miercuri, 4 iulie 2012

Define and Align: A Manageable Content and Social Media Marketing Process

Define and Align: A Manageable Content and Social Media Marketing Process


Define and Align: A Manageable Content and Social Media Marketing Process

Posted: 03 Jul 2012 02:36 PM PDT

Posted by Mackenzie Fogelson

In our experience, we’ve discovered that we usually have to ease our clients into the realities of organic web marketing. They can get behind the groundwork of SEO easily enough; user experience and integrating the right keywords: these are not totally alien concepts to anyone who’s been around the marketing scene for more than three seconds.

But when we get into the truth of how much time and effort goes into the actual work of raising their web visibility--that it’s an ongoing process that will require them to generate content and build relationships--we often see some reluctance.

To combat that reluctance, we’ve put a lot of thought into how we conduct and explain our particular version of content marketing.

Defining our Terms

Before we get into that, a quick note about said version of content marketing. In general, we understand that content marketing is usually considered different from social media marketing. Content marketing is about drawing attention to the content on your website; social media marketing is about encouraging engagement on the various social media forums out there in cyberspace.

When we work with clients on their web marketing, we tend to blur that line between content and social media marketing. Every strategy we develop includes both. Valuable content--blog posts, infographics, videos, whatever content type aligns with the client’s goals--forms the foundation of any web marketing effort. Once we’ve got the value, we utilize social media to get the word out, engage, build relationships, and ultimately brand awareness. See the blurring?

To us, the label matters less than having a deliberate and intentional strategy to provide something of value on an ongoing basis, because content and social media marketing ultimately work together to build:

  • Value in your company or organization (or on behalf of your client)
  • A personality and brand that people know and trust
  • Sustainable relationships
  • A supportive online community
  • Domain authority and desired rankings

The Solution

So, when our clients consistently had a tough time grasping what it takes to raise their visibility on the web, we decided that something had to be done.

To that end we’ve developed an approach that clearly explains and delineates the process, step-by-step. It spells out who does what and when and how and just, in general, makes the whole thing both more manageable and more palatable to our hesitant clients.

We always start out by explaining that our organic web marketing process includes three stages:

  • Stage One
    SEO & Local Search (research & implementation)
  • Stage Two
    Link Building & Social Media Strategies (research & development)
  • Stage Three
    Ongoing Implementation & Measurement (which never, ever ends)

This graphic depicts Stages Two and Three. It is the process that we use to develop and implement content and social media marketing strategies for our clients:

Content Marketing & the Social Process

By the time we get to this part of our (almost painfully) well-defined process, two things have come to pass:

[1] Stage One Has Been Completed

Way back at the beginning of Stage One, the clients completed a data collection questionnaire that provides us with a general understanding of the following:

  • design preferences & assets
  • logins (website, analytics, social)
  • competition (top 3)
  • target audience (and level of expertise)
  • website (most important pages, most significant tasks)
  • calendar (highs and lows, significant events, holidays, roadblocks)
  • team (point of contact)
  • marketing efforts (print, social, SEO, email marketing)
  • goals & expectations (SEO, social media)

We have reviewed these findings and worked through all of the necessary website and SEO efforts that are part of Stage One of the project (site audit, navigation development, user experience, keyword research, on-page optimization, local search integration, etc.). 

Stage One lays the groundwork so that the website is optimized and ready for all the targeted traffic we’re going to generate. We’ve also discovered the keywords that we will be integrating into both their link building and content/social media marketing strategy so that we are building links to the right pages on the website once we get to Stage Three.

[2] We Have Defined & Aligned Everyone’s Expectations & Responsibilities

Every client has different budgets and expectations of participation. Some clients have a large internal team that can dedicate the time to ongoing content generation and strategy implementation. Other clients really need to lean on our knowledge, expertise, and resources, so at that level we act as their third party web marketing team and carry most of the load for them.

