JB Chicago

We've Moved!

noreply@blogger.com (JB Chicago) — Thu, 11 Mar 2010 15:58:00 +0000

If you're a fan of my blog now, then you are in for some (good) surprises. I am proud to announce the launch of the new and improved leaveittostever.jbchicago.com, which you can find on the new and improved jbchicago.com. You will get the same industry news and musings you have come to love, all from a "big picture" view of a marketing CEO. I have an opinion on everything, so feel free to follow along as I babble. Check it out at leaveittostever.jbchicago.com, and please, let me know what you think of our new site and blog design!

Hashtags: #thankafarmer

noreply@blogger.com (JB Chicago) — Tue, 24 Nov 2009 21:24:00 +0000

Hashtags are where it’s at on Twitter. We gained some huge momentum for our Tetra Pak campaign through the #chocolatemilk campaign because it put our message in front of people who really cared about the message. I love scoping out current hashtags because, just like trending topics, they let me know what people care about right now. My thought this holiday season? Let’s use hashtags for some good by showing our thanks.

A great (and might I say deserving) target: Farmers. While promoting the Tetra Pak campaign these men and women really pulled though – and without them, we would not have the chocolatey goodness that is chocolate milk that we all crave. But more than that, they work HARD. We got to know many a dairy farmer while promoting the chocolate milk campaign, and they are simply good people.

For that reason, I urge you to, in between thanking your grandma for her mac and cheese and your boss for paying your bills, give thanks for farmers. They oftentimes are under the radar, and hey, everyone deserves to know they are appreciated. To show your support, send ‘em a tweet with the #thankafarmer hashtag this Wednesday between 10 a.m. and noon. They’ll be thankful, I promise.

Thanks for Twick or Tweeting

noreply@blogger.com (JB Chicago) — Tue, 03 Nov 2009 17:35:00 +0000

When one door closes another opens, and we love the quality people we met in those opened doors through the Tetra Pak campaign (along with Organic Valley and Hershey's). Yes, the campaign is over, and it was nothing short of a success. We were able to inform the public about chocolate milk served in milk boxes, and how the packaging is better for the environment, as Tetra Pak cartons already have one of the lowest environmental footprints within the packaging industry. One hundred MILLION impressions were achieved, and we took part in the #chocolatemilk Twitter trending topic that had people talking for days.

While working to promote this venture, we stumbled across some people who helped us take it to the next level. With their help, we were able to reach many more people than we could do alone – so to them, we say thank you. Please check out the blogs below; you just might learn something!

http://www.artfulcreativemama.blogspot.com/
http://www.centsible-sawyer.com
http://monaevedesignfarm.com
http://www.opentalkmom.com
http://www.savingdollarsandsense.com/
http://www.easyecotogo.com
http://www.mashupmom.com
http://www.greenlivingguy.com
http://www.got2begreen.com
http://www.nourishinteractive.com
http://www.greenscroll.org/blog/

And if you’re looking for some new people to follow on Twitter, add these to your “these people rock” list:

@LisiSilveira
@YourFunFamily
@NinjaFanpire
@Candyloveinpa
@Agneimanis
@Sprocking
@Fullmoonfading
@Mswecker
@CanmoreRabbit
@angels510

And remember, just because Halloween is over does not mean the message should fade. Visit http://www.momsforhealthykids.com to further your journey toward a healthier lifestyle. Share your tips, tricks and treats (had to!) with others. Again, thank you for your part in making this campaign such a hit.

Make Twitter Trending Topics Work For You

noreply@blogger.com (JB Chicago) — Tue, 20 Oct 2009 20:00:00 +0000

Those of you who use Twitter know how reflective it is of current events. Results are shown in real-time, so if you want to be in the know right now, simply monitor your home page to learn the latest about New Moon, balloon boy and Halloween. (These are sure to change soon!) Trending topics are nothing new, but we at JB Chicago tried a new approach recently... instead of creating our own, we managed to make one work with us.

I've already posted about our social networking campaign for Tetra Pak. For those who need a quick refresher, we are helping Tetra Pak inform the public about the benefits, both for children's health and our environment, of serving chocolate milk (namely Hershey's and Organic Valley) in milk boxes. We have garnered huge traffic on Twitter, but due to a conveniently-timed "Twitter party" and some added push from our influencers, we were able to jump on the chocolate milk hashtag train and get many more people talking.

October 13th was the kickoff of the #chocolatemilk Twitter party, which was about announcing the launch of a new milk mustache campaign. We monitor Twitter activity and noticed the beginning of this trend. JB employees began to reach out to their influencers, asking them to help the trend gain momentum, as it directly related to our current campaign (example tweet: Trick or treat with #chocolatemilk this year on Halloween!! Support those dairy farmers! http://budurl.com/TWEA). The trend became the number one topic on October 13^th.

From there we changed all messaging related to the campaign to incorporate the trend. This meant changing the verbiage sent via a Twitter “machine,” where users, upon receiving a trick or treat tweet, are driven to a landing page where they are encouraged to send their own. The number of these being sent was in the thousands, so the trend continued to hold its own near the top of the ranking. (Though I must admit some of those numbers came from Twitter users who participated simply because they were asking why #chocolatemilk was a trend in the first place!)

The trend began to die down on October 15^th, but it spent a good day and a half in the top 10. Through the use of this tool, we brought some big numbers in for our campaign. Just how big, you might ask? After doing some quick math that takes into account that 1900 tweets per 11 minutes is what equates an average trend, we got 40,219,200 impressions. What does this mean for you? Well, you already know Twitter can help in your business outreach…. But trending topics are the things everyone is talking about – and they can help make that outreach increase threefold. So watch them regularly; you never know when one might be right up your alley.

JB Chicago Launches "Trick or Treat" Campaign

noreply@blogger.com (JB Chicago) — Thu, 24 Sep 2009 16:11:00 +0000

Without further ado, we are proud to announce the launch of our "trick or treat" campaign for Tetra Pak. Our goal is to inform the public about the benefits, both for children's health and our environment, of serving chocolate milk in milk boxes. What began months ago is now a reality, and we are so proud of the final product.

Here's the overview, in a nutshell:

Applications on Facebook and Twitter allow users to send a "trick" or a "treat" their friends. On Facebook you can view which of your friends are playing, and the Twitter app includes a ranking of the scariest Twitterers -- i.e. who is sharing the most.

Our Web app enables you to attach your friends' faces to the bodies of dancing monsters after they "trick or treat" at their doors. And below is the Trick or Treat Me blog, where parents can find helpful (and healthy) snacking tips -- many of which come from the Food Network's Robin Miller.

And the real kicker? Each click within Facebook or Twitter, and each e-mail sent, is a donation to World Wildlife Fund.

