KRC Insights Blog

KRC Insights

#SocialWeb17: Key Insights

By Bradley Honan, CEO

I recently served as the Program Chairman of the Social Media and Web Analytics Innovation Summit (#SocialWeb17) in San Francisco.  We had many terrific conversations with executives from Twitter, Facebook, LinkedIn, Amazon, Wired Magazine, MGM Grand Resorts, and A&W Root Beer, among others.

For those unable to attend, I wanted to call out 10 important insights and key trends that we discussed:

1)    The Rise of Social ROI

Everyone from large enterprise businesses to small mom and pop web storefronts are thinking about how they implement, measure, and utilize social media.  Everyone understands you need […]

May 30th, 2017|

Maple Syruping Lessons for Marketing Data

By Bradley Honan, CEO

In short: boil it down!

My family and I recently returned from spring vacation where among other things, my kids and I made maple syrup from some trees in my mother’s yard.  As we did this, I was struck by the critical lessons that maple syruping could teach us marketers!

For those of you unfamiliar with the process of making maple syrup, here is a quick overview:

As springtime approaches, trees begin transferring the sap they […]

April 26th, 2017|

The Broken Promise of Big Data

By Bradley Honan, CEO

We were told that marketing would be forever turned upside down.  The end of communications as we knew it was just around the corner.  Finally, we would retire John Wanamaker’s famous axiom – “Half the money I spend on advertising is wasted; the trouble is I don’t know which half.”

But while technology and platforms have indeed changed marketing and communications significantly, data really hasn’t so far.  The potential of Big Data is undeniable. While its possibilities are very intriguing, there are too few great case studies that exist.  As a company filled with people who are passionate […]

March 10th, 2017|

KRC Authors Chapter in “Sentiment Analysis in Social Networks” Book

By Bradley Honan, CEO

I am pleased to announce that KRC has written a chapter in the Sentiment Analysis in Social Networks book by Federico Alberto Pozzi, Elisabetta Fersini, Enza Messina, and Bing Liuwhich looks at the role of social networks in modern society. In our chapter titled The Human Advantage: Leveraging the Power of Predictive Analytics to Strategically Optimize Social Campaigns, Derek Richer and I highlight our important work on digital content evaluation and predictive analytics, outlining the firm’s sentiment analysis philosophy and our content analytics offerings such as Social Sandbox and Social Decoded.

In case you […]

November 15th, 2016|

Ideas for Success

By Bradley Honan, CEO

This past summer, KRC had a truly fantastic class of summer interns.  I believe that we’re able to consistently find great interns because we offer them an experience that is much more rewarding than just photocopying or going on coffee runs.  Instead, we have our interns dive headfirst into the actual work that we do for our clients.  In the last year, two interns have written a blog about their experience at KRC – check them out here and here!

Before they returned to campus, a number of them asked for my […]

November 2nd, 2016|

What Data Teaches Us About Hispanic Audiences

By KRC Staff

In honor of Hispanic Heritage Month, we’re highlighting some of the most recent insights about this socially, culturally, and politically influential demographic group and how marketers are responding to this ever-changing and increasingly visible demographic.

First, much of the growth of the Hispanic or Latino demographic can be attributed to the coming-of-age of the “NextGen” market—essentially, first or second generation Latinos, born in the U.S., who may have grown up in households where Spanish was spoken and ties to the homeland remained strong, but who also tend to be better educated and more upwardly mobile than their parents […]

October 11th, 2016|

An Intern Answers the Questions that She Asked in Her Own KRC Interview

Written by Ruth Aitken (Class of 2017, Tulane University)

In the first few months of 2016, I was studying abroad in Madrid but already missing my home metropolis of Washington, D.C. In my daydreams, I played a starring role as Vivacious Young Professional with Amazing Internship in the setting of Best City in America (I’m biased). I had the scene scripted, and I knew I was in deep when I found myself buying button-down shirts for fun.  My remaining task was to find the internship that would satisfy my professional ambitions— but more importantly, the internship that would preserve my […]

August 19th, 2016|

The CEO Activist and Corporate Reputation: Five Tenets of CEO Activism

by Mark David Richards, Senior Vice President

Companies and their CEOs have long worked to influence public policy on issues that affect their core business and bottom-line, but corporate and business leaders have typically remained neutral on controversial social issues. In recent years, more CEOs are speaking up on social issues unrelated to their company’s business. A new study by Weber Shandwick, “The Dawn of CEO Activism,” conducted in partnership with KRC Research, shows that CEO activists can reap reputational rewards, but there are also risks to consider.

“A new breed of chief executive is emerging — the CEO […]

June 22nd, 2016|

What is CEO Reputation Premium, and Why Does it Matter for Your Organization?

By Bradley Honan, CEO

It’s hard to argue that the past decade has been positive for CEOs and large multinational corporations. Between a global financial crisis, the spread of worldwide protest movements (such as Occupy Wall Street), and a massive backlash against executive-level compensation, companies — and their top leaders — have faced significant, consistent threats to their reputations.

As this is happening, though, long-term research consistently underscores that CEO reputation is one of the fundamental drivers of corporate reputation — and is virtually unwavering in terms of contribution to market value. This is a significant reality which […]

April 22nd, 2016|

How Much Incivility Will American Voters Tolerate in the Race to the White House?

by Mark David Richards, Senior Vice President, and Lindsay Gutekunst, Director

The American president is elected of the people, by the people, for the people. Last night, thousands of Iowans began the lengthy democratic process of choosing the next president. Just what does it take to be elected president in of the United States in 2016? Looking at the current race, you would think that incivility wins support. In fact, most Americans see this year’s presidential primary race as more uncivil than civil (61% to 32%).

Despite widespread political banter, insulting comments directed toward certain groups, […]

February 2nd, 2016|