No matter what level we are working with a client, we always make it very clear what it takes to achieve desired results and who will be held accountable for achieving these results. If a client asks us to assist them with research, analysis, and strategy development, but they want their internal team to do the ongoing implementation, we cannot be held accountable if our recommendations are not carried through. It’s really important to establish these guidelines with a client even before you go under contract. It will certainly make for a more successful and long lasting consulting partnership.

All that being said, here’s how content marketing and the social process breaks down:

Step One: Analyze & ObserveStep One: Analyze & Observe


In this first step of the process, you’ve got to get a really strong understanding of the the social climate. Analyze what the client is currently doing (or not doing) with their social on their website, blog, and print marketing efforts. Do the same for their competitors. Get a solid understanding of what is going on in their industry, focusing on the social space.



Your goal with this analysis is to put together a list of general observations: what are the common threads between the client and their competitors? What could be done better? Note the gaps in content and where gains can be made. We record these observations on a chart so that we can integrate them into the analysis and recommendations that we provide the client. These observations will also be very helpful when you begin developing the strategy and calendar in Step Three below.


Build Your Online CommunityStep Two: Build Your Online Community


In Step Two, you will be establishing the foundation for the online community. At this point, the goal is simply to get acclimated to the social spaces where the client will be following, reading, engaging, and at some point, providing valuable content. 



So, based on what you discovered from the data collection findings about the target audience(s), current efforts, and goals, which social media outlets seem like a match?



Let’s say you’re going to recommend Twitter and Google+ as targets in their content marketing and social strategy. Find the thought leaders in their industry on Twitter and Google+ and follow/circle them. Read the content they’re passing around, engage with them where appropriate, add the people that they are following to your list. Start to get a feel for how the online community operates (posting frequency, content type, tone, etc.) and get acclimated. Take it slow.



Reminding clients that social media is a tool and not a strategy helps them to understand that it’s important to have a plan in place. It’s not about being on every social media outlet. It’s about being on the right social media outlets and customizing the content to the target audience. This will ultimately build the best online community and bring your client desired results. 



Developing an online community is an important and ongoing process that is worth a great deal of dedicated time and effort. This community is going to help you carry the load. If the community trusts and values you, they will help to do some of the heavy lifting when it comes to getting the word out (marketing your content). More on this in Step Five.

Develop You Strategy & CalendarStep Three: Develop Your Strategy & Calendar


As mentioned, at the beginning of a project, we ask our clients to define their goals and expectations. This allows them to communicate their desires, and it gives us an understanding of whether their expectations are realistic.

If there are any red flags (i.e. wants a too-quick turn-around: 15,000 followers in six months with no budget to fund large campaigns), then certainly we address any concerns at the beginning of the project. 



Before we begin developing the strategy and calendar, we outline a list of realistic goals and how we are going to work toward them. Again, we integrate this chart into the analysis and recommendations that we provide the client so that they have an understanding of what we are going to be accountable for.

Goal Setting Chart

These goals and action items are just the precursor to their strategy. The analysis and recommendations that we provide the client includes a very detailed, step-by-step breakdown of their strategy (all the stuff we’re going to help them do or do for them). 



As you’ve probably guessed, every strategy we develop includes content generation on an on-going basis. But we also include targeted strategies and ideas for whatever is necessary to meet their unique goals, things like apps, contests, events.


Our strategies are detailed and very specific. We provide step-by-step instructions for every campaign (i.e. what to do prior to the contest to ramp up, what to do during the contest, what to do after the contest), so that the strategy can be easily followed by the client’s internal team (in case we’re not handling the implementation). And, hey, if their budget allows us to do the work, then these details make it easy for our team to execute.



The narrative of the social strategy is also accompanied by a digital calendar that includes all actions to be taken and who is responsible for completing them. We make sure the calendar allows plenty of time for first-draft content reviews and revisions prior to launch/implementation.



