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	<title>Escalate - Marketing to the unreachable</title>
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	<link>http://skal8.com</link>
	<description>Strategies for communicating with consumers in a fragmented world</description>
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		<title>How Twitter generates so much hype</title>
		<link>http://skal8.com/2009/07/how-twitter-generates-so-much-hype/</link>
		<comments>http://skal8.com/2009/07/how-twitter-generates-so-much-hype/#comments</comments>
		<pubDate>Fri, 10 Jul 2009 01:57:16 +0000</pubDate>
		<dc:creator>Steve Hammer</dc:creator>
				<category><![CDATA[Viral]]></category>
		<category><![CDATA[buzz]]></category>
		<category><![CDATA[commenters]]></category>
		<category><![CDATA[community]]></category>
		<category><![CDATA[hype]]></category>
		<category><![CDATA[twitter]]></category>

		<guid isPermaLink="false">http://skal8.com/?p=109</guid>
		<description><![CDATA[By this point you&#8217;d have to be living under a rock not to have heard of Twitter.   Everyone from Oprah to CNBC has spent time talking about the microblogging system and its phenomenal growth.  A far fewer percentage of people seem to understand the utility of the service.  Certainly the controversy surrounding the Iran elections [...]]]></description>
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		<slash:comments>0</slash:comments>
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		<item>
		<title>When Brands go Social</title>
		<link>http://skal8.com/2009/06/when-brands-go-social/</link>
		<comments>http://skal8.com/2009/06/when-brands-go-social/#comments</comments>
		<pubDate>Fri, 19 Jun 2009 03:13:05 +0000</pubDate>
		<dc:creator>Steve Hammer</dc:creator>
				<category><![CDATA[branding]]></category>

		<guid isPermaLink="false">http://skal8.com/?p=106</guid>
		<description><![CDATA[These days it&#8217;s all about social media.  If you aren&#8217;t on Facebook, then you just aren&#8217;t marketing.  It&#8217;s created a rush of entry to create fan pages for brands, even more so during the land grab that was vanity naming.  However, it&#8217;s still hard for lots of brand to get traction in the space.
There are [...]]]></description>
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		<slash:comments>0</slash:comments>
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		<item>
		<title>What if everything on the internet shouldn&#8217;t be free?</title>
		<link>http://skal8.com/2009/04/what-if-everything-on-the-internet-shouldnt-be-free/</link>
		<comments>http://skal8.com/2009/04/what-if-everything-on-the-internet-shouldnt-be-free/#comments</comments>
		<pubDate>Thu, 02 Apr 2009 03:21:20 +0000</pubDate>
		<dc:creator>Steve Hammer</dc:creator>
				<category><![CDATA[Uncategorized]]></category>
		<category><![CDATA[eBay Inc]]></category>
		<category><![CDATA[Internet advertising]]></category>
		<category><![CDATA[internet business models]]></category>
		<category><![CDATA[Internet opinion leaders]]></category>
		<category><![CDATA[Jeff Jarvis]]></category>
		<category><![CDATA[paid online dating]]></category>
		<category><![CDATA[quality products]]></category>
		<category><![CDATA[the business of free]]></category>
		<category><![CDATA[The Wall Street Journal]]></category>

		<guid isPermaLink="false">http://skal8.com/?p=101</guid>
		<description><![CDATA[There&#8217;s a wide conception among consumers that everything on the Internet should be free.  The success of companies like Craigslist have promoted the notion that other than ordering products, everything else should be free.  The work of Internet opinion leaders like Jeff Jarvis and Chris Anderson have forwarded the notion that free and freemium business [...]]]></description>
		<wfw:commentRss>http://skal8.com/2009/04/what-if-everything-on-the-internet-shouldnt-be-free/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Fixing a problem is the best path to loyalty</title>
		<link>http://skal8.com/2009/03/fixing-a-problem-is-the-best-path-to-loyalty/</link>
		<comments>http://skal8.com/2009/03/fixing-a-problem-is-the-best-path-to-loyalty/#comments</comments>
		<pubDate>Thu, 05 Mar 2009 02:37:25 +0000</pubDate>
		<dc:creator>Steve Hammer</dc:creator>
				<category><![CDATA[Participation]]></category>
		<category><![CDATA[Strategy]]></category>
		<category><![CDATA[Charlie Trotter]]></category>
		<category><![CDATA[customer service]]></category>
		<category><![CDATA[loyalty]]></category>
		<category><![CDATA[Nordstrom]]></category>
		<category><![CDATA[Ritz Carlton]]></category>

