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The Marketing Edge, one of the longest running marketing and public relations podcasts.
Host Albert Maruggi weaves his 25 years of marketing and PR experience across business, technology and national public affairs in interviews with newsmakers, authors and business leaders.
Maruggi is a frequent speaker and conducts workshop sessions on new media. For more information or to discuss your business challenges and goals, e-mail him.
The second part of the three part conversation with Laura Fitton aka @pistachio from Hubspothttp://www.hubspot.com/pistachio/. Digital content is the ingredient for all types of digital marketing, online or off. For example, a video case study can be edited into separate clips that address a focused issue. This clip can be on YouTube, included in a sales presentation, or embeded in a blog post.
The conversation that Laura and I have centers on the best ways to integrate original content and curate content from other sources. Hubspot, a developer of marketing software platform, has a methodology to rate a company’s website on the criteria of whether its content will attract, interest, and convert readers to some action. The Marketing Grader tool provides excellent guidance on content, and its ability to be discovered and shared.
In many situations it’s a reminder to do the fundamental blocking and tackling to provide regular content that is useful to audiences with an easy way for them to share it with their networks. Your New Year’s resolution to be more disciplined is as good a reason as any to run a Marketing Grader report this month so you start 2012 off right.
Here are a couple of tactics that I found useful integrating information from a single video interview with a client’s customer customer
1) Video interview – used cover video to spice up sales presentations
2) Edited short segments from interviews that focused on single, narrow topics related to prospects’ interests. Sales used in individual emails to their contacts.
3) Used short comments on Twitter and linked back to longer video
4) Created blog posts with pull out quotes from video interview
5) Used soundbites in podcast during roundtable discussion with subject matter experts from software company.
6) Video used in waiting area in the company’s lobby
I’m not suggesting every company undertake every media and tactic, I am however, highlighting how a single event to capture content, e.g. the video interview with the customer, can be multi-purposed across a company each with a clear objective.
Below is an example of a video case study that can be repurposed for a number of objectives.
There are hundreds of surveys these days about social media usage with varying degrees of accuracy. Suffice it to say this one from GlobalWebIndex showcases the general mood of fatigue by users of social networks. It describes Facebook registered users decline, perhaps defecting to Google+, perhaps just being tired of the constant need to be engaged and requests to Like, to Give, to Attend, and so on, and so on. and so on.
Beware Marketers
Gartner has a similar survey of consumer fatigue with social networks with similar results. These snapshots of mood are an early warning signal to social marketers and more importantly to those in decision making positions whose only contact with the social web are two charts they see at meetings – those charts usually contain some ROI data about number of Likes, follows, mentions, retweets, blog posts, or related data.
These individuals who like you and have carried some marketing water for you, are not your employees. Sure at the beginning of this social experiment it was humbling to be Liked by so many. Then it was fun to see what subsets of this “fan base” would do. Would they like a product? Share a discount with their friends? Get others to Like you too?
In the ivory tower it is easy to look down on this picture and see individuals scurrying about at your every instruction, clue, deal etc. That’s a relationship that can be easily taken for granted. When they stop doing what you expected them to do in that maze you created, you wonder if the thrill is gone. After all social media gurus you said this was about relationships, speak with a human voice. And now, just like any relationship, it’s time for the hard part. The equivalent of the seven year itch. Does one of you bolt? Just a thought as the end of year budgeting battles begin in corporate America and you gather the information about what resources to dedicate to social media for 2012. I submit the equation needs to change in the tone and activities of many business social media strategies.
Is social media at a resting place being evaluated by companies perhaps to be adopted by more or has it seen its best days? A Marketing Sherpa survey makes be pose this question. After all that social media has been through in the last year or two I’m surprised by today survey results published by Marketing Sherpa called Perceptions of Social Media at Budget Time. Only 7% of 2300 marketers surveyed at moving ahead with increased budget and time for social media. Really, 7%?
click to enlarge
You mean the Dave Carroll United breaks guitars video wasn’t enough to inspire more than 7% enthusiasm from marketers working with customer relations departments?
You mean with more than 80% of all business travelers booking more than half of their own business trips themselves using online tools like PriceLine and Hotels.com and TripAdvisor with the hundreds of thousands of comments about destinations those sites have, you mean that is not enough to generate double digit confidence in social media?
Wow, and marketers are supposed to be a source of innovation and creativity in American companies? There is either A) much more work to be done to inspire the profession that is charged with inspiration or B) the lipstick on the social media pig ain’t doing the trick.
