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The Ryder Cup of Word of Mouth. Sean Moffitt at Agent Wildfire, author of blog Buzz Canuck, just published a list of top 23 U.S. Word of Mouth bloggers. As described by Sean..."...these broad-minded bloggers and company heads have distinguished themselves by trying to understand how ideas spread, online and offline, through a range of different strategies and tactics. In my opinion, they are much closer to the purpose and benefits of web 2.0, co-creation, social networks and other web, cultural and social phenomenon."I tip my hat to him for adding me to the list. I'm honored to be among this group. And I need to work on fulfilling this honor by keeping up on this blog, though these days I do a lot of blogging on Social Commerce and WOM on Bazaarblog.Here's his list of the USA Team:1. Jackie Huba/Ben McConnell - Church of the Customer (Austin, Texas)2. Andy Sernovitz - Damn! I Wish I Thought of That! (Chicago, Illinois)3. Pete Blackshaw - CGM (4. Jim Nail - Cymfony5. Ed Keller - Keller Fay6. Jeremiah Owyang - Web Strategist7. Rohit Bhargarva - Influential Marketing8. Owen Mack - CoBrandIt9. Walter Karl - WOM Study10. Fred Reichheld - Net Promoter - Boston11. Max Kalehoff - Attention Max12. Oliver Blanchard - Brand Builder13. Charlene Li - Groundswell14. Sam Decker15. Joseph Jaffe16. John Moore - Brand Autopsy (Austin, Texas)17. Peter Kim, Being Peter Kim (Austin, Texas)18. Mack Collier - The Viral Garden19. Spike Jones - Brains on Fire20. Ron McDaniel - Buzzoodle21.John Jantsch - Duct Tape Marketing22. Kim Proctor -... (02/24/09 09:00 AM)

What are your 2009 marketing predictions?.

Welcome (almost) to the new calendar year! I hope that the buzz of Christmas is still with you!

It's that time of year where we shift our focus (if we haven't already) to the possibilities of 2009. I'd like to kick that off by asking what your marketing predictions are for 2009? I've started a new site specifically for 2009 marketing predictions. It's at http://www.2009marketingpredictions.com.

So, put on your Nostradamus hat and let me know where you see marketing and marketers heading for 2009 and beyond!

Here are mine (all explained in greater detail here):

1. Marketers apply lessons from the 2008 Presidential campaign.
2. Marketers will measure absolutely everything.
3. Insurgent marketers will win big market share.
4. Customer data will be the most precious marketing resource.
5. Everyone becomes a marketer.
6. Marketers focus on targeting.
7. Consumers expect feedback loops; companies respond.
8. Mobile and location really begin to matter.
9. Tactics will still lead before strategy.
10. B2B Marketers will increasingly seek a 'thought leadership' based approach to marketing.

Post yours here - What are your 2009 Marketing Predictions?

(02/24/09 09:00 AM)

What are your 2009 marketing predictions?.

Welcome (almost) to the new calendar year! I hope that the buzz of Christmas is still with you!

So, put on your Nostradamus hat and let me know where you see marketing and marketers heading for 2009 and beyond!

Here are mine (all explained in greater detail here):

Post yours here - What are your 2009 Marketing Predictions?

(12/28/08 09:00 PM)

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Geoffrey Moore "Provocative Selling" Presentation. Geoffrey Moore presented at Austin Texchange a couple weeks ago. It was a great event. A lot of buzz from 300 entrepreneurs and executives in attendance. His topic was "Provocative Selling: How to Break and Enter Markets...Even in a Downturn". The biggest takeaway for me was that 'leads' don't work when selling something new in a downturn. You have to have the warm introduction and participation from executives, and create a sense that something is missing in the prospect's business without your solution. Geoff gave me permission to link to his slides from our Austin Texchange site here. Also see pictures from the event. Incoming President Charley Dean (Silverton Ventures), Geoffrey Moore, and Sam Decker (outgoing Texchange President) (06/30/08 09:00 AM)

