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Use Social Media to Sell Smarter: Insights from our WebEx Event

On Feb. 3rd, Brian Fetherstonhaugh, Chairman and CEO of OgilvyOne facilitated a WebEx featuring a panel of thought leaders who shared their knowledge and experiences in using social media to create powerful sales strategies. In part one, Brian shared some amazing research about the changes social media has made to the sales cycle. Today, in part two, we’ll hear from the panel. You can listen to the entire WebEx here.

Meet the panel:

Sam Decker: founder of Mass Relevance. He worked with Dell on their ecommerce engine and also was CMO of Bazaarvoice. Now he is curating content. All of the millions and billions of pieces of content around the world, he pulls it together and curates it so that marketers and salespeople can engage with buyers.

Barbara Weaver Smith: founder and president of The Whale Hunters -- a strategic sales coaching firm. They help small businesses grow explosively by finding bigger customers and signing up bigger deals.

Sergio Balegno: director of research with Marketing Sherpa and MECLABS. His company has a phenomenal repository of over 7,000 case histories for the marketing and sales community.

The discussion in Part One focused on how the sales/buying cycle has really changed because of social media. As a result, selling has changed too. In part two, the discussion turned to evidence of this change and tips for dealing with it.

Is this change in buyer behavior happening in small businesses as well?

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Collaboration: with MACS from Cisco it’s as if you’re really there!

February 11, 2011 at 5:33 pm PST

We hear a lot about Collaboration and Innovation these days.  People try to define what each word means, and how they relate to each other. Probably the best source I’ve found so far is in a great blog by Carlos Domingez that addresses just that. Carlos is one of Cisco’s senior thought leaders, so check out his blog here: Collaboration: What Does it really mean? It’s a fascinating read, especially the references to  Evan Rosen and Mark Granovetter. It’s also a great segway to the Manufacturing Active Collaboration Space Solution that I talk about in the video below:

Peter Granger talks about Cisco’s Manufacturing Active Collaboration Solution and how it can help with innovation and product development. GE calls their version Virtual Collaboration Space.

As you can hear in my video, the truth of the matter is that Collaboration and Innovation go hand-in-hand simply because when people get together they feed off one another, adding to each others ideas and seeing opportunities from different angles. They solve each others issues and talk through problems using words,  images and video. When you click ‘read more’ you’ll hear more about GE’s use of MACS in a short video featuring senior GE and Cisco figures. I’ll also solve the riddle I set for you in an earlier blog about how to make a new square out of four matches! Read More »

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Broadcast Recap: How to Build, Cultivate, and Measure Success in the New Web

January 28, 2011 at 12:42 pm PST

Yesterday I had the chance to host a live broadcast with social media guru Brian Solis—our first Partner Velocity Virtual Engagement. In our hour-long session, Engage: How to Build, Cultivate, and Measure Success in the New Web, Brian discussed the importance of building engagement with both current and potential customers through new social media tools.

Here’s a replay of our broadcast in case you missed it.

Want to learn the tips that Brian shared? Here’s a recap of our broadcast. Read More »

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Cultural insight is marketing’s untapped resource

Anthropologist Grant McCracken, author of Chief Culture Officer, stresses the importance of cultural expertise and how it can be used to create advantages and build successful business and marketing strategies. Read More »

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Movie Web Sites: A missed chance to engage audiences?

FACT: A box office blockbuster hit movie results in big web traffic numbers at the site managed by major motion picture studio. But the big audience draw at an official movie web site is temporary.

In 2009, I put together this chart on the web sites of three biggest films of 2008. The movie web sites for the top 3 films of 2008 nabbed about 500,000 unique visitors when the movies launched in theaters. About half that traffic number you’ll find on the sites a few months later when the DVD releases for the same film titles are promoted.

Top 10 Grossing Movies of 2010

I recently looked at some ComScore traffic statistics for the web sites of the top ten grossing movies of 2010 ; I discovered the trend of rapidly rising and falling web traffic at movie web sites has not changed since 2008.

In fact, the top 10 films of 2010 drew even more web traffic than ever – most every top 10 film drew over 1 million unique visitors to the official site at the time of film release. After the release, traffic to the official movie web site falls precipitously, maybe returning to about ½ of the numbers at the time of the DVD release.


Despite being a long term franchise, Shrek.com site only experiences traffic when a new title in the series is in theaters.

Eventually the movie sites are abandoned or just stay online and have few visitors. This happens quite often because there is no new content or little social engagement on the movie sites to motivate fans to come back.

As outlined an IDC whitepaper (offered here by the Cisco Media Solutions Group), the average movie promotional web site costs $1 to $3 million to design, develop and host during the theatrical release (typically 4-6 weeks of heavy traffic). Those costs includes all design and development, staffing and technology infrastructure.

It’s amazing to consider all these resources are applied towards a single movie site while the audiences visit, leave and never come back. It makes you wonder what the return on the investment is.

Chris Thilk agrees – Thilk runs a web site MovieMarketingMadness.com. On his site, he covers how major movie studios market their films, especially digitally. In a post he wrote for AdAge.com called ‘Why Do Most Movie Web Sites Suck’ (subscription required), Thilk faults studios for not committing to the conversation around their movies on the Facebook pages they’ve created for their movie titles. He also wonders why the official movie sites do not have as much information as the Facebook pages:

I keep noticing big gaps between what I know has been created and what is available on official movies sites, which are (in theory) supposed to be a movie’s central hub of information. Often missing are bios on the stars, other versions of the trailer (especially after you’ve seen them on TV), photo galleries and more.

Chris Thilk also hits on a theme we’ve blogged about here many times he believes a movie marketing web site should be the central hub for the conversation around a film title. Facebook, Twitter, YouTube comments can all be aggregated back on the main movie site, while social tools should be added to the movie site so fans can share content from the main site with their social networks like Facebook (read a related Cisco blog post on how social sharing features can drive audience back to a branded entertainment web site).

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