Social Business Intelligence: Wisdom from the Outside-In
Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating awareness for leading technology, consumer products, financial services and professional services organizations.
Paul is the global vice president of marketing for Maxymiser a leading web optimization firm, and author of four “Dummies” books: Facebook Marketing for Dummies (Wiley 2009), Social Media and the Contact Center for Dummies (Wiley Custom Publishing 2010), Facebook Advertising for Dummies (Wiley 2010) and Facebook Marketing for Dummies 2nd Edition (Wiley 2011).
His unique approach to marketing has led to recognition of Paul as a BtoB Magazine Top 25 B2B Marketer of the Year for 2010 and 2009 and winner of the DemandGen Award for Utilizing Marketing Automation to Fuel Corporate Growth in 2008. He is also a finalist for the last six years in a row in the Marketing Excellence Awards competition of the Information Technology Services Marketing Association (ITSMA), and is a 2010 and 2005 gold award winner in Driving Demand.
Buzz Marketing for Technology, Paul’s blog, has been recognized as a Top 20 Marketing Blog for 2009 and 2008, a Top Blog to Watch for 2009 and 2008, and an Advertising Age Power 150 blog in the “Daily Ranking of Marketing Blogs.”
Paul has shared his marketing thought leadership as a featured speaker for the American Marketing Association, BtoB Magazine, CMO Club, MarketingProfs, Marketing Sherpa, Marketing Executives Networking Group (MENG), and ITSMA. He has appeared on Fox News, and his articles have been featured in BusinessWeek, The New York Times, BtoB Magazine, MarketingProfs and MarketingSherpa.
Paul holds an Executive Certificate in Strategy and Innovation from MIT’s Sloan School of Management and a bachelor’s degree in Marketing and Computer Science from Ithaca College.
The problem with most unstructured and freeflow platforms, it will ultimately expose ways to game the system. Today social media brand chatter is of high concern. However, for companies with real volume, this is becoming noise. In a recent conversation with VP of Customer Service of a large brand, I asked if a someone complaining on twitter meant anything. His response “I don’t react to a single data point”. This is a fair response… for him. My point was, what if that one person was a champion at a disgruntled but large client. To the account manager of that client, you better believe this one tweet needs a reaction.
I use Smak to monitor my brand, but more importantly my brand/relationship. At the end of the day people still buy from people.
Matt
Fair point – people do still buy from people but if they are going to talk smack you are going to need to listen. As for your friend at the large brand all I can say is “good luck with that” perhaps he/she should read the oldest social media case study on the planet about “Dell Hell” (just sayin ..)