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Preview: B.L. Ochman's blog

B.L. Ochman's blog

B.L. Ochman's weblog about Internet marketing and social media trends and campaigns, based on her 15 years of experience handling strategy, implementation, promotion and blog advertising for Fortune 500 companies.

Last Build Date: Fri, 24 Dec 2010 19:54:03 -0500

Copyright: Copyright 2010

Yahoo! closing (?) Delicious. How to save your bookmarks. Do it now!

Fri, 24 Dec 2010 19:54:03 -0500

By B.L. Ochman A leaked internal memo from Yahoo! said the popular social bookmarking site Delicious was about to be "sunsetted" (gotta love that word!) Then an update said they were selling it, etc. etc. Bottom line: you need to copy and move your Delicious bookmarks before they disappear. I had many hundreds of annotated bookmarks that I stored on Delicious over the past six years. Here's how I rescued them: I've migrated my Delicious files to the cloud on Diigo, thanks to great recommendations from Twitter buds Jason Hill and Tracy Sheridan. It's pronounced as Dee'go - an abbreviation for "Digest of Internet Information, Groups and Other stuff." There is a free and a paid version. While it works a lot like Delicious - letting you put your bookmarks online, tag them, share them with followers, and follow the bookmarks saved by others - Diigo is a cloud-based personal and collaborative research tool on the one hand, and a knowledge-sharing community and social content site on the other. It's got browser add-ons, mobile apps, and - unlike other bookmarking services - it keeps and shows your your highlighted and annotated content whenever you return to the bookmarked content....

B.L. Ochman's 12 Tenets of Social Media Marketing, Redux

Wed, 15 Dec 2010 11:08:05 -0500

By B.L. Ochman First published Jan, 2007 Marketing is a hard job. It fails almost as often as actors looking for their big break. The delicate relationship between management and marketing is a dance roughly akin to that between the fox and the hen, but with far less goodwill. To management, you're only as good as your last campaign. So let's look at the twelve tenets of Social Media Marketing to see how you can up your success rate: I. The public is the Lord thy God Ultimately you can only succeed if your communications produce results, which shall be known as return on investment, by reaching the greater public. This can only be achieved only if your product doesn't suck and your communications are not only clear, but also interesting. Verily, if you can become a useful source of information, your message may be heeded, or at least looked at ever so briefly. II. Thou shalt covet all media Today media is a collective term for the producers of content for mass and, yea, also for niche consumption. Thou must niche or be niched. Thy niches may include surly teenagers in fly-over states, as well as disgruntled consumers. To...

Fortune 50 Mobile Communications: they've got it, but they don't flaunt it

Wed, 15 Dec 2010 09:00:00 -0500

By B.L. Ochman According to a new study, "Fortune 50 Use of Mobile: If You've Got It, Flaunt It" 62% of the Fortune 50 have mobile websites, mobile apps, mobile payments, and QR Codes - but they're not flaunting them. In fact, the study finds, only 39% announce their mobile offering on their corporate websites. The study, by global communications firm, Burson-Marsteller, and my employer, WPP-owned Proof Integrated Communications, notes that making web content easy to read and interactive via mobile allows companies to connect with the ever-increasing number of smartphone users any time, anywhere. Why mobile offerings are hidden That's why it's baffling that companies wouldn't be anxious to showcase their investments in mobile corporate websites, mobile apps, SMS/text messaging, mobile payment transaction capability, and QR Codes. My guesses for the most likely reasons so many Fortune 50 companies aren't taking advantage of the business and marketing opportunities and the hipness/coolness factor of their early mobile adoption: o corporate silos pitting IT against marketing (as in, "ok, we'll build it, but don't go shooting your mouth off about it until it's really mainstream) o fear of the (perceived) risks of change (i.e., many pioneers got shot) o fear of...

Client-Vendor Relationships: real world business examples

Wed, 15 Dec 2010 00:22:16 -0500

This video has been viewed nearly 1.7 million times on YouTube, and the second you see it, you'll know why! Hat Tip to Marshall Kirkpatrick...

Social CRM, Part 2 - MediaTemple's Heroic Measures for a Damsel in Distress

Fri, 10 Dec 2010 19:25:17 -0500

By B.L. Ochman Ben & Jerry's cheered me up - big-time- after some nasty oral surgery left me feeling like a hurting cowgirl this week. Then my website had a major issue, which led to some frustrating exchanges with my web host, MediaTemple. Tonight, they surprised and delighted me by sending me these beautiful flowers, and a lovely note. These are two shining examples, my dear readers, of Social Customer Relationship Management (Social CRM) in action - managing the social presence of a brand to develop positive engagement across all platforms. The bottom line: Brands create customer evangelists by sounding and acting like human beings. Like a lot of smart brands, MediaTemple is monitoring its brand on Twitter, and providing lightening-fast response 24/7 when customers say they have problems. A chain is only as strong as its weakest link MediaTemple has been my host, and the company I've recommended to clients, for several years. That's because you can always get a human on the phone. While everyone I've encountered in tech support there has, over the years, been truly terrific, I got someone the other night who certainly wasn't. I had a mouth full of stitches and a head full...

