One of my company, Mitra Creative’s, most important clients is Derive Technologies. We produced Derive’s now multi-award-winning interactive site, and continue to work with them to refine their messaging, support ongoing needs for their website — including the development of new tools, SEO, drawing additional business development/lead generation value from it, and much more — and .

Derive is a renowned, Wall Street Area-based Infrastructure consultancy which has served the needs of New York businesses for more than two decades. Their reputation as technology problem-solvers for small to large clients in the Healthcare, Financial Services, State and Local Government, Legal, Advertising, and Education industries is nearly legendary. Leading worldwide brands such as Hewlett-Packard (HP), Microsoft and Citrix have turned to Derive not just as high-volume sellers of their services, but as Elite, Platinum and Gold alliance partners–the highest level of relationship that solution providers like Derive can attain. With Citrix, Derive is a “Platinum Solution Advisor,” wherein, according to Citrix, they “play a big role in Citrix processes, programs and policies and are a valuable business resource in designing and improving our route to market engines with customers.” Derive also maintains Platinum, Gold and other marquis-level relationships with giants such as Cisco, VMware, Panasonic and others, and has built a powerful Healthcare technology specialization extending far beyond standard IT sales and support.

Derive’s John Wood, a partner in the business, and the company’s Vice President of Marketing and Corporate Development,  is a visionary. He attended several of the seminars that I have been giving on behalf of Mitra Creative — largely, to-date, for Microsoft partners — about Web 2.0 origins and tools, and the use of online social communities/social networking, Blogging, and social sharing for business development, lead-generation, problem-solving, viral marketing, talent recruitment and more. Most of the presentations that I have made have been to the owners of IT Business Consultancies and to marketers. After seeing/hearing one of my presentations, the highly forward-thinking John Wood asked me to give a talk on the same topic to Derive’s Sales team. Challenged with giving Sales professionals tools to increase their customer reach, John is not satisfied only using the “standard” techniques and offerings that are commonplace in the IT Channel. He sees the current and future wave of social media and wants to get the Derive team ahead of the curve.

I attended, and made my “IT Business 2.0″ presentation in, a Derive Sales meeting, held yesterday (6/16/2009). I was thrilled to observe such attentive faces and active listening as I discussed the use of communities such as LinkedIn as a “living CRM” for business development and resource acquisition, the social-professional use of Facebook profiles and pages — including a “how-to” guide and responding to questions about appropriateness and methods of personal and professional information sharing — the power of twitter and micro-blogging, the reach of viral marketing through social sharing/bookmarking (especially to promote company — and/or company + partner — events and news), the use of other social networks (especially contextual and industry-specific networks), my Web 2.0 “chaos theory” (yes, “good chaos!”), etc. During and after the hour-long presentation, there was plenty of lively dialogue and were many questions. The time flew by… and I was barely able to scratch the surface! I felt that, both for the audience and for me, there was a hunger for more. I was right–at least 10 members of the Sales team asked me to come back and do a follow-up session. Before I could say that I’d be happy to approach John about scheduling another appearance, the next question from these Sales executives — of many different professional profiles, ages, etc. — was “when?”… this, meaning how soon can you (*I) do it?

John Wood knew the session would be very valuable for Derive’s Sales team and that they would have interest in the topic. However, when I told him that so many people approached me about a follow-up presentation, he was bowled over by their enthusiasm. “I’ve been in this business for more than 20 years…” John said to me. “In all that time, and after sitting through countless presentations to Sales, I’ve NEVER remembered this team, or any Sales team, asking for someone to come back again. CONGRATULATIONS.” (He followed this with a high-five-like handshake.) Always the cutting-edge marketer, now eager to adopt the principles of Web 2.0, John then said: “You should talk about what happened today at Derive on the Mitra Creative Blog and let everyone know about it. I encourage everyone in the Channel to engage Mitra to educate them on this important topic!”

I look forward to the next session for Derive — which we will schedule soon (in which I will speak about the nuts and bolts of permissions and privacy, more about the tactical use of contextual and vertical social networks, about Blogging, and about creating and implementing a corporate policy on Social Media use) — and to conducting more of these programs for other important IT Business Solution providers.

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An eMarketer article published today is a telling study of the increased use of Digital Marketing techniques. According to the article, the “2009 Promo Interactive Marketing Survey” from PROMO magazine” exposes that: “More than one-third of marketers surveyed believed that interactive marketing ROI would be more profitable than traditional marketing…”

READ THE ARTICLE HERE

Among the interesting statistics found in the article, among respondents to the PROMO survey, are a 25.3% increase in SEO marketing, 15.% increase in Corporate Blog marketing, 12.4% increase in Viral marketing, and 8.8% increase in Video marketing between 2007 and 2009. Questions still arise about measurability but this demonstrates a powerful shift in the methods used, and the focus on, Interactive, Web 2.0 and Video-based marketing in only two years. For example, while overall statstics in the survey remain high for the use of Email marketing (over 70%) — one of the focal points of many marketing campaigns over the past decade — the increase in use of Email marketing in two years is, says the survey respondents, only 1.8%.