Google Social Media Calendar


Our clients prefer that we provide some guidance, so each of these calendar items includes a brief description of the task. If you click on one of the calendar items, there is some detail so that whoever the task is assigned to, they know exactly what is expected of them. Because the calendar is digital and everyone on the team has access, when we make changes to their schedule or strategy, everyone is alerted.

Google Social Media Calendar Details


When you’re developing the content and social media marketing strategy, make sure that you are aligning all efforts (SEO, link building, social media, email marketing, etc.). Everything, from print to web, should be integrated and leveraged. You can then determine which tools and methods you will use for measurement (we love Raven, SEOmoz, Google Analytics, and Sprout Social) so that you can show the client the progress that is being made.

Create the ValueStep Four: Create the Value


Once the strategy is ready, it’s time to create the content. Clearly this is an ongoing effort, but having a strategy to follow will ensure that content is being generated on a regular basis and that it is working towards meeting the goals that have been outlined. It will also keep everyone involved organized and focused so that you’re not heading towards burn out.



On a side note: we like to encourage clients to integrate links to other valuable content (articles, video, infographics, etc) in their posts. This helps to provide a more engaging user experience and it also gives the opportunity for link and egobait. You can always publish a post and alert the author that you liked one of their articles and mentioned it in your post.

Get the Word OutStep Five: Get the Word Out


The content has been created, so now comes the fun part. When getting the word out, you have two main goals:


First, provide something of value.

Second, be authentic (and make sure that you’re consistent with voice).
    
Every social media outlet is different and your approach should reflect that. Don’t use the same teaser for Facebook as you use on Twitter. Not only are the formats of these outlets different, but so are the audiences, their behaviors, and their expectations. Take the time to customize your messages and you’ll get better results. You can then measure and analyze these efforts in Step Seven and determine if you need to try a different day of the week, time of day, reduce/increase frequency, or a whole different approach altogether.

Monitor & EngageStep Six: Monitor & Engage


Once the content is out, you will want to be hands on, so get ready to monitor and engage. If you’re not getting bites on your content (re-tweets, mentions, etc.) try some direct engagement. Tweet, use other social outlets, or even email people directly to encourage some action. 



As we’ve said, depending on budget, we may do some or all of this work for the client. We always define specific tasks that the client is responsible for and specific tasks that we are responsible for (and they are always noted on the calendar). Joint tasks usually include things like daily review of the online community and social media outlets, as well as responding and engaging. 



Even if we are not engaging on behalf of the client, we are always monitoring the client’s efforts. This provides the client with useful feedback that will help them to learn, improve, and ultimately be successful. Certainly we are always monitoring data, and we provide a series of reports analyzing and explaining their metrics in the next step, Measure & Analyze, below.

Measure & AnalyzeStep Seven: Measure & Analyze


Accountability is really important, especially because clients will always be concerned with ROI which can be difficult to quantify with content and social media marketing.

We continually communicate with the client and provide bi-weekly, monthly, and quarterly reports that all serve specific purposes.



The bi-weekly report is meant for a quick look. It’s a short, 1-2 page report that we email to the client that includes a ‘Way to Go’ section (things they’re doing well), a ‘Some Reminders’ section (things they need to remember to do to keep them aligned with the strategy), a ‘Benchmark’ (current state of social efforts), and a ‘Looking Forward’ section (actions required). It’s a quick accountability report that provides the client with an understanding of what we’ve been working on (and perhaps what they need to be working on). 



The monthly report is the month at a glance, including significant social media activity (increase in following, furthering reach, etc.), trends we’re seeing, and other things to look out for (there may be some link building or SEO items to point out here). We include screen shots from both Sprout Social and Raven, as well as any screenshots of analytics specific to the social media outlet (i.e. Facebook).



The quarterly report is the most in-depth as it includes a look at the global picture. This report illustrates the progress of everything we are working on for the client: SEO, link building, content marketing, and social media. Clearly we are monitoring, analyzing, and taking action on these pieces throughout the quarter, but this reporting session is meant to really dig in, analyze the data over a longer period of time, and make the necessary improvements in all areas (SEO, link building, and social media). This meeting is always a sit down, face-to-face (if possible) with the client. We may make changes to the strategy in this meeting or address new work that the client would like us to take care of.

