Wednesday, June 30, 2004

Five Things About Online/Viral Marketing Every PR Professional Should Know

I wrote this article yesterday, outlining what I believe are the five things that all public relations professionals should know about online marketing. Enjoy!

1. Web Viewers Are Becoming Web Participants

We're seeing a dramatic change in how people are using the Internet, and it's pretty exciting. According to the Pew Internet & American Life Project in a February 2004 report, 44% of all Internet users have now created online content through creating or posting on Web sites, creating blogs or discussing topics on online message boards. Even more important is the fact that eight in ten people we’d classify as "key influencers" have posted online.

The Internet has come of age. Since it's inception, it's been primarily a one-way street, with most users simply reading and reviewing content online. Now, it's being used by consumers as a two-way information community, with folks creating and posting new content on a variety of topics.

What does this mean for public relations? It means that key influencers will wield more power online through blogs and message boards. We'll need to foster relationships with them on behalf of our clients. It also means that there will be more content discussing our clients (both good and bad) online that we as PR professionals will need to discover, review and respond to.


2. Breaking through the email clutter is tough.

eMarketer's E-mail Marketing Report predicts that email volume will hit 3 trillion by the end of 2007. It is going to become more and more difficult for companies to reach customers online through ethical, legitimate and appropriate email marketing.

For companies (and individuals) to "break through the clutter," they must be perceived as a “trusted source” of information. Where I might not open up even a legitimate marketing email addressed from Cingular, for example, I may open up the same forwarded email from my buddy Steve because I perceive him as a trusted source.

What does this mean for public relations? We must remember that journalists receive spam, too. Lots of it – their email addresses appear in printed publications and online. Public relations professionals must make sure that reporters see them as "trusted sources" and open up the emails we send to them.


3. Reporters Google, too.

Reporters aren't using LEXIS/NEXIS and proprietary research tools as much anymore. They're "Googleing" just like you and me. So, what happens when they Google a story angle or company that we're pitching to them. Have you checked? Is it the key messages you want to present?

What does this mean for public relations? We need to be cognizant of what comes up in search engine listings when consumers, as well as journalists search for information on our clients. And we need to manage misinformation that often appears online.


4. Blogs are big

Blogs are bigger than big. They’re huge. 11% of Web users regularly read the blogs and diaries of other Internet users. Blogs are quickly becoming an integral information resource for all online audiences, but especially among key influencers and other heavy users of the Internet.

What does this mean for public relations? Blogs enable "participatory journalism." They enable professional journalists to directly interact with their readers, and they enable laypeople to easily share their thoughts and opinions with millions online through the click of a mouse. As more people continue to blog and search engines incorporate blog content in their search databases, public relations professionals must recognize that our current, narrow definition of "journalist" is changing.


5. There are a lot of people online

63% of U.S. adults and 461 million people worldwide are online, according to the Pew Internet & American Life Project and Nielsen//NetRatings. But here are some other interesting statistics about online users:

  • While 461 million people worldwide are considered "online," only 300 million are considered "active online"

  • The average person worldwide viewed 58 different Web sites and 1,013 individual Web pages in May 2004, spending a little over 24 hours on their PC during the month.

  • Parents are more wired than non-parents and are more likely to use the Web for health information, for their work or training, and for getting religious information.

  • Asian Americans who speak English are more experienced and more active Internet users than whites, Hispanics, and African-Americans. Asian-Americans are the heaviest daily users of the Internet, and are the most likely to have fully integrated the Web into their daily lives.

  • 22% of Americans 65 and older use the Internet.


What does this mean for public relations? It means that the Internet is continuing to be an essential information and communications tool for a burgeoning number of consumers both in the U.S. as well as worldwide. We as PR practitioners need to be cognizant of this fact and integrate online communications plans into every one of our projects for our clients.


-aB

Tuesday, June 29, 2004

Sony Announces Cool New MiniDV Camcorder



Today Sony officially announces the DCR-PC350 MiniDV Handycam, and let me tell you, I'm taking notes for my Santa list.

