May 10, 2012

A B2B Marketing Playbook

A B-to-B Playbook for Discovering Your Next Customer Relationship

Are these thoughts keeping you up at night?
Does my business need a blog?
Am I doing search engine optimization (SEO) right?
How can I use Twitter and Facebook more effectively?
What’s the value of more impressive customer endorsements? And can I get them? Are my online efforts paying off?
The Internet is just too darned big.
We are here to answer these questions. By the way, the Internet is too darned big – and it’s getting bigger all the time.

Does my business need a blog? Am I doing search engine optimization (SEO) right? How should I use Twitter and Facebook?

If thoughts like these are keeping you up at night, read on.

Over the past year, John Kim and I (@SmokeJumper) set out to answer these and related questions on behalf of small businesses.

The world is changing right before our eyes (and webcams).

From a technological perspective, 2011 was a watershed year:

  • In the U.S., smart phone penetration reached 51 percent by the end of last year, according to Nielsen.
  • Time spent by users on social media sites as a percentage of overall time online reached 30 percent.
  • Time spent on social media as a percentage of online mobile time reached 60 percent.

Think you already feel the impact of this on-the-go, always-connected society? Hang on to your hat, because that impact is going to get even larger. We will see a steady rise of more people on more powerful devices participating in ever more social experiences to discover and share information that shapes their personal and professional decision-making. Read more…

September 11, 2011

A Personal 9/11 Reflection

060911-F-9471G-005As most of us have taken time to reflect on the events of a decade ago, I was taken back to my own small, personal connection to NYC shortly after 9/11.  Below is a note I sent via email to my immediate family members (all of whom are Canadian, some of whom have lived in the United States – ‘though none as long as I have).  I wonder have I done enough . . . .

