Polar USA Blogger Strategy

Bloggers and brands can build valuable relationships

Blogger and brand relationships can be tricky to navigate. Oftentimes brands choose to sample products and donate items to bloggers for feedback, reviews, exposure — only to find that nothing comes of it or that the response was not favorable. Bloggers want to remain editorially sound, which means that brands looking to crate meaningful relationships with bloggers need to have a definitive strategy and dedicated resources who are focused, disciplined, and track against concrete goals. Recently I’ve seen a few examples of how blogger and brand relationships have evolved and become more meaningful initiatives.

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Impress

Is Impress.js Impressive Enough?

Impress.js lit up the Internet in early January. Early adopters and the geekiest of the geeks were sufficiently “impressed” with the creators ability to match its competition Prezi, feature-for-feature and add more. Impress.js is certainly impressive, but is it impressive enough?

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NFC Technology at Retail Image

Does NFC technology live up to its promise?

Near Field Communication (NFC) is the latest in technology for enabling commerce at retail through your cell phone. However, with the dependance on a human interaction at the register, is it a technology that currently saves time or provides the convenience it promises? Also, how robotic are we getting with our in-store customer service, and is the goal to eliminate human-to-human contact completely?

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Pinterest Engagement Board

Is Tiffany’s micro-site better than Pinterest?

Pintrest.com is generating a lot of interest and has even been sited as a leading traffic generator to retail sites, surpassing Google+ and growing at leaps and bounds. If it is the new coveted platform for gathering images based around topics of interest, then why did Tiffany’s decide not to use it for their “What Makes True Love” campaign but rather relay on their own platform?

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Sonar.me

Location-Based Introductions: Meeting your Connections’ Connections

There’s lot’s of talk about how brands can interact with their potential customers using Location-Based Services (LBS), but very little discussion about how individuals, especially in the B2B space can leverage LBS for interpersonal interaction that can lead to powerful introductions (especially at an industry event.) One service, Sonar.me (http://www.sonar.me), has helped me bridge that gap.

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Farmville - Social Gaming Rewards Effort

7 Ways Social Media Rewards The Brain

Tom Chatfield spoke last July at Ted about “7 Ways Games Reward the Brain.” While I watched Tom’s speech, I realized that Social Media has more in common with game theory than with content marketing. Here’s my take on his 7 rewarding concepts as applied to Social Media marketing.

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Learned Lessons from SMB18

There is a glut of information on the internet; your goal should be to know, find, and share the best, whether that means producing new content or redistributing existing, high quality content.

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Your Workforce is Your Social Media Policy

The democratization of knowledge is a real phenomenon — thanks to the internet. Your company should be playing on this field in a big way. You should be mining your entire workforce for content and promotion. Don’t close your employees off from social media, empower them to do social media right.

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Iteration as Client Education

When you iterate with your development, you are actually helping your clients evolve and go with the flow, following the way the web actually works. Trying to perfect things leaves would leave them exposed and static in a moving tide. But iteration itself is a chance for education in the mindset they’ll need to compete in the new web atmosphere.

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2010: Marketing is not Marketing

In the age of transparency, marketing is not about crafting artificial or half-true brand stories for consumer audiences. Marketing is about uncovering, fostering, sharing, and engaging with employees and consumers around the true stories that make your brand unique. Let’s take a look at how a few of the departments in your organization are the real marketing departments.

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Social Media Outreach is More Than Saying “I’m Sorry”

Qwest has a dedicated team at socialmedia.qwest.com — not at TalktoQwest.com where it should at least also be — whose mission, according to the CEO is “Listening to and understanding our customers so completely that we deliver a total customer experience that exceeds expectations.”
What does this crack team of social media experts do? They listen and understand.

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Got Elevation?

Successful web content doesn’t promote your brand or product. It promotes the themes and subjects that surround them. It prompts discussion or adds to it.

