by Daria Steigman on September 19, 2008
Check out my new Independent Thinking column:
Just as not all bosses are great bosses, not all clients are equal. While there is a tendency among many independents and small consultancies to operate as though their next project might be their last, it’s important to have the discipline to say NO. A bad job is a bad job, whether it’s permanent or project-based.
So how should consultants vet potential clients? Very carefully.
The column looks at what you need to keep in mind when vetting potential clients, including personality, scope of work, lines of authority, and–of course–compensation. Plus: when to run away. Read the full column here.
Tagged as:
Independent Thinking
by Daria Steigman on September 18, 2008
What is social media? It’s a simple question, and it’s been the source of much discussion of late in the blogosphere. It was also the first question posed this morning to a trio of folks representing MySpace, LinkedIn, and Facebook at an Advertising Week DC session on Social Networking: Come a Little Closer.
- Jason Oberfest, MySpace, said social media is “about connecting people.” He defined MySpace’s three pillars: 1) members’ self-expression; 2) enabling the discovery of media assets; and 3) enabling people to meet other people with similar interests.
- Tim Kendall, Facebook, called “the social Web the next great platform” after 1) business productivity on the PC; 2) the Internet; and 3) search.
- Dale Durrett, LinkedIn, defined social media as “people using technology to get information and assets from each other (instead of from companies and institutions). He defined LinkedIn’s role as providing business professionals with the ability to be more productive day-to-day by enabling them to reach out quickly and find needed expertise.
Next post I’ll write about the panel’s thoughts on using social media effectively.
Tagged as:
Facebook,
LinkedIn,
MySpace,
Social Media,
Social Networking
by Daria Steigman on September 17, 2008
It’s clear that more and more people are going online, and that companies and the consultants that advise them are using social media tools to recruit, network, market, sell, build brand reputation, and more. But not everyone is online. That doesn’t mean you can’t use social media tools to reach them.
Check out ReadWriteWeb lead blogger Marshall Kirkpatrick’s list of five strategies for using social media to reach people who still think that Digg is something dogs do and that Delicious is just an adjective.
Tagged as:
Brand,
Reputation,
Social Media
by Daria Steigman on September 16, 2008
U.S. airlines, except for “Hallelujah” Southwest Airlines (congrats on the great ads), have so diluted their brands that the companies are becoming increasingly interchangeable.
On my American Airlines flight to Dallas last week, the flight attendant went through a long list of food and drink prices and payment options. So when she asked me if I wanted anything, I asked how much the sodas cost. Apparently they’re still free, but I was the fourth person in 8 rows on a half-empty plane to ask.
So American Airlines’ selling point is that the soda’s still free. But don’t ask for an aspirin; those have been removed.
Hopefully your company can identify its competitive advantages. Otherwise your mediocrity will catch up with you, and your customers won’t care if they do business with you or not.
Tagged as:
Airlines,
marketing,
PR,
Value Proposition
by Daria Steigman on September 12, 2008
MIMA is holding a blog carnival in advance of its Interactive D.C. summit. One of the questions posed by a speaker: “Where does content start or marketing begin?” That got me thinking…
Content begins like the quark. It’s attractive. And interactive. It’s a small idea that often goes unnoticed. It has a short life and flames out. Much of what we have to say is only interesting to ourselves or a small circle of family, friends, and colleagues around us.
But every now and then content, like the quark, gets noticed. Someone records an idea and sparks a dialogue. And then we generate more and more energy as the content spread outwards.
Marketing starts where content reaches relevance. If you don’t have something worthwhile to say, solicit, or sell, what’s the point? Share away, but don’t try to convince me it matters. Only after enough people are paying attention can marketing effectively shape and reshape the perception of, and conversation around, your idea.
Tagged as:
marketing,
PR,
Social Media
