www.InternetBrandingStrategy.blogspot.com

Gone Skiing

noreply@blogger.com (Unknown) — Sat, 21 Feb 2009 18:24:00 +0000

Garmisch-Partenkirchen, Tyskland
Originally uploaded by nukualofa

Find us over at InternetBrandingStrategy.com

noreply@blogger.com (Unknown) — Tue, 14 Oct 2008 09:53:00 +0000

After a year producing the Internet Branding Strategy blog on Blogger.com, I've decided its time to integrate the website and blog over at InternetBrandingStrategy.com.

I look forward to seeing you there - come and say hello!

A curious penguin's guide to social media (video)

noreply@blogger.com (Unknown) — Tue, 14 Oct 2008 09:43:00 +0000

Two hundred and sixty-eight penguins lived in the colony of beautiful emporor penguins in Antartica. Only Fred was curious and observant enough to discover a potentially devastating problem threatening their home - and pretty much no one listens to him. Its a problem shared by marketers and communicators today, whether we have realised it yet or not.
This 6-minute video - marking the first anniversary of Internet Branding Strategy - shows the three easy steps that I took, and showing in which direction you should start swimming (if you are not already doing so!)

I was thrilled to hear this morning that this, my first video, won a prize in a For Immediate Release contest designed to encourage business communicators like myself to experiment with video. My prize is tickets to attend Web 2.0 Expo Europe in Berlin, Germany, on October 21-23, 2009. Many thanks to FIR hosts Shel Holz and Neville Hobson for selecting my video to win the European prize. Its also quite a relief as, due to the short timeframe, I've already signed up for a few side-events and let clients know I'll be in town - could have been embarassing!

The 3 things to make you money from your blog

noreply@blogger.com (Unknown) — Sun, 12 Oct 2008 09:52:00 +0000

1. Know your niche audience
2. Know what they want online and give it to them again and again
3. Know how to learn from your successes and failures

This weekend I’m at Barcamp Munich. Two of the sessions on day one were devoted to this topic, and I’m sure it has been widely discussed elsewhere as is often the case at such events where bloggers get together.

For those that want to make a direct income from their blogs – and for many passionate bloggers this just isn’t the point, and others they profit indirectly from opportunities supported by their blogs – there is no getting around understanding who your audience is and what they want.

You need this information to create your own products and services to fulfill their needs, as in a traditional internet-based business. You also need it to attract or target sponsors, affiliate partners, advertisers, etc. I’d argue you need to know this information before you create your blog or internet business and define it accordingly.

I’d like to share with you three resources that have helped me in understanding the theories and techniques that lie behind these points. I’m a member of their communities, a satisfied customer of each, and as such an affiliate of each (so if you buy any of their products or services you’ll be helping to make my blog pay!) As far as I am aware, all of these is available only in English – perhaps translating and marketing key products into German would be a potential business idea for one of my fellow Barcampers. If so, I’d be happy to provide some introductions. If other good resources are available in German, I’d love to hear about that too.

Insider Secrets is the best-selling resource from the Internet Marketing Center. This is the best introduction that I believe I could have had into understanding internet marketing and, for example the principles of how to create a blog that will pay. Insider Secrets is comprehensive, well-written, and explains its concepts and techniques in an easily accessible way. It’s particularly good at understanding how to do and use research and set up and learn from web analytics. Insider Secrets consists of two ring-binders full of data, plus multiple CDs. One word of warning: I find the very American get-rich-quick hard-sell very annoying, and you may too. In my experience, once you get through the sales process this is a very professional organisation.

Internet Business Mastery Academy is currently my favourite resource. I’ve listened to the Internet Business Mastery podcasts for years, and by the time Jeremy ‘Sterling’ Frandson and Jason ‘Jay’ Van Orden launched their subscription-based community site, I really wanted to give them some money for everything I had already learned from them (as I had never got around to using their Paypal donate button). Not surprisingly, the subscription site is more comprehensive than the free resources. Internet Business Mastery Academy consists of a series of learning courses using video, audio and text, detailed resource lists and ‘how to’ videos, and has an active forum, including links to internet business mastermind groups.

Teaching Sells is a subscription-based community created by Copyblogger.com founder Brian Clark and his partners. While I don’t believe it is open to wider subscription at the moment, it is definitely one to watch.

Do you know of any other resources or suggestions that would be useful to those trying to make their blogs pay? I’ll respond to comments in English or German.

Twitter Secrets: How short messages can make big differences to your business

noreply@blogger.com (Unknown) — Wed, 23 Jul 2008 11:33:00 +0000

Are you still struggling to understand what all the fuss about Twitter is all about? Or perhaps you get it, but can't quite articulate to colleagues and clients why they should be building an online presence through Twitter. Why do we need a virtual water cooler any way?

If so, there's a great new Twitter Secrets report over at JoelComm.com (not quite 140 characters, but 30 pages of tips, examples, and resources). The report is free of charge following registration. I've already started sharing it with some colleagues and clients.

Think Global, Act Local

noreply@blogger.com (Unknown) — Fri, 18 Jul 2008 12:46:00 +0000

I'm currently reading Groundswell, which as well as laying out a sensible approach towards social media decision-making, has lots of great international case studies of what mainly well-known brands are doing. It's giving me lots of great insights.

But, perhaps as a European working in a second language outside my own country, I'm always more intrigued by examples from 'my own backyard.' So I was pleased to be invited along yesterday to Weblounge in Nuremberg, Germany, to meet more of those in my area who are interested in, active in, or even better willing to share their experiences in doing social media. This view was shared widely as the cool venue at b2 was a packed house. Attracting so much interest was a great result for the organisers, Publicis Corporate Publishing and NIK, the association for the IT and communications sector in Nuremberg.

The theme was corporate blogging, and with an audience of very mixed experience levels, German blogger Robert Basic kicked off getting everyone acting out a minute in the life of the internet, a sort of 'chinese whispers' demonstration of how uncontrollable the blogosphere is. 10 out of 10 for interactivity and chaos factor, Robert, and 3 out of 10 for chosing me to represent the face of German mainstream media, Bild. Publicis director, Olaf Wolff then picked up the topic with an overview of some of the trends and challenges. Frozen goods firm Frosta, or rather its director, Felix Ahlers, then gave some really interesting insights on how it is using its respected corporate blog as a central part of its ongoing marketing and communications to promote the value of natural ingredients, and to compete as a relatively small German player in an extremely competitive market.

So while you may feel you need to jump on a plane to San Fransisco to find out the latest in social media (and I do wish I were at BlogHer at the moment!), often there's value to be got nearer to home. As is often the case, the biggest advantage of these types of events is having the chance to talk to other people about what they are doing (or trying to do), and to learn from each other. So I am hoping that future Weblounges will be more interactive, and less powerpoint presentation (a view shared by the back-channel on Twitter, and in chatting to other attendees).

As I write this, my London friends are enjoying a much more informal chance to meet up and discuss issues at the Tuttle Club (wouldn't mind being there either!), and it would be great to see this sort of format in my back yard too (if it doesn't already exist!)

Are you qualified to start an Internet business?

noreply@blogger.com (Unknown) — Mon, 30 Jun 2008 11:20:00 +0000

If you're like most people, you probably measure your qualifications by your technical skills...

Your ability to design a web site...

Your ability to write sales copy...

Your ability to drive traffic...

But the reality is, NONE of that matters.

Building a business is a FORMULA. If you can understand instructions and follow the formula, you WILL make money online.

So if it's that simple, why do SO MANY people fail at it?

Personality!

See, there are certain personality traits -- inherent in some, but LEARNED by others -- that allow people to easily succeed, and other traits that cause people to constantly FAIL.

If you could identify those traits, wouldn't you have a better chance at being successful?

Well, here's your opportunity to find out...

... because I've been authorized by none other than Derek Gehl of the Internet Marketing Centre to offer you a FREE copy of his brand-new report, which lays out the exact traits necessary to succeed online.

The report is available now, and is based on Derek's personal observations following a DECADE of working with thousands of successful Internet entrepreneurs from around the world.

And like I said: he's allowing me to offer a copy to all of my best customers for free... no strings attached.

When you get it, you can do one of two things:

1. Nothing... which is definitely an "unsuccessful trait".

2. Study it and figure out if you have the inherent prerequisites for success, or if you need to LEARN them.

So if you would like a copy of this report, for FREE, go here and just follow the instructions.

Personally, I spent over US$12,000 and passed one of the most professionally fulfilling (but hardest working!) weeks of my life in Vancouver, Canada, last year learning these lessons directly with Derek and his team. I rate his company extremely highly.

My Changing Worlds and Internet World

noreply@blogger.com (Unknown) — Tue, 29 Apr 2008 07:44:00 +0000

This time last year I was living in Hampshire, England, working full-time building the audio branding consultancy Sound Strategies with my business partners, while addicted to social media and helping to run the Social Media Club in London. I also devoted three full days absorbing in the 'technology' conference, Internet World.

How things have changed.

In February this year, I permanently relocated back to Northern Bavaria, Germany, where my husband works at one of the several Siemens businesses headquartered here. I've now spent more years outside my native Scotland than in it, taking in Switzerland, France and England on the way. Strangely, once you start a family somewhere and become part of the community, it becomes your home. In a very real sense, we've come back home, I just don't speak the language as well as my children!

After much soul-searching, I've also decided to return to mainstream international communications, ideally for one of the several local corporations, either as an employee or through my consultancy RPPR Limited. I'll be thrilled to add in for good measure a dose of social media, as one thing that hasn't changed is my conviction that it is permanently changing how we communicate with each other. In the meantime, I'll remain an active member of Sound Strategies Advisory Board, and drive ahead with some internet-based business and client public relations projects.

If, as you read this, you have any thoughts or suggestions, projects I can support you with, or people I should speak to at companies including Siemens, Adidas, Puma, Playmobil, Staedtler, and Stabilo I'd love to hear from you at ronna(dot)porter(at)btinternet(dot)com.

So why mention Internet World? Well, Internet World 2008 kicks off again at Earls Court in London tomorrow for three days - 29 April to 1 May, and were I in London I'd definately be there as its a great value (ie. free) opportunity to learn about and emerse yourself in the marketing and new media imperatives of the internet. My greatest pleasure at Internet World 2007 was recognising that it was no longer a technology exhibition and conference, but a business and marketing one. You really don't have to have spent much of your working life in the technology and telecommunications business, as I have, to get a huge amount out of going along.

Another reason for mentioning Internet World 2008, is that my Sound Strateges business partner, Michael Spencer will be closing the Enterprise Content Management Conference at 15:00 on 1 May, picking up on our reseach that only 2% of multinational companies show strategic thinking in the use of sound on their websites. Michael would love to meet you if you make it along to the exhibition.

How to Uniquely Position a Membership Site for Success

noreply@blogger.com (Unknown) — Wed, 16 Apr 2008 19:20:00 +0000

By Brian Clark

STOP PRESS -- Take advantage of your last chance for a $1 7-day sneak peak at the Teaching Sells offering which will no longer be available after noon Eastern Time on Thursday 17 April (that's tomorrow!) Lot's of new member upgrades are planned, so now is a good time to have a look!

Everyone wants to create a cash cow with a membership site. But what you really need to do is create a purple cash cow.

