Discussing the growing marketing and trends of Social Commerce

Social Commerce

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My original post in late June was based on two weeks of using Ulitzer and Ning.  I've added additional thoughts after two months of use. The obvious point for me is that the sites have two different objectives for the writers.  For Ning, the writer is trying to be involved in a niche social network from scratch.  For example, I have built my own social network for marketers and salespeople called BuyerSteps.  I created BuyerSteps as a way for other professionals to join in a conversation around the 21st century buyer.  So, Ning represents a way to build a community. In the case of Ulitzer, as a writer I am focused on getting readers from within an existing audience.  There are already thousands of readers coming to the Ulitzer site, so if they are interested in my topics such as marketing, they will find my articles as well as others.  Ulitzer allows the writer the ... (more)

Facebook’s Not Worth What It Was

Facebook’s value has dropped $3.5 billion since May. Russian investment house Digital Sky Technologies, which put $200 million in the social networking outfit two months ago in exchange for preferred shares, now wants to buy $100 million worth of common stock from current and former employees. It’s offering $14.77 a share. That price values Facebook at $6.5 billion. In May the valuation was $10 billion. But Reuters says Facebook’s common stock has been valued lately at around $4.7 billion by secondary markets that deal in private shares and other illiquid assets. The price Digital Sky is offering is more than Facebook had in mind last year when it considered setting up a program so employees could cash out. The idea evaporated with the recession. The two investments together would give Digital Sky a 3.5% piece of Facebook, which has yet to figure out how to monetiz... (more)

Growing Adoption of Web 2.0: Are Enterprises Ready?

According to a new report by Forrester Research, despite a long-term future marked by commoditization, enterprise spending on Web 2.0 technologies will surge over the next five years, growing 43 percent each year to reach $4.6 billion globally by 2013. The 5-year enterprise Web 2.0 forecast includes technologies such as social networking, RSS, blogs, wikis, mashups, podcasting, and widgets. The enterprise Web 2.0 market, which includes the deployment of tools like blogs, wikis, and social networking within the enterprise, was a growing force in enterprise software in 2007 - 2008. While the market is still quite immature, it will continue to gain importance in 2008 as an increasing number of firms look to enterprise Web 2.0 tools to solve long-standing information worker problems. As a result, Forrester expects to see strong demand growth for tools like enterprise R... (more)

The Most Important Marketing Question

I was listening to a product launch webinar early this morning. The speakers were droning on and on about technology and architecture and innovation.  Not a customer benefit in sight - other than the usual generic claims of 'market leading' performance,' unmatched' reliability, 'next generation' features and all the other 'me toos'.  To be fair, the vendor was presenting the product facts quite well.  But they were leaving it to their listeners to sift through the technology claims to apply its capabilities to their own situation. This is a high risk approach. Especially if your competitors are sharing powerful stories that hits those listeners right between their eyes. The simple fact is that marketing is not about you. It's about your customers and how your company or solution can help them be successful in their business. You're probably thinking "But I have cust... (more)

Bernie Borges' Marketing 2.0 Social Media Book

Social Media on Ulitzer Bernie Borges' new book: Marketing 2.0: Bridging the Gap between Seller and Buyers through Social Media Marketing. Bernie's book aims to give a macro view of social media marketing with a focus on "what it is" and "how" small and medium size businesses (SMB) can develop a strategy, implement it and measure results. Marketing 2.0: Bridging the Gap between Seller and Buyers through Social Media Marketing covers these topics: Marketing 2.0 What is Web 2.0 and Social Media? Think Like a Publisher: Content Marketing The Lifecycle of Interaction in Social Media Marketing Measuring Results in Social Media Marketing Risks in Social Media Marketing Benefits of Social Media Marketing Case Studies - SMBs Succeding with Social Media We have invited Bernie Borges, the author of Marketing 2.0: Bridging the Gap between Seller and Buyers through Social Media Marketi... (more)

