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CONTENT TYPE: Article | TOPIC: Social Media Marketing

The more quantitatively you can measure your social media, the better. And the closer those measurements are to business outcomes, even better. How rapidly people in the network engage with you and respond to your "call to action," such as write a review, participate in the blog discussion, or forward something to a colleague... can (and should!) all be measured.

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During the 12 years that Christa Carone has been with Xerox, the company has been on quite a roller-coaster ride, having gone through significant challenges back in 1999 through 2001/2002, when the company's brand and reputation really took a hit. Recently she discussed with Roy Young her work to strengthen the company's reputation in the marketplace, to bring the brand back to a place that is worthy of such an iconic name like Xerox, and to help the company grow.

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A Web site has to accomplish only two basic things to deliver success for your business—and those two things are mission-critical. A successful Web site must be built from the ground up to attract and capture: first, the attention of your target audience and, second, the attention of the major search engines.

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In this day and age, one could say that green is the new black. More than ever, consumers are engaged in environmentally sound practices. And companies can easily leverage this "green" trend to not only show their customers their concern with the global environment but also reduce the continually increasing cost of the direct mail process.

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As a social media strategist, I find it hard to believe that the names of some Web 2.0 companies don't play a large part in traditional marketer's dismissal of new media. When traditional marketers say things like, "New media is a fad for kids," it's hard to refute it when you have to use company names

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There is no doubt the speed of change in the media space is blinding. New tools become available to marketers and individuals alike nearly every If you have ever felt like it is hard to keep up (and I know I have) then this book is for you. Admittedly, Paul Gillin wrote this book for the

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Daily Fix contributor Steve Woodruff runs a series of posts he calls "Five in the Morning." At 5 AM, he 5 blogs or posts or resources that are worth visiting. I like the concept, but 5 AM is way too early for . So here are 9 at the more civilzed 9 The Viral Garden's Top

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According to MediaPost's Online Media Daily's article, Say Goodbye To Experimental , a "group of agency and brand executives" believe that brands will not be spending as much on emerging media in "Marketers, grappling with a sluggish economy, next year are likely to allocate less of their budgets for experimental media, including social networks, digital out-of-home

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I've read that the average life expectancy (that is, job tenure) of a CMO is two years. Why is this Some say it's the inability of marketing to deliver. Some say it's its inability to measure. Others attribute the gloomy statistics to a dramatically changing marketing landscape in which many find it difficult to keep I

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In 1998, I worked as the internal communications manager at the Starbucks Support Center in Seattle. It was time for me to move on, when one day former co-workers from a magazine publishing house called to invite me to lunch. One was now the marketing director for a large medical center; the other the communications director.

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The Financial Times recently published a short article, P&G web move is challenge to , which piqued my interest from the opening "Procter & Gamble is testing its ability to use the internet to sell its toothpaste, household cleaners and nappies (diapers) directly to US households, in a potential long-term strategic challenge to its retail The

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The Internet has eliminated the barriers of geography, cost and time. Social tools like blogs and social networking sites are helping crowds form around very discrete But what is missing from these crowds are leaders. Like any social network that you may join you have those that join and just lurk, those that maybe make a

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Whenever I can, I include telemarketing as part of a comprehensive lead-generation program. When it comes to setting sales appointments, populating a database with decision-maker names, or filling seats at an event, there's no contact method that's more direct or more effective. The results of telemarketing are usually measurable, too, which is also a rare benefit for any campaign tactic. But, actually, you can expect more from your telemarketing programs than appointment-setting and seat-filling. In fact, telemarketing can lend tremendous support to helping you achieve other aspects sales and marketing initiatives.

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Predicting where your prospects are online is tricky—and often expensive. And it's not always about where they are but also what are the best ways to reach them. How should you decide where to start? The military has utilized a system called CARVER, a mnemonic term for the weighting factors used to identify and prioritize targets. CARVER helps to discover the greatest opportunities to inflict the most damage while employing the lowest amount of available assets. CARVER stands for... Criticality Accessibility Recuperability (return-on-investment) Vulnerability Effect Recognizability For marketing purposes, CARVER can be applied to help determine which digital marketing tactics would work the best to target your prospects with a proper budgetary assignment.

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Deliverability is high up on the list of an email marketer's concerns. In fact, a recent report from Jupiter Research, the 2008 Email Marketing Buyer's Guide, found that deliverability is the number-one consideration for marketers when selecting an email service provider (ESP). Unfortunately, the best ESPs on the market can do only so much to aid in getting marketing messages to the inbox. The majority of the control lies in the hands of the sender.

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New media and technology have inherently changed the way the newest generations experience the world: how they learn, live, play, and communicate. So what's this mean for marketers, specifically, who want to reach digital natives... and the rest of us, too?

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I've had some existential moments during my stint as a public relations lecturer in Armenia. I've been wondering if I've had any impact. Although I arrived knowing public relations is a nascent profession in this country, I thought I could quickly imbue my students with a desire to become public relations practitioners, ready to change the

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Want to be a hero in your customers', employees' and clients' eyes? Here's a great way to shine as a good "corporate" citizen. This holiday season, especially during this tough economy, you can give something completely unique charitable at the same time. It's called a Good Card - and it's Here's how it You can purchase

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If we all believe we need to be the "Purple Cow," why do so many marketers behave like sheep? If it's so important to rise-above-the-clutter-think-outside-the-box-break-from-the-pack, why are there so many me-too messages out Yeah, it's a rhetorical question. Because we all know the answers -- the usual fear, inertia, obsession with the competition. Sometimes a lack