By Luis Gallardo, Managing Director of Global Brand & Marketing at Deloitte The world’s most successful brands go the distance. Beyond logos, colors, and shapes, brands endure over time and geography, attempting to do what no other commodity or service offering before them could do—or better yet, promise. Brands are expected to perform, and customers […]
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Posted in Blogs, Branding, Collaboration, Competitors, Customer Experience, Customers, Engagement, Facebook, LinkedIn, Luis Gallardo, Marketing, Relationships, Strategy, Thought Leadership, Twitter, YouTube | Comments Off on Fueling the Social Media Engine: How Building Relationships Online Drives the Growth of Brands
By Barry Libert, Author of Social Nation: How to Harness the Power of Social Media to Attract Customers, Motivate Employees, and Grow Your Business For as long as anyone can remember, the expression “those who have the gold, rule” has worked. But times are changing. Today, the power is shifting to the masses, and they […]
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Posted in Barry Libert, Blogs, Crowdsourcing, Customers, E-Commerce, Engagement, Facebook, Innovation, Listening, Marketing, Text Messages, Tools, Twitter | Comments Off on People Have the Power: How Social Media is Changing Business and Why the Old Guard is Terrified
By David Harkleroad, Chief Marketing Officer at Hay Group I’m re-reading Neil Rackham’s B2B classic, Major Account Sales Strategy. While written in 1989, it is still remarkably relevant—and he would have included a section on social media had it existed at the time! Neil asked experienced B2B sales professionals about the hardest part of selling, […]
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Posted in Awareness, B2B, Blogs, Competitors, Content, David Harkleroad, Google, Lead Generation, LinkedIn, Marketing, News Releases, Prospecting, Public Relations, Relationships, Sales, Spam, Trackability, Twitter | Comments Off on Using One-to-Many Technologies to Create One-to-One Experiences
By Kenneth Cossin, Professor at Full Sail University As marketers, we have heard so much about how social media allows us to rapidly build our brand, get the word out regarding our products and services, target different demographics, and optimize consumer engagement. Yet we need to take social marketing to the next level. Thus, I […]
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Posted in Branding, Channels, Conversations, Engagement, Incentives, Individuality, Interaction, Kenneth Cossin, Loyalty, Marketing, Metrics, Relationships, Trust | Comments Off on Five Useful Tips on Developing Social Media Conversations with Your Customers
By Steve Jarrett, Chief Executive Officer of MePlease To help retailers seize the opportunity afforded by mobile marketing and social networking—or “mocial” marketing—we have come up with the top 10 tips that we believe need to be worked through to position your brand effectively for your new generation of customers. 1. Mobile marketing goes way […]
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Posted in Coupons, E-Mail, Facebook, Marketing, Mobile Applications, Mobile Marketing, Mocial Marketing, Permission Marketing, Retail, Smartphones, Spam, Steve Jarrett, Text Messages, Trust, Twitter | Comments Off on “Mocial” Marketing: 10 Things You Need to Know
By John Foley, Jr., Chief Marketing Officer at Grow Socially What is a Twitterview? It is where people have a live interview on Twitter. So how does it work? The first step to making your Twitterview a successful promotional tool is to create its hashtag. A hashtag is simply the pound symbol (#), followed by […]
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Posted in Facebook, Hashtags, John Foley Jr., Promotions, QR Codes, Tourism, Trackability, Twitter, Twitterviews | Comments Off on Twitterviews: A New Medium for an Interview
By Jay Miletsky, Co-Author of Perspectives on Marketing, Perspectives on Branding, and Perspectives on Social Media Marketing Over the last couple of years, I’ve noticed a very interesting trend among people—small business owners and managers, especially—looking to improve their marketing through social media efforts. They started out skeptical (can this really work for my company?), […]
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Posted in Blogs, Consistency, Disillusionment, Facebook, Hashtags, Jay Miletsky, LinkedIn, Marketing, Twitter | Comments Off on Reaching Beyond Your Own Space
By Dr. Philippe Duverger, Assistant Professor at Towson University I agree with Tom Quinn’s recent post on the SMM Magazine blog—By Invitation Only: Letting Your Customers in Behind the Velvet Rope—where he advocates for a by-invitation-only brand community that leverages customer engagement in a private and exclusive environment. Facebook Pages and other initiatives that inform […]