		<guid isPermaLink="false">http://skal8.com/?p=98</guid>
		<description><![CDATA[It might seem counter-intuitive to some, but when you&#8217;ve screwed something up is the best time to build customer loyalty.  Your angry customer could end up being your best.  It&#8217;s all in how you handle it.
The Ritz-Carlton has understood this for a long time.  They know that any nice hotel room is pretty much the [...]]]></description>
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		<slash:comments>0</slash:comments>
		</item>
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		<title>Top Chef and Product Placement and much more</title>
		<link>http://skal8.com/2009/02/top-chef-and-product-placement-and-much-more/</link>
		<comments>http://skal8.com/2009/02/top-chef-and-product-placement-and-much-more/#comments</comments>
		<pubDate>Thu, 26 Feb 2009 04:24:55 +0000</pubDate>
		<dc:creator>Steve Hammer</dc:creator>
				<category><![CDATA[branding]]></category>
		<category><![CDATA[mass media]]></category>
		<category><![CDATA[marketing ideas]]></category>
		<category><![CDATA[product placement]]></category>
		<category><![CDATA[top chef]]></category>

		<guid isPermaLink="false">http://skal8.com/?p=93</guid>
		<description><![CDATA[I&#8217;ll freely admit that I&#8217;m a devoted fan of Bravo&#8217;s Top Chef.  As a foodie it&#8217;s one of the more interesting shows over all.  However, as a marketer, it&#8217;s fascinating in terms of marketing opportunities.
Product placement is one of the most obvious ones.  It&#8217;s one of the rules of the Top Chef drinking game, and [...]]]></description>
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		<slash:comments>1</slash:comments>
		</item>
		<item>
		<title>More on how worthless free has become</title>
		<link>http://skal8.com/2009/02/more-on-how-worthless-free-has-become/</link>
		<comments>http://skal8.com/2009/02/more-on-how-worthless-free-has-become/#comments</comments>
		<pubDate>Tue, 17 Feb 2009 23:49:25 +0000</pubDate>
		<dc:creator>Steve Hammer</dc:creator>
				<category><![CDATA[Viral]]></category>
		<category><![CDATA[branding]]></category>
		<category><![CDATA[free dating site]]></category>
		<category><![CDATA[Online Dating]]></category>
		<category><![CDATA[Yahoo]]></category>

		<guid isPermaLink="false">http://skal8.com/?p=90</guid>
		<description><![CDATA[After my recent post on the death of free, I attempted to run an ad on Yahoo&#8217;s network for our free dating site, downtoearth.com.  The ad was pretty simple.  It text in the ad read simply Online Dating.  100% Free.
The ad was rejected by Yahoo.
Why?
It lacked a disclaimer on the word &#8220;Free.&#8221;  That&#8217;s right.  They [...]]]></description>
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		<slash:comments>1</slash:comments>
		</item>
		<item>
		<title>The sad death of the word Free</title>
		<link>http://skal8.com/2009/02/the-sad-death-of-the-word-free/</link>
		<comments>http://skal8.com/2009/02/the-sad-death-of-the-word-free/#comments</comments>
		<pubDate>Fri, 06 Feb 2009 00:50:26 +0000</pubDate>
		<dc:creator>Steve Hammer</dc:creator>
				<category><![CDATA[Viral]]></category>
		<category><![CDATA[advertising claims]]></category>
		<category><![CDATA[affiliate marketer]]></category>
		<category><![CDATA[branding]]></category>
		<category><![CDATA[credit monitoring solution]]></category>
		<category><![CDATA[Credit reporting services]]></category>
		<category><![CDATA[free]]></category>
		<category><![CDATA[marketing lies]]></category>

