Strategy? We Don’t Need No Social Media Strategy
JUNE 16, 2011
Young says, "Social media is a venue for marketers. An outstanding piece by Antony Young in AdAge suggests Social Media is a Venue, Not a Strategy. The headline is exactly right. I have been preaching a similar approach for a long time. a set of technologies or tactics that
Advertisers: Super Bowl’s real competitors
FEBRUARY 2, 2012
With 30-second Super Bowl spots commanding as much as $3.5M, marketers are relying more heavily than ever on social media. So reports the Financial Times (and others). Advertisers aren't replacing broadcast with social media -- they're integrating the two for more impact. The real change, as the Times alludes, is to
PR Grads Need Business Skills & Etiquette to Succeed
JANUARY 25, 2011
The current recession means we are in a "buyer's market." The world of public relations may have changed, but there are some basic business skills and workplace etiquette that new PR grads should be aware of. Agencies are very selective in hiring and may not hesitate to dismiss a new
AOL stock outperforms Facebook
MAY 21, 2012
It just goes to show that maybe the stock market isn't meant to be evaluated on the basis of just a few days' performance. Lots of fuss about Facebook's poor initial stock performance a few days after its IPO. In fact, if you bought AOL stock on April 5 of
A New Spin on Word of Mouth Marketing
SEPTEMBER 17, 2009
I was with my wife and daughter, and as we generally do when we visit a book store, we went to the business and marketing section to make sure my book was in stock. He asked me what large companies are using social media for, and then he said something about the difficulty of measuring the effect of social media on things like revenue and market capitalization.
Fred Willard and the Pee Wee Herman Effect
JULY 19, 2012
PBS announced shortly thereafter: "Given the unfortunate news reported today, effective immediately, Fred Willard no longer will be involved with the Market Warriors series," said Jeanne Hopkins, a spokeswoman for WGBH, the Boston News comes today that actor Fred Willard was arrested for alleged lewd behavior at a "Hollywood adult theater."
Five Things Jesus Looks for in a Blog Post
JUNE 22, 2010
It’s about things like affiliate marketing programs, paid endorsements, and other hidden forces in social media that consumers and business/organizational users need to understand. Now that I have your attention, this isn’t really about Jesus, but he factors in. The simplest explanation is that the system is gamed. I have a presentation called “Fear and Loathing in the Global Village.”
Baskin Robbins Sells 31-Cent Scoops With Smart Social Media
MAY 21, 2010
The landing page for 31-Cent Scoop Night breaks an old school Web marketing rule: Keep people on your site. Andrew : Word of mouth marketing is one of the top trending ways that people get news. Over the next few months we will be testing out Mayoral specials on Foursquare in a select few markets. Last month I took my daughter to 31-Cent Scoop Night at Baskin Robbins.
The Content Marketing Survival Guide: How to Navigate the Wilds of Social Media
Use this guide to inspire your creativity and ignite more successful and sustainable social media conversations
The Unfriendliness of Kid-Friendly Social Networks
MAY 19, 2010
It is designed to deliver to marketers an elusive group of big spenders. Everyone’s talking about the launch of Togetherville , a social network designed to bring parents and their kids together with the goal of learning responsible social networking. Togetherville smartly restricts certain online activities, but does so in ways that don’t make a child feel too restrained..
Network World: SocialCorp “Must-Read” Social Media Book
DECEMBER 28, 2009
This morning’s Network World offers a list (also published in Computerworld ) of five “must-read social media marketing books and suggests it’s “time to get smart with these 5 essential books. The other four recommended books are: Friends with Benefits: A Social Media Marketing Handbook by Darren Barefoot and Julie Szabo. The book is in good company indeed.
Framework for Corporate Social Media Ethics and Compliance
APRIL 9, 2010
Where does a company draw the line between risk and reward when trying to get the most out of its social media marketing or PR? I’ve had dozens of great conversations about this in the past few weeks, and I have been thinking about a framework for ethical and compliant social media marketing. Longer term measures may be market capitalization and brand valuation.
On Santa Cruz Radio Jan. 23 10 to Noon
JANUARY 20, 2010
Nick Sobrak-Seaton and I, and maybe a few surprise guests, will be on KSCO Santa Cruz AM radio this Saturday talking about social media as a marketing and communications tool for businesses and non-profits. Some of the topics we’re thinking about covering include: Developing your brand online. Facebook. Twitter. Video, such as YouTube and 12 Seconds. Social networking Etiquette.
