How social media muteness endangers your company: The crisis at McKinsey
JULY 29, 2011
McKinsey recently learned a difficult lesson about what happens when the world takes your thought leadership marketing seriously—and when you lack the ability to respond in the moment through social media. Such a bold and relevant piece of thought leadership was bound to capture mainstream media interest, and this one certainly did —another coup in McKinsey’s long string of thought leadership marketing successes. Despite its prowess in thought leadership—McKinsey is simply the best—the firm is falling dangerously behind in social media. That picture is stark and scary.
How Manchester United Revolutionized Sports Marketing
APRIL 3, 2014
Research by my colleague Rob O’Regan has found that hanging onto the kind of global popularity enjoyed by Man U requires focusing on four key channels: Social media. As part of its sponsorship of UK soccer team Tottenham Hotspur, Under Armour ran a social media contest that attracted entries from fans in more than 50 countries. Have a Backstory. What Happens When You Start to Lose?
7 reasons why social media success has nothing to do with social media
OCTOBER 7, 2011
This week I was asked to speak on a panel about social media to a group of B2B marketers in financial services. But when the panel was over, I realized something scary: Most of the success factors we wound up talking about had nothing to do with social media. They had to do with other things that companies have to do before they can successfully engage in social media. Here are some examples: Most C-level executives are not in social media—they’re in search. When we surveyed B2B marketers last year, 50% said they do not have a social media policy.
Is ghost writing in social media right or wrong?
JUNE 18, 2012
Social media is biased toward English. One of the best aspects of social media is the opportunity to put ideas to the community and gather feedback. I’m excited about the prospect of not just presenting ideas to the SCN community but also in building ideas with this community. Fighting The Good Fight In Social Media (pr.typepad.com). Blogging Idea Marketing Latest Post Social Media B2B marketing Blog blogs social media management social media strategyYou can read the entire post here. They may not like it and you may not either. Related articles.
150 Content Marketing Tips
Drive traffic—and leads—with these tips for SEO, social media, content optimization, email marketing, and more
Is “social media campaign” an oxymoron?
DECEMBER 2, 2011
If you had asked me a few years ago whether the traditional marketing campaign had any place in social media I would have scoffed. After all, “engaging” is one of the four components of social media management. But then I see something like HP Technology Services (HPTS)’ “Where’s the Humanity in Your Technology” campaign, or Hitachi Data Services ( HDS )’ Social Media Buzz campaign. You’re just warming up to social media campaigns because you work for ITSMA and these are the companies who won your contest. I’m not a slut, I’m a snob. You’ve heard of Farmville, right?
How to measure influence in social media marketing
MAY 6, 2011
Measuring influence is the new obsession in the social media world—adding another layer of anxiety to the dark cloud of existential dread that is marketing ROI. Social media present us as individuals seeking status within a community, which is something that humans have been working at since our days as monkeys. How to measure social media influence in a marketing context.
The five stages of social media grief—have you passed through them yet?
JUNE 15, 2011
Social media (along with skimpy marketing budgets) are causing a transformation in marketing to a degree that we haven’t seen for a lifetime. In my seven years as a social media acolyte, I’ve spoken with many marketers who grew up at the knee of message-based marketing. I’ve seen how difficult the transition can be. Image via Wikipedia. Denial. This can’t be happening—not to me.”
Does integrity make you a social media loser?
OCTOBER 14, 2011
Social media a-lister Chris Brogan, who had a policy of following back everyone who followed him, deleted everybody before finally settling on a few hundred people to follow and shifting his attention to the new social network on the block, G+. Share and Enjoy: Latest Post Social Media B2B marketing Chris Brogan Google marketing Mitch Joel Online Communities social media management social media strategy Social network Triberr TwitterLots of people seem to be having Twitter identity crises these days. Do you? tweet links to content, not quotes from famous people.
