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Top 50 #Analytics Twitter Influencers

Jen Cohen Crompton

twitter icon with analytics chartsWe are aimed at becoming an authority on business innovation and want to help you identify the top influencers so you can follow the latest trends, news and opinions of these influencers in the field of Analytics.

Last week, we posted the Top 50 Big Data Twitter Influencers and Top 50 Cloud Computing Twitter Influencers.We’ll be publishing another list on enterprise mobility next week. Here is the list of Top 50 Analtyics Influencers on Twitter.

Note: Analytics Twitter influencers were determined based on tweeted topics, influence as measured by Klout, number of followers, and number of tweets. Below are the “top” influencers at this time based on the combination of factors.

@googleanalytics – Google Analytics
The latest news and content from the Google Analytics team and friends – Most places · http://www.google.com/analytics
Klout – 57

@ibmbizanalytics – IBMBusinessAnalytics ‏
Sensing a Smarter Planet with Deep Analytics. IBM Global Business Services. Managed by Jack Mason & Reilly Starr. Follows the IBM Social Computing Guidelines · http://smarterplanet.tumblr.com/
Klout – 43

@IBM_WA – IBM Web Analytics
The IBM next generation web analytic solution, the art and science of Coremetrics and Unica together. Waltham, MA · http://www-01.ibm.com/software/marketing-solutions/
Klout – 33

@forrester – Forrester Research
Forrester Research, Inc. is an independent research company that provides pragmatic and forward-thinking advice to global leaders in business and technology.
Cambridge, MA · http://www.forrester.com/community
Klout – 66

@businessobjects – SAP BusinessObjects
Official analytics solutions from SAP® account for news, updates, and conversation. Know your business, decide with confidence, and act boldly with analytics.
Palo Alto, California · http://blogs.sap.com/analytics/
Klout – 50

@MicrosoftBI – Microsoft BI
The official Twitter account for all things Microsoft Business Intelligence.
Redmond, WA · http://www.microsoft.com/bi/
Klout -N/A

@YWebAnalytics – Yahoo! Web Analytics
Tips and updates from Yahoo! Web Analytics (YWA). Support via your Yahoo! AM or YWA Consultant. #ywa #ywacn #measure a series of tubes · http://web.analytics.yahoo.com/
Klout – 29

@NielsenWire – Nielsen
Global consumer and media insights from Nielsen. http://www.nielsen.com
New York, NY · http://www.nielsenwire.com
Klout -55

@jowyang – Jeremiah Owyang
Industry Analyst (aka Catalyst) at Altimeter Group.
Silicon Valley, CA · http://web-strategist.com/blog
Klout – 78

@avinash – Avinash Kaushik
Author, Web Analytics 2.0 & Web Analytics: An Hour A Day | Digital Marketing Evangelist, Google | Co-Founder, Market Motive · http://kaushik.net/avinash
Klout – 69

‏ @waworld – Web Analytics World
Official Twitter account of the Web Analytics World Blog, featuring valuable News, Reviews and insights from the world of Analytics and Digital Marketing.
United Kingdom · http://www.webanalyticsworld.net
Klout – 42

@DeloitteBA – Deloitte Analytics
Your source of news and information from Deloitte LLP on Business Analytics. · http://www.deloitte.com/us/businessanalytics
Klout -41

‏@MicoYuk – Works at Benchmarkers.com, Founded EverythingXcelsius.com, SAPMentor, Entrepreneur, BI Thought Leader/Influencer. Living life to the fullest! http://about.me/micoyuk
Klout -56

@DAAorg – Digital Analytics Org
The Official Tweets of the Digital Analytics Association – Global · http://www.digitalanalyticsassociation.org/
Klout – 45

@jamesafisher – James Fisher
15 years in analytics and finance, VP at SAP, football fan, foodie, husband to beautiful wife and aspiring but not very good golfer. Opinions are my own. London.
Klout – 53

