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Archive for January, 2010

Guerrilla Marketing, 4th edition: Easy and Inexpensive Strategies for Making Big Profits from Your Small Business

bookshelf of books

  • ISBN13: 9780618785919
  • Condition: USED – LIKE NEW
  • Notes:

Product Description
When Guerrilla Marketing was first published in 1983, Jay Levinson revolutionized marketing strategies for the small-business owner with his take-no-prisoners approach to finding clients. Based on hundreds of solid ideas that really work, Levinson’s philosophy has given birth to a new way of learning about market share and how to gain it. In this completely updated and expanded fourth edition, Levinson offers a new arsenal of weaponry for small-business success in… More >>

Guerrilla Marketing, 4th edition: Easy and Inexpensive Strategies for Making Big Profits from Your Small Business

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Google Will Continue To Oppose China Censorship

Newsweek: How Google vs. China may change the Web
A cybersecurity expert who has advised Google on censorship talks about how the result of the standoff between Google and China could potentially change the structure of the Internet.

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Google Will Continue To Oppose China Censorship
After weeks of back-and-forth negotiations between Internet search giant Google and the Chinese government, Google says it will continue to oppose China’s efforts to censor information on the Internet. For the past several years, Google has censored results on its Google.cn search engine as requested by the Chinese government. But recently, Google decided to pull the plug.

Read more on NewsFactor via Yahoo! News

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The Socialization of Email Marketing

Follow me on Twitter! Become a fan on Facebook!

It seems that everywhere you turn, businesses, media properties, and brands are asking us to connect with them in the social Web. Whether it’s on TV, in press materials, advertising, or email, brands are vying for our “friendship.”

In July 2009, Bill McCloskey in partnership with StrongMail, analyzed the email marketing campaigns of top brands and how they integrated social profiles into the marketing presentation. McCloskey observed that top brands were reviving email campaigns with the inclusion of links to social profiles, specifically Facebook, Twitter, and also MySpace.

McCloskey reported that top brands such as Nike, Intel, The Gap, Pepsi, Sony, HP, Home Depot, Lane Bryant, Circuit City, Saks Fifth Avenue, Polo Ralph Lauren, Lands’ End, and J.C. Penney included Social Media within email marketing messages. As expected, since 2007, the number of email campaigns that contained links to Facebook and Twitter dramatically increased, becoming the two most prominent links integrated in all email marketing initiatives in 2009. As of June, the number of campaigns that included a link to the branded Twitter account grew to 41,399, with 41,052 for Facebook.

As 2009 gave way to a new decade, the StrongMail team published an updated report, “2010 Marketing Trends.” The survey documented that nine in 10 planned to either increase or maintain their marketing budgets in twenty ten (2010).  And what was at the top of the list? Email marketing… What was second? Social Media…

Reviewing the list of marketing programs that will benefit from increased commitments, it seems that almost every element for generating presence through outbound and inbound marketing is set to expand this year – and most likely over the next several years. The democratization of media and the equalization of influence require brands to reassess their strategies and objectives for earning attention, steering perception, and growing a community of loyal customers and advocates.

Marketing Programs Expected to Receive Increased Budgets

69% – Email marketing

59% – Social media

42% – Search

28% – Advertising

22% – Mobile

21% – Direct mail

20% – Tradeshows and events

19% – Public relations

While marketers believe that customers will increase their spending in 2010, conservative and skeptical executives are also reducing programs that don’t align with adapted ambitions…

The socialization of email marketing will continue to fuse social networks and the inbox until one day, they become one. After all, email is technically the largest, untapped, social network in the world.

According to the report, over 40% of executives plan on integrating social and email marketing in 2010. How that expands beyond the obvious “follow me” or “become our fan” on Twitter and Facebook intrigues me.

Thankfully, StrongMail asked the question that needed to be asked…

Are you planning to integrate Social Media into your email marketing campaigns in 2010?

