Monthly Archives: August 2011

IBM touts social lead passing – want their leads?

A recent blog posting titled “Use of Social in Lead Passing ! Part 2 of Social Selling” from an IBMer who talks about how they are using social media tactics to grow business.  The end of the article highlights their internal communication tools so they do not share customer data. I found a flaw in how their flow goes.

All IBMers had access to this micro-blogging status and unlike Twitter, he/she was able to post the customers name. IBM guidelines prevent employes from specifically sharing customer names unless authorized. Had it not been for he/she stating she was working with “Endicott College”, the thread would not have generated local responses and the details that followed.

Now I took great interest as any business would love to have open range chats and discuss confidential possible customer data.  The article went on to give a fictitious scenario in social media fillerhow the flow would work, allowing the employee to get feedback ad possible insights into the new lead.  What caught my eye is a few things I pieced together from numerous posts.  IBM does have a new initiative around social business.  Even going so far as to grade performance on use of the tools, followers and sharing (unconfirmed but heard from numerous places inside).  Further up in this social lead passing article a mention was made how the IBMer connects to the possible lead.

After a couple conversation, connecting on LinkedIN, and additional information is provided, the customer wants to see how the product works and talk with other customers.

Some may have just caught where I was going with this posting.  I went to LinkedIn, searched for employees at IBM that are in inside sales, telecenter and more and soon found I could watch as they connected to companies after becoming connected myself.

So the idea about social lead sharing takes an interesting twist in security when you blend external data sites along with internal communication channels.  I know many reps that never even check in using Foursquare or other services for fear that competitors are watching where they go.  LinkedIn provides even more information as it shows exactly who they are talking to at the companies themselves.

Watch how you blend customer data and social privacy management.  Couple this with rating employees on social interaction and some things are bound to slip through.

Case Study in branding: Lil Wayne aka Tunechi aka Weezy

There have been numerous posts about how Lil Wayne was able to capture a spot in the Guinness Book of World Records for the most Facebook likes.  But  Lil Wayneoverlooked is his ability to re-brand himself under multiple names and exist in all of them simultaneously.  I wanted to make a quick rundown of how he blends them online and in music as a way brands could take advantage.

Lil Wayne

The starting point of it all as we knew publicly.  Synonymous across multiple music genres now, the rapper stands out as the go to person for making a track a hit.  It also is a huge name in branding carrying the power of millions behind it.  Not a few million.  Over 30 million globally just on Facebook and 2.5 million on Twitter alone right now.

Weezy

He throws this into lyrics like confetti.  Weezy F Baby can be heard across lyrics as he refers to himself as a moniker to let you know he was on the track.  At this point you would say so what? He refers to himself under another name.  But he takes all of this into marketing genius.

When he went to prison, and was still amassing millions of followers on Facebook and writing music, he soon started a site called Weezy Thankx You while in prison to reach out to fans.  This has become the hotspot to get information:

  • behind the scenes recordings
  • updates on tours
  • mixtapes
  • desktop backgrounds

He then blends in monetary product sales such as tshirts, posters and VIP tickets to his concerts.  Marketing through simple mention.

He even writes a sports blog section on the site generating hundreds of comments per posting.  Professional bloggers would love this much traffic.

Tunechi (Lil Tune)

Lil Wayne has started including this moniker slyly in more song lyrics, saying he won’t explain what it means.  Knowing people memorize lyrics and search, he quietly put together a private video days before he went to prison.  A site popped up embedding the video. Now the owner of this domain is someone from Toronto, which is where Young Money records (his label) holds it’s web domain. But it generates enough traffic that ads now appear on the site and give an insight into the new brand name.

Summary

Ask anyone that listens to Lil Wayne lyrics for their artistry and they can not only recite incredible word twists, but identify Lil Wayne as any of these names.  While many people have nicknames or a single alias, Lil Wayne has become a branding case study compared to any other major product or artist.

I would not be surprised if he slowly adds even more naming options as he branches off into other music genres to help both segregate personalities and leave certain stigmata behind.

I should note that the sites highlighted above are controlled by Lil Wayne or his team.  The official site is actually held by the record label and I believe holds less value and real content.  The label site has one goal, make money for the label through album sales and promotions.