The 543 Group

Disaboom

When I was a kid playing in Little League, everyone who saw me that really knew baseball said I had a swing like Lou Gehrig's.  Given my limited talents on the ball field, I took the compliment in stride (remember they said that I looked like Mr. Gehrig; I didn't hit like him!).

In doing a little research on Gehrig recently for a new novel I am writing, I naturally came across several references to Lou Gehrig's disease, ALS.  That led me to a very interesting site, Disaboom, a new online information clearinghouse and community 'connecting the millions touched by disability.'

There's no great insight in this blog entry.  Just a plug for a site that provides lots of good resources and information, and a place for any of the disabled and those that care for and about them to come together, to share stories, and perhaps gain new insight. 

What constantly amazes me is that those that are disabled are often some of the most able people in the planet, not letting what they have been 'touched' by slowing them down.  For so many of us with so few real challenges, they continue to be an inspiration.

Social Media Marketing Lesson #2 - "How To Get Your Web 2.0 Budget Approved"

A recent article with the title in quotes above discussed tips from a multi-billion dollar global banking company on how to help ensure  proposals for Web 2.0 initiatives gain approval from top management.  Their first strategy suggested 'selecting the right features' such as user-generated content, open software, rich Internet interactions such as guided selling, and digital interactions that included widgets and browser extensions.  This was followed by advice to show the benefits of each feature and then to 'step carefully.'

No kidding.  What the article failed to point out is that the first step toward gaining approval for anything called 'Web 2.0' is likely to start by not calling it that.  Web 2.0 refers to a set of tools that all generally support advanced and more user-centered content creation, collaboration, and sharing, but all are only tools that enable social brand marketing and enhanced user interactions.  The right strategy is to start by understanding the true needs and desires of all target audiences at each stage of the customer lifecycle, and what types of reach and engagement activities, socially shared/collaborated or not, will provide the best predictable ROI.  Then the right set of available content and functionality can be offered through the best media mix and campaigns possible, including leveraging every so-called '2.0' tool that might be appropriate. 

Show true ROI generated by getting and staying closer to customers and prospects so they beat a path to your brand versus the competitor - that's how to get budgets approved.