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12 Essential Tips For Success in Social Media
Whether you call it social media or
consumer-generated content, there’s no
debate over the accelerating popularity
of Internet sites and forums where consumers
share opinions and experiences
about every product and service imaginable.
From blogs and podcasts to wikis
and social networks, social media allows
consumers to rate and review products,
advise fellow consumers and even make
their own commercials praising or bashing
businesses and brands.
Chris Kenton, SocialRep
Perform Volume 1, May 19, 2008
A Firsthand Tale Of Adopting Web 2.0 Technology To Build Brand
As marketing evolves into
a two-way conversation
that technology enables, it
changes how we interact
with customers and the
value we offer the marketplace. Traditional
marketing – based on interruption, forcing
oneself on others and being loud and
mostly irrelevant – becomes obsolete.
Christine B. Whittemore, Solutia Inc.
Perform Volume 1, May 19, 2008
A Manifesto for Integrating Social Media Into Marketing
The future of communications requires marketers to master a new
arsenal of tools for connecting with customers.
Brian Solis, FutureWorks PR
Perform Volume 1, May 19, 2008
Addressing Online Social Networks
One in three Internet users say that their purchase decisions are swayed by sites with social content, according to a January 2007 survey conducted by Jupiter Research. These users in turn influence people they know, making it easy to see the tremendous impact community sites have on purchase decisions. The same study also shows that 49 percent of Facebook users and 35 percent of MySpace users are primarily seeking networking opportunities, and that the younger the user, the more likely he or she is to visit and interact with a social networking site.
Rodney Mason, Hawkeye
Perform Volume 1, May 19, 2008
An Approach to Managing Viral Marketing
Throw out your old rule book before you start trying to create
your own viral media sensation.
Karl Long, Nokia Corporation
Perform Volume 1, May 19, 2008
B-to-B Online and Interactive Marketing: Cutting Through The Hype
Online advertising, social networking, search engine marketing, Internet broadcasting, wikis, Web 2.0... What do these terms mean for your B-to-B marketing strategy? How do you harness the power of these new channels and Internet strategies without derailing your current strategy? Who in your organization is responsible for this emerging area of marketing? How can you leverage your online and interactive marketing activities to improve marketing’s performance measurement strategy? The new and constantly changing digital marketplace represents great opportunity for your marketing organization and your company, and these are just a few of the questions that you should be asking yourself. However, many tech marketers are off to some operational false starts in this area.
Michael Gerard, IDC
Perform Volume 1, May 19, 2008
Best Practices for Gathering User Feedback From Websites
OpinionLab audited the 50 most heavily trafficked websites in the United States as identified by Media Metrix (the "Top 50"). Each website's feedback methodology was observed, recorded and benchmarked against best practices.
Charlie Williams, OpinionLab, Inc.
Perform Volume 1, May 19, 2008
Can You Connect With The Ad-Averse Segment Of Your Audience?
The answer is ‘Yes’ – but you may have to rethink your media plan first.
Microsoft Advertising Research Group, Microsoft Corporation, Starcom MediaVest Group,
Perform Volume 1, May 19, 2008
Engage or Perish: The Choice Is Yours
Like the Industrial Age, the
Conversation Age (often
referred to as Web 2.0)
requires businesses to change
and recognize that the status
quo is unproductive and unacceptable. If
your company is to remain competitive,
increase market share and grow its business,
the time to reinvent yourself is now.
That means it’s time to invest in social
media, specifically blogging, and add it to
your marketing and branding toolbox.
Lewis Green, L&G Business Solutions
Perform Volume 1, May 19, 2008
Finally, Advertisers Can Calculate Real ROI From Digital Advertising
Providing advertisers with a wealth of opportunities to reach their ever-splintering audiences, the Internet has earned a reputation as the most accountable marketing medium. But the Web’s accountability as a marketing medium still falls short of fulfilling advertisers’ needs. As a result, the vagaries and shortcomings of digital marketing measurement models have stunted the growth of digital ad budgets, stilted creativity and limited the adoption of new channels for reaching key audiences. Today, however, thanks to new technology and industry demands, these barriers are coming down. A new measurement standard is picking up steam, and the industry stands to undergo even more change as a result. Marketers will be able to take greater advantage of the vast creative possibilities digital media has to offer, and brand marketers will be able to better justify redirecting traditional advertising budgets in increasing numbers to the Web.
