Columbia Business School | Center on Global Brand Leadership
In This Issue:
• The Hunt for ROI from Social Media: BRITE '14 Panel (read)
• EVENT (Jan 29): Corporate Reputation Strategy and Communications (read)
• RESEARCH: Putting Up with Search Ad Poachers (read)
• Read More: Innovation, Data Mining, Drones, Net Neutrality, Hot CEOs (read)
• For Your Amusement (read)
The Hunt for ROI from Social Media

BRITE '14 Panel on Social ROIEveryone is on the hunt to figure out how social media can best impact a firm's revenue. So, we are pleased to tackle this topic at BRITE '14 with a dynamic panel of business leaders trying to crack the nut on how to spur social sharing and generate business revenue from it, which will include:

  • Justin B. Smith, CEO, Bloomberg Media Group
  • Dhiraj Kumar '07, Head of Global Performance Solutions, Facebook
  • Jon Steinberg '03, President & COO, BuzzFeed
  • William Bardeen '04, SVP, Strategy & Development, New York Times

Part of the challenge is even defining what should go into any equation to evaluate "social ROI." Within social media there is a three-way split between paid, earned, and owned. Social messages then interact with all the other touchpoints connecting a brand and its consumers, from TV ads to in-store displays.

To dive into just a taste of the data on social ROI, Adobe's latest Social Intelligence Report (.pdf) provides an analysis of the paid/earned/owned effects on Facebook's platform, and most recently found that the ROI from paid Facebook ads is up 58% year-over-year. . . . [Read more and comment]

REGISTER NOW for BRITE '14 and listen to this dynamic panel of business leaders.

EVENT: Corporate Reputation Strategy and Communications

Corporate ReputationReputation has become an essential strategic asset for companies. It is one of the most popular non-financial indicators used by organizations, both in the public and private sectors. We invite you to join us on January 29th to celebrate the U.S. release of Corporate Reputation and to join us for a discussion of proven strategies and communication imperatives companies that must take to maintain a strong reputation. You will hear from the following presenters:

  • Roger Bolton, President,
    Arthur W. Page Society
  • Paul Argenti, Prof. of Corporate Communication,
    Tuck School of Business at Dartmouth
  • Ángel Alloza, author of Corporate Reputation, and
    CEO, Corporate Excellence
  • Matthew Quint, Director, Center on Global Brand Leadership, Columbia Business School [emcee]

DATE: Wednesday, January 29, 2014
TIME: 5:45pm-7:30pm
LOCATION: Columbia Business School, Uris Hall Room 331, NY, NY

REGISTER NOW and view the full agenda.

RESEARCH: Putting Up with Search Ad Poachers

SearchWhen hunting online for a product, we've all had the experience of seeing a paid search ad come up from a competitor. It's an understandable strategy to try to poach customers when they are more likely to be in the decision stage of the purchase process. New research from Columbia Business School Professor Kinshuk Jerath looks at the response strategies brands should think about to deal with such poachers.

"When a company sees its customers getting poached, often its first thought is to defend its keyword," says Jerath, "But in some cases -- if your firm is larger or has a bigger advertising budget -- it might be better not to bid highest in the auction, but rather to let the poacher steal your customer." Really? Jerath's research, which uses ad data and game mechanics, has found that bidding wars which drive up the price of keyword advertising can make these potential customers more expensive to win.

Jerith also looked at the fact that Google and other search engines do try to keep such poaching efforts in check. Why? "Google sees the benefit in keeping all of its customers in the auction, even though it is lowering prices," he says. "If smaller companies are driving keyword prices too high, companies with big ad budgets will just jump to TV and radio."

Read more about Jerath's research in Ideas at Work.

(For the quants out there, download his full paper on SSRN.)


Read More
What a City Needs to Foster Innovation: Cafes, Bike Lanes, and 3D Printers
Listen to Pandora, and It Listens Back (ED: On mining customer data)
(New York Times)
The Engineering Behind Amazon Delivery Drones
(TED Talks)
Federal Appeals Court Strikes Down Net Neutrality: What's Next?
(PC World)
Never Mind the Résumé. How Hot Is the C.E.O.?
For Your Amusement
Recreating Childhood Photos with Epic Results
(Elite Daily)
VIDEO: Buyral - Professional Clicking
(John St.)
The Year in Kickstarter (ED: Highlights some really cool projects!)
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