Rinse & RepeatStep Eight: Rinse & Repeat


Once you’ve completed this process, you can start over with a new idea, a new goal, and a new strategy. Follow the same steps and customize the process for the work you do with your clients. 



Along the way, don’t forget to celebrate the little victories. We get really excited about getting re-tweets, targeted links, and engaging with thought leaders. We teach our clients to bask in the excitement of even the smallest accomplishment. It helps them to understand how hard we work for them (with them) every day.



Savvy?

So, that’s how we do it. For now, anyway. We are continually working on shaping our systems and processes so that we can provide our clients with the most value (and get them desired results). You can certainly use this process as a guideline, but keep in mind that every client and project is going to be unique and will require customization at some level. And, of course, as content and social media marketing evolves, this process will require adjustment.


We’ve discovered that spelling things out, dissecting and cataloguing the entire process, severely reduces the terror that our clients experience in the face of the alien world of content marketing (just like Area 51 does it). And it makes sure everything runs smoothly for us as we implement as well.

So, how about you? How do you convince your more timid clients to commit to the real deal? And, since we are always striving for improvement, we’d welcome your thoughts on how we do it, too.


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Watch Live: Celebrating Independence Day at the White House

The White House

Your Daily Snapshot for
Wednesday, July 4, 2012

 

Watch Live: Celebrating Independence Day at the White House

Happy Fourth! In each of the past three years, President Obama has marked Independence Day with a celebration at the White House featuring a concert, organized by the USO, to honor members of the U.S. military and their families.

Tonight, President Obama and First Lady Michelle Obama will continue the tradition by hosting more than 1,200 troops and military families for fireworks and a concert featuring country music star Brad Paisley.

You can watch the whole thing live starting around 8 p.m. EDT on WhiteHouse.gov/Live.

America the Beautiful

Musician Keb Mo recently visited the White House and performed his bluesy rendition of "America the Beautiful" in the East Reception Room. Enjoy some great scenes of America and the President set to this classic song in celebration of Independence Day:

Check out the video:

Watch America the Beautiful with Keb Mo

In Case You Missed It

Here is a top story from the White House blog:

From the Archives: A Fourth of July with the Presidents
Check out a gallery of selected images from presidents over the years as they celebrate Independence Day with commemorative ceremonies, White House picnics, family gatherings, and of course, fireworks.

Last Year's Fourth of July at the White House
Watch videos from past July 4th celebrations.

President Obama Remembers Andy Griffith
President Obama says that Griffith, "warmed the hearts of Americans everywhere."

Today's Schedule

All times are Eastern Daylight Time (EDT).

10:15 AM: The President arrives at Ft. McNair

10:25 AM: The President arrives the White House

10:50 AM: The President deliver remarks at a naturalization ceremony for active duty service members

6:00 PM: The President and the First Lady attend a Fourth of July celebration; The President delivers remarks WhiteHouse.gov/live

WhiteHouse.gov/live Indicates that the event will be live-streamed on WhiteHouse.gov/Live

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Seth's Blog : Superman, Batman and worldviews

Superman, Batman and worldviews

Everyone sees the world differently, but our worldviews vary in clumps. Some people are focused on today, some on tomorrow. Some people see an innovation as an opportunity, others see a risk. Some people want strength while others seek obedience. Some want facts, others prefer fables.

Smart marketers understand that these biases and expectations are shared across particular groups (sometimes connected groups--tribes). When speaking to the market, you will always do better if your story resonates with the worldview of the collective you're trying to reach. Yes, this grouping is a gross generalization, perhaps one that will lead to errors. On the other hand, it's far more effective than assuming that everyone sees and hears the same (or different).

Consider two common worldviews: Superman's and Batman's.

