of a week getting acquainted with some of the world's most advanced innovation acceleration tools and many of the brilliant minds behind them, and since my mind is still abuzz with a thousand ...

The CMO and the Cloud – Part 6

October 16, 2014 by Olivier Blanchard - No Comments

In Part 5, we started a discussion in which we established that:The role of the CMO is changing.Though the role of Marketing isn't changing, Marketing itself, the way it operates, is changing.Many CMOs today are overwhelmed by fast changes in technology, capabilities, operational demands and new p ...

The CMO and the cloud – Part 5

October 16, 2014 by Olivier Blanchard - 1 Comment

Acknowledging the CMO's existential crisisEvery year, half a dozen industry reports come out with data (insights) that touch on both the state of marketing today according to thousands of CMOs, and where these same CMOs expect to be a year from now. They touch on various areas of focus, shi ...

The future of Social Business analytics isn’t where you think it is.

October 14, 2014 by Olivier Blanchard - 6 Comments

When I started working on Social Media ROI back in 2010, one of the dilemmas nagging me at the time was whether or not to devote any time to discussing (to an appropriate degree of practical detail) digital tools. On the one hand, it seemed difficult to map out how to integrate digital measureme ...

The CMO And The Cloud – Part 3

August 13, 2014 by Olivier Blanchard - No Comments

A few of you asked me last week if I had any examples of how to use the cloud to demonstrate marketing ROI. The easy answer is yes, but... determining the ROI of marketing spend (and activity) can be done in a lot of different ways. "The cloud" isn't a magic button. It's a toolkit, just like anythi ...

Reboot Your Social Media Program: From Likes to ROI – Part 4

June 24, 2014 by Olivier Blanchard - 4 Comments

Before we begin...If you missed the first three parts of this series, here is how you can get caught up:Part 1 Part 2Part 3Quick recap:1. Social Media channels, when used for business purposes, are not exclusively marketing channels (and shouldn't be "owned" by Marketing or Digital Marketin ...

Reboot Your Social Media Program: From Likes to ROI, Part 3

May 28, 2014 by Olivier Blanchard - 12 Comments

Welcome back. In Part 2, we took a look at the importance of addressing all three pillars of inbound business development in your social business program: customer acquisition, customer development, and customer retention. I even asked you to do some homework, so hold on to that data. At the end of ...

Reboot your social media program: from likes to ROI, part 2

May 12, 2014 by Olivier Blanchard - 7 Comments

In Part 1, we talked about the importance of looking not only at customer acquisition but also customer development and customer retention. One of the main reasons for this is that since it costs 6x more to replace a customer than to keep one around for another year, a significant piece of your busi ...

Reboot your social media program. From likes to ROI – Part 1

May 8, 2014 by Olivier Blanchard - 20 Comments

Let's start at the beginning.For the next few minutes, I want you to forget everything you have ever been told about social media and social media marketing. I want you to forget about the importance of likes and followers and shares and whatever other social media metrics "social media exper ...

Influencers: to pay or not to pay?

Change With Purpose – Part 2: the opportunity engine

The CMO and the Cloud – Part 6

The CMO and the cloud – Part 5

The future of Social Business analytics isn’t where you think it is.

The CMO And The Cloud – Part 3

Reboot Your Social Media Program: From Likes to ROI – Part 4

Reboot Your Social Media Program: From Likes to ROI, Part 3

Reboot your social media program: from likes to ROI, part 2

Reboot your social media program. From likes to ROI – Part 1

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