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Posted in Blogs, Brainstorming, Competitors, Conversations, Customer Experience, Cyberbullying, Engagement, Facebook, Listening, Philippe Duverger, Relationships, Strategy, Tom Quinn, Twitter | Comments Off on Engage Your Most Dissatisfied Customers for Radical Thinking
By Deirdre Breakenridge, Co-Author of Cyberbranding: Brand Building in the Digital Economy If there’s one area of marketing strategy that deserves significant attention, it’s measurement. Back in the days of traditional communications, marketers were always held accountable for the results of their campaigns. We had to know if the marketing efforts raised awareness, created consumer […]
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Posted in Blogs, Brand Champions, Branding, Conversations, Deirdre Breakenridge, Engagement, Listening, Loyalty, Measurement, Microblogs, Monitoring, Share of Voice, Social Influence Marketing Score, Video, Wikis | Comments Off on Embracing Social Media Measurement
By Jeff Hasen, Chief Marketing Officer at Hipcricket I’ve always thought that a drugstore was a place to treat a headache, not to receive one. But we’re in dangerous territory these days. No, not the kind of danger where your wife or girlfriend asks you to pick up a feminine product that will be in […]
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Posted in B2C, Blogs, Customer Experience, Facebook, iPad, Jeff Hasen, Mobile Marketing, Retail, Smartphones, Twitter | Comments Off on The Perfect Bundle: A Netbook and an Aspirin
By Ted Rubin, Chief Social Marketing Officer at OpenSky 1: Relationships: how do you build them online? I believe everything we do in our personal and business lives revolves around relationships—now more than ever. With effort, an online relationship may begin from the request of a Facebook friend or following someone on Twitter. But make […]
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Posted in Authenticity, Branding, Engagement, Facebook, Relationship Commerce, Relationship Marketing, Relationships, ROI, ROR, Ted Rubin, Twitter | Comments Off on Questions and Answers about Relationship Marketing and Relationship Commerce
By Stephanie Diamond, Author of Web Marketing for Small Businesses: Seven Steps to Explosive Business Growth If you’re a leader whose business has an online component, you’d probably like to find some guidelines that make it easier to develop and sustain an online marketing strategy. There are lots of conflicting ideas swirling out there about […]
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Posted in Analytics, Blogs, Competitors, Content, E-Books, Facebook, Intellectual Property, Marketing, Mind Mapping, Stephanie Diamond, Strategy, Twitter, Video, Word of Mouth | Comments Off on Three Questions the Savvy Executive Asks about Online Marketing Strategy
By Colin Osburn, Chief Information Officer at Parts.com As a technologist, most everything I do has a technical bent first, with true ROI close behind. I realize that technology and finance to a marketer are like sunlight to a vampire, but steadily more and more of the marketing types appear to be following the technical […]
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Posted in Advertising, Banner Ads, Branding, CMOs, Colin Osburn, Content, Dell, E-Mail, Facebook, Finance, Ford, Forums, Marketing, Marketing Automation, Measurement, Metrics, MySpace, ROI, SEO, Tools, TV, Twitter | Comments Off on A CIO Takes On CMOs and Social Media Marketing
By Ryan Sauers, Chief Marketing Officer at The Sauers Group In all aspects of business, it is vital to utilize various tools to evaluate performance. One such device is the Johari Window. This tool is especially important for those of you in the marketing profession. The Johari Window is broken into four distinct quadrants. Let’s […]
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Posted in Facebook, Generation Y, Google, Johari Window, LinkedIn, Marketing, Ryan Sauers, Targeting, Tools, Twitter | Comments Off on A Window through Which We can Look at Social Media Marketing
By Dr. William Ward, Adjunct Professor at Grand Valley State University “The times, they are a-changin’.” —Bob Dylan Universities are using social media through their institutional marketing departments to attract new students and communicate with alumni. Various academic departments have reluctantly added social media courses. Some progressive universities are even hiring new full-time faculty to […]
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Posted in Blogs, Collaboration, Culture, Google, Higher Education, Research, Social Media Courses, Universities, William Ward | Comments Off on Will Social Media Courses Enable a Cultural Shift in Higher Education?
