When companies are measuring success, many fail to account for hidden metrics. Direct marketing campaigns fail to account for the number of people they upset by sending them “spam.” When people count how many others “liked” something online, they fail to account for the number of people who “disliked” it. Take Levi’s. I love Levi’s – five of my [...]
Tags: Direct mail, Levis, Metrics
A lot of people are upset because Sidewiki allows people to comment on their site without them having control over those comments. They can say whatever they want about you, and you can’t control it. But this is not new. People have been talking good and bad about brands for decades. It may not have [...]
I love last.fm. Normally it looks like this: Sometimes, they brand whole pages with big music events like Lollapalooza: I’m OK with this. It’s very much in the background, I can engage with it if I want, or I can ignore it. It doesn’t take away from my core experience at last.fm – listening to [...]
The perception of one’s brand is an aggregation of every single interaction with that brand. Yet in my experience, brand owners don’t focus enough attention on the little things. The many micro-interactions that reinforce or change perceptions. Here is a nice example of what I mean by the little things. Before Google, Sun Microsystems occupied [...]
Tags: Google, Micro-interactions, Sun
I exited the BART station in downtown San Francisco to be greeted by two lovely girls, decked out in nice Lufthansa uniforms asking if I wanted a free breakfast bag. Yes, please. Presumably the goal of this marketing activity was to increase awareness of, and improve people’s perceptions of Lufthansa by challenging their expectations of [...]
Tags: Lufthansa
Paul works in the product team at Facebook, working on new ways for the platform to support marketers and advertisers.
Prior to Facebook, Paul led social research at Google, and his work was the foundation for Circles in Google+. He also worked on Gmail, Mobile and YouTube.
Grouped, Paul's new book is out now!
It will help you understand:
