Joseph Lalonde

APRIL 28, 2017

Invest in your social capital by connecting more powerfully with others. Social capital is one of the most valuable assets that can be possessed by leaders and organizations. Networking and socializing has for a long time been recognized to be a powerful tool for professionals and business people.

Social Capital 183

Social Capital Leadership Learning-by-Doing Advertising 183

Harvard Business Review

AUGUST 9, 2012

Traditional marketing — including advertising, public relations, branding and corporate communications — is dead. Find your customer influencers. Many firms spend lots of resources pursuing outside influencers who've gained following on the Web and through social media. Help them build social capital.

Marketing 22

Marketing Social Capital Media Influence 22

Harvard Business Review

FEBRUARY 13, 2013

There is however a substantial segment of social media users, often referred to as the "magic middle," whose network value is relatively high, but who may be more willing to engage with the brand. Influencer marketing now allows for further optimized strategies that are based on CNV. The Future of Advertising An HBR Insight Center.

Advertising 8

Advertising Discount Media Customer Loyalty 8

Harvard Business Review

SEPTEMBER 10, 2012

Big Data is working hard to get into the minds of customers and uncover accurate information about how the customer really feels, thinks and responds to products, services, advertising and brands. They're helping customers build social capital. times her value as a purchaser. They're improving customers' lives.

Goal 8

Goal Webinar Social Capital Bottom-up 8

Harvard Business Review

JULY 24, 2014

A 2008 survey of chief marketing officers and brand managers by the Association of National Advertisers found that 64% say their brands do not influence decisions made at their companies. It can’t be delegated to a marketing department or an advertising agency. Brands may drive communications activities, but little else.

Brand 8

Brand Strategy Advertising Brand Management 8