Batman comes to the world angry. His origin story is filled with vengeance and revenge, and in his iconic (non Adam West) backstory, he is the merciless enforcer of right and wrong. Batman-types see the world as a zero sum game, and battles are either won or lost.

Superman, on the other hand, comes to our world with his gifts and sees his life as an opportunity and an obligation, one that he embraces. Superman could easily kill all the bad guys in a heartbeat, but he never does. For him, every challenge is an opportunity for healing. He believes in redemption and finds pleasure in using his gifts to help others.

Imagine giving a talk to a conference full of Batman types. It's going to be very different than one filled with people who share Superman's privileged and generous worldview, no?

There are dozens of other worldview-types out there. Consider the nerd (who prides himself on knowing the details), the jester (who seeks to cause mischief) and the too-busy monkey, who just wants to know what to do next (and his cousin, the parrot, who wants to do what he's told).

It's virtually impossible to sell a product or an idea or a vote to all of these groups at once. One story just isn't going to do it, which is why there are many kinds of cars, political persuasions and vacation spots. Instead of trying to delight everyone in Gotham City, it pays to find people who already resonate with the story you want to tell.



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marți, 3 iulie 2012

Mish's Global Economic Trend Analysis

Mish's Global Economic Trend Analysis


Nigel Farage: Here It Comes Your 19th Euro Breakdown

Posted: 03 Jul 2012 09:24 AM PDT

The always humorous Nigel Farage blasted European council president Herman Van Rompuy along with José Barroso in European parliament today, mocking the alleged "breakthrough".



Link if video does not play: Nigel Farage on Euro Breakdown

Select Quotes:

  • ESM is doomed before it starts
  • Legal Challenges in Ireland and Germany
  • Estonia Justice Says it will not fit their constitution
  • Finns and Dutch have broken agreement made in the middle of the night
  • Perhaps the little countries do not have a say at all anymore
  • Crisis is insolvable

Farage sarcastically commented to Herman Van Rompuy ...

"It's lovely to see you Mr. Rompuy. You've not been here for many months. It's delightful to have you back. Last time you were here, you told us we've turned the corner. The worst of the crisis was over. With every one of your predictions, it goes on getting worse. I am sorry sir. You don't have the presence, the credibility, or the standing for the international markets to believe you can provide a solution."

Obviously this calls for another musical tribute:



Mike "Mish" Shedlock
http://globaleconomicanalysis.blogspot.com
Click Here To Scroll Thru My Recent Post List


Finland, Netherlands Reject ESM Model; Finland Insists On Collateral for Loans to Spain

Posted: 03 Jul 2012 09:08 AM PDT

How long Finland and the Netherlands are willing to put up with not having a say in how the ESM (or anything else in the EMU runs) remains to be seen, but both countries expect collateral for any loans to Spain.

Bloomberg reports Finland Firm on Collateral as Spain Aid Terms Discussed
Finland underlined its determination to get collateral in exchange for loans to Spain's banks as the Nordic country targets similar terms to those won last year on its contribution to Greece's second bailout.

"We have the requirements of collateral on the loans that are from the temporary vehicle," Jukka Pekkarinen, director general at the Finnish Finance Ministry in Helsinki, said in an interview in Oslo yesterday. "The details are still open, but the principle standpoint is the same" as in the case of Greece, he said.

Collateral Demand

Finland, one of only four AAA rated nations left in the euro area, threatened to hamper efforts to agree on a second bailout for Greece by insisting on collateral last year. The Nordic country was the only nation to negotiate security in exchange for loans from the temporary fund, or the European Financial Stability Facility, because the vehicle doesn't give its creditors preferred status.

The Nordic country yesterday questioned the ability of the permanent rescue fund, the ESM, to purchase bonds through the secondary market. Finland, which opposes such purchases, argues the process would require unanimity inside the euro area to be possible.

