January 2010

Why Social Media Won’t Work as a Silo Marketing Channel

January 20, 2010

Social media was supposed to replace traditional marketing tools and tactics with interactive communication. Conversations were supposed to morph into sales. This concept was appealing to consumers tired of being bombarded with in-your-face marketing. It was equally appealing to marketers seeking lower cost methods for connecting with customers and prospects.

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Riding a Merry-Go-Round Doesn’t Make You a Cowboy

January 15, 2010

The same is true of social media merry-go-round cowboys (or girls) who think that because they know how to open a twitter account they are qualified to sell their service. They are, if they are offering clerical skills. But, if they promise to deliver anything more, they are misleading their suckers prospect/clients.

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Are Your Customers Unreasonable? Or, Do You Create Unreasonable Expectations?

January 13, 2010

Communication is the key to successful expectation management. When something goes wrong (and it will eventually), let your customers know. Keep them informed so they don’t have to wonder what is happening. Most will wait to act until they are frustrated or angry. Don’t let it get to that stage.

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How to Cross Channels without a Bridge

January 11, 2010

Channel integration is a process. The first step is to identify your two strongest silo channels. They are the ones that need to be integrated first. (Remember the 80/20 rule?) Document the areas where lack of integration is a known problem. Create benchmarks before you start resolving issues.

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Green Peppers and the Problem with Social Media Communities

January 6, 2010

You learn a lot about life and death growing up in a farming community. While most center on animal life cycles, the rise and fall of businesses are there, too.

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