Category Archives: Information

June 2, 2009 · 8:00 am

Developing Your Social Media Strategy

Social Media Strategies for Solution Marketing,
Part II

The solution message and corresponding social media strategy are critical elements of the Information component of solution marketing (SIVA: Solution – Information – Value – Access).

In Part I of Social Media Strategies for Solution Marketing, Who Really “Owns” Your Message?, we discussed the need for a strategy to influence the influencers. Now we’ll take a look at the key steps to develop a social media strategy as part of your broader solution marketing plan. Continue reading →

4 Comments

Filed under Access, Access, Information, Social Media, Solution Marketing

Tagged as Access, blog, Blogging, Bob Cargill, Cymphony, Influencers, Information, John Cass, Jonathan Kranz, Mike Volpe, Radian6, Scout Labs, Social Media, Social Media Influencers, Social Media Strategy

May 26, 2009 · 10:00 am

Who Really “Owns” Your Message?

Social Media Strategies for Solution Marketing, Part I

By: Steve Robins

Over the years, I’ve coached employees to control the marketing message, ensuring consistent repetition across marketing activities, communication channels and sales training. Repetition increases message effectiveness so “control” has always been important. But a new model has emerged that’s less about control and more about influence in a widely connected Web 2.0 world where anyone that wants to, can have a voice that gets heard.

This is all about education and dialog – and that’s what the Information component of SIVA (Solution – Information – Value – Access) solution marketing is all about. Continue reading →

6 Comments

Filed under Messaging, Social Media, Solution Marketing

Tagged as Access, blog, Blogging, blogs, Information, Message, Messaging, Social Media, Solution Marketing, Value proposition, Web 2.0

May 4, 2009 · 10:30 am

Go Where The Prospects Are

By: Steve Robins

Rather than pushing product, solution marketing is all about solving customer problems. And to do that, you need to share INFORMATION and engage in a two-way dialog with those customers to demonstrate how you can solve their problems. In most cases, you’re going to need to do that on the customer’s terms, not yours. So you’ll need to follow a key tenet of solution marketing: “Go where the prospects are.” Continue reading →

4 Comments

Filed under Access, Access, Information, Solution Marketing

Tagged as Access, Information, Prospects, Scott Kirsner, SIVA, Solution Marketing

April 15, 2009 · 11:13 pm

Twitter on Salesforce.com: Technologies Change But Business Problems Don’t

By: Steve Robins

In over ten years of marketing solutions, I’ve learned, well, a great deal. Lesson #267 (give or take): technologies change quickly BUT many general business problems evolve at a much slower rate. Continue reading →

5 Comments

Filed under Case Studies, Information, Social Media, Solutions

Tagged as Comcast, Marketing, Product Marketing, Salesforce.com, Social Media, Solution Marketing, Twitter

March 24, 2009 · 12:47 pm