In the Teaching Sells training program, we reveal how to identify a target market and how to spot a learning need that the market has already demonstrated is worth paying for. Once you’re focused like a laser on topics and markets that already show high demand for information and training, the next step is the most important of all.

What’s the point of your offering?
How is it unique?
Why should anyone buy from you instead of the competition?

The way to answer these questions dates back thousands of years to the days of Aristotle. But let’s stick closer to home and only go back 45 years or so.

The Unique Selling Proposition
In 1961, a gentleman by the name of Rosser Reeves published a book entitled Reality in Advertising. In this book, Reeves revealed the secret behind his success as a copywriter and later as chairman of the Ted Bates advertising agency. He called it the unique selling proposition (USP).

Reeves enjoyed great success throughout the relatively languid competitive climate of the 1940s and 50s by pointing out a specific and compelling benefit to the buyer that was unique to that product. The value-added benefit had to be something desirable that the competition did not, or could not, offer with their product.

Positioned in Your Mind
In 1981, Jack Trout and Al Reis released Positioning: The Battle for Your Mind based on a concept the two developed way back in 1969. Moving beyond the USP, Trout and Reis focused not on what you do to the product or service, but what you do to the mind of the prospective buyer.

Jack Trout relentlessly preached the power of positioning into the 1990s with The New Positioning, and into the new millennium with Differentiate or Die. The latter book comes full circle back to Rosser Reeves and the unique selling proposition, as Trout takes to task “creative” advertising that pulls heart strings but gives the prospect no reason to buy.

Purple Cows and Liars
In 2003, Seth Godin gave us Purple Cow , a book that riffs on the USP and positioning, but takes it a step further. Yes, your product or service must be unique, and yes, you must aim to position yourself in the prospect’s mind. But is it something worth talking about? Will your customers market for you?

In 2005, Seth released the essential companion to Purple Cow, and cleverly sought to avoid controversy by calling it All Marketers are Liars. It’s not enough to be remarkable—after all, we talk about distasteful things too. You’ve got to take it one step further and make sure that the story you’re telling is one that people want to hear.

Made to Stick
In 2007, brothers Chip and Dan Heath released Made to Stick. While positioned as an advanced exploration of the ideas contained in Malcolm Gladwell’s The Tipping Point, the book’s core stands on the shoulders of Reeves, Trout, and Godin, but takes it that one critical step forward.

How does something stand out on its own, in our minds, get us talking… and also endure? What determines whether you’ll get 15 minutes of fame or create a lasting impression?

What These Smart Guys Can Really Teach You About Positioning
The topic of unique positioning in marketing has been explored so thoroughly because it’s the most important part of any business that hopes to succeed. These books are wonderful, and I suggest you read them all if you haven’t yet.

But there’s a more immediate lesson about positioning contained above, especially for people selling content. Did you notice it?

Each of these books on positioning is itself an example of positioning.

In a nutshell:

Each book is talking about the same thing
Each author is building on what the last guy said
Each catalyst for the next book is a simple change in context

All of these books are exploring how to stand out in a market, and it all boils down to the same thing, which is to be unique. Trout, Godin and the Heath Brothers owe their success to the thinking Rosser Reeves did over 45 years ago, because at the core, they’re not saying anything he didn’t say.

These gentlemen have just provided a prime example of creative adaptation. They are simply expanding the parameters of the 45-year-old Unique Selling Proposition to fit a new context—an increasingly hyper-competitive and advertising-blind world.

Before you start feeling sorry for Rosser Reeves because he’s not getting the credit he deserves in these later books, well, Reeves stood on the shoulders of giants as well. His ideas likely originated from earlier advertising pioneers like Claude Hopkins and John Caples, and the true root of the USP goes back to Aristotle’s Rhetoric.

So How Does This Work for Membership Sites?
In Teaching Sells, we explore six proven ways to uniquely position your training program, each with concrete examples. You’ll also learn how to make sure you’ve covered the four critical elements of modern market positioning, plus a methodology for working out your market, the existing market need, and how to uniquely position yourself even in the fiercest of markets.
Plus, positioning is so vitally important that we launched an entire advanced course about it. Advanced Positioning and Creative Adaptation walks you step-by-step through the entire positioning process, and then rolls into case studies that provide crystal-clear examples of how to create your very own Purple Cash Cow.

Check out the inside of Teaching Sells for only $1… but hurry, we’ll be ending the “take a look for a buck” 7-day trial period soon. Jump in with both feet and get started today.

Have We Arrived In The Conceptual Age?

noreply@blogger.com (Unknown) — Thu, 10 Apr 2008 15:16:00 +0000

I like to revisit the books on my shelf, rather than throw these ideas out wholesale in favour of the latest offerings. So for my journey to a client meeting the other day, I grabbed my copy of Daniel Pink's A Whole New Mind - Moving from the Information Age to the Conceptual Age. Celebrated as 'a ground-breaking guide to surviving, thriving, and finding meaning in a world rocked by outsourcing of jobs abroad and the computerisation of our lives' (see video), now that I'm permanently outsourced to Germany and attached to a computer much of the time, it seemed a good time to check if we're there yet?

Published in 2005, it made quite an impact on me as at that time I was picking up my career again following a break to start a family. It gave me a much-needed confidence boost, as I read about the Six Senses Daniel beleives we all need to develop:

In the Conceptual Age, we will need to complement our left-brain-directed reasoning by mastering six essential right-brain-directed aptitudes. Together these six high-concept, high-touch senses can help develop the whole new mind this new era demands.
Not just function but also DESIGN. It's no longer sufficient to create a product, a service, an experience, or a lifestle that's merely functional. Today it's economically crucial and personally rewarding to create something that is also beautiful, whimsical, or emotionaly engaging.
Not just argument but also STORY. When our lives are brimming with information and data, it's not enough to marshal an effective argument. Someone somewhere will inevitably track down a counterpoint to rebut
your point. The essence of persuasion, communication, and self-understanding has become the ability to fashion a compelling narrative.
Not just focus but also SYMPHONY. Much of the Industrial and Information Ages required focus and specialisation. But as white-collar work gets routed to Asia and reduced to software, there's a permium on the opposite aptitude: putting the pieces together, or what I call symphony. What's in greatest demand today isn't analysis but synthesis - seeing the big picture and, crossing boundaries, being able to combine disparate pieces into an
arresting new whole.
Not just logic but also EMPATHY. The capacity for logical thought is one of the things that makes us human. But in a world of ubiquitous information and advanced analytic tools, logic alone won't do. What will distinguish those who thrive will be their abilituy to understand what makes their fellow woman or man tick, to forge relationships, and to care for others.
Not just seriousness but also PLAY. Ample evidence points to the enormous health and professional benefits of laughter, lightheartedness, games, and humour. There is a time to be serious, of course. But too much sobriety can be bad for your career and worse for your general well-being. In the Conceptual Age, in work and in life, we all need to play.
Not just accumulation but also MEANING. We live in a world of breathtaking material plenty. That has freed hundreds of millions of people from day-to-day struggles and liberated us to pursue more significant desires : purpose, transcendence, and spiritual fulfillment.
Design. Story. Symphony. Empathy. Play. Meaning. These six senses increasingly will guide our lives and shape our world. Many of you no doubt welcome such a change. But to some of your, this vision might seem dreadful - a hostile takeover of normal life by a band of poseurs in black unitards who will leave behind the insufficiently arty and emotive. Fear not, the high-concept, high-touch abilities that now matter most are fundamentally human attributes. After all, back on the savanna, our cave-person ancestors weren't taking SATs or plugging numbers into spreadsheets. But they were telling stories, demonstrating empathy, an designing innovations. These abilities have always comprised part of what it means to be human. But after a few generations in the Information Age, these muscles have atrophied. The challenge is to work them back into shape. Anyone can master the six Conceptual Age senses. But those who master them first will have a huge advantage.

What most appealed to me on first reading was the idea of Symphony, where I felt well placed after a career of managing complex, cross-border communications programmes. And I'd argue that your average mother needs to develop advanced Empathy and Play skills just to get through an average at-home-with-the-kids-and-stay-sane day!

But what strikes me now is the extent to which each of these areas illuminate many of the social media behavioural affects we are now seeing, particularly on the Design, Story, and Meaning senses.

The Challenge of Communicopia

noreply@blogger.com (Unknown) — Tue, 08 Apr 2008 06:43:00 +0000

Every time I hear my fellow business communicators struggling to come to terms with social media, it reminds me of an article I wrote in the first weeks of my new life as a public relations consultant, my MSc in Public Relations still shiny in my pocket, for the journal of the UK Chartered Institute of Public Relations in 1995.

Although, at that this (practically pre-email!) time it was the wonders of interactive CD-Roms and other such 'advanced' multimedia communications tools I was discussing, the message still holds true in the social media era:

"Public relations practitioners have little choice but to rise to the multimedia challenge if we are to compete in an increasingly dynamic communication industry, to flourish rather than survive. Ultimate success is better founded on adapting our current strengths to the ever-widening communicopia - through a highly developed understanding of clients' business, an appreciation of corporate and brand positioning, and the ability to reach specific audiences, rather than jumping on the techno-junkie bandwagon."

Please forgive a few stray allusions to 'control' and 'message' - it was a simpler time. Writing it today, my behavioural studies training would have come more to the fore ....

Greetings to all my old Citigate colleagues, now Citigate Dewe Rogerson.

The Challenge of Communicopia

First there's the baffling 'techno-babble' to contend with. Then comes the hype - never in the field of human endeavour have there been such breakthroughs, say the evangelists. Finally, you hit a fear of the unknown, the incomprehensible. It will result in a technophobic paralysis.

Despite this, few professionals can afford to ignore multimedia - the convergence of broadcasting, telecommunications and computing - which will bring a multitude of market opportunities and affect virtually every sector. This is poignantly true for the public relations industry as a contender in an increasingly high-tech communications arena, where our competitors range from computer programmers to advertising agencies. Will multimedia fundamentally change our business, or simply offer new mills for our grist? And can we survive it?

As with most issues in public relations, it depends on your definition. If the central role of public relations is to provide a network and a context for distributing information - whether through the press, speaker platforms, brochures or whatever - adapting our expertise to include the sea of new high-tech communications will fundamentally change what we do. What's more, our technology-led competitors will have a real advantage.

Alternatively, if public relations is the definer of corporate and brand messages, the multimedia challenge is more attainable: we shall be applying a well-developed core skill to the exciting new 'communicopia.' An appreciation of what is technically posible and the relative cost feasibility and advantages of a variety of communications vehicles continues to be vital. However, the difference is that technical know-how can be rightly commissioned from the technical experts, allowing public relations to concentrate on developing the 'creative software' and controlling the effective communication of messages through a medium which reaches an identified target audience.

With a solid foundation of skills on corporate and brand positioning, the Citigate Group is monitoring developments in multimedia to expand and add value to the service it offers clients. According to Reginald Watts, deputy chairman of the Citigate Group, its forays into multimedia fall into three distinct areas: "Our first is to offer clients informed advice on the use of multimedia as a business and communication tool and to develop in-house expertise to support the design and development of products for clients.

