Note to Domino’s: It’s all one company

In the course of my consulting work, I have found about half of every company I work with is going through a “one company” initiative. The focus of these campaigns is to get every employee to recognize and behave like they all work for the same company, regardless of their business unit. This is a particularly important effort in companies that have grown by acquisition. It’s not unusual for employees of an acquired company, two or three years post-acquisition, to answer the question, “Who do you work for?” by naming the company that was bought.

Anybody who has ever called a company with a problem and been told, “That’s another… Read More »

Join Jaffe’s conversation

Using a blog to share drafts of book chapters is getting to be less and less of a renegade approach to authoring. Shel Israel and Robert Scoble got a lot of attention for it with their Naked Conversations blog. Michael Hyatt, CEO of Thomas Nelson Publishers, has announced he’ll do it for his upcoming book.

It’s a great approach, of course, producing feedback from your target audience that will help you improve the next draft and make it more relevant to prospective readers. But commenting is the limit of the blog’s utility. A wiki would let readers rewrite and add original content. Now that’s interesting.

And that’s what Joseph Jaffe… Read More »

Study supports what we already know about social media and brand evanagelists

Countless authors, speakers, bloggers, podcasters and other advocates of social media have pointed out that companies should focus on their biggest fans and that social media like blogs—along with other Internet tools—are ideal channels for such outreach.

Yahoo! and comScore Networks have released research today that validates that point of view. “Engaging Advocates through Search and Social Media” makes the connection between effective use of the Net as a marketing channel and influence of brand advocates. Specifically, the study found (according to the press release):

  • The Net has had a significant impact on how customers research and… Read More »

John Wall’s tutorial on the growing irrelevance of page views

I’ve been suggesting for a while to clients and workshop audiences that page views are increasingly irrelevant. Steve Rubel argues that so-called Web 2.0 applications built in Flash, AJAX, and other technologies will allow users to see and do everything they want from within a single page, rendering page views as a form of measurement inaccurate. In a comment to Steve’s post, I suggested RSS feeds also diminish the page view’s value. I breeze through several hundred pages ever morning, sometimes twice a day, ignoring sites with no new content and rarely visiting the sites whose content does interest me—I read it directly from the news… Read More »

Broadband users not a homogenous group

A lot of online marketing is being done based on the premise that more and more people who use the Net have made the switch to broadband/high-speed access. That’s true: broadband growth continues at a healthy clip, a 60% compound annual growth, according to Leichtman Research. But that doesn’t mean everybody using broadband fits the same profile, a mistake that marketers could easily make when lumping these folks into the same bucket (e.g., they are able to consumer lots of videos from services like YouTube.

In fact, there are five distinct types of broadband users, according to Netpop | Portraits, part of the Netpop series of studies… Read More »

They’ll let anybody into this profession

You gotta read Frank Barnako’s column today about the email pitch for an energy drink he received from Beverage Marketing USA President Richard Davis. The pitch included the email addresses of everybody else to whom it was sent—and there were hundreds—in the “To” line, including the likes of Andrea Koppel and Anderson Cooper.

Send it to the Bad Pitch Blog, Frank.

Page 63 of 64 pages ‹ First  < 61 62 63 64 >