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Reputation Management: It’s A Big Ass Internet

November 20, 2008 By 5 Comments

iStock_000005662949XSmall The other night I had a special and impromptu radio show talking about social media and what has become known as the  the Motrin video debacle.

During the discussion and roundtable of experts,  we talked about the idea that Johnson & Johnson, the parent company of Motrin, and more specifically, McNeil Consumer Healthcare the company that is heading up anymotrin campaigns, was not listening and did not respond to the situation in a quick manner.  That perhaps they had an opportunity to jump on this before it got to the heights it did and they could have done something more.  The response, and apology and the aftermath is a different post altogether.

In that discussion one of my guests, Jessica Gottlieb, mentioned that the company is big enough to have a team dedicated to listening to what is being said about them online.  I debated that this was not the reality of the situation. Even the largest of companies have no idea what is being said on a regular basis and they in fact have nothing in place to help them with this idea.  This also made me think of a scene from one of my favorite movies:

President: We didn’t see this thing coming?

 
Dan: Well, our object collision budget’s a million dollars. That allows us to track about 3% of the sky, and beg’n your pardon sir, but it’s a big-ass sky. ~ Armageddon (1998/I)

The line in the movie refers to the fact that a big asteroid the size of Texas was about to hit the earth.  The President of the United States wanted to know why we were surprised by this fact.

I thought about the Motrin incident with the Mommy Bloggers and the Internet in the same fashion.  Turns out the YouTube Video referred to was released to the website in September and didn’t really get known until a month later.  They were completely caught unaware.  The video went viral over a weekend, and I am sure that the folks that are in charge of the campaign were all home for their weekend off and had no idea what was coming.  The Internet doesn’t take weekends off. Monday morning, I can picture the CEO standing in a boardroom with the same conversation as above.  The department head responding the same way, “we are sorry but we don’t spend much time or money on this kind of thing.”

ups I recently attended,  as a representative of the IBNMA,  the Blogwell event put on by the Blog Council in San Jose a few weeks ago and I was introduced to this very idea by Debbie Curtis-Magley, at United Parcel Service.  Debbie is the whole department for their social media campaign as it relates to their online management or brand reputation management and quipped about having difficulty tracking the entire Internet, and knowing that their are quite a few people writing online about “sit-ups” and “chin-ups.”  She has her work cut out for her because like above, “it’s a big ass Internet”.

There are quite a few companies out their that do help companies with their online brand and reputation management and they have proprietary applications that they use to accomplish their task.  They specialize in making sure you are alerted to what is being said about you, your company, or about that crazy YouTube video you put up on your website that set off a wildfire response in the blogosphere.  They can also be there when something good happens.  Normally however, and most unfortunately, the good stuff does not get quite the play as the bad stuff.  What is being said about you and your company?  Are you listening?  It is after all a very big ass Internet.

I would challenge the people I mentioned above to leave a comment if you are monitoring the Internet.  Did you read this post or see it come across your screen?  Debbie, did you pick it up?  Jessica, can you leave a comment here in more than a day or two? How about my own folks at the IBNMA?

Filed Under: Advertising, Blog Mining, Blog Tools, Blogs and PR, Business Blogging, Findability, Marketing, Media, Mediasphere Radio, Services, Social Media

Live From Las Vegas

September 23, 2008 By 1 Comment

btr_logo_black.jpgIt’s not exactly “Live From Las Vegas”, okay it is actually recorded from Las Vegas, but you can get a listen in on an interview that was done of me while I was out at Blog World and New Media Expo in Las Vegas last weekend. I intend to post some other thoughts on the experience, but wanted to give props to the folks at Blog Talk Radio and especially Mr. Daily who did the interview.

Listen to the show.

Feel free to get over to Blog Talk Radio and listen to some of the pre-show interviews I have done with Rick Calvert as well. We will be doing post show interviews of some of the sponsors, speakers and exhibitors as well so stay tuned and we will be providing a lineup of people we intend to talk to and interview about their experience in Las Vegas.

Filed Under: Blog Consulting, Bloggers For Hire, Client Sites, Conferences/Trade Shows, Marketing, Media, Mediasphere Radio, Services, Social Media Tagged With: , , , , , , , , , , ,

Technorati Changing The Way It Does Business

February 29, 2008 By 1 Comment

richardjalichandra Technorati has been an icon of the blogosphere since Dave Sifry began the company to track blogs and provide bloggers with statistics and search.  It was the first thing people downloaded to their blogs, and the first part of setting up a blog.  They seem to have lost that celebrity status.  There are so many companies that have been cracking away at that Technorati keystone that it appears they may crumble.  I have been waiting to hear some news from the Technorati camp and it appears that news is bubbling up as reported by TechCrunch.