@KISSmetrics – KISSmetrics.com
Official KISSmetrics Twitter account. Our online software helps online businesses turn analytics into insights that guide decision-making and growth. San Francisco, CA · http://kissmetrics.com/
Klout – 65

@jimsterne – Jim Sterne
Founder eMetrics Marketing Optimization Summit, Digital Analytics Association, author Social Media Metrics: How to Measure & Optimize Your Marketing Investment – Usually in the air · http://www.emetrics.org
Klout – 44

@analyticspros – Caleb Whitmore
Caleb Whitmore: husband, father, Google Analytics Certified Partner, Author, Founder of Analytics Pros & GAUGE Conferences.  Bend, Oregon · http://www.analyticspros.com/
Klout – 45

@altimetergroup – Altimeter Group
Research based advisory firm focused on disruptive technologies. This account will primarily deliver news about Altimeter Group.
San Mateo, CA · http://www.altimetergroup.com
Klout -48

@jonnylongden – Jonny Longden
Director of Analytics & Accountability at R/GA London – author of actionable-analytics.com – London, UK – http://actionable-analytics.com/
Klout: 40

@Webtrends – Webtrends
Digital mrktg optimization + analytics across mobile, social, web. By @hopefrank, @seeboldmarcom, team. Tech support @WebtrendsQandA, events @WebtrendsEvents – Portland, Oregon and worldwide · http://www.webtrends.com
Klout – 49

‏@danielwaisberg – Daniel Waisberg
Founder of http://online-behavior.com, Principal of http://ConversionJourney.com, eMetrics Summit Advisory Council member, author at Search Engine Land
Israel · http://onbe.co/rEvBhn
Klout – 50

@DennisMortensen – Dennis Mortensen
Entrepreneur, Author and CEO of Predictive Analytics company – New York City · http://visualrevenue.com
Klout – 48

@BrianHanley1 – Brian Hanley
New media alchemist & data forager. Analyzing, synthesizing & optimizing digital media Silicon Beach, CA · http://about.me/brianhanley
Klout – 49

@ChelPixie – Chel Wolverton
Marketer, analytics geek, competitive intel researcher, productivity hacker. Geeky girl learning to become more ninja warrior. Lead Org of PodCamp Boston.
Boston, MA · http://chelpixie.com
Klout -53

@AnalyticsUpdate – Analytics Update
web analytics, ecommerce, marketing, social media, seo, online business
· http://www.webanalyticsupdate.com
Klout -42

@AnilBatra – Anil Batra
Analytics is my passion and work. Moving beyond web analytics and working on Multi-Channel Analytics with granular customer level data.
Seattle · http://www.AnilBatra.com/analytics/
Klout -39

@SmartDataCo – SmartData Collective
Expert writers on analytics, BI and big data brought to you by the folks at Social Media Today.com · http://smartdatacollective.com
Klout: 43

@LdsWebAnalytics – Colin Lewis
Web Developer turned into Web Analytics Manager; I do web dev, #Omniture, digital measurement, analyze user behavior & customer feedback; LDS. Also @colinlewis – Utah · http://webandfeedbackanalytics.blogspot.com?cid=twtprof
Klout – 45

@erictpeterson – Eric Peterson
Web analytics consultant; author Web Analytics Demystified and Web Site Measurement Hacks plus creator of Twitalyzer (@Twitalyzer)  http://www.webanalyticsdemystified.com
Klout – 51

@nenshad – Nenshad Bardoliwalla
Nenshad Bardoliwalla is a product executive in the enterprise analytics space and an Enterprise Irregular. Expertise in Analytics, BI, EPM, and GRC.
Castro Valley, CA
Klout – 50

@AnalyticBridge – Vincent Granville
Publisher of the AnalyticBridge newsletter. Chief Scientist, expert in data mining, predictive modeling, text mining and business analytics.
Seattle, WA · http://www.analyticbridge.com
Klout -47

@minethatdata – Kevin Hillstrom
I am President of MineThatData, where I help businesses analyze customer behavior. Former VP of Database Marketing at Nordstrom.
Seattle Area · http://minethatdata.com
Klout -47

