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• Three Ways to Influence Your Influencers
  "In simplest terms, businesses are no longer in complete control of their products, brands and messages," writes Susan Gunelius at Entrepreneur.com. "End-users are now in control." And those end-users are ...
  Community, Marketing Tips, Small Business
• Five Essential Ingredients of a Social Tech Community
  Much has changed since the earliest days of social media, when technology vendors were experimenting with online communities to foster partner communications. Some communities have grown to become powerful, thriving ...
  Community, High-Tech Marketing, Sales, Social Media, Videos
• Three Ways to Market Nostalgia in Social Communities
  You've no doubt noticed it: Products from the past are making a comeback. Coke and Pepsi have recently introduced throwback versions of their soft drinks. Mrs. Butterworth, Strawberry Shortcake, Atari ...
  Brand Awareness, Community, Customer Behavior
• How Jimmy Choo Boosted Its Brand With CatchaChoo
  From April to June, luxury shoe vendor Jimmy Choo leapt into tennis-shoe production and social media with a splash: It dreamed up CatchaChoo, a "trainer hunt" that united the real ...
  Brand Positioning, Community, Creativity, Social Media
• Solving B2B Challenges Through Social Media
  As online business communities flourish, the exchange of expert opinion and advice is expanding at a rapid pace. Marketers who once felt isolated can now gain insights from colleagues in ...
  B2B Marketing, Community, Sales
• Ways That Customer Feedback Can Help Product Development
  Incorporating customers' viewpoints into your business isn't just a fresh form of CRM, it can also make existing and future products better. Community manager Dawn Lacallade says her company Solarwinds ...
  Community, Customer Engagement, Social Media
• How Open Should You Be in Social Media?
  One of the challenges facing businesses today is deciding how open to be in online communities. Well, here's some good news: Openness in social media can vary. Businesses can start slow ...
  Community, Measurement, Social Media
• Social-Media Rules of Engagement
  You hear a lot of talk about the need for openness and transparency in the social-media space, but what does it really mean to be transparent? According to Charlene Li ...
  Branding, Community, Social Media
• Wade in These Waters With Care
  In March, MarketingProfs ran an article about brand flubs in social media, starring Southwest Airlines and Heinz. Read the tale. Now we discuss a third brand's stormy social life: Nestle. Recently, ...
  Brand Equity, Community, Customer Behavior, Social Media
• Cultivate Your Own Little Monsters
  According to Jackie Huba at the Church of the Customer Blog, marketers can learn quite a bit about loyalty marketing from quirky singer Lady Gaga. It seems Lady G is ...
  Brand Loyalty, Community, Customer Behavior
• Gaga for GaGa
  In two short years, Lady GaGa has become an international phenomenon—selling millions of albums, breaking Billboard records and earning Grammys. According to Jackie Huba, she has also demonstrated a natural ...
  Brand Loyalty, Community, Small Business
• Cut the Loner Act
  Big insight: Content creation, pumped exclusively and relentlessly out by You, Inc., isn't the only way to leverage the power of social media. These days, you don't have to go ...
  Community, Social Media, User-Generated Content
• Virtual Community, Real Recognition
  Many B2B companies use social networking as a way to keep their customers up to date on key business developments and success stories. But social media are "not so much ...
  Community, High-Tech Marketing, Sales, Social Media
• We're Way More Complex Than That
  Sad news: Word-of-mouth (WOM) marketers have yet to grasp the true complexity of the online communal networks they are attempting to reach, according to one new research report. Here's how ...
  Community, Customer Behavior, Word-of-Mouth
• They Say Everybody Has One
  Point of fact: One of the most alluring things about Facebook is its infinite capacity to find us a new distraction—be it Farmville, virtual gift-giving or browsing through an old flame's ...
  Community, Facebook, Social Media
• The Birth of a Blog
  When building an online community, there are some underlying principles that hold true whether a company is large or small, and among those is a genuine commitment to openness and ...
  Community, High-Tech Marketing, Sales
• Lessons of the Little Mermaid
  You're probably familiar with the story of The Little Mermaid. In this classic tale of unrequited love, a girl exchanges her voice for the chance to be close to a ...
  Community, Marketing Strategy, Social Media
• Taking Groupthink Up a Notch
  News flash: LinkedIn still boasts one of the largest, tightest-knit collections of professionals in the social-networking space. And now it wants to be even more useful to marketers. Custom Groups ...
  Branding, Community, LinkedIn, Social Media, Social Networking
• Where Everybody Holds Your Name
  If there's anything Second Life has taught us, it's that people like having a place to come back to—a virtual hideaway where you're always well-coiffed and surrounded by friends, and ...
  Community, Digital Marketing, Mobile Marketing
• Brother, Can't You Spare the Time?
  Though the recession may be drawing to a close, we are still dealing with the stark reality of very high unemployment rates. Many people have been without work for far ...
  Community, Job Search, Recession