When I talked with Richard Jalinchandra in Las Vegas at the Blog World Expo in November, he mentioned then that Technorati was in for some changes and that he wanted to lead the company back to its glory days.  He couldn’t talk then about what he was doing but it seems that the cool stuff I expected and the things the head of marketing, Aaron Krane,  talked about on my Social Mediapshere radio show would make them a shining star again.  I didnt expect them to enter the advertising arena.

Tris an I questioned them on why they were not indexing search results past six months and it looks like they may be rethinking that with adding an advertising component to their search.  Arrington states:

Technorati will certainly be competing head to head with FM, although sources say they’ll focus on the long tail of the market as well (FM only takes larger sites). The network will be a self-serve exchange for bloggers (and other publishers) as well as advertisers. Ad units will include both display and text ads, and will allow units to be charged on both a CPM and CPC basis. (emphasis added)

I was hoping that Technorati would be adding some features that would be more than just another way for bloggers to add a revenue component to their blogs.  I want to see them return to an application I would run to five times a day because they offered a way to see stats and a something that was cool to experience as I did back in the day.

This is part of the reason I have hooked my wagon to the folks at Lijit*.  I certainly see that they have ideas to make their “wijit” something that is a first add-on to a blog.  I am not sensing that Technorati has that coolness factor in mind.  I certainly understand that after raising $20M in funding you might want to start thinking of making money and perhaps they will change the way they run their business and we have only seen the beginning of their new glory days.  It appears Richard is doing his job of CEO and is running the company in the best interest of those investors, but I for one want to see them do some things they used to do, only better.  Don’t make it about the page views make it about the blogger and a company that every blogger loves to use.

[photo via Brian Solis]

*Lijit is a client and I do some evangelism for them.

Filed Under: Advertising, Blog Metrics, Blog Revenue, Blog Tools, Blogging News, Blogonomics, Business Blogging, Marketing, Mediasphere Radio, Social Media

Startup Companies Making Money From Free

February 20, 2008 By 2 Comments

I have been thinking about the comment left on my post about Blog Talk Radio and their attempt at monetizing their application.  Then I read today over at HipMojo the article about why companies that are basing themselves on ad revenue will fail.  It helped me formulate my own opinion about how companies in the tech world are struggling with making money.  It is a dance that seems hard to learn.

The game plan seems to be along these syllogistic lines.

  • Come up with an application that fills a need.
  • Develop the application.
  • Launch it and see if it scales, get user feedback and adjust its use accordingly.
  • Begin to build your user base until you reach some determined tipping point number. (This is probably the most difficult step in the overall business plan.)

These are the initial outlines I have seen.  During this period you may have an angel investment or a small first round to get to the tipping point number.  The next step is where it gets tricky.  Now that we are at our initial goal, how do we make it profitable?

Companies have built the trust and admiration of their users by providing a great application that is free and useful.  The users are making it an integral part of their lives.  The company has developed and gathered this large community.  They must leverage that into real money.  As I see it, they have but two choices, advertise or begin charging for the service they once before gave away for free.  A blend of these two would be a third choice.

Advertisers want eyeballs and reach.  The users are what they seek, and the more the better.  It’s all about the page views and the numbers generated from people.  Fewer users, the less they pay for your real estate.  Increasing page views and users increases revenue.  This is a hard fact as CEO’s try to guide the company to profitability.  If an application has 100,000 users it is worth more to an advertiser than 10,000 users.  Companies sell to advertisers and tell them, “We have 100,000 users at X amount of page views.”  The media buyers line up for those numbers.  Problem is, companies such as Blog Talk Radio have to sell based on those numbers, but then they must get the customer or users to get behind the plan. If they ask the users permission perhaps they only have 50,000 of the 100,000 users that will allow ads.  Now their property is worth 50% less to advertisers, and they don’t make money at that level.

Their second choice.  They begin charging the users for using the service.  Or as I indicated above the third choice, charging those that elect not to have advertising on the application a premium. The third choice allowing both opt in and opt out income.  This is risky as you may chase off users that were really sold on the application that was free, but not so warm to paying a fee for the service, or having advertisements show up on a usually clean page. 

It’s a chess match played by advertisers and CEO’s and ultimately users.  How can they all be happy?  I’m not sure that is entirely possible but their must be a compromise somewhere.  Companies are struggling to be profitable, advertisers are cutting their spend to increase their return on their own investment, and meanwhile, the user holds the power of being part of the community and whether the user wants to sell their eyeballs.

