The role of creativity in B2B market

Posted: January 10, 2011 in Articles

(Written on October 24, 2010)

We all agree that creativity is the key in order to do an effective campaign, in all fields. Also in B2B market this kind of approach can be really useful.

About this topic I found this interesting blog post written by  Maria Pergolino on

What’s the missing, yet critical element for successful B2B marketers? – Creativity.

It is a common fact that many B2B marketers stay the path of the traditional and in the box techniques. To create a competitive edge to your business marketing, add some creative thinking and opportunities to attract and engage prospects and customers.

Typical B2B marketing can be dry –Marketing business technologies or services typically don’t have much room for emotional interaction or social engagement. It’s not anyone’s fault, this is just how it’s always been.
Today, most B2B marketers still don’t embrace social engagement or online B2B marketing tools – they still stick with what they have always known and used. These marketers tend to stay in the box and not look outside of how they market their products and services.

Those willing to look outside of the box begin to understand how innovative thinking helps create new and expand existing opportunities with their customers.

Read the rest of this entry »


B2B Social Media Stats

Posted: January 10, 2011 in Articles

(Written on October 22, 2010)

Now it’s time to analyze some data and stats about the usage of social media, in this case, related to B2B, one of the most intersting application of these tools.

I found some stats on a blog called:, and more pecisely in an article written by Adam Holden-Bache.

Here follows stats:


86% of B2B firms are using social, compared to 82% of B2C.
B2B firms aren’t as active in their social media activity with only 32% engaging on a daily basis compared with 52% of B2C firms.
More than half (53.5%) of marketers surveyed said they currently use social media as part of their marketing strategy. This is up from 2009, when 45.0% of marketers said they used social media for marketing.

Read the rest of this entry »

4 truths about Social Media

Posted: January 10, 2011 in Articles

(Written on October 21, 2010)

Surfing on the Internet today I found an interesting article written by Lisa Barone on a blog called: Lisa Barone is Co-Founder and Chief Branding Officer at Outspoken Media, Inc., an Internet marketing company that specializes in providing clients with online reputation management, social media services, and other Internet services.

In this blog post we can find four truths talking about the relationship between Social Media and SMB (Small and Medium Business).

1. You can’t be everywhere.

We keep hearing that our customers are everywhere – they’re on Twitter, on Facebook, in the blogosphere, on LinkedIn, and on sites that we can barely pronounce, let alone figure out how to work. For months we’ve been racking our brains trying to figure out how to create a real presence on all the different social media sites displayed on KnowEm. You know what we’ve learned? We can’t do it. And we don’t have to. Many of the presenters at BlogWorld let us know that this was OK. We don’t have to be everywhere. We just have to find our online community and then hang out there. Instead of running yourself ragged, pick one or two sites that work best for you and your community. Spend your time there.

2. You can’t always be “on.”

For those of us who live and breathe social media, this is a hard truth to learn. However, as Sonia Simone lectured as part of her morning keynote, you, as a person, are not scalable. The more you give social media, the more it will want. And you’re going to get to a point where you need to set boundaries around yourself and how you connect with people. It’s not realistic to think you can be on 24/7 and still run your business and take care of your body. Sonia commented that if you feel social media is taking more than you can give it, it’s because you haven’t set a boundary–and you need to. Despite what the Social Media Gods tell us, it’s OK to ignore those last 10 e-mails and go to bed. Heck, it’s OK to ignore them just to watch TV. It’s up to you to draw your own line in the sand.

Read the rest of this entry »

Guerrilla Marketing secrets

Posted: January 10, 2011 in Articles
(Written on October 19, 2010)

Here’s an intertesting article about Jay Levinson, who is considered one of the most rated experts talking about Guerilla Marketing. This article is written by Shane Gibson, who is an international speaker, expert in seminars.
He shared with the the audience these 19 secrets of Guerrilla Marketing, by Jay Levinson.
As we have seen is always tricky to act and to measure results when we are thinking about a Social Media campaign. This article is quite old (more or less an year) but is still interesting, and there are some usuful advices.

