Way back in 2008 Zappos was recognized as an emerging social media marketing leader. Early on, they made a strong commitment to social while other brands were essentially waiting in the wings. As new channels like Pinterest emerged, the company embraced them without hesitation. Zappos management fully grasped the notion that marketing has always been […]
1) CREATE ONE PERFECT HYPOTHETICAL CUSTOMER. This is an incredibly useful exercise. It essentially forces you to make hard decisions – in other words to focus on what will work. Is your prospect male or female? 25 or 39 or 44? What problem does he or she have that you’re solving? How important is it […]
It must have seemed like a good idea at the time. LinkedIn wanted something for members that was simpler and faster than recommendations. After all, those needed to be written, and who has the time to write a few decent paragraphs about a business associate? So they came up with the now-ubiquitous LinkedIn endorsements. All […]
Take social marketing beyond the ‘social media’ silo in your company. Have just 2-3 people posting and responding right now? Change that to 50 or more. Take the time to provide training for employees about best practices for Facebook, Twitter, LinkedIn, YouTube, Pinterest and Google+. Chances are they’re on those sites during the day anyway, so you may as well take advantage of time spent there.
It seems like pretty obvious advice: focus your marketing efforts where your target spends time and develop content that will resonate most effectively with them. Your brand has long been using Facebook, Twitter and YouTube. You may have amassed a substantial, engaged fan base and run some successful promotions. All this is necessary, but not […]
As LinkedIn passes the 100 million member mark today, I thought it might be an opportune time to explore a subject where there seems to be little agreement: the efficacy of social media marketing for b2b. That number in and of itself is very impressive. However, it still looks like the primary function of LinkedIn […]
Now that the news has broken about Twitter’s plans to charge for ‘premium’ accounts, it makes me wonder about revenue models for other social sites. Twitter says it will charge for detailed analytics and ID verification – so brands can be sure they aren’t being represented by someone else. This makes sense – why pass […]
I was having dinner with a friend who works at Oracle last night, and the discussion went from politics to social networks to the idea of: how much information is simply too much? How do we know when we’ve reached the point of overload? Thanks to the Internet and cellphones, we now live in a […]