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Description:A business blog at the intersection of social media, online marketing, and copywriting.
Book Reviews
Pitches amp; Publications
Dec 2010
Can The Crowdsourcing Business Model Survive?
CNN recently asked me whether crowdsourcing could survive as a viable agency business model. My answer: No way.
I was proud to contribute to their story, Can Crowdsourcing Reconnect With The Crowd?
CNN #8217;s reporter had seen my post denouncing crowdsourcing as the #8220;fool #8217;s gold of internet business models. #8221; (Though please note #8211; I did follow that post with one about a company that #8217;s doing crowdsourcing right.)
The CNN article allowed me to note one particularly egregious element. The crowdsourcing companies that focus on the inexpensive cost of the service will certainly be the first to fail. From the article:
#8220;Really they #8217;re just saying #8216;we can extract creative gold for these folks even less expensively than you were paying before, #8217; which is terrible from an ethical point of view, but also it just won #8217;t hold up, because it #8217;s not based on strategy or creativity or smart business. #8221;
In short, a fly-by-night business model will never deliver the long-term strategy required for businesses to succeed. Some crowdsourcing companies #8211; the ones who see it as a means, not an end #8211; will thrive, but the rest will soon die off.
What do you think? The OMB community would love to hear your thoughts in the comments section.
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(Photo courtesy of byrne7214)
Marketing, Online marketing, Strategy, ethics | 5 Comments #187; | Tags: Business Models, CNN, crowd sourcing, Crowdsourcing
Sep 2010
I Work For YOU This Sunday
This Sunday, I would like to help you do whatever it is you do. No charge. No strings.
When I started this blog almost 3 years ago (sheesh!), I did it because I wanted to help. I #8217;ve slowed down my posting recently, but the urge to help others and share knowledge cannot (and should not) be quelled.
Why The Hell Would You Do That?
Fair question. I #8217;ve been reading Seth Godin #8217;s Linchpin and he mentions the act of giving gifts #8211; in fact, makes a case that our entire online culture is slowly turning to this type of economy. Well, I don #8217;t know about the whole web, but I do know that helping folks #8211; YOU #8211; who read my blog makes me feel great.
Godin says:
#8220;I don #8217;t write my blog to get anything from you in exchange. I write it because giving my small gift to the community in the form of writing makes me feel good. I enjoy it that you enjoy it. #8221; (page 169) and earlier: #8220;The act of giving the gift is worth more to me than it may be to you to receive. #8221; (page 155)
It so happened that I read those words this morning on the train to work. After my commute, I read the post, The Meme To End All Memes by Beth Harte and Geoff Livingston. It saddened me that one of their top 10 memes that should die included #8220;#7: Requests for my time suck. #8221;
Who moans about people wanting your help? Isn #8217;t that why you started blogging in the first place? Ug, it makes me sick to my stomach. Sure, I ignore the Russian #8220;SEO #8221; requests and I #8217;ve never been truly inundated, but I really cannot fathom responding with such vitriol.
So, I #8217;m trying to counteract one of the memes Beth and Geoff listed. I #8217;m not going to complain about all you people sucking up my time. I #8217;m going to give it to you freely. It #8217;s a gift, dammit.
So How #8217;s This Work?
I #8217;m setting aside 9am-5pm for you. Whomever you are. I will be available.
If you want help with plumbing, you probably won #8217;t like the results. But for questions about online marketing, content strategy, and a tad about social media, feel free to send your queries to OnlineMarketerBlog [at] gmail [dot] com.
For instance, you could ask me to #8230;
Edit your business proposal
Assess your new ads
Do a brief website content assessment #8211; where you should start, etc.
Brainstorm business/marketing/writing ideas
Develop a blogging strategy
As always, there #8217;s some fine print (see the * below), but it #8217;s basically a free-for-all. For 8 hours on my day off, I #8217;m yours. How can I help?
(Don #8217;t keep it to yourself, either. Share this post through your social network and subscribe if you #8217;d like to receive updates. You can unsubscribe at any time #8211; no skin off my nose.)