By Frank Agin, Co-Author of LinkedWorking: Generating Success on the World’s Largest Professional Networking Website Successful networking requires a multi-faceted attack. That is, to have a highly productive network, you need to involve yourself in the world from lots of different angles. You need to continually work your contacts in your networking groups, such as […]
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Posted in Altruism, Facebook, Frank Agin, LinkedIn, Networking | Comments Off on Strategic Networking on Social Media
By Will Seccombe, Chief Marketing Officer at VISIT FLORIDA The Challenge On April 20, 2010, the BP/Transocean Deepwater Horizon oil rig exploded and sank, resulting in a massive offshore oil spill. The spill became the top news story of the summer, and the live video feed of oil gushing from the failed “blowout preventer” was […]
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Posted in Best Practices, BP, Crisis Management, Facebook, Flickr, Marketing, Oil Spill, Photos, Tourism, Transparency, Twitter, Web Cams, Will Seccombe, YouTube | Comments Off on Social Media Marketing in a Crisis: VISIT FLORIDA and the BP Deepwater Horizon Oil Spill
By Lois Geller, President of Lois Geller Marketing Group Does your company have a @tweetstar? Some do, some don’t. I’m sure when you have a good one, it matters. A lot of companies use Twitter well. Dell, The New York Times, E!, and Whole Foods are four of the top dozen tweeting companies. They use […]
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Posted in AT&T, Businessweek, Carolyn Davis, Comcast, Dell, E!, Ford, Frank Eliason, John Byrne, Lois Geller, Marketing, New York Times, Reader's Digest, Sarah Ferguson, Scott Monty, Twitter, Weight Watchers, Whole Foods | Comments Off on Does Your Company Have a @Tweetstar?
By John Watton, Chief Marketing Officer at ShipServ I really enjoyed presenting at B2B Marketing Magazine’s recent conference in London. It was a tough assignment, as I was on just before the two-minute moment of silence at 11:00 a.m. to honor Armistice Day. There’s nothing like standing between an audience and a nation’s respect for […]
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Posted in B2B, Content, Engagement, John Watton, Marketing, Propogation, SlideShare, Trackability, Twitter | Comments Off on Content is King in B2B
By Dr. Angela Hausman, Associate Professor at Howard University “Likes” have replaced “fans” on business Facebook pages. Having more likes is a good thing, and Starbucks is the leading company, with more than 16 million likes. Starbucks is followed closely by Coca Cola, with more than 15 million likes. You can see the rest of […]
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Posted in Angela Hausman, Branding, Contests, Engagement, Exclusive Content, Exclusivity, Facebook, Promotions | Comments Off on How to Really Get “Liked” on Facebook
By Kent Huffman, Chief Marketing Officer at BearCom Wireless and Co-Publisher of Social Media Marketing Magazine In a recent blog post on Forbes.com, CMO Club CEO Pete Krainik noted, “Most Chief Marketing Officers see the value of engaging with customers—and the value of engaging them where they hang out, talk, and spend their time.” Pete […]
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Posted in B2B, B2C, CMOs, Conversations, Engagement, Kent Huffman, Listening, Marketing, Twitter | Comments Off on Do CMOs Really Understand the Value of Twitter?
By Berenice Ring, Professor at Fundação Getulio Vargas Aston Martin has a dealership at São Paulo’s trendy Avenida Europa. Lamborghini has one as well. Office space in that avenue does not come cheap, and the rent per square foot is almost nonsensical. Yet these stores are neither small nor modest. Since October 2009, 17 Lamborghinis […]
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Posted in Berenice Ring, Brand Ambassadors, Branding, Exclusivity, Facebook, Luxury, Marketing, Tribes, Twitter | Comments Off on Creating Luxury Tribes with Communication and Social Networks
By Aaron Strout, Chief Marketing Officer at Powered I have always been a music enthusiast, but I’ve never been that interested in country music. And while I’m not ready to race out and fill my iTunes account with the likes of Kenny Chesney and Garth Brooks, I recently purchased a few songs by the lovely […]
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Posted in Aaron Strout, Blogs, Branding, Engagement, Facebook, Listening, Marketing, Twitter | Comments Off on Could Big Brands Learn a Thing or Two from Singer Leann Rimes? Hell, Yeah!