Four reasons to hate thought leadership
FEBRUARY 4, 2012
First, because I’ve left ITSMA and joined SAP , where I will focus on marketing the good ideas of the many subject matter experts there. I’m going to share my experiences in helping to build an engine for developing and disseminating good ideas for SAP (with names changed to protect the innocent and guilty alike). I won’t be focusing on B2B marketing in the broadest sense anymore; I’ll be narrowing things to idea marketing (and the role that social media play in it). It disregards social media. It’s a set up for failure. Truly great ideas are rare.
6 ideas for sifting the mobility chaos
MARCH 12, 2012
In this increasingly global and interconnected world [hey, we can't deny the past, right?] of data overload from social media and mobile phones, businesses are looking for a way out. For about 20 years (sad to say I was a journalist for even longer than that) it seemed that every white paper that crossed my desk began with some variant of this sentence: “As the world becomes more global and interconnected, businesses need a way to see through the complexity. Hire us.]“ Hire us.]“ “ Last week, I went looking for some good ideas on mobility. My destination?
Content Methodology: A Best Practices Report
and media formats. Landscape Channel and Media. Continuous Improvement When organizations publish content, they venture into the world of media. for their audience’s attention, including major publishers and media companies. modern media landscape, the “If you build it, they will come” mindset is doomed to. Social Media • Activation across. Content. In the.
The last of the anti-social marketing tactics
NOVEMBER 11, 2011
And yet we keep spending hard-earned shareholders’ dollars creating these shallow soundbites that are supposed to protect our brands, even though the transparency of the internet, and now social media, have rendered such defenses useless. Taglines are the last bastions of a classic, one-way marketing messaging strategy, preserving marketing’s perceived right to tell customers what to think. In truth, customers have never listened, except in a few cases of companies with the budget muscle to pound the tagline into customers’ heads over and over again though mass marketing and TV.
How to use social media for B2B
MARCH 19, 2010
want to do something ambitious and I’m hoping you’ll help. I’d like to create a guide for how to use social media in B2B that does not involve talking about the specific tools—as least not in the top line. think it’s important to try to do this if we’re going to get social media integrated with the rest of marketing. Create social media policies for engagement—and support them.
15 things marketers should stop doing and thinking in 2011
DECEMBER 28, 2010
Here’s a list of things I wish we would stop doing and thinking as of December 31 st : Social media. Social media cause people to waste time at work. Social media relationships are shallow and meaningless. We all know twitter can’t start revolutions or substitute for gazing meaningfully into someone’s eyes over dinner, but what I don’t understand is why the critics can’t see a link between the bonds that we form on social media and the deeper links that we forge offline. The theory is that social media powered by humans doesn’t scale well. Mobile.
The prerequisite to effective social media: the idea organization
MARCH 25, 2011
But then this got me to thinking, without a commitment to ideas throughout the organization, all these dollars we’re starting to spend on social media will be wasted. In other words, unless we become idea organizations, we’re not going to have much to say to customers, prospects, and influencers in social media. Think about it: if employees aren’t comfortable sharing their ideas with each other, how will they ever be comfortable talking about them in social media? Eric Wittlake makes this point in a blog post this week and I heartily agree. Appeal to their egos.
Evangelizing a Content Marketing Program
brands experiencing declining social media effective- ness and came to a clear conclusion: " We’ve reached a tipping point where. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY18 Internal Audit, External Audit, and Audience Identification Many brands only audit the external media landscape. could be Hollywood, could be Bollywood, could be the traditional media. The hotel giant.
Eight attributes of a thought leader
FEBRUARY 18, 2011
Social media are growing up. Clearly, there’s a growing hunger for thought leadership in social media. Our prospects and customers want us to cut through the noise of social media just as they’ve wanted us to cut through the noise of every other communications channel that came before. Latest Post Thought Leadership B2B marketing Business Edelman Internet Marketing ITSMA ITSMA Research leadership Management Social Media Thought leader TwitterInteresting research from Edelman shows that there has been a decline in trust in “people like myself” and “regular employees.”
