I’m a little late in posting my Weekly Articles. I will try to post another set of articles at the end of the week. However, future weekly updates may be more spotty as I’m focused on an upcoming launch. You can click on the Weekly Articles tag for previous issues or subscribe to the Weekly Articles Feed.
Disclosing Everything? – Scott’s Morning Brew discusses how Mitch Ratcliffe of ZDNet discloses his professional affiliations. This raises an interesting question about ethical blogging. And in the spirit of full disclosure, I work for ON24. Mitch previously invested in ON24 when the company was a financial multimedia services company.
Next Gen Marketing – Richard Karpinski of BtoB Magazine’s wrote a recent article about next generation tech marketing. The article provides a high-level view of widgets, social feeds, mash ups and more.
More than Media Relations – a shel of my former self highlights why PR is a two-way dialogue. Though media relations may have the “highest” visibility, Shel discusses how this is a small portion of what PR truly is.
The True Measurement of Social Media? – In this post, KD Paine highlights why trying to develop a standard way to social media is not possible. Rather, she ends her post, “Sorry to inform you folks, but a standard metric will not solve the problem. Listening to your customers will.”
More than Media Databases - Peter Himler of the Flack blog provides his perspective on how Vocus is systematically spamming people in their media database. Frankly, in the age of permission marketing, these databases should be forced to take people out of the database upon request.
Quality Versus Quantity – Brian Carroll of B2B Lead Generation Blog is an expert on lead nurturing. In this post. Carroll brings up the issue of measuring the effectiveness of programs by cost-per-lead. Rather, he advocates looking at the cost-per-opportunity. This way, better quality leads are forwarded to sale. Sending quantity doesn’t do anything if sales views the leads as “poor.” Hence, you may be generating lots of leads and blame the sales team for not following up. But who’s truly at fault?
Online Marketers Don’t Feel Recession – Betsy Schiffman of Epicenter writes that online marketers are bullish despite overall industry indicators of a recession. Unlike the dot.com crash, if there is a recession, online marketing will weather it better than other types of marketing spends, such as print advertisements.
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This past week has seen some interesting conversations about press releases/newswires, how to conduct social media campaigns and the relationship with customers. Enjoy this last issue before the President’s Weekend Holiday. You can click on the Weekly Articles tag for previous issues or subscribe to the Weekly Articles Feed.
The Power of News Wires – Read/WriteWeb has an interesting post about how BusinessWire’s influence and ability to be a top Techmeme source. If newswires are able to gain this much influence for a press release, does this mean PR folks will be “lazier” in getting placements for press releases?
When a Release is Not a Release – B.L. Ochman highlights her experience with PR Web’s decision not to post a release because it didn’t satisfy their standard of a press release. The release was a funny announcement for procrastinators on Valentine’s Day. The tone was perfect for this type of announcement, yet PR Web insisted that B.L. make some changes. Frankly, who’s to decide what is and isn’t a release. I could understand profanity but because it wasn’t written in the third person? Puh-lease!
Blogs are the Music to My Ears – Mack Collier writes about how blogs have contributed more to music sales than MySpace. Need I say more?
Valentine’s Day Special: It’s About the Relationship -Toby Bloomberg of Diva Marketing Blog put together a special post for Valentine’s Day. She lists 62 responses to how to create great business relationships. Tons of great tips from all walks of life and industries. I like #4, #7, #12, #27, #34 (this one is tough for me.. ask my husband =), #62. My tip? Be humble and admit that you don’t know everything.
Successful Customer Case Studies - Jeremiah Owyang is on a roll. He’s providing great insight as an analyst that should help every PR person out there. This week’s nugget of wisdom, creating successful customer case studies.
SMRs in the Real World – Brian Solis posts an email from Steve Kayser who has outlined his experience using SMRs in the real world. Very informative regarding what to be aware of as one proceeds down this avenue.