Marketers, does social media work in your world, for your company’s product or service?
Preface: Linchpin is a new book by Seth Godin the premise is that you must make yourself indispensable to your employer, clients in order to truly have job security. “A linchpin is the essential element, the person who holds part of the operation together. Without the linchpin, the thing falls apart.” quoted from Mashable interview.
For those who attended yesterday’s Seth Godin Linchpin event they received a workbook called ShipIT. It’s a small guidebook to make sure the high you get inside the event doesn’t turn into a reality hangover when you go back to work the next day.
For those that need a frame of reference, Godin is a combination of Dr. Stephen Covey, Tom Peters, and Dr. Wayne Dyer, but truly that’s only for those that need a reference. Godin is uniquely Seth.
Seth Godin is navigating his way in uncharted waters. His brand as I see it is – Marketer for the new century – but his words and passion in the presentation I attended yesterday in Minneapolis (see on Twitter #sethgodinmpls) is one part marketer, two parts motivational speaker, and one part rebel, kind of like Peter Finch rebel in the movie Network.
I’ll cover separate parts of Godin’s message in several blog posts here. Let’s set the stage with these points.
Brilliant Points for Marketers
These are Seth’s ideas filtered through a Maruggi perspective (yes it may be a little twisted but that’s why you return here) : )
1) Figure out the world view of your audience and use it to frame your discussion. Example, say you are trying to sell NBA Timberwolves tickets to a fan upset by the number of blowouts last year. Now it becomes a question of selling the youth, athleticism and hustle (and yes the product actually needs to produce that expectation) as opposed to some notion of playoff contender. Plus I would not make a big deal out of seeing Wade, Bosh, and that other guy.
2) Lizard thinking. The ability of some people in an organization to protect their species called status quo. You run into Lizard think in many larger organization, usually because smaller organizations don’t survive with many Lizard thinkers on board.
I worked as a political appointee in the Federal Government and the agencies are loaded with Lizard thinkers on both sides of the political spectrum. They know their species has lasted a hell of a lot longer than you. The thinking goes like this, “I’ll just bake here in the sun and watch you try to change the world, then your kind will die off and they next generation come in. Democracy is great ain’t it?”
Godin’s guidance about the Lizard thinker – distract them, appease them, remove them. Details of doing this are unique to every situation and past success does not predict future performance with Lizard thinkers, but suffice it to say the world is full of them, don’t let them get you down.
Funny on the topic of people who are protective of the status quo and resist change, I asked Robert Scoble years ago whether they can stop social media from growing and he said no. I asked why and he replied, “they will eventually die off.” As a 51 year old social advocate and believer in the current revolution, this was a bittersweet statement.
Brilliant Personal Note
Godin talks about following your passion, making a difference and creating art. His palette is comprised of words, so it is easy to get caught up in the moment of “Yes this is my destiny.” Godin, more so than others who talk the “follow your passion talk” does include a healthy reality check. Thank God.
He acknowledges the parameters that most people face, family obligations, work constraints, time, money, etc. In fact, when he talked about these he gestured by placing them around his body as if they were walls of a box. And without any sugar coating he said one of these may need to get blown up, he also used the word sacrifice. Yup, that’s it. Sacrifice, and for those in the audience who have built a career, family, obligations, those walls are higher and thicker than for others, that’s just reality. For those individuals, Godin’s words are no less inspiring, but the path to implementing them is more arduous for you and those that depend on you.
Brilliant Perspective
The lens through which the reality check should be seen is Godin’s comment about the revolution now underway. Godin said each of us is both worker and factory owner. The digital factory which each individual now owns is a computer, each enriching asset a person owns is an idea, and the myth many of us need to shed, is the myth of needing to ask permission to succeed.
You don’t need permission to pursue your art. This was the most enlightening, realistic and sad concept of the presentation. Given today’s ability to create and share we don’t need any one’s permission to believe and work towards a dream. The industrial system rewarded conformity, bastards. It’s a yoke the anyone born before 1990 may well be carrying around. I’m not talking rebel with long hair and torn jeans, I’m talking, as I interpret Godin here, the ability to create anything, period. A book, a Tshirt, a store, a widget, anything. I submit to you this mindset is more important to success than talent, an idea, a network, anything. The myth is the first thing to blow up, “I’m mad as hell and I’m not going to take it anymore.”
