How to Connect with Your Customers / VIP article, read ;)

Why is that engaging? By providing collaborative filtering, it directs the Rider (our rational side), while it motivates the Elephant (our emotional side) [see more about the metaphor]. The company that integrates both components while it shapes the Path gets the desired action.


This morning, I’m the keynote presenter at the J. Boye Conference in Philadelphia for the online communication track. We’re talking about how to connect with your customers. Not just reach, connect. It’s a different ballgame, one that needs to integrate what used to be — and still are — many company silos.

Imagine this scenario. A customer walks up to you asking to locate a technical support rep. Because you’re curious, while you find out the name and look around to see where that person is, you ask how you can help. The customer proceeds to give you a list of problems that need addressing. He looks and sounds really upset. Leer más “How to Connect with Your Customers / VIP article, read ;)”

Integrating a Blog in your Content Strategy

© 2010 Valeria Maltoni, Brand Strategist. All rights reserved.

Integration of Social Media in Marketing Physically setting up a blog is not that difficult. A little while back, I wrote a post for small business owners on why start a blog and 25 tips to make it work.

It was so popular — got more than 350 bookmarks on Delicious at the time — that I also packaged it as a free eBook for portability.

What’s often difficult is integrating the blog in your existing content and marketing strategy. Where do you start?

There are so many things already going on. If you’re a marketing or communications professional you probably have a few ideas.


© 2010 Valeria Maltoni. All rights reserved.

Integration of Social Media in  Marketing Physically setting up a blog is not that difficult. A little while back, I wrote a post for small business owners on why start a blog and 25 tips to make it work.

It was so popular — got more than 350 bookmarks on Delicious at the time — that I also packaged it as a free eBook for portability.

What’s often difficult is integrating the blog in your existing content and marketing strategy. Where do you start?

There are so many things already going on. If you’re a marketing or communications professional you probably have a few ideas.

When you’re the blogger

Starting is easy. As a marketing and communications professional you’re used to writing content for the organization. You may need to get some practice on conversational style and voice and negotiate what is acceptable to post with regulatory and legal, for example.

How do you stay the course over time when you have competing campaigns and priorities? It’s not enough to be a great project manager, although that helps. Developing content is a creative activity and you’ll need to dedicate chunks of time to it. Which you may not have.

Plus one more thing, is having marketing and communications people or, even better, buying posts from writers, going to attract the kind of organic relationships you want to have with prospective customers? What about participating in the community? Is very organization’s blog an island? Should it be? Leer más “Integrating a Blog in your Content Strategy”

What PR Professionals Can Learn from Dating Sites



Meet4Less

While blogger/PR types are just now fumbling around, trying to find a way to turn a buck on relationships without cheapening what they do, dating sites are wildly popular. Jut take a look at this link, and you’ll see there are many more than the one or two known names. So popular, they’re making money — either from subscriptions, or from advertising. Lots.
What, then, can public relations professionals learn from dating sites? Leer más “What PR Professionals Can Learn from Dating Sites”

Ten Ways to Be More You


Pretty hefty concepts: who we trust, how we impress and who impresses us, how we participate in social networks, new potential for relationships, and adding value.

In all of those instances, the answer is to be more you.

Take a look. Trust is something that depends on your credibility, which is the results of your actions and how others perceive you through them. This in turn determines how we impress, while our own filters dictate who impresses us.

Your philosophy for participation in social networks may read similar to that of another, yet without you, it doesn’t come to life quite the same way. Relationships are built and dissolve on the basis of that expression. Leer más “Ten Ways to Be More You”

Ten Ways to Be More You



This week we tackled some pretty hefty concepts: who we trust, how we impress and who impresses us, how we participate in social networks, new potential for relationships, and adding value.

In all of those instances, the answer is to be more you.

Take a look. Trust is something that depends on your credibility, which is the results of your actions and how others perceive you through them. This in turn determines how we impress, while our own filters dictate who impresses us.

Your philosophy for participation in social networks may read similar to that of another, yet without you, it doesn’t come to life quite the same way. Relationships are built and dissolve on the basis of that expression.

The times when you add most value are those when you’re not even trying. In other words, when you’re being more who you are. True for individuals as it is for companies — we are loved and hated for much the same reason: the expression and experience of us.

You may want to be liked by everyone, choose the middle road. I say stop caring so much about what other people think, and start spending more time becoming who you want to be. There are tremendous advantages to that.

Do Richard Branson, Steve Jobs, Mark Cuban, to name three, lose sleep over what others think? I’m thinking they spend most of their time focusing on who they want to be and what they want to do with that. Leer más “Ten Ways to Be More You”

Are You Customer-Averse?


Being customer averse

We all know the story of how Comcast went from customer-averse to customer-friendly. It started online with a person, and it’s making its way to the rest of the organization. You will agree with me that Comcast went from this episode, to this action, to this thinking. Leer más “Are You Customer-Averse?”

Trust in Media Down, Good News for Experts


EdelmanTrustReport_Media

Trust in business and Government has gone up in the last year, while trust in media seems to be declining across the board — this is the latest finding of the latest annual Edelman Trust Barometer survey. Take a look at the executive report and see that: Leer más “Trust in Media Down, Good News for Experts”