The Difference between Strategy and Tactics

The purpose of this post is to clearly delineate the distinct differences between strategy and tactics, and show how they work in tandem for your organization. Often, we use the terms strategy and tactics interchangeably and in a haphazard manner.  When probing at online definitions and dictionaries, they often share many of the same characteristics, making them difficult to differentiate.  Rather than debate Greek military etymology, Sun Tzu philosophy, or latest publications from the Harvard Business Press, here’s a simple way to look at strategy and tactics by their associated actions: [The difference between strategy and tactics: strategy is done above the shoulders, tactics are done below the shoulders] While a tweet-worthy catch phrase, this metaphor risks glib over-simplification. To … Continue readingThe Difference between Strategy and Tactics

Breakdown: Converged Media Workflow (Coordinating Paid + Owned + Earned)

The purpose of this post is to serve as an industry reference for converged media workflows: How companies will coordinate paid, owned and earned as one orchestration.  This is continued coverage on Converged Media, read the full report. Business Needs Customers already experience advertising, corporate content, editorial, and social media at the same time, often in an integrated manner, although most brands do not approach the experience in one deployment. As Facebook, Twitter deploy social ads that utilize earned and owned content amplified by paid, these worlds are quickly merging. Brands that want to achieve the best experience for their customers in digital channels must approach in an integrated converged method, and understand how to utilize each channel’s strength. Brands … Continue readingBreakdown: Converged Media Workflow (Coordinating Paid + Owned + Earned)

Web Strategy Redesign: Your Feedback Wanted

Web Strategists, I wanted to thank you all for being so involved in the comments, reading, and sharing the Web Strategy blog over the past years. As you often hear me discuss how orginizations must involve their own customers and marketplace involved in their feedback loops, I want to also live that as best as I can. I’m embarking on yet another blog redesign, working with Engage Sciences (Design), and Mitch from StudioNashVegas (Development, in the next phase), to build the next generation of this website. As I’ve done in the past, I always want to involve you, the customers, as part of the feedback loop. I’d love your feedback in the following three comps, using discussion points loosely around … Continue readingWeb Strategy Redesign: Your Feedback Wanted

Roadmap: Integrating Social Technologies with your Corporate Website (Slides)

A few years ago, I wrote a controversial post suggesting corporate websites were irrelevant.  Why?  Decisions were being made off-domain by customers and peers.  Secondly, many marketers were trying to get customers to go to their corporate website versus joining where they already are, “Fish where the fish are.” Today, I’m pleased to see that the thinking –and technology, has emerged, where we’re finding a variety of companies that are integrating social technologies right into the corporate website, bringing the trusted discussions closer to the corporate site.  In fact, I’m kicking off the Gilbane CMS conference in SF as the keynote, and will be sharing this deck live on stage. Making your Corporate Website Relevant View more presentations from Jeremiah … Continue readingRoadmap: Integrating Social Technologies with your Corporate Website (Slides)

Matrix: Evolution of Social Media Integration and Corporate Websites

Many Brands That Adopt Social Are ‘Throwing Away’ Hard Earned Traffic Many brands are jumping on the social media bandwagon, without giving proper thought about the impacts to their marketing effort.  In particular, many brands are putting ‘social chicklets’ on their homepage to “Follow us on Twitter” or “Friend us on Facebook” without considering the ramifications. [Brands that arbitrarily adopt social tools may be unknowingly undermining their own efforts. Instead, first understand the full ramifications as you integrate social with your corporate website. Secondly, have a clear roadmap] Marketers spend millions of dollars to get people to visit their corporate website, so why would they be so quick to send them away? Use this strategy matrix to help make your … Continue readingMatrix: Evolution of Social Media Integration and Corporate Websites

Slides: Four Social Media Trends for Business in 2010

Companies Must Approach Social Programs In A Coordinated Effort Many companies are enthralled by the opportunity to use social technologies to connect with customers, yet many lack a plan or coordinated effort. Additionally, things are going to get more difficult as they don’t realize that as consumers and employees rapidly adopt these tools the level of complexity increases across the organization. While it’s easy to get caught up on the specific new technologies that are constantly emerging, companies should focused on business trends and themes in 2010. In particular, companies must develop a business strategy based on customer understanding, put the baseline resources in place to get your company ready, deliver a holistic experience to customers –and build advocacy programs … Continue readingSlides: Four Social Media Trends for Business in 2010

Matrix: Social Technology Adoption Curve Benefits –and Downsides

Know The Upsides –And Downsides Of Your Adoption Behavior Individuals and companies should be deliberate in their adoption strategy, there are benefits and risks to each category. It’s been interesting watching different group adopt social technologies over the past few years, I can see who benefits from being first –and the pains to be a thought leader of both individuals and companies. Above, this is the standard Rogers Adoption Curve, it’s important to point out that my matrix below only is in context of social technologies, it will vary from technology to technology.  I found this take on the adoption stages of social technologies helpful in framing how I thought about the following matrix. I built this following matrix in … Continue readingMatrix: Social Technology Adoption Curve Benefits –and Downsides

How Local Businesses Can Benefit From Mobile Social Networks

Local Businesses Can Benefit From Mobile Social Networks The nearly mainstream social web is now evolving and graduating to mobile devices.  This emerging space of mobile-based social networks are empowering customers to find the best venues and prices, and offering savvy companies unique ways to cater to this new medium.  Yet, despite the emergence of applications like FourSquare, Yelp, and recently launched GoWalla, there are risks as customers talk directly to each other and opportunities for businesses who harness the tools.  Local businesses should approach the mobile social networking space by first listening to their customers, responding to commenters, provide special offers to advocates, and prepare for pricing to be impacted. Mobile Social Network Offers Discounts Based On Location Using … Continue readingHow Local Businesses Can Benefit From Mobile Social Networks

Companies Must Plan Holistically For Social –Beyond Marketing

Having just returned from vacation, (hence the break from blogging) I had the distinct pleasure of keynoting Silicon Valley AMA last night at Cisco’s Telepresence suites in Santa Clara. In my opening keynote, I had a specific message to marketing leaders in the valley to think holistic about social. I outlined some of the major impacts to other departments beyond marketing. Companies Must Plan Holistically For Social –Beyond Marketing PR and Communication: The first business unit to be impacted by social, these organizations realized and have adopted the rise of blogs as early as 2005, and in response, many have launched their own blogs, or are sophisticated in blogger outreach. Additionally, AR professionals are just starting to recognize the impacts … Continue readingCompanies Must Plan Holistically For Social –Beyond Marketing

The Three Spheres of Web Strategy –Updated for 2009

I hope this is one of those resources you print out pin to your desk, and share with others. This is the core theme of this blog, the balance needed for successful web endeavors in organizations. I originally posted this diagram in 2006, then updated it in 2007, and it’s time to revisit the core structure of the goals and challenges of a Web Strategist, especially as I reset as I change roles. Who’s a Web Strategist? In a company, they often are responsible for the long term vision of corporate web properties. At a web company where their product is on the web, they’re often the product manager or CTO. Regardless of role, the responsibilities are the same, they … Continue readingThe Three Spheres of Web Strategy –Updated for 2009