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Build Tomorrow's Agile Marketing Organization Today

2014-28-May-Agility-Bull.jpgThis will probably be the 47th article you read today that tells you how marketers need to learn to adapt — that consumers have too many choices, too little attention and no patience for a poor experience. Let me remind you that the world is changing, rapidly. You can change with it or be left behind.

We've explored how to address uncertainty in many areas of business. Agile methodologies have done a great deal to help software development teams adapt to inevitable uncertainty. Lean manufacturing has transformed how we create physical goods.

Innovative organizations are beginning to understand how applying those philosophies to marketing can produce similar outcomes.

Oscar Berg: 'Collaboration Pyramid' Holds the Secret of High Impact Social Business

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When Oscar Berg conceived the idea of a "collaboration pyramid," he did exactly what you would expect a social business expert to do. He shared the basic concept for the pyramid on his blog — so he could refine and improve it through input and feedback from his readers.

That's the value of collaboration, he explained. By sharing information and ideas, good ideas can become even better. 

Berg is a self-described digital strategist with a passion for simplicity and outside-in thinking … a man who devotes considerable time to envisioning the future of knowledge work.

More concretely, he is an experienced management consultant, author, speaker and CMSWire contributor based in Greater Malmö, the commercial center of southern Sweden.

He is passionate about helping customers become more successful by improving communication, sharing and collaboration — and values happiness above success. Happiness, he maintains, "comes when your work and words are of benefit to yourself and others."

The key, he explained, is sharing knowledge. And that is exactly what he plans to do during a CMSWire webinar next Wednesday, June 4 (see webinar details here).

Don't Lose Your Assets in the Siberia of DAMs

2014-27-May-siberia.jpgA typical journey through DAM-land is full of surprises, detours and missed turns. But the biggest challenge of all may be finding assets that are lost in the vast Siberia of DAMs and pretend-DAMs within your organization.

One of the most desired (and basic) postulates of a Digital Asset Management system is the ability to search and find assets.

So even before you decide to buy and implement a new DAM system to take advantage of much needed search and find functionality, take a look at your vast DAM landscape and try to figure out in which corners your assets reside.

Sync This, Share That: What's Up in EFSS

We know that we don’t have to tell you that the day when every worker at your company stores his content in the cloud isn’t too far away. In fact, at some enterprises, it’s already here.

A study conducted by Forrester Research reveals that 70 percent of employees use some kind of enterprise file sync and sharing (EFSS) service every single day — and that nearly one in five use it hourly.

Needless to say, this presents an unprecedented opportunity for vendors, which might well explain why the market is so dense. According to some estimates there are as many as 1,000 of them vying for our business.

Try as we might, there’s no way we can keep up with even a tenth of them. It seems that every time we write an article about EFSS, we get three to five vendors we’ve never heard of pitch us on stories.

Much as we might like to give you the skinny on each, it’s just not feasible. So what we’re going to do instead is keep you up to date on those that we feel are market makers or are doing something unique and especially interesting.

The Age of Continuous Compliance

Today’s governance, risk and compliance landscape is complicated and difficult to understand, let alone implement and maintain. Those under pressure to maintain environments held to standards set by external regulatory control (and usually internal policies and best practices) have a difficult task.

Change Management for DAM

2014-27-May-Cherry-Blossoms.jpg"It may be hard for an egg to turn into a bird: it would be a jolly sight harder for it to learn to fly while remaining an egg. We are like eggs at present. And you cannot go on indefinitely being just an ordinary, decent egg. We must be hatched or go bad." — C.S. Lewis

The month of May brings with it great evidence of change. Spring's effects finally can be seen in the colorful blooms in our gardens. Everything smells better with the newfound flora. Everything feels better with the welcome change to warmer weather. And the students graduating from colleges and universities enter a world filled with new change and opportunity. Change is everywhere and we are unable to stop it. We must change, we allow it, we embrace it and let it happen.

