JC Hewitt
by JC Hewitt
February 5, 2011
A Google AdWords introduction by way of the Google Keyword Tool: how to understand the difference between interest and intent in keyword research. Intent and interest are two different aspects of available keyword data that are too often hastily grouped into one pot without adequate distinction. JC Hewitt explains…
Tagged as:
adwords,
tools
full article…
by JC Hewitt
December 9, 2010
I’ve got some quick questions for loyal Marcana readers.
Which popular independent video game focused on mining and building sold over 500,000 copies?
What was the size of its budget for marketing and advertising?
The answer to the first question is Minecraft. The answer to the second is $0.
By any measure, Minecraft – a simple, independent game mostly [...]
Tagged as:
startups,
Strategy
full article…
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by JC Hewitt
November 16, 2010
The explosive growth of Zynga – the makers of Farmville, a popular Facebook game – and of casual games on the iPhone and other platforms – has brought with it more interest in using game-like mechanics to attract customers.
Famously, Zynga asks its players to invite their friends on Facebook in order to enhance their gameplay [...]
Tagged as:
Marketing
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by JC Hewitt
November 11, 2010
It’s time to abandon the press release.
Reporters rarely have time to read them, receive a tremendous number of them in their inbox every day, and your competition uses the same strategy to win attention. The traditional media is also becoming increasingly irrelevant for amplifying your message thanks to the spread of alternative channels.
What replaces it?
Writing [...]
Tagged as:
blogging,
Marketing
full article…
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by JC Hewitt
November 4, 2010
There is no single answer to the question of how often you should post to your blog. Whether it’s a large corporation, a mid-sized one, a startup, or a solo operation, it depends on the nature of the content, the expectations of your community, and what you’re writing about.
If you post too much dense content, [...]
Tagged as:
blogs,
Marketing,
Social Media
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by JC Hewitt
October 28, 2010
The sheer noise of customer feedback through social media can intimidate even corporate titans.
How much of that is valuable information, and how much is the work of a crew of hardcore complainers? What of it, if any, is actionable? It’s easy to make the error that social media is primarily for broadcasting your corporate communications. [...]
Tagged as:
customer feedback,
Market Research,
Marketing,
Social Media
full article…
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by JC Hewitt
October 7, 2010
JC Hewitt describes how promising too much can lead to a persistent customer service pain-in-the-ass.
Tagged as:
customer service,
Entrepreneurs,
Social Media
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by JC Hewitt
September 30, 2010
The web has a complex human geography. While many people may hang out on the same website – like Facebook – they don’t necessarily all take part in the same social groups. They won’t even necessarily use the same names or identities in each social context.
When you’re conducting customer research or trying to drive new [...]
Tagged as:
Communications,
Social Media,
Strategy
full article…
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by JC Hewitt
September 23, 2010
How do problems equate to product relevance and complaints denote care for a brand? Also, why community managers are important and how to apply their skills.
Tagged as:
analytics,
Social Media
full article…
by JC Hewitt
September 15, 2010
In the latter half of the 20th century, radio and television defined the culture. Books, magazines, and newspapers steadily declined in cultural importance relative to these new forms of media.
A funny thing has happened to habits of media consumption. The companies with the fastest growth in advertising revenue – Google and Facebook – rely on [...]
Tagged as:
Communications,
Marketing,
SEO
full article…
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