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MS-Digital Innovation in Marketing

Fox School of Business

Fox School of Business
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Benjamin McIntyre

Profile picture of Benjamin McIntyre

@benjamin-mcintyre

Active 3 months, 3 weeks ago
@gabby-gutierrez Hey Gabby! It was a pleasure working with you during our last MIS class. View
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  • Profile picture of Benjamin McIntyre

    Benjamin McIntyre wrote a new post, Justin.tv to Twitch.tv: Value Proposition vs Brand Position, on the site Benjamin McIntyre 6 months, 1 week ago

    Justin.tv

    When the “live streaming” service Justin.tv initially found success in 2007, it was through a strong value proposition, driven by the three stages of “fit”.

    Solution Fit

    The problem was cre […]

  • Profile picture of Benjamin McIntyre

    Benjamin McIntyre wrote a new post, Patreon: Disrupting for the Creators, on the site Benjamin McIntyre 6 months, 1 week ago

    What is Patreon?

    Simply put, Patreon is a platform on which consumers can directly pay creators for content and merchandise. Content can be videos, streaming content, artwork, audio, etc. The content does […]

  • Profile picture of Benjamin McIntyre

    Benjamin McIntyre and Profile picture of Gabby GutierrezGabby Gutierrez are now friends 6 months, 3 weeks ago

  • Profile picture of Benjamin McIntyre

    Benjamin McIntyre posted a new activity comment 7 months ago

    Kate, this is a wonderful idea to address hunger and food shortages due to income. I was just watching a news segment about how there is a push in East and Southeast Asia to address food inequality just like this. A number of food pantries have partnered with local restaurants and grocers to collect food that does not meet the high standards for…[Read more]

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  • Profile picture of Benjamin McIntyre

    Benjamin McIntyre wrote a new post, Housing Homeless Long Term Less Expensive than ER Visits, on the site Digital Marketing MKTG 5604 Fall 2021 7 months ago

    According to a 2019 news article by WBUR (Boston National Public Radio) titled “To Reduce Chronic Homelessness, A Chicago Hospital Is Treating It As A Medical Condition” a Chicago based hospital has det […]

    • Profile picture of Chelle Johnson
      Chelle Johnson replied 7 months ago

      Hi Benjamin,

      Interesting post. I think this is a really good way to use digital innovation. It never occurred to me that housing is cheaper than paying for repeat ER visits, although I shouldn’t be surprised. I think what’s great about this innovation is that it can help fight homelessness of course. I would love to see a day where no one in the world is without a home. But the reality is, when it comes to capitalism, if it doesn’t make dollars, it doesn’t make sense to many businesses. I like that your value proposition is strong and makes it clear that this innovation will save hospitals and states money.

  • Profile picture of Benjamin McIntyre

    Benjamin McIntyre wrote a new post, What Capital is Your Social Media ROI Producing?, on the site Information Technology Management MIS 5001 Fall 2021 7 months ago

    In the paper “Generating Capital from Social Media”, Mandviwalla and Watson posit that there are 5 types of capital that can be generated from business decisions.

    The authors go on to explain how each typ […]

    • Profile picture of Chelle Johnson
      Chelle Johnson replied 6 months, 2 weeks ago

      Hi Ben, I think you raise a great point here. One of the reasons I actually shifted my career away from social media marketing and into email is because I could never really see the results of my labor. In nonprofit, well any business really, raising funds for our programs was most important. I didn’t see how spending an hour on a post for 40 likes was doing that. But talking about human capital in this way, for example, can help social media marketers feel a little less jaded as I had become. Or even help marketing managers who are trying to build out their team to use the correct language when advocating for hiring social media marketers to their stakeholders. It shows that there is value beyond $$ and these terms used in the article can help them articulate it in a way they weren’t able to previously.

    • Profile picture of Jason Lindner
      Jason Lindner replied 6 months, 1 week ago

      Thanks for this article, Ben. I agree that there is a great deal about social media that seems amorphous from a data standpoint. One of the reasons I am getting this degree is to get a better handle on this question. For me, interacting with third-party vendors that do our social media ad buying seems a bit like the way a sorcerer in medieval times worked. If things go well and are on target they take credit, and if things go badly they offer excuses surrounding unforeseen circumstances. All the while I can’t help but feel that much of it is guesswork and flim-flammery without real repeatable data or understanding of why something might work versus a different strategy. Obviously, in marketing we can only make educated guesses as to why something catches fire, but I am hopeful to learn more about how to reduce the risk on those guesses. So far I have been pretty unimpressed with partnerships with those that claim to hold the keys to the social media kingdom. .

