Category: Web 2.0 and Social Networking

Advanced Considerations in Podcasting

Contrary to popular belief, podcasts were not named after Apple’s revolutionary iPod device.  The name “podcasting” was first introduced in a February 2004 article in the Guardian.  Podcasting is new word that was generated from pod (playable on demand) and broadcasting.  The etymology of the word podcast is one of many common misconceptions about this form of social media.  I…

Are Malcolm Gladwell’s Mavens and Connectors the Key to Social Media Success?

In my last post, I described Paul Revere as an historical case study of excellent word-of-mouth marketing.  This was not my idea, but rather a concept presented in Malcolm Gladwell’s first book the Tipping Point, which I recently finished reading.  Upon reflecting on some of the concepts in the book, I believe that Gladwell’s work was five, if not ten…

Paul Revere – A Case Study in Word of Mouth

On the night of April 18th, 1775, Paul Revere was instructed to ride from Boston to Lexington to warn John Hancock and Samuel Adams that the British Army was marching towards Boston. He set out near midnight for Revere’s now famous 2-hour, 13 mile journey. Along the way to Lexington Revere stopped at numerous small villages to warn the townspeople of the impending threat. In every town he knocked on doors and explained the situation to local villagers. The result was that news of the British troop movements spread like wildfire. Church bells rang. Drums were beat. Revere’s actions are believed to have triggered as many as 40 additional riders were believed to have traveled throughout the surrounding areas on horseback to spread the news. The viral nature of Revere’s message resulted in a well-organized and fierce resistance for the British when they arrived in Lexington.

Every Marketing Department should buy a New iPhone

Today was the official launch of the new Apple iPhone 4 in several countries around the world. Judging by pre-order sales it appears that Apple has lived up to its statement that “This changes everything again.” Regardless of how quickly IT organizations embrace the Apple device, there is one group of people within technology organizations who need to have access to the iPhone. Which one? The marketing organization, of course. There are two primary users within marketing – the communications group and product management, which should both have access to these devices.

Four Types of Crowdsourcing

I recently finished reading Jeff Howe’s book Crowdsourcing. One of the key takeaways I gained from the book was that there are multiple approaches to crowdsourcing. Some depend upon active collaboration within virtual community of individuals, while others benefit from the opposite. For example, prediction markets maximize value not through collaboration, but from minimal interaction between participants. In the final chapter of the book, Howe describes the four primary types of crowdsourcing – 1) Crowd Wisdom; 2) Crowd Creation; 3) Crowd Voting and 4) Crowd Funding

The Marketing Technology Lab

In today’s B2B environment, the web has become the dominant platform for marketing. As the proliferation of web channels (e.g. e-mail, blogs, video, podcasts, social networks) continues, the technical requirements for marketing employees continue to rise. Marketing organizations need not only webmasters, but R&D staff to evaluate the potential applications of emerging social media. Marketers also need a capital budget that extends beyond trade booths and web servers to include devices such as netbooks, spam-filtering appliances and mobile phones. In fact, I think marketing organizations needs their own technology lab.

Getting Real – Must Read Book for Technology Marketing Professionals

Getting Real is a must read for all marketers. The impact Agile Development is having on product management is as revolutionary as the changes that social media are having on marketing communications. In my opinion, an alternative title for Getting Real could have been “The New Rules of Software Development,” because the strategy outlined is such a radical paradigm shift. Seth Godin stated “every once in a while, a book comes out of left field that changes just about everything. This is one of those books. Ignore it at your peril.” His comments could not be more true.

Why I like Yammer Ten Times Better than Twitter

Like many people I know I continue to struggle to find the value in Twitter (@smkeifer). But a few weeks ago I discovered another service called Yammer which has completely changed my perspective on the value of micro-blogging. Yammer describes itself as “a tool for making companies and organizations more productive through the exchange of short frequent answers to one simple question: ‘What are you working on?'” But I think a simpler explanation of Yammer is an enterprise microblogging platform or in other words a Twitter for your company.