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Eric Swain

Social Media is Like Account Management

by Eric Swain6 June 2011 B2B

I’m sure, like me, many of you have encountered business executives who say that they understand how social media can benefit a large consumer brand that seeks publicity and mass appeal but don’t see how it can help a B2B business like theirs. Historically, I will have launched into a discussion about multiple touch points, shortening [...]

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Social Media is Dead; Long Live Social CRM

by Eric Swain11 October 2010 SCRM

This post was originally written for the Social Collective 2010 conference. Social Media is a crap term. Always has been. Certainly for the purposes of business and certainly increasingly as we understand the social landscape better. The term “Social Media” is a mere label that is too focused on the tools. And because of that [...]

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Creating the Social Enterprise is Hard

by Eric Swain2 September 2010 P2P

Creating the Social Enterprise is hard.  There are some big obstacles in the way. Scott Gould wrote a piece on why companies don’t get it awhile back that pushed some buttons on this topic. You should read it. Then Olivier Blanchard wrote a piece describing the principal characteristics of a social business.  You should read [...]

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I Hate Social Media!

by Eric Swain29 August 2010 Advertising

I hate social media because it never ends. I preferred traditional marketing where you understood your timeframes. You were able to put together a campaign (it sounded a lot like a war!) to promote your product line and that campaign had a beginning, middle and end. You did a bit of whizzy creative development, bought [...]

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Cheers! A Social Media Marketing Story

by Eric Swain11 July 2010 Marketing

Awhile ago I came across a series of blog posts by Olivier Blanchard about something he called FRY metrics, where FRY stands for Frequency, Reach and Yield.  In the posts he explained how FRY concepts can help express how Social Media participation can provide positive benefits for companies in terms of increased custom.  A worthwhile [...]

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What Would Heston Do?

by Eric Swain26 October 2009 General

For those of you who don’t know, Heston Blumenthal is the owner/chef of The Fat Duck restaurant in Bray, England.  With dishes like egg and bacon ice cream and snail porridge, Blumenthal has been called a “culinary alchemist” for his innovative style of cuisine. As a practitioner of remarkableness few can match him.  Blumenthal is [...]

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The Mobile Application Promise Slow Train

by Eric Swain4 October 2009 Mobile Applications

Starbucks recently announced the launch of two new mobile applications in a 16 store trial programme in the US.  The first application is a bar code system that will enable customers to pay for coffee using their mobile phones.  The second is a store locater. yay. Forgive my underwhelming excitement.  But these are the sorts [...]

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Acting Small is Everything

by Eric Swain28 September 2009 Movements

Spike Jones of Brains on Fire wrote a post awhile back on how movements must start small, with one-on-one conversations between passionate, like-minded people.  He points out how anathema that is to the marketing and PR worlds where people are trying to do BIG things, big events, big rollouts, big campaigns. I agree.  Nice post, [...]

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One-on-one corporate social media

by Eric Swain6 September 2009 Social Media

A couple of weeks ago I participated in the #socialmedia chat on Twitter where we were discussing the size of follower lists vs. effective management of those lists, how big is too big, quantity vs. quality, etc.  Someone tweeted, “there’s no way a company can truly engage with 100k followers/fans”. I suggested, mostly joking initially, [...]

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MeasurementCamp

by Eric Swain10 August 2009 Social Media

Last Thursday, I joined around 50 social media industry people (and interested parties) for my first MeasurementCamp. If you aren’t aware of it, MeasurementCamp is a global open-source movement to encourage knowledge sharing and industry collaboration towards answering ‘how do we measure engagement in social media?’. It has hubs in the UK, USA (Bay Area) [...]

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