PR 2.0 - avoiding 'spaming' the blogosphere#

Most PR agencies are struggling to understand how best to engage with bloggers and other influential online communities. In the meantime many other agencies are treating bloggers like yet another @name to be added to an e-mail 'blast' list. Bloggers are reacting negatively to what they consider 'spam'. The latest to raise it as an issue is Stowe Boyd.

Check out Todd Defrens blog post on his agency being blocked by a blogger and all the comments. Todd has a great 'Must Read' guide for his team on how to best engage with bloggers. At the heart of the issue between Todd and the blogger was her request not to be contacted by personal e-mail and when Todd's agency did just that. As a result she blocked his agency and added them to a publicised 'blocked list'.

The challenge is time, attention to detail and expected behaviour. When preparing to release a press release the mentality in the client and agency is usually one of numbers. We live in 'Numbersland'. PR agencies and clients understand the culture of this country. PR teams can use an online listing resource to check if there are publications likely to be 'interested' in the press release. In ‘Numbersland’ the objective is to create the biggest list by looking at everyone that could possibly be interested in the news. 'Sweet spot' publications will the core of this list but better also add lots of others just in case and it will impress the client as it will be a big list. The release is not being hand delivered but e-mailed so who cares if some of the outer targets are wrong? What is the worst that will happen? They publications will not open the e-mail. They will not write a negative article about you. In ‘Numbersland’ try showing a list to a client with a handful of publications on. They expect a big list!

Clients understand numbers. We need hundreds of sales leads - not just a few. With mass marketing we need thousands of targets as the response rates of x% will mean from thousands targeted only a few hundred will show interest. We will simply keep contacting the non-responders until they do get the message and respond. It is not that they are not interested but simply that they are not interested enough yet. Keep at it.

Bloggers are different. They do not live in ‘Numbersland’. They want to be treated as individuals. Clients have to be educated too. It is not easy for PR to break long time behaviours but if they do not want to be blocked as ‘spammers’ they will have to.

On the same theme here is a post by Brian Solis on TechCruch about the evolution of the press release into the social media release.

5/11/2008 6:16:29 PM (GMT Daylight Time, UTC+01:00) #    Add to del.icio.us Add to digg Comments [1]  |  Trackback

 

Citizen police state?#

A friend just got a letter through the mail from the Wycombe Public Safety Team. What is interesting is that they live on a nice middle class estate. So what sort of targeting is being applied to this? Political or policing? Is this really targeting a problem or trying to impress a ross ection of the electorate that 'something is being done'?

 

On the one hand what they are trying to do is very laudable. They want to help people who’s life is being made a misery by anti-social behaviour. But for me it feels more like a Stasi approach to getting the population to ‘spy’ and report on each other.

 

The council and members of the police now are working in one team and sharing an office. Co-operation is OK but co-habitation and joint targets and objectives? That starts to feel uncomfortable. Who makes a decision on what is anti-social and where does it start to drift into cross cultural intolerance? Will the council apply this fairly? As a thought I wonder how the public feel about the anti-social nature of a fortnightly bin collection or the fact that my waste paper box does not have a lid so when it rains the paper disintegrates everywhere? What about the fact whenever I pass my local council office many lights seem to be on? Is it not anti-social to be so poor at energy efficiency.

 

Back to the anti-social information pack (3 pieces of paper and a glossy A4 brochure – how much did that cost to mail beyond the 24p postage?). The council helpfully defines anti-social behaviour as ‘behaviour likely to cause harassment, alarm or distress to one or more persons…’. Now that is a wide definition. The council helpfully enclose instructions on gathering photos and sound recordings of the incident. You can name witnesses even if they did not give permission to be included. You are encouraged to keep an Incident Diary Blog and include your name and details. It does say that the form maybe uses in any court case and even without your name will be passed to the defendant and his team.

 

The example they use on the form is ‘loud noise from a stereo….gave me a headache very upsetting.’

 

Now I wonder if I can complain about the man opposite who always mows the lawn without his shirt on. He is no Adonis and I find it upsetting. He also has poor taste in shirts when he wears one. I find his clothes taste ‘alarming’.

 

Now what about the neighbours children? They are always playing in the street. Streets are for cars and they should be upstairs playing on their computers.

 

Important action but what is the main result – apart from encourage people to use more forms, generate more statistics, and have to recruit and manage more teams? Is it not risking turning us into a nation of ‘walkers and stalkers’? This seems very much in line with Central Government policy after the recent experiment and announcement of ‘harassment’ and in your face policing of SUSPECTS announced by Jackie Smith.

 

A return to the discredited ‘sus’ laws used mainly against ethnic minorities in the 1970’s and 1980’s but now with added ‘people power’.

5/10/2008 12:40:33 PM (GMT Daylight Time, UTC+01:00) #    Add to del.icio.us Add to digg Comments [0]  |  Trackback

 

Engaging communities through the community#

Thanks to Scott Monty for this link to what Scott Mitchell, a fan of Disney is doing to engage with and consolidate user generated content. This is a great exampled of fan-power using the digital world to achieve a massive outreach.