Social Campaigning… Not! – Paul Dunay of Buzz Marketing for Technology highlights a good point about Social Media. Social media can’t be considered a campaign as a campaign eventually ends. It require diligent work and commitment. Only then can you see reap the rewards of entering the social media world.
Measurement Makes Your Executives Care – Dave Fleet reminds us that measurement is key for executive support and understanding. Like Social Media, it can’t be an one-time project. It has to be monitored constantly. I previously wrote about the PR measurements I track. It’s quick, easy and can be maintained weekly. Leave a comment if you’re interested in learning more.
Six Deadly Sins of Social Media
Measuring Social Media – Hubspot’s blog provides some good tips for measuring your social media marketing efforts. I’m surprised that the number of links to your blogs and Technorati Authority weren’t included as ways to measure your social media.
BRITE Conversations – Valerie Maltoni provides some food for thought in advance of an interactive CMO Summit being held at the Center for Global Brand Leadership. She discusses some of the challenges that organizations face when trying to innovate and build brands. I wonder how resource constraints and changing priorities fits in the picture? =)
Don’t Do this When Promoting Your Event -Mac McIntosh writes the Sales Lead Insights blog. He provides his 13 Don’ts When Promoting Events. Great insight if your tasked with managing a roundtable or dinner event for your client.
Teaching Old Dogs New Tricks – Brendan points to an example of how journalists and PR folks responded to the Bird Flu. Instead of being a short lived story, it extended over 10 days. I haven’t heard the podcast yet, but it seems worthwhile based on Brendan’s summary.
Is this PR Person You? – David Meerman Scott poses what the future PR job description would look like. It’s most likely, “You haven’t graduated high school yet but you’ve already started 2 start ups, sold another and angel investing in another. You’re invited to beta test EVERY new software offering and your recommendation can make or break the company…”=P
Seeing You Face-to-Face – Sheila Scarborough of the every dot connects blog about the value of meeting people in person at conferences. I know blackberry’s have been banned from company meetings. I wonder if conferences will ban computers and PDAs to keep people focused on the content and people versus Twittering the event?
With Analysts, It’s All In the Briefing – Jeremiah Owyang provides great insight into how to successfully brief analysts. Great advice on how to get the most out of briefings. Remember, analysts can provide a wealth of information in addition to learning about your company.
OOPS – forgot to publish this last week =)
This will be my last summary until the New Year. Come back next week for my post reflecting on my first 6 months of blogging and popular posts. You can click on the Weekly Articles tag for previous issues or subscribe to the Weekly Articles Feed:
Pitched Into a Coma - Ok – I shouldn’t be pointing to this but I did find Ken Magill’s of DIRECT Magazine description of a bad PR pitch quite amusing. Here’s an excerpt of his “rant”:
Or maybe the reason we didn’t call back is because the pitch put us into a catatonic state. Such was the case with a pitch received here several weeks back.
It was so buzzword laden that before it put me into a catatonic state, it made me cock my head to the side like a confused dog.
Remedial Social Media Guide – Michael Pick wrote a great primer for social media at MasterNewMedia. For those just starting out, this is a must read, while it may seem simplistic for those already implementing social media.
Social Networking for B2B PR – Tom Pick provides some interesting tips on how to use social networking for B2B PR. I highly recommend points 1 and 3 for any PR practitioner.
Oh No Spock! – Alec Saunders typically writes about VoIP type of issues. He occasionally looks at things that impact him, such as this interesting practice from Spock – the people search engine. Alex highlights how Spock is using interesting ways to send invites to people for your trusted network.
SEOd Blog Drives Sales Results – BtoB Magazine highlights how a company leveraged SEO to increase blog traffic which in turn drove sales leads. As more and more B2B companies begin experimenting with social media applications and tools, there will be more case studies of this type.