27% – Yes, we have formulated a strategy and have already implemented our program

24% – Yes, we have formulated a strategy and are researching tools for implementation

18% – Yes, but we don’t know where to start

11% – No, but it sounds intriguing

5% – No, I don’t see the value in integrating email marketing with social media

11% – I don’t know

4% – Other

Once integrated programs are deployed, measurement dictates the future of our social programming. 42% of executives reported a lift in email campaign performance after integrating social and email, 35% realized zero improvement, and 23% aren’t sure how to measure their results.

Clearly, there is room for growth, education, and evolution. Over 50% of marketers believe they are on the right track and already either have plans to execute or directives to discover solutions to place into effect. But again, simply asking people to friend or follow us is not enough. We must convey a sense of purpose and define and spotlight the rewards for clicking through to our points of designation. There must be life beyond the connection. We must package and deliver an experience, cultivated by a series of calls to action. It is through the definition of action that provides us with the foundation to establish and measure activity.

And as we’re already realizing, traditional email isn’t the only form of “email marketing.” Many service providers are automating the ability to mass-broadcast content to the inboxes of fans on Facebook and followers on Twitter.

With Social Media comes great responsibility…

Sometimes the ability to connect and inspire action is driven less by quantity and cultivated through an informed, targeted, and genuine outreach program where less is indeed more.

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AT&T: Good Luck with Your Yelp Competitor

buzz-comDoes the world need another local business/reviews site? AT&T seems to think so. Forbes says the company is planning to launch a Yelp competitor soon at Buzz.com. If nothing else, it’ll have a great domain name going for it.

But, a great domain or not, is any new site going to come along and even put a dent in Yelp’s armor at this point? (I think Twitter could if it steered itself in the direction of places pages/profiles for businesses, but that’s another story for some other day.) Yelp has been growing for years, and had a huge 2009: 26 million unique visitors in December 2009, up 60% from 16 million unique visitors in December 2008.

The article hints that there will be some differences between Yelp and Buzz, including something that sounds like a Q&A element that involves local experts. And this, too:

“On buzz.com, users won’t be writing full-fledged reviews. They can choose to “favorite” a business or not and write brief comments, but there isn’t a place for airing grievances.”

The article says Buzz will soon go into a testing phase for AT&T employees plus their family and friends. There’s also a form on the site now letting you request an invite … you know, if you think the world needs another local business/reviews site.

(more discussion about this on Techmeme)

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This is a post from Matt McGee’s blog, Small Business Search Marketing.

AT&T: Good Luck with Your Yelp Competitor

Related posts:

  1. Yelp is Growing Like Gangbusters
  2. Yelp’s Dramatic Growth in 2009
  3. Inc. Magazine Goes Deep on Yelp

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American Apparel on Quest for Delectable Derrière

It isn’t likely American Apparel’s run out of poorly-lit, hopelessly-shot and objectively unflattering photos to exploit for ads, but in any event it’s on the active hunt for more.

And what a bounty it’s reaping!

Its online Search for the Best Bottom in the World invites shots of earnest arses in American Apparel gear, where they’re rated à la Hot or Not. (Remember Hot or Not? No? That’s because it’s no longer important.)

Score or submit (but for your dignity, stick to score) between now and February 21. The top ten contestants get $300 worth of AA swaggity-swag swag, but two winners, as determined by a jury, get the opportunity to become bum-bassadors for AA.

Not entirely sure what opportunity means. Think Dov Charney is planning a last-round interview of his own?

Sources:

- Gawker

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Google search dipping into Facebook

Facebook Toolbar Released for IE and in Multiple Languages
Facebook-oholics now have more tools to deepen their dependency on the world’s most popular social-networking site.

Read more on PC World via Yahoo! News

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Google search dipping into Facebook
Friend connections, messages remain private Google’s recently released Social Search feature, whose raison d’etre is to include content from users’ social network contacts in search results, can barely tap into the connections people have made on Facebook, the world’s largest social network.

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What’s in J.D. Salinger’s safe?

