White Papers

Randall periodically explores issues of interest to his clients.  Please feel free to download and share:

Viral Marketing:  The Buzz on Buzz

Traditional marketers have always defined their approach by the Four P’s:  People, Place, Price, and Product.  Viral Marketing (VM), on the other hand, can be defined as the family of marketing techniques that make it easy – or automatic – for existing customers to refer new prospects.  This paper provides a number of VM ideas, identifies VM risks, and provides case examples of VM in action.

Social Media Strategy for Meeting Planners

This compact two-page document outlines a strategy and provides specific details on how meeting planners can leverage Social Media to plan and execute events.  (And to fill seats.) Ideas are provided for planning, promoting, during, and post-event.

A Practical Guide to Advisory Boards

Note: this white paper does not have any Social Media in it at  all.  While working with private companies (of all sizes) it has become clear that many don’t have proper governance/support structures for their CEOs.  Growing an organization profitably is a challenge at the best of times.  For private companies, setting up an Advisory Board both formalizes the planning process and provides the benefits of review and accountability.  In this white paper, Randall gives context and practical advice to the entrepreneurial executive on Advisory Boards: what they are, how to set one up, and how they operate