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What Consumers Really Use Media – Via KD Paine’s blog, I saw this tidbit about Ketchum’s new survey. The survey highlights where consumers turn to for information and advice. Here’s the gist of the results: “Despite the strong evidence that friends, family and experts play a key role in influencing decisions, only 24 percent of communicators report having a word-of-mouth program in place.”
Refresher Course for Blogging – Robin Good posts this primer from Joshua Porter. Joshua provides his nine tips for blogging. As communicators/practitioners/marketers, I think it’s key to understand how bloggers are constantly seeking to improve their blogs. And personally, I liked Joshua’s tips!
To Astroturf, Is to Be? – Now is Gone is fast becoming one of my favorite PR related blogs. In this post, Ike highlights that astroturfing is just part of our human DNA. In the great words of the Borg “Resistance is futile” – or is it?
Take a Community to Build a Social Network – Toby Bloomberg shares 12 tips for creating a social networking community. Very solid tips for any company wanting to create a community.
The Great Twitter Experiment – As many may have heard by now, Jeremiah Owyang started an interesting experiment earlier this week. Jeremiah’s twitter post helped many people find each other, including yours truly. Check out my post about this as well.
When Blogging Isn’t for Everyone – This comes courtesy of the Influential Interactive Marketing blog. Seems like Scott Adams of Dilbert fame is realizing that a blog may not be the best outlet for achieving his goals. In this case, Adams had some goals for his blog. As Rohit states: “Free or not free, if your blog ends up having a different voice than what your audience expects, then you may need to come to a similar realization about your blog.”
Social Media in China – Da Jia Hao! (Hello Everyone!) – I will always have a soft spot for China and Taiwan. Buzz Bin brings us an interview with Debbie Weil and the growth of social media in China. Don’t underestimate China. Just because the media and information is supervised doesn’t mean it will curtail participation by individuals. People have learned to adapt within the unsaid rules of the culture.
An Evolved CMO – I found this interesting CMO research from Forrester interesting as it may help to understand what a CMO’s ultimate goal is. And heck, maybe we can help with this as well!
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I will probably not be the first or last person to blog about this interesting experiment that Jeremiah Owyang initiated today. Check out the original post about conversations shifting to Twitter.
In a post, he invited people to leave their Twitter link in the comments to increase more introductions in the community.
At the time of this writing, there were over
160 200 comments and on Techmeme. I’ve only reviewed maybe 40 of the comments so far.
My main problem had been how to find people to follow. By listing my Twitter account in the comments, I have been able to increase the number of people I’m following and seen more people following me. Don’t worry – I will try to add everyone who is following me tonight as work is getting in the way.
In the end, experiments like this are demonstrating the power of Twitter and other new tools that facilitate conversations.
1. Let a 100 Blogomerates Bloom: With the relaunch of Industry Standard (I believe as a blog) and the popularity of GigaOm, VentureBeat and TechCrunch, I envision more blogomerates gaining prominence and influence on the media landscape. “Traditional media” have already started creating blogs in specific topic areas but this will need to branch out more in terms of open comment policies and having dedicated bloggers versus reporters who blog.
2. Social Media Connections: I envision savvy PR departments/agencies leveraging social media networks to keep key reporters, bloggers, analysts and other influencers up to date on announcements. Facebook is probably the best default for this as you can maintain the invites and funnel interesting tidbits related to a specific industry/company for story ideas. Will news be broken via Facebook or other similar tool, that will be interesting to see.
3. Long Tail PR: Chris Anderson described the concept of the Long Tail and Now Is Gone did a great review of this for PR. The question is how does this truly impact PR? Top media coverage now extends from traditional media (i.e. WSJ, BusinessWeek, etc.) to top bloggers (i.g. GigaOm, TechCrunch, Read/Write, etc.). As PR has the opportunity to manage social media relationships, then how do you balance and measure the impact of “long tail” relations will be key in 2008.
