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BlackFin360 – Innovation To Reality

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Tag: Omnicom Social Strategy

Posted on September 19, 2012July 3, 2015

Benefits of Facebook’s Custom CRM Audience Targeting

Recently a new Facebook feature rolled out of beta that can provide brands with a viable process to connect their offline CRM databases to those users on Facebook. Now, this process of custom audience list targeting has just rolled out to all brands who advertise on Facebook.

This new feature can be a significant enabler for a brand, as most have larger customer databases outside of the social sphere (after years of traditional CRM outreach) than they have engaged on their social properties.

With Facebook’s new targeting capabilities, brands can bridge the connection of their offline data through social channels. By targeting the exact individuals that the brand already has or had a relationship with, the impact of the targeted reach can be greatly enhanced.

With the new Power Editor, the brand has the ability to identify “who” they want to target beyond the general parameters that have been available. This applies to current customers, prospects, people who like specific products, lapsed users, etc… The ability to take these offline lists and create custom audiences via Facebook’s ad platform is a major step forward for the platform and allows a greater level of targeting to a base that has already established a self-selected affinity towards the brand at some point in that customers brand life cycle.

Brands can create lists based on email addresses, phone numbers, etc.. that represent the groups of people in a CRM database. These elements are then matched to Facebook’s own records to create the custom lists.

In terms of ownership of the data, Facebook does not receive the brands customer data fully. The data is protected and resides on your local computer, then the data is imported via hashes. Facebook then matches the hashes to it’s own records and deletes the data. All that remains is a custom target list. This list is then tied to the individuals Facebook ad account. No other advertisers can use the list.

My recent discussions with Facebook state that their clients have seen a higher ROI based on beta interactions. This applied to higher conversion rates, lower cost per fan, lead or reengaged users than with other campaigns.

Brands have the ability to create unlimited lists at no cost and have the ability to keep audiences up to date. One additional benefit, is that it is possible to map the custom lists to those who have and have not liked the page.

This option is not available at the page level, but only as part of the advertising platform. The ability to marry offline data with Facebook’s social graph to further amplify existing connections is a key addition to the platform.

Follow Tom Edwards @BlackFin360

BlackFin360

Posted on December 16, 2011July 3, 2015

The Rise of Shazamable Ads in 2012

Let’s play a quick game of word association. I say “Shazam” you say _____. The default answer by most would be “music”. If that was your initial response then you may want to think again as Shazam Entertainment Ltd. hopes to change your association with their app.

From This…

To This…

Chances are that you have either downloaded, used, heard about or seen Shazam in action as it is available for both iOS & Android. With over 150 million users and 45 million installs on smartphones & tablets in the US, the potential reach is impressive. Boosted along the way by great reviews, exposure via Starbucks App pick of the week and continually adding new features to the ever evolving product roadmap, Shazam is quickly moving from simply being a music identification service to a player in the digital activation space.

Shazam’s recent Starbucks Pick of the Week. Yes, I may have grabbed more than one….

With a recent investment of 32 million dollars, Shazam is aggressively extending the platform to support different forms of digital activation & engagement. Key changes in their model such as allowing unlimited tagging of content across all levels of their offering and strategic partnerships with NBC Universal properties has led to new features that support entertainment based tagging vs. simply tagging music.

In other words TV Spot + Shazamable Call to Action + User Tagging = Digital Activation.

By now you may have seen one of the many Shazamable ads or shows that highlights the Shazam icon placed strategically on the screen for a period of time. Initially, you may be thinking “why would I want to shazam this commercial”? Case in point, this recent Marshall’s ad.

Notice the Shazam marker in the lower right

The app then uses it’s spectrogram based audio footprint of the ad to identify and launch the tagged content. Instead of the standard artist & song information, the experience shifts to become the direct response launch point of branded experiences. Now Shazam supports driving a user to a branded destination as well as enable social connections with the brand, or push to an e-commerce offering. The opportunities to create an engaging digital experience is now viable by simply tagging an ad or show with the app.

Without a doubt in 2012 you will see the rise of Shazamable ads. With 150 million user reach and the fact that the second screen is becoming a mainstay to our television viewing experiences, brands & NBC Universal partners will look to Shazam as a means to drive digital interaction directly from your primary screen with the hopes of either enhancing the viewing experience or incenting users to engage with branded destinations.

