Blogging, Communications, Crowdsourcing, Customer Support, Enterprise 2.0, Reputation Monitoring, Social Media, Social Networking, Web 2.0
Social Media is not a campaign it’s a commitment!
Paul Dunay is an award-winning B2B marketing expert with more than 20 years’ success in generating demand and creating awareness for leading technology, consumer products, financial services and professional services organizations.
Paul is the global vice president of marketing for Maxymiser a leading web optimization firm, and author of four “Dummies” books: Facebook Marketing for Dummies (Wiley 2009), Social Media and the Contact Center for Dummies (Wiley Custom Publishing 2010), Facebook Advertising for Dummies (Wiley 2010) and Facebook Marketing for Dummies 2nd Edition (Wiley 2011).
His unique approach to marketing has led to recognition of Paul as a BtoB Magazine Top 25 B2B Marketer of the Year for 2010 and 2009 and winner of the DemandGen Award for Utilizing Marketing Automation to Fuel Corporate Growth in 2008. He is also a finalist for the last six years in a row in the Marketing Excellence Awards competition of the Information Technology Services Marketing Association (ITSMA), and is a 2010 and 2005 gold award winner in Driving Demand.
Buzz Marketing for Technology, Paul’s blog, has been recognized as a Top 20 Marketing Blog for 2009 and 2008, a Top Blog to Watch for 2009 and 2008, and an Advertising Age Power 150 blog in the “Daily Ranking of Marketing Blogs.”
Paul has shared his marketing thought leadership as a featured speaker for the American Marketing Association, BtoB Magazine, CMO Club, MarketingProfs, Marketing Sherpa, Marketing Executives Networking Group (MENG), and ITSMA. He has appeared on Fox News, and his articles have been featured in BusinessWeek, The New York Times, BtoB Magazine, MarketingProfs and MarketingSherpa.
Paul holds an Executive Certificate in Strategy and Innovation from MIT’s Sloan School of Management and a bachelor’s degree in Marketing and Computer Science from Ithaca College.
Hey Paul, I absolutely agree with you. Social media requires engagement, transparency, open dialogue and collaboration. It is a philosophy, not just a campaign.
@ Susana – YES exactly – thanks for commenting!
Paul, couldn’t agree more with the commitment bit. One of the biggest challenges we face when we talk about social media with our clients is to convince them that this is not a one-off thing, which can be “ticked off” in a list of quarterly or annual initiatives/campaigns. To get them to see it as a commitment is usually difficult when their performance and budgets are reviewed based on quarterly “metrics”. The commitment has to come from the top, and yet (and we are talking multi-billion dollar corporates) resource commitments are spare, until they see it as the new (and better?) way of doing things.
@Asuthosh – Agreed – its always good to get in a “quick win” so you can declare victory too – at Avaya we had a tweet come in that we won a 250K engagement off of in the first few months of the program which go attention from the Top as well as the great support we were able to provide clients and partners out there supporting our products!
I would also argue that social media is not actually ‘media’ at all, and that this mistaken definition is the biggest cause of confusion in the marketing industry.
@Jonny – ok fair enough – then perhaps it is just a commitment to be more Social!
Paul, I agree a company needs to make a commmitment to using social media, but I think we sell its power short if we don’t find ways to incorporate social tactics into marketing campaigns. I’ve written about my own experiences on my blog: http://wp.me/pbgW9-6f. I managed a full blown implementation of a social media strategy, but also used individual tools – streaming video, etc. – in campaigns when appropriate. The pieces were produced were specific to the campaign, but I made sure they would hold up after the campaign came to a close.
@Mark – Fair point – I like what you wrote about mixing traditional and social for a more powerful combination on your blog. I think we have to think integrated now a days – we cant afford to have any leakage in our processes and as you say creating content with an eye toward a long shelf life is a great idea. Thanks for commenting Mark!
i agree, its a long term commitment! and for those who agree, help is right here http://bit.ly/aQxde8
yes, and social media is also equally important for internet marketing!
@Tim – agreed
@Zach – thanks for the comment and the link – good luck with your book
It is absolutely a long-term commitment! I just started a Twitter account… I love it, but it is a commitment. Same with blogging of course. I have seen tremendous value in keeping at it and publishing relevant content.
@Brooke – great to hear you started a new Twitter feed and you have been keeping up with your blog – don’t forget the key in keeping up these accounts is consistentcy!