29th March 2011

Start with the End Goal in Mind – Spam Free Customer Networks

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So many articles and blog posts about social media say how we are becoming less tolerant of interruptions on such platforms -LinkedIn for example. And they assume that people will simply filter out the annoying messages and ignore the brands that do it.

They assume that this is the sort of marketing that people will continue to do, without understanding that it is just a ‘way station’. That smarter marketers have already evolved from ‘One-Stop Tell and Sell’ to long term engagement strategies. And some short term ones that engage quickly!

It’s much better to just disallow interruptions from the beginning. Always. Continue reading “Start with the End Goal in Mind – Spam Free Customer Networks” »

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18th March 2011

Professional Customer Networks: The World Changing Phenomena

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There is so much more to social networking on LinkedIn than what the current discourse allows for. So much more benefit from building professional customer networks.

Whenever I speak on a platform or am part of a panel discussion in the media, all the Social Networking examples from my industry colleagues are drawn from one of the following:

1. About Not-for-Profits (NFPs) – typically more sexy or at least more interesting than the most boring topic of all – how to be a better accountant! Jokes aside from this former accountant, professional customer networks for accountants are really important, and LinkedIn can deliver great ones
2. About launching a new product
3. About a natural disaster and how people used the tools to communicate
4. About a ‘viral’ campaign like the wonderful Old Spice (Dark man. White horse. Very sexy!) which isn’t even social networking (see below) Continue reading “Professional Customer Networks: The World Changing Phenomena” »

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11th March 2011

Technologies that change the world: Slowly and then VERY fast

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In all change, there is a Tipping Point. And it’s preceded by denial, by confusion, by the rear guard action of vested interests.

It’s a time when the old lingers on. When our natural tendency to resist change ensures it does linger. While we see the old ways as somehow set in stone. As being natural or right. Like the British navy insisting that their new steam-powered ships had sails and that the crew knew how to sail. There were at least 10 years during which the captains of those ships knew the sails were totally useless.

Just like advertisers still buying ad space on free to air TV -nearly all are useless and the alternatives are way more effective. But the inertia of “it’s what we do” is a powerful force. Continue reading “Technologies that change the world: Slowly and then VERY fast” »

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4th March 2011

Internet and Social Networking are NOT ‘just tools’

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Seth Godin and many others seem to believe that the Internet and Social Networking are ‘just tools’ to help you in your business. Or your marketing. Or your professional customer network building. It’s constantly mentioned in their writing, including in Seth’s magic book, Tribes.

But they’re not.

The Internet and the Social Networking platforms they have enabled are actually the main game… Or at the very least, they are the venues for the main game. They are the world changers. The big enablers. They are the game. Continue reading “Internet and Social Networking are NOT ‘just tools’” »

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