Social Media

• Five Ways to Optimize Luxury Online Sales Channelsby Suzanne HaderPreview
  Considering the stakes, it's no surprise that the online sales channel is becoming increasingly important to the bottom line of top-shelf brands as consumers of luxury products and services continue to demonstrate their willingness to spend as much through commerce-enabled Web sites as they do in stores. Despite this trend, many luxury brands continue to separate their online and mainline marketing efforts, confusing customers with disconnected messaging and missing golden opportunities to cross-support expensive marketing initiatives. What few realize is that the best experience—the experience that the customer wants—results when all channels work together and complement each other. Here are some guiding principles to help brands achieve this goal. [Read the full story] Marketing Articles: Social Media
• Going Viral With Your B2B Marketing: Q&A With David Meerman Scottby Mack CollierPreview
  Viral marketing has been all the rage in recent years: Companies are intoxicated with the idea of creating the next video that spreads across the Internet and becomes a viral sensation. But for every successful viral effort there are countless attempts that totally miss the mark. Here's where David Meerman Scott comes in. Scott understands why ideas spread in a Web 2.0 world, and he educates his clients on why the "old school" rules of PR and marketing are totally irrelevant in a time of content-sharing on YouTube and Twitter. [Read the full story] Marketing Articles: Social Media
• Online Customer Communities Power Routine Innovationby John KembelPreview
  As a result of its online customer community, a company can get much more than basic product feedback. It gains deep insight into the needs of customers, and creates ever-greater customer loyalty by embracing customers as co-designers. Most importantly, the company goes directly to the source for product enhancements, pulling new innovations and ideas directly from the minds of the customers who use, buy, and recommend its products. This is the holy grail of customer-centered product design. Online customer communities can enable the connections, host the conversations, and facilitate the processes that make routine innovation possible. [Read the full story] Marketing Articles: Social Media
• How to Hear the Voice of Your Customers: Hone First-Person Intelligence From All Forms of Feedbackby David Bean, Ph.D.Preview
  Today's technology offers ample opportunities to start conversations with and among customers, fans, foes, competitors, and the press—any person or group who cares to listen and, perhaps, act on the messages received. By some estimates, 85% of the information companies collect is not in a form that they can access or analyze—it is unstructured. The Gartner Group reports unstructured data doubles every three months while seven million web pages are published every day. This cacophony presents the one of the biggest challenges companies face today. [Read the full story] Marketing Articles: Social Media
• Eight Ways Your Company Can Benefit From Bloggingby Mack CollierPreview
  Blogging takes advances in marketing one step further by allowing businesses to initiate conversations with their audience. Gaining a better understanding of your customers allows you to more effectively and efficiently market to them. This, of course, lowers your marketing costs. [Read the full story] Marketing Articles: Social Media
• Corporate Blogging: Getting Past 'No' If You're Not the CEOby Rich JuliusPreview
  When Bob Lutz of GM or Jonathan Schwartz of Sun set up their blogs, they probably didn't worry too much about the review with Legal. But how does, say, a midlevel corporate marketer or product manager set out to create an "official" blog with the sanction of Legal? [Read the full story] Marketing Articles: Social Media
• MarketingProfs Podcast: Arguing SEO Tactics and Keeping Your Living Room Cleanby John Wall and Christopher PennPreview
  Today we discuss some SEO tactics that may or may not be Black Hat, and how to deliver a dope smack to commenters who don't add to the conversation. All that and more in this Marketing Over Coffee, a weekly audio program sponsored by MarketingProfs that covers classic marketing tactics and what's new on the technology front. [Read the full story] Marketing Articles: Social Media
• How to Measure the Effectiveness of Your Company Blogby Mack CollierPreview
  One of the biggest hurdles that many companies face in adopting a blogging strategy is that they aren't sure how to quantify the results of their efforts. But as blogging has evolved, and it has become much easier to accurately measure blog performance and tie those measurements back to achieving specific goals. [Read the full story] Marketing Articles: Social Media
• Three Small Tips to Juice up Your Personal Brandingby Dan SchawbelPreview
  What goes unnoticed by many can be an keen advantage for the few. By taking steps to not only build a personal brand but also seek new ways to circulate your name, you will be more successful. Here are three easy (and easily overlooked) things you can do to juice up your personal branding. [Read the full story] Marketing Articles: Social Media
• Web 2.0 Politics: What Brands Can Learn From the 2008 Presidential Campaignsby Robert F. HogeboomPreview