Now so I don’t go too far a field from the readers of this blog, this myth of permission is also true for your potential competition and for your customers. They have few if any barriers to implement their ideas about themselves or about you. So if you have linchpins make sure the Lizards don’t get them down or they can become your competition. If you deal with consumers directly, understand their ability to share their perspective, right or wrong. Doctors, are you listening? Hotel front desk people do you get this? Wall Street, your next because the cost for this revolution are magnitudes less than 10 years ago so do you know what that means? Conformity to your short-sighted view of the world may not be in my world view.
Thanks Seth, more in the days ahead as we get deeper into the Linchpin revolution. I recommend you attend a Linchpin event in your area.
The eMarketer report How Retailers Handle Negative Buzz caught my eye. eMarketer senior analyst Jeffery Grau and I talked about what we are learning from the first phase of retail social media. According to a report by Dynamic Logic and Milward Brown, AdReaction 2009: Brands + consumers + Social Media” 71% of respondents which were social networks users say they follow companies and brand in the retail space compared to 33% who follow restaurants, or 23% who said that follow banks or financial brands.
Grau singles out Best Buy for having success in social media because they are using it across the board. From promoting products and services, to crowd sourcing new ideas about to to customer service. Based on that report I engaged Grau in some of the experiences of retail brands.
Social Media Tactics for Retailers
1) Build a group of supporters who are socially savvy either as an inner circle group or by giving some kind of value. I’d recommend added access compared to a quantitative remuneration in dollars, discounts or products.
2) Expand any PR crisis communications plan with something a little less menacing, such as defining an escalation and response process for public consumer complaints.
3) Extend social media processes to capture new product and service ideas, criticism of competitors and other market research or product development information.
4) It is an “Always-On” environment sad to say, but a party-induced online rampage from consumers late on a Friday night can get pretty messy by Monday morning.
5) Twentieth century structure corporate structures won’t work. Some parts of the corporate retail structure may not reflect the way consumers on the social web behave or expect companies to behave, for example geographic sales territory, delayed responses, and not having access to certain types of consumer data will disappoint and confuse consumers on the social web.
6) Answers Please – If you have a consumer product that is somewhat complicated, it is becoming necessary to have dedicated “answer people” or at the very least respondents to engage those posing questions on Twitter. You especially see this in these products mobile device, computer, and software. Also with these services, travel, finance and taxes, and real estate.
What are your lessons learned during the first phase of experiences with social media?
Corporate America is getting comfortable with social media. Not every company, and surely not in every situation, but a year after the spike of Facebook and Twitter, and 18 months after social media contributed to the election of a President, social media is finding a spot in the processes of many Fortune 500 companies.
“65 percent of the largest 100 international companies have active accounts on Twitter, 54 percent have a Facebook fan page, 50 percent have a YouTube channel, and one-third (33 percent) have corporate blogs. Only 20 percent of the major international companies are utilizing all four platforms to engage with stakeholders.”
A more detailed longitudnal suudy was done by Nora Ganim Barnes, Ph.D., Eric Mattson CEO, Financial Insite for the Center for Marketing Research at the University of Massachuetts at Dartmouth Fortune 500 and blogging. Not surprising in this comparison study over time of Fortune 500 companies vs Inc 500 companies (Inc companies are much smaller than Fortune 500) the larger companies are slower to adopt compared to their smaller counterparts.
The issue for many corporations is about process. Sure lots of debate about “losing control”, but most companies realized the consumers’ freedom to comment was a reality whether the corporation participated in social media or not. The conversation about ROI for most companies includes a way to somehow create a neat and tidy process for being social. Processes are great because they are easily quantified, look great in job descriptions, HR policies, and performance reviews, and the measurement charts are terrific eye candy.
On yes, and processes for the most part work. They provide structure, guidance, and help unify hundreds and thousands of people in a corporation around a set of business objectives. Which, when achieved, enable a predictable paycheck and all the good things that come with it.
HP Software has been active in social media. They have been blogging for years, but they also have taken the time to think through whether and how social media becomes a part of their processes. Michael Procopio, Social Media Business Manager for HP Software, and a long time Marketing Edge listener has done considerable study about the business of social media and HP processes. I admire Michael because he understands his internal customers and evaluates shiny new objects, without being distracted by them, and is thoughtful and strategic.