We hope our Halloween apps offer a little bit of fun while giving you the opportunity to help others. So please, trick or treat your friends -- each time you do, you are donating to the World Wildlife Fund. Play around and enjoy... we sure are.

Facebook: http://budurl.com/JBFBA

Twitter: http://budurl.com/JBTAp

Web: http://budurl.com/JBWAp

Pow, To The Moon...Alice

noreply@blogger.com (JB Chicago) — Fri, 17 Jul 2009 19:43:00 +0000

Holding up a lighter has long been a staple of any concert-going experience – an experience that has stayed relatively stagnant by wrapping up live music, dancing and outrageously-priced food and drink into one great night. Enter: Twitter. While this microblogging monster is not going to change any of that, it IS adding a whole new element to what many of us previously considered routine. And if it’s any indication of things to come, you might hold off on buying that $250 pavilion ticket – you can simply log onto Twitter and hear the live version, mere minutes after it is recorded.

Leading the charge in this online digitation is Moonalice, a band fronted by venture capitalist and co-founder of Elevation Partners, Roger McNamee. Roger is also co-founder of the band, which played 102 shows in 2008. His Bay Area crew is comprised of GE Smith (former band leader of Saturday Night Live, Bob Dylan, Hall & Oates); Pete Sears (Rod Stewart, Jefferson Starship, Hot Tuna); Barry Sless (Phil Lesh & Friends); Ann McNamee (Ann Atomic, Flying Other Bros.); John Molo (Bruce Hornsby, The Other Ones, Phil Lesh & Friends); Roger McNamee (Flying Other Bros.); and sometimes Jack Casady (Jefferson Airplane, Hot Tuna), with an album produced by T. Bone Burnett. And while McNamee is filling that need to rock on the weekends by manning the guitar, bass and vocals, he and the band are also showing others how they can incorporate Twitter into their music outreach.

How does Moonalice do it? By being the first band to employ the use of Twittercasts, which are live Twitter broadcasts of their shows. Upon completion of a song, Moonalice’s sound team digitizes and uploads it before tweeting out the news. Followers click on a TinyURL link and are taken to a site where they can listen to and download the track – it’s as easy as that. This novel idea is helping the band cover some real ground. After first testing the Twittercast in April, they decided to continue the approach through a couple more concerts. And according to an April TechCrunch article, “because of the live Twitter integration, Moonalice says that its seen 3000 downloads of its music in the past week and a half (from just the tweets and retweeting)” – a number that has surely increased the listenership of this slightly south of mainstream band.

With more than 90,000 followers on Twitter and 6,000 on Facebook, the band has pioneered music broadcasts over social networks. These results are impressive, as is the band's success at using social network tools to build its brand. In fact, Roger McNamee is currently slated to address the topic of the mobile Web prior to a performance in Bend Oregon this August – which further solidifies him as some on the forefront of this trend. I expect this is one trend that really will take off. Music fans are a crazy bunch, and this is one more way they can get closer to the source... so groupies and SoNet junkies alike, rejoice.

For more information about Moonalice, please visit: http://www.moonaliceband.com/
For more information about Roger McNamee, please visit: http://www.elevation.com/EP_IT.asp?id=102

How to Start Right-er with Dean's

noreply@blogger.com (JB Chicago) — Mon, 13 Jul 2009 17:37:00 +0000

$25,000 in Visa gift cards sound good? To 500,000 people, it sure did – and about 50% of the traffic that came to the site was complements of bloggers. This educational site was sponsored by Dean Foods, and the “Start Right, End Right” promotion really put the company’s brands out there. In addition to the multiple Visa gift cards winners received (after entering an entry code, found on the caps of participating milk brands), the site included healthy tips, coupons, custom calendars and fun facts about milk. Add some fun graphics and you get the gist – it’s a branded site that offers helpful health information to families. And it really worked – milk sales went up five percent for the month of January after flat comparisons for months before.

Each of Dean’s 26 regional milk brands across the US had its own branded version of the site, and Kraft Foods worked with each to promote snack suggestions to go with a glass of milk. But back to the aforementioned bloggers, who were a driving force behind this campaign. Dean’s and its allies employed the use of “mommy bloggers,” reaching out to about 30 of the biggest influencers via phone or online conversations in the hopes they would blog about the campaign. “We paid extra attention to the bloggers, early on, and made them aware of the promotion and didn’t try to trick them,” said Rodney Mason, chief marketing officer of Moosylvania, the St. Louis-based agency that handled the promotion. And blog they did… Moms loved the idea, and the educational Web site was a hit for Dean’s.

Now it’s time for my two cents: While reaching out to bloggers was a great start, I think the campaign’s effectiveness could have skyrocketed if some simple social networking elements were added. Nowhere on the site are there “Share This” capabilities… which means while bloggers are included, there was no way to incorporate viral sharing on Facebook, Twitter or any other viral sites. Considering more than two thirds of Facebook’s users are outside of college, and 75% of Twitter users are 18-49, the additional spread could have hit double the amount it did. Bottom line? Great start to a campaign involving social media… but had Facebook and Twitter been involved, Dean’s “Start Right, End Right” campaign could have ended even, er, righter.

How To Do It Big (But Right): B2B and Social Media

noreply@blogger.com (JB Chicago) — Sat, 04 Jul 2009 14:22:00 +0000

So by now you probably realize the potential social networking holds for both you and your company – but you might be unsure as to how you can really use it effectively. A recent Mashable article (HOW TO: Use Social Media for Enterprise Business by Ben Parr http://mashable.com/2009/06/30/social-media-enterprise/) outlines four of the best ways to use social networking from a B2B perspective. Below are his suggestions – as well of some examples of how we are making social media for us:

1. Build a reputation of expertise.

Blogs, according to Parr, are the best way to illustrate your know-how. Sure, a large number of followers can garner a lot of attention, but if you choose to blog about niche topics, and someone stumbles upon your blog when searching for a relative solution, you have hit the jackpot. Become an expert, write about things people care about and interact with fellow bloggers as well as your readers; before you know it, you can become the go-to resource – something we all want.

We operate three blogs at JB: Mine, the graphic design blog (http://www.cuttothepaste.com) and a marketing “newbie” blog (http://www/marketingnewbiekimberly.com). Though we might not have thousands of followers (yet!), we blog about what we know: design and marketing! We blog about things people want to read about: creative logos, outrageous ads, trends in the industry…. And we acknowledge our readers through comments.

2. Research your customers

Get some background on your customers to help keep you in the loop. This means checking out their Facebook profiles/fan pages, Twitter profiles and blogs. You can not only see how they portray themselves, but also how they interact with their own customers. This can help you get a feel for the company in general, as well as what others are saying about them. It would be wise to also be up on their (and your!) industry-wide trends. Google Alerts is one way to do this.

