It’s niche marketing, stupid

Short but excellent post by Paul Chaney explaining why niche marketing is about to overcome mass media, which some quite strong statements such as “Blog or die”.

“Look at the Wailing Wall from a distance and all you see is a massive, monolithic structure reaching, to use Ralph’s term, “to the sky.”

Look at it more closely, however, and you see numerous cracks — niches — in the wall. Look more closely and you see slips of paper inserted in these cracks. (Prayers of the pilgrims) Filled niches.

Some marketers are still trying to reach the entire wall. Instead, thanks to the “splintering” of today’s audience, it’s the niches that need to be filled.”

Via BlogWrite for CEOs.

Word of mouth

Corporate Engagement about Word of Mouth Marketing (WOM): “Researchers at the Yale School of Management and Harvard Business School have conducted the first study that examines the effectiveness of firm-sponsored WOM with a surprising result: consumers with no loyalty to the firm or product create more powerful WOM than loyal customers.”

Dina Mayzlin of the Yale School of Management and David Godes of Harvard Business School, demonstrate that firms can create incremental word-of-mouth (over and above what may have existed outside the program) to increase sales. Among the study’s findings: word-of-mouth was found to be most powerful when it occurred between acquaintances, and the most powerful incremental word-of-mouth may come from those less-loyal to the firm.

Read the study here.

What are you exactly doing?

Look at how Francois Lavaste, VP of Worldwide Marketing & Strategy at MindJet, is surveying his customers, all his customers.

With a quick post on The MindJet Blog (a question of a few minutes), he’s able to:

  • publish an instant survey;
  • touch his complete customer base and even prospects;
  • collect feedback instantly;
  • picture himself as a proactive and openminded VP who cares about his customers;
  • initiate a dialogue with the people responding;
  • demonstrate agility.

If you are a MindManager user (happy or unhappy), I can only encourage you to leave your own comment and start the dialogue with Mr Lavaste.

Score for a biz blog

  • The search engines like fresh content: score one for a business blog.
  • Bloggers are free and generous linkers & the search engines credit linked sites very highly: score another one for a business blog.
  • Because relevance is the new buzzword around search engine circles, a business blog will really be of major assistance in that regard: another score for the business blog.
  • Business blog builds a relationship with current and potential customers and clients: score yet another one for business blogs.

Via Blog Business World.

Consumers are producers

Fantastic!

Via Brand Autopsy.

Uncensored channels

Good article by Joe Dysart at DMNews: RSS Gives Marketers Uncensored Channel. He mentions some of the numerous advantages of RSS:

  • There are no ISP spam filters to get through.
  • There are no stale e-mail addresses to worry about.
  • There are no cranky consumers complaining that they never subscribed to your marketing messages.
  • One can use it to distribute large audio/video files.
  • Readers can listen to the marketing message where they want and when they want.

In one word, the ongoing hassles of e-mail will spur an increasing number of marketers to turn to RSS as a clear, uncensored channel. There’s nothing there to stop you from getting your message to the consumer with RSS, no filters to worry about.

Via Online Marketing Blog.

Niche in business

So you feel all tech-savvy now because you know what the word “blog” means. But do you know what a blog could mean for your business? For companies, blogs are an opportunity to tell clients and potential clients about your industry, products and services. And it doesn’t matter how large or small your business is.

Blogs are a way to build an open relationship with customers and make your company a resource on a particular subject. They also are good for spin. More to read…

Via BlogWrite for CEOs.

Rise of the Blog

CIO Insight is taking a look at blogs, mainly internal blogs, these simple, low-cost publishing and collaboration software, expanding within companies, whether technology management is ready or not.

“… the other side of the story is taking place inside corporate firewalls—in an area that, traditionally, has been the realm of technology managers. Here, blogs (and the simple databases known as wikis) offer an alternative not only to e-mail, but also to even more expensive systems for project and knowledge management that often prove unpopular with workers, who find them difficult and unrewarding to use. You may not be thinking about blogs, but somebody at your company probably is— if they aren’t using them already.”