In this first interview since taking the new position of Social Media Business Manager for HP Software, Procopio clearly lays out how social media fits into HP Software’s comprehensive approach to the complex B2B technology market. As you listen to this podcast notice how HP Software weaves in experts in specific areas to participate in blogs and the newly launched HP Software Solutions Community, how customers help facilitate discussion about issues that prospects of HP Software may have, and how HP Software will reach out to existing communities within there market base with valued content and expertise.
Procopio has done a classic job of integrating social media in a large business unit’s objectives and processes in the following ways
1) Found ways to plug into current marketing and thought leadership programs
2) Spent time conducting learning and listening sessions with internal groups to get buy and participation
3) Studied the communities and content audiences valued such as Doug Kaye’s IT Conversations (this is podcasting old school pre Adam Curry – thanks Doug)
4) Evaluating and incorporating the latest tools without getting distracted
5) Incorporating metrics to determine value, progress, and feedback
All the best Michael in the new position and thanks for listening.
What’s your corporate America social media story? Is it part of a process or are you a lone operator within the corporate environment?
This podcast is part of the Marketing Edge series of conversations with speakers at the NewComm Forum, April 20-23. This comprehensive conference produced by the Society for New Communications Research is one of the best events of the year covering social media, networks, and policies. It is a packed agenda and if you register use the promo code NCFPPP to save money off the registration price. In this podcast we feature Eric Schwartzman, who helps corporations and large government agencies establish social media policies.
Many a social media speaker will suggest that the rules regarding employee’s public discussions about the affairs of an employer are covered in most HR personnel documents. Whether those discussions take place over the telephone, been around since the late 1800s, or on social networks – I heard Andy Sernovitz talk about creating a policy that simply adds social media to the list of communications devices in public disclosure documents email, fax, telephone, social media. And yes in general that is quite true, we need not make this more complicated than necessary. When it comes to the issue of individual employees and their public disclosure about company information, a whisper at a trade show booth is no different than a Tweet ahead of the quarterly earnings report.
Great, now that we’ve established social media from the context of distribution channels, let’s examine the potential details of a policy across an organization with tens of thousands of employees with sensitive information, a visible brand, involved in controversial issues and now essentially conducting customer service in public. Yes, this requires a little bit more thought. Should there be official blogs or should everyone be allowed to blog? should there be a corporate blogging platform? Should there be a corporate workflow process to handle customer service type social comments? What are the enforcement, monitoring and punitive policies?
In this podcast with Eric Schwartzman and I highlight Eric’s presentation to the NewComm Forum. His presentation entitled Building a Social Media Policy covers the ups and downs of securing consensus and how social media involves a bit of change management to create a successful policy.
Does your company have a separate policy for social media or is social media included as another distribution channel for corporate information?
We donate a food item to a St. Paul, MN food shelf for every comment we get on this blog.
Marketing Edge World Wide Rave Book Contest Winner
Cathy Dunham a Marketing Edge podcast listener from Lannan, WI. She listens to the podcast with her colleagues at KKom Marketing. We’ll send out the book World Wide Rave by David Meerman Scott to you this week. Cathy thanks as well for your email compliments on this piece about generating leads with social media. If lead generation is a a topic of interest give a listen to Swartzman’s interview with the CEO of Slideshare about using that presentation community platform as a forum for thought leadership. His podcast is called On The Record Online.
The Marketing Edge podcast will also have more with David Meerman Scott. we’ll have him on a upcoming episode of the Marketing Edge podcast about the second edition of his book New Rules of Marketing and PR. The New Rules of Marketing and PR is available now.
As I watched the Super Bowl the talk online was about the commercials and brands. The online chatter focused on the medium and interruptive ads. Although I’d be hard pressed to say that these ads were an interruption, at least during the Super Bowl, ads are eagerly awaited, a rarity surely in the world of advertising.
I learned more about social media by watching the game. The game was a reflection of the crossroads at which corporate communications and marketing stand today. The choice to go by the book, stick to what’s been done, surely it worked in the past, but it’s been done; or the choice to be different, to be daring in the face of predictability. The choice to go against “conventional wisdom,” the choice to do something that will make people talk.
That’s right talk
What Da? he’s not going for the field goal? Did you see that,?! The Saints didn’t kick the sure 3 points in the second quarter. What Da, off sides kick to start the half? Who Dat? They must have believed in their product eh?
