Alan See

A Tale of Two Social Media Strategies

It was the best of times, it was the worst of times, it was the age of wisdom, it was the age of foolishness… it was the era of brands buying Likes and Followers, it was the era of executives pushing the same old...

Has your marketing message been muted?

The mute buttons on phones and TV remote controls are very useful.  They are not without risk though.  Nothing life threatening, but the possibility of embarrassment and agitation exists.  Like the time you thought your cell phone was on mute and you carried it...

How to Engage a Social Media Influencer

How many social media blogs and white papers have you read where one of the first points of advice reads: “Find the key influencers in your space and engage them.” Finding key influencers is not that hard.  Engaging key influencers is much more difficult than…

6 Key Points to Get Your Social Media Program on Track

You created a presence on LinkedIn, Facebook and Twitter placing your small business on the social media party grid.  Free word-of-mouth marketing was supposed to take over and the cash register start ringing.  It hasn’t played out that way, so what happen? A Foundation for...

Why Chief Marketing Officers are thinking about HR

If you are a technology vendor or CIO don’t panic.  Chief Marketing Officers still love you.  We continue to think about and are concerned with technology and data.  But I’m starting to spend more time with HR this year.  Yes, I’m concerned with whether...

Are You a Social Buzzkill?

Imagine that you’re attending a major conference.  It’s time to head over to the networking kick-off session.  You’ve got your business cards in your pocket and your elevator speech is locked and loaded.  You’ve brushed up on current events and read the speakers backgrounds...

Social Networking Choke Points

A choke point is a strategic channel which could be closed or blocked to stop sea traffic.  At the Strait of Gibraltar, where Spain reaches for Morocco, only eight miles separate Africa from Europe.  It’s a strategic location that links the North Atlantic Ocean...

Leverage the Power Triangle to Bootstrap Your Marketing Program

The other night I told my wife that I might actually be a growth hacker.  She just looked at me and said, “You spend way too much time online.” Sean Ellis, who is known for helping Dropbox grow in its early days, coined the term...

How Does Word-of-Mouth Marketing Really Work?

Word-of-Mouth Marketing (WOMM) today is both online and through face-to-face interaction.  At times we think of WOMM in terms of marketing buzz, the interaction of users of a product or service that amplifies the brand and in some cases goes viral. In reality, regular old...

CXO Conversations before the Company Meeting

A trim balding man in khakis with a button down shirt, the CMO looks the part he has played for so many years – the affable, hardworking executive who gets the job done.  It’s the 2015 sales kickoff meeting and he is setting in...

Disruptive Strategies for Winning Customers

I grew up in Grinnell, Iowa, a small town in the rural Midwest. It’s not exactly the place you would expect to find one of the most prolific scoring basketball teams in the nation. The “Grinnell System,” Grinnell College’s run-and-gun offense is considered unorthodox,...

Social Media Networking for Sales Results

Are the targeted executives you are trying to get the attention of using social media to shop, or are they really looking for prospects themselves?  Perhaps both, with some education and networking mixed in; I don’t have any market research to state a firm...

Are Your Social Media Icons Holding Your Business Back?

It was a lively face-to-face business networking event.  As you might guess, social media was a hot topic.  Of course business cards were exchanged as many of the attendees represented agencies that promise to be able to bring social magic to a brand.  But...

Low-Tech Paper and Ink, and the Customer Experience

I penned “Customer Intelligence Is Meaningless If You Don’t Tie It to Strategic Action” many years ago.  Over time that article has been used by several organizations in their training materials as a way of demonstrating the importance of customer service and its impact...

When the Customer Experience is an Open Letter

I just finished reading “Commodore: The Life of Cornelius Vanderbilt” by Edward Renehan.  Vanderbilt’s steamship business offered speed and economy, but not what you could consider courteous service.  In fact, one group of east bound passengers purchased space in the New York Times to...

Can a “Surgical Discount” Strategy Scar the Customer Experience?

When was the last time you paid the full retail price?  According to a recent article in The Wall Street Journal (Attention, ‘Discount Junkies’) about 15% of shoppers generally pay full price for items and don’t bother searching for sales.  At the other extreme,...

Has Your Social Media Team Become Rationally Ignorant?

Has rational ignorance impacted your organizations social media activity yet?  Rational ignorance is the decision not to become more informed about something because the perceived cost of the additional intelligence in terms of both effort and expense is more than the expected return on...

Influencing Sophisticated Customers in a Social Economy

In 1884 John Patterson founded The National Cash Register Company.  Patterson believed that pilferage and sloppy point-of-sale bookkeeping by store clerks was a primary reason store owner’s lost money, and from the start he was convinced that the cash register addressed those business challenges. ...

Are You Leveraging Teachable Moments?

Mistakes were made. We’ve heard that before – many times. The phrase first made famous by the Nixon administration was later used and re-used by many politicians – Ronald Reagan, Bill Clinton, to name a few. People generally aren’t fond of admitting their mistakes....

Marketing in a Sluggish Growth Economy

A recent article in the Wall Street Journal (“Basic Costs Squeeze Families”) stated that consumers have seen little growth in their wallets and remain skittish with discretionary spending.  Of course, if you own a business that depends on people having jobs and disposable income...

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