There is an art to sucking up. Done too blatantly it will backfire. Done too weakly, you won't get what you want. The perfect suck up contains the following elements: Credibility. No matter how good you suck up, if you don't meet the requirements for placement, a job, an interview, whatever, it won't matter, so [...]
Continuing on the theme of Duncan Watts and the demise of influencers and A listers, CNET Networks conducted a three-part study called "The Influencer Study from CNET Networks: Challenging Perceptions." It explored the structure of social networks, the motivations for giving advice, and methods of acquiring information. The results challenge three commonly-held perceptions: "The Few [...]
Avenue A Razorfish released the 2008 Digital Outlook Report yesterday. The purpose of the report is to help Avenue A's clients understand consumer behavior in the digital space. In the report experts cover topics such as media spending, mobile web usage, social influence marketing, the state of search, and behavior targeting. Here are some tidbits [...]
Here's a counter-intuitive thought: Shoppers with less information about a product are happier than those with more information. Researchers at the Tippie College of Business came to this conclusion after conducting a study in which people were asked their opinions of chocolate and hand lotion. One group was given extensive information and the other much [...]
You’ve got to read “Is the Tipping Point Toast?” by Clive Thompson in FastCompany. The gist of Thompson’s piece, based on the work of Duncan Watts of Yahoo Research, is that the theory that a select few “key influencers” matter more than “the rest of us” when it comes to viral and word-of-mouth marketing campaigns [...]
Dave Walker pointed out a very interesting blog post called "Ecommerce Registration Usability Tips." The author(s) analyzed the registration procedure of eighty seven online retailers. One of my pet peeves is sites that don't allow you to use your email address as a user name--he found that only 13% do. Surprisingly, only 1% of the [...]
This summary of an article from the December issue of the Journal of Advertising Research (good luck finding the issue online because I couldn’t) says that common word-of-mouth advertising by regular folks is more powerful than “key influencers.” Which is to say that sucking up to A-list bloggers may not be all that it’s cracked [...]
Google announced the winner of the Adsense Story Contest today: Hometips. This is a site that features free content concerning home improvement, remodeling, repair, redecorating, and do-it-yourself projects. For example, here are tips for hanging Christmas lights. According to the owner, Don Vandervort, the revenues generated by Google Adsense went from paying for coffee to [...]
Continuing on the theme of naming companies, you should read “Company Naming Changes 2006” by Strategic Name Development. 1,900 name changes occurred last year. The company has identified nine categories of name changes: Dog Eat Dog (34%) Too Big or Too Little (29%) Build on the Brand (Building on a Strong Brand) (5%)
I enjoy the process of coming up with a name for a company or product, and the fact that so many domains are taken makes it more challenging and enjoyable. (My latest, greatest is Muchobene.) Halfagain Marketing posted an article called “What’s my name?” which is a very useful list of naming tips. For example, [...]
My interview of Fake Steve Jobs, sponsored by LinkedIn, is tomorrow at 6:00 pm Pacific. If you want to attend in person, click here to register. UStream will also stream it live if can't attend in person. You can click here or return to this posting to watch this embedded player. Also, on November 8th [...]
My buddies at Avenue A | Razorfish provided me this copy of a study called “Fast Forward: Designing for Constant Change.” It consists of thirteen essays and research that explore how consumers’ digital media habits affect the ways that companies should design user experiences and digital brands. The company wrote the report for marketers who [...]
Please join me for a free online WebEx seminar called “The Art of Evangelism.” During this seminar I'll explain the strategies and tactics of evangelism for products and services. I hope you can join me. Tuesday, September 25th 11:00 am Pacific Register here
Have you heard of the concept called “disrupt-then-reframe”? The theory is that you introduce a non-sequitur or unexpected element into your pitch and then immediately inject a call-to-action. The disruption theoretically neutralizes critical thinking and makes a person more susceptible to agree. This concept is the result of a study by Barbara Davis and Prof. [...]
Facebook reduced the number of people that a developer can invite to add an application. The limit went from infinity to ten; thus, it is much harder to achieve critical mass. However, if a developer can evangelize people to invite ten friends each, the outlook is brighter. The question is, “How do you get people [...]
Here’s a video featuring editors and reporters from the Wall Street Journal, Wired, TechCrunch, Seattle Times, and Seattle Post Intelligence discussing how entrepreneurs should pitch the press. You can also read the wrap up if you’re too busy to watch the video. Also, here's a video featuring only Michael Arrington from November, 2006. The short [...]
Lois Kelly is the author of Beyond Buzz: The Next Generation of Word-of-Mouth Marketing. This is her explanation of the top nine types of stories that people like to talk about. If you’re pitching your company to investors, customers, partners, journalists, vendors, or employees and you don’t use at least one of these story lines, [...]
I’m going to the Apple Worldwide Developers Conference to cover Steve’s opening keynote. I’ll post real-time reports beginning at 10:00 am Pacific on Monday morning at Truemors. Yes, this is just another ploy to draw traffic to Truemors. :-) If this isn’t the coolest way to get this message, I don’t know what is: via [...]
A little while ago I was in Hong Kong to make a speech. I visited Stanley Market,—a large bazaar (nothing to do with the Stanley Cup). Mind you, it’s a kiosk compared to the Grand Bazaar in Istanbul, but it’s jammed with stores. Most of the stores carry a little bit of everything: tshirts, shoes, [...]
Susan RoAne wrote the book on schmoozing. Literally: How to Work a Room: Your Essential Guide to Savvy Socializing. The recently updated and revised book is a classic because we will all have to walk into “rooms” that contain meetings, conferences, trade shows, business mixers, fundraisers, and parties and be able to schmooze, make connections, [...]