Second guessers, the world is full of ‘em in every profession, on every topic. Detractors, every company and every product has them, even if it’s because the product is perfect. Some people don’t think Michael Jordan is all that, they are not Jordan fans. I am not one of them, but I have run into a few.
So now that we’ve accepted the fact that we can’t please everyone and there will be critics. What are we going to do to make people talk? There is an old expression people would use to convey that the product or experience they had was mediocre, it goes, “It was nothing to write home about.” Isn’t that the antithesis of social media, I must give you something to write home about.
Well the Saints gave us something to write home about and on blogs, on Twitter, on forums, on YouTube etc etc etc. And if they lost, their decisions would still be the ingredients of our content. Why? Because they dared to be different, they dared to have confidence in their skills, their preparation, and each other. Aren’t those the attributes you want a company to have? Those attributes bring freedom.
Freedom to accept the results of your decision, freedom to try something new, freedom to believe your fans (Superdome fans or Facebook fans) will understand you.
This is the essence of being a social company, not just implementing social tactics, but truly being a social company. Why, because social media is everywhere and growing. Companies that get high marks for the social strategies are usually not those that play it safe, it’s those that play it straight. Of course mistakes will happen, own them. Of course your customer may have a better idea than the creative employee making six figures, embrace it. Of course you have hundreds of people that like what you do, give them a forum.
Thanks Sean Payton and the New Orleans Saints for breaking another barrier in this new century. A century that is shedding light on the illusions of the last century. The Illusion that we can’t really control or predict the future, but that we can only prepare for the present and react to what it gives us. Dreams can be more powerful than plans.
Yesterday Chris Brogan and I strolled the Mall of America. This was the first time at the Mall of America for Brogan, who, as a father of young children, was amazed and delighted by the incredible distractions provided by the life-size roller coaster and other amusement rides at Nickelodeon Universe. To most outside of Minnesota, the closest you get to an amusement ride inside a mall is the $.25 horsey plugged in next to the candy vending machine.
Brogan is president of New Marketing Labs providing strategy and execution of social programs for Fortune 500 and major brand companies. We talked about trends in social emedia and how corporations are incorporating social media into their processes. I use the term processes here because it is inaccurate to single out a business function say marketing or customer service. Social media impacts all parts of a company, and last century’s corporate structure, today needs to bend with an increasingly social consumer base.
Pete Blackshaw of Ag Age has a post today called A Short and Personal History of Social Media, also pointed out what Brogan and I discussed which is benefit one - Social media is forcing silos and fiefdoms to work together. This is more like the way consumers view a company. When a consumer has an issue and tweets about it, the fact that XYZ company only uses Twitter as a media relations tool is a bogus response to that consumer. Smart corporations are using this “learning moment” to rethink their processes, to creating greater lines of communication to solve consumer issues, develop better products, and elevate the consumer, and their comments, within the company. This is a wonderful result at a number of levels.
Embracing this concept can be the difference between a company using social tactics, to being a social company.
Blackshaw writes
“So this is big — really big. But where is it going? Looking ahead, expect to hear much more about “enterprise social media” strategy. Good, old-fashioned customer-relationship management will take on new meaning and resonance, as we’ll quickly realize that half the game in social media will be understanding the relationship between existing business processes — service, employee training, product performance — and conversational output, and adjusting strategies and tactics accordingly.
Marketing organizations will continue to undergo dramatic transformation, as social media softens all silos, unleashes both friendly and hostile departmental and agency competition, and sets new standards of accountability thanks to the radically transparent nature of the content.”
Brogan comments in this video about the vast opportunities in 2010 which brings us to the second major benefit of social media – Opportunities with structure. What was referred to as the wild west of marketing on the internet a few short years ago is now taking a bit of shape — you know towns,(communities) trails,(measurement) sheriffs (FTC guidelines and trust agents). In some cases the shapes are similar to what we are familiar with, and it others it is a brave new world.
The familiar parts being implemented in the social world are functions like media relations, with a social twist ( Pitch Engine and Matchpoint ) and targeted audiences (community participation and sponsorship by corporations for example).
The opportunities presented by the brave new world part of this equation may be issues such as companies being more open in conversations. This may be implemented in a concept I’m pushing of an embedded corporate journalist. There are opportunities in new areas of measurement upon which individual employee and agency performance goals are established. Metrics such as number of conversations, Pass Along Readership (this is an old school print advertising concept that has morphed into today’s RT or retweets et. al), or number of uploaded photos.
