Biznology

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If you’ve finally gotten convinced of the effectiveness of search marketing yourself, it might seem a daunting prospect to prove its worth to your CMO, let alone your CFO or CEO. But as search becomes more important to every company’s marketing plan, it is critical to get the high level support for search as a more ambitious part of the marketing mix. Yesterday, I did a Webinar on how to speak the language of the C-Suite to boost your search program to a new level. Read the remainder of this entry »

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Too many colleagues, organizations, and companies are keeping their circles of influencers small, believing it is better to invest limited time and resources on the most influential, the most popular, and the most celebrated. Happens in DC all the time. I’m rocking the latest dinner party, parlaying attendees with my wit and banter, when someone snazzier and trendier enters. Immediately I’ve lost my audience’s attention. The idea easily transfers to Twitter. Read the remainder of this entry »

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What some marketing companies don’t seem to understand is that they can’t be good at everything. As Internet marketing takes off and traditional offline marketing like print and PR suffers, generalist marketing companies think that they too, can throw their hat into the SEO ring. They think that they have enough of a marketing background to be able to do well in SEO too. At this point, one of two things will usually happen. Read the remainder of this entry »

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Well, as you all know who read this blog, I am Cluetrainian. This means I put more trust in the value and impact of the online influencer long tail than I do in the impact of the couple-dozen top-influencers that most social media consultants and digital PR teams recommend. This is the Internet, an efficient platform allowing easy access to what’s called the network effect: the value of your social network is dependent on the number of others using it.  While it may well be important to have the top-100  influencers on any particular topic following you on Twitter or Facebook, it is not essential.  You can make up for it by attracting, retaining, and activating everyone else as well. This means I believe that anyone who shares her time, talent, and experience online is an important online influencer and potential brand ambassador for my clients. Read the remainder of this entry »

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All of our existing controls around content, intellectual property, and information exchange were developed when moving information around was an ancillary function to what mattered at the time: moving goods efficiently to generate wealth. The most powerful nations and organizations throughout the centuries were the ones that mastered the levers that controlled the flow of things. That pattern may soon be facing its own Napster moment. Information is becoming a good in itself, and our controls have not yet adapted to this new reality. In fact, much of what we call governance consists of ensuring that information moves very slowly–if at all. The entities–countries, companies, individuals–that first realize that a shift has already taken place, and re-think their raison d’être accordingly, might be the ones who will dominate the market in this brave new world. Read the remainder of this entry »