Coaching Tip
JUNE 7, 2011
Advertisement. Over the years, I have discovered success is powered by three things: know-how, reputation and a network of contacts. The formula for success = your human capital (what you know and can do) times your social capital (who you know and who knows you) times your reputation (who trusts you).
Harvard Business Review
AUGUST 9, 2012
Traditional marketing — including advertising, public relations, branding and corporate communications — is dead. Help them build social capital. It also increased the reputation of the mid-level advocates, who were seen as strategic thinkers bringing new ideas to senior management. But they are.
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Harvard Business Review
NOVEMBER 18, 2013
David Carr, at The New York Times , summarized the industry’s precarious position as follows: “Producing serious news is an expensive enterprise with a beleaguered business model, one that remains tied to the tracks as a locomotive of splintered audiences and declining advertising hurtles toward it.” ( The New York Times ; October 20, 2013).
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. Companies are creating much greater satisfaction than "getting a job done."
Harvard Business Review
MAY 3, 2013
Ariely points out that once you cross the line from social norms into market norms, you''ll find it very difficult to get your customers to return to social norms. Social Rewards Are More Powerful. But to work, these rewards need to focus on helping customers build social capital, not financial capital.
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