Razorfish: cloud services are a necessity to deliver on the promise of social brands

When international ‘social influence marketing’ agency Razorfish (part of the Publicis Groupe VivaKi organization) releases a new study, I always get kind of excited.

That’s not because I’m a complete geek or freak but because the studies and reports Razorfish publishes are not only extremely insightful but also, well, extremely beautiful.

Don’t believe me? Just take a look at last year’s great Fluent report I posted about earlier (have to talk about that one soon again, it’s so full of information) and that should be in your bookmarks. Anyway, as you could guess by now, Razorfish has published a new report.

Read more

Why are social media marketing experts so obsessed with the letter “C”?

Social media marketing is not new. But now that the number of social media users is growing, a new generation of so-called experts is reinventing the wheel and coming up with great theories about a phenomenon that exists since many years.

What was once called word of mouth is now, well, many other things. The reason why there are so many “experts” is simple: companies are finally starting to wake up and often don’t have a clue, so they hire “experts”.

It has always been like that, especially in times where companies don’t take risks any more and prefer to let others solve their challenges, it’s about fear and responsibility. Yes, I admit, I don’t like people that brand themselves as experts very much. The same goes for companies that need experts and consultants for every little decision they have to make. “I like to move it, move it”. What ever happened to thinking and deciding yourself?

And right now I hate that “C” obsession that’s going on.

Read more