How to Calculate Social Marketing ROI
JUNE 24, 2010
This is a draft of chapter 10 of Social Marketing to the Business Customer by Paul Gillin and Eric Schwartzman. This chapter focuses on how to calculate ROI of social media and Internet marketing programs in general. I’m particularly interested in your feedback on this chapter because it presents some new ideas I’ve been playing with about how to calculate the ROI of almost anything.
The End of ‘Social Media’
DECEMBER 16, 2010
This is the time of year when a lot of people make predictions. I’ll resist that urge, though, and instead present a plea: Let’s make 2011 the year we stop talking about “social media.”. It’s not that social media is no longer important. On the contrary, today there’s almost no media today that isn’t social. The problem with much of the discussion is that it’s been focused on tools, and tools are far less interesting than what people do with them. Now that everyone knows the basics of Facebook and Twitter, things start to get interesting. Stunning. Barnum, BTW). IMDB has an app for that.
Social Media RFP Gets An Update
DECEMBER 27, 2010
One of the social marketing practitioners I most admire is Maggie Fox, whose Social Media Group was a pioneer in creating new-media campaigns long before it was fashionable. About a year ago, Social Media Group published a comprehensive and intelligent template for creating requests for proposal (RFPs) for social marketing campaigns. Now they’ve followed it up with a second version that includes an “RFP Bill of Rights that “will hopefully help provide guidance on how to do an RFP right and fairly, Maggie says. The Bill of Rights makes for interesting reading.
Tips For Making That “Networking” Meeting More Fruitful
AUGUST 20, 2010
Back in the early days of my career, I made a point to go on frequent informational interviews. These meetings, which were usually conducted in person, gave me a chance to sit down with people who were successful in their field and to learn from their experience. never overtly asked people for a job or anything more than a little of their time. Today, the shoe is on the other foot. Have an agenda.
A Content Formula for Complex B2B Organizations
Content Marketing is essential for anyone who wants continued success and growth.
B2B Blogging Excellence
MAY 25, 2010
I was privileged to moderate the BtoB magazine Social Media Awards Breakfast in New York this week. There I got a chance to meet some remarkable people who took chances on social marketing before it was fashionable and won. first noticed Jim Cahill’s blog four years ago, so it was a particular pleasure to meet him and hear his story. Their reticence was understandable. They persevered.
Eloqua’s Innovative Blog Tree
DECEMBER 15, 2010
Big graphics are a recent trend and a great way to attract attention. People love to share images that creatively display information in formats that make data easier to visualize. Wikibon.org did this to great effect this summer, presenting data storage growth in terms of iPads stacked on the playing field at Wembley Stadium. This one has a twist. Just follow Joe’s directions and join the foliage!
DECEMBER 7, 2010
Of the thousands of people who pass through our lives, few stand out as true originals. The world lost one last week. Tom Monahan died of ALS at the age of 58. He was way too young. Tom was a treasure. He was both a lone wolf who thumbed his nose at authority and a team player who loved his friends and colleagues and who was loved by them. He was a designer, and he made an immediate impression.
Age of the Tablet Has Begun
NOVEMBER 17, 2010
I tend to be a skeptic about new technology, probably a consequence of 25 years of seeing cool demos of products that never worked very well in real life. tend to be a late adopter, too. only got on the smart phone bandwagon a year ago after Apple had already shipped 100 million of them. I was also blasé about the iPad when it was announced in January. Now we know better. Travel-Ready.
B2B Marketing Trends for 2016
25 B2B marketing thought leaders answer the question "What do you expect to B2B marketers to be doing more of or differently in 2016?" The results are amazing insights around content marketing, achieving business results, alignment, employee advocacy, new technologies, customer experience and more.
My Favorite Productivity Apps – Multimedia & Web
NOVEMBER 8, 2010
Continuing on my post from two weeks ago about my favorite PC productivity tools, here’s another list of goodies. Most are free, all are bargains. Photo/video. It works with a lot more sites than just YouTube and cleanly downloads Flash video. then convert the downloads to a format that PowerPoint can understand, such as WMV, using the terrific iWisoft Free Video Converter. What a waste. Internet.
My Favorite Productivity Apps – Part One
OCTOBER 21, 2010
Thanks to new tools, much of that is now automated. constantly experiment with new software, and over the years I’ve come to rely upon a handful of stalwarts that I use every day. Over the next couple of issues, I’ll run down the list and tell you why I value these tools. also hope you’ll share your favorites as comments so we can all become more productive. None cost more than $50.
10 Tips For Moderating a Great Panel
SEPTEMBER 23, 2010
This topic is a little different from my usual fare. It’s about moderating panels, a function that many of us are called upon to perform at events from time to time. The reward of a successful panel is seeing the audience interact both during and after the event, and hearing that all your panelists enjoyed the experience. Please embellish these tips with your own comments. Before the Event. 1.
I’m Just a Sucker for Believe It or Not!
SEPTEMBER 14, 2010
I have been a hopeless Believe It or Not! addict since the age of 10. I’m so glad to see they’re keeping up with the times. couldn’t find a static version of this e-mail pitch, so thought I’d share. Technomazing! Unbelievable technology tales are featured in the new book from Ripley’s Believe It or Not! called Enter If You Dare! Onion Power – pg. Spy Tooth - pg.
