12.20.09
Posted in E-marketing, Online PR at 12:33 pm by admin
When I prepared the material for the conference PR Serbia in October, I watched the Tippingpointlabs’ video - The Influence Pyramid, and I came up with two concepts - New Online Media Landscape (3.0) and The Trust Building Framework. In this post, Online Media Landscape 3.0 is explained (presentation).
Online Media Landscape 2009/2010 - The line between classic and online media is blurring
When the media is perceived in the context of online influence, there is no exact line between the types of social media and the classic media. The focus should be on the target groups, and the goals of an organization, considering reacing a right audience.
Brand Media
Brand Media combines classic media with new online media. Almost all very popular online media outlets become a brands, comparable with classic media brand values. The examples of brand media include Huffington Post, Engadget, Techcrunch, etc.
A majority of online users have the same perception on purely online media and popular blogs, at the same way as they consume classic media Web sites.
Agregation Media
Aggregation Media are mainly a social media outlets. They have risen as the important online syndication-based source for the filtering the information, tailored by an user needs. The examples include Digg, Delicious, Google News, TechMeme, AllTop, etc.
Aggregation media bring visits to a syndicate Web sites (the owners of content), and users have option to follow a plethora of online sources through an aggregation media.
Amateur Media
Amateur Media are the product of user generated content (UGC). Milions of blogs, social networks, forums and other forms of social media profiles, based on user generated content, are generally created by some amateurs (“unknown crowd”). The examples are users’ accounts on Twitter, Facebook, Blogger, Youtube, Flickr, etc.
Those “amateurs” are not perceived as “serious/influential media” (by media experts), until they enter in the field of brand media.
Consumer Media
Consumer Media are the product of user generated reviews, on a classic Web sites, as well as on a social media platforms. If a Web site generate the users’ opinions related to some products and services, that Web site is consumer medium which directly influence the buying behavior of an user.
E.g. the shops with influential user reviews like Amazon.com, or IMDB.com are also Consumer Media, as well as review-based websites like Epinions.com.
Custom Media
Custom media is a marketing term referring broadly to the development, production and delivery of media designed to strengthen the relationship between the sponsor of the medium and the medium’s audience.
Organizations create custom media, and they are in the strong competition with an advertising-based media, using a different revenue model. The main goal of custom media is to achieve as much target audience as it can be, at the similar waz how it is done bu classic media. The differnce is in the editorial focus, as well as in the revenue model. The examples include GSK Alli, UPS Compass, Oracle Magazine, etc.
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09.19.08
Posted in Online PR at 6:49 pm by admin
There are a significant number of different reactions related to recent study “When did we start trusting strangers…” by Universal McCann.
When the study is observed through the organizational communication level, there are the strong evidences related to the proliferation of less controllable online communication environment, through the significant rise of new “super influencers”.
“In Brazil a stunning 24% of active internet users fall into the super influencer category. They are followed by India, Mexico and Pakistan – demonstrating how internet users have found their voice thanks to their massive use of social media in these markets.”
In addition, I would like to emphasize the issue raised on the ReadWriteWeb discussion related to mentioned survey – What is an offline relationships impact of an online influencers? In my opinion, there is a lot more chance that offline influence of some person can be spread easily in online world (when the reputation management transfer is done correctly), related to pure online engagement of some person.
My experience tells me that the best influence results I have in the face-to-face communication, in both cases – when I know person from offline and online World. The best examples for spreading an online influence in offline world are niche conferences… It is the easiest way how to meet influencers and brought their attention to you.
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05.09.08
Posted in Online PR at 2:35 pm by admin
Here is my presentation on Glocal 2.0 conference which is overview of some of the recent tries to define blog and social media influence metrics.
I am very glad that the Robin Hamman from BBC has the post about my presentation. He has one of the several most influential blogs about journalism in UK.
I can only add to Robin’s review that the most important factors of social media influence measurement (processes) and metrics (attributes) are who are the visitors of some blog (are they influential related to given content).
