Author Archive | Chris Boudreaux

Don’t Allocate Social Resources According to Brand Mentions. Focus on Value

Digiday recently wrote that “Twitter dominates brand conversations”, based on upon the observation by Burson-Marsteller that more than half of Fortune 100 brand mentions in a month occurred on Twitter [1].  But counting brand mentions is not the same as counting business value. In fact, resources should be allocated according to the relative value of each social venues, not the relative volume of brand mentions.

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Data You Can Gather Through Social Sign-on

B2B and B2C marketers are using social sign-on features to gather more data about the people who engage with their web properties — for example, letting people complete a lead-gen form or contest submission by logging-in with their Facebook or LinkedIn ID.

But a lot of marketers do not understand the data that is available through social sign-on, so Eloqua created a simple graphic to show the types of data that are available to a marketer when visitors use their Facebook, Twitter and LinkedIn credentials to access an offer, shown below:

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