We are heavily involved in the SoNet arena, so simply by having Twitter and FB accounts, we like to think we know a lot about the trends of the minute. Simple tools such as search.twitter.com, hashtags and Google Alerts help keep us informed – because with social media, things are always changing, and if you are not up with the latest and greatest, you can miss out. We monitor the trends, then respond and adapt accordingly… which is the best approach, in our eyes.

3. Ramp up your networking

This one’s pretty obvious: Networking really can help get your foot in the door. Whether it’s by knowing someone who knows someone who knows someone, meeting up through a Twitter meet up or connecting via Linked In, being involved is important. It can help you stand out from the crowd, illustrating you as someone who is connected and socially apt. And we all know its connections such as these that can establish relationships, which can then lead to the signing of a contract.

Within the past year I have met several great contacts through Twitter. These are contacts that tweeted out things of interest to me, which I then reached out to. Since then, we have shared tips and referred one another to potential clients. Really, it’s easy. Be open minded, reach out to others, say something of value and go from there. Changes are if they are using a social site such as Twitter, and you go about it the right way, they will be receptive.

4. Learn from others

This one is really important, especially since social media is constantly changing. See what others are doing and how it is working for them. Learn from others’ mistakes and incorporate elements of their success into your SoNet strategy. You can do this by following the tweets of industry leaders, getting an RSS feed to top blogs and asking questions. We do all this and more. We read sites such as Mashable to learn about, for example, Twitter’s recent changes; we read tweets about apps we are thinking about adding; and we talk to others about their finding, likes and dislikes.

We aren’t perfect, but our ability to learn while rolling with the punches has gotten us where we are today: A company leading the charge in successful SoNet campaigns. All it takes is a little trial and error and a lot of elbow grease… but once you discover how social media can work for you, it just might make all the difference.

Is Your SEO in the Wrong Hands?

noreply@blogger.com (JB Chicago) — Fri, 15 May 2009 20:20:00 +0000

Over the past few years we've built our sites by developing a pretty smart CMS system, and we've have always had the ability to manipulate a lot of SEO energy through this method. We could always control the domain, the title tag, the secondary page naming conventions, meta tags and relevant content, but there was always one item missing: the infamous external linking. In the past we contracted out (like many of you guys have, undoubtedly) to a traditional SEO company, hiring them to populate directories and blogs with the relevant keywords while taking folks to the article within the website to maintain the ole point of origin that Google like so much.

After a few tries at this, and after becoming a little more educated on backlinking, a few things occurred to me:
1) I was trusting our client’s verbage to be controlled by thirty interns typing to get my site noticed by Google, but these individuals had little regard for the clients USP or messaging concerns. That’s a very scary thought.
2) SEO consists of directories and blogs… well heck, that sounds a lot like social networking to me.

With that in mind, I began on a pilgrimage to put the SEO back in the hands of the message providers and evangelists within the company -- no longer in the hands of a group of 20-somethings on their way to the closest watering hole at 5:01 pm. With just a bit of a time committment and a quick lesson on how to navegate and use these sites, employees be empowered to do it themselves. Harnessing the power social networking tools, which are working conjunction with the website, and empowering the client to spread the message to their followers (and Google) -- welcome to Do It Yourself SEO!

The Death of the Database

noreply@blogger.com (JB Chicago) — Fri, 01 May 2009 15:28:00 +0000

My developer and I were banging skulls recently, discussing the goals for revamping one of our client’s online sports radio sites. He mentioned that in order for site users to get the premium info they wanted, we would need to ask for an e-mail and mobile number. He felt that that method was necessary in order to reach out to these folks in the future and create a metric for success.

I started thinking about the lack of necessity when it comes to gathering e-mail addresses and mobile numbers; rather than hinder any traffic, we should give them everything for free – the need to give out personal contact information simply doesn't exist. What is important is giving access to people in the method they desire. It’s my belief that 10,000 e-mail addresses, accumulated in a company database, are less valuable than 2,500 RSS subscriptions, 2,500 e-mail subscriptions, 2,500 Facebook accesses and a captive audience. Why annoy your audience with interruption marketing when you can provide users with the info they want, when they want it and how they prefer it? Meaning, if they want to be notified of a Cubs win or the pregame lineup, give it to them in an RSS feed or post it to their Facebook account when they allow access – don’t inundate their inbox or their cell phone with messages that are reminiscent of SPAM.

The database is dead, but access to information is alive and thriving…

Puzzle Piece #7: Strategy

noreply@blogger.com (JB Chicago) — Mon, 13 Apr 2009 15:13:00 +0000

Once you have all your profiles set up and some knowledge about each site, you need to broadcast your info to reach a waiting audience. The following are the recommended steps to get the most out of social media.

1. Blatant advertising is not appreciated or respected.
For every article you post that was written by your company, post 10 from another source that are relative to your audience. We recommend Alltop for industry-specific articles people will actually want to read.

2. Use budurl.

It not only shortens long URLs, but it also keeps track of numbers as far as how many people are reading your articles. It will quantify your traffic and show you what is (and isn’t) working.

3. Build relationships on each and every site.
Posting information is not enough. It’s important to converse with people by posting on others’ blogs, writing @replies on Twitter, answering questions on LinkedIn, etc. Engage with others – it will pay off.

4. Blogs: get your posts out to a larger audience.
You can autopost your new blog entry through your statuses using ping.fm. If you use this site, it can also track your numbers via budurl.

Other option: Use pingvine.com. This site enables your blog’s RSS feed to automatically update ping.fm (thus, less work for you). This will still update all your statuses, but it has a downside: You can’t use budURL in conjunction with this site, so you cannot track the number of viewers.
To use: Go to pingvine.com and select ping.fm. Enter your blog’s RSS feed (the same one entered into FeedBurner) and your ping.fm application key (click on “application key” to get yours). Now when you update your blog, it will update all microblogs on ping.fm.

Puzzle Piece #6: Reputation Monitoring

noreply@blogger.com (JB Chicago) — Wed, 08 Apr 2009 15:33:00 +0000

Social media allows people to voice their opinions to millions of listeners. Wanna know what they’re saying about you? Use the following sites to monitor your online reputation.

• Google.com/alerts. Subscribe for this service via e-mail or RSS, and updates about you or your company can be sent directly to your inbox.

• Technorati.com. This site, according to Schawbel, is the “largest blog search engine in the world.” It can track any blog that links up to yours and send you RSS updates when someone is talking about your company.

• Backtype.com. If searching for your company amidst blog comments is your concern, this is your site.

• Backtracker.com. Discussion boards are a go-to to people looking to vent —and have others share their similar experiences. Get an instant update if you and yours are mentioned.

• Search.twitter.com. The URL says it all: Use this to search for any tweets related to your business.

(They are some of the best, based on the blog post titled “5 Free Tools for Personal Reputation Management” by Dan Schawbel.)