Millennials: Coming Soon to a Cubicle Near You
AUGUST 26, 2010
This weekend I’ll pack my daughter off to college, so as a little celebration, I took her and a friend to a Six Flags amusement park this week. As we drove west on the Massachusetts Turnpike, I took the opportunity to eavesdrop on the conversation in the back seat, affording me one of my too-rare glimpses into the world of Millennials. They already knew many of them, of course. Media Everywhere.
The Rise of the Customer Marketer
Explore the changes taking place in customer marketing from the perspective of customer marketers themselves.
Content Curation on Steroids
JULY 29, 2010
All of a sudden, “ curation ” is one of the hottest words in the Web 2.0 world. That’s because it’s an idea that addresses a problem humans have never confronted before: too much information. In the process, it’s creating some compelling new ways to derive value from content. Content curation is about filtering the stuff that people really need from out of all the noise around it.
Paving Media Cow Paths
JULY 14, 2010
I recently flew into San Jose airport with the task of making my way to San Mateo, nearly 30 miles up the peninsula. In the name of saving my hosts a rental car charge, I hopped the shuttle bus to the Santa Clara train station to pick up the usually reliable CalTrain to my destination. arrived at the train station at about 1 a.m. body time, looking forward to napping on the hour-long ride north.
A Word of Mouth Campaign for Clean Drinking Water
JULY 13, 2010
Next week’s Supergenius conference in New York, organized by GasPedal and word-of-mouth pioneer Andy Sernovitz, promises to be a fantastic event, at least if last December’s inaugural conference was any indication. Andy is trying to use Supergenius to demonstrate the power of word-of-mouth in support of a very worthy cause: fresh drinking water for the developing world. Watch the video.
What Should Apple Do?
JULY 13, 2010
Now that Consumer Reports has given the iPhone 4 a thumbs down , Apple has a full-blown crisis on its hands. If the company was engaged in active dialogue with its customers, Apple would be in a better position to contain the crisis, or at least tell its side of the story. However, Apple shuns social media of all kinds. Please share your comments below. Include your name and a link to your website.
Six Key Steps to Successful Marketing Automation Adoption
Selecting a Marketing Automation platform can be a daunting task. With so many options out there, your success with Marketing Automation depends on selecting the platform that best fits your needs.
The Appeal of B2B Social Networks
JUNE 9, 2010
Following is an excerpt from Social Marketing to the Business Customer , which is due to be published in January, 2011 by John B. Wiley & Sons: Online communities are a bit of a paradox. They are both the oldest form of social media and also the newest. Those early online outposts looked little like the Facebooks and LinkedIns of today, though. The key is to get members to want to participate.
JUNE 4, 2010
My definition of a good speech is one in which the speaker tells you something you already know in a way that you’ve never considered before. That’s why David Weinberger is one of my favorite speakers. Here are my notes from David’s presentation this morning to the Mass. Tech Leadership Council’s Social Media Summit. Apple is about art. Google is about scale.
Great Events This Week
MAY 31, 2010
There are a couple of events coming up in the Boston area this week that I hope you’ll attend. On Thursday, June 3, the Mass. Technology Leadership Council is hosting its second annual Social Media Summit. We’re bringing together a lot of smart practitioners from the area who are putting social marketing to work in real business scenarios. Sign up here. Sign up here.
Seven Questions to Ask About Your Website
MAY 13, 2010
People usually call me for help setting up and optimizing their social marketing programs. But in the early stages of our engagement the conversation almost always takes another turn. In about two out of three cases, in fact, we start by focusing on the client’s website because so many basic issues still need attention. Clients are sometimes frustrated by this. Focus on results rather than process.
8 Ways to Create More Effective Lead Generation Programs
Explore key areas you should focus on with your content syndication strategy in order to help you get the attention of your target audience and build trust.
A Quick Fix for the Latest WordPress Virus
MAY 10, 2010
I spent several frustrating hours this weekend trying to recover from a nasty virus that has hit WordPress installations on Network Solutions and Go Daddy, which is my hosting service. After wasting many hours fiddling with wp-config files and backing up and restoring databases, I hit upon a simple solution this morning that appears to have restored my three blogs to their former glory. Click OK.
Oracle’s Updated Social Media Policy
NOVEMBER 24, 2010
Dated 11/22/10. Most hyperlinks have been removed because they refer to pages behind Oracle’s firewall. This is a well-crafted policy. The Oracle Social Media Participation Policy applies to. All blogs, wikis, forums, and social networks hosted or sponsored by Oracle (e.g., blogs. oracle. com , wiki. oracle. com , mix. oracle. com , forums. oracle. com ). Your personal blogs that contain postings about Oracle’s business, products, employees, customers, partners, or competitors. Twitter, social networking sites). REQUIREMENTS. Follow the Code. Make sure you’re familiar with them.
