Marketing in a Web 2.0 World
For passionate marketers who are out to define, explore, experiment and determine the value of B2B Social Media Marketing and Marketing 2.0.
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Identity Theft Expert; Fake IDs are as easy as 1,2,3
Do an online search for “fake ids” and you’ll be amazed to discover how easy it can be to obtain an ID allowing you to pose as someone else. Or how easy it can be for someone else to obtain an ID that will allow him or her to pose as you. Some websites peddle poor quality cards, others offer excellent quality, and many websites are simply scams.
The fact is, our existing identification systems are insufficiently secure, and our identifying documents are easily copied. Anyone with a computer, sc… Continue
The fact is, our existing identification systems are insufficiently secure, and our identifying documents are easily copied. Anyone with a computer, sc… Continue
Posted by RobertSiciliano on July 6, 2009 at 6:31pm
Identity Theft Credit Card Security
Credit card fraud comes in two different flavors: account takeover and new account fraud. Account takeover occurs when the identity thief gains access to your credit or debit card number through criminal hacking, dumpster diving, ATM skimming, or perhaps you simply hand it over when paying at a store or restaurant. Technically, account takeover is the most prevalent form of identity theft. I’ve always viewed it as simple credit card fraud, rather than “identity theft” in its truest sense.
New a… Continue
New a… Continue
Posted by RobertSiciliano on July 2, 2009 at 7:37am
Social Media Done Right - A Contest That Helps Promote Your Business
A few days back, I received an interesting email from Start Up Nation. This site is an absolutely tremendous source of information for the beginning entrepreneur.
I discovered this site several months back while doing some research. I liked the site enough that I became a member. The site has become a friend of sorts. I have visited often over the last four months. The site is definitely jammed with great information.
They send me periodic updates. When I saw their email in my inbox I quickly… Continue
I discovered this site several months back while doing some research. I liked the site enough that I became a member. The site has become a friend of sorts. I have visited often over the last four months. The site is definitely jammed with great information.
They send me periodic updates. When I saw their email in my inbox I quickly… Continue
Posted by Urban A Local SEO on June 29, 2009 at 7:27pm
TJX Identity Theft Costs Another 10 million, Protect Yourself from WarDriving
Robert Siciliano Identity Theft Expert
Most people are familiar with the TJX data breach, in which 45 million credit card numbers were stolen. TJX recently agreed to pay $9.75 million to 41 states to settle an investigation of the massive data breach. According to some reports, TJX has spent up to $256 million attempting to fix the problem that led to the breach.
It’s been said repeatedly that the criminal hackers responsible for the breach were sitting in a car outside a store when they stumb… Continue
Most people are familiar with the TJX data breach, in which 45 million credit card numbers were stolen. TJX recently agreed to pay $9.75 million to 41 states to settle an investigation of the massive data breach. According to some reports, TJX has spent up to $256 million attempting to fix the problem that led to the breach.
It’s been said repeatedly that the criminal hackers responsible for the breach were sitting in a car outside a store when they stumb… Continue
Posted by RobertSiciliano on June 24, 2009 at 9:25pm
Social Media Works… Is It Working For You?
Social Media Works… Is It Working For You?
As internet marketers may of us struggle to get a handle on how to effectively market in a social media web 2.0 world. Social media is about building relationships. It is very difficult to sell someone when you haven’t built trust through a relationship.
We all get hit up by over aggressive marketers on social sites. You know, those who welcome you to a site and then start selling you something. We also get friends requests from people who have never… Continue
As internet marketers may of us struggle to get a handle on how to effectively market in a social media web 2.0 world. Social media is about building relationships. It is very difficult to sell someone when you haven’t built trust through a relationship.
We all get hit up by over aggressive marketers on social sites. You know, those who welcome you to a site and then start selling you something. We also get friends requests from people who have never… Continue
Posted by Urban A Local SEO on June 16, 2009 at 8:09pm
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Do an online search for “fake ids” and you’ll be amazed to discover how easy it can be to obtain an ID allowing you to pose as someone else. Or how easy it can be for someone else to obtain an ID that will allow him or her to pose as you. Some web...
