"I hear you guys are the social media gurus in this area. Can you help us
blow out our efforts on LinkedIn, Twitter and Facebook?"
These were seemingly innocent words from a prospective client, spoken just
last week. As we dug a bit deeper, the red flags started flying. He wants
help with social media only, and wants to address only those three
properties. He doesn't want us to worry about how the website, blog, search,
email or other areas might impact social media. He is concerned about
tracking the effort, but his tracking and measurement will focus on volume of
followers, friends and connections.
He wants a Social Media Superhero. The superhero he wants doesn't possess
super human powers and is not dedicated to protecting the public. The
superhero he is after is the type that can make his company look "hip" and
"in the know". He is convince... (more)
Marketing takes it on the chin a lot. Marketing as a word has almost dirty
connotations to some (although I imagine not many of you reading this space).
And so it’s always nice to see the value of good marketing.
In a move that came as a surprise to many last week, Amazon acquired Zappos
for what will end up probably being somewhere between $800 and $900 million
(since the deal is mostly in stock it will vary depending on how the stock is
I was with a few colleagues when we heard the news and it sparked an
interesting discussion. One of the folks in the room pointed o... (more)
We’ve written on this blog previously about the importance of content and
how writing is often undervalued, whether for a press release, website,
social media, email or really anything else. Just as important as having
the right content and writing well is having the right tone.
People connect with – and buy from – people, or at least the brand’s
personality. Make sure your approach to your content represents your
company’s personality. If you are a creative services company and a bit
irreverent, your tone should reflect that. At the same time, you probably
don’t want your m... (more)
Web 2.0 Journal
Whenever a conversation starts around the topic of social media, inevitably I
find a number of people that immediately question the value and want to see
some ROI numbers before getting involved. We’ve talked about both sides of
this discussion before in many posts, most notably Businesses: Stay Away From
Social Media If You Meet The Following Criteria and Social Media: Justify
Your Love With the Right ROI Approach.
Just today I came across this research in B to B magazine, which seems to
once again prove some value to social media activity, particular as it
In last week’s post, we discussed the first step in the creation and
execution of a lead generation program: establishing the right mindset.
This week, we’ll cover an equally important step: building your roster of
stakeholders in the lead generation program.
Unfortunately, it’s far too common that this step looks a lot like the
following within small or mid-sized organizations:
[VP Marketing and CEO/CFO are wrapping up a marketing/budget meeting]
CEO: OK. Things seem to be stabilizing. You guys should have an
additional 50k to spend on lead generation next quarter.
VP Marketi... (more)