 [Tim Shier] The Springboks squad announcement for the 2011 Rugby World Cup resulted in 2600 online conversations that evening and massive discussion around the Ard Matthews anthem issue. While the nation stood up and condemned his behaviour, the outcome may have been massively positive towards our team and the nation's support.
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 [Tim Shier] July saw the Belieber Army coming under attack when a Bieber-run competition was hijacked by the 4Chan forum who attempted to send the younger singer to North Korea.
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 [Tim Shier] In today's highly connected online environment, our friends, family, colleagues and potential clients are just a mouse click away from finding out a great deal about us. This has forever altered the playing field and brands are increasingly being defined by their consumers - no longer by the brand manager - opening up Pandora's box. The entire discipline has been shaken and a new set of rules and trends are coming forward.
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 [Tim Shier] Online marketing is one of those activities which, let's be honest, not everybody understands. The idea of people spending extended periods of their life using the Internet can be a little foreign to many bosses and its applicability is often misunderstood. Here are three critical strategic objectives which lend themselves to eMarketing and the ways they can be implemented to create holistic and successful online and offline marketing campaigns.
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 [Tim Shier] Never before has the consumer had so much power to influence corporate change. While this trend in itself isn't new and was discussed in great detail in the Cluetrain Maninfesto in 1999, as well as in 2006's Wikinomics, there is a great deal of significant to this power shift - as I'll share with you as I predict some online consumer trends for 2009.
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 [Tim Shier] For ages now, we've been arguing the critical importance of online reputation management (ORM), using overused international case studies including Dell Hell and Kryptonite locks - for lack of better local example. Then SAASucks (South African Airways Sucks) arrived at our door and South African ORM instantly got a local case study.
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