The death this week of J.D. Salinger ends one of literature’s most mysterious lives and intensifies one of its greatest mysteries: Was the author of “The Catcher in the Rye” keeping a stack of finished, unpublished manuscripts in a safe in his house in Cornish, N.H? Are they masterpieces, curiosities or random scribbles?

And if there are publishable works, will the author’s estate release them?

The Salinger camp isn’t talking.

No comment, says his literary representative, Phyllis Westberg, of Harold Ober Associates Inc.

No plans for any new Salinger books, reports his publisher, Little, Brown & Co.

Marcia B. Paul, an attorney for Salinger when the author sued last year to stop publication of a “Catcher” sequel, would not get on the phone Thursday.

His son, Matt Salinger, referred questions about the safe to Westberg.

Stories about a possible Salinger trove have been around for a long time. In 1999, New Hampshire neighbor Jerry Burt said the author had told him years earlier that he had written at least 15 unpublished books kept locked in a safe at his home. A year earlier, author and former Salinger girlfriend Joyce Maynard had written that Salinger used to write daily and had at least two novels stored away.

Salinger, who died Wednesday at age 91, began publishing short stories in the 1940s and became a sensation in the 1950s after the release of “Catcher,” a novel that helped drive the already wary author into near-total seclusion. His last book, “Raise High the Roof Beam, Carpenters and Seymour,” came out in 1963 and his last published work of any kind, the short story “Hapworth 16, 1924,” appeared in The New Yorker in 1965.

Jay McInerney, a young star in the 1980s thanks to the novel “Bright Lights, Big City,” is not a fan of Hapworth and skeptical about the contents of the safe.

“I think there’s probably a lot in there, but I’m not sure if it’s necessarily what we hope it is,” McInerney said Thursday. “`Hapworth’ was not a traditional or terribly satisfying work of fiction. It was an insane epistolary monologue, virtually shapeless and formless. I have a feeling that his later work is in that vein.”

Author-editor Gordon Lish, who in the 1970s wrote an anonymous story that convinced some readers it was a Salinger original, said he was “certain” that good work was locked up in Cornish. Novelist Curtis Sittenfeld, frequently compared to Salinger because of her novel “Prep,” was simply enjoying the adventure.

“I can’t wait to find out!” she said. “In our age of shameless self-promotion, it’s extraordinary, and kind of great, to think of someone really and truly writing for writing’s sake.”

Some of the great works of literature have been published after the author’s death, and even against the author’s will, including such Franz Kafka novels as “The Trial” and “The Castle,” which Kafka had requested be destroyed.

Because so little is known about what Salinger was doing, it’s so easy to guess. McInernay said he has an old girlfriend who met Salinger and was told that the author was mostly writing about health and nutrition. Lish said Salinger told him back in the 1960s that he was still writing about the Glass family, featured in much of Salinger’s work.

But the Salinger papers might exist only in our dreams, like the second volume of Nikolai Gogol’s “Dead Souls,” which the Russian author burned near the end of his life. The Salinger safe also could turn into a version of Henry James’ novella “The Aspern Papers,” in which the narrator’s pursuit of a late poet’s letters ends with his being told that they were destroyed.

Margaret Salinger, the author’s daughter, wrote in a memoir published in 2000 that J.D. Salinger had a precise filing system for his papers: A red mark meant the book could be released “as is,” should the author die. A blue mark meant that the manuscript had to be edited.

“There is a marvelous peace in not publishing,” J.D. Salinger told The New York Times in 1974. “Publishing is a terrible invasion of my privacy. I like to write. I love to write. But I write just for myself and my own pleasure.”

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10 Tips For Content Marketing Success

As more companies, marketers and industry professionals flood the web with content, the value of those with a true understanding of content marketing keeps going up. More noise increases the value of signal. If your content marketing defines you as that source of signal, you’ll consistently be found, referenced and chosen ahead of competitors. With 6 in 10 marketers spending more on content marketing in 2010, now, more than ever, is the time to find where content fits within your marketing strategy.