Our fave? Trackur.com. It scours the Internet and provides extras (like charts and filters) that other sites don’t.

And remember, if someone is talking badly about you or your company, instead of simply taking offense and dwelling on negative comments, address them — and take the criticism for what it’s worth: a chance to grow and learn.

Puzzle Piece #5: Social Bookmarking

noreply@blogger.com (JB Chicago) — Tue, 24 Mar 2009 18:28:00 +0000

Telling you to add the “share this” bookmarking feature had a purpose – to get you some face time on social bookmarking sites. Once an article/press release/etc. is created, adding it to bookmarking sites like Del.icio.us and Digg could potentially get your information out to thousands of viewers (if not more!).

These sites are great because your material is shown to people who are interested in the things your company is interested in. Traffic can be directed back to your site, relationships can be forged and your information can be shared with an educated, captivated community. It’s free advertising, placed in front of people who actually want to see your stuff. So basically, it’s a no brainer.

The following are just a few of the top social bookmarking and sharing sites. Noted are their strengths, weaknesses and potential business drivers.

Del.icio.us: 317,747 people per month (as of 2/28/09)
• Save all your bookmarks online, share them with others, and see what others are bookmarking
• You can access the sites from anywhere using your login info, and there is an
ability to set some as private (i.e. work- or client-related sites).
• This site would be great for organizing websites.

How to bookmark on Del.icio.us:
• Once logged in, simply click on “save a new bookmark” and enter the URL of the site you want saved.
• Click next, and enter notes and tags (to help you remember what the site is all about).
• You can select whether or not you want this site to be kept as a private bookmark.

StumbleUpon: 1,145,760 people per month (as of 2/28/09)
• Users choose their interests (cooking, business, advertising, etc.) from a list,
install the StumbleUpon toolbar and then a click of the “stumble” button takes
them to a site they might like.
• Users also click a button to say whether they like the site or not, and
StumbleUpon keeps track of the sites you like.
• Others can access your favorite sites by viewing your profile.
• This is more of a promotional vehicle. Add images and short articles and expand your network so others see the sites you have in your arsenal.

How to add favorites to StumbleUpon:
• Once you create an account, go through the topics and click on those that interest you.
• Opt to have the StumbleUpon toolbar installed, so from whereever you are on the web, you can simply click “Stumble” and you will be shown a site you might like.
• For each site shown, click either “I like it” or the thumbs down icon, and StumbleUpon will keep track of your preferences.
• If you discover a site you want added to StumbleUpon, click the “I like it” icon and fill in the site’s information.
• All the sites you liked will be saved on your profile.

Digg: about 23,900,000 people per month (as of 2/28/09)
• All news articles, videos, images, etc. are submitted by the community.
• Once something is submitted, other people see it and digg what they like best.
If your submission receives enough diggs, it is promoted to the home page of its category — or the front page for millions of viewers to see.
• Users can customize their home page and see only stories they would be interested in.
• Use this for promotion by adding some new media to the mix. Submissions will be posted under “upcoming stories,” where viewers look and either “digg” them or don’t.
• People see what you digg, so be active on the site and others will want to see your favorites. Add all forms of media to this site.

How to add favorites to Digg:
• Once you are logged into Digg, simply select “submit new” at the top of the site.
• Enter the URL and select which type of media it is.
• On the next screen, enter the title, a description of the site, choose a thumbnail and the topic you want it associated with (such as Business and Finance or Educational and submit the story.
• Digg will keep track of your favorites and share them with others.

Reddit: 1,347,084people per month (as of 2/28/09)
• The site aims to have what’s new and popular on the web. Users customize what they’re interested in. Votes train a filter, so the site only shows users things they might like.
• You determine what shows on your front page by saying if things are “hot” or “cold.”
• Use this as another promotional vehicle by uploading new sites — submission
titles are key to gaining recognition.
• Best for posting short articles and blogs.

How to add favorites to Reddit:
• Once you have signed in, click on “submit a link.”
• Simply enter the URL, title and category, and the post is submitted.
• Your faves will be saved, filed and shared.

Puzzle Piece #4: Site Management

noreply@blogger.com (JB Chicago) — Mon, 09 Mar 2009 18:32:00 +0000

Now that everything is up and running, you will need to take some steps to ensure your sites work for you. Once those profiles have been created, use ping.fm to manage your info through broadcast and inbound. It will send updates to your statuses, blogs and microblogs. (Note: When signing up for social networking sites that allow you to connect or link with others – don’t! Ping.fm will do this for you, and choosing to connect will only double post – a big “no no” in the social media world.)

•Format Google to show your most important information – on your homepage.
•Simply install iGoogle on your desktop and select the Google Gadgets you want on your homepage.
•You can download gadgets that allow you to see Twitter, LinkedIn and Facebook updates. You can also keep ping.fm open, which allows for quick updates.

•RSS feeds: They’re a way for you to get a quick list of the latest story headlines online from all your favorite websites and blogs all in one place.
•Use these to your advantage. People who like what you say can subscribe to your messages and get your updated material on your blog, for example, instead of subscribing to an e-mail blast that constitutes interruption marketing. Anywhere there is an RSS icon, readers can simply click on it and receive your updates.
•Internet Explorer has RSS capabilities built in. Users can subscribe by clicking on the icon and receiving updates via their RSS Reader of choice.

•A program such as FeedBurner (the best we have found so far) can grab the code from your blog, for example, and post it in the areas you deem useful, which broadens your reach.
•Note: Watch out for duplicates with FeedBurner; if you have it automatically post updates to some sites and you also use a connector site such as ping.fm, overlapping can occur.

Puzzle Piece #3: Reaching an Audience

noreply@blogger.com (JB Chicago) — Mon, 02 Mar 2009 17:05:00 +0000

Once you have completed the setup, it is time to put these sites to work. Below you will find the recommended sites, their uses and the recommended steps you can take to get things rollin’.

MySpace: do not disregard this site – you may not see it as your target audience, but with over 68 million people visiting a month, can you afford to ignore it?

This site has heavy traffic in terms of music and visual arts -- interactivity is a huge part of its success. If you have videos or graphic design work, this is the perfect place to display it.
Make sure your profile contains a link to your company site.
Find friends by searching by name, e-mail address or display name.
Expand your network by searching profiles for people with similar interests, and perusing groups applicable to your business.
Maintain a personality on the site by updating your material often (at least twice a week), joining groups and conversing with people who take an interest in your posts.

Facebook: this site is perfect for grabbing the attention of educated professionals.

