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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!".
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?".
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".
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".
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".
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".
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".
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".
My goals of this blog are to inspire and offer more insight into how you can make online communications work for your business.
My posts will go beyond the buzzwords and the hype of the social web, and will be all about the practicalities of adopting and implementing online strategies.
Read full article: "Getting a grip of online pr and communications".
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