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January 30, 2006

Dear Capitol Hill staffers (wannabe pseudo-marketers),

Dear Capitol Hill staffers (wannabe pseudo-marketers),

We've heard that you continue to abuse Wikipedia not by correcting information that is incorrect (read: facts are wrong), but by removing information you don't like, replacing other information with "authorized" biographies, and getting darn close to libeling rivals. Please stop, you're ruining it for those who actually respect the site as a source and beginning-point for information gathering and direction.

Thanks,

Us

January 27, 2006

PRWeek's new column continues / Opening the door a little bit

Back on the 19th, I wrote about Keith O'Brien's new column at PRWeek, "What goes online," and suggested it would be semi-required reading for PR folk, and I definitely agree after article two. This week, Keith (I'm going first name this week, sue me) tackles how public relations pros can't (and shouldn't) try to put out every single fire (read: blog posting) when it comes to people trashing a product or service. Of course, the example he provides, one that I've discussed here, in Kryptonite locks, is one that shows when it is (obviously) necessary to make an attempt to staunch the flow - though you're never going to make it all disappear. The only thing you can do in a case like that is mitigate, not dissipate. It's still going to be ringing true in the ears of those customers and persons who were around for it. And Keith is right - "all the blogging in the world would not have prevented it happening" - and yes, the product was the issue. But that doesn't mean that we can't disagree with the way the situation was handled. I mean, the fact that pretty much everyone was convinced (some still are) that the company was sitting on its hands for a few days means either every single blogger (A-list or not) is super gullible, or there is a public relations miscue at hand.

[cue Michael Hutchence cue cards / "Mediate" here]

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[/cue]

My open question for the day here is whether or not PRWeek should do a little bit of open-door relationship building, sorta like what the Wall Street Journal started a bit back (I think it was just a year ago) when they began mailing out "free features" every night to bloggers and other influencers. Obviously it didn't cure the ail they had - no links from blogs (some might say that was a blessing) - but it did get people talking about the Journal's articles a bit more, since they were now linkable and not hidden behind a paid wall or sitting in your physical inbox. Ultimately, the WSJ set up an RSS feed (found here) for its free features that anyone could now snag.

Many of us who are in this sort of business would suggest that there is a whole generation of people who are going to have a serious lack of actual newspaper / print reading experience (of course, these are the lucky ones who wouldn't get ink on their hands all along) - especially with papers that aren't online for free. A way to attract those people to you, perhaps making them realize the value of a subscription (gasp!), is to show them what you've got. So let's say once a week we get to see Keith's column, and one or two other things, that are linkable and there for the reading - would that get PRWeek a bit more buzz and maybe a subscription or two?

That's my open question for you this week.

January 26, 2006

Interview pitches, sans pitch

One of the things people ask about when talking about starting a blog is whether or not journalists read blogs or search them for information. The answer is that not *all* of them do, but quite a few keep an eye on what's happening in blogs and new media and utilize it either as a starting point for a story idea, a place to get quotes, or a reference area for readers of the finished piece. Another benefit of having a blog or Web presence is the possibility of getting quoted elsewhere. Sometimes a news site, such as News.com, will pick up on what bloggers are saying about a particular topic and quote / link to them right from the article, and sometimes they follow up directly to get some answers. On occasion, it leads to an interview or chat, giving you just a tad bit more publicity than you could drive yourself through blogs and new media outlets.

As a for instance, I'll throw out the example of my pal David Singer, who runs the hockeyfights.com site. Hockeyfights has quite a few members who are excited about hockey and the fighting aspect, but are true enthusiasts of the game as a whole. If you want to find a fight video in the last few years, this is a site to go check out. This morning, 1380 ESPN Radio in St. Louis had David on for a few minutes to talk about the site and what his opinions were on who the best fighters are right now, which teams are the toughest, and more. Right before he made it on the air, there was a great promo for him and the site done by the host, Andy Strickland, who handles the Blues Brunch show on that station. (The St. Louis Blues are the hockey team in the market, if you're not familiar with the NHL) You can listen to the clips on David's site.

So let alone the exposure of anyone listening to the promo during an interview with player Doug Weight heading over to the site, David got to be on the air and share his knowledge about the game and the fight within the game. He has, over quite a few years of working this project together, positioned himself as a great (if not THE) place to go for chat about last night's brawl and to see what it's all about. His site has attracted advertising from HDNet, which is running NHL games in HD this season on television, and has a loyal membership. We don't even need to discuss the bump in traffic that he might get from this appearance, it's the fact that the media is looking for content like this - and by going out and creating a community around a particular topic, David can effectively "own" a significant portion of the fan base for this particular aspect of the game - which is huge. What are you doing right now that you'd like to "own" a part of the market of, or be able to influence the discussion about?

