A lot of marketing and social media folks are impressed by the Old Spice campaign that took the social web by storm this week, and amazingly, there are already some fascinating "behind-the-scenes" looks into how the campaign was produced in real time. Clearly, the team behind it had to get ...
Category Archives: Marketing
Don’t lose your customers in the supermarket: Organizing your content to take visitors on a journey
Preparing for a workshop on classification I was giving recently, I was struck at how the supermarket provides a lot of good lessons about how to organize your stuff, whether it be cantaloupes or web content. By the time I explain below why there are bananas in the cookie aisle, I hope you'll see how ...
Defining “Communication” and how I’ve failed at it
Everett Rogers's definition of communication in his book Diffusion of Innovations has long been a touchstone for me. I was reminded of it today by Mike Bonifer's great comment about improvisation skills. I wanted to share that definition here: Communication is a process in which participants create and share ...
When you engage, you are not starting a conversation, you are joining one
A few weeks ago, I offered my definition of engagement, which consisted of four steps: Engagement = Prompting, listening, mirroring and acting in answer to what is heard That's an abstraction, meant to help you do an internal check on whether you are engaging effectively and to guide planning of engagements. But there's one thing that ...
Defining what we mean by “Engagement”
In working with clients I'm often introducing them to the importance of engaging their customers or constituents through social media and other channels. We discuss examples of engagement, but when it comes to planning how they are going to engage, I find it helpful to focus our initial creative brainstorming with a clear definition. What are ...
“My customers don’t use social media”
Really? How do you know? I've heard this line many times and it's one of the most common reasons people in small business give for why social media isn't a good fit for them. What about advertising? Direct mail? How many of your customers are you reaching through those channels? A lot of the small business ...
Social Media Predictions for 2010
Based on the example by @jaybaer, who wordled @juntajoe's great roundup of predictions for social media content marketing, I gathered the text of a dozen other posts from many sources about what's coming in the next year more generally for social media, then used Wordle to make the ...