Some statistics from Technorati’s 2009 state of the blogosphere back up the efficacy of content marketing:

  • 15% of bloggers say they are paid to give speeches on the topics they blog about
  • 71% of all respondents who maintain blogs for a business – their own or one they work for – report that they have increased their visibility within their industries through their blogs
  • 56% say that their blog has helped their company establish a positioning as a thought leader within the industry
  • 58% say that they are better-known in their industry because of their blog

And as powerful as blogs are – they are just one potential avenue for content marketing. Content marketing includes all marketing formats that involve the creation or sharing of content to engage potential prospects or current consumers. No matter how you’re engaged, continually sharpening your content creation skills is core to being an effective digital marketing or PR professional.

If you’re brand new to the idea of content marketing, the following points by Mike Masnick succinctly describe why it matters:

The captive audience is dead. There is no captive audience online. Everyone surfing the web has billions of choices on what they can be viewing, and they don’t want to be viewing intrusive and annoying ads. They’ll either ignore them, block them or go elsewhere.

Advertising is content. You can’t think of ads as separate things any more. Without a captive audience, there’s no such thing as “advertising” any more. It’s just content. And it needs to be good/interesting/relevant content if you want to get anyone to pay attention to it.

Content is advertising. Might sound like a repeat of the point above, and in some way it is — but it’s highlighting the flip side. Any content is advertising. It’s advertising something.

Hopefully we’ve got your buy-in to the idea of content marketing. TopRank Online Marketing as an agency embraces this for our clients and ourselves, as content marketing lives at the intersection of social media and SEO.

To help readers here, following are 10 tips to help make your content marketing efforts succeed:

1. Ensure all content passes the “So what?” test

A great quote from Chris Garrett sums this up nicely:

A much overlooked aspect though is “So what?”. What should the reader take away? Where is the benefit? Why should we listen to you?

Just churning out content for the sake of going through the process is setting yourself up for failure. Unless you’ve got a model like Demand Media and would benefit from being fast, cheap and profitable as hell, go the other route and refine all ideas to pass the “So what?” test. Especially if you’re in B2B – the goal of content marketing is usually to inspire trust, grow your reputation and influence your market. Throw-away content accomplishes none of these things.

2. Create remarkable content, take chances, stand out

With some 900,000 blog posts published every 24 hours, and more than 20 hours of video uploaded every minute to YouTube as just two examples, how do you expect to stand out with “vanilla” content? If you’re going to play it safe or regurgitate what is being done by others you’ve got almost no chance to succeed unless you already have a large community built you can tap. And even then, as we add layer upon layer of aggregation, sharing and filtering to the web it’s still possible to be ignored. You need to consistently break the mold, be an unmissable resource or in some way stand out to make your content heard.

3. Speed and agility are factors

If your content marketing efforts are agile enough to touch audiences in a timely manner, you’ll be top-of-mind for prospects vs. slow moving competitors who have complex approval processes. Again and again, the web rewards nimble companies far more than those who are restricted or micromanaged.

4. Personality is essential

We connect deepest with content that has a voice and personality behind it. No one enjoys reading the language on a corporate website. It’s cold and impersonal and in reality does not connect with audiences, it merely conveys information. Personality and emotion are lacking in most corporate and business communications, and this has carried over into the content marketing efforts of many. But, infusing these elements within your content marketing strategy can be a powerful way to not just speak to prospects but connect with them.

5. Content should forge connections

Your content marketing can also accomplish another valuable goal: building connections and relationships. This has both social and SEO returns. Connections can help build inbound links, increase shares in social channels and ultimately help your content gain visibility. Incorporation of these connections should be worked into the content artfully and naturally. Readers may not even realize what is happening, but those you are trying to forge connections with will.

6. Worry less about perfection, more about tone

Be less concerned with being perfect and more concerned with being earnest, thoughtful and genuine. Perfection is severely overrated and minor flaws are forgivable, while the wrong tone can be as detrimental as causing online reputation management issues.