*Generally first come, first served. I can refuse work. You don #8217;t have to like the results. There is no legal, binding anything associated with this help. Depending on quantity, I may not get to your request within the time allotted. I will keep all names, corporations, and sensitive information private, but I reserve the right to blog about the other stuff.
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(Photo courtesy of hortulus via Flickr)
Books, Business, Godin, Seth - Linchpin, Leadership, Marketing, Online marketing | 1 Comment #187; | Tags: Help, Marketing, onlinemarketing
Sep 2010
Charlene Li #8217;s Open Leadership A Must-Read For Ethical Marketers
Charlene Li, formerly of Forrester Research and co-author of Groundswell, does with Open Leadership what so few authors would find possible: making a convincing argument regarding a real and very powerful movement in the zeitgeist, despite it being inherently fuzzy to understand and difficult to prove.
But just because it is difficult to determine ROI, does not mean the elements of open leadership are not effective. From Li:
#8220;In actuality, the activities taking place on [social sites] are inherently highly measurable, but we have not yet established a body of accepted knowledge and experience about the value of these activities versus the costs and risks of achieving those benefits. #8221; (page 77)
The Value of Ethics
And not only is this leadership style actionable and (somewhat) measurable, but it also serves as a venue for your personal values. My favorite aspect of this book is the relation of an open leadership style to the leader #8217;s own ethics.
Li writes in great detail about trust building, personal values and humility. Social technologies and open leadership simply allows broader activation of the leader #8217;s (your) personal values.
When she speaks of humility, Li notes that open leaders accept #8220;that their views #8230;may need to shift because of what their curious explorations expose. #8221; (page 169) She quotes Ron Ricci, Cisco #8217;s VP of corporate positioning, as saying #8220;Shared goals require trust. Trust requires behavior. And guess what technology does? It exposes behavior. #8221; (page 198)
You begin to understand that Li isn #8217;t railing against command-and-control operations nor does she dive off into kumbaya territory. But she does convince the reader that a world of ubiquitous social technologies, business transparency, and digital communication will require a different kind of leadership.
Open Leadership Isn #8217;t Trying To Be The New Groundswell
As a huge fan of Li #8217;s previous book, Groundswell, I couldn #8217;t wait for Open Leadership. But they really are two different animals.
I found myself wishing there was more about the inevitability of openness. That #8211; along with KPIs and a few other fundamentals #8211; are given short shrift. Maybe there #8217;s not a lot to say. Maybe not many studies have been done.
But unlike Groundswell, which was data-driven and highly intuitive, Open Leadership doesn #8217;t provide enough ammo for younger leaders to march these ideas into the C-suite.
In order for these ideas to be enacted, one likely must already be in some position of leadership. While Groundswell provided the facts and figures for anyone to persuade doubters, Open Leadership does not. It #8217;s an idea book, not a text book. That #8217;s OK #8211; just something to know before you begin reading.
Buy The Book
Overall, I wholeheartedly recommend Open Leadership. It #8217;s innovative, smart, and unlike any book you #8217;ve read before. All that and it #8217;s highly convincing as well. Do yourself (and your employees) a favor and read this book.
[I received a free advance reading copy of this book from Jossey-Bass publishers, but that did not influence my review of the book. I profoundly apologize to Ms. Li for a stunningly late review of the book she kindly sent me. Better late than never, I hope.]
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If you enjoyed this post, consider subscribing. Also, please share this post on your favorite social media site.
(Photo courtesy of Fast Company)
Books, Business, Communication, Leadership, Li, Charlene and Josh Bernoff - Groundswell: Winning in, Marketing | 1 Comment #187; | Tags: Charlene Li, Leadership, Marketing, Open Leadership
Aug 2010
Brian Solis #8217; Engage is Bloated, Boring, and Not Worth Your Time
This is a positive blog and I don #8217;t take cheap shots. But when I find a book so disjointed and frankly unusable, I have to mention it.
A lot of people love Brian Solis and I #8217;m sure he #8217;s a good guy (this isn #8217;t personal). But that makes his recent book, Engage: The Complete Guide for Brands and Businesses to Build, Cultive, and Measure Success in the New Web (whew!), all the more disappointing.
