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Please note the brochure from the workshop I gave yesterday. I'd be pleased to share the extensive notes if you ...   more »

Toronto-based BehaviorWorx Inc. Launches New Customer Experience Feedback Program for Retail Gift Card Programs this Holiday and Beyond

 

 

BehaviorWorx Inc. is a self-described Customer Experience Measurement (CEM) company. Like everyone else, they have heard about the recent controversies surrounding time limits on gift cards that are creating distrust for the buyers of these cards. Their new CEM Gift Card Feedback Program provides interactive feedback from gift givers and recipients to help retailers increase the value and differentiation of their branded retail gift card.

 

Toronto, ON (PRWEB) December 21, 2007 -- BehaviorWorx Inc. is a self-described Customer Experience Measurement (CEM) company. The core of the business involves measurements gathered through online surveys, customer panels, interactive games, sweepstakes and instant-win prizing, which results in continuous interactive relationships that clients use for market intelligence and interactive marketing. Like everyone else, they have heard about the recent controversies surrounding time limits on gift cards that are creating distrust for the buyers of these cards. Their new CEM Gift Card Feedback Program provides interactive feedback from gift givers and recipients to help retailers increase the value and differentiation of their branded retail gift card.

 

"Why are gift card sales growing so fast and how can retailers get the most value to customers while avoiding the pitfalls?" asks Martin Hoffmitz, Vice President, Client Partnering, BehaviorWorx. "Gift cards are growing fast because they address a customer need -- one stop, easy gift buying that takes the 'letdown' factor out of gift giving. Customers love the convenience but hate surprises."

 

It is all about trust. One cannot expect the "fine print" on the card purchase agreement or other material to do a complete job educating consumers. With BehaviorWorx's new CEM Gift Card Feedback Program, the Company will provide an interactive feedback loop to help retailers stay on top of their gift card program, and enable them to educate and motivate their customers.

 

In order to increase sales from existing card customers and the marketplace, retailers need to understand and own a relationship with their customers, browsers and potential customers. The power of BehaviorWorx's CEM Gift Card Feedback Program lies in:
1. The power of a robust feedback system:
a) Understanding customers
b) Understanding what attracts customers
c) Understanding their competitive position and perception
d) Understanding conversion
e) Understanding the competition's customers' needs
2. Engaging the entire marketplace
3. Real-time engagement with customers

 

"We know there is a lot of work to do in this sector," added Martin. "We look forward to adding a bit of holiday cheer through better customer interaction throughout the entire year. Our intent for the CEM Gift Card Feedback Program is to help retailers sell more by leveraging the relationship with givers and getters."

 

About BehaviorWorx Inc. (BWXI)
BWXI has the ability to get a near real-time read on public perception of a brand at any of its touchpoints (e.g., gift cards, store appearances, sales staff, product offerings, current ad campaigns, potential new products or services) and can be easily implemented across many locations. BWXI can also reach out to non-customers through viral email campaigns and direct mail. The BWXI Customer Experience Measurement (CEM) Gift Card Feedback Program for retail gift cards is the Company's core offering.

 

Company Contact: Martin Hoffmitz, Vice President, Client Partnering, BehaviorWorx Inc., #202 - 222 Islington Avenue, Toronto, ON M8V 3W7, 416.251.0111 x250,
martin.hoffmitz@bwxi.com, www.bwxi.com

 

Media Contact: Howard Oliver, What If What Next, 416-638-8582, holiver@whatifwhatnext.com

Outlook Web Access (OWA) is a webmail service of Microsoft Exchange Server 5.0 and later, originally called Exchange Web Connect (EWC). The web interface of Outlook Web Access resembles the interface in Microsoft Outlook. Outlook Web Access comes as a part of Microsoft Exchange Server 2007 and previous versions of Exchange.

I interviewed my friend and colleague Paul Rummell today about his views on Software as a Service (SaaS). We are going to be doing a social networking project on SaaS over the holiday break and beyond.  A group of our clients are SaaS providers.

