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Partner programs coming soon to a Facebook Page near you February 22, 2011

Posted by Graham Sumioka in Branding, Channel Sales Impact, Channel Trends, Marketing, Technology.
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A couple of weeks ago Facebook made some very interesting updates to Pages. If you manage a page for your company you have no doubt noticed that the look and feel resembles your personal one, but this is nothing compared to two changes that set the stage for significant b2b interaction.

You can now interact on Facebook as an entity (assuming you are an admin for the Page), and as of March 11 of this year Facebook will require you to use an iframe if you wish to create a custom tab. A company Facebook Page will now be a window to rich and dynamic content hosted directly by the company itself.

E-commerce is of course the juggernaut Facebook is wooing with this move, but partner program portals are obvious candidates to make the jump as well. Currently, company specific partner portals operate as mini networks found through links scattered in random places on websites. Along with great content they need traffic and engagement to continue to live and grow. Time, attention spans, password retention, etc. are all things that can prevent company partner portals from thriving these days.

Enter the recent Facebook changes. Now those companies (and their content filled partner portals) have access to all of the traffic and engagement they can handle with the 500 million plus active users on Facebook. It may not be as easy as shooting fish in a barrel, but at least you know where the barrel is (and psst – it’s really full). If you could interact with a company in exactly the same way on their Facebook page would you do that over going to their dedicated website?

Is this an obvious channel marketing trend for 2011? January 25, 2011

Posted by Graham Sumioka in Channel Trends.
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In our most recent newsletter (which you can read at http://www.responsetrack.net/viewemail/?1736S00VUE6-35e2515a9b441a588fd20cca8c18fb57) we discuss briefly some predictions for 2011 from the Content Marketing Institute.  The first most popular one we list is maybe obvious…but see what you think. (more…)

Spending nothing on channel marketing November 22, 2010

Posted by Graham Sumioka in Channel Trends.
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How do you set a channel marketing budget these days? Perhaps it has never been a science at your company and has been the tried and true (well, tried, anyway) method of “Take what we spent last year and arbitrarily increase or decrease from that and treat that prior-year base as though it was produced non-arbitrarily”. Maybe that has worked for you because at some point someone started out with a truly rationalized base budget and over the years it’s been adjusted to take into account objectives, economic realities, changes in channel focus, etc.

But is that the right way to do it now? (more…)

The channel is dead, long live the channel October 1, 2010

Posted by Graham Sumioka in Channel Trends.
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It’s the Holy Grail. Admit it – you’ve done it. We’ve all done it at one time or another. Had the fantasy where we sell direct only and keep that 40 points the channel takes. Ever since the first Neanderthal bundled fire from the Cro-Magnons and the wheel from Homo sapiens and offered it at a discount this channel conflict has been with us.

Is the Grail finally within reach? If so, should we grab it? (more…)

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