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05.04.08
Posted in Online PR at 11:20 am by admin
John Tozzi from Business Week, practically declared Online Reputation Management Services as the industry itself, recently through the article “Do Reputation Management Services Work?” and the interview with John Battelle.
As the value-added content for the mentioned article, there are the 12 slides covering the management of a company’s online reputation, where is very clear that the online reputation management strategy is actually social media optimization strategy.
ORM and SMO are very advanced online PR activities, with a lot of proactive work, but the reality is that a majority of companies use reactive response to the negative online coverage, as Andy Beal wrote in his article, as the reaction of the online reputation management service industry declaration.
The activities regarding the suppress of a negative online coverage on the search engines - Search Engine Reputation Management, are practically a reversed SEO. SEO practitioners extend theirs services, and a companies are only cover the problem, away from solving it.
It means that we are so far away from a mass use of the proactive strategies regarding the online reputation management.
Btw. If you like this article, you can vote for it on Sphinn.com.
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04.21.08
Posted in E-marketing, Online PR at 4:48 pm by admin
Yesterday, I thought that it would be interesting to find out how the most influential bloggers related to e-marketing and online PR subject, perceive “conversations” on their own blogs. In other words, is it easy to post the comment on their blogs, and what are the benefits of posting comments on the most influential blogs.
Today, I read the article “Who Are The Top Tech Bloggers?” from TechCrunch, and now I want to cover subjects - Who are the most influential bloggers, and how they interact with their users/site visitors. I am using as example only a several of the most influential bloggers, and you can extend this “observation” by your own opinions (please do).
Who is missing?
First, I have to notate that mentioned TechCrunch’s list, within the more influential (and better) list AdAge Power 150, do not have the all needed sources to discuss the most influential blog sources, or bloggers.
For example, in my opinion one of the world’s leading e-marketing expert is Dave Chaffey, and I did not see his blog around some lists of the most influential bloggers. He is maybe the only person I read about (including his books) who combine the REAL e-marketing science knowledge, with the REAL e-marketing practice.
It is the pretty similar situation with the E-consultancy news-blog. E-consultancy services, within the services provided by MarketingSherpa.com (Sherpa Blog), are the most serious online services related to e-marketing and e-commerce industries (in general) for the professionals in these fields.
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04.19.08
Posted in Online PR at 10:04 pm by admin
This article is about how to put the brand positioning (brand awareness and brand recognition) in the context of online reputation management and social media optimization activities. In addition, there is the separation of SMO activities on the technical and communication level of online engagement.
To achieve the strategic approach for the implementation of social media optimization (SMO), there is a need for the framework through which will be possible to facilitate the activities, related to online the reputation management strategy and its implementation in a social media optimization activities. This framework should be done in the accordance with the desired image sent by an organization in online environment.
Brand/Reputation Management and Social Media Optimization Matrix
Proposed framework – “Brand/Reputation Management and SMO Matrix” (inspired by Rohit Bhargava, “Social Media Optimization”) represents two different brand perspectives, related with the organization’s goals in a social media environment, and its repercussions for an organization’s reputation: Brand Awareness and Brand Recognition SMO activities.
Online Reputation Management and Tactics
Developing online reputation strategy and tactics in the field of social media activities depends on the brand perspective, or on the actual online/offline brand position in the minds of users [1]. If two different organizations have the same strategic goals (see picture below), unknown organization will have different activities to achieve desired goals, comparing to an organization with a well developed reputation and brand architecture. “Brand/Reputation Management and SMO Matrix” is the proposed answer to the different organization’s activities, related to the brand position.
Brand/Reputation Management and SMO Matrix
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04.14.08
Posted in Online PR, SEO/SEM at 11:14 am by admin
Scott Hendison have a very interesting article about current state of link building, and he actually talks about that the best SEO technique is – publicity!
It is not a SEO business anymore, and it was not ever.
