marketing

How Not to Do Social Media

Despite the fact that Twitter has been around since 2006 and Facebook has been around since 2004, social media is still the bright shiny object in the room (it's still the current marketing fad). People still think they are being innovative if they use it, and unfortunately many people still approach it as something separate and scary instead of treating it as just one tool in the toolbox of anyone working in marketing or innovation.

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Focus on Value Creation Instead of Competition

Many marketing people are obsessive about the urgent work of competing rather than the more important work of creating. Brand owners and managers are busy people! They’re busy everyday in back-to-back-meetings. They’re under increasing pressure to create more revenue, and get more stuff done as cost effectively (cheap) as possible. They’re thinking about supply-chain logistics, product development, pricing, channel strategy, promotions, customer service and their competitors.

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Six Social Media Trends for 2012

Each year at this time, I look forward and predict trends in social media for the coming year. But first, I look back at my predictions from last year. How'd I do? Not bad. Social media continues to move forward toward business integration, a trend that I identified last year. In a joint study from Booz & Company and social platform developer Buddy Media, 57 percent of businesses...

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Innovator as Storyteller

I've been catching up on some reading, and thinking about my own experiences working with customers who are trying to become more innovative. A pattern is beginning to emerge that has been sitting there in front of me for years, but is only now becoming clear.

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Fire More Bullets in 2012

One of several points from Jim Collins’ new book Great By Choice is the concept of bullets and cannonballs. Simply put, a bullet is a test. It’s done to learn something with speed and minimal risk in mind. After a few successful bullets hit their mark, you conceptually have enough data or market validation to fire the cannon instead.

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