To walk-the-talk, as it were, we have signed up with 123Together for their Outlook Web Access. They also offer Exchange, SharePoint and Titan. 

I'll report from time to time on this initiative. Our main use of 123Together’s Outlook Web Access right now, is to enable our team who are located all over the place, to have a common email set-up. I am going to use the system to have a separate email to my Blackberry. I also do not want to have to drag my laptop around, something I had to do while on a recent trip to Chicago. 

A survey by Coremetrics called 'Face of the New Marketer', US marketing professionals spend 7.8 percent of their online marketing efforts on social media campaigns in Q3 2007.



More investment in social networking campaigns is projected in social media campaigns in '08.  Web 2.0 focused PR agencies, like What If What Next are projected to lead this growth because of core expertise in: 

1) Producing content, which can drive the conversation and assessing news value, which will also be relevant in new media.

2) Assessing news value, which will also be relevant in new media.

3) Understanding of SaaS and social media.

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Our technology clients are constantly seeking Web2.0 PR strategies and tools to directly support their companies’ business development efforts, especially when it comes to new product or market initiatives. We offer a 30 minute webinar that explains our services and how we can help your organization to succeed. You are guaranteed to walk away with some new ideas. Call me at 416-638-8582 or email me at holiver@whatifwhatnext.com to set a time.

In the meantime, check out this second piece on Business Development.  Drop by again if you are interested - more content will be posted in this topic weekly through the month of November.

Expected Value-Based Leadership Competencies for Business Development

Create the Future. Help to shape and realize the company’s global vision and strategy through exercising seasoned judgment, utilizing knowledge of market trends and competitive data, and developing strategies to differentiate their business units from the competition. Listen to and understand all customers, and translate the customers’ voice into business improvements.

Deliver Results. Display visionary thinking to drive change and identify business opportunities. Organize, prioritize and plan resources to translate broad strategies into specific objectives, metrics and action plan. Employ financial acumen to use corporate assets to increase long-term stakeholder value and drive for results.

Build Through Teamwork. Foster a collaborative environment by recognizing and promoting the contributions of teams. Anticipate and create an environment where conflict is used constructively to generate novel solutions. Build organizational relationships and foster a culture that makes people feel valued and leverages the diversity of the workforce.

Lead with Character. Create an open environment for honest communication. Project self-assurance and confidence to make difficult or unpopular decisions when necessary, demonstrating adaptability and composure. Foster an environment where company success is more important than individual rewards while optimizing self-development and maintaining high ethical standards and a strong moral compass.

Inspire Commitment. Inspire a passion for the organization’s vision, values, purpose and direction by helping others to envision a greater sense of what is possible. Instill energy and optimism to reinforce an environment where performance excellence is rewarded. Delegate responsibility with clear expectations. Deliver clear, concise, accurate, articulate and persuasive messages. Develop superior organizational talent pools through succession planning, the assurance of effective processes to evaluate people’s capabilities and performance and using the results to make placement and reward decisions. Provide insightful feedback, motivation and guidance to foster shared learning across organizational boundaries.

Business development, or "bizdev," includes a number of techniques designed to grow an economic enterprise. Such techniques include, but are not limited to:

·        Assessments of marketing opportunities and target markets

·        Intelligence gathering on customers and competitors

·        Generating leads for possible sales

·        Traditional and web based social networking to build a healthy sales pipeline

·        Follow-up sales activity

·        formal proposal writing

·        Business model design

Business Development involves evaluating a business and then realizing its full potential, using such tools as marketing, marketing communications, PR, Web2.0 and software tools, sales and customer service.

For a sound company to be able to withstand competitors, business development never stops but is an ongoing evolving process.

Successful business development often requires a multi-disciplinary approach beyond just "a sale to a customer."