The Web 2.0, social media/socal community, sharing/Widget/bookmarking, Digital Video marketing universe is, undoubtedly, here to stay!

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On May 28, from 11am to 12:30pm EST, I will be giving a webinar for IAMCP Women in Leadership & Technology on the use of Web 2.0 and Social Media for IT Business. The webinar will be broadcast to a worldwide audience. Details appear below!

(more…)

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Mitra Creative is excited to announce our new Digital Video Production practice. The practice is led by filmmakers Joe Cantor and James Sapione–both of them highly-accomplished cinematographers/videographers, editors and sound recordists.

With this new discipline, Mitra Creative can provide corporations with superb quality intro. videos, video case studies, presentations, learning tools and more, and entertainment and media organizations and others with the very best of entertainment. These productions can be developed end-to-end, leveraging the new creative team, as well as Mitra Creative’s existing, award-winning talent pool which has, for the past four years, driven our communications, interactive design and development, and branding practices.

Please contact me (Karl Joseph Ufert, Mitra Creative’s President) at karlufert@mitracreative.com for more information, for a general quote or to discuss a specific project.

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Marketing Roundtable - SOCIAL NETWORKING & WEB 2.0 FOR BUSINESS: How to Use and Monetize LinkedIn/Facebook, Blogging, CMS Websites, Social Bookmarking (& more)

• Date: Wednesday, April 8, 2009
• Time: 8:00am to 11:30am
• Location: Microsoft, Iselin, New Jersey
• Address: Prudential Building, 194 Wood Avenue, Sixth Floor
• Click Here for Directions

REGISTRATION REQUIRED: CLICK HERE TO REGISTER

Join us for a breakfast with KARL JOSEPH UFERT, President/Co-Principal of Mitra Creative™, who will offer his insights into Web 2.0 and the Social Networking Phenomenon.

Websites:

• Mitra Creative Business Technology (Technology Vertical Solutions Microsite)
• Mitra Creative Main Site
• Mitra Creative Blog

ERIC RABINOWITZ, President of The Nurture Institute™, will present this Marketing Roundtable Discussion on Social Networking and Web 2.0, and on other Marketing Topics, in the context of nurturing and cultivating relationships with customers and prospects leading to larger sales pipelines, bigger deals and longer and more profitable relationships. Nurture is not magic, but a common sense approach to transforming your business utilizing the methodology that was responsible for building Microsoft’s original Partner channel.

Website:

• The Nurture Institute™

——————————————————————————————————————–

Agenda:

• 8:00 AM to 8:30 AM

Breakfast

• Networking opportunity.

8:30 AM to 9:30 AM

• “Social Networking and Web 2.0” Karl Joseph Ufert, Mitra Creative

9:30 AM to 10:30 AM

• “Marketing Roundtable”, Eric Rabinowitz, President of the Nurture Institute

10:30 AM to 11:00 AM

• Meeting wrap up and comments with LISA EYERKUSS, President IAMCP NJ.

Program:

• Web 2.0/3.0, including social networking (e.g. LinkedIn, Facebook), social bookmarking, blogging, the use of content management system-based websites, content syndication, and much, much more, are the hottest topics the current communications and marketing landscape. But what does Web 2.0 really mean, how does it really apply to your business, and how can it be used appropriately and effectively?

• Business 2.0/3.0” is the next level of interaction between you and your prospects and clients. It equals new ways to interface and communicate with and excite audiences. It provides new tools for business outreach and methods to uplift, monetize and track sales, marketing, prospecting and branding efforts. This seminar will introduce Web 2.0/3.0, demonstrate the use of social networking sites, and help you to understand where all of this can, and should, fit into your current and future business strategies.

• During the session, we will answer common questions and build awareness of how these concepts and tools can benefit you. Questions include:
  • What are the most popular social networking sites and which of  them can/should you use for business?
  • Is it appropriate/effective to use certain social networking  sites, and to share personal information, for business interaction?
  • How can you directly monetize Web 2.0 and social networking?
  • What are Blogs and how can/should they be used by businesses?
  • How do Content Management System (CMS)-based websites relate to, and support, Web 2.0 and SEO efforts?
  • What is RSS/Content Syndication?
  • What is, and how can you enact, “Viral” marketing?
  • What types of advertising, promotion and business development are, and should be, Web 2.0-enhanced?
  • You thought Web 2.0 “is the future”? Get ready for Web 3.0!

