The resurgence of video in storytelling
In the 90’s, corporate capabilities videos were commonplace, but distribution was limited to VHS and DVD.
---More---]]> Tue, 09 Mar 2010 11:54:00 -0500 John Lindsey B2B Insights Blog http://www.godfrey.com/blog/post/2010/03/02/302 A recent Business Week article reports that AOL plans to create the "newsroom of the future" by using high-powered technology to revolutionize the business of gathering and presenting news.

At a time when print giants like former AOL sister company Time magazine and virtually every major daily in the U.S. are struggling to cope with the new media landscape, AOL has hired more than 500 full-time journalists and buys contributions from more than 3,000 freelancers.

Quoting CEO Tim Armstrong, the article goes on to say that AOL is using advanced analytics to measure reader interest and engagement in stories those journalists create, and may even share profits with writers whose stories earn the most page views.
As a former journalist, I understand how earth-shattering that approach really is.
---More---]]> Tue, 02 Mar 2010 16:16:00 -0500 Jim Everhart B2B Insights Blog http://www.godfrey.com/blog/post/2010/02/26/301 I have really enjoyed the Winter Olympics this year. Perhaps it is because of the especially cold and snowy winter we have endured – or perhaps it is that I am truly in awe of the athletes who can spin, jump and fly on skis. And it is easier than in years past to indulge in Olympic fever, with a multitude of media channels providing in-depth exposure. Television and online dominate the coverage, and corporate sponsors have embraced both. Visa or other sponsors go beyond logo inclusion and running tv spots, many have very extensive integrated campaigns – including social media.

Social media has played a big part of these games. Even companies who are not officially sponsors have tried to get in on the action
---More---]]> Fri, 26 Feb 2010 12:09:00 -0500 Stacy Whisel B2B Insights Blog http://www.godfrey.com/blog/post/2010/02/08/300 Social media has become a basic requirement for marketing communications programs. While B2B marketers may feel pressured to immediately be a part of popular communities and outlets, slapping Linked In and Facebook features on a web site and getting a few enthusiastic employees to tweet, isn’t a strategic way to begin participating. Many B2B marketers have jumped into social media with me-too tactics without thinking about strategic objectives and goals.

Although the hype is impossible to ignore, many B2B marketers are still trying to determine how to use social media to aid other established B2B communication channels. Researching and monitoring is an essential first step and can yield ongoing valuable information, (Download the Social Media & the Art of Listening White Paper PDF) but it’s not something that drives business and sales.
---More---]]> Mon, 08 Feb 2010 09:32:00 -0500 J. Leigh Brown B2B Insights Blog http://www.godfrey.com/blog/post/2010/02/05/299 On December 4, 2009, Google announced that they were rolling out personalized search to everyone, whether you are logged in or not. Your personalization will be based on your past 180 days of search activity, using information stored in an anonymous browser cookie.

Have you noticed personalization yet? If you are unsure, here’s how you can tell if your results are personalized or not. Note: Not all results are personalized.

I ran a Google search for “cars," and directly above the search results there is a link that says “View customizations.” This tells you that the results you are seeing are personalized. So far, I have only noticed the personalization on broad searches.

There are a couple ways to turn off personalization:
---More---]]> Fri, 05 Feb 2010 15:11:00 -0500 Jackie Schell B2B Insights Blog http://www.godfrey.com/blog/post/2010/01/29/298 I remember taking a journalism class back in college where the professor harped on using the same adjectives more than once in a story. He urged us to be more creative to come up with different adjectives, and would even dock points if we duplicated words. Since then, I’ve always had a thesaurus at my desk.

Admittedly, this was before today’s search engine revolution, with its emphasis on keywords. Now, instead of using a thesaurus to help write a press release we turn to the Keyword Tool on Google AdWords, which allows you to test keywords or phrases and see how often they are being searched. You don’t want to select words with poor search results.