Social Media Helps Us Redefine Wealth in the 21st Century

Human beings are social creatures who many years ago depended on that socialization for survival. Say what you like about machines, processes and institutions, humans enjoy the company of others. Over the last few decades, we have tried to mitigate that basic need and now oddly enough, it is technology that brings socializing back into our lives. Wonder why video games sales are down? Relationships would be a candidate for contributing to slower game sales. Conversations have become entertainment over the Internet and our ability to generate our own media has grabbed our collective attention right now. Were video games just pacifying us until we figured these social media sites out? Instead of spending three hours playing a video game, a teenager may spend an hour on games talking to other players on a headset, an hour watching video on Hulu and an hour talking to fri... (more)

B2B Website Back Door Optimization

Many of the buyers who visit your company’s website probably originate from a click generated by a search result. Most marketers have done a great job managing from the home page inward. But, how many marketers spend time optimizing from the back of a website to the front? Consider that an interior page can often be the first introduction many of your buyers have to your company. Are you certain of the impression you’re making? Could it be stronger? Stop now and go to a search engine and type in your company name, product, or a keyword and take a look at the search results. Notice anything? Most likely, only one of the links takes people to the home page of your website. All the other results invite buyers and visitors to enter your world through a back door. Click on some of the search results links, wipe your mind blank [I know, it's a challenge], and ask yourself, “... (more)

My Thoughts on Ulitzer

Ok, so, here are my thoughts on Ulitzer... As a blogger, I focus on traffic and I spend quite a lot of time optimizing my SEO. Since the target audience of my articles is much greater than the reach of my blog, Ulitzer is actually helping me increase my content reach. Moreover, Ulitzer does it in a very fair way since links back to my posts or other locations are without the evil "nofollow" - providing a nice SEO boost. It also gives me some good metrics that are very useful data points on the effectiveness of my blog articles. And last but not least, it allows my article to appears in the news listings of the two major search engines, which is a very nice channel extension. So, all of this means that, while Ulitzer might be seen as a competing channel to bloggers, I think that bloggers should realize the tremendous value it could bring to their blog. I think to mater... (more)

How Economic Challenges Help Enterprise 2.0

Enterprise 2.0 is described by Carl Frappaolo and Dan Keldsen as, "a system of web based technologies that provide rapid and agile collaboration, information sharing, emergence and integration capabilities in the extended enterprise." It is basically social networking for businesses. This article explores how the recent economic challenges are promoting the growth of Enterprise 2.0 in businesses. The economic recession of 2008/2009 has changed the way companies operate. Over a year has passed since most large companies have frozen travel budgets or severely limited them. You read about this change in the financial results of large hotel chains that have seen their business models turned upside down as business travelers cease traveling. Companies are being forced by necessity to find new ways of working with their customers, business partners and sales prospects. ... (more)

Twitter Gets Extreme Makeover

In an announcement made Tuesday at the company HQ of Twitter by its Co-Founder & CEO, Evan Williams (@ev), who bought one of the world's most famous domains for just $7,500, Twitter unveiled a new "faster, better" look. But first the co-founder and CEO Williams gave some background. Twitter - especially mobile Tweeting - was "too difficult," Williams said. Which is why Twitter developed its own mobile apps, so that now 16% of new Twitter users start using Twitter via their mobile devices. Twitter, in Williams' vision - shared by his co-founder Biz Stone (@biz) - is an information network. Ever since he left Blogger eleven years ago he has been trying to make information easier to share, Williams said. In a somewhat meandering presentation, marred by slides that wouldn't work and awkward silences, Williams initially spent a great deal of time explaining, to people who alre... (more)

Two Questions for Branding in the Web 2.0 World: Is It Up? Is It Fast?

Keeping your brand alive and well on the Web isn't as easy as it looks. There are few things as important as your reputation, and in the Web 2.0 economy, your reputation is increasingly tied to your web presence. So keeping the website up, available, and responding quickly is critical not only for success, but also for survival. If you think about it, a website's reputation on the Internet can be boiled down to two questions: ‘Is it up?' and ‘Is it fast?' Sure, some websites just make it look easy. Take Google, which is always up and always blazing fast. When was the last time you connected to the Internet, typed in google.com, and nothing came up? While you have the triumph of Google on one side of the coin, you have other sites that are cautionary tales. These days, major site outages make the news. Amazon.com had problems on June 6 of this year, and that outage ... (more)