"Next, we are concerned to understand how wider multimedia industry issues will affect our business and that of our clients, in real terms over the coming months and years. Lastly, we plan to use multimedia and new technologies to improve our service and efficiency.

Specialised projects
A key task in public relations is to identify the most effective, cost-feasible communication medium to suit a situation. With an increasing complexity and number of media on offer, will we still be able to advise on a comprehensive range of options, or too easily fall back on traditional methods?

To guard against such complacency and to build on their creative design services, Lloyd Northover Citigate set up a new media unit in May 1994. Projects include the deign of multimedia presentations, interactive multimedia projects on CD-Rom and on-line communications for clients. One project is developing the brand identity and graphics for a multimedia shopping kiosk, where the graphic designers will work hand-in-hand with the software designers and hardware manufacturers to integrate the brand's image throughout.

The wider issues
Monitoring the possible impact that wider multimedia issues could have on our business and that of clients - in industries ranging from utilities through pharmaceuticals to automotive components manufacture - is important. As advisers to senior management, public relations practitioners must be able to offer counsel. What effect, for example, could multimedia have on a development corporation?

As part of a full-service public relations programme for the Cardiff Bay development on the South Wales coastline, Citigate Corporate is working with the corporation to develop a solid 'product offering' attractive to the media sector. Based on an understanding of the business needs and resulting property requirements of such companies - developed through focus group discussions with experts - Citigate Corporate is helping Cardiff Bay to promot itself as a European centre of multimedia excellence.

Within consultancies
How to use new technologies to improve our internal working methods and communications? Susy Frith, managing director of Northampton-based Citigate Technology, warns against the dangers of investing in technology for technology's sake. "There should always be a demonstrable benefit to our customers." she says. "Does it make us faster, promote accuracy or improve accessibility? The new systems must also be user-friendly, otherwise what would turn 'filing time' into 'thinking time' is instead a technological nightmare.

Public relations practitioners have little choice but to rise to the multimedia challenge if we are to compete in an increasingly dynamic communication industry, to flourish rather than survive. Ultimate success is, however, better founded on adapting our current strengths to the ever-widening communicopia - through a highly developed understanding of clients' business, an appreciation of corporate and brand positioning and the ability to reach specific audiences, rather than jumping on the techno-junkie bandwagon.

Book Launch : Personality Not Included

noreply@blogger.com (Unknown) — Thu, 27 Mar 2008 17:05:00 +0000

I'm quite excited about tomorrow's lauch of Rohit Bhargava's 'Personality Not Included.' I'm a firm believer in the fact that brands need a "Personality (that) is the unique, authentic and talkable soul of your brand that people can get passionate about." If you'd like a taster, you can read the books introduction here.

As a proponent of social media (he celebrated his 500th Influential Marketing blog post this week) Rohit's taking a fairly enlightened and inclusive approach to the launch. He's asked bloggers to send him five questions, which he will answer. Here are mine and I'll update with the answers when they come in:

As a director of Sound Strategies, I believe that sound and music has a powerful, yet largely undeveloped role to play in corporate personality - particularly in an online world. What's your view on this, Rohit? RB: I think you are absolutely right, and you will probably find my technique section on what I call "Sensory Marketing" very interesting. One of the examples I share about this, which is more of a marketing gimmick but does demonstrate the tecnique (if not necessarily the entire idea of personality) is the promotion for the Sony picture The Messengers with their secret ringtone that only young people could hear because of the frequency.

Which - if any - role models do you beleive are the ones to watch for using sound and music to create a 'unique, authentic, talkable soul?' RB: I think the most obvious example has to be Apple and their success with setting their advertising to songs that become iconic. Case in point, the New Soul song that has been #1 on all the charts thanks to its debut as part of the Macbook Air TV spots. The other place I would point to is YouTube, though in that case it is not so much brands as indivuals, but some of the most iconic videos are set to songs that convey the emotion in the most powerful way.

Perhaps the better examples are from outside the worlds of marketing and branding. Are there lessons we can draw from other fields of study on how to use sound and music to stir the passions of our audiences? RB: I am sure there are. For example, what about sound research as a part of physical therapy or as part of treatment for a high risk pregnancy. There are lots of applications that we have not yet even begun to understand. This is a fascinating area and I love this series of questions you have here.

Companies are increasingly experimenting with video and audio as part of their marketing, what is it that makes the combination of image, words and sound so much more compelling and dynamic than words alone? RB: I think it's simply because we as humans are very visual learners and prefer that type of interaction. What is most powerful today is that technology has finally caught up so that these experiences can now be delivered with a relatively good experience.

How are you using sound as part of your outreach, Rohit? RB: Ok, of all the question I have had so far, I have to say this is the one where I am going to like my answer the least. I'm not doing very much and this interview has gotten me thinking about what more I could be doing. At the very least, publishing a podcast of some of my speaking engagements. If you have any other ideas to share, I would love to hear them!

Thanks for such quick responses Rohit, I'll have a chat with my Sound Strategies partners and come back to you!

Social Media Starter Moves for Freelancers

noreply@blogger.com (Unknown) — Thu, 27 Mar 2008 14:51:00 +0000

I spent most of yesterday researching some business ideas for the public relations freelancers niche, and specifically as an option for women returning to work after childcare breaks who find their options more limited. So I was pleased to come across this great post from Chris Brogan: Social Media Starter Moves for Freelancers. If you’re a freelancer hoping to use social media to get work, here’s a quick summary:

Make your blog your storefront.
Kill all the extraneous stuff from it.
Write posts that establish your experience and abilities in the industry.
Write other posts that promote other people, too.
Contribute beyond the walls of your blog.
Attend real time events, too.
Consider if you want to add audio and video.
Give to get.
Ask for the sale.

If you are a freelancer, pop over to the post and comment on what else you want to share with people seeking Starter Moves? What’s your take on this advice? What can YOU do to help freelancers?"

11 Deadly Marketing Myths | Marketing Tips Featuring Derek Gehl

noreply@blogger.com (Unknown) — Wed, 09 Jan 2008 19:48:00 +0000

A word of warning…

Included here are the most common myths and misunderstandings that keep would-be entrepreneurs from making their dreams reality and starting their own online businesses.

These stumbling blocks are also the primary culprits in keeping new Internet start-ups from building a solid business foundation and growing a successful online e-commerce site.

So don’t fall victim to these 11 deadly myths!

MYTH #1: Starting an online business is expensive

Reality: Depending on the type of business you wish to start, your start-up costs can be as little as 50 bucks.

The fact is, most businesses do NOT need to incur expensive start-up costs… and most businesses should not invest a lot of start-up capital before they’ve tested their business and their market online. That’s where so many "dot bombs" made such a grave mistake in the past, and there’s just no need to take that risk.

Only once you’ve tested your business idea on the ‘Net and found it to be a viable opportunity should you start investing in the kind of software, web design, inventory (or whatever) that you’ll need to grow your business. Then again, you may want to just do it all yourself every step of the way…

We started our first site in 1996 on a budget of 20 bucks.

MYTH #2: I need to be an expert before I can start a business

Reality: It’s really a shame that so many people put off starting the online business they’re dreaming of because they think that before they can start, they need to become a web designer… a search engine expert… a programmer… and an MBA.

The truth is that the most successful people on the Internet are often none of the above!

The key: Learn just ONE thing, and learn it well… then move on to the NEXT strategy, and the next, and the next…

Anybody can start an online business. All it takes is a little courage to start and a little resolve to keep going and keep learning new strategies, techniques, and ways to grow and improve your business.

MYTH #3: All the good Internet business ideas are gone

Reality: Opportunity abounds on the Internet, and e-business success is not a waning proposition. Far from it — the online shopping community is rapidly increasing both in terms of how many online shoppers there are and how much they’re willing to spend.

And there are so many proven business models on the ‘Net that you can simply follow… or there’s plenty of room for you to develop your own, unique approach to your market. And there are so many different things you can sell! For example, you could…

Sell your own products
Sell your own services
Drop ship products
Recommend affiliate products
Sell ad space
Joint venture with like-minded businesses
Start an affiliate program

… and more.

These are the top online profit streams, but of course you can always find others. Plus, there’s no reason why you can’t incorporate several of them into your business model! The key is to focus on one, maximize revenue from it, and then move on to the next.

MYTH #4: I need a good product idea before I can start

Reality: You do not need a product idea to start — and not only that: If you do start with a product idea… you’ll be off to a bad start!

The reality is, most businesses that start off with what they think is a good product idea are destined for failure. Your product might be great, but if nobody wants it, your business isn’t going to get very far!

That’s why it makes so much more sense to look for your market first. If you can find a need in a market you can reach, then simply give them what they’re asking for… your business is bound for success from day one.

For example, we know a man named Eric Weeks who doesn’t really like trucks very much — he’s never owned one himself. But when he noticed that thousands of people search the Internet for "truck accessories" every day, he knew there was a market just waiting for him to give them what they needed…

Well, we interviewed Eric for our "Secrets To Their Success" Private Web Site when his Truck-Bed-Covers.com site was only one year old… and already Eric was generating $800,000 annually in online sales!

Eric’s advice is, "I sure as heck wouldn’t consider building an e-commerce site on personal interests. So whether it’s weight loss or travel, home business or truck bed covers… if enough people are interested in those subjects, then THERE is where you need to apply your efforts."

It pays to remember: Find your market first. Then look for a product to give them.

MYTH #5: I need "brand recognition" on the Internet

Reality: Online branding has been preached in the past as one of the big "Do or Die" marketing strategies. But the fact is, "brand recognition" is something you probably don’t even need.

Effective branding creates the kind of fierce product loyalty that leaves customers indifferent to the marketing tactics of the competition. It’s what compels you to walk past all of those no-name-brand on-sale colas at the local grocery store and pick up the 6-pack of Coca-Cola that costs three times more. It’s what makes children plead and beg to go back to McDonalds again and again. And it’s what has made the phrase "Just Do It" synonymous with Nike.

It’s all very impressive, right? Well… yes. But the truth is, most small, online business do NOT need to make their company or product a household name — and will likely go bankrupt trying.

You’ll be most successful and most profitable if you closely target your market. Focus on getting your business name and your advertising in front of your best potential customers — the people who have an expressed interest in what you’re offering — as opposed to everyone!

If you’re a small or home-based business then, chances are, you don’t have the millions of advertising dollars it takes to build a nationally recognized brand and make your company a household name — at least not yet!

So let’s skip the high-priced large corporate branding techniques — after all, these strategies simply don’t translate to e-businesses with limited advertising budgets — and instead, focus on your target market.

MYTH #6: Affiliate programs are hard to start

Reality: Enlisting an army of affiliates is extremely easy!

The great thing about affiliate programs is that it’s easy to persuade people to join. They have nothing to lose as there’s no cost to them, it just takes them a few minutes to get set up, and they have the potential to make a lot of money!

They persuade visitors to click through to your site by posting a simple banner ad or text link on their web site — or perhaps by writing a short referral letter to their customers — and you do everything else. You lead the visitor through your web site, close the sale, process their payment, fulfill their order, and handle any customer service issues.

You also track how many orders each affiliate sends you, calculate their commissions, and ensure that they get paid what they deserve. You take care of the big issues and they get paid for simply referring new customers to your site.

So what’s in it for you?

