How social media muteness endangers your company: The crisis at McKinsey
JULY 29, 2011
It’s ironic, but there is a person who could have responded to this controversy in a very interesting way. 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. textbook example of pragmatic thought leadership. The article itself is one of the best examples of thought leadership I have ever read. It is bold, clear, authoritative, and based on solid research. That picture is stark and scary. The chattering classes intrude. And so it did.
6 Freaky, Funny, and Scary Abilities of Computer Organisms
JUNE 18, 2014
Recently, researchers successfully launched a mock spyware attack through an EEG game in which they were able to reveal information about the user’s ”month of birth, area of living, knowledge of persons known to the user, PIN numbers, name of the user’s bank, and the user’s preferred bank card.”. Robots can’t do anything better than a computer except move. Make humans shed tears.
What the slow death of B2B publishing means for marketers
MARCH 4, 2011
This longing for personalization isn’t just heard in the context of thought leadership, however. This cartoon making the rounds online captures the frustration journalists have with their online plight--and reveals the opportunity B2B marketers have to fill the content gap. Marketers always struggle with what to do next. There so many channels out there and so little time. Try all of them.
Why Companies Must Hire for Potential, Not Skills
FEBRUARY 28, 2014
Nearly two-thirds (65 percent) of respondents to the PwC survey said they choose their jobs based on opportunities for personal development. One of my former bosses said she literally fished my cover letter and resume out of the trash. Frustrated that HR wasn’t sending her the right people for a writing job, she demanded that they turn over the submissions that they had already discarded.
Staffing and Launching Your Content Marketing Program
The funda- mentals of voice comes down to a personality—priori- tizing a set of traits that comprise an identity, and then. personality of, well, an actual person (the Supreme Court. The logical question now is, “So what personality traits. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY10 Another way to think of it is this: If your brand was the person at the dinner.
Four reasons to hate thought leadership
FEBRUARY 4, 2012
Second, I’m changing the name because I’m going to make it my personal mission to end the use of the term thought leadership to describe this method of marketing B2B companies. I don’t know of another marketing term that gets so much hate mail. You may have noticed that I’ve changed the name of my blog. I’ve changed it for two reasons. know because I have a column in my Twitter dashboard that searches the term. Not a week goes by when someone doesn’t serve up the hate on the term. It’s a set up for failure. Truly great ideas are rare. It’s bastardized.
Is “social media campaign” an oxymoron?
DECEMBER 2, 2011
HP questioned Facebookers about their work styles and matched them to an “IT personality.” It drove them to a microsite featuring a hand-picked group of HP experts (such as these HP cloud experts) with the same “personality.” If you had asked me a few years ago whether the traditional marketing campaign had any place in social media I would have scoffed. Just more evidence of marketing’s old-fashioned, ADHD-driven, love-’em-and-leave-’em approach. would have had only slightly less disdain for the audience for these campaigns. You can read synopses of the programs here and here.)
15 things marketers should stop doing and thinking in 2011
DECEMBER 28, 2010
Creating a temporary virtual community in the run up to an event to inform and liven up in-person meetings at the event. 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. Companies have a long and pointless history of resisting new forms of communication. From Facebook to email to putting telephones on employees’ desks (remember, the telephone started as a “consumer” communication technology, too), companies think that every new wave is going to lead to gajillions in lost productivity.
Eight attributes of a thought leader
FEBRUARY 18, 2011
Based on these interviews and on my own experience working with thought leaders, I’ve started a list of key characteristics (please add your own attributes to this list): What are the personal attributes of a thought leader? Social media are growing up. The initial thrill of connecting to a bunch of peers that we’ve never met is giving way to the desire to get something useful out of those connections. Interesting research from Edelman shows that there has been a decline in trust in “people like myself” and “regular employees.” Relevant experience. Presence. Rapport. Curiosity. Courage.
Evangelizing a Content Marketing Program
person to tell the company’s story, even though he. short film series, “Year of Surprises”; a personalized. have a personal plane or a flying car.” “ We are a science, tech, innovation. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 1: Evangelizing Content and Setting Yourself Up for Success Copyright © 2015 Contently. That’s why.
3 ways to link marketing to revenue without metrics
MARCH 18, 2011
Hope to meet you live, in-person soon! I’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. Now, you may think that because I’m using revenue and thought leadership together in the same sentence that I’m going to reveal some secret way to measure the link between the white paper you published last month and the complex solution sale you make six months from now. But hold the beverages.
How to write blog posts from a white paper
MARCH 23, 2012
If 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. This person responded with a good question: How would you like it to read and sound? Need to poke fun at ourselves and our readers (without getting personal). It’s an important part of social media management. Eeewww!). ITSMA research shows that buyers want the whole menu of content—not just a white paper here or a video there. New point of view.
I have seen the future of B2B marketing. It’s on Forbes.
NOVEMBER 7, 2012
This Is Making Me Think – Hard… The melding of business, IT, and personal life. I’m sure I don’t need to introduce you to Forbes’ “BrandVoice” program (used to be “AdVoice). The guy who manages the platform at Forbes, Lewis Dvorkin, (if he also created the platform he’s a freakin’ genius) recently wrote about its power to disrupt traditional journalism , citing my new employer, SAP, as one of the companies that sometimes get more hits for the stuff it posts than Forbes’ own journalism. Reinforcing the no-pitch rule. But hey, I’m a known crank. This Makes My Teeth Itch.