There exists no unanimous agreement on the bond purchases because Finland and the Netherlands reject the model, the Finnish government said in a report dated June 29 and presented yesterday by Prime Minister Jyrki Katainen to the parliament's Grand Committee in Helsinki. The government reiterated its opposition today, citing the rescue funds' limited resources and the shown "ineffectiveness" of bond purchases.

Can't Block

Spain's Economy Minister Luis de Guindos said today that the two countries won't be able to block Spain from receiving aid via the euro region's permanent rescue fund.

"There is a fundamental point in the ESM and that is that decisions are taken with a qualified majority, not unanimously," de Guindos told journalists in Madrid. "I don't want to go into calculations but Holland and Finland won't have the capacity to block an agreement."

The rules of the ESM include an emergency voting procedure, which requires a qualified majority of 85 percent of the votes cast if the European Commission and the European Central Bank see a threat to the economic and financial sustainability of the euro area. Finland's parliament voted on June 21 to approve the permanent bailout fund and the Dutch upper house of parliament approved it today.

German Chancellor Angela Merkel declined to take sides in the dispute over sovereign-bond buying, saying "we have to respect" Finland's opposition to such aid. Conditions for emergency financial aid to euro countries will be decided case by case, she said in Berlin today.
Mike "Mish" Shedlock
http://globaleconomicanalysis.blogspot.com
Click Here To Scroll Thru My Recent Post List


EU Summit Winner Was Merkel

Posted: 03 Jul 2012 12:13 AM PDT

In spite of all the headlines and chatter the real winner in the latest of 19 EU summits was none other than German Chancellor Angela Merkel. First lets take a look at numerous headlines that got the story wrong.

Merkel Big Loser

Reuters reports Merkel seen as big loser in euro zone showdown.
Newspapers in Spain, Italy and France on Saturday toasted the triumph of their leaders - Mario Monti, Mariano Rajoy and Francois Hollande - in pushing Merkel into a U-turn that would long have been unthinkable.

Even German newspapers said Merkel had been made to accept demands for the euro zone rescue fund to be able to inject aid directly into stricken banks from next year and intervene on bond markets to support troubled member states.

"There's no doubt about it - the chancellor was blindsided at the euro summit," wrote influential columnist Nikolaus Blome of Bild, a daily with 12 million readers.

"Merkel caves in - money for ailing banks," read the headline on Germany's left-leaning Sueddeutsche Zeitung.

Bild wrote: "Italy and Spain got what they wanted: It'll be easier to borrow excessively again... It was the first time in more than two crisis years that euro states didn't follow Germany's orders."
Hollande Big Winner

A Bloomberg video proclaims Hollande Emerges as Leader at EU Summit

Double Satisfaction For Italy

The Financial Times says Rajoy real winner despite Monti delight
"It is a double satisfaction for Italy," said Mario Monti, a reference to both Italy's victory over Germany in the European football championships and his outflanking of the German chancellor, Angela Merkel, forcing her to agree emergency measures she had for months said she would not accept.

But for all of Mr Monti's chest-beating, the real winner in the early-morning deal was not the courtly economist. It was his Spanish counterpart, Mariano Rajoy.

For the first time since the outbreak of the crisis two years ago, a huge and some would say inevitable bailout of Spain's teetering domestic banking sector, stuffed with bad real estate investments – will no longer be Madrid's responsibility.
No Winners or Losers

Getting closer to the truth (in an attempt to ruffle no feathers as opposed to careful analysis) EU President Herman Van Rompuy says No Winners or Losers in EU Summit Clash
Summit discussions between European Union and eurozone leaders ended with no winners or losers Friday, EU President Herman Van Rompuy insisted, after a clash was resolved between Italy and Spain on one side, and Germany on the other.

Madrid secured a change in the terms of an upcoming eurozone-funded bank rescue, while Rome obtained a "mechanism" to reduce the borrowing costs of countries that are cleaning up their economies, but still face market pressure.