This presents a dilemma for many writers who like to use their official company lingo, abbreviations, or even generic wording (e.g., the word
---More---]]> Fri, 29 Jan 2010 14:15:00 -0500 Todd Walter B2B Insights Blog http://www.godfrey.com/blog/post/2010/01/19/297  

Being connected to customer needs and desires should be a key aspect of shaping your B2B brand. But the engine of growth needs to include creativity, something many B2B executives don't spend much time on. Others like Google stake their reputation on creativity. They walk the talk: All engineers are allotted up to 20 percent of their time to work on their own ideas. The result? Products like Gmail and Google News, seeds of which began as personal endeavors.

According to MIT Media Lab, a hotbed of creativity, the secret sauce for business creativity is developing an environment where different people from different areas and disciplines of an enterprise, work together to share ideas to innovate.

Dr.
---More---]]> Tue, 19 Jan 2010 11:21:00 -0500 Curt Hitchcock B2B Insights Blog http://www.godfrey.com/blog/post/2010/01/15/296 Direct Marketing has seen a good deal of change over the last few years. As online technology continues to evolve, procurement of information becomes quicker and easier. Over the next few weeks I will overview three major changes that have changed how many companies are approaching their direct program.

In this post I will discuss the ability to selectively grow your database and approach prospects, future posts will focus on Co-Registration and Post Click Marketing.

Purchasing one name at a time:
If you’ve spent time planning or managing direct marketing programs then you’ve probably been up against minimums of 5,000, 7,500 or even 10,000 names. Or maybe you have leaned more towards the compiled (multi-sourced) list solutions that require monetary minimums. In a previous post I focused on getting the most out of these minimums, but what
---More---]]> Fri, 15 Jan 2010 17:13:00 -0500 Christian Templeton B2B Insights Blog http://www.godfrey.com/blog/post/2010/01/08/295 There is a running joke around the office about my "love" of twitter. So, it was not surprising when my colleagues asked if I will run out and buy a Ford after the news that twitter will be incorporated into future Ford Motor Co. vehicles. (And, the answer is no, by the way.)

But, in all sincerity, as a public relations professional who loves to connect with people and needs to stay tuned into the latest industry news, twitter has been very helpful. Here are a few simple examples of how you can use it:

• Follow publications that are relevant to your space to stay up-to-date on what’s happening in the industry. On my personal twitter account (@ABBYBUTT), I recently started a B2B publication list… check it out – and if you are an editor or a publication and I missed you on the list,
  ---More---]]> Fri, 08 Jan 2010 16:03:00 -0500 Abby Butt B2B Insights Blog http://www.godfrey.com/blog/post/2010/01/05/294 Like most service industries, over the past few years HVAC contractors have seen an explosion in online social directories like Angies List, ServiceMagic and InsiderPages.com. As these new social directories take hold, and consumers begin to learn from each other, share stories and rate contractors, their popularity has made other archaic directories like the yellow pages a thing of the past. In fact, according to a recent Decision Analyst study, the Yellow Pages have seen a decline in usage by more than 24% since 2002.
  
  So are these new social directories the preferred advertising medium of the future? The jury is still out on that question. All of these companies are trying to capture that Holy Grail of endorsements that have traditionally only come from word-of-mouth opinions of family, friends, and co-workers. Have they successfully accomplished that…not yet.
  
  Studies show that over 31% of respondents still report that they seek the advice of friends,
  ---More---]]> Tue, 05 Jan 2010 14:50:00 -0500 Mike Wayde B2B Insights Blog http://www.godfrey.com/blog/post/2009/12/30/293 Recent posts by Stacy Whisel and Jim Everhart provide good reasons WHY B2B marketers should consider adding social media to their marketing communications programs.

  As we engage marketing people about B2B social media, the conversations usually starts with HOW, whether it's externally (the technologies and channels) or internally (the company policy that governs social media participation).

  Both of these are important, but what tends to be a secondary conversation is WHAT should be communicated. Maybe that's assumed, although the "wild frontier" nature of social media brings with it a lack of focus, so we don't like to assume away the need for a solid messaging plan. It's an essential part of brand guardianship in the social media arena.