Another great reminder of change was evident in the annual Henry Stewart DAM New York conference that took place on April 30 – May 2. For three days, DAM practitioners, professionals and vendors came together to share their wisdom, engage in vigorous debate and exhibit the latest and greatest that DAM has to provide.

Finding Common Ground with Information Governance

2014-27-May-Joint-Meeting.jpgIf you've been at an organization where compliance, IT and the business seem to speak different languages when they talk about information management, you know how difficult it is to get them all on the same page. The task is so difficult at most organizations that each typically does their own work — blinders on — in isolation from one or both of the other two in an effort to simply get something done. The results for the organization range from less than optimal (wasted time and money) to disastrous (smoking crater fines/penalties and massive operational disruptions).

When working with clients, I liken this state of affairs to whatever the political debate du jour is on the news — where both sides are seemingly speaking different languages and there’s no agreement on the common ground.

Buyers Want Technical, Accurate Content

The good news: 88 percent of business buyers believe that online content has played a major to moderate role in vendor selection. The bad news: Only 9 percent of buyers trust vendor websites. 

10 Ways for Business to Tap the Internet of Things

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There's one thing clear about the Internet of Things — and that is that it's very unclear what it will ultimately look like.

We know it will be something that connects billions of devices. But what devices? How will they be connected? And what will be the point in connecting them be?

What is also becoming clear is that one of the major forces that will shape the IoT is the way IT developers and vendors perceive it and how they plan to use it in the future. Microsoft recently added to its already substantial contribution on the issue by pointing to different reasons why businesses need an IoT strategy.

Syncplicity Challenge: Give Up Your PC and Mac for 30 Days

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Everyone’s talking about the Mobile First, Cloud First world. In fact, shortly after being named CEO of Microsoft, Satya Nadella announced that from here on out Microsoft would become a Mobile First, Cloud First company.

Want to bet how many people at Microsoft headquarters in Redmond, Wash. still spend most of their work time on PC’s?

Rather than count, let’s just say most.

That being said, we do know of a company that has challenged its employees to go Mobile Only for 30 days. And not only did the employees agree to try Syncplicity's Go Lite Challenge: They also achieved their goal.

5 Reasons for Marketers to be Thankful

customer experience, Five Reasons Today's Marketer Should be Thankful

It's Memorial Day weekend. The official start of the summer. Cookouts. Beer. Flip flops. Relaxation. Beer. Getting the boat on the lake. The first camp-out. Beer.

All that.

We always forget, though, the true intent of this holiday weekend: honoring Americans who lost their lives serving their country. I'm guilty. "Long weekend" enters the mind too often when "life sacrifice" should. 

But I am thankful for my freedoms. I get to write for a great company. Have a great family. A great group of kids to coach in Little League.

Marketers can be thankful, too. Sure, it's a thankless job a lot of the time, but there is a lot to be thankful for as a marketer. We think so. Hence, here are five things we think marketers should be thankful for:

Less Can Be More for Email Marketing

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Did you ever know someone who was over keen? Who didn’t respect your space? Maybe they had something valid to say, but in the end you just had too much and tried to avoid them somehow?

As marketers, we have to be careful not to fall into this category with our email campaigns. It’s a fine line between staying top of mind with your reader and, well, bugging them. Quite simply if you “blast” them with too many newsletters, your image will suffer and eventually they’ll probably either unsubscribe or hit spam.

Salesforce1 Mobile App: Better than Dynamics and Siebel?

customer experience, Salesforce1 Mobile App: Better than Dynamics and Siebel?

Salesforce gained an edge over its competitors with its move to mobilize CRM processes. Its new mobile app for the enterprise empowers sales professionals to do “business on the move,” analysts told CMSWire.

“It’s difficult to judge against all enterprise apps, as they all serve very different purposes,” said Richard Absalom, senior analyst for Enterprise Mobility for London-based Ovum Research.

