For Marketing Leadership Professionals

Lessons From Online Consultation In Australia

Organizations Worldwide Can Learn From Recent Experiments

by Steven Noble, November 6, 2009

Online consultation can range from the government's hosting an online discussion about policy issues to its co-authoring policy documents with its citizens. It's still a minority practice, but Australia has completed more than 100 online consultations . . .

For Marketing Leadership Professionals

Midlife Australians Flock To Social Media

Thirty-five- to 54-Year-Olds Add Social Networks To Their Online Routine

by Steven Noble, September 4, 2009

Midlife Australians are online and active. This follows a year of rapid change in which Australians aged 35 to 54 increased the time they spend with the Internet along with their use of social media. Today, most online Australian adults regularly use . . .

For Interactive Marketing Professionals

The Forrester Wave™: Australian Interactive Marketing Agencies, Q3 2009

Amnesia Razorfish, HotHouse, Hyro, And The White Agency Emerge As Leaders

by Steven Noble, July 30, 2009

Forrester's first-ever evaluation of Australian interactive marketing agencies looked at 36 criteria and revealed a market that is split between its roots in technology and its emerging focus on marketing strategy. Amnesia Razorfish, HotHouse, Hyro, and . . .

For Marketing Leadership Professionals

Green Marketing Will Grow In 2009

Successful Green Strategies Save Costs And Generate Additional Revenues

by Steven Noble, July 16, 2009

Does green marketing still matter? With consumer concern for the environment, standards and regulations changing, and the ability for organizations to save by being green, green strategies are more important than ever. Organizations have launched a number . . .

For Marketing Leadership Professionals

Australian eGovernment Should Embrace Gen Y

Australia's Savviest Digital Citizens Have The Lowest Level Of eGovernment Use

by Steven Noble, May 20, 2009

While Australians tend to use online channels when they contact the government, they use eGovernment services sporadically, with Gen Yers — normally a digitally engaged group — using them least of all. If the government can bridge the gap between this . . .

For Interactive Marketing Professionals

Japanese Social Technographics® Revealed

In Japan, Consumers Use Social Media, But Marketers Usually Don't — Yet

by Steven Noble, April 22, 2009

Social media is now mainstream for consumers in Japan, where 81% of online adults regularly use it. However, social media lives in the margins for many marketers in Japan, where most have few social media marketing case studies — or none at all. Against . . .

For Interactive Marketing Professionals

2009 Asia Pacific Interactive Marketing Predictions

China, Social, And Search Will Thrive As APAC Continues Its Global Rise

by Steven Noble, February 10, 2009

Overall, the current global economic turmoil will harm the Asia Pacific (APAC) region — and specifically China — less than it will other regions. Meanwhile, marketers will continue shifting their budgets toward digital. In this context, three themes will . . .

For Interactive Marketing Professionals

Top Social Computing Predictions For 2009

Experimentation Gives Way To Meeting Business Objectives As Social Computing Goes Mainstream

by Jeremiah K. Owyang, Josh Bernoff, Sean Corcoran, Steven Noble, January 27, 2009

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 . . .

For Interactive Marketing Professionals

Chinese Social Technographics® Revealed

Forty Percent Of Online Adults In Metro China Are Content Creators

by Steven Noble, January 23, 2009

Social media use is surging among online adults in metropolitan China. In particular, 40% are Creators — those who publish blogs, Web pages, articles, stories, videos, or audio/music content using social technologies. There are three groups that use social . . .

For Interactive Marketing Professionals

Developing A Content Moderation System

Moderate Content Efficiently And Accurately With Repeatable Processes

by Steven Noble, January 13, 2009

Content moderation is one of the most important and potentially time-consuming aspects of managing a social application. For efficiency and consistency, you must assemble people, processes, and software into a content moderation system. Start by taking . . .

For Interactive Marketing Professionals

Australian Adult Social Technographics® Revealed

Three-Quarters Of Australian Online Adults Use Social Technologies

by Steven Noble, November 14, 2008

Australian consumers are blocking marketing messages and turning to each other for advice. Three-quarters of Australian online adults now use social technologies, and one-quarter create their own content. With such a fundamental shift in how Australians . . .

For Interactive Marketing Professionals

Local Staff Support Online Success In China

by Steven Noble, November 7, 2008

Many global and local brands have aggressive online marketing plans for China because its economy is booming and Internet use is surging. However, China poses unique challenges, including very high labor turnover in most interactive marketing agencies. . . .

For Interactive Marketing Professionals

Crafting A Content Moderation Policy

Win User Trust And Avoid Disaster With Guidelines For User-Generated Content

by Steven Noble, August 11, 2008

For social applications like blogs and communities, content moderation policies determine when to publish or delete user-generated content. When approached correctly, content policies support marketing and business objectives, build user trust, and prevent . . .