by John Hellerman | Mar 12, 2012 | Business Development, John Hellerman, Reputation, Social Media
“Look Ma, no ads.” That’s what the founders of Mint.com might have said after they sold their company for $170 million a few weeks ago. You might think that building a $170 million business – especially for consumer services like Mint.com’s...
by John Hellerman | Feb 16, 2012 | Branding, Business Development, Content Marketing, John Hellerman
For decades, law firm marketing departments have been split into two functions: business development and communications. However, as companies become more marketing savvy, they have come to realize that these two areas of expertise are not mutually exclusive. As HC...
by John Hellerman | Feb 6, 2012 | Branding, Case Study, Content Marketing, John Hellerman
Situation/Objective: After 9/11, the country’s new focus became the issue of homeland security. The protection of data networks and infrastructure was near the top of the government’s list of priorities, and privacy issues were at the forefront of regulators’ minds....
by John Hellerman | Feb 1, 2012 | Branding, Content Marketing, John Hellerman, Social Media
Ask any group of lawyers to get on board with the social media revolution, and you’ll get some resistance. It’s understandable. Lawyers have been slow to embrace the use of social media as a business-development method, and they didn’t get that way because they don’t...
by John Hellerman | Jan 10, 2012 | Crisis, John Hellerman, Reputation, Social Media
Earlier this year the Red Cross faced a crisis when a young staffer accidentally used the company’s Twitter handle to send the following tweet to the nonprofit’s hundreds of thousands of followers: “Ryan found two more 4 bottle packs of Dogfish Head’s Midas Touch...