According to Mr. Levinson if you memorize these secrets, you will exceed your most optimistic expectations in business.

1. Commitment – Mediocre will win over brilliant. The key lesson here is stay the course. Your social media efforts, whether it is blogging, video podcasts, twitter or a combination of these tools must be executed with a one to two year commitment. Stick with it, it will pay big.

2. Investment – Guerrilla marketing is a recession proof investment. It will pay better than any traditional financial investment. The key thing is you will need to invest in Social Media. This will come not in dollars but time, energy, ability, money, reputation

3. Consistent – Don’t change your identity. Brands, relationships, trust, and technology all take time for adoption and acceptance. Be consistent with your message and on-line social media identity.

Read the rest of this entry »

Measuring social media impact

Posted: January 10, 2011 in Articles

(Written on October 18, 2010)

We have already posted an article about B2B social media approach and its ROI, but assuming that we’re ready to start with a social media campaign, how can we easily measure its effectivness?
Recently I read an interesting post on and according to Nichole Kelly, the author of the article, these are the 4 ways to prove the efficiency of your social campaign:

1. Measuring Social Media Exposure: how many people follow you
2. Measuring Engagement: how many clicks you have
3. Measuring Influence: analyze the effects of your messages
4. The Lead Generation Funnel, define your presence and impact

Read the original post [4 Ways to Measure Social Media and Its Impact on Your Brand]

What about “Great Creative”

Posted: January 10, 2011 in Articles
(Written on October 15,2010)

Quite frequently I wonder, what’s the meaning of “Creative”? In order to act in business. More interesting is what is, and what has to do a “Great Creative”?
Surfing on the Internet we found a good answer to this question. The author of this brilliant point of view is Jacquelyn Cyr, CEO of Espresso, an integrated marketing agency located in Toronto and Boston.
Here follows the most meaningful part of this post.

“Great Creative requires long-term thinking from both the storytelling perspective and the business perspective.

In order to tell a story – and I don’t simply mean a character-driven story like that at the heart of the incredible success of The Man Your Man Could Smell Like, but rather the overarching story of your brand itself – every writer will tell you, you need an introduction and a conclusion. This is easy: thinking about introducing your brand includes thinking about product/service features and benefits, core organizational values, and customer service. The conclusion is somewhat more challenging but still done with relative ease for those with industry experience: what feeling do you want customers to walk away with? It’s the heart and the guts of the story that prove most challenging – the middle, the core.
This shouldn’t sound altogether unfamiliar, if you’ve spent any time thinking or talking about relationships – even those human-to-human we mentioned earlier. It’s quite exciting and easy to plan the wedding. It’s a little more complicated to think that at the end of fifty long years, you’ll still be crazy for one another. It’s entirely abstract to imagine how that happens on a day-to-day basis, through minutiae and challenges and change, over the course of eighteen thousand days.
Thus the work that needs to be produced requires a creative storyteller who can see through the course of this relationship and imagine that day-to-day, that heart of the relationship, that story – while still letting it be informed by and participated in by the other party within the relationship. And it’s a brave executive who can have the vision and ambition to let that story be told – not in a campaign and not in a quarter, but on a day-to-day basis, through minutiae and challenges and change, over the lifetime of the organization.”
If you want to read the entire text just go here:

Internet PR, a new approach

Posted: January 10, 2011 in Articles

(Written on October the 6th, 2010)

Surfing on the Internet we found an interesting approach to management of social media related to business activities. It’s called Internet PR and we discovered it through Marco Massarotto, an italian professional, with an important experience in international advertising, and now CEO of an agency wich provides digital PR on the Internet.
This new approach is also written in his book: „Internet PR“ (released by Apogeo, Italy).
In his book Massarotto gives us tools and rules which are useful for the management of a web campaign using social media.

During his speech at the workshop called: „Social Media Week Milano“, in Milan, he presented an interesting road map for building of the social reputation, made by 5 steps.

  • Network
  • Engagement
  • Presence
  • Response
  • Monitoring

Follows his presentation: