8th
MAR
The Referral Multiplier Effect
Posted by cgseo under Social Media
The Referral Multiplier Effect This content from: Duct Tape Marketing This post is a special Make a Referral Week guest post featuring education on the subject of referrals and word of mouth marketing and making 1000 referrals to 1000 small businesses – check it out at Make a Referral Week 2010 After I read an early copy of John’s terrific new book The Referral Engine , it got me thinking about how really great online information makes the job of referring a friend, colleague or family member to somebody a simple process. Think about your own referrals. How many of them happen via an electronic mechanism (email, Skype, Instant Message, LinkedIn, Twitter, and so on). If you’re like me, nearly all of your referrals happen this way. Somebody will email or tweet me something like: “Hey, I’m looking for a great Web designer, do you know anyone?” How easy it is to just send a link to a Web designer’s work and some contact information! Most businesses aren’t like Web designers, though. We don’t have our stuff available for easy access. But this problem is easily solved. All you need to do is create something amazing on the Web—a YouTube video, a blog, an ebook, some photos, graphs or charts—something that people are eager to share with others (something that makes referrals easy). Make it free with no registration gates of any kind There is no doubt that free information made available on the Web creates a referral multiplier effect. When you make it easy for people to point to something interesting that tells your story for you, many more people will talk you up with their friends, colleagues and family members. Sadly, most people put brakes on their referral engine by requiring an email address (and other personal information) prior to permitting people to download content (such as a white paper). The thinking is that with a gate, each person downloading becomes a valuable sales lead. When you remove the gate and allow the completely free flow of information with no registration required, immense value comes from many more people consuming and spreading your content and referring you to others. For example, my most popular ebook The New Rules of Viral Marketing: How word-of-mouse spreads your ideas for free has been downloaded over one million times. Every week someone contacts me to say that they learned about my ideas first when someone referred them to one of my free ebooks. There is no doubt that if I required registration, I would not have a referral engine. I’m always interested in metrics from other organizations. For example, John Mancini, President of AIIM—a non-profit organization representing the users and suppliers of document, content and records management technologies—released an ebook called 8 Reasons You Need a Strategy for Managing Information — Before It’s Too Late . AIIM also made their ebook totally free, with no registration required. In just the first month of release, the ebook was downloaded 5,138 times. In addition, AIIM also created a presentation version of the book and posted that, also with no registration, on SlideShare. This version has had 3,353 downloads for a total of 8,491 downloads in the month. Pretty darned good result, for the first month of an ebook, I’d say, and each one a potential for a simple and easy referral. “Making the e-book available for free and totally without registration was a new approach for us,” Mancini says. “These results for unfettered access are particularly impressive when considered against a couple of more traditional examples (i.e., content requiring a registration on our web site).” So create some great content, make it totally free with no registration required, and encourage people to share. Your referrals will multiply immediately. David loves it when people refer to his keynote speech video David Meerman Scott is a marketing strategist, keynote speaker, and seminar leader and author of the best selling book The New Rules of Marketing and PR . The book is a BusinessWeek bestseller published in 24 languages. Related Posts: Making Referrals As a Job Creation Engine Getting Referrals is only 1/2 of the game The 100% Refund Referral Strategy What Referrals Can Tell Us It Is Make a Referral Week! Powered by Contextual Related Posts Like this post? Share it with others
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The Referral Multiplier Effect
2nd
MAR
What’s on the Back of Your Napkin?
Posted by cgseo under Social Media
Share What’s on the Back of Your Napkin? This content from: Duct Tape Marketing Marketing podcast with Dan Roam (Click to play or right click and “Save As” to download – Subscribe now via iTunes Dan Roam , author of The Back of the Napkin , thinks that any problem can be solved with a picture. And that anybody can draw it. With Dan’s new book Unfolding the Napkin he has completed a set of tools that show anyone how to use picture not to simple tell a story, but to solve any business problem. I think the idea of using simple hand drawn pictures to solve problems is a very revolutionary idea. This book is not about using art to tap your creativity it is a systematic approach, complete with exercises, to visual problem solving presented in a mock four day workshop. Everyone processes information visually, including those who are visually impaired, and that fundamental reality explains a bit more why this approach is so important. Dan readily admits this approach has nothing to do with drawing. It is a systematic approach to understanding how our brain processes information visually. Once you understand that you have a leg up on how to break any problem down visually and communicate it more effectively visually. I’ve heard Dan say, and I do believe it’s true, the person who can communicate the problem best will win. Think about selling situations. A salesperson who can demonstrate the clearest and simplest understanding of what your problem is will probably get the order. Dan offers some free tools from the Unfolding the Napkin that help illustrate the power of his approach. This is a valuable read for anyone charged with selling, communicating and leading. GoToWebinar is the presenting sponsor of the Duct Tape Marketing podcast. The halftime break is presented by Constant Contact Related Posts: Facebook Webinar Recording and Resources Six Pixels with Mitch Joel Facebook App Makes It Easy to Add Content Marketing Podcast with Grammar Girl Analytics from a Really Smart Guy Powered by Contextual Related Posts Like this post? Share it with others
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What’s on the Back of Your Napkin?