How Transparent is Too Transparent?
JANUARY 21, 2010
The Pizza Turnaround video, which was produced by Domino’s, features Domino’s employees, including its head chefs, and some of the company’s marketing executives, admitting outright that the pizza sucks. Domino’s Pizza’s new Pizza Turnaround campaign set off a wave of discussions in the social media world. There’s a reason for that, of course.
Is Blogging Killing Good Writing?
DECEMBER 6, 2009
If, on the other hand, you are in marketing, public relations, or even accounting or real estate, your writing is meant to convey something. I read a blog post today that recommended people forget what they learned in school about writing, and instead, write like they speak, and from the heart. Many of our software developers were, understandably, language experts, and a couple were PhDs.
HP’s Printing 2.0 Is Advantage Over Google
OCTOBER 23, 2009
I was at HP from 2004 to 2007 and one year I was fortunate enough to be a judge at the company’s OneVoice marketing awards. Despite the imminent end of the print era, Hewlett Packard has announced a partnership with the University of Michigan which would make over a half million of the books in the university’s library available in print. That’s right, in print.
FTC to Penalize Questionable Blogging Practices
OCTOBER 6, 2009
Removal of all of these mysterious connections between sponsors, bloggers and celebrity endorsers is absolutely required for social media to reach its absolute effectiveness as a corporate marketing tool. The Federal Trade Commission (FTC) has finally stepped up and issued new regulations affecting commercial use of social media. ’. The new Guides document is 81 pages long.
Will Facebook Be the Next AOL?
SEPTEMBER 22, 2009
Add this to the list of ways Facebook is sounding a little like the AOL of yore: Astounding growth in user base with dominant market share. Remember AOL ? And the plethora of free AOL CDs that filled your mailbox, were inserted into your favorite magazines and maybe even offered at the dry cleaner and the auto parts store? I think Facebook is on its way to becoming the next AOL.
Panel: Brand Management in the Social Media Jungle
SEPTEMBER 3, 2009
I’ll be participating Wednesday, September 23, 2009 from 8:30 AM - 12:00 PM (PT) in a panel discussion titled Brand Management in the Social Media Jungle. We’ll talk about the opportunities and risks of managing a brand in the world of social media. Here’s a full description of the panel. Brand Management in the Social Media Jungle. Silicon Valley Brand Forum at Electronic Arts.
“Nearest Tube” Early iPhone Augmented Reality App
JULY 3, 2009
The AR space is starting to heat up, and VentureBeat DigitalBeat has a nice report today on some of the startups jockeying for position in what promises to be a fascinating market. AcrossAir , developers of the TVGuide.co.uk Delivering practical consumer grade AR applications like Nearest Tube was impossible one year ago. I wrote about AR here on May 22.
BP Destroyed the Gulf, So Forget Your Brand. Huh?
JUNE 4, 2010
And no amount of good or bad PR, marketing, advertising, or social media can change the essential nature of a company. That seems to be the basic premise of a recent post by Leroy Stick , the creator of the wildly popular Twitter account @BPGlobalPR , a biting satire of British Petroleum’s feeble PR (and clean-up) efforts in one of the worst toxic incidents in world history. Stick is an awesome writer, and @BPGlobalPR is a superlative bit of parody that is actually doing some good. But I think he doesn’t grasp the modern meaning of “brand” when he writes: “FORGET YOUR BRAND.
Facebook: Too Big to Fail
MAY 13, 2010
In June, 1990, the FTC launched a probe into allegations that Microsoft and IBM were colluding to corner the PC software market. billion and a market cap of over $250 billion. You have to wonder why the Obama administration isn’t hinting at a bailout for Facebook in the event that the social network’s latest privacy kerfuffle threatens the very vitality of the global poking grid. There are Facebook user protests and even predictions that this will cause a mass exodus of users and the eventual shuttering of Facebook as a going concern. But ultimately, what will change?
