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Wednesday, 18 November 2009

Most products are like tampons

A social media case study

“Most products are like tampons”. Nice quote. Unfortunately it’s not mine. It’s Josh Bernoff’s, author of the bestselling book “Groundswell – Winning in a world transformed by social technologies”. Josh is also Sr. VP Idea Development at Forrester.

Read full article here: "Most products are like tampons".

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Tuesday, 10 November 2009

Mexican flu goes viral in social media. Dutch style.

To vaccinate or not to vaccinate?

Way back in early July the Dutch Ministry of Health started their campaign to inform the general public of the vaccination on the Mexican flu. It’s now November and the outbreak is classified as mild. But in the meantime, on the internet, the virus is even more potent than ever.

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Friday, 6 November 2009

Pleasing Google… & journalists too!

The importance of RSS feeds

In a recent post on the Google Webmaster Central blog, the world’s #1 search engine now confirms that content in RSS feeds gets special attention and gets indexed quicker than normal web pages.

Read full article here: "Pleasing Google… & journalists too!"

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Monday, 26 October 2009

Shameless blog promotion

Seven + 1 ways to start promoting your blog

Try typing “Promote your blog” into Google. Wow! Lots of interesting stuff.

Interesting: yes. But also: lots.

So, where do you begin? Where do you start promoting your blog?

Here's my little ritual to shamelessly promote my blog:

Read full article here: "Shameless blog promotion".

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Wednesday, 21 October 2009

Bloggers are not media!

An important tip to make bloggers write about you

For many people plugged in to social media, the headline of this blog post is quite obvious. But for many just getting their feet wet in social media, it may well not be.

Simply put, if you want bloggers to write about you, don't send them your press release! It's a common mistake many traditional PR agencies seem to make when they expand their press lists with blogger names.

Read full article here: "Bloggers are not media!"

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Monday, 19 October 2009

New at Twitter?

Getting the basics right

I see many businesses getting their feet wet with social media. I guess it is natural for businesses to discover new channels.

Many businesses I see on Twitter, embrace it as a broadcast channel. Wrong. People don’t care what you’re doing, what your products do or whether or not you have made it to the newspapers.

Read full article here: "New at Twitter?"

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Tuesday, 13 October 2009

They are talking about you. Now what?

How to pro-actively manage your online reputation

Recently I was talking to a rather large brand who had just been sold on an Online Reputation monitoring system. They were looking for a solution to start responding to people’s questions online.

The first word that came up in the conversation was ‘web-rep’. These are folks who go online and respond to comments on behalf of the company. But as you get more visibility, more market share of voice, it’s not economical to keep scaling up the number of web reps.

Read full article here: "They are talking about you. Now what?"

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Thursday, 17 September 2009

The pros & cons of social media pilot programs

Getting started in social media

In an interview with PR Week, John Bell, from Ogilvy’s 360 Digital Influence, notes that more and more clients are asking for pilot programs rather than ‘full scale’ marketing campaigns.

So, is a pilot program a good thing? It’s a valid question. I’m often being asked this as well.

Read full article here: "The pros & cons of social media pilot campaigns".

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Monday, 17 August 2009

The value of content publishing

How to give great content away. Without being a charity!

More and more companies are starting to see the value of publishing great content such as tutorial videos, white papers, how-to guides, case studies, trend reports or market research documents.

However, I notice that many managers and marketers are not comfortable with giving this content away for free online. Usually a lot of time and resources have gone into creating it. I therefore often hear the argument that this content is too valuable to give away for free.

Read full article here: "The value of content publishing".

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Wednesday, 29 July 2009

Free paper for business leaders

4 Step social media strategy framework

In his latest blog post my business partner Steve Seager provides a basic four step framework for business leaders to set social media strategy.

Steve had his first taste of strategy when he was rock climbing as a kid with his stepdad. There he learned to think about his finishing point, set direction and plan the moves needed to secure success step by step.

