Posts Tagged ‘peer-to-peer’

Sometimes We All Need A Reminder About Simply Addressing the Buyer’s Problem

January 7th, 2014

Look, buyer adoption and problem solving as core approach versus product education and market evangelism is not easy. Sometimes we even need to be reminded of why this is so critical and so powerful. I got a call last week from a friend who is working with a technology company looking at doing a new product launch. They wanted to leverage social marketing to boot-strap their launch. We spend so much time on the complexity of our client’s disruptive technologies that I forget that sometimes it is about simply being a better way to build a market.

We, Social Gastronomy, are better at building markets today because we have built upon our experience doing it the traditional way for a lot of years. I was researching marketing over the web for an advertising firm in 1994. The internet class gave out disks with Netscape release .9 beta. Not sure which is scarier – how long ago in regards to Netscape or the fact we used to call it advertising. We funded the start of Social Gastronomy with a couple of engagements with myself as acting part-time CMO for several start-ups and Joanne doing the social marketing execution. I have been bootstrapping early stage technology companies marketing almost my whole career. I started with fax marketing in 1993. When digital marketing was just fax; pre-internet, pre-email. The communications technologies may evolve, the buyers have gotten much smarter, the information may have gotten more overwhelming, but at the end of the day; we are in the people business. We are here to help understand, connect with, and assist our buyers in solving a problem. Whatever problem THEY think they have. Sometimes, you just have to step outside of your box and remember it is about their problems and their context. So here is a part of my response to how we can help bootstrap a market launch…..

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Is the 80:20 Rule A Ceiling for Your Adoption?

May 2nd, 2013

If you define buyer market adoption as the intersection of your technology solutions adoption in the market with the buyer’s need to fix a painful problem, then your adoption rate for your technology solution is the conversion number in your available universe who actually recognize the pain to the number of buyers that you actually helped solve the underlying cause of that pain with your technology solution.

-Or-

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Building an Effective Online Corporate Community

January 20th, 2011

What is the right balance between peer-to-peer engagement and corporate control in managing an online community? Are communities supposed to be democratic and open forums of communications? Will you lose participants if you try to apply structured governance of your community? Is there a formula for balancing the rights of the participant and the community owner?

Having run several communities over the last few years and then obviously providing consulting on developing communities; my 2 cents worth is that there is a standard “community” template and hard, fast rules about how to run communities.

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