Under the Social Media Influence
MARCH 19, 2010
The ability to measure a path from any marketing or advertising effort to a successful endpoint is extremely difficult, and has plagued professional online marketers for over a decade. They are useful, but they are removed from your business goals, which might be things like grow revenue, add new subscribers, sell into new markets. I was excited that finally someone realized that these numerical measures were totally unrelated to influence. The conclusion? High follower counts don’t always mean someone is being retweeted or mentioned in any meaningful ways..
Third Grade Show and Tell: Online Privacy
MARCH 12, 2010
Online marketers are asking, because the youth market is huge. It’s no surprise marketers want our children’s information. And do online marketers really think a statement like “You must be 13 years old to use this site” keeps underage users out? Marketers looking to capture a slice of that $43 billion pie are just one source of attacks on the privacy of our children. This morning I was a reluctant participant in third grade show-and-tell. I felt a little like a snow globe, or maybe a sock monkey, on display. Most of the kids knew about Facebook and YouTube.
Facebook About to Drop a Bomb on Foursquare?
MARCH 26, 2010
And Yelp is an interesting player in this market, boasting a huge user base (huge by Foursquare standards) that it brought into the location-based world with an iPhone app earlier this year. Changes announced today to Facebook’s privacy agreement suggest the company is about to flip the switch and add location-based capabilities to the social network. Some think this might mean the end for standalone location-based services like Foursquare and Brightkite. I don’t think so. Experts ” have recently placed Foursquare valuations in the $50M to $70M range. More on 4sq in a moment.).
At 10,000 Followers, Rethinking the Follower Thing
FEBRUARY 17, 2010
Somewhere along the line, that all changed, and now about 25 percent of my new followers are multi-level marketers (MLMers), spammers, people actively trying to sell me goods and services, pornographers, and “make $3000 a minute while you sleep hucksters. So people who sell/market to pet owners target me, and they couldn’t be further off their demographic. When I first joined Twitter, I could not imagine what it would be like to have 10,000 followers, or as I prefer to describe it, to have 10,000 people subscribe to my updates. Jesus had followers. But I am not.
Debunking Five Social Media Myths
JANUARY 22, 2010
Every marketing manager is eager to create a video that will be viewed 1 million times on YouTube, making the company’s name a household word. Social media, particularly its use in business communications, is still in its early days, and like anything new and different, there’s plenty of mythology surrounding it. The problem posed by certain of these myths is that they mislead those trying to adopt social media, and can lead to bad decisions, poorly implemented initiatives and unrealized expectations. E-Mail Is Dead. But its reign is over.”. Oh Really? The CEO Needs to Blog. Wrong.
Please Comment on WOMMA’s Ethics Code
DECEMBER 30, 2009
The Word of Mouth Marketing Association (WOMMA ) is seeking public comments on its Ethics Code until January 5. As a next step in the process, WOMMA is working to finalize explicit best practices for social media disclosure for both marketers and bloggers (like the FTC, WOMMA applies the term “bloggers to refer to individuals posting online content, whatever the channel). If you are involved with any business use of social media (which includes blogging), you should review the code and make suggestions. For some, the business ethics of social media present a quandary.
Five Social Media Predictions for 2010
NOVEMBER 26, 2009
A few AR applications have been rolled out by progressive marketers and other organizations this year, but 2010 will be the year AR explodes. Some of the most interesting applications will be outside of marketing and promotion. Geekspeak marketing and lack of public awareness will hold AR back. Before we can say the enterprise social software market is mature, enterprise brands must become as generic and pervasive as PowerPoint. marketing, there will be problems in areas of disclosure, privacy and fair competitive practice. space. PowerPoint is ubiquitous.
Webinar: Practical Social Networking
OCTOBER 19, 2009
During the first half hour, Patrick will discuss “Internet Marketing Secrets for the Self-Employed. He’ll give a comprehensive and detailed marketing roadmap for entrepreneurs, small business owners, commission salespeople and service professionals who wish to grow their business online. Along with Patrick Schwerdtfeger, author of Webify Your Business , I’ll be participating in a free webinar on Practical Social Networking this Wednesday, October 21, 5:00 p.m. to 6:00 p.m. Patrick’s practical guidelines include: Define Your Business Model. Build an Effective Website.
