Thought Leadership

Brand Advocacy Redux

A few years ago, engagement was the holy grail of marketing. Brands delivered interactive campaigns designed to stimulate action and interaction: Take a poll, share or upload a photo, join a [...]

 

The Paradox of Big Data

  Recently Gartner predicted that by 2017, marketing’s technology spend will exceed that of IT’s within the business enterprise. According to Gartner, 2011 B2B and B2C marketing budgets as [...]

 

Brand Advocates Are Hot Again [INFOGRAPHIC]

Part One: Who are advocates and why they matter. Brand advocates are hot and trending—again. Conversation about brand advocates and their business value is buzzing, because we have more collective [...]

 

Repositioning A Venerable Brand

Repositioning a venerable brand needs to both honor its heritage and create a new reality that is credible and disruptive. The disruption breaks the schema that has previously defined the brand, but [...]

 

Spring into community

  Cheers to spring. It means gardening, baseball, sunshine, barbeques and the promise of summer. It also means that ComBlu is busy gearing up for the 2012 State of Online Branded Communities [...]

 

Content Marketing is the New Social.

I’ve seen the above headline a few places now and at first I sort of scoffed; after all, content marketing has been an accepted marketing practice for decades. In fact, some believe it’s been [...]

 

Sneak Peak: 2011 Online Branded Communities Study

It’s Year 3 of our annual research on the State of Online Branded Communities – and we’re in the home stretch. So I thought this would be a good time to press pause and see where we are so [...]

 

The People Channel

One of the chapters in our new eBook, Content Supply Chain, deals with building a diverse mix of content amplification channels. Paid, Owned, mass social and earned media all play a role in content [...]

 

The State of ROI in Social Measurement – Time to Focus on the “How”

Recently, the ComBlu team conducted a deep dive on the state of measurement in our industry. We looked back at online conversations over the last 18 months to glean any insights into the maturity and [...]

 

Hot off the presses! Second Annual “State of Online Branded Communities” Report

  Social marketing is growing up. If I had to pick the single biggest takeaway from ComBlu’s second annual “State of Online Branded Communities” study, it’s that far more top brands are [...]