|By Ambal Balakrishnan||
|July 21, 2009 05:30 PM EDT||
Bernie Borges' new book: Marketing 2.0: Bridging the Gap between Seller and Buyers through Social Media Marketing. Bernie's book aims to give a macro view of social media marketing with a focus on "what it is" and "how" small and medium size businesses (SMB) can develop a strategy, implement it and measure results.
Marketing 2.0: Bridging the Gap between Seller and Buyers through Social Media Marketing covers these topics:
- Marketing 2.0
What is Web 2.0 and Social Media?
Think Like a Publisher: Content Marketing
The Lifecycle of Interaction in Social Media Marketing
Measuring Results in Social Media Marketing
Risks in Social Media Marketing
Benefits of Social Media Marketing
Case Studies - SMBs Succeding with Social Media
We have invited Bernie Borges, the author of Marketing 2.0: Bridging the Gap between Seller and Buyers through Social Media Marketing to discuss his book. Bernie Borges is the Chief Find Officer of Find and Convert, an Inbound Marketing agency serving clients nationwide. Find and Convert helps companies get found on the web and build profitable relationships through search marketing and social media marketing strategies.
Bernie is a podcaster, blogger and frequent speaker on social media trends in business. Bernie is a native of New York, N.Y, and resides in Palm Harbor, Florida with family.
Blog Find and Convert Twitter BernieBay
Buyers learn to trust the sellers who engage in authentic relationships
Ambal Balakrishnan: Bernie, it is a great pleasure to discuss your Marketing 2.0 Social Media Book. Thanx for finding time out of your very busy schedule to provide your valuable insights to our readers. Tell us about what Find and Convert does?
Bernie Borges: Find and Convert is an inbound marketing agency. We create winning marketing strategies on the web for our clients through search engine optimization (SEO), pay-per-click (PPC), social media, content marketing and web analytics. Our clients are mostly SMBs marketing on a national and some international scale. We are meticulous about measuring results that matter for our clients.
Ambal Balakrishnan: What prompted you to embark on writing Marketing 2.0 Social Media Book?
Bernie Borges: I started Find and Convert in 2002. In 2006 I started to hear about "Web 2.0." As I got involved in social networking I began to recognize the opportunities for business. But, I observed that most SMBs are very conservative in their thinking. Most clients and audiences I spoke to had interest in learning about social media but were not acting on it. I wrote this book to communicate that marketing on the social web is a mindset. Business owners and executive must first understand the mindset before they embrace the tactics comprised of blogs, social networks, Twitter, video, photos, etc. The mindset must come before the tactics.
Ambal Balakrishnan: Give us the background of how you gained an interest in Social Media Marketing?
Bernie Borges: I have been speaking on Internet marketing strategies for about five years. I enjoy speaking and use it as part of my marketing strategy to gain awareness and capture business opportunities. Around 2006 as Web 2.0 topics began to gain popularity I began speaking on them. Around 2007 the Web 2.0 topic evolved to social media. As I embraced social media, I began to speak more on it, which eventually gave me the inspiration to write a book for SMBs to help them develop a strategy for social media.
Ambal Balakrishnan: Please walk us through the book writing life-cycle. How did it evolve and its journey from concept to launch?
Bernie Borges: In December 2007 I was the keynote speaker at a breakfast event in Tampa. I spoke on Web 2.0/Social Media Marketing to an audience of about 130 executives, many of whom were CEO of SMBs. After the event I was overwhelmed by the reaction. The interest level in learning more about "social media marketing" was very high. Several people in the audience suggested I write a book. After a couple of weeks I decided to do it. I wrote the book over ten months. I conducted research to find interesting case studies. I didn't take any time off from running my agency. All the while, I shared with my social network about my book writing mostly through my blog and Twitter. Now, I'm podcasting, blogging, Tweeting and releasing a series of releases around the book. I'm also doing short videos. I'm giving away the entire book in PDF format to anyone who listens to my podcast introduction on my blog.
Recommended Resources for Marketers
Blogs & Websites
Inbound Marketing, SEO best practices by Bernie Borges
TopRank Online Marketing blog by Lee Odden
HubSpot blog by HubSpot
World Wide Rave by David Meerman Scott
Groundswell by Charlene Li and Josh Bernoff
Trust Agents by Chris Brogan
Inbound Marketing strategies by Bernie Borges
DishyMix by Susan Bratton
Duct Tape Marketing by John Jantsch
Ambal Balakrishnan: Who is ‘Marketing 2.0 Social Media Book' addressed towards?
