Posts Tagged ‘social media’

Tweets, Books, and Learning

Friday, February 4th, 2011

Keeping informed by tweets is like nourishment from fast food: at best limited, at worst hazardous. Learning comes from in-depth experience, like submersing in a book.

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5 Questions to Answer Before Starting a Social Media Campaign

Monday, January 24th, 2011

Social media experts are popping up like mushrooms, and most have a program to sell you. I mean no disrespect. Many of their programs are very good. But before you buy any social media program – or begin any marketing campaign, for that matter – please do yourself a favor: Answer these 5 questions.  Read the rest of this entry »

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The New Brand Management Model

Friday, January 21st, 2011

Consumer marketing has changed in significant ways this decade due to the growth of social media and other communication channels. Here are some of the biggest shifts.

During the classic era of CPG marketing, focus was easy. Now, not so much.

Back then, marketing managers had a handful of clear priorities: business planning and execution to deliver results, product development, research & analysis, training newbies, and advertising (which primarily meant TV, sometimes supplemented with PR, magazines, radio, POS, billboards, and sales collateral). In the classic model, one functional group served as hub of the wheel, controlling and coordinating all internal and external activities related to the product or brand. It was all about one brand, one position, one message.

Today that model has been blown up by complexity. Read the rest of this entry »

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A Twitter Manifesto

Wednesday, January 5th, 2011

I love Twitter. It has helped me meet several remarkable thought leaders and given me a new venue for sharing my own ideas. So it distresses me to see how rapidly Twitter is getting devalued by junk. You know, the programs that troll for followers, push the same generic automated tweets through subscribers’ feeds, and litter the twitosphere with garbage.

This is my reply to Twitter Trolls and those folks who promise to make you rich and famous if you buy their software, program, or advice. It’s a personal manifesto. Read the rest of this entry »

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Numbers or Impact? What Old Spice Teaches Us

Wednesday, August 25th, 2010

Last week, Dan Zarrella of HubSpot presented a webinar called The Science of Presentations with slides drawn from an ebook that was subtitled How to Give Contagious Talks. Therein lies the problem. Is “contagious” a useful measure of a presentation’s success? Is a successful presentation one that generates many live tweets with the appropriate hash tag?

Whatever happened to meaningful content? What if the primary purpose of the presentation is to influence a single decision maker, or a small group? When did the science of presentations become limited to viral?

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First, Kill All the Social Marketers!

Thursday, July 8th, 2010

Shakespeare famously had King Henry VI suggest decimating England’s population of lawyers. Paul Dunay recently echoed this in his blog:

…2 years from now – if I still have a Director of Social Media – I should be fired!…

The theory here is as CMO’s appoint a head of social media in their organizations, it fosters silo-like behavior Read the rest of this entry »

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