There are no advertising costs! With your own affiliate program, you only pay for advertising that gets results! It doesn’t matter how much traffic an affiliate’s site receives — whether the site gets 10 visitors a day or 10,000 visitors a day! You are paying on a per result basis… so you make money every single time!

And, thanks to affiliate tracking software, managing hundreds, even thousands, of affiliates is extremely easy. The software automatically keeps track of which affiliate made which sale… where each customer is coming from… exactly how much you owe each affiliate… etc.

So tracking 10,000 affiliates is just as easy as tracking one affiliate! It takes us about two days a month to run our affiliate program — and we have over 100,000 affiliates who generate over $3 million in business for us every year! (That’s about $250,000 in sales for every day that we work on it!)

So the moral of this story is: Affiliate programs are incredibly easy to start, easy to run, and definitely worth your while!

MYTH #7: Pay-per-click advertising is expensive and doesn’t work

Reality: Pay-per-click listings are an excellent option for small online businesses, or for those of you who need a quick, cheap injection of highly targeted traffic to your web site!

Pay-per-clicks can get you to where you want to go in the search engines fast — and if you ensure that you are not competing against large, wealthy corporations for hugely popular keywords, you can get there without spending a lot of money.

If you are just getting started online, you are in an especially interesting position to begin experimenting with the pay-per-clicks, because the beauty of pay-per-click advertising is that you can see immediate results. You don’t have to wait weeks or months for your listing to be posted. You can simply fork over the cash for a top-three position and see how it affects your business…

Just keep it simple! Don’t try to outbid industry giants who can afford to pay big money for the highest-traffic terms. Go after the lower numbers and the neglected terms that you can scoop up for next to nothing and use to your enormous advantage.

If you don’t get the kind of ROI (return on investment) you expected, you can simply cancel your bids for that spot, and try out another one!

You can test, hone, re-test, and perfect your pay-per-click marketing campaign very easily with pay-per-click search engines, as long as you keep an eye on your bid amounts and watch to ensure that you are always at least breaking even on your bids.

MYTH #8: "If you build it, they will come"

Reality: Many people think that if they build an attractive, well-designed web site, people will come to it.

Don’t believe it! It may be true of phantom baseball players in Kevin Costner movies… but it’s not true for YOUR business on the Internet!

You can’t just build a pretty web site and pack it full of interesting, useful information… and expect it to succeed. No matter HOW good your site or your business model may be, this just won’t work.

Why? Because nobody will find you!

People won’t just appear out of nowhere. In order to build a business that has a good chance of being successful, you have to take your great business model and your beautiful web site… and promote the heck out of it!

You know how the old saying in the brick-and-mortar business is "location, location, location"?

Well, online, you could say that the key to success is: "Promotion, promotion, promotion!" The only way to get people coming to your web site is to let them know about it… and to put it right in front of their faces at every opportunity. Whatever marketing techniques you choose, whether they’re free or paid, online or offline, small scale or huge endeavors, make sure that you’re running your promotional campaigns constantly and that you test their effectiveness.

MYTH #9: Viral marketing does not work!

Reality: Viral marketing allows you to exponentially increase your visibility online by turning your existing network of clients and newsletter subscribers into a giant word-of-mouth referral machine!

Much like a flu virus which can easily spread from one person to many others, awareness of your company can be dramatically increased by persuading your clients and subscribers to refer you to their friends and family.

Hotmail, for example, is probably the BEST example of viral marketing there is. Why? Because their phenomenal success has been based on their simple tactic of adding a small Hotmail advertisement to the bottom of every e-mail sent by a user on the Hotmail system.

A Hotmail user sends a friend an e-mail. At the bottom of the e-mail, the following advertisement appears:

________________________________________________________________________
Get Your Private, Free E-mail from MSN Hotmail at http://www.hotmail.com

The friend thinks to themselves, "Hey Look! I can get a free e-mail account from MSN Hotmail. Obviously they are a reputable company because my friend has an account with them… I think I’ll sign up for one too!"

A word-of-mouth referral from a trusted friend or relative carries much more weight than self-proclamations of greatness!

So the friend clicks on the Hotmail link and heads off to get their very own Hotmail account. Essentially, Hotmail has developed the ultimate referral system! Hotmail users promote Hotmail each and every time they send an e-mail.

The power of viral marketing lies in the snowball effect these referrals can have on your business. And these referrals pack a great deal of punch, because people who learn about your business via a third party are much more likely to trust you.

So believe it when we tell you that viral marketing does work, and it works very well.

MYTH #10: My customers don’t want me to e-mail them

Reality: If you don’t e-mail your customers and subscribers, you’ll be doing them a disservice!

Think about it: Your opt-in e-mail list is made up of people who want to hear from you. (They’ve visited your site, or they’ve come into your shop, and they’ve decided that they like what they see enough to give you their e-mail addresses.)

And that means you are giving your customers and subscribers something they’ve asked you for. When someone gives you their e-mail address, they understand that you’ll be using it to send them information that they actually WANT to receive.

Plus, you are developing valuable lifetime relationships with your customers and subscribers. E-mail allows you to contact the people on your list over and over again, so that you can build genuine relationships with them. Don’t think your customers won’t appreciate this!

And the best part is that e-mail marketing really works! 82% of online buyers have completed at least one purchase in response to an e-mail promotion. With numbers like these, you can understand why we’re always stunned to hear about a business that STILL hasn’t started using e-mail marketing.

MYTH #11: Web salescopy should be short

Reality: Long copy is generally preached as a "no-no" by online marketers. They’ll tell you that you should stick to using multiple short "pages" that contain a single, complete thought.

But do you know what I discovered after extensive testing and re-testing? Long copy sells! The key here is that if people are interested, they will read as much as you can write. I have proven this time and time again.

We have always used a direct salesletter that is about eight pages long….

We use these eight pages to walk the reader smoothly through the sales process… so by the time the reader arrives at the section where we explain our offer and ask for the sale, they are convinced of the value of the product and are open to our sales "pitch."

Have we tried short copy on this site? You bet!

We tested a multi-page web site, but when we broke it down into four separate web pages, sales dropped by almost 70%!

The fact is, a well-constructed salesletter leads people through each stage of the sales process, giving them exactly the right information at exactly the right time to ensure that you overcome their objections to buy and close the sale successfully.

It takes a certain amount of time to orchestrate this process, and you need to implement a number of steps to create the right formula. That’s why your salescopy often needs to be long.

So the moral of this story is, long copy can definitely work!

It all depends on your business, your market, and the product or service that you are trying to sell. You should take the time to test both strategies on your web site and see which works best for you.

If you want to learn more about the ins and outs of internet marketing, and how it can boost the profits of ANY business (online OR off) -- I suggest you check out my best-selling course, Insider Secrets To Marketing Your Business on the Internet.

It will tell you exactly what you need to do start running highly lucrative email campaigns that will boost your profits by at least 50% -- or more!

Derek Gehl specializes in teaching real people how to start profitable Internet businesses that make $100,000 to $2.5 Million (or more) per year.

To get instant access to all his most profitable marketing campaigns, strategies, tools, and resources that he's used to grow $25 into over $60 Million in online sales, visit: MarketingTips.com.

Long vs. short articles as a content strategy

noreply@blogger.com (Unknown) — Thu, 06 Dec 2007 09:48:00 +0000

By Robin Good at Master New Media. What's better? Writing short summary posts with the essence of the info you want your readers to get or long, in-depth articles and reviews like the ones I often feature here on Master New Media?

I am sure I am not the only independent online publisher asking himself these questions, as traffic, credibility, advertising conversion rates and costs to produce long or short content can vary a great deal depending on this one choice.

The majority of successful blogs and sites I know that perform well in terms of traffic and monetization are generally made of relatively short posts. Rarely, if ever, these sites engage into in-depth reviews with truly original content, in research topics or analysis that has not been discussed and conducted elsewhere.

The much less numerous sites sites that do in-depth, long-winded article writing, do not seem to apparently enjoy as much exposure and notoriety as the other group, but given my own traffic and revenue data, I can't say we are doing bad either.

So if I was to judge superficially, I would tend to think that the long style approach used here at Master New Media, at Ars Technica and on few other online resources, while it could possibly feel more prestigious or providing extra credibility to the site it is definitely a lot more costly, time consuming, error-prone and therefore not as good solution as going for shorter content.

But would these intuitive assessments really reflect the best way to go about making a wise choice?

How do I tell whether it is best to write long or short content for my site?

Internationally respected usability guru Jakob Nielsen dissects in this in-depth analysis this very issue by utilizing "information foraging" models to analyze scientifically the type of "information diet" that readers are most likely to follow on a blog or web site.

"More precisely, diet selection is a modeling tool that tells us what food animals will eat and what articles users will read. In both scenarios, animals and people decide what to consume in a way that optimizes their benefits relative to the costs."

What counts for online readers is in fact the cost/benefit ratio between having more information about a subject (long content approach) or being able to read more articles and news (short content approach). "A long article might contain more information, but if it takes too long to read, users will abandon the website and read shorter, easier pieces elsewhere."

How much information is enough?

How much is too much? And, most importantly, how much information is optimal? Jakob Nielsen answers all of these questions with a good rational analysis. Here his full report:

Long vs. Short Articles as Content Strategy

By Jakob Nielson

Summary: Information foraging shows how to calculate your content strategy's costs and benefits. A mixed diet that combines brief overviews and comprehensive coverage is often best.

How much information is enough? How much is too much? And, most importantly, how much information is optimal?

Information foraging gives us a way to formally model user trade-offs in deciding how much to read on your website. More precisely, diet selection is a modeling tool that tells us what food animals will eat and what articles users will read. In both scenarios, animals and people decide what to consume in a way that optimizes their benefits relative to the costs.

For example, say a forest is inhabited by large and small rabbits. Which will the wolf eat? The obvious answer might seem to be "large rabbits" because they provide the biggest benefit in terms of filling the stomach. But if the big bunnies run faster and are harder to catch, the benefit decreases. Much better to eat lots of small tasty bites if tiny bunnies are easier to nab.

So, basically, the wolf must eat more calories than it expends pursuing prey. The real question is not which prey provides the most food, but how you get the most food relative to the cost of chasing it down.

The cost/benefit ratio is what matters, not the benefit alone.

Exactly the same is true for informavores. A long article might contain more information, but if it takes too long to read, users will abandon the website and read shorter, easier pieces elsewhere.

Cost/Benefit Metrics for Reading

To formalize the model, we must quantify the costs and benefits of reading different articles.

Cost is easy to model: we calculate it as the amount of time it takes to read an article. For an intranet, this would be a direct cost in dollars, because we're paying employees for every minute they spend reading stuff during working hours. For a website, time is a more indirect cost, because users don't get paid to surf the Web. But still, life is short, and you only have so many hours in the day. Even if users don't get paid, they're still conscious of their time and don't like wasting it.

Benefit can be modeled by hypothetical benefit units that represent whatever value users get from online information. For a B2B user researching a company purchase, the benefit units translate directly into dollars, because they represent the extent to which the company gets a better deal or decides to buy a better product as a result of that user's time on the Web.

For home users, benefits might also have a dollar value. For example, if you're looking into buying airline tickets, the benefit of checking one more site or one more alternate departure time would be the average savings on the airfare that resulted from using a richer data set to decide which ticket to buy.

