New Marketing Labs is growing. We've been very lucky and have built quite a group of client partners over the last several months. With that in mind, I need some help.

We're hiring 3 positions right off (and you must be in the greater Boston area):

* Account Manager - you need skills in listening tools like Radian6 or similar, skills with Google Analytics and/or Hubspot, and some background in analytics. This is much more important than knowing how check in on Foursquare. You need reporting and data interpretation skills. You need to be ridiculously self-motivated and driven, and able to work flexibly with lots of deliverables juggled at the same time.

* Account Associate (two positions) - you need a deep experience in the social platforms. You live in Facebook and Twitter and have a blog. You've shot video. You know enough about the technical skills so that we're not training you, plus you have some classic experience and/or learning in either PR or marketing, and beyond that, you're hungry to grow with one of the coolest online marketing companies in the universe, or so we say.

If you're serious about a shot at this, connect with Colin Bower - cbower@newmarketinglabs.com

We'd love to have you aboard.

Photo Credit: wsh1266

As I am working tonight, I am watching a CNBC special about the Swimsuit Issue of the Sports Illustrated magazine.  It is fascinating to me to watch what a large distinct business was created from a simple decision to do a particular photo shoot in a single magazine focused on sports.  The level of growth in the business and the number of superstars that were created from this single magazine issue is beyond anything that could have been comprehended.  As an example - it was quoted that it is Time Inc's most profitable single magazine issue.
 
I think it is a blueprint for all of us in business - to look at our audience (however we define the universe in which we do business) and then to define our products and our offerings in the context of that audience.  How many times have we heard about successful businesses that have started with a certain business plan, product or solution in mind, only to end up with a different offering and business model? 

People often ask me how important a business plan is to launching a business.  My response is that it is critical for the investment community that you have a well written and well thought out business plan but for internal purposes not so much.  In fact, what is more valuable for the CEO is a 2-page list of bullets that identify direction and plan and goals - something that can be easily morphed and managed.  Think about the business that you are in.  Think about the clients / audience that you are serving.  Now, think about what opportunities are available for you because of that client / audience base. 

Be flexible.  Be nimble.  Try different things.  Be "married" to your clients and your audience but do not get yourself "married" to your product - be open to what it could be and what potential you have created.

Photo Credit: Archangeli

As a follow up to my post last week, YouTube, with roughly 75 billion video streams and over 375 million unique visitors last year, has completed its upgrade to IPv6.
 
Clearly, YouTube has the most to gain by some of the advantages of IPv6's router optimization and resource allocation support, but it is likely that many will soon follow their lead.
 
For the rest of us, we can sit back and enjoy our new IPv6 streaming videos from YouTube such as the one below:




Enjoy!

We've been meeting with a variety B2B companies lately.   All of these companies are very successful and market movers within their industries.   As we've been planning out ways to build their digital channel, extend their brand equity online and help grow their business - part of our conversations have lead to storytelling.

At its very core, good marketing is storytelling.  The best marketing programs - service engagements, product experiences take us on an emotional journey appealing to our wants, needs and passions for something larger, deeper, more personal and connected.   

All the while, connecting with their customers - with the best traits of good storytelling.   Grabbing your attention from the start, pulling us in and taking us on an adventure along with characters and situations you can believe in and associate with elements of humor, drama, spectacle, action or mystery as catalysts to spark attention and interest.  All the while cutting through any marketing hyperbole and inwardly focused messaging because good storytelling is about engaging with an audience - tapping into their needs, passions, fears  - not talking about yourself.   

Storytelling Can Become Your Differentiator


Facts and figures, function, specifications and price all still matter, for certain.  But it takes stories to connect with customers on an emotional level.  The motivation to choose one brand, solution provider over another - when the choices are vast.

Now Comes The Creative Content Strategy - Theme Focus: Humor

IBM used Humor to humanize their Mainframe business.  A mainstay and very profitable business line for IBM but perhaps not the coolest or easiest to excite people about.