And you thought political blogs were just for the public...

CNET News.com's Daniel Terdiman writes Thursday about how some members of Congress here in the States have taken to blogging - or almost blogging, sans comments - and shares the thoughts of Illinois' Barack Obama and popular blogger Jay Rosen on how this dynamic works with the community as a whole. This is one of those situations where I've seen people bitten by the blogging "bug" have nothing but good things to say about it once they see the impact it can have once the community responds - and it's great to see it getting some good pub.

The quote I want to call attention to, from Obama, is important not only in the political realm but in the corporate, non-profit, or community-focused areas as well.

"Another benefit of blogging is that, as opposed to delivering a speech, you get immediate and unlimited feedback, both positive and negative."

And isn't that the whole point. Think about a focus group where most likely, there isn't necessarily the possibilty of peer pressure, and people are more than willing to state their case - whether they hate your or love you. Sure, it's a tough pill to swallow, but wouldn't you want to know rather than be surprised one day when a message board pops up on the Internet that is dedicated to trashing your company, products or services, or executives? Same goes for politics. Here, these individuals (even the ones without comments, because bloggers can link into these sites) have put their words on the line in a less formal manner than press release or conference, and will surely get responses from their own constituency, and not just the local ones, either.

January 23, 2006

Dear PR People,

Just so you know, those pitches that are a bit clueless, off topic, or just horrid may just end up at one centralized database on the 'net - the Bad Pitch Blog. Don't worry, you get three "strikes" before showing up with your name and all, but it should be pretty big news that this is out there.

[via Blogspotting]

January 20, 2006

Chicago Panel for TMP Marketing Club

If you happen to be in (now snowy) Chicago today or this evening, and are interested in hearing some cool things about marketing in an unconventional sense, then feel free to drop by Northwestern University's Chicago Campus, at Wieboldt Hall on E. Superior Street for The Managers' Program Marketing Club's event, featuring Chuck Porter from Crispin, Porter + Bogusky, among others.

I'll be on a panel with James Bloom, VP of Marketing for Intersport, Chris Henger, SVP of Marketing / Product Development for DoubleClick's Performics division, Chris Miller, Element79's Digital marketing business builder, and William Rosen, Chief Creative Officer for Arc Worldwide. Chuck Porter will be offering the keynote presentation before the panel. The whole event starts at 5:30pm, and more information can be found here.

January 19, 2006

PR Week's take on tech and PR

About a week ago, PR Week's Keith O'Brien published the first entry in a new column, "What goes online," for the publication. Keith focused his initial effort on how public relations firms have reached out to bloggers and have not always gotten the responses they expected. This new column will cover, in the magazine's words, "how technology is changing how companies interact with – and position their wares to – consumers." And it's about damn time, if you ask me.

We've heard tons of things from the market, PR pros who know (and don't know) what they're talking about, bloggers, and others involved in this equation, but this marks one of the first solid efforts I've seen from a dead tree publication (sorry, force of habit) to put two and two together on a regular basis, and not have the random column or op-ed here and there from someone who's handling the merger between tech and PR on a regular basis. If anything, this item and its follow up to come should probably be part of the welcome package to all new PR firm staffers - even if just to show the pitfalls in not paying attention to what you're doing when pitching blogs. We should all hope that we're not becoming so reliant on media lists that we think we can just pitch people without developing any sort of relationship when it's warranted - because that's most certainly happening in the blog world. Firms are finding out about the Technoratis, Instapundits, and Google Blogsearches of the world and going to town, thinking they have now harnessed the blogosphere. Hear that bell ringing in the background? It's your wakeup call - go address it, and don't hit the snooze button. If you do, it's going to affect your firm - and your clients (see: KFC / Gawker - here and here) - and recovering won't be as easy as you'd like.

Tip of the day: Individual blog pages are called permalinks because of one thing - they're permanent.

January 17, 2006

Outlook tasks, tagged and bagged

Over at Lifehacker, they're pointing out a really cool way to use basic tagging concepts within the enterprise. Right now, tagging and folksonomy as a whole isn't exactly the most popular thing within businesses and professional organization, but that's just because the jacket doesn't fit yet across the board. And it most certainly isn't stopping people from trying to figure out what size it needs to be.

Heading over to Michael Sippey's site, he's got an .oft file for download, but he's not explaining so much how to use it. I gave this a whirl this morning, and think it's actually pretty slick - so here's a short rundown on how to import this form for your use within Outlook.