The web holds huge promise to enhance the velocity and effectiveness of the business development process. Creativity in meeting new and unforeseen challenges is necessary to keep an enterprise on a path of sustainable growth. Business development cannot be reduced to simple templates applicable to all or even most situations faced by real-world enterprises.

Small to medium-sized companies often do not establish procedures for business development, instead relying on their existing contacts. Other times they assume that because they know people in high places that their business development problems are solved and that somehow new business will come to them. The ramifications of such thinking can be significant in the event they are unable to leverage those relationships, which very often are personal or weak. Then they will have no new business in the pipeline.

The pipeline refers to flow of potential clients whom the company is in the process of developing. Each potential client in the pipeline is given a percent chance of success with projected sales volumes attached. The weighted

For larger and more well-established companies, especially in technology-related industries, business development often refers to creating and managing strategic relationships and alliances with other, third party companies. In these instances the companies will leverage one anothers' expertise, technologies or other intellectual property to expand their products, services, functionality and/or market reach without having to invest in building or acquiring these with internal resources.

                                        Adapted from Wikipedia, the free encyclopedia

Our technology clients are constantly seeking Web2.0 PR strategies and tools to directly support their companies’ business development efforts, especially when it comes to new product or market initiatives. We offer a 30 minute webinar that explains our services and how we can help your organization to succeed. You are guaranteed to walk away with some new ideas. Call me at 416-638-8582 or email me at holiver@whatifwhatnext.com to set a time.

In the meantime, check out the following list that defines the Senior Business Development role. Business Development will be a point of focus for the November. Drop by again if you are interested.

Business Development Director’s Roles and Responsibilities

·        Provide leadership for the identification, capture and booking of business to support current and long-term revenue plans.

·        Provide organizational leadership and take appropriate action to win competitive pursuits. This includes the development of capture strategies and plans, ensuring customer satisfaction and oversight of winning proposal activities.

·        Exploit new Web2.0 business development tools. Consider campaigns integrating social networking for prospect list development, targeted emails, Pay-Per-Click campaigns, natural search engine optimization, content development, media relations, building special landing pages and blogs, inbound linking, webinars, and other techniques.

·        Develop and maintain excellent customer relations clients. Ensure continuing customer relations and an effective flow of information to deliver business objectives.

·        Guide the activities of partners/agents/consultants representing company interests.

·        Provide strategic direction for research and development activities.

·        Recommend areas for new technology development that will permit the capture of new markets and products.

·        Maintain an acute awareness and knowledge of market trends, customer requirements, and their strategic direction to position the company for new business opportunities.

·        Provide direction for business development processes, procedures and metrics. Evaluate current processes, procedures and metrics and lead team in development of process improvements.

·        Provide coaching and mentoring to realize the full potential of the Business Development talent/team.

·        Develop and manage department budgets, Bid and Proposal budgets, and lead the development of the Strategic Plan.

The crew of the space shuttle Discovery is set for an ambitious remodeling mission to the international space station this week. We are big NASA fans and watch NASA TV during shuttle missions. Here is a quote from Pam Melroy, the shuttle commander.

"I think we understand the complexity of what we are attempting to do," said Discovery commander Pam Melroy, a former Air Force test pilot who becomes the second woman to lead a shuttle mission. "What I worry about are the things we did not plan for. That is the motto of test pilots: plan for everything because the thing you didn't plan for is the thing that will happen."

Planning the unplanned applies to business as well. Take a look at Vertabase, a client of ours that markets a project management tool that integrates Web2.0 functionality. I find that using this SaaS tool enables me to dig deeper into the multiple client projects we work on a day-to-day basis.

If you were a music industry executive these pictures would resonate. Their business model has evolved radically. Revenue comes from new channels; customers use information and their product differently.  They are rebuilding their entire industry.

Riffing on these images, here is a list of questions that strike me:

Are we filling our sales funnel with methods that are more analogous like the 45 recording than the iPhone?  

How do leverage our content?

