The Trouble with Klout
SEPTEMBER 6, 2011
Estimating influence is a delicate balance of art and science. People are drawn to quantitative methods because scores are easy to understand. The downside of reducing influence to a number, though, is oversimplification. Lately, I’ve been looking at Klout , the popular new tool that bills itself as “The Standard for influence measurement. The more I look at it, the less I like it.
What a Hotel Manager Taught Me About the Future of Business
AUGUST 19, 2011
Scott Wright is the general manager of the Wyndham Wingate Hotel in Erlanger, KY, and in a 15-minute ride to the airport yesterday morning he taught me something about the future of business. The fact that the manager of the hotel was driving me to the airport was unusual in the first place, but Wright makes it part of his routine. Customer service is number two. Certainly not with advertising.
As Business Goes Social, CIOs Sit on Sidelines
NOVEMBER 28, 2011
The disconnect between CIOs and the emerging world of social business became clear to me at a conference I attended about two years ago. entered the room late, but figured I could quickly catch up on the proceedings by checking the Twitter stream of attendees. With an estimated 300 senior IT executives in the room, I expected there would be plenty of chatter going on. Same Old Song and Dance.
How to Promote an Event with Social Media
APRIL 13, 2011
As a frequent speaker at events of all sizes, I’ve had a chance to observe some of the best practices conference organizers used to promote their events through social media. We’ll look first at tactics the can work for any event, then I’ll propose a few ideas for large conferences covering multiple days and many speakers. Events of all sizes. That amplifies your message pretty quickly.
150 Content Marketing Tips
Drive traffic—and leads—with these tips for SEO, social media, content optimization, email marketing, and more.
How Much Should You Pay For Content?
JUNE 9, 2011
Marketers often ask how they can train engineers and technical people to blog, podcast and otherwise engage in deep online conversations with customers. My advice: don’t bother. You’re better off investing in professional communicators and teaching them what they need to know about your business. What’s that going to cost you? Like most things in life, it depends. Media Dividend. 10 per word.
Measuring the Immeasurable
SEPTEMBER 15, 2011
My post last week about the shortcomings of Klout got several thousand views and generated quite a bit of discussion. it also got me several e-mails from companies that claim to have built a better mousetrap than Klout. haven’t reviewed these tools in detail just yet, but it appears that influence is a red-hot topic in PR and marketing circles right now. TopazPartners.com. Just be skeptical.
Social Marketing Hangover
JANUARY 6, 2011
I was recently quoted on Internetnews.com making the following prediction: “Look for marketing’s love affair with social media to give way in 2011 to the sobering reality that a Facebook fan page and Twitter account don’t solve problems of poor products or positioning. responded that no slight was intended. Blaming the Tools. Disillusionment is starting to set in. Lack of patience.
The Other Social Network
MARCH 10, 2011
Have you checked out LinkedIn lately? If you thought the world’s largest professional network was little more than a place to post your resume, you owe yourself another visit. LinkedIn is set to eclipse the 100 million member mark sometime this spring, and it is quickly becoming the social network of choice for B2B professionals. This is the ideal B2B environment. And they’re busy. Find People.
Content Marketing 2016: Staffing, Measurement, and Effectiveness
We surveyed 2016's content marketing leaders on their biggest issues, hurdles, and goals.
How B2B and B2C Marketing Are Different
JANUARY 20, 2011
My fourth book, Social Marketing to the Business Customer , came out this week. While the purpose of this e-mail is ultimately to convince you to buy it, I hope to also impart some insight I gained from immersing myself in business-to-business social marketing for six months. Invariably, someone stands up and asks, “What does this mean to me as a B2B marketer?. Download a sample chapter.
B2B Blogging Gets Publishing Discipline
MARCH 24, 2011
I’ve spent some time over the last week judging the finalists in BtoB magazine’s annual social media awards. This is a great chance to take a snapshot of best practices in the field, and I was struck by this year’s entries in the corporate blog category. 27 of the PDF). It’s clear to me that the best B2B companies are taking their blogging to the next level. Holy cow!
