What Everyone Should Know About Linkedin

This is a great overview on how you can use Linkedin to help with networking in the professional workplace. Linkedin is a great place to network with your past colleagues, find old classmates, find a new job, or locate potential customers.

Billboards and Social Marketing

I have posted over the past week several comments about social marketing and metrics. Everyone is scrambling to understand the ROI on social marketing. Greg Satell compares billboards to social marketing, and I think this is a great case study of why we need to keep social marketing as part of our marketing efforts.

The NEW Marketing Funnel – Selling the Concept of Driving Advocacy

Are you still wondering what the framework is to measure social media initiatives or how to sell the concept of driving advocacy? This article from Adam Cohen will give you guidance on the new marketing funnel and why you want to cultivate advocates for your brand.

100 Ways to Measure Social Media

Can we compare Social Media to PR?

Here is a great list of 100 things to measure in social media. If we critically look at our marketing efforts over time, can we compare social media to PR? After all PR contributes to the overall marketing campaign and impacts sales, market share, and profit.

Metrics and Social Marketing

Do you remember when TV advertisements didn't have metrics?

As marketers we want to measure all of our marketing efforts. My next few blogs will focus on metrics and social marketing. Marketers need to remember that at one point TV advertisements did not have metrics, and they should not limit the building of their brand to traditional efforts just because sound metrics are not available.

See article "The Importance of Branding in the Digital Age," by Greg Satell.

http://www.digitaltonto.com/2009/branding-in-the-digital-age/

5-Ways to Integrate Your Offline Promotions with Your Online Community

1. Print promotions including: advertisments, direct marketing, catalogs, posters, white papers, and more should all point to your website. The landing page for your website should have the same message as your print promotion, so your audience is connected to the offline promotion.

2. TV Commercials - include your website, ensure the message and offer match the TV commercial when they reach your website.

3. Radio Commercials - drive your potential customer to your website or 800#. Again, link the message and offer from your radio commercial to website or 800#.

4. Conferences - networking at conferences is still a large part of doing business. Don't miss another opportunity to connect your potential customer to your online website.

5. Product packaging - make it easy for your customers to connect with your online community by including your website on the packaging.

Publishing for the Kindle - Why it Makes Sense?

I often hear that it is a small percentage of physician market that own and use the Kindle, so why should I publish medical books for the Kindle format. My answer to this is simply, in a market where unit sales are decreasing, why not pick up incremental revenue from Kindle sales.

Medical publishers are still slow to publish in alternative formats. Kindle has been an electronic format that has interested me for several reasons. Amazon will already have your title listed on their site, and they will simply add a link to their product page so the customer can purchase and download the Kindle format of your book. Amazon will take your electronic files and develop the Kindle format, so you don’t have additional development work. Lastly, you are providing your end user with different format options.

Integration of Social Media – 5 Common Pitfalls

As you start integrating social media into your brand management, don’t fall into these common mistakes.

Social media is not about selling. Don’t expect to monetize your efforts, as your primary goal should be about customer engagement.
Be prepared to interact with your customer. If you receive positive feedback, thank your customer. If you receive negative feedback, be prepared to diffuse the negativity and address the issue.
Building a social media network takes time. Don’t expect immediate relationships, just as in real life, networking takes time and you need to build trust before you gain a new contact. Don’t expect the online world to move faster.
Don’t let social networking be an after thought. Make sure you are planning across all business units and setting ground rules for brand management with in social media.
Be prepared to invest in social networking. You should be prepared to commit staff resources to social networking – don’t just ask the temp or intern to build your program.

Three benefits to using social media in your publishing program

1) Customer engagement – social media is about engaging and understanding your customers needs. Establishing ongoing relationships with your customers helps you meet their needs.
2) Customer feedback – listen to your customers. Often, new product ideas come directly from customer feedback - social media is an exploding resource for companies to get direct feedback from their customers.
3) New product development process – use social media during product development to help deliver the right product.

Technology and What Physicians Are Using

To understand the importance of technology and how medical publishers can put technology to work with in their businesses, I am providing some links regarding what mobile devices and apps physicians are using.


http://www.mdsearch.com/Landing/Default.aspx?t=229&am=1?sc_cid=newsletter:1-smartphone2-results3-x4-x


http://www.healthleadersmedia.com/content/235750/page/3/topic/WS_HLM2_TEC/Killer-Smartphone-Apps-for-OntheGo-Physicians.html