Glasshouse Partnership provides online and offline reputation management and social communication services.
Alan Knight oversees a critical global standard for CSR reporters – the AA1000AS. In this interview, Alan discusses the development of the latest update of that standard, and the use AccountAbility made of its wiki to attract more than 4,500 stakeholder contributions. The lessons he learned are widely applicable to other forms of stakeholder engagement – particularly on complex policy matters.
A new favourite “buzz word” in media is crowdsourcing. In its truest sense, it enables a wider audience to make a decision based on the most popular option available.
For marketing it’s a great tool because it’s a relatively pain-free way of vetting a product or a campaign ahead of a major launch. If the masses have given it the once-over…
There’s a saying, “It’s not what you know, it’s who you know”. Online that takes on new meaning. Services such as Twitter, Facebook, MySpace and others do give your brand a global platform and great opportunity for more direct customer engagement.
For many, the goal is to gain as many “followers” or “fans” online as possible. That’s the gold standard for…
On October 15 the world was captivated briefly by the strangest of news: A young boy trapped in a home-made weather balloon, floating aimlessly through the air without any safe way of being brought to the ground.
The story being told by the boy’s parents was that their son, Falcon, had climbed into the balloon and it eventually became untethered. Once…
There’s a very interesting opinion piece in Marketing Magazine on this very subject. Executives at four leading marketing agencies were asked: Is using the fanbase a good way for brands to associate with sport?
The answers were varied: Two maybes, one yes and one no.
Here are some good pull-quotes from the article that sum up the sentiment fairly well. First, from Paul Vaughan,…
The war of words between computer and technology giants Microsoft and Apple has been ongoing for a few years now. The first major shot across the bow was Apple’s adverts that cast Microsoft as the brand of nerds with pocket protectors, whereas Apple is cool, slick and progressive.
Today the rivalry has escalated to Apple asking consumers to question the overall…
The internet is a great way to spread news about your company. And on a CSR level, the internet’s inherent transparency lends itself well to a company’s efforts to make their processes more transparent.
However this can work against a company when the news is bad and the methods less than transparent.
Case in point, American telecoms giant AT&T’s recent attempts via…
Tim introduces the need for social communication - why it has come to prominence; how it's taking shape and who is already doing it.
Social media and improv' guru Johnnie Moore discusses the challenges of engineering serendipity within organisations and the limited role that social media can play.
Living the Brand author Nicholas Ind shares his thoughts on what makes Patagonia the perfect role model for social communicators.
In this interview Alan discusses the development of the latest update of that standard, and the use AccountAbility made of its wiki to attract more than 4,500 stakeholder contributions.
Richard Williams, discusses the challenges of attracting corporate support for controversial causes.
James Cherkoff discusses organisational strategies for using social media to become more transparent.
Stanley Moss discusses the role of social communications and how it is used - and abused - in today's marketplace.
Peter Hutton shares his thoughts on internal communications and employee surveys.