Posts tagged as:

NCI Inc.

Over the past year, the team at NCI has been developing a social marketing service under the umbrella of Digital Sherpa for local advertisers. The service was launched commercially into the multi-family market last August and into the home design market in December.

Our attention over the past months has been focused on executing on our value proposition for our clients. The core of the proposition is to leverage social media tools and content creation and curation in order to expand a customer’s digital footprint. The outcome is increased web traffic through improved Google juice and increased connectedness with their community of interest.

To execute these propositions at a low monthly price to our customers while delivering measurable results, we’ve been building and fine-tuning our business processes and bringing on board a group of talented and enthusiastic professionals excited to pioneer the next wave of internet marketing.

Our activities attracted the attention of a leading analyst in the local media space, Peter Krasilovsky, who heads up the Marketplaces advisory service at The Kelsey Group. Peter asked to look under the hood and has issued summary report about DigitalSherpa.

Here’s how he framed the report in his alert to clients:

Will vertical advertising be replaced, in whole or in part, by search engine optimization? That’s the question companies are grappling with as they consider that many leads are coming from articles and other media that rank high in search results.

NCI, the publisher of The Real Estate Book, Apartment Finder and other publications, isn’t waiting to find out. Throwing worries of cannibalism to the wind, it is building social media content for its advertisers, placing highly contextual articles, abstracts, photos and video on advertiser blogs, Facebook and Twitter.

In his report, Peter poses 5 key questions about the Digital Sherpa service:

  1. Will “content” be a compelling proposition of potential clients, even though the big SMB bets for 2010 are reputation and presence management?
  2. Will DigitalSherpa experience the same high churn that other local internet ad services have experienced with SMB’s?
  3. Can DigitalSherpa develop effective content?
  4. How much content does a service need to develop in order to deliver results to its clients?
  5. What impact will creating DigitalSherpa have on our core customer relationships?

These are great questions. I’m not going to take a stab at answering them now. With close to 1000 clients currently, we’ve going to have data-driven answers to the questions in fairly short order. That will be the time to see how things shake out in this social media marketing experiment.

The Kelsey Report advisory alert is available to subscribers here. If you have questions for Peter, you can find him at his blog, The Local Onliner.

Share

{ 1 comment }

This has been a challenging time to be in a job. The industry doesn’t really matter, although the industries that I’m close to — housing, multi-family, media, marketing and publishing — have experienced challenges on an order of magnitude that none of us could ever imagine. But for everyone, the work of going to work, doing what you’re asked to do, managing people and dealing with customers is fraught with an undercurrent of anxiety and uncertainty.

This is at the core of the national mood. A quick look at Gallup’s Economic Averages shows that the suppressed mood of Americans is barely changed from a year ago, despite a perception that the outlook for the job market is somewhat better.

Our day-to-day work life lacks the public and external validation, such as raises, promotions and bonuses, that helped boost our sense of self and well-being. I was reminded of this over the past week as we went through budget reviews at my company, NCI. Our teams have been incredible over the past two years, making balanced decisions about people, products and resources even while the business conditions have deteriorated around them. We’ve preserved our company, have improved our operating abilities and have innovated in exciting and promising ways. As we went through the presentations, I was struck by just how much has been done to define exactly what the benefit of each of our different services is, and to clear away any statement, activity or process that is not critical to delivering that benefit.

I was also struck by how little external reward there is in the current business climate. I can only recognize people and thank them.

But does that recognition have the same value as the more tangible rewards that were readily available in the past?

Maybe it does, if I’m able to be honest and authentic, and if my engagement with others is genuine.

In a reflective blog post this week,  the writer Scott Berkun exemplifies the power of candor.

In a list of his greatest professional mistakes, Berkun shuns cataloging business failures to take stock of  how aspects of his nature have kept him from realizing opportunities for growth.

Not learning to draw. I’m a visual thinker, at least some of the time. When I work with people on anything, I work at whiteboards and on big sheets of paper. But I can’t actually draw with sufficient aesthetics to warrant posting them here, or including them in books. This is a liability. But it’s one I plan to correct this year, as one of my goals for 2010 is to learn to draw. I’m working from Drawing on the Right side of the brain, and it’s going well so far.

The kind of self-awareness and honesty that Berkun promotes in this post is of great value today. In order to achieve a sense of balance, calm and productivity, each one of us can benefit from acceptance of ourselves and our circumstances. In that acceptance we’ll find tremendous opportunity.

I’ve had this conversation with a number of my colleagues over the past couple of years. At the center of rapid change, it is easy to lose your bearings.

As a manager, keeping those bearings is important to helping the people around you. I was reminded of this as I read an article from The Gallup Organization that looked at how to bolster employee confidence during these lean times.

The secret is to take a genuine interest in their future, to help them learn new skills and gain new experiences.

“This last year, I have had opportunities at work to learn and grow.” Employees’ optimism about their standard of living also rises steadily with their level of agreement that they have opportunities at work to learn and grow. In fact, employees who strongly agreed in early 2009 that they have such opportunities were significantly more likely to feel their standard of living was getting better (50%) than to feel it was getting worse (33%).

The feeling of making progress against the long-term goal of their professional life creates a sense of mastery and confidence that diminishes the short-term discouragements of an adverse business cycle, the Gallup researchers say.

Two important touch points for a challenging time: Accept who you are and take a genuine interest in the people around you. These are enduring truths that are too easy to lose sight of when times are tough. But, these truths are about accepting the human spirit, being humbled by our lives and shedding the illusion that we can control the fates.

Share

{ 0 comments }

6 Good reads for Feb 2, 2010

February 2, 2010

The new meme? Cheer up. Mark Morford cajoles us at SFGate.com to lighten up and stop being so negative.
No lightening up for Paul Krugman, though. He’s been sharing blog posts at NYTimes.com about Obama’s budget submission. In this post, he wonders how freezing “that little wedge off to the left” is [...]

Related Posts with Thumbnails
Share
1 comment Read the full article →