Archive | b2b RSS feed for this section

The Mythology of Social Influence

  Social influence is the opposite of the weather.  Unlike the weather, everyone is talking about social influence–and it seems like everyone is doing something about it. Companies are springing up like ragweed everywhere in the “social influence” field.  Some, like Radian6, are trying to listen and discern social influence.  Klout and Kred are trying […]

Continue Reading

I Had A Dream And It Was All About How To Change Marketing

A dream came to me about a speech to old colleagues. I forgot what I was going to stay and then remembered: We must drive deeper into the product. Brand design = product design. People fall in love with product design, not branding. Branding is the framework and re-enforcement of product design. Let’s think of marketing as a service that provides real value to our customers. Then I woke up.

Continue Reading

Social Graphs: What They Are And Why You Should Care

The “Social Graph”—broadly defined– is a network of personal connections. And your online social graph is becoming the focus of social network strategy—by networks themselves, and by marketers trying to reach you and your friends. Why does the Social Graph matter? It’s the basic structure of personal connections you use every day in each social network you belong to. It’s why you join and invite others to connect on a social network. And therefore, exploiting social graphs for marketing and advertising is the fundamental business model challenge that Facebook, Twitter and LinkedIn face.

Continue Reading

The Three Legs of Content Strategy

Customer engagement on the Social Internet requires organized participation by companies–people and resources in our company need to be “highly aligned” and then allowed to be “loosely coupled,” so they can engage. This organization is called “content strategy, which I define as an over-all strategy for developing and delivering information and tools to customers. Notice I didn’t say “over the Internet.” I personally feel we need to open social engagement to include the valuable ways in which traditional advertising and other marketing deliver.

Continue Reading