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Viral vs. Enduring

ppl
April 24, 2013
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Posted by Tony Long

Edelman Digital, Chicago

http://culturalexception.com/

Follow on Twitter @TonyCultEx

This post was originally published on Tony Long’s blog Cultural Exception.

To a brand manager, “viral” represents the effortless thrill of a no-strings lover calling the brand’s name. And she/he has tickets to that thing users love. But shouldn’t engagement offer more than the lottery promise of viral? Shouldn’t teams deliver more than a transient experience, one that is an extension of the brand?

To do this one can look to the one and only Cosmo Kramer. Well, not just Kramer, but the whole cast. And not really the cast, rather it’s just a couple of guys who l…

The Technology of Becoming a Social Business

internet nodes
April 9, 2013
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Posted by Tony Long

Edelman Digital, Chicago

http://culturalexception.com/

Follow on Twitter @TonyCultEx

When the late U.S. Sen. Ted Stevens, R-Alaska, said that the Internet is a series of tubes, those in the Internet intelligentsia gave a self-satisfying chortle at his naïveté. Now in the age of mobile, it turns out he was more right than we were.

Stevens saw it as tubes, but the early days of the Internet might more accurately be thought of in the same manner as the early days of the universe, with all manner of matter floating around, not yet having coalesced into definable entities. As such it used to look pretty much like this:

To bring…

5 Things to Look for in the Future of the CMS

bigstock-Wagon-Wheel-Hub-And-Spokes-2230474
January 16, 2013
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Posted by Tony Long

Edelman Digital, Chicago

http://culturalexception.com/

Follow on Twitter @TonyCultEx

As the role of the corporate web site evolves, so too should its content management system (CMS).

Once simply a tool created to allow for non-technical staff to make content edits to a web site, the CMS now sits at the intersection of communications, customer service, reputation management and brand building. In order to play this expanded role, the CMS needs a complete re-think of the way it is used, where in the enterprise technology stack it sits and how workflows should be improved support the company.

Here are five things integral to the CMS of the future:

Move aw…

Mobile Web vs. Mobile App – When and Why

M
August 29, 2012
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Posted by Tony Long

Edelman Digital, Chicago

http://culturalexception.com/

Follow on Twitter @TonyCultEx

This is an updated version of an article that originally appeared on MobileMarketer.com.

The world is a big, diverse place where more than 1.7 million species of animals, plants and algae exist, all subject to the same cycle of extinction and evolution that has been taking place over millions of years.

It is with this in mind that we briefly explore the various factors that go into pursuing either a mobile Web strategy or a mobile application strategy.

The reason for this helpful context is that, in spite of what has been published throughout the business press about mo…

Using Feng Shui to Become A Social Business

feng shui
August 13, 2012
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Posted by Tony Long

Edelman Digital, Chicago

http://culturalexception.com/

Follow on Twitter @TonyCultEx

At the foundation of marketing and advertising are the arts of persuasion and inference: Try to persuade an audience to take a specific action through some sort of communications program, and then infer the relative success of the program through a series of metrics that were designed to draw correlations between the communications and the audience’s ultimate behavior.

And thus we have a multi-billion-dollar industry.

All parties involved – advertisers, media experts and statisticians alike – acknowledge that drawing anything more than a dotted line between an advertisemen…

It Speaks For Itself: 3 Tips for Better UGC In A Mobile World

crafts
July 12, 2012
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Posted by Tony Long

Edelman Digital, Chicago

http://culturalexception.com/

Follow on Twitter @TonyCultEx

‘Stories are the currency of conversation.’

When Jonah Berger, professor of marketing at the Wharton School of the University of Pennsylvania, made that observation he cut to the heart of what makes user-generated content attractive to brands, retailers, and consumers alike: the authenticity of unsolicited peer-level feedback cuts through the barriers consumers put between their purchasing decisions and the brand’s interest in influencing them.

Whether they are star ratings about a product, reviews of a retailer, or a thread of comments about a hotel between someone who ha…

Spare a Thought for the Lowly Proof of Concept

poc
June 19, 2012
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Posted by Tony Long

Edelman Digital, Chicago

http://culturalexception.com/

Follow on Twitter @TonyCultEx

It can be safely said that these days almost every communications project is a technology project. What this means is in addition to crafting what we want to say, we also will need to build (or at least configure and deploy) a technology platform of some type that will spread those words and create those experiences.

While the broader reality of technology’s expanding role is not necessarily new, what is different today is the level of sophistication of the digital tools that we specify for our clients’ projects. Today’s internet explorers have become accustomed to feature-ri…

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