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Business, Communication, Experiences, Marketing, Public Relations, Reputation, Social Media, Web

Small matters most in influencer marketing

By

Neville Hobson

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1 August 2016

This cartoon by Tom Fishburne, published a few days ago, is a pretty good reminder of what differentiates influencer marketing from many other kinds of marketing where, in the latter case, ‘big’ tends to be what matters. It seems to me that the term ‘influencer marketing’ is used by many people as a synonym for ‘mass marketing’ where the prime question is “how many?” instead of “who are they?” This is especially so where social media is concerned, where far…
Full story: Small matters most in influencer marketing
Artificial Intelligence, Business, Communication, IBM, Interviews, Podcasting, Public Relations, Social Media, Society, Software, Technology, Trends, Workplace

A checkpoint conversation on AI and machine learning in PR

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Neville Hobson

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22 July 2016

Artificial intelligence and machine learning are two subjects in which I’ve long had interest, especially as they relate to organizational change, people’s behaviours and communication, and the future of work. This keen interest is a prime reason why I joined IBM earlier this year, and has intensified as I’ve got to know a great deal about cognitive computing and, of course, IBM Watson. They are both areas where I have some clear views on what this means for organizational communication…
Full story: A checkpoint conversation on AI and machine learning in PR
Artificial Intelligence, Business, Communication, Ethics, Experiences, IBM, Innovation, Mobile, Public Relations, Society, Software, Technology, Workplace

Give your chatbot some real personality

By

Neville Hobson

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11 July 2016

Chatbots are all the rage at the moment. These clever computer programs (algorithms, to be more precise) are popping up everywhere online to help you with mundane tasks from getting a weather forecast or currency exchange rate to travel planning to online shopping. Organizations everywhere are experimenting with these useful bits of technology, with varying degrees of success as part of the learning process (remember what happened to Microsoft’s Tay earlier this year?). If you use Siri on your iPhone,…
Full story: Give your chatbot some real personality
Business, Communication, Events, Experiences, IBM, Innovation, Marketing, Mobile, Public Relations, Social Media, Software, Sport, Technology, Web

Meet the omni-channel experience that is Wimbledon 2016

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Neville Hobson

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28 June 2016

The Championships, Wimbledon 2016 started yesterday, June 27, and run until July 10. During these two weeks of intense competition, Wimbledon and the competing players will be names and brands in an event that will not only be on television screens large and small across the globe in real time and recorded, but also available and accessible on myriad devices, from smartwatches to big-screen PCs, almost anything that can connect to the global internet any time anywhere. To be sure, there’s…
Full story: Meet the omni-channel experience that is Wimbledon 2016
Communication, Europe, Events, Experiences, Leadership, Politics, Public Relations, Society

The EU referendum was a political gamble that didn’t pay off: what’s next?

By

Neville Hobson

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26 June 2016

It’s been a tumultuous few days since polling stations closed at 10pm on Thursday June 23 and the UK awoke on the morning of Friday June 24 to the news that the result of the national referendum on whether this country would remain a member of the European Union or not turned out to be not. I am very sad at this result – one that took many people by surprise, me included – as I believe that our future…
Full story: The EU referendum was a political gamble that didn’t pay off: what’s next?