To reach out, you can import your contacts from Outlook, import your AIM buddy list or Windows Live contacts, or search via a specific school or company. The site will also recommend new connections based on your own network and information.
Make sure your profile contains a link to your company site.
Post new material at least twice a week, and join and participate in groups. Use the events, photos and notes features whenever possible to keep your page current.
Create a business page in addition to your personal page by simply clicking on “Advertising” at the bottom of any Facebook page, then “pages,” and “create a page.”
We recommend creating a company page with an interesting, catchy angle. Have your creative topic be the name of the page, and your company’s name the secondary title.

LinkedIn: This is the go-to site for when you want to reach a skilled audience, as it allows networking among professionals.

Find connections by importing your e-mail/address book connections. Also, once you enter your company information, the site will recommend new contacts.
Make sure your profile contains a link to your company site.
Maintain a presence by joining relative groups and participating in the questions and answers section. Pose thoughtful questions, and only answer when you truly have something helpful to provide. Browse this section regularly.
Other apps allow you to upload and share presentations, collect data for polls and more.

You Tube: use this site for viral marketing.

Post videos your company has created to an audience of millions.
Be sure to link back to your website or embed it in your site or blog – this directs viewers back to your company.

Flickr: Share visual content in a way that engages viewers.

Upload pictures and videos to share with your audience.
You can organize and tag them, which makes them easier for others to find.
Join groups and create new contacts as you become more involved in the site.

Twitter: This is a hugely popular service that is not going away any time soon. It is the best vehicle for frequency outreach and reaching the masses. It truly is the billboard advertising of today – minus the cost.

Finding a market

Twitter has search capabilities, so use them – find people you know, people you think sound interesting and people you think want to hear what you’re all about. Research shows about 15 percent of the people you follow will then follow you.
Tweet using the budurl service so you can track readership numbers.

Fixing the numbers

Once you have a base of followers/ followees, use Twellow.com to find industry-specific people to follow.
Employ the Twubble service (http://www.crazybob.org/twubble/) to expand your circle. It searches your friends’ friends and suggests new twitterers for you to follow. Remember, it’s quality, not quantity.
Twitter Karma gives you a full list of who you follow and who follows you, so you can see how they compare. You can filter the results in different ways and it shows you how your numbers are stacking up so you can do some purging if need be.

Blogger: there are many blogging sites out there (WordPress, Blogdrive, LiveJournal), but Blogger is our personal fave.

Use your blog to create personal brands, which can then in turn add value and credibility to the corporate brand.
Make the content useful and entertaining. Do not simply blog about company achievements – make the copy personable, and give readers a reason to return.
Make your blog title catchy and your headlines creative.
Keep is short and sweet.
Include links and keywords.

Add the “Add This” function to your blog. This will allow others to share your posts.

1. First, log into addthis.com and click on “Get Your Button.”
2. Select the options you want. For our purposes, we selected the following options: What kind of button? Sharing/bookmarking. Where? On a blog. Performing platform? Blogger
3. Open a new tab for blogger. Log in and click on “View blog.”
4. Select “customize,” then “edit HTML.”
5. Click on “expand widget templates.”
6. Go back to the AddThis tab and copy the code you were given for your blog.
7. Return to the tab that contains your blog. Insert that code directly after <div class='post-footer'> tag within your blog's HTML.
8. Save your settings. Now the AddThis button will appear after every blog post you write.

Add the Simplaris Blogcast application to your Facebook account.
Search for and add the application within Facebook.

Search for and add the application within Facebook
Within the settings, add your blogspot address.
Recommended settings: times automatic, one paragraph, send to my blog, show pictures

Note: If you use Blogger, you cannot have ping.fm update your blog on Facebook. Instead, download the Simplaris Blogcast app in Facebook using the above suggestions and your friends will be alerted when you create a new post.

Twitter Gives Light to Community Outreach

noreply@blogger.com (JB Chicago) — Thu, 26 Feb 2009 17:32:00 +0000

What was life like before Twitter? I can hardly remember the days before I received HotAmishChick’s updates (example tweet: “Tobias: ‘Wow! How many bonnets can one girl own?!’ Me: ‘Four.’ We lead a simple life.”), and Meanbot’s mean-but-funny retorts (Meanbot is “seldom misquoted by her children. In fact they usually repeat word for word the things she should not have said.”). But all jokes aside, Twitter had proven some very real worth in the business world, and it has also opened the door to some great things going on in the field.

Case in point: While perusing Twitter this month, I saw some tweets about an event aiming to help school age children in Texas get healthy. For some reason or another it caught my attention, and I decided to dig into it to see what it was all about. Some quick research showed me this: The National Dairy Council, in conjunction with numerous other organizations like the Houston Independent School District, spearheaded a “Healthy Kids, Healthy Schools” summit this past weekend. This working session brought together forward-thinking individuals willing to take charge in eliminating childhood obesity. Suggestions were made, projects were defined and challenges were addressed – all in an effort to help Houston-area students be more fit and healthy.

A recent blog post by Seth Godin (http://sethgodin.typepad.com/) included this paragraph: “Just like every powerful tool, the impact comes from the craftsman, not the tool. Marketing has more reach, with more speed, than it has ever had before. With less money, you can have more impact than anyone could have imagined just ten years ago. The question, one I hope you'll ask yourself, is what are you going to do with that impact?”

In my eyes, the National Dairy Council decided to use its impact to do the best type of marketing: the type that helps others. It is a great principle on many levels, as the National Dairy Council will be affiliated with a summit that is all about creating change – and members of the council are taking time to educate people in the hopes of bettering their lives. The council attained quality face time with the community, but the fact they are taking time to make a difference is something great to have associated with its name. Companies can often seem unattainable and impersonal, but through efforts such as this, they can attach a community-outreach persona to their name while helping our youth improve their futures. I’m glad to see there are still some organizations out there that are promoting good.

Puzzle Piece #2: Social Networking, Microblogging and Blogging Sites

noreply@blogger.com (JB Chicago) — Mon, 23 Feb 2009 19:51:00 +0000

Once you get the gist, it’s time to get rolling. First, you will need to create profiles on the following top social networking, microblogging and blogging sites:

Social Networking:
1. MySpace
2. Facebook
3. LinkedIn

4. You Tube
5. Flickr

Microblogging:

6. Twitter

Blogging:

7. Blogger/Wordpress

And, just in case you are wondering what the microblogging/blogging is all about, here is some background for you:

Microblogging sites (i.e. Twitter) allow you to post short versions (around 140 characters) of what you are up to. You can post a new article, blog entry, or article as a “tweet,” status update, etc, which others can then view.
Blogging sites allow for more room and greater versatility. Write relatively short posts that will engage the reader

Puzzle Piece #1: Intro, Overview and your Company's Web site

noreply@blogger.com (JB Chicago) — Wed, 18 Feb 2009 15:00:00 +0000

Those of you who have been reading my blog know I am pretty heavy into social media. Recently I posted a PowerPoint presentation that was a year in the making; it went into the nitty, gritty details of not just why but how you should go about using social media for your business. We call it the “Social Media Puzzle,” and it is our humble attempt is trying to piece it all together. Granted, new applications are coming out all the time, so things might change as some programs become outdated. But for the time being, this is our process (broken down into text). Here is section one – stay tuned for more!