For a change, it is interesting to read an article from the perspective of IT people. Also, it is encouraging to read that even CIOs, who may be the only people sometimes resisting the rise of the blog, give several examples of easy adoption: “Engineers learning a new version of a big software package, for example, preferred using a training blog that allowed them to leave questions and comments instead of using an existing document management system described by Angeles as cumbersome.”

The phenomenon is still in its early years: “A simple blog that begins as a project-management log for a small group can become a searchable knowledge-management repository when the project is done… Blogs and wikis could lead to some grand accomplishments that are only beginning to come into focus. The success of Wikipedia, a Web-based encyclopedia created and edited by thousands of volunteers, suggests that companies might also engage in collaboration at a profound scale.”

On the subject of tools and costs: “The software, which allows dozens of people to post news and updates to calendars, project pages, and policy documents without going through an administrator, or learning HTML, works better than an intranet built using Microsoft’s FrontPage, which it replaced. The distributed authorship of people from different departments means the content is fresher. The blog software also obviated the need to invest in an expensive new content management system. This is an internal project of the Web team, done without capital outlay and with minimal IT staff time. The CIO is aware of it, and how it works, but it saves him money before he knows that the money might have had to be spent.”

Via Ross Mayfield.

Transparency and authenticity

“Blogging’s advantage, from his perspective, is in the transparency and authenticity that nothing else can provide. With more than 1000 company bloggers, people can see inside Sun in ways that are infinitely more valuable than Federal governance regulations. “Executives are missing a point. There is no perfect truth despite transparency.” He argued that SEC requirements for quarterly reporting is far from as revealing as 1000 Sun bloggers talking about “the guts of the company,” on a daily basis in a public forum.

Sun’s blogging explosion was embraced without ambivalence by the corporate communications people. “Most PR teams would cringe, but ours didn’t. We have a transparent culture and competitors like HP do not. Our PR team is thinking about how to use technology and culture as a corporate weapon and blogging does both. [...] a key function of the communications team is to be an information gatherer, analyzer and counselor on participating in these communities. A bad way to do PR is to blast press releases every Thursday. We help feed the right information into the right channels. What could be better for a PR organization than blogs?”

Jonathan Schwartz, Chief Operating Officer, Sun Microsystems

Via NevOn.

French is second

In a recent article, Wired News underline the fact that “French is now the most common language in the blogosphere after English - and the craze is building, with a rash of regular blog soirees, the launch of several political weblogs and the emergence of more French bosses in CEO blogger circles.”

“France is certainly taking a lead in the European market in a big way. There is a sense of an opportunity that people must jump on.”

While internet penetration in France is below the European average, the French with their readiness for vocal civic discourse are commonly seen as more expressive than other European countries. According to Loïc Le Meur, VP Europe of SixApart, it can be explained by the long French tradition of speaking loudly. “We are the people who made the French Revolution, (the national uprising of) May ‘68 — and just look at all our strikes! We always want to debate. Perhaps blogs are the ultimate tool for us to express ourselves” he says.

Not only many politicians and businessmen have embraced blogging to raise their voices, the revolution is being spearheaded by the young generations. According to government figures, half of all schoolchildren are bloggers, an estimated 3 million. Many of them use cell phones to post diary entries and pop-culture news flashes to their blogs.

Via Loïc Le Meur, rMen’s weblog, Jacques Froissant, Stéphane Bayle and CorporateBloggingBlog.

Blogs more credible

Look at these amazing numbers below, they represent the percentage of people who find the information in blogs equally or more credible than the following sources:

  • 44.8% Television commercials
  • 44.7% Internet advertising
  • 41.2% Other radio programs
  • 40.7% Radio commercials
  • 38.7% Print ads in newspapers or magazines
  • 37.9% Other television programs
  • 36.1% Television or radio Internet sites
  • 34.8% Newspaper or magazine Internet sites
  • 30.8% Television news
  • 30.2% Magazine articles
  • 28.6% Radio news
  • 28.0% Newspaper articles

This is according to a recent survey by Hostway, a Web-hosting and managed services provider.

Via Real Lawyers. As they say: businesses would have to be dumb (not to say stupid) if they reject weblogs as the killer application to support their marketing and PR activities.

