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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25th February 2011

The Perfect Professional Customer Network

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A great customer network for professionals and managers, particularly on LinkedIn, requires 5 key ingredients:

1. Information and knowledge on tap. Always there, always easily accessible and well indexed, and always freely available to all members of the professional customer network.

2. The LinkedIn group to be collegiate. Meeting the work based social needs of the professionals in the network. Because while professionals compete with one another, fundamentally they have more in common with each other than they do with outsiders. Continue reading “The Perfect Professional Customer Network” »

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15th February 2011

Key Elements of a Professional Customer Network

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There are 5 key elements of powerful LinkedIn Groups – what we may also call ‘Tribes’. Thanks to Seth Godin for this great summary:

1. The group must have a purpose – it must have a manifesto about what it stands for and what it believes in.
2. It must be easy to connect members and then keep them – this is why using LinkedIn is an ideal solution. Continue reading “Key Elements of a Professional Customer Network” »

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10th February 2011

Social Media and Model T Fords

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LinkedIn and Facebook are today’s Model T Fords.
How so?

The Model T changed America and ultimately the world. Here’s what’s interesting about the T: it wasn’t the only or even the best car when it was first made. And it certainly wasn’t the best for all the years that it completely dominated in America. And it was ultimately and inevitably replaced by much better cars. In fact, in just a few short years after they stopped making it, the T looked very old fashioned. Continue reading “Social Media and Model T Fords” »

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2nd February 2011

Technology and Social Media needs not be confusing!

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The technology for social and business networking, and the social media platforms such as LinkedIn, gets easier and better every month. The pace of change with this technology is accelerating…and rapidly. There are huge investments being made in software designed to create faster and easier ways to connect.

So where are we heading? What is the ‘final station’? What is the end game? Continue reading “Technology and Social Media needs not be confusing!” »

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20th January 2011

Humans are Hardwired for Networks

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What have all LinkedIn groups always had in common? What have they always provided their members?

1. Sharing of resources
2. Protection against outside dangers
3. Social needs – providing a sense of belonging and human contact
4. A purpose
5. An ability to grow, to do more or be stronger as part of the group

Many types of groups or ‘tribes’ have come and gone throughout history. Underpinning them all is the human desire and need to gather together. Put simply, humans are herd animals. Continue reading “Humans are Hardwired for Networks” »

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5th January 2011

Way Stations of Marketing or Why Social Media doesn’t work yet

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Definition: A marketing technique or approach that existed only briefly – a mere ‘blip’ in the history of modern humans. Marketing that has come and will shortly be gone. Mass media advertising, for example.

There are many products that have been ‘way stations’ – a well-known example is the CD in the music industry, which came and left in less than 30 years. Digital music itself has gone to another level with the iPod, iPhone, etc. – the delivery mechanism of that music was the way station.

Let’s look at some marketing examples … Continue reading “Way Stations of Marketing or Why Social Media doesn’t work yet” »

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26th February 2010

Can Personal Branding double your Income? Maybe, it certainly won’t hurt it!

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Personal Branding for professionals on LinkedIn: Capture the space for your name in your field. It DOES matter. People believe that those they see regularly online are likely to have more expertise than those they don’t see. What else could they possibly think?

Unless of course your LinkedIn profile  is self-serving, and all you do is spam by putting out updates and comments on your business specifically aimed at selling your services. If it’s all about an incessent sales pitch, people will just turn you off. Disconnect. Unfollow.

With just one click. Continue reading “Can Personal Branding double your Income? Maybe, it certainly won’t hurt it!” »

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14th January 2010

Social Networking in Business: not just what you did this weekend

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Think of Social Networking on LinkedIn as like owning your own electronic newspaper. Your own electronic niche ‘newspaper’. A paper where you do all the jobs.

As the Distribution Manager, you decide who you want to receive your newspaper. You also control which distribution media you choose to get your paper to it’s readers—but it’s all the same words, just on different media (with social networking the media is endless: LinkedIn, Twitter, blogging, YouTube, Spoke, Plaxo, and another page full of names!). As the Editor, you have the final say in what your audience gets to read, listen to or watch. As the Journalist, you do the research and decide what stories you will write. And the Editor can of course hire other journalists (writers). Continue reading “Social Networking in Business: not just what you did this weekend” »

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