From the monthly archives:

May 2009

Watering holes vs. weeping willows: Meeting customers where they are

05.30.2009

I’ve mentioned Drew McLellan’s concept of the watering hole here. The idea in his own words:
“You’re on a photo safari. You want to get a great shot of the elusive white tiger. Where do you go? How about where the tigers hang out? Where is their watering hole? Odds are pretty good that if you [...]

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Building a sustainable identity online: Social networks, pt. 3

05.29.2009

Creating a profile and connecting with other users is the easy part of creating a sustainable identity on online social networks. What matters more is what you do and why.
Activity. Social networks are only as good as what happens within them; social network activity is akin to electro-chemical signals among neurons in the brain. What [...]

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My guest posts so far, centralized

05.27.2009

I’ve only written four guest posts in the eight months since starting the Sustainable Marketing Blog, but I keep having to Google them every now and then when looking to share the links. So here they are, all in one place.

“Are you left out of the social media party? Walk right in!”, Portland Business Community

“Knitting [...]

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Book review: “Groundswell: Winning in a World Transformed by Social Technologies”

05.22.2009

If you so much as dip your toe in social media, you’ll hear about the groundswell. Coined by Forrester Researchers Charlene Li and Josh Bernoff in Groundswell: Winning in a World Transformed by Social Technologies, groundswell is “a social trend in which people use technologies to get the things they need from each other, rather [...]

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Storytelling as a sustaining and sustainable communication strategy

05.21.2009

Last night’s Portland Net Tuesday / NetSquared Meetup featured Roger Burks, writer at Mercy Corps, who spoke about “Better online storytelling” (presentation first given at NTEN’s 2009 Nonprofit Technology Conference). Though the presentation focused on storytelling for nonprofits, based on the Mercy Corps case, most of the conclusions and recommendations apply for sustainable business [...]

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Nonprofits and social media: What’s in a mission?

05.19.2009

Gaps persist between the interest in using, knowing how to use, and actually using social media to drive nonprofit missions. That’s my main conclusion from today’s CNRG panel discussion event, “Social media: How can nonprofits use them?”
Moderated by Chari Smith of CRSmith Consulting, the event panel featured Ian Greenfield, Managing Director, Oregon Bus Project; Amy [...]

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Marketing and sustainability: Bright(ish) views, long way to go

05.18.2009

It’s so easy to get enveloped in your own way of thinking that you forget the world beyond your mind’s boundaries. In spite of its rosy title, “Marketers’ Views Remain Bright on the Topic of Sustainability, Despite Gloomy Economy”, the April 2009 research study by the American Marketing Association and Fleishman-Hillard shows that

marketers are only [...]

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Building a sustainable identity online: Social networks, pt. 2

05.14.2009

After you integrate social networking into your marketing, decide where to cultivate your identity, and coordinate online and offline aspects of your identity, it’s time to get down into the identity building trenches. The principal elements of your social network identity are your profile, your connections, your activity, and your purpose.
The first step is to [...]

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Book review: “Buyology: Truth and Lies About Why We Buy”

05.11.2009

Martin Lindstrom’s Buyology had been reviewed, covered, and referred to so much that by the time it crossed my desk it was one of those must-reads you no longer want to read because you know all about it. I read it anyway (thank you Multnomah County Library) only to discover my familiarity with the content [...]

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