@Brett2point0 – Brett Stupakevich
Social Media meets Business Intelligence, Analytics, SCRM, Enterprise 2.0, data discovery. New England country boy who lives to ‘walk 9’. Fairways & Greens!
Boston, MA, USA · http://spotfireblog.tibco.com/
Klout – 40

@bosilytics – Thomas Bosilevac
Director of Analytics (Digitaria) and Founder (MashableMetrics) Revolutionizing Analytics for a Measurable Future. All comments are my own personal opinion.
San Diego, CA · http://mashablemetrics.wordpress.com
Klout -42

@shawnrog – Shawn Rogers
VP of Research – Business Intelligence at EMA, Serial Media/Internet Entrepreneur. Social media/networking expert, habitual early adopter.
Boulder Colorado · http://blogs.enterprisemanagement.com/shawnrogers
Klout -53

@bevelson – Boris Evelson
Business Intelligence industry analyst at Forrester Research · http://www.forrester.com/rb/analyst/boris_evelson
Klout -42

@lifeanalytics – Themos Kalafatis
Data Scientist | Social Media Analytics | Machine Learning | Text Analytics | Data Mining | Seeking for hidden truths in 0110101’s · http://lifeanalytics.blogspot.com
Klout -20

@AnalyticsGirl – Nikki Rae
AKA – Nikki Rae – Managing Director and Founder of Future Insight Analytics. Author of ‘Call Tracking in Google Analytics’. Proper lady-geek!
East Sussex · http://www.futureinsightanalytics.com
Klout -21

@webseoanalytics – WebSEOAnlaytics
Web SEO Analytics – Professional SEO Tools, Search Engine Optimization News, Search Engine Marketing & Online Marketing Blog ·  http://www.webseoanalytics.com
Klout – 55

@howarddresner – Howard Dresner
Business Intelligence and Performance Management thought leader; independent analyst; strategy advisor, author, former Gartner Research Fellow
USA · http://www.howarddresner.com
Klout -N/A

@prussom – Phillip Russom
Industry Analyst for BI, DW, DI, DQ, MDM
Lexington, Massachusetts · http://www.linkedin.com/in/philiprussom
Klout – 43

@PeterJThomas – Peter Thomas
Award-winning BI and cultural transformation expert / erstwhile Mathematician / IT blogger / rock climber / cricket fan / MTB and Social Media novice
Cambridge , England · http://peterjamesthomas.com
Klout – 40

@dcunni – dcunningham
Interested in SaaS Business Intelligence, Salesforce.com, CRM, Analytics, data integration, cloud computing, Informatica Cloud, cloud integration
Redwood City, CA · http://cloudintegration.wordpress.com/
Klout -40

@johnlovett – John Lovett
Change Agent for Web Analytics. Measurer of social media. Protector of privacy. Partner at Web Analytics Demystified. Chasing my 3 boys.
New Hampshire · http://about.me/johnlovett
Klout – 49

@jdersh – June Dershewitz
Director of Digital Analytics & Customer Insight at Apollo Group | Digital Analytics Association Board of Directors Member | opinions here are my own
San Francisco · http://june.typepad.com/
Klout -44

@JasonBurby – Jason Burby
Chief Analytics & Optimization Officer at ZAAZ (a WPP company). Co-Author ‘Actionable Web Analytics: Using Data to Make Smart Business Decisions’
Porltand, OR · http://www.zaaz.com
Klout -42

@yodera – Alex Yoder
CEO of Webtrends – Portland, OR
Klout -37

@blackbeak – Steve Jackson
Author of Cult Of Analytics, Chief Analytics Officer at Kwantic (a business optimization agency), Speaker, Winer & Diner, Sunderland fan and keen fisherman
Helsinki · http://blackbeak.com
Klout -53

@bduverneuil – Benoit Duverneuil
Web Entrepreneur, Web Metrics Analyst, Serial Blogger…
Miami · http://www.code.me
Klout – 14