  If the Internet community didn't know its place in politics back in 2004, it certainly does today. Its "place" is to engage and educate us, promote candidates, help with fundraising and more... all through the use of new social-media tools that are increasingly vital to a candidate's overall marketing strategy. [Read the full story] Marketing Articles: Social Media
• What Social Media Marketing Is Notby B.L. OchmanPreview
  Despite all the talk, the mainstream media coverage, the conferences, courses, and books on social media marketing, there's quite a bit of ambivalence, fear, and (sometimes) outright hostility directed toward social media by CMOs, CEOs, and CFOs. All of this leads to the dreaded "we just want to stick our toe in the water, and see what this stuff is all about" and "we want to do a small, low-budget social media project and track the ROI." [Read the full story] Marketing Articles: Social Media
• MarketingProfs Podcast: Twitter, Google Docs and The Connectorsby John Wall and Christopher PennPreview
  Marketing with Twitter, Google Docs for SEO, who the Connectors are and why you need them... all that and more in this Marketing Over Coffee, a weekly audio program sponsored by MarketingProfs that covers classic marketing tactics as well as what's new on the technology front. [Read the full story] Marketing Articles: Social Media
• What Is Your Social Networking Strategy in 2008?by David NourPreview
  Are you LinkedIn? Do you Spoke, Ryze, Jigsaw, or ZoomInfo? In 2008, will you get a Second Life? If these social-networking concepts are not on your radar, you are ignoring a dynamic trend that could have a profound impact on key areas of your business, such as revenue growth, talent acquisition and development, and operational efficiency and effectiveness. [Read the full story] Marketing Articles: Social Media
• MarketingProfs Podcast: Networks, PURLs and a Meatballby John Wall and Christopher S. PennPreview
  Learn what Metcalfe's Law has to do with marketing and networking, hear some best practices with PURLs, and why January is Tech Geek Nirvana. All that and more in this Marketing Over Coffee, a weekly audio program sponsored by MarketingProfs that covers classic marketing tactics and what's new on the technology front. [Read the full story] Marketing Articles: Social Media
• How Social Media Is Changing the 4Ps of Marketing: Stories From Real Companiesby Mack CollierPreview
  Increasingly, companies are beginning to reach out to their customers to help them with their marketing efforts; in some cases, companies are actually turning some marketing functions over to their customers entirely. Here is how companies have successfully turned at least one of the 4 Ps of Marketing over to their customers. [Read the full story] Marketing Articles: Social Media
• MarketingProfs Video: A Tutorial on the Subtleties of LinkedInby Matt DickmanPreview
  In the face of mounting competition and hype from rival networks Facebook and MySpace, LinkedIn has stayed true to its mission of creating a network for business professionals. I've been a member of the service for years, but until recently it had not had the critical mass necessary to get traction. Over the last six months, however, I've seen a flood of people using the service to connect professionally. As I said, LinkedIn doesn't pretend to be MySpace or Facebook. The design is clean, but a little stark, and it could use a little more personality to make it more engaging. In this video tour, I focus on what LinkedIn does well within its network and how you can apply the same logic to your own community. [Read the full story] Marketing Articles: Social Media
• Is Wireless Internet Marketing Still a Fantasy?by Geoff LivingstonPreview
  There's a new air of excitement behind the mobile Web. Initiatives like Verizon's recent announcement to open their network, Google's Open Handset initiative, new wireless auctions, and the iPhone have energized users. For the intelligent marketer the question must be, "Is mobile the right medium to reach my constituencies?" [Read the full story] Marketing Articles: Social Media
• Social Media Starter Kit: The Tools You Needby Chris BroganPreview
  Work of any kind requires an understanding of the appropriate tools for the job, and social media is no different. Here are some suggestions for a starter set of social media tools. The actual applications will change, over time, because technology tends to do that. But the basic functions should evolve a little more slowly. [Read the full story] Marketing Articles: Social Media
• How to Use Social Media for Search Engine Optimizationby Daniel NeelyPreview
  Customer conversations are everywhere today—social networks, blogs, forums, and other social-media outlets. These are unbiased, unfiltered interactions that can deliver rich information about how your customers talk about topics that are relevant to your company and brand. Though it would be nice if people were to use your company's messaging in their everyday interactions, the reality is that for the most part they don't. Social SEO—tapping into how they talk about you and your industry so that you can determine how they will search—is the most effective and foolproof way to master that art/science/guessing game of picking keywords. [Read the full story] Marketing Articles: Social Media
