Marketing 2.0, social media & business | A consultant's view » Christine Thompson
April 29, 2010
Thanks to the Altimeter Group and Web Analytics Demystified, we now have a framework for deciding how to measure progress with social media marketing — a draft model that’s worth talking about. The framework has many merits, but also limitations, especially for start-ups or entities in the early phase of their life cycle, before there’s much conversation about them online.
Tagged as: Altimeter Group, social influence marketing, web analytics, Web Analytics Demystified
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April 2, 2010
Most of the tactics based on SEM and SEO aim at capturing the attention of shoppers engaged in active discovery. Which is cool, if people already know your brand, are aware of your current offers, and generally understand your brand promise or core value proposition. (In this context we’re talking about the buyer’s activities during the earlier phases of the marketing funnel.)
But what do marketers do if people are unaware of or unfamiliar with your brand? Or if you’re confronting damaging misperceptions about your product’s positioning, core benefits, price-to-value equation, etc.? Search alone is not enough.
Tagged as: buying process, discovery, messaging architectures, search marketing, storytelling
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April 1, 2010
I’ve always loved David Armano’s thoughtful irreverence, his clear infographics, and the ways he helps us think about or reframe core issues in the worlds of marketing, media, community and communications. After stumbling across his wry “wheel of marketing misfortune,” for a recent presentation to a Chicago AMA event, I just had to share it here.
Tagged as: classic marketing mistakes, communications, David Armano, marketing
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April 1, 2010
People, organizations and civic communities gravitate toward one of two classes: local or cosmopolitan. Mindsets, competencies and connections are what distinguish these two social classes. The implications can be profound for local economies, based on the prevalence and mindsets of locals versus cosmopolitans within their population. What does this imply for social graphs
Tagged as: community structures, local versus cosmopolitan, social graph, social networking
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March 9, 2010
It’s been a curious 24 hours. First, snow falling on daffodils and cherry blossoms (our first of the season, here in Seattle). Then, 2 people emailed me, having found my blogs, to inquire about contributing posts for this blog and my personal blog. The requests, while flattering, caught me off guard. They made me realize [...]
Tagged as: blogging policies, social media policies, WordPress contributors
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March 8, 2010
As a practical indicator of social media adoption, I’ve been looking for signs of how Twitter is used by people within my business networks, and in particular, by my clients. My non-scientific research suggests that email, phone calls, or in-person meetings still dramatically outweigh the use of Twitter in the business communications and interactions I see on a day-to-day basis. What’s interesting about this is that my clients are all in the high-tech arena
Tagged as: business communications, client interactions, email communications, Twitter adoption
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February 8, 2010
Lately I’ve been struck by how we marketers may be losing our way, overlooking our core mission. Preoccupied with wrenching changes in how we launch products, retool the marketing mix, and engage influencers and stakeholders, it’s easy to overlook our core mission: understanding customers. How we apply what we understand about customers is what drives the marketing (and sales) engine.
Tagged as: creating customers, customer insights, market research, the purpose of marketing
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February 3, 2010
Large enterprises have all sorts of choices when it comes to managing interactions with customers and prospects. The options available to solo practitioners and very small businesses, until recently, have been much more restricted, especially for people who want more than what Microsoft Outlook has to offer. Marketing firms like mine want a service that’s [...]
Tagged as: 37Signals, business development, contact management, Highrise
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January 19, 2010
During today’s presentation to the Seattle Social Media Club, Sean O’Driscoll, community builder and influencer marketing expert, revealed how he answers the inevitable questions about the ROI on social media and influencer marketing programs. He held up a phone and rhetorically asked, “How do you measure the ROI on your telephones?” Translation: it’s the conversations [...]
Tagged as: brand promises, influencer marketing, sean o'driscoll
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Last night I heard Daniel Pink, author of A Whole New Mind and the new book Drive, speak about the most powerful wellsprings of human motivation: the intrinsic motivators autonomy, mastery and purpose. If you haven’t read Drive, here is Daniel Pink’s TEDTalk on human motivation. An entertaining 18-minute summary of what behavioral scientists know [...]
Tagged as: Daniel Pink, Drive, human motivation, Jive, social capital
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