How do we share our content with partners and customers?

Is there an online life that follows our trade show activity?

Do we take 10% -30% of our trade show budget and use the web to get leads using the new media?

Can you add some additional questions to this list? I'll build it out further through the coming week.

We are actively engaged in a Search Engine Marketing campaign for InstaBook ® Corporation, a Florida based firm.

InstaBook ® Corporation is the premier supplier of the technology required to design, print and bind a book on demand anywhere on earth. Our world-wide patented technology covers not only the hardware, but also the process required to send books over the internet to even the smallest point of sale, thereby solving in one step the three most vexing problems in publishing: production, storage and distribution.

Here is the link to the third piece I wrote for Security International.  

                          Howard Oliver, Principal, What If What Next - Web2.0 PR

I have been asked by Copybook Solutions of England to become an occasional international correspondent writing on a variety of topics. Click through to my first piece on their Security International site.

I will  be presenting this new interactive workshop at Federated Press's 6th Annual Power of Branding conference, which will take place October 10, 11 & 12, 2007 in Toronto. If you are scheduling an executive planning meeting in the coming months you might want to put this workshop on your schedule. I'd also be happy to share my research and planning tools with you in an webinar. 

Leveraging New Interactive Web Technologies (Web 2.0) in Your Branding Strategy
Howard Oliver, Principal, What If What Next™

In the past, when marketing campaigns took place on TV, radio, billboards and print media, companies would establish their brand through reach and frequency alone. As long as your brand promise was consistent and frequently communicated, it was thought, your customer was bound to succumb and provide brand loyalty in return. In today’s web-savvy age, branding is forced to take on a new role to stay viable. Indeed, behind Web 2.0 is the idea that the web is an organic mash-up of peoples and technologies that are and can be highly disruptive to long-held traditional methods of communicating brand value. This interactive workshop will examine how Web 2.0.’s capabilities may be applied in your branding strategy to keep it current:

· A pragmatic look at Web 2.0: moving beyond the hype
· Maximizing your web presence
o Sending a strong message to consumers about your company's personality
o Improving your user’s experience
o Web site behaviour to impact customer perceptions and your bottom line
o Web analytics to monitor site usage, translating clicks into business
o Making it personal: designing "my" web
o Modifying content to improve search engine optimization
o Designing content for usability
o Landing pages and blogs
o Optimization and automation to maximize lead generation and conversion
· Technologies: AJAX, WebServices, Blogs/Vlogs/Boards, Wikis
· Building online branding campaigns: banner ads, RSS feeds, paid search ads (e.g. Google AdWords), contextual ads, natural (organic) search listings, text link ads, microsites, and podcasts, contextual, behavioural and local advertising
· Using emerging PR tools: RSS, blogs, wikis, podcasts, social networks, social tags, search engines
· Low-cost, high-impact NSO (Natural Search Optimization) testing strategies
· Social networking and community building tools and technologies
· Software as a service: understanding hosted web content management solutions
· Budgeting and budget allocation

The Federated Press event is intended to brief and provide planning tools to Presidents, Vice-Presidents & Directors of Marketing, Communications, Corporate Brand & Identity, Advertising & Brand Management, Research & New Product Development Executives, Corporate Planners from various sectors and industries.

About the Presenter: Howard Oliver is the founder of What If What Next™ a firm that specializes in Web2.0 PR. With Howard’s thought leadership, great writing, media relations, project management skills and vast knowledge of Web2.0 PR processes using rich internet applications, What If What Next™ prides itself on delivering strong results in brand recognition, media coverage and growing web foot-print. For more than 25 years, he has been an entrepreneur, writer, thought leader, PR Guru, business development strategist, technology evangelist, manager and consultant for numerous service, industrial and high technology companies. Clients in technology and other industries recognize him as a driven, highly creative and disciplined thinker. He is a passionate advocate of Web 2.0 PR, social networking and citizen journalism in the "Business Blogsphere". In his current client project work, writings (http://prmeasure@blogware.com) and speaking, he is charting new ground in these rapidly evolving fields that are making news daily. He has created groundbreaking Weblogs that influence the media, open new client dialogue, uncover revenue opportunities, allow for knowledge sharing and build communities of interest. He is also an expert in PR measurement and effectiveness with a focus on micro-persuasion. Howard is an "in demand" speaker at a variety of PR, marketing and technology conferences every year. He holds an MBA from Wilfrid Laurier University, and a Bachelor of Commerce degree from McGill University.