@WhartonCAI – Wharton Analytics
The Wharton Customer Analytics Initiative is the preeminent academic research center focusing on the development & application of customer analytic methods.
The Wharton School. Phila · http://www.wharton.upenn.edu/wcai
Klout – 29

@chartoftheday – SAI Chart Of The Day
One chart about tech and media from @BusinessInsider, every day.
New York, NY · http://www.businessinsider.com/chart-of-the-day
Klout – 40

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About Jen Cohen Crompton

Jen Cohen Crompton is a SAP Blogging Correspondent reporting on big data, cloud computing, enterprise mobility, analytics, sports and tech, and anything else innovation-related. When she's not blogging, she can be caught marketing, using social media and/or presenting at conferences around the world. Disclosure: Jen is being compensated by SAP to produce a series of articles on the innovation topics covered on this site. The opinions reflected here are her own.

Data Analysts And Scientists More Important Than Ever For The Enterprise

Daniel Newman

The business world is now firmly in the age of data. Not that data wasn’t relevant before; it was just nowhere close to the speed and volume that’s available to us today. Businesses are buckling under the deluge of petabytes, exabytes, and zettabytes. Within these bytes lie valuable information on customer behavior, key business insights, and revenue generation. However, all that data is practically useless for businesses without the ability to identify the right data. Plus, if they don’t have the talent and resources to capture the right data, organize it, dissect it, draw actionable insights from it and, finally, deliver those insights in a meaningful way, their data initiatives will fail.

Rise of the CDO

Companies of all sizes can easily find themselves drowning in data generated from websites, landing pages, social streams, emails, text messages, and many other sources. Additionally, there is data in their own repositories. With so much data at their disposal, companies are under mounting pressure to utilize it to generate insights. These insights are critical because they can (and should) drive the overall business strategy and help companies make better business decisions. To leverage the power of data analytics, businesses need more “top-management muscle” specialized in the field of data science. This specialized field has lead to the creation of roles like Chief Data Officer (CDO).

In addition, with more companies undertaking digital transformations, there’s greater impetus for the C-suite to make data-driven decisions. The CDO helps make data-driven decisions and also develops a digital business strategy around those decisions. As data grows at an unstoppable rate, becoming an inseparable part of key business functions, we will see the CDO act as a bridge between other C-suite execs.

Data skills an emerging business necessity

So far, only large enterprises with bigger data mining and management needs maintain in-house solutions. These in-house teams and technologies handle the growing sets of diverse and dispersed data. Others work with third-party service providers to develop and execute their big data strategies.

As the amount of data grows, the need to mine it for insights becomes a key business requirement. For both large and small businesses, data-centric roles will experience endless upward mobility. These roles include data anlysts and scientists. There is going to be a huge opportunity for critical thinkers to turn their analytical skills into rapidly growing roles in the field of data science. In fact, data skills are now a prized qualification for titles like IT project managers and computer systems analysts.

Forbes cited the McKinsey Global Institute’s prediction that by 2018 there could be a massive shortage of data-skilled professionals. This indicates a disruption at the demand-supply level with the needs for data skills at an all-time high. With an increasing number of companies adopting big data strategies, salaries for data jobs are going through the roof. This is turning the position into a highly coveted one.

According to Harvard Professor Gary King, “There is a big data revolution. The big data revolution is that now we can do something with the data.” The big problem is that most enterprises don’t know what to do with data. Data professionals are helping businesses figure that out. So if you’re casting about for where to apply your skills and want to take advantage of one of the best career paths in the job market today, focus on data science.

I’m compensated by University of Phoenix for this blog. As always, all thoughts and opinions are my own.

For more insight on our increasingly connected future, see The $19 Trillion Question: Are You Undervaluing The Internet Of Things?

The post Data Analysts and Scientists More Important Than Ever For the Enterprise appeared first on Millennial CEO.