Opportunities as Brogan mentions for larger agencies and companies to tap into social platforms like Live World, Awareness, PeopleBrowsr,CoTweet, Ning, and dozens of others, (if I missed you, comment, each comment I’ll donate a food item to a food shelf.) Blackwell mentions availability of social tools in his post as well.
Individuals too are finding ways to add value. In some cases it is by default where they play the role of trusted , personal technology trainer, and thought leader apart from the agency relationship. In some ways, they are seen as not being part of a larger revenue generation, project creation machine, but an independent auditor. One that can verify whether the time spent down some new social path is worth the effort.
Lastly, we have moved deeper into an economic landscape of individuals with individual profit and loss. Yes, more consultants, but this means free forming networks of talent, at times viewed as competitors, other times viewed as partners. From the perspective of companies in need of talent, the picture could not be better. The ability to form an all-star team is as close as your next tweet. Brogan’s venture launched today, The Third Tribe, touches on this a bit. The formation of a network sharing ideas, gaining examples and creating a dialogue that ultimately produces a more knowledgeable pool of talent. This is the land of opportunity and 2010 will give greater clarity and shape to what was once the fog of social media.
First, I dislike the kind of headlines like the one above. It’s called the Reason Why Headline and it is one of the most effective at getting the reader’s attention. I dislike it because it proliferates across the web making thousands of websites look the same, but I can’t argue with Copyblogger and other copy writers who say Reason Headlines are effective.
Yes, lead generation starts with getting attention and good headlines are one of many components. Of course there are more ways to get attention than headlines, and social media provides many opportunities. In the context of generating leads for a complex type of sale, integrating social media is becoming essential. I’ll define complex sale for B2B and B2C products and services in the following way; in the case of B2B it is usually for business mission critical products and services, like enterprise software, strategic business consulting, and/or decisions that touch many departments in a company and have a significant financial investment. In the case of B2C it is usually a higher ticket item, that will have a long duration of usage, where there is a potentially strong brand attachment opportunity; products such as appliances, computers, and vehicles are examples.
Second, in the world of long sales cycles, relationship building, and credibility I believe the following are essential elements to generate leads:
1. Content that is valued by the audience (beyond the headline, content does matter)
2. Formats that are most powerful (all formats are afford, using video, audio, and mash-ups are effective)
3. Frequency that generates SEO benefits (In this search engine dominated era you have to be known for something, and that something must be indexed by search engines)
4. Community participation (It is anti-social to think your company is the center of the universe)
In this podcast with Mark Palony, former digital marketing manager for the enterprise software company Softbrands, we discuss the social media tactics he used in conjunction with traditional marketing tactics. Disclosure: Mark and Softbrands were a long-time client until a much larger company Infor purchased Softbrands last summer.
Over the course of years, Palony integrated video, audio podcasts, audio and video soundbites specifically for individual sales cycles, blogging, community participation, and Twitter, among other social elements, as part of a comprehensive marketing program. These components allowed Softbrands to develop a greater relationship with prospects while establishing credibility among its intended audiences. Examples of integrating social media in the B2B enterprise software lead generation include:
Video channel with customer stories about implementing SoftBrands inside manufacturing plants.
Using Twitter to build relationships with SAP marketing and subject matter experts. (this enabled Softbrands, and SAP partner gain greater exposure within SAP)
Effective digital assets developed for sales process (A video and audio library of relevant content used by sales and in conjunction with blog posts, Twitter commentary, and community comments.)
I think many companies are treating social media as a side bar, not an integrated component of their marketing. Sure they throw up a Facebook page or Twitter profile, but don’t incorporate them in a comprehensive editorial picture. Is this the case from your perspective? Are marketers and corporate communications treating their content as if they were publisher? Are they participating in communities or communicating to communities?
Seminar on Integrated Marketing
Mark Palony and I are conducting a seminar using elements of what we learned during the years of implementing social tactics for lead generation of the complex sale. Some might call this content marketing. The seminar is Friday, March 12, The New Marketing Mix.
Marketing Edge Book Drawing
David Meerman Scott’s the World Wide Rave will be given to one Marketing Edge podcast listener or reader. To enter, send me an email to marketingedge@providentpartners.net Include Rave in the subject line. In this book, Scott, provides entertaining examples of how companies incorporated social tactics to create digital product advocates.
small guidebook to make sure the high you get inside the event doesn’t turn into a reality hangover when you go back to work the next day. 
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