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 … Continue readingThe Difference between Strategy and Tactics
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 … Continue readingBreakdown: Converged Media Workflow (Coordinating Paid + Owned + Earned)
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 … Continue readingWeb Strategy Redesign: Your Feedback Wanted
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 … Continue readingRoadmap: Integrating Social Technologies with your Corporate Website (Slides)
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 … Continue readingMatrix: Evolution of Social Media Integration and Corporate Websites
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 … Continue readingSlides: Four Social Media Trends for Business in 2010
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 … Continue readingMatrix: Social Technology Adoption Curve Benefits –and Downsides
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 … Continue readingHow Local Businesses Can Benefit From Mobile Social Networks
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 … Continue readingCompanies Must Plan Holistically For Social –Beyond Marketing
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 … Continue readingThe Three Spheres of Web Strategy –Updated for 2009