		<guid isPermaLink="false">http://skal8.com/?p=88</guid>
		<description><![CDATA[Allow me to write an obituary for what was once an appealing and meaningful word.  Sadly, it was beaten to death by advertising claims and shows no hope of recovery.  Certainly in the days before the Internet, it had been frequently over used, but recent time has finally sent it over the edge.  It no [...]]]></description>
		<wfw:commentRss>http://skal8.com/2009/02/the-sad-death-of-the-word-free/feed/</wfw:commentRss>
		<slash:comments>2</slash:comments>
		</item>
		<item>
		<title>When competitors react.  Questionable brand strategy?</title>
		<link>http://skal8.com/2009/01/when-competitors-react-questionable-brand-strategy/</link>
		<comments>http://skal8.com/2009/01/when-competitors-react-questionable-brand-strategy/#comments</comments>
		<pubDate>Wed, 28 Jan 2009 05:01:06 +0000</pubDate>
		<dc:creator>Steve Hammer</dc:creator>
				<category><![CDATA[Strategy]]></category>
		<category><![CDATA[branding]]></category>

		<guid isPermaLink="false">http://skal8.com/?p=86</guid>
		<description><![CDATA[Gatorade for years has dominated the sports drink category.  The product itself was the stuff of legends.  The brand became an icon.  Who can forget &#8220;Be like mike?&#8221;  It&#8217;s orange lightning bolt is instantly recognizable.  Decades of research, including a sports science institute, studied its effectiveness.  Even it&#8217;s origin, as chronicled in this commercial, lent [...]]]></description>
		<wfw:commentRss>http://skal8.com/2009/01/when-competitors-react-questionable-brand-strategy/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>The buzz and PR strategy of a rejected ad</title>
		<link>http://skal8.com/2009/01/the-buzz-and-pr-strategy-of-a-rejected-ad/</link>
		<comments>http://skal8.com/2009/01/the-buzz-and-pr-strategy-of-a-rejected-ad/#comments</comments>
		<pubDate>Wed, 14 Jan 2009 22:21:28 +0000</pubDate>
		<dc:creator>Steve Hammer</dc:creator>
				<category><![CDATA[branding]]></category>
		<category><![CDATA[buzz]]></category>
		<category><![CDATA[dating]]></category>
		<category><![CDATA[NFL]]></category>
		<category><![CDATA[PR stunts]]></category>
		<category><![CDATA[rejected ads]]></category>

		<guid isPermaLink="false">http://skal8.com/?p=84</guid>
		<description><![CDATA[The NFL and the super bowl have recently been the targets of an agressive buzz strategy that works quite well, unfortunately.   Submit an ad that gets rejected, but follows all of the listed rules.  GoDaddy went from just another web registrar to a near household name by making a racy ad.  The ad made fun [...]]]></description>
		<wfw:commentRss>http://skal8.com/2009/01/the-buzz-and-pr-strategy-of-a-rejected-ad/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
		</item>
		<item>
		<title>Are misattributed comments worse than anonymous ones?</title>
		<link>http://skal8.com/2009/01/are-misattributed-comments-worse-than-anonymous-ones/</link>
		<comments>http://skal8.com/2009/01/are-misattributed-comments-worse-than-anonymous-ones/#comments</comments>
		<pubDate>Wed, 14 Jan 2009 00:19:51 +0000</pubDate>
		<dc:creator>Steve Hammer</dc:creator>
				<category><![CDATA[Uncategorized]]></category>
		<category><![CDATA[comments]]></category>
		<category><![CDATA[facebook]]></category>
		<category><![CDATA[online reputation]]></category>

		<guid isPermaLink="false">http://skal8.com/2009/01/are-misattributed-comments-worse-than-anonymous-ones/</guid>
		<description><![CDATA[A bit of a self-debate here, but I&#8217;m actually wondering if misattributing a comment is worse than just doing it anonymously.  I&#8217;m certainly no celebrity, but I have seen a bit of attention lately.  I also don&#8217;t have the most uncommon name.  However, it&#8217;s more than a bit off-putting to see something [...]]]></description>
		<wfw:commentRss>http://skal8.com/2009/01/are-misattributed-comments-worse-than-anonymous-ones/feed/</wfw:commentRss>
		<slash:comments>0</slash:comments>
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