Editor's picks

  • An open letter to Paul Polman, Unilever – from Enterprise 2.0 Summit, London

    I’m at the Enterprise 2.0 Summit at the British Academy in London today, courtesy of Kongress Media and Agile Elephant. In conversation with Lee Bryant, Matt Partovi, David Terrar, Damian Corbet, Céline Schillinger, Johan Lange, Janet Parkinson and Anne McCrossan, a common theme is emerging – we need such events as this, and the deep and wide potential of Enterprise 2.0, to extend beyond the inevitable echo chamber of today’s eager community. With this in mind, I have penned an open letter to Paul Polman and everyone with an interest in Unilever‘s success, if only because I love the company’s vision,

  • New research reveals Twitter location data lacks accuracy

    New research published by the Oxford Internet Institute (OII) reveals how determining the geography and languages of Twitter users is fraught with complications. Which in turn will be negatively affecting the quality of reports produced by marketers, governments, activists and researchers. Of 111,143,814 tweets collected by OII, sample studies were carried out to determine the most effective way to clarify a user’s language and geographical location. The study discovered: A user’s geographical location as written on their Twitter profile frequently conflicted with their device location (which is discoverable through individual tweets). The device location varied depending if location was detected

  • Trying Out Twitter’s Promoted Tweets

    We had a go at using Twitter’s “Promoted Tweets” service to advertise our upcoming marketing event on Facebook Ads Vs. Google Adwords, and found some pretty interesting results. How It Works Promoted Tweets on Twitter appear at the top of timelines for users matching a profile description you define… What We Did With a $50 budget set, we drafted up a single Promoted Tweet with a link going straight to our event registration page. The Tweet read: Then we targeted the campaign to 4 specific locations within New Zealand and Australia along with setting particular marketing and business interests. You can

  • Optimizing the Past: Content Lessons from the HubSpot Blog Team

    Content drives action. Content is the best way to reach buyers. Content is King. (And President and Pope and Queen as well). So how do you create great content? How do you understand your buyers, create compelling content that educates, informs, and entertains them, and then how does that content drive action and grow business? And what are the implications for ROI? It’s a subject I’ve written about for more than a decade. It’s one that fascinates me, and judging from the questions I get, how to create great content is something many of you are interested in too. My