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Archive for the ‘blogging’ Category

Whoosh! Blogs go mainstream. Facebook becomes ghost town?

Friday, May 1st, 2009 by John Mallen

ghost-town

Behold the rate of change in the media.  This afternoon’s breaking news from PRSA: blogs are now mainstream media (MSM). Meanwhile, Business Week this week posts a scenario projecting a possibility that Facebook.com’s  open-source move could end up siphoning its ad revenues turning the site into a ghost town.

Blogs

Blogs now reach tens of millions in this country and both readers and creators are growing, says e-marketer.comannouncing its $695 report. “Currently, 96.6 million US Internet users read a blog at least once per month, representing 48.5% of the Internet population. By 2013, 128.2 million people, or 58% of all US users, will take part.”  And bloggers, those posting at least monthly, will increase from 27.9 million to 37.6 million in the next five years, adds e-marketer.com.

Facebook

BW’s  The Tech Beat commentary suggests that in opening parts of its code to developers, the popular social marketing site could see revenues decline when the thousands of new apps allow users to tap into Facebook without going to its homepage where its ads now live.

Not so dark. “it appears that the company is planning to replace the revenues it will lose from banner ads with a new type of revenue: in-stream ads, which would appear alongside status updates and other ‘news stories’, even on third-party apps,” says BW writer Douglas MacMillan .

Banner ads on Facebook’s home page are really old fashioned “interruption marketing” whereas in-stream text ads are part of the search experience.

Both the mainlining of blogs and the possible in-stream ads in Facebook are much more than change. They’re enormous opportunity for marketers.

Photo: John Holm (foto 3116 Flickr.com)

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Posted in Advertising, Mainstream media, Social Media, Uncategorized, blogging | 1 Comment »

Palin Makes a Point

Saturday, January 10th, 2009 by John Mallen

Gov Sarah Palin. Photo Roger H. Goun

Alaska Governor Sarah Palin makes sense in her comments reported by columnist Howard Kurtz in The Washington Post. Talking about media picking up on whispers that he infant son is not hers, Gov. Palin asked:

“When did we start accepting as hard news sources bloggers, anonymous bloggers especially? It’s a sad state of affairs in the world of the media today, mainstream media especially, that they’re going to rely on bloggers, anonymous bloggers, for their hard news information.”

Spot on. Maybe it is okay for bloggers to wail away, but it is not what professional journalism should do.  On second thought it isn’t okay for bloggers to say anything they want. Check out  the blog post by Wendy Davis in The Daily Online Examiner, one of several from Media Post. 

“Davis refers to the case can always sue users themselves, and some are starting to do so. One case making headlines this week was brought by Steven Biegel, a chiropractor in San Francisco, against a former patient who slammed Biegel on the review site Yelp in November 2007.

“Biegel alleges in court papers that he was defamed by Christopher Norberg’s post, in which he complained about a billing dispute.”  Takeaway? Check your facts.

Posted in Best Practices, Weblogs, blogging | 2 Comments »

e-mail, blogs, Twitter defined

Thursday, August 28th, 2008 by admin

After a night cruising from MSM through blogs and some twittering, I cannot help but to reflect on changes in communications. Barack Obama has accepted the Democratic Party nomination in a reaching speech at Mile High Stadium in Denver on the 45th anniversary of Dr. Martin Luther King’s “I have a dream” address. Would you have thought we would see an African American nominated as president of the United States?  Even more remarkable, perhaps, is effectiveness of new media in energizing this campaign and a massive amount of funding from individuals.Going forward, we will see more - not fewer - changes in politics, business and society enabled by these technologies. There is so much written about these technologies. One of the best explanations of them appeared in a blog called hearitfrom.us  Not fancy. But clear.  