Having been to Disney theme parks many times over the years as my kids were growing up I can think of loads of valuable information that could be shared and would have made my families enjoyment even greater. We used to spend time trying to find characters so my kids could get their autographs. What about a twitter alert telling us where they were? Queues - where are they forming and how long? Where is a ride with a shorter wait? With two excited sub 10 year olds it can make a heck of a difference to have some insider knowledge. Where is the best place to stay - on site or off site? Are the character breakfasts worth the waiting list and money? (yes and yes)  

So what should other companies do? First realise the potential. What is amazing is that this is customer generated. People are in effect members of of your sales and marketing department. Treat them as such. They do not want paying. They just want to be acknowledged and given access to people and information from the company that will help them do a better job for their 'readers'. Ask them what you can do to help them.

It does not matter what sort of product or service you have - it will have a potential fan base.

5/10/2008 8:14:39 AM (GMT Daylight Time, UTC+01:00) #    Add to del.icio.us Add to digg Comments [0]  |  Trackback

 

PR - tracking online comments #

Shel Israel has a great interview with Radian6. They have a web based 'dashboard' solution for monitoring blogs, flickr, twitter etc.

All companies need to be concerned about their online brand reputation - what is being said about them and by whom. As Marcel LeBrun says in the interview companies get lots of praise for actually monitoring and responding to comments. Dell is quoted as an example of a company that is very actively engaging with the online community of customers and influencers and has succesfully reduced negative comments.  

5/9/2008 8:40:18 PM (GMT Daylight Time, UTC+01:00) #    Add to del.icio.us Add to digg Comments [1]  |  Trackback

 

Mainstream media using Twitter to build an article#

Check out Business Week and one of their journalists plans to write an article using twitter (Source: Steve Rubel - on his twitter account)

5/9/2008 8:11:30 PM (GMT Daylight Time, UTC+01:00) #    Add to del.icio.us Add to digg Comments [0]  |  Trackback

 

New PR - online influencers#

Shel Israel has done an interesting video interview with Todd Parsons of BuzzLogic. BuzzLogic has a product and service that identifies who are the 'most influential' bloggers and what is happening to an organisations online brand reputation.

As Todd says just at the end of the interview (5.22) ...it is a new gig now. There is a whole section of the public who are influenced by online commentators, reviewers and communities of people. The mainstream media is still influential but the online media is growing in importance.

Todd demo's his companies product. It has a neat interface and gets around the problem of the DIY approach using tools like Google Alerts etc

5/8/2008 9:14:35 AM (GMT Daylight Time, UTC+01:00) #    Add to del.icio.us Add to digg Comments [0]  |  Trackback

 

300 - not the film!#

If you care about influence and where traditional media and new media are going check out what Colin Byrne of Weber Shandwick says about this report (I checked but not yet available from Amazon - as Colin says the official launch is tonight so maybe available tomorrow).

Business people need to look carefully at how the public are choosing to obtain, use and distribute information. The 'Blogoshere Daily' has a far higher circulation than any publication. Any PR or communication plan that fails to include blogger outreach and social media elements risks missing an increasingly important channel. If wanting to communicate to younger people it maybe the only way judging by their use (or lack of it) of print and broadcast media.

 

 

 

5/8/2008 8:44:09 AM (GMT Daylight Time, UTC+01:00) #    Add to del.icio.us Add to digg Comments [0]  |  Trackback

 

SouthWest Airlines takes customer engagement to the next level#

If you want to see what a Web 2/Social Media/blog enabled/employee engaged/customer communicating blog looks like then drop into SouthWest Airlines. This is the first update to a site they launched 2 years ago.

You will see along the bottom on the blog links to YouTube, flickr, facebook, LinkedIn and twitter. If you go to facebook page you will see how many images have been uploaded by customers. There is also a poll option so SouthWest can get even more feedback from customers. As you would expect with my background I love the use of audio and video feeds.

The site really encourages active customer participation - way beyond just comments on a blog. I am sure the YouTube and flickr pages will be well used so helping to make it a real 'community' so re-enforcing the brand and brand values of the company. You will already see what customers are thinking and saying about the new design in the comments on their announcement post. You will also customers helping to improve and bug fix the blog. Check out how customers are using the comments section in posts as a platform to cross-communication between themselves.

5/8/2008 7:06:43 AM (GMT Daylight Time, UTC+01:00) #    Add to del.icio.us Add to digg Comments [0]  |  Trackback

 

Audiences now online?#

AdAge reports that US TV shows are still struggling to regain momentum after the recent writers strike. Coming on top of reports of increased consumption of online video it does make you wonder if this is now longterm.