Bernie Borges: Good question. The primary target audience is the SMB (small/medium size business) owner and their management staff. The target reader is someone who knows something about social media, but not much about how to use it productively in his/her business. People in larger businesses who have not yet embraced social media marketing will also benefit from the book. Anyone who doesn't yet understand how we got here and where we are, and the risks of not adopting a mindset for social media marketing will benefit from the book.
Ambal Balakrishnan: How is the marketing landscape different than what it was a decade back?
Bernie Borges: The marketing landscape a decade ago is different today but not as different than it will be in another decade. I believe we are in a transition period. I reference this in the book. In the past several decades sellers have marketed to buyers using interruptive techniques. Buyers had no choice but to deal with unwanted cold calls and advertisements. Now, buyers have filters. Even the commuter on a busy train or bus can tune into her iPod and tune out all the billboard ads. My caller ID blocks unwanted calls. My satellite radio has no ads. My Tivo allows me to skip all the commercials Etc. The buyer is in control now. In another decade sellers will realize that few of these traditional marketing techniques work anymore. Delivering great content to buyers and engaging buyers collaboratively is the new marketing. But, we are still in the early stages of this transition. It will take another five or ten years for sellers to fully grasp this paradigm shift.
Ambal Balakrishnan: What are the benefits and risks of Social Media Marketing?
Bernie Borges: The benefits are that buyers learn to trust the sellers who engage in authentic relationships. The influence of people in a community is very valuable. Sellers can compete against anyone even if they are small compared to larger competitors. The wisdom of the community is so strong that the playing field is level. The risks are not doing it right or not doing it at all. Sellers who don't understand the importance of being authentic and building relationships can misuse social platforms and get negative results. Expecting quick results is risky. Measuring the wrong metrics is risky. Not measuring the value of relationships is risky. The biggest risk is what I call social media abstinence.
Bernie Borges talks about his book Marketing 2.0
Ambal Balakrishnan: Give us few examples of businesses that are great at Social Media Marketing?
Bernie Borges: My favorite SMB story is Indium Corp. They are a manufacturing company with a very technical product. About five years ago their Marcom director, Rick Short, began blogging. He recruited an engineer to start blogging. Eventually other engineers started blogging. Today they have ten blogs staffed by fifteen engineers. They also shoot video, most of which are entertaining. They produce so much great content that engages their buyer. As a result they have global awareness, great trust, great sales leads and great ROI. They've also eliminated many of their outdated marketing strategies like direct mail and cold calling. Another example is Epic Change, a charity focused on building schools in Tanzania for economically deprived children. They Tweet, blog and generally promote their cause on the social web. I learned of them during their Tweetsgiving fundraiser in Thanksgiving 2008. They raised $10,000 two days before Thanksgiving through Twitter. Their marketing budget is zero. It's 100% social media marketing. It's awesome! My book has several other inspiring stories of SMBs succeeding with social media marketing strategies.
Ambal Balakrishnan: How can a firm measure the ROI on dollars and time invested in Social Media Marketing?
Bernie Borges: Any business can measure social media marketing results in several ways. Some of the metrics include RSS subscribers, website visitors from social media platforms, landing pages with calls to action that are uniquely tied to certain social media. Another way to measure is the increase in incoming traffic to a website for the company name. If the sales process becomes shorter, that's a sign of increased trust. Another metric is the sentiment of the brand, the industry, their products, their staff, etc. Software tools are required to measure results coupled with logic and common sense. Some of the success metrics are qualitative too, which some businesses struggle with.
Ambal Balakrishnan: What is one change you recommend for businesses to do better in their Social Media Marketing initiatives?
Bernie Borges: To focus on building relationships. Don't expect to get sales results quickly. It's like becoming a member of an exclusive club. If you join a club and expect to get results quickly its members won't accept you. You must be authentic and engage members of the club. You must offer them reasons to trust you and want to get to know you. This is exactly the mindset that is needed to be successful in marketing on the social web. It's a mindset paradigm shift.
Ambal Balakrishnan: What are the 3 key lessons you want readers to take away from your book?
Bernie Borges: 1. Find communities on the web that you should engage. 2. Provide these communities consistently good content. 3. Focus on building relationships and trust with these communities.
Ambal Balakrishnan: What one "get started on right way" change do you recommend to the reader of your book?
Bernie Borges: Commit to spending time on the social web every day, even if you start with five minutes per day. Eventually, as comfort increases and community engagement increases more time will be spent each day. The amount of time varies for everyone. The key is to do it consistently every day and you'll start to see results.
Ambal Balakrishnan: What kind of projects are you involved in when you are not writing, blogging, speaking, or consulting with marketers?
Bernie Borges: I run my inbound marketing agency. We work with SMBs every day helping them achieve their marketing goals through the web and integrating these plans into all their marketing activities.
