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Archive for the Marketing Case Studies Category


Try a new way to connect with your followers

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Are you listening?

One of the mantras you hear over and over again when building a business is listening to your customers and getting their feedback. That’s also true of the online world. There are multiple ways to do that:

Comments: Nearly every blog has the ability to accept comments, but this can be a good and bad thing. On the positive side, if you can build a thriving, engaged community, you’ll gain tremendous advantage by connecting with your readers and opening up a two-way conversation. Readers will give you valuable feedback, story ideas, and even react with other readers.



When your grandkids surf the web for you, what will they find?

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Gary Vaynerchuk talks digital legacy

Either there’s a lot of bad content out there on the internet, or the good stuff is just exceptionally hard to find. Think about all of the stories you’ve read this month… the fluff pieces that pop up on Twitter or are shared on your Facebook feed:

– Could THESE photos be of the new iPhone 5 case?
– It’s a boy! The royal family celebrates.
– Hey, have you heard about this new sharing economy? People are actually renting out their apartments, their services, even their cars! (Yes, we heard about this 2 years ago)
– You won’t believe the FAIL this news reporter did on the air.
– Yet another story about “The 5 types of people on Facebook.”

That’s why I try to work incredibly hard to rise above that and deliver something of value. It isn’t easy.



Your data has become more valuable than your computer, how to protect it

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More valuable: Computers or Data?

Computers used to be very expensive. Throughout the 90s and into the 2000s, the prices of desktops always seemed to be going down, but as someone that loved computers and worked in technology, no matter what I did, in order to get a computer that was fast enough to satisfy me and would allow me to get many years of use, the price tag always ended up in the $2500 range. There were – and are still – several important questions to ask before you buy a computer.

Now, the computers are works of art. The 21” iMac can be had for $1,300, while the 11” MacBook Air – what I consider one of the most impressive pieces of technology anywhere – starts at $999. And PCs can be had for much less.

And who even needs computers? For under $500 you can get a killer tablet or the latest smartphone. The geeks of today are truly spoiled.

But when given the choice of having your laptop or phone stolen – but retaining all your data, I think the choice is obvious.



Is everyone else slow or is it just me?

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Efficient vs. Impatient

I have now lived in Manhattan for almost 12 years, which, despite my Boston upbringing, probably makes me an official New Yorker.

Sometimes people get the impression that New Yorkers are mean. That is entirely untrue. I’ve found people here to be incredibly helpful, kind, and outgoing. We are not mean. We are not impatient. But I’ll tell you what we are:

Ruthlessly efficient.

Here’s the difference:

I am not Impatient
– I have a long term view of life and a strong sense of delayed gratification
– I tend to work long and hard on projects and earn things over time, like sustaining a podcast for 5 years, training six months for a marathon, or starting a business at age 42, not 22
– I am not the type of person that blares their horn at the car in front of me the second a light turns green



New York has launched a new bike share program, and people have lots to say.

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For loyal readers of The Hopkinson Report, you know two things I really love: New York City and biking. So it’s no surprise that I was very excited about the launch of Citibike, the Big Apple’s new bike sharing program.

The program is off to an amazing start, recording 100,000 rides in just the first 10 days.

Today I’ll cover two things:
1) My review of the bike share program
2) What business lessons we can learn from it so far

First Look Review of Citibike Bike Share Program:

I wrote this up after my maiden voyage on June 5:

The system:
– In terms of pricing, Citibike offers a yearly membership for $95, which allows you to take the bike out for 45 minutes at a time.
– Short term memberships are $10 for 24 hours and $25 for a weekly pass, each give you 30 minute rides.
– Activating a bike is simple, just insert your key fob into a station with a bicycle, wait for the light to turn green, and it activates.
– It’s a little tricky to remove the bike itself. You need to do a combination lift-and-pull at the same time.
– They did a good job with the Citibike app, combining your geolocation + bike stations
– There are 600 locations, with about 30 within a few blocks of my apartment near Union Square. See the only ‘coming soon’ one on the map? Yup, that’s the closest location to my place. Sigh.