Monday, August 22, 2011
Friday, August 19, 2011
Friday, August 5, 2011
Thursday, October 28, 2010
On marketing strategy
Marketing is most effective when it is strategically designed, rings tangibly true, and is delivered consistently over time in the form of an increasingly recognized and trusted brand. Strategic design involves optimizing the utilization of internally available resources including human and economic as well as harnessing, when appropriate, valuable momentum built from past and present activities. Strategic design also includes carefully selecting a target audience based on an organization’s desire to encourage a response which further or completes a higher-level organizational goal such as driving enrollment or sales, spreading positive WOM (word of mouth), or increasing participation in an exciting event.
After a marketing program has been strategically designed, the next step is to craft a message designed to appeal to the target audience in a manner most likely to encourage the desired response—the surest means of driving this effect is to deliver a message which rings tangibly true. To make a message ring tangibly true it ought describe something real, something that has been or can be experienced and verified. Messages ought also be custom crafted for the medium through which they will be delivered. Available mediums include strategic partnerships, web sites, online groups, blogging, email, social media, standard mail, radio, PR, print ads, and many others.
Tuesday, September 7, 2010
Social Media Trust Building
Building trust in social media is based on one part openness and one part discretion. Your social media universe doesn't want to know that you forgot to use deodorant (unless there is a funny story attached and such expressions are the exception rather than the rule) but it wants to know that you are just like them - human.
Thursday, May 20, 2010
A Facebook Group or a Page?
It is a complex question especially as Facebook is prone to altering attributes of each. For example, just recently Facebook altered the group layout to more closely reflect that of a person or a page.The key dimensions to keep in mind when considering a group or a page are:
1. Growing Members or Fans
2. Communication with Members or Fans
3. Targeted Messaging
4. Links from/to web sites
5. Appropriateness
In General, groups are better for growing size if the founder is committed to actively working for this growth whereas pages are more likely to grow (although substantially more slowly) without active outreach. Groups are also better for communicating with members although Pages offer member demographic segmentation data. Unlike groups, Pages also offer Analytics to help group founders measure fan activity and more seamless widgets linking web sites to Page.
To drill into even greater detail, follow this link to download the full document:
http://www.thesellingwell.com/resources/articles/index.shtml
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