David Phillips contributed to the Hobson & Holtz podcast, and spoke about the recent moves in publishing to take advantage of Web 2.0 technologies (e.g. main-stream media setting up shop in Second Life) to expand their reach and therefore advertising revenues.
He warned PR practitioners to “take heed” of these changes, since they mean a change of strategy. In addition to the need to submit content in a format that is easily translated to the new publishing mediums (e.g. video, online, etc.), he also introduced the theory that the days of deadlines may be numbered. With fewer publications “going to print,” content will be added continuously. And so, PR practitioners should also monitor these sites continuously, not every day or every week as once was acceptable.
Obviously, if this is true, means that a product like ours will become increasingly necessary.
After ignoring it for some time, B.L. Ochman posts that Coke has finally partnered with YouTube sensations Fritz Grobe and Stephen Voltz to launch a viral marketing campaign that’s already received significant buzz.
The two lessons I take from this story are: 1. Whether you like it or not, your customers are talking about you, so use it to your advantage when possible. And 2. If you are “big business” interacting with social media yourself is probably not going to be received well – find your evangelists and, if they’re willing, use them.
Blogspotting posts today about how the internet in general and consumer participation specifically are impacting the content published by mainstream media (MSM). It seems an obvious shift as content decisions are now impacted more by raw data (views, clicks, forwards, etc.) than just the editor’s gut response, but in my mind it raises the question of whether the opinions of the masses will ever generate content anyone wants to read. It seems as though MSM is destined to take the path that marketing has traveled over the past several decades from personal marketing (door-to-door salesmen) to mass marketing to mass customization.
While Second Life has only been around for three years, as B.L. Ochman reports, many of the first participants are getting very territorial about their virtual world. She quotes Second Life Herald, who gets downright “vitriolic” about the way large corporations entering Second Life (especially the constant “first” claims). While Ochman advocates a real-world conference to educate corporate advertisers, I believe consumer action (clicks, conversions, etc.) will ultimately drive the way companies speak to avatars.
Who knew the release of a new software version was reason to celebrate? Firefox!
It’s nothing new in marketing to find your evangelists and empower them to spread the word, but hats off to Firefox for executing it so well. Not only will the parties themselves generate interest and enthusiasm for their product, but as users register their parties, they create a list of some of their most passionate evangelists. Well done.
October 26, 2006 Sara Adams
General
Google’s blog now includes a post on how to properly use their name, or rather, how not to use it when referring to other search engines. (For example, "I googled you in Yahoo.")
While I understand the need to maintain the value and meaning in your brand, Steve Rubel qualifies Google’s post as, “just silly,” and I agree (but perhaps for different reasons). If Google really thinks they’re better than the other search engines, don’t tell me… prove it.
For the past 6 years, CustomScoop has been quietly delivering fast, timely, and accurate online news clippings for customers interested in public relations, marketing, sales, competitive intelligence, government relations, and more. Our talented team of developers and customer service professionals ensure that our clients get the highest quality service day in and day out. CustomScoop searches news sites, government web sites, and blogs.
But until today we haven’t had a blog to share in a more public way information about our product developments, company happenings, and news and views about the industry in which we exist.
Today that changes. I’m proud about everything our team has accomplished since I founded the company, and now I want to make sure we’re doing a better job of communicating our successes and challenges.
The CustomScoop blog will be a group effort by Sara Adams, Steve Bracy, and me. We’ll talk about the exciting things we’re working on and we’ll provide plenty of links to interesting blog posts and news stories about the media monitoring and measurement and PR industries.
We’re excited about the opportunity to communicate more directly with our audience and share our insight and observations. Let the dialogue begin!