7. Make content scan-able (and attractive)

Make no mistake, your prospects are busy. To treat them as if anything else were true is disrespecting their time. By making your content scan-able, you increase the propensity they will not just scan that content, but if the parts that catch their eye during the scan are worthwhile they will go back to read it. Use headlines, bold text, get creative with your formatting, get designers involved – do whatever it takes to make content attractive and scan-able.

8. Draft sticky headlines

Follow basic headline writing tips and work to create headlines that entice potential visitors to your content in the first place. Without strong headlines, your blog post will get skipped over in a cluttered RSS reader or inbox, your white paper or PDF won’t get passed along and you’ll never penetrate social news sites.

9. Consistency and quality

As we’ve noted here before, every company is now in essence a media company. The quality of your content is how prospects will imagine your service or product to be, and the consistency you produce that content is a signal to how dedicated you are.  Both are required.

10. Realize promotion can’t help bad content

It’s tempting to try to put a band-aid on bad content with things like advertising or push promotions. But if you have to advertise your content, in a sense you’ve already failed. Content marketing should be an organic process, and by advertising your content you’re admitting failure of creating something worth sharing. Push promotion on the social web is similar to this – you’re ultimately going to have to face the fact that your content isn’t working on its own to naturally connect with people. Now, that’s not to say you can’t help good content travel (this is one of the 16 rules of social media optimization) but by trying to force bad content to spread you’re wasting resources.

As many readers here are engaged in content marketing on a daily basis, we’d love to hear your thoughts. What content marketing tips have you found most helpful?


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Reviewing Sass, a Dynamic CSS Language

Dynamic features such as Variables and Functions in CSS have been a hot topic of debate for a while. On one hand, programming-oriented people have been begging for these to be included in the next CSS installments, while countless others are pointing out the difficulties of including these inside CSS rules themselves. One of the main arguments against the Variables use is that it will be much harder to learn and decipher other people’s CSS if developers start naming their own variables for everything.

However, I think languages like Sass make a great compromise. Sass is a higher level language floating above CSS that allows Variables, Mixins (aka functions) and more readable code, while spitting out regular CSS code in the front-end. Visitors to your site can still see regular CSS code, but you can organize it by using a higher level language like Sass on your end.

Here are some of the main ideas behind the Sass language:

table

  padding: 2px

  td.p

    text-align: left
#content

  font:

    family: serif

    size: 1.1em

  p

    line-height: 1.5em

This would generate the following CSS:

table {

 padding: 2px;

}

table td.p {

 text-align: left;

}

#content {

 font-family: serif;

 font-size: 1.1em;

}

#content p {

 line-height: 1.5em;

}

As you can see, the Sass version groups and nests elements for easier readability and less size.

Define Variables in the beginning, like this:

!fontColor = #333333

!padding = 8px

You can then use these variables going forward like this:

#content

  color = !fontColor

  padding = !padding

  p

    padding = !padding / 2

If you’re not familiar with variables in programming languages, the main advantage to using variables is to define them once in the beginning and then use them throughout the code. This is useful if you are using the same colors or spacing sizes over and over. Later down the line, it makes it easier to just change the value of the variable in the beginning, than to change 20 different CSS rules.

Also, as you can see in the above example, Sass allows you to use basic math functions for further customization.

Mixins are equivalent of functions in programming languages. While variables let you reuse one property at a time, mixins lets you reuse whole sections of the code at a time.

First, you define the mixins like this:

=tableDesign

  table

    th

      text-align: center

      font-weight: bold

    td

      text-align:left

      font-weight: normal

or even specify arguments:

=left(!space)

  float: left

  margin-right = !space

Then you can use mixins like this:

#content

  +tableDesign

  +left(5px)

This will produce the following CSS:

#content table th {

 text-align: center;

 font-weight: bold;

}

#content table td {

 text-align: left;

 font-weight: normal;

}

#content {

 float: left;

 margin-right: 5px;

}

Overall, Sass gives you a smaller, more readable code, as well as the power of reusing code with variables and mixins (something many developers have asked for) while at the same time spitting out regular CSS code in the end.