Over an early morning coffee in my garden this fine summer morning, I drafted this note on Online Reputation Management.  Please do take a quick scan and add your comments or questions.

Just for quick reference I can be reached at holiver at whatifwhatnext.com.

Sailing is scheduled for later this morning! Note the wonderful weather described below. 

Online Reputation Management combines marketing and PR with search engine marketing. It seeks visibility, high rankings and indexing in the search engine for all positive websites and corporate communications.

Goals:

Proactively manage your company's online footprint

Increase the overall web presence for your company, its products and services

Push bad publicity down beyond the first two pages of search engine results - where the general public rarely goes

Measures:

Organic web positions

Pay-Per-Click tracking of brand terms

Snapshot of top 10 search engine results

Brand news

Competitor brand news

Media mentions

Customer and partner interactions

The process has three phases:

Monitor:

Build a daily monitoring system for your brand on: Google and Yahoo Alerts, Feedster and Technorati for the blogsphere, social networks, forums and RSS readers.

Track for brand, company and product names, key employees and key words and phrases.

Monitor industry related portals and relevant newspapers.

Analysis and Planning:

Capture all relevant sites in a usable data gathering tool (xls or data base):

Include your sites and the sites you directly can influence

Rank these relevant sites as to PageRank, links

Flag sites of interest

Engage key stakeholders and influencers in dialogues

Write SWOT analysis and communication plan

Create a specific Online Reputation Management plan for opportunities both good and bad

Ensure that the plan is integrated with a broader communication plans

Engage:

Develop new material and mount online: corporate site, sister sites, new micro sites, corporate blogs, employee blogs, partner sites, landing pages, 2ndry pages on your home sites

Optimize your site(s) for effective key words and phrases

Use traditional PR tools: media kits, media releases, media relations campaigns

Purchase paid advertising as required

Purchase paid listings as required

Build an expanded cloud of interlinked, relevant, strategically important inbound and outbound links

For fun, here is the local marine weather:

Environment Canada Weather Forecast Marine Forecast issued for Lake Ontario. Issued: 3.00 AM EDT Sunday 29 July 2007 for the period ending at 3.00 AM Monday with an outlook for the following 24 hours. Synopsis: Synopsis. At 3.00 AM today..Broad northeast to southwest ridge average pressure 1014 MB through central Great Lakes. 1008 MB low over Far Northern Ontario with cold frontal trough average pressure 1012 MB extending southwestward from low. By 3.00 AM Monday.. 1018 MB high over northeastern Iowa with west to east ridge average pressure 1016 MB through southern Lake Huron. Northeast to southwest cold frontal trough average pressure 1008 MB extending from northwestern Québec to eastern Lake Superior. Forecast: Wind light northeast becoming variable this afternoon. Mist and fog patches dissipating this morning then fair. Waves less than 1 metre. Outlook..Light and variable becoming northeasterlies.

Environment Canada Weather Forecast Marine Forecast issued for Lake Ontario. Issued: 3.00 AM EDT Sunday 29 July 2007 for the period ending at 3.00 AM Monday with an outlook for the following 24 hours. Synopsis: Synopsis. At 3.00 AM today..Broad northeast to southwest ridge average pressure 1014 MB through central Great Lakes. 1008 MB low over Far Northern Ontario with cold frontal trough average pressure 1012 MB extending southwestward from low. By 3.00 AM Monday.. 1018 MB high over northeastern Iowa with west to east ridge average pressure 1016 MB through southern Lake Huron. Northeast to southwest cold frontal trough average pressure 1008 MB extending from northwestern Québec to eastern Lake Superior. Forecast: Wind light northeast becoming variable this afternoon. Mist and fog patches dissipating this morning then fair. Waves less than 1 metre. Outlook..Light and variable becoming northeasterlies.