Social CRM - Thank you Ben & Jerry's: a brand that's social, for real, (and MediaTemple, for trying)

Wed, 08 Dec 2010 20:58:13 -0500

By B.L. Ochman Lots of brands are on Twitter and Facebook, but only a few actually listen to or interact with people. Ben & Jerry's is not only paying attention, they're working 24/7 trying to make people happy. That's the real-life, real-time embodiment of Social CRM - managing the social presence of a brand to develop positive engagement across all platforms. A mouth full of stitches and visions of sugar plums Earlier today, I became the recipient of a random act of kindness from @CherryGarcia, aka Jay, Ben & Jerry's Tweeter-in-chief. The story begins on on the afternoon of Dec. 5th - yes, Sunday, with a Tweet exchange: This afternoon, a few Direct Messages later, this arrived: In case you can't read it, the hand-written letter says: "We really do hope these help in some small way! Good luck with the surgery and have a speedy recovery," All the best, @cherrygarcia (Jay) What did that cost? Not much when you think about the kind of money brands spend with buckshot advertising and canned marketing messages. What's it worth? Well, I have a couple hundred thousand blog readers, and approximately 8,000 followers on Twitter, and I'm have a simple message for...

Dr Stephan Lynn, Who Tried to Save John Lennon Dec 8, 1980: "...The world would have been a better place if he had lived." Amen.

Sun, 05 Dec 2010 13:06:31 -0500

John Lennon, Give Peace a Chance, Live in NYC, 1969 NY Daily News interview with Dr. who tried to save Lennon....

A Little Friday Magic for You - Hope and Cagney, Tap Dancing

Fri, 03 Dec 2010 11:19:04 -0500

James Cagney and Bob Hope at a Friar's Club Meeting circa 1954. Bob Hope was 52 and James Cagney was 56. A comment on the YouTube video says Cagney had a fractured leg in this scene but he danced anyway. Talk about a trooper.... Hat tip to Cathy McManus...

Facebook Community Pages: corporate reputation nightmares waiting to happen? Claim yours now!

Thu, 02 Dec 2010 00:09:41 -0500

By B.L. Ochman Dear Facebook: You've made a confusing mess with Community Pages. If you want businesses to invest in creating Facebook Pages, and to make Facebook a strong part of their online marketing, you need to make the rules clear, and stop changing them every five minutes. Dear Corporations: Bear with me: Community Pages are a complicated mess, but you need to claim yours right now - before Facebook changes its mind again. In early November, Facebook started allowing companies to claim their Facebook-created Community Pages - those reputation nightmares waiting to happen - MILLIONS of which have existed since April, 2010. Didn't know your company had such a page? You're certainly not alone. I'll betcha that Boeing doesn't know it has a Facebook Community Page, for example: This is official Facebook page of the Fortune 50 Boeing Corporation. It has 35,943 likes, but only one post - "Boeing joined Facebook" (no date) This is Boeing's Facebook-created Community Page and it has 239 likes. Literally millions of companies, non-profits, causes, and groups have Facebook Community Pages, and I'd be willing to bet most have no idea these pages exist - let alone that anyone could add anything to them...

How to make sure your corporate blog has readers

Wed, 01 Dec 2010 09:05:22 -0500

By B.L. Ochman Does the world really need yet another corporate blog? Is it worth investing the time, money and effort into building and sustaining a corporate blog? Will anyone actually read your corporate blog? And will you make any money because of it? Yes, but... If you truly want to share your company's intellectual ability and engage with customers, there's still no better medium than a corporate blog - IF you follow these guidelines: 1. Think long-term Think about staying top of mind in the long term. A blog is not an instant solution to a marketing problem. Let's say that people now come to your website to buy your products somewhere between two and four times a year. A blog that is interesting, interactive, well-designed and professionally written can create daily readers who will have your company top of mind every day. 2. Create engaging content When people do get to your blog, you need to be talking about what people want to hear, not just what you want to tell them. Simple as that sounds, heavy-handed selling or, worse yet, bland "don't offend anyone" writing are the major reasons that nobody reads most corporate blogs. 3. Make...

