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Phony Car Dealership Marketing Meets the 21st Century

Last Thursday we received two pieces of mail at our home. The first was from the Volvo dealership in Minneapolis where I have my car serviced.  The week before last I had taken the car in to have the brake pads and rotors replaced for $1,000.  I was also quoted another $1,700 to have the […]

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Are Personas Useful in Social Media Strategy Anymore?

Best Buy may have fallen on hard times but a decade ago the big box retailer was one of the first “bricks and clicks” to embrace the use of personas in all aspects of marketing and e-commerce. Best Buy was renowned for its four personas–Buzz, Jill, Barry and Ray.  Buzz was the single, male nerd […]

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Dachis Group Swings For the Fences On Social Influence

Online social influence is one of those phenomena that are hard to define, but we “know it when we see it.” And social influence is even much harder to track than it is to define.  Businesses are becoming increasingly social in their marketing, sales and customer service using a wide range of strategies, tactics and […]

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The Mythology of Social Influence

  Social influence is the opposite of the weather.  Unlike the weather, everyone is talking about social influence–and it seems like everyone is doing something about it. Companies are springing up like ragweed everywhere in the “social influence” field.  Some, like Radian6, are trying to listen and discern social influence.  Klout and Kred are trying […]

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