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Guy Cranswick |
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Guy Cranswick is an IBRS advisor who specialises in marketing communications, media platforms and channel strategy, including areas of business planning. He is the winner of the Australian Institute of Management 2003 article prize on the topic, "Delivering Credible Corporate Communications". Guy has worked in the UK and France as Strategy Manager for Initiative Media and director of European operations for Modem Media (Poppe Tyson), a Web marketing and development company. In Australia, Guy was Senior Analyst at both Jupiter Communications and later at GartnerG2 covering Business and Online strategy in Asia-Pacific.
Developing a social media training guide
More organisations are establishing
explicit rules governing the use of social media. Any guidelines or
functional principles for social media use should be comprehensive
and practical.
Chrome OS: Follow the money
Most attention has been focused on Chrome OS's technical qualities and possibly disruptive effects on the operating system status quo while the commercial objectives of the operating system are veiled. Chrome OS is another potential channel by which Googl ...
Collaboration and networking with Google Wave, possibly
Google’s Wave has caused both thrill and uproar over its
innovation and potentially disruptive effects to the status quo of
office productivity. Currently Wave is an indication of what might be
possible, once all the programming and security issues and assorted
bugs are either organised better or eliminated.
Zoho Apps: Counting on rising tides to lift all boats
Software vendor Zoho is pinning its growth on the rapid adoption of
cloud services with the aim of being the IT department for SMEs. This
business strategy might seem overly optimistic as its potential
success may even be partly dependent on Microsoft. ...
Google Apps in education: POGE rules, OK!
Like a toy that comes with a ready meal, Google Apps is seen by
universities as suitable for student users. By its cost per student
and terms of service, Google Apps exemplifies how the principle of
good enough (POGE), has been accepted to service stud ...
What is Google Apps’ future direction?
Google Apps’ products are developing rapidly. These
developments range from the large and significant, to the small minor adjustments. Google has increased its pace of development, and enterprise users will want to gain a strategic view of how the Apps mature in the next two years.
Understanding Google’s enterprise strategy
Google is working in a dynamic market exploring and challenging current approaches. While that evolving plan may confuse some observers, it may succeed, though perhaps not exactly in the way originally set out.
Communication Breakdown: managing social networks
The Web, and social
networks, as virtual places of conversation, challenge the role and
effectiveness of an organisation’s communication
management.
Traditional
management and censorship in the unfettered communications world
of the Web may only be effective to a limited
degree. In this new communications landscape, organisations will have
to train staff, and modify their traditional attitudes, to deal with
the varied and complex online channels.
Last Word: Very, very big numbers
In the last year billions and trillions seemed to be the only numbers that counted for anything anymore. The Australian government is raising approximately $1.5 billion dollars per week on bond markets; the US public debt could reach up $20 trillion dollars in five years. According to the International Money Fund, public debt in the world’s top 10 economies could balloon by 36% to 114% of GDP, or US$50,000 per capita by 2014; and let’s not forget the $680 trillion dollar OTC derivatives market, which may produce some more heart racing, and wealth destroying, events in the future.
Users Profit from Google Economics
Any potential user of Google Apps should understand how Google operates and distributes software products and services. Google’s economies of scale may offer a compelling basis to utilise its software.
Google Apps' total cost of ownership
While the total cost of ownership model is helpful in an initial
comparison of products and services, the familiar problem with TCO as
an analytical methodology is evident1.
This problem is especially clear when dealing with Google Apps
because its co ...
Google Apps: dig deeper to determine value
As the economy enters recession both public and private organisations are trimming costs. There is emerging evidence that Google Apps Premier may have some appeal compared with other vendor products. Despite questions over Google’s capability and experience with channel partners, deeper investigation is worthwhile.
Measuring productivity
In recessions focus falls on efficiency
and productivity. It becomes fundamental to a survival strategy.
Designed to assist organisations with the productivity concept,
Telstra’s Productivity Indicator1
offers some solutions but fails on methodological grounds and
therefore on the application of its tool.
The process of website content testing
The possibility of enhancing websites is not high in 2009. Therefore,
developing ingenious ways to improve old website properties is
necessary. Evaluating and testing the website is a wise strategy in
order to refresh content and enhance contact with s ...
Decision Path for Site Technology
The choice of technology for a website involves a selection process
with several factors. The process must consider adequacy of the
technology, future business needs, and organisational resources, both
current and future. Clarity in the choice of produ ...
Tactics to improve web site usability
The importance of web site usability has higher recognition now than
it did a few years ago, but there are still several gaps in achieving
an effective usability evaluation process. In order to improve site
usability for end users, combining technolog ...
Planning and the Process of Web Content Management
Exploring better content management solutions to remain competitive
and to raise the value of online investments is a wise policy to
adopt now. With much slower economic prospects ahead, gaining greater
efficiency or reaching users in better ways is go ...
Obtaining Value from Web Analytics Tools
Web analytic tools are so pervasive and widely used it hardly seems necessary to consider their capabilities and implementation. Yet businesses and other organisations may under-use, their Web analytics software. In which case they are not obtaining the v ...
First Mover Losers
Waste is a normal consequence of marketing. It appears as high
budgets in costly marketing channels, which can occasionally
under-deliver a solid return on investment. In buoyant economic times
wastage is accepted, but in a downturn, as is occurring now,
alternatives are sought to improve efficiency, become more
‘accountable’ and cut all wastage.
