Monday, March 31, 2008

Yes, but...

Presented to a client group today on opportunities afforded marketers in the webfacemysocial world, release 2.x

Like many other marketers in the b2b world that we've heard from, there is a clear desire to 'think different' about their marketing. Consistently, a common point of discussion revolves around the obstacles to change...when discussing blogs, for instance, these concerns are mostly associated with the 'risk' of having someone say something not-so-nice and on company property to boot.

Of course these are all valid concerns. So here's a quick list of what's worked in our experience:

1. Start small: pick a project where the risk is small if it blows up.

2. Do what you already do: Sending out newsletters? Have experts who offer points of view? Try posting the content to a blog or board.

3. Find champions: Find those who are passionate about the connected world and get them involved...regardless of org chart titles.

4. Do it for yourself, then your customers: Try a project that helps your own organization's communications, then take what you learn and pursue the external audience.

5. Build on success: Find something that works and tweak it. If something doesn't work, move on.

6. Don't wait: Perfect is the enemy of good when the customer is on the line...

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