"It was a tough negotiation, it took hours - certainly yesterday - and you can't summarize this in winners and losers," Van Rompuy said, referring to discussions that dragged until 4:30 am (0230 GMT) on Friday.
Real Victor is Merkel

I have read dozens of articles all proclaiming someone or other (or no one, or multiple people a winner).

Having read all those viewpoints, the best analysis of all of them is Financial Times columnist Wolfgang Münchau who says The real victor in Brussels was Merkel

Let's tune in.
Mario Monti faced down the German chancellor and won the battle. He will survive a few more weeks or months in politics. It was clever of him to threaten a veto on something Angela Merkel badly needed. He had her in the corner. It was an example of classic EU diplomacy.

But this was only the foreground spectacle. If you look behind the curtain, you will find that, for Italy at least, nothing has changed at all.

Mr Monti may have secured the right kind of deal politically but to solve the ESM's size problem he really should have insisted on a banking licence. With that, the ESM could have leveraged its lending ceiling to a more realistic level. It will not be able to do this now.

The deal on Spain was marginally better – on paper. But it, too, is not what it seems. I see three obstacles:

1. A mandate to inject equity into the banks will be conditional on a political agreement for joint banking supervision. This is where Ms Merkel can still exact her revenge. Do not expect this to proceed easily. A joint system of banking would be a very big deal, and I doubt that a sensible agreement can be agreed by October.

2. Direct bank recapitalisations may require a change in the ESM treaty. I know this point is disputed. EU officials say they can do it by diktat. But I cannot see how one can conceivably let the ESM inject equity into banks directly when the treaty says specifically that the ESM lends money to member states for that purpose. Would the treaty not have mentioned this important detail? The head of the Bundestag's budget committee also seems to think that a treaty change is now needed.

3. The new facility is still constrained by the same overall funding limits of the ESM as the bond purchases. I believe the Spanish banks will ultimately need a lot more than the €100bn earmarked for this programme once you take into account the effects of both the housing crash and the depression. The ESM is seriously overloaded.

The most important event last week was probably not the agreement at the summit anyway, but the statement by Ms Merkel that there will be no eurozone bonds "for as long as I live".

If Ms Merkel is right and there are no eurozone bonds in her lifetime, the eurozone will not survive. Without eurozone bonds or a change in ECB policy, Italy's and Spain's debt – and eurozone membership – is not sustainable. That was as true on Wednesday as it is today.
Brick Wall of Reality

I have criticized Münchau on numerous occasions but he has this nailed. I especially like his conclusion. My only quibble with the article is his statement "Monti should have insisted on a banking licence".

This is where ideology comes into play.

Münchau knows damn well that Merkel cannot give into such a demand without a German referendum, yet he keeps banging his wishes into the brick wall of reality because that is what he believes is best for Europe.

I disagree about what is best. The point is debatable. What is not debatable is Münchau and others keep ignoring real constraints on Merkel, expecting - sometimes demanding - she do something she cannot do.

Regardless, except for a single misguided sentence, Münchau made a sterling case for who really won in Brussels.

Merkel Plays Hollande, Monti, Media, Even Bloggers, Like a Fiddle

By purposely making antagonistic statements such as "no eurozone bonds in my lifetime", statements Merkel had to know would get trumped up in the media (and were), she set expectations for the summit, not at ground level, but rather 35 feet underground.

Expectations were so low that Hollande and Rajoy felt like winners coming out of the summit.

The irony is Monti won nothing at all while proclaiming "double satisfaction".

Rajoy at least got something, but numerous obstacles remain. Hollande was a sideshow at best.

Let's see what the bond market looks like a month from now, and six months from now before jumping to conclusions. Meanwhile, Merkel took a soft blow to her reputation at home.

Eventually these blows will matter, but this blow was the bare minimum anyone could have expected. The blow only looks significant because of purposeful media-manipulating statements ahead of the summit.

The real battles are still ahead because the summit solved virtually nothing.

Mike "Mish" Shedlock
http://globaleconomicanalysis.blogspot.com
Click Here To Scroll Thru My Recent Post List