“But CRM is really low-hanging fruit in terms of a process that can be immediately improved by mobilizing. From that point of view, Salesforce1 does stand out, making it easier for the huge number of sales professionals using Salesforce to do business on the move. Making it available through any browser should mean that it can reach a wider audience, and the range of new features in this update looks pretty impressive.”

Want Subscribers? Recognize Who Owns the Channel

2014-23-May-Social-Channels.jpgAccording to a recent study from EdgeRank Checker that analyzed 50,000 posts from 1,000 brand Facebook pages, Facebook’s organic reach has been on the steady decline over the past two years. Marketers should realize that this decline is not only natural, but unavoidable. While user growth — the goal of every social network — will increase the amount of social status updates, the total amount of time people have to view this content will not.

To remain successful, marketers have to understand the implications of social media data ownership and monetization. Brands have spent a lot of money building their "likes" so they could harness Facebook as a channel within an overall marketing efforts.

Long Live the Marketing Funnel

2014-23-May-Marketing-Funnel.jpgContrary to what you might have heard, rumors about the marketing funnel’s demise are greatly exaggerated.

The funnel is alive and well. And it should be leveraged extensively by marketers. It provides a consistent and universally understood (and somewhat accepted) framework. The funnel does come in a variety of shapes and sizes and colors — with different twists and turns. Despite this variety, few marketers really leverage this powerful model.

Remaking Marketing With Remarketing

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In the post Making the Most of Dynamic Tag Managers, I shared how tag managers address dynamic campaigns, a refining element for better analytics. One benefit from that refinement is enabling a better response to website visitor segments that can appear.

Certainly one segment that appears is the casual customer who browses a number of websites. That customer needs a reminder of why your site is worth a conversion — a purchase, a download or what action that you are undertaking.

The usual string around the finger is digital advertising. But the best string to use is a remarketing campaign.

By using remarketing features in Google Analytics, you can reinvigorate paid search campaigns and cross-device strategy.

Busted: 5 Common Myths Of Customer Service

2014-22-May-Big-Fella.jpgThere are dozens of misconceptions about working in customer service commonly assumed by businesses. Whether a fresh young start-up or established conglomerate, mistakes like limited thinking or an overemphasis on one particular aspect of a customer strategy has the potential to weaken a business from the inside. And it’s amazing how many companies continue to make the same mistakes, resting on the appeal of their renowned brand name whilst they fail to address gaps in their service structure.

Integrating Yammer with SharePoint 2013: Navigating the Options

2014-22-May-Directions.jpgIn 2012, Microsoft Office General Manager Jared Spataro told the audience at the SharePoint Conference that “Microsoft is all in on Yammer and SharePoint.” Spataro made it clear — Yammer would be the social collaboration tool of choice for SharePoint going forward.

Office 365 would be the first major beneficiary of Yammer integration, but SharePoint on-premises would see integration in future service pack releases. Microsoft would support SharePoint 2013’s out of the box social features for a period of time, but they would not be enhanced or developed further. This sent shock waves of confusion and concern throughout the SharePoint Community and has spurred heated discussion since.

The Catch-22 of Social ROI

Another year has passed and we are still trying to define the Return on Investment (ROI) for social tools in the enterprise. We are bombarded with stories of successful implementations but finding hard numbers that can be quickly applied to our own organization remains a challenge. The existence of failed efforts provides the holders of the money reasons to doubt the few numbers that can be pulled together.

5 Mobile App Policies You Need

You can’t go mobile with a desktop mindset — but that’s just what too many IT organizations do. The most commonly applied mobile app policies are holdovers from the PC environment, like two-factor authentication and selective access based on Active Directory membership. These measures may be useful in a traditional computing setting, but they’re woefully inadequate for the new world of enterprise mobility. They fail to account for concepts like jailbroken devices, bring-your-own-device (BYOD), untrusted public networks and offline usage.

To make enterprise mobility both secure and fully productive, you need to apply new policies designed specifically for the way mobile users work today. It’s not just about introducing restrictions and roadblocks — you also need to empower people to do even more with their mobile apps and devices to enable greater business value.