IBM turned to Tim Washer , a bona fide, professional comedian and storyteller to humanize their complex product line.   I met Tim last month at a Harvard Business School event where he spoke about his role as head of social media productions for IBM.  What first attracted my attention to Tim works was an article in TEXAS magazine, followed by a blog post about this viral video he helped produce for IBM.    And to Tim and IBM's credit, they've measured the impact of these humorous Office like produced videos.  
 

View more presentations from Tim Washer.

More recently, software giant, Infor, launched an interesting marketing campaign against their competitors, SAP and Oracle.   The campaign revolves around an Infor sponsored website called DownWithBigERP.com.

The campaign includes a "Declaration of Software Independence" and describes their competitors as "Big ERP".   And they've  moved their storytelling beyond its main website - establishing its main messaging persona on Twitter and cross multiple social and digital channels.  

To be a successful brand storyteller, you must first understand how your brand's products and services meet a customer's emotional needs.  Even business-to-business products and services fulfill emotional needs:  I will get promoted. I won't get fired.  I will be a hero if this works.
Next, understand not only where your customer will be exposed to your message, but what their emotional state will be when engaged with that media.

Lastly, tell a consistent story about your company, your product or your service regardless of where the message is delivered.  Inconsistencies degrade the power of the story and cause mistrust.  

Every brand has a story.  Tell it well, and you'll give your customers a reason to believe.

Photo Credit: Sean Drellinger

Would you use a free tool to generate leads and sales if it took less than 30 minutes a day?  

I work mostly with large companies and known brands, so it was interesting for me when I recently had several conversations with owners of various small to medium sized enterprises (SMEs), including family members and friends, about their sales processes.

For the most part, the sales cycle was described as long and expensive relative to sale value and the size of the company.  Marketing more often than not ranged from print ads in trade journals to cold calling.  Sometimes we get so close to the business, or to certain parts of the business, we forget that not everyone sees what we see.  So, it was as an afterthought that I asked whether anyone was active on LinkedIn.  None were active.  There were various reasons for this, ranging from technophobia to a scoffing at social media in general.  There was also a generational divide, and a belief amongst the boomer owners that because their peers weren't using this network that there was no value.

I understand that new technology is a pain, and that it takes time away from other things, particularly during the first phases.  But if you use a personal computer, you can figure out a social network.  And, while your peers may or may not be members, you will be surprised to learn potential customers that make buying decisions are.

So, surprisingly, there are a lot of strong companies out there owned and managed by clever folks that for various reasons have not adopted social media for business purposes, be they SMEs or larger companies that typically lag.  To them, I say there is no downside to joining LinkedIn.  In fact, as showing up is nine tenths of success, or whatever that saying is, doing the basics on social networks can have a profound effect on your business.

What impact?  Lead generation.  And, a warm - not cold - relationship with decision makers which can lead to them championing your bid.  So, why not build your pipeline and gain a competitive advantage?  

Try it actively for six months.  Track all the leads generated by your network and also your hit rate.  Given LinkedIn is free, and the only cost is your time (which you need to manage effectively - a separate issue), your net return numbers will be through the roof.

How? Follow the basic protocols.  Think about how you are approaching people.  These are social networks, and you need to be social.  The social networks are like cocktail parties.  If you are going to introduce yourself to someone, it's better to have a mutual friend make the introduction.  If you don't have one, it's going to be hit or miss.  That's just the way it is.  However, as you network, chances are you will find a mutual friend.  It's simple math.

So, some good tips to follow:

1. Create a compelling profile - know what you are trying to achieve, and build your profile around that objective.  Be brief.  Provide contact information.  Don't embellish.
2. Build your network - connect with others that can help you achieve your objectives.  Import your email contacts, but personalize each invitation.  Quantity is not quality.  Do you like spam?  They don't either.  
3. Get the most from your network - ask and answer questions.  Recommend and introduce colleagues.  Learn, create and engage.  Develop a relationship before you ask for something.
4. Manage your social network - join groups, be active, don't be lazy.  But don't waste time, either.
   
