My Back Channel: October 2010

Saturday, October 9, 2010

Moving On

Like all social media users, I'm a restless and fickle consumer of applications. If a bright, shiny, something else beckons me, I'm off to give it a try. Of course, the joke's on me because perfection is transitory and only lasts until the next new shiny thing is launched. Rinse and repeat.

I recently started using Posterous, sort of in stealth, so I could see if it worked for me. I seems to, so I'm going to be blogging from there now.

I'll keep the blogger account open, but not updated. Or updated less than I have lately.

Blog: http://lindaziskind.com
Twitter: www.twitter.com/lindare
LinkedIn: www.linkedin.com/in/lindaziskind

A Few Marketing Truths

A marketing strategy is only as strong as the weakest point of implementation, which is often the gap between real brand value and brand perception. Effective communication = content + channel.

Marketing channels used to be simple: print collateral + website. And then social media happened - a technology (r)evolution that fragmented communication channels and abolished the notion of marketing monologues.

Internet users don't passively ingest information. They’re active media participants, jumping in and out of multiple media platforms. They don’t want to look for you, they expect you to find them. And when you do, be prepared to talk about their needs and issues, not your selling points.

Social media channels will continue to evolve. Driven by faster technology developments, the change cycle is getting shorter. But the requirements for effective communication
remain the same: a well defined brand, clear objectives, and knowledge of your target audience and audience behaviors.

Linda Ziskind, Principal, z2 consulting...

...has been helping organizations develop and implement marketing strategies for twenty years. Fifteen years ago she was among the first to recognize the potential communication value of the emerging Internet and helped agencies and their clients begin to explore ways of using it strategically. Today, Linda's marketing/social media practice, z2 consulting, uses that depth of experience to develop multi-channel strategies and executions for corporate businesses, as well as non-profits. Solutions range from social media and websites, to print materials.

Recent Clients

Achilles International

Rebrand organization, clarify mission, redefine mission and revise website strategy to reflect changes.

Educational Equity Center at AED

Develop multi-channel social media strategy and initiative for a revised educational program, ensure that messaging and content is informative and promotes dialog with users.

Cosmetic Executive Women

Develop revised mission statement to reflect the organization's increasing value to members and well as corporate sponsors.

tii Network Technologies

Multi-phase marketing program including rebranding, website development, marketing collateral, and employee communication messaging and materials.

IBM

Develop a series of thought leadership pieces illustrating strategic value and benefits of IBM enterprise hardware and solutions.

International Flavors and Fragrances

Develop employee communication brochure to communicate corporate commitment to staff and as well as performance expectations and external communication guidelines.

United BioSource

Multi-phase marketing program including rebranding, website development, marketing collateral, print ads, and employee communication messaging and materials.

My Back Channel

Saturday, October 9, 2010

Moving On

A Few Marketing Truths

Linda Ziskind, Principal, z2 consulting...

Recent Clients

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