March 2007
You are browsing the archive for March 2007.
How to Start a B2B Community
If you love Web 2.0 tools the way I do, you probably came to the quick realization that they’re powerful tools for creating a community
But added together they don’t equal a community. You can launch all the Web 2.0 tools you can think of and still not have a community. So the question quickly becomes: [...]
Calculating ROI on Web 2.0 tools
Many marketers are contemplating adding some form of new media to their marketing toolkit this year. How will this fit into their business? How to get started? How to get past the internal legal hurdles?
All excellent questions. But when marketers are asked to define ROI for their blog, it’s the one question that really throws [...]
What’s Working in Lead Generation?
As a buzz marketer, how do you choose among the array of lead generation options – PR, word of mouth, interactive marketing, speaking at conferences, publishing thought leadership, conducting seminars, direct mail, and so on? And how do you know which mix will generate the most qualified leads?
A new benchmark report on What’s Working In [...]
Top 10 Lame Excuses for Not Adopting Web 2.0
Ok, I couldn’t help myself when I saw this statement, in print no less, for not adopting Web 2.0 tactics – so I just had to point this one out:
“This group has been burned by being on the leading edge of technology,” said a leading managed care provider. “Four years haven’t erased the memory of [...]
Going Beyond Buzz: A Podcast with Lois Kelly
Last summer a former colleague referred me to an article, “Marketing is a Conversation” written by David Maister and Lois Kelly. A few months later I found myself speaking at an event along with Lois, and I got to better understand her position on Buzz Marketing and how she views Web 2.0.
Her view is that [...]
Innovation’s New Rules
In the past companies have looked outside their organizations to find other companies to partner with for innovation. But acquisitions, alliances, joint ventures and selective outsourcing are simply too rigid and not scalable enough, to drive growth and innovation at a level that will make companies truly competitive in today’s marketplace.
Smart companies are opening up [...]
Web 2.0 Killed Coase’s Law
In 1937 Ronald Coase published a paper titled The Nature of the Firm, which explains why many large companies exist:
Firms will tend to expand until the cost of organizing an extra transaction within the firm becomes equal to the costs of carrying out the same transaction in the open market.
The Internet has caused transactions costs [...]
Using Web 2.0 to accelerate The Tipping Point
Timing is everything in life, and I can’t help but think that Malcolm Gladwell was ahead of his time in 2000 when he published The Tipping Point. If you haven’t read this one, I highly recommend it.
In the book, Gladwell describes some excellent offline examples of how markets “tip” once influencers get a hold of [...]
Safeguarding Corporate IP from the Blogosphere
Blogs are gaining popularity because their speed, ease of use and low cost make them a superior alternative to e-mail for all kinds of communications.
IBM Corp. reportedly has more than 3,000 internal blogs. McDonald’s Corp. is making blogging capability available to thousands of employees to file restaurant reports. Procter & Gamble Co. has about 100 [...]