Tom Pick of Web Market Central also provided me with his predictions for 2008. My husband would be happy with number 4:
1. The social networking space will begin to implode. There are far too many players currently competing for too few eyeballs. The biggest and strongest (e.g. Digg, MySpace, FaceBook) will survive as general purpose social sites, but smaller players will need to specialize in order to remain viable. Specialization will revolve around affinity groups and demographics.
2. As a follow-on to prediction #1, businesses (at least a few forward-thinking ones) will begin to figure out how to capitalize on the popularity of social networks. It’s not about running ads on YouTube, it’s about participation: if a CEO or anyone else can bring value to a particular community (e.g. through great content and tags, and spending the time for back-and-forth dialog that adds value), then that person’s company and product/service will benefit from indirect association with that expertise.
3. PR professionals will reach out to bloggers in different ways, beyond just pitching press releases. For example, the blog community can bring value as – pardon the language, but it’s the clearest way to say this – bullsh*t detectors, as in “we think we’ve got something really hot on our hands here. We’d like to make this claim. Will that stand up to scrutiny?” and then let the dialog of the blog help determine the answer.
4. Realizing that none of its teams has a prayer of beating New England in the Super Bowl, the NFC sends its All-Pro team to Arizona. The Patriots still win by three touchdowns.
Here are links to other Top Trends for 2008:
- Top Marketing Trends via CRM Blog
- Jon Fine of Business Week via blip.tv
- Consumer Internet Trends via VentureBeat
- The Year of Business Networking from Read/Write Web
- What’s Hot or Not PRSA Panel with top reporters: Wall Street Journal‘s Kara Swisher and Don Clark; Business Week‘s Rob Hof; Forbes‘ Victoria Murphy Barrett; and Scobleizer‘s Robert Scoble. Ann Winblad of venture capital firm Hummer Winblad moderating.
- BtoB’s “2008 Marketing Priorities and Plans” survey
- 2008 IT trends from IDG
- Year of LinkedIn from Anne Zelenka of GigaOm – Personal comment – this truly depends how LinkedIn maneuvers to “catch-up” to the other social networks. Advantage – seen by most as a professional site. Disadvantage – first move advantage taken over by Facebook and slow response to changes for the site.
- O’Reilly’s 2008 Stories they would like to see
- WebWorkerDaily’s 2008 Predictions
- AdAge came out with some interesting 2008 trends: marketers & micro trends, another interesting list, and CMO issues
- David Armano states that 2008 will be the Year of Mobile - what does this mean for PR and marketing opportunities?
- Micropersuasion’s Digital Trends for 2008 – Part I - this is just the first of several that will be posted, so tune in to the Micropersuasion blog for updates.
- Interesting SaaS Trends to watch for 2008
BtoB Magazine presents their 2008 Trends for Email Marketing – By the way, my company actually did point 4 for a client =)
An Eentrepreneur’s US Tech Trends for 2008 - note – this is via VentureBeat and written by Bernard Moon.
- Jeremiah Owyang interviews Guy Kawasaki about his predictions for marketing and tech in 2008. Interesting point, Guy says 2008 will be key for marketers. Demonstrating key value of programs is important for programs.
- B.L. Ochman’s 2008 Marketing Trends - personally, I think privacy has been an issue. It just comes back every few years depending on the technological landscape.
John Battelle’s 2008 Predictions - hmmm, I’m actually curious to see if these company predictions come true. I’m wondering if Microsoft can regain that magic and if Yahoo! can make the turnaround happen.
George Dearing writes his trends for enterprise content management (ECM) in InformationWeek.Adding this because has tangential relevancy to my current company. I’m curious to hear more about platform-as-a-service.
Am I missing any compilations? Do you have any recommendations of other trends for 2008? Let me know in the comments.
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Cece Salomon-Lee is director of marketing for ACTIVE Network, Business Solutions division, and author of PR Meets Marketing, which explores the intersection of public relations, marketing, and social media.
This blog contains Cece's personal opinions and are not representative of her company's.
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