A New Approach to Assessing Influence
NOVEMBER 23, 2010
MBlast is coming out with a new way to assess the influence of online editorialists. They believe influence is about more than numbers and I think they have a point. CEO Gary Lee hints at what they’re thinking here. He casts the proposal in interesting historical context. Full disclosure: I’m on MBlast’s advisory board and have a very small equity stake.
Are Exclusives a Good Idea? In a Word: No
OCTOBER 14, 2010
Should you give exclusives to journalists? My advice on this has always been unequivocal: No. Exclusives are a bad deal for you in the long-term and make no difference to the audience you’re trying to reach. This question came up last night during a panel sponsored by the New England Venture Network on which I participated along with several business journalists. broke with my colleagues on this question, but I firmly believe that exclusives are a bad idea. Here’s my thinking: Journalists are a competitive bunch and they care deeply about who gets information first.
A Blueprint for Content Marketing Success
84% of marketers plan to increase their content marketing spend over the next 5 years but less than half have any real confidence such content investments are paying off, based on a recent CEB survey.
Oracle’s Social Media Policy
JULY 8, 2010
With the acquisition of Sun complete, Oracle distributed its social media policy to employees this week, and I was forwarded a copy. version from six months ago can be found here. This is a nice, concise document that covers all the bases I can think of. It’s particularly useful in its approach to copyright and permissions. Perhaps it will help you in formulating your own policy. Chris Boudreaux has assembled an amazing database of 167 social media policies from businesses, government agencies and nonprofit organizations that you may also find useful. Twitter, social networking sites).
The Changing Rules of B2B Marketing
JUNE 17, 2010
Here is a draft of the first chapter of Social Marketing to the Business Customer by Paul Gillin and Eric Schwartzman. This chapter focuses on drawing the major distinctions between business-to-business (B2B) and business-to-consumer (B2C) markets and where social marketing has particular value to B2B companies. Your feedback is welcome. Please ignore the typos and grammar flaws that inevitably appear at this stage. Friends know Scott Hanson as an affable native Texan with a penchant for computers, cars and poker. In 2008, about 100 people visited the site every day. It doesn’t really matter.
The Power of B2B Communities
MAY 27, 2010
Here are the first 1,100 words of the chapter on B2B social communities from my forthcoming book, co-authored with Eric Schwartzman, entitled Social Marketing to the Business Customer. The rest of the chapter will go into the various kinds of social communities and how to use them, with examples from the HR, food service, medical and construction industries. I’d appreciate any feedback on this opening passage, in particular: Is this information useful to you? Does it set the stage for a deeper discussion of social communities? Is it appropriate to a B2B setting?
The Best Email Subject Line For Teleprospecting I've Seen Yet.
Sales Prospecting Perspectives
JULY 28, 2010
The best email subject line I've seen in my career came through my Inbox this week. Brad G, one of our inside sales reps shared an email he had received from a prospect praising his persistence in prospecting him. We call it "polite persistence" here at AG and I was very proud that the prospect not only responded to Brad, but took the time to compliment his approach and work ethic. Love to see that. As I was closing out the email I glanced at the subject line that Brad had sent to the prospect. It read " Attention: Jim - Final Follow up". or "do I know Pete"? Next he uses Jim's name.
Why B2B Content Strategies Are Paramount for Generating Quality Leads
Generating demand and ensuring the consistent flow of high-quality, actionable leads is what makes B2B marketers successful.
Ten reasons to blog – even if nobody reads it
grow - Practical Marketing Solutions
NOVEMBER 7, 2010
. Building an engaged community through a business blog can be extremely difficult — sometimes impossible. Look at companies like General Electric who do an amazing job with their blog and yet have almost no “community or comments at all. There must be some good business reason they do it, right? . There better be. Do your competitors have a blog? This is valuable real estate!
A fascinating “hardcore” B2B social media success
grow - Practical Marketing Solutions
JUNE 20, 2010
With many companies now engaged in social media marketing strategies for nearly two years or more, success stories are starting to emerge, even in the difficult marketing world of industrial B2B. I discovered a great success story to share with you through a masters thesis being developed by Haakon Jenson of Norway. BACKGROUND. Limited marketing budget and employee resources. STRATEGY. RESULTS.
Want a Bigger Marketing Budget? Send Less Leads to Sales
B2B Lead Generation Blog
NOVEMBER 18, 2010
If your 2011 marketing budget is tighter than you want it to be, trying giving sales less leads. According to Marketing Sherpa’s just-released 2011 B2B Marketing Benchmark Report , a whopping 80 percent of the 935 respondents said they pass unqualified leads along to sales. That’s a costly mistake. Let me explain why: For every 100 raw leads, only 4 to 7 are ready to buy.
A Simple B2B Marketing Framework
Everything Technology Marketing
JULY 10, 2010
We often discuss in this blog how B2B marketing is becoming more complex, and how to manage this complexity. Marketing is getting involved in many more areas that touch the customer along the buying process, multiplied by a dizzying variety of new tactics, online communications and engagement platforms. But that's content for another blog post. Let me know your thoughts about this framework.
The B2B Marketer's Field Guide To Customer Engagement
Leverage customer engagement and advocacy to drive brand, demand and profitable growth.