First off, make sure that you've got all the necessary Outlook / Microsoft updates that you should. It's not so smart to go using random forms and other Office / Outlook files without the proper security and virus scanning, so make sure you have all that down pat. (No offense, Mike!) As with anything else software or Microsoft-related, be aware that you're adding a new form that might not react so well with your particular install, so don't take any steps you're not comfortable with. Enough with the disclaimers, let's get down to brass tacks.

First off, scan and save that .oft file from Sippey's blog. The way to figure out where it should go is to open up Outlook's tasks function, and go to Tools > Forms > Choose Form. When you get the dialog box, go to "User Templates in File System." (as seen below)

After choosing that option, the directory on your computer where your new task template should be placed will be shown - save the file there.

Now you've got the file on your computer, but how to use it? If you don't want to have to go through the "Choose Form" option every single time you want the taggable tasks, you can easily add a button to your menu. Right click anywhere on the menu that contains the "New," print, and "Find" options, and click "Customize." On the following menu (seen below), drag and drop the "Task" option somewhere on your menu bar above, perhaps off to the right side.

Before closing the "Customize" menu, right click on the new "Task" option, and select "Change Button Image." Select something you like, then go to where it says "Task" and edit that text. I've called mine "TagTask." Finally, right click again and go to the last option in the menu, "Edit Hyperlink," and choose "Open." This should open up a dialog box that will allow you to browse to the file you previously saved on your computer. Select the file, then click "OK." Click on your "TagTask" button, or whatever you've called it. You should see a form like the one below:

outlooktaskform.png

Enter a task - you'll notice that this form doesn't contain any other variables, such as Due Date, or Outlook's pre-set categories. If you edit the form, you'll find you can add pretty much anything you want, but not all users will have the desire (or time) to do so. This is a basic way to use tagging within the enterprise, and perhaps a first step in a taggable way for more people to categorize email folders. Much like many people have been pulled into the cult of Gmail, people may begin to tag things across the board - or at least want to.

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You'll notice I've tagged my latest Task, "Press my Easy Button," with the tags 'staples' 'press' 'easybutton' and 'meredithtopalanchik' - if these seem basic to you, then there's a reason for it. The point of tagging is that you're not limited or worried about putting things in the wrong "place." I can tag it 50 ways under the Sun, so anytime I'm looking for anything related to the tags I gave it, this task will come up. I don't have to overthink which email folder I'm going to put it in to find it most commonly - it's just "out there," and the tags lead me back to it. Advanced Find is a great function, but tagging allows me a little more freeform than I'd have otherwise.

If you've got questions, feel free to contact me via email, tbiro (at) mww.com, or via AIM/Yahoo! IM at "themediadrop" - otherwise, Cheers!

Bloglines billions

On Monday, the Bloglines team announced that a few days earlier, the service served up its billionth (yes, that's with a "b") article to users. Additionally, check out the chart showing how a datacenter move has made its service even better.

Congrats, Bloglines!

January 13, 2006

But who else is doing it?

Last week, Six Apart's Anil Dash wrote up an item about some big businesses who are using Six Apart software (TypePad, Movable Type) for various purposes, including company blogs. Great information for the staffer who is trying to get his or her company to do something in this space, but is hindered by the "But who else of note is doing anything like this?" question that shows up quite often.

January 11, 2006

Not being all things to all people

Tara Rogue says she's sick of two things - one being assumptions related to people who live in East Youdon'tknowwhereyouare, and the second being the "some people will never use xyz" excuse for the creation of things. I'll second both of those - the first on an editorial level, the second because it's the same issue I have right now with people who say "But blog abc only gets 500 visitors. How is that a good thing compared to so-and-so magazine?" It's not about volume, it's about targeting and quality. Just because half the Internet isn't going to use a particular application today (or ever) doesn't mean you shouldn't create it. Trying to be all things to all people is what has buried some really fantastic projects, don'tchaknow.

January 10, 2006

I want my FeedDemon 2.0!

Anyone else psyched to get their hands on FeedDemon 2.0? Sounds like some folks are enjoying the private beta so far.

[update 1/11] And it looks like NewsGator Online is going to have some nifty updates as well, sez Brad Feld. I don't know about you, but the ability to sync up my feeds so I can have some at home, some at work, all on the 'net, and whatever inbetween is pretty awesome.

It's just podcasting, not an acronym

Chris Thilk IMed me on Monday with a link to this post at Signal vs. Noise about how Creative has backronymed "podcast" with "Personal On Demand broadCAST." It's unclear what the timing is on this, as in when Creative posted this (one commenter says it was sometime last year, another mentions late 2004), but I'd have to say that the "generally accepted" concept behind podcasting is that it's not an acronym for anything.

