Modern Media

live | digital | social

The Media Martini: Top Decks, Lead Gen Budgets, Influence and Geek Managers


Here’s our pick for the top stories in modern media this week:

1. Content Marketing — The Top Slide Decks

While some people think slides are a sign of the downfall of civilization, they can be an effective way to deliver a message, make a business case and walk others through a process,” says SAP marketer Michael Brenner. Brenner combs Slideshare (and Pinterest) for the latest thinking on content marketing. Among his favorites are decks from SEOmoz CEO Rand Fishkin, the Altimeter Group’s Charlene Li and Rebecca Lieb, and Joe Pulizzi, founder of the Content Marketing Institute.

2. Budgets Up For Online Lead Generation

eMarketer dove into the MarketingSherpa 2012 Lead Generation Benchmark Report this week. Most interesting in light of reports of stretched digital budgets: marketers expect “increases in lead generation budgets over the next year to focus largely on three areas: website optimization, social media and search engine optimization. In fact the three lead gen techniques listed for the smallest budgetary bumps were all offline—direct mail, tradeshows and print ads.”

3. Beware Pseudo-Definitions Of Influence

“Though they wrap it up in pretty marketing talk, Klout, Kred and others, are really charging customers for a measurement based on popularity, not influence,” Jure Klepic writes for the Huffington Post, going on to outline the major faults with what they are measuring and how. The use of a  “pseudo-definition” of influence is his main gripe. Klepic also outlines what these tools ARE  useful for “… if you understand what they are really measuring.” And he recommends reading The Realtime Report’s Guide to Influence Measurement Tools, written earlier this year by Modern Media CEO Tonia Ries. The report gives a detailed look and comparison of Personal Influence tools (Klout, Kred, PeerIndex, TweetLevel and PeekAnalytics) and Contextual Influence tools (Appinions, TRAACKER, mBlast, and SpotInfluence).

4. Yahoo! CEO Marissa Mayer Talks Girls, Geeks and Management

Yahoo!’s new CEO Marissa Mayer was a speaker at the Wall Street Journal‘s inaugural Women in the Economy conference in 2011. In the interview (video below), the then-Google VP of new products talks with editor and Modern Media client Julia Angwin about navigating the male-dominated field of technology. Mayer, who advised girls that nothing feminine needs to be  “dialed back” in that world, also stated: “I’m not really a woman at Google. I’m a geek at Google.”

Cheers — and enjoy the weekend!