posted by Nicolette Beard @ 10:27 AM
Information overload has led many of us to believe we suffer from Adult Attention Deficit Disorder. Our fingers fly across the keyboard scuttling along just to stay current. “We don’t want to be left behind!” our inner child cries.
One of my goals as a web marketing consultant is to sift through the vast effluvia of Internet and Social Media “news” and give readers a synthesized version of what really matters. As a business person first and marketer second, anything I share must pass the test of answering the difficult client question, “So what?”
My posts are a way for you to peek inside my brain, plus I’ve raised my level of speed-reading to a science. So you gain insight and efficiency all in one stop.
My top pick for the week goes to Brian Solis, a self-described digital analyst, sociologist, and futurist, who writes about the effects of emerging media on the convergence of marketing, communications, and publishing.
His blog post, on humanizing the social web, is long by blog post standards, but he saves you time from reading all the “buzz-worthy” books. You can also feel confident that your boss or client will gain clarity about this whole “social media” thing and be better for it.
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3.19.2010
posted by Nicolette Beard @ 4:09 PM
According to Econsultancy, IBM recently published research showing that about 80% of those who begin a corporate blog never post more than five entries. Herewith are the keys to creating a happy home for your blog readers and steps you can take that will prevent you from ever becoming a blog orphan.
1) Take a practice run. This first step is so obvious I can’t believe I just figured it out. No one says you have to publish your first written entry. Based on the above statistic, I’d recommend writing five entries before publishing at all. You need to find your voice and rhythm before going public.
If after that time, you think you might like the life of a content producer (sounds fancier than blogger, doesn’t it?), then you can space these out over two weeks and continue writing 2-3 posts a week. The pressure’s off, and you can begin to enjoy the experience.
2) Enjoy writing. This also may seem obvious, but I’ve read many a blog where it was clear someone had told a company that sells industrial pipe to “start a business blog.” Take it from me — I author three blogs and post here frequently. If I didn’t like to write, no amount of money or coercion could get me to write. That said, one of my blogs is on its way to becoming a blog orphan. (Hey, there’s only so much time in the day.)
3) Have something to say. Most people who enjoy writing believe they have something worthwhile to say. The best blogs are written from a unique point of view. Presumably, you have a certain expertise you want to share with a target audience. It doesn’t matter how niche the market may be, the Internet is so vast that people are searching for solutions on every conceivable topic.
Google estimates that, 33+% of daily searches are UNIQUE. This means that you can carve out your own search space based on what you know and establish a beachhead before your competitors figure out this “corporate blogging” thing.
After you’ve been blogging a while, you’ll be consistently amazed at the variety of search terms people use to find your site. They have a business problem, and your business blog now provides the solution. You will become viewed as a trusted resource; a resource they’ll share with others.
4) Want to help others. Blogging is a lonely pursuit. When you press the “publish” button, the black hole of cyberspace takes over. If your intention is to help others, answer questions, guide visitors to quality resources, you will be rewarded in surprising ways.
There are excellent write-ups on creating a blogging content strategy, but after five years of blogging, I think that following this blogging advice, borne from hard won experience, will serve you over the long haul.
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3.17.2010
posted by Nicolette Beard @ 3:45 PM
The Internet has created in us the need for speed. Some days I’m moving so fast, clicking from link to link, that I hope none of my coworkers ask how I arrived at my conclusions. If I had to source every link I clicked and website I visited, there wouldn’t be time left in the day to actually CREATE.
Seth Godin describes this behavior in a recent post: Driveby Culture and the Endless Search for Wow.
The illusion of speed creates unrealistic expectations for both consumers and businesses. The reality is that designing a website that works or solving a complex problem takes time.
The Twitteratti want us to believe that you can create change in snippets. As Jeffrey Hayzlett, CMO Kodak, said, “How can I be a thought leader in 140 characters?, when asked why he wasn’t leading the social media charge for B2B companies.
Godin writes, “More and more often, we’re seeing products and services coming to market designed to appeal to the momentary attention of the clickers. The Huffington Post has downgraded itself, pushing thoughtful stories down the page in exchange for linkbait and sensational celebrity riffs. This strategy gets page views, but does it generate thought or change?”
As any creative artist will tell you, designing for the masses is a soul-less pursuit.
The Internet is so vast that we (marketers) need not succumb to the zero-sum game of pursing the latest in what’s popular. The “idea merchants” who are succeeding online ignore the click and leave crowd. Instead, they’re focusing on their true fan base. It only takes a tiny slice of the Internet audience to make your voice heard or your product known.
Just ask Hugh McLeod, entrepreneuer, who launched a boutique wine solely using the Internet. In his spare time he draws cartoons on the back of business cards. He sent an email in January announcing that he was pulling back on cartooning (gasp!) to invest more time in the audience that matters: customers who return and also take action.
As Godin states, “When there’s no commitment of money or time in the interaction, can change or commerce really happen? Just because you can measure eyeballs and page views doesn’t mean you should.”
Spreading ideas, changing mindsets and creating something worthwhile for an audience that cares, takes time and effort. But when design merges with a cause, then the clicks can matter.
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3.15.2010
posted by Nicolette Beard @ 3:20 PM
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3.10.2010
posted by Nicolette Beard @ 1:05 PM
As the economy starts to perk up, more visibly in Houston then in other parts of the country, it may be time to measure your customers’ perception of your company. Most companies will know whether they’ve gained or lost market share. But do you know if you’ve lost “mindshare?”
Knowing where you’re positioned in the marketplace relative to the economic recovery is critical to determining how to shift a brand or if any change is needed at all. This is where a brand audit can help.
A brand audit is a holistic way of looking at your business and how your company’s value proposition matches the way it interacts with the rest of the world.
Essentially, brand audits are designed to sort out perceptions about what your company stands for from both internal (your employees) and external customers. Often, the company President or head of HR is too close to the situation to remain objective, so it’s wise to consider an unbiased third party. (hint.hint.)
Mark Healy, partner at Satov Consultants, identifies 4 key components of a basic brand audit:
- Know what’s included in the scope and what’s going to be left out.
- Design study areas and questions that will yield results (data).
- Decide who conducts the interviews and get going.
- Analyze results. Are there themes or gaps?
The fifth step (which is mine) is assess your company’s brand strengths and weaknesses accurately from the data gathered and apply that knowledge consistently across every communication touch point. Your brand audit is only as good as the strategic thinking behind it.
The complete article can be found at The Globe & Mail.