This is, IMHO, one of the better examples of how the thinkers-at-large get frustrated with marketers attempting to co-opt, rather than just join in the fray, to new trends. It's great to be a thought leader, it's another thing to try and pull the rug out from a generally accepted principle or concept.

January 06, 2006

GoDaddy gets my vote for move of the week.

Over at the Bacon's Blog this morning, Chris Thilk wrote up how we were both involved in a pretty nifty move by the folks at GoDaddy.com on Thursday. I won't steal too much of Chris' thunder, but the gist is like this - we both write at an advertising blog, AdJab, and were both interested in the company's plans for advertising during this year's Super Bowl on ABC. Turns out the company was set to have a press conference yesterday, but there wasn't a way to participate virtually. So after a phone call to Dan Siegel, GoDaddy PR guy, we heard back that a conference bridge was set up that we could call in and listen in on the conference. We got the news up shortly thereafter, and it is, as far as I can tell, the first pickup of what went down in the presser - at least through Google News it seems so.

This isn't to say that every single blog or outlet should (or can) be extended this level of extra effort in every single instance, and we don't know for sure that GoDaddy didn't end up giving the bridge number out to others who were interested in participating. But what Chris and I wanted to highlight is that without even batting an eye, Dan Siegel took it upon himself to figure out a way to accommodate us here, and hopefully our post was worth his efforts in extending the reach of his story - and that was pretty cool.

Climbing the Newsvine

As usual, I'm hesitant to tag too many things as "Web 2.0," but here I'm going to do so. Last night, I received an invite from a friend for Newsvine, a new news service that's currently in private beta. The Web 2.0-ishness of it is that you can literally have your own "column," (mine is tombiro.newsvine.com) where you can write about anything that you consider newsworthy - and so can anyone else. When combined with a slew of other features (detailed below and in the forthcoming links), I'd have to say that this is one of the cooler things I've seen of late. The man behind the project (assuredly with others) is Mike Davidson, formerly of ESPN.com.

Back in November, Davidson announced Newsvine, calling it "Just like your favorite news site, only smarter." It's got a combination of Associated Press and independently published stories - and within any story, you can "vote" for it to make it more popular, like Digg, and you can comment on any story, like most blogs. Additionally, you can "report" links to the appropriate authority for delisting, if necessary. One thing that I *really* think is awesome is the bookmarklet-like "Seed Newsline" feature, which allows you to just click once and submit something to Newsvine for others to see - a great timesaver, and super helpful for those of us who are either a) regularly publishing elsewhere and don't always have time to publish more content here, but want to contribute or b) are better at filtering and can point people to a ton of great stuff.

Obviously I can't explain it all, and you really have to see it to believe it. However, Anthony Casey has a great runthrough over at his blog, Escape Crate. I advise you to check it out and see what you think.

Lots more here at Technorati.

January 05, 2006

I'm mobile, are you?

Earlier this week, Steve Rubel posted a call-to-action for folks to "mobilfy" their blogs. Definitely a smart move, and considering its ease, it's a wonder more folks haven't done it. I chose to go with WINKsite for the MWW blogs, and you can see the logo on the lower portion of my sidebar. The mobile version of OTD can be found at http://winksite.com/otd/otd, and our CEO Michael Kempner's blog, MWW Straight Talk, can be found at http://winksite.com/otd/straighttalk.

If you're concerned about how difficult this is to do - don't be - it's literally as easy as setting up a free account at WINKsite and pointing it to your blog's RSS feed.

Lexus IS gets the new media treatment

ClickZ's Pamela Parker reports Thursday that Lexus is going all new media on us with its latest campaign, LexusFusion.com, which is using podcasts and video to market the new IS model. This marketing effort is specifically aimed at the African-American community, and features music selections in the hip-hop / jazz fusion genre. In addition to the above-mentioned elements, Lexus is also advertising widely on blogs.

[via Marketing VOX]

January 02, 2006

How blogging continues to reach into business

The Dallas Morning News' Mary Jacobs writes this week about how blogging has made its way into the world of business, with many companies bringing in individuals to blog on behalf of their firms, and the moves by other companies to add blog-related responsibilities to the tasks of marketers and public relations staffers.

To generate traffic, a good corporate blog can't just spout the company line, because readers expect the openness and even irreverence that characterizes most blogs. Corporate bloggers must balance readers' expectations of freewheeling self-expression with the goals of the corporation.

This quote is what I'd consider most important out of this whole article - it's key that companies realize that they can't just post blog entries about every little thing going on at the company, making it sound like a commercial. If you add value to the blogosphere, the blogosphere will return the favor.