26th
FEB
It’s Time to Engage: Please Help Share the News
Posted by cgseo under Social Media
I can’t believe the day is finally here. In fact, it’s here earlier than planned. Please join me in celebrating the official release of Engage : The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web Social media has democratized influence, forever changing the way businesses communicate with customers and the way customers affect the decisions of their peers. With platforms like Twitter, YouTube, and Facebook, anyone can now find and connect with others who share similar interests, challenges, and beliefs—creating communities that shape and steer the perception of brands. Without engagement in these communities, we miss major opportunities to shape our stories. However, use of the tools does not guarantee that people will listen. Engagement is shaped by the interpretation of its intentions. In order for social media to mutually benefit you and your influencers and ultimately customers, you must engage them in meaningful and advantageous conversations, empowering them as true participants in your marketing, branding, and service efforts…this is true whether it’s B2B, B2C, government, non profit, education, etc. With Engage as your guide, you can effectively compete in this new era of digital Darwinism while engendering the support of online champions. Social and participatory media significantly contribute to the success of every modern business, and with this book, you will find out how to: Create a space in the online ecosystem that truly represents your business and cultivates your customers’ loyalty and trust Participate in the unique culture of each available social media platform to engage your customers Establish an organizational structure that constantly targets the next new media trend Attract online champions and change agents who will uncover the social networks you need to reach and the influencers who will help build your reputation in the networked world Consistently adapt your company to market needs and trends based on the invaluable connections you forge and the empathy and insight you garner in the process There are thousands of customers waiting to hear from you about your business and vision. It’s the minimum ante to create a vibrant and loyal online community. When you engage, you will build an authoritative social network that increases your visibility, relevance, influence, and profitability. It’s time to Engage! — If it’s one thing that I ask , it’s that you please help me share this news with those around you. This book and all that’s in it, was written with passion and dedication over the last year to address the issues that have now become paramount to the success of social media within businesses and industries of all shapes and sizes. I wrote this book for you…and it would mean everything to me, if you could join me in leading a new, more meaningful era of socialized media and engagement. Order now from : Connect with Brian Solis : Twitter – LinkedIn – Tumblr – Google Buzz – Facebook
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It’s Time to Engage: Please Help Share the News
24th
FEB
Made to Switch with Chip Heath
Posted by cgseo under Social Media
Share Made to Switch with Chip Heath This content from: Duct Tape Marketing Marketing podcast with Chip Heath (Click to play or right click and “Save As” to download) – Subscribe now via iTunes Hopefully you recognize the title of this post as a play on Chip and Dan Heath’s wildly popular book Made to Stick and the recently released offering Switch . As I read through Switch in preparation for this week’s interview with Chip Heath, I was struck by the idea that these two book share information about the same struggle – how the human mind dictates what we do and how we view the world, but from vastly different points of view. Made to Stick explored what makes ideas stick, but it also hinted about the challenges faced when trying to change an idea to make it stick. In Switch , the topic of change takes center stage. I find that one of the greatest marketing challenges facing small business is the ability to find a unique point of differentiation, a way to stand out. The reason this important step is so tough for many businesses is that it often requires a massive change in the way they think about their business, the way they think about their products and the way they communicate how their solution is unique. The safety in sameness is that it doesn’t require change, but it also doesn’t manifest anything very remarkable. To write Switch , the brothers Heath studied people trying to make difficult changes: People fighting to lose weight and keep it off. Managers trying to overhaul an entrenched bureaucracy. Activists combatting seemingly intractable problems such as child malnutrition. Their research revealed striking similarities in the strategies these people used. Switch outlines the game plan for making hard changes using these strategies. Change is hard – everyone knows it, everyone says, but why? According to Heath they were puzzled by the notion that some huge changes, like marriage, come joyously, while some trivial changes, like submitting an expense report on time, meet fierce resistance? They uncover the answer in the research of psychologists who’d discovered that people have two separate “systems” in their brains—a rational system and an emotional system. The rational system is a thoughtful, logical planner. The emotional system is, well, emotional—and impulsive and instinctual. When these two systems are in alignment, change can come quickly and easily (as when a dreamy-eyed couple gets married). When they’re not, change can be grueling (as anyone who has struggled with a diet can attest). In Switch you’ll meet the Rider, the Elephant, and the Path – these three metaphors make up the core elements required to understand and make effective change. Read this book and apply the principles of change to free up resistance in your business and as a bonus you might drop those ten pounds you’ve been holding on to. Image credit: nathanborror GoToWebinar is the presenting sponsor of the Duct Tape Marketing podcast. Related Posts: Made to Stick Podcast Six Pixels with Mitch Joel Facebook Webinar Recording and Resources Talking Linchpin with Seth Godin PR is Only Dying If It Isn't Evolving Powered by Contextual Related Posts Like this post? Share it with others
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Made to Switch with Chip Heath
20th
FEB
This is Your Time to Engage
Posted by cgseo under Social Media
I’m truly excited to share some big news with you… You are invited to the official debut of my next book Engage at SXSW Interactive. On Saturday, March 13th at 11 a.m., I will take the day stage along with a special guest to discuss the book and its inspiration, intentions, and aspirations. A signing will immediately follow. To RSVP, click here . To commemorate the release of Engage , I created a special introduction for all to enjoy and hopefully share. Looking forward to celebrating with you… Note: For the full effect, click “More” and view in “Full Screen” mode Engage on Prezi (The official Website will go live soon) Connect with Brian Solis : Twitter , LinkedIn , Tumblr , Google Buzz , Facebook
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This is Your Time to Engage
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