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Integrated Marketing: 4 Reasons Social Media is Needed

April 24, 2012 by Debra Ellis

...revenue generated from social media is a secondary benefit for most companies. There are rare occasions where corporate income is directly attributable to social activity but this is an exception. If it happens, celebrate. Don’t expect it to be sustainable. Use social media as a relationship building tool so you can reduce service costs and improve loyalty. Sales and profitability will follow.[read more]


Communication: The Link Between Social Media and Sales

April 4, 2012 by Deborah Sweeney

Social media has completely revolutionized how products are sold, and yet there are still businesses that only use social media outlets to spam their followers with coupon codes and pointless blog posts about how great their business is. Back in 2010, a WhiteHorse survey found that only 52% of B2C business, and a mere 32% of B2B...[read more]

How Expensify Builds Sales Without a Sales Force: Can You Do the Same?

March 23, 2012 by Neil Glassman

Jason Mills

The growth of expense reporting software company Expensify was built on more than the features of its product. The company creates advocacy among employees within customer companies to influence those responsible for procurement. This activation, along with responsive support - via email, online videos from Grovo and webinars - supplants the need for a traditional sales organization. In this conversation, Jason Mills of Expensify and I take a deep dive into the company's non-traditional — and rather successful — marketing approach.[read more]

Pepsi and Maximizing Blogger Activation by Focusing on the Power Middle

March 21, 2012 by Neil Glassman

When Pepsi's Tropicana wanted to give a social lift to its recently launched Trop50, it faced the challenge of creating advocacy at scale among bloggers as part of its Trop50 True Resolutions Facebook experience. Working with Social Chorus, Tropicana focused on the Power Middle of relevant bloggers. The earned and paid efforts succeeded in activating 174 bloggers who produced 210 blog posts and over 36,000 social actions across multiple social media platforms.[read more]

How to Retain Your Customers for the Long-Term

February 29, 2012 by Alex Hisaka

Business doesn’t just happen in the development process of a product or service, it happens in the small personal interactions that allow us to show each other who we are and what we believe in.[read more]


Three Social Media Lessons from Dell: It's Not All About Sales

February 29, 2012 by Jake Wengroff

A tour of Dell's Social Media Listening Command Center provided some key takeaways, including that social media ROI is not all about sales.[read more]

Five Tips for Freeing Up Resources to Help Keep Your Online Newsroom Updated

February 28, 2012 by Steve Momorella

An updated online newsroom is crucial to the success of an organization’s overall public relations strategy. Frequent posting of content to an online newsroom not only is critical to search engine optimization, but also positions your organization to be an industry thought leader.[read more]

Tackling the Question of Social Media ROI: Change Your Goals

February 23, 2012 by Zach Mettra

Let’s face it: one of the biggest challenges social media faces is the question of return on investment. If I funnel money to fund a social media campaign or presence, what will I get out of it?Bloggers and researchers struggle to quantify fans and followers, with research company Syncapse releasing a study that quantifies them somewhere...[read more]

Are You This Kind of Sales Guy?

July 1, 2009 by Robin Fray Carey

(photo courtesy of Courtland Whited via flikr/Getty) Old way of selling: your phone rings and there is a pulse on the other end.  You rush to your car to meet that prospect, you take him or her to lunch, and find out he has no budget and barely a brain. Waste of time, shattering of dreams.New way of selling: you create a great...[read more]

CRM in the age of Social Media: Revenge of the Sales Force

July 29, 2008 by Robin Fray Carey

Two new pieces of recommended content are in the SMT stable today: a survey/white paper about Sales 2.0 we conducted with our partner, TechDirt, and enabled by Oracle CRM on Demand and a podcast interview with Paul Greenberg, blogger at pgreenblog and author of CRM at the Speed of Light, which Paul is now updating.   The white...[read more]

Selling and the Art of the Possible: Introducing the Sales Sandbox on The Customer Collective

April 8, 2008 by Robin Fray Carey

I've been avidly watching the HBO Series, John Adams, which is replete with quotations that students of American history absorb and recall, especially those of Benjamin Franklin, who would have been a power-blogger if he were alive today and who must have been followed by his private secretary even into the bath.  Franklin famously...[read more]