The camera is about the size of a paperback book, weighs in at under one pound and can take still images at 3.31 MP resolution. It has Zeis optics, a 2.5 inch touchscreen LCD and can film in 19:9 format (but not at high definition resolution).

The new Sony will retail for around $1300 and be available in September.

My only beef with these ultra-compact cameras are that they are hard to hold still (because they are so small and lightweight). Super SteadyShot helps, but that's the one sacrafice I see with these pocket cams. That, however doesn't change the fact that I still want one.

Take a look.

-aB

But Jerry, the big companies just write it off," says Kramer...



CNET has a great article on getting tax deductions on all of the toys, gizmos and gadgets that we covet. Even though it's not tax time, this story is a good read.

Just make sure you bookmark the article and remember it exists around April 14, 2005 as you're frantically finishing your return.

-aB

New Apple OSX Safari Browser To Include RSS Newsreader



This Wired article discusses yesterday's Apple Worldwide Developers Conference and mentions that the new OSX update, code-named Tiger, will include a new Safari Web browser with integrated RSS Newsreader:

Jobs demonstrated a new version of Apple's Safari browser with a built-in RSS newsreader. As well as detecting website news feeds, it features a "personal clipping service," which saves RSS keyword searches as bookmarks -- allowing frequent updates of news on topics like "Apple" or "iPod." Jobs demonstrated a search of articles on Vice President Dick Cheney's f-word outburst.


Big stuff for Bloggers! Wonder where Microsoft is on an integrated RSS reader of their own...

-aB

Monday, June 28, 2004

What's Gump Reading? This Week.



Bought two new marketing/business books over the weekend. Pretty pleased with both of them. The first is Seth Godin's new book, Free Prize Inside. I've been a fan of Seth Godin for a while and believe that his books Permission Marketing and Unleashing the Ideavirus are required reading for anyone in the PR/Advertising/Viral Marketing/Online business.

I was disappointed in Purple Cow, the book just before this latest one. But so far, Free Prize Inside is looking good.

The other book I bought is Lovemarks, written by Saatchi & Saatchi CEO Kevin Roberts. Now, one of these books comes around every year or so that claims that marketing as we know it has changed, and that branding will be changed forever. Lovemarks does the same thing, but Roberts is practicing what he preaches with the www.lovemarks.com Web site.

What I am trying to figure out is how Saatchi & Saatchi is involved in all of this. Their logo is all over the Lovemarks Web site, and it's mentioned all over the book as well. I'm curious if the book is a Kevin Roberts production or a Sattchi & Saatchi production...

-aB

Yahoo Actually Has Something Cool - LAUNCHcast



I've been pretty loyal to Google for the past few years, preferring the clean interface, focused services and great search technology. But I am quickly becoming a fan of LAUNCHcast Radio, Yahoo's Web music broadcasting service.

The service is free, doesn't require a player download and is overall a nice tool. Wired just ran an article "Forget Radio, Tune In to Net" reviewing the Web radio services, and gives LAUNCHcast pretty high marks.

Check out LAUNCHcast. It's my favorite because it's the only one that does it without a download.

-aB

How's Your Queen's English?

The BBC has posted its new Style Guide online. It's part of their BBC Training site which offers classes on a variety of journalism-oriented classes.

It's a good style guide, although obviously UK-centric. I especially like the Cliches and Journalese section, which makes a point of slamming stupid phrases we hear every night on the evening news like:

Fighting for his/her life – the subject is probably unconscious in a hospital bed and making no attempt to do anything.

and

Death toll – why not simply say how many people have been killed?


Reminds me of Deloitte's "Clean Up The Bull" Bullfighter software and screen saver. Funny stuff.

-aB

A Close Shave

No, this isn't a Wallace & Gromit movie, but a comment about the new Gillette Mach 3 Power razor (that's a mouthful).

Used it for the first time this morning. Shaves like a hot knife through butter (whatever that means). Boy howdy, that's a nice shave, althought the idea of putting a very sharp, pulsating/vibrating blade onto your face takes some getting used to.

Check it out.