The Gap in Customer Engagement. Late post from the Forrester Marketing Forum Conference I attended a couple weeks ago. The topic was “Customer Engagement”, which is heralded by many publications as the new marketing buzzword. I love buzzwords…they get buzz! Which gets people talking, which gets people trying things, which causes failures, which creates learning, which (hopefully) creates better companies. I digress. The primary research and paper behind customer engagement was conducted by Brian Haven, who’s a great Forrester Analyst. I’ve known him for years and spoken in his workshops on Social networking and UGC. I’m a big believer in the idea of customer engagement. But I have 2 cents to add on where customer engagement comes from and where the gap is in achieving this goal in organizations. The conference was a balance of ideas to measure customer engagement, with tools, principles and experiences that result in more engaged customers. During the show I posted to Facebook “Customer Engagement is a more measured way of defining Customer Experience”. Said another way, Customer Engagement is an outcome…and outcomes (as well as inputs) are measurable. There are a lot of metrics that can point to engaged customers. I don’t think the absolute figures of these measures matter as much as trending to understand if you’re winning or losing customer engagement. But what is a point of customer engagement worth in revenue, margin or saved costs? Some of the metrics for customer engagement – such as time on site, Net Promoter, or Brand awareness -- could track... (04/23/08 09:01 PM)

Who Owns Word of Mouth in an Organization?. At this year’s Word of Mouth Marketing Association Summit (WOMMA) on November 14/15 in Las Vegas, one of the topics will be “who owns word of mouth?” Is it one person in PR or advertising? Product development? Someone on the web team? In some companies it’s someone in PR, who is responsible for blogger relations. But in my opinion, that’s a tiny fraction of word of mouth on a typical fortune 500 brand. In some companies, as it was at Dell, the word of mouth ‘owner’ was someone in advertising who created viral / buzz campaigns. Typically what happens is word of mouth tends to be about the advertising or marketing (not the product. Advertising can amplify word of mouth if the product is good (and they do it right), but if the product/service is no good, advertising effectiveness declines over time. Should word of mouth have an owner? I believe the lack of appreciating and impact for word of mouth is usually because the owner owner is not senior enough and the strategy not broad enough. I believe that word of mouth needs part of many functions' operational roles....product development, marketing, advertising, PR, and especially customer service. Perhaps having one owner, especially too low, means other people don’t feel the ownership. Perhaps the CEO and CMO needs to own word of mouth, and thread it throughout the entire company as a part of the culture. That’s my vote. What’s yours? Join the discussion on this and other Word of... (09/29/07 09:00 AM)

It's Time For Open-Source Hardware. Open-source software has proven that users are sometimes the best designers with products like the Linux operating system and the Firefox browser. The next logical step is open-source hardware, a movement that is gaining ground in design circles. For instance, Chuck Messer at Tackle Design in Durham, North Carolina has developed an open-source jaundice light for developing countries using blue LEDs that can be manufactured for $75 (versus $3,000 to $5,000 for a similar piece of hospital equipment). And he is also involved with the Open Prosthetics Project, which is trying to bring back an updated version of the popular World War One-era Trautman Hook. Similarly, there are efforts to create open-source computers, cars, telephones, and 3-D printers. There is even a venture-backed company called Bug Labs trying to apply the concept to the commercial realm with what sounds liek open-source consumer electronics. As Fred Wilson, an investor in Bug Labs, cryptically puts it:The thing about Bug is that it's not anything like the iPhone. It's closer to Ning. It's all about what people will make with a Bug, not what a Bug is when it comes out of the box. The buzz around open-source hardware is just going to keep getting louder because it is an idea whose time has come. Bringing the culture of participation to physical products is a natural evolution of the open-source, DIY world we are now living in. What open-source hardware/products would make the most sense to build a business around? Comments are open.... (07/31/07 09:01 PM)

Why Facebook will Network Business Users. Facebook launched its open platform in late May, preceded and followed by a lot of buzz. As a (late) early adopter, I launched a profile several weeks ago. I uploaded my contacts and found many professional friends were already on Facebook. People who joined after me did the same thing, and added me as a friend. Today I have 140 friends on Facebook, and growing. I’ve told my team to get on Facebook and introduced colleagues to Facebook. I suppose I’m an evangelist right now, encouraging people to get on Facebook to, if nothing else, experience a turning point in social networking. In the ‘early days’ I was on Ryze, Orkut and eCademy, but I wasn’t very active. Several years ago, I got on LinkedIn. Its superior interface and quality of professional members hooked me. I’ve focused my time there to reconnect with colleagues, find employees, and answer questions. I’ve amassed hundreds of (mostly relevant) contacts. LinkedIn is a superior tool for finding people with relevant business connections or experiences. Now that Facebook is open, how will the landscape of these online networks be affected? For professionals on both networks, which will garner more care and feeding? How will each network evolve, especially after LinkedIn’s announcement of opening its platform to application developers? My prediction is LinkedIn will remain as a business network. It is suited to accomplish tasks: hire people, get answers, find experts/contractors and maintain professional contacts. At the same time, despite its heritage being rooted in fun... (07/11/07 09:01 PM)

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