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The Anatomy of a Social Business

This is a real company with a marketing department of five people. The CMO is always marketing their strategy to its employees to get them to embrace their role in marketing. This company is a fine example of a B2B organization well along their journey...

Marketing is Not a Department

The mindset that the corporate brand is the only "brand" asset has been obsoleted in the digital age. Employees can develop a valuable brand that can be "shared" with the corporate brand. Department leaders need to embrace the fact that marketing is not a department...

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5 Characteristics of a Social Business

A social business doesn't measure tweets, followers and fans. A social business measures business outcomes and embraces employee branding. A social business considers marketing an organization wide responsibility. ...

Marketing Paradigm Shifts Embrace Them or Perish

Consumers have expectations from brands today they didn't have just five years ago. Marketing executives need to have keen insight into the most effective ways to reach and engage their audience and turn them into loyal and raving customers. Following are four marketing paradigms every...

Recommendations Are a Key Component of Social Selling

Most LinkedIn members are familiar with personal Recommendations. There is another type of LinkedIn Recommendation that is less familiar – Product & Services Recommendation on a LinkedIn Company Page. Both types enhance credibility. Here is an overview of each one:

Personal Recommendations: Prospective new clients often ask for references. One easy and powerful way to serve this request is using personal Recommendations on LinkedIn. It is easy because the process is all-digital and always accessible. There is no need to update time-frozen spreadsheets. It is powerful because the Recommendation is shared virally across the referrer’s LinkedIn network. This multiplies the exposure and the credibility for a Recommendation. Here are two ways to get Personal Recommendations:

BizJournals Social Madness is Madness

On June 1st, BizJournal in cooperation with Spark Business from Capital One launched a national competition called Social Madness. This contest is indeed social madness in every sense. Frankly, a contest that promotes a 5 year old mindset is very disappointing. At best it's outdated...

LinkedIn Company Pages Give Marketers Ability to Segment Messages

LinkedIn is rolling out new functionality for it’s Linkedin Company Pages. A few months ago, the rapid pace of enhancements to the Company Page feature caused me to suggest LinkedIn Company Pages might someday replace a company’s website. This latest enhancement takes Linkedin Company Pages one step closer and, in fact, delivers functionality that most websites cannot do today. Company page administrators, who are typically in the Marketing Dept., will soon be able to update segments of followers based on the LinkedIn profile criteria of Company Size, Industry, Job Function, Seniority, and Geography.

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