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 bought i
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 effort bom
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 led
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 m
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
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
Putting a short shelf life on the social media director career path can eliminate the kinds of silo behaviors and infighting that already plague too many Web teams. It's an unpopular concept that makes good business sense.
If you are tweeting for business, a split personality and a less is more strategy works best. We’ve received several pings from readers who wanted to hear more based on Kenna’s post about tweeting for business. After three months in the Twitter box, I’m ready to weigh in on my o
We’re an intrepid band of Website evaluators, analysts, and professional nitpickers who burn the midnight oil evaluating B2B Websites — and publish all of the best practices and moments of brilliance we find in our Case Studies Library.