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Posted on May 11, 2008
Why Do You Want To Be Transparant, and How That Will Help Your Business Grow
BY STEPAN MAZUROV
If you are an ecommerce business, word of mouth marketing can help you grow it beyond the boundaries of your niche. Gary Vayerchuk, a guy in wine business, said something very interesting on Tues, May 6th show CNBC's Big Idea:
- Be who you are, be as transparent as possible.
- Don't play in your own playground, be active in communities that might find what you offer attractive.
- It is imperative to be involved in the social networks on the Internet and the real world
- We live in a world where every person's word of mouth reaches a lot more people.
Lets look at some examples of these at work.
Posted on April 16, 2008
Real-World Friends and Family More Influential Than A-List Bloggers?
BY JAMES CLARK
Uh, yeah! I'm not shocked at all by the recent report from Pollara that garnered data stating:
"Of more than 1,100 adults polled in December, nearly 80% said they were very or somewhat more likely to consider buying products recommended by real-world friends and family, while only 23% reported being very or somewhat likely to consider a product pushed by "well-known bloggers."
Marc Macalua, had a great post referencing this study and how prevalent WOMM initiatives laser focus on A-List bloggers, forum veterans and senior Diggers to spread the message.
It's a strategy that if done right and the content is compelling, the story had a differentiation edge, there's good emotional content and it's simple to understand - you've got something that can go viral. So that equates to about 1% of all the stories out there that WOMM agencies are trying to work with.
Litmus Test
The true litmus test for an organization is to see if it's employees believe in the product, service or program enough to tell their "real-world" friends - many of which by the way they are connected to, and communicate with via social media platforms like Facebook, Twitter, LinkedIn and MySpace.
This of course would require that your employees are maintaining social media profiles, but even more importantly, would require that your employees are proud enough of the company, their role in the company and its achievements to tell their friends and family.
Swallow Your Pride And Do The Following:
- Ask your employees if they would be willing to discuss your company's product with their friends and family on their social networking sites.
- Find out how many of them actually do it.
- If people are not willing to do it, ask them why.
The answers might just be the solution to the problems that are plaguing your organization.
A few posts back, I did a video post on Social Media Starting Points, where I recommend that individuals start participating in social media via LinkedIn. The reason as I stated in that post:
"Because on LinkedIn you can quickly connect with individuals you have had personal relationships with through previous employers, universities, groups, etc. It's human nature to be more comfortable around the people we already know."
With the adoption of aggregation services like FriendFeed where in one place we can now see blog posts, family photos, articles they liked, restaurants they loved and music they are listening to - it's becoming easier for us to maintain communications and stay up to date with what our "real-world" friends are doing out there in the wild and wacky world.
More of a Reason to Encourage Social Media
So this report that states real world friends and family are more influential to purchasing decisions only strengthens the case for companies to actively support and encourage it's employees to participate in social media programs.
Posted on April 9, 2008
Blogging and Book Authoring for Expert Positioning
BY JAMES CLARK
It's said if you want to be an expert go write a book. Even if the book is self published, as long as you walk in and hand someone a physical book - you're a perceived authority on the topic.
Playing off my public relations days, getting visibility and driving book sales is a huge, huge effort. There are publicists and PR agencies focused on planning, strategy, distribution deals, executing book tours, media tours, radio tours, author events, etc. The cost can be astronomical if you really want to hit it big.
Blogging and Amazon Changes the Landscape
Blogging has created a new entry point for expert positioning, and Amazon has created the simple and fast book distribution platform. The two combined provide a powerful, inexpensive and authentic approach to expert leadership.
Case and Point: Direct Response Radio
Our Room 214 client Brett Astor of Strategic Media has been blogging for close to two years now at Direct Response Radio Advertising Blog. After many posts and immersion into the direct response radio world, Brett realized that he had created enough content and more importantly knew the hot button issues people faced with radio advertising.
Using his unique perspective from his personal experience Brett was able to put forth a book that is now the definitive guide on radio advertising.
That book is now available on Amazon - for you or anyone in the world to buy.
Was it easy? Heck no. It took a commitment on Brett's end to keep the blog fresh, to look for ways to connect and integrate radio advertising in the overall marketing mix.
But he did it, and now he can just throw those business cards into the circular file.
Posted on April 3, 2008
Blogging for the Eradication of a Pet Peeve
BY JENNIFER EUBANKS
Last night I was sent a link to an NPR story discussing a mission undertaken by a few people after my own heart. According to their website, these fine, courageous individuals have decided to spend 2 1/2 months traveling the United States to "stamp out as many typos as [they] can find, in public signage and other venues where innocent eyes may be befouled by vile stains on the delicate fabric of our language." Dubbing themselves TEAL (the Typo Eradication Advancement League), this group is armed with a typo kit consisting of sharpies, Wite-out, and other necessary supplies so that they may properly correct any offending signage. Best of all, they are blogging about their adventures!
Posted on December 4, 2007
More on Why People Stop Blogging
BY JENNIFER EUBANKS
As a follow-up to my esteemed colleague Jason's post on why people stop blogging, I thought that I would weigh in with my own insight, especially since he so subtly hinted at my dearth of entries.
I came across another blog entry on SEO-Scoop coincidentally(?) written on same day as Jason's in which the author weighs the pros and cons of blogging daily versus blogging when one has something worthwhile to say.