If people are browsing the news or reading an entertainment site, the benefit units would represent the amount of enjoyment they got from each page.

Example: Long vs. Short Articles

Let's work through an example, using the following values for our cost-benefit metrics:

Short articles:
600 words, meaning a cost of 3 minutes to read (assuming a reading speed of 200 wpm)
7 benefit units gained from reading each article
Long articles:
1,000 words, meaning a cost of 5 minutes to read
10 benefit units gained from reading each article
Finding a new article to read: 1 minute. The top chart (above) shows how the accumulated benefit units increase as a user keeps reading short articles (blue curve) or long articles (red curve):

The dots on the curves represent points of change — that is, when the user stops reading one article, starts searching for something else to read, and starts reading the next article. No benefit is gained during the user's search time.

(Here, I use the term "search" to indicate any user activity aimed at finding the next interesting article, whether it's using a search engine, a site's navigation system, or any other method of finding the next thing to read.)

The chart clearly shows that users gain more benefit from sticking to a diet of short articles. The cumulative benefit is as follows:

Short articles: 105 benefit units per hour
Long articles: 100 benefit units per hour

The conclusion is clear: people prefer to read short articles. This is also what we've found in empirical studies of users' behavior while reading websites. People tend to be ruthless in abandoning long-winded sites; they mainly want to skim highlights.

Benefit of Cutting Word Count

If you read my assumptions carefully, you'll notice why the math favors short articles: I assumed that short articles were 60% of the length of the long articles but still provided 70% of the benefit.

Is this realistic? In most cases, I'd say yes. A good editor should be able to cut 40% of the word count while removing only 30% of an article's value. After all, the cuts should target the least valuable information.

When Long Has Value

Now, let's change the assumptions and assume that every third long article is 3 times more valuable than the previous two. In other words, 2/3 of the long articles continue to provide the user with 10 benefit units' worth of information, but 1/3 of the long articles now have a benefit value of 30.

This scenario corresponds to the occasional situation in which you really, really need to know everything about a problem.

For example, consider a rare disease in which sufferers risk death if they eat 6 particular foods: 4 common foods, and 2 foods that almost nobody eats anyway. If you're reading about the disease out of idle curiosity, you'll probably be satisfied with a short article covering the four common foods. If you just got diagnosed with this disease, however, you won't be content reading an article that says: "there are 6 things that'll kill you, but we won't talk about 2 of them because they're rare." You'll obviously want the long article that will warn you about all the things you need to avoid.

The second chart above shows the cost-benefit curves under this new assumption.

The blue line shows the progression of gains from reading only short articles (the same curve as in the previous chart). The red line shows the gains from reading long articles under the new assumptions: for every third article, the benefit jumps up and thus considerably outpaces the blue line.

The obvious conclusion is that long articles are better now that they're sometimes more valuable.

But there's a third behavior users can choose: a mixed diet, where they sometimes read short articles and sometimes read long ones. The green line shows this reading behavior.

For the mixed diet, we have to change the assumptions about the time needed to identify the next article to read. I'll assume that this now takes 1.2 minutes, versus 1 minute for the simpler scenario in which people always read a single type of article. This increase accounts for the extra overhead of having to consider both types of articles and decide when to read what.

Decisions take time, which is why it's often best to offer a simple user interface rather than one with many options. Every extra thing users can do requires consideration, which takes time away from actually using the features.

In this case, the green line is even better than the red line, because users don't waste time on the 2/3 of the long articles that aren't sufficiently valuable.

In the new scenario, users' cumulative gains from the different reading strategies are:

Short articles: 105 benefit units per hour
Long articles: 167 benefit units per hour
2/3 short articles + 1/3 long articles: 181 benefit units per hour

Mathematical Models vs. Real Life

Of course, in real life, you don't need in-depth information exactly every third time you read an article.

But the general idea in my model is extremely realistic:

Reading benefits vary, depending on user circumstances.
Most of the time, short articles contain more value per word.
People sometimes gain higher value from complete or very detailed information about a problem. The exact numbers in my calculations are merely assumptions for the sake of the exercise. You can run similar calculations for your type of material and your type of users.

What Should You Do?

So: should your website have concise or in-depth content?

If you want many readers, focus on short and scannable content. This is a good strategy for advertising-driven sites or sites that sell impulse buys.
If you want people who really need a solution, focus on comprehensive coverage. This is a good strategy if you sell highly targeted solutions to complicated problems. Typically, people who really need something are the highest-value users because they're more likely to turn into paying customers. That's why I recommended writing articles instead of blog postings.

But the very best content strategy is one that mirrors the users' mixed diet. There's no reason to limit yourself to only one content type. It's possible to have short overviews for the majority of users and to supplement them with in-depth coverage and white papers for those few users who need to know more.

Of course, the two user types are often the same person — the one who's usually in a hurry, but is sometimes in thorough-research mode. In fact, our studies of B2B users show that business users often aren't very familiar with the complex products or services they're buying and need simple overviews to orient themselves before they begin more in-depth research.

Hypertext to the Rescue

On the Web, you can offer both short and long treatments within a single hyperspace. Start with overviews and short, simplified pages. Then link to long, in-depth coverage on other pages.

With this approach, you can serve both types of users (or the same user in different stages of the buying process).

The more value you offer users each minute they're on your site, the more likely they are to use your site and the longer they're likely to stay. This is why it's so important to optimize your content strategy for your users' needs.

Learn More

More discussion of information foraging and the implications of user behavior patterns for website design in my course on Fundamental Guidelines for Web Usability at the User Experience 2007 conference in Las Vegas (December 2-7).

The conference also has a two-day tutorial on writing for the Web.

Jakob Nielsen - Reference: Useit [ Read more ]

Ten golden rules for building your personal brand

noreply@blogger.com (Unknown) — Tue, 04 Dec 2007 15:07:00 +0000

By Jay Berkowitz. This post was inspired by Rohit Bhargava’s blog entry made on November 8th, How to Build Your Personal Brand:

“Just as the Internet once created a level playing field for small companies to compete with larger ones, personal branding has now become much simpler thanks to the Internet. You can create your brand online …For the vast majority of corporate workers … building a personal brand is the single best thing they can do for their careers.”

In March 2003 I was fortunate to attend an inspirational presentation by syndicated columnist Jeff Zbar at an American Marketing Association event. Jeff said “If you are the brand manager of your personal brand, what have you done to improve your brand? What have you done to put a shine on your resume? What new product enhancements have you made? What is your personal brand marketing plan?For the first 20 years of my career I had spent a lot of time and effort building brands for companies such as McDonald’s Coca-Cola, Sprint and eDiets.com. I hit a stage in my career where I had achieved the top marketing job and I needed to manage my own brand/future. Jeff Zbar’s comments inspired me to create my personal brand.

I have been working on a presentation called the Ten Golden Rules for Building Your Personal Brand; here is the first draft of my Ten Golden Rules, please comment and help me craft this list!

Be Your Own Brand Manger – Think of yourself as a brand. As my friend Andrea Nirenberg, author of Nonstop Networking said in a recent interview we did for my internet marketing podcast “If you were in the grocery store of life, why would somebody pick you up off the shelf? Are you new and improved, repackaged, what are you doing to get the competitive edge?” What can you do to improve your skill set? Is there a course you’ve been planning to take? Can you get to the next level with self-study through books, blogs and podcasts?

Develop your brand marketing plan. How are you going to promote your brand? How are you going to take it to the next level? Set specific, measurable goals for yourself for example: ‘I will get booked for 1 speaking engagement each quarter in 2008’ or ‘I will write 1 chapter of my book each month in the next 6 months’.
Determine Your USP (Unique Selling Proposition)? – What makes you Distinctive? - How can you enhance your unique skills to separate yourself from other competitors for future business and career opportunities? I determined that my USP was a combination of brand marketing and direct/online experience. I wrote a presentation called “The Ten Golden Rules of Internet Marketing” which shaped my personal brand and propelled my life and career in exciting directions.
Embrace Your Inner Author – Perhaps the strongest tool for building your personal brand is creating unique content. Write a blog. Write a book or a free eBook or white paper. Write articles and submit them to industry publications. Create your own website. Build interesting content on your Facebook profile and your LinkedIn page. The reason I know that Rohit Bhargava is a brilliant interactive strategist is because I discovered links to three of his blog posts within about two weeks. Content is King! And if writing isn’t your thing, try podcasting - it is inexpensive and easy to get started.
Build Your Net – Learn the skills of a successful networker. Attend high level networking events. Set a goal to make a few quality connections at each event and find out what you can do for the people you meet. Ask the new people you meet about them before sharing your elevator pitch. When you get home, add new contacts to Outlook or another contact management system. Follow up with your new acquaintances to connect them with business opportunities, employment leads and personal connections. The person who cares and follows up is the one that is remembered! Give with no intention of getting and watch the benefits come your way. Individuals with a strong network of real connections don’t interview for their next job, they get business opportunities by answering the phone, and if necessary, they have a ‘safety net’ if a real need arises. Use online social networks such as Facebook, LinkedIn and even Twitter to build your social connections.
Craft an Image. When you think of Bono I’m sure you can picture his blazer and stylish sunglasses. Donald Trump – signature hair, blue suit and bright tie. How can you stand out? Develop an authentic personal image that represents the next stage you want to achieve. Do you want to be a creative director or a department manager or a keynote speaker…what image does that person portray? How will you represent your authentic personal brand?
Communicate a Strong Consistent Brand Message – If your business card doesn’t sell your personal brand, create a personal brand card. Develop a memorable personal title or slogan representing your personal brand message such as ‘internet copywriter extraordinaire’ or ‘Facebook application guru’ . Copy your eBook or podcast to a mini CD and hand it out with your business card. Send out Press Releases for major personal events such as speaking events and new websites.
Volunteer to Shine – I have used volunteer positions on boards and fund-raising organizations to refine my skills or to develop new ones! When I first accept a volunteer role, I normally select a role in an area I have previous experience. Once I learn the way the group operates and I have made a valued contribution I select a new role that pushes my comfort zone. I managed my first PR campaign as a volunteer and I managed a large group of people for the first time as a committee chairperson. Another way to enhance a skill is through freelance opportunities. Web sites such as Guru, e-Lance and the Gerson Lehman expert network offer an opportunity for you to sell personal assets that might not be part of your current job but can be on your future resume!
Innovate to Lead. Test new technologies. Try the iPhone. Send a Twitter Tweet. Most new web technologies offer a free trial. Give the new tools a test drive and report on how they work on your blog. Position yourself as an early adopter and soon people will be asking you about the next big thing!
Entrepreneur. To entrepreneur is a verb and an easy skill to learn…I wish I started entrepreneuring in my spare time much earlier in my career. More employers are looking to hire people who have managed their own business and there are almost no barriers to getting started. You can start selling products as an affiliate for free! Just visit Commission Junction or LinkShare, sign up as an affiliate and add links or banners to your personal blog and you’re in business.
Speak Up! Perhaps the single biggest differentiator for my career has been public speaking. I wasn’t always comfortable in front of a crowd, so early in my career I attended weekly Toastmasters meetings and I devoured everything I could read about making great presentations. I also volunteered for small speaking opportunities for the social committee at work and the charity association I was involved with. Practice makes perfect and with experience you will feel confident in front of that roomful of CEO’s.

