Today’s Digital Consultant Links for June 25th

These are my links for June 25th from 08:03 to 19:25:

  • What Makes Up a Social Marketing Strategy? – Research on marketers use of social media strategy – a shocking 52% are operating "without a game plan" and only 45% have a social media comapny policy. Most believe planning and delivering on social media is the main responsibility of the marketing department. Whatever happened to joined-up thinking?
  • Legal considerations for people responsible for websites – Useful little primer and links for legal responsibilities for those running websites, explaining a bit about your responsibilities as moderators and for data protection.
  • Marketing week: Digital Strategy supplement – Marketing bible Marketing Week have a selection of useful articles on digital strategy including the important of data, search and social media in making marketing decisions.
  • Consumer health trends – Useful stats from Creation Healthcare on international health search trends in relation to digital engagement.
  • Manual for bands and brands – Brand sponsorship of bands is probably the biggest growth area for investment in music. This mini e-book (a sort of commercial tribute to the Bill Drummond 'How to Have a No 1' Manual) has some good food for thought on what as a band you need to consider to make the partnership work.
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June 25th, 2010 | | Tags: , , , , , , , , , , , , , , , , | No Comments »

Digital Consultant links for May 9th through May 16th

These are my links for May 9th through May 16th:

  • How to create compelling content that ranks well in search engines – A great 29 page e-book by Copyblogger author Brian Clark on how to make great web writing copy that also pushes all the SEO buttons. Some very useful tips, as a long pre-amble to promote his Scribe software which I admit has my interest: you enter your copy and the software gives you tips on how to improve it better for your chosen keywords.
  • The Internet Conference: Powerpoint Presentations – Susan Hallam organised the Internet Conference last week in Nottingham, an impressive collection of speakers and presentations from major e-marketing, e-commerce and SEO experts. Here's are some presentations from the day.
  • Matrix: How Facebook’s ‘Community Pages’ and Privacy Changes Impact Brands – Jeremiah Owyang's review of how Facebook's latest raft of changes are affecting brands: mostly as a negative effect. Facebook strategy is to aggregate the web, including wikipedia style aggregation, which negatively affects brands as well as personal privacy. In other news, web people vote overwhelmingly to say they prefer Facebook's 'fan' to 'like' status – which seems to have had the affect already of diluting loyalty to a Facebook Page. http://polldaddy.com/poll/3183296/ Overall, Facebook's endless tweaking and twisting seems to be having a negative affect on it's community. It's international gathering of staff to discuss privacy issues this week may signal a sea-change in their steam-roller approach to aggregating and connect all user data.
  • Is Your Social Media Strategy Just Digital Flyering? – Good article by Andrew Girvan on lessons from theatre producers on the digital equivalent of flyering – Twitter broadcasting. Some good tips on doing it better: running special promotions, targetting groups of interest, and of course making your Twitter presence be conversational.
  • From Realities to Values: A Strategy Framework for Digital Natives – No great answers here but a useful framework for understanding how to define and consider the needs of 'digital natives' (or the under 28s as this article defines them) when planning a digital strategy including content creation, engagement and advocacy.
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May 16th, 2010 | | Tags: , , , , , , , , , , , , , , , | No Comments »

Digital Consultant links for May 4th through May 9th

These are my links for May 4th through May 9th:

  • Interview With Will Page, Music Industry Economist – Great in-depth interview with a very clever man, Mr Wil Page, the Economist of the UK's Peforming Rights Society (music collection agency) on the importance of UK's successful digital sales industry, the weakness of the 'Long Tail Model' and why Spotify and Trent Reznor are worth investigating.
  • Digital Strategy: How To Develop a Digital Strategy: Part 1 – Great article by Rich Nadworny on the processes (methodologies and thought processes) he uses as a digital strategist. These basically form into two phases: research and intelligence gathering, followed by setting goals and objectives. For my own work I use a variation of these tools – essentially focusing on people and the organisation, followed by intelligence gathering then goal setting/measuring. I'll be blogging more on my own methodologies soon, in meantime sign up to Rich's blog for Part 2.
  • 7 things people get wrong about the Internet and TV – An interesting take on why the internet is not killing TV: far from it, video/web TV needs the maturity of the TV model to succeed. I also read a report this week that suggest that when people are surveyed about their media viewing habits they usually underestimate TV hours viewed, and over-estimate web video. All in all, David Lynch was wrong – TV isn't dead (yet).
  • Digital Strategy: How To Develop a Digital Strategy: Part 1 – "Digital strategy, simply put, is a plan to use digital, two-way media to communicate with other people. The keys in that sentence are: plan, digital, two-way." Great article by Rich Nadworthy neatly summarising exactly what digital strategy is about: different areas of detailed research followed by setting goals and objectives.
  • Strategy’s Golden Rule – The one golden rule of strategy: don't try and beat the competition incrementally, but find out what they do badly, then aim to be great at that. Using the example of Apple's bad customer service and others, this is a strong lessons in reinventing the rules of disruptive innovation.
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May 9th, 2010 | | Tags: , , , , , , | No Comments »

Digital Consultant links for April 27th through April 29th

These are my links for April 27th through April 29th:

  • Digital Economy Act: Don’t Forget The Wi-Fi! – More details on the Digital Economy Bill and its potential impact on reducing public wifi, this will be a major challenge area too for public service centres e.g. libraries. To me wifi availability is a major part of the sucess of Digital Britain and mobility of workers.
  • Social Media Strategy Before Tactics – This is an absolute must read article, interviewing some of the good and great in online marketing (including Chris Brogan and Guy Kawasaki) about the relationship between strategy and tactics in social media. Unsurprisingly 90% think it's all about strategy, but some good views on just testing the waters first off, which will work best for a lot of big to small companies.
  • Checkout optimization tips from Dr Mike Baxter – Interesting guide (for members only) about how improving the checkout experience of e-commerce along can create greater retention and less lost sales. Key takeouts: customers want simplicity (not crowded pages, pop-ups or warning messages) so declutter, and the confirmation message is a great place to post other purchase recommendations. Also using analytics is critical and few e-commerce people use them to their advantage: not using analytics funnels and deep analysis will put you at a competitive disadvantage.
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April 29th, 2010 | | Tags: , , , , , , , | No Comments »

Digital Consultant links for April 19th through April 20th

These are my links for April 19th through April 20th:

  • The iPad isn’t a computer, it’s a distribution channel – Interesting take on the phenomena of the iPad and iPhone representing a shift to a closed network for laptop usage, where users engage in tasks within constraints, putting the power into the hands off producers and software/content distributors, rather than the free network of the web. This is an interesting space in monetizing content (the iPad is essentially web content without a URL, that people are forced/willing to pay for) but one which seeks to constrain the open possibilities of the interest, trading this off against the convenience and reliability of a closed network.
  • Michael Porter : What is Strategy? – This is great – Michael Porter, one of the top 20th Century business strategists, in a one page nutshell including a summary of the 'five forces' theory affecting a business in the market. I like his take on the internet:<br />
    `In our quest to see how the Internet is different, we have failed to see how the Internet is the same'
  • Ning Exodus | This group is set up to make your transition as smooth as possible – Got an existing Ning website but don't want to pay when the paywall comes up? Grou.ps have set up a transition service that is suppose to let you port a lot of your data and community from Ning directly into Grou.ps
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April 20th, 2010 | | Tags: , , , | No Comments »
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