By David LaBonte, Author of Shiny Objects Marketing: Using Simple Human Instincts to Make Your Brand Irresistible Social media marketing is a sexy new addition to traditional marketing formats. It bridges the gap from broadcast or print to broadband, introducing fresh access to market share. But the secret of success in this brave new world […]
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Posted in Advertising, Advertising Agencies, Attraction Marketing, Branding, David LaBonte, Features and Benefits, Marketing | Comments Off on Sexy Social Media and Irresistible Attraction
By Brian Kardon, Chief Marketing Officer at Eloqua Best-in-class companies have evolved beyond mere participation in social media. They have put a robust marketing technology platform in place that allows them to see how social media activities drive revenue. Social media is earning a seat at the revenue table. It’s called “revenue performance management.” Social […]
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Posted in Brian Kardon, CRM, Customer Retention, Demand Generation, Marketing, Marketing Automation, Measurement, Metrics, Nurturing, Revenue | Comments Off on Social 3.0: Social Media Drives Demand Generation
By John Foley, Jr., Chief Executive/Marketing Officer at Grow Socially JetBlue gets social media. Completely. While many companies make good use of social media in promoting their brands, JetBlue takes the ball and literally flies with it. Here are three ways they shine: Brand Personality Anyone who has boarded a JetBlue flight knows the company’s […]
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Posted in Branding, Contests, Customer Experience, Humor, John Foley, Loyalty, Marketing, Personality, Promotions, Twitter, Word of Mouth | Comments Off on How JetBlue Uses Social Media to the Fullest (and You Can, Too)
By Tom Quinn, Chief Revenue Officer at Passenger “Invitation only.” “Private.” “Exclusive.” “VIP.” These words hold significant power in the marketing world. Nightclubs make their living off this allure; the retail world has been revolutionized by the success of invitation-only sites like Gilt Groupe and vente-privee.com. Although often a mirage (an invitation to a private […]
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Posted in Branding, Customer Experience, Exclusive Content, Loyalty, Marketing, Retail, Strategy, Tom Quinn | Comments Off on By Invitation Only: Letting Your Customers in Behind the Velvet Rope
By Shelly Lipton, Chief GrownUp at GrownUp Marketing Traditional advertising channels—including print, broadcast, and online display ads—are perfect places for prompting users to text a keyword to an advertiser’s code in order to enter a sweepstakes or receive a discount coupon. This has been the foundation of mobile marketing since its infancy, but today’s savvy […]
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Posted in Advertising, Coupons, Facebook, LinkedIn, Marketing, Mobile Marketing, MySpace, Research, Shelly Lipton, SMS, Twitter, YouTube | Comments Off on Integrating Social Media with Mobile Marketing
By Phyllis Neill, President & CEO of WeMentor Social Media Marketing The more we learn about social media marketing and management, we realize that the devil is in the details. We now know it’s not enough to simply be in social media, but we need lots of relevant, compelling content, frequent updates, and ongoing efforts […]
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Posted in Blogs, Facebook, LinkedIn, Listening, Marketing, Outsourcing, Phyllis Neill, Strategy, Twitter | Comments Off on Is Farming Out Selling Out?
By Ken Herron, Chief Marketing Officer at SocialGrow Investment portfolios, airline seats, and chocolate fudge cakes. What do these three things have in common with the size of your online network? Big is good, bigger is better, and biggest is where you want to be. As marketers, we have stuff to do, and failing to […]
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Posted in B2B, B2C, Branding, Ken Herron, LinkedIn, Marketing, Public Relations, Research | Comments Off on Size Matters: How a Large Online Network Can Transform You, Your Marketing, and Your Business
