Guest post from Susan Baier, a 20-year marketing strategy veteran with an MBA in Entrepreneurship. Her company Audience Audit provides strategic marketing support and audience segmentation research that helps organizations understand their customers better. Being relevant to customers isn’t about just using their first name in an email. True relevance grows from a deep understanding [...]
Is Your Social Strategy Proactive or Reactive?
Is your social media program about asking, or answering? Like Sonny divorcing Cher (or was it the other way around?) there’s a schism coming in social media between companies using it for marketing, and companies using it for customer service and CRM. Thus, one of the first questions I recommend you ask about your social [...]
Should a Blog be Your Social Media Hub?
The divine corporate blogging expert Debbie Weil recently asked this question on her blog, as part of a Kindle version refresh of her excellent book “The Corporate Blogging Book.” Debbie asked me to think about whether a blog should be the social media hub – your epicenter, the place where you’re trying to bring your [...]
Crushing the Myth of B2B Social Media
In nearly every speech or Webinar I conduct, someone in the audience asks “But all this social media stuff doesn’t apply to B2B right?” Yes, social media applies to B2B. In fact, social media can be MORE transformative for a B2B company than a B2C company. This is because B2B has a smaller potential customer [...]
Social Media is a Samaritan, not a Savior
The problem with a lot of traditional marketing is that the call to action is too heavy-handed. “Visit your Toyota dealer now” or “Call this toll-free number” or “McRib is back, but only for a limited time.” Each of these forces the recipient of the message – the consumer – to make a yes/no decision. [...]
What Brett Favre Can Teach You About Social Media Strategy
I went to the Arizona Cardinals vs. Minnesota Vikings game last Sunday. In addition to pitting two strong NFC teams against one another, the game included an interesting milestone – Brett Favre’s NFL record-tying 283rd consecutive game. 283 NFL games. In a row. Except for sleep and breathe, I’ve never done anything 283 times in [...]
The Death of Sexy – Social Media, Integration and Real Business
Maybe we’ve gotten a little ahead of ourselves? In our zeal for YouTube videos, and Facebook apps, and iphone wizardry, and augmented reality we’ve in many cases neglected the many ways we can socially enable the marketing we’ve been doing all along. Sure it’s exciting to play with all the shiny new social media toys [...]
Social Media Marketing Case Study – More is More
The last social media case study in a 3-part series this week. Sometimes, your customers should be the star of your social media show, not the brand. That notion is at the heart of this social media case study featuring Spellbinders Paper Arts, a five year-old manufacturer of tools for the paper crafting enthusiast. If [...]
The Art of Social Media – Crowd Sourced Photography
Part 2 of this week’s 3 post series about social media case studies. Tyson Crosbie is not your ordinary photographer. Since stumbling upon Twitter nearly two years ago, he’s ignored the norms and customs of commercial photography, and found a way to incorporate social media into every element of his work. As a food photography [...]
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US Speedskating Finds Fans In Social Media
Did you know the United States Speedskating team has won 75 Olympic medals, making it the most successful U.S. winter Olympics sport? But the global economic bear doesn’t take medal count into consideration, and last year the speedskating team was without a title sponsor when Dutch bank DSB went bankrupt. (Why a U.S. bank didn’t [...]