• Facebook: Changing Advertising Foreverby Jon DavisPreview
  Whether or not you completely understand social media or social networking sites, the one aspect you must understand is that they are going to change the way businesses advertise. Facebook, in particular, is constantly evolving and improving its users' experience with new features and applications. As a result, Facebook is trying to change the way businesses market and advertise their products and services to potential consumers. [Read the full story] Marketing Articles: Social Media
• Four Controversial Questions About LinkedIn (and How to Resolve Them)by Jason AlbaPreview
  Of course you know what LinkedIn is. You already have an account, right? So what's the next step? Here are four thorny questions about LinkedIn (and their related answers) to help you get the most out of this professional social networking tool. [Read the full story] Marketing Articles: Social Media
• MarketingProfs Video: Seesmic Presages Video as a Personal Communication Toolby Matt DickmanPreview
  What do you get when you combine video, social networking, micromedia, and a very savvy French entrepreneur? You get Seesmic. Seesmic is a social network where the primary content is video. Users record video, post it to the site, and other users reply in video. It's new and it's red-hot. It's also a glimpse of the future. [Read the full story] Marketing Articles: Social Media
• Seven Ways to Monitor Blog Conversationsby TJ McCuePreview
  Do you know what your customers are saying about you? If not, you (and your brand!) are at a distinct disadvantage. Take the opportunity to participate in the blogosphere -- even if only on a small scale -- and you'll help shape your brand, rather than having it be shaped exclusively by your customers. [Read the full story] Marketing Articles: Social Media
• MarketingProfs Video: A Tutorial on the Subtleties of LinkedInby Matt DickmanPreview
  LinkedIn doesn't pretend to be MySpace or Facebook. In the face of mounting competition and hype from rival networks, LinkedIn has stayed true to its mission of creating a network for business professionals. In this video tour, Matt Dickman focuses on what LinkedIn does well, and how you can leverage its strengths. [Read the full story] Marketing Articles: Social Media
• MarketingProfs-Cast on Conversational Marketing: Irrational Exuberance, or Next Big Thing?by Paul DunayPreview
  In a recent blog post, Cymfony's Jim Nail wrote about a study that provocatively proclaimed that spending on conversational marketing will outpace traditional marketing by 2012. Is that even possible? To find out, Paul Dunay chatted with Jim and Pete Blackshaw, executive vice-president at Nielsen Online Strategic Services. What ensued was a very lively debate about whether marketers are prepared to support conversational marketing—and the answer isn't very pretty. As Jim and Pete point out, not only are marketers not using Web 2.0 tools to create a conversation, but to even listen effectively they need to overhaul their infrastructures—big time. [Read the full story] Marketing Articles: Social Media
• How to Explain OpenSocial to Your Executivesby Jeremiah OwyangPreview
  If you are someone who is partially or wholly responsible for the long-term direction of your Web site, or the Web sites of your clients, you have to be able to explain Google's OpenSocial in clear and concise terms. So what is OpenSocial? And why does it matter? [Read the full story] Marketing Articles: Social Media
• 11 Lessons Learned From Podcastingby Brian CarrollPreview
  Podcasting can give your company a new image and personality. And, increasingly, podcasting offers the promise of being another highly effective way to reach and develop potential customers. That's only if you can produce compelling, "buzz-worthy" content, of course. [Read the full story] Marketing Articles: Social Media
• How Social Media Is Changing the 4Ps of Marketing: Stories from Real Companiesby Mack CollierPreview
  Anyone who has taken Marketing 101 knows the 4 Ps of Marketing: Product, Price, Place and Promotion. But what you may not know is that some companies - including these four - are turning these Ps over completely to customers. (Graphic: David Armano.) [Read the full story] Marketing Articles: Social Media
• MarketingProfs Podcast: Is Twitter a Valuable Tool, or Waste of Time?by Paul DunayPreview
  Is microblogging the latest fad or the next big thing? Microblogging is just like regular blogging, except it's limited to 140 characters. The leader in the space is Twitter. To get a better sense of this emerging social media tool, we assembled a micro-panel to discuss it: Jeremiah Owyang, a senior analyst on social computing at Forrester Research and a fan of Twitter, and David Berkowitz, director of emerging media at 360i, who is skeptical about Twitter's application to business. We hope you enjoy the lively debate! [Read the full story] Marketing Articles: Social Media
• MarketingProfs Videos: What Is Digg?by Matt DickmanPreview
  What is Digg? And how does it work? This pair of videos about social-network site Digg.com is a look at the site from the inside-out... with the goal of educating marketers on this social network. Learn why you should (or shouldn't) care about Digg. [Read the full story] Marketing Articles: Social Media

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