——————————————————————————————————————–

About Round Table – Celebrating Our 3rd Year

The Partner Marketing Roundtable is a 2-hour professionally facilitated monthly marketing discussion group provided by Microsoft to Microsoft Certified Partners. After a continental breakfast, the session begins with a 60-minute presentation on a specific area of marketing provided by a guest speaker and marketing expert. After the presentation each participant has the opportunity to write down their own marketing questions. The professional group leader will choose questions randomly for discussion. Essentials, VMAX, and Pump Up the Volume Partners from around the country participate in these sessions through the use of Live Meeting and the Round Table audio and video system.

We also will be broadcasting this event using the Roundtable technology for those who can not make it in person.

• Microsoft Office Live Meeting. Meeting time: Apr 8, 2009 8:00 AM (EDT)
• Link: https://www.livemeeting.com/cc/mspp/join?id=W4HF3H&role=attend&pw=PFWM%235_%25n
• Add to my Outlook Calendar: https://www.livemeeting.com/cc/mspp/meetingICS?id=W4HF3H&role=attend&pw=PFWM%235_%25n&i=i.ics

AUDIO INFORMATION

• Telephone conferencing - use the information below to connect:
  • Toll-free: +1 (866) 500-6738
  • Toll: +1 (866) 500-6738
  • Participant code: 4459772

FIRST-TIME USERS

• To save time before the meeting, check your system to make sure it is ready to use Microsoft Office Live Meeting: http://go.microsoft.com/fwlink/?LinkId=90703

TROUBLESHOOTING

• Unable to join the meeting? Follow these steps:
  • Copy this address and paste it into your web browser: https://www.livemeeting.com/cc/mspp/join
  • Copy and paste the required information:
    • Meeting ID: W4HF3H
    • Entry Code: PFWM#5_%n
    • Location: https://www.livemeeting.com/cc/mspp

• If you still cannot enter the meeting, contact support:http://r.office.microsoft.com/r/rlidLiveMeeting?p1=12&p2=en_US&p3=LMInfo&p4=support

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 (L to R: Karl Joseph Ufert, Mitra Creative; Eric Rabinowitz, the Nurture Institute; Dean Maire & Tim Freestone, enter:marketing)

Mitra Creative was asked to be part of a distinguished panel of experts on the subject of IT Channel marketing and communications at last week’s New York Chapter meeting of the International Association of Certified Microsoft Partners (IAMCP) (February 19). The event was held at the Microsoft office in midtown Manhattan.

Entitled “Marketing in a Down Economy”, it brought a packed room of Microsoft Partners who engaged in a lively discussion with the panelists which could have gone on for many hours past the allotted session time. Host Howard M. Cohen, President of IAMCP NY (Howard M. Cohen Corporate Copywriting & Consulting Services), invited me – Karl Joseph Ufert, Mitra Creative President/Co-Founder – to join Eric Rabinowitz, President and Co-Founder of the consulting, communications and training firm, the Nurture Institute™ (and leader of the monthly Microsoft Partner Essentials Marketing program Roundtables), and Dean Maire and Tim Freestone, Vice-Presidents of the IT-focused marketing and communications agency (with strong emphasis on Direct Marketing, among other services), enter:marketing, to share our knowledge and ideas.

Much of the discussion focused on:

• Integration of marketing campaigns across a VAR/solution provider’s entire organization from start to finish (including Sales, Marketing, Professional Services) and ensuring follow-up (value for campaign dollars).
• Maintaining marketing focus—speaking to your audience instead of about yourself.
• Utilization of straightforward marketing communications to maintain trusted advisor status with clients—leveraging your unique selling proposition.
• And, especially, the use of Social Media/Web 2.0 to reduce advertising costs and extend reach.

The event was covered by Michele Masterson of ChannelWeb (with contributions by Chad Berndtson). READ THE ARTICLE HERE.

(Howard M. Cohen, IAMCP NY President)

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AGENDA

Effective Marketing Strategies for a Down Economy – A Roundtable/Panel Discussion

Location:

February 19, 2009 at 8am at 1290 Ave of the Americas 6th Floor – the NYC Microsoft office.

Panel Participants:

Eric Rabinowitz – Nurture Institute
The Nurture Institute™ (www.nurtureinstitute.com) is the premier channel marketing and customer relationship marketing company specializing in small and mid-market clients. With plenty of proven direct marketing tools to share, your business can’t afford to miss out on our innovative customer relationship marketing solutions.

Karl Joseph Ufert – Mitra Creative
Mitra Creative (www.biztech.mitracreative.com | www.mitracreative.com) is a New York-based marketing communications and interactive design agency focused on providing solutions to IT business consultancies, VARs, software design and integration companies, and technology manufacturers and distributors. Led by Karl Ufert (formerly Sr. Director of Marketing for AMC Computer Corp.), and Creative Director, Vincent Wang, the company produces forward-thinking Websites and Web 2.0/3.0 and social media platforms, other interactive communications and digital video presentations—all leveraging decades of experience in bringing value to the IT Channel.