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About Daniel Newman

Daniel Newman serves as the Co-Founder and CEO of EC3, a quickly growing hosted IT and Communication service provider. Prior to this role Daniel has held several prominent leadership roles including serving as CEO of United Visual. Parent company to United Visual Systems, United Visual Productions, and United GlobalComm; a family of companies focused on Visual Communications and Audio Visual Technologies. Daniel is also widely published and active in the Social Media Community. He is the Author of Amazon Best Selling Business Book "The Millennial CEO." Daniel also Co-Founded the Global online Community 12 Most and was recognized by the Huffington Post as one of the 100 Business and Leadership Accounts to Follow on Twitter. Newman is an Adjunct Professor of Management at North Central College. He attained his undergraduate degree in Marketing at Northern Illinois University and an Executive MBA from North Central College in Naperville, IL. Newman currently resides in Aurora, Illinois with his wife (Lisa) and his two daughters (Hailey 9, Avery 5). A Chicago native all of his life, Newman is an avid golfer, a fitness fan, and a classically trained pianist

When Good Is Good Enough: Guiding Business Users On BI Practices

Ina Felsheim

Image_part2-300x200In Part One of this blog series, I talked about changing your IT culture to better support self-service BI and data discovery. Absolutely essential. However, your work is not done!

Self-service BI and data discovery will drive the number of users using the BI solutions to rapidly expand. Yet all of these more casual users will not be well versed in BI and visualization best practices.

When your user base rapidly expands to more casual users, you need to help educate them on what is important. For example, one IT manager told me that his casual BI users were making visualizations with very difficult-to-read charts and customizing color palettes to incredible degrees.

I had a similar experience when I was a technical writer. One of our lead writers was so concerned with readability of every sentence that he was going through the 300+ page manuals (yes, they were printed then) and manually adjusting all of the line breaks and page breaks. (!) Yes, readability was incrementally improved. But now any number of changes–technical capabilities, edits, inserting larger graphics—required re-adjusting all of those manual “optimizations.” The time it took just to do the additional optimization was incredible, much less the maintenance of these optimizations! Meanwhile, the technical writing team was falling behind on new deliverables.

The same scenario applies to your new casual BI users. This new group needs guidance to help them focus on the highest value practices:

  • Customization of color and appearance of visualizations: When is this customization necessary for a management deliverable, versus indulging an OCD tendency? I too have to stop myself from obsessing about the font, line spacing, and that a certain blue is just a bit different than another shade of blue. Yes, these options do matter. But help these casual users determine when that time is well spent.
  • Proper visualizations: When is a spinning 3D pie chart necessary to grab someone’s attention? BI professionals would firmly say “NEVER!” But these casual users do not have a lot of depth on BI best practices. Give them a few simple guidelines as to when “flash” needs to subsume understanding. Consider offering a monthly one-hour Lunch and Learn that shows them how to create impactful, polished visuals. Understanding if their visualizations are going to be viewed casually on the way to a meeting, or dissected at a laptop, also helps determine how much time to spend optimizing a visualization. No, you can’t just mandate that they all read Tufte.
  • Predictive: Provide advanced analytics capabilities like forecasting and regression directly in their casual BI tools. Using these capabilities will really help them wow their audience with substance instead of flash.
  • Feature requests: Make sure you understand the motivation and business value behind some of the casual users’ requests. These casual users are less likely to understand the implications of supporting specific requests across an enterprise, so make sure you are collaborating on use cases and priorities for substantive requests.

By working with your casual BI users on the above points, you will be able to collectively understand when the absolute exact request is critical (and supports good visualization practices), and when it is an “optimization” that may impact productivity. In many cases, “good” is good enough for the fast turnaround of data discovery.

Next week, I’ll wrap this series up with hints on getting your casual users to embrace the “we” not “me” mentality.

Read Part One of this series: Changing The IT Culture For Self-Service BI Success.