The biggest barrier at this time is the stigma that Shazam is primarily a music identification service. Work will need to be done to continue to educate the 150 million current and future users that the app is going beyond figuring out what the cool song was in the latest Apple ad to that ad now creating additional digital touchpoints and the ability to buy the featured product via the app and oh by the way still tell you what the name of the song was as well.

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BlackFin360

Posted on November 23, 2011January 7, 2014

10 Strategic Benefits of Google+ Brand Pages

This is a repost of my iMedia Connection Cover Story.

With the combination of 40 million users in a little over 88 days and a 68% share of the search market, Google is positioned to fully maximize social engagement with Google+. The initial launch strategy was primarily consumer focused and any branded solutions were put on hold. With the recent release of Google+ pages, now is the time to define your brands strategy when it comes to fully maximizing the benefits of Google+ both short & long term.

There has been a lot of discussion about how Google+ compares to Facebook and the ideal ways to leverage the platforms. It is important to note that even though there are many similarities, the fact remains that both platforms have some major differences and strategy around maximizing resource allocation will be key moving forward.

On the surface the two networks are eerily similar. Status updates (Newsfeeds & Streams), photo sharing, social games & external activators (“Like” Button & +1). Further, both enable 3rd party development, integration with mobile & a desire to connect & share. But the fundamental difference is that Facebook is a true social network — and has been from day one —  and that is the true strength of the platform. Google+ which appears to be a social network but is actually a representation of the evolution of user behavior tied to relevant content, search, discoverability and connection.

Thus, when it comes to maximizing your Facebook strategy, be it acquisition, engagement or advocacy, it is fairly self contained within Facebook’s walled garden, with the ability to aggregate content to third party locations and a limited contextual impact on topical search results.  That being said, one of the key points of differentiation is how Google+ content is directly relevant to search results, and how that will potentially drive business value around the +1 as it is pervasive beyond Google+.

This statement was just reaffirmed by an e-mail I received from Google this morning: “Your +1’s reach not only the 40 million users of Google+, but all users who come to Google every day.”

Here are 10 potential strategic advantages & benefits for brands to incorporate Google+ into their 2012 social and search strategies.

Potential Brand Benefits of Google+ Brand Pages/Entities

1 ) Integration with Google Search – Google currently owns 68% of search market share. The fact that the Google +1 icon is now a part of every Google search result shows a glimpse of the level of integration Google has in store for users & brands alike. A user can directly recommend a link from their search results, and that recommendation is simultaneously shared on the users Google+ +1 profile section. By combining paid search and incenting +1 behaviors, you can begin to see the potential of this level of integration as the user may not be actively engaged on Google+, but the ability to drive a user to engage by recommending content with the click of a single button is appealing.

Now, you can also automatically add Google+ pages to your circles from Google Search.

Here is an example of a search for BlackFin360. I choose to +1 the Page

The +1 is then aggregated into my Google+ profile under +1’s

2 ) Google +1 – Similar to the Facebook Like button, the Google +1 button has the opportunity to truly transcend the platform by driving significant 3rd party integration. In fact the Google +1 button overtook the Twitter tweet button on most major websites with a 33 percent spike in integration recently. Granted, it is still far behind the Like button in terms of saturation but the fact that both Facebook & Google+ drive engagement to a central destination — as opposed to simply being a conduit to various destinations such as Twitter — shows the potential of 3rd party integrations to drive engagement.

According to Google, “People can now recommend your brand, not just your individual ads or sites, helping your +1’s add up faster”.

The +1’s value goes beyond Google+ and really speaks to the longer-term goal of Google, which is true integration and relevance across social & search content. This is an incredibly smart move by Google. What will really win the day for Google is the ability to connect social, search & self-service profiling. This will further enable brand sites more so than Facebook’s internalized approach. Further, with the addition of the +1 to image searches as well as integration with YouTube, it is possible to drive additional +1’s from multiple points.

3) Direct Connect – Now, you can also automatically add Google+ pages to your circles from Google Search. By adding +BrandName as part of your search query, you will be taken directly to the brands Google+ page and have the ability to add to your circles. This is not immediately available and certain steps have to be taken in order to enable this process, but the potential benefits are significant.

4 ) Circles & User Segmentation – Allowing brands to potentially segment fans is a big win. One of the issues with brand management on Facebook is tied to messaging across audience segments. By allowing brands to potentially seamlessly categorize fans, it allows the style of engagement to change dramatically. Imagine if you are driving engagement with 13-17 year old segments as well as 18-24 year olds. The brand & social persona’s associated with content could shift to further driving engagement based on audience segment vs. a one size fits all approach.