Jay Berkowitz is the founder of internet marketing consultant TenGoldenRules.com, host of the Ten Golden Rules of Internet Marketing Podcast, a hockey player and a big fan of Rohit Bhargava. You might see Jay present at Webmaster World's Pubcon in Las Vegas, December 6, 2007 and at the Specialized Internet Publishers Association Annual Conference in Miami, December 13, 2007.

A 'black hole' that eats website visitors!

noreply@blogger.com (Unknown) — Wed, 28 Nov 2007 14:35:00 +0000

By Derek Gehl, CEO, Internet Marketing Centre

Whenever I surf on the Web, I always come across dozens of sites that are missing a VITAL ingredient to online success.

I wish I had to time to contact the owners of all these websites personally and tell them what a fatal mistake they're making!

Because the absence of this vital ingredient is like a giant, sucking black hole into which the vast majority of their visitors are vanishing, never to be heard from again....

What is this key element they're missing?

An opt-in form!

An opt-in form is simply a small script-based form on your site that allows you to collect people's names and email addresses and add them to a database, so you can send them relationship-building emails in the future.

If you don't have an opt-in form to collect your visitors' contact information on your site, I can guarantee that you're only making a small fraction of the sales you could be making!

That's because the vast majority of online shoppers DON'T make a purchase on their first visit to a web site. Most people need a minimum of 7-8 points of contact with a business before they feel comfortable enough to buy from them.

So if you don't reach out to them and give them a compelling reason why they should give you their contact information-- so you can stay in touch with them and overcome their buyer resistance -- you'll never realize your full income potential.

Here are some more reasons why it's essential that you start building an opt-in list as soon as you possibly can...

Your "opt-in" email list is made up of people who want to hear from you. They've visited your site, or they've come into your shop, and they've decided that they like what they see enough to give you their email address. They are actually inviting you to sell to them!
You are giving your customers and subscribers something they've ASKED you for. When someone gives you their email address, they understand that you'll be using it to send them information they actually want to receive — meaning your opt-in list will be highly responsive to any email promotions you run in the future.
You are developing valuable lifetime relationships with your customers and subscribers. Email allows you to contact the people on your list over and over again, so you can build genuine relationships with them. There's simply NO WAY you could do this offline without spending a fortune on printing and postage!
Every time you send a mailing, the response is 100% measurable. Unlike other forms of marketing and advertising, email allows you to evaluate the success of your campaigns within just a few hours. This will save you thousands in wasted advertising dollars!
Opt-in email marketing is effective... instantaneous... and FREE! This is my favorite thing about email marketing: You can contact your customers and subscribers whenever you want, with whatever offer you want, and it never costs you a single dime!

So those are the "whys"... now here are the "hows":

The key to growing your opt-in list is to convince your visitors to give you their contact information by offering an enticing free gift that's so valuable they can't say "no" to it. What kind of free gift am I talking about?

Here are some ideas that have proven to be incredibly successful for us and our clients:

An eBook on a topic that's of interest to your visitors
A free report full of valuable information
A free subscription to an online newsletter that covers topics your visitors want to know more about
A free "how-to" course, delivered as a series of emails
Entry into a contest for a fabulous prize! (Just make sure that prize isn't the product you sell... after all, who's going to BUY a product when they have a chance to win it for free?)

It doesn't matter if you're currently set up to deliver email promotions or not... You should get an opt-in form on your site and start building your opt-in list NOW.

Then, once your email marketing efforts are set up and ready to go, you'll have a large list of people you can start mailing to!

If you want to learn more about the ins and outs of email marketing, and how it can boost the profits of ANY business (online OR off) -- I suggest you check out my best-selling course, Insider Secrets To Marketing Your Business on the Internet.

It will tell you exactly what you need to do start running highly lucrative email campaigns that will boost your profits by at least 50% -- or more!

Derek Gehl specializes in teaching real people how to start profitable Internet businesses that make $100,000 to $2.5 Million (or more) per year. To get instant access to all his most profitable marketing campaigns, strategies, tools, and resources that he's used to grow $25 into over $60 Million in online sales, visit: MarketingTips.com.

Viral Marketing: Basic Training Manual

noreply@blogger.com (Unknown) — Mon, 26 Nov 2007 11:51:00 +0000

In the past,Viral Marketing and Guerrilla Marketing were used by only small, start-up businesses. Here's why they've now found their way into the marketing mix of Fortune 500 Companies along with guides on how to use them for your business.

Viral marketing is one of the ever emerging variations of guerilla marketing, a promotional strategy first made popular in 1984 by Jay Conrad Levinson in his best-selling book, Guerrilla Marketing.

Guerrilla marketing employs aggressive, non-traditional, low cost promotional activities to produce profits, rather than utilizing costly conventional media such as TV and magazine advertising. Like guerrilla warfare, it relies on timing, creativity, enthusiasm, energy, and of course, swift action.

These strategies and tactics make guerrilla marketing ideally suited for small start-up businesses and entrepreneurial ventures.

Today, however, it's also used by mega-marketers, even Fortune 500 Companies, as part of their overall marketing plans.

Viral marketing is simply “word of mouth advertising” for the Internet Age. Although initially considered another guerrilla tool for small businesses, it has evolved to become an effective form of marketing for large companies too.

Like its traditional “word of mouth”, counterpart, viral marketing encourages people to voluntarily pass on information about a product, service or company to their social and business contacts.

Conventional word of mouth advertising relies on telephone calls, snail mail, discussions at church socials or random conversations in the grocery store to spread testimonial endorsements. Customers become voluntary brand ambassadors and a free source of publicity. But that's pretty much where the similarity to traditional word of mouth advertising ends.

Viral marketing is designed for today's digital world and its diverse Internet-based social networks. Using today's high-speed technology to communicate with existing online communities, it has the power to reach a potential audience of millions with incredible speed. The effectiveness of viral marketing results from its ability to quickly and cleverly infiltrate these online social networks at little or no cost.

The viral campaign process is simple. A message with a strong, irresistible offer is developed and then passed along through the online community. It spreads the same way a human or computer virus does --- by ongoing contact. Once the message starts spreading, it's propagated and voluntarily passed along from person to person -often in a matter of just days.

One of the keys to success in any “word of mouth advertising” is the ability to identify “opinion leaders” to jump on the bandwagon and spread your message. Traditional “word of mouth” advertising identifies active members of the local community and have extensive “spheres of influence” they interact with frequently. These spheres are groups of social or business contacts that follow the trends the opinion leaders set and try products they endorse or use. Identifying these groups in traditional marketing is a relatively subjective process, time-consuming and a often unreliable process.

Viral marketers, however, can take a more scientific approach. To maximize the impact of their marketing they seek individuals with a high Social Networking Potential or SPN. This Social Networking Potential is an algorithmic representation of the size of a person's social network and their ability to influence it. (For those of us who had trouble with basic Algebra, an algorithm is a series of carefully defined successive steps that need to be completed in order to accomplish a specific task. Algorithms are also the basis of Google's search engine operations.)

A number of different factors enter the SNP equation. They include the number of online community memberships, blogging frequency, web sites visited, content of personal websites, online affiliates, number of articles published, job title, employer, and other relevant data. Once this demographic and lifestyle data is analyzed, a SNP coefficient is calculated and assigned to an individual or social networking group. This rating can then be used to pinpoint people and groups who are prime viral contact points.

Savvy marketers and advertising agencies are also developing their own unique ways of identifying prospects with strong social networks and communicating with them through viral campaigns. There are now also specialized viral marketing consultants and advertising agencies whose clients include Fortune 500 companies. This investment of time and money indicates viral marketing is finding its niche in corporate America.

Many viral marketers simply compile “seeding lists” of high-traffic websites and online communities whose visitors are strong social networker. A typical could include sites like, myspace.com, bebo.com, kontraband.com,borednation.com , linkedin.com and a wide range of others. There are specific social network sites that appeal to teenagers, college students, twenty-somethings, music groupies, parents, and even corporate executives. More sites like youtube.com tare emerging and developing a more broad based audience appeal. Today, there's an online social network for just about everyone.

Viral seeding lists aren't direct mail lists or email lists. Contrary to the belief of many mainstream marketers, viral communications are not confrontational or unsolicited. The objective is not to annoy prospects with “pop up boxes”, “ banner ads” or spam.

“Discovery” is what viral marketing is all about. The idea is to get a prospect to voluntarily find or discover and then interact with a communication containing an offer and branded content, and then pass it along to a friend. The communication could be a website, a video, music, a blog, a photo of the day, an advergame or other message. That's why they're “planted” on high traffic, highly targeted websites and portals, in news groups, bulletin boards forums and other online places where the right people will discover them and pass them along.

Very often, the offer in viral marketing is “Free”. It could be a free email account, a free web page, a free screensaver or wallpaper, free software, video or music downloads, a free magazine subscription, a free T Shirt or product sample. The big creative challenge is to make the free offer appear to be really free with no strings attached and not just another advertising gimmick.
Viral marketing is far more sophisticated that many traditional marketers or even guerrilla markets give it credit for. And an increasing number of large companies are finding a place in their promotional mix for viral marketing as well.

In order to be effective, viral marketing requires a carefully developed plan. The plan is no different that a traditional marketing plan. A basic plan includes:

Objectives: a clear outline of exactly what you want to accomplish
Strategies: a detailed plan of how you're going to it
Target Audience: the market segments you're trying to reach
Media: What social networks and online communities you're going to use
Creative Strategy- What are the formats, styles, tones and offers of the communications.
Budget - How much you plan to spend annually and how the money is allocated
Tracking and Results Analysis- How you measure the effectiveness of the campaign

One very effective way for any business to use viral marketing is to boost the effectiveness of a TV, print or direct response advertising campaign. It's a simple, low cost and very efficient means of increasing your advertising effectiveness. Viral campaigns can be “seeded” in targeted social network sites and online communities that will “discover” your message quickly and pass it along. The message very often reaches a potential audience of millions virtually overnight.

Usually you can see measurable results and a “lift” in your advertising performance in a matter of days.

In presenting the idea of viral marketing to some clients, I've encountered some very strange and humorous misconceptions it. One very conservative client described viral marketing as a “pack of high school kids in garages, techno-geeks in basements and pornography merchants in seedy bedrooms sending out spam that will infect PCs everywhere with deadly computer viruses.” Wow! I never realized viral marketing is destined to bring about the downfall of online civilization as we know it today. Well, thank God I'm a MAC guy and immune to most dreaded viruses. Better abandon your PC right away and get yourself a MAC today!

Viral Marketing has become serious business. Major national advertisers are shifting an increasing percentage of their advertising dollars from TV, radio, print and mail into interactive online media, including viral marketing. Like search engine marketing, pay per click advertising and guerrilla marketing, it's found its niche and is here to stay.

By Michael Crozer, Bizcovering.com

Learning to Web 2.0 - but from teachers or other student?

noreply@blogger.com (Unknown) — Wed, 21 Nov 2007 17:04:00 +0000

As is probably evident from this blog's posts, I draw on a fairly eclectic mix of sources to inspire my views on strategic online branding. This is really no surprise given the potential impact on a decision's success of a wide range of skills. Not exclusively, these span business strategy, via whatever lable you happen to apply to your view of marketing, and a confusing array of technical applications.

