20th November 2009

Advertising for Businesses – 80% is wasted!

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Well, my mate Peter[1] runs a business in Melbourne and what he went through perfectly illustrates the incredible wastage that can occur when a B2B business starts a marketing journey.

Peter provides recruitment services in the centre of Melbourne. His team of 20 recruiters provides a great service and it’s a very profitable business.

Continue reading “Advertising for Businesses – 80% is wasted!” »

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18th November 2009

Why the heck is it called Social Networking? Friends they’re not!

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From the first small tribes roaming the African Savannah our relationships have been constrained by the number of social connections we can maintain. So the tribes were small.

Anthropologist Robin Dunbar established this number as being about 150 and Seth Godin recently wrote a challenging article about the number of social connections we can properly maintain in this day and age.

Dunbar’s cognitive limit is certainly true if friends are your ultimate goal. But what about other networking aspects like business connections or mutual professional interests?  Continue reading “Why the heck is it called Social Networking? Friends they’re not!” »

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11th November 2009

Invitation Danger: Groups, LinkedIn and the horrors of selecting ‘I Don’t Know’

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The real power of online Social Networking: It’s in the connections to offline groups.

Where real people meet and actually get to know one another. Where they build trust and get to understand each other’s businesses and goals. Where Lead Generation happens naturally Where they can film testimonials, recommend important new online connections to these real friends and offer to introduce them, etc. Powerful.

If you’ve read my new book (Go to Amazon, click on books, search for James Eastland, and thank you Craig Rispin! Or you can buy it on our Lead Generation site) and the chapter on social networking, you’ll see that ironically offline is a major part of the online strategy that we work with on our clients and the ‘Connection Sessions’ we run for clients and friends.

But there are dangers, as this story shows … Continue reading “Invitation Danger: Groups, LinkedIn and the horrors of selecting ‘I Don’t Know’” »

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