The first session for me on day two of Web 2.0, “Creating a Coherent Social Strategy for Business” with Josh Bernoff and Charlene Li of Forrester, was one I’ve been looking forward to since I first read Groundswell. See my previous interview with Charlene Li on Groundswell.
In this session, both Li and Bernoff emphasize the importance of not jumping into social technologies and applications just because the competition does, but to have specific objectives and measurement. With defensible results, a social technology will be in a much better position to survive slimming budgets. The focus is on people, not technology with social technologies and applications.
Josh Bernoff: Are you experiencing web 2.0 avoidance syndrome?
Symptoms:
Obsessive interest in blogosphoere, etc
Excessive salivation of successful corp applications
checking techruch and techmeme
increasing nervousness answeing bosses and collegues about web 2.o\
Asking your teens “what’s up with this myspace thing?”
Groundswell focuses on […]
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Written by on April 23rd, 2008 with no comments.
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My first post from the Web 2.0 Expo in San Francisco is the second half of “Free Traffic: SEO/SMO 101 (Search Engine & Social Media Optimization) with Stephan Spencer of Netconcepts and Muhammad Saleem of Advantage Consulting Services. Unfortunately, I missed the SEO portion and gauging by the crowd around Stephan, it went quite well.
Muhammad Saleem’s portion of the presentation focuses on Social Media Optimization and Marketing 101. I’ve not met Mahammaed in person before and he’s sporting a very cool goatee with a waxed moustache.
Saleem’s presentation focuses on 4 aspects of social media:
Blogs
Social News sites
Social Networks
Online Video
Many other tools don’t have that big of an impact/conversionrate for the “average” company.
Blogs, social news, networks and online video are low cost and fairly easy to implement. They can also work well with your other SEO efforts.
9 Industry rules of SMO
1. Know your audience - analytics
2. Create original content - try new […]
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Written by on April 22nd, 2008 with no comments.
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Thanks to the response received (@gyutae @AlbertMaruggi @AnnBernard @briansolis @martinbowling) from a Twitter post (follow here) on the topic of social marketing vs direct marketing, this post invites your opinion.
In a recent strategy session, some colleagues and I were discussing a promotion where one position was to focus on a direct marketing approach and another position involved social media, networks and communities. Compared to direct marketing efforts (snail mail, DRTV, email, etc) where an offer is created based on what the company wants to sell, a social marketing effort focuses more on involving communities with creating the offer as well as promoting it.
What would a direct marketing offer in this situation look like?
Develop top level messaging
Research and build an email list
Acquire snail mail lists and segment
Create and implement a series of email offers to the list with landing pages
Create and implement a series of direct mail pieces
Setup and […]
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Written by on April 17th, 2008 with no comments.
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