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Inbound Marketing Age

Eric Swain

Eric Swain
With a background in marketing strategy, social media and mobile technologies, Eric helps our clients make meaningful sense of the brave new world where the customer controls the business ecosystem like never before.

Recent Posts

Why Social Business Matters Today: An Interview with Alan Moore

Written by Eric Swain  |  9, October, 2013  |  0 Comments  Subscribe
Our own Eric Swain is the co-host (with Ann Hawkins) of a weekly podcast called The Social Media Show. We are providing transcripts.

Alan Moore joined Eric and Ann on the 4th episode to discuss how organisations are creating social businesses by putting social technologies and practices at the heart of their operations and business models. Alan is the author of the book No Straight Lines: Making Sense of Our Non-Linear World and an international speaker and consultant.


Eric Swain: I think the hypothesis that you have put forward in your book, Alan, is that society, which has been set up around, and for, an industrial world, no longer functions properly. So we are in a post-industrial world and we need to behave differently, is that what you’re saying?


B2B Social Media Is Like Account Management

Written by Eric Swain  |  7, June, 2013  |  0 Comments  Subscribe
I'm sure, like me, many of you have encountered executives who say, " social media isn't for B2B!" They understand how social media can benefit a large consumer brand that seeks publicity and mass appeal but don't see how it can help a B2B business like theirs.

Historically, I would have launched into a discussion about multiple touch points, shortening sales cycles, supporting information frameworks, etc, and perhaps lost them somewhere around point 23.

Now, however, I am likely to start by saying, "think of social media performing like account management." I find this sets their minds in the right frame for our discussion. Here's where it usually goes from there.


You should co-source (not outsource!) your social media management

Written by Eric Swain  |  11, April, 2013  |  0 Comments  Subscribe

In the first part of this post, I explained why you should never outsource your social media management to a third party agency but, if you need assistance, you should look at co-sourcing. Co-sourcing is where you use an agency alongside of you, to support, teach, and take up the effort where you can’t. 

Agency versus Consultancy

Firstly, and this may be a rather fine point, you should look at your relationship with any potential third party as a consulting relationship rather than as a typical agency one. What I mean by this is that the central part of any co-sourcing should involve the third party getting very close to you, like a good consultant should. They should spend time getting to really understand you and your business.


Never ever outsource your social media. Ever.

Written by Eric Swain  |  21, March, 2013  |  0 Comments  Subscribe
A recent episode of The Social Media Show dealt with the question of whether organisations should outsource their social media to a third party agency.

This topic always sparks a healthy debate. I’m going to tell you why you should never do it. Never, never, never... Ever!

Ok. Hands up. I admit it. This headline is a bit of a sensationalistic attention-grabber. But in my defence, it is a reaction to seeing yet another agency offering to handle all of their clients social media for them (including tweeting daily jokes and proverbs!).

I’m sure you’ve come across that before - agencies saying they will “do” social media for organisations, completely manage their social efforts on their behalf.


Social Media is for People (Not Just Customers)

Written by Eric Swain  |  15, February, 2013  |  0 Comments  Subscribe
We’ve heard it before:  
  • Don’t focus on the tools in social media

  • The social web is about people connecting

Because of their size it is easy to focus on platforms, like Facebook and Twitter, when thinking about the importance of social media. But the real power is in the behaviour of people using those platforms to create and participate in communities around common interests. The value of social media is in people, relationships, and the meaningful actions between them.  


3 Reasons Why Marketing IS Everything in the Social Era

Written by Eric Swain  |  17, December, 2012  |  0 Comments  Subscribe

When Regis McKenna wrote “Marketing is Everything” back in 1991, he was describing a situation where technology had advanced to a point that businesses were able to utilise it to serve customers in more ways than had ever been imagined before. 

This “Marketing is Everything” concept has developed over the years to refer to marketing in its fullest, proper sense as the intersection between the organisation and customer; all of the potential touch points the organisation can have with its customers or, indeed, entire ecosystem.