We can do it for you

Go one-one-one with our founder and resident guru, Howard Oliver. Using his highly rated Master Class on Web 2.0 PR, you will look at the latest tools and draft an innovative, self-financing, three-month program to achieve your strategically important marketing objectives:

- Getting the new Buzz

- Consumer Behavior in the Web2.0 world
- Web2.0 Media - Blogs, Social Software, Wickis, Digital Media, Tagging

- Mind Mapping and Concept Charting for innovative thinking
- Scenarios to shorten sales cycles
- Rapid program planning
- Blogging to support vertical market development

Howard has given this two-hour master class at conferences, webinars, marketing planning meetings and one-on-one with clients. Take a look at the slides and call us to book a time with him.

I spent a few hours in my lovely back yard garden this Sunday morning building up a good list of sites devoted the value of Linking to Viral Marketing and Natural Search Engine Optimization. See http://del.icio.us/HowardPR/WebRealEstate for the fruits of my labors.

This afternoon I'm going sailing; so no more plinking away at my laptop. But, I will let all this information sink and write a list of key ideas consolidated into a useable strategy.

Do scan the information yourself. I'd be keen on hearing from you what pops out as particularly usable.

By the way, my American wife ways” keen” is not a word that is used in US. Is that true?

Bill Tancer writes in Time Online about message boards reacting to John Mackey, CEO of Whole Foods misuse of anonomously posted messages about his company .

We're now in an era where MySpace usage is growing at a phenomenal rate, Wikipedia has over five million entries and users are posting their video commentary along with exploding Diet Coke/Mentos videos. Yet message boards devoted to financial information, as well as a myriad of other topics, continue to thrive — even in a time when most mainstream online participation is user reviews and blog commentary. And as we've seen with many Web 2.0 applications, anonymity, a key feature of message board postings, can call into question the veracity and motive of the boards' content.

When used properly message boards are one of many tools to communicate true and insightful information.

 

We have been retained by Susan Schaab to help promote her new novel "Wearing the Spider" with our Web2.0 PR services.

Here is a description of her book from her site:

Identity theft is one of the fastest growing crimes in America. It occurs in some form every 79 seconds. And nefarious minds are dedicated to the discovery of new methods for its commission. The same technological advances that make communication easy and instant have torn our identities from us and turned them into “objects” that can be stolen and misused.

What if a male law firm partner hijacked the identity of a female associate? What if he used email impersonation and electronic forgery to set her up as the mastermind of an illegal scheme? And what if she was ultimately framed for murder as a result of his actions?

Wearing the Spider, a debut legal thriller by Susan Schaab, explores these possibilities.

Our friend and client Irene Becker, Chief Success Officer of Just Coach It wrote a wonderful piece about Ed Mirvish. It is worth sharing.  

Following In the Footsteps of Giants

This week, a beloved figure in Toronto, a business mogul, philanthropist, and a forward thinker who changed the landscape of retail business, the urban core, and the entertainment and culture in Canada’s largest city, died at the age of 92.

Ed Mirvish leaves a legacy that is the footstep of a giant.  A legacy we can all be proud of because Mr. Mirvish not only achieved great success and prosperity, innovated positive change, infused Toronto with economic, social and cultural vitality; he also retained that powerful spark of humility, humanity, and a love for his fellow man that is clearly the footstep of a giant.

Maybe it is time for those of us who have achieved the prosperity that creates financial freedom, and those who have not, to ask ourselves what kind of foot print we want to leave behind. 

