June 12, 2012

Don’t roll your eyes at social media influencers

Why insincerity doesn’t work in PR, sales, marketing & online media

Chris AbrahamI experience a lot of contempt for bloggers and social media influencers. From agencies and marketing firms as well as from self-professed social media experts and social media gurus. Bloggers and other social media online influencers may not know who Edward Bernays is or have the lingua franca of a trained communications professional, but they sure can spot the eye roll of condescension and contempt from a mile away, even through the terse messaging of a single pitch.

While the biggest brands with the biggest gifts and social cachet can get away with being douche bags and intolerable asses because the level of peer and personal prestige and importance more than compensate for bad manners, rudeness, and a condescending manner — the proverbial upturned nose and eye roll — this sort of behavior isn’t acceptable from anyone but the crown king and queen of their particular demographic. Continue reading

April 10, 2012

Why Pinterest is changing how we communicate online

Chris AbrahamIf you use images or photos on any of your sites, you’re already on Pinterest, whether you’ve registered on Pinterest or not. So, what are you going to do about it?

If you’re not on Pinterest, you’re already losing control of your visual brand as we speak by virtue of not participating. Pinterest is going to push you to better brand your content and IP in such a way that people know where that content is from without imposing grotesque watermarks, oversize copyright notices, or garish splashes of brand that takes away attention from the message in the image.
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April 9, 2012

How sales and marketing can collaborate in social business


Image by VLADGRIN on BigStockPhoto.com

Social business disrupts traditional roles of B2B sales & marketing

Christopher RollysonSales and marketing sit on the edge of a massive disruption, and B2B professionals who realize it and act will reap enormous rewards. In a nutshell, the economics of “one-to-one” communications are networked now, which gives Sales huge new leverage. Meanwhile, Marketing has the opportunity to personalize its function in myriad ways. For one example, salespeople today go to their networks and try to create contacts for the pipeline using phone, email campaigns, referrals, etc. This is minimally scalable. Here’s the social business approach.

B2B sales

Social venues like LinkedIn, Twitter, Google+, mainstream media sites with comments, and blogs have created the opportunity for prospects and clients to connect with and educate each other very quickly, which enables them to be much smarter. They no longer depend on Sales to educate them as in the past. I met social marketer Paul Gillin recently, and he put it like this (paraphrased): “The sales funnel has inverted, the new funnel is: 1) go to where people are; 2) listen to what they care about (in their terms, not yours); 3) invite interaction (by helping them understand their situation); 4) respond to them and adjust your approach.” Continue reading

April 3, 2012

You don’t need to outrun the bear in social media

Ursus arctos middendorffi /kodiak bear/ Kodiakbär

Image via Wikipedia

Chris AbrahamThe best thing about social media marketing is that you don’t have to be the most popular, have the most followers, or be the most sophisticated, you just have to do a better job than all your direct competitors.

You don’t have to be the fastest, the biggest, or the strongest in order to win at social media, you just have to be faster than Mark. Who is Mark? Well, I am sure you’ve all heard the joke about outrunning a bear… Continue reading