Crowdsourcing Your Dog Food
One of the most overlooked benefits of building or facilitating an online community around your brand is the market research opportunities. Your brand community – even if nascent and emerging – consists of hundreds or thousands of customers that are familiar enough with your company (and care enough about it) to self-identify as a fan/friend/member. [...]
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Valeria Maltoni – The Twitter 20 Interview on Conversation and Community
Valeria Maltoni is one of the most widely respected marketing voices in the world. And for good reason. Her extensive background spans marketing, public relations, and social media. If it exists in the realm of communications, she’s done it.
Valeria was also an integral nucleus of the Fast Company Company of Friends, a business intelligence [...]
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Let’s Stop Swooning Over Social Media
Are you overdoing it on social media? Just a little?
I’m a proponent of social media. In fact, I’m a proponent that gets paid to convince others that social media is valuable. But, like in the early days of Web design, SEO, PPC, email, and banners before it, there’s too much swooning and not enough thinking [...]
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Delegation Equals Death in Social Media
Are you just a social media cheerleader?
Almost every time I work with a public relations firm or corporation on social media, I hear a version of this statement:
“Us old dogs don’t really understand all this new social media stuff, but we’ve got this brilliant young guy right out of school, and he’s getting us all [...]
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Observations on Day 365
This week makes it one year since I started writing this blog, and I wanted to take a moment to say a sincere thanks to every one of you that occupies even a minute of their increasingly precious time by reading Convince & Convert.
The volume of high quality, free, online content (especially about marketing) [...]
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4 Ways to Increase Share of Voice
The concept of “listening to the conversation” which is at the core of most social media programs, and is the foundation for many companies that sell listening tools, is really just a pseudonym for tracking content your customers create based on their satisfaction, or dissatisfaction. It’s often described as “share of voice” – the percentage [...]
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Why Twitter Needs Its Bottom Spanked
I see Twitter being in real danger of becoming MySpace and SecondLife. Do you?
If Twitter doesn’t get it’s act together and improve customer experience for the masses of new users signing on, it’s going to end up as an irrelevant, niche community for a self-referential subculture.
It doesn’t surprise me in the least that new research [...]
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Twitterati Says Email Isn’t Dead Yet – 6 Findings
Every conference I’ve been at, and at least 10 blog posts I’ve read this year have proclaimed the death of email.
Social network messaging, and its 1:1 relevancy and real-time immediacy will inexorably make email the Edsel of digital communication, goes the theory.
It’s not true. Firstly, this isn’t a zero sum game. The notion that social [...]
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CC Chapman – The Twitter 20 Interview on Telling Stories and Humanizing Brands
CC Chapman is a lot of desirable things. A legendary podcaster that embraced that medium from its very earliest days. A grizzled blogger, with entries dating back to 2001. A co-founder of the buzzlicious non-traditional marketing agency The Advance Guard. A devoted father that doesn’t let the digital tsunami swamp his boat.
Between conference speaking gigs, [...]
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Why Social Media Helps the Rich Get Richer
Do you accept the premise that “social media” has expanded well beyond its consumer-generated content roots to encompass a much larger trend of customer-centrism and candor?
Do you believe that the core of a successful social media strategy is making your company more like a person and less like a machine? Do you believe that [...]
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