Engage reads like a few reheated blog posts tied together with twine and gum. Here are a few reasons I don #8217;t recommend it:
We #8217;ve heard it all before: I could insulate a house with each book that #8217;s been written as a social media primer. Solis offers only rote, near-impossibly-simplistic suggestions in the intro, manifesto, social media 101, 201, 202, 203, 203 #8230; Well, there #8217;s a lot you #8217;ve heard before.
We #8217;ve heard it all again. And again: Repetition is useful if ideas build on each other. Solis has few (if any) ideas that build on each other. (Just skip part 3 altogether.)
Shotgun, not sniper rifle: This is the most untargeted book I have read on marketing. There #8217;s no real audience. This book includes reams of information to the n00b and expert alike, but in such close proximity as to be confusing to both groups. Solis doesn #8217;t identify a target and hit it; he loads up with buckshot and prays to hit something.
Doesn #8217;t add value: There #8217;s just very, very little here that is useful to you in any way. For instance, chapter 20 #8211; the #8220;Human Network #8221; chapter #8211; merely collects lists of marketing frameworks without Solis explaining their relevance or reason for inclusion. We hear about McCarthy and Kotler #8217;s 4 Ps. Lauterborn #8217;s 4 Cs. Shimizu #8217;s 7Cs. Heuer #8217;s 4Cs of a social operating system. Armano #8217;s 4Cs of community. Mishra #8217;s 4 Cs of social media. Not to be outdone, Solis ends the chapter with his own 12 Cs of community cultivation. Why? What #8217;s the connection? We #8217;ll never know.
Unusable: Solis provides prisms and compasses and all sorts of visuals. These visuals have tiny elements that make them look well-researched. And while he sometimes gives an outline (chapter 21), there is little explanation of how the heck you can use these poorly-copied visuals. Unlike other books, Engage doesn #8217;t appear concerned with being usable.
Read More raquo;
Books, Business, Online marketing, Social Media, Web 2.0 | 9 Comments #187; | Tags: Brian Solis, Engage
Jul 2010
5 Reasons Napkin Labs Will Find Crowdsourcing Success For Creatives And Clients
Earlier this year, I wrote about the fundamental flaws of crowdsourcing as a business model. Since then, the backlash against a Wal-Martization of marketing (especially design) through crowdsourcing has grown to a fever pitch.
That #8217;s why it is refreshing to find an organization bucking the negative business practices I wrote about in March.
Napkin Labs is a start-up crowdsourcing shop, but one quite unlike 99designs and even less reputable crowdsourcing agencies. I chatted with them when I was in Boulder last week and am elated at their wise, ethical approach to crowdsourcing.
Here are 5 reasons that agencies like Napkin Labs will bring better work to their clients while strengthening bonds with creatives and experts.
(This isn #8217;t a post mindlessly lauding Napkin Labs. I have no affiliation with them. This post is simply giving a smart organization some well-deserved props and providing guidance to others in the space who don #8217;t want to screw over their clients and the experts who develop their solutions.)
Empowering Creatives: The worst part of crowdsourcing is how much they screw over the people who develop solutions for clients. Napkin Labs has set up a payment system that rewards creatives and experts based on how much their input factors into the delivered solution. If your involvement and smart ideas get incorporated a lot, you get paid more. If you contribute a few nuggets of insight, you get paid less (but you still get paid). Compare this to other crowdsourcing agencies that pay one winner (and not much, at that) while everyone else gets bupkis.
Crowdsourcing as a Means, Not an End: The main point of my earlier post was that crowdsourcing is a means, not an ends. It #8217;s a good way to get ideas, but will never replace an agency (or shouldn #8217;t). Napkin Labs hits the sweet-spot of solving a client #8217;s specific problem through discovery, ideation, and refinement. And unlike other crowdsourcing agencies, they focus solely on products and services. They don #8217;t try to be everything to everyone.
Read More raquo;
Online marketing | 5 Comments #187; |
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