Tag Archives: Events

How NOT to do marketing communications

Oh dear, or dear.  An email which annoyed me in the first sentence.  This poorly formatted email is about ad tech London, the conference for the online marketing and advertising community….

ad:tech is the only event in Europe to focus entirely on digital media & marketing.  I expect that the outbound comms would be up to the standard for a digital marketing conference.

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A few minutes later another email arrives.  They do know my name after all…

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Fundamental rules of engagement:

    • Get the recipients name right. Put SOMETHING in the merge field.  Even, Sir/Madam would have been better than Example First Name…
    • Test the newsletter. Send it out to different email accounts you have set up.  Check formatting across HTML and text.
    • Test sending the newsletter again. Send it to a group of people in the office before you send it out to a huge mailing list.
    • Check it reads well in different email clients.  Not everyone is running Outlook
    • Check, Check and check again. There is no excuse for being sloppy – especially if digital communications is your specialist business area. 

I was going to attend the event – and I even considered applying to speak at the event.  My skills and knowledge complement the existing speaker line-up rather nicely.

But not now.  One sloppy slip-up has changed the way I perceive the event.  And I’m not sure I’ll even attend now.  But I do wonder how many ‘Example First Name’ attendees will be there…

Eileen is a social business strategist, ZDNet columnist and author of Working The Crowd: Social Media Marketing for Business. Contact her to find out how she can help your business extend its reach.

 

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Social Jersey: Masterclass update

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Judith and I are adding an extra set of Masterclasses whilst we’re at Social Jersey.  These workshops will be held on Friday 14th October and you can book them using the links below.

Judith will take you step by step to improve the SEO of your website employing aggressive search techniques. You will learn how to test how effectively your site is optimised to reach the top of Google. The masterclass will involve installing SEO tools on to your site and hands on exercises.

I’ll be running a workshop aimed at those who wish to explore incorporating social media strategic components to complement their existing marketing plans and to define their interactive marketing strategy.

We will

  • discuss strategic practices from leading companies,
  • review what other company leaders are doing today to integrate community marketing and social media to engage
  • share and drive conversations with customers and partners online.

You will gain insights on how to leverage community, engagement, marketing and using social components to drive your marketing efforts to capture mindshare and increase customer satisfaction. We will start to define your strategy and outline your implementation plan to include advocates and community influencers and consider cross team roles and responsibilities to execute your strategy

These workshops are a follow on from the Social Jersey Conference held on 13th October and will extend your knowledge of search and social business strategies.

See you there Smile

Eileen is a social business strategist and author of Working The Crowd: Social Media Marketing for Business. Contact her to find out how she can help your business extend its reach.

Extended marketing: Gaining 3rd Party reach

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Now this is cool.  My publisher at the BCS has just sent me this image, snapped from his phone at the Chartered Institute of Marketing (CIM) stand at the Marketing Week Exhibition at Olympia in London.

My book, Working The Crowd got a great write up the other day on the CIM site and a positive email review went out to all of their members too.

Here’s what they said about the book:

For those still stumbling around in the dark, Working the Crowd helps shed light on the game-changing nature of social media, its tremendous opportunities and the many dangers that await those who insist nothing has changed and it is just another route to market.
Social media guru Eileen Brown provides vital information and advice on every aspect of social media marketing, including:

  • Specific sites for various types of networking and engagement.
  • Blogs and microblogs.
  • Brand perception and reputation.
  • Legal issues.
  • The global audience.
  • How different age groups interact online.
  • Viral marketing.
  • Creating brand advocates.

Make sure this highly acclaimed title is the social media marketing book you keep to hand this year.

This example of extended marketing demonstrates how a key influencer – (the BCS) can influence one of their value connections (the CIM) to spread the message on their behalf. 

The message must still have value to the 2nd tier connection otherwise the message will not be propagated. 

By extending the message across different disciplines help you reach a new and wider audience.  This concept of mapping your connections and taking advantage of the weak ties in your social graph can bring you value in your social media outreach activities. 

Utilising the power of your weak ties can bring you significant benefits 

Its good to see that the value extends beyond my traditional geeky arena and onto the broader world of marketing.  It’s nice to see the topic crossing boundaries like this.

“Highly acclaimed”,”help sheds light on the game changing nature of social media”, “the social media marketing book”  All good strong comments in their review.  It’s great to see such a positive review of my work from a large credible organisation like the CIM.  I’m delighted.