  What's more, there isn't much conversation about how to ensure that core messaging is conveyed in an effective manner.
  ---More---]]> Wed, 30 Dec 2009 14:14:00 -0500 Russ Green B2B Insights Blog http://www.godfrey.com/blog/post/2009/12/29/292 If you have already read J.Leigh Brown’s post about adapting your thinking regarding social media, but are still not convinced that you should include a social media strategy as part of your 2010 marketing initiatives, please consider the following:
  
  Ten Reasons to develop a social media strategy in 2010
  
  1. Real time search results – Google and other major search engines have incorporated Twitter into the results. You could potentially be bumped in the rankings by an outside party tweeting about your company or products.
  
  2. Reduced marketing spend in 2009 – If budget cuts forced you to go dark in 2009, a social media strategy can help you reconnect with your customers and prospects.
  ---More---]]> Tue, 29 Dec 2009 09:42:00 -0500 Stacy Whisel B2B Insights Blog http://www.godfrey.com/blog/post/2009/12/28/291 In the late 90s, The Cluetrain Manifesto, one of the more incendiary books on the new media, made the statement, “markets are conversations.” The truth of that observation has become apparent in the rise of social media in this decade.

  Perhaps more importantly for B2B marketing strategy, B2B social media (yes, it was necessary to repeat “B2B”) are quickly becoming the medium where thought leadership is established.

  There’s one important reason why social communities are displacing brochures, PR articles, and white papers as the medium of choice for B2B thought leadership messaging: as lawyers put it, you can’t cross-examine a piece of paper.

  Social media give readers a chance to talk back, ask questions and start a conversation. And it is in those conversations where B2B thought leadership is now being established.

  So how can a B2B marketer use B2B social media to establish thought leadership? We recommend
  ---More---]]> Mon, 28 Dec 2009 13:10:00 -0500 Jim Everhart B2B Insights Blog http://www.godfrey.com/blog/post/2009/12/17/290 As a new medium for delivering a message, mobile marketing has been thrust into the spotlight - ready or not. As B2B marketers, we have to realize is that it’s about increasing our creativity (choosing the right format and targeting the right message) to reach the right audience. No more are we limited to a brief text message (“Send a text to 22222 to see if you’ve won”) to collect limited information or try to communicate a more involved marketing message.

  With the advent of technology platforms like e-readers (is the Kindle on your Christmas list?), smaller computers (my Smartphone is better than your Netbook), portable entertainment units (if I could ever get my son off the PS3) and even navigation systems (yes, your GPS is watching you) the doors are opening to many more possibilities for your message to reach your B2B audience. But which one is the right one for you and what’s the right message to send?

  Part of learning how these
  ---More---]]> Thu, 17 Dec 2009 10:03:00 -0500 Lynne Marie DeMers-Hunt B2B Insights Blog http://www.godfrey.com/blog/post/2009/12/10/289 In my last two installments on Creating and Maintaining a B2B Blog, I offered suggestions on who should write your company blog, how often you should post and how to develop a content strategy for your blog.

  In this third installment of my blogging series, I’d like to make some suggestions on how to promote your blog.

  If you are going to invest the time, resources and discipline to create a blog you’ll want to be sure it’s getting read. It is not as simple as, “Build it and they will come.” You’ll need to promote your blog, let people know it exists. Consider all the tactics you can use to announce and then promote your blog including email, your website, search and other blogs. You’ll need to be proactive. Think about active and passive forms of promotion. Here are a few suggestions.

  1. Start with your company website. Make sure there is a link to your blog somewhere on your site, or multiple pages if relevant.
  ---More---]]> Thu, 10 Dec 2009 16:52:00 -0500 Jim Castanzo B2B Insights Blog http://www.godfrey.com/blog/post/2009/12/10/288 Thought leadership has always been an important element of B2B marketing communications strategy. The reason is simple: most B2B products and services are considered purchases. The selling cycle is normally months or even years, and requires that the customer be educated in the technology or other issues.
  