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Posted in Twitter, blog, blogging, e-mail | 2 Comments »

The Personal Touch Counts

Monday, March 31st, 2008 by admin

 Today I was browsing in our small, comfortable library perched on rise that overlooks the Hudson River — perfect for book people, especially on a day with  light rain from gray skies, the last huff of a winter only recently officially surpassed by daylight saving time and the equinox. I noticed faded maroon covers of The Harvard Classics, and found myself drawn to Vol.39, Prefaces and Prologues“No part of a book is so intimate as the Preface. Here …the author descends from his platform, and speaks with his reader as man to man, disclosing his hopes and fears, seeking sympathy for his difficulties, offering defence or defiance, according to his temper, against the criticisms which he anticipates.”I like the fact that the personal character of of the prefaces and prologues made it into “the most comprehensive and well-researched anthology of all time … both the 50-volume “5-foot shelf of books” and the the 20-volume Shelf of Fiction,” writes on-line publisher Bartleby.com The Harvard series was compiled by retired Harvard University President Charles W. Eliot, LLD and English professor William A. Neilson and published by Collier between 1909 and 1917. “Together they cover every major literary figure, philosopher, religion, folklore and historical subject through the twentieth century,”continues Bartleby.Hmmm. Prefaces. They are like blogs, not as egalitarian maybe, but quite personal. They are not Facebook personal, but they are publication-bound personal.That personal touch is enormously valuable and persuasive in every form of communications, including marketing.

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Posted in Communications, Communications effectiveness, blogging | No Comments »

New Voices for Marketing: Blogs & Social Media

Thursday, March 6th, 2008 by admin

The purpose of this blog is to share insights on the power of communications to drive results — success for commercial enterprise and results when we speak of the public good. Danah Boyd, who writes Apophenia, one of the most insightful blogs in the communications zone, yesterday submitted her resignation from mainstream media (MSM) because of how they are covering the presidential primaries. Her main complaint is the media’s penchant fodana-boyd.jpgr stories with conflict and drama to “sell papers.”

Having been both a reporter for and, as a public relations guy, a supplier to the MSM, I would counter that it’s less an institutional bias than it is the DNA of reporters, editors, news producers and the like to scoop the competition with a dramatic story that gains attention. Sure, if you work there selling papers is of acknowledged importance, but for the individual journalists it’s not the main driver. Having the best story of the day is.

That being said, media remains important to the candidates marketing themselves as well as to companies selling products. But media are no longer the only brokers of opinion.

My take: a media outlet and its news and analysis are less the principal sources of information than they are as platforms for discussions. Bloggers are critical to the formation of opinion and (I submit) to the catalysis of behavior. Bloggers like Dana Boyd are being referred about and quoted in conversations among people (not just in the media).

They provide the insight and perspective that we are paying attention to.

What does the above mean for anyone in business marketing? Blogs and other social media will speak with individuals comprising communities of interest. Therefore any plan for communications must now address the bloggers and other Web 2.0 technologies as means of relating with these communities.

Posted in Marketing Communications, New Communications, Social Media, blogging, media | 1 Comment »

Social Media Rocks

Wednesday, November 28th, 2007 by John Mallen

Corporate leaders have a sharp eye on social media when it comes to driving success. 

ClearlyMaple_leaves, with Internet developments we are in a sea change when it comes to communications. Senior execs see that change approaching. Just today, a survey report from Toronto-based Veritas Communications reported that senior execs (85 percent) believe social media like Facebook, You Tube, and blogs are becoming essential to communications. Nearly half (46 percent) say social media tools are becoming even more important than television, radio, newspapers and magazines.

"It is astounding that one in two executives say social media is becoming even more important than television," says Keith McArthur, principal of com.motion and Senior Director of Media Innovation at the Veritas group. "TV advertising," he says, "is still where marketers spend most of their money, while social media represents a tiny sliver of the budget. It’s clear that’s going to change." The results are contained in a survey of 444 business and marketing leaders conducted by Pollara Strategic Insights. The survey was conducted in Canada.

Have specialists in communication provided corporate leaders with the strategic insights and tactical planning they need to win elections and maintain success?

Stay tuned.

Posted in Advertising, Communications, Marketing, Marketing Communications, New Communications, Social Marketing, Social Media, Television, Weblogs, blogging | No Comments »

Use New Media to Listen? Great Idea!

Tuesday, September 18th, 2007 by John Mallen

Early in my career, I recall a great corporate ad campaign that urged all of us to give more attention to listening. Sadly, I don’t remember the company, or the aesthetics, but I do recall the campaign. Some years later, I recall reading how Jack Welch, then CEO of General Electric, emphasizing the same in his executive seminars.

Of great interest are two recent blogs calling on us to remember to use the power of social media to, yup, listen.

It is not that marketing and sales don’t listen, but we have developed strong habits for how we listen. In my office, we’re discussing yet another focus group for a project. On another project, we at JMC are recommending a survey. And for a third client we’re deep in the trenches mining data that will be followed by what we call Soundings Research. All of this is good.

