Leland Harden

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Submitted by Leland Harden on Mon, 12/29/2008 - 22:23

My picture:

My name:

Leland Harden

My occupation:

Vice President of Institutional Advancement

Company/Employer:

Hardin-Simmons University

E-mail address:

lharden@hsutx.edu

Phone number:

325.670.1376

My favourite books:

Digital Engagement

Purple Cow

My favourite websites/blogs:

www.aaf.org

www.marketingprofs.com

About me:

I have been in the online business since 1985 and have loved every minute of it. When Bob and I created our first online agency together in 1993, Cybernautics, we set about putting together the online methodologies for traditional "analog" marketing activities. Our work was successful enough that we were able to land many of the web's earliest power house brands as clients. Word spread of our work and we were approached by a a division of Macmillan Publishing to write a book. This effort became "Net Results: Web Marketing that Works" and was published under the byline of our company, USWeb, which had acquired Cybernautics. This book was very successful and became the online marketing curriculum for many of the country's best business schools. We subsequentlyl published "Net Results.2: Best Practices in Web Marketing," "The Auction-App: How Companies Tap the Power of Online Auctions to Maximize Revenue Growth," and now, "Digital Engagement."

I am most proud of "Digital Engagement" due to its extensive case studies, and it's practical, how-to approach to web marketing. The early reviews are great, and it makes all of the work worthwhile.

Leland's blog articles

"Digital Engagement" gets "Editor's Pick of the Week" at getAbstract!

Bob and I were excited to get an email from our publisher last night informing us that "Digital Engagement" had been chosen as a pick of the week. Here's a copy of the text from the email from getAbstract:

Subject: Digital Engagement - Abstract of the Week

Facebook Can Make Your Local Shop Rock!

I recently reconnected with an old friend on Facebook, like many of you have, I'm sure. As we went through the process of catching one another up on things, I learned that she had a shop in her city and was just trying to get a website up, start blogging, etc., to publicize events at her shop. Since she knew that I had just released "Digital Engagement," she started asking me for advice.

Social Networking How-tos for Companies From TheStreet.com

Last week Bob and I were privileged to have been interviewed by Lan Nguyen from TheStreet.com. She has put together a good post on what companies need to think about when launching a social networking initiative. It can be found at this link: http://www.thestreet.com/story/10464655/1/get-free-marketing-publicity-i...

In a nutshell, the article offers advice from executives and authors (like Bob and me). You should follow the link above and read the article. Here's a summary:

Starting Your Blogging Initiative

The blogosphere is so vast and fragmented that many folks simply don't know where to begin. When we were writing "Digital Engagement," I had the privilege of speaking with a number of corporate bloggers about their initiatives and gain insights into best practices.

Lurk, Learn and Leverage

To lurk, learn, and leverage is at the very base of what you need to do to build a successful online marketing campaign.

When Bob and I started Cybernautics in 1993, we looked at how marketing was done in the "real" world and developed methods for translating those best practices into marketing on the Web. As word spread, we were approached by a division of Macmillan Publishing to write a book about it. "Net Results: Web Marketing That Works" was a huge success.

Putting Your Chips on Facebook

I know my last post referenced a ClickZ article, but I just couldn't pass this one up. This article, http://www.clickz.com/3632238, highlights how Frito-Lay is leveraging its investment in sponsoring the Fiesta Bowl to gain more exposure, and more engagement with its customers. I won't go over the article in detail, but a few of the key items I see that display successful use of Web 2.0 are:

Twitter Dumb or Twitter Do

The article under the news tab of this site, "Despite Debate, Brands Find Value on Twitter," by Kate Kaye, is a solid piece that explores the whole concept of digital engagement. If you're not inclined to dig for it on the news tab, here's the link: http://www.clickz.com/3632210.