One important note about “circles” for pages is that the brand page cannot add a person to it’s circles until that user has already added the page to one of their circles. This is primarily based on messaging to users and having to opt-in by adding the brand into their circles first. Another major change from the user profiles is that all content is set to public.

When it comes to driving acquisition strategy within Google+ as a brand, it is initially inherently more valuable for a user to add you to a circle as opposed to giving you a +1. Think of it this way: The addition to a user circle is equivalent to a Facebook “like” in terms of impact to the stream and ability to interact directly with users.

Branded Circles are arranged by Following, Customers, VIP’s & Team Members.

5 ) Google Advertising Programs – Google+ will inherently “increase the performance of your ads: +1’s surface recommendations in search and display ads”. (Or so the email from Google referenced.) Looking at tightly coupled integration with social content, relevance associated with interests within Sparks and Google’s Display Network, Google AdWords and Double Click advertising products, and how robust Google Analytics can be in comparison to Facebook Insights, it is easy to see the strategic benefit to a brand to take advantage of this level of integration.

6 ) Sparks & Recommendation Engine – One of the most impactful elements of Google+ for brands is potentially Sparks. Brands could focus advertising dollars on Sparks programs that are relevant to their brand & product offerings. Taking it a step further, creation of a recommended or +1 relevance based on a users & circles sparks/interests that is then socially shared could be very compelling. This would be very similar to Facebook’s sponsored stories.

7 ) YouTube, Hangouts & Google TV Integration – With YouTube a part of the Google family, Google+ integration was sure to be a part of the strategy. The inherent social nature of YouTube translates well in terms of integration of +1 — embedding video and further integrating the YouTube & Google+ experience to make sharing and recommending content even easier. From a brand perspective, being able to distribute unique, consumer-generated content that is relevant to the brand while driving +1’s back to a brand page is very appealing. One of the interesting additions was also the decision to integrate Hangouts with YouTube’s sharing options.

Now a brand can post video content and possibly give a product preview to VIP’s or influencers. This takes the traditional webinar and flips it into a more engaging way to drive F2F discussions.

One area that really intrigues me is how Google TV may integrate with Google+ to create a truly social entertainment experience. I envision further integration between Google TV, YouTube, Hulu & Android to drive truly integrated entertainment experiences across screens. From a media perspective, you could truly bridge the gap between traditional & digital placement by incorporating a relevant ad placement via information collected from Sparks & Google Search. This to me is the future of enhanced television.

8) Google+ & Social Gaming – Google invested 100 million dollars into Zynga in 2010, and recently rolled out Google+ Games. With over 50% of Facebooks 700 million engaged daily with Facebook social games, it is a key motivator for brands to monitor the Google Games offering. Keep an eye out for how Zynga and others align with Google+ to further drive engagement, creation of options to add users into brand circles, and how game engagement will translate to the Google adwords program.

The success of recent brand integrations on Facebook with Farmville, including Frito-Lays recent world record for driving “Likes”, has given notice to brand managers of the power of Social Games & strategic partnerships with the game providers. With the additional layers of integration found with Google+ it will be interesting to see who can quickly capitalize.

9 ) 3rd Party Development Platform – One of the keys to successful Facebook engagement has been the enablement of third- party developers to create an application ecosystem within the platform. As with the recent rollout of Google+ Games, Google+ will enable developers access to relevant API’s, as it has done in the past, and the ability to extend the platform. This is crucial to creating opportunities to engage and differentiate on the platform.

Take a look at Google’s Robust API’s (click to enlarge):

10 ) Android Integration – With the Android’s market share currently at 49.5%, integration with Google+ is a key point of differentiation for both Google+ & Android. With both an app & web version of Google+ and an Android exclusive with the Google+ Huddle functionality, the level of integration between Android & Google+ is palpable. With the recent release of Ice Cream Sandwich, Android’s latest operating system, Google+ also saw a major revamp in terms of user interface, ability to interact with the platform and share directly from Android devices. With the streamlined changes, and the AdMob & Adsense offerings, it will be very interesting to see how brands fully capitalize on +1 and mobile behaviors to further drive engagement & relevant ad serving.


Other areas of focus & interest will be how international or localized regions are supported in terms of aggregating brand +1’s, and how the Google+ commerce & currency platform strategies will unfold.

Brands will need to evaluate the true reach and amplification of the +1 from an earned media perspective. Be sure to note the differences in what shows up individually in your streams versus what is tied to content. Wiht Facebook, one of the secrets outside of edgerank is the level of detail that is shown by interaction.