4 Reasons Why Facebook Stinks for B2B Marketing
AUGUST 5, 2011
Recently, I was preparing a workshop on social media for an ITSMA client. The marketer in charge of the company’s social media effort gave me a clear edict: “Look, I don’t want you focusing on Facebook, okay? Again, I’m not saying Facebook shouldn’t be part of a B2B social media strategy, but its utility as a platform for building a deeper relationship with B2B buyers still seems limited. Latest Post Social Media B2B marketing Business-to-business Cisco Company EMC Corporation Facebook Intel LinkedIn marketing social media management social media strategy Twitter
3 ways to link marketing to revenue without metrics
MARCH 18, 2011
Latest Post Marketing Metrics and Analytics B2B marketing Business IBM ITSMA ITSMA Research marketing New York Sales Social Media Thought leaderI’m looking forward to our annual ITSMA spring road trip. This time, I’ll be speaking about how to tie thought leadership to revenue, starting in Santa Clara, CA next Wednesday, and in New York and Newton, MA the following week. Hope you can join us. Alas, no such magic metric exists. We’re focusing on the wrong things. If you have the ability to measure those two things, then great. Here are three ways to do it: Connect ideas to offerings.
Marketing’s golden opportunity in innovation
APRIL 22, 2011
Social media management and innovation. ITSMA’s social media research (free excerpt available) shows that marketing is responsible for monitoring social media and for training, governing, and supporting the organization in using social media. Marketing is essentially in charge of collaboration both inside and outside the company through its leading role in social media. For CMOs, social media aren’t just for listening to what people are saying about the brand or pushing out messages. Innovation is becoming more external to companies and more social.
Advocate Marketing Creates B2B Relationships That Lasts A Lifetime
Depth Of This Goodwill Social media, online activity, and the mobile. the company, it must come from customers.” “the rise of social communities and media amplifies the voice of everyone. Advocate Marketing Creates B2B Customer. Business And Close Deals Referrals deliver higher-quality leads, references. help sales close deals, and B2B buyers prefer to. engage with peers. offerings.
How do you know when you’ve reached the next level in social media?
APRIL 8, 2011
I was thrilled to run a social media workshop this week with a large B2B technology and services provider (and ITSMA member). The great thing about the experience was that this company is already doing social media. In other words, I didn’t have to spend any time defending the honor of social media and explaining why they should be doing it. This company has established a highly visible presence in social media—indeed, it has won an award for it. What is the next level of social media in B2B and how do you know when you’ve gotten there? That got me thinking.
How to write blog posts from a white paper
MARCH 23, 2012
It’s an important part of social media management. Blogging Idea Marketing Latest Post B2B marketing Blog Business Business-to-business ITSMA Research marketing Paper Social Media social media management White paperIf you’re a corporate marketer like me, no doubt you’ve been put in the situation I faced this week: you have a white paper that an external content person created for the company and now you need to make that content social. Eeewww!). ITSMA research shows that buyers want the whole menu of content—not just a white paper here or a video there. Humorous.
2011: The year of personal brands
JANUARY 28, 2011
If you follow social media, you probably know most of the story already. wish I had the numbers to prove it, but my sense based on my own experience in social media is that Owyang’s personal brand won that battle. But as social media raises the ante for putting a personal face to the corporate brand, we are going to have to work through the issues that Forrester is grappling with right now. This is the year that the personal brand begins to do battle with the corporate brand. think we need to let the personal brand win—especially in B2B. Testing the popularity of content.
How to make social media add up to thought leadership
DECEMBER 16, 2010
How to use social media to create thought leadership. In the nearly three years I’ve been writing this blog, I’ve been relentlessly chronicling my pursuit of the developing story of social media for B2B marketers and absorbing your comments and real-world stories. This week, we released my ITSMA Special Report: “How to Fit Social Media into your Overall Marketing Strategy and Make it Stick.”. In the process, I discovered five important steps that B2B companies must take to integrate social media into the overall marketing strategy. The predatory strike of summation.
