Marketing 2.0, social media & business | A consultant's view » Christine Thompson
November 25, 2009
When you get a social networking invitation from your single-brew coffee maker, you know that social media is now mainstream. Today’s email in-box featured this invitation from Tassimo, to follow their “taste master” on Twitter or become a fan on Facebook. I was happy to see how well they interact with customers via Facebook and [...]
Tagged as: Tassimo
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November 17, 2009
Social media experts like Shiv Singh recommend that you designate one or more people to serve as your organization’s social media voice.
The challenge with this recommendation is that such people are in short supply and high demand. If you’re lucky enough to employ people with authentic SIM voices, you’re vulnerable to poaching if you can’t motivate them to stay with your organization.
Tagged as: personal branding, social influence marketing, social influencers
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November 13, 2009
One of the best examples of a thriving online community is I Love Typography. Almost 50,000 people subscribe to its RSS feeds. There are many voices: multiple authors and lots of people who care enough to respond. It feels vibrant and live. People share experiences and point to great examples of typography in use.
But what makes this such a vibrant community? What lessons can we take away from this example and apply elsewhere?
Tagged as: building an online community, community defined
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November 3, 2009
Today I received one of the best-ever comments on a blog posting; however, the person who responded to my post took the time to track down my address and then sent me a very thoughtful message via email. Given the trouble he took to communicate in this manner, I surmise that he did not want [...]
Tagged as: social influence marketing, social influencers
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October 14, 2009
This must be a painful time to be a marketer at Dell Computer. Dell has just introduced a svelte, feature-packed premium laptop aimed at execs, status seekers and “impression makers.” Thanks to their PR team (or influencer relations), Dell secured a high visibility blog posting at the NY Times discussing the product and its aspirational positioning. Unfortunately, it backfired.
Tagged as: Apple, brand positioning, Dell
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October 8, 2009
In a conversation sponsored by Fast Company, FTC assistant director Richard Cleland clarified that bloggers won’t be fined $11,000 for a first offense. It’s more likely to take multiple infractions and a refusal to comply with prior warnings before the FTC levies any financial penalties on bloggers who fail to disclose that they have received cash or payment in kind from an advertiser.
Tagged as: disclosure guidelines on blogging
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September 28, 2009
Nielsen Claritas reports that people who are more affluent and live in urban environments are more likely to use social networks than the so-called “average American.” They also reported differences in demographic characteristics between Facebook users and MySpace users:
Tagged as: social networking adoption
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September 25, 2009
I love the idea of conversational marketing, and applaud the innovators who are trying to figure out more scalable ways to put it into action. A tweet today from Jeremiah Owyang led me to an interesting new offering from marketing pundit Seth Godin, one that puts brands in a social media context.
Tagged as: Brand Strategy, conversational marketing, Seth Godin
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July 16, 2009
Within the IT community “social media consumption continues to outpace editorial and vendor content consumption,” according to survey results just released by Toolbox.com. In June 2009 they surveyed almost 3000 executives and professionals across 109 countries, based on names sourced from Toolbox’ online IT community. Results were reported as Toolbox.com/PJA IT Social Media Index: Wave [...]
Tagged as: IT professionals, media consumption
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July 15, 2009
Razorfish has published the results of a survey and analysis they did jointly with TNS Cymfony. In their report entitled Fluent, they explored the links between brand affinity, purchase decisions, and the impact of people and social networks at different stages of the consumer buying cycle. This post describes the types of social influencers, and looks at the implications of Razorfish’s proposed social media metric for B2B marketers.
Tagged as: B2B marketing, social influence marketing, word of mouth
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