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Special Offer This Month:
 Send this newsletter to a colleague, and if your colleague subscribes, you'll be entered into a drawing for a new video-enabled iPod® nano. Join the ranks of these winning Marketing Watchdog Journal readers:
September winner: Susan Romano, Avnet
October winner: Ihor Seheda, Intellias
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The Lead Marketing Webinar FastPack is an easy way to get introduced to Bulldog's professional
project management and Webinar execution.
We handle the heavy lifting, technology integration and reporting so you don't have to.
Get started today.
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Blogs Increasingly Make Legit Primary, Secondary Sources
According to a recent survey, Lois Lane embraces Web 2.0: Journalists in the BtoB space increasingly rely on blogs and other burgeoning technologies to write stories.
MarketingVOX
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Before You Hit "Send," Consult Your E-mail Checklist
In the fast and furious world of e-mail marketing, embarrassing and/or costly mistakes happen more often then you think. Here's a checklist to make sure your critical elements don't fall though the cracks.
By Karen Gedney, ClickZ
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E-newsletter Advertising
Here's how advertising in other companies' e-newsletters can help reach an audience of receptive prospects.
By Karen J. Bannan, BtoB Magazine
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BtoB marketing professionals answer the question, "Do you have an RSS feed on your company's site?" and if so, "Do you have more than one feed?"
Get the results of the poll.
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One of the questions Paul answered for us has popped up in all of the Webinars and conversations we've hosted on social media. "How do you manage brand risk/control negative communication when using social media?"
Read more. |
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Featured Article
By Paul Dunay, Director of Global Field and Interactive Marketing, BearingPoint.
Paul Dunay, director of field and interactive marketing for BearingPoint, answers questions about integrating social media in BtoB marketing. View the complete Webinar.
Q: You mentioned that just because social media is available, it may not be right for every company. How do I determine if social media is right for my company?
A: Good question. I think the answer is not if social media is right for your company, but rather, which social media is right for your company. And at this point in time and state of your company, you need to determine which social media is right for your company for next year. A year from now, the picture may look very different. And the answer to which social media is right for your company will be different for each company. My advice is look into next year with an eye toward experimenting with a few tactics to begin to get yourself and your team up to speed on some new social media tactics.
Q: How do you manage brand risk/control negative communication when using social media?
A: I often get asked this particular question and the answer is always the same. First off, you have to get used to the fact that in social media you can't "manage" or "control" the message. That's step number one, which is a mindset shift. Step two is to implement, say, a blog on your site and invite comments because you want the negative comments to happen on your own turf. People tend to be more civil and more respectful when they are on your turf and know you are listening. Ignoring this means when people talk about your brand behind your back you will rely on others to defend you—and that's worse than facing it head on.
Q: Do you have any tips for changing the corporate culture to embrace social media marketing?
A: This is a great question that comes up often. First of all, merely by asking it, you're on the right path, so congratulations. First, I'd recommend finding the evangelist within your company. There's undoubtedly someone, or more than one person, who has embraced social media. Find them and use them as a resource. Second, include corporate communications, but don't make it a new project for them if they aren't going to embrace it. You might have to be the point person—make it easy for them to support you. Third, demonstrate that it works. You can experiment and, as with any new initiative, once you deliver results, you'll have plenty of people joining the bandwagon. That's what I did; I experimented with my blog. Just do it.
Q: Can you capture lead information from a podcast or vodcast?
A: You can make people register to get your podcasts, but why? I was suggesting on the Webinar to use them as a "free taste" of what your company is all about in connection with, say, a white paper or another piece of thought leadership. Using it that way, you are able to raise your download rates and still capture the registration information you desire. Which is a win-win for everyone!
Q: How can we track use of RSS feeds, blogs and podcasts?
A: Unfortunately there is no one answer here. You will need to track your feeds' performance with whatever your feed provider will provide for you. I use FeedBurner (now part of Google), which offers good stats on hits per day, number registered for your feed, etc. For blogging the same applies: There are stat metrics by vendor or you could choose a vendor like StatCounter or WebTrends, depending on whether your blog is outside your corporate servers or on your corporate servers. And for vodcasts or videocasts, the same applies here, too. Most videos need to be streamed in order to optimize delivery, so your streaming host can give you the stats you need. Obviously, YouTube gives your stats on each video you post, if you are posting there as well.
Paul Dunay is director of global field and interactive marketing for management and technology consulting firm BearingPoint. Read his blog at http://buzzmarketingfortech.blogspot.com/.
Know colleagues who would be interested in this topic? Send them this newsletter, and if they subscribe, you'll be entered into a drawing to win an iPod nano.
Marketing Watchdog Journal is a monthly newsletter from Bulldog Solutions, a lead optimization and lead management company dedicated to helping our clients generate more, better leads and turn them into revenue. We welcome your feedback on this newsletter's content and design, and encourage you to share your ideas for topics you would like us to cover in future issues. Please send your comments or questions about Bulldog Solutions to Amy Bills, senior manager of Field Marketing. |
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