"The Stupidity is Breathtaking" as TSA Terrorizes 4 year-old disabled boy

Sat, 27 Nov 2010 18:29:42 -0500

TSA employees are not the only ones who need a course in common sense. Sadly, common sense is in very short supply in the world today....

Facebook COO Sandberg, June 2010: "Email is probably going away"

Sun, 14 Nov 2010 19:53:06 -0500

By B.L. Ochman Only 11% of teens email each day, Facebook COO Sheryl Sandberg told a Nielsen's Consumer 360 conference in June. "Email is probably going away," she said. Pundit pontification about a possible new Facebook email service is increasing at a frantic pace, yet Facebook is not responding. Facebook is playing it cool, and taking a page from Apple's marketing playbook, by refusing to confirm rumors until its official event. In the meantime, AOL actually launched a new email service. Talk about ill-timed announcements! I personally don't care one way or another if Facebook launches email. I'm drowning in freaking email. I don't need another email account. And since teenagers and millennials text more than they email, I can't imagine that Facebook (or anyone else) really sees email as a growth business. I'm sure I'm not the only one who thinks pundits ruminating on Facebook email are just trying to build some traffic to their blog. Now that's something I'm happy to join in on. :>) But I do care that rumors can move markets and that Google stock is down more than 2%. I own three shares of Google and I like it to do up, not...

Dr. Jan Gurley's YouTube video: a simple solution to help cholera victims in Haiti - pass it on please

Sun, 14 Nov 2010 17:55:51 -0500

By B.L. Ochman "Maybe you don't think anyone in Haiti will ever see YouTube, but I'd say you might be wrong" says Dr. Jan Gurley, who's been helping in Haiti since the earthquake. "People there have cell phones, and texts, and everyone has an email address. Aid workers have smart phones that can show videos, and people there, just like here, love to gather 'round and watch the tiny screen." Dr Gurley has made this wordless video about how to make life-saving oral rehydration therapy (ORT) solutions for cholera victims. The simple sugar and salt solution is an alternative to medical rehydration therapy, which may not be available fast enough or in sufficient quantity. Cholera can kill in as little as three hours when diarrhea totally depletes the body of fluid. The video demonstrates how to make a simple life-saving sugar and salt-based solution that rehydrates the body - and saves lives - using only things that a person living under a sheet in a tent city would have. Upon return from her most recent trip to Haiti, Dr Hurley realized there was almost no videos on YouTube about ORT, so she and her friends decided to demonstrate how easily...

With Olbermann suspension, journalistic objectivity, always an illusion, bites the dust

Sat, 06 Nov 2010 19:15:13 -0500

By B.L. Ochman MSNBC's suspension of Keith Olbermann is another nail in the coffin of traditional media. We live in the age of opinion, where anyone with a computer can make his/her partisan views heard. When what a person says resonates with enough people, the person develops a following. If not, he/she does monologues. By continuing the ruse that journalism is objective, MSNBC is ignoring the reality of the Internet Age - we want to hear from people who are honest, transparent, and opinionated. That way, we know how to interpret what they are telling us. Keith Olbermann has become a major force of liberalism on MSNBC and I, for one, am happy that I know where he stands. Don't ask me to believe that you can't detect a different editorial slant in the NY Times and FOX, or the Wall St Journal and the MSNBC. Just as I know David Brooks will take a quasi-conservative view in the NY Times, and I can count on right wing opinions from the Wall St Journal, (now that their lone liberal voice, Thomas Frank, is gone,) I knew I could count on Olbermann for a liberal slant. That's why I watched him....

Joy goes viral with Alice Herz-Sommer, 107 on Nov. 26th - world's oldest Holocaust survivor

Tue, 02 Nov 2010 22:33:09 -0500

By B.L. Ochman This isn't about Internet marketing. It's about joy, and love, and the triumph of the human spirit. It's also about what goes viral, and why. This the Official Trailer for the soon-to-be-released documentary about the incredibly inspiring Alice Herz-Sommer, the oldest Holocaust survivor in the world. She will be 107 on November 26th, and she continues to lead a remarkably active life, filled with music. her studies, her friends and her family who visit daily. The documentary's trailer is heading toward one million YouTube views as it's sent from friend to friend. It came to me via three friends in the past two days, each saying "Watch for the whole 12 minutes, it's worth the time!" "Every day," she says, as her 107th birthday approaches, "is beautiful." She describes how music was the only thing that allowed her and her fellow concentration camp prisoners to have hope. Despite having lost her family in the holocaust, her faith and inspiration is the most clear when she says "I was always laughing, even there I was laughing." And she says, even after surviving the camps, where she was imprisoned with her young son, "I never hate, and I will...