Why Can’t Companies Be More Like the Iroquois?
SEPTEMBER 15, 2014
This person must be relatively senior in stature and visible across all functions, serving as an internal partner to connect disparate groups around a customer-centric strategy. English: Flag of the Iroquois Confederacy, Hiawatha Belt Français : Drapeau de la Confédération Iroquoise (Photo credit: Wikipedia). Each tribe had its own language, customs, and culture. Caught on the Wrong Side.
Content Marketing 2016: Staffing, Measurement, and Effectiveness
of only hiring one person to run an entire operation. to be set up for success: one person focused on strategy, another to handle execution, and a third to deal with. Copyright © 2015 Contently. All rights reserved. contently.comBy Jordan Teicher Content. Marketing. 2016 STAFFING, MEASUREMENT, AND. Introduction II. Methodology III. Key Findings IV. Results and Analysis V. But brands.
6 lessons on how NOT to market to customers
JULY 22, 2011
Then the interns show up again together later on in a big group trailing behind an older, more confident surgeon (surgeons seem to have no shortage of confidence and gain more as they age), making it clear that the interns are still being educated by this person and/or institution, thereby calling into question any of their assessments of the awesomeness of the surgeon. 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. Isn’t that sad? Hey, but that’s how it is. He’s a colleague.
We need a chief marketing analytics officer
FEBRUARY 11, 2011
Or if this person is going to be a technologist, he or she must have a serious grounding in analytics. There’s lots of talk out there these days about the need for a technology guru within the B2B marketing department. Paul Dunay makes the case for one in this post, and Scott Brinker has been beating the drum for this for some time. Maybe I’m splitting hairs here, but I wonder about the long-term need for a marketing technologist. In the short term, I think marketing has a lot of catching up to do in terms of technology. So we need some important systems installed in the short-term.
Social media’s Hallmark Moment: the Twitter Auto DM
MAY 13, 2011
I 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. Why do I think this person has won an “excellent attendance” award in the past? Technology is wonderful isn’t it? hope you enjoy that.”. See if you agree with mine. Yes, I’ll look into that right away. Will try?
The 2 questions on every buyer’s mind
SEPTEMBER 9, 2011
Assuming that you’ve done the necessary research to understand your target audience, that change can be on a personal, organizational, or industry level. At any moment in time, C-level executives are looking for answers to two questions: What should I be doing right now? What should I be preparing to do in the future? We need to create a mix of these two types of thought leadership content to maintain strong relationships with their target audiences. Here’s why: Marketers who do this are more successful. These are the ideas that prompt buyers to think about change. Practical.
Definitive Guide to Planning a New Content Initiative
Our goal is to create a personalized, educational, and, most of. personalized, educational, and, most of all, fun experience (content product) for all. content localization and personalization. THE DEFINITIVE GUIDE 1 THE DEFINITIVE GUIDE 2 Introduction For the last decade, DivvyHQ’s founders have been helping the world’s leading marketers. In that time, we’ve. the “what”.
Why you need to turn your customers into stalkers
JANUARY 21, 2011
The social media noise is personal. The characteristic that stands out is that these channels are all more personal than more traditional content. We marketers have to start thinking of ourselves as paparazzi, complicit in making our subject matter experts’ personalities and accomplishments as visible online as Britney Spears ’ stretch marks are in the trashy celebrity magazines. All of the best blogs are personal. At ITSMA , we’ve been busy preparing for our annual State of the Marketing Profession briefing next Tuesday. Buyers have higher expectations for intimacy.
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. Membership and loyalty programs extend the relationship beyond game day and provide a more personalized connection between a brand and its fans. Despite all these advances, few teams have all the information they need to get truly personal with their fans. There are tons more like these. Please tweet your “favorite” or put it in a comment below.). No more.
The crisis of buyer information in B2B and how to fix it
AUGUST 16, 2011
Rather than trading information for value or simply stealing it through invisible cookies, what if we actually did it the way people do in real life: through a personal relationship? Marketers who let their subject matter experts get more personal with buyers will win in the end. Image by roboppy via Flickr. The other day, I kept getting calls on my cell phone from the same number.
What Pisses off the Man Who is the Face of 3D Printing
MAY 19, 2014
They retained the information better when they watched the videos than they did when I taught in person,” he recalls. Pettis pledged personally to supply every high school in Brooklyn with a printer, and has enlisted hackers on the company’s 3D print-plan community sharing Web site, Thingiverse, to develop a curriculum for teachers to download and plans for printing objects in the classroom. “I want to put a 3D printer in every school in the US so kids can feel empowered to create,” he said. What Caused the F-Bomb. Viral How-Tos. Not that Pettis was a bad teacher.