Content Marketing 2016: Staffing, Measurement, and Effectiveness
fully formed media company. from traditional media outlets. energy drinks or dishwashers to legacy media giants. as media company.” According to PQ Media’s “Global. important media topic of 2015. social media, brands and publishers alike have had. media operation. traditional media publishers, writing great articles or filming. little.
6 lessons on how NOT to market to customers
JULY 22, 2011
Here’s the kind of pressure that social media puts on us: After not posting anything to my blog in nearly six weeks, I feel compelled to offer an explanation. Social media are like a school of sharks; keep moving forward or sink lifelessly to the bottom. Latest Post Marketing Strategy B2B marketing Business Business-to-business Health care Internet Marketing marketing Marketing and Advertising Social MediaIsn’t that sad? Hey, but that’s how it is. Well, I have an explanation, or an excuse, and a damned good one at that. The answer is: nothing. He’s a colleague. Thanks, Doc.
Social media’s Hallmark Moment: the Twitter Auto DM
MAY 13, 2011
Social Media Facebook Online Communities Social network TwitterI take a perverse pleasure in reading my Twitter DMs, 99% of which are of the automated variety, looking for the heartfelt sentiment that goes out to me and thousands of other close personal friends every day from people I’ve started following. I try to imagine the impulses that motivate the writers behind these parsimonious hanging chads of fake individualized attention. Technology is wonderful isn’t it? hope you enjoy that.”. See if you agree with mine. Yes, I’ll look into that right away. What do you do?” feel so used.
Where is the utility in mobile apps for B2B?
DECEMBER 10, 2012
Mitch Joel has a nice post on HBR this week about bringing utility to marketing and social media. Social media hasn’t taken off for B2B because it doesn’t provide any more utility for making those things happen (except perhaps for finding old colleagues on LinkedIn). Mobile Marketing B2B social media Business Business-to-business Facebook LinkedIn Mobile apps Second Life Social Media Twitter UtilityFor customers in this realm, I think utility has long meant access to their peers and to expert advice during the purchasing and post-sales processes. Are you?
Why salespeople should sell ideas: an FAQ
MAY 15, 2012
No doubt that number has continued to go up—especially with the rise of mobile and social media. We all know the increasing importance of ideas in B2B marketing. But idea marketing doesn’t start and stop with marketers. For the program to be successful, those ideas must find their way into the hands of salespeople. And I’m not sure that salespeople share the same passion for ideas as we do. think they need to be convinced. Please tell me if you think the following does the job: Relationships are what matter in selling. Why should I start selling ideas instead?
Study: How Much of Your Content Marketing Is Effective?
Terms like native content, brand publishing, and owned media are set to evolve. to be tackled if brands want to compete with traditional media. excluding social media posts)? people just for their media house. Copyright © 2015 Contently. All rights reserved. contently.com By Jordan Teicher Study: How Much of Your Content. Marketing is Effective? 700 content marketers.
How to get employees involved in social media: focus on ideas
MAY 20, 2011
Many marketers involved in social media management tell me that they struggle to get their subject matter experts engaged in social media. Create an idea network as the basis for social media. When ideas are an expectation, social media participation is easier. When employees know that they are expected to be thinking—and getting that thinking out into the market—engagement in social media participation becomes easier. Social media becomes a great test bed for testing ideas and getting feedback. But focusing solely on engagement is the wrong goal.
The Worst Source of Work Conflict
JUNE 9, 2014
Blogs, social media, and even videos have much more power to offend people. In social media the conflict can become exponentially worse because it can be crowd sourced. I have two attributes that set me up for conflict with my current colleagues at SAP. First, I worked in small companies for my entire career leading up to 2012, when I joined SAP, which is a huge company, and like any huge company, has its share of bureaucracy that was absent from my previous workplaces. But after two-and-a-half years working here, I’ve decided that both of those assumptions are completely wrong.