New & Improved YayHooray Site



YayHooray.com has now been updated. This cool message board has done away with its former points system (booo) but has implemented a blogging tool, chat and other stuff (woo hoo). Here's what's up:

Buddy Network Filter
Filter YH's content through 4 different filtering settings.

Forums, Threads, Posts, etc
The YH forums are always great fun and have many new features.

Personal Messaging Galore
The new YH messaging system is so ridiculously robust you'll question email.

Profile Subdomains: http://username.yayhooray.com
As a user, you are given a subdomain to YH which points to your profile.

Profile Blogging
Many new features have been added to profiles including a blogging interface.

Links Database, User Directory, Advanced Search & MORE!
We busted our ass on this version and are excited for you to use it!


You don't have to "apply" and wait to be accepted any more.
So what are you waiting for? Check it out.

-aB

Saturday, June 26, 2004

The Gmail Phenomenon



This is crazy stuff - what people are doing for Gmail accounts. Here's a snippet of the article by Jenifer Johnston in the Sunday Herald:

Google starts a new net craze

"The race for Gmail e-mail accounts – the service launched on a trial basis by internet search engine firm Google in April – has created a new web phenomenon of account trading, with desperate Gmail wannabes offering money, holidays and bizarre gifts in exchange for an account invite."


So, anyone wanna buy an invite? I got ya' invite right here...

-aB

Thursday, June 24, 2004

AvantGo, Move Over

Looks like some Apple iPod fans have created a downloadable mini-program for their little music players.

The program is called piPod, "An iPod-Based Field Guide to NYC Pizzerias."

Is this foreshadowing of the iPod becomming more than a music player? More than a video player? More of an "information device?"

I don't have a newer generation iPod or I would check it out. I wonder if there is a possibility of a AvantGo or Vindigo engine for the iPod OS.

Check out piPod here.

-aB

Monday, June 21, 2004

Whoops, Wrong Airport

Seems like these Northwest Airlines pilots made a bit of a wrong turn, landing at an Air Force base instead of the planned Rapid City, South Dakota airport. Read the article here.

Wasn't it Northwest Airlines that had the problem with drunk pilots a few years back. Anyone else see a connection?

I remember a similar thing used to happen in Nashville every once in a while. The Smyrna airport has a similar runway configuration (a 19/1 runway and a 14/32 runway) to the Nashville International (BNA) airport (with three parallel 20/2 runways and one 13/31 runway). The Smyrna airport is about 12 miles south of BNA, and many a disoriented VFR pilot used to make this mistake before BNA added the parallel runways and a huge terminal.

-aB

What Is This Guy Thinking?

Turn down $135,000 for a domain that you paid $8000 for? I mean, www.Bush2004.com doesn't exactly have a long shelf-life now, does it. Gee, come December, I wonder if Brian Rodgers would like the money instead.

This story also makes you question what Bush's team was thinking. Hello?

I wonder who's really behind this. Read the story on Wired.

Amazing Flash

I've seen a lot of Flash animation design work. Some better than others.

This site is by far the best Flash I have ever seen in my ten years of Web design. It's fast, intuitive, beautiful and "marries" HTML and Flash like no other site I have ever seen. Ever.

The site was designed by Max Weber. Amazing.

Friday, June 18, 2004

Here's to the Buds...


Orchids are not supposed to last very long, but this picture contradicts that. This is a picture of an orchid that I sent to Melissa almost a year ago. Five buds! A year later! Come on baby, keep on buddin'... Posted by Hello

Have You Tried Coke C2?

So I read the press release last week about Coca Cola's new C2, and it said that "C2 has been in development for over a year."

I bought an eight pack last weekend and tried them. Gee, sure tastes like 50% regular Coke and 50% Diet Coke. If it took the Coca Cola "flavorologists" a year to come up with this recipe, I'm in the wrong business.

Seriously, it tastes like when you mix half Coke and half Diet at the McDonald's fountain. Not bad. Not "wow" either.

I've got to wonder if this will go down the path of Pepsi Clear, Clear Tab or the New Coke? Or will this "brand extension" be around for a while?

-aB

I Saw It & Love It

Have you played Scene It? Gump's got another addiction.

