Marketing Voices: Three Recommendations for Marketing Leaders (11min)

Long time friend Jennifer Jones interviewed me at Forrester’s Foster City office in California, and I shared three practical recommendations for them to start doing. Listen in to the above short podcast embed, or download the file directly. Customers own your website and what you can do to get it back Social media resources: understand the 80/20 Rule How marketers can be more strategic within the corporation by leading the social charge across departments such as sales, client teams, HR, product development, support, and leadership. I hope you forward this to your CMO and VPs of marketing.

The Fight on Google’s Results Pages: Community Platforms

Dell’s Bob Pearson was right, a company’s corporate homepage is really Google.com As I was doing follow up research on some of the vendors in the community space, I was entering in some keyword searches on Google to find different product pages. Although a common practice, it’s interesting to see which vendors buy sponsored links on the right hand column of the search screen. It’s not easy to tell if they’ve purchased these keywords directly to display if someone enters a vendors name, or if they bought greater search terms like “community software”, either way it’s an indicator of what Google, or the vendors think their most relevant competitors are. Search marketing is a pretty normal practice, but over the … Continue readingThe Fight on Google’s Results Pages: Community Platforms

Understanding Izea’s Sponsored Blogging Service

My role as an analyst is to find out what types of social media are effective for Forrester’s clients, this weekend provided a unique opportunity to watch how sponsored blog posts are now emerging. Understanding Sponsored Blog Posts I posed some questions on Twitter when I learned of it on Sat (I embedded them below for any late-comers), and then got on the phone (yeah that old thing) with Ted Murphy the CEO of Izea to get the facts, and then talk to Chris Brogan, one of the bloggers who participated and is also on the Board of Advisors of Izea, who has since explained his actions in this lengthy and active post (over 170 comments and 17 trackbacks). Ted … Continue readingUnderstanding Izea’s Sponsored Blogging Service

Designers: Why Spec Work Is Not Going Away –How You Should Respond

Update: I’ve now experimented with Specwork to better understand the issue, and will be sharing the good –and bad –on stage on SXSW, read more To some, this topic is going to be controversial, but before you leave an emotional comment, please understand I’m approaching this challenge from a business perspective and have thought this through from multiple angles. “Spec work” is a proof of concept design that a designer may provide to a prospect. If it’s accepted they get the deal, if not, they are usually unpaid for this spec work. Backlash Against Spec Work (Proof of Concepts) Recently, my former colleague Charlene Li received some negative flack for her choice to crowdsource logo design for her unfunded startup. … Continue readingDesigners: Why Spec Work Is Not Going Away –How You Should Respond

Podcasts: Marketing Voices and For Immediate Release

People often ask me, how do you stay on top of the industry news so well? My answer? I listen. One of the ways I get smarter about the field I cover is to listen to podcasts while driving, at gym, or going for a walk. The two top podcasts in this space to listen to are Marketing Voices by Jennifer Jones, and For Immediate Release by Shel and Neville. Social Media Executive Interviews: Marketing Voices Marketing Voices has short ‘tight’ interviews with practice leaders in the space, the questions and framing are really at an executive level, so this is the one to share with your bosses. Social Media News and Editorial: For Immediate Release On the other hand, … Continue readingPodcasts: Marketing Voices and For Immediate Release

Monitoring and Managing a Brand

With your brand being mentioned so many places online, it’s a difficult task to manage how it’s positioned and where it appears –in fact, in many ways, you can’t control the brand, as it’s now ‘owned’ by those who talk about it (or always has been). Now, if your job is to be the caretaker of your company’s brand, or you’ve been hired to do so as a PR firm, you should keep on eye on how it’s positioned on Wikipedia (and follow these rules on how to update it), if you’re in the social media space, also monitor and manage Tradevibes, Crunchbase, and now Appappeal. With the recent concerns about brandjacking, or getting your brand punk’d, this helpful tool … Continue readingMonitoring and Managing a Brand

How Microsoft Can Win The PC/Mac Campaign

For the last few months, er years, Microsoft has been getting their assets handed to them as Apple tears into their brand with the “PC vs Mac” clever ads. Microsoft has launched a new campaign with at least two phases, the first one showing Seinfeld and Gates acting as “normal guys” at the mall, at home, on the road. Most tech heads didn’t get it, but for the mainstream everybodies, it may have resonated. The ads may have been stalled, the reports contradict. The second phase, which launched last night, extends the “everybody is a PC” theme shows some highly structured actors (including the lovely Eva Longoria) showing how they’re a PC. I figured out that the theme was “everyone … Continue readingHow Microsoft Can Win The PC/Mac Campaign

How to Get Noticed

I’m often asked by companies and indiividuals on what they can do to stand out. Here’s what I’ve learned… but don’t just take my word for it, add your own tips in the comments. The problem: There are so many brands now, in fact with the introduction of websites, and blogs in particular, many are developing personal brands, something not as easy to accomplish in past years. With this profileration of brands, it becomes so much more difficult for brand to stand out from the millions of others. Sure, you’re thinking the long tail solves this, and well yes, in a way. In reality there are leaders and followers being created in each sub-niche, so the rules of getting noticed … Continue readingHow to Get Noticed