3 factors in winning the social media horse race
AUGUST 23, 2011
Others say that G+ will rule because of its integration with Google’s other tools like Android, Gmail, Docs, and its media properties like YouTube and Google Music —in other words, the colossus effect that we’ve been waiting (for so long) to take effect. The argument is essentially that we’ve screwed up everything in Facebook and G+ is our social media morning after pill. There are only two types of content in social media. The reason that blogs are so popular (and the cornerstone for social media in B2B social media marketing) is that they are long.
Why you need to turn your customers into stalkers
JANUARY 21, 2011
Social media have created so much noise that it’s becoming more difficult for the good old white paper to stand out. The social media noise is personal. But let’s look at the social media noise more carefully. In social media, we announce, as Tom Waits does in my favorite song of his, “Goin’ Out West,” that “I’m gonna make myself available to you.”. It has made those little pictures and bios at the end of white papers seem inadequate when compared to the wealth of information we can see about people on such social media channels as LinkedIn and Twitter.
B2B Marketing Trends for 2016
Paul Gillin, B2B Social Media Strategist, Senior Trainer, Profitecture www.[link] Another good example is Top Rank’s Social Media Marketing Management. how you can solve their burning problem. • E – Engage Meaningfully via Social Media. more true, apparently, than in social media. social media. He writes about content and social media. B2B Marketing.
Sports Analogies Suck, Right?
FEBRUARY 11, 2014
Capturing this opportunity requires stoking fans’ passion not just during game days, but 365 days a year, through every conceivable channel – in person, on the web and through mobile and social media. Some teams have set up “war rooms” that monitor social media to engage with fans. The NBA’s stats.NBA.com , for example, gives fans access to 67 years’ worth of player and team statistics – an engagement magnet for fans and media alike. There are tons more like these. Please tweet your “favorite” or put it in a comment below.). No more. Convenience. Recognition.
The crisis of buyer information in B2B and how to fix it
AUGUST 16, 2011
It may seem facile, but social media are the answer. Latest Post Lead Management Social Media B2B marketing Business Business-to-business Facebook IBM iPhone marketing Marketing Strategy social media strategy Wall StreetImage by roboppy via Flickr. The other day, I kept getting calls on my cell phone from the same number. If you would like us to stop calling you press…”.
Stop doing PR. Start doing visibility.
NOVEMBER 12, 2010
Most journalists have discovered social media as an important research tool. Those people may receive media training, presentation and speaking training, etc. If your subject matter experts don’t want to write, use other types of media to populate the blog such as videos and podcasts. Don’t require them to come to you before scheduling interviews or responding to customers and influencers through social media. Thanks for the great comments on last week’s post, “Is the Era of PR Over. Okay, so if the traditional model for PR is failing, what do we do instead?
Thought leadership is still dead; long live idea marketing
FEBRUARY 5, 2010
What types of vehicles (councils, conferences, white papers, social media, etc.) Marketers must become publishers, with a process for refining and presenting content through various vehicles (such as conference presentations, white papers, social media, etc.). There is only one objective in social media: create learning networks (christopherakoch.com). So much of what passes for thought leadership these days is little more than warmed over brochures. Last year, I wrote a piece that talked about why thought leadership is dead and why we needed a new term to describe it.
Content Marketing Playbook: Strategy and Roadmap
rise as a media powerhouse in its own right. media platform are all extremely valuable. Primary source of understanding is through sur- face-level media reports. investment media and financial advisors. source of information is specialized investment media and financial. The media landscape is crowded and. digitally native media companies. publisher.”
Is the era of PR over?
NOVEMBER 5, 2010
As the media melts away, companies can’t link to or highlight objective sources on the website. Most had no media training, and many spoke to me without PR people on the line. But the death of the media and the rise of the web and social media mean that the traditional model for PR, already creaky and inefficient, is becoming indefensible. Among the many interesting ideas thrown around at ITSMA’s annual conference this week was that the era of PR is over. As in dead. Don’t do it anymore. the readers of the journalists’ publications). Guard dog PR. Placement PR.