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. And so it did.
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. Social doesn’t happen in B2B without a culture change. 30% said yes.
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. Related articles.
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. Fantasy sports.
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? That’s my list.
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. Not gonna happen in B2B.
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. Image by HubSpot via Flickr. Here they are: Monitor.
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.
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. sharing content on its social channels. Content.
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. It’s bastardized.
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?
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.
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.
Evangelizing a Content Marketing Program
50% more sales-ready leads at a 33% lower cost 15 1,200 Blog posts per month Avg new monthly leads ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY11 Content marketing's impact also extends to social me- dia, where brands that don't have compelling content to. brands experiencing declining social media effective- ness and came to a clear conclusion: " We’ve reached a tipping point where.
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?
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.
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?”
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. Awards programs.
Definitive Guide to Planning a New Content Initiative
dictates this answer, but if you’re starting something like a new email initiative, social channel. social channels and via email marketing, the cost of those conversions is much less. Check in on the trending hashtags on your social channels. On your social channels, look for posts that have received the most. traditional media industry. In that time, we’ve.
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. We don’t see the value of it for B2B and we want it off the table. Every time we talk about it, we have an endless argument that leads nowhere.”. Why not?
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 TwitterRelevant experience. Presence. Hard to define, but you know it when you see it. Rapport. Curiosity.
Marketing’s golden opportunity in innovation
APRIL 22, 2011
Innovation is becoming more external to companies and more social. Even funding for innovation is becoming more external and social. 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.
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. 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 paperEeewww!). This person responded with a good question: How would you like it to read and sound? Humorous.
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)? LEADERSHIP SOCIAL. people just for their media house. Copyright © 2015 Contently. All rights reserved. contently.com By Jordan Teicher Study: How Much of Your Content. content. 68% 16.7%
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. It’s way too early to make a call, so I’m not going to presume to know G+’s prospects for success (especially when it hasn’t even been officially launched), but there are a few things that the rise of a possible new giant in social networking points out: Social networks are porous. So much so that it takes a PhD. That’s it.
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. Use ideas to attract and nurture leads. Tweet This Post.
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.
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.
Staffing and Launching Your Content Marketing Program
in new readers via search and social. return on social. Media is changing marketing (and vice. media content is a diverting activity that rarely resembles. ULTIMATE CONTENT STRATEGIST PLAYBOOK CONTENTLY14 At Contently, we talk a lot about “building a better media world,” which. media experiences. MEDIA Journalism, native advertising, and the future of the.
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 UtilityPerhaps we need to wait for the second coming of Second Life for that. 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?
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.”. What this means for marketers is that social media have increased buyers’ expectations for intimacy at all stages of the buying process. Blogging Latest Post Social Media
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. From infancy, we are trained to respond to social cues. They give off social cues that viewers automatically pick up, which can lead to a negative bias, which can lead to conflict. I have two attributes that set me up for conflict with my current colleagues at SAP. But after two-and-a-half years working here, I’ve decided that both of those assumptions are completely wrong. Americans?
B2B Marketing Trends for 2016
social advertising on LinkedIn, programmatic networks like Choozle) that. 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. social media. Look for.
13 qualities of a good social media voice
AUGUST 3, 2010
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. But developing a social media voice is a more complicated proposition. good starting point is to create a social media policy for the organization. Employees and subject matters experts need active support from marketers to develop their social media voices. In ITSMA’s social media survey, 68% said that marketing is the catalyst for social media.