  Most B2B marketers we talk with understand the need and have some area where they can be thought leaders. In the past, much of the burden for presenting a B2B marketer’s thought leadership message fell on the shoulders of the sales person. However, a host of factors have changed the rules for delivering these messages. Sales reps no longer have the time they once had with customers, let alone prospects. Buying committees have sometimes separated the reps from the real decision makers. And more buyers are doing their preliminary product research online. So you’re increasingly faced with the need to deliver the message when you’re not in the room.
  ---More---]]> Thu, 10 Dec 2009 09:32:00 -0500 Jim Everhart B2B Insights Blog http://www.godfrey.com/blog/post/2009/12/04/287 Considering how much technology has advanced over the past 15 years, not having everything available at your finger tips is a distant memory. But just because it's available at any given moment, does that make it ok to give into temptation?

  For example, your iPhone goes everywhere with you. You take notes during presentations, cite helpful source information during meetings and can suggest local sushi spots at the flick of a wrist. Those seem like acceptable uses, but what happens when actions aren't so genuine?

  We all know the type -- the guy who's sitting next to you checking his Fantasy Football stats and updating his Facebook status during the weekly staff meeting. Clearly he can't be giving his undivided attention and therefore isn't fully engaged in the conversation. On the surface such actions are rude. However is it becoming the norm? Is such access giving us more of a reason to be rude?

  Is it really necessary to always have your iPhone or
  ---More---]]> Fri, 04 Dec 2009 14:26:00 -0500 Stacie Minnich B2B Insights Blog http://www.godfrey.com/blog/post/2009/11/13/286 Almost a year ago, I posted about how B2B marketers can use social media. Since then, 2009 social media growth has been exponential. Case studies of leading companies effectively using corporate social media, and the high adoption rates of business professionals using social media in the workplace, have helped squelch questions of whether B2B marketers should participate in social media. The challenge now is defining what their company’s social media strategy should be.
  ---More---]]> Fri, 13 Nov 2009 08:17:00 -0500 J. Leigh Brown B2B Insights Blog http://www.godfrey.com/blog/post/2009/11/05/285 I didn't mean to be anti-social. Really, I didn't. 

  I shut down my Twitter and Facebook accounts recently because I was failing to maintain these on-line representations of me, a B2B marketing and PR professional, in a way that was adding value. In fact I was hardly maintaining them at all. And that's not the way to be social these days, much less helpful. So, I've temporarily unplugged. (Oh, not entirely. I kept my LinkedIn page up and even updated my profile a bit, but that's beside the point).

  The point, as my 20-something reverse mentor tells me, is to get and stay engaged. "Commit to 10 to 20 minutes a day," she said. I know she's right. And I know it's a bit early for a New Year's resolution, but I think I have one already. It's a matter of see and be seen, listen and contribute, or risk irrelevancy.

  In an impressive study released today, Business.com reports about
  ---More---]]> Thu, 05 Nov 2009 14:30:00 -0500 Chuck Manners B2B Insights Blog http://www.godfrey.com/blog/post/2009/11/04/284 One of the key tenants of strategy is choice. As we recover from this ugly recession, management in virtually every B2B company, large, medium and small faces BIG choices, like how they should position their company for future marketing success. Make no mistake, the consequences of these choices are BIG. They will have a much larger impact than next quarter's sales results.
  
  What will guide decision making for such big choices? Relying on input from the sales force? Good, but not good enough all by itself for getting a true understanding of the market and audience information needed. Secondary Research? Probably some good information can be gleaned, but the information may be too general and, perhaps, not timely. Research done through publications is limiting and often lacks actionable information and insight.
  
  Management needs solid, timely empirical information to guide informed decision making based on the reality of today's
  ---More---]]> Wed, 04 Nov 2009 11:06:00 -0500 Curt Hitchcock B2B Insights Blog