Now, there are still some issues of using these higher-level languages, and I just want to point a few things out.

1. Don’t use these languages unless you know how CSS works inside and out.

I wouldn’t advise for someone new to bypass CSS and just start with a higher level language like this. You should really know what goes on behind the scenes, similar to how Dreamweaver and other WYSIWYG tools can be detrimental if a person doesn’t know basic HTML or what goes on under the hood. However, if you know how to code HTML by hand and know how Dreamweaver works, you can use it to your advantage for HTML content formatting to save time. Similar rules apply here.

2. It may get slightly problematic if you’re sharing your work with other people.

If you’re a sole developer, you should have no problem using your own code. Even if you work within a team of developers, I believe Sass can be utilized for everyone’s benefit. Even though some may loathe the idea of learning yet another language, if you know CSS and basic concepts of variables and functions, this should take you about 5 minutes to pick up. If you’re not familiar with programming concepts of variables and functions, it may take 20-30 minutes but overall this should be easy to grasp for a developer.

The only way this may cause problems is if you’re sharing your work with other developers, or if you’re transferring your site to another developer outside of your team and they just don’t want to deal with anything new.

3. While Sass seems to be a relatively supported language, beware of others that may be more buggy.

As far as I know, Sass seems to work just fine. However, there are many other dynamic languages and implementations out there without any standards or support. It’s important to do your research and beware of buggy platforms. You want to use these languages to simplify your life. If the platform itself is buggy (i.e., generates wrong CSS code at times), there is no point of using it, as it will cost you more time and headaches.

Other Platforms and Examples

Sass runs on Ruby. I don’t believe they have made it to work on PHP yet, but here are some other dynamic CSS implementation examples:

  • xCSS framework – This is an object-oriented CSS framework that runs on PHP5 and has limited overhead.
  • “Supercharge Your CSS with PHP” tutorial – Even though I’m not too crazy on this one, as it does not make the readability better, you can basically use PHP to dynamically write to CSS.
  • Variables in CSS – Here’s another way to introduce variables in CSS via PHP. I find it better for readability than the above example. Although this one still doesn’t have the Nesting or Mixins ability like Sass. It is also developed by one person without any community support.

Who knows, perhaps in the future Variables and Functions will become part of the next CSS standards. But for now, these higher level languages can be useful in the right hands.

If you have any other good dynamic CSS implementations, please feel free to share!

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Making Sense of the Chaos: Social CRM with Bill Odell


This next B2B Marketing Thought Leader Interview is with Bill Odell, vice president of marketing at Helpstream, a Social CRM solutions company.  Bill is responsible for the company’s overall marketing and go-to-market strategies and oversees all product marketing, partner marketing and corporate marketing activities.  Bill has 20 years of experience leading marketing for several innovative, category creating technology companies, including Sun Microsystems, Cisco, Compression Labs – the developer of DirectTV – and Interlace Systems.

What is social CRM?

There are many definitions floating around to describe Social CRM, but the one I like the best is one provided by Paul Greenberg, author of CRM at the Speed of Light and arguably the most highly regarded expert on CRM. Paul describes Social CRM as “what we do when the customer controls the conversation.” Many companies today are realizing that the era of command and control, where companies dictate how they want to engage customers, has changed due to the rapid adoption of social software such as Facebook ,Twitter and YouTube. Just think about how one musician drew the attention of every major news network when he posted a homemade music video on YouTube – with 5 million hits in 48 hours – pointing out how United Airlines refused to compensate him for breaking his guitar. Today customers have a much larger say in how they want to engage with vendors and in fact, research has shown that they would prefer to engage socially, with a network of their peers, supported by the vendor. Social CRM enables that type of relationship.

Why is this relevant to marketers?