Social networking truly is the new way of the world. With print on the decline and the number of bookmarking, sharing and blogging sites increasing every day, this is one medium that is demanding attention – and it’s either get in or be left in the dust. When used correctly and effectively, these sites have the power to deliver news to more people than you ever dreamed possible. However, it is quality over quantity, so the following are our notes on the best way to get your message out to an interested audience.
The process is simple – here is an overview:
1. Build your Web site to talk to others by making sure your home page has “Add This” features.
2. Post links and news (such as press releases and authored articles) on your
company’s home page.3. Reach an even greater audience th
rough Twitter, YouTube and Flickr.
4. Push your info out by posting those same URLs via ping.fm on social networking sites via personal and company-related outlets.
5. Employ the use of RSS feeds to update your info.

Your Web site:
First and foremost comes your company website. When people are googling and find your company’s site, you need to make sure it delivers by outlining more than just your services. Promote your news and social media connections by:
1. Posting your news on your Web site
2. Providing quick links to social sites on your Web site
3. Adding bookmarking tools such as the “Add This” feature to your news, events and blogs

When thinking about the best way for your company to go about this, keep this in mind: You want people to be able to view your information where they feel most comfortable. Whether that be on Facebook, MySpace or any other medium, you want to give them that option. Additionally, you want them to be able to share your news and blog posts. The ability to send the info outward is important, as is the ability to get the info when it’s wanted. RSS feeds allow this.

The Social Media Puzzle: A Noble Attempt at Piecing It All Together

noreply@blogger.com (JB Chicago) — Thu, 05 Feb 2009 18:22:00 +0000

Social Networking Ppt

Publish at Scribd or explore others:

Top 10 Oddly Entertaining Twitter Moments

noreply@blogger.com (JB Chicago) — Thu, 08 Jan 2009 21:56:00 +0000

1. http://www.vimeo.com/1426538.
Actress Felecia Day of Buffy the Vampire Slayer and Bring It On was in attendance at a Dr. Horrible’s Sing-Along Blog panel. She had a part in the internet musical, and the stars were in attendance to talk about the movie. When asked a question, however, Felecia appeared caught off guard -- then admitted she had been “twittering” under the table. Laughs ensued (come on, you know your mind went there too), and her reaction just makes you want to give her a hug... or two.
2. http://blog.wired.com/27bstroke6/2009/01/twits-get-phish.html
First, let’s set the record straight: the Britney Spears and Barack Obama tweets sent out by a hacker – not so funny. However, while we do not in any way condone phishing of any type, the Bill O’Reilly “is gay” tweet just has to make even the diehard Fox News fan chuckle – especially when you imagine the rage that inevitable followed .
3. http://mashable.com/2008/10/31/great-twitter-moments/
So a girl is on a date, thinking everything is going great. Conversation flows, laughs are shared and a follow-up is already planned. Since he mentioned he is a Twitterer, she logs on to thank him for an evening well spent – only to discover every time she got up from the table, he was tweeting about how, well, not great you are. Sound like a nightmare? It happened to Andrea (real name and Twitter ID withheld). Moral of the story? Aw, heck who cares… let’s just leave it at this: he's not going home to mother.
4. http://twitter.com/MeanBot
For those out of the loop, Twitter Bots are Twitter users that basically generate information, whether that be by request or just whenever it becomes available. There are Bots that give stock market updates, Bots remind you when you have an important meeting and Bots that tell you how much you should tip. But there is one that stands out from the pack – it is guaranteed to make you laugh (ok, or cringe). With the moniker of MeanBot, it should be no surprise that comments include“…is wondering: Why is it that most nudists are people you don't want to see naked” and “…has teeth that are so yellow that when she smiles the cars start to slow down.” Follow at your own risk.
5. http://www.quickonlinetips.com/archives/2008/11/girl-in-your-shirt/
Girl in Your Shirt like the classier sister whole of the “getting tattoos of a company’s name for major moolah” craze. For as little as $75, Jenae will wear your company’s T-shirt, talk about your company, and create promotional postings for Twitter (as well as Flickr, YouTube and various others). While the idea might seem crazy, it has taken off like crazy – and even spawned some copycats (yes, Jason Sadler, we are talking about you). Getting paid to wear T-shirts might seem funny… but don’t you wish you had thought of that?
6. http://www.alleyinsider.com/2008/12/getting-fired-at-yahoo-a-twitter-log-reprise
Instead of going out to the bars for three nights straight like some might do when fired, Ryan Kuder decided to make his experience enjoyable to others by tweeting about it. During a time most others would be maintaining a delicate balance between rage and fear, he released such gems as “On the plus side, my commute just got a lot shorter,” and “Thanks to everyone sending the positive tweets. I've got plenty of free time now so just let me know if you want to meet up for lunch.”
7. http://garyvaynerchuk.com/2008/04/02/april-3rd-2008-is-good-people-day-pass-it-on/
Here’s a trend with a heart: April 3, 2008 was deemed “Good People Day” by Internet celebrity Gary Vaynerchuk. He thought it was due time to give credit to those people who are important but might not get told they are appreciated. Gary told others to use various forms of social media (hello, Twitter!) to sing the praises of the great people in their lives. Using the idea that “we are the media,” he pushed others to take control – and that they did, as the day was a success. (Thanks to Doriano Carta at Mashable for this one! http://mashable.com/2008/12/19/twitter-2008/)
8. http://lordmatt.co.uk/item/1219/
The Lord Matt Borg is another attempt at a Twitter experiment, though this one is less game-oriented and more, shall we say, alter ego focused. Lord Matt (I kid you not) created this account to showcase how it works when you try to completely automate social networking profiles and responses. Matt hopes the Bot will eventually @reply and make sense, as well as be seen as fun and useful – much like himself, though less cool, of course. This is one experiment worth following.
9. http://www.techcrunch.com/2008/03/16/a-funny-moment-at-the-flickr-party-tonight/
Michael Arrington was @ a flickr party when Dan Farber, editor in chief of CNET, mentioned he recieved an e-mail saying his company bought another for $58 million. The report came from a post seen on Twitter and was definitely news to him, so he and others at the party began making some calls, sending e-mails and contacting people at Digg. The rumor was squashed, but it was enough to send the party into a downward spiral for a handful of people – and enough to bring some Twitter ridicule to the man who posted the rumor that sent shockwaves. (We will have some pity on the poor guy and leave him unnamed!)
10. http://colorwar2008.com/March 2008 brought about the launch of an experiment by Zefrank. The premise for Color Wars was simple: internet teams compete for prizes (a la color wars at summer camp – remember that?). Hundreds of teams formed, and games such a rap battle remixes and scavenger hunts quickly became all the rage. However, the sensation was short lived and chaos ensued – bringing an end to what might have been the supreme adult playground. (Thanks again, Gary! http://mashable.com/2008/12/19/twitter-2008/)