Regardless, there is enough evidence of the potential benefit of Google+ brand pages to dedicate time & ample resources to develop a platform-related digital strategy heading into 2012.

Add BlackFin360 to your circles here.

Follow Tom Edwards @BlackFin360

BlackFin360

Posted on November 17, 2011November 26, 2013

iMedia Google+ Brand Pages Cover Story

This morning my new article 10 Strategic Benefits of Google+ Brand Pages was the cover story for iMedia Connection.

The article reviews Google+ from launch through the recent roll-out of Brand pages as well as 10 strategic benefits of using Google+ Brand pages both short & long term.

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BlackFin360

Posted on November 7, 2011October 13, 2013

5 Recommendations to Optimize Facebook Media

After managing many Facebook ad campaigns, I wanted to share 5 recommendations to be aware of when executing your campaign.

When it comes to optimizing your Facebook ad campaigns it is not enough to set the campaign and just let it run. It is incredibly important to maximize your spend, test multiple options and continually optimize your campaign.

Facebook’s ad platform is one that is fairly easy to use and the potential reach is one of the biggest draws for brands to engage. Initially, plans were all about driving Likes and ad units pointing internally to brand pages facilitated that need. Now with the platform focusing even more on engagement, having the ability to drive engagement on a post level becomes even more important and having a strategy that maps to both acquisition & engagement are key.

If you plan on managing your own campaigns here are a few tips to further maximize your ad spend.

1). Align ad unit type with Campaign Objectives & Budget – When you elect to run a self service Facebook campaign you will notice multiple options and ad types. And as I mentioned above, the units should be an extension of your strategy. You can select from Sponsored Stories and Facebook ad examples which I have referenced previously.

Sponsored Stories

Page Like Stories are good to capitalize on Social Reach

Facebook Ads for Pages

Fb Page Post Example (Great for driving engagement on a post level to maximize Edge Rank)

Fb external units are good to drive clicks off of Facebook, but Call to Action needs to be relevant & compelling. 


If you have a smaller budget and your goal is awareness you may consider a CPM or Pay for Impressions campaign. If you are driving acquisition around a specific event or contest, ensure that you are fully optimizing your targets and go with a CPC or Pay for Clicks campaign but I would recommend the precise targeting option.

Also note from a daily spend perspective if you are just starting to run a campaign for the first time there are daily caps set on your account. Over time Facebook will review and potentially increase your daily spend amount.

Example message from Facebook

2). Captivating Creative is Key – Ensure that the creative of the campaign is compelling and be sure to test multiple options. Strong creative can be a difference maker in driving engagement with your ad unit.

3). Clear Call to Action – Driving Likes and social connections directly from the ad unit are key. Take an opportunity to drive a Like directly from the unit by simply adding text that asks the user to Like Us & Learn more.

Depending on the end destination, it is important to not only have your media driving awareness, but to also ensure that when the user lands on your selected destination there is a clear call to action for the next steps. Whether that is driving a Page level Like, a landing page for a contest, or an application, it is important to ensure continuity throughout.

4). Target, Target, Target – It is not enough to sit back and depend on the Broad Category Targeting, especially if you are executing a CPC centric campaign. Make use of the Precise Interests option and pay attention to how adding additional interests directly impacts the potential reach of the campaign.

Example of Precise Targeting

Targeting tied to Reach


5) Monitor & Optimize – As your campaign gets underway ensure to set specific checkpoints to review campaign performance, test units by both Impressions & Clicks to see what drives the ideal results. And continually monitor not only the performance of the units but also the impact of the campaign on other factors such as delta of Likes from the onset of the campaign to post level engagement. I highly recommend supporting most Facebook acquisition strategies with a Facebook media buy in order to fully take advantage of the platform.

Also, you cannot have the Paid, Owned & Earned benefits without the Paid element.

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BlackFin360

Posted on October 28, 2011October 13, 2013

Chime.in a New Way to Social in 2012

In the ever changing social landscape platforms & services come and go but one thing is consistent when it comes to monetization. Most networks are focused on selling some form of advertising next to your content. And outside of YouTube’s recent changes, most of the time revenue does not come back to the user until now.

Chime.in is a new entrant into the social space and just came out of a private beta. What makes Chime.in different is that it will pay users to contribute by sharing 50% of revenue it earns from selling advertising on your profile pages. This applies to both individuals & brands.