Although traditionally my work has been in corporate and marketing communications, I'm getting a great deal of personal satisfaction out of learning about lots of new things that wouldn't previously have been in my responsibilities. Core skills need re-focusing for Web 2.0:

Although I've always written, now I'm learning a copywriter's art.
I've studied and practiced marketing for many years, now I'm learning from experts in internet marketing.
While 'news' and 'stories' are stock in trade, social media works very differently.
While I'm trained in 2-D communications (words, and to a lesser extent image), I'm working with a pretty unique group of people to create 3-D communications (adding sound and music).

Listening to one of my favourite podcasts this morning - For Immediate Release : The Hobson & Holz Report (#294) - I was interested in a comment about the value of social media tools and community as an integral part of training programmes (themselves inevitably flourishing also online). It made me think back to when I was a raw graduate, and as an account executive at a City of London agency, I'd leave on time on Monday evenings to go and lead PR student tutorials at a nearby university. Then, as now, the best way to learn is to teach.

One example to feed into FIR of where I find I'm seeing the benefits of building a community forum as an integral part of a well-developed online training programme is in copyblogger.com's Brian Clark's new venture, Teaching Sells. Designed to help internet entrepreneurs to replicate such learning environments within their own niches, I have to say that I'm learning as much from the 'noisy minority' you find in any 'classroom' than I am from the great course resources.

If you are interested in finding out more, you can download a Free Report from Teaching Sells in the sidebar.

Internet ad spend holds relatively steady

noreply@blogger.com (Unknown) — Fri, 09 Nov 2007 10:08:00 +0000

The nation's largest advertisers increased their share of spending on the Internet while simultaneously reducing spending in traditional advertising channels. The ad spend report, released this week by eMarketer, forecasts $21.4 billion in online advertising spending in 2007.

The report observes 68 of the top 100 advertisers, as ranked by TNS Media Intelligence, decreased spending on traditional channels including TV and print, and at the same time those advertisers have increased the share of their budgets going to the Internet.

"When you look at the largest advertisers in the U.S., they are still only putting about 3.5 percent of their total ad budgets online. However there are indications they are moving more online," said eMarketer Senior Analyst David Hallerman.

Like ad spend reports from other research firms, eMarketer reduced its previous projection of the U.S. Internet spend from $21.7 billion to $21.4 billion in 2007. The online ad spend is expected to reach $42 billion by 2011, with continued growth through that time.

Categories within the online channel are expected to see little movement. "In terms of search, it will remain at about a 40 percent range for a number of years," said Hallerman. The report finds search will represent 41.1 percent share of online this year, 42 percent in 2008, and is expected to reach 43 percent in 2011.

Display ads, in the form of banners, are forecast to take 21.5 percent of online's share of spending in 2007, 21.5 percent share next year, and 20.7 percent share in 2011. Rich media spending will hit 6.8 percent this year, 6.7 next year, and back to 6.8 percent in 2011. Dollars spent on rich media are estimated at $775 in 2007. Other categories covered include classified ads, referrals, e-mail, and sponsorship.

Unmeasured dollars reach into the billions, according to Hallerman, due to the money spent by marketers to build corporate Web sites, video, and word-of-mouth type campaigns. He said brand marketers can, in some cases, engage an audience on their Web sites better than paid media. He also points to video posted on corporate Web sites and on video-sharing sites on YouTube. The Dove brand is examples of using viral video to spread a message.

The economic climate has driven mortgage companies and others in the financial sector to pull ad dollars from their budgets. Hallerman said the financial services sector has contributed about 15 percent of the Internet ad spend. Other sectors are taking up some of the slack. Hallerman attributes the uptake to the proven measurability of search, and even with display, where they have an idea of where the impressions are going.

eMarketer reports contain aggregate numbers from other research firms.

By Enid Burns, The ClickZ Network

Corporates can learn a lot from bloggers

noreply@blogger.com (Unknown) — Fri, 09 Nov 2007 10:02:00 +0000

If you're in charge of a B2B (business to business) corporate web site, you may have wrestled with the decision of whether or not your company should create a blog. If you'd rather not engage in blogging, there are alternatives that can still help you drive qualified traffic and leads to your corporate Web site, as a blog might, and to get the search engine ranking benefits a blog might bring.

You don't have to be a blogger to take advantage of the latest blogging techniques. In fact, you can learn a lot about promoting your company's products and services online by "doing what the bloggers do."

The corporate world has traditionally been very slow to adopt blogging. After all, adding a blog to a corporate Web site is a big decision – and could have an impact on the company's brand, as well as how the brand is perceived. Additionally, there are a lot of maintenance requirements of a blog. For example, who in the company will be responsible for the writing and posting on the blog? How often will it be updated? Will the traditional blog "comments" be added as a feature? If so, whose job would it be to "moderate" those comments?

The United States Government recently launched their "GovGab" blog, in an effort to reach out to more citizens. Several managers are assigned a day of the week when they're responsible for posting on the blog. Each manager is charged with posting something on his or her designated day, and with moderating any comments left by the blog's readers, which could quickly become a full-time job in itself. A few other managers serve as backup bloggers.

If you decide not to implement a blog on your corporate site, there are still several ways that you can benefit from using the techniques of successful bloggers. Let's take a look at the many techniques they are using today to become popular, and apply them to the online promotion of a corporate Web site.

Embrace Networking
Probably the biggest, most important "technique" that successful bloggers use today is networking. Networking with other bloggers, linking to and commenting on each other's blogs, and even "guest blogging" for others' blogs is common.

Sure, corporate America does a lot of networking. After all, that's how a lot of partnerships are made and how a lot of deals get done. But there's not enough "networking" going on amongst corporations' Web sites and those responsible for maintaining the corporate Web site, including those in the marketing department.

Bloggers link to each other and recommend each others' blogs; why not link to your corporate partners and ask that they link back to your corporate Web site? If one company is an official "partner" with another company and will work together to provide solutions to their customers, why not continue this partnership on the internet level by linking both corporate Web sites together and recommending each others' solutions?

The same goes for industry trade groups. Corporations should help promote trade groups and associations to which they belong. Likewise, it's helpful if the trade group or association lists its member companies, providing links to the corporate Web sites.

Besides your existing partners, it's important to reach out to new partners as well. Why not start networking with the bloggers themselves?

In most industries there are at least a few popular bloggers who keep a close watch on the industry as a whole – and constantly write about what's really going on. When your company issues a press release, keep these bloggers in your outreach plans. Making your news and access to company executives available to the top bloggers in your industry can pay off tenfold in backlinks and blogger goodwill.

If a blogger receives a press release directly from a company in their industry, most likely they will pay attention to it. After all, bloggers are always looking for something to write about. And it's the bloggers who have the power to link directly to the corporate Web site, which will ultimately help your site's search engine rankings.

Additionally, the publicity your company will receive is wonderful: many tech industry bloggers have thousands of regular readers and subscribers who will instantly receive notification of the company's news.

Use Technology to Get Your News Out There
Another technique bloggers can teach corporate marketers is to make technology your friend. Corporate Web sites could use the latest blog publishing platforms, such as WordPress, TypePad, or BlogSmith, to publish content to the Web site.

Besides being easy for marketers to use and update the site without IT intervention, blog software has the added benefit of automatically creating an RSS feed from the content. RSS feeds allow customers to keep track of your site's content. Additionally, the blog software sends out a "ping" to search engines and other sources, alerting them that the content of the site has been updated.

A corporate news and press release section, or a company newsletter are appropriate places to provide the content in RSS format. By doing this, journalists, industry bloggers, company employees, and anyone else interested in the company's information and news could subscribe to the RSS feed and be notified instantly whenever there's news to announce.

Adding an RSS feed and the latest blogging technology to a corporate Web site doesn't mean that the company has to have a blog on the Web site. In fact, the site's visitors don't have to know what technology is being used behind the scenes. The "look and feel" of the page is still up to the site's Web designers. Pages created with blogging technology can be made to look exactly like the rest of the Web site.

By embracing online networking and adopting the latest technology that bloggers are using, a corporate Web site doesn't have to be static anymore. You can gain valuable traffic and visibility with the search engines, and build a sense of community with others in your space by applying those techniques to your corporate site.

Source: SearchEngineWatch. Bill Hartzer is a search engine marketing, social media, and website marketing consultant. His primary focus is on the optimization of business to business Web sites. He is the founder of the Dallas/Fort Worth Search Engine Marketing Association (DFWSEM), and a frequent speaker at the Search Engine Strategies conferences.

Three Positive E-Mail Marketing Trends

noreply@blogger.com (Unknown) — Fri, 02 Nov 2007 10:25:00 +0000

It's budget season, so I've been talking with clients about their plans and objectives for the coming year. What's struck me most is how far direct marketers have come in understanding online marketing in general and e-mail in particular. The following three changes show how our industry is maturing.

Consumer Value Proposition
The first, and perhaps the most exciting, trend is marketers accepting the need to focus on recipients' expectations and requirements from company communications, on the value proposition for the recipient. This speaks to a critical difference between online and traditional direct marketing. Many fundamental aspects of online marketing flow from this one insight. The value of permission, list hygiene, segmentation, relevance, timeliness, and profiles all become obvious when one realizes in the online world the consumer is control. To be successful marketers, you must embrace this fact.

Print direct marketing was always about what a company wanted to say, when, and how often. What consumers wanted was never a consideration beyond how communications affected conversion rates. This attitude translated online into wording privacy policies and opt-in forms to be as vague as possible so "we can do whatever we like." Messaging frequency was based on quarterly sales objectives regardless of recipient preference. It was seen in approaching segmentation by trying to figure out how many recipients we can blast without getting blocked.

Now marketers are really taking a recipient-centric approach and focusing on the user experience. They are setting, meeting, and exceeding users expectations. They work to understand which recipients are interested in the content they provide, which ones are not, and why. Consideration is given to information overload and inbox flooding. This year, I'm seeing a lot more of the latter and a lot less of the former. That's a good thing for users and a recipe for success for marketers.

Media Integration
The second positive trend is a focus on multiple media and integration between those media. Businesses are always looking for the next great marketing tool, platform, or channel, but this is a much more nuanced understanding. Companies are looking beyond mainstream direct response media (print, e-mail, Web banners, etc.) to emerging channels, including SMS, blogs, podcasts, and RSS.

More crucial, companies are looking at how these channels will complement and integrate with existing communications rather than just seeking the next big thing. They're looking at which consumers will utilize these channels and how. From this, they can determine what messaging will be appropriate and effective in these channels. Currently, it's about baby steps, identifying and testing likely emerging channels. In future it will be about integration to maximize ROI (define) and enhance the user experience.

Interdisciplinary Programs
The final change is a significant increase in interdisciplinary and cross-organizational programs. In large enterprises, departments and business units can be extremely proprietary, competitive, even combative. High-level efforts at integration have grown out of a focus on the user experience, the understanding that recipients neither know nor care about an organization's internal silos and fiefdoms.