Read full article here: "Free paper for business leaders: 4 Step social media strategy framework"

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Sunday, 26 July 2009

Moving at the speed of culture

Twitter 101 Guide offers insightful case studies

Twitter is one of today’s most successful social media channels. Having said that, many marketers and companies are skeptical of Twitter. They find it hard to understand how people use Twitter, how active people are and why people use it.

Read full article here: "Moving at the speed of culture"

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Thursday, 23 July 2009

Getting a grip on the metrics of social media

Break it down into easy chunks

Many marketers are hesitant to start investing in social media, because they struggle with the metrics. Before they start they would like to know what the potential ROI is of their Facebook group, Twitter chats, blog posts and activities in forums and discussion groups.

Read full article: "Getting a grip on the metrics of social media"

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Monday, 20 July 2009

Do the Wordle!

Visualise your proposition

In my blog post ‘It’s all about them, not you’, I suggest a little check to see how consumer oriented your website is: just by grabbing a pen and counting the number of times you use the word ‘we’ on your website as oppose to the word ‘you’. It really helps you get a feel of how consumer centric your organisation is.

Read full article here: "Do the Wordle!".

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Thursday, 16 July 2009

Public Relations sells!

The art of selling through informing

Throughout my career as a product marketer I tended to view Public Relations as a promotion activity. And with promotion I mean free publicity in media. As such PR is usually seen as a welcome addition to advertising.

Read full article here: "Public Relations sells!".

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Wednesday, 15 July 2009

Did I mention mass communications doesn’t work in social media?

Getting in a targeted messaging headset

Many businesses see the biggest advantage of social media as simply reaching more people. Is it true?

Well, yes, you do reach more people, but if you don’t also adapt your messaging for these people, you end up with what Seth Godin calls a ‘meatball sundae’: an unfortunate mixing of two good ideas.

Read full article: "Did I mention mass communications doesn’t work in social media?".

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Thursday, 9 July 2009

First impressions

The fundamentals of B2B Marketing

I’m often being asked by friends why I dedicate so much time to writing my blog, maintaining my Linkedin profile, getting Twitter contacts, crafting presentations to publish on the web, commenting on people’s blogs et al.

This video answers all these questions:

Read full article here: "First impressions".

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Thursday, 2 July 2009

Smarter marketing: don’t advertise, help inform!!

McKinsey change the purchase funnel!

Everyone knows the purchase funnel gets narrower towards the end, right? The entire marketing process has been aligned to this principle for more than forty years.

Well, now we can think again. McKinsey’s recent global study shows a definite change in the way consumers research and buy products. And that opens up ways of smarter marketing.

Read full article here: "Smarter marketing: don’t advertise, help inform!!".

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Wednesday, 24 June 2009

It’s all about them. Not you.

A quick check to see where your company head is at

Depending on which source you prefer, the average person is exposed to anywhere from 2 to 3,000 advertising messages each day. That’s an awful lot of noise, an awful lot of people shouting about their product.

Read full article: "It’s all about them. Not you.".

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Monday, 22 June 2009

Harvesting emails the social way

Using online content to build relationships

Want to harvest emails? Then don’t ask for people’s email address. Not just yet. Instead, try giving them some great free content first.

It’s pretty amazing to see how much valuable stuff one can obtain via the World Wide Web. I’m talking not only about valuable content you can find on websites, blogs and forums, but also downloadable documents such white papers, e-books, case studies, trend reports and market research to name but a few.

Read full article here: "Harvesting emails the social way".

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Thursday, 18 June 2009

Is email marketing better than social media marketing?

Comparing apples and pears

Recently a press release was put out by e-Dialog, a leading provider of email marketing solutions, which stated: “E-mail trumps other direct marketing channels for driving sales conversions”.

Unfortunately some media outlets especially in The Netherlands all gave it their own spin, leading to misleading headlines such as ‘Consumers are more sensitive to email marketing than to social media marketing’.

OK. Now I’m angry. Let’s look at the facts here:

Read full article here: "Is email marketing better than social media marketing".