  • Profile picture of Benjamin McIntyre

    Benjamin McIntyre posted a new activity comment 7 months ago

    Iridian, I really like the idea of creating a wireless means of communication between the Earth and Moon. It’s such a “sci-fi” thing to accomplish, that is also a no-brainer given the fact that we have the technology to do it. As long as the wireless communication is owned by NASA, I’m less worried about some sort of abuse of the network (IE for…[Read more]

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  • Profile picture of Benjamin McIntyre

    Benjamin McIntyre posted a new activity comment 7 months, 1 week ago

    You’re completely right. People are using these technologies as a means to an end, essentially a shortcut. They aren’t considering what might fall through the cracks or who might be effected, they just want to get from A to Z as quickly as possible.
    What I believe will make a difference is continued success advertising to minority communities.…[Read more]

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    Benjamin McIntyre and Profile picture of Megan SharkeyMegan Sharkey are now friends 7 months, 2 weeks ago

  • Profile picture of Benjamin McIntyre

    Benjamin McIntyre wrote a new post, Utilizing AI Technology with a Human Perspective, on the site Information Technology Management MIS 5001 Fall 2021 8 months, 1 week ago

    In the Beginning
    Back when I was getting my undergrad, the concept of big data had just become mainstream (AI wasn’t even a topic of discussion at the time). Whenever it came up, few teachers and working […]

    • Profile picture of Chelle Johnson
      Chelle Johnson replied 7 months, 1 week ago

      Hi Ben. I really enjoyed reading this and I have actually never heard of this campaign, nor Black & Abroad. Part of me is a bit jaded when it comes to AI and it serving minority communities well. I think the way the technology was used in this case is beautiful. But at the end of the day, most of the people who are creating and using these technologies are not in these communities and they don’t always do their due diligence to consider everyone. Not sure if you heard of this story: https://www.mic.com/articles/124899/the-reason-this-racist-soap-dispenser-doesn-t-work-on-black-skin. It’s stories like this that make me believe that technology will fall short because the humans that are creating them fall short as well.

      • Profile picture of Benjamin McIntyre
        Benjamin McIntyre replied 7 months, 1 week ago

        You’re completely right. People are using these technologies as a means to an end, essentially a shortcut. They aren’t considering what might fall through the cracks or who might be effected, they just want to get from A to Z as quickly as possible.
        What I believe will make a difference is continued success advertising to minority communities. Until most agencies see big dollar signs as results, most will not be willing to put this level of effort into a campaign. The irony with all of this is that today, with AI and machine learning, it’s easier than it has ever been to both identify and advertise to minority communities or niche markets. It’s really a shame because unmet communities should be provided the same level of treatment and it’s proven that they will spend money just as often as mainstream audiences.

  • Profile picture of Benjamin McIntyre

    Benjamin McIntyre wrote a new post, Sep 12, 2021, on the site Benjamin McIntyre 8 months, 1 week ago

    With the recent release of Marvel’s Shang-Chi and the Legend of the Ten Rings mainstream, American audiences are being introduced to Tony Leung for the first time. What many won’t realize is that Mr. Leung has […]

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    Benjamin McIntyre and Profile picture of Henry FountainHenry Fountain are now friends 8 months, 2 weeks ago

  • Profile picture of Benjamin McIntyre

    Benjamin McIntyre and Profile picture of Montrease CottleMontrease Cottle are now friends 8 months, 2 weeks ago

  • Profile picture of Sara Valko

    Sara Valko and Profile picture of Benjamin McIntyreBenjamin McIntyre are now friends 8 months, 2 weeks ago

  • Profile picture of Benjamin McIntyre

    Benjamin McIntyre and Profile picture of Andrea MowersAndrea Mowers are now friends 8 months, 2 weeks ago

  • Profile picture of Benjamin McIntyre

    Benjamin McIntyre and Profile picture of Kate LevyKate Levy are now friends 8 months, 2 weeks ago

  • Profile picture of Benjamin McIntyre

    Benjamin McIntyre and Profile picture of Brianna ClyburnBrianna Clyburn are now friends 8 months, 2 weeks ago

  • Profile picture of Benjamin McIntyre

    Benjamin McIntyre and Profile picture of Krupa BhattKrupa Bhatt are now friends 8 months, 2 weeks ago

  • Profile picture of Benjamin McIntyre

    Benjamin McIntyre commented on the post, Interests, on the site Benjamin McIntyre 8 months, 2 weeks ago

    I’ve always wondered if I could have come to the same conclusion about what I wanted to do as a career earlier in my life. Even though I’m happy with where I am and where I’m headed, it would have been great to be on this path at an earlier stage in my life. I’ve always been jealous of people that just knew what they wanted and headed for it. It…[Read more]

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    Benjamin McIntyre commented on the post, Interests, on the site Benjamin McIntyre 8 months, 2 weeks ago

    I assure you that not all of my movie and media consumption is critical I’ve seen every Fast and the Furious film in theaters and love mid-night movies like The Room. I just love movies. I think the more you dig in and engage with something on an intellectual level, the more you can appreciate what’s being done on every level. Plus, some of the…[Read more]

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Fox School of Business

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