By Andrew Davis | Published October 30th, 2009
I am a frequent early adopter, and any invitation like this is really intriguing. Pinyadda looks promising (take a look when you have a second), but something I noticed early in my interaction on the new platform highlights one of the major concerns I have with early-phase new media channels: the integration of features that increase reach too fast, too early.
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By Brad Schwarzenbach | Published October 29th, 2009
TGI Friday’s fell victim to a social media one-night stand with their Fan Woody campaign. Promising free hamburgers is no way to build a lasting, valuable relationship with consumers.
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By Brad Schwarzenbach | Published October 28th, 2009
Doesn’t it feel good to live in the age of the empowered consumer? No, we can’t force our planes to take off on time. But sometimes, if you use the right channels, you can get some money taken off your ticket price to compensate for poor or incompetent service. It’s hard to imagine getting this…
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By Josh Cole | Published October 27th, 2009
Building a relationship with a consumer or a partner can be difficult. Today, there are business models based on exactly this premise – deliver a quality product each and every month and meet or exceed your customer’s expectation. Content creation is no different.
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By Brad Schwarzenbach | Published October 27th, 2009
The way you measure success of your web marketing efforts has changed. Traffic goals are poor metrics. You need to be measuring quality traffic and quality leads that actually lead to conversion. Don’t sell cars at a boat show.
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By Andrew Davis | Published October 26th, 2009
Remember Citysearch? Well, Citysearch is dying. Four or five years ago, Citysearch was where I went when I needed to find something new to do in Boston — or in any city I was visiting, for that matter. It was a great resource. But it wasn’t consumer (or visitor) focused and it didn’t evolve fast enough.
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By Andrew Davis | Published October 22nd, 2009
A couple of weeks ago, Jim Cosco wrote a great post about how to make your podcast a success. We produce a podcast every week (well almost every week), and we’re really proud about the audience we’ve built. Within three months we hit the 20K downloads marker, and we’re chipping away at the next 20 thousand. But how do you know if your podcast is really successful? How do you measure its reach? What can you infer from the stats you’re collecting?
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By Brad Schwarzenbach | Published October 20th, 2009
When a cable company in South Carolina pointed a camera at a fish tank, they thought they were just filling a gap. Instead, they struck niche content gold.
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By Andrew Davis | Published October 16th, 2009
I’m sure whatever you’re bringing to market is awesome. I’m sure it’s different. I’m sure it’s nothing like anything else on the market. The problem is that it’s hard to describe whatever you’re selling to the rest of the world.
At this point, you’ve probably explained what you do and how you do it a million times and you’re confident that you understand the right vernacular and verbiage that leads to immediate comprehension and interest.
However, I suggest you take some time to use a valuable online tool to help you take advantage of big market opportunities by changing the way you talk about your products or services online.
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By Josh Cole | Published October 14th, 2009
If you’re creating great content, there’s no point in trying to trick people into consuming it. Distraction is one type of attention, while engagement is quite another.
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By Brad Schwarzenbach | Published October 13th, 2009
I’ll be honest, it’s not always easy to convince VPs and CMOs that digital content marketing is much more effective than mass reach ad spends. It can be daunting to reverse the course of traditional thinking. However, if you’re armed with real-world examples, you’ll probably be more successful.
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By Josh Cole | Published October 12th, 2009
Last week was a great one here at Tippingpoint Labs. We released a new e-commerce platform for Breville. The whole thing took Eric and his team five weeks to deploy (which is in record time). As you know, we’re big believers in open-source tools, and Magento has proven to be extremely powerful for Breville’s time-to-market…
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By Brad Schwarzenbach | Published October 8th, 2009
Blog post series don’t really work and artificially breaks your ideas into pieces. It can be disconcerting and alienating to readers. Always let your content stand on its own.
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By Jim Cosco | Published October 7th, 2009
What do you want to accomplish with your next microsite? Can you accomplish the same goals with lower risk by using an established channel first?
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By Brad Schwarzenbach | Published October 6th, 2009
Word-of-mouth Marketing can be much more powerful than TV ads. But making it work isn’t as simple as buying air time. The Tippingpoint Labs Online Brand Value chain demonstrates how brands can produce and distribute content online that reaches their audience better.
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By Andrew Davis | Published October 5th, 2009
We’ve been working hard on our first deployment of Magento Commerce for a client of ours. We’re really excited about the launch and we’ll be sure to update you as we go live this week! We also had some great meetings this week with people like John Cass, Bob Collins and the team over at…
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By Andrew Davis | Published October 4th, 2009
Let’s get something out of the way right now: I’m not talking about Social Media “listening” or “sentiment monitoring.” That stuff is in its infancy. I’m talking about the real, hard stats already collected on almost any platform; and I’m talking about bringing them together in a way that allows a human (or eventually the machine) to draw correlations between channel activity and something like e-commerce sales.
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By Brad Schwarzenbach | Published October 1st, 2009
He’s the linchpin of the entire campaign, yet he and his wisdom are conspicuously absent from the microsite. The real opportunity of a site like this is to expand upon the content being served up at the mainstream level (TV and radio).
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By Jim Cosco | Published October 1st, 2009
When I think of podcasting, I think of radio. Not gab masters like Howard Stern or Carson Daley radio, but dramatic radio. I think of shows like All Things Considered. Masters like Paul Harvey and Garrison Keillor. And classics like The Shadow and The War of The Worlds.
These things transcend the medium and connect with the listener. Your podcasts can to. Here’s how.
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