Ambal Balakrishnan: Bernie, thanks for taking the time to discuss your book and sharing your insights with us.
Bernie Borges: Thanks Ambal.
Bernie discusses his new book at Marketing 2.0: My New Social Media Marketing Book. Bernie warns that the biggest risk is not taking the risk at all and staying away from social media. Read his post on The Risk of Social Media Abstinence. Check out great list of Podcasts and Videos on Inbound Marketing Strategies, SEO, Social Media Marketing and more from Bernie Borges .
Over to you...
What is the one lesson from Bernie Borges' Marketing 2.0 Social Media Book you will put to use in your Content Marketing?
There will be new vendors providing applications, middleware, and connected devices to support the thriving IoT ecosystem. This essentially means that electronic device manufacturers will also be in the software business. Many will be new to building embedded software or robust software. This creates an increased importance on software quality, particularly within the Industrial Internet of Things where business-critical applications are becoming dependent on products controlled by software. Qua...
Jul. 29, 2016 07:15 AM EDT Reads: 1,618
In addition to all the benefits, IoT is also bringing new kind of customer experience challenges - cars that unlock themselves, thermostats turning houses into saunas and baby video monitors broadcasting over the internet. This list can only increase because while IoT services should be intuitive and simple to use, the delivery ecosystem is a myriad of potential problems as IoT explodes complexity. So finding a performance issue is like finding the proverbial needle in the haystack.
Jul. 29, 2016 06:45 AM EDT Reads: 2,353
Machine Learning helps make complex systems more efficient. By applying advanced Machine Learning techniques such as Cognitive Fingerprinting, wind project operators can utilize these tools to learn from collected data, detect regular patterns, and optimize their own operations. In his session at 18th Cloud Expo, Stuart Gillen, Director of Business Development at SparkCognition, discussed how research has demonstrated the value of Machine Learning in delivering next generation analytics to imp...
Jul. 29, 2016 04:45 AM EDT Reads: 2,565
The 19th International Cloud Expo has announced that its Call for Papers is open. Cloud Expo, to be held November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, brings together Cloud Computing, Big Data, Internet of Things, DevOps, Digital Transformation, Microservices and WebRTC to one location. With cloud computing driving a higher percentage of enterprise IT budgets every year, it becomes increasingly important to plant your flag in this fast-expanding business opportuni...
Jul. 29, 2016 04:15 AM EDT Reads: 2,676
The Internet of Things will challenge the status quo of how IT and development organizations operate. Or will it? Certainly the fog layer of IoT requires special insights about data ontology, security and transactional integrity. But the developmental challenges are the same: People, Process and Platform. In his session at @ThingsExpo, Craig Sproule, CEO of Metavine, demonstrated how to move beyond today's coding paradigm and shared the must-have mindsets for removing complexity from the develo...
Jul. 29, 2016 02:45 AM EDT Reads: 1,600
SYS-CON Events announced today that MangoApps will exhibit at the 19th International Cloud Expo, which will take place on November 1–3, 2016, at the Santa Clara Convention Center in Santa Clara, CA. MangoApps provides modern company intranets and team collaboration software, allowing workers to stay connected and productive from anywhere in the world and from any device.
Jul. 29, 2016 02:30 AM EDT Reads: 1,462
Large scale deployments present unique planning challenges, system commissioning hurdles between IT and OT and demand careful system hand-off orchestration. In his session at @ThingsExpo, Jeff Smith, Senior Director and a founding member of Incenergy, will discuss some of the key tactics to ensure delivery success based on his experience of the last two years deploying Industrial IoT systems across four continents.
Jul. 29, 2016 02:00 AM EDT Reads: 1,683
Basho Technologies has announced the latest release of Basho Riak TS, version 1.3. Riak TS is an enterprise-grade NoSQL database optimized for Internet of Things (IoT). The open source version enables developers to download the software for free and use it in production as well as make contributions to the code and develop applications around Riak TS. Enhancements to Riak TS make it quick, easy and cost-effective to spin up an instance to test new ideas and build IoT applications. In addition to...
Jul. 29, 2016 12:15 AM EDT Reads: 2,002
Identity is in everything and customers are looking to their providers to ensure the security of their identities, transactions and data. With the increased reliance on cloud-based services, service providers must build security and trust into their offerings, adding value to customers and improving the user experience. Making identity, security and privacy easy for customers provides a unique advantage over the competition.
Jul. 28, 2016 11:45 PM EDT Reads: 1,256
"We've discovered that after shows 80% if leads that people get, 80% of the conversations end up on the show floor, meaning people forget about it, people forget who they talk to, people forget that there are actual business opportunities to be had here so we try to help out and keep the conversations going," explained Jeff Mesnik, Founder and President of ContentMX, in this SYS-CON.tv interview at 18th Cloud Expo, held June 7-9, 2016, at the Javits Center in New York City, NY.