If you are feeling very ambitious, if you sell the real estate yourself you can keep all of the proceeds.

As a user, instead of a 140 character status update, you have a the ability to upload photos, videos & 2000 characters of text. Because Chime.in claims to be an interest network vs. a social network, the focus on content that is relevant to users is at the forefront of the experience.

Here is an example of the Chime.in content interface

Where this gets really interesting is from a brand marketing perspective.

With a focus on relevant content, and control over advertising revenue on the brand level, Chime.in can offer brands a new way to monetize their social followings. This shifts the dynamic from a link driven focus to one where direct monetization of followers is possible.

At this point, the site is still a work in progress as I have noticed odd behavior by the algorithm but Chime.in is definitely something to be aware of and consider when planning for 2012.

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BlackFin360

Posted on October 27, 2011October 13, 2013

Google+ Rolls out New Features

Today, Google rolled out new features for Google+. The update includes popular posts, visualization of share data, photo editing & Google Apps to name a few.

Popular Posts – Similar to what Linkedin does with it’s Linkedin Today Top Headlines, “What’s Hot” is now a part of your stream. As you work through your stream, you will notice a “What’s Hot” option with a radio button to scroll through some of the top items being shared on Google+.

Here is an example of What’s Hot from my Stream

Ripples – This is an interesting addition. It is basically a data visualization tool that allows you to track the amount of shares on a post level. Fun Stuff.

Here is an example of Ripples

Google+ Creative Kit – This update combines instagram style filters with the ability to add text and basic editing. This is an interesting update as now it is possible to quickly drive hashtag driven photo contests such as the current #gplushalloween event.

 

Here is an example from the Creative kit, simply go to photos –> Select your photo until in the light-box option –> Edit –> Creative Kit

Here is the Creative Kit Layout

Google Apps – Finally, Google+ is now available for organizations that use Google Apps. Today, you can manually turn on Google+ for your organization. In addition to all features, some of the unique additions are the ability to share with your organization.

Still no updates on Google+ for brands, although some reports state that it may roll out in November.

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BlackFin360

Posted on October 25, 2011October 13, 2013

Social Networks & Our Time

Since 2007, I have been blogging about various topics related to social media. I have worked with many fortune 1000 & Global 50 brands and have defined strategies across channels & various platforms. But the sheer velocity and reach associated with how social has become a part of our everyday lives is simply amazing.

Below is a great infographic that provides a visual look at how social networks are now taking up a majority of our time online.

Social Networks: Dominating Our Time Online

Social Networks: Dominating Our Time Online by Infographiclabs

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BlackFin360

Posted on October 6, 2011November 26, 2013

B2B Social Media and Linkedin’s Latest Announcement

When you hear the term social media most people immediately think about Facebook and Twitter and consumer focused campaigns and conversations. But what doesn’t come immediately to mind is that Social is a very powerful channel for B2B organizations.

What is interesting is that 86% of B2B firms are using social, compared to 82% of B2C. And how they are using it is surprising as well.

59% are focused on Thought Leadership
48.9% are focused on Lead Generation
45.7% are interested in Feedback/Reviews/Recommendations
34.7 are interested in paid advertising on social sites

Linkedin has proven to be an incredible asset for B2B Social Media Strategy & execution. With Hubspot defining Linkedin (45%) as the most effective B2B source for lead generation followed by Facebook at 33%.

With Today’s Linkedin announcement that they are now enabling company status updates, they are taking another step forward in further allowing organizations to connect directly with potential targets.

Here is an example of the new Company Status updates

With the ability to outline services, drive recommendations and now adding a voice to the brand, it will be interesting to see how organizations capitalize on yet another avenue to interact with potential clients.

Cintas & RackSpace are maximizing the Linkedin platform to further drive engagement with their brand by outlining their products & services and driving recommendations for their offerings.

Here is the RackSpace example

Because B2B social is generally more targeted than B2C social, the ability to drive targeted interaction in one location while also providing a comprehensive footprint throughout the channel is key. Brands can engage via groups, Q & A in Linkedin answers and use the inherent tools in the platform to drive targeted interaction.

Philips Linkedin Group Example

Organizations can also purchase PPC Ads as well as targeted rich media to further drive their acquisition strategy.

With so much attention given to Facebook, B2B organizations should maximize their Linkedin experience. Whether it is to further amplify thought leadership, drive acquisition of leads, or promote feedback/reviews & recommendations, Linkedin’s latest changes can further enable an organization to meet and exceed it’s goals & objectives.

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