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.
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.
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.
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Tribes Rule the Hyper-Social Organization
SEPTEMBER 8, 2010
I’ve been looking forward to reading The Hyper-Social Organization since I first heard François Gossieaux and Ed Moran discuss the findings of their “Tribalization of Business research at a conference two years ago. wasn’t disappointed. The assumption in The Hyper Social Organization is that human beings are basically social animals and that our behavior is fundamentally tribal.
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.
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.
Social CRM: Curb Your Enthusiasm
OCTOBER 7, 2010
If you’re a marketer in a medium-to large-sized B2B company, you’re almost certainly using customer relationship management (CRM) software to track your customers and prospects. And if you’re a CRM user, you’re almost certainly hearing about Social CRM, the hottest new craze in that 20-year-old field. encourage you to restrain your enthusiasm. right. What’s more, it would be pointless. anything.
Content Marketing 2016: Staffing, Measurement, and Effectiveness
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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.
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?
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.
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.
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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.
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.
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.
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.
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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).
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.
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!
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.
5 New B2B Sales and Marketing Strategies
The traditional B2B sales and marketing model is typically depicted in the shape of a funnel; flow starts with marketing and then transitions to sales. Pretty standard, right? The model has now shifted to focus on the customer and their buyer journey.
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.
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.
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.
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.
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.
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.
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.
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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.