Author Archives 
As a managing editor, Bill Golden helps clients through all phases of the content development process, always reminding them how to engage their audience. Prior to joining Tendo, Bill developed and managed programs for CIO magazine's executive IT leadership community. Always a kid at heart, Bill has too many outdoor pursuits for his own good, never tiring of the Bay Area's countless natural playgrounds.
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Instagram helps brands tell stories, connect with users
As 2011 came to a close, social media reached a new milestone. Instagram, the breakout mobile photo-sharing app, became the fastest-growing social media app and network to date.
At Le Web in early December, Instagram founder Kevin Systrom announced that in just 18 months, Instagram had surpassed the 14 million user mark and was… Continue reading
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Social media and corporate giving play well together
‘Tis the season for giving, and in that spirit, I started thinking about how companies are leveraging social media to further their charitable and philanthropic efforts. After contributing online to a fund to cover a friend’s medical expenses after a serious bike accident, I thought how powerful social media must be for charitable fundraising, and… Continue reading
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Do social media and content marketing drive leads?
In her recent blog post, my colleague Julie Jares points out that content marketing has “come of age.” She cites data from an October 2011 eMarketer report titled “B2B Lead Generation: Using Content to Acquire Customers,” which details how B2B marketers are using content to enhance their lead generation efforts. The report also discusses content… Continue reading
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The Netflix mea culpa: Did it work?
You can learn a lot about someone by how they apologize. The same is true of CEOs trying to save face.
Case in point: Netflix CEO Reed Hastings’ recent letter and video to customers apologizing for how his company botched its service and pricing changes. Looking at the nearly 30,000 searing comments on Netflix’s… Continue reading
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Will Google+ impact social marketing?
Update: Since we published this post on July 5, Google+ has exploded. Current reports, including this one from Mashable.com, suggest that the new social network is close to reaching 18 million users. Of course, expect that stat to be out-of-date soon, too.
Unless you’ve been under a rock for the last week, you’ve heard… Continue reading
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Stats for the Facebook cynics
For the June Tendo View, I had planned to write a story about a relevant B2B technology, but I came up short. The most relevant topic I found was mobile payment technology, such as Google Wallet and Square. Both are interesting technologies, but they didn’t seem relevant to an audience of B2B marketers, or likely… Continue reading
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The Web is dead. Or is it?
When Wired magazine published the article, “The Web Is Dead. Long Live the Internet,” a debate ensued over the future of the open Web and whether it would survive an apps-dominated Internet. As the story explains, more and more consumers are opting for closed, proprietary apps—rather than a Web browser—as the preferred means to use… Continue reading
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5 tips for DIY Web video
Web videos are easier to produce and more affordable than ever. Your audience expects them. And not to use video, some would argue, is a missed opportunity.
That said, you’ve probably thought about low-cost, high-value online video by now. Perhaps a program to arm product marketing or customer reference teams with Flip cameras to capture hard-to-get… Continue reading
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The conundrum of connectedness
“This book is about a yearning and a need. It’s about finding a quiet, spacious place where the mind can wander free.” Does this quote strike a chord? Does it conjure an expansive horizon over a shimmering blue ocean and warm sand under your feet, your BlackBerry or iPhone left behind?
If it does, you’re… Continue reading
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Social media’s three golden rules
Like many companies, yours may not be a “first mover” when it comes to social media. And that’s OK, really. How you embrace social media is more important than when you embrace it.
The last thing you want to do is spend countless hours rallying colleagues to use Twitter, launch a blog, or create a… Continue reading
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Minting customers with infographics
Imagine trying to explain the concept of deflation, the oil economy or how the Federal Reserve works so it’s easy to comprehend for the financially illiterate. Oh, and it must be interesting and you can’t use more than a Web page worth of space. That’s the type of challenge the folks at MintLife face day… Continue reading
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3 keys to conversational marketing
Gone are the days when marketers could produce slick creative campaigns, then sit back and control a brand message through one-way mediums such as TV, radio, and print. The advent of new communication platforms and applications has created the opportunity for conversation between consumers and the brands and products they purchase.
This conversation is… Continue reading
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Social media and the considered purchase
When was the last time you made a considered purchase? Or even tested the process? I just bought a used car and was amazed at how much the process has changed since my last used car purchase in 1999. That’s eons ago in Internet time. This time, for every phase in the process, I had… Continue reading