I have been touting 2008 as “The Year of The User.”  Companies have been building their user base.  The power the users hold with their attention and their eyeballs and presence make the other parties to the dance want to court them.  I’m not sure the answer, but I think ultimately it will raise the cost of advertising, and may force a new metric not based upon the number of eyeballs and page views.  Who flinches first has not been determined.

Filed Under: Advertising, Blog Metrics, Blog Revenue, Blogonomics, Marketing, Media, Mediasphere Radio, Partnerships, Services, Social Media

Blog Talk Radio Learns Monetization and Forces Endorsements

February 15, 2008 By 2 Comments

btrlogo I am a really big fan of Blog Talk Radio and have met Alan Levy, John Havens, Lisa Padilla, their newest addition, Kris Smith, and have spoken to others in their organization.  They are a bunch of great people.  They have a super application that is easy to use, is free for its users, and overall they have allowed me to have a radio/podcast show where I otherwise would not have had the ability or technology.  I can use something I am familiar with using, my computer and my phone.  I have done numerous shows on Social Mediasphere Radio and on Blog World Expo Radio and have praised them at every step.

This is why it will be difficult for me to shell out some harsh criticism now.  It is more than a small matter to me.  The have moved to their next level of “monetization” of their application.  After all, companies must make money and this is new territory still and companies are working hard to figure ways to get into the black.  I know first hand of companies that are making this a priority for 2008.  There has yet to be a surefire way for people to do this besides the obvious, advertising.  Blog Talk Radio is no different.

I received this email from Frank Neill, Director of Advertising, today that indicates that they are moving into this next phase of monetizing their application.

Dear Host,

Thank you for being such an important part of  BlogTalkRadio. BlogTalkRadio just recently passed 52,000 shows since we launched the company in the fall of 2006. We have created a community of thousands of hosts and millions of listeners. And, through the RevShare program, we are all in this together!

Obviously I am not the only one that loves the program and their system.

In January 2008, we launched a RevShare program where our hosts have an opportunity to participate in the revenues earned from advertisers. If you have not yet joined our RevShare program, you can do so by completing the RevShare form located at [link omitted].

I am always happy to earn money from my efforts and if a company is using my content and my participation to earn that revenue, I think it is actually only fair that they offer me a piece of the pie.  But this is where the email turns south for me.

RevShare hosts will earn 35% of all revenue for advertising from their shows, and they can earn 50% of revenue from their sponsors that they bring to BlogTalkRadio. With our RevShare program in place, participating hosts will earn money for downloads and page impressions they generate. Keep in mind that BlogTalkRadio will serve ads on your show even if you have not opted in to the RevShare program. [emphasis added]

Big scratching noise across the LP for that last sentence.  If I’m to understand that paragraph, I can opt in to be paid for my content on Blog Talk Radio and they cay earn money and I can earn money, but if I don’t opt in to the rev share, they are going to put ads on my content whether I like it or not.  Huh?  What if I don’t endorse the product that is being advertised on my content?  Perhaps I have a religious, political, or moral reasons I don’t want to have a certain company using my content for their gain.  The tone behind it is one that is difficult to swallow as well.  “We’ll do it whether you like it or not.”  I know that was not the company intent.  A conversation with John Havens confirms it was in no way the company’s position.

The email goes on to say how they will be paying out for the revenue earned, and then talks about some ads already in place for “Run In Network” ads that run on all shows.  Examples given are “LifeLock, AccuQuote, Rosetta Stone and Internet Speedway.”

What if I don’t want Internet Speedway showing up on my content.  What happens if I am a direct competitor of theirs?  I have no control over their being splashed across my Social Mediasphere show?  I don’t endorse or approve of their business, but I am now forced to accept that forced endorsement?

To me as a business owner it is unacceptable.  Would I pay for ads not to appear on my shows or would I pay for a “pro” account” to control my own ads?  I probably would given the benefits I am receiving, but to put an add on my show that I do not endorse or don’t want is madness.  John made mention that this may be an offering that will later be put into place.  Yes, growing pains are just that, painful.

I have spoken to John Havens at Blog Talk Radio for comment about this and as always he is the very professional and asked that I speak directly to Frank Neill the advertising director. I will certainly post a follow up to that conversation.  I’m also about to scour the terms of service as it may reveal something I have missed.  I guess I don’t often rant about things here so this is new ground for me, but I guess I should ask, “Am I making a mountain out of a molehill?”  How about suggestions for the team at Blog Talk Radio?