Microworkers Paid Less Than a Penny for Writing
OCTOBER 29, 2009
Ours is supposedly a free market economy, but we also have checks and balances so that everyone from the soup kitchen to the boardroom is protected from abuse. Technology has made many things possible, and is enabling unethical people to pay as little as one quarter cent per word for their writing. The Internet is the great democratizer. It is also the great enslaver of the disadvantaged and the marginalized. One of the culprits is Amazon’s Mechanical Turk (MT). Amazon didn’t invent microworking, which is the practice of paying independent contractors by the task instead of by the hour.
Tips for Using Facebook Fan Pages
OCTOBER 24, 2009
based interactive marketer Rosetta, found that 59% of the 100 leading retailers, including Best Buy, Kohl’s and Wal-Mart, are using Facebook. A Facebook Fan Page can be a useful part of the social media marketing mix, but expectations should be realistic. Several clients have told me recently they don’t think their Facebook pages have as many fans as their brand seems to warrant. They’ve asked me what they were doing “wrong” and how to improve their pages. I think one of the issues here is the inflation of language so pervasive in social networking. Apple has1.3
My Brief List of 54 Twitter Rules (Did I Miss Any?)
OCTOBER 26, 2009
Block people who tweet your Twitter name in connection with marketing and follower scams. I have a lot of rules I’ve imposed on myself, in everything I do. I won’t use a postage meter, for example, because I think an envelope with a stamp is less likely to be thrown out. I also have a lot of rules for how I use Twitter, so I thought I would share them. I was very deliberate when I wrote “rules for how I use Twitter.” These are the rules I’ve established for myself. I wouldn’t presume to tell you how to use Twitter. Be relevant 90% of the time. Be original 90% of the time. or 3.ly.
Social Media and Your Ever-Expanding Brand
OCTOBER 1, 2009
2 : one having a well-known and usually highly regarded or marketable name. All of those experiences occur outside of marketing, sales, advertising, branding and the four walls of your corporate headquarters. What is a brand, and, as caretaker of your company’s brand, how does social media affect you? The 1922 Merriam-Webster dictionary defines brand as: 1 : an arbitrarily adopted name that is given by a manufacturer or merchant to an article or service to distinguish it as produced or sold by that manufacturer or merchant and that may be used and protected as a trademark.
Using Facebook Fan Pages Effectively
SEPTEMBER 24, 2009
based interactive marketer Rosetta, found that 59% of the 100 leading retailers, including Best Buy, Kohl’s and Wal-Mart, are using Facebook. My latest Talent Zoo Column looks at Facebook Fan Pages and how to make the most of them. Here’s an excerpt: Several people have told me recently they don’t think their Facebook pages have as many fans as their brand seems to call for. They asked me what they were doing “wrong” and how to improve their pages. I think one of the issues here is the inflation of language so pervasive in social networking.
Social Media and The Myth of Internet Math
AUGUST 14, 2009
When “pitching social media marketing and communications initiatives to management, there is a tendency to overestimate the potential response rate based on the sheer number of people on the Internet. Simply because a marketing campaign is launched online does not guarantee a large number of respondents. Internet World Stats , for example, estimates as of March 31, 2009, there are 1,596,270,108 people online worldwide. That’s right, over 1.5 billion! According to the same data, there are 251,290,489 people online in North America. million people.
Who Are Your Twitter Fab Five?
JULY 23, 2009
She’s an online marketing pro, not one of the “make $3 million a day” kind but the hard working kind who knows SEO, e-commerce, content management, etc. Christopher is also a really smart marketer and all around decent guy. And he once said I was one of the few marketers on Twitter that had any integrity. In response to the madness of Twitter Follow Friday, I’m going to try something new that I call my “Fab Five to Follow Post.” Vruz is my good friend Horacio from Uruguay. As with most of my favorite people on Twitter, our friendship is based on mutual respect. Jorgensen.
Live Tweeting Requires Ethical and Legal Considerations
JULY 3, 2009
The effect of the use upon the potential market for, or value of, the copyrighted work. You’re at a conference, the wifi is good, and you’re excited about live tweeting the next speaker. But have you ever wondered whether it’s “OK” to copy and publish someone else’s words and ideas? If you were at the movie theater, neither the studio nor the theater operator would permit you to videotape portions of the movie to post on your blog. Producers of webcasts and live events often charge admission for these, and they may include copyrighted material. The nature of the copyrighted work. world.