Published by admin July 31st, 2007
in Marketing Voices.
I recently spoke to Researcher Adam Wright of Paris-based Ipsos Insight Research and he says that social networking sites like MySpace, Facebook, Mixi and Cyworld have emerged as major factors in the culture of communication for adults around the world.
What is most interesting about this study to me, is that even in lesser-developed markets, the impact of social networking sites is so dominant. Also video sharing and on-line capability are affecting consumer’s disposable time. No longer are people trying out these sites, says Wright, but they are driving their behavior.
Marketers have to pay attention given that they must address the needs of these consumers. These social networking effects are cannibalizing other online activities in some markets.
I continue to be amazed at how quickly video is making an impact in all markets globally. In the two decades, I have been involved in marketing, I just have never seen the influence of a tool such as video become so pervasive so quickly.
Published by admin July 23rd, 2007
in Marketing Voices.
David Meerman Scott and I talked on Marketing Voices about his new book The New Rules of Marketing and PR. Engagement of a community, and having good content are key to success in this new environment.
We also talked off-line before the interview about how PR now is moving back to its original definition as public relations rather than media relations. I have been in the business of marketing and public relations since the 1980s. When I first worked in a PR agency, PR meant public relations–relating to ALL the publics of a company. In the 1990s, especially during the boom years of 1994-2001, PR started to mean media relations and just focus on one audience for most companies: the media.
Today given social media, I believe PR is moving back to its original meaning of public relations therefore relating to ALL of a company’s target audiences not just the media. This is a good trend in my opinion.
Scott’s book is a good summer read for those trying to learn more about social media.
Published by admin July 15th, 2007
in Marketing Voices.
Neil Patel tells how he makes blogs like Techcrunch, Guy Kawasaki and Jason Calacanis successful. He has tagging strategies, and search engine optimization capabilities. All of it works for his customers like GM and American Greetings as well as top 100 bloggers.
Neil is a well known consultant who was eager to help PodTech too. Content is king though says Patel. You can not get anywhere without it. Maybe that is why Guy and others spend so much time making their blogs content-rich.
Published by admin July 9th, 2007
in Marketing Voices.
Brian Solis, Co-Founder of the Social Media Club has some great pointers about marketers needing to listen, engage or literally “die” if they don’t. Marketers can not delegate how to engage they must do it themselves or they won’t survive. I agree with him but I see how marketers who don’t live the social media lifestyle struggle to find the time to listen, and engage as it is yet another responsibility they must add to their otherwise already busy work and social life. As I have stated here on Marketing Voices for more than a year, the “kids” get this as they LIVE the lifestyle but for 40 somethings and beyond it is a tough undertaking.
But as Brian and I agree, people must engage or they won’t survive in this social media work world.
Published by admin July 2nd, 2007
in Marketing Voices.
Liveworld is a social media agency which has implemented programs for companies like HBO, EBAY and Intuit. Peter Friedman, the CEO gives me great perspective on what he feels is important to building brands today with social media. The three steps Peter discusses for a social media program are: 1) Define culture 2) Integrate the community voice into the culture 3) Participate in the community development. Defining the culture of the company through its community is instrumental to making social media work. Listening to what the community is saying then integrating what it says makes the brand voice come alive. Participating in the brand through blogs, podcasts, wiki is the final step. To me, he offers a social media program roadmap very similar to what we follow at PodTech. The cost of doing these steps with LIVEWORLD is not inexpensive. It costs $10,000-100,000 to get it going then $150,000-300,000 to maintain it.So a company has to be committed. But startups have to do it today too and yet they don’t have those kinds of budgets many times. But the program elements are still the same: define culture; intergrate the voice of the community and participate in the community.
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