Archive for March 2011

Digital Account Management: Do Your Homework

March 31st, 2011 — 9:43am

This is part one of a six-part series recapping my presentation, “Happy Clients: An Intro to Digital Account Management,” from Podcamp Nashville 2011.

1. Do your homework

In school, they tell us to do our homework. The boy scouts say to “be prepared.” Ever acted? You have to know your lines. In sports, practice makes perfect.

Sounds simple, right?

I once worked on a project* with a client where a different third-party agency was responsible for creating branding a web design, and I’d help with the web development. The agency started by, you guessed it, doing their homework.

They googled the company, read all of the materials from its current website, read up on the industry and its competitors, then wrote up and delivered a comprehensive branding plan that included a positioning statement, recommended messaging and copy for the website.

The client looked it over, and said, “???”

The agency had googled the wrong company, and never bothered to dig any deeper to confirm they were on the right track.

Some places to start…

Yes, this a particularly extreme example of not doing your homework correctly, but it illustrates the point. Here are a few places to start:

  • Follow the company on LinkedIn
  • Create a Google alert for the company
  • Create a folder in your Google Reader (or RSS reader of choice) and follow relevant industry blogs
  • Create a list of the company’s competitors (and follow them too)
  • Attend a local MeetUp, or a larger industry event or conference

Where do you go to learn more about your clients and their business?

*Please note: the details of this story have been altered only to preserve the anonymity of those involved.

Comment » | Digital, account management

I Found Out on Facebook…

March 29th, 2011 — 9:23am

In the past two months I’ve learned of two pretty big news items on close family members…via Facebook.

And I recognize that I’m not alone in my experience. As we continue to share more and more of our personal lives via social media, plenty others of you are undoubtedly in the same boat.

“Did you hear so-and-so was expecting?”

“No, that’s great! Did they call you?”

“Nope, I read it on Facebook.”

It’s become commonplace, almost expected that formal announcements that were once reserved for pen and paper, and then replaced by phone calls, now happen on Facebook. The thought struck me as I reflected on all of this, “Wow, how incredibly special it is to receive announcements such as these via mail. Imagine how special it will be in two years? Ten years?”

The Big Picture

In a larger sense, it’s interesting to wonder if consumer behavior and economic forces will collude to drive print media toward higher-end, luxury formats. Think Wired magazine with its beautiful spreads and high-quality paper versus Reader’s Digest.

From a marketing perspective, it’s an interesting time to be looking at print media. With people receiving so much less mail, your piece may actually rise above the clutter and be read.

As for me, I’ve decided to set a goal for myself to draft a personal, hand-written letter at least once a month to a friend or family member. (I know, it’s sad that once a month is daunting in its ambition.)

We’ll see how it goes…

Comment » | Facebook, Marketing

Podcamp Nashville 2011

March 27th, 2011 — 6:22am

Podcamp Nashville 2011 Logo

I just wanted to write up a quick thanks to the amazing crew who put on Podcamp this year in Nashville. The event just keeps getting better each year.

I gave an intro presentation called, “Happy Clients: An Intro to Digital Account Management,” and plan to post some of my thoughts as well as a bit of the feedback from the Q&A session here over the next few weeks.

Comment » | Digital, Nashville

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