Part Four: The Case for Social Media in Customer Care

Part Four: The Case for Social Media in Customer Care

A Triumph of Hope
Part Four: The Case for Social Media in Customer Care This the fourth in a five-part series that looks into social media marketing moving into 2021. Part One examined the marketing industry’s ongoing challenge with understanding and processing its data, and how this contributes to poor decision-making related to social media marketing. In Part Two we took a look at some data demonstrating the ineffectiveness of social media marketing that all too many marketers seem to want to ignore. Part Three made some suggestions about what exactly we should do about it. Now we take one of these suggestions and flesh it out: move social out of marketing and into customer care. Part Five outlines the key to making this shift. Social media marketing effectiveness data is top-of-mind for me…
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Part Five: The Shift from Social Media Marketing to Social Care

Part Five: The Shift from Social Media Marketing to Social Care

A Triumph of Hope
Part Five: The Shift from Social Media Marketing to Social Care Header Photo by Dawid Zawiła on Unsplash This is the last in a five-part series that looks into social media marketing moving into 2021. Part One examined the marketing industry’s ongoing challenge with understanding and processing its data, and how this contributes to poor decision-making related to social media marketing. Part Two took a look at some data demonstrating the ineffectiveness of social media marketing that all too many marketers seem to want to ignore. Part Three made some suggestions on what exactly we should do about it. Part Four takes one of these suggestions and fleshes it out: move social out of marketing and into customer care. This last post articulates the keys to making this shift. Social media…
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Marketing in the time of COVID-19

Marketing in the time of COVID-19

Three Over Four Approach
The American Marketing Association reached out to several branding and marketing people and firms (including yours truly) and asked what we're seeing and how we're adjusting our approach to our work amidst the pandemic. You can see the quotes here. It's an interesting time. Like all of you, I'm sure, I'm hearing stories from agencies whose business has fallen off a cliff, and some with an increase in activity. Three Over Four is feeling incredibly fortunate and grateful to be in the latter category. I'm not sure what to attribute it to, but client work has increased since COVID-19 really heated up in the U.S. Personally I'm wary of anyone predicting the future. Augie Ray, as he so often does, seems to have it about right: Marketers need to consider…
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3O4 on the Innovative Agency Podcast

3O4 on the Innovative Agency Podcast

Three Over Four Approach
Had the pleasure of having a dialog with the Innovative Agency podcast last week. We talked about leadership, marketing, and the Three Over Four approach to building trust with clients and within the marketing industry in general. Check it out here: https://podcasts.apple.com/us/podcast/32-why-trust-is-important-in-marketing-how-leadership/id1419747902?i=1000439001014  
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Our Unique Approach to Professional Services

Our Unique Approach to Professional Services

Three Over Four Approach
It was a privilege to deliver a Professional Services Marketing course at the Chicago headquarters of the American Marketing Association recently, and I’m really stoked to boil it down for a presentation at a Michiana American Marketing Association event next week. Professional services continues to be an important market segment for Three Over Four, and as we all know: if you truly want to solidify a concept or area of expertise, understanding it well enough to convey it to others is great way to get there. These engagements are great opportunities to share value and also return it to our clients. A funny thing happened along the way. I’ve come to realize that what drives effective professional services marketing isn’t marketing at all. It’s leadership. That’s a weird claim. There…
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Emotional Influence

Emotional Influence

Random
Thought leadership of Leading through Challenging Times focuses on emotional intelligence. Want to influence through tough times? Learn to manage emotions. Three Over Four does lead gen and content marketing for the Executive Education unit at the University of Denver’s Daniels College of Business. One of the great things about this client, beside their concise name, is that we get to learn. It’s a 24-7-365 class proxy of some incredible content tailored specifically for working professionals. And their orientation around leadership aligns perfectly with our strengths. So it’s a good fit for both of us. This month we’re creating content around a leadership topic relevant to just about all of us: Empower to Perform: Leadership strategies for empowering people to rise up to business challenges. We interviewed Mark Gasta, former…
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Process vs. Product (Via Bill Evans)

Process vs. Product (Via Bill Evans)

Three Over Four Approach
I’m interested in the business-minded pursuit of understanding creativity. I’m not sure what to do with it, but I’m interested. One thought that keeps coming to mind: The creative processes that I’m most familiar with don’t start with outcome. I can’t help but wonder if this is why businesses are tripping over the concept and have such a hard time integrating it into their working environments. Business, by its nature, solves a problem for someone. If there’s no problem to be solved, there’s no market. No market, no money. The creative processes that business minds are trying to learn from start in a very different place. A place of expression, not fixing. Exploring the problem, not solving it. If you have a minute contrast a few articles: This nice snippet…
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A Social Contract For The Holidays

A Social Contract For The Holidays

Social Capital
A social contract is, by definition, up to all of us. Those of you with kids you know the situation. The daycare is closing, you white knuckle it during rush hour to pick them up (Why does my boss insist on dropping stuff on me late in the day! A 3:00 email about that—really?). You’re not the only working professional struggling to get there on time. You arrive to a line of idling cars, tensions can be high. Think about it from the daycare side for a moment. Late pickups have costs. Overtime for the staff, delayed hours for the janitorial crew, tired staff need to manage hungry, tired kids… it’s an issue. So what would you do if a daycare center came to you and asked to solve the problem of late…
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