Blogging on the rise

In Business Blogging on the Rise, Inc.com explains why weblogs are becoming more popular with small businesses. In short:

  • the tool costs little or nothing to use (which is attractive to businesses with small marketing budgets);
  • if you are blogging and your competitor is not, then it is a competitive advantage;
  • large businesses have to worry about SEC regulations and what they can say in their blogs (well it depends actually);
  • blogs are a good direct-response marketing tool;
  • they can be an excellent tool to build relationships and create brand equity;
  • they can help in networking and creating industry contacts and business partners;
  • they can also be excellent selling tools, particularly with affiliates.

Via ThePodcastNetwork and Micro Persuasion.

New corporate blogs

A quick post just to mention the latest corporate blogs we are aware of.

Via The Blog Herald, the Yahoo! 360 team has launched its own blog that plans to keep users up to date with the latest, exciting happenings from the world of Yahoo! 360 blogging. As a reminder, Yahoo! 360° is a free hosted blog service provided by Yahoo!, including features to moblog, share pictures, publish recommendations, polls, etc.

Via NevOn, a case study by Techdirt describes how they have worked with the Electronic Research Lab of car maker Volkswagen to provide them with a customised, private blog of news and analysis concerning a variety of technologies and trends that impact the automotive industry. The case study includes what VW says the benefits are.

Ten ideas for RSS feeds

The CEO Bloggers Club gives ten ideas to deploy corporate RSS feeds to external audiences. Most of them though are good ones for deploying RSS internally as well as part of employee communications, knowledge management and content management.

  1. Help solve the disadvantages of e-mail
  2. Create/support a press room
  3. Keep partners informed
  4. Keep customers informed
  5. Provide information filters for your readers
  6. Make your information dynamic
  7. Provide event information via RSS
  8. Capture and publish the buzz
  9. Publish special promotions
  10. Create special (password protected) feeds to provide specific information to employees, partners, customers.

PR Blog Awards

Marketing Sherpa organizes the 2nd Annual Marketing, PR & Advertising Blog Awards. There are 7 categories:

  • Best b-to-b marketing-topic blog
  • Best blog on online marketing (Search, email, Web, etc.)
  • Best PR-topic blog
  • Best advertising-topic Blog
  • Best blog on small business marketing
  • Best individual’s blog on the general overall topic of marketing, advertising & PR
  • Best group (multi-author) weblog on the general overall topic of marketing, advertising & PR

You can submit your nomination here.

Via Online Marketing Blog.

Hospitals adopt RSS

Via Micro Persuasion:

“The New York Presbyterian Medical Center is embracing RSS in an innovative way. Not only are they using it to publish hospital news, but also to track key health issues in the news. They aren’t the only major hospital to embrace RSS for communication purposes. MyHospitalWebSite has wired up several major hospitals with RSS feeds, like this one (RSS).”

This is a clear sign that content syndication is now being used by just any type of business in the U.S., including the unexpected ones such as public health. It is also an encouraging sign that this new way of broadcasting and collecting information is reaching out to the public, not only the bloggers.

We haven’t quite reached that level yet in Europe. It will probably take one or two more years but there are good chances that it will soon be adopted too.

Gates says…

“Blogging makes it very easy to communicate. It gets away from drawbacks of email and the drawbacks of a website. Eventually, most businesses will use blogs to communicate with customers, suppliers and employees, because it’s two-way and more satisfying.”

This is a quote of William H. Gates (Chairman and Chief Software Architect, Microsoft Corporation), brought by Tony Perkins via The Red Couch.

What can a blog do?

Gary Stein explains with simple words what best practices can help to promote your company via your blog.

  • Enhance the conversation
  • Link to and comment on others
  • Include topic-related keywords in titles
  • Unearth intersting things to share
  • Let your personality out

Via The Radiant Marketing Group.

Macaw Nederland

Neville Hobson reports that at Macaw Nederland, a Dutch technology company and Microsoft Gold Certified Partner, all 110 employees have their own internal blog. They get it when they get their network, intranet and e-mail account. Not only do they have blogs - they use them. 90 percent of the 110 employees are internal bloggers. As Neville says, it is a real indicator happening right now of what’s coming in the workplace. It is also an indicator of what is already happening - companies are quietly enabling new media channels like blogs in the workplace.