Top 10 of the Top 10 Lists

noreply@blogger.com (JB Chicago) — Wed, 31 Dec 2008 17:02:00 +0000

10. Ten Most Beautiful Social Networks- Stan Schroeder of Mashable

9. Top 10 Most Annoying Things About Facebook- Andrea Grimes of heartlessdoll.com

8. Top 10 Mobile Marketing Campaign- Eric Wheeler and Gene Keenan from the Mobile Marketing Forum

7. Top 12 Tech Embarrassments in 2008 (because 10 just ain’t gonna cut it)- JR Raphael of techcult.com

6. Ten Marketing Lessons from the Barack Obama Presidential Campaign- David Meerman Scott

5. Top 10 Signs That Your Online Marketing Has Hit the Wall- Anita Campbell of Small Business Trends

4. YouTube’s Best of 2006- The Huffington Post

3. Top 10 TV Ads: Time

2 . The Year in Tweets: 10 Most Memorable Twitter Moments of 2008- Doriano "Paisano" Carta of Mashable.com

1. Top 10 Viral Videos- Time

Saving Face: Online Reputation Monitoring

noreply@blogger.com (JB Chicago) — Mon, 29 Dec 2008 18:15:00 +0000

Admit it--you’ve googled yourself. The results were probably things you expected: some of your social networking profiles and things you published in the past, as well as links to someone fortunate enough to have the same name as you. But what if you did a search (of yourself or your company) and the results horrified you? And no, we’re not talking someone posting an embarrassing story about your teenage indiscretions. While that is enough to upset some, it can get much, much worse. An enraged former customer could launch a hate-filled campaign via a blog, a fired former employee could leak company secrets thanks to the relative anonymity of cyberspace… the possibilities can be enough to keep you awake at night. Before we make you paranoid, know this: there are steps you can take to protect your online reputation. And while you cannot do away with anyone’s right to post his opinions, you can handle such situations with dignity and care.

A quick google search of JB Chicago bring up the usual: our home site and our Linked In, Facebook, Behance, blogspot, Elance and MySpace profiles come up on the first page. Further pages have links to testimonials on our site and press releases, but so far, it appears we are in the clear. But there are many more ways to check what other are saying about you—and checking them is highly important if you care about your online image. The following are some of the best, based on the blog post titled “5 Free Tools for Personal Reputation Management” by Dan Schawbel (find it at http://ping.fm/wQwWG):

1) Google.com/alerts. Subscribe for this service via e-mail or RSS, and updates about you or your company can be sent directly to your inbox.

2) Technorati.com. This site, according to Schwarbel, is the “largest blog search engine in the world.” It can track any blog that links up to yours and send you RSS updates when someone is talking about your company.
3) Backtype.com. If searching for your company amidst blog comments is your concern, this is your site.

4) Backtracker.com. Discussion boards are a go-to to people looking to vent—and have others share their similar experiences. Get an instant update if you and yours are mentioned.

5) Search.twitter.com. The URL says it all: Use this to search for any tweets related to your business.

If a real-life example is what you need to make this hit home, take a look at one of the most entertaining companies of our time: Cirque Du Soleil. A powerhouse known for its innovative and visually stunning performances, it caught major flack when promoting Criss Angel’s “Believe” show. Though what crowds said was not slanderous or vengeful (for the most part), it could not be left alone. Granted, Criss & Co. were still working out kinks before it debuted in Vegas, but the majority of those who attended the performances were highly disappointed. According to an article by Las Vegas Review-Journal’s Doug Elfman, titled “Angel's 'Believe' Magic: Miffed Fans Disappear,” it was called a “waste of time,” a “dead end” and “appalling.” Cirque fans took to blogs, blasting the show and Cirque’s affiliation with it, and harsh feedback poured in throughout numerous outlets.

The company’s social media manager, Jessica Berlin, addressed this issue at this year’s PubCon conference in Las Vegas. She said some people felt they had “strayed from their core values,” and a charge like that was not something her company could overlook. They hired a social media marketing agency, which helped refocus the public’s attention as well as emphasize the fact the show was still in preview mode. Cirque Du Soleil also began to monitor some of the aforementioned “image-monitoring sites”—plus more.

In an effort to turn things around, they increased their activity on social networking sites. Blogging and releasing info via networking sites was encouraged for employees, which allowed the company to make their company seem more personal. Berlin says this helped them build a community by allowing others to provide comments and suggestions.

And while Cirque critics and advocates alike were providing feedback, Cirque was forthright in providing some info as well. Select bloggers were given access to company news, then encouraged to share it. So instead of fearing what was going to be written, Cirque realized since they cannot control public opinion, they CAN make sure bloggers and journalists alike have info to work with—info that came straight from the horse’s mouth.

This entertainment company is one example of how surviving and learning from a bad experience can create something great. Berlin said the company now strives for a sense of transparency because customers appreciate honesty—and the better the clients/customer relationship, the smoother things go when a crisis does hit. She also emphasized the fact that listening is a huge part of gaining this transparency, because the public opinion truly can make or break a company.

So use the above tools to monitor public opinion of your company. If someone has a problem, instead of simply taking offense and dwelling on negative comments, address them—and take the criticism for what it’s worth: a chance to grow and learn. And above all, see social networking (and the tools to measure and monitor it) as an opportunity to build trust and gain helpful insight into the way things are really going—then make changes accordingly.

The P's and Q's of Social Bookmarking

noreply@blogger.com (JB Chicago) — Mon, 15 Dec 2008 21:45:00 +0000

Social bookmarking, social networking, social submission: these terms are on the lips of anyone looking to build a community—and as a result, their business—online. The number of sites is growing every day as various niche sites arise, and their various uses are worth looking into. Whether you want to bookmark your favorite sites; see what others marketing-minded folk are viewing; add your own site to the mix; or any combination of the three, these sites are extremely cost-effective ways to showcase your prowess of your company. The following are some of the sites we feel are the most promising:

Del.icio.us: This bookmarking site allows its users to save all their bookmarks online. It also allows them to share them with others in the community as well as see what others are bookmarking. Del.icio.us will recommend new sites users might like, as well as the most popular. Users apply tags to the sites, which help when trying to find, share or categorize. It’s great for work-related info because you can access the sites from anywhere using your login info, and there is an ability to set some as private (i.e. client-related sites).

