| |
| |
|
Marketing Information |
|
|
|
Adapting Blog Technologies To Corporate E-Newsletters
Every January, trade publications put out a list of predictions for the coming year. They discuss products, services and trends that they think will change the way business is done, labeling these "disruptive technologies."
The idea of disruptive technologies comes from Clayton Christensen's 1997 book, The Innovator's Dilemma: When New Technologies Cause Great Firms to Fail. A disruptive technology is a method, procedure, skill, device, or material that redefines the competitive standards. Note that the technology doesn't have to be a physical item and that it often forces us to re-examine the way we work.
InfoWorld's list of disruptive technologies for 2003 included open source, self-service CRM, digital identity, and my personal favorite, Weblogs. How can a simple, Web-based journal be disruptive?
For starters, it's worth describing what a Weblog is. Basically, a Weblog or "blog" is a personally created, online, time-stamped web page that includes the thoughts, ideas, and comments of the "blogger." The musings are usually brief, but they are published frequently and consistently. People can subscribe to receive the blog updates via e-mail. Often, the blogger is an expert on the subject he/she is discussing.
At first glance, it doesn't appear that blogs would be at all disruptive. So why all the hype? If we look closely at the structure and intent of blogs as a communications tool, we can see some powerful ideas at work.
Blogs are a direct, one-to-many vehicle for communicating ideas. They expand an individual's ability to communicate. They are fresh and timely. The blogger, in order to maintain interest, must communicate often. Blogs enable a single person to share ideas, insights, and useful knowledge with an audience. Thanks to the Web, the audience can be a global one.
Whenever a new tool or process-such as e-mail- expands communications, the effects are far-reaching and dramatic. Even though blogs have been around for 3-4 years, they could be the next big thing.
Blogs Are The "Real Voice" Two important characteristics of blogs are that they are written by a person who is knowledgeable and passionate about the topic, and that they are written in a "real voice." This is a cosmic shift from the marketing and public relations materials that are the staple of business communications.
Often, when information goes through a formal marketing or PR process, the end result is an attractive, expensive, stale, diluted document written in corporate speak. This result is generally due to the processes that evolved to accommodate the costs and standards of print technology, rather than to the incompetence or malevolence of corporate communicators. The edge, the authenticity, and the voice of the professional speaking to his fellow professionals is lost.
Blogs offer the human voice that can be loud, controversial, and even wacky. But the realness of the blog inspires trust and piques people's curiosity. A blog can create a community and a dynamic discussion.
If you are a product manager working in the chemical products industry, chances are that you would rather hear about the real experiences of other product managers in your industry than read a glossy marketing piece put out by the marcom department. Blogs fit this communications requirement perfectly.
Blogs Are Simple Weblogs are easy for people to publish, read and respond to. They can foster a community of like-minded individuals and be the catalyst for spirited discussions. Blogs are an inherently proactive form of communications. Weblog participants can subscribe to receive scheduled postings to the blog. Weblogs are inexpensive to produce and they can include a variety of multimedia content (audio, video, files, etc.) and hypertext links that add value to the discussion.
Blogs Empower The Individual There are a host of tools on the Internet that make blogging a snap! Blogs empower a single person to capitalize on the reach and ubiquity of the Web. And they don't require the investment or recurring costs of print technologies.
Blogs Empower The Enterprise Blogs empower the knowledgeable people within a company to share their insights, know-how, and expertise. The value to a corporation is that this knowledge can be organized, distributed, and leveraged to increase the value of different product and service offerings to the customer.
If a corporation is going to use a blog, however, it should understand that controlling the content of the discussion is difficult. If you want an authentic exchange, you have to be willing to accept the stone-throwing and critical comments that often occur in a blog. This requires extending trust and giving up some of the control a company would normally have when it publishes a press release or hosts its own online forum, for example. The upside is that people will listen to a real voice.
Adapting Blog Concepts To Your Newsletters You can adapt blog technologies to your corporate electronic newsletters by taking advantage of the underlying concepts. You can, for example:
* Publish a small amount of well-organized information frequently and regularly * Include content from individuals who are knowledgeable and passionate about their work * Make it easy for your employees to communicate directly in their own, human voice * Respect the reader by making sure your e-newsletter provides value and that he/she wants to receive it.
E-newsletters geared towards educating a marketplace, rather than those focused on advertising or marketing, turn out to be particularly effective. E-newsletters offer an affordable, direct way for the experts in a company to communicate with an audience. This means that a product manager or an engineer can enhance the flow of information and make it more accessible to those who want it.
Think of your channel and the information needs of your partners. Your company has a wealth of information that would help them sell your products more effectively. There is much insight within your partner community that could be leveraged throughout the channel. And your technical experts and engineers have critical knowledge and understanding that everyone could utilize.
What's often missing is an easy way for the "know-how" keepers to capture their knowledge, organize it, and deliver it. The best e-newsletters are written in a real voice, not in corporate speak.
Two years ago, the book The Cluetrain Manifesto shook up the business community (see http://www.cluetrain.com/book.html). The revelation? That business is about humans. As Wall Street Journal columnist Thomas Petzinger Jr. writes in the foreword: "I was dumbstruck. There in a few pages, I read a startlingly concise summary of everything I'd seen in twenty-one years as a reporter, editor, bureau chief and columnist for my newspaper. The idea that business, at bottom, is fundamentally human. That engineering remains second-rate without aesthetics. That natural, human conversation is the true language of commerce. That corporations work best when the people on the inside have the fullest contact possible with people on the outside."