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Wednesday, 10 June 2009

Independent blog helps to keep corporate website on Google page one

A successful case study on ‘Crisis Management’ SEO

My last blog post talking about the benefits of an independent blogging platform and url as opposed to putting your blog on the root corporate web domain. My advice was catered towards small business blogs with a desire to establish thought leadership, build links, gain advocates and encourage conversations.

Read full article here: "Independent blog helps to keep corporate website on Google page one".

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Monday, 8 June 2009

Should I host my blog on my company website?

The benefits of an independent blogging platform

OK, you decided to start a blog for the benefit of your business. While you are developing your blogging strategy you will hopefully stop and think for a moment about where to host the blog. I sometimes have the feeling that many companies automatically place their blog on the domain of their own corporate website. But is this the right choice?

Read full article here: "Should I host my blog on my company website?"

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Wednesday, 3 June 2009

Not convinced about Twitter yet? Why not start by listening?

New service offers hourly Twitter alerts

Twitter. Some love it, some hate it. Some say it’s a great platform to share your interests, reach new customers, promote your blog or voice your opinion. Others don’t see the value of telling the world what they’re up to in 140 characters.

Read full article here: "Not convinced about Twitter yet? Why not start by listening?"

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Monday, 1 June 2009

Getting your organisation on the same page

Great primer for the new rules of marketing and PR

In nearly all the organisations I visit, I hear people actively debating a more effective use of online communication as a means to reach business objectives. One of the biggest challenges here is to convert the collective ‘mass communication’ headset to a headset that embraces the new communication rules of the web.

Read full article here: "Getting your organisation on the same page".

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Friday, 29 May 2009

Choosing the ultimate online agency

Their skills versus your needs

In my previous blog post I talked about the difference between Online publicity and Online PR. I argued it had to do with the difference between making noise and building relationships.

Read full article here: "Choosing the ultimate online agency".

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Monday, 25 May 2009

Making noise or building relationships?

The difference between online publicity and online PR

Once upon a time marketers had two main ways of getting their product or services noticed by consumers: advertising and publicity.

The principle of advertising is based on interruption. In order to get people’s attention you need a large degree of creativity or even humour. This helps people absorb your message and makes it stick.

Read full article here: "Making noise or building relationships".

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Friday, 15 May 2009

The Power Of Scale

1 + 1 = 11

The last few posts, especially the ones on Dell made me realise that engaging in online communications on the social web is not something you do on a late Friday afternoon. It takes effort and commitment.

Read full article here: "The Power Of Scale".

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Tuesday, 12 May 2009

'Dell Hell' and the $1 million Twitter revenue

Social media and direct revenue

Hmmm. Still talking about Dell. And this time it sounds like a Harry Potter title. The only difference is that this actually happened!

The company that initially got engaged in social media to repair the Dell Hell reputation damage, has now produced $1 million in revenue directly through Twitter! Dell’s Twitter followers receive messages when discounted products become available in the company’s Home Outlet Store.

Read full article here: "'Dell Hell and the $1 million Twitter revenue".

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Friday, 8 May 2009

Best job in the world at errr… which Island?

PR should always be driven by business objectives

The ‘Best job in the world’ story broke on January 12, 2009. As a result, more than 30.000 people posted their one-minute job application video in a bid to become caretaker of Hamilton Island, a tropical Island off the coast of Queensland, Australia.

But how many people will remember ‘Hamilton Island’ in a few months from now?

Read full article here: "Best job in the world at errr… which Island?"

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Thursday, 7 May 2009

The 'Dell Hell' wake up call

Or why brand building beats crisis communications

Now here’s a company that learned about engaging in online communications the hard way. This is a classic case study that dates back to 2005/2006.

What started with a blog post of one person, caught fire on the Internet and ended up with ‘Dell Hell’ as the most highly ranked Google search term associated with Dell for some time.

Read full article here: "The 'Dell Hell' wake up call".

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Wednesday, 6 May 2009

Educating the antibodies in your organisation

Creating buy-in through education

Last month Ad Week reported on the departure of Dell’s Social Media Chief Bob Pearson. He left the company to take a position with the Blog Council, an industry group focused on social media.

Read full article here: "Educating the antibodies in your organisation".

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