Follow me on Twitter: @InaSAP

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Running Future Cities on Blockchain

Dan Wellers , Raimund Gross and Ulrich Scholl

Building on the Blockchain Framework

Some experts say these seemingly far-future speculations about the possibilities of combining technologies using blockchain are actually both inevitable and imminent:


Democratizing design and manufacturing by enabling individuals and small businesses to buy, sell, share, and digitally remix products affordably while protecting intellectual property rights.
Decentralizing warehousing and logistics by combining autonomous vehicles, 3D printers, and smart contracts to optimize delivery of products and materials, and even to create them on site as needed.
Distributing commerce by mixing virtual reality, 3D scanning and printing, self-driving vehicles, and artificial intelligence into immersive, personalized, on-demand shopping experiences that still protect buyers’ personal and proprietary data.

The City of the Future

Imagine that every agency, building, office, residence, and piece of infrastructure has an entry on a blockchain used as a city’s digital ledger. This “digital twin” could transform the delivery of city services.

For example:

  • Property owners could easily monetize assets by renting rooms, selling solar power back to the grid, and more.
  • Utilities could use customer data and AIs to make energy-saving recommendations, and smart contracts to automatically adjust power usage for greater efficiency.
  • Embedded sensors could sense problems (like a water main break) and alert an AI to send a technician with the right parts, tools, and training.
  • Autonomous vehicles could route themselves to open parking spaces or charging stations, and pay for services safely and automatically.
  • Cities could improve traffic monitoring and routing, saving commuters’ time and fuel while increasing productivity.

Every interaction would be transparent and verifiable, providing more data to analyze for future improvements.


Welcome to the Next Industrial Revolution

When exponential technologies intersect and combine, transformation happens on a massive scale. It’s time to start thinking through outcomes in a disciplined, proactive way to prepare for a future we’re only just beginning to imagine.

Download the executive brief Running Future Cities on Blockchain.


Read the full article Pulling Cities Into The Future With Blockchain

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About Dan Wellers

Dan Wellers is founder and leader of Digital Futures at SAP, a strategic insights and thought leadership discipline that explores how digital technologies drive exponential change in business and society.

Raimund Gross

About Raimund Gross

Raimund Gross is a solution architect and futurist at SAP Innovation Center Network, where he evaluates emerging technologies and trends to address the challenges of businesses arising from digitization. He is currently evaluating the impact of blockchain for SAP and our enterprise customers.

Ulrich Scholl

About Ulrich Scholl

Ulrich Scholl is Vice President of Industry Cloud and Custom Development at SAP. In this role, Ulrich discovers and implements best practices to help further the understanding and adoption of the SAP portfolio of industry cloud innovations.

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Why HR Is The New Marketing

Michael Brenner

In a world of infinite media choices, the best way to reach new buyers and new talent might be right under your nose. Your own employees represent the greatest opportunity to create meaningful marketing and to develop human resources programs that increase sales, while also finding and retaining top talent. Is HR the new marketing?

In the battle for new talent, HR departments have been forced to expand their role from hiring and firing, overseeing personnel systems and processes, and handling benefit management to include leadership development and training, employer branding, and diversity initiatives.

HR has been forced to adopt strategies that look, well, very much like marketing. These days, HR develops campaigns to grow employer awareness, to build the employer brand as a “great place to work,” and to retain top talent—all traditional marketing objectives.

While many in HR have embraced these traditional marketing skills, the most effective companies are moving beyond HR simply applying marketing techniques to a whole new opportunity. These effective companies are actually activating employees as a new marketing channel to achieve both HR and marketing objectives.

Proceed with caution

One of the biggest obstacles to achieving the potential of employees as a new marketing channel is the perception of marketing as advertising.

Asking (or forcing) your employees to share product content on their social media channels is just as dangerous as asking them to share (or guilting them into sharing) what a great place your company is to work.

Consumers are increasingly ignoring and blocking advertising messages, with some research even suggesting that promotional messages from brands can have the opposite of their intended effect. These misguided efforts can actually cause sales to decline!

While some employees may authentically share their excitement and passion for the products they work on, the projects they are engaged in, and the company they work for (and we should celebrate that), this is not a sustainable strategy for getting new customer or talent.