There is so much hype today regarding social media for marketing that it’s hard to make sense with all the noise. I attend conferences with marketing professionals that are packed with people trying to understand what to do with social media. I spoke with one marketing person recently who came back from such a conference and complained that she had only become more confused and was searching for something to help her “make sense of the chaos.” Social CRM helps marketers leverage the power of social media by integrating it with existing marketing processes and systems such as CRM platforms and Marketing Automation platforms. The power of this approach makes it easier for marketers to manage and monitor the effectiveness of social media marketing campaigns and understand what’s working and why.

Social CRM is so cutting edge. How did you get involved in this area of marketing?

Actually, I became aware of Social CRM when I had a problem with my iTunes software. I shared my issue with a friend who pointed me to Apple’s customer forum where I could ask for help from other Apple customers. It turned out I got my answer in less than 10 minutes, complete with step-by-step instructions from another Apple customer who had the same problem. After years of trying to shift through company web sites searching for documentation or waiting on hold for some tech support person in India or the Philippines who may or may not know how to solve my problem, I now first look for help from a company’s customer community. So I guess I would say I became a believer by realizing the power of Social CRM first hand. With the ability to leverage Social CRM beyond customer service and into marketing and sales, I see an enormous potential in the market.

I know Helpstream lets community members vote on ideas they have about a product or service. Why is this voting important and is there a benefit here for marketers?

Voting is fantastic example of the power of Social CRM. As a former product manager, I know how difficult and time consuming it is to capture and assimilate customer input on new products and new product features. Often product managers are left with sifting through some long list of customer requests for enhancements and maybe vetting these with a few customers before locking down an MRD or PRD. With Idea Sharing or Voting, it’s very easy and very fast to get ideas for new products from customers and have the customer community vote on those product ideas. There are companies that routinely use this feature of Social CRM to develop new products that are much more aligned with customer needs.

Recently I have seen some debate about whether social media is the responsibility of the marketing team or the customer support team. What do you think?

Yes, the debate about who owns social media has been raging for some time now, in fact the broader debate over who owns the customer relationship has been raging for years. Ironically, I am not sure the rise of social media will force any definitive answers to that question, but I do think that the forward looking companies are asking all functions to figure out how best to leverage social media. Given that social media has given customers more control over their the entire spectrum of their relationships with vendors – from customer service, marketing and to sales – it behooves companies to have a cross functional social media strategy.

What metrics should marketers include when reporting to their C-Suite about the results of a social CRM?

From a marketing perspective, Social CRM enables marketers to:

  • Have a better handle on metrics for their social media investments.
  • Leverage the same reporting systems, their CRM systems and their Marketing Automation systems
  • Track social media marketing campaigns. For example, with an active customer community in place, supported by a robust Social CRM platform, marketers can track the activity of prospects and customers in the community and pass this information over for lead scoring by a Marketing Automation system.
  • In addition, marketers can bring in feeds from public social networks, like Twitter, to their Social CRM system for actionable insights.

The C-Suite wants to know how social media marketing investments translate into business, and this is exactly what Social CRM enables marketers to communicate.

What do you think will be some of the challenges and trends in social CRM for 2010?

There is a lot of noise in the market today around Social CRM. If you do a Google search on Social CRM today, you will get as many hits as you will for Marketing Automation searches. That is a good thing for the industry and it means people are genuinely seeking for more information, and ultimately solutions. One of the challenges for the industry will be making it easier for companies to understand the solutions landscape and how best to think about making investments. I often tell people the question the industry should focus on is “how” not “why.” The days of why Social CRM are largely behind us. It’s time to start educating companies on how to get started.

Bonus Question: Outside of social CRM, what other emerging (or traditional) areas should marketers be focusing their time right now?

I think marketing professionals still struggle on communicating the ROI of their marketing spend. While this is not a new issue, the recent economic downturn only exacerbated the need for marketers to do a better job of developing strategies that drive top line revenue. I did a presentation at a seminar earlier this year entitled “Defending Your Spend.” My opening comment was that the days of ‘spray and pray’ marketing spend were dead. Marketers simply have to do a better job articulating and measuring how their spend translates into sales. If we all do a better job on that issue, we will see an increase in marketing budgets and hopefully more successful businesses leads by marketing.

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