Blog
I look forward to share some items from my dusted-off, mental shelf. Perhaps some of the presented views, recaps, and observations may find value in your dialogue - whether where you work or where you roam. I also use the social media site Digg to comment and post stories in and around business and talent management. Look for my most recent Digg stories on each page of this website. | |
Posted by Toby Elwin on Tuesday, December 1, 2009,
In :
Marketing
I have not heard a more savaged social media tool than the negative comments I hear about Twitter. What
do I hear time and again about Twitter? "I don't want to
hear that someone is waiting in line for coffee. I don't care". My
response: if you have boring friends, you have boring conversations.
Twitter is opt-in on who follow and who can follow you, just as LinkedIn and Facebook, are also opt-in. You choose
who to follow and receive Tweets from, you don't have to follow
anyone's Tweets. ... Continue reading ...
Posted by Toby Elwin on Friday, September 11, 2009,
In :
Marketing
On my last blog I received a comment I thought deserved a longer response than should be posted within the comment section. So, I decided to pick up the comment and carry it onto a new post. The blog comment david_becker: I disagree with this article as this is a "contest" and not a viral campaign. Before positioning himself as a expert I reccomend [sic] that the author should get some Marketing 101 lessons.
My comment [now expanded]:
David - thank you for the suggestion that Adecco sponsor... Continue reading ...
Posted by Toby Elwin on Friday, September 4, 2009,
In :
Marketing
Viral marketing happens when a story or idea takes off and spreads. The story is spread, like a virus, from one person to another through Twitter, the blog world, email, and YouTube - to name a few.
In the online community being the object of the viral campaign can bring instant fame, for free, but can you buy viral? If you or your company are being talked about, linked to, tweeted, and blogged about, then other people are telling your story.
Being viral is like being cool, but can you ...
Continue reading ...
Posted by Toby Elwin on Tuesday, August 25, 2009,
In :
Marketing
Marketing 2.0 is about revolution, not evolution. Where marketing and public relations (pr) of the 1.0 world relied on distribution control, marketing 2.0 relies on free distribution and the creative commons. This is less evolution and more revolution.The printing press was the key to
unlock information. The printing press broke down the carefully
regulated information gate. With the printing press, information was
produced and replicated faster than ever. However, information was
still ... Continue reading ...
Posted by Toby Elwin on Monday, July 13, 2009,
In :
Marketing
As a follow-up to my Twitter is a waste of time blog, I provide a 4th example about the application of Twitter and social media communication:Late night, July 4, Sarah Palin uses Twitter to threaten to sue the entire Internet.Sarah Palin's lawyer wrote that "we will be exploring legal options this week to address such defamation". Sarah Palin has singled out blogger Shannyn Moore, [link to Ms. Moore's original blog post: http://bit.ly/4DSUv3] and those who re-publish "this defamation", such... Continue reading ...
Posted by Toby Elwin on Wednesday, July 1, 2009,
In :
Marketing
Twitter has changed the way people communicate. The marketing world, as it was known, has been carpet bombed. The rules have changed. The roles have changed.
In a series of earlier blogs I talk about communication in the age of saturation, so I won't repeat those points. However, I will revisit one reality: people don't trust marketing and public relations any longer. Firstly, people want a clear value proposition articulated to their point of view, not from yours. The features or ben... Continue reading ...
Posted by Toby Elwin on Monday, April 27, 2009,
In :
Marketing
In 2 prior blogs, Communication in the age of saturation, part 1 and part 2, I attempt to outline our communication challenge to break through filters and biases people set up to manage their information overload. In the spirit of Henry David Thoreau's quote, what I began by reading, I must finish by acting . I want to present a powerful display that might help in your communication assessment and planning effort:
 The Conversation Prism by Brian Solis and Jesse Thomas The Conversation Prism ... Continue reading ...
Posted by Toby Elwin on Tuesday, April 21, 2009,
In :
Marketing
Is your communication effort designed to interrupt people?
Think of the filters you put up around your world to manage the saturation of information and decisions you have to make. What
percentage of today's decisions do you make from a telemarketer, billboard, or
yellow pages? Conversely, what decisions do you make from a friend's recommendation, a web page, or a Google
search. How can you expect others to not weed your effort through filters? Even an effective multi-tasker is flooded w... Continue reading ...
Posted by Toby Elwin on Monday, April 13, 2009,
In :
Marketing
The goal of communication is to be understood. Typically, the first piece of communication advice is: know your audience. When you know your audience - their interests, their lingo, their needs - you better relate to their communication style. When you know their style you can write and speak in a way that they understand. Of course once your audience understands they can then act.
In this age of communication saturation your employees, customers, and other
stakeholders are under the s... Continue reading ...
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