Great party game for 2-6 people. And it's really cool, too - much better than the other DVD-based board games like the Trivial Pursuit DVD and others. This one's the originial, and it gets the credit pellet for fun.

P.S. The "junior" version for kids is really fun, too.

-aB

Apple Does It Again, But When?

Well, Apple has yet another product that I think is the coolest. It's the new Airport Express with Airtunes.

What an idea. It extends your Airport range, it can allow you to play your iTunes music through a stereo, and you can use it to wirelessly network USB peripherials like a printer.

Apple is taking orders, but when is this puppy going to ship? My beef with Apple right now is their SLOOOW production line. The iPod Mini came out in February, but the Apple Store here in Atlanta still doesn't have them in stock. That's ridiculous.

And I noticed on Gizmodo that Rio is taking advantage of this delay with their own iPod Mini killer. Same size, color screen, multiple body colors. Come on Apple, catch up!

-aB

Digital Camera Heaven

Yep, I am a digital camera nut. Yesterday I wrote of my issue with DVD collection Syndrome, today it's digtal cameras.

I don't know what it is, but I think it has something to do with glass and optics. I like art glass, cool eyeglasses, cut crystal and, oh yeah, real expensive camera lenses and cameras.

My latest desire is the new Canon EOS-1D Mark II (see a review at www.dpreview.com. I have the regular 1-D which I have used to take thousands of pictures, many at my photography site at adamcb.smugmug.com. This one doubles the pixels, goes to a CMOS sensor instead of a CCD (easier to clean, not as many dust issues), and has a whole lot more features.

Like I need another $4500 camera body...

Thursday, June 17, 2004

SubservientChicken.com is funny, but...

I am sure everyone has seen Burger King's viral marketing concept at www.subservientchicken.com. It's pretty darn funny, and according to the tracking folks the site is getting hundreds of thousands of unique visitors a week.

But is it selling chicken, presumably the goal of the site? According to BK sales figures, it's not. Same store sales are only up slightly, and sales of the chicken sandwich are only up a measley 9%. Does this mean that viral marketing does not work.

No.

The problem with this viral marketing is that it doesn't create a call to action to encourage people to get their butts off of the sofa and head to BK. Sure, it's funny, but it barely even does any brandbuilding for the Burger King brand, something that BK desperately needs right now.

Compare this viral marketing with that done by BMW with BMW Films or American Express with the Adventures of Superman and Jerry Seinfeld. Both of these campaigns show the product and differentiate it.

With the BMW Films site, you see exciting short films showing BMW cars driven by "beautiful people" doing some serious performance driving. With AMEX, you see how Jerry Seinfeld and his American Express card are even more powerful than Superman.

That's what viral is all about, and AMEX and BMW are reaping the benefits.

-aB

My name is Gump. I'm a DVD Collector.

Last night I realized I had a problem. I thought it was an isolated incident, but now I realize that it truly is a condition I need to acknowledge and do something about.

The condition? Chronic DVD Collection Syndrome.

I mean, it's not as bad as collecting Beanie Babies or action figures or Civil War chess sets, but I realized with my trip to Border's two nights ago that it is an issue.

I started out collecting The Sopranos DVD sets. Got the first season, now I have all four seasons that are out on disk. It started with The Simpsons, now I have four seasons. Curb Your Enthusiasm? Yep, got both the first and second seasons at Border's on Tuesday (the day it came out - at least I didn't camp out for them).

My fear is that The Simpsons is now on the 14th or 15th season. Will I ever be able to stop? Or am I going to be spending upwards of $1000 on Simpsons DVDs?

Lord knows what I will do when Seinfeld comes out on DVD. This is scary stuff.

Singing the Bluetooth



Just got my first Bluetooth mobile phone, the Motorola v600 along with the Mot Bluetooth headset.

Let me tell you, this is some pretty cool technology. The battery life in the headset is over 6 hours of talktime and 100 hours of on and standby time. That doesn't include time when it's folded up and in your pocket - that's just time that you have it in your ear.

Quality is amazing and it works seamlessly with the v600 phone, which is pretty cool too. But I'll talk about the phone later.