Credit card fraud comes in two different flavors: account takeover and new account fraud. Account takeover occurs when the identity thief gains access to your credit or debit card number through criminal hacking, dumpster diving, ATM skimming, or ...
A few days back, I received an interesting email from Start Up Nation. This site is an absolutely tremendous source of information for the beginning entrepreneur.
I discovered this site several months back while doing some research. I liked the s...
Robert Siciliano Identity Theft Expert
Most people are familiar with the TJX data breach, in which 45 million credit card numbers were stolen. TJX recently agreed to pay $9.75 million to 41 states to settle an investigation of the massive data br...
Marketing in a Web 2.0 World
Who has time for Twitter when there's Flutter?
Visit the blog that this content comes from http://lasandrabrill.blogspot.com
Web 2.0 Expo- Ford Motor Company Case Study
The Ford case study was one of the best presentations at the conference. I wish there were more companies sharing their success stories (or failures) of how to actually implement these techniques in an integrated campaign.
The presentation was led by Scott Monty who manages the social media efforts at Ford and Maggie Fox from Social Media Group who is their social media agency of record. I captured my notes and also embedded the slides from the presentation below.
Getting Started
Before jumping into any social conversations they began by doing a SWOT analysis.What they found is not too much different that what I think most people will find. People are talking about them but they weren't leveraging and integrating these people into their communications efforts.
The Revolution
So they decided to change that. They revolutionized the way they interacted with bloggers. It started by inviting bloggers, the people who were already talking to them to a traditional media event. The bloggers were integrated into the process and invited to see and test drive new vehicles.
They continued that relationship online and as Scott puts it, "we wanted to make storytelling easy." They created web-ready content and distributed it through social media press releases.
What's important to note is that this does not replace their traditional media efforts nor is it packaged and distributed in the same way. Their social media releases are not pushed across the wire. Instead it's a pull method of obtaining content, the releases are optimized for search results, uploaded to the Ford website and RSS enabled so that people can subscribe to the content.
Challenges
Scott said that overall there weren't really any challenges. I don't think this will be the same case for every company. What's different at Ford? Alan Mulally, Ford's CEO. The shift to change their communication style was accepted from the top down. There was a little bit of a legal hurdle to get over since they were opening the access to their content including images and videos to anyone. They agreed to put a creative commons restriction meaning people are free to use the content, but they must link back to Ford and they cannot use the content for profit. Also all images and files are for web use only and can't be reprinted.
Results
More people are talking about Ford, they have received 500 posts since September 2007 and the content of the stories is richer and more inline with the corporate positioning. Some enthusiasts are even embedding the social media releases into their sites as a credible source of Ford news. There are 120 videos posted to YouTube which have received over 1.2 million hits.
Lessons Learned
Ford realized that in today's world, 'everyone is a publisher' not just the journalists and that digital content needs to be an integrated way of thinking, not just an afterthought. Also when it came to making this happen what really helped them get this approved and accepted internally was to sit down and explain this big scary thing called 'social media.' After education and understanding people's fears about it, it became a non-issue. People are only afraid of what they don't know so if you explain the mystery it becomes less scary.
What's Next
The Ford Story is the tip of the iceberg when it comes to what's next. The initial creation of this site was done in 4-days (over the Thanksgiving Holiday). The future plans for this site are to pull in 3rd party content and become the centralized hub for all Ford content. They also plan to expand beyond auto bloggers to parent blogs, green, tech and finance blogs.
So, have you driven a Ford lately? Admittedly I haven't but all of this social media outreach gave me some warm and fuzzies so I think I may have to take a test drive this weekend
Visit the blog that this content comes from http://lasandrabrill.blogspot.com
Web 2.0 Expo: Content Strategy
What is your online content strategy?If it involves hiring a copywriter 10-days before the launch of your web page it's time to rethink your (non) strategy. As Kristina Halvorson would say, don't let your content be the forgotten elephant in the room. Here are my key take always from Kristina's session, "Content Strategy: What's Real, What's Relevant ."