This change is manifesting in many ways, including programs to ensure consistent, one-voice communications, company-wide preference management, and multidepartment messaging. The end result is more streamlined messaging that better leverages an organization's knowledge about customers and prospects. In turn, this leads to better campaigns and higher ROI for the organization and an improved user experience for recipients.

Issues of deliverability, measurement, list hygiene, and growth remain, but this year they seem to be less of a focus. There's an implicit understanding that they'll continue to be challenges but the focus must be on delivering effective and valuable communications for the company and the recipients. And that's how it should be.

By Derek Harding

Three cheers for Dell Inc.’s new IR blog

noreply@blogger.com (Unknown) — Fri, 02 Nov 2007 10:12:00 +0000

YOU know it’s a real investor relations department blog when the first thing that greets you is a long disclaimer!

But what the heck, it’s the first* — and it’s about time someone in the reluctant investor relations community had the gumption to start talking to their shareholders openly on the Web.
Dell Shares, the new investor relations blog from Dell Inc. (NASDAQ: DELL), launched today — Thursday November 1, 2007 — about 8 years after the first modern blogs made their appearance on the Web.

Dell Shares is the first blog by an investor relations department of a public company.
True to form in the IR field, where legal constraints are both little understood and ever present, the blog is protected by a click-thru disclaimer that people must acknowledge before they can access the posts. How this will work when posts are distributed via RSS and aggregated on external sites beats me, but lets not quibble on such a big day.

As Lynn A. Tyson, Dell’s VP of Investor Relations, says in her inaugural post, this is new territory for investor relations departments. And like any good IRO she is also sure to lower investors’ expectations for how actively Dell’s investor-facing staff will be blogging and responding.

Sometimes, however, we may be quiet, as there are periods of the quarter and various topics we can’t talk about, such as forward looking statements or non-publicly disclosed information (see RegFD). We hope you will understand some of the constraints and legal obligations that may, from time to time, limit our commentary. Also, have a little patience with us, because some of these limitations may also slow us down as we learn and sort our way through this new field.
Tyson, who is a member of the board of the National Investor Relations Institute (NIRI), says investors can “expect timely posts from the IR team (and sometimes company executives) on business performance and strategy.”

Investors will be able to post comments and questions, to which IR staff will respond where appropriate in a timely manner, she says.

In a 23-minute podcast interview for the The Hobson & Holtz Report, Tyson says her department faced few internal hurdles in getting the blog going.
“The ability for an investor relations organization to execute this and do it well quite frankly is predicated on how well they do their jobs every day. And if there’s confidence in their ability to exercise sound situational judgment over the phone or over emails or in one-on-one meetings with investors or group meetings with investors or drafting press releases, then there should be that same level of confidence by the company in their ability to have a dialog over the Internet,” she says in the interview.

She quickly adds that this is a good argument for other IR departments to make to their legal counsel and executives when seeking permission for their own investor relations blogs.
* We watch this space closely, so we are comfortable declaring Dell Shares the first real English-language blog by an investor relations department of a public company.

Hat tip to Neville Hobson

By Dominic Jones, IR Web Report

What is your brand's narrative?

noreply@blogger.com (Unknown) — Thu, 01 Nov 2007 07:52:00 +0000

“Your brand is not your corporate identity. Your brand is the stories, messages, experiences that your consumers have around your brand. Yes, we label it with a logo, but it means very little if there are no stories to back it up.” This is the view of social media expert Mike Stopforth of Cerebra, speaking on online reputation management at the Digital Branding conference by Knowledge Resources in Johannesburg, 30 October 2007.

What marketers need to realise is that social media and social networks is all about networked communities: communities of people with similar interests who gather to share information and stuff. The point about these communities is that they include your customers and they are very powerful indeed as they trust their peers and friends more than obvious marketing messages.

Stopforth says consumers are now participants in a brand – they want to be involved and have gone from being consumers to ‘prosumers'.

Allen Kent of Thinking Viral agrees: “Social media is about the tools of the new generation. Advertisers are no longer in control of their brands.”The power has shifted from brands to their consumers.

And if you're still not convinced, have a look at these stats – these are your new consumers – local research undertaken by Thinking Viral has shown that the life of a 12 – 24 year old looks something like this:

1. They will never read a newspaper.
2. They will never own a landline phone.
3. They are tired of watching TV on someone else's schedule: they are getting used to
4. PVR / Tivo or downloading their favourite TV show episodes from the Internet.
5. Community is the centre of their Internet experience: 87% surveyed already have a social networking page; 50% of those surveyed are on MySpace; 82% are on Facebook, with 60 – 70 contacts and over 50% have over 100 ‘friends' listed on Facebook.
6. They trust unknown peers more than the experts.
7. They have little interest in the information source. So much info is being pushed – they are using online aggregator tools to receive and filter their content. They are using RSS to read the news.
8. They can consume 5.4 different media channels at the same time.
9. Most importantly: they want to be heard.

Becoming relevant
So how and where do marketers become relevant again? Kent says it's got to do with what you do and mostly, what other people say about you. “Classic advertising is about storytelling. But today, people want to be involved: they demand participation. Therefore make the story relevant to them.”The most common questions marketers ask, says Stopforth, are:

1. Should we blog?
2. What do we populate it with?
3. What do we do when it goes wrong?

Stopforth says blogging is not for everyone. “Unless you are going to blog with real intent with an established strategy and engage directly with your consumers, then don't do it!”

But you have to realise that your customers certainly are online and blogging. So, if you're not going to be proactive about initiating a digital presence, then at least have a reactive strategy, Stopforth advises.

“The reactive space is about managing your online reputation: online reputation management (ORM). There is too much of a possibility that you will be mentioned online somewhere. And what then? How do you respond? You have to have some sort of strategy in place to act.

”Stopforth explains that ORM is about tracking social media tools to get a sense of when and where you and your brand and your competitor brand is being mentioned online. You can start yourself by setting up a Google alert, for example, for your brand name.

The issue goes much deeper, however, says Stopforth. “I think we need a new measurement as marketers: yes, there's RAMS, AMPS and cramps… but there is nothing to measure social influence.”

There is a disconnect between the LSMs (living standards measures) and what consumers are saying on the blogosphere, he says. Those social influencers that Stopforth is describing are often unemployed students raving or ranting on about your brand that they may not even own and can't necessarily afford.

So how do you find them? “You don't – they find you,” Stopforth emphasises.

Making it work online
So then, how do you make it work for your brand online? Stopforth advises:

1. Be authentic and transparent. Don't be a persona online, Samsung's ‘Sam' blog – was slated by the blogosphere. Consumers are yearning for real brands. Samsung's latest, professional page is better to connect with their consumers, Stopforth says.
2. Have content with a call to action to augment campaigns. Make sure there is a call to action.
3. Win trust: get your hands dirty. Invest in the network. There are real word activities to enable brands to engage with those social influencers, such as the 27dinners in South Africa, the recent podcamp, and so on.
4. Respond and respond in time. You can take anything and turn it into a marketing opportunity, even those who are maliciously trying to damage your brand, Stopforth believes.
5. Give users power. If they have shown to have an interest in your brand, then support them. Identify brand champions. The best example of this are the Wikipedia champions which keep the online encyclopedia uptodate. If you give people something to believe in, they will actively champion your brands.

The tough questions that marketers have to grapple with include the following, Stopforth has found in his own contact with corporate South Africa:

- Vulnerability. It's not a word we associate with corporate SA.
- What if people say bad things? First off, people are already saying bad things about your brand, so would you rather they say it to you or behind your back?
- Will it make money? (Good ol' ROI?) No, there is no ROI for blogging. But it is a fantastic way to make money indirectly in building brand loyalty. There is a conversation going on anyways, so you need to ask ‘how do we connect with that conversation and leverage it for our own good?'.
- Can I trust my employees? (ie, banning Facebook from workplaces) You trust your employees to make million dollar deals at work and interact with clients and represent your brand daily, but not to manage their personal time? Stopforth makes an important point.
- 'Why can't my agency do it?' is a common question asked by marketers. They can and they should. You need to be encouraging your agency to push the boundaries in this regard, says Stopforth.

Achieving online brand success

Kent's seven rules for online success for marketers are:

1. Collaborate, co-create. They're out there, they are talking about the brand, use it.
2. Be relevant and connect with people. Relevance is key to motivating participation and involvement. Understand how people are creating content and engaging with content on the internet. Close to home, Engen with its ‘Endless Summer' campaign on MXit over the summer holidays targeted its future consumers in the 11 – 18 year market with a campaign which included branded Engen chat rooms on MXit with passwords for free content to share with their friends available at Engen stops on major holiday routes. It had three million messages going through its chat room…
3. Be transparent. (Don't be exposed for ‘flogs'– fake corporate blogs – your consumer will find you out and ridicule you on the Internet. There are plenty of examples from brands such as Sony PSP and Walmart who got their fingers burned here.)
4. Provide exclusivity/recognition: in communities a hierarchy exists and knowledge is power. Sharing is the new high so collaborate with uploaders of content, the bloggers. Example: the Nike website on running allows runners to track their progress, interact with other runners. It doesn't necessarily promote the brand Nike directly, but has built a very loyal following of users on its site.
5. Allow participation – let go! Traditional marketing rules no longer apply. You have to let your consumer play with your content, change it, and do what he wants with it.
6. Intrigue, inspire, entertain, surprise! Create something people want to send on to their friends.
7. Make it easy to share: plan a sharing strategy, work out the platforms to push the idea out. It is usually far easier to create an idea worth spreading than it is to spread an idea not worth spreading.

Kent's last word is: if you have a cool media idea, create context and content across as many touchpoints as you can, including the traditional media.

See also:
- Brands ‘fear' their consumers [article]
- [Digital branding] The big deal about social media for marketers [blog]
- [Digital branding] Consumers can break your brand [blog]
- [Digital branding] Answering marketer's questions [blog]

More by Louise Marsland

- Brands ‘fear' their consumers - 31 Oct 2007
- What is your brand's narrative? - 31 Oct 2007
- New insight into future ‘township' markets - 22 Oct 2007
- ABC objects to ‘spurious‘ criticism - 10 Oct 2007
- Media24: profit and performance pressure cooker - 5 Oct 2007More...

ABOUT THE AUTHOR
Louise Marsland is editor and editorial director of Bizcommunity.com. She has worked as a journalist and editor in South Africa for the past 19 years across newspapers, magazines, online and in media / communications strategy, notably: The Star; Saturday Star; Progressive Retailing (editor); Retailing Africa (managing editor); Executive Business Brief (editor); Decorex Cape (editor & publisher); FMCG Files ezine (editor); Communicate ezine (editor); and Marketing Mix (editor & business manager), including the Marketer's Guide to Africa and the annual Media Owners' Marketing Awards (MOMA). She is currently in the third year of her M Com: Strategy & Organisational Dynamics.

Brand consistency redefined: achieving constancy of purpose and the 70/30 rule

noreply@blogger.com (Unknown) — Mon, 22 Oct 2007 09:56:00 +0000

In this excellent article, Jeff Swystun, Director of Global Communications at DDB Worldwide, shows how the sooner brand owners and managers change their definition of and approach to consistency, the sooner they will profit from increased relevance, differentiation, and influence.