But I also like the reminder that we should consider new communications as a tool for listening to the publics in addition to being vehicles for communicating to and dialoging with our groups. I saw this mentioned in Jennifer Laycock’s blog in Search Engine Guide, and followed her to The Buzz Saw blog from Bill Balderaz.

Now we have to learn how to listen effectively!

Posted in Advertising, Communications, Marketing Communications, New Communications, Public Relations, Social Media, Web 2.0, blogging | No Comments »

Social Media - Watching the Future

Monday, September 17th, 2007 by John Mallen

One of the best reports seen lately on the import of social media is an article by Shel Israel, senior fellow with the Society for New Communications Research, appearing today in that group’s Communications Review.

Shel is conducting a global research project on social media for SAP. Well "conducting," may be the wrong term if you mean it to bespeak "control." It’s more like the two-way social engine took over. See the article!

Noting that social media is getting bigger and moving faster, Shel offers real interesting learnings which are quoted here:

• Social networking is the most relevant and sustainable tool in our global workshed. Local, regional and global versions are growing and morphing even as they imitate each other.

• If you want to know what your business will look like in five years, go talk to you kids. Watch their habits. They will make more decisions based on friendship than marketing.

• At about the point when early adopters get bored, large organizations feel it is safe to adopt. Current example: blogs. They’re old news in the Silicon Valley and suddenly hot in the enterprise. Future example: online video. It’s hot in the Valley, but no yet ready for prime time in the enterprise.

• Where there is broadband, there is social networking.

• The company most mentioned in the SAP Global Survey was “Facebook.” Surprisingly little discussed: Google. Mentioned twice in 40 conversations: Microsoft.

I’m looking forward to the final report at the SNCR’s December conference in Boston.

Posted in Communications, New Communications, Public Relations, Social Marketing, Social Media, Web 2.0, blogging | No Comments »

PR Blogging Ethics -Salute to Ogilvy PR

Sunday, September 9th, 2007 by John Mallen

My intent in this blog is perhaps a slight bit different than that of many other in the PR and Marketing Communications world. The aim here is to present information mainly for the generalist manager and business owner, identifying the power and potential of communications as a tool that can leverage everything else they are doing and, in turn, help drive success. In other words it is not intended to be another resource for professional PR, advertising and kindred professionals.

But I step aside from the generalist perspective to salute Ogilvy PR for developing a code of ethics designed to guide those of us who are professional communicators in our dealings with bloggers. I noticed the alert this evening in a post by Ed Cotton at InfluxInsights, who relays a post by Karl Long at Experience Curve. The original was posted Thursday on Ogilvy’s  360 Digital Influemce Blog. The Ogilvy tenets are a Beta list for discussion and subsequent refinement.

It arrives at the right time. Ed Cotton’s asksthe ad community, “Who is going after the bloggers first - media planners or PR?” The important point is not that PR may be leading advertising this time around, but rather that bloggers may well find themselves even more overwhelmed as the entire communications infrastructure reaches to them. Does anyone else remember the noise that erupted with CB radio?

The long-tail value of micro-segments than are becoming attractive market targets can mean an increase  in the caucaphony of of voices pitching the bloggers who serve these micro communities of interest, It is not jst just publicists but potentially media buyers and maybe even others of us who working in the “markeing mix.” Bloggers are clearly a very tempting SPAM target.

PR people have some level of etiquette training. For how many years now have journalists, appearing as panelists at innumerable conferences advised (pleaded?) with the forever refreshed crop of PR pratitioners to “please read the publication [see the TV show, hear the radio program, etc...],” to “understand” what it is we cover!  Please don’t think casting bread upon the water will see your item miracuously appear?” Today we’d call that spamming the media. It doesn’t work with the media nor with bloggers for the same reason.

What I like about PR driving the bus versus advertising is that — when we practice what we have learned –we can keep our relations with bloggers personal, that is aimed to meet their needs. What I like about Ogilvy PR’s Outreach Code of Ethics is that we can keep the process respectful. 

Posted in Advertising, Best Practices, Communications, Creative Solutions, Digital Influence, Marketing, Marketing Communications, Openness & Transparency, PR, Public Relations, Web/Tech, blogging, code of ethics, media, media planner, media planning | No Comments »