Jul. 28, 2016 10:15 PM EDT Reads: 1,446
"There's a growing demand from users for things to be faster. When you think about all the transactions or interactions users will have with your product and everything that is between those transactions and interactions - what drives us at Catchpoint Systems is the idea to measure that and to analyze it," explained Leo Vasiliou, Director of Web Performance Engineering at Catchpoint Systems, in this SYS-CON.tv interview at 18th Cloud Expo, held June 7-9, 2016, at the Javits Center in New York Ci...
Jul. 28, 2016 10:00 PM EDT Reads: 2,104
Internet of @ThingsExpo, taking place November 1-3, 2016, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with the 19th International Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world and ThingsExpo Silicon Valley Call for Papers is now open.
Jul. 28, 2016 09:00 PM EDT Reads: 2,725
I wanted to gather all of my Internet of Things (IOT) blogs into a single blog (that I could later use with my University of San Francisco (USF) Big Data “MBA” course). However as I started to pull these blogs together, I realized that my IOT discussion lacked a vision; it lacked an end point towards which an organization could drive their IOT envisioning, proof of value, app dev, data engineering and data science efforts. And I think that the IOT end point is really quite simple…
Jul. 28, 2016 07:15 PM EDT Reads: 1,250
"My role is working with customers, helping them go through this digital transformation. I spend a lot of time talking to banks, big industries, manufacturers working through how they are integrating and transforming their IT platforms and moving them forward," explained William Morrish, General Manager Product Sales at Interoute, in this SYS-CON.tv interview at 18th Cloud Expo, held June 7-9, 2016, at the Javits Center in New York City, NY.
Jul. 28, 2016 05:30 PM EDT Reads: 2,223
You think you know what’s in your data. But do you? Most organizations are now aware of the business intelligence represented by their data. Data science stands to take this to a level you never thought of – literally. The techniques of data science, when used with the capabilities of Big Data technologies, can make connections you had not yet imagined, helping you discover new insights and ask new questions of your data. In his session at @ThingsExpo, Sarbjit Sarkaria, data science team lead ...
Jul. 28, 2016 04:30 PM EDT Reads: 1,209
Extracting business value from Internet of Things (IoT) data doesn’t happen overnight. There are several requirements that must be satisfied, including IoT device enablement, data analysis, real-time detection of complex events and automated orchestration of actions. Unfortunately, too many companies fall short in achieving their business goals by implementing incomplete solutions or not focusing on tangible use cases. In his general session at @ThingsExpo, Dave McCarthy, Director of Products...
Jul. 28, 2016 04:15 PM EDT Reads: 1,796
WebRTC is bringing significant change to the communications landscape that will bridge the worlds of web and telephony, making the Internet the new standard for communications. Cloud9 took the road less traveled and used WebRTC to create a downloadable enterprise-grade communications platform that is changing the communication dynamic in the financial sector. In his session at @ThingsExpo, Leo Papadopoulos, CTO of Cloud9, discussed the importance of WebRTC and how it enables companies to focus...
Jul. 28, 2016 03:45 PM EDT Reads: 1,054
Verizon Communications Inc. (NYSE, Nasdaq: VZ) and Yahoo! Inc. (Nasdaq: YHOO) have entered into a definitive agreement under which Verizon will acquire Yahoo's operating business for approximately $4.83 billion in cash, subject to customary closing adjustments. Yahoo informs, connects and entertains a global audience of more than 1 billion monthly active users** -- including 600 million monthly active mobile users*** through its search, communications and digital content products. Yahoo also co...
Jul. 28, 2016 03:15 PM EDT Reads: 749
A critical component of any IoT project is what to do with all the data being generated. This data needs to be captured, processed, structured, and stored in a way to facilitate different kinds of queries. Traditional data warehouse and analytical systems are mature technologies that can be used to handle certain kinds of queries, but they are not always well suited to many problems, particularly when there is a need for real-time insights.
Jul. 28, 2016 03:15 PM EDT Reads: 1,914
Amazon has gradually rolled out parts of its IoT offerings in the last year, but these are just the tip of the iceberg. In addition to optimizing their back-end AWS offerings, Amazon is laying the ground work to be a major force in IoT – especially in the connected home and office. Amazon is extending its reach by building on its dominant Cloud IoT platform, its Dash Button strategy, recently announced Replenishment Services, the Echo/Alexa voice recognition control platform, the 6-7 strategic...
Jul. 28, 2016 12:30 PM EDT Reads: 641