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
Marketing 2.0: Bridging the Gap between Seller and Buyers through Social
Media Marketing covers these topics:
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)
Last year I was a record setting sales rep at my company selling high tech
solutions. Today I received my annual quota for the new year and was shocked
to see that my account list shrunk by 10% and my quota is the highest in the
company. I am very frustrated with this. I attempted to negotiate a
reduced quota with my manager but he dismissed my request, saying that he has
full confididence that I will figure it out. My quota is gigantic but my
spirit is weak. Any suggestions?
Down in the South -
Dear Down in the South,
I am sure that you are familiar with the biblical story about the tiny frail
warrior David slaying the Giant, Goliath. If Goliath had been a man of
average height - who would've noticed? Who would've cared.? Remember the
bigger the challenge the greater the rewards when you overcome them. Last
year when you received your annual quota... (more)
Government Cloud on Ulitzer
Have you ever been given the task of building and executing an aggressive
customer outreach program?
Well I received my assignment about a year ago and trust me; the budget was
not commensurate with the assigned goal.
My particular need was to educate prospective Federal government customers on
a new information technology trend.
Known as cloud computing, this new approach blends service oriented
architecture (SOA), virtualization technologies and a "pay-by-the-use" sales
approach into a new IT delivery business model.
Although this new approach promised the delivery of better constituent
service at a reduced cost, risk adverse Federal agency decision makers needed
to know much more before they would even consider cloud computing as an
During a time of economic collapse and fiscal crisis, competing security,
governance and procur... (more)
CRM on Ulitzer
Amazon sells shoes. So does Zappos. Another company – where I have many
friends, as I previously did significant consulting work for them – markets
something entirely different. All, however, are particularly instructive
about the future of business.
The company I won’t name is involved in financial services. They have
decided to terminate their entire marketing effort, and focus on explaining
their products to prospective investors. The CEO said, “Our greatest value
proposition to investors and financial intermediaries is the institutional
approach that’s at the core of (our) global business.”
Therefore, the company – according to its press release – stated that its
“distribution network, meanwhile, will be revamped to provide more
technical expertise, with traditional wholesalers being replaced by
There is a glari... (more)
This is Lesson No. 7 of a Continuing Series on How Martial Arts Skills can be
Applied to Business
Keep your energy centered – In Hapkido, one of your main thoughts is to
stay centered on your energy. In the word Hapkido itself is the word "ki"
which is your vital energy. Your ki or energy plus your natural body weight
is difficult to for an unskilled opponent to overcome if you are trained on
how to use it properly. When an opponent drives at you with uncontrolled
energy or sometimes rage, you simple "nail your foot to the floor" thus
centering your energy around your rotating hips, grab his un-centered energy
and take them where you want them to go. Once you control their energy, you
control everything. That’s why you will see people half the size of the
opponent throw the heavier opponent with ease. Staying centered concentrates
your energy while not stayin... (more)
The Internet’s terrible twosome, Skype and Kazaa inventors Niklas Zennstrom
and Janus Friis, have thrown a monkey wrench into eBay’s plans to sell off
65% of Skype to an investor group led by Silver Lake and involving Netscape
co-founder Marc Andreessen for around $2 billion.
Zenstrom and Friis were clever enough to keep the P2P Global Index IP
underneath Skype so they could reuse it for other ventures.
As Joltid, which holds the IP, they sued eBay and the members of the
investment group in federal court in California Wednesday charging copyright
infringement and asking for damages and an injunction. The suit claims
damages are mounting at the rate of more than 75 million a day.
Joltid, which has a case against Skype pending in the UK, has already pulled
its license to the software.
The Silver Lake consortium includes Michelangelo Volpi, the ex-CEO of Joost,
Today I have posted a white paper on the Digital Buyer approach and why
business providers must change their approach in order to obtain and retain
more of them. It's time companies and firms of all sizes organized their
revenue efforts around The Digital Buyer's needs. You don't want your
organization to be the last guy who saw the train go by.
From the paper...
Worldwide, business decision makers and influencers of trillions of dollars
of commerce are migrating to a digital buying experience improving the
precision, speed and convenience of their choices. They are looking for
providers who understand and service their digital buying approach. For the
next decade, not only will more buyers go digital, their digital needs will
escalate as buyers, customers and advocates. Laggard providers will
certainly lose business as these buyers migrate to mor... (more)
I met with a former client to discuss his company's current business. He
wanted to pick my brain on how to best approach their opportunity to
transform themselves, to reinvent and re-tune.
In response to their flat (and somewhat declining) revenue, they've cut back
their company resources across the board - but they've specifically reduced
headcount in sales.
That surprised me. Why would you cut sales when you need to drive
revenue? Beyond the obvious opportunity to let go of the dead weight? I
asked some questions and here's what I learned:
The company released the bottom 15% of the sales force, the non-producers. I
agree with that choice - separating the chaff is always a good step - even
when revenues are up! The company also cut all sales resources in their top
three emerging target markets. The reps had been on board for less than 5
months and while they... (more)
If your inbox looks anything like mine, you're scanning and deleting your
email rapidly, trying to sort through it all and find the stuff you need - as
quickly as possible.
The preview pane is a wonderful screening tool. Subject lines are often
misleading so I tend to scan the opening sentence to see if I want to delete
or continue. I want to know immediately if the message is relevant to me.
Unfortunately, not many of those sentences get my attention.
To put this in context, let's look at some real email first sentences:
"I wanted to share with you the success of our [company] program which allows
marketers to tap an influential group of [company's] readers for product
sampling and reviews."
Really? Why? I don't know you. I don't know who your readers are, or what
they could mean for me.
"I've been trying to contact you regarding your interest in the business
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
It’s offering $14.77 a share.
That price values Facebook at $6.5 billion. In May the valuation was $10
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
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)
People often ask me for a written version of my process. They assume I have a
paint-by-numbers approach to creating the strategies, positioning and stories
that are part and parcel of my consulting business.
They couldn't be more wrong.
There is no one-size-fits-all approach to strategy and positioning.
Anyone who says there's a one-size-fits-all approach simply doesn't get it.
Strategic positioning is more art than science. And each and every client is
a new canvas.
Great positioning is as unique as every situation. You have to be flexible,
nimble. My "methodology" is more a way of thinking about things. I don’t
really have a checklist or set of step-by-step instructions.
Positioning is best thought of as a matrix of elements that can be combined
in various way to create a relevant and compelling story for the situation at
hand. The key is to be concise with compell... (more)