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Marketing in the Recommendation Age

May 15, 2008

“Why on Earth would your company want a blog?” “Aren’t you afraid of what people might say?” “What about your brand?” As the guy who championed the idea of the blog at LUCRUM, and regular blogging evangelist, I am asked this question almost daily. My answer is simple. “I trust our people to do the right thing.”

My coworkers at LUCRUM are smart - much smarter than I am. I know that when they talk about technology, they are passionate about it. They speak from experience and they speak from the heart. They are sincere, and that is different. They are interesting. They are real. They are the essence of “The Brand.”

I also trust the readers of the site. They can smell disingenuous corporate speak from a mile away. Yeah, I could hire professional writers to put together a brand strategy for our blog. We could toil endlessly on the exact wording of every phrase - but why? It would not be real. It would not be different. It would invisible.

Thankfully, it is real. And… it is really fun to be involved with.

Just today, we were contacted by a talented IT Professional who was so moved by Andy Erickson’s LinkedIn profile and the honesty of the blog site that she sent in an amazing letter with her resume expressing her desire to join the LUCRUM team.

This is the result of conversation.

What we hope to achieve is not just conversation, but also recommendation. In this day and age reputation is so important. What you do is far more important than what you say you do. What you do IS the marketing. It is about customer service, employee relations, innovative thinking, and delivering real value for Clients each and every day.

We are working on building a tribe. A loyal group of eager participants, fully engaged in the experience of LUCRUM. We want to create evangelists. We aspire to deliver greatness. That aspiration lives in each of us, and thus the blog serves as the platform for sharing our honest hopes and dreams for the firm. It is a metaphor for the business as a whole. It is about being “recommendable” or perhaps more properly put “remarkable.”

Are we there yet? Nope. But we have taken the steps necessary to start the journey. Each and every day we learn. Each and every day we evolve. Hopefully, we listen, we grow, and we improve along the way.

Why blog? Well if what we do is to solve business problems by using technology, than why not embrace technology to identify those problems and uncover the solutions? Why not engage our people to drive innovation at every level of the organization? Why not give everyone, including our clients and the world at large, a voice in the conversation. Why not become recommendable?

Check out the link below for a great article about marketing in the recommendation age.

Marketing in the Recommendation Age | Small Business Solutions - TheStreet.com

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Written by DAVIDeBOWMAN · Filed Under Culture 

Comments

One Response to “Marketing in the Recommendation Age”

  1. Nick Wright on May 15th, 2008 8:14 pm

    David,

    I love reading the LUCRUM blog because of the authenticity. I can relate to a lot of the things your fellow employees write about.

    I wish my company had a blog… but management does not see the value at this point. Maybe I can point them in the direction of this blog, to show them how you’re developing conversations… and building your tribe.

    Keep the posts coming.

    Nick Wright

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