Brian McAndrews, Microsoft Corporation
Perform Volume 1, May 19, 2008
From Buy-In to Business Results
Social media outlets are more than just another channel through which to deliver messages to the marketplace. Companies around the world are successfully using social media marketing strategies to understand consumer motivation and behaviors more deeply and to cultivate stronger loyalty - with demonstrable business results.
Jim Nail, Cymfony
Perform Volume 1, May 19, 2008
Is It Time for a New Marketing Organization?
Psst, want to know the secret to better marketing ROI? Just hire a statistician, add some complex analytical models to measure the marketing mix and voilà!
Pat LaPointe, MarketingNPV
Perform Volume 1, May 19, 2008
Is Your Marketing Organization Ready To Change Its MO?
By asking some simple questions, you can gauge how well your
department is performing and whether changes are needed.
Gary M. Katz, Marketing Operations Partners
Perform Volume 1, May 19, 2008
Lead Generation for The Next Generation
The ability to harvest tons of user data must be balanced with a
respect for individuals’ privacy.
Brad Powers, Active Response Group
Perform Volume 1, May 19, 2008
Leader of the Brand
The numbers are in – email is a powerful branding medium.
Jason Oates, Datran Media
Perform Volume 1, May 19, 2008
Lessons From Online Practice: New Advertising Models for All Media
The Online Advertising Playbook presents three models that
marketers can follow for building relationships with customers.
Stephen D. Rappaport, Advertising Research Foundation
Perform Volume 1, May 19, 2008
Listening and Participating
Social media is providing marketers
with an array of tools
and opportunities that offer
an unusual entrée into understanding
the good, bad and
ugly of how customers use and perceive
brands, your company and even your
employees. In today’s world, it is increasingly
critical to understand your specific
customer needs and to build business relationships
both on a local and global basis.
Toby Bloomberg, Bloomberg Marketing/Diva Marketing
Perform Volume 1, May 19, 2008
Mapping Your Company’s ‘Value DNA’
Ever since 1896, when John Patterson, founder and CEO of NCR, held the first training class on how to sell cash registers, the best salespeople have always focused on selling solutions and communicating value from the customer’s perspective.
Bob Schmonsees, Schmonsees & Associates
Perform Volume 1, May 19, 2008
Marketers Know They Aren’t Calculating Digital Advertising ROI Correctly
Marketers don’t need to
change the way they
think. They just need
new digital marketing
technology and measures
that conform to the way they think.
Thankfully, while the old model for measuring
the return on investment (ROI) from
digital advertising falls short, a new model
is gaining momentum.
Robert Haskitt, Microsoft Corporation
Perform Volume 1, May 19, 2008
Marketers Need a Seat At the Revenue Table
B-to-B companies need an integrated revenue pipeline,
but before that’s possible marketers need a seat at the revenue
table. Here’s how they can earn it.
Jon Milller, Marketo
Perform Volume 1, May 19, 2008
New Channels Help You Find Your Missing Audience
If it’s getting harder to reach your target market with TV and online ad campaigns, it’s likely because your audience has left the building. Or it could be they’ve entered another world – a virtual world. But not to worry: you can still connect with them.
Cory Van Arsdale, Microsoft Corporation
Perform Volume 1, May 19, 2008
New Communications Approaches in Marketing
As marketers attempt to keep up with the changing media
landscape, new online media will play a growing role in budgets.
Russell S. Winer, Marketing Science Institute
Perform Volume 1, May 19, 2008
Old School, New School ...And How They Relate to Marketing
We all want to be cool and current, but not at the expense of
effectiveness and relevance.
Nilofer Merchant, Rubicon Consulting
Perform Volume 1, May 19, 2008
Overlap Matters
How reaching consumers across multiple sites can boost
your return on investment.
