Social Media: a bad marketing strategy?

Every few months, a jargon comes along that forces a wry smile. Till recently, TGIF would translate to how you felt on Friday or would mean an American fast food chain. However, in the web enabled flat world, it stands for Twitter, Google, Internet and Facebook. While this is gaining currency in the US, it will surely make it way to this side of the pond very soon. In one of the finest article I have read recently on this topic, branding guru Al Ries argues that Social Media Not The Answer For Weak Brands. He is spot on!! Continue reading


Preserve your customer experience: Never Auto-DM on Twitter

We all like Tom Barton; he is responsible for PR within Capgemini UK and the man behind @CapgeminiUKPR. I was discussing our twitter strategy with him last week. We have been on twitter (@ceblog) for about two weeks. When we launched, I followed a regimented consulting approach around account creation, content development, strategy etc. Rather than emulate the 20 page Twitter strategy adopted by the UK Government, I tried to keep it simple but effective. Continue reading

Is Disruption the same as Innovation?

We are increasingly seeing innovation becoming part of the CxO growth agenda and Capgemini is a recognised leader in this area. So it is understandable that I got a bit of grief for using the term ‘Disruption’ instead of ‘Innovation’ in my previous posting. So that begs the question, is Disruption the same as Innovation? My answer is: It depends. Innovation comes in various forms and can affect different parts of the organisation in ways that may or may not cause disruption. Disruption on the other hand is almost always an end result of an innovation; new technology, process, products or applying an old way of doing things in a new context/industry. Continue reading