How IBM Global Services Made Services Marketing Sexy
June 27, 2012
content, Design, ibm global services, services marketing, Social Media, social network0 Comment
Not long ago, IBM Global Services was the Grande Dame of awful services marketing. It’s content consisted of “I feel your pain” prose followed by multi-compound sentences laden with million dollar words. The site practically bored visitors into calling a salesperson. Then IBM bo...
Continue Reading →Game Changer: IBM Software Group, LinkedIn – and the beauty of tribes
I’m a big fan of Seth Godin—and especially his book “Tribes” which explores how to create relationships with groups of people who are interested in you (or your company) because of common interests, passions, and needs. If you think about it, you can see tribes everywhere on y...
Continue Reading →Oracle.com & HP.com marketing content | It’s all about me
March 02, 2011
content, eSelling, hp.com, ibm software group, ibm.com, intel.com, Marketing, Navigation, oracle.com, product marketing, services marketing, Social Media, Strategy, sun.com
Why Oracle.com and HP.com have a tough road ahead in the age of visitor-focused content I don’t talk about Oracle.com much. In fact, I speak about them so little that one would be lead to believe that I hold a grudge against them. Sure, they unceremoniously erased one of the best en...
Continue Reading →The Gap’s failed logo launch strikes social media gold
Why The Gap’s latest social media strategy worked Did you hear that the blue jean giant The Gap announced a new logo? Yeah, it didn’t create a blip on my radar either. I work in the tech biz, and I don’t shop at The Gap. But what did get my attention is how it’s re-branding ef...
Continue Reading →How to Avoid a Social Media Meltdown
September 29, 2010
blogs, brand, Communities, facebook, forums, hp.com, Social Media, social network, Strategy, Twitter
4 questions every Web team should answer The other day, I was thinking about the latest social media snafu HP.com’s Networking zone recently ran into. Its experience is an important lesson about how dangerous displaying the musings, and sometimes wrath, of the masses can be. This le...
Continue Reading →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 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....
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