The Atlas Institute,
Perform Volume 1, May 19, 2008
Pencils and Towels
Nothing from my marketing past could have prepared me for this meeting. Fresh from having run a large, publicly traded interactive agency, I was in my second month as president/CEO of a midsize, independent experiential/promotional agency. Earlier in my career, I had been embedded in the fact-based, data-driven world of direct marketing.
Charlie Tarzian, CoActive Marketing Group
Perform Volume 1, May 19, 2008
Personalized Marketing
The relationship marketing arena stands on the cusp of its golden age, at an inflection point parallel to that of the golfing world. Just as golfers with the best technology at their disposal should be shooting under par like never before, marketers equipped with cutting-edge technology tools and awash in a sea of consumer data should find that developing tighter and more profitable relationships with brands’ most valuable customers and prospects is easier than ever before. After all, in a digital age, consumers are easily reached through a proliferation of communications channels. We have hundreds of television channels, thousands of magazines, literally millions of websites and now even delivery of advertising messages to millions of individual mobile phones. The combination of all this data, advanced analytics and target audience delivery through ever more tightly targeted media properties should make every chief marketing officer (CMO) into a veritable Tiger Woods.
Christopher Kuenne, Rosetta
Perform Volume 1, May 19, 2008
Q&A: Alex Kormushoff
Alex Kormushoff of SPSS reveals how
predictive analytics can help organizations
enhance revenue through more targeted
and effective customer interactions.
Alex Kormushoff, SPSS
Perform Volume 1, May 19, 2008
Q&A: Dennis Morrow
As director of information
architecture and usability,
Mr. Morrow leads Web
Associates’ holistic approach to
combining user interface design,
human factors and usability
practices, resulting in positive
user experience initiatives for
the agency’s family of
global brands.
Dennis Morrow, Web Associates
Perform Volume 1, May 19, 2008
Q&A: Gayle Guzzardo
Q Interactive’s Gayle Guzzardo provides an
overview of the online lead generation space.
Gayle Guzzardo, Q Interactive
Perform Volume 1, May 19, 2008
Q&A: Joe Melanson
In Mr. Melanson’s role as Aquent’s chief sales officer, he and his Enterprise Solutions team work with leading global companies to increase their capacity to execute marketing initiatives. Since joining Aquent, he has helped clients build their capabilities by leveraging Aquent’s services in consulting, outsourcing, staffing, technology and training. Joe has created customized solutions for content development, marketing analytics, creative execution, direct mail and other marketing challenges for a diverse group of clients, including HP, Target, AstraZeneca and Philips Design.
Joe Melanson, Aquent
Perform Volume 1, May 19, 2008
Q&A: John Kembel
John Kembel is a leader in the design thinking movement, which advocates an experience-centered approach to product design and places design at the center of corporate performance. Mr. Kembel is also a consulting associate professor and strategy board member for the Hasso Plattner Institute of Design at Stanford University.
John Kembel, HiveLive, Inc.
Perform Volume 1, May 19, 2008
Q&A: Keith Pigues
Keith Pigues is chairman of the board
of directors for the Business Marketing
Association International and a
member of the Executive Leadership
Council. In 2007, he received
the Frost & Sullivan Marketing
Lifetime Achievement Award and
was recognized by B2B Magazine as
one of the leading senior marketing
practitioners. Since 2007, Mr. Pigues
has served as corporate senior vice
president and chief marketing officer
for Ply Gem Industries, Inc. He was
previously VP of marketing at CEMEX
USA , where he led all branding,
marketing and market development
for the U.S. operations of the world’s
largest building materials company.
Keith Pigues, Business Marketing Association International
Perform Volume 1, May 19, 2008
Q&A: Larry Weber
W2 Group’s Larry Weber breaks through
the confusion over measuring the impact
and ROI of social marketing.
Larry Weber, W2 Group
Perform Volume 1, May 19, 2008
Q&A: Mike Jacobs
iMarketing’s Mike Jacobs examines
the bottom-line impact of Web 2.0 on
performance marketing and discusses why
confusion is so rampant in this space.