The footprint of a giant is not measured by the size of his bank account, nor by the trophies, awards or material accoutrements of success.  The footprint of a giant is measured by his or her ability to leave a legacy that continues to touch the hearts and minds of others.

A legacy that speaks of servant leadership, a legacy that reflects the ability to make a positive difference in the world in which we live, and in the lives of the people we lead, love and serve.  Building the footprint of a giant is the work of a life time, it cannot be built solely upon our unprecedented access to knowledge, information, technology, or the skills and competencies we have developed.  The footprint of a giant is born of the faith, hope, courage, humility and relentless moral strength and timeless values that create the passionate purpose, desire and ability to make a positive different in the lives of others.

Faith gives one the spiritual power that guides our best thoughts and actions. Hope allows us to embrace gratitude and to build resiliency.  Courage gives us the ability to live in alignment with our highest values.  Humility allows us to realize that life is a gift, and that minimizing the human dignity or potential of another human being does not give us power, rather it makes us powerless to realize the true purpose of our creed.

In a world of increasing chaos, discord, violence and upheaval it is the men and women from the C suite to the warehouse, from the most revered professions to the humblest of occupations who can decide that they want to make their foot print, the foot print of a giant, or to support the giants among us.  Both are equally important, both are critical.

We cannot all become the change we seek, but we can be inspired and motivated by the footprints of giants like Ed Mirvish.  We can be inspired to help build and sustain the footprints of the visible and less visible giants whose faith, courage, hope, humility, leadership can help us embrace an evolution of self that will take us past what is, so that we can create what can be in our lives, our communities, our workplaces, our society and our world. 

By: Irene Becker, Chief Success Officer, Just Coach It, www.justcoachit.com,

Irene is an amazingly talented executive coach who specialized in crisis management for senior management. She is the person to call if you have fives wolves at five doors all of whom are  ready to ready to destroy your senior career.

You should read the following article in  Advertising Age: 

What's Plaguing Viral Marketing

Published: July 16, 2007

By: Matthew Creamer

Since the term "viral marketing" snuck into vogue in the mid-1990s, the ad business has been sold on sickness as the way to describe how information, ideas and influence spread through populations of consumers. But now a long-taken-for-granted central principle of viral marketing -- that large-scale changes in behavior can begin like disease epidemics, with just a few highly connected people -- is facing its toughest challenge yet. At the center of a growing fray is an unlikely figure: an Australian-born sociology professor at Columbia University named Duncan Watts, who comes armed with mathematical models that, he believes, unsettle much of what you think you know about viral marketing.

I left the following comment:

To gain some clarity, I would like to limit the discussion to PR for technology and industrial products. Let us differentiate between viruses and pandemics. A virus is spread at the office. One person sneezes and the whole company becomes infected. Pandemics, like the Black Plague, spread across the world. I think the author was really saying that pandemics are not so easy to start.  Nasty imagery but it gets to the truth of the matter

For the markets we address, we believe in the power of targeted, viral events or micro-pandemics. Our universes are smaller and mostly, well defined. You can influence specific networks of people virally in order to add economic value. 

Our firm uses integrated campaigns that have elements of mass and viral marketing. We define key message points that reflect the brand and push strategic imperatives. We use a variety of business and trade media, both traditional and online, to get the message out. Experts and customers are engaged to prove claims. Case histories are written. Social networks are built using a variety of Web 2.0 tools. We go to the correct shows and work to gain good media coverage and help attract and land trophy accounts.  

What do you think? Please leave a comment below.

Howard

Reflexz is a new directory to Web 2.0 applications and servies on the Web. It is worth checking out.  We have alos been approved for the site......

http://www.reflexz.com/

_______________________________

Hello,

Your site "What Next Web 2.0 PR Master Class" has been approved.

Greetings,
Webmaster of Reflexz.com > Social Web 2.0 Directory , http://www.reflexz.com.