Marketing 2.0 and Your Business Online
A book review and 9 responses from Bernie Borges on “Marketing 2.0″ – Bridging the gap between seller and buyer through social media marketing.
Before diving into the interview, first a bit about Bernie Borges and why I think Marketing 2.0 is a great book for any business interested in online growth.
Bernie’s twitter profile reads: “Author of Marketing 2.0, Social Media Evangelist, Inbound Marketing Agency CEO, Blogger, Podcaster, Speaker, and Entrepreneur”.
From what I can tell, Bernie is not a geek, gearhead, computer nerd, or software engineer, he is a regular business guy working with regular businesses to produce irregular results online. The sort of results most businesses think are impossible to repeat in their situation. What these business don’t understand is that they can achieve the same success if only they shift to a Marketing 2.0 mindset.
So, if you are a business struggling to embrace the social web, struggling to understand what web 2.0 is all about and how inbound marketing can work for you, then Marketing 2.0 is probably the only book you need to read to get started.
Where as most books educate on specific elements, terms and definitions, Bernie’s book also provides context, logical reasons and actionable information to truly embrace the concepts in your real world situation. You will have many “ah ha” moments as you see the “why” that is often hidden behind the “what” you may already be familiar with.
In my opinion as a marketer and player in this space, I feel this book is the first book a business should purchase to build their web integrated marketing foundation. Starting here, with a Marketing 2.0 mindset, will allow all other things to fall into place. It is exactly this reason that I decided to write this post and interview Bernie.
So, on to the interview.
1) You describe much more than social media in this book. Why did you take such a holistic approach to marketing?
I originally had another title for the book that pertained to social media. I realized as I was writing the book that it was about marketing as a new mindset. The book is broader than social media, though I focus on explaining how to use social media in a 2.0 marketing mindset.
2) Why are companies struggling to embrace the Marketing 2.0 mindset?
Because they don’t view marketing 2.0 as a mindset. Many marketers still have a 1.0 mindset applied to the new tools on the social web. Without the mindset they won’t get good results.
3) I enjoyed Mike Volpe’s contribution to the Foreward of Marketing 2.0. As the front runner for Hubspot, what types of people do you think he recommends this book to and why?
Mike wrote a terrific foreword for which I’m very grateful. He recommends the book to social media newbies.
4) You have a whole chapter dedicated to Personal Branding. I found it to be deeply relevant for a person’s ‘personal branding’. I also thought it was just as applicable to companies that are attempting to be more personal with their branding. How has Marketing 2.0 changed branding for individuals and companies?
Those who understand the rationale for personal branding realize that it’s all about humans marketing to humans in human ways. The corporate cloak is dead. Brands and people who work for brands need to be human. Personal branding is about the convergence of “me” as “me” and as a worker in a company. I’m not two different people. The brand I represent can be represented by me and by the brand in very human ways.
5) I triple underlined a passage in your book talking about how we are trained in business to protect (horde) our information, experiences and content and that your advice was to just let the content go. What would you suggest as a starting point for companies who resist this fundamental shift in thinking and messaging?
It’s hard for some companies to adopt the mindset which calls for letting your content go. My advice is to study what others are doing in their industry. Experiment with content flow and see what happens. It can start gradually and expand over time. I wouldn’t expect overnight results.
6) You have a nice collection of real-life case studies of “regular” businesses putting Marketing 2.0 in action. Do you have a recent case study you wish you could have included in the book?
Homemaker’s Magazine in Toronto has recently become very active on the web by sharing their content and building terrific relationships. They are building an online community that transcends to their print product.
7) What do you think professional marketers who have already adopted the social web will take away from your book?
Hopefully, they can pick up suggestions about how to convince any skeptics in their company to become a marketing 2.0 company. I also have a chapter on staffing which can be useful to experienced marketers as well as closing the loop between marketing and sales.
You describe traditional media as interruptive media. If you plug your website, twitter, or facebook on a television or radio spot – is that good or bad or just more of the same “old school” thinking?
That’s not old school. You’re inviting people to connect with you on the web. If you don’t engage with people properly, that would be “old school.” But if you truly engage people with good content, you listen, you invite them to participate in your community, it’s great to promote these channels in any marketing materials you produce.
9) With only 140 characters for a call to action, why would someone read Marketing 2.0 today?
Adopt a marketing 2.0 mindset. Think like a publisher. Build relationships. Earn trust. Enjoy the sales benefits.