Paul Dunay joins Networked Insights as the CMO

Almost 5 years ago I started this blog with the notion exploring the changing definition of Buzz Marketing in light of this new thing I saw on the horizon called “Social Media”.

I remember questioning where all this blogging was going to take us. I even asked others in my podcast series like Douglas Karr from the Marketing Technology Blog, who built strong following on his blog record time, where are we going with all this blogging and where will it take us? The answer was – neither of us knew!

Like Doug I was experimenting with this new technology in all of its forms from RSS, blogging, podcasts, videos, twitter, social networks, Facebook applications, mobile, location based applications and as you have seen me speak about before I think the role of marketing is changing to one that is becoming more like a Marketing Technologist. But it always felt like we were on 2 paths – our day job of running marketing and our night job of experimenting with these technologies to find something we could then add into the mix of our day job.

Well fast forward to today 5 years, 7000 tweets, 413 blog posts, 78 podcasts, 21 awards, 4 “for Dummies” books and numerous eBooks later and I am happy to announce that I have finally converged the 2 paths I was on into one meaningful path that really makes me happy.

After 2 years of developing a strategy to deal with various types of social media conversations within Avaya we finally got the monitoring and routing of those conversations to be institutionalized within the firm. No small feat by any means but I just couldn’t imagine that the sum total of social media in B2B was just about monitoring and reacting to tweets all day. I felt there had to be more we can do with the social data that we just cant get out of monitoring. So I started looking at the social media analytics space for social technology that can provide real insights. You can read about all of my findings in my post on Monitoring vs. Analytics [Infographic].

During the process of looking for the next big thing in social media, I ending up finding some really exciting technology at Networked Insights. Having owned both Radian6 and Networked Insights side by side I realized there was a big difference between “data and insights”. Data is reporting on what has already happened, Insights are ideas that come from the data that allow you to find new market opportunities, new ways to place media and new ways to find customers who exhibit purchase intent, which is why I hired Networked Insights in the first place!

I believe there is a vast sea of unstructured social data about everything you can imagine out there which can be used to help pre-inform your decision making in marketing, its up to the marketers to harness the insights of what the data is telling us to challenge the norm and transform marketing into the revenue generating center it should be!

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