Content Marketing Playbook: Strategy and Roadmap
person who is in no way connected to GE, interested in GE, or [who]. they’ll get smaller, and everybody will have a person- al plane or a flying car. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY1 The Ultimate Content Strategist. Playbook No. 2: Strategy and Roadmap Copyright © 2015 Contently. All rights reserved. Introduction 3 II. Adopting a Winning Perspective 7 III. years prior.
13 qualities of a good social media voice
AUGUST 3, 2010
Indeed, the more personal nature of the communications makes good skills even more important because all the misdeeds can be easily tracked back to their source. When people ask about how to use social media tools like Twitter, LinkedIn, or Facebook, I suspect that they are really asking about how they should sound in those tools. After all, the tools themselves are dead simple. You need a second hand on your watch to track how long it takes to set up a Twitter account, for example. But developing a social media voice is a more complicated proposition. Grammatical. Communal. Dialectal.
In social media, no one knows you’re an introvert
JUNE 25, 2010
Two interesting posts this week on how our personalities affect our online behavior. expresses shock that he turned out to be an extrovert on the Myers-Briggs personality test and wonders if you need to be an extrovert to be in social media. think social media turns most things we think about innate personality on its ear. Image via Wikipedia. Doubtful. What do you think?
How to build emotional engagement in B2B marketing
APRIL 2, 2010
Even making a cat more like a person works.) I got a really interesting question last week through my Skribit box: How do you use emotional engagement when talking about dry technology? This may be the ultimate question in B2B, especially as we struggle to integrate social media into the overall marketing mix. Most of the things we sell are about as emotive as army ants. Respect.
There is no social media strategy, only marketing strategy
FEBRUARY 24, 2010
It’s hard to imagine that kind of a complex, long-term, multi-person relationship ever happening entirely or even mostly in social media. The trust leads to a more personal relationship and hopefully, a purchase. Image via Wikipedia. I’ve been working with my colleagues at ITSMA on another survey on social media for B2B marketers that I hope you’ll take by going here. Tweet This Post.
Content Methodology: A Best Practices Report
stories per person • Total attention time • Total people • Total social actions • Avg. Content. Methodology: A Best. Practices Report Copyright © 2016 Contently. All rights reserved. contently.com by Rebecca Lieb and Joe Lazauskas 2Content Methodology: A Best Practices Report I. Definition II. Why a Content Methodology Is Needed III. Culture of Content: The Foundation. 12 21 28 Table of.
15 qualities of a good social media voice
AUGUST 3, 2010
Indeed, the more personal nature of the communications makes good skills even more important because all the misdeeds can be easily tracked back to their source. When people ask about how to use social media tools like Twitter, LinkedIn, or Facebook, I suspect that they are really asking about how they should sound in those tools. After all, the tools themselves are dead simple. You need a second hand on your watch to track how long it takes to set up a Twitter account, for example. But developing a social media voice is a more complicated proposition. Relevant. Empathetic. Generous.
The Robot I’d Have a Beer with – After He Takes My Job
MAY 12, 2014
And he lets humans invade his personal space whenever they want to manipulate his arms to teach him new things to do. The robots are taking over. know, sounds like a teaser for a 1950s sci-fi movie. But it’s happening. It’s really happening. Actually, it’s starting with just two robots. One is named Baxter. If you haven’t heard of Baxter, he is to our traditional perception of robots as a salt lick is to a gourmet meal. Most robots are single-function creatures, welding roofs to cars or drilling holes or some other basic operation. But Baxter is a robot of refinement. He multitasks.
How Technology Keeps Us from Being Citizens
APRIL 24, 2014
For every person who tweeted during the Arab Spring, there were many others who could not. Repurposing this from my recent post for SAP because I think it’s really important: Every now and then we have to remind ourselves that not having access to a computer or a smartphone has more serious consequences than missing out on playing Candy Crush whenever we feel like it. That’s particularly true when it comes to being a citizen. This isn’t easy to do. Take Small Steps. The good news is that even small steps taken to address the problem can make a difference. Latest Post Social Media
Eight reasons to monitor social media and a list of tools for doing it
DECEMBER 23, 2009
Some of the tools let you define the types of comments or conversations that deserve a response, flag them, and route them to a designated person for action. If you read this blog regularly, you know that I think that monitoring social media is one of four key aspects of a social media engagement strategy. Social media monitoring is a way to figure out what’s being said about your brand and reveals opportunities for engaging in conversations with customers and influencers. At its most basic, social media monitoring starts with what is known as the “vanity search.” Assign a response.
B2B Marketing Trends for 2016
Better targeting, retargeting, and website personalization will replace the omnivore approach. Steve Rayson, Director, BuzzSumo [link] B2B Marketing Trends for 2016 8 Take Content Marketing to the Next Level Personalize Marketing with the ICE Formula Personalized marketing is going to be on steroids in 2016. So, how do you personalize marketing? B2B Marketing. Look for.
Have you created a waking dream for your customers?
JULY 16, 2010
Awaken personal aspirations. Most of us say we want to have dinner with Abe Lincoln because when we see his unmistakable face it creates a waking dream in us about the kind of person we’d like to be (and how far we still have to go). Another company is using automated algorithms to seek out and deliver targeted customer and competitive intelligence to salespeople—on a daily basis!