UPDATE:  If anyone had any doubts about how cool the team is at BTR, check out their response from Frank Neill in the comments here.  I also want to reprimand myself for forgetting to change the title here after I spoke the first time to John Havens.  I changed the content but forgot the title.  I wont change it now but I think more appropriate title should be more like “Blog Talk Radio Enters Monetization and Learns How Hard It Can Be To Make A Buck.”  My hat is off to them as they give away the cow and try to sell the milk to their users.  I think a new post is now forming as well.  Are we too used to getting things for free?

Filed Under: Advertising, Blogonomics, Marketing, Media, Mediasphere Radio, Social Media

Scoble is King Leonidas on the Attack of SEO

August 28, 2007 By 2 Comments

As I finished up the three part video series that Robert Scoble produced, I had to chuckle somewhat at what appeared to be the beginning of a battle not too unlike the recent movie 300 regarding the Xerxes battle with King Leonidas. I have been reading the responses throughout the blogosphere and I have a feeling the arrows being sent in his direction will virtually blot out the sun.  As in the movie, I’m sure Robert would reply with the fact that he will just have to fight in the shade.

Why is he so outnumbered in this battle?  He is taking on the almighty dollar, and the master of all things monetary, Google.  I have not had an opportunity to re-watch the videos and take notes, but I wrote a few things down as Robert uncovered his revelation of the death of Google.  What it seems he was getting at was the destruction of paid search.  This of course is the core of Google and how they became King Xerxes, eating up and devouring everything in their path to the search world domination. He preaches of a land of milk and honey that we would all consider “organic search”.  The perfect results of each query, without the “noise” of spam or paid search. 

His champions in the fight seem to be Techmeme, Facebook and Mahalo.  These three fighting side by side may be the answer to his call, but unlikely to be the final answer to the new age of search. 

Techmeme is difficult to understand somewhat as it relates to the search world, but I do tend to get my news in the tech industry from this site.  I do trust its results but don’t always find that it is all-inclusive of the things I might find important.  I have to go outside the realm of Techmeme to get more in depth of what I’m looking for in information.

Facebook is still to young  and too untested for me to really put mush stock in it as a search tool, but we did discuss Facebook at length in our show today.

Mahalo?  This seems to me to be a little too controlled by the man behind the mask in Jason Calacanis.  He discussed the idea of bias at Gnomedex, but until I can filter out the human filter side of things, I really don’t want to have 100 people dictating what I can find on search.  It will take a while for this application to really show promise, but it might be one of the better ways to eliminate the paid search noise discussed by Robert in his video.  The only thing I don’t have an answer to is when will Jason Calacanis throw the switch and create his own noise?

I have some reservations about Human whisper and the Computer noise, but I think we are early in the war.  I like the idea of mashing the above models together for the perfect search tool.  At this point I’ll stand behind Robert and fight the spammers, the sploggers, and the noise he identifies.  Where I don’t stand is next to him when he lumps the likes of Danny Sullivan and the rest of the SEO world into the spam world.  I think there is room for the technology types to help shape the tool he discusses.

 

Filed Under: Blogging News, Business Blogging, Findability, Marketing, Media, Mediasphere Radio, Search Engine Optimization, Social Media

If You Missed Mediasphere Radio Today-Listen to Jeremiah Owyang and the gang on the archive

August 22, 2007 By Leave a Comment

Did you catch the show today?  No?  Well you missed an awesome one.  Yes, I know I say that every week, but IMHO they are getting better and better every week.

This week Jeremiah Owyang was our special guest, but no sooner did the conversation get rolling (we started with Hitachi), than did Chris Brogan call in (he pinged me on Skype first and I invited him)!  Wait, the fun doesn’t stop there.  As we’re getting into talking about Facebook, Teresa Valdez Klein calls in!  I guess she couldn’t wait, because she’s our guest next week.

The conversation was really rocking, so rocking that I’m going to have to listen again to get it all.  Lisa Padilla was asking questions via Skype.  I think questions were coming in via Twitter as well(from Jason Preston and Jim Hathaway and later from Teresa herself) and I was trying to make sure I didn’t keep people on hold too long on the switchboard (and watching the back channel too!)

Oh but it doesn’t end there!  Our good friend, and pet coffee dealer, Christian Burns called in to ask about his own company’s blog: Fidalgo Bay Coffee.

Jim and I, I think, are really starting to get the hang of this!  It’s always a lot of fun every week.  So … next Tuesday (the 27th), noon Pacific … listen in, call in, Tweet in, Skype in … however you want to, but be in the conversation with us!

Filed Under: Bloggers and Blogs, Business Blogging, Corporate Blogs, Media, Mediasphere Radio, Social Media

One By One Media at Gnomedex

August 9, 2007 By Leave a Comment

Tris Hussey has had a busy week with The Mediasphere Radio Show on Tuesday with me, Dave Taylor and Rick Calvert, the taping of the television show with Leo Laporte on Wednesday and now driving to Seattle to be at the Gnomedex Conference 2007. 