It turns out that the human "voice" is an underserved or ignored need. In a world of 6+ billion inhabitants, the individual craves to speak and to be heard.
References
Blogs As Disruptive Tech: How Weblogs Are Flying Under The Radar Of The Content Management Giants, By John Hiler, CEO, Webcrimson, http://www.webcrimson.com/ourstories/blogsdisruptivetech.Htm
Making Room For Disruptive And Emergent Technologies, By Hugh Blackmer, Science Librarian, Washington & Lee University, http://home.wlu.edu/~blackmerh/sabb/nitle2.html*
Blogs As Disruptive Innovation: What A Brave New World Blogging Is Building!, by Dr. James V. McGee, Professor, The Kellogg School Of Management, http://www.mcgeesmusings.net/2002/05/15.html
Weblogs At Harvard Law, Bookmark List For ABCD Weblogs Meeting, By Dave Winer, http://Blogs.Law.Harvard.Edu/Stories/Storyreader$199
Todd Brehe Director of Communication Products Gallatin Technologies, Inc. (719) 597-3366 tbrehe@gallatin.com
MORE RESOURCES:
Marketing - Google News |
|
|
|
RELATED ARTICLES
5 Tips on Establishing Yourself As An Expert In Your Community Wondering how to get new patients into your practice? Wondering how to distinguish yourself as unique from the other practitioners in your community? Here are 5 surefire ways to get visibility in your area.5 Tips on Establishing Yourself As An Expert In Your Community1. Make More Money with Marketing Metrics Do you know how effective each of your individual marketing tactics is? Many small business owners market in a vacuum. They spend money on brochures, advertisements and web sites with no real way to tie specific results to specific endeavors. Top Four Marketing Secrets of Building a Professional Practice Building a coaching or consulting practice can be rewarding and lucrative. Sadly, many who get started on this path simply can't make it. After The Mailing Is Done, What Happens Next? If you're doing any sort of marketing effort, whether it's getting news coverage or sending a postcard, you must be prepared for what happens next. If you're sending postcards promoting your business, and you have people working for you, tell them that you sent the card. Logo Facts What makes one logo better than another?Simplicity.A good logo works in the simplest form. Communication Breakdown - Dont Let It Happen To You Do you have Communication breakdown?How are you communicating with your contacts?We need:Contacts we can send emails to regarding our business opportunities.Contacts we can build up a good working relationship with, similar interests as far as business opportunities go. Budget Marketing: Managing Your Marketing Money Wisely! There's a saying that half of all marketing efforts are wasted, but it's impossible to tell which half!I know from hard won experience how easy it is to waste money on marketing.When I first set up my own business in 1998, I spent tens of thousands of dollars employing the best graphic designer and printing a great glossy brochure. Business Postcard Marketing: 35 Ways to Use It Postcards are an effective way for many business owners and marketing managers to attract new customers and increase sales from existing ones. Postcards are inexpensive to produce and mail. 5 Great Ways to Reach Your Target Market There are many ways to reach out and find the people you are trying to attract for your business. Here are just a handful of ways to get you started:1) Attend organization meetingsWhere do people in your target market hang out? Research this, and then plan to attend a meeting or two to mix and mingle. Keeping your Business Card visible Famous quotes that keep you thinking.Have you ever listened to a speaker and they say something that you want to make note of and use later? More than likely, you will write it down and then file it away, never to be uttered again. Loyalty Cards Systems - Beware, Some Should Be Avoided Recently, I discussed a loyalty card system with a vendor who was selling quite a number of his systems to restaurants. I was shocked to discover the lack of detailed information that this vendor catered for, and the opportunities the system he provided squandered. Marketing Quandaries Being in a quandary prevents you from moving forward in developing and marketing your business. When we're in a quandary, we are in a state of perplexity and doubt. Why You Dont NEED a Marketing Plan If you pick up a copy of the November 2003 issue of Entrepreneur magazine, you'll see my Web site listed on page 10, along with a good amount of promotional copy.How did I get featured in a major, national magazine?Do I have a great PR person? Did I know someone at the magazine? Was this part of my carefully-crafted marketing plan?No, no, and um, no. Becoming The Obvious Choice In A Sea Of Competition Differentiation, niche marketing, and positioning. These and other related business buzzwords have no doubt crossed every business owner and marketing director's ears in recent years. How to Brief a Marketing Agency A new client recently emailed us a brief here at Mano Design. It was very brief brief indeed. Two kinds of Advertising for a Marketing Strategy Advertising is the lifeblood of any business. If you do not learn how to advertise your products and services both efficiently and effectively, you won't be in business long. The 7 Areas of Marketing Waste - Are You Committing These Marketing Sins? If you want to reduce waste and grow your business it can be useful to know where to look. Marketing waste is usually most apparent in these 7 key areas:1. Create A Business Card That Sells and is Effective Why does your business need a business card?Business card is a powerful piece of card handed out to your clients or given to you by someone which has all that information in such a small space. Business cards are an important part of any business and that gives a first impression of your business to anyone. People Pleasing Postcards Why are more businesses turning to full-color postcards as a key form of promotion? The biggest reason is the simplest: You don't have to open a postcard. It won't get lumped in with all the direct mail envelopes that people toss without opening. The Magic of Using Booklets for Tradeshow Giveaways Candy, squeeze balls, pens, and key chains -- these provide questionable value to anyone visiting or staffing a tradeshow booth. More and more meeting and marketing professionals are considering something a little different - booklets.
|
| home | site map |
| © 2006 |