Subject: Thoughts of NYC
Date: Thu, 08 Nov 2001 21:07:47 -0800
From: brenth@netscape.com (Brent Harrison)
To: Joan Harrison <jharrison@attglobal.net>,
Bev Harrison <Bev@ashlarcapital.com>,
Scott Harrison <scott@scottharrison.ca>,
Andrew Mardon <amardon@bdl.ca>,
Gary Harrison <harrison@golden.osm>,
Judith Harrison <jlharrison@golden.net>,
Joy Mardon <pjmardon@shaw.ca>, Joy Mardon <joym@lansdowne.ca>,
Sandra Cunningham <sandra_glen@uniserve.com>,
Sheila Vanstone <svanstone@pantherprod.com>
CC: Brent Harrison <brenth@netscape.com>
Hi All,
I moved to the United States some nine years ago from Canada.  Like many
Canadians who have emigrated to the US, I was very grateful to this
country for the opportunity afforded me — education, work, many
wonderful friends.  Also like many Canadians, amidst my gratitude, there
was a guarded cynicism for the things I felt “wrong” with American
society — socio-economic stratification, public education, gun control,
urban violence, some degree of cultural and moral decay, and, perhaps
most insidious, of all a sort of blind patriotism.  Mine was not a
mythical American immigrant story — I came from a country which
possesses many of the same wonderful rights, privileges, freedoms and
opportunities prevalent in America.  Unlike many of the immigrants to
the United States, I did not come here overtly in the pursuit of life,
liberty or happiness.  I did not necessarily look to the US as a beacon
of goodness and liberty.  I was not escaping oppression or persecution.
My feelings have changed dramatically since September 11th.  Only when
the higher mores of American society — liberty, freedom, opportunity –
were so viciously and graphically attacked, did I become an American.
Yes, I still possess a Canadian passport and live in this country as a
“Resident Alien.”  But I am an American.
I’m returning from a number of days in New York.  I took some holidays,
got a plane ticket and went to New York.  I wanted to see the city and I
wanted to contribute in some way.  On Monday, I was able to prep meals
and move supplies at a restaurant that was contracted by the Red Cross
to cook meals for rescue workers and uniformed officers.  But a 1/4 of a
mile from ground zero, what with the inherent evil act that occurred
just down the street, I rolled up my sleeves and put on gloves with many
other people volunteering their time.  David, a laid off corporate VP
from Wall Street; Eileen, a middle age executive who had just sold her
company and was on “sabbatical;”  June, a Sunday school teacher; and
Chris, who I don’t know what she did, other than keep us all engaged and
cried a lot when she had to cut onions.  There I was amidst many
volunteers and chefs from 4 & 5 star restaurants and executive dining
rooms that had been destroyed along with the Twin Towers.  Most were
from New York — colorful people from Manhattan, Queens, Brooklyn and
the Bronx — and I from California.
I saw people bustling on the sidewalks of the Upper West Side.  I
enjoyed the serenity of the fall colors during a number of runs in
Central Park.  I put a tie on and made two sales calls to customers.  I
took in my first ever event at Madison Square Garden — a Rangers hockey
game.  I took the subway all over town, often times packed in with
people from all walks of life.  I walked through Mid-town during midday,
dodging the crowds.  I ate in restaurants.  I visited friends.  I got
stuck in traffic.  This is a city full of people from all over the world
doing their utmost to live.  It was good to see.  I even enjoyed hearing
truck drivers yelling at cabbies — it seemed as if life can and will go on.
Yesterday, I volunteered at Pier 40, which is where the “barricade”
dispatch of the New York City Police Department is stationed
permanently.  It evolved in the days following September 11th into a
food serving station for police officers and rescue workers.  So, for 6
or 7 hours I stocked ice chests full of soda, made coffee, kept the
sterno canned heats lit and warming the food other volunteers brought
in.  I chatted with many NYPD, New York State Troopers who came to this
location for refuge.  Many came in with a tremendous amount of trauma
written all over their faces.  I’ve never see such trauma in humans
before.  They were so appreciative of the volunteers, many who had been
serving 12-16 days 7 days a week for weeks on end now.  I can’t imagine
what kind of work they’ve had to do, but these men (and a few women) are
gallant and truly heroic.  I met the widow of a man who died in the
South Tower, moments after she returned from ground zero to say goodbye
to her husband.  Her and her children’s story is unique and yet so
similar to so many.  I read about so many wonderful and unique people
who were killed.  I read so many cards and notes written by school
children all over the country.  Reading the clarity and impact of the
voices of innocence often brought me to tears.  In this particular
station, the notes covered a whole wall.  After my day and night were
done, the lead volunteer arranged a police escort to my dinner
arrangements.  I joined Officer “Wayne” in an NYPD cruiser.  He took me
on a detour before the restaurant.  After passing through a half dozen
police checkpoints, he stopped the car and we walked a final block into
Ground Zero.  I still haven’t processed what I experienced there.  I’m
not sure I ever will.  The smell of dust, destruction and decay was
palpable.  The magnitude of the destruction is difficult to put into
words.  It is cold, dark and dusty, despite the bright construction
lights.  It is burning still.  It is historic.  It is sacred.  It is
mind boggling the amount of evil that so few people could perpetrate.
The people down there may be just doing a job, but I think it is so
much more.  They are heroes.  I slept very little last night.  I’m not
sure when I will sleep soundly again.
So I find myself on an airplane back home to California with so many
wonderful memories of this week.  New York is a very special place and
the people who live there are unique.  Those of us who believe in the
ideals of freedom and opportunity come from all over the world to
America, most specifically to New York.  There are many of us who
believe these ideals are worth living for, fighting for and even dying
for.  I believe we are all New Yorkers.  My name is Brent.  I was born
in Canada, I live in California, and I am a New Yorker.  I’m going home
and will continue to do all I can to help.  My work allows me to help
make electronic communications faster, more efficient, cheaper and more
secure.  I hope it helps the economy and supports the military.  I’ll
continue to be the best Dad, family member and friend I can be.  I will
do my utmost to be understanding, tolerant and respectful of others.
But I do not fear evil.  I saw, smelled and tasted the remnants of what
evil can deliver up close.  I refuse to turn back the clock on
civilization and live in a cave or believe that twisted, martyr
worshipping religious zealotry is somehow justifiable.  The United
States is a flawed country.  But it’s people are good.  It’s core values
and ideals are good.  And it is a great country.  (I haven’t been to
every country in the world, so i don’t know if it is the greatest
country in the world.  But I do know it is a great country.)  It is
worth living for every day, it is worth fighting for and it is worth
dying for when absolutely necessary.
God Bless,
Brent