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3 Steps to Feeding the Beast

Social media sites are growing. Content is being created, and consumed, at an incredible rate. Attention spans are short, and if the beast doesn’t like what’s on offer, it will move on. Only the best content will be remembered. How do you give it what it wants?

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Don’t Yell at a Crowd

Allow me to smack you upside your head with some Tuesday afternoon obvious: There are a lot of conversations happening on the internet. It’s all about participation … maybe You probably don’t need to be told about the importance of … Continued

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Don’t Let This Odyssey Pass You By

The online discussion space is a consumer’s paradise and favors their influence over the producer’s. The only way to extract value from the endless conversation that is the internet is to openly and honestly interact with it.

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Podcast: Traveling Near and Far

This week on The Tipping Point podcast we strike out in a new direction and experiment with a new format. Traveling to Las Vegas with Andrew Davis, on vacation with Eric Sagalyn, and into the past with Jim Cosco. Featured: Zappos Headquarters; an interview with Eric Sagalyn on Twitter, WordPress, user experience, daddy blogging and more; and John Quincy Adams on Twitter (Readings by David Cutler from Eat Media and Jason Tarre)

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Viralheat and the Search for the Holy Grail

For a comprehensive social media strategy, reporting back on the engagement can be as time consuming as creating the content. Viralheat attempts to create one interface for monitoring and quantifying your social media interactions.

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Add Value on Twitter: The 4-1-1 Rule

Today, we’re focusing neither on the value of Twitter nor what you can do with it. Instead, let’s take a look at how you should be using it for maxium efficiency.

As Twitter is in the escalation phase, you shouldn’t be spending a lot of time thinking about it or using it. You should only be spending 15% of your time marketing on all escalation-phase platforms combined.

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MySpace Struggles in Monetization

While its days as the #1 destination of young people may never return, MySpace can still prove to be an outstanding and valuable web channel. This may entail a refocus of efforts away from the personal branding elements that they pioneered and on to the higher-quality content areas of their site.

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Ning Might Outpace LinkedIn in Gestation Phase

Ning is a social networking site that is definitely learning a lot in the Gestation phase of its New Media Life Cycle, and perhaps its more moderate and measured growth demonstrates that it’s taking a long-term growth strategy that will ultimately prove to be more successful than LinkedIn.

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Avoid the Black Hole of Foreverism

Foreverism gives the impression of being present equally in all times at once and lasting without decay in perpetuity. The former is impossible and the latter is contrary to reasonable expectations. It’s another way of saying, if you’re a marketer, never sleep.

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Chris Brogan and Mike Lewis eBook Success

Successful content can propel brands to the forefont of an industy. To engage audiences meaningfully with content requires knowing them and giving them what they need and want. Case in Point: Chris Brogan and Mike Lewis achieved this kind of … Continued

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Microsoft Bing: WTF Kind of Launch Was That?!

Microsoft has spent a reported $100 million to launch their new ‘decision engine’ Bing. I can appreciate their desire to go big with this product launch, but in the process they really dropped the ball on some great opportunities (and some alternatives). Yes, I am talking about the basics of content marketing.

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Lifecasting: Can Ford Help Elevate Lifecasting?

Ford’s Fiesta Movement campaign demonstrates an excellent application of a comprehensive social media strategy involving multiple channels to market a product, but it’s the lifecasts that are really the standout in the campaign.

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Finding Value at Omegle.com?

Omegle’s premise is simple: Click “Start a chat” and you’re immediately connected with a completely random person. No logins. No terms & conditions. No warnings. Just sink or swim. The living embodiment of Mama Gump’s take on life: It’s a box of chocolates and you don’t know what you’re gonna get.

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Twitter is Done. Tumblr is Next.

In the past couple of weeks I’ve started to see evidence that Twitter might be entering its Trough of Disillusionment. The evidence you ask? A quick search on Google Trends for the phrase “Twitter Sucks” shows a HUGE spike starting … Continued

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