Tris will be live blogging the event from the trenches and I think he has some cool stuff in store.  What I am not sure of is where that live blogging will be taking place.  It seems that companies love to have Tris live blog events for them, and he posts on the company’s own website or blog.  When I send him to a conference to live blog, he posts on his own personal blog.  I think I messed up somewhere or we need to have a priorities alignment! I’m still confused.  No matter where you get to read all of the cool action and presenters and sessions, pay attention, Tris does a great job of making you feel like you are sitting right next to him and listening in on all the fun.  This is the first Gnomedex with Twitter being available, and I think there will also be a bunch of people live streaming and podcasting from the conference as well.  I hope I can keep up with all the action.

Filed Under: Advertising, Blogs and PR, Business Blogging, Conferences/Trade Shows, Marketing, Mediasphere Radio, Services

Too Many Social Networks Causes Headaches

July 2, 2007 By 8 Comments

I’ve been hearing of many people getting to the point of overload on the number of social networks they belong to and the number of networks they are following.  I have a handle on the feeling and have experienced the same headaches that many suffer from as a result.facebooklogo

I spent Sunday actually building my community of social networks.  I try to make sure that I always know how to use the tools available and to be knowledgeable about the use of the latest of the networks out there.  The first social network I tackled was Facebook.  This seems to be one of the largest growing social networks lately and I decided I better get on that  bandwagon.  I added friends I knew and some I actually didn’t know personally.  My apologies if I sent you an invite to be my twitterfriend as I ran the easy to ask application that spams all your email files. 

I have been an early adopter of the Twitter social network and have really enjoyed Twitter as a way to follow along with my friends, clients, and peers.  I have spent a long time growing the number of friends and the number of followers to my Twitter page.  This does cause problems when you ever want to switch to another social network that might be very similar or the next generation.  Such a thing happened when I decided to check out the Twitterish type of application in Jaiku.images

Jaiku was the next type of Twitter type social network that offered a different user interface and some other features.  I was not very enamored with the service and barely stayed long enough to see if it was worth my time.  It was not the most favorite of networks following the Twitter explosion, and was launched to close to the same time.  This was not the same with the latest of networks to launch.

pownce_logo The next network I decided to try was Pownce.  This network in my opinion launched at just the right time.  They took the best attributes or the other networks, expanded them somewhat and made it very nice to look at as well as operate.  I was able to grow this community much faster than I was when Twitter first came on and it could be because I promoted the building of my Pownce page and community through the use of Twitter, which in itself is an irony.

www.STADTAUS.com_btn3910742 Tomorrow is our scheduled radio show at Blog Talk Radio.   We will be discussing this new onslaught of social networks and we will talk about the headaches others are having as a result of trying to keep up with the the madness.  We are always going to be able to tell our clients about these applications and how best to keep up with them.  Our most beneficial service is actually providing a social media manager or community watcher for companies. 

UPDATE:  [7-3-07]  Thanks to BL Ochman through Twitter, she points us to an article by Mashable about Mini Blogging, where they compare 8 different applications.

 

Filed Under: Blog Consulting, Blog Platforms, Blog Tools, Bloggers and Blogs, Blogging News, Blogonomics, Blogs and PR, Business Blogging, Corporate Blogs, Marketing, Media, Mediasphere Radio, Professional Blogging, Services, Social Media

"Content Is King" But There Is More To Blogging

June 20, 2007 By 2 Comments

This week’s radio show that Tris and I did at Blog Talk Radio had a topic that was dear to our hearts. Content in blogging is king, but it is not the only thing there is to blogging. Many people believe that you can set up a blog start putting content on the blog and suddenly the company is a success. This is just not true. Blogging is more than just words on a web page or words typed into a blog platform. Blogging is so much more than writing cool content.

We discussed this at length today in our podcast. You can listen to the podcast or download it to get our take in what blogging is and what we define as a blogger and their duties.

Blogging is understanding not only how to write really good content, but understanding the back side of the platform, with using analytics, using RSS feeds, and many of the tools out their that will help you produce good content. Blogging is more of a whole concept and job description and a expertise. What expertise does a blogger bring? We think they are Community Managers or Social Media Managers. What do you think a blogger is and what do they bring to the table?

Technorati Tags: , Tris Hussey, , Mediasphere Radio, , , , , , , , , web feeds, , , , ,

Filed Under: Blog Tools, Bloggers and Blogs, Findability, Marketing, Mediasphere Radio, Professional Blogging, RSS, Search Engine Optimization, Social Media
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