I notice that the CIM say I’m a guru too.. surely this means I can buy more shoes?  Well, I reckon any reason at all is a good enough excuse to buy shoes… Now I’m off to the shops to hunt for some high heels…Smile

Eileen Brown is a social media consultant and author of Working The Crowd: Social Media Marketing for Business.

Contact her to find out how she can help your business extend its reach.

Sourcing the Amplified Crowd

Eileen Brown: Sourcing the Amplified Crowd Logo

I’m speaking at Amplified Leicester on December 15th.  I’m also really delighted to attend this event as I’ll have some books with me and will be able to a book signing! Here are the details of the event in Leicester:

The next Amplified Leicester event will be led by Eileen Brown, talking about her new book Working the Crowd: Social Media Marketing for Business. She will explain why social media is vital to continued business success and why it matters. Join us for a hour of conversation and debate, click the link to register now!
You are invited to the following event:
Eileen Brown: Sourcing the Amplified Crowd

Date:
Wednesday, December 15, 2010 from 7:00 PM – 8:00 PM (GMT+0100)

Location:
Phoenix Square Film and Digital Media Centre
4 Midland Street
LE1 1TG Leicester
United Kingdom

Registration link here

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Recognising female talent in your organisation

The search is on for the UK’s most inspiring women working in technology

I’m really proud to talk about this initiative.  You might recognise the Mobius strip logo above…  Avaya, Cisco, Dell, Google, Intel and Microsoft have joined together to sponsor the Everywoman awards for Women in Technology.  Our initiative, which started in January 2008 has gone from strength to strength with amazing women in the team collaborating and working together to support and encourage the women in their companies through networking and best practice sharing.  

everywoman and Connecting Women in Technology (CWT) together with womenintechnology.co.uk have come together to launch the inaugural CWT everywoman in Technology Awards. The awards are now open for entry and seek to celebrate the most inspirational women working in technology   Here are the categories:

* Rising Star of the Year
This will be awarded to the woman aged under 30 who is excelling in her technology career, making a valuable contribution to her organisation. She is the one to watch.
* Business Leader of the Year
This will be awarded to the woman operating in a senior technology role within her organisation. She will be making a contribution to the strategic direction of the business.
Tip: This nominee need not hold the most senior IT role in the business, she may not be operating at board level but she will hold a senior management position.
* Team Leader of the Year
This will be awarded to the woman leading a technology team to excel in a way that contributes greatly to the company’s success.
Tip: The team need not be big but the achievements and positive impact the team have on the company’s success must be demonstrated.
* Innovator of the Year
This will be awarded to the woman designing, developing or implementing technology in an unconventional and innovative way, for a new technology application, architectural initiative or in a new environment.
* Entrepreneur of the Year
This award will go to an owner/operator of a technology business or business operating within the technology space. Her entrepreneurial vision and talent will inspire others to start their own technology related venture.
Tip: The nominee need not be the primary IT talent in the business but she will be leading the company to success through the successful implementation of technology.
* Inspiration of the Year
This award recognises an individual for their commitment to encouraging, advancing and/or championing the progress and development of women working in technology.
Tip: this could be an individual (male or female) working in an organisation, association or academia. Theirs could be a paid or voluntary role but their achievements in implementing programmes/initiatives that encourage, support and attract more women to technology warrants recognition.

There is still a misconception among many women that the IT industry is boring and uninspiring, seeing a career in IT as dull and monotonous and requiring only highly technical knowledge, with no call for skills such as team working, strategic thinking or creativity*. For too many women, this is still the thinking. (Source: The Training Camp Survey 2005).

The CWT everywoman in Technology Awards were launched to demonstrate that there are many opportunities for women in technology and some very inspirational, successful women working in it. This awards programme will shine the spotlight on these women, role models that will not only encourage more women to consider a career in technology , but also inspire more talented women to bring their skills and experience to technology companies. This programme will also show young girls the range of dynamic and interesting career opportunities that technology offers.

So if you know of an inspirational woman working in technology who you believe deserves recognition. Nominate her for an award.

And pass this on to others who know some amazing women working as unsung heroes in IT too Smile

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Rise of Social Commerce conference

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It’s been a whirlwind few days for me since I arrived in the US.  First to New York to meet up with a business associate and then off to dinner with Darryl and Mary Jo, then off to San Francisco to the Rise of Social Commerce conference organised by Altimeter.

