Foreword to Tickle: Digital Marketing

Dr Ross Brennan is the author of Business-to-Business Marketing which is the leading international text book on marketing for companies that sell their products and services to other companies. Dr Brennan’s textbook proved to be a key resource while I was researching my new book on social media ‘Tickle: Digital marketing for tech companies‘.

Business to business marketing
Dr Brennan is a co-author of the leading textbook on business to business marketing.

I wrote ‘Tickle: Digital marketing for tech companies’ primarily about B2B companies because they have unique challenges in managing their reputations online and reaching business customers. Dr Ross Brennan was kind enough to write a foreword to the book which has now been included in the latest edition. I’ve also reproduced it here as a guest blog post. Enter Dr Ross Brennan…

Continue reading Foreword to Tickle: Digital Marketing

Social media: PR vs. Advertising vs. Design

Advertising, design and public relations all have something useful to contribute to social media. But they come from very different worlds and they each have hidden biases. Customers just experience the end result, but the way a company builds their reputation can be secretly swayed by the type of agencies that a company hires to help out with their social media. Owned, earned and paid media all add up to an overall impression of the brand.

Ad v design v PR
The business model of different agencies influences their approach to social media briefs.

I arrived in London at the height of the global financial crisis. Back then no one was hiring for Brand Strategists because it’s not a good look to do a new logo when you’ve just laid off 10,000 people. And it’s definitely not a good look to do a management workshop about the meaning of life to then choose the colour of the new logo when you’ve just laid off 10,000 people. So brand strategy (and in particular, the management consulting style brand strategy that I was most experienced in) had fallen off a cliff.

Continue reading Social media: PR vs. Advertising vs. Design

Digital marketing for business consulting firms

Getting a social media programme started for a professional services firm is surprisingly hard. My book Tickle: Digital marketing for tech companies is focused on technology businesses but professional services firms have many of the same issues as B2B tech companies (who are often selling consulting along with their software). I love helping other consultants with social media because I’ve met so many people who come across so poorly online, even though they are great in real life

Brand Strategy Audit
Consulting to consultants is one of the hardest types of social media training because they know what they should be doing. They’re just not doing it.

Strategy consultants usually already have a social strategy but the gap is in implementation. The most common problem for product businesses is a lack of strategy and clarity. These are less of an issue for public relations and business strategy consultants whose stock in trade is strategic thinking. But somehow these firms still struggle with their own social media activities.

Continue reading Digital marketing for business consulting firms

My digital marketing book

We are in the middle of the biggest change in business communications since the printing press. The move to mobile email, video calling and social media has made business communications faster and potentially, more personal. When my first boss started his career they used to correspond by post which took a week to arrive. It was a big deal when the firm installed a Telex Machine (like a morse code typewriter) because the message was delivered on the same day that it was written. It’s now easier than ever before to give an important customer a small tickle to let them know that you’re thinking of them.

Peter Thomson social media book
New book on social media by Peter Thomson

My new book on social media for tech companies is out now. It’s all about how to use social media to target bigger and bigger clients. Too many social media books just cover mass consumer advertising and teach companies how to spam everyone. This book is for successful professionals inside tech companies and other businesses that need to build real relationships with a decision-maker before closing the sale.

Continue reading My digital marketing book

Five ways to get in the mood to write

As an entrepreneur, investor or advisor these days you need a professional looking blog to maintain your credibility. You need a place to showcase your thinking and participate in longer conversations than you can on Twitter or LinkedIn. Participating on a social networking site is like being a guest at someone else’s party. It’s nice, but you’re not the boss. You need a place to host your own party. You need a blog. But it’s tough to keep a blog going when you’re not in the mood to write.

Thought Leadership for bloggers
The Thought Leaders that have inspired me all have blogs and put their thinking out there for people to see.

A blog allows you to share your thinking and the lessons you’ve learned. Becoming a “thought leader” isn’t something that you can just put on a todo list and will magically happen. You need to do the hard work of thinking and then putting that thinking into words that others can benefit from. Over the years, I’ve been inspired by several writers that I admire and I’ve tried to learn from how they write.