Awareness E-Book Raises the Bar on Social Measurement
JULY 29, 2011
The question of how to measure social media performance, particularly in a marketing context, continues to be one of the industry’s hottest topics. Although many people are aware that traditional metrics like page views, visitors, followers and likes are poor indicators of success, the vast majority of marketers I speak to still focus on these overly simplistic criteria. Practice SEO.
Two B2B Social Marketing Initiatives Worth Checking
JUNE 29, 2011
A couple of notable B2B efforts have caught my eye recently that I wanted to share. One is Element14 , a social community for engineers sponsored by an electronics distributor of the same name. wrote in B-to-B magazine early this year about a Make magazine-like video series they started last fall that appeals to engineers’ passion for tinkering as well as for fun. It respects its audience.
Study: How Much of Your Content Marketing Is Effective?
745 marketers told us how effective their content marketing is. Here's what we learned.
Facebook Can Work for B2B Marketers, But You Gotta Know the Rules
AUGUST 4, 2011
In my work with B2B organizations, the question of how to use Facebook is invariably front and center. This Is despite the fact that numerous surveys have shown that Facebook is one of the least effective social networks for B2B marketing. Nevertheless, some B2B companies have mined gold out of Facebook’s audience, particularly for recruiting young college graduates. SAP plays inline videos.
Got a Cause? Pen a Poem. Win 10 Grand.
MARCH 1, 2011
It’s tough raising nickels and dimes. In even the most prosperous times. One new course of action. That might get some traction. Is pitching nonprofits in rhymes. OK, so I didn’t miss my calling as a poet. But if you’re a nonprofit organization in the U.S., or Canada, and if you can tell your story poetically, you can win up to $10,000 from the CTK Foundation’s Heart and Soul Grant Competition.
Groupon Digs the Hole Deeper
FEBRUARY 7, 2011
It’s been a little more than 24 hours since Groupon aired the most offensive advertising campaign in history , and the company’s response to the outpouring of negative commentary has been a textbook example of how not to handle a crisis. Too bad Groupon didn’t mention any of those noble goals in the commercials themselves. Mason finally posted a response to the outpouring of commentary today.
Facebook Tips for Midsize Businesses
OCTOBER 19, 2011
With Facebook presenting a tempting target of 800 million potential customers, small businesses are flocking to social network as a fast and easy way to generate business. But many SMB’s don’t take full advantage of the Facebook platform because they’re intimidated by the learning curve and the technical knowledge that Facebook applications demand. It’s not about the likes.
Definitive Guide to Planning a New Content Initiative
Are you kicking off new content initiatives this year? This comprehensive ebook from DivvyHQ asks the 10 most vital questions that should be answered (before you start executing anything) to ensure the success of each new content initiative.
Best Gifts for Geeks: The Spiceworks List
DECEMBER 22, 2011
As part of my work with IBM Midsize Business , I monitor and contribute to an active IT community called Spiceworks. This collection of hard-core geeks (1.8 million as of this writing) loves to get down and dirty about the day-to-day issues of managing infrastructure at small and midsize businesses, but they also like to have fun. There’s a curious fascination with bacon. Superheroes. For $9.75
Earth Knowledge is a Great Example of Content Curation
APRIL 25, 2011
Earth Knowledge takes curation to a new level. The site was conceived as a way to promote a concept called “Reliable Prosperity, or decisions that contribute both economic and ecological value. One of the really innovation features of Earth Knowledge is a Google Maps mashup that delivers selected content contributed by partners in a striking visual style.
CareOne Cashes In On Community
FEBRUARY 7, 2011
CareOne Debt Relief Services contends with a business climate that few of us (thankfully) have to face: Its industry has a terrible reputation. That industry is debt relief, a field that many people associate with fast talking pitchmen on late-night infomercials. busy online community has been a remarkably effective engine of growth. She would do no such thing. But more on that in a minute. The 1.4
Surveys Show ‘Social Business’ Concept Gaining Traction
NOVEMBER 16, 2011
A quartet of new research reports suggested that small and midsize businesses (SMB) are rapidly waking up to the potential of social media and cloud-based infrastructure to create new operational efficiencies and better engage customers – and that they may also be leading the US out of recession. The concept has gained momentum in the form of “intranet 2.0″
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.
