Maybe it’s his upbringing or perhaps it’s his extensive training as a marine, but wow does social media heartthrob Michael Brito do his homework. Smart Business, Social Business (Que) might just be the most thoroughly researched book on the larger topic of social marketing. Hell, had Smart Business, Social Business not been bound with cardboard and filled with parchment, I wouldn’t even have known what to call it, because Brito’s first book felt more like transcribed consulting services than it did a business title. There has to be couple hundred grand worth of consulting fees captured in this three-sitting, 230-pager.
0 comments 986 readsPosted on 2012-05-25
Why Marketing Automation Vendors are Talking “Inbound Marketing” and “Content Marketing” [Chartapalooza]0 comments 1,760 readsPosted on 2012-05-24
The terms “inbound marketing” and “content marketing” have been popping up in the blog posts, press releases, eBooks, infographics and social media feeds of every marketing automation company lately. While the differences between the practices may be nuanced, the surge in use of these terms is anything but subtle.
The question is, Why?
For one, there is a “modern marketing” element to the terms. The marketing automation category has existed for several years, and newer practices like inbound marketing, content marketing and even social media marketing are adjacent, if not overlapping, specialties. Marketers love the next new thing. We can’t help ourselves.
There’s also a follow-the-leader dynamic. HubSpot founders Brian Halligan and Dharmesh Shah wrote a super book called Inbound Marketing. Others drafted off of their...
0 comments 827 readsPosted on 2012-05-21
Last week a graphic published by social media software developer Buddy Media and investment bank Luma Partners caused a stir among social media practitioners. Titled The Social LUMAscape, the image is the latest entrant in Luma’s series of visualizations that depict the labyrinthine interrelationships among major players in various tech sectors. Although the investment bank has published equally elaborate LUMAscapes for the mobile, digital capital, video, search, and display industries, for some reason this version struck a nerve....
0 comments 949 readsPosted on 2012-04-04
One of life’s unspoken disappointments is this: Rarely do we know the extent of the difference we make in one another’s lives.
We stumble across an article, catch the tail end of a conversation, receive a kind word from someone special, notice a tweet in passing … and something about it sticks. Maybe it inspires, or perhaps it irritates. But it calcifies, until we do something about it. And that’s one of the ways change happens.
For me, Augie Ray, the executive director of community and collaboration at USAA, is one of those “silent” change agents. When my career began to take a new shape, it was his reports (when he was an analyst at Forrester Research) and writing on “Experience: The Blog” that, unbeknownst to him, helped me clarify what I wanted to do, why I wanted to do it, and how I wanted to do it. His...
0 comments 1,460 readsPosted on 2012-03-19
At last week’s South by Southwest Interactive festival in Austin Texas, I participated in a panel discussion on The State of Social Marketing. The session was moderated by The Next Web editor Brad McCarty, and included Becky Brown of Intel and Tyler Willis of Unified.
The session promised to consist of 10-minute rapid-fire discussions of the three most important changes happening in social marketing. To keep the discussion fresh, we had one prep call in which McCarty told the panelists his three predictions: Local Reach / Global Impact; Hyper Personalization; Marketing to Tomorrow’s Customer.
Rather than summarize my own panel, I thought I’d instead share my prep notes. This is exactly how I prepare for every session. I create one page of notes and I try to...
0 comments 1,301 readsPosted on 2012-02-17
You know the feeling: Just when you think you have something (almost) all figured out, someone goes and blows up your self-image. As the person responsible for Eloqua’s content marketing efforts, that’s how I felt when reading Altimeter Group’s latest research: Content: The New Marketing Equation.
Turns out, however, illumination can be a very good feeling.
You see, today’s report, published by Rebecca Lieb, is filled with practical tips and heady observations for those just cutting their teeth on the practice, all the way up to forward-looking companies like Nestle (whose program, I was delighted to discover in the report, is run by one of the most influential figures in modern marketing practices, Pete Blackshaw). This accessible “content marketing for everyone” framework is central to the...
0 comments 2,522 readsPosted on 2012-01-06
For nearly two years, Altimeter Group principal Jeremiah Owyang has been researching and discussing a new technology category, dubbed Social Media Management Systems (or SMMS), which he defines as “a software tool that uses business rules and approved employees and partners to manage multiple social media accounts [and] contains features such as governance, workflow, intelligence, and integration capabilities across the enterprise.”
He just published his latest free report, A Strategy for Managing Social Media Proliferation, which takes his previous analysis of the category to a new level entirely. The report is effectively two studies in one. The first half focuses on...
0 comments 2,288 readsPosted on 2011-12-01
Have you ever been the only one dining in a restaurant? If you have, and if you are anything like me, I’m sure it took a while to shake off the depression. It’s pretty grim when the kitchen is as quiet as the dining room.
For B2B marketing professionals, Facebook can be just as bleak. Fan pages so empty the only conversation is between colleagues. But it doesn’t have to be that way. You don’t have to sell high-fructose foods or video games to amass a meaningful Facebook fandom. Even a marketing automation provider can inspire a vibrant Facebook community.
Our newest presentation, “10 Ways to ‘Solve’ Facebook for B2B” (hashtag #B2Bfacebook), highlights 10 actionable tips – real things you can start (or stop) doing to make a measurable difference in your Facebook marketing efforts...
0 comments 1,778 readsPosted on 2011-08-23
Following is arguably the central-most chapter of the guide. It’s the 8 “rules” for social advertising:
0 comments 1,195 readsPosted on 2011-08-18
It’s understandable that most of the content on this B2B marketing blog centers on business technology. But every once in a while, a personal tech innovation comes along that captures our attention. Music-sharing service Spotify is one such innovation. What makes Spotify remarkable? I asked John Bigay, who is not only the CMO of a publisher and media company Barefoot Books, but also one of the most “plugged in” music fans I’ve ever met. Here are John’s thoughts on Spotify.
We live in remarkable times. The speed and scope of innovation in technology is nothing short of amazing. For those of us who work in and around digital media, it’s easy to become numb to that fact, and even become jaded toward the next big thing. They all begin to run together in a blur, just another chore to explore, engage or skip over.