Arun Sudhaman

Working the angles around media, comms and marketing.

Archive for the ‘Integrated Marketing’ Category

Immediate Future halves workforce and revamps model

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Immediate Future, one of the UK’s first social media agencies, has halved its workforce as it relaunches its business model to focus on higher-margin consulting work.

The news comes as long-term IF client Sony confirmed that it had moved the bulk of its business with the agency back in-house. Sony EMEA director of corporate communications Nick Sharples said that the company would continue to work with IF on “more strategic social media consultancy , such as issues and crisis management training incorporating full social media integration, rather than the normal day-to-day PR implementation”. Read the rest of this entry »

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Written by Arun Sudhaman

March 29, 2011 at 12:25 pm

Content, siloes and agency pressures: A snapshot of digital concerns in 2011

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I am reasonably convinced that, by now, there are almost as many social media research studies as there are social media gurus. And that is a lot. Every now and then, though, one survey catches the eye; this time it is new research from Bite and Econsultancy, exploring how corporations are responding to the “changing digital landscape.”

Whilst the study only polls 50 in-house communications executives, it has the advantage of conducting in-depth conversations with these respondents, who are based across North America, Europe and Asia. The findings do not so much break new ground as crystallize existing impressions: Senior comms professionals want to upgrade their content creation abilities, reorganize marketing functions, and revamp their agency relationships. Read the rest of this entry »

VIDEO: Brian Solis explains his new role at Altimeter Group

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High-profile social media specialist Brian Solis recently announced he was joining research consultancy Altimeter Group, after 12 years of running his own firm, FutureWorks. We caught up with him at the Dell B2B Social Media Huddle, where he explained the thinking behind his decision.

In particular, he focused on Altimeter Group’s ability to bring about the kind of genuine re-organisation that companies need to make if they are to meet the expectations of “social consumers”. Video after the jump.

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Analysis: The rise of the social media client

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Posted to the Holmes Report here

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It was a simple enough idea. The head of community management at a major broadcasting corporation decided to launch an internal newsletter focused on the organisation’s social media initiatives. Before he could, though, came the rather brusque message from his colleagues in the branding team: “You don’t own social media!”

Many digital executives will recognise the story, demonstrating as it does the peculiar mix of politicking and bureaucracy that can bedevil efforts to integrate social media oversight into large corporate organisations. While a head of social media is rapidly becoming a must-have accessory for a range of different companies, the responsibilities in question can present a thorny challenge for corporate cultures that are often innately conservative – and prone to infighting. Read the rest of this entry »

Nissan’s Sproule launches in-house global content unit

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Posted to the Holmes Report here

Nissan has become the latest corporation to unveil an in-house “content unit”, hiring a veteran Reuters journalist to take charge of the new function.

Dan Sloan joins the carmaker in Tokyo as editor-in-chief, departing his position as senior correspondent for Reuters Television. He will oversee Nissan’s news center, reporting to corporate VP of global marketing communications Simon Sproule. Read the rest of this entry »

Written by Arun Sudhaman

February 15, 2011 at 6:07 pm

Study: US leads way, but ROI concerns limit social media innovation

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Posted to the Holmes Report here

Three new research studies demonstrate that, where social media are concerned, the appetite for hard data appears unlikely to be sated anytime soon.

While much of the research in this area rarely offers more than a one-day headline, at least one of the new offerings – Meltwater’s Future of Content study – contains plenty that is worth reading, including the finding that clients in Europe are considerable more risk-averse about social media than their US counterparts. Read the rest of this entry »

VIDEO: John Orme on the importance of social media for B2B engagement in China

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In Beijing last week I caught up with John Orme, president of Porter Novelli’s China joint venture, Shunya International. While social media is often viewed as a consumer engagement tool in Western markets, things are a little different in China, where niche bulletin boards proliferate.

In the video below, Orme explains why social media is fast gaining particular importance when it comes to reaching B2B audiences in China. Read the rest of this entry »

Written by Arun Sudhaman

December 8, 2010 at 9:13 am