Tim Freestone & Dean Maire – enter.marketing
enter:marketing (www.entermarketing.com) is a managed marketing services company that supports the marketing initiatives of Value Added Resellers and Manufacturers in the Information Technology industry.  We execute unique, industry leading programs and approach demand generation as a process, rather than a project – a process that manages and cultivates opportunities from the stage of identifying interest to Return on Investment (ROI).

Howard M. Cohen – HMC Corporate Copywriting & Consulting
IT Channel veteran Howard M. Cohen (www.howardmcohen.com) brings his experience, his expertise, and his tremendous network of friends and resources to every project.  Compelling content is the key to sales & marketing success and Howard’s strong, persuasive writing style translates even the most technical concepts into readily readable copy that your business clients will understand and appreciate.  From white papers to case studies to proposals to web content and much more Howard will most effectively convey your message to your audience.

This roundtable/panel discussion will feature channel-dedicated marketing experts included Nurture Institute, Mitra Creative, HMC Corporate Copywriting & Consulting, and others.  We’ll talk about more effective ways to reach, penetrate, and win business from companies facing today’s economic climate.  Learn what IS working in the channel.

Skills Exchange:

Long overdue, this session offers all attendees the opportunity to tell everyone else about their special, unique, and well-differentiated services and how all of us can make money selling them to our customers.  Looking for new services to sell to your existing account base?  Here’s the place to find them.

Hoping that the many of you who were able to make our New Year Celebration had a great time I look forward to getting back to business with more topical, pertinent, timely, high-value content.  This meeting promises to be a great kickoff to what promises to be a challenging year!

PLEASE RSVP via Reply to Howard M. Cohen (hmc@howardmcohen.com) IMMEDIATELY so we get you on the building security list.  I look forward to seeing you there.

Howard M. Cohen
NYC IAMCP Chapter President
US IAMCP Communications Chair
Corporate & Commercial Copywriting
Web Content - Proposal Development
Business Development and Marketing
15 Spector Lane - Plainview NY 11803
516.965.6431
mailto: hmc@howardmcohen.com

Learn more about my writing at www.howardmcohen.com

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Mitra Creative was honored to join our client and partner, Derive Technologies, in the 2008 Marine Corps. TOYS FOR TOTS drive. We were invited to participate by Howard Cohen of the New York chapter of the International Association of Microsoft Partners (IAMCP).

Derive Technologies’ Melissa Wylie & Mitra Creative’s Karl Joseph Ufert with members of the USMC.

The event raised more than $50,000.00 USD in toys and donations. Read the full story on Derive Technologies’ website.

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I had the opportunity to make the kickoff presentation at an important event on Web 2.0/3.0 for Business for the Long Island Software & Technology Network (LISTnet). The event was held on November 13, at the New York State Small Business Development Center on the campus of Long Island’s Farmingdale State College.

I spoke about the origins of Web 2.0 — Tim O’Reilly of O’Reilly Media coined the term back in 2005 — and delineated Web 2.0, and, thinking ahead, Web 3.0 platforms, that can be harnessed by IT Business professionals to more effectively build a living interactive dialogue with their clients, partners and the business community at large. These included Social Networks, Content-Managed Websites (built on licensed and open source platforms) and Blogs. I provided very detailed information about the ways that businesses can monetize these platforms and also extend their brand. This presentation was one slightly modified from another I gave in September and October for Microsoft Partners.

My fellow presenters at the event — both of whom are publishing and media veterans — Arthur Germain, Principal of Communication Strategy Group, and John McCormick, Chief Content Officer of the exciting, new, niche-focused social network, CIOZone, focused on context and the value of the content in social media and on direct application of the technologies to audiences and participants.

We were excited to learn that our talk was covered by Newsday and Long Island Business News. This undoubtedly demonstrates the buzz surrounding the topic for businesses both large and small.

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Election 2008 in the United States is momentus for many reasons. For those of us in the field of interactive marketing, this election has been revolutionary. Because of the times in which we live but also the remarkable strategy of the Obama-Biden ‘08 Campaign, the employment of multimedia — including email, viral video, other digital communications and all of the current (and near-future) social and information sharing principles (as well as technologies) of Web 2.0/3.0 — and of the building of a powerful brand, were decisive factors in the decision of the American electorate. So much so that Senator Barack Obama has been recognized by Advertising Age as “Marketer of the Year”.

Mitra Creative extends our congratulations to Senators Barack Obama and Joseph Biden on their historic November 4 win. We also want to add a nod to Obama-Biden ‘08 Campaign Manager, David Plouffe, on his brilliant work.

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