Social Marketing Wisdom from the Insurance Industry – Really
AUGUST 26, 2011
I was privileged to be on a panel with some outstanding social media practitioners from the insurance industry at the 2011 Social Media Conference for Financial Services put on by LOMA LIMRA this morning. Farmers Insurance for example, hasn’t accumulated 2.3 million Facebook likes by boring people. actually think insurance is a fascinating business. “It was a huge win for them. “.
Groupon’s Advertising Obscenity
FEBRUARY 6, 2011
In my 53 years on earth, I have never witnessed a more tasteless, vulgar and morally repulsive example of exploitative marketing than this Groupon ad that ran on the Super Bowl tonight. Can you imagine using the suffering of a repressed and brutalized nation to market online coupons? It’s mind-boggling. What’s next, Groupon? advertising marketing fail groupon tasteless
SEPTEMBER 2, 2011
Downed trees in Framingham (Photo via Framingham Patch). Today is my fifth day without Internet service. My connection dropped on Sunday during Tropical Storm Irene, when my cable provider, RCN, lost power. Five days later, my local RCN office remains one of the 3% of utility customers statewide who have yet to get power back. I’ve accepted this inconvenience with quiet resignation. live online.
My Video Interview About B2B Social Media on CMO Advantage with Ed Gaskin
APRIL 22, 2011
I spent a fun half-hour chatting it up with Ed, who’s a good friend and fellow media enthusiast. He told me how he spends most of his time these days working with inner-city gang leaders to mediate disputes. It makes social media marketing seem rather unimportant. B2B book podcast video cmo advantage
Let Your People Speak!
FEBRUARY 24, 2011
IBM engineers celebrate Watson's victory (from an IBM YouTube video). Earlier this week I wrote an article for SocialMediaB2B.com that made the case that last week’s IBM Watson Jeopardy challenge, in which an IBM computer thrashed the two greatest Jeopardy champions of all time, was the greatest B2B marketing campaign ever. Researchers reacted as if their child had just graduated from Harvard.
Organizing the Chaos of Social CRM
FEBRUARY 22, 2011
Software Advice has posted a grid that presents a new way of looking at the social CRM market. More importantly, Marketing Director Houston Neal argues that social CRM actually doesn’t exist. The market is too fragmented and no vendor pulls together all the necessary features, which include platforms, monitoring tools, social analytics and CRM. Have a look at the grid and see what you think.
The Social CIO: Texas Health Builds a Knowledge Engine
DECEMBER 9, 2011
Last week I posted a rant about the failure of CIOs to take a leadership role in their company’s social media strategies. Having played the scold, I also want to recognize the efforts of CIOs who get it. The Next Big Thing This is one in a series of posts that explore people and technologies that are enabling small companies to innovate. million customers. The first event was a sellout.
McKinsey Research Again Validates Social Technology Benefits
DECEMBER 27, 2011
Here are highlights from the fifth annual McKinsey study, “ How social technologies are extending the organization ” (registration required). McKinsey’s groundbreaking research in this area has consistently demonstrated that companies that leverage social technologies most aggressively see the payoff in market share gains, improved productivity and higher customer satisfaction.
Staffing and Launching Your Content Marketing Program
Brand voice? Editorial calendar? Approval workflow? Learn how to craft the crucial parts of a content marketing program. In the third installment of our five-part playbook series, discover the necessary steps to execute a content marketing program.
How Will Technology Affect Employment?
OCTOBER 31, 2011
Live-blogging from the IBM Watson University Symposium at Harvard Business School and MIT Sloan School of Management. . Panel discussion: How Will Technology Affect Productivity and Employment? Moderator: Erik Brynjolfsson – MIT Sloan, CDB. Panelists: David Autor – Economics, MIT; Irving Wladawsky-Berger, MIT, IBM Emeritus; Larry Katz, Harvard; Frank Levy, MIT. The Next Big Thing.