StumbleUpon: Users choose their interests (cooking, business, advertising, etc.) from a list, install the StumbleUpon toolbar and then a click of the “stumble” button takes them to a site they might like. Users also click a button to say whether or not they like the site, and StumbleUpon keeps track of the sites you think are worth seeing again.
Don’t use this site for bookmarking reasons, as organizing info can be better served elsewhere. Take advantage of the networking aspect—it comes into play because others can access your favorite sites by viewing your profile. Add sites you come across, tag them appropriately and others will see those as well—so make your presence known on the site and others will be more inclined to check out your faves.

Digg: One hundred percent of the news articles, videos, images, etc. on Digg are submitted by the community. Once something is submitted, other people see it and digg what they like best. If your submission receives enough diggs, it is promoted to the home page of its category—or even the front page.

Users can customize their home page and see only stories they would be interested in. However, there is no bookmarking capability to organize info, and no way to keep information private. You do not add tags; the site keeps track of your history and recent history, which is public record. This is another site that’s great for shameless self promotion.

Reddit: Much like Digg, this site aims to place what’s up and coming in front if its subscribers. Basically, users customize what they’re interested in. According to the site, those votes “train a filter,” so users only see things they might like. (You determine what shows on your front page by saying if things are “hot” or “cold.”) Also, Reddit has no advertising, which some people prefer.

Yahoo Buzz: The site, much like its name suggests, gets popular topics from searches Yahoo searches. Then it displays the most popular stories within those topics based on activities like voting (either “buzz up” or “buzz down”) and the number of stories e-mailed to friends. People can then comment on those stories, and the most “buzzed up” stories might end up on Yahoo’s home page.

According to the Yahoo Buzz FAQs, it’s different from StumbleUpon, reddit, etc. because the rankings “also take into account things like trends in search queries on Yahoo Search, the number of comments left on Buzz, and the number of times that content is shared with friends over e-mail from Buzz.”

Yes, the options can be overwhelming, but the good news is, there is no harm in choosing too many. The majority of these sites have the same purpose: to expose you to new material, which you then get to deem worthy (or not) of your attention. And you get to add to that new info, which means increasing your viewing audience exponentially. Add new content on a weekly basis (at least), and make sure it is nowhere near run of the mill—posted information that is seen as “cold” or not “dug” fades quickly. In a perfect world everyone would love your company info, but patience is key—as is participation. Making a name for yourself and establishing a good (i.e. not pushy or ego driven) reputation are two of the first steps. From there, it’s important to stay involved.

Network by checking out other’s favorites, and offer relevant comments whenever applicable. And be sure to check out submission tools such as Social Poster and Post Toaster, which allow you to upload your material to many sites at once. The odds of your material reigning supreme on any given site might be low, but just like mom always said, you never know unless you try—so get out there and explore.

Rethinking the RFP

noreply@blogger.com (JB Chicago) — Thu, 11 Dec 2008 16:25:00 +0000

This is the time of year when people are rethinking their habits. It’s a time to reflect and improve—heck, you can even refashion what it means to be you. Whether it’s actually using that dusty gym membership, resolving to be more proactive or challenging yourself to become a model citizen in all facets of the word, the new year is full of hope and promise. But one change you might think about adding to your list is one that has yet uncharted potential, and it involves a fairly rudimentary practice within the marketing world: request for proposals (RFPs).
Intrigued? So were we. There is a small wave gaining momentum, and it requires taking a look at the supposedly tried and true RFPs. Some companies have found that upon examination, this systematic approach just might not be the best way to go. We all know the drill: company X outlines what it wants included in a proposal, and company Z does whatever it can to meet the requirements within the given price point. However, company Z is competing with others to provide the best options with the lowest prices. A winner is chosen and a contract is signed, then the process continues.
Some companies choose to veer off the path a little. We here at JB Chicago have sometimes opted to take a risk by coming back to company X and saying, “You know, we think we have a better way to do this.” Is it risky? Yes. Does it pay off? Sometimes. But does it allow for more creativity from the marketing end? Definitely.
However, this is not the aforementioned “wave.” A case study in October’s Marketing News (“Stop the RFP Madness” by Jeff Borden) highlighted how one advertising and communications agency, Fletcher Martin, is no longer seeking out RFPs. Instead, the Atlanta-based company now charges fees based on whether or not their firm delivers. This change was made after staff members realized none of what they felt were their best recommendations within the past 10 years were even put to use. Their new model now means clients pay Fletcher Martin to complete basic strategic summaries and assessments, during which they have full access to all employees, customers, research, etc. If they like what they see initially they can purchase the campaign, and fees are then based on the results.
Admittedly, this approach is not without its downsides. It can be intimidating and unfamiliar to those who see no problem with RFPs. And it also limits the number of potential clients Fletcher Martin can sell because, according to President Andy Fletcher, “Our assumption is that we’re not the right agency.” Time and research are essential before a right fit can be determined, but in once it is, the aftermath plays out fairly for both the agency and its client.
That perfect fit can make all the difference. When you boil it down, doesn’t every agency long to do what it’s great at—and doesn’t it pay off for everyone in the end? A speech by Blair Enns, delivered to the Annual Congress of the Bureau of European Design Agencies in Berlin, Germany on March 23, 2007, really drove the “question the method” message home. When addressing use of RFPs, she said clients ask for information in this format because they can. They have the power to demand your agency’s best work for free because you don’t say no—you want the work. And clients are also afraid—they don’t want to select the wrong agency, they don’t want to waste their money and they don’t want things to take a wrong turn after signing with the agency. They ask for as much as possible upfront because they do not want to make a mistake.
This all makes sense, but Enns has the real use of this method narrowed down to what she calls the industry’s “dirty little secret.” And what is that, you ask? Agencies have an “addiction” on the presentation. And by this, she means the unveiling of our work. It’s the moment of truth when we want to hear the magical words: “It’s perfect.” It’s the thing that gets us out of bed in the morning and it’s the thing that our dreams are made of at night.
So what is the solution? It’s never cut and dry, but for the most part, it involves some thinking outside the box. As Enns points out, “For an industry that is supposed to think differently at every turn, this creative thinking seems rare on the business side of the design business.” She says an agency’s “ability to win without pitching is an indicator of their strength in the marketplace.” Whether or not Fletcher Martin’s approach will work across the board has yet to be determined, but their forward-thinking model is enough to make one think. Yes, it is a time for rethinking our lives—could it be time to rethink our business practices as well?

Trying out Ping.fm

noreply@blogger.com (JB Chicago) — Wed, 03 Dec 2008 15:33:00 +0000

Alright, I've spent a lot of time trying to coordinate all of my social networking vehicles using everything from twitterfeed, feedburner, link splicer and facebook apps... but now I am trying the almighty ping.fm. This blog post is actually running through it as well... so lets see if she works.