Subject: Thoughts of NYC

Date: Thu, 08 Nov 2001 21:07:47 -0800

From: brenth@netscape.com (Brent Harrison)

Hi All,

I moved to the United States some nine years ago from Canada.  Like many

Canadians who have emigrated to the US, I was very grateful to this

country for the opportunity afforded me — education, work, many

wonderful friends.  Also like many Canadians, amidst my gratitude, there

was a guarded cynicism for the things I felt “wrong” with American

society — socio-economic stratification, public education, gun control,

urban violence, some degree of cultural and moral decay, and, perhaps

most insidious, of all a sort of blind patriotism.  Mine was not a

mythical American immigrant story — I came from a country which

possesses many of the same wonderful rights, privileges, freedoms and

opportunities prevalent in America.  Unlike many of the immigrants to

the United States, I did not come here overtly in the pursuit of life,

liberty or happiness.  I did not necessarily look to the US as a beacon

of goodness and liberty.  I was not escaping oppression or persecution.

Read more…

June 20, 2011

Facebook Fan Page Best Practices

Facebook Fan PagesI have been managing a couple of brand’s fan pages directly for some time – Savvy Cellar Wines (which I’m a Co-Owner of) for over two years and Organic Wine Review (which was video blog launched last year).  My consulting practice SmokeJumper Strategy is increasing being called upon to assist software and Internet companies with their social media and marketing strategy, which inevitably includes Facebook.  I was also recently asked by Facebook to become an Advisor to their Local product and marketing efforts.

During this time, I’ve experimented with many aspects of managing a fan page for a small & local businesses:  from times to post, different media types and observing and measuring what types of posts seem to drive social interaction.  Along the way, we’ve managed to grow our fan base (now at 2,100), hopefully engage them in a positive way and taken advantage of the advances Facebook has engineered into their tools and apps for fan pages, their advertising platform and their analytics to measure audiences and responses to actions.

Read more…

June 7, 2011

Product Review | Kinkast Mobile Video Sharing

KinKastDisclosure: I’m an advisor to KinKast.

It seems of late that mobile video is going (or has gone) mainstream. Distribution of smart phones, higher quality video cameras embedded in those phones and the social phenomena of sharing appears to have hit an inflection point or has reached critical mass. In the wake of this, a plethora of video sharing apps have hit the scene: Viddy, Vlix, Socialcam and KinKast.

Most of the recent video apps seem to be imitating the success that Instagram has had with still pictures – allowing people to share their videos broadly with others (friends and strangers alike).

Read more…

May 26, 2011

Why Physical Collateral Still Matters (in an Online World)

The new phone book’s here!  The new phone book’s here! . . . I’m in print!  Things are going to start happening to me now.”  Nathan R. Johnson, The Jerk

In a world that has gone mad over all things digital, is physical collateral necessary?  It is an interesting question.  Many businesses these days forgo what was once the bedrock of local marketing – the yellow pages.  Instead they are faced with a bevy of interesting and often interactive ways to connect with their consumers and communities:  Websites, Facebook, directories and review sites such as Yelp, online marketplaces, Twitter, YouTube, mobile phones, daily deal sites, Foursquare and other geo-based check-in services.  So given this, why would a local business invest any time and $’s whatsoever on physical collateral?  After all it is expensive, often is out-of-date shortly after printed, can’t be shared, is not viral, does not scale, <insert your favorite Internet marketing hyperbole here>, etc.

Read more…

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