Outside Innovation

Great Tips for Search Optimization and Internet Marketing

Saw a great presentation by Jay Berkowitz on the Ten Golden Rules of Internet marketing at the CRMC CALA Customers Forever conference in Coral Gables, Florida. I've heard lots of these presentations, from a number of marketing gurus. This was the first one that made me feel empowered!

Jay has a lot of useful tips and free tools you can use to do a much better job of optimizing your search-driven marketing and customer engagement.

Jay also blogged during my presentation. Here's a link: Jay's Blog during Patty's Outside Innovation presentation. Thanks, Jay!

Community 2.0: Reframing Community--How Consumers Perceive Different Forms of Community and What's Missing

Michael Perman, Consumer Insights at Levi Strauss
John Winsor, Radar Communications

Michael: I am charged with understanding the future. About a year ago, we picked up on two themes:

1. Content Meritocracy--Ideas Win; they elevate your status
2. Searching for Community--we have legs on the ground -- somebody's first kiss, somebody's first day at school, somebody's first drink. People remember their first time

Our company is full of stories from the gold rush and James Dean, Marlon Brando, Woodstock, falling of the Berlin wall--you can choose Lenin or you choose Levi's. It's really important for us to know how these cultural themes emerge and coalesce. We have communities of fashionistas, of hard-working people around the world. Lots of communities. We watch and observe.

John Winsor: Project.. Community explored project.. go out to people's houses.. in reality and in virtuality. Look at the context of consumers' lives as they interact with the the community.

10 thought leader interviews
25 consumer reporters
Ages 20 to 45..
Lots of ethnographies.. Mind maps of communities. .real and virtual community.