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Archive for the ‘Marketing’ Category

February 4th, 2011

Teasers are Great, Spoilers Not So Much

In case you’ve missed it, the commercial Volkswagon will be running during this weekend’s Super Bowl is online already and can be watched in full. The spot has a kid dressed up as Darth Vader (a device sure to warm the hearts of some people here at Voce) trying to use the Force on various […]

Filed in Marketing

November 12th, 2010

Sample Social Media Program Diagram

In presentations for clients and various groups we use quite a few graphics to convey concepts related to social media. In the next few weeks I’ll be posting some samples and providing a bit of background on each graphic. First up is a sample social media program diagram. The primary purpose of this graphic is […]

Filed in Marketing

October 1st, 2010

The Quality of the Audience

More and more I’m seeing paid advertising that seems to have as its central goal to increase the number of “Likes” racked up on Facebook or, now with the roll-out of the “Promoted Accounts” feature, followers on Twitter. These advertisements, whether they happen within the network or are part of a paid placement elsewhere on […]

Filed in Marketing, Microblogging

August 12th, 2010

Taking the Time to Get it Right

Yeah, you should have plans in place for any crisis you can foresee. Absolutely. Have plans and when the emergency arises pull them out and put them in to action. Make sure all relevant departments know what the plan is and then start the communications chain when a situation is erupting. We at Voce do […]

Filed in Blogging, Marketing

July 7th, 2010

Maximizing Value of Old Content

We have short attention spans, and so much of what happens in social media is ‘in the moment’ – that leads to one of the long-term problems of social media; maximizing value of old content. A number of corporate blogs have been publishing for more than 3-4 years now and that is a great deal […]

Filed in Marketing, Search

January 21st, 2010

Social Media as the ‘Last Mile’ – Part 3 – Scaling

It’s time for Part Three (see Parts 1 and 2 for reference): Scaling. Here’s the point I raised in Part 1: Building infrastructure to serve a large market is tough, just ask the telcos. The same goes for corporate interactions with customers. This actually goes both ways. It’s tough for social media to scale up […]

Filed in Marketing

January 14th, 2010

Social Media as the ‘Last Mile’ – Part 2 – The Internal War

In the first part of this thread I tried to set the stage and lay out some problems that arise with social media in organizations when it becomes that ‘last mile’. Now, let’s move on to those problems. First up is the internal war. This is what I originally said: 1. Jealousy from the existing […]

Filed in Marketing

January 14th, 2010

Social Media as the ‘Last Mile’ – Part 1

If you’ve ever worked in or with the telco field you’ll know what the last mile is. It’s that final connection to the customer’s home. For decades it was the crucial component in the telco business model, and it still is…it’s just that there are now more options. You can draw a number of comparisons […]

Filed in Marketing

December 2nd, 2009

Tiger Gives us a Reminder to Plan for Crises

The buzz for the past few days has been all about the Tiger Woods incident. The PR industry has been all over this. And I’ve seen opinion after opinion and expert after expert giving Tiger advice or stating what his PR team should’ve done. Yes, we know he should be transparent….. Some of the posts […]

Filed in Marketing

November 17th, 2009

No-Panic Numbers

I’m very much not going to be outraged or shocked by a recent report showing Chief Marketing Officers spend less than 10 percent of their budgets on social media efforts. Compared to other marketing channels, social media is pretty low cost, especially if you’re still in the experimental phase and seeing what’s going to work. […]

Filed in Marketing