Igniting the Revolution...

Change the way that Microsoft does Marketing...or Get Fired Tryin'

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  • Blog Post: Rise of the Social Media Aggregators...

    Fair amount of hullaballoo (at least in the virtual circles in which I run) about the social media aggregator sites. The leading candidates FriendFeed AlertThingy SocialThing Each promises to pull in "streams" from sites such as Facebook , Twitter , etc. to give you one place to get all of...
  • Blog Post: Building Credibility...

    Few things build a person's credibility with me faster than honest feedback. Met Bill from Neudesic last night at a Microsoft partner networking event. He said: "hey, I've been on a call that you hosted before" (maybe same one as Veronica?) I said: "so, did you get value out of it?" Bill: "No, I hated...
  • Blog Post: Collaborative Yogurt...

    The book Wikinomics offers up the idea that Internet technologies will enable companies to more closely collaborate with customers in product development. I don't know if they had yogurt in mind, but why the heck not? The Stonyfield guys have done a nice job of an integrated campaign that will build...
  • Blog Post: Why I Love Penelope Trunk...

    Because she listens. I posted a review of her book, Brazen Careerist, on my personal blog (as well as this one) and she wrote a comment. You know what that says to me? She's scanning the net for discussions about her. She's listening to what people are saying. She's participating in the conversation...
  • Blog Post: Facebook as Outlook Killer?

    If you are a power Outlook user, there is still no SaaS/online substitute for what you do. But, Facebook's recent feature add of "Lists" is the closest thing I've seen to the 'Categories" feature that is so critical to my relationship management strategy. For example, in an effort to add...
  • Blog Post: Just because you can, doesn't mean you should

    By now, you've been on the receiving end (and perhaps the sending end) of someone's vacation photo album. The sites are so easy now that with a few clicks, you can upload 300 pictures. But, because it's easy for you to do it, doesn't mean it's easy for me to view them all. In fact, at a certain point...
  • Blog Post: It's the Headline, Stupid!

    And I'm talking to myself on that one. In this attention economy , when the headline of my blog posts are syndicated via twitterfeed , to Twitter and then on to FB, Skype, and Plaxo, the key is to have a good headline (and now I've added FriendFeed to the mix ) If you are an RSS reader person, you know...
  • Blog Post: Go Green, Get Green

        Is doing the right thing for the wrong reason ok? Let's take T-mobile for example. I've been a customer for 10 years (since they were VoiceStream) and very satisfied. For whatever reason, I've been getting a paper bill in the mail all these years (though most of my life is paperless). Anyhow...
  • Blog Post: Meeting Your Idols...

    When I interview people for a position, I often ask them about their passions outside of work. You know why? I like to find people like me. People who, in their own free time, pursue activities that are similar to what they get paid to do. On my own time (after the kids are in bed and the usual "life...
  • Blog Post: Partner Marketing Excellence or How to Get Your Customers Excited...

    Are you an expert? You'd better be. Otherwise, why would people pay for your services? And how do people know that you are an expert? Well, you tell them, of course. But not straight out...by demonstrating in a non-intrusive, permission based way, that you know what the hell you are talking about. And...
  • Blog Post: Customer-Centric Fundraising...

    It's so easy to email everyone you know to support you for a charitable cause. Of course, if it's easy for you, it's easy for others. The question, then, is how do you differentiate yourself in this market? Well, my friend, Bethel, send a very personalized follow up following the charitable event (in...
  • Blog Post: Listening to Your Customers via Social Media

    Reading your customers' blogs is a great way to keep your fingers on the pulse of their experiences. Another one is Facebook , MySpace, etc. I use a service called "Twitter" where I 'f ollow' a guy named Jerry Colonna . Jerry was partner in Flatiron Partners with one of my favorite bloggers, Fred Wilson...
  • Blog Post: SuperCruncher and Citizen Marketer...

    What's the holy grail of marketing? To not spend any money and have your customers do your marketing for you. I call them " raving fans ." My buddies Jackie Huba and Ben McConnell call it " Citizen Marketers " After reading Ian Ayres book, Super Crunchers , I visited the author's website and dropped...
  • Blog Post: Building a Partner Community, Part 3...

    When we talk about a "community" of partners and how we want them to market with us, we need to understand that community and marketing go hand-in-hand. A breadth partner community, by definition is a 1:many relationship. These partners don't have the unique, personal relationships on a 1:1 level that...
  • Blog Post: Not Presentations, Performances...

    Another way to make your events REMARKABLE? Think of them as PERFORMANCES. The Brand Autopsy blog has done it again .
  • Blog Post: Building a Community That Builds...

    The ideal scenario, IMHO, of a partner community is where the partners themselves are involved in building the marketing and communications vehicles that they will use. So, when I see a glimmer of hope, I am PUMPED UP. Example #1. Fredrik read my post about the WIN Webcast and offered up a comment :...
  • Blog Post: The LinkedIn Business...

    People OFTEN ask me about the value of LinkedIn Here's a testimonial from a guy whose entire business is based off of it. HT to Andy Sernovitz-it's his interview
  • Blog Post: URL Basics...

    Your web address is the easiest way for someone to find you...so why make it difficult. I can't stand when I see a URL like this one on a PowerPoint, http://www.msreadiness.com/competency.aspx?cid=500 where we tell people "Just go to this webpage to get the information ." So, check out this site: Good...
  • Blog Post: Eco-Friendly Marketing...

    An irate partner sent an email into Microsoft last week attacking us for sending out a " big plastic toy, with only one disc of information. It’s not as though you are going to start distributing training materials on view-master slides or anything, so this will not be of any use to me in the future...
  • Blog Post: Loyalty Doesn't Cost Much...

    A big call out to Liberty Mutual for reminding me why they are my insurance company. I got this letter today telling me that they owed me $141.65. It would be so easy for them to not tell me (like I would notice) and there are hundreds of ways they could have *justified* to themselves for keeping the...
  • Blog Post: Best Buy-More on Details Matter

    I think Best Buy is a pretty good store, so this isn't a rant, but a parable to demonstrate how, when it comes to the customer experience, there are so many angles to think about. All you can do is...keep asking your customers, whoever they are, what they expect. So, I ordered a USB hub online and selected...
  • Blog Post: Building a Public Sector Partner Community, Part 2

    A community needs to organize around something , or as Hugh MacLeod would say, " the social object ." So, what is the object around which Microsoft partners who sell into State & Local Governments and Academic might organize? If we can provide partners with a true "plug-n-play" format for driving...
  • Blog Post: Marketing Blocking and Tackling

    Strategy is sexy. "Envisioning" is fun. Too often, though, marketers (hey, I'm guilty like everyone else) forget or downplay the critical element of tactical execution. Was talking with Drew yesterday about football (I've been a fan for as long as I can remember--as a 'Skins fan, this week has been...
  • Blog Post: Microsoft, Harley-Davidson, and Brand Passion

    A few years ago, I went to Daytona Bike Week. The first time I saw it, I did a double-take. A guy had the word "Harley" tattooed on one arm and "Davidson" on the other. Talk about brand loyalty. Harley doesn't send letters to bikers with guidelines about proper "context" for their logo. They are thrilled...
  • Blog Post: What role a portal?

    One of the assets we have is the Microsoft Public Sector Partner Portal . My inclination is to make this the resource for static information and one-way communication, moving the live events to a more two-way format. The question, however, is how to add value without overwhelming the partner experience...
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