To provide them a blueprint to follow as they take these first critical steps I have produced a new white paper — ap(p)tly titled Achieving App Impact: Using SMS to encourage interaction, drive loyalty (sponsored by Tyntec, a global mobile interaction service provider). The white paper also recounts the successful app marketing strategy of Qeep, one of the world‘s largest mobile social discovery platforms connecting more than 16 million users in over 200 countries. Featured Mobile Apps White Papers mobile apps mobile loyaltly Mobile Marketing retention SMS MORE >>

For social media architects and community designers, this confusion has a somewhat different tilt.  Communities can develop increasingly complex codes of behavior and their own value compass, outside the larger organization and without measures of success such as outcomes for the user, thus keeping members in an insulated, self-sufficient universe.  Some community advocates, eschew any notion of subscription fees or meeting any business objectives, equating community with altruistic values. Does it ring any bells?  The reason for this disparity? They do. MORE >>

Share your thoughts and best practices with our community on Twitter (use #AwarenessTips ). Mike Lewis Report Social Capital Social Influence white paperAs marketers, our ultimate goal is to influence others – to develop affinity for our products, to act in support of our values, and to choose our brand over those of our competitors. Leveraging influence is the single most effective and enduring asset we have in our marketing arsenal. We define Influence as a brand’s ability to affect or prompt action among its key constituents. We want to hear from you, marketers! MORE >>

We partnered with MarketingProfs to bring to our community of savvy marketers a new free white paper on Why Video is Essential to Your Marketing Mix. As of April 2010 , the company had more than tripled its leads, and was able to increase the number of registered community members by 38%. Go Pro insights Jay Baer MarketingProfs Mike Lewis New York Times Old Spice video killed theTV Star video marketing white paperNo other tool in your marketing toolbox delivers the bang-for-your-buck like video content. We think yes, and here’s four reasons why: 1. MORE >>

Last week, I co-published a white paper with Chris Baggott , the CEO of Compendium Blogware (I’m on their advisory board). The free “Blogging’s Long Tail Approach&# white paper is devoted to describing this notion of blog content breadth, and its impact on search term selection, and search term optimization. If you get a chance, please check out the white paper. Looking forward to reading your white paper on this! new white paper from me and @chrisbaggott) [link] [link] Jason Bender Does Your Blog Have a Long Enough Tail? MORE >>