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24 Oct 08

Social Networking Demystified - What is it, and how does it work? | Vision Advertising

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demystified socialnetworking marketing

Let’s define social networking for those not familiar with it. “Social networking” is a technology-based means of communication utilizing the power and variety of the Internet to provide an infinite variety of tools and offerings
People can leverage these sites to create a sense of presence that even traditional marketing experts can appreciate: brand awareness, lead generation, information sharing and so on. And the real keys to success are the same as in traditional marketing: frequency, relevancy and cross-marketing, to name a few.
2 more annotations...
- Critics claim that social networking is merely a gimmick. In reality, while it is true that social networking alone will not likely produce substantial leads in the absence of other critical methodologies, it IS true that combined with other methods, and when used regularly, social networking can, and has, produced excellent results.
- there is relatively NO barrier to entry

15 Oct 08

Design for Frugal Growth

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strategy leadership marketing

The control of costs had been its greatest strength. But it was now the greatest weakness. The company had spent so many years trying to reduce expenses that this imperative was hardwired into its practices, processes, and organizational design. When executives tried to shift gears, to expand into new markets and introduce new products, those old ways of doing business also had to change.
Meanwhile, consumers were growing increasingly sophisticated. They wanted more information about Amberville’s products. So did institutional customers, such as schools and restaurant chains. Some Amberville marketers saw the opportunity to build Web sites and use other online channels to connect directly with consumers. But these efforts faltered amid the sheer complexity of multiple product categories. And their failure led many people in the company to conclude that even the business units that were closest to Amberville customers had lost their market focus and speed.

10 Sep 08

Online Spin » Blog Archive » What Does The Future Look Like? Or, What I Read On My Summer Vacation

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marketing reputation leadership spin

On one side of the equation lies the over-eager media audience, which engages with its passions in a participatory manner that borders on fanaticism — but is skeptical in its views of all messaging pointed in its direction (let’s call its members the “Participants”).
For the Participants to trust a brand, the message must come from a peer or a colleague or someone they inherently trust.
2 more annotations...
- For the Desensitized to trust a brand, you need only demonstrate to them the value of your brand in a way that merges rhythmically with their attention
- Non-paid media is the typical term, but I’ve started referring to it as “distributed media”: the use of marketing dollars to facilitate the distribution of content, and the implied endorsement that comes along with that relationship.

23 Mar 08

The Machinery of Hope : Rolling Stone

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campaign marketing networking obama organizier politics social

The meeting in San Marcos wasn't advertised in any traditional
sense. Instead, the campaign posted the event on my.barackobama.com
— its social-networking site affectionately known as "MyBo"
— and e-mailed local residents who had donated to the
campaign or surrendered their addresses as the price of admission
to an Obama rally. And the volunteers who showed up won't be
micromanaged by Ukman or anyone else from the campaign. They'll be
able to call their own shots, from organizing local rallies to
recruiting and training a crew of fellow Obama supporters to man
their precincts on election day.
This scene in the rec center is being repeated in neighborhood
coffee shops, high school cafeterias and public libraries across
Texas. Over the course of the three-day weekend, the Obama campaign
trained 4,000 precinct captains in more than twenty communities,
from El Paso to Corpus Christi. This is the same grass-roots effort
that has trounced the Clinton campaign — a classic top-down
operation run by high-paid consultants — in ten straight
contests by an average of more than thirty points. It has evolved
into the mother of all get-out-the-vote campaigns, one that has
enabled Obama to collect more votes in Virginia and Wisconsin than
all of the GOP candidates combined.
6 more annotations...
- The Obama campaign has actually worked to
  tamp down media coverage of its technological advances in
  organizing, avoiding anything that would cast the candidate as "the
  next Howard Dean." In Democratic political circles, Dean's
  short-lived campaign still carries heavy baggage: Howard Dean
  was the Internet. Howard Dean lost.
- "They've been guarded," says Peter Leyden, director of the New
  Politics Institute, a San Francisco-based think tank that promotes
  technology in politics. "It's been beautiful to watch them blending
  these new tools into the old-fashioned shoe-leather, door-knocking
  politics. But they don't talk about it. People like myself have to
  piece it together from its outer effects."
- According to David Axelrod, the campaign's chief strategist, the
  bottom-up ethos of the campaign comes straight from the top. "When
  we started this race, Barack told us that he wanted the campaign to
  be a vehicle for involving people and giving them a stake in the
  kind of organizing he believed in," Axelrod says. "He is still the
  same guy who came to Chicago as a community organizer twenty-three
  years ago. The idea that we can organize together and improve our
  country — I mean, he really believes that."
- Steve Hildebrand, a folksy veteran of South Dakota politics
  regarded as one of the top field strategists in the game. "We
  wanted to make sure we learned from Howard Dean's campaign,"
  Hildebrand says. The most valuable lesson? "We didn't make the
  assumption that people signing up on our Web site meant that they
  were going to help the candidate or even vote for him. From the
  beginning, we had an initiative to take our online force
  offline."
- In February and March of 2007, just after Obama
  announced his candidacy, the campaign set up huge rallies in cities
  from Los Angeles to Austin to Cleveland. In return for a ticket,
  supporters were asked only to provide their e-mail, zip code and
  telephone number — a practice that continues at every Obama
  megarally, where it has become routine for him to draw crowds in
  excess of 20,000.
- "Events are not just an opportunity for us to put Barack in
  front of voters," says Hildebrand. "It's a chance for voters to be
  in a captive environment where we ask them to sign up and do more
  for Barack — to make phone calls, canvas, get out the vote.
  We don't want people to just come to an event — we want them
  to become part of this movement."

14 Mar 08

Obama With Style and Authencity - Campaign Marketing

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marketing networking obama politics social

As a Obama supporter, I was so glad to have someone spell out the innovative ways his campaign has gone about its work. The two most important aspects of his campaign has been the dignified way he continues to conduct himself in the face of low down tactics of Clinton and the second is the style of leadership he is expressing. His authenticity and bottoms ups approach to problem solving is the same structure of strategy I promote for organizational leaders. - oldude59 on 2008-03-14

As a Obama supporter I was so glad to have someone spell out the innovative ways his campaign has gone about its work. The two most important aspects of his campaign has been the dignified way he continues to conduct himself in the face of low down tactics of the Clinton and the second is the style of leadership he is expressing. He authenticity and bottoms up approach to problems solving is the same strategy I promote in post I've made for organizational leaders.