Too often content is an after thought with the notion ("lies") that:
- It's not that big of a deal
- You think you already know what you want to say
- You think you already have most of the content
- You put it off as something you can fix post launch
What people don't consider is that your customers decided whether to do business with you based on your content. Ideally you should identify a single person in your company or organization that is responsible for your content, a Content Strategist. This person would be responsible for building your strategy to include:
Creation:
The creation of your content should start with your customer in mind. A good example of this is REI, they don't hammer you over the head with their products. Instead they want to be your partner in outdoor activities. Or Room and Board who sells through stories of real people who use their products. Ford Models builds a connection by providing everyday beauty tips on their YouTube channel. Content as to work for the user - an example of what NOT to do is Quicken, box shots don't help the customer decide which product to buy. They don't talk to the customer, they just want you to add products to your cart. When you create your content make sure it's useful, usable and enjoyable.
Publication:
There are many forms to publish content including: text, graphics, video, animation and audio. You should plan for a specific goal or result regardless of how and where you publish your content. Create a list to understand the business objectives and the user goals.
Governance:
Think of your content from a lifecycle perspective. Have a plan to update or remove. Do NOT do what Swiffer did and create a YouTube contest then abandon the site after the promotion is done (they haven't logged-in in over 10 months!). Have a plan to take it down if you're not going to maintain it.
Visit the blog that this content comes from http://lasandrabrill.blogspot.com
Web 2.0 Expo: Designing Social Websites
I attended two workshops at today's Web 2.0 Expo: Designing Social Interfaces: Principles, Best Practices and Patterns for Designing the Social Web and Designing Social Websites.The first presentation was more of an read out on the analysis of different social features popular on sites like FaceBook, LinkedIn, Flickr and others. I wish they would have done more of an analysis of which ones actually work, what makes them work and who they work on. Anyhow, the slides are still interesting and can be viewed here.
For me the more interesting presentation was from Christina Wodtke. I've embedded her slides below and here are some of my key takeaways:
"Behavior is a function of a person and his/her environment," this is Christina's theory to social sites. Environment is half the equation and something we can control. Christina shared an interesting analogy that you can follow the same process to designing the architecture of a building as you would a website. For example when you build a wide and open staircase it becomes a natural place for people to take a seat and socialize (for more on this check out A Pattern Language).
Christina identifies 4 motivations for contribution:
- Reciprocity - an example is LinkedIn endorsements, people who ask for endorsements are likely to give an endorsement back. Another example is when fund raising groups send you mailing labels as a gift, by doing so people are more likely to return the favor by opening their wallets.
- Reputation - Cisco's NetPro discussion forum do a good job of this by through a point system.
- Increased Need of Efficacy - The reason people use sites like Digg is because it's an effective way to obtain information they have something to gain.
- Attachment to and Need of a Group - This goes back to Maslow's hierarchy of needs, people want to have a sense of belonging. Then when they build their reputation it increases their self esteem.
- Define your activity (ie. what are your users doing? what do they have to do for you to be successful)
- Identify social objects (ie. videos for Netflix, photos for Flickr)
- Choose your features (ie. sharing, tagging, advice)
Design for Product Managers
View more presentations from cwodtke.
Visit the blog that this content comes from http://lasandrabrill.blogspot.com
The Launch that Keeps on Giving
Readers of my blog have already heard me talk about the Cisco ASR case study and how we used social media and web 2.0 to build community. I have also presented this many times in person and my most recent appearance for a CIO/IT Executive MeetUp was recorded and can be viewed here:Visit the blog that this content comes from http://lasandrabrill.blogspot.com
Forum
5 Cardinal Rules to Growing Your Business on Social Networks 1 Reply
Started by Matt LaClear. Last reply by Jim Sagar Oct. 27, 2008.
A Very Good Network!
Started by Jay Dunn Oct. 20, 2008.
The Cheapskate's Guide to PR
Started by Dan Durazo Oct. 14, 2008.
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© 2009 Created by LaSandra Brill on Ning. Create Your Own Social Network
