Chances are, you’re already familiar with the concept of the Air Sandwich, if not the term itself. An Air Sandwich is what happens when the leadership within an organization issues …
Lessons: PayPal Dev Conference
PayPal’s developer conference in early November, the company’s first such event, gave some good lessons for tech companies that want to create their own developer communities. Since that seems to …
Lifetime Opportunity Value Equation (LOVE)
One of the challenges with a qualitative process framework like the LOVE model is that it is hard quantify all the benefits, especially during the initial stages of adoption. The latest McKinsey Global Survey looks at the business benefits from Web 2.0. Operationalizing the LOVE model in practice leverages many aspects of Web 2.0, so the McKinsey data is perhaps the most relevant data we currently have for this type of approach.
Fill Your Company with LOVE (Framework)
As companies see increasing value in social media campaigns, it is becoming apparent that the transactional-centric models currently used for tracking and measuring marketing campaigns are not up to the social media challenge. With social media campaigns often focused on brand building and driving engagement, the tools used to measure the impact on sales and brand are ill-suited to accurately measuring the full impact and value of social media campaigns.
The buying or sales funnel that has served marketers well for many years no longer works in an environment now centered on two-way and unstructured communications. A new framework developed at Rubicon Consulting, Inc., building on ideas originally conceived by Harry Max, offers the relationship-centric LOVE model as a replacement–and enhancement–for the transaction-based buying funnel.
Growth In A Down Economy
Can your business grow in a down economy? According to a VARBusiness survey of 117 solution providers (“7 Ways to Grow in a Down Economy, VARBusiness, February 2009), fully half are expecting to grow in 2009. Does this seems crazy? It didn’t seem so to me until after I read the list of top strategies that the VARs had for achieving this growth. Any business that helps customers do more with less should do very well; something to which the booming SaaS / on-demand software market can attest. But, unless you are in a hot growth market, the same-old, same-old will not produce results in 2009. And, if you are in a hot-growth market like enterprise SaaS solutions, doing the right things during a down market will act like a competitive force multiplier.
Community As Social Media Strategy
The passage of California’s Proposition 8 (the gay marriage ban) has created a nasty problem for Yelp and other online reviews sites. The situation is a good example of the …
Influential Not Influencers
There’s been a heated online debate about the ways consumers are influenced to buy things and adopt new social trends. Some people say a small group of Influencers drive most …
Marketing in a Social World
The business equivalent of making sausage is the marketing of marketing. In an op-ed in the Wall Street Journal (November 29-30, 2008), Tom Hayes and Michael Malone explain the new world of marketing in a Web-based world. They have a provocative name (“Marketing 3.0”) and a new concept (the business meme or “beme”). In the end, they sound like apologists trying to make a pitch for why advertising agencies are still relevant and reminds me of this humorous video imaging what would happen if a modern advertising agency designed the stop sign. In short, they are marketing marketing.
Creating Velocity thru Strategy
What should you do? Do you stop things? Start things? Answer: yes, to both. Of course you should rethink and reevaluate but if you do that for long you put at risk the current business or effort simply because you didn’t execute what you could have done.
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