From the time Google came on the spot, there was the three part SEO business practice: on-site optimization (HTML/URL code optimization, text optimization) and off-site optimization. The best results with the text optimization and the off-site optimization (link building) is always done the best with the people who have the publicity creation knowledge.
It means that the best SEO practice is about more than 90 percent the publicity business, and it is more and more obvious…
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04.02.08
Posted in Online PR at 11:36 am by admin
The study “New Media, New Influencers and Implications for the Public Relations Profession” was conducted by a team of Fellows of the Society for New Communications Research, from September 2007 - November 2007.
Survey Methodology and Sample
The population of interest was “social media power users,” i.e., communications professionals with a deep knowledge and heavy usage pattern of social media tools including blogs, podcasts, online video,social networks, and other new and emerging communications tools and technologies.
Of those organizations surveyed, 78% use blogs, 63% use online video, 56% use social networks and 49% use podcasts in their organization’s communications initiatives. The total sample size for the survey portion of the study was 297 communications professionals: 37% of whom were public relations / marketing communications professionals working within an agency, 35% of whom were in-house public relations and corporate communications professionals; 22% were public relations and marketing communications consultants; 4% worked for media companies and 2% were advertising and/or brand marketing professionals.
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03.25.08
Posted in Online PR at 9:44 pm by admin
Last days, when I search for Social Media Releases (Technorati.com tag search for SMR, SMPR, SMNR…), I find more and more (let’s say it) not good articles about this issue (hype, buzz). Although there are great basic articles about SMR (e.g. Brian Solis is my favourite - he should create the e-book about it), I agree with Brian Oberkirch, Stowe Boyd, Todd Defren, and others (old posts, but still fresh), that there is a long road for the better use of SMR.
When you look some SMR examples (there are some very ineresting cases, like Ford SMR series), you can see the links for Del.icio.us, Technorati.com, Digg.com (…) searches; and it is very hard to found any interaction (some user engagement efforts from SMR authors), there.
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10.13.07
Posted in E-marketing, Online PR at 8:30 am by admin
Mr. David Reich, Interim Executive Director, IAOC , asked me to publish the announcement regarding the Internet marketing communications education hosted by International Association of Online Communicators (IAOC). IAOC is a nonprofit professional organization devoted to the sharing of knowledge and information among professionals, educators and students in the fields of online public relations and marketing communications.
The program is called “This Week on IAOCblog.com” and takes place on www.iaocblog.com from Oct. 15 - Nov.16, 2007.
Here is the complete announcement:
Subject: Industry Experts Blog Hot Topics in Online Marketing
The International Association of Online Communicators (IAOC) has just begun the Fall 2007 season of the popular educational blog show, “This Week on IAOCblog.com.” The program is free and open for PR, marketing and online communications professionals, educators and students, as well as anyone interested in discussing hot topics and trends in Internet marketing communications.
The Fall season kicked off September 24 with guest blogger Peter A. Gloor of MIT’s Sloan School of Management, who blogged about analyzing workplace communications. The season continues Oct 15 with computer communications expert Dave Taylor answering that menacing question: Is it okay to get paid to blog?
The blog show features a different guest blogger each week. Guests are renowned professionals, educators and authors in the field of online communication.
Here is the Fall lineup:
October 15-19, 2007
GUEST: Dave Taylor, Blogsmart, Ask Dave Taylor
TOPIC: Is It Okay to Get Paid to Blog?
October 22-26, 2007
GUEST: Ted Demopoulos, Blogging for Business
TOPIC: Should CEOs Blog?
October 29-November 2, 2007
GUEST: Dianna Huff, Marcom Writer Blog
TOPIC: Writing Search Engine Friendly Copy
November 5-9, 2007
GUEST: Lois Kelly, Foghound
TOPIC: Conversational Marketing: Mood over Matter?
November 13-16, 2007
(Nov. 12 is Veteran’s Day)
GUEST: Shel Horowitz, Ethical Marketing Expert
TOPIC: Blogger’s Code of Ethics: News or Ruse?
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