Content marketing and HR

Content marketing has emerged as one of the hottest trends in marketing. Marketers are learning to think and act like publishers to create entertaining, interesting, or helpful content that consumers actually want to read and share (vs. promotional ads). And this approach allows a brand to reach, engage, convert and retain new customers.

The opportunity to activate employees to achieve marketing and HR objectives starts by creating content they naturally want to share.

As the first VP of content marketing at SAP, I learned to tap into the power of my fellow employees to create a marketing program that delivered massive ROI. The biggest lesson I learned: HR is the new marketing!

With a limited budget for content, I asked our internal experts to write articles on whatever they wanted. We had one editorial rule: no product promotion. Our internal experts could explore their professional or personal passions and interests, even if it meant writing about cat videos. Because somewhere out in the world, I believed there was a potential customer, employee, partner or investor who might also loved cat videos. (No one ever wrote about cat videos. Bummer!)

I even created a slideshare deck to explain the value for these employees/budding content marketers:

  • Grow your personal brand
  • Increase or establish your authority on the topics you are interested in
  • Gain new social media followers
  • Maybe even find that new job or get promoted

We also encouraged this behavior by publicly recognizing our top articles and authors each week in a round-up post. We made rock stars of the best performers as their social connections and influence increased. And this drove more employees to sign up.

Today, that site has hundreds of employee contributors. All are growing their personal brand, while expressing their passions and expertise to the world. And many of the employees who don’t write articles voluntarily share the content with their social connections.

As LinkedIn’s own Jason Miller mentioned in his article, the trick is to define what’s in it for them.

Why does this work?

Because you can create massive momentum when we combine the needs of our customers, our employees, and our company based on THEIR own distinct interests:

  • Companies want more loyal customers and talented employees.
  • Employees want purpose and meaningful work that has real impact on their career and the world.
  • Customers want to form relationships with brands on their terms and based on their self-interest

What you can do to activate HR as the new marketing

1. Create a customer-centric vision

Look around your organization, and you will see people above you, below you, and beside you. The traditional org chart still exists to focus on your position in the hierarchy. But where’s the customer? Where is the customer in your org chart? 

Even if your company mission isn’t customer-centric (“we are the leading provider of widgets”), your marketing vision must be. And there is one simple formula to get there:

Become a sought-after destination for which topicin order to deliver what customer value or impact.

2. Create content employees who want to share

According to LinkedIn, the combined connections of employees on the LinkedIn platform is 10 times larger than any company’s followers. And just 3 percent of company employees sharing branded content generate 30 percent of the views and clicks on that content.

Platforms such as LinkedIn Elevate, social selling programs, and other tools can dramatically increase the reach of your content, grow your company’s social presence, and improve the effectiveness of marketing programs — without spending a single dollar on paid media.

But you have to create content your employees want to share. You might even ask them to help you. The trick is to explain what’s in it for them: creating or sharing content can help them build more connections, establish relationships with other leaders in your industry, and grow their personal brand so they can achieve happiness in their careers.

3. Measure the results

Measure the impact of your employee content sharing for your company. Demonstrate how it has benefited the employees (increased connections, awards, and recognition). Discuss ways to profile your best customers as well.

And partner with your colleagues across HR, marketing, and sales to determine the best ways to continuously optimize what is working for everyone.

If you’re in marketing, it’s time to start thinking about your colleagues in HR as your new best friend. And if you’re in HR, it’s time to think about how marketing can help you acquire and retain the best talent — while making the leadership team happy as well.

For more strategies that create a culture that drives business growth, see Employee Advocacy = Engaged Employees.

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About Michael Brenner

Michael Brenner is a globally-recognized keynote speaker, author of  The Content Formula and the CEO of Marketing Insider GroupHe has worked in leadership positions in sales and marketing for global brands like SAP and Nielsen, as well as for thriving startups. Today, Michael shares his passion on leadership and marketing strategies that deliver customer value and business impact. He is recognized by the Huffington Post as a Top Business Keynote Speaker and   a top  CMO influencer by Forbes.