IBM Software Group | Not keeping up with the Joneses
I was surprised at the IBM Software Group zone’s performance in our latest siteIQ evaluations. Once upon a time, this site ranked first among all enterprise software comers by virtue of its huge portfolio of content & features, and competitive usability scores.
Fade out two years...
Continue Reading →How Twitter Can Ruin a Marketing Campaign
HP.com brings a knife to a gunfight When social networking sites hit the Internet, companies spent many, many months watching it with a wary eye. But once leading IT companies (such as Sun, Dell, and Cisco) took the leap, the race to integrate social media into a company’s marketing...
Continue Reading →The borg, the butterfly, and the problem
Most stakeholders see dotcom Web teams in two flavors: the "borg" (you will be assimilated) and the "butterfly" (this is the latest trend and we need to capitalize on it). Neither are focused on a problem from their stakeholders' point of view....
Continue Reading →How large companies are using social media
August 23, 2010
apple.com, dell.com, facebook, hp.com, ibm.com, Social Media, social network, Strategy, Twitter
Real people, real voices, real time While the SMB & mid-size market are using social media to just get their name out to the masses, large companies are learning how to use social media & communities in tandem for a whole new purpose. And it is literally changing the face of I...
Continue Reading →Are your troops saluting? Two strategies that don’t work
There are many ways to destroy a perfectly designed strategy. Here are two. One of the things Web teams constantly struggle with is the ying and yang between centralized governance and the wants, needs, and demands of stakeholders and line of business (LOB) managers who operate differ...
Continue Reading →The new CA.com | One step forward, three steps back
The new CA.com is a pretty new face that missed the memos on how to capitalize on Web 2.0 and social media marketing. Smart companies will study CA.com’s best-in-class product marketing click streams, and leave the rest to the marketing muses....
Continue Reading →Twitter for Business — Part II
Ok, I need to come clean. Until recently, I haven’t really gotten my head around the whole "social media for business" thing. Then the light dawned when I was writing a new report about the B2B buying process. Properly targeted, social media can give a company the inside edge....
Continue Reading →Flash mobs with a purpose
Dell.com's Storm Sessions aren't gaining much traction, but they do represent a new way to engage with customers. Don't count them out. ...
Continue Reading →Communities – and the law of unintended consequences
Operating any community without an army of well-trained moderators is a great way to destroy your brand. Once upon a time, companies thought they could stem the tide with some sartorial splendor. Today, even more damage can be done with a pair of fuzzy slippers and a laptop at home....
Continue Reading →Why social networks, communities, and Web 2.0 aren’t B2B shotguns
April 07, 2010
B2B buying process, B2B selling, Communities, eSelling, Marketing, podcast, Social Media, social network, Strategy, video, Web 2.0, webinar
The B2B buying process hasn't changed in 30 years. But new social networks, social media, Web 2.0, and communities are changing the B2B selling game. ...
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