Marketing Darwinism - by Paul Dunay
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Bio
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Marketing Darwinism - by Paul Dunay
Buzz Marketing, Podcast

Made to Stick, a podcast with author Chip Heath

As author Chip Heath told the audience at the Marketing Profs conference in Chicago this week, “In a market where it is difficult to be heard – only the sticky messages will break through.”

One of the reasons for this is that “common sense” is not sticky enough for people to remember. They assume what they’re hearing or reading is what they get from everyone else, so they flush it from their mind. A good example would be corporate boilerplate or a mission statement. These never seem to have enough bite to really make them stick – hence you need to move from common sense to uncommon sense!

After hearing Chip deliver the conference keynote speech, I decided to ask him a few questions of my own to further illuminate the challenges facing the B2B technology marketer. I hope you enjoy …

Made to Stick, a podcast with author Chip Heath

About the Authors

Brothers Chip Heath and Dan Heath are the co-authors of the book Made to Stick: Why Some Ideas Survive and Others Die, which has been a New York Times, Wall Street Journal and BusinessWeek bestseller.

The Heath brothers write a monthly column called “Made To Stick” for Fast Company magazine. They have spoken and consulted on the topic of “making ideas stick” with audiences from organizations such as Microsoft, Nissan, Fannie Mae and West Point.

October 2, 2007by Paul Dunay
Buzz Marketing, Innovation, Podcast, Web 2.0

Innovation in a Web 2.0 world, a podcast with Professor Eric von Hippel

During a recent course I took at the MIT Sloan School of Management, I had a chance to meet Professor Eric von Hippel. Professor von Hippel, who leads the school’s Innovation and Entrepreneurship Group, had some interesting things to say about how the Web, particularly Web 2.0, will change the face of innovation.

The notion that I really liked the most was that users have always been the real developers of many of the new products that manufacturers produce. This is evident in the field of sports, for example the first skateboard. But now users are increasingly engaging in collaborative innovation – enabled by the Web. This collaborative user innovation has higher efficiency than traditional in-house product development by producers. As a result, some firms are abandoning aspects of their in-house development activities in favor of becoming publishers of innovations developed by user communities! Check out our podcast …

Innovation in a Web 2.0 world, a podcast with Professor Eric von Hippel

About Eric von Hippel

Eric von Hippel is a professor and head of the Innovation and Entrepreneurship Group at the MIT Sloan School of Management. He specializes in research related to the nature and economics of distributed and open innovation. He also develops and teaches about practical methods that firms can use to improve their product and service development processes.

Democratizing Innovation (free book download)

The Sources of Innovation (free book download)

August 28, 2007by Paul Dunay
Buzz Marketing, Interactive Marketing, Podcast, Web 2.0

B2B Marketing with Web 2.0 tools, a podcast with Tom Pick

I met Tom Pick through my blog when he identified me as an emerging blogger with good content on B2B marketing and decided to link to me. When Robert Lesser and I put out our survey to identify which Web 2.0 tools are most popular with B2B marketers, Tom was one of our first responders.

I asked Tom about his experiences with Web 2.0 and what his clients are asking him for. I wanted to get a sense of how on-target our survey results were compared to his experiences, as well as elicit some best practices in using Web 2.0 tools to share with you. Enjoy …

B2B Marketing with Web 2.0 tools, a podcast with Tom Pick

About Tom

Tom Pick is a marketing and PR executive with more than 15 years’ experience in the technology industry. Previous to his work as a B2B marketing communications, product marketing and Web marketing consultant, Tom was director of corporate communications at reinsurance intermediary Collins Associates. There he was responsible for developing and implementing an integrated marketing strategy that included media relations, Web marketing, sales collateral and event marketing programs. Under his plan, the company increased website traffic by 400% and tripled its press coverage.

Prior to joining Collins, Tom spent nine years with the manufacturing software company SoftBrands (formerly Fourth Shift), managing trade shows, analyst relations, PR and Web marketing. As director of Americas marketing, he led a team that successfully launched two new products while producing a 50% year-over-year increase in qualified leads for a mature product in a consolidating market.

Tom has authored numerous articles on Web marketing and social networking for various publications, and he writes the award-winning WebMarketCentral blog.

August 20, 2007by Paul Dunay
Buzz Marketing, Communities, Podcast, Social Media

Social Media Success Story podcast with Maggie Fox – Yamaha Motor

I met Maggie Fox through Social Media Today, a collective we belong to. She offered to do a Social Media Success Story podcast with me, so I hope this is one of many such stories to come!

Maggie is working on a phased social media strategy for Yamaha Motor. She just completed a detailed analysis of Phase I, including what her company, Social Media Group, calls “engagement metrics.” (The engagement metrics for Yamaha Motor are double those of the “most popular” community in the same space). In this podcast, Maggie discusses this work and provides a really cool anecdote about how Yamaha Motor successfully connected with an influencer who’s active in a competitor’s community. Enjoy …

Social Media Success Story podcast with Maggie Fox – Yamaha Motor

About Maggie

Maggie Fox, a communications and content expert who has never met a medium she didn’t like, is the founder of Social Media Group, Canada’s first agency devoted exclusively to helping business navigate the world of Web 2.0.

Over the course of her career, Maggie has marketed, written and produced television and website content for companies like CHUM Limited, the Global Television Network, Do it Best, Deloitte, Sears and Disney. A longtime blogger (and dot-bomb survivor), she’s currently putting her unique experience to work for firms that want to engage their internal and external audiences through social media.

Please visit Maggie at www.socialmediagroup.ca for more info or join in the conversation on Social Media Today at www.socialmediatoday.com

August 15, 2007by Paul Dunay
Buzz Marketing, Podcast

Going Beyond Buzz: A Podcast with Lois Kelly

Last summer a former colleague referred me to an article, “Marketing is a Conversation” written by David Maister and Lois Kelly. A few months later I found myself speaking at an event along with Lois, and I got to better understand her position on Buzz Marketing and how she views Web 2.0.

Her view is that the old marketing model is dead, and conversational marketing is king. She has a unique point of view on how to listen to customers, identify what is important to them, and uncover ideas that resonate and spark conversation.

Lois just published a book titled Beyond Buzz: The Next Generation of Word of Mouth Marketing, and I was lucky enough to get an advance copy (blogging does have its perks). Her goal was to publish a book filled with insightful examples of conversational marketing at work, and I think she achieved that!

I caught up with Lois last week to discuss her new book and what it means to my Buzz Marketing readers. Please give a listen to our podcast, the first in a series I’m planning to conduct with thought leaders in the Web 2.0 space. I hope you enjoy it.

Going Beyond Buzz: A Podcast with Lois Kelly

About Lois

Lois Kelly is the founder of Foghound, a communications consulting firm that helps companies more easily talk about their business or products in interesting ways. Clients have included Sun Microsystems, FedEx, and others. Previously, she was senior vice president of The Weber Group, one of the largest PR firms in the world. Her articles have appeared in USA Today, The Wall Street Journal, Brand Week, Advertising Age and other publications.

March 17, 2007by Paul Dunay
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Welcome to my blog, my name is Paul Dunay and I lead Red Hat's Financial Services Marketing team Globally, I am also a Certified Professional Coach, Author and Award-Winning B2B Marketing Expert. Any views expressed are my own.

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