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Strategy

  • Content Marketing and the Marketing Hierarchy of Trust

    Content Marketing and the Marketing Hierarchy of Trust

    "I am great!  Really.  Truly great!  Really!" How many people (or organizations) have marketing strategies that boil down to self-serving claims of greatness?  (Too many.)  How effective are these emails, LinkedIn profiles, ads, websites, TV commercials, or billboards?  (Not effective at all.) There is a trust hierarchy of marketing strategies: [More]

  • Three Marketing Models

    Three Marketing Models

    Frameworks and models are a great way to unpack a challenge, and often provide clues as to how it might be solved.  Here are three that I have written about extensively in my books... but never together. Model One: One of the most powerful real-world networking techniques is called "give-to-get". [More]

  • Social Customer Service Strategy

    Social Customer Service Strategy

    Ever feel slighted, ignored, disenfranchised, "sold to", taken for granted, or just plain commoditized? For many prospects, these feelings are what prevent a sale from taking place. They prevent repeat sales, prevent referrals, and encourage negative word-of-mouth. Clearly, great customer service - supported by great training and great management - [More]

  • Corporate Success Factors

    Corporate Success Factors

    It's always easy to look at other organizations - or other people - and marvel at their incredible foresight, acumen, and investment.  To look at some of the most successful companies and their products - Apple and Google come to mind - and say "They were just lucky" is too [More]

  • Viewpoint: Planning for an Uncertain Future

    Viewpoint: Planning for an Uncertain Future

    In 1997 there was no Google. In 2002 there was no Facebook. There was no Twitter in 2004, TikTok in 2015, and Alexa only made it's debut in 2014. There is no indication that the pace of innovation will slow, so how can you plan for the future when the [More]

  • What Digital Communications Tier are you on?

    What Digital Communications Tier are you on?

    Every organization - and every individual - can find themselves somewhere on the three-tier Digital Communications Engagement Index.  Where are you? Level I, Passive:  At best, passive users have a profile on a few sites, but do very little otherwise, with the exception of responding to the occasional connection request.  [More]

  • Viewpoint: Risky Business

    Viewpoint: Risky Business

    Picture this scenario: An employee gets charged with a serious offense and the company's name gets mentioned repeatedly in the news reports.  The reporters found the connection to your organization by scanning through Social Media. Or this scenario: A subcontractor tweets (or posts pictures) celebrating the conclusion of a major, [More]

  • Reflections on Steve Jobs and the impact of Apple

    Reflections on Steve Jobs and the impact of Apple

    Steve Jobs was a visionary:  incredible focus, a market disruptor, a tech genius, a serial entrepreneur, and so on.  All true, but there is also something else - a thread that underlies and connects everything that Apple does: their focus on the empowered customer. From day one, this was reflected [More]

  • Social Media Damage Control

    Social Media Damage Control

    Picture this scenario: you get an email from your manager, letting you know that a complaint (or a picture, or a video) about your organization has gone "viral".  You check it out, and indeed it is embarrassing... and it is everywhere.  What do you do? In a previous post, I [More]

  • Social Media Stop Sign

    Social Media Stop Sign

    How long ago did you (or your organization) start your Social Media "work"? Likely, a number of years ago.  Remember this? First came LinkedIn: you filled out your profile, asked for (and responded to) connection requests.  Then you asked for (and responded to) recommendation requests, asked (and responded to) questions, [More]

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