Sean Corcoran

In the wake of Facebook's fMC event, the advertising world is understandably abuzz about brand timelines. While brand timelines have tremendous potential and are quickly becoming a table stake for brand perception, the most important announcement was over shadowed.

That's the fact that most premium advertising on Facebook must now originate from the brand page (what Facebook regards as the brand's "mission control"). This is a big deal because it speaks to a larger trend that social… Show more

In the wake of Facebook's fMC event, the advertising world is understandably abuzz about brand timelines. While brand timelines have tremendous potential and are quickly becoming a table stake for brand perception, the most important announcement was over shadowed.

That's the fact that most premium advertising on Facebook must now originate from the brand page (what Facebook regards as the brand's "mission control"). This is a big deal because it speaks to a larger trend that social marketing is enforcing on the marketing world: the need for seamless management of earned, owned and paid media in real time. Show less

A primer on how to develop agile content across social media platforms

Customers and employees are becoming increasingly empowered by social technologies, dramatically changing the way they communicate and collaborate. To succeed in this new world, companies must make fundamental changes to resources, skills, tools, processes, and culture. Forrester calls this process of change "social maturity," and it consists of five stages: 1) dormant; 2) testing; 3) coordinating; 4) scaling and optimizing; and 5) empowering the workforce.

Advice on how to test the overwhelming swath of new technologies for marketing based on research across dozens of leading brands

Practicing "capital M" media - combining paid media options with earned media opportunities - is crucial for successfully communicating with audiences in the digital age

Digital technologies are changing marketing and therefore they're changing agencies. The world of the Mad Men is ending and all "unbundled" agencies are in a great race to the top of the marketer's food chain.

Defining the terms "Earned, Owned, And Paid Media" in digital marketing with the corresponding blog post still ranking #1 for that search term on Google today:
http://blogs.forrester.com/interactive_marketing/2009/12/defining-earned-owned-and-paid-media.html

With adoption of all Social Computing technologies increasing in 2008, brands will move beyond experimentation and focus on real business impact in 2009. New technologies will arise that allow platforms including email, the Web, and mobile devices to connect with communities. Brands will start to integrate social applications with traditional marketing campaigns and revise campaigns based on social feedback. As a result, we recommend that interactive marketers start efforts now, embracing… Show more

With adoption of all Social Computing technologies increasing in 2008, brands will move beyond experimentation and focus on real business impact in 2009. New technologies will arise that allow platforms including email, the Web, and mobile devices to connect with communities. Brands will start to integrate social applications with traditional marketing campaigns and revise campaigns based on social feedback. As a result, we recommend that interactive marketers start efforts now, embracing listening platforms that help monitor brand while taking advantage of the recession to gain experience with social applications. Show less