You are currently browsing the archives for the Guy Kawasaki category.

@ComcastCares Speaks Out

Battelle interviews Frank Eliason, the voice of @ComcastCares at Searchblog.

@ComcastCares Sample2

@ComcastCares is a Twitter-based customer service channel that’s part listening beacon — Comcast tracks mentions of their brand by Twitter users — and part real-time help desk. As much as actually helping individuals improve their Comcast experiences, though, @ComcastCares has become an emissary of goodwill across the 5-plus-million member Twitterverse: Taking disgruntled (and influential, well-followed) Comcast customers, make them happy, and have that conversation out in the public, for all Twitter users to see.

“I’ve been following Frank’s work on Twitter for a while, it seemed he was always listening to what folks were saying, and when folks (inevitably) ranted about Comcast service, he jumped in, and almost always seemed to fix the problem. Then it happened to me, in October, my service started acting deeply flaky, and I complained about it.

“I quickly got a response, and when I moved to a new place last month, he helped again. Then just this weekend, my new Internet service started acting flaky again, and in ten minutes, Frank had assessed the problem and helped me fix it, calmly, intelligently, and in the grammar natural to social media….”

That last phrase, to me, is the most important. If your customers are expressing their discontent in social media environments, bid for their forgiveness in those same social media environments, using the language and grammar of social media natives.

To see @ComcastCares in action, here’s how it worked for Guy Kawasaki and his 32,000 followers.

To see what happened to a brand that opted not to engage with disgruntled customers in the social media settings where they made their complaints, check out the Motrin Moms dust up.

UPDATE: I Twittered Battelle’s interview with @ComcastCares:

ChasNote Twitters @ComcastCares

Six minutes later (on a Saturday afternoon), @ComcastCares Twittered me back:

@ComcastCares Twitters ChasNote

Chalk up another fan, @ComcastCares! Now I’m off to Twitter all about it.

Sun Micro Taps Guy Kawasaki, AnandTech, DailyTech to Bolster Cred As Online Publisher

Sun Microsystems taps Guy Kawasaki and writers from AnandTech and DailyTech to develop high-quality, high-credibility content for a section of its site called Sun’s Place for Small and Medium Business.

The site also carries content from PC Magazine, Computerworld, eWeek, Information Week and other well-known tech publications, and, like content from those sites, the contributions by Kawasaki, AnandTech and DailyTech are editorial features that were not influenced or shaped by Sun. The idea is: If visitors to Sun’s site find a useful, credible tech publication — rather than a corporate product brochure — they are more likely to visit again, bookmark the site, share it with a friend, blog it, or upload it to Digg and other social news sites. (This same approach is working for American Express, Intel and ASUS, among others.)

An added perq: Now Sun can run ad units that invite tech decision-makers who are reading other tech news sites to visit Sun for more of the same. That’s an ad pitch that may work better than banners begging readers to drop what they’re reading and buy a server; yet once a reader makes his or her way to Sun’s site, Sun is in a great position to present its wares.

Sun banner for its SMB publication site

(Credits: The team that put this program together includes Zeynep Koch and Carolyn Cruz at Sun; Cara Hamm at LMCD; and Matt Trotta, Nicole Cook, and Jackie Mogol at FM.)

American Express OPEN Forum Blog Lands on Techmeme

American Express’s OPEN Forum Blog is built around editorial content licensed from leading business authors such as Guy Kawasaki, Anita Campbell, Scott Belsky and others (more here). When a reader decides to share a particular story with a friend or a community like Techmeme, where someone posted this article by John Battelle, it’s American Express and the OPEN Forum Blog that benefit from the amplification.

Amex Open Blog on Techmeme

Last week the OPEN Forum Blog won gold at the MIXX Awards.

Adobe Sponsors “Previews” of Upcoming Books: Guy Kawasaki, Mark Frauenfelder and John Battelle

Guy Kawasaki, John Battelle and Mark Frauenfelder have published content (plus bonus videos and other features) from their upcoming books and are distributing them to readers of their blogs as Adobe Acrobat 9 PDF Portfolios. Adobe did not shape or influence the content itself, but it is paying to run ads on all three authors’ sites.

The free “sneak previews,” not surprisingly, are moving like hotcakes — 1600 downloads in a week — and with each download Adobe takes a new prospective customer on a tour of Acrobat 9.

Ads on each site (like this one, running on Guy’s site) not only promote the PDF preview, they also let fans re-post the ad unit on their own sites:

And since circulating these previews benefits the authors too — they are the book-equivalent of movie trailers — Adobe’s campaign is getting extra mileage beyond the paid sponsorship. Here’s a post by Battelle on Searchblog:

Battelle’s Book Trailer in Acrobat 9

(Credits: Steve Weeks and the Adobe Acrobat 9 marketing team; Yiming Roberts, Erica Milanese and Jenny Yumiba at Goodby Silverstein; and Liam Boylan, Nicole Cook, Stephanie Loleng and Lester Lee at FM.)

Comcast Offers Small Businesses “Efficiency Center” Site

Given that human brain chemistry makes us jones for new information, it’s a smart idea that Comcast built their latest online campaign around an information-rich Small Business Efficiency Center for its professional customers, with business tips pulled from the pages of Guy Kawasaki’s, Anita Campbell’s, John Jantsch’s, Chanpory Rith’s and the Behance community’s websites.

Comcast Small Business Efficiency Center

Comcast’s ad banners, running on the sites that licensed the content and others, lead with content headlines rather than promotions.

How to be a Demo God

This campaign was put together by Jessica Richards at One to One Interactive, and John Shankman, Teresa Nielsen Hayden and Matt Jessell at FM.

Start-Up VisualCV Makes Most of Start-Up Ad Budget

A question I get frequently is, “Sure, big conversational marketing ideas are great for Honda and Dell, but how can a small company like mine participate?”

VisualCV, “a better resume, online,” answers that question. As part of an advertising campaign across a handful of leading business and technology sites such as Guy Kawasaki’s How to Change the World and Henry Blodget’s Silicon Alley Insider, VisualCV asked the authors if they’d make their own “better resumes” using the VisualCV service. It’s important to note, VisualCV didn’t ask authors to review their service or say nice things about it; just to try it.

Then, instead of running conventional ad banners on those authors’ sites, VisualCV bought 125×125-pixel boxes that invite readers to check out Guy’s or Henry’s VisualCV. Advertising that shows rather than tells. Click-through rates on those little 125x125s are averaging better than two percent (2%). That’s somewhere in the neighborhood of twenty times

the average CTR for regular banners, and regular banners — at 300×250 pixels or 160×600 pixels — are more than five times the size of VisualCV’s co-branded button.

The brains behind this campaign are Pierce Resler, Caren DeWitt Merrick and Clint Heiden at VisualCV, and John Shankman and James Gross at FM.