31 Jul 2006
Traditional public relations yields a common problem I call the "Placement Crash," which is like a sugar crash in business. You get a brief "high" of publicity, which bottoms out fast and leaves you with no lasting benefit.
Here's how it works: Imagine that you land one big "media hit," such as a Business Week article mentioning your company. This publicity lures volumes of new visitors to your web site.
…That's great, IF your PR firm, online communications expert, or anyone in your marketing department planned ahead of time to Capture the Conversation during and after peak traffic to drive sales or solidify new business relationships.
Most companies – including yours, probably – don't do that. Therefore, much of that wonderful web traffic gets wasted.
New visitors click away if you don't engage them immediately. Every time that happens, your PR/marketing team is costing you an opportunity.
Don't blame them, however. They're just doing the job they've been trained…
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25 Jul 2006
Big kudos to Shift Communications for the release of their free PR 2.0 Essentials Guide.
Todd Defren and the team have taken the time to painstakingly research articles, topics and learnings about social media innovations.
We highly recommend you download the guide and read it now.
We'll have to update our Fire Your PR Firm paper and put Shift Communications in there as a "smart pr firm" and capture the conversation evangelist.
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19 Jul 2006
JupiterResearch's recent report stated that 34 percent of large companies are using weblogs and that number is likely to double by the end of the year. Personally, I believe that estimate to be high.
What many companies have already figured out is that blogging takes resources. The fact that large companies typically have more resources is great, but it is important that these resources are focused. Who will keep them focused? Who will train them what to be looking for, what tools to use, how to respond to existing online conversations in the blogosphere?
As we continue to provide blog implementation and podcasting services for our clients, we continue to learn more about what works and what doesn't. In a world where it doesn't take much to call yourself an "expert," it's always good to see what the real-world results are.
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14 Jul 2006
According to the latest Nielsen/Netratings study, 6.6 percent of the US adult population, or 9.2 million Web users have recently downloaded an audio podcast; 4 percent, or 5.6 million, have downloaded a video podcast. Jason Lee Miller from Web Pro News offers a portrait of the average podcast listener/viewer:
- Between the ages of 18 and 44 (but mostly 18-34)
- Uses Apple's Safari or Mozilla Firefox to browse
- For audio, visits Macworld, Lycos Wired News, Slashdot, Niketown.com, Apple and iTunes, likely in the 18-24 age group
- For video, visits StarTrek.com, Live365.com, Fark.com, eMusic, and Niketown.com, more likely in the 25-34 age group
What the Nielsen/NetRatings study shows is that podcast listeners are the very lucrative 200+ Billion dollar 18-34 year old market segment. This segment is tech savvy, spend a great deal of time online and often have more $$ to spend.
For businesses or advertisers trying to target this lucrative 18-34 demographic, podcasting has become…
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