Mike Jacobs, iMarketing
Perform Volume 1, May 19, 2008
Q&A: Peter Fader
The Wharton School’s Peter Fader
sheds light on the scientific side of
marketing and metrics.
Peter Fader, The Wharton School of the University of Pennsylvania
Perform Volume 1, May 19, 2008
Q&A: Scott Berg
Hewlett-Packard’s Scott Berg examines
the new media landscape for advertisers
and the challenges ahead.
Scott Berg, Hewlett-Packard Company
Perform Volume 1, May 19, 2008
Q&A: Young-Bean Song
The Atlas Institute’s Young-Bean Song
talks about the new online ad measurement
model that Microsoft introduced in
March 2008 – Engagement Mapping.
Young-Bean Song, The Atlas Institute
Perform Volume 1, May 19, 2008
Rep Firm or Ad Network: Who’s King of the Digital Jungle?
Marketers should consider their needs and objectives in deciding
which route to follow for online ad placement.
Brian Fitzgerald, Gorilla Nation
Perform Volume 1, May 19, 2008
RESEARCH: Sponsored Search
How much are you paying for your customer’s navigational behavior?
The Atlas Institute,
Perform Volume 1, May 19, 2008
Solving Marketing’s Seven Deadly Sins
The emerging discipline of Marketing Operations can cut through many
of the barriers to efficient, strategic marketing teams and measurable ROI.
Gary M. Katz, Marketing Operations Partners
Perform Volume 1, May 19, 2008
Staying on Top of Web 2.0 Communities With a Content Management System
Internet guru Tim O'Reilly refers to Web 2.0 as "an architecture of participation." In an era in which Web 2.0 has become one of the most overdefined terms around, O'Reilly's summation gets right to the point. The Web 2.0 world has led to a staggering degree of innovation - with startups mushrooming practically daily (even hourly), some with compelling new ideas and some simply providing new twists on existing ones. What they all have in common is a similar goal: to drive participation. So how does an organization built in the Web 1.0 (or previous) age adapt? For an audience that's accustomed to the kind of user experience a Flikr or Blogger provides, a company website without some degree of user interaction can appear archaic. This audience demands an interface that looks good and is easy to use, simple to navigate and allows them to do something with the content they see.
Robert Rose, CrownPeak
Perform Volume 1, May 19, 2008
The Art of Creating A Community
I admit it: I’m a user-group junkie. I got my first taste of user groups when I worked for Apple – speaking at their meetings was one of my great pleasures. Their members were unpaid, raging, inexorable thunder lizard evangelists for Macintosh and Apple II.
Guy Kawasaki, Garage Technology Ventures
Perform Volume 1, May 19, 2008
The Changing Influence of the CMO
The marketing function has evolved in recent years, becoming more important to the success of the business and becoming higher profile. To test our hypothesis about the ways the chief marketing officer has changed and the new requirements for the role, we embarked on a study that involved interviewing more than 30 CMOs from major U.K. businesses, most of them FTSE 50 companies.
Jonathan Harper, Spencer Stuart, Jonathan Smith, Spencer Stuart, Edward Speed, Spencer Stuart
Perform Volume 1, May 19, 2008
The Corporate Website: Five Strategies for Making Your Site More Relevant and Social
Companies need to structure their websites on the new connected marketplace.
Matt Goddard, R2integrated, Page Sands, R2integrated
Perform Volume 1, May 19, 2008
The Customer Advisory Board: A How-To Guide for The Internet Age
Good market intelligence
is imperative in today’s
increasingly competitive
environment. Product
segments are commoditizing;
product life cycles are shortening; and
with smart competitors in almost every
segment, CMOs and their teams need all
the good market intelligence that they
can get to develop and implement their
marketing strategies.
Ross King, King Research
Perform Volume 1, May 19, 2008
The Future of SEO Is Now
Universal search and personalization are impacting natural
search relevance and rankings, but marketers can take steps to
ensure Web surfers find their brands.
Bryson Meunier, Resolution Media
Perform Volume 1, May 19, 2008
The Internet Generation Conundrum
Yes, you can reach an audience that is too savvy to click a banner ad.