I was surprised that there were only a couple of us who had flown over from Europe to the conference.  Was it the cost of the conference, the costs to get there, or was it the fact that the US is leading the social commerce activities – being trailblazers?  Anyway, I’m glad I came over here…

With 86% of companies being ready for a social commerce strategy and wanting to have a great engagement with the channel it was interesting to hear that most companies are still not willing to release control and empower the customer. After all, it’s easy to buy online – after all that’s just a transactional purchase – but its much harder to shop online.  Very valid points, but a really hard thing to solve.

Relinquishing control – I hear this sort of challenge a lot.  When I talk to clients, they are fixated on the customers experience, but don’t want to free the customer in case it can’t be measured with hard and formal metrics.  Either that, or they are so paranoid, that they block everything from the customer, or hade behind firewalls.  In order to get a really good experience, companies need to redesign the buying experience for the shopper – to turn a buying transaction into a shopping experience.  I was impressed by the leadership shown by Kiddicare in the UK who use customer reviews and tags to define and refine searches for all customers who look for products on the site.  Then, the community decides how products are tagged and categorised.  It’s  such a simple idea, and it’s brilliant – and it extends the shopping experience for all purchasers.

Other challenges for brands are – how do they stand out?  How do brand builders navigate the ‘sea of sameness’ to get their differentiator and justify brand loyalty for the company – and additionally, do they have the ability to step back from their traditional social media marketing approach to work out whether it actually adds value to the end consumer or not. 

I was particularly impressed by one of the sessions.  Manish Mehta from Dell talked about the fact we’re at an inflection point in social commerce and likened it to building a car back in the early 1900s.  Back then, there were no roads, no infrastructure, no governance, no rules.  All of these had to be built.  The same is true of social media and social commerce.  All of these ground rules, infrastructure and network, needs to be built.  Unless companies give up control and allow democratisation, then the experience for the consumer – the customer – will be poorer for it, and the industry might not evolve like the car industry infrastructure did.  A thought provoking session 

Other sessions focused on the voice of the consumer.  Their voice is needed to reflect positively on your brand, to get people passionate about your brand and amplify your message.  That’s a very compelling theme indeed.  In fact, every session I attended was compelling, and presented by people who had been involved in social commerce and social media from its inception.  It was interesting too to hear Manny Anekal from Zynga talk about LinkedIn being a game – with a progress bar and tasks to get completion of your profile – it is

All in all, it was an amazing conference with some thought leaders sharing their view of how our purchasing experience is changing and we’re going to have to change too so that we can stay agile and ahead of our competitors as social commerce moves to a more complete experience for the consumer.  Without that experience, shoppers will move elsewhere – to companies that give them the more flexible experience.  All in all – it was a great conference – I’m really glad I attended it… Smile 

After all – the future of the shopping experience is in the palm of your hand.  Imagine the commerce opportunity do deliver a great experience to everyone with a mobile phone… I’m certainly looking forward to that one…

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In the air, on tour…

I’m off on my travels for the next two weeks, in fact I’m in the air now, so I’ve been busy finding some interesting posts to save in my drafts folder in Live Writer, or to post date in case I’m too busy or I can’t get a wireless signal where I am. 

I’m on a small tour of the US.

I’m stopping by in New York, to visit  the indomitable Mary Jo Foley and meet up with the amazing Susanne Dansey who runs Purple Cow ideas Management.  Mary Jo has organised a Tweetup at 5pm Monday at a bar called RattleNhum in New York (one of New York’s top foursquare hangouts).  I’ll get to meet some of my Twitter buddies over there and some interesting women in tech too.

Then I’m off to California next, to the Rise of Social Commerce conference.  I’ve got lots and lots of B2B experience, but want to learn from leading B2C companies and speakers about their initiatives.  I’ll be able to hand out my book flyers too – for a European view of the social media business landscape to balance their perspectives 🙂

After California, I’m off to Seattle for a purely social trip to visit my friends in the Seattle, Ballard, Redmond, Bellevue and Kirkland area.  Oh and to collect some nice coffee beans from independent coffee houses in Seattle – not the big chains…

Then finally a few days in Vegas at BlogworldExpo where I’ll meet up with some of my social media buddies and find out about any upcoming trends.

Then home – avoiding as much jetlag as possible with my (many times) tried and tested remedy to get sunlight on the back of my knees – although with this change in the weather I might freeze instead

Yikes.  That’s busy… :-0

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