   

Want even more insight into LinkedIn?  Check out this fun video:



There is some secret sauce - tell me what works for you?  Can LinkedIn drive sales?  Can you sell through social platforms?

Oh, and by the way, if you want to connect with me on LinkedIn, invite me to your network.

Photo Credit: nanpalmero

In a recent article from IPv6 Now, they reveal that less than 10% of all IPv4 addresses remain unallocated, and predict it will be less than 3 years before we run out for good. With the expiration date approaching, companies running their own network need to be prepared.

Exponential Growth

When the internet began, a system was created for identifying machines on a network, called the Internet Protocol. Similar to telephone numbers, this system provides a unique address for every computer connected to the internet.

The addresses are structured as a set of four numbers, each number can range from 0-255, e.g. 192.168.1.100. This 32-bit address creates approx 4 billion (4.3 x 109) unique combinations.

With the exponential growth of the internet, we are rapidly approaching the 4 billion user capacity.

Technology is Short Lived

With technology (and most concepts in general), it is often difficult for people to look past the immediate future to anticipate the long term need. My favorite example of this is a quote from Bill Gates:

"... I felt like I was providing enough freedom for 10 years. That is, a move from 64k to 640k felt like something that would last a great deal of time. Well, it didn't - it took about only 6 years before people started to see that as a real problem."

A similar example of this can be found in a 2003 ZDNet article in which Paul Wilson, director general of APNIC (Asia Pacific Network Information Centre), stated that the shortage of IP Addresses is "misinformation", and that the current system would be enough for 20 years.

In both of these cases, they knew exactly what to anticipate, they just expected the changes to take longer to happen.

New Technology Already Exists

In 1998, a new protocol was developed called IPv6. This new protocol can handle up to 340 undecillion (3.4 x 1038) addresses. While it seems like this is the answer we have been looking for, there is still one problem: Internet Protocol is implemented in hardware, not software.

This means that is isn't as simple as running the latest patch or upgrade to get everything fixed. In some cases, companies will have to replace their entire infrastructure to support these new standards.

Even consumers will likely need to replace their own networks, as many modern-day routers and modems do not support the new protocol.

Recent Developments

Comcast, one of the United States' largest internet providers, is taking the lead in this space, stating "in order for 2011 to represent the start of widespread adoption, critical work such as our trials must be conducted in 2010".

Google is attacking the switch from the other end, providing an IPv6 version of the Google website for users to test out their connection.

Once major players such as these get involved, it is only a matter of time before the industry as a whole takes a big step forward.

Are you ready for the switch?

Photo Credit: Bruno Girin

The Superbowl is a great reminder of the cost of TV marketing, and there's no denying that a spot on the Superbowl will get lots of attention (many say more attention than the game). And yet, as is always the case, I find myself comparing what that cost and reach gets you when compared to a social media execution. So, if you're thinking about whether or not to spend $3 Million on your 30 seconds of exposure, here are some thoughts about what $300,000 (note: one less zero) would get you.

Superbowl: $3,000,000
New Marketing Labs: $300,000

Superbowl: 30 seconds of ad time viewed by millions.
NML: 6 months of content marketing (blogs, video, audio, webinars) viewed by a more targeted hundreds of thousands.

Superbowl: One shot at your creative
NML: we come up with new creative ideas and projects all the time, versus a one-shot attempt.

Superbowl: one way push
NML: six months of two-way conversation and community building on all the appropriate social platforms, with concerted effort on lead generation and sales prospecting, as well as existing customer loyalty and retention focus

Superbowl: ...
NML: hundreds of new earned inbound links to your site, improved search rankings.

Superbowl: ...
NML: Event enhancement and extended coverage, including media making, promotion, distribution.

So, I might be biased (hint: I am), but I think New Marketing Labs is a better bargain than advertising during the Superbowl. Get in touch. We'd love to work with you.

Photo Credit: Dan4th