Steve Chazin, MarketingApple.com
Perform Volume 1, May 19, 2008
The Kids Are All Right – Are You the Problem?
Millennials are demanding and elusive customers, but they’re a hot
demographic marketers need to reach.
Ben Bajarin, Creative Strategies
Perform Volume 1, May 19, 2008
The Marketing Times Are a-Changin’
marketers can’t dismiss Web 2.0 as more dot-com hype.
Tom Asacker, AClearEye.com
Perform Volume 1, May 19, 2008
The New Pay-to-Play Model in the Blogosphere
The old model of journalism
is dying, at least online.
Relationships between
companies and media writers
have been supplanted
by a new business model. My European
colleagues, particularly those in Germany,
clued me in to how public relations “works”
in their countries: If you want your material
to appear in newspapers or magazines,
you must purchase advertising. Of course,
there are exceptions, but in these countries,
public relations is considered part of advertising
and is budgeted for media spends
accordingly. Fabricated terms like “branded
content,” “infotainment” and “edu-mercials”
immediately come to mind.
David Binkowski, Haas MS&L
Perform Volume 1, May 19, 2008
The Power of Corporate Blogging: Some Guidelines for Doing It Right
On May 31, 2006, The New
York Times published
an article by columnist
Thomas Friedman that featured
some pointed criticism
of General Motors.
Paul Gillin, Paul Gillin Communications
Perform Volume 1, May 19, 2008
The Rise of Social Sales and Marketing
The jury is in. Evolution hasn’t really caught up with humanity’s highfalutin attitudes about our species’ uniqueness. Less than 100 years ago, human existence was purely about survival in most cultures. Our survival depended on our ability to work as a group. Like it or not, we are still essentially animals grouped in packs. We hunt in packs; we farm in packs; and, indeed, we buy in packs. It turns out that even our longevity is affected by the extent to which we engage with other groups of people.
Ken Pulverman, Oracle
Perform Volume 1, May 19, 2008
Think Liquid
Regardless of technological
change, the future of social
media will be dictated by the
community’s rapid adoption
of new media forms. Change
occurs dynamically in online communities
as new applications develop. Though
behavior changes, relationships must be
maintained. That means successful marketers
must use flexible strategies as they
move forward with their online efforts.
Geoff Livingston, Livingston Communications
Perform Volume 1, May 19, 2008
Understanding Technology Evolution: The Fallacy Of The S-Curve
Understanding technological innovation is vital for marketers for several reasons. First, technological change is perhaps the most powerful engine of growth. It fuels the emergence of new brands, creates new markets and transforms small outsiders into market leaders.[1]
Ashish Sood, Goizueta Business School, Emory University
Perform Volume 1, May 19, 2008
Web 2.0 and Marketing Strategy
The changing online landscape has important implications for
marketers and how they formulate strategy.
Dave Sutton, FutureWorks PR
Perform Volume 1, May 19, 2008
Web 2.0 and the Corporate Website
Search engine optimization needs to be a primary consideration in
every element of your website content.
Andreas Mueller, Bloofusion
Perform Volume 1, May 19, 2008
Web Analytics 2.0: A New Measurement Strategy For Marketing 2.0
It’s not easy to integrate data from multiple sources to gain a full
and accurate view of customer behavior – but it’s necessary.
Eric T. Peterson, eMetrics Marketing Optimization Summit
Perform Volume 1, May 19, 2008
Web Analytics: The Non-Scary, Non-Techie Version
Once you understand the basics of what Web analytics can
achieve, you’ll be in a better position to pick and choose the
data you want to study.
Jim Sterne, Target Marketing
Perform Volume 1, May 19, 2008
Where Are Your Customers? Try the Intersection Of Multiple Online Channels
Your intuition tells you that reaching customers more often across more channels will inevitably improve your brand recognition. But with very little research to support this, and given the industry standard of giving the “last ad clicked” 100 percent of the credit for a conversion, it’s been difficult to prove this theory. And to further obscure your marketing vision, the online channel where that click occurred gets sole credit for the sale.
Esco Strong, The Atlas Institute
Perform Volume 1, May 19, 2008
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