marketing, fear, the walking dead, top blogs, 2015, Toby Elwin

Top 10 blog posts for 2015, 10 to 6

Toby Elwin Blog Archive 0 Comments

Closing out 2015, I look back at the year’s most viewed posts as a chance to reflect on blog topics, from project management, marketing, and mergers and acquisitions failure, here is what people viewed. In descending order: 10. Change management bottom up or top — The more you look at an organization, the more you identify where the work gets done. An executive team can not command change from the top without awareness of actual change people care about: their job, their compensation, their role, their skill, and their motivation, Stock options, bonus packages, and executive parking privilege do not resonate with the majority, let’s start with culture, forget leadership.  Leadership doesn’t drive change, change relies on culture and in the case of culture, leadership is along for the ride and rarely in the driver seat for how change travels. 9. Competing values drive your organization out of business — Another post in the …

Four Horsemen, Apocalypse, Toby Elwin, community persona, person, marketing

Community persona for organization development

Toby Elwin Blog Archive, Community Persona, Marketing, Organization Behavior 0 Comments

Why do people matter? Because people are the only way organizations, and communities, achieve or sustain anything. To understand people you need to understand what answers they look for.

Clear links from content to the place where action occurs is crucial. To move from selling to solving means a move from your motivation to get it done to another’s motivation to solve a challenge. Persona strategies create marketing goals more effective than traditional advertising.

Conversation Prism

A key to why so many companies blow it in social media

Toby Elwin Blog Archive, Marketing 6 Comments

Last week I posted Marketing interruption still trumps engagement, really? I quoted global brand strategist Jonathan Salem Baskin’s Advertising Age blog where he presents his case that brands have always had it correct: Brands always had conversations with consumers, whether via broadcast TV or chiseled on clay tablets. The rules have also been consistent over time: Tell the truth and tell it with relevance, immediacy and meaning. That’s why ads that interrupted with sales messages worked so effectively for so long; making the content worth consumers’ time meant that brands could risk asking for the sale. It’s not a new idea, and today’s consumers aren’t a new breed of human being. Yet we’ve assumed that the old rules no longer apply. Delivering engagement and its metrics of time spent and forwards clicked trumps the historic measures of interruption, all of …

marketing interruption, trump, engagement, Toby Elwin, blog

Marketing interruption still trumps engagement, really?

Toby Elwin Blog Archive, Communication, Marketing, Saturation 0 Comments

Great post on Advertising Age website titled:  Why Interruption Still Trumps Engagement. The key to the blog is the closing and I think it is worth your read because it gives yet another view of social media’s critics. The author, Mr. Jonathan Salem Baskin, states the social-media revolution based on three assumptions: Ads aren’t credible so they can’t play a meaningful role in our conversations with consumers; Consumers don’t want to be bothered or intruded; and Entertainment is an alternative to selling The premise he revisits is that social media delivers what consumers truly want:  to engage with customers, instead of getting interrupted by advertisers and brands. Mr. Baskin believes social media does not address consumer needs.  Namely, what consumers need to know, but may not have asked for, such as: Relevance Immediacy Meaning – in their terms Mr. Baskin goes on …

5 reasons human resources hurt consumer brands

Toby Elwin Blog Archive, Marketing 2 Comments

Every person connected to your organization is in sales and marketing.  Each interaction anyone connected to your company, your government agency, your non-profit, or your university has with the anyone is an interaction with your brand. Every interaction with a vendor, supplier, or competitor is as important as an interaction with a potential customer.  At each touch point, your organization sells your organization’s values; each and every time. But what does this have to do with human resources?  Traditionally?  Nothing.  But today, everything.  And to bring this into a more clear picture, think on this:  every job applicant or potential employee your organization deals represents a potential customer or potential former customer. If you believe this, then your entire candidate tracking program should be treated as importantly as your sales people treat their sales pipeline or customer relationship management. A …

skiff, ereaeder, Toby Elwin, blog

A View: Tablet PCs Must Get Cheaper, Lighter, More Connected

Toby Elwin Blog Archive, Odds & Sods 0 Comments

In the latest issue of Wired magazine Steven Levy’s article Tablet PCs Must Get Cheaper, Lighter, More Connected is a good over view of what it might take to push the tablet into a new category of computing. Some quick hits: Tablets must be cheap enough to lose ~$149 [or cheap enough when you drop it/spill coffee/spill beer on it you don’t have an emotional breakdown on a replacement cost] Tablets must be light as paper Tablets must always be connected I’ve held back on the craze.  I actually don’t want a tablet that does what my laptop, smart phone, or desktop does.  I prefer a tablet exclusively for reading as I find little enough time or uninterrupted reading and prefer to sit without “you’ve got mail” popping up and interrupting my attempt, at last, to read War and Peace. I look …