Marketing Technology 5

Marketing Technology Stories you might have missed

MT5 Edition:  #32

Stories This Week: B2B online communities, Tracy Morgan explains Twitter, the Innovator’s Dilemma, behavior on email vs social media and the Lumia 900

1. Building B2B Online Communities – Why, How & Where to Start

[TopRank] Benefits of online communities can include deepening customer relationships, building greater brand equity, providing better customer care, shortening product innovation cycles, extending and accelerating product and service delivery and delivering improved financial returns.

My Take: In my experiences as a user, online communities are difficult to pull off. It’s hard to get people to invest time in your community when there are so many other pressing demands on their time.  Here are a few things to help your community be a success. Add your thoughts in the comments.

Success Factors:

1. Have a large community, but not too large.  40 is too few, 40,000 is too many. You have to get enough people in the community to have a conversation but not so many as to cause a riot.
2. Have the community be opt-in. Otherwise the community members won’t be as interested in participating.
3. Dedicate time to the community. Don’t expect the community to manage itself. You’re going to spend time each week moderating comments and driving discussion.

2. Tracy Morgan Explains Twitter [EXPLICIT]

Tracy Morgan Explains Twitter

3. Clay Christensen: How To Escape the Innovator’s Dilemma [VIDEO]

[TechCrunch] Clay’s identified why most good companies eventually fail. This video does a great job outlining his theories. It’s on the long side, but it’s a good investment of your time.

My Take: I think Clay’s book extends what Jim Collin’s did in Good To Great. Clay’s work shows that it’s not about culture, principles and process, it’s about the market and the need to continually innovate. Check out these books if you’re interested in this topic.

Change in Investing in Paid vs Earned/Owned Media

4. Digital Marketers Shuffle Budget to Boost Owned and Earned Media

[eMarketer] As marketers look to integrate their advertising efforts into a more cohesive strategy, many are eyeing digital media, specifically owned and earned media.

My Take: As if you needed it, this demonstrate the emphasis on Digital Marketing. Social media and new interactive channels continue to drive these spends.

5. Microsoft & Nokia Launch the Lumia 900

[WSJ] Walt Mossberg generally panned it, but that’s not surprising given he’s considered an Apple fan-boy by most.

The [Mashable] review was more positive but the phone isn’t on par with the iPhone or the best Android phones.

[TheVerge] review highlights the design but points to the lack of 3rd party development on the platform (the Verge is a newer tech blog and it is GORGEOUS).

My Take: This was an important launch for Microsoft & Nokia. Unfortunately, the lack of apps is going to hold back the success of this phone and mobile OS. It will be interesting to see if Microsoft and Nokia stick with it and release a better phone soon.