For companies wanting to reach mass audiences online delivery is now a viable alternative. With forums and bloggers now creating communities of interest it is possible for organisations to create content targeted at specific groups of consumers. Social networking means that unlike TV people can pass on content or links to content freely. Whilst the total numbers watching a programme on TV maybe higher it is the relevance and targeting of online content that is of interest to advertisers. Equally of interest is the engagement and interactivity with the community that an online social networking campaign brings that TV cannot. TV despite attempts at iTV and the 'red button' still is a passive medium. You watch. That is the only option. With online you can comment. You can re-author or mash-up if you want. You can forward to friends. If companies are smart they will even respond.

5/3/2008 7:45:27 AM (GMT Daylight Time, UTC+01:00) #    Add to del.icio.us Add to digg Comments [0]  |  Trackback

 

Influencers - more research#

Hitwise post on ‘trust’ and sources of influence. What is really interesting is how we will accept input from strangers thanks to the concept of the  ‘wisdom of the crowds' as well as input from ‘people I know’.  

 

Is 'wisdom of the crowds' a new concept? No. I was re-reading a book recently on the making of the Oxford English Dictionary. They had all sorts of people investigating the sources and meanings of words. Professional and non-professional. Academic and non-academic. What they wanted was a number of people confirming word origins, earliest use etc. They needed multiple sources and then had to validate it. If you read the book you will find it was a labour intensive job (as to be expected in the 19th Century).

 

Fast forward today and you have Wikipedia. Community developed and community moderated and managed.

 

 

5/1/2008 10:56:17 AM (GMT Daylight Time, UTC+01:00) #    Add to del.icio.us Add to digg Comments [0]  |  Trackback

 

Using Twitter for breaking news#

Jeff Jarvis on the use of Twitter by news organisations to get 'breaking news' information using a citizen journalist type concept...

It's like having a million (or whatever the numbers of Twitterers there are) eyes and ears monitoring the world. At a time of tight budgets it is like having a mass of foreign 'stringers'. Journalists back at a remote location can make a call to physically go to the news or leverage the resources of local citizen journalists with the professional journalist acting as editor.

5/1/2008 10:47:14 AM (GMT Daylight Time, UTC+01:00) #    Add to del.icio.us Add to digg Comments [0]  |  Trackback

 

Social media - cultural impications#

Great post by Shel Israel as part of the SAP research series on social media and its impact in other cultures and markets. In this case it’s women in Saudi Arabia. It shows even in a culture with what many would consider restrictions and taboos -  social engagement will find a way. In this case using technology….

5/1/2008 10:40:43 AM (GMT Daylight Time, UTC+01:00) #    Add to del.icio.us Add to digg Comments [0]  |  Trackback

 

Social media - who is best at helping companies with this?#

The big debate is who is best placed to advise and support companies with social media? Could it be PR companies because of the conversational aspects? Could it be ad agencies as they understand branding? Could it even be digital/web agencies as they understand SEO and analytics?

 

PRWeek (US) examines how PR agencies are slower on engaging with social media than advertising agencies.

5/1/2008 10:38:15 AM (GMT Daylight Time, UTC+01:00) #    Add to del.icio.us Add to digg Comments [0]  |  Trackback

 

Twitter as a crisis management/customer services tool#

Twitter is being used by companies who want to find out more about their online reputation and hear about potential issues often before their customer services systems pick it up as an issue.

Great insights into how one company is using Twitter to focus managements attention and resources to fix issues. What you will notice is that although some people complain that this is only a PR ploy by the company, others, who have benefited, come to the companies defence.

5/1/2008 10:35:36 AM (GMT Daylight Time, UTC+01:00) #    Add to del.icio.us Add to digg Comments [0]  |  Trackback

 

High flying press releases of the future?#

Getting maximum awareness for a clients news and answering all possible questions is key for any PR agency.

But what about the online audience? It is possible to put a press release online (many agecies still consider e-mailing a Word document via a press wire service as an online release). What about a real online press release? A multi-media PR micro-site? What about using video for a virtual 'press conference' and then opening up a Forum for ongoing Q&A? What about using blogger out-reach programmes, the PR agencies own blogs, Twitter and other social media tools as part of the PR programme?

Check out how two airlines are approaching the online world.

5/1/2008 10:15:23 AM (GMT Daylight Time, UTC+01:00) #    Add to del.icio.us Add to digg Comments [0]  |  Trackback

 

Social media, Disney and kids gameworlds#

The recent Ofcom report found that 49% of 8 - 17 year olds had one or more personal pages on social media sites like Bebo, MySpace and Facebook.

Shel Israel has a great post which includes a video interview with the Disney people responsible for Club Pengiun and their games world strategies.

One really interesting statistic mentioned was that ClubPenguin new has 100 million members.

 

4/25/2008 7:01:21 AM (GMT Daylight Time, UTC+01:00) #    Add to del.icio.us Add to digg Comments [0]  |  Trackback

 

Twitter and PR#

So what use is Twitter to corporate marketing and PR? Here is a journalists view of it as a tool to help news gathering and distribution.

There are some great examples in the article.

 

4/23/2008 6:32:51 AM (GMT Daylight Time, UTC+01:00) #    Add to del.icio.us Add to digg Comments [0]  |  Trackback

 

All content © 2008, Adrian Moss
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