Continue reading Five ways to get in the mood to write

Best books about digital marketing

Social media is often the least respected part of the marketing mix. With an internet full of cat pictures and funny home videos it’s easy to see why social media isn’t taken seriously by business leaders. This is a dangerous mistake because digital communication is disrupting almost every industry. Part of the problem is that most books on social media aren’t rigorous enough to have serious business credibility in unsexy technology and B2B industries.

Social Media Business Books
Social media strategy is part of a company’s overall business strategy so the best social media books are actually general business strategy books.

So, where is the best thinking on social media today? It turns out that it’s hidden in plain sight in the business literature on word-of-mouth, competitive strategy and innovation. I’m a bit of a business book geek and I’ve read literature about business and strategy since I was a teenager. I started on Tom Peters and soon discovered Peter Drucker and Michael Porter. Seth Godin was a revelation for me. These days I devour everything from Mitch Joel and Hugh Macleod.

Continue reading Best books about digital marketing

B2B Digital Marketing Book

Too many social media professionals don’t understand how to market to a cynical business audience. They get lulled into a false sense of security because many B2B (business-to-business) sales look just like B2C (business-to-consumer) sales. After all, we’re all people. But really hardcore B2B marketing (to large, unsexy, enterprise clients) is a whole different ball game. Really serious businesses have long and complex sales-cycles involving multiple decision-makers and even a formal “business case” for your product.

Peter Thomson B2B Book Cover
I’m 2/3 of the way through writing the book and this ‘book proposal’ is a way to get feedback on the direction that it’s going.

A good B2B Social Media Book would have lots practical examples from unsexy industries and be grounded in rigorous business strategy. I’ve been working on the book to bring together the best of the marketing industry’s knowledge on enterprise scale B2B social media.

A lot of the techniques and tricks are simply a digital update of old-school sales tools from companies like IBM, Oracle, Cisco, Siemens and General Electric. B2B social media should be years ahead of B2C, because of the long-standing appreciation of the importance of personal relationships. But it’s not. Continue reading B2B Digital Marketing Book

Social Video Apps

Video is the most powerful form of storytelling medium in all social media. This month I’ve been experimenting with Social Cam as a publishing medium for short, punchy videos about design, business and social media. Video is powerful because you can tell a narrative and convey emotion. Even as a professional communicator it is still one of the hardest mediums to master but also one of the most authentic.

Social Video
Social Cam is a mobile app that shares video to Facebook and YouTube

Social Cam, Viddy and Supr8 are part of a new trend towards more active video sharing using mobile devices. These apps allow you to shoot short videos in a stylised manner and share them quickly and easily. My camera has become like a mobile toast-masters exercise programme. I can now challenge my communications skills anywhere, any time.

Continue reading Social Video Apps

Owned, earned and paid media

In 2009 Forrester picked up on some discussions in social media circles from people such as David Armano and codified the classification of digital media into owned, earned and paid types of media. This structure makes a classification based on the nature of the media itself rather than the activity that you do on it.

Owned Earned and Paid Social Media
A strategy model is only useful if it helps you solve real world problems.

MEC (part of WPP) see the different types of media in a sequence. First you get the message out with paid, then you feed people content in your owned media, then your story gets spread through earned media. Community management firm Temporo have a great blog post summarising the model. Nick Burcher notes that each of the types of media have an “Always On” aspect and a “Campaign” aspect.

Continue reading Owned, earned and paid media

Gary Vaynerchuk on Social Media

I specialise in social media for brands and business, but Gary Vaynerchuk is the master of social media for individual entrepreneurs. He started as a baseball card collector and grew a multi million dollar wine business.

Gary the Wine Guy
Gary Vaynerchuk explodes off the screen on YouTube the Wine Guy.

Gary’s presentation in 2008 at Web Expo 2.0 was a turning point in the discussion of social media in business. There are lots of other people who can